Trends with benefits mar 2012 dc

Trends with Benefits

Social Media 2012 Playbook March 28, 2010

1

Trends Benefits Search LinkedIn Twitter Email Mobile

http://www.nstc.org/

http://www.fanfoundry.com/

http://www.eatmedia.com/

2


2





3

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

http://fanfoundry.com/contacts/

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

…

18

-




… OR DO WE?

…

19

-




Twitter hashtag: #NSTC328

20

www.

http://www.twitter.com/

http://www.linkedin.com/in/edalexander




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

24

InBound Marketing

Hubspot

25

http://www.youtube.com/watch?v=qg1ckCkm8YI

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?




28

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




29 29

•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




http://www.wordpress.com/

Trends


30




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:

32




33

Generation “C” Last Decade Last Century Speed Light beam Electron Plane













Show Trade Show

Social Forum Facebook, Pinterest Friendster Tripod, Lycos




33




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

34

850 M


http://www.facebook.com/

http://www.ebay.com/

http://www.mashable.com/

http://www.linkedin.com/




10M 0 2 M 0 10 K 10M

Facebook Users

Ebay Sales Mashable

Subscribers Ebooks



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…

36




But it’s a great way to reach an extended audience.

37




38

The crazy part is….




Me

You

Friend

Org

Daily Weekly Seldom / never

39

No two audience members are alike



http://www.foursquare.com/

http://www.pinterest.com/


http://www.feedburner.com/

http://www.stumbleupon.com/


http://www.tumblr.com/



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?

40

Who uses what? How, and why?




http://www.coloci.com/








Stats also available for Twitter, Pinterest, Facebook, Google+, Reddit, Digg (search Mashable.com for “Social Media Demographics” (or click here) 41

Next: Benefits


http://4.mshcdn.com/wp-content/uploads/2012/03/Social-Media-Demographics-972.jpg


Benefits

Trends Benefits Search LinkedIn Mobile

43

Twitter Email




What’s In It for Me?

44




Q: What’s In It for You?

45

Consider:

The attributes of business

now apply to the individual




New sources of Capital. A:


46




Relationships



47




Relationships

Influence

A:


New sources of Capital.

48




Relationships

Influence

Money

$

A:



49




Money

$ Relationships

Influence

Social

Capital

Financial

Capital

A:



50




Money

$ Relationships

Influence

Q: How are they interchangeable?

51




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

53

Influence = X Reach X Relevance

(Value)




54

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)

55

Influence gap = investment opportunity




56

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)






57 57

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

58





1.

content

2.

community

3.

conversion

preferences

1. engagement

Exchange information along your buyer’s journey: Identity Preferences Requirements

59





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





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!

61

1.

content

2.

community

3.

conversion





So, how’s your Social Capital?

62

?




What’s that nagging feeling?

63




How close are you…

64




…to this…

65




… or this?

66




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%

67
















Creator

Critic

Collector

Joiner

Spectator

Inactive


36%

23%

68%

73%

14%

24%

= World

= NSTC

68

47%

77%

60%

50%

90%

93%

0%













If the Currency of Social Capital is Action…

69




…take action. Climb a social rung each week.

70

Scouting

Active

Immersed

Influential




71

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

72




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


http://www.womma.org/



75


75

Scouting

Active

Immersed

Influential


Review:




76

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





Search

77

Twitter Email

Or: How to get found


http://www.quora.com/



http://www.summly.com/

78

Search marketing is child’s play…

Got any Aces?

http://www.google.com/




Go fish!

79





80

Are virtual trade shows worth it?

80





81




82 82




83




84

Everything can be tagged. This presentation is.




85

Tag! You’re It.





86

Summary: • Search is child’s play. So play the games. • Get visible. • Get found. • Get shared.

Next up: LinkedIn





87

Twitter Email





(we)

I - Reid Hoffman, Founder

“ ”

88





89

- Reid Hoffman, Founder

89

“All the attributes of business

now apply to the individual”.





The 3 main ingredients of growth -

• Broader vision

• Faster learning

• Collective intelligence


A:

Source: HBR

90





Q: Who’s there?

91



92

LinkedIn helper apps at





http://www.linkedinlabs.com/

Action item 2: Start a new habit

94

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.

95





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.

96

See linkedin.com strategy guides - visit Learning Center via “footer” menu

LinkedIn Power User Cheat Sheet (cont’d)






97


97

Join Groups

R&D: ask a question




Start a Discussion

Next up: Email







Email

98

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)

99




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

101




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

$

http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry




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.

104




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




David,



Benefits”.

Here are the links:





To: David




David,



Benefits”.

Here are the links:





Action Item 3: Treat Email and Websites alike


Text/Graphics

<alt> tags

Text proofing


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?



Message view

108



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

109

110

Summary: target, share, test


Text/Graphics

<alt> tags

Text proofing


Mobile friendly

Social links

Test, test, test:

Next up: Twitter

•Test email like it’s a website

•Format email for the small screen





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





114

What’s in your Twitter toolbelt?



http://www.socialmention.com/

http://www.backtweets.com/



http://www.e24apps.com/

http://www.followerwonk.com/

http://www.smarterer.com/


http://www.visual.ly/

http://www.dlvr.it/

http://www.tweetchat.com/

http://www.hootsuite.com/

http://www.networkedblogs.com/


http://www.bit.ly/


http://www.wefollow.com/

http://www.listorious.com/

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


http://www.1socialcliamate.com/



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

http://www.1socialclimate.com/






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


http://bit.ly/yI4cNV



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






Mobile

129

Twitter Email




Get Smart

SoLoMo

It’s a mobile social world…

132





133





134





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?


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




David,



Benefits”.

Here are the links:





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


Stay social,

my friends

142





Thank you!

143




144


Any Questions?

144




EatMedia.com

Or Be Eaten

146

https://path.com/

http://highlig.ht/about.html

http://www.sonar.me/

http://ban.jo/

http://www.glancee.com/

http://www.localmind.com/

http://www.thefancy.com/

http://foreca.st/

http://www.gogobot.com/

http://mashable.com/2012/03/20/social-networks-to-watch/



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

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


154





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

http://fanfoundry.com/contacts/

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

…

170

-




… OR DO WE?

…

171

-




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

177

http://www.youtube.com/watch?v=qg1ckCkm8YI

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


182




Hubspot 2011

Generation “C” Last Decade Last Century Speed Light beam Electron Electron













Show Trade Show

Social Forum Facebook, Pinterest Friendster Tripod, AOL, Lycos




184




185

Generation “C” Last Decade Last Century Speed Light beam Electron Plane













Show Trade Show

Social Forum Facebook, Pinterest Friendster Tripod, Lycos




185




10M 0 2 M 0 10 K

Facebook Users

Ebay Sales Mashable

Subscribers Ebooks



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



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




190

The crazy part is….




Me

You

Friend

Org

Daily Weekly Seldom / never

191

No two audience members are alike









http://www.tumblr.com/



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













Stats also available for Twitter, Pinterest, Facebook, Google+, Reddit, Digg (search Mashable.com for “Social Media Demographics” (or click here) 193

Next: Benefits



Benefits


195

Twitter Email




What’s In It for Me?

196





197

Consider:

The attributes of business

now apply to the individual






198




Relationships



199




Relationships

Influence

A:



200




Relationships

Influence

Money

$

A:



201




Money

$ Relationships

Influence

Social

Capital

Financial

Capital

A:



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)



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)






209 209

It don’t mean a thing

If you don’t hear “cha-ching”

Money

$





1.

content

2.

community

3.

conversion

210





1.

content

2.

community

3.

conversion

preferences

1. engagement

Exchange information along your buyer’s journey: Identity Preferences Requirements

211





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





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





So, how’s your Social Capital?

214

?




What’s that nagging feeling?

215




How close are you…

216




…to this…

217




… or this?

218







Creator

Critic

Collector

Joiner

Spectator

Inactive


36%

23%

68%

73%

14%

24%

219
















Creator

Critic

Collector

Joiner

Spectator

Inactive


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



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


http://www.womma.org/



227


227

Scouting

Active

Immersed

Influential


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





Search

229

Twitter Email

Or: How to get found


http://www.quora.com/



http://www.summly.com/

230

Search marketing is child’s play…

Got any Aces?





Go fish!

231





232

Are virtual trade shows worth it?

232





233




234 234




235




236





237

Tag! You’re It.





238

Summary: • Search is child’s play. So play the games. • Get visible. • Get found. • Get shared.

Next up: LinkedIn





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


A:

Source: HBR

242





Q: Who’s there?

243



244

LinkedIn helper apps at





http://www.linkedinlabs.com/


246

Join Groups

R&D: ask a question




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


249

Join Groups

R&D: ask a question




Start a Discussion

Next up: Email







Email

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

$

http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry




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




David,



Benefits”.

Here are the links:






Text/Graphics

<alt> tags

Text proofing


Mobile friendly

Social links

257




To: David




David,



Benefits”.

Here are the links:





To: David




David,



Benefits”.

Here are the links:





Action Item 3: Treat Email and Websites alike


Text/Graphics

<alt> tags

Text proofing


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?



Message view

260



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


Text/Graphics

<alt> tags

Text proofing


Mobile friendly

Social links

Test, test, test:

Next up: Twitter

•Test email like it’s a website

•Format email for the small screen





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?



http://www.socialmention.com/

http://www.backtweets.com/



http://www.e24apps.com/

http://www.followerwonk.com/

http://www.smarterer.com/


http://www.visual.ly/

http://www.dlvr.it/

http://www.tweetchat.com/

http://www.hootsuite.com/

http://www.networkedblogs.com/


http://www.bit.ly/


http://www.wefollow.com/

http://www.listorious.com/

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


http://www.1socialcliamate.com/



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






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

http://www.1socialclimate.com/






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


http://bit.ly/yI4cNV



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






Mobile

281

Twitter Email




Get Smart

SoLoMo


284





285





286





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?


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




David,



Benefits”.

Here are the links:





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


Stay social,

my friends

294





Thank you!

295




296


Any Questions?

296




EatMedia.com

Or Be Eaten

Trends with benefits mar 2012 dc

Business

Transcript of Trends with benefits mar 2012 dc