There are dozens of social media tools available to communicators, but just a handful are emerging as the most effective means to reach constituents and influence markets. This seminar is a hands-on, intensive look at three top options: blogs, social networks and microblogs like Twitter. Participants gain insight into how they can optimize the use of these tools to achieve different business objectives.

1. Social Media Crash Course Paul Gillin, Author The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer

2. The Media in Collapse Average age of US daily newspaper reader: 57 Reduction in US newsroom staffs since 2001: 45% US Magazine Circulation Growth in NBC prime time audience, 2008: -14.3% Age of average network evening news viewer: 63

4. Word-of-mouth marketing spending will hit $3B by 2013

5. 93% of B2B buyers use search to begin the buying process

6. Direct-mail spending is expected to decline nearly 40% by 2014

7. 80% of IT decision-makers say word of mouth is their most important source when making buying decisions

8. Google Processes 38,000 search queries every secondSurvey of 105 Marketers, April, 2010

9. The Way It Was

10. The Way It’s Going

11. Cut Out the Middleman Today, you can take your message directly to your constituents without relying upon media intermediaries And why would you not want to do that?

12. If You’re Not Helping, They’re Not Listening

13. Share Everywhere: Clickable Gurus

15. Group consensus

16. “Bet the business”

17. Long-term relationships

18. Audience is knowledgeable, engaged, serious

19. Intense need for informationHow is B2B Different?

20. Calling All Stakeholders

22. Microblogs

23. Social Networks

24. Media-Sharing

25. Forums

26. Shared Workspaces

27. Multi-user games

28. Social news

29. Virtual worlds

30. Community reviews

32. Tools for the Funnel Impression White paper | eBook Analyst report | Publication Blog | Article | Tweet | Podcast Sales Lead Quality Contact Case study | Video testimonial Guided tour | Product demo Webinar | Press coverage Glossary | ROI calculator Prospect Free trial/Consultation Help desk | Chat | Forum Training | Usage tips Contact information Customer Source: NowSpeed Marketing, Inc.

33. But the Funnel Still May be Invalid Source: Monitor

34. Just One Guy Estimated monthly traffic: 73,000 Google Indexed pages: 6,490 Alexis ranking: Top .12% Inbound links: 850,771 Del.icio.us bookmarks: 1,776 New York Times citations: 115 Computerworld citations: 146 InformationWeek citations: 89 Newsletter subscribers: 150,000

35. Mainstays of Social Media BtoB Magazine Survey of 387 Marketers, April, 2010

37. Capture Leads

38. Strengthen Relationships

39. Identify Topics

40. Generate Content

42. Google and Google Alerts

43. FeedMyInbox (and related)

44. Social Mention

45. Omgili

46. Advanced Twitter search

47. Backtweets

48. YouTube

49. Facebook (limited)

50. LinkedIn (limited)

51. Industry-specific sites and blogs

52. Boardtracker

53. Google “Similar” command

54. Flickr

55. SlideShare

58. List Rentals

59. Create CoTweet Account

60. Increase PR Budget

61. Hire E-mail Marketing Firm

63. Initiate Monthly Webcasts

64. Sponsor Microsite on TechTarget

65. Build Targeted Twitter List (500)

66. Dedicated Monthly E-mail Blast

67. Promote To Trade Publications

68. List in Tech Directories

69. Increase Webcast/White Paper Reg’s by 60%

70. Increase Traffic to WP Landing Pages 120%

71. Increase 800-Number Calls by 80%Review and Revise

73. Customer & Competitive Intelligence TweetMeme TwitScoop Google Trends Social Tools Can Help You Choose Topics for Your Communications Most E-mailed Survey of 105 Marketers, April, 2010

74. Thought Leadership

75. Advise and Inform

76. Humanize Interactions Trust Equation: People Relate Differently to Humans Than They Do To Brands (So Let Your People Go)

77. Lead Gen Excellence Survey of 105 Marketers, April, 2010

78. Blogging for Business 73 blogs 17 bloggers 600% jump in leads Top quality “Get engineers talking to engineers and get everyone else out of the middle.” Rick Short, Marcom Director

79. Link Love

80. Customize Message to Members Hey, Bobby: Dear Robert: Duuuuude! @bob:

81. Generate Leads Use Every Available Channel to Promote

83. Customize landing pages to audience

84. Gather social contact information from subscribers

86. About Me About Others Connections Social Network Essentials Survey of 105 Marketers, April, 2010

87. The Power of 130 The average Facebook member has 130 friends, who each receive notifications of their network’s Facebook activities

89. Can be about any topic

90. 99% are dead; they require care and feeding

91. Can be restricted or open

92. Can be visible or invisible to search engines

93. Admins have permission to message membersSurvey of 105 Marketers, April, 2010

94. Facebook Fans Repurpose media Announcements Feedback/testing Mailing List

95. LinkedIn for Business Active Groups… …and a Distinctive Approach to Company Profiles

97. Hiring

98. Traffic building

99. Professional networking

100. Publicity

101. News

102. Prospecting

103. Feedback

104. Peer relations

105. Competitive tracking

106. Search engine optimization

107. Mobile visibility$ Source: Sirona Consulting Uses For Twitter in Business

108. Don’t Just Say “Follow Us On Twitter” Promote benefits of membership Describe content Offer multiple topical destinations Embed widgets to keep people on site

109. Enable Conversation: Spiceworks 1M members National user conference; multiple regional conferences Points system rewards participation without payments “What’s always amazed me is how much people are willing to give back.” Tabrez Syed, Director of Products, Spiceworks

110. Be Useful: Element 14 Document and information exchange for electronics engineers Anyone can become a designated “expert” by delivering value More than 10,000 documents contributed and indexed in first six months

111. Spread the Message Corporate website Feed Aggregator Partner website Email Newsletter

112. ROI

113. Unraveling the Mystery of Social Marketing ROI

114. It’s Simple, Knucklehead (GAIN FROM INVESTMENT - COST OF INVESTMENT) ROI = COST OF INVESTMENT

115. Return on Investment Or Risk of Inaction?

116. Types Of Financial Impact B. Costs Avoided A. Revenue Anything that leads to A or B, But only if you can directly equate its value to an action

117. These are NOT ROI Press coverage Impressions Website Visitors Video views Click-throughs Retweets Coupons distributed Store visits “Buzz” Friends Blog comments Employment applications FaceBook friends Twitter followers But if you can quantify their financial impact, you have ROI!

118. What You Need Historical Metrics Excellent CRM Tools and Practices Clearly Understood and Applied Web Analytics

119. Basic Business Metrics Lifetime Value of a Customer = (Longevity *Revenue) * Margin Conversion Rate = New Customers/ Visits or Leads Value of a Lead/Visitor = Visitor * Conversion Rate * Lifetime Value

120. OK, Let’s Make it Real Typical customer Moe spends $10,000/year with you Moe is with you for five years Your profit margin is 10% Lifetime value of Moe is ($10,000 * 5) * .1 = $5,000

121. CRM Essentials Must be used by everyone who touches the customer Must document online, offline and landline communications Must span the engagement lifecycle Must enable segmentation and grouping

122. Web Analytics Must track individual visitors Must document paths to desired destinations Must identify referring sources You must use them

123. Applying ROI: Value of a Visitor

124. Value of a Blog

126. Generating 1,000 visitors to your website…

127. 2% of whom become leads…

128. 5% of whom become customers.Therefore, the value of a tweet is: (1,000 * .02 * .05 * 5000)/50 = $100

129. Value of a Community You want to launch a customer support forum to reduce your costs of telephone support Estimated admin costs: ½ FTE yr 1, ¼ FTE yr 2 1/10 FTE yr 3 Estimated savings: 1 FTE yr 1, 1.5 FTE yr 2, 2 FTE yr 3

130. Measuring the Immeasurable Headline Counts Lift Studies Store visits Speaking Invitations Net Promoter Score Coupons redeemed Employment applications If You Can Measure It, You Can Calculate Its ROI

131. Thank you! Site: gillin.com Blog: paulgillin.com Twitter: pgillin Paul Gillin 508-656-0734 paul@gillin.com