This presentation was originally delivered to a PR writing class at Florida Southern College.

1. COOL, HELPFUL, CREEPY:
INTERNET MARKETING IN 2013
Jarrett Smith
Maximize Social Media
@TheJarrettSmith

2. HOW THIS WILL GO
OBLIGATORY PREACHING AND
THEORY.
SOME SPECIFIC EXAMPLES.

3. PART 1: IN WHICH I TELL YOU HOW
THE INTERNET HAS CHANGED THE
WAY PEOPLE BUY.

4. BUT FIRST, A SIMPLE
DEMONSTRATION

5. DO YOU KNOW ANY OF THE
FOLLOWING?

6. THE PER CAPITA INCOME OF INDIA?
THE CLOSEST PLACE TO GET FRENCHINFLUENCED VIETNAMESE FOOD?
THE BEST PROJECT MANAGEMENT TOOL
FOR SMALL BUSINESS?

7. SRSLY?

10. Average Number of Information Sources Referenced
Before Purchase
10.4
5.2
2010
Source: Zero Moment of Truth (ZMOT), Google, 2011
2011

11. Awareness
Education
Validation
Decision

13. Oh meh gerd.

14. ALSO... AND THIS IS IMPORTANT...

15. MARKETERS RUIN EVERYTHING.

16. Marketers
Crappy
marketing
Everyone ever
MARKETERS RUIN EVERYTHING.

18. INBOUND VS.vs. Inbound
Traditional TRADITIONAL
MARKETING

19. Interruptionbased
Impersonal
Relatively More
Expensive
Traditional
Marketing
•
•
•
•
•
•
•
•
Cold calling
Print
TV
Radio
Direct mail
Outdoor display
Tradeshows
Email to
purchased lists
• Online banner ads
• Social media ads
Only work as
long as there’s
budget
Interceptionbased
Inbound
Marketing
• Search engine
optimization
• Content marketing
• Permission-based
email
• Social media
• Search ads
• Blogging
• E-books & Reports
• Webinars
• Online lead capture
Relevant
Relatively Less
Expensive
Work even
after you stop

20. Interruptionbased
Impersonal
Relatively More
Expensive
Traditional
Marketing
•
•
•
•
•
•
•
•
Cold calling
Print
TV
Radio
Direct mail
Outdoor display
Tradeshows
Email to
purchased lists
• Online banner ads
• Social media ads
Only work as
long as there’s
budget
Interceptionbased
Inbound
Marketing
• Search engine
optimization
• Content marketing
• Permission-based
email
• Social media
• Search ads
• Blogging
• E-books & Reports
• Webinars
• Online lead capture
Relevant
Relatively Less
Expensive
Work even
after you stop

21. 3 WAYS TO WIN AT
INTERNET MARKETING
IN 2013

22. BE COOL

23. BE HELPFUL

24. BE CREEPY <- BUT NOT TOO CREEPY

25. COOL AT SCALE

29. Being cool is hard.
Being cool is *usually* expensive.
Being cool is easy to get wrong.

30. CASE IN POINT

31. IF YOU CAN’T BE COOL, BE HELPFUL

38. BLOG POSTS
E-BOOKS & GUIDES
FREE TOOLS & CALCULATORS
APPS
DATA VISUALIZATIONS
PODCASTS
VIDEOS
SCREENCASTS
SLIDE DECKS
WEBINARS

39. CONTENT & SALES = BFFs

40. Traditional Media
and PR, Online
Display
Awareness

41. Traditional Media
and PR, Online
Display
Blogging, Podcasts,
Video, Reports, Guid
es, Email
Awareness
Education

42. Traditional Media
and PR, Online
Display
Blogging, Podcasts,
Video, Reports, Guid
es, Email
Email, In-depth
Content, Buyer’s
Guides
Awareness
Education
Validation

43. Traditional Media
and PR, Online
Display
Blogging, Podcasts,
Video, Reports, Guid
es, Email
Email, In-depth
Content, Buyer’s
Guides
Case Studies, Product
Guides, Vendor
Comparisons, Endorsements
Awareness
Education
Validation
Decision

44. CONTENT IS A MAGICAL ANIMAL

45. Bacon? Ham? Pork chops?
Heh heh heh. Ooh yeah right.
A wonderful, magical animal.

46. THE MAGICAL ANIMAL
TRUST
AUTHORITY
WORD OF MOUTH
POSITIVE BRAND JIUJIU
LINKS
MENTIONS
SHARE
SEARCH ENGINE
RANKINGS
TRAFFIC
LEADS

51. Be (a little) creepy

52. Knows your motivations, pain
points, and FAQs.

53. IDEAL BUYER PERSONAS
(AKA. TARGET MARKET ON CRACK)

54. WHAT’S IN A BUYER PERSONA?
ALL THE USUAL DEMO STUFF
ROLE IN PURCHASE DECISION
KEY RESPONSIBILITIES
TRIGGERS
ATTITUDES / ASSUMPTIONS / BELIEFS
CONCERNS & OBJECTIONS
GOALS
CONTENT CONSUMPTION HABITS

55. MEET MARKETING MOLLY
Position:
Molly is the 30-55 year old
Marketing VP/Director/Manager of
a mid-sized regional or national
business. She could be a marketing
“team of one” or may direct the
activities of one or more marketing
employees.

56. MEET MARKETING MOLLY
Problems & Challenges:
Molly feels that the internet and social media have changed marketing, but
she’s not entirely sure what implications that has for her business or how
she should adapt. She’s noticed that many of the companies she personally
likes, as well as a key competitor, have grown large, engaged audiences on
social media. She wishes her own business could do something similar, but
she lacks the experience and technical understanding to plan and execute
such a strategy. She’s tried to learn more by reading popular blogs and
talking to a few colleagues, but she’s been overwhelmed by the shear
volume of information and isn’t sure what’s actually worth her attention.
She also knows that any significant investment of time or resources to new
marketing efforts will get scrutiny from her CEO. She doesn’t feel
confident that she understands the business value of these efforts, and
even if she did, she’s not sure how she’d track quantifiable results. Despite
these worries, Molly is open to new ways of generating leads and sales, and
she doesn’t want to be left behind simply because she failed to adapt.

57. WHAT MOLLY REALLY WANTS & NEEDS
BIG PICTURE UNDERSTANDING
TECHNICAL / TACTICAL KNOW-HOW
PRIORITIZATION OF EFFORTS
ABILITY TO SHOW RESULTS &
VALUE
PRESSURE TO ADAPT
TO BE SEEN AS “WITH IT” AND IN
CONTROL

58. FREQUENTLY ASKED QUESTIONS
(ACTUAL QUOTES)
“HOW FREQUENTLY SHOULD WE BE POSTING TO FACEBOOK?”
“WHICH SOCIAL MEDIA PLATFORMS SHOULD I START WITH?”
“WHY DO I HAVE TO ADVERTISE ON FACEBOOK?”
“SHOULD I FOCUS ON SOCIAL MEDIA OR SEARCH ENGINE OPTIMIZATION?”
“HOW CAN WE TRACK RESULTS?”
“DO I NEED TO BLOG?”
“HOW DO I PROMOTE MY BLOG POSTS?”
“WHAT KIND OF THINGS SHOULD I BLOG ABOUT?”
“WHAT DO YOU DO WHEN SOMEONE COMPLAINS ABOUT US?”

59. HERE’S A FUN GAME...

60. BUT THIS IS ACTUALLY QUITE
USEFUL

61. INTELLIGENCE WATERING HOLES
REDDIT
QUORA
TWITTER
FORUMS
NICHE SOCIAL NETWORKS
BLOG COMMENTS
ADWORDS KEYWORD TOOL

62. TAKING CREEPY UP A NOTCH

64. What the
crap!?

68. AND NOW... A WORD ABOUT
SOCIAL MEDIA

69. SOCIAL IS GREAT IF YOU’RE COOL

70. SOCIAL IS GREAT IF YOU’RE HELPFUL

71. I know you’re a
marketer, Jarrett
I know you’re into
content
marketing, Jarrett
I know you’re a fan of
LRMC, Jarrett
Ditto
SOCIAL IS GREAT IF YOU’RE CREEPY

73. GET READY FOR AN
INSPIRING CONCLUSION

74. NOT REALLY...

75. ONLINE MARKETING IS HARD.

76. Oh meh gerd.

77. EMBRACE NOT ALWAYS KNOWING
THE ANSWER.

78. WHICH HEADLINE WORKS BETTER?

79. THERE’S ONLY ONE WAY TO FIND
OUT.

80. COOL, HELPFUL, CREEPY:
INTERNET MARKETING IN 2013
Jarrett Smith
Maximize Social Media
@TheJarrettSmith