Post on 14-Sep-2014
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Trends with Benefits
Social Media 2012 Playbook March 28, 2010
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Trends Benefits Search LinkedIn Twitter Email Mobile
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Trends Benefits Search LinkedIn Twitter Email Mobile
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Trends with Benefits
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EatMedia.com
Change is a constant
bordering on chaos
Surround yourself with people that
help you use these forces.
EatMedia or be Eaten
4
About
Chief Revenue Office (CRO)
Sales, Marketing, Client Relations, Fanbase building
Digital, Mobile, Social, Events
CRM, Marketing Automation, Analytics
Content Development
User Experience design
8
GO F.LIN.T.Y.
8
9
ROI? Return On Investment
Risk Of Inactivity
5 Years: $5-30 B Sales Growth of Physical Goods
Who?
- You
- Yours
- Friends
I hear, and I forget.
I see, and I remember.
I do, and I understand.
- Chinese Proverb
Evolve…
Dave Armano+
16
It’s about the Story You Tell
Twitter hashtag: #NSTC328
20
www.
Pencils down!
This Playbook will be shared via
Twitter, LinkedIn, NSTC.org, FanFoundry and EatMedia.
Every logo, button and frame here is a live link.
Today we will focus on a few key highlights.
How deep you dive later is up to you.
21
3 Forms of Media: Own Buy Earn
2 Reasons to Participate: Opportunity Obligation
1 Most Important: Content
23
23
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InBound Marketing
Hubspot
26
What are you trying to build, and where?
27
Social Media = Generation “C” – connecting, conversing, collaborating
Social Media Marketing = telling your story in a compelling,
conversational way – part of a broader Content Marketing strategy.
1. Business challenges
• content strategy
• content creation
• audience discovery
• audience engagement & dialogue
• converting audience into customers and fans
2. Audience challenges
• irrelevant content
• ineffective content
• less time and attention
What are you trying to say, and to whom?
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Uptake factors
1. Content strategy - how do you want to be known?
2. Data strategy – how will you identify target audiences?
3. Channel strategy - re-usable content “chunks”
Ex: white paper > preso > blog > Tweet > video > podcast
4. Audience self-discovery – SEO, targeting, etc.
Intake factors
1. Sharing (or “Snaring”) features
2. Landing pages
3. Opt-in and response management
4. Conversation – listening, monitoring and engagement
5. Database management
Content Marketing via Social Channels
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•Email Marketing
•Microsites
•Forms/Surveys
•Commerce / Storefront
•Inventory / Budget Mgt
•Multi-Vendor Mgt
•Brochure Builder
•Presentation Center
•Education Center
Social Mobile E-mail Print Web Video
Distribution
Engagement
User - Generated Content
(UGC)
Assets Access Dynamic
Assembly
Campaign
Management
Reporting &
Measurement
Management
Production
Online Marketing On-demand
Print Studio
Sales Enablement
Tools
A Content Marketing Ecosystem
Next up: Trends
Today’s focus
Trends
Trends Benefits Search LinkedIn Twitter Email Mobile
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Hubspot 2011
Generation “C” Last Decade Last Century Speed Light beam Cycle time (HDD) Electron
Auto Rental RelayRides, Zipcar Enterprise Rent-a-Car Taxi
Movies Red Box, NetFlix Comcast Blockbuster
Books Amazon, eBooks Borders Public Library
Electronics NewEgg.com Dell.com, Best Buy Circuit City
Telephones Samsung, Apple (4G) RIM & Motorola Ma Bell
Music Spotify iTunes Tower Records
Real Estate Zillow Realtor.com Newspaper
Search Summly, Quora Google, Wikipedia Encyclopedia Brittanica
Business News Mashable, GigaOm WSJ .com TV / Newspaper
Jobs LinkedIn Monster.com Newspaper
Business Forum LinkedIn, Virtual Trade
Show LinkedIn, Virtual Trade
Show Trade Show
Social Forum Facebook, Pinterest Friendster Tripod, AOL, Lycos
Opinion Forum Twitter, Polldaddy,
LinkedIn Forums & focus groups Mail surveys
Where are we now? New ways to engage:
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Generation “C” Last Decade Last Century Speed Light beam Electron Plane
Auto Rental RelayRides, Zipcar Enterprise Rent-a-Car Taxi
Movies Red Box, NetFlix Comcast Blockbuster
Books Amazon, eBooks Borders Public Library
Electronics NewEgg.com Dell.com, Best Buy Circuit City
Telephones Samsung, Apple (4G) RIM & Motorola Ma Bell
Music Spotify iTunes Tower Records
Real Estate Zillow Realtor.com Newspaper
Search Summly, Quora Google, Wikipedia Encyclopedia Brittanica
Business News Mashable, GigaOm WSJ .com TV / Newspaper
Jobs LinkedIn Monster.com Newspaper
Business Forum LinkedIn, Virtual Trade
Show LinkedIn, Virtual Trade
Show Trade Show
Social Forum Facebook, Pinterest Friendster Tripod, Lycos
Opinion Forum Twitter, Polldaddy,
LinkedIn Forums & focus groups Mail surveys
Where are we now? New ways to engage:
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10M 0 2 M 0 10 K 10M
Facebook Users
Ebay Sales Mashable
Subscribers Ebooks
(% of all sales) Music
Downloads Mobile Apps
LinkedIn Users
Twitter Users
500 M
1 M
500M $100M 30 M
$5 B
18%
2 B
150 M
eBooks
A few 5-year trends
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850 M
10M 0 2 M 0 10 K 10M
Facebook Users
Ebay Sales Mashable
Subscribers Ebooks
(% of all sales) Music
Downloads Mobile Apps
LinkedIn Users
Twitter Users
500 M
1 M
500M $100M 30 M
$5 B
18%
2 B
150 M
eBooks
A few 5-year trends
35
850 M
20% of US commerce revenue is online – and that’s just Retail
Social Media =
The Internet’s way of driving us all crazy…
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But it’s a great way to reach an extended audience.
37
Me
You
Friend
Org
Daily Weekly Seldom / never
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No two audience members are alike
First: Assess your social “graph”
You 1000+ 450 0 8 0 1700+ 390 110
Aud 1 1500 1600
Org
Aud 2
•What are the trends?
•Who are your audiences? Where do they socialize?
•Who is Scouting? Active? Immersed? Influential?
•How connected and influential are you?
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Who uses what? How, and why?
Stats also available for Twitter, Pinterest, Facebook, Google+, Reddit, Digg (search Mashable.com for “Social Media Demographics” (or click here) 41
Next: Benefits
Who uses what? How, and why?
Benefits
Trends Benefits Search LinkedIn Mobile
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Twitter Email
Q: What’s In It for You?
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Consider:
The attributes of business
now apply to the individual
New sources of Capital. A:
Q: What’s In It for You?
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Relationships
New sources of Capital. A:
Q: What’s In It for You?
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Relationships
Influence
A:
Q: What’s In It for You?
New sources of Capital.
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Relationships
Influence
Money
$
A:
Q: What’s In It for You?
New sources of Capital.
49
Money
$ Relationships
Influence
Social
Capital
Financial
Capital
A:
Q: What’s In It for You?
New sources of Capital.
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Money
$ Relationships
Influence
Q: How are they interchangeable?
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Influence
• Trust
• Reciprocity
• Knowledge
• Authority
• Recognition
Money
$ Relationships
A:
Q:
Through Value Exchange:
How are they interchangeable?
52
Example: Influence as Social Capital
Knowledge
+ Authority
Influence
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Influence = X Reach X Relevance
(Value)
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Example: Relationships as Social Capital
Trust +
Reciprocity
54
X Reach X Relevance Relationships =
Relationships
(Value)
Knowledge 23% say there's not enough Educational info (IDG Connect)
Authority (Expertise)
48% said if the quality of thought leadership improved, it would influence their purchase decision. (ITSMA)
Reach 43% of marketers say customers view their content as disjointed or hit and miss. (Forrester Research)
Relevance 39% say this key element is missing (IDG Connect)
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Influence gap = investment opportunity
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Relationship gap = investment opportunity
Trust 98% ignore ads; 89% buy based on expert & peer recommendations (IDG Connect)
Reciprocity 92% willingly exchange personal data for benefits - service, convenience, etc. (IDG Connect)
Reach 43% of marketers say customers view their content as disjointed or hit and miss. (Forrester Research)
Relevance 39% say this key element is missing (IDG Connect)
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It don’t mean a thing
If you don’t hear “cha-ching”
Money
$
Social Capital gaps = investment opportunities
1.
content
2.
community
3.
conversion
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Social Capital gaps = investment opportunities
1.
content
2.
community
3.
conversion
preferences
1. engagement
Exchange information along your buyer’s journey: Identity Preferences Requirements
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Social Capital gaps = investment opportunities
CTA*
CTA
sample save
subscribe
preferences
ask share
compare
convert transact
refer
2. fulfillment
Meet audience needs and interests with useful content and a Call to Action (CTA)
1. engagement
60
1.
content
2.
community
3.
conversion
Social Capital gaps = investment opportunities
CTA*
CTA
sample save
subscribe
preferences
ask share
compare
convert transact
refer
3. relevance
2. fulfillment
News • Event Review • Referral
Website • Blog
Event • Reward Survey • Partner
Proposal • Report Dashboard
Demo Presentation Conversation
Q&A
1. engagement
Be relevant!
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1.
content
2.
community
3.
conversion
Social Capital gaps = investment opportunities
So, how’s your Social Capital?
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?
What’s that nagging feeling?
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Source: Forrester Research
http://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/
Poll: What’s Your Social Profile?
Creator
Critic
Collector
Joiner
Spectator
Inactive
Conversationalist 36%
36%
23%
68%
73%
14%
24%
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Source: Forrester Research
http://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/
Poll: What’s Your Social Profile?
Creator
Critic
Collector
Joiner
Spectator
Inactive
Conversationalist 36%
36%
23%
68%
73%
14%
24%
= World
= NSTC
68
47%
77%
60%
50%
90%
93%
0%
If the Currency of Social Capital is Action…
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…take action. Climb a social rung each week.
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Scouting
Active
Immersed
Influential
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Action item 1: Climb a social rung every week
…alongside your audience
Thinking Like Your Customer - 3 challenges: 1. Expanding competition - you’re competing with everyone 2. Evolving customers – multi-channel, higher stakes (data) 3. The torch has been passed – customers own the bullhorn
(Accenture)
1. Find your audiences and communities.
Who are they? Where are they online?
Who is Scouting, Active, Immersed, or Influential?
How engaged and influential are you?
2. Identify the Influencers. Quality trumps quantity.
Social Analytics help you identify which people are
sharing content, and their sentiment about it.
Explore channels. Mine data. Update your graph.
Every Social channel gives you reports.
A Good start: a Social Listening Strategy
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Social Listening Strategy (cont’d)
3. Learn & follow your keywords and trends.
4. Announce a social business strategy.
What are you passionate / expert about?
Why are you there? What are your goals?
Relevance - customer service
Reputation – public persona
Ideas - Brainstorming, crowdsourcing, R&D
Commerce - Sales Leads
5. Harness the data (stats, activity, echo effects)
6. Frame a Social Media policy for your team…. 73
FTC requires you to have a Social Media policy
Per FTC Guidelines on Endorsements & Testimonials,
any company spokesperson should:
• Reflect their honest beliefs, opinions or experiences
• Not make objective claims about a company’s products or
services without appropriate authorization
• Not constitute defamatory statements
• Not violate the privacy of others
• Not be offensive, profane, harassing, derogatory or
discriminatory
• Not infringe on the IP rights of others
• Not constitute deceptive or misleading statements about
products or services you provide
Word of Mouth Marketing Association (womma.org) 74
Expectations + framework > open dialogue
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Action item 1: Climb a social rung every week
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Scouting
Active
Immersed
Influential
…alongside your audience
Review:
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Summary
•Invest in Social Capital (Relationships and Influence)
•Have a Social Listening Strategy
•Have a Social Media Policy
•Climb a Social rung each week
•Set expectations, provide framework, open dialogue
Next up: Search
Trends Benefits Search LinkedIn Mobile
Search
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Twitter Email
Or: How to get found
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Search marketing is child’s play…
Got any Aces?
Go fish!
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Are virtual trade shows worth it?
80
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Everything can be tagged. This presentation is.
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Tag! You’re It.
Everything can be tagged. This presentation is.
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Summary: • Search is child’s play. So play the games. • Get visible. • Get found. • Get shared.
Next up: LinkedIn
Trends Benefits Search LinkedIn Mobile
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Twitter Email
(we)
I - Reid Hoffman, Founder
“ ”
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- Reid Hoffman, Founder
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“All the attributes of business
now apply to the individual”.
The 3 main ingredients of growth -
• Broader vision
• Faster learning
• Collective intelligence
Q: What’s In It for You?
A:
Source: HBR
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LinkedIn helper apps at
Action item 2: Start a new habit
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Join Groups
R&D: ask a question
Contribute to a Discussion
Publish: share the answers
Complete Profile (100%)
Start a Discussion
Bonus: LinkedIn Power User Cheat Sheet
1.Leverage Groups. You can bypass the connection requirement and
directly message fellow group members.
2.Search options. Advanced Search: lets you sort results of searches
by many handy criteria, such as degree connection, skill tags, etc.
3.Link your Twitter account and share your LI status updates on
Twitter and vice versa.
4.Make your LinkedIn profile your resume. Use the Resume Builder
tool. Choose a template, edit, and export as a .pdf that you can
print, email and share.
5.Video. Add it to your Company page. Company Page > Products >
Admin Tools > Add product or service
6.Rearrange your Profile. In Edit mode, hover mouse over Title of
each section to activate a 4 - arrow icon, then click and drag that
Title and its content.
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7. Extend the life of your questions. Answers > My Q&A : click on
any quesiton you'd like to revive and click "re-open this question
to answers". 7 day increments.
8. Share questions or your answers to others' questions. Use the
"share this" feature beneath a question. You can then share it via
LinkedIn, bookmark it on Delicious, or grab the permalink to
share elsewhere.
9. Track Industry news. Use Linkedin Today. Sign up for email
summaries, too.
10. Export Connections. Contacts > My Connections > Export
Connections
11. Find email contacts. Use the Linked In companion for Firefox. It
helps you ID the profiles of people who email you, plus access
other LinkedIn features.
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See linkedin.com strategy guides - visit Learning Center via “footer” menu
LinkedIn Power User Cheat Sheet (cont’d)
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Action item 2: Start a new habit
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Join Groups
R&D: ask a question
Contribute to a Discussion
Publish: share the answers
Complete Profile (100%)
Start a Discussion
Next up: Email
Trends Benefits Search LinkedIn Mobile
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Twitter Email
How email enhances social media
• Everybody has it
• It’s a “long format” channel (>140 char.)
• It’s always on
• It’s available everywhere
• It enables sharing across channels & graphs
•It gives you feedback (performance data)
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Gaps and opportunities
• Get targeting right, finally
know your audience
• Design for mobile and sharing (vs. snaring) –
tags, buttons, formatting
• Test, test, test - testing is the new proofreading
Treat email and websites alike
Combine & analyze the data to improve
100
A Report on:
• 500,000 email software product users
• over 100,000,000 emails sent
• Open & Click rates
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Open: 19.58%
Click: 3.81%
102
Average user
+ 82% + 24%
Open: 24.22%
Click: 6.94%
Open: 19.58%
Click: 3.81%
Average user Pro user
103
$
Email marketing Pro cheat sheet:
•From: Sender’s FName, LName, Company
•Subject: Front-load (What’s in it for Me, the recipient)
•Testing! Testing! A/B test subject, link, graphic, etc.
•Text/graphics : 80/20
•<alt> tag your graphics (“Ed’s pic”, not “8726.jpg”)
•Grammar, spelling, punctuation, syntax – check!
•Clear CTA (call to action) - above and below the fold
•Mobile-friendly – font, link & graphic size / spacing
•Social Links – LI, FB, Twitter, etc.
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Email #FAIL: Let us count the ways…
To: David
From: Ed | fanfoundry
Subject: 3/28 preso, links, etc.
Date: March 28, 2012
David,
I look forward to meeting all of you at
Wednesday’s breakfast on “Trends With
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
Header (From, Subject)
Text/Graphics
<alt> tags
Text proofing
Call to Action (CTA)
Mobile friendly
Social links
105
To: David
From: Ed | fanfoundry
Subject: 3/28 preso, links, etc.
Date: March 28, 2012
David,
I look forward to meeting all of you at
Wednesday’s breakfast on “Trends With
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
To: David
From: Ed | fanfoundry
Subject: 3/28 preso, links, etc.
Date: March 28, 2012
David,
I look forward to meeting all of you at
Wednesday’s breakfast on “Trends With
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
Action Item 3: Treat Email and Websites alike
Header (From, Subject)
Text/Graphics
<alt> tags
Text proofing
Call to Action (CTA)
Mobile friendly
Social links
106
What do these mean? Why abbrev.?
Inbox view
107
JKL Assoc. | Exciting Development at JKL Associates |
Having trouble viewing this email? Click here header Hi Ed
feathered Recently
Who cares? WIFM?
redundant
Huh? Huh? Huh? Huh?
as
customers’ (omit paragraph)
Confused: You’ll build me a custom app? If not, LINK to examples so I can imagine the possibilities.
How? Example!
all of me?
You’re Link to examples
<alt> tags could be more
descriptive
Make “contact us” a hyperlink Add link:
“more about BNI”)
Message view
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110
Summary: target, share, test
Header (From, Subject)
Text/Graphics
<alt> tags
Text proofing
Call to Action (CTA)
Mobile friendly
Social links
Test, test, test:
Next up: Twitter
•Test email like it’s a website
•Format email for the small screen
Trends Benefits Search LinkedIn Mobile
111
Twitter Email
112
1. Organize (list) audiences, identify trends
2. Meet new like-minded people
3. Share ideas and opinions freely
4. Collaborate with colleagues
5. Get news firsthand from the news makers
(better yet: Be a newsmaker)
6. Accelerate and make money!
6 Reasons to love Twitter:
113
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What’s in your Twitter toolbelt?
Action Item 4: Embrace your Twitterati
ROI Examples:
•Leveraging Twitter for Content Promotion
(client: CommLink Services Inc.)
•Leveraging Press for Lead Generation
(client: Sustainable Minds)
•Event Attendance & Sponsorship
(client: Global Strategic Management Institute)
•Increase Tourism
(client: Tourism Fiji)
115
I have a sustainability blog titled “Social Climate”, named after my nonprofit, the Social Climate Group. Here it is:
116
I also have a Twitter account named SocialClimate, where I “tweet” my articles about NSTC’s Sustainability SIG (etc.) and inform my writing by observing topical trends.
117
Recently, I “tweeted” about my article discussing ways city and campus buildings could save on grid-energy, HVAC, electrical and pollution expense by switching from copper based networks to fiber optics. Here it is:
Keywords: earth • social • climate • datacom
118
What happened next? Here are a few sips from this “tweetstream” (most recent on top):
My Tweet
recent
119
My Tweet
120
121
122
123
124
What happened that first week …
Audience 20 new Twitterati following @SocialClimate onTwitter 17 new Blog subscribers at www.1SocialClimate.com 80 new product inquiries o/b/o my client (cited in article)
“Echo” boom 37 “Re-tweets” (“RT”) of my original message 79 Follow Friday (“FF) mentions – Twitterati endorsements 131 other mentions of @SocialClimate
125
What happened that first week …
ROI 2 Speaking engagements (one volunteer, one paid) 2 Article submissions (paid) 3 inquiries regarding my services - one deal landed (so far) 1 repeat customer 80 hours in fees for 8 hours of work … and counting.
126
$
TwitterVerse amplifies the message. Here are 2 examples.
Audience: Analysts, Bloggers & Journalists – 85 People from 60 firms
Example: Feb 2012 Product announcement from Sustainable Minds
1. 2.
127
Twitter Shorthand Across the Ages (LOL)
Abbreviation Gen X/Y translation Boomer translation
BFF Best friend forever Best friend’s funeral
BTW By the way Bring the wheelchair
IMHO In my humble opinion Is my hearing aid on?
DWI Driving while intoxicated Driving while incontinent
FWB Friend with benefits Friend with beta blockers
FYI For your information Found your insulin
LOL Laughing out loud Living on Lipitor
ROFL Rolling on the floor laughing
-
ROFLCGU Rolling on the floor laughing; can’t get up
128 Next: Mobile
Trends Benefits Search LinkedIn Mobile
Mobile
129
Twitter Email
Get Smart
SoLoMo
It’s a mobile social world…
132
It’s a mobile social world…
133
It’s a mobile social world…
134
It’s a mobile social world…
135
Social networking is the fastest growing mobile activity (Comscore)
Smartphones are the “weapon of choice”, doing the work of:
Flip video cameras Digital cameras Video games Regular Cell phones PCs and laptops Household phones Documents Bar code scanners Cashiers
PDAs / datebooks Music players GPS / navigation Remote Controls Watches Wallet contents Television Radio …what next?
It’s a mobile social world…
136
The Magnificent 7 of Mobile
1. Anytime - All the time
2. Instant gratification to engage or buy
3. Discovery of users goals … now
4. Customer service with 1-click-to-call
5. Scan and assess current location
6. Connect with other media
7. Personalized incentives and alerts
From: Ed | fanfoundry
Subject: 3/28 preso, links, etc.
Date: March 28, 2012
David,
I look forward to meeting all of you at
Wednesday’s breakfast on “Trends With
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
Regards,
Ed
Share:
Action item 5: Optimize for Mobile
138
1. Climb a social rung every week
2. Start a new LinkedIn habit
3. Treat email like websites (test)
4. Embrace your Twitterati
5. Optimize for Mobile
139
Review:
140
Uber-action Item:
Align your Social Listening
with your
Content Marketing…
…and start surfing your crowd today.
141
142
Trends Benefits Search LinkedIn Twitter Email Mobile
Stay social,
my friends
142
Trends Benefits Search LinkedIn Twitter Email Mobile
Thank you!
143
144
Trends Benefits Search LinkedIn Twitter Email Mobile
Any Questions?
144
EatMedia.com
Or Be Eaten
146
147
Net Atlantic is a proud sponsor of the NSTC
148
Who is Net Atlantic?
• We are one of the first Email Service Providers
• ~2000 customers worldwide
• 35 employees
• Over 6 billion emails sent last year
• On track to send over 8 billion this year!
• Located in downtown Salem, Mass
149
Why is email so effective?
Email marketing:
• Drives behavior
• Builds brands
• Increases revenue
• Is a highly effective “push” technology
• Is a key piece of your complete Marketing strategy
150
151
Our Difference
• Our advanced technologies allow for high levels of
integration, segmentation, dynamic content creation,
triggered and sequential messaging, multi-channel
messaging, and more
• We are a key partner to help
you succeed online
• We’re not just an
Email Service Provider;
We are an extension of your
Marketing Team
152
• The world is constantly changing, and as an agile
company, Net Atlantic has become an integrated multi-
channel engine (Email Marketing, Social Media, Content
Creation)
We help you drive results
153
And… Do Not Forgot To Make It Social!
There are some Net Atlantic team members in the audience.
After the event, feel free to ask them questions!
154
Trends Benefits Search LinkedIn Twitter Email Mobile
154
Trends with Benefits
155
EatMedia.com
Change is a constant
bordering on chaos
Surround yourself with people that
help you use these forces.
EatMedia or be Eaten
156
About
Chief Revenue Office (CRO)
Sales, Marketing, Client Relations, Fanbase building
Digital, Mobile, Social, Events
CRM, Marketing Automation, Analytics
Content Development
User Experience design
160
GO F.LIN.T.Y.
160
161
ROI? Return On Investment
Risk Of Inactivity
5 Years: $5-30 B Sales Growth of Physical Goods
Who?
- You
- Yours
- Friends
I hear, and I forget.
I see, and I remember.
I do, and I understand.
- Chinese Proverb
Evolve…
Dave Armano+
168
It’s about the Story You Tell
Twitter hashtag: #NSTC328
172
www.
Pencils down!
This Playbook will be shared via
Twitter, LinkedIn, NSTC.org, FanFoundry and EatMedia.
Every logo, button and frame here is a live link.
Today we will focus on a few key highlights.
How deep you dive later is up to you.
173
3 Forms of Media: Own Buy Earn
2 Reasons to Participate: Opportunity Obligation
1 Most Important: Content
175
175
176
InBound Marketing
Hubspot
178
What are you trying to build?
179
Social Media = Generation “C” – connecting, conversing, collaborating
Social Media Marketing = telling your story in a compelling,
conversational way – part of a broader Content Marketing strategy.
1. Business challenges
• content strategy
• content creation
• audience discovery
• audience engagement & dialogue
• converting audience into customers and fans
2. Audience challenges
• irrelevant content
• ineffective content
• less time and attention
First ask: What do you have to say?
180
Uptake factors
1. Content strategy - how do you want to be known?
2. Data strategy – how will you identify target audiences?
3. Channel strategy - re-usable content “chunks”
Ex: white paper > preso > blog > Tweet > video > podcast
4. Audience self-discovery – SEO, targeting, etc.
Intake factors
1. Sharing (or “Snaring”) features
2. Landing pages
3. Opt-in and response management
4. Conversation – listening, monitoring and engagement
5. Database management
Content Marketing via Social Channels
181 181
•Email Marketing
•Microsites
•Forms/Surveys
•Commerce / Storefront
•Inventory / Budget Mgt
•Multi-Vendor Mgt
•Brochure Builder
•Presentation Center
•Education Center
Social Mobile E-mail Print Web Video
Distribution
Engagement
User - Generated Content
(UGC)
Assets Access Dynamic
Assembly
Campaign
Management
Reporting &
Measurement
Management
Production
Online Marketing On-demand
Print Studio
Sales Enablement
Tools
A Content Marketing Ecosystem
Next up: Trends
Today’s focus
Trends
Trends Benefits Search LinkedIn Twitter Email Mobile
182
Hubspot 2011
Generation “C” Last Decade Last Century Speed Light beam Electron Electron
Auto Rental RelayRides, Zipcar Enterprise Rent-a-Car Taxi
Movies Red Box, NetFlix Comcast Blockbuster
Books Amazon, eBooks Borders Public Library
Electronics NewEgg.com Dell.com, Best Buy Circuit City
Telephones Samsung, Apple (4G) RIM & Motorola Ma Bell
Music Spotify iTunes Tower Records
Real Estate Zillow Realtor.com Newspaper
Search Summly, Quora Google, Wikipedia Encyclopedia Brittanica
Business News Mashable, GigaOm WSJ .com TV / Newspaper
Jobs LinkedIn Monster.com Newspaper
Business Forum LinkedIn, Virtual Trade
Show LinkedIn, Virtual Trade
Show Trade Show
Social Forum Facebook, Pinterest Friendster Tripod, AOL, Lycos
Opinion Forum Twitter, Polldaddy,
LinkedIn Forums & focus groups Mail surveys
Where are we now? New ways to engage:
184
185
Generation “C” Last Decade Last Century Speed Light beam Electron Plane
Auto Rental RelayRides, Zipcar Enterprise Rent-a-Car Taxi
Movies Red Box, NetFlix Comcast Blockbuster
Books Amazon, eBooks Borders Public Library
Electronics NewEgg.com Dell.com, Best Buy Circuit City
Telephones Samsung, Apple (4G) RIM & Motorola Ma Bell
Music Spotify iTunes Tower Records
Real Estate Zillow Realtor.com Newspaper
Search Summly, Quora Google, Wikipedia Encyclopedia Brittanica
Business News Mashable, GigaOm WSJ .com TV / Newspaper
Jobs LinkedIn Monster.com Newspaper
Business Forum LinkedIn, Virtual Trade
Show LinkedIn, Virtual Trade
Show Trade Show
Social Forum Facebook, Pinterest Friendster Tripod, Lycos
Opinion Forum Twitter, Polldaddy,
LinkedIn Forums & focus groups Mail surveys
Where are we now? New ways to engage:
185
10M 0 2 M 0 10 K
Facebook Users
Ebay Sales Mashable
Subscribers Ebooks
(% of all sales) Music
Downloads Mobile Apps
LinkedIn Users
Twitter Users
500 M
1 M
500M $100M 30 M
$5 B
18%
2 B
150 M
eBooks
A few 5-year trends
186
850 M
10M 0 2 M 0 10 K
Facebook Users
Ebay Sales Mashable
Subscribers Ebooks
(% of all sales) Music
Downloads Mobile Apps
LinkedIn Users
Twitter Users
500 M
1 M
500M $100M 30 M
$5 B
18%
2 B
150 M
eBooks
A few 5-year trends
187
850 M
20% of US commerce revenue is online – and that’s just Retail
Social Media =
The Internet’s way of driving us all crazy…
188
But it’s a great way to reach an extended audience.
189
Me
You
Friend
Org
Daily Weekly Seldom / never
191
No two audience members are alike
First: Assess your social “graph”
You 1000+ 450 0 8 0 1700+ 390 110
Aud 1 1500 1600
Org
Aud 2
•What are the trends?
•Who are your audiences? Where do they socialize?
•Who is Scouting? Active? Immersed? Influential?
•How connected and influential are you?
192
Who uses what? How, and why?
Stats also available for Twitter, Pinterest, Facebook, Google+, Reddit, Digg (search Mashable.com for “Social Media Demographics” (or click here) 193
Next: Benefits
Who uses what? How, and why?
Benefits
Trends Benefits Search LinkedIn Mobile
195
Twitter Email
Q: What’s In It for You?
197
Consider:
The attributes of business
now apply to the individual
New sources of Capital. A:
Q: What’s In It for You?
198
Relationships
New sources of Capital. A:
Q: What’s In It for You?
199
Relationships
Influence
A:
Q: What’s In It for You?
New sources of Capital.
200
Relationships
Influence
Money
$
A:
Q: What’s In It for You?
New sources of Capital.
201
Money
$ Relationships
Influence
Social
Capital
Financial
Capital
A:
Q: What’s In It for You?
New sources of Capital.
202
Money
$ Relationships
Influence
Q: How are they interchangeable?
203
Influence
• Trust
• Reciprocity
• Knowledge
• Authority
• Recognition
Money
$ Relationships
A:
Q:
Through Value Exchange:
How are they interchangeable?
204
Example: Influence as Social Capital
Knowledge
+ Authority
Influence
205
Influence = X Reach X Relevance
(Value)
206
Example: Relationships as Social Capital
Trust +
Reciprocity
206
X Reach X Relevance Relationships =
Relationships
(Value)
Knowledge 23% say there's not enough Educational info (IDG Connect)
Authority (Expertise)
48% said if the quality of thought leadership improved, it would influence their purchase decision. (ITSMA)
Reach 43% of marketers say customers view their content as disjointed or hit and miss. (Forrester Research)
Relevance 39% say this key element is missing (IDG Connect)
207
Influence gap = investment opportunity
208
Relationship gap = investment opportunity
Trust 98% ignore ads; 89% buy based on expert & peer recommendations (IDG Connect)
Reciprocity 92% willingly exchange personal data for benefits - service, convenience, etc. (IDG Connect)
Reach 43% of marketers say customers view their content as disjointed or hit and miss. (Forrester Research)
Relevance 39% say this key element is missing (IDG Connect)
209 209
It don’t mean a thing
If you don’t hear “cha-ching”
Money
$
Social Capital gaps = investment opportunities
1.
content
2.
community
3.
conversion
210
Social Capital gaps = investment opportunities
1.
content
2.
community
3.
conversion
preferences
1. engagement
Exchange information along your buyer’s journey: Identity Preferences Requirements
211
Social Capital gaps = investment opportunities
CTA*
CTA
sample save
subscribe
preferences
ask share
compare
convert transact
refer
2. fulfillment
Meet audience needs and interests with useful content and a Call to Action (CTA)
1. engagement
212
1.
content
2.
community
3.
conversion
Social Capital gaps = investment opportunities
CTA*
CTA
sample save
subscribe
preferences
ask share
compare
convert transact
refer
3. relevance
2. fulfillment
News • Event Review • Referral
Website • Blog
Event • Reward Survey • Partner
Proposal • Report Dashboard
Demo Presentation Conversation
Q&A
1. engagement
Be relevant!
213
1.
content
2.
community
3.
conversion
Social Capital gaps = investment opportunities
So, how’s your Social Capital?
214
?
What’s that nagging feeling?
215
Source: Forrester Research
http://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/
Poll: What’s Your Social Profile?
Creator
Critic
Collector
Joiner
Spectator
Inactive
Conversationalist 36%
36%
23%
68%
73%
14%
24%
219
Source: Forrester Research
http://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/
Poll: What’s Your Social Profile?
Creator
Critic
Collector
Joiner
Spectator
Inactive
Conversationalist 36%
36%
23%
68%
73%
14%
24%
= World
= NSTC
220
47%
77%
60%
50%
90%
93%
0%
If the Currency of Social Capital is Action…
221
…take action. Climb a social rung each week.
222
Scouting
Active
Immersed
Influential
223
Action item 1: Climb a social rung every week
…alongside your audience
Thinking Like Your Customer - 3 challenges: 1. Expanding competition - you’re competing with everyone 2. Evolving customers – multi-channel, higher stakes (data) 3. The torch has been passed – customers own the bullhorn
(Accenture)
1. Find your audiences and communities.
Who are they? Where are they online?
Who is Scouting, Active, Immersed, or Influential?
How engaged and influential are you?
2. Identify the Influencers. Quality trumps quantity.
Social Analytics help you identify which people are
sharing content, and their sentiment about it.
Explore channels. Mine data. Update your graph.
Every Social channel gives you reports.
A Good start: a Social Listening Strategy
224
Social Listening Strategy (cont’d)
3. Learn & follow your keywords and trends.
4. Announce a social business strategy.
What are you passionate / expert about?
Why are you there? What are your goals?
Relevance - customer service
Reputation – public persona
Ideas - Brainstorming, crowdsourcing, R&D
Commerce - Sales Leads
5. Harness the data (stats, activity, echo effects)
6. Frame a Social Media policy for your team…. 225
FTC requires you to have a Social Media policy
Per FTC Guidelines on Endorsements & Testimonials,
any company spokesperson should:
• Reflect their honest beliefs, opinions or experiences
• Not make objective claims about a company’s products or
services without appropriate authorization
• Not constitute defamatory statements
• Not violate the privacy of others
• Not be offensive, profane, harassing, derogatory or
discriminatory
• Not infringe on the IP rights of others
• Not constitute deceptive or misleading statements about
products or services you provide
Word of Mouth Marketing Association (womma.org) 226
Expectations + framework > open dialogue
227
Action item 1: Climb a social rung every week
227
Scouting
Active
Immersed
Influential
…alongside your audience
Review:
228
Summary
•Invest in Social Capital (Relationships and Influence)
•Have a Social Listening Strategy
•Have a Social Media Policy
•Climb a Social rung each week
•Set expectations, provide framework, open dialogue
Next up: Search
Trends Benefits Search LinkedIn Mobile
Search
229
Twitter Email
Or: How to get found
230
Search marketing is child’s play…
Got any Aces?
Go fish!
231
232
Are virtual trade shows worth it?
232
236
Everything can be tagged. This presentation is.
237
Tag! You’re It.
Everything can be tagged. This presentation is.
238
Summary: • Search is child’s play. So play the games. • Get visible. • Get found. • Get shared.
Next up: LinkedIn
Trends Benefits Search LinkedIn Mobile
239
Twitter Email
(we)
I - Reid Hoffman, Founder
“ ”
240
241
- Reid Hoffman, Founder
241
“All the attributes of business
now apply to the individual”.
The 3 main ingredients of growth -
• Broader vision
• Faster learning
• Collective intelligence
Q: What’s In It for You?
A:
Source: HBR
242
244
LinkedIn helper apps at
Action item 2: Start a new habit
246
Join Groups
R&D: ask a question
Contribute to a Discussion
Publish: share the answers
Complete Profile (100%)
Start a Discussion
Bonus: LinkedIn Power User Cheat Sheet
1.Leverage Groups. You can bypass the connection requirement and
directly message fellow group members.
2.Search options. Advanced Search: lets you sort results of searches
by many handy criteria, such as degree connection, skill tags, etc.
3.Link your Twitter account and share your LI status updates on
Twitter and vice versa.
4.Make your LinkedIn profile your resume. Use the Resume Builder
tool. Choose a template, edit, and export as a .pdf that you can
print, email and share.
5.Video. Add it to your Company page. Company Page > Products >
Admin Tools > Add product or service
6.Rearrange your Profile. In Edit mode, hover mouse over Title of
each section to activate a 4 - arrow icon, then click and drag that
Title and its content.
247
7. Extend the life of your questions. Answers > My Q&A : click on
any quesiton you'd like to revive and click "re-open this question
to answers". 7 day increments.
8. Share questions or your answers to others' questions. Use the
"share this" feature beneath a question. You can then share it via
LinkedIn, bookmark it on Delicious, or grab the permalink to
share elsewhere.
9. Track Industry news. Use Linkedin Today. Sign up for email
summaries, too.
10. Export Connections. Contacts > My Connections > Export
Connections
11. Find email contacts. Use the Linked In companion for Firefox. It
helps you ID the profiles of people who email you, plus access
other LinkedIn features.
248
See linkedin.com strategy guides - visit Learning Center via “footer” menu
LinkedIn Power User Cheat Sheet (cont’d)
249
Action item 2: Start a new habit
249
Join Groups
R&D: ask a question
Contribute to a Discussion
Publish: share the answers
Complete Profile (100%)
Start a Discussion
Next up: Email
Trends Benefits Search LinkedIn Mobile
250
Twitter Email
How email enhances social media
• Everybody has it
• It’s a “long format” channel (>140 char.)
• It’s always on
• It’s available everywhere
• It enables sharing across channels & graphs
•It gives you feedback (performance data)
251
Gaps and opportunities
• Get targeting right, finally
know your audience
• Design for mobile and sharing (vs. snaring) –
tags, buttons, formatting
• Test, test, test - testing is the new proofreading
Treat email and websites alike
Combine & analyze the data to improve
252
A Report on:
• 500,000 email software product users
• over 100,000,000 emails sent
• Open & Click rates
253
Open: 19.58%
Click: 3.81%
254
Average user
+ 82% + 24%
Open: 24.22%
Click: 6.94%
Open: 19.58%
Click: 3.81%
Average user Pro user
255
$
Email marketing Pro cheat sheet:
•From: Sender’s FName, LName, Company
•Subject: Front-load (What’s in it for Me, the recipient)
•Testing! Testing! A/B test subject, link, graphic, etc.
•Text/graphics : 80/20
•<alt> tag your graphics (“Ed’s pic”, not “8726.jpg”)
•Grammar, spelling, punctuation, syntax – check!
•Clear CTA (call to action) - above and below the fold
•Mobile-friendly – font, link & graphic size / spacing
•Social Links – LI, FB, Twitter, etc.
256
Email #FAIL: Let us count the ways…
To: David
From: Ed | fanfoundry
Subject: 3/28 preso, links, etc.
Date: March 28, 2012
David,
I look forward to meeting all of you at
Wednesday’s breakfast on “Trends With
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
Header (From, Subject)
Text/Graphics
<alt> tags
Text proofing
Call to Action (CTA)
Mobile friendly
Social links
257
To: David
From: Ed | fanfoundry
Subject: 3/28 preso, links, etc.
Date: March 28, 2012
David,
I look forward to meeting all of you at
Wednesday’s breakfast on “Trends With
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
To: David
From: Ed | fanfoundry
Subject: 3/28 preso, links, etc.
Date: March 28, 2012
David,
I look forward to meeting all of you at
Wednesday’s breakfast on “Trends With
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
Action Item 3: Treat Email and Websites alike
Header (From, Subject)
Text/Graphics
<alt> tags
Text proofing
Call to Action (CTA)
Mobile friendly
Social links
258
What do these mean? Why abbrev.?
Inbox view
259
JKL Assoc. | Exciting Development at JKL Associates |
Having trouble viewing this email? Click here header Hi Ed
feathered Recently
Who cares? WIFM?
redundant
Huh? Huh? Huh? Huh?
as
customers’ (omit paragraph)
Confused: You’ll build me a custom app? If not, LINK to examples so I can imagine the possibilities.
How? Example!
all of me?
You’re Link to examples
<alt> tags could be more
descriptive
Make “contact us” a hyperlink Add link:
“more about BNI”)
Message view
261
262
Summary: target, share, test
Header (From, Subject)
Text/Graphics
<alt> tags
Text proofing
Call to Action (CTA)
Mobile friendly
Social links
Test, test, test:
Next up: Twitter
•Test email like it’s a website
•Format email for the small screen
Trends Benefits Search LinkedIn Mobile
263
Twitter Email
264
1. Organize (list) audiences, identify trends
2. Meet new like-minded people
3. Share ideas and opinions freely
4. Collaborate with colleagues
5. Get news firsthand from the news makers
(better yet: Be a newsmaker)
6. Accelerate and make money!
6 Reasons to love Twitter:
265
266
What’s in your Twitter toolbelt?
Action Item 4: Embrace your Twitterati
ROI Examples:
•Leveraging Twitter for Content Promotion
(client: CommLink Services Inc.)
•Leveraging Press for Lead Generation
(client: Sustainable Minds)
•Event Attendance & Sponsorship
(client: Global Strategic Management Institute)
•Increase Tourism
(client: Tourism Fiji)
267
I have a sustainability blog titled “Social Climate”, named after my nonprofit, the Social Climate Group. Here it is:
268
I also have a Twitter account named SocialClimate, where I “tweet” my articles about NSTC’s Sustainability SIG (etc.) and inform my writing by observing topical trends.
269
Recently, I “tweeted” about my article discussing ways city and campus buildings could save on grid-energy, HVAC, electrical and pollution expense by switching from copper based networks to fiber optics. Here it is:
Keywords: earth • social • climate • datacom
270
What happened next? Here are a few sips from this “tweetstream” (most recent on top):
My Tweet
recent
271
My Tweet
272
273
274
275
276
What happened that first week …
Audience 20 new Twitterati following @SocialClimate onTwitter 17 new Blog subscribers at www.1SocialClimate.com 80 new product inquiries o/b/o my client (cited in article)
“Echo” boom 37 “Re-tweets” (“RT”) of my original message 79 Follow Friday (“FF) mentions – Twitterati endorsements 131 other mentions of @SocialClimate
277
What happened that first week …
ROI 2 Speaking engagements (one volunteer, one paid) 2 Article submissions (paid) 3 inquiries regarding my services - one deal landed (so far) 1 repeat customer 80 hours in fees for 8 hours of work … and counting.
278
$
TwitterVerse amplifies the message. Here are 2 examples.
Audience: Analysts, Bloggers & Journalists – 85 People from 60 firms
Example: Feb 2012 Product announcement from Sustainable Minds
1. 2.
279
Twitter Shorthand Across the Ages (LOL)
Abbreviation Gen X/Y translation Boomer translation
BFF Best friend forever Best friend’s funeral
BTW By the way Bring the wheelchair
IMHO In my humble opinion Is my hearing aid on?
DWI Driving while intoxicated Driving while incontinent
FWB Friend with benefits Friend with beta blockers
FYI For your information Found your insulin
LOL Laughing out loud Living on Lipitor
ROFL Rolling on the floor laughing
-
ROFLCGU Rolling on the floor laughing; can’t get up
280 Next: Mobile
Trends Benefits Search LinkedIn Mobile
Mobile
281
Twitter Email
Get Smart
SoLoMo
It’s a mobile social world…
284
It’s a mobile social world…
285
It’s a mobile social world…
286
It’s a mobile social world…
287
Social networking is the fastest growing mobile activity (Comscore)
Smartphones are the “weapon of choice”, doing the work of:
Flip video cameras Digital cameras Video games Regular Cell phones PCs and laptops Household phones Documents Bar code scanners Cashiers
PDAs / datebooks Music players GPS / navigation Remote Controls Watches Wallet contents Television Radio …what next?
It’s a mobile social world…
288
The Magnificent 7 of Mobile
1. Anytime - All the time
2. Instant gratification to engage or buy
3. Discovery of users goals … now
4. Customer service with 1-click-to-call
5. Scan and assess current location
6. Connect with other media
7. Personalized incentives and alerts
From: Ed | fanfoundry
Subject: 3/28 preso, links, etc.
Date: March 28, 2012
David,
I look forward to meeting all of you at
Wednesday’s breakfast on “Trends With
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
Regards,
Ed
Share:
Action item 5: Optimize for Mobile
290
1. Climb a social rung every week
2. Start a new LinkedIn habit
3. Treat email like websites (test)
4. Embrace your Twitterati
5. Optimize for Mobile
291
Review:
292
Uber-action Item:
Align your Social Listening
with your
Content Marketing…
…and start surfing your crowd today.
293
294
Trends Benefits Search LinkedIn Twitter Email Mobile
Stay social,
my friends
294
Trends Benefits Search LinkedIn Twitter Email Mobile
Thank you!
295
296
Trends Benefits Search LinkedIn Twitter Email Mobile
Any Questions?
296
EatMedia.com
Or Be Eaten