21. 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
22. 3 Forms of Media:
Own
Buy
Earn
2 Reasons to Participate:
Opportunity
Obligation
1 Most Important:
Content
27. What are you trying to say, and to whom?
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
27
28. Content Marketing via Social Channels
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
28
29. A Content Marketing Ecosystem
Management
Assets Access Dynamic Campaign Reporting &
Assembly Management Measurement
Production
Online Marketing On-demand Sales Enablement
Today’s Print Studio Tools
Distribution focus
•Email Marketing •Commerce / Storefront •Brochure Builder
•Microsites •Inventory / Budget Mgt •Presentation Center
•Forms/Surveys •Multi-Vendor Mgt •Education Center
Engagement
Social Mobile E-mail Print Web Video
User - Generated Content
(UGC)
29
Next up: Trends
30. Trends Benefits Search LinkedIn Email Twitter Mobile
Trends
30
32. Where are we now? New ways to engage:
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
LinkedIn, Virtual Trade LinkedIn, Virtual Trade
Business Forum Show Show Trade Show
Social Forum Facebook, Pinterest Friendster Tripod, AOL, Lycos
Twitter, Polldaddy,
Opinion Forum LinkedIn
Forums & focus groups Mail surveys
32
33. Where are we now? New ways to engage:
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
LinkedIn, Virtual Trade LinkedIn, Virtual Trade
Business Forum Show Show Trade Show
Social Forum Facebook, Pinterest Friendster Tripod, Lycos
Twitter, Polldaddy,
Opinion Forum LinkedIn
Forums & focus groups Mail surveys
33
34. A few 5-year trends
850 M
eBooks
2B 500 M
150 M
18%
1M
$5 B
10M $100M 0 2M 0 500M 10 K 30 M 10M
Facebook Mashable Ebooks Music Mobile LinkedIn Twitter
Ebay Sales
Users Subscribers (% of all sales) Downloads Apps Users Users
34
35. A few 5-year trends
850 M
eBooks
2B 500 M
20% of US commerce revenue
150 M
is online – and that’s just Retail
18%
1M
$5 B
10M $100M 0 2M 0 500M 10 K 30 M 10M
Facebook Mashable Ebooks Music Mobile LinkedIn Twitter
Ebay Sales
Users Subscribers (% of all sales) Downloads Apps Users Users
35
39. Me
You
No two audience members are alike
Friend
Org
Daily Weekly Seldom / never
39
40. First: Assess your social “graph”
You 1000+ 450 0 8 0 1700+ 390 110
Aud 1 1500 1600
Org •What are the trends?
•Who are your audiences? Where do they socialize?
Aud 2 •Who is Scouting? Active? Immersed? Influential?
•How connected and influential are you?
Who uses what? How, and why?
40
41. 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
42.
43. Trends Benefits Search LinkedIn Email Twitter Mobile
Benefits
43
45. Q: What’s In It for You?
Consider:
The attributes of business
now apply to the individual
45
46. Q: What’s In It for You?
A: New sources of Capital.
46
47. Q: What’s In It for You?
A: New sources of Capital.
Relationships
47
48. Q: What’s In It for You?
A: New sources of Capital.
Relationships
Influence
48
49. Q: What’s In It for You?
A: New sources of Capital.
Money
Relationships
$
Influence
49
50. Q: What’s In It for You?
A: New sources of Capital.
Money
Relationships
$
Influence
Financial Social
Capital Capital
50
51. Q: How are they interchangeable?
Money
Relationships
$
Influence
51
52. Q: How are they interchangeable?
A: Through Value Exchange:
• Trust
Money • Reciprocity Relationships
$ • Knowledge
• Authority
• Recognition
Influence
52
53. Example: Influence as Social Capital
Influence
Knowledge X Reach X Relevance
Influence = + Authority
(Value)
53
54. Example: Relationships as Social Capital
Relationships
Trust +
Relationships = Reciprocity X Reach X Relevance
(Value)
54
55. Influence gap = investment opportunity
23% say there's not enough Educational info
Knowledge
(IDG Connect)
48% said if the quality of thought leadership
Authority
improved, it would influence their purchase
(Expertise)
decision. (ITSMA)
43% of marketers say customers view their
Reach content as disjointed or hit and miss.
(Forrester Research)
39% say this key element is missing
Relevance
(IDG Connect)
55
56. Relationship gap = investment opportunity
98% ignore ads; 89% buy based on expert &
Trust
peer recommendations (IDG Connect)
92% willingly exchange personal data for
Reciprocity benefits - service, convenience, etc. (IDG
Connect)
43% of marketers say customers view their
Reach content as disjointed or hit and miss.
(Forrester Research)
39% say this key element is missing
Relevance
(IDG Connect)
56
57. Social Capital gaps = investment opportunities
It don’t mean a thing
If you don’t hear “cha-ching”
Money
$
57
58. Social Capital gaps = investment opportunities
1.
content
3. 2.
conversion community
58
59. Social Capital gaps = investment opportunities
1. engagement
Exchange information
along your buyer’s
journey:
1.
Identity content
Preferences 3. 2.
Requirements conversion community
preferences
59
60. Social Capital gaps = investment opportunities
1. engagement
2. fulfillment sample
save
subscribe
CTA*
Meet audience
needs and
1.
interests with content
useful content
and a Call to 3. 2.
Action (CTA) conversion community
convert ask
transact preferences share
refer compare
CTA
60
61. Social Capital gaps = investment opportunities
News • Event
Review • Referral
1. engagement Website • Blog
2. fulfillment sample
save
3. relevance subscribe
CTA*
Be relevant!
1.
content
Event • Reward
3. 2.
Survey • Partner
conversion community
Proposal • Report convert ask
Dashboard transact share
preferences
refer compare
CTA
Demo
Presentation
Conversation
Q&A
61
70. …take action. Climb a social rung each week.
Influential
Immersed
Active
Scouting
70
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)
71
72. A Good start: a Social Listening Strategy
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.
72
73. 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
74. 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
Expectations + framework > open dialogue
Word of Mouth Marketing Association (womma.org) 74
75. Review:
Action item 1: Climb a social rung every week
Influential
Immersed
Active
Scouting
…alongside your audience 75
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
76
Next up: Search
77. Trends Benefits Search LinkedIn Email Twitter Mobile
Search
Or: How to get found
77
94. Action item 2: Start a new habit
Publish: share the answers
R&D: ask a question
Start a Discussion
Contribute to a Discussion
Join Groups
Complete Profile (100%)
94
95. 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
96. LinkedIn Power User Cheat Sheet (cont’d)
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.
See linkedin.com strategy guides - visit Learning Center via “footer” menu
96
97. Action item 2: Start a new habit
Publish: share the answers
R&D: ask a question
Start a Discussion
Contribute to a Discussion
Join Groups
Complete Profile (100%)
97
Next up: Email
98. Trends Benefits Search LinkedIn Email Twitter Mobile
Email
98
99. 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
100. 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
101. A Report on:
• 500,000 email software product users
• over 100,000,000 emails sent
• Open & Click rates
101
103. Average user Pro user $
+ 24% + 82%
Open: Click: Open: Click:
19.58% 3.81% 24.22% 6.94%
103
104. 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
105. Email #FAIL: Let us count the ways…
Header (From, Subject)
Text/Graphics
<alt> tags
To: David
From: Ed | fanfoundry Text proofing
Subject: 3/28 preso, links, etc.
Date: March 28, 2012 Call to Action (CTA)
David,
I look forward to meeting all of you at Mobile friendly
Wednesday’s breakfast on “Trends With
Benefits”. Social links
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
105
106. Action Item 3: Treat Email and Websites alike
Header (From, Subject)
Text/Graphics
To: David <alt> tags
From: Ed | To: David | fanfoundry
fanfoundry
From: Ed Text proofing
Subject: 3/28 preso, links, etc.
Subject: 3/28 preso, links, etc.
Date: March 28, 2012 Call to Action (CTA)
Date: March 28, to meeting all of you at
David,
I look forward
2012 Mobile friendly
Wednesday’s breakfast on “Trends With
Benefits”. Social links
David, Here are the links:
I look forward to Social Profile” (online poll) of you at
•What’s Your
meeting all
•NSTC.org event registration page
Wednesday’s breakfast on “Trends With
•EatMedia.com event page
•Fanfoundry.com event page
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page 106
•Fanfoundry.com event page
107. Inbox view
Why abbrev.? What do these mean?
Who cares? redundant
WIFM?
JKL Assoc. | Exciting Development at JKL Associates |
Having trouble viewing this email? Click here header Hi Ed
feathered Recently
Huh? 107
109. Message view <alt> tags
could be more
as descriptive
customers’ (omit paragraph)
How? Example! Confused: You’ll build me
a custom app? If not,
LINK to examples so I can
all of me?
imagine the possibilities.
You’re Link to examples
Make “contact
Add link: us” a hyperlink
“more about BNI”)
109
110. Summary: target, share, test
•Test email like it’s a website
•Format email for the small screen
Test, test, test:
Header (From, Subject)
Text/Graphics
<alt> tags
Text proofing
Call to Action (CTA)
Mobile friendly
Social links
110
Next up: Twitter
111. Trends Benefits Search LinkedIn Email Twitter Mobile
111
113. 6 Reasons to love Twitter:
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!
113
115. 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
116. I have a sustainability blog titled “Social Climate”, named
after my nonprofit, the Social Climate Group. Here it is:
116
117. 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
118. 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
125. 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
126. 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
127. Example: Feb 2012 Product announcement from Sustainable Minds
Audience: Analysts, Bloggers & Journalists – 85 People from 60 firms
TwitterVerse amplifies the message. Here are 2 examples.
1. 2.
127
128. 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
129. Trends Benefits Search LinkedIn Email Twitter Mobile
Mobile
129
136. It’s a mobile social world…
Social networking is the fastest growing mobile activity (Comscore)
Smartphones are the “weapon of choice”, doing the work of:
Flip video cameras PDAs / datebooks
Digital cameras Music players
Video games GPS / navigation
Regular Cell phones Remote Controls
PCs and laptops Watches
Household phones Wallet contents
Documents Television
Bar code scanners Radio
Cashiers …what next?
136
137. 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
138. From: Ed | fanfoundry
Action item
Subject: 3/28 preso, links, etc.
5: Optimize for Mobile
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
138
Share:
139. Review:
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
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
148
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
149
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 151
152. We help you drive results
• 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)
152
153. There are some Net Atlantic team members in the audience.
After the event, feel free to ask them questions!
And… Do Not Forgot To Make It Social!
153
154. Trends Benefits Search LinkedIn Email Twitter Mobile
Trends with Benefits
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
155
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
156
173. 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
174. 3 Forms of Media:
Own
Buy
Earn
2 Reasons to Participate:
Opportunity
Obligation
1 Most Important:
Content
179. First ask: What do you have to say?
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
179
180. Content Marketing via Social Channels
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
180
181. A Content Marketing Ecosystem
Management
Assets Access Dynamic Campaign Reporting &
Assembly Management Measurement
Production
Online Marketing On-demand Sales Enablement
Today’s Print Studio Tools
Distribution focus
•Email Marketing •Commerce / Storefront •Brochure Builder
•Microsites •Inventory / Budget Mgt •Presentation Center
•Forms/Surveys •Multi-Vendor Mgt •Education Center
Engagement
Social Mobile E-mail Print Web Video
User - Generated Content
(UGC)
181
Next up: Trends
182. Trends Benefits Search LinkedIn Email Twitter Mobile
Trends
182
184. Where are we now? New ways to engage:
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
LinkedIn, Virtual Trade LinkedIn, Virtual Trade
Business Forum Show Show Trade Show
Social Forum Facebook, Pinterest Friendster Tripod, AOL, Lycos
Twitter, Polldaddy,
Opinion Forum LinkedIn
Forums & focus groups Mail surveys
184
185. Where are we now? New ways to engage:
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
LinkedIn, Virtual Trade LinkedIn, Virtual Trade
Business Forum Show Show Trade Show
Social Forum Facebook, Pinterest Friendster Tripod, Lycos
Twitter, Polldaddy,
Opinion Forum LinkedIn
Forums & focus groups Mail surveys
185
186. A few 5-year trends
850 M
eBooks
2B 500 M
150 M
18%
1M
$5 B
10M $100M 0 2M 0 500M 10 K 30 M
Facebook Mashable Ebooks Music Mobile LinkedIn Twitter
Ebay Sales
Users Subscribers (% of all sales) Downloads Apps Users Users
186
187. A few 5-year trends
850 M
eBooks
2B 500 M
20% of US commerce revenue
150 M
is online – and that’s just Retail
18%
1M
$5 B
10M $100M 0 2M 0 500M 10 K 30 M
Facebook Mashable Ebooks Music Mobile LinkedIn Twitter
Ebay Sales
Users Subscribers (% of all sales) Downloads Apps Users Users
187
191. Me
You
No two audience members are alike
Friend
Org
Daily Weekly Seldom / never
191
192. First: Assess your social “graph”
You 1000+ 450 0 8 0 1700+ 390 110
Aud 1 1500 1600
Org •What are the trends?
•Who are your audiences? Where do they socialize?
Aud 2 •Who is Scouting? Active? Immersed? Influential?
•How connected and influential are you?
Who uses what? How, and why?
192
193. 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
194.
195. Trends Benefits Search LinkedIn Email Twitter Mobile
Benefits
195
197. Q: What’s In It for You?
Consider:
The attributes of business
now apply to the individual
197
198. Q: What’s In It for You?
A: New sources of Capital.
198
199. Q: What’s In It for You?
A: New sources of Capital.
Relationships
199
200. Q: What’s In It for You?
A: New sources of Capital.
Relationships
Influence
200
201. Q: What’s In It for You?
A: New sources of Capital.
Money
Relationships
$
Influence
201
202. Q: What’s In It for You?
A: New sources of Capital.
Money
Relationships
$
Influence
Financial Social
Capital Capital
202
203. Q: How are they interchangeable?
Money
Relationships
$
Influence
203
204. Q: How are they interchangeable?
A: Through Value Exchange:
• Trust
Money • Reciprocity Relationships
$ • Knowledge
• Authority
• Recognition
Influence
204
205. Example: Influence as Social Capital
Influence
Knowledge X Reach X Relevance
Influence = + Authority
(Value)
205
206. Example: Relationships as Social Capital
Relationships
Trust +
Relationships = Reciprocity X Reach X Relevance
(Value)
206
207. Influence gap = investment opportunity
23% say there's not enough Educational info
Knowledge
(IDG Connect)
48% said if the quality of thought leadership
Authority
improved, it would influence their purchase
(Expertise)
decision. (ITSMA)
43% of marketers say customers view their
Reach content as disjointed or hit and miss.
(Forrester Research)
39% say this key element is missing
Relevance
(IDG Connect)
207
208. Relationship gap = investment opportunity
98% ignore ads; 89% buy based on expert &
Trust
peer recommendations (IDG Connect)
92% willingly exchange personal data for
Reciprocity benefits - service, convenience, etc. (IDG
Connect)
43% of marketers say customers view their
Reach content as disjointed or hit and miss.
(Forrester Research)
39% say this key element is missing
Relevance
(IDG Connect)
208
209. Social Capital gaps = investment opportunities
It don’t mean a thing
If you don’t hear “cha-ching”
Money
$
209
210. Social Capital gaps = investment opportunities
1.
content
3. 2.
conversion community
210
211. Social Capital gaps = investment opportunities
1. engagement
Exchange information
along your buyer’s
journey:
1.
Identity content
Preferences 3. 2.
Requirements conversion community
preferences
211
212. Social Capital gaps = investment opportunities
1. engagement
2. fulfillment sample
save
subscribe
CTA*
Meet audience
needs and
1.
interests with content
useful content
and a Call to 3. 2.
Action (CTA) conversion community
convert ask
transact preferences share
refer compare
CTA
212
213. Social Capital gaps = investment opportunities
News • Event
Review • Referral
1. engagement Website • Blog
2. fulfillment sample
save
3. relevance subscribe
CTA*
Be relevant!
1.
content
Event • Reward
3. 2.
Survey • Partner
conversion community
Proposal • Report convert ask
Dashboard transact share
preferences
refer compare
CTA
Demo
Presentation
Conversation
Q&A
213
222. …take action. Climb a social rung each week.
Influential
Immersed
Active
Scouting
222
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)
223
224. A Good start: a Social Listening Strategy
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.
224
225. 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
226. 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
Expectations + framework > open dialogue
Word of Mouth Marketing Association (womma.org) 226
227. Review:
Action item 1: Climb a social rung every week
Influential
Immersed
Active
Scouting
…alongside your audience 227
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
228
Next up: Search
229. Trends Benefits Search LinkedIn Email Twitter Mobile
Search
Or: How to get found
229
246. Action item 2: Start a new habit
Publish: share the answers
R&D: ask a question
Start a Discussion
Contribute to a Discussion
Join Groups
Complete Profile (100%)
246
247. 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
248. LinkedIn Power User Cheat Sheet (cont’d)
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.
See linkedin.com strategy guides - visit Learning Center via “footer” menu
248
249. Action item 2: Start a new habit
Publish: share the answers
R&D: ask a question
Start a Discussion
Contribute to a Discussion
Join Groups
Complete Profile (100%)
249
Next up: Email
250. Trends Benefits Search LinkedIn Email Twitter Mobile
Email
250
251. 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
252. 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
253. A Report on:
• 500,000 email software product users
• over 100,000,000 emails sent
• Open & Click rates
253
255. Average user Pro user $
+ 24% + 82%
Open: Click: Open: Click:
19.58% 3.81% 24.22% 6.94%
255
256. 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
257. Email #FAIL: Let us count the ways…
Header (From, Subject)
Text/Graphics
<alt> tags
To: David
From: Ed | fanfoundry Text proofing
Subject: 3/28 preso, links, etc.
Date: March 28, 2012 Call to Action (CTA)
David,
I look forward to meeting all of you at Mobile friendly
Wednesday’s breakfast on “Trends With
Benefits”. Social links
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
257
258. Action Item 3: Treat Email and Websites alike
Header (From, Subject)
Text/Graphics
To: David <alt> tags
From: Ed | To: David | fanfoundry
fanfoundry
From: Ed Text proofing
Subject: 3/28 preso, links, etc.
Subject: 3/28 preso, links, etc.
Date: March 28, 2012 Call to Action (CTA)
Date: March 28, to meeting all of you at
David,
I look forward
2012 Mobile friendly
Wednesday’s breakfast on “Trends With
Benefits”. Social links
David, Here are the links:
I look forward to Social Profile” (online poll) of you at
•What’s Your
meeting all
•NSTC.org event registration page
Wednesday’s breakfast on “Trends With
•EatMedia.com event page
•Fanfoundry.com event page
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page 258
•Fanfoundry.com event page
259. Inbox view
Why abbrev.? What do these mean?
Who cares? redundant
WIFM?
JKL Assoc. | Exciting Development at JKL Associates |
Having trouble viewing this email? Click here header Hi Ed
feathered Recently
Huh? 259
261. Message view <alt> tags
could be more
as descriptive
customers’ (omit paragraph)
How? Example! Confused: You’ll build me
a custom app? If not,
LINK to examples so I can
all of me?
imagine the possibilities.
You’re Link to examples
Make “contact
Add link: us” a hyperlink
“more about BNI”)
261
262. Summary: target, share, test
•Test email like it’s a website
•Format email for the small screen
Test, test, test:
Header (From, Subject)
Text/Graphics
<alt> tags
Text proofing
Call to Action (CTA)
Mobile friendly
Social links
262
Next up: Twitter
263. Trends Benefits Search LinkedIn Email Twitter Mobile
263
265. 6 Reasons to love Twitter:
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!
265
267. 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
268. I have a sustainability blog titled “Social Climate”, named
after my nonprofit, the Social Climate Group. Here it is:
268
269. 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
270. 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
277. 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
278. 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
279. Example: Feb 2012 Product announcement from Sustainable Minds
Audience: Analysts, Bloggers & Journalists – 85 People from 60 firms
TwitterVerse amplifies the message. Here are 2 examples.
1. 2.
279
280. 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
281. Trends Benefits Search LinkedIn Email Twitter Mobile
Mobile
281
288. It’s a mobile social world…
Social networking is the fastest growing mobile activity (Comscore)
Smartphones are the “weapon of choice”, doing the work of:
Flip video cameras PDAs / datebooks
Digital cameras Music players
Video games GPS / navigation
Regular Cell phones Remote Controls
PCs and laptops Watches
Household phones Wallet contents
Documents Television
Bar code scanners Radio
Cashiers …what next?
288
289. 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
290. From: Ed | fanfoundry
Action item
Subject: 3/28 preso, links, etc.
5: Optimize for Mobile
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
290
Share:
291. Review:
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
