Social, Mobile & Digital Everything - Keynote Online Marketing Konferenz 2013
Winning and Building Business Online Keynote
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Transcript of Winning and Building Business Online Keynote
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Generating Attention for Your Non Profit Online
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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November 2009 Now
Wine consumer with a vision Three businesses
Unknown in wine blogging community
Ranked in top 25 for traffic, top 10 for engagement and top 5 for link backs – in the country
0 page views per month 20,000 page views per month
0 Facebook fans 5000 Facebook fans
0 Twitter followers 11000 Twitter followers
0 Linkedin Connections 3500 local Linkedin Connections
0 YouTube Videos 160 Videos (15,000 views)
0 Blog posts 500 posts
The Storyfrom click to mortar
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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The Storyfrom click to mortar
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
•5 Wineries 40 Wines 1 Location•Co-op business model•Event facility (3000 sq ft)•Future expansion •Voted “Best new biz in 2011”•Featured in Alaska Airlines Magazine and on MSNBC.com
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The Storyfrom click to mortar
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
•Author•Seminar Leader•Consultant•Build affordable template based web sites•Manage businesses online content
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The Social ExplosionSocial = SurvivalThe Big 6Time to Think R.O.A.Your Top Online Priority Should Be ___________Three Things You Must Do In 2014Q&A
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Today’s Agenda
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
The Social ExplosionThink back just 7-10 years ago (2002-2005) – How did you get the word out about your business, sale, experience?
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
The Social ExplosionOkay, think about today…how are consumers getting information?
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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Social = Survival
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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Social = Survival
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
•Search• The world is going mobile and searching for products and services. Social
sites are being indexed by search engines
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Social = Survival
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
•Relationships• Social tools provide an unprecedented
means for building relationships. You can scale much easier and at less cost
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Social = Survival
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
•Culture shift• We are in the largest shift of
communication and how consumers engage with brands that we’ve ever seen
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
The Big 61 .2 BILLION ACCOUNTS
600 Musers
200 Musers
220 Musers 150 M
users
70 Musers
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
The Big 6
210 mins
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
FacebookWhat’s it all about
•PEOPLE•Engagement•Extension of brand personality•Extension of experience•18-44 age•60% female
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
FacebookWhy you need to be there
•PEOPLE•2/3 of Americans on FB•50% of them every day•Brand awareness•Top of mind•Business to consumer connections
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
TwitterWhat’s it all about
•PERSPECTIVES•Conversations•Information•Listening•Immediate and viral•SEO•26-56 age range•57% male
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
TwitterWhy you need to be there
•PERSPECTIVES•Greatest conversation in the world•Real time understanding of customer wants•Customer service•Relationships (amazing scale)
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Online cocktail party
What is Twitter?
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
LinkedinWhat’s it all about
•PROFESSIONAL•Resume•Connections•Referrals
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
LinkedinWhy you need to be there
•PROFESSIONAL•Business to business connections•Search engine gold •Referrals and leads
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
PinterestWhat’s it all about
•PICTURES•Vision board•Visual favorites boards•Extremely viral•68% female•26-54 age range•Aggregator of stuff•Driver of web traffic
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
PinterestWhy you need to be there
•PICTURES•Third largest referrer of web traffic•Business to consumer•If you’re selling an experience or visually attractive product•If you have a strong web presence (eComm)
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Google +What’s it all about
•PASSIONS•Connecting and communicating with people of similar passions•Similar to Facebook•63% male•18-34 age range
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Google +Why you need to be there
•PASSIONS•It’s Google•SEO, SEO, SEO•Stake your claim•Google Places
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
InstagramWhat’s it all about
•PHOTO SHARING•130 million active users•Share pictures and video with filters•40 million posts per day•18-34 age range
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
InstagramWhy you need to be there
•PHOTO SHARING•Huge audience base•Quick consumption•Brand awareness•ATTENTION•Video and photo
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Time to Think
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
R.O.A.
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Return on Attention
“Attention is the currency of social media. Capturing attention leads to
awareness and then action.”
What is your RETURN ON ATTENTION?
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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Time to Think ROA
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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YOUR #1 ONLINE PRIORITY
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected] NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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Your Number #1 Online PriorityContent is KING, Search looks for content. “Having a web site is no longer the solution.Your web site is the only content you own.Think SEO / SEMFocus on conversionMobile Friendly
“Social media is an ingredient, not the recipe.” Jay Baher
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected] NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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Your Number #1 Online Priority
Direct Traffic 20-30%Search Engine 35-40%Referral Traffic 20-30%
Where does your web traffic come from?
“If you are not a content creator / curator and are not part of the social revolution, you are giving business to those that are.” ~ Josh Wade
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected] NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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Your Number #1 Online Priority
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected] NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Three Things You Must Do in 2014
•BlogGet found – Content is King – Own your own news
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Three Things You Must Do in 2014 •Mobile
Mobile friendly web site
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NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Three Things You Must Do in 2014 •Go Social
Integrate into your overall marketing plan
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Q&ANectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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