Catalina Marketing Social Media Seminar
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Transcript of Catalina Marketing Social Media Seminar
Social Media MarketingShow Me the Money
Bernie Borges – Find and ConvertMarch 24, 2009
Copyright 2007 - 2009 Find and Convert2
Bernie Borges: Founder & CEO, Find and Convert
20 + Years Marketing & Sales Inbound Marketing Strategist Blogger/Writer/Author/Speaker Podcaster Search Engine Optimization Pay-per-Click Advertising Management Visitor Conversion Strategies Social Media Strategist
Creating Winning Strategies on the Web!
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Why Marketing 1.0 Isn’t Good Enough Anymore Marketing 2.0 What is Social Media? Developing a Social Media Plan Tools & Platforms Personal Branding Making Time for Social Media Measuring Results Convincing Management Case Study Actions and Take-Aways
Discussion Topics
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Why Marketing 1.0 Isn’t Good Enough Anymore
Outbound Marketing Telemarketing Email Marketing Direct Mail Print Tradeshows TV/Radio
Inbound Marketing SEO/PPC Blogging Social Networking RSS Enabled Content Video/Photos Twitter Slideshare
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Why Marketing 1.0 Isn’t Good Enough Anymore
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Old vs. New Marketing
Outbound Marketing Inbound Marketing
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Marketing 2.0
Think Like a Publisher
Focus on Relationships
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Marketing 2.0: Think Like a Publisher!
Think Content!• Blogs
• Newsletters
• White Papers
• e-books
• Podcasts
• Videos
• Photos
• Presentations
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The Buyer is in Control Not the Seller!
http://www.youtube.com/watch?v=heSudg-tfIk
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What is Social Media?
Social media is information content created by people using highly accessible and scalable publishing technologies that is
intended to facilitate communications, influence and interaction with peers and with public audiences, typically via
the Internet and mobile communications networks.
The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction
of words, pictures, videos and audio.
Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).
http://en.wikipedia.org/wiki/Social_media
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What is Social Media?
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Social Media Platforms
Share
Publish Network
digg
StumbleUpon
Del.icio.us
Blogs
YouTube
Flickr
MySpace
Plaxo
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Technology• RSS, XML, AJAX
Bandwidth Proliferation• WiFi, High Speed Access
Social Culture of Communication• Communities Offer Collective Intelligence
Social and Technology Drivers
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Developing a Social Media (Marketing 2.0) Plan
Begin with Research• Where does your customer “hang out?”
• Ask your customers
• Research your competition
• Search on the social web
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Developing A Social Media Plan
Source: The Value of Many, Neighborhood America
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Make a Commitment
Should you….• Start a blog?
• Focus on social networking sites?
• Start your own community on the web?
• Twitter?
• Video?
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Themed Human Voice Transparency Commitment
Business Blogging Strategies
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Size of Blog Market
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Social Media Tools and Platforms
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http://www.insidefacebook.com/
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Facebook: Individual Profile
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Facebook/CNN Inauguration
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Facebook Groups
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Fan Page
Facebook Fan Page
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LinkedIn Individual Profile
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LinkedIn Individual Profile
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LinkedIn Individual Profile
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LinkedIn Groups
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LinkedIn Group Discussions
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What is Twitter?
http://www.commoncraft.com/Twitter Micro Blogging
140 Characters Per Post
Follow and be Followed
Communicate
Connect
Inspire
Educate
Entertain
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Want to Find Someone on Twitter?
http://search.twitter.com/search?q=tampa+chamber+of+commerce
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http://blog.hubspot.com/blog/tabid/6307/bid/4439/State-of-the-Twittersphere-Q4-2008-Report.aspx
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Some Famous People on Twitter…
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Some Not-So-Famous People on Twitter
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Want to Find Someone on Twitter?
http://www.socialbrandindex.com/
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Twitter: Events & Trends Using Hashtags
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Twitter: QuickBooks
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Personal Branding
Individual reputation management Personal and professional brand converged Benefits individual and employer Be real, be interesting Contribute It’s an asset! Embrace it!
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Personal Branding
http://www.businessweek.com/blogs/in_your_face/archives/2008/05/bernie_borges_l.html
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Video
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Video: Blendtec
Over 6M Views
Sales Grew 700%
National Media Coverage
Cross Over Brand Pull
SEO Value
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Photos
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Presentations
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Measuring Results
• Relationships
• Content
• Alignment
• Best Practices
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Google Analytics Integration
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Google Analytics Integration
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Hubspot: Facebook Lead Tracking
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Reputation Management Tools
http://jobmob.co.il/blog/online-reputation-management-resources-tips/
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Convincing Management
Just Look at the Numbers! Do Competitive Research Ask Your Customers It’s Mainstream Baby! Experiment…
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Making Time for Social Media
Are you getting great results now? Did your marketing budget increase? Are your buyers easy to reach? Is your brand as good as it could be?
How do you currently allocate your time???
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Staffing Implications
There are many…• Do they get it?
• Who likes to write?
• Introverts? Extrovert?
• Staff re-allocation?
• Time commitment?
• Justification?
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http://www.sherpastore.com/socialmediabmg09.html
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Low Cost Implementation• Most tools are free
Relationships• Communities, Trust,
Marketing/PR• Viral affects are huge
SEO• Multiple locations of content• Link centric
Marketing 2.O /Social Media Benefits
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Case Study
Stronger Brander Equity
Lower Cost Sales Process
Elimination of Non-Performing Marketing Activities
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Reasons Not to do Marketing 2.0
Don’t have time… Our staff resists it… Our competitors aren’t doing it… We’re going out of business…
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Think like a publisher Focus on building relationships Research the Social Web Engage, Listen, Act Consider Proper Staff Allocation Experiment & Be Patient Measure
• Traffic, buzz, brand, sales cycles, referrals, etc.
Marketing 2.0 Actions & Take-Aways
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Connect with Bernie Borges…
Email: [email protected]
Website: http://www.findandconvert.com/
Blog: http://www.findandconvert.com/blog/
Twitter: http://twitter.com/berniebay
LinkedIn: http://linkedin.com/in/bernieborges
Facebook: http://profile.to/bernieborges
Facebook Fan Page: http://companies.to/findandconvert