Post on 01-Nov-2014
description
Using New Mediawithout looking like a jackass.g j
FUZESparks, Nevada, USA
Bryan LandaburuPresidentbryan@ifuze.com
775.626.4577877.TRY.FUZE hi kfthinkfuze.com
This Information is for presentation & internal use only, not for distribution or re-presentation in any manner unless written permission is obtained from Fuze, LLC. Contents of this presentation should be considered confidential. You are permitted to make additional copies of this Presentation solely for internal distribution.
©2008 Fuze, LLC
Fuze OverviewFuze Overview
We think. We are.• We are digitally-led modern advertising & marketing firm.• We are small. We think big.• We spend a LOT of time and resources on what’s next.
Our clients are everywhere• Our clients are everywhere.• We design to promote interaction
– face-to-face, ear-to-ear, screen-to-screen
• We own nice suits. We prefer not to wear them.• We occasionally act like children.• We make our clients smile, money.
Primary Clients
• Dickson Realty• IDWholesaler.com
Pl I
• Clearstar Financial• Hopkins Distribution
CLP R I• Plasco Inc.• SAP• BEA Systems
• CLP Resources Inc.• Spartan Staffing• Reno Tahoe Open• BEA Systems
• The Entrust Group• Boyd Gaming
• Reno Tahoe Open• NNDA• Washoe CountyBoyd Gaming
• Lennar Homes• University Health
Washoe County School District
U e s y eaSystem
In the community…
• Step2• JDRF
RJ M i l
• Reno Tahoe Open Foundation
• Northern Nevada• RJ Memorial Foundation
• Community
• Northern Nevada Democratic Caucus
• Reno Tahoe Blues Community Foundation of Western Nevada
Festival• Reno Tahoe Young
Professionals Net ork• Food Bank of Northern Nevada
• Big Brothers Big
Professionals Network• United Way of the
Sierras• Big Brothers Big Sisters
• NCNCS
Sierras• Boys & Girls Club• Artown
Building A Case For Social Mediasocial media marketing, viral marketing, consumer driven marketing, or whatever you choose to call it, cannot be ignored as a viable andor whatever you choose to call it, cannot be ignored as a viable and necessary function of business and personal reputation management. As you enter this world, understand, there is not a one-size-fits all approach, and there are no guarantees.
Where do you need to be?
• Your own site• Word of mouth
P i d i i
• Make sure as you get into this, you are tracking your efforts• Print advertising
• Web advertising• Search Optimization
tracking your efforts
• Bottom line, you need • Search Optimization• Paid Search• Email Marketing
, yto be everywhere.
Email Marketing• Blogs• Microsites
• Ugh…
c os es• Social Media
How it used to be
• The company is in the center
• All campaigns and Radio• All campaigns and marketing come from the C-level down
Radio
TVOutdoor
• The traditional agencies drive the strategy and
Old Corporation
bstrategy and execution
WebsitePrint
• Yawn… PRMedia
• Companies saw the importance of the web and put it at the center of Radioptheir operation
• Search engines became important
TV
Search
Email Marketing
p• Diversifying efforts and
splitting agencies became common
Corporate website
WebsiteSearch Marketing
• Agencies reinvented (or tried to)
• Media typically paid off
PRBlogs
• Media typically paid off online…someplace.
• The term “web centric” started to be bantered
Media
Outdoor
started to be bantered.
How it is now, tomorrow…• Control has been
surrendered to consumers• What people say cant be
RadioTV
Website
PRSOCIAL
Content
reviews
scary to companies• Companies can no longer
control the conversation
Media
PrintComments
REPUTATION
• Having a website is barely a start…you have to be everywhereP i th h d f f
Your Brand
Outdoor
BlogsIndustry participation
Influencers
• Power in the hands of a few• Word of Mouth leads to
authenticityYOU NEED TO BE
Search Marketing
Executive visibilityAnalytics
Conversation
• YOU NEED TO BE EVERYWHERE!
Forums
Mobile
CompetitorsSEO
PPC
Landing pages
Sales funnels
• Fundamental shift in who is driving the strategy.• Interactive, digitally-led agencies are driving.
Wh ?• Why?– Because we’re already there.
Getting the picture?Radio
TV
Website
PRSOCIAL
Content
reviews
Media
PrintComments
REPUTATION
Your Brand
OutdoorInfluencers
Brand Blogs
Search MarketingConversation
Industry participation
Executive visibility
ForumsSales funnels
Analytics
Competitors
MobileSEO
PPC
Landing pages
Cross promotion. Traffic Injections.• Blogs
– Only if you plan to commit to them –curbed.com
• Micro-Sites– Cant tell the whole story
in one website
• Associations• Press Releases
– Distribute releases and post news
• Articles & Stories
Associations– Keep up with
associations– See who shows up when
you search and join themArticles & Stories– Can be a big influencer -
WSJ
• Advertising Partners– Buy ad’s and banners
• Cross-linking– Link to/from partner
companies
• Traditional MarketingBuy ad s and banners strategically
– Track their performance
• Social MediaTwitter
Traditional Marketing– Outdoor– Print– Broadcast
– Twitter– LinkedIn– Facebook– YouTube– Photos & videosPhotos & videos– Podcasts
• Question: Who is in control now?
• Answer: Not you.
• Events are a perfect tie-in for social marketing but, no industry is exempt from this conceptthis concept.
• Try to drive the conversation and you will fail.
L f h i d i i d• Let go of the conversation and participate and you can still fail, but at least you have a chance.
• Use this to your advantage…participate with your content and be the passenger, not the driver.
Small Case Example:pReno Tahoe Young Professionals
RenoTahoeYPN.com
• Comprehensive event calendar• Comprehensive “official” news area• Featured member
RenoTahoeYPN.com/membership
RenoTahoeYPN.com/events
Under the hood
So what?A website is just a website, a networkedj ,community is much more.We built a community.
• A website is neat. Yay! We have one.
• True networking Blog• True networking organizations have much more
NingYouTube
dimension• Here are the
networking sites we
YPN Main Site
LinkedInMySpace
networking sites we have established exclusively for YPN FacebookFlickr
• Not sure what they are? Lets learn…
Blog
Flickr
MySpace is great[not], but we rolled our own…
Renotahoeypn.ning.com
YouTube
• YPN has one of, if not the most, comprehensive web footprints of any networking organization in the area.
• We are over 400 members strongY h d h YPN b• You can now, reach out and meet other YPN members:– Socially, business, KIT, BFF, dating, for sale – clean 1 owner, etc.
• Rollout• Rollout– Announced at summit– Assigned to committees– Member benefits online drive adoptionp– Make the tools work together– Encourage involvement through enlightened self interest
(a great opportunity to increase your profile in the community)
• Not a member? Maybe you should sign up today?– At least join the mailing list…how hard is that?
• Social marketing is not ROI driven.
• It will ONLY be successful, if you participate., y p p
• Networking is no longer about about pancake breakfasts and business cards.
• Get involved, get known, get business, grow your career.
• Don’t forget…
Participation
Contact Info:
Bryan LandaburuPresident /EvangelistPresident /EvangelistFUZE
[blog] bryanlandaburu com[blog] bryanlandaburu.com[twitter] twitter.com/fuze[e] bryan@ifuze.com[phone] 775.626.4577[phone] 775.626.4577