Download - New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

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Page 1: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

Holy #%&$!!We’re totally screwed!!

Social Media Marketing in Tough Times

Page 2: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

Yup. Times are Tough.

Page 3: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

2 Choices

Page 4: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

2 Choices

• Get tough! Get smart! Get loud!• Market your way through the downturn• Why would you cut the resources that ensure

your brand remains front & center?

Page 5: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

“Brands that increase (marketing) during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”

» Marketing Your Way Through a Recession» Published: March 3, 2008

Page 6: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

• Nail your Sales and Marketing message.

• Pound your competitors’ shortcomings. – They’re hurting and they will be quiet.

Take the offensive.

• In a downturn, aggressive PR and Communications strategy is key.

» Doug Leone, Sequoia Capital» Mandatory CEO All-Hands Meeting, Sand Hill Road» Oct. 9, 2008

Page 7: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

Remember the Basics

• You don’t need to reach EVERYBODY• You just need to reach the people who will

buy your stuff

Page 8: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

How Do Buyers Find You?

Page 9: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

How Do Buyers Find You?

Oh yeah, and:And:

Page 10: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

content

What Impacts “Findability?”

Page 11: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

content

“Findability” is

Page 12: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

TIME is Expensive

Page 13: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

What to Do?

• Focus on impact!

• What do you kill?– SEM (PPC) – Good SEO is cheaper, more effective– Advertising – it’s expensive; it’s hit-or-miss– Layers – cut internal staff– Events – box-up the booth; visibility = speeches

Page 14: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

What to Do?

• Where do you double-down?– Listening – responsiveness scores points;

identifies red flags early on– Content creation – thought leadership

+ findability– SEO – findability – PR – thought leadership + promotion

(read: findability) + responsiveness

Page 15: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

Social Media = Virtuous Cycle

Page 16: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

Whaddaya Mean by “Content Creation?”TODAY• We got the CEO a speaking gig!

– Media advisory!– Bylined article!– Proactive pitches! – On-the-floor interviews!– Go home

TOMORROW• We got the CEO a speaking gig!

– Let’s send a camera crew along• Interview her on the way to the event• Podcast from a conference room• Document hallway chatter• Film or livestream the speech

– Share content all along the way• #tag, tweet & liveblog the process

– Monitor response; interact with users– Do “the traditional PR stuff” too

• Content creates ongoing “exposure opportunities” … empowers your communities … boosts SEO …

Page 17: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

“But My Prospects Don’t Tweet!”

• Chances are, most of your buyers don’t tweet, utter, flick, or ‘tube!

• Don’t matter. Not a lick.

’s SOCIAL MEDIA

Page 18: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

mmmm … !!!

Page 19: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

What About PR?

• PR is totally $%#@’ing necessary• PR provides 3rd party validation– MSM is influential

• Most buyers still prefer a MSM write-up to a blog post (CREDIBILITY)• Most MSM sites have better PageRanks than blogs (FINDABILITY)• Agencies have long-standing relationships across the mediasphere,

via several clients (RESULTS)

– Industry Awards! Speaking Opportunities! Social Content Distribution! Oh my!

Page 20: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

“Dude, I Need a Checklist”DO• Listen• Blog• Hire a PR firm• Focus on SEO• Create & publish relevant

content• Distribute content in places

where buyers can be found– Trust good SEO to do the rest

• Measure

DON’T• Advertise• Pay-per-click• Attend events

– Unless you’ll be a speaker

• Protect your fiefdom– Outsource vs. Hire

• And, Don’t Panic!

Page 21: New Marketing Summit: Social Media Marketing in Tough Times: Who Should Do What and What Should They Do?

• Todd Defren• SHIFT Communications• [email protected]• 617-779-1853• www.shiftcomm.com (web)• www.pr-squared.com (blog)• twitter.com/tdefren (twitter)

Now What?

I’ve got more ideas… Contact me:

C’mon, they only gave me 10 minutes!