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Marketing Strategies for
      Businesses
The Basis of Social Media
Marketing isn’t what it used to be...
• Direct mail and advertisements are still
  essential to a robust marketing program
  –Businesses also want the economic
    value of social media




               Copyright - 2 Ten, LLC   2
The Death of Interruption
• Social media represents a radical shift in
  the way groups interact
   –Under traditional methodologies,
    business marketers used
    “interruptive” strategies to project
    messages into the market

                Copyright - 2 Ten, LLC   3
The Death of Interruption
• No one asked for permission to interrupt
  your favorite TV or radio program
   –Advertisers delayed your
    concentration / relaxation /
    entertainment when, where, and how
    they wanted

               Copyright - 2 Ten, LLC   4
The Birth of Interaction (Engagement)

• The Internet has driven sweeping
  changes in marketing
   –Those changes center on engagement
     • The exchange of information,
       insights, and expertise among
       interested people or groups

              Copyright - 2 Ten, LLC   5
Social Media (Engagement)




        Copyright - 2 Ten, LLC   6
Social Media (Engagement)
• Twitter, Google+, Facebook, LinkedIn,
  YouTube, Pinterest, SlideShare, etc.
   –Successful because people accept the
    value of engagement




              Copyright - 2 Ten, LLC   7
Social Media Insists On Engagement

• How many blogs, surveys, or polls did
  you come across just today?
   –Were you asked to respond?




              Copyright - 2 Ten, LLC   8
Social Media Insists On Engagement

• On Facebook, you “like” people,
  companies, and events that align with
  your interests & preferences
   –People and businesses often focus on
    increasing the number of “likes”


              Copyright - 2 Ten, LLC   9
Content: The Once and Future King




           http://www.wishbookweb.com

              Copyright - 2 Ten, LLC    10
Content Continues to Reign Supreme
• Content attracts a lot of coverage
  –Makes it seem as if it is a recent
   entrant to marketing
  –In reality content it has always been
   used to educate prospective clients


               Copyright - 2 Ten, LLC   11
Content Continues to Reign Supreme
• The Sears Christmas catalog
 –Rich with descriptive content that
  played on emotions
 –Color photos supported
  imaginative engagement


              Copyright - 2 Ten, LLC   12
Content Continues to Reign Supreme
• Sears’ call to action:
  – Clear ordering instructions made it
   easy for parents to quickly complete
   holiday shopping




               Copyright - 2 Ten, LLC   13
Content Continues to Reign Supreme
• Seasonal timing created demand
  –Demand drove the company’s
    holiday sales in the United States
    for decades




                Copyright - 2 Ten, LLC   14
Partner With Experts
• 2 Ten, LLC
  – Twenty years of marketing, sales
    and professional writing
    experience
    • Clinical research, healthcare, and
      scientific consulting industries

                Copyright - 2 Ten, LLC
2 Ten, LLC
Professional Marketing Services
            Jared Byer
       Principal, 2 Ten, LLC
              jared@2tenllc.com
                 913.980.0028
                   @2tenllc
               www.2tenllc.com

      2 Ten, LLC is a veteran-owned business


                Copyright - 2 Ten, LLC

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2 Ten Marketing Strategies - The Basis of Social Media

  • 1. Marketing Strategies for Businesses The Basis of Social Media
  • 2. Marketing isn’t what it used to be... • Direct mail and advertisements are still essential to a robust marketing program –Businesses also want the economic value of social media Copyright - 2 Ten, LLC 2
  • 3. The Death of Interruption • Social media represents a radical shift in the way groups interact –Under traditional methodologies, business marketers used “interruptive” strategies to project messages into the market Copyright - 2 Ten, LLC 3
  • 4. The Death of Interruption • No one asked for permission to interrupt your favorite TV or radio program –Advertisers delayed your concentration / relaxation / entertainment when, where, and how they wanted Copyright - 2 Ten, LLC 4
  • 5. The Birth of Interaction (Engagement) • The Internet has driven sweeping changes in marketing –Those changes center on engagement • The exchange of information, insights, and expertise among interested people or groups Copyright - 2 Ten, LLC 5
  • 6. Social Media (Engagement) Copyright - 2 Ten, LLC 6
  • 7. Social Media (Engagement) • Twitter, Google+, Facebook, LinkedIn, YouTube, Pinterest, SlideShare, etc. –Successful because people accept the value of engagement Copyright - 2 Ten, LLC 7
  • 8. Social Media Insists On Engagement • How many blogs, surveys, or polls did you come across just today? –Were you asked to respond? Copyright - 2 Ten, LLC 8
  • 9. Social Media Insists On Engagement • On Facebook, you “like” people, companies, and events that align with your interests & preferences –People and businesses often focus on increasing the number of “likes” Copyright - 2 Ten, LLC 9
  • 10. Content: The Once and Future King http://www.wishbookweb.com Copyright - 2 Ten, LLC 10
  • 11. Content Continues to Reign Supreme • Content attracts a lot of coverage –Makes it seem as if it is a recent entrant to marketing –In reality content it has always been used to educate prospective clients Copyright - 2 Ten, LLC 11
  • 12. Content Continues to Reign Supreme • The Sears Christmas catalog –Rich with descriptive content that played on emotions –Color photos supported imaginative engagement Copyright - 2 Ten, LLC 12
  • 13. Content Continues to Reign Supreme • Sears’ call to action: – Clear ordering instructions made it easy for parents to quickly complete holiday shopping Copyright - 2 Ten, LLC 13
  • 14. Content Continues to Reign Supreme • Seasonal timing created demand –Demand drove the company’s holiday sales in the United States for decades Copyright - 2 Ten, LLC 14
  • 15. Partner With Experts • 2 Ten, LLC – Twenty years of marketing, sales and professional writing experience • Clinical research, healthcare, and scientific consulting industries Copyright - 2 Ten, LLC
  • 16. 2 Ten, LLC Professional Marketing Services Jared Byer Principal, 2 Ten, LLC jared@2tenllc.com 913.980.0028 @2tenllc www.2tenllc.com 2 Ten, LLC is a veteran-owned business Copyright - 2 Ten, LLC