Post on 09-May-2015
description
Turbo-Charge Small BusinessMarketing with Social Media
Paul Gillin
PMA09
March 4, 2009
New Media Rules
• Mainstream media is downsizing
• New voices are gaining influence
• Loyalty is shifting to topics and authors
• Marketers are becoming publishers
• Search is the new circulation
• We are never going back
2008 Newspaper Layoffs
Source: Erica Smith (graphicdesignr.net)
Traditional Communications
New Reality
Meet the New Influencers
Steve Hall
Philipp Lenssen
Paige Heninger &Gretchen Vogelzang
Why Now?
• Cheap technology• Fast networks• Google• “The Long Tail”
Source: Pew Research
It’s now cheaper to keep information than it is to throw it away. It’s also easier to publish information than ever before. This is an explosive new combination.
The Numbers
• Active blogs on the Internet: 25-40 million• Social networks: 2,700• “White box” social network providers: >100• Photos added to Flickr daily: 1.5 million• Daily Twitter messages: 6 million• Average age of evening news viewer: 60
Whom Do Consumers Trust?
26%
34%
49%
54%
56%
60%
61%
63%
78%
B anner ads
S earch ads
S ponsorships
R adio
TV/magaz ine
B rand s ites
B logs
C hat/discuss ion comments
O ther consumers
Percent who trust each source
Source: Nielsen, Oct., 2007
The Many Arms of Social Media
Cost to user = $0
Blogs – Global Podium
Podcasts: Audio Personality
New Kids On The Block
Just One Guy
Technorati rank: 714
Technorati fans: 146
Google Indexed pages: 3,760
Alex ranking: Top .17%
Inbound links: 10,542
Del.icio.us bookmarks: 2,068
New York Times citations: 136
Computerworld citations: 193
InformationWeek citations: 72
Newsletter subscribers: 130,000
Small business
Self-Appointed Celebrities
Embrace Niche Markets
Niche markets are:
•Knowledgeable
•Engaged
•Responsive
•Helpful
•Spenders
Go Where Customers Are
Put Communities to Work
Needs Definition
Product Architecture
Iterative Development
Field Testing
Viral Marketing
Peer Support
The Power of Friending
Profile Friends
Groups
Cultural Norms of Social Media
• “Transparency”• Conversation• Individual• Courteous• Sharing• Attribution• Suspicion of marketers
Engage
Action: Talk to the influencersTools: Comments, groups, blogs, “friends”
Objective: Identify brand advocates; contain and educate critics
Result: Influence the conversation
Engagement Tactics
•Invite them into the club
•Offer links or small promotions
•Use discounts, giveaways, contests, free trials
•Never edit or censor
•Involve them in what you do
Search Optimize
Promote Others
Tweet Your Stuff
Ancillary Products
Sponsored newsletters
Books
Sponsored podcasts
Guides/calendars/coffee-table books
Contests
Thank you!
Paul Gillin
508-202-9807
paul@gillin.com
www.gillin.com
Twitter: @pgillin
Available on Amazon or from www.NewInfluencers.com
Available on Amazon or fromwww.SSMMBook.com