8. Marketing Has Shifted.
Before Today
Preach it Prove it
We find you You find us
We tell you We listen and respond
Brand is what we say Brand is what others experience
People trust companies People trust people
Limited access points Multiple access points
High Ownership Shared Ownership
Controlled messaging Organic Dialog
Read-only messaging Participative Messaging
Professionally created content Crowd-Sourced Content
Isolated Integrated
Directories (Taxonomy) Tags (Folksonomy)
Shallow immersion Rich user experience
Moderately technical Highly Technical
Message Driven Service Driven
13. Social media facilitates interconnection,
dialog, and relationship building between
people and organizations.
It encourages the distribution of messaging
across people groups, networks and devices.
Live Path, 2010
14. Not just apps but devices...
Source: New York Times, 2005
15. The Most Seen Screen
Source: Fuor Digital Mobile 101 Lunch & Learn The most seen screen
16. Americans use social media
Forrester, The Growth Of Social Technology Adoption, 2008
17. (the 4th most popular activity online, ahead of email)
Nielsen: Global Faces & Networked Places 2009
18. (and that’s just active users!)
Source: Inside Facebook, December 2009
29. How to Become an SMB Super Hero in 2010
1. Embrace Your Calling
2. Abide by a Moral Code
3. Dress to Impress
4. Secure Backup
5. Establish Mission Control
6. Develop Your Super Senses
7. Master Some Super Tools
8. Respond Rapidly & Efficiently
9. Beware of Pitfalls
10. Neutralize your Nemeses
30. 1. Embrace Your Calling
It’s not easy
Sometimes lonely
Demands sacrifice
Hard work & lots of it
Requires investment
Worth It
31. 2. Abide by a “Moral Code”
Accessibility
Channels
Availability
Response Time
Policies
Ethics
Service
Social Media
Privacy
Handling Negative Feedback
Culture
Skills Growth
Technology Education
Customer Centricity
37. 4. Secure Backup
Tactical Support
Innovation & Invention
Learning & Education
Trusted Counsel
Technical Knowhow
Tactical Execution
Dirty Work
38. Watch Out for Snake Oil!
Just buy my eBook,
“Secrets Unleashed” or Just get online and talk
take my certification course about yourself!
It’s all about the
This stuff is easy to
follower count.
manage!
Anyone can do this
- with little work or
time investment. “EXPERT”
Our rate is $400
an hour.
39. Look for Demonstrated Strength
Presence
Dialog
History
Failures
Successes
Network Strength & Influence
“Trench Experience”
“Street Credibility”
Specialty Knowledge
Willingness to share experiences
Client References
40. 5. Establish “Mission Control”
Monitor Your Territory
Receive Communications & Alerts
Measure Risks & Threats
Develop & Launch Action Plans
Incubate Innovation
Learn & Collaborate
Recharge, Recuperate from Injury
Refine / Hone Super Skills
MISSION = PLAN
CONTROL = PROCESS
41. Not Super
Unclear Direction
Scattered Planning
Poorly Defined Metrics
Ineffective Communication
Plan = Pretty PowerPoint
Death by meeting
Glued to Desktop
Duplicative Work
Reinventing the wheel
Ignorance
43. Essential!
Allocate physical space and schedule dedicated time that
frees you to focus strategically: Reading, learning,
testing, researching, measuring and thinking to position
yourself proactively – not reactively.
Daily, Weekly, Monthly and Annually!
44. 6. Develop Your “Super Senses”
What unique capabilities/core competencies do you have?
Product
Features
Service
Market
Angle
Application/Use
Other
45. *Hero Type Unique Capabilities Example Hero Brand Example
AMORED Security, Safety, Impenetrability, Protection IRON MAN MASTER LOCK
BRICK / TANK Muscle, Brawn, Power THE HULK POWERBAR
BLASTER Removal of Obstacles, Distance Attack CYCLOPS FORMULA 409
COMBATANT/ATHLETE Agility, Competitive Edge SPIDER MAN NIKE
ELEMENTAL CONTROL Manipulation, Coercion of Elements, Sustainability ICEMAN WHOLE FOODS
GADGETEER Agility, Efficiency, Reach, Enhanced capabilities BATMAN MACINTOSH
GHOST Invisibility, Omniscience INVISIBLE WOMAN NET NANNY
HEALER Heal from injury, Heal Others ELIXER BAND-AID
MAGICIAN Ability to perform miracles DOCTOR STRANGE IPHONE
MARKSMAN Targeting, Aim, Accuracy GREEN ARROW EXACT TARGET
MASTERMIND Smarts, intelligence, planning, wisdom, genius PROFESSOR X MARKETING PROFS
MENCHA/ROBOTIC Automation, Force, Protection, Efficiency MEGAS XLR JOHN DEERE
MENTALIST Forecasting, Empathy, Prophecy RAVEN WEATHER CHANNEL
PARAGON Invulnerability, Strength, Insurmountability SUPERMAN FORT KNOX
RIDER Motility, Transport GHOST RIDER SEQUE
SHAPE SHIFTER Ability to take on foreign qualities WONDER TWINS PARALLELS
SLASHER Ability to cut to the chase, Time savings WOLVERINE ING BANK
SPEEDSTER Blazing speed SPEED RACER FERRARI
SIZE CHANGER Share, Spread, Growth, Shrink to suit needs THE ATOM GEEK SQUAD
TELEPORTER Instant ability to change environments NIGHT CRAWLER CITRIX
*Original Reference: Wikipedia
47. 7. Get Some Super Tools
Think of them as strategic
extensions of your business, not
“Marketing Tools”
48. Why?
Broaden Your Reach
Improve Performance
Enhance Offerings/Service
Provide New Capabilities
Drive Competitive Edge
Tell a More Powerful Story
Diffuse Direct Attacks
Build Relationships & Leads
Highly Cost Effective
49. Strategic Extensions of the Biz!
Food Trucks Best Buy’s
Meet Twitter Twelpforce
19,600 inquiries
2,300 agents
Bacon Salt 4/1 positive
Facebook Ads sentiment
Fan Page
Oprah
Ramon DeLeon
Dominoes Pizza
Mobile
Rug & Relic Web
Facebook Page & Ads Twitter
First time FB sale 10x higher Facebook
Sentiment, engagement Integrated into
Global reach Traditional
Loyal Audience media
FB helps them catch a thief! Changed the
CDW Company!
B2B
Employee Discounts
Partner Program
50. Important Digital Channels for SMBs in 2010
Web Site (Integrated with social platforms)
Blog Word Press, Posterous
Virtual Communities Facebook, Linked In, Speciality & Other
Micro Blogging Twitter
Experience Review Sites Angie’s List, Yelp.com, Get Satisfaction
Geo-locational “finders” Foursquare, Loopt,
Mobile Make sure your web site is mobile friendly!
51. A Few Helpful Tools for 2010
Smart Phone iPhone, Droid
Digital Video Camera Flip HD Ultra, Kodak ZI8
Web Conferencing/ Meetings GotoMeeting, GotoWebinar
“Widgets” Survey Monkey, Etc.
“Cloud-Based” Services Flickr, YouTube, Google Docs, Etc.
Social Media Management Google Reader, Tweedeck,
Co-Tweet, Friend or Follow,
Social Mention, Klout and
a host of others too long to
review.
53. 8. Beware of Pitfalls
Analysis Paralysis
Lack of Strategic Focus
Biting Off More Than You Can Chew
Wheel Spinning
Status Quo Mentality
Ignoring Customer Experience
54. Customer Experience Pitfalls
Way Finding. Clear the way, light the path, use Rough Terrain. Asking too much of customers
signage and visual cues to make it easy and intuitive can establish barriers to entry that negatively
for people to complete needed tasks (find, buy, get impact results. Smooth the path to ensure
help, pay, etc.) customers feel like coming back.
Dead ends. Steer clear of conversations that Hazardous Drop-offs. Never leave the
leave customers with no outlet for resolution or a customer cold or damage relationships with a
sense of “unfinished business” lack of follow-through. This is especially
predominant in the post-service realm.
Roadblocks. Clear obstacles from the customer’s
path that prevent them from taking the “next step.” Merges. It’s important to ensure the relationship
Remove barriers to entry, discovery interaction and between transactions, programs and offerings
transaction clearly presented and seamlessly offered across
channels.
Detours. Proactively anticipate, direct and respond
to help customers stay the course, and avoid driving Access & Exits. Make it intuitive for a
them to the competition customer to find you, access transactional
information, products and services. Make it easy
for any customer to engage, disengage and
Loops. Check the logic of your interaction and reengage with appropriate ease.
dialog sequences - within and across programs.
Identify dynamics that have the potential to run
customers in circles. Fix problems!
56. Know Your Enemies
The Enemies Within The External Enemies
Apathy Brand Detractors
Change Resistance Ruthless Competitors
Task-Focus The Economy
Perpetual Reactive Mode Misinformation
Silo-driven execution Media Bias
“Not My Job” mentality Lack of Awareness
“Inside Out” Focus Bad Counsel
Lack of empowerment Hackers
Lack of ownership
Lack of Integration
Lack of executive support
Lack of resourcing
Rampant self interest
Poor Behavior
57. 10. Respond Rapidly & Efficiently
Proactive, not reactive
Negative feedback = opportunity for gracious response
Based on planning, policies and standards
Based on cross-organizational communication
Don’t get caught in analysis paralysis
You don’t have to be perfect, just honest and fair
58. Take Care of People & Brand Takes Care of Itself
66. Summary: 2010 is the Year to Focus On
Building New Marketing Muscle
Showcasing Your Super Strengths
Improving & Extending with Super Tools
Empowering Prospects & Customers
Delivering a Super Experience
68. 10 Things To Do in the Next Month
1. Buy a Smart Phone and sign up for text and web access
iPhone or Droid, preferable
2. Kill your television and read some Super books
A few recommendations: Groundswell, Reality Check, The New Influencers, The New Rules for
Marketing and PR, Trust Agents , Tribes and The Digital Handshake
3. Watch Common Craft’s FREE videos explaining social media
Social Media, Social Networking, Bookmarking, RSS, Twitter, Twitter Search, Podcasting and
others!
4. Sign up for Google Reader and put RSS to work for you (see above)
MPDaily Fix & Fix Author Blogs (like me!), Jeremiah Owyang, David Armano, Tom Peters, Guy
Kawasaki, Social Media Today, Mack Collier, Beth Harte, Valeria Maltoni, Church of the
Customer, Brian Solis, Jason Falls, Seth Godin, Mashable, Hubspot, WOMMA, Tech Crunch,
Inside Facebook and many others you will quickly find.
5. Spend time with your customers and ask some probing questions
How is the experience we offer? What can be better? Where do you want to see and interact with
us? Do you use Twitter, Facebook, You Tube? What Can I Improve?
69. 10 Things To Do in the Next Month
6. Target three experience pitfalls and develop a plan to remedy them
E.g. Poor Front-Office Service, Poor Integration between Marketing and Customer Service
Team, Service Issues, Accessibility
7. Pick three digital channels or tools you will focus on for 2010
Twitter, Facebook, You Tube, Web Conferencing
Start learning about them actively
Think through the implications of participation
8. Sign up for one new channel and start engaging
Find some smart people (see RSS list to start!) and look for your target customers!
9. Print out this document and review it again
(If nothing else, the action figures are entertaining)
10. Contact me if you get stuck!
Google Me!
www.livepath.net
@livepath on Twitter
71. Action figures by Marvel , Mattel and DC Comics
Thank You!
Leigh Durst
leigh(at)livepath(dot)net
www.LivePath.net
@livepath
www.gotomeeting.com/corp Ann Handley
Gotomeeting(at)citrixonline(dot)com www.marketingprofs.com
@gotowebinar @marketingprofs
72. Learn More About the Super Powers of
Webinars
Give us a call
1-800-372-6207
Send us an email
gotomeeting@citrixonline.com
Visit our Website
www.gotomeeting.com/corp
Connect with us on Twitter
@gotowebinar