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Smarter Marketing with Social Media

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Smarter Marketing
   with Social Media:
How Leading Companies Are Using Online Intelligence
                 to Inform Cus...

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Introducing...
 the Next Big Thing
in the Startup World.


               copyright © 2012 [meta]marketer Inc., Nashville,...

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onderful
       cat wings

Wonderful Cat
Wings, LLC*
          *May be a fictional company.

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Smarter Marketing with Social Media

  1. 1. Smarter Marketing with Social Media: How Leading Companies Are Using Online Intelligence to Inform Customer Development [presented by] Kate O’Neill, CEO of [meta]marketer Image credit: funfonix.com
  2. 2. Introducing... the Next Big Thing in the Startup World. copyright © 2012 [meta]marketer Inc., Nashville, TN
  3. 3. onderful cat wings Wonderful Cat Wings, LLC* *May be a fictional company.
  4. 4. The Basic Idea + = $ I mean, right?
  5. 5. Let’s get rich via search! Use Tool https://adwords.google.com/select/KeywordToolExternal #1 to find out how people are searching.
  6. 6. Crap. We don’t have a market.
  7. 7. Emerging vs. established concepts ๏ Are people actually searching for and talking about your concept? ๏ Or are you basing your online acquisition model on wishes and unicorns?
  8. 8. Tip #1: Search like you don’t have a clue. Because searchers don’t.
  9. 9. What if we try these terms instead?
  10. 10. Marketing Basic: The Path Awareness Consideration Preference Purchase Loyalty
  11. 11. Figure out your sweet spot Tool #2 Awareness Consideration Preference Purchase Loyalty cat accessories cat clothing cat wings feathery cat wings wonderful cat wings suggested marketing effort The Sweet Spot potential traffic likely conversion
  12. 12. Maybe we can tweet like crazy to boost search! copyright © 2012 [meta]marketer Inc., Nashville, TN
  13. 13. Tip #2: Don’t just be social. Be smart.
  14. 14. Make it Meaningful • Relevance is key Always has been, always will be • Be where your audience is • Focus on building relationships • Pay attention to what’s shared in your friend circles
  15. 15. Make it Memorable • Remarkable content is far more likely to get retweeted • Share-able / retweetable - Add to Any / ShareThis links on everything • Remember “friendsourcing”
  16. 16. Make it Measurable • ...or at least try • You can’t optimize what you don’t measure
  17. 17. What does “meaningful” mean? copyright © 2012 [meta]marketer Inc., Nashville, TN
  18. 18. Tip #3: Empathize with your customers.
  19. 19. ALWAYS REMEMBER: Web analytics are people ๏ Easy to work backwards from profitability; also work forwards from empathy ๏ A person is complicated enough; people are extra complicated ๏ The minute you start blending motives, reactions, etc - you start dealing with a real mess
  20. 20. Marketing Cat Wings cat spoilers, cat spoilers, aware of aware of previous unaware of aware of wings brand customer wings related market direct traffic; direct access to how might you direct traffic; by search terms by search terms concept login page; recognize them brand searches searches cookie what types of cat accessories, cat wings, gold Wonderful Cat {brand} + login search terms cat clothing cat toys cat wings Wings or help what do they cat wings are need to move images of cats in selection? price? quality? return support? ideal cat toy, forward cat wings? quality? policy? appreciation? accessory how to measure purchase; signup return visits, engagement purchase purchase? success for newsletter referrals etc
  21. 21. B2B: Sale by committee Tool #3a early money tech others approvers researchers people approvers using problem- heading straight interested in how might you statement heading straight for your pricing leadership bios, recognize them terminology in for tech specs info client list, etc search what types of search terms what do they need to move forward how to measure success etc
  22. 22. B2C: Sale by touchpoint Tool #3b just specific logged-in previous previous browsing need visitor visitor customer how might you meandering heavy user of recognize them through pages internal search what types of search terms what do they need to move forward how to measure success etc
  23. 23. How do you make social media “measurable”? copyright © 2012 [meta]marketer Inc., Nashville, TN
  24. 24. Share your blog posts. On Twitter, Facebook, LinkedIn, or wherever you’ll reach your audience.
  25. 25. Set Up Tracking • You do use an analytics package, right? • Use campaign variables • Link shorteners with integrated analytics (bit.ly, ow.ly, etc.) copyright © 2012 [meta]marketer Inc., Nashville, TN
  26. 26. Monitor it. Tool #4
  27. 27. Make it a priority. ๏ You may be wondering: do I really need to do social media stuff? ๏ Google is still the dominant search engine, but... ๏ People spend more time on Facebook. Source: Hitwise.com
  28. 28. Create a company Tool #5 Facebook page.
  29. 29. Run a Tool #6 Facebook ad just to learn.
  30. 30. You don’t have to spend very much to find out something new. And you can export!
  31. 31. Set up your LinkedIn company page. Tool #7
  32. 32. Use Tool #8 LinkedIn Analytics.
  33. 33. Tip #4: Take what you learn in social back to search. copyright © 2012 [meta]marketer Inc., Nashville, TN
  34. 34. search social ins ts igh igh me e ins ur ts as as ure landing pages me ins igh me e ur ts as as ure conversion me copyright © 2012 [meta]marketer Inc., Nashville, TN
  35. 35. Tip #5: Test your way to greatness.
  36. 36. Does your site work? Are you willing to bet half of your leads? One of these landing pages decreased conversions by 50%. Would you know which one?
  37. 37. What does testing do?
  38. 38. Oh, and it works for engagement, too.
  39. 39. Which engages visitors more: This value proposition: or this one?
  40. 40. Nearly 800% lift in engagement!
  41. 41. Free tool: Tool #9 Google Website Optimizer
  42. 42. Where to start testing ๏ Your value proposition ๏ Your landing pages ๏ Your home page navigation ๏ Your conversion points ๏ Just about anywhere.
  43. 43. Tip #6: Close the loop. Or at least try to.
  44. 44. Use data to get smarter. Iteration Feedback Acquisition Conversion Site Traffic Optimization Site Analytics Optimization Data and Analysis
  45. 45. Marketing can be smart and you can build a competitive advantage on your ability to learn and adapt Discovery Hypotheses Testing Insights Findings Data copyright © 2012 [meta]marketer Inc., Nashville, TN
  46. 46. It’s, like, Hypothesis-Driven Marketing Optimization, dude.
  47. 47. Paging Dr. Drucker: “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” “Because the purpose of business is to create a customer, the business enterprise has two—and only two— basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.”
  48. 48. Draper or Drucker? Which one said it?
  49. 49. Draper or Drucker? Which one said it? “Business, that's easily defined - it's other people's money.”
  50. 50. Draper or Drucker? Which one said it? “Business, that's easily defined - it's other people's money.”
  51. 51. Draper or Drucker? Which one said it? “Business, that's easily defined - it's other people's money.” “Limit your exposure.”
  52. 52. Draper or Drucker? Which one said it? “Limit your exposure.” “Business, that's easily defined - it's other people's money.”
  53. 53. Draper or Drucker? Which one said it? “Limit your exposure.” “Business, that's easily defined - it's other people's money.” “So much of what we call management consists in making it difficult for people to work.”
  54. 54. Draper or Drucker? Which one said it? “Limit your exposure.” “Business, that's easily defined - it's other people's money.” “So much of what we call management consists in making it difficult for people to work.”
  55. 55. Draper or Drucker? Which one said it? “Limit your exposure.” “Business, that's easily defined - it's other people's money.” “So much of what we call management consists in making it difficult for people to work.” “The best way to predict the future is to create it.”
  56. 56. Draper or Drucker? Which one said it? “Limit your exposure.” “Business, that's easily defined - it's other people's money.” “So much of what we call management consists in making it difficult for people to work.” “The best way to predict the future is to create it.”
  57. 57. Draper or Drucker? Which one said it? “Limit your exposure.” “Business, that's easily defined - it's other people's money.” “So much of what we call management consists in making it difficult for people to work.” “The best way to predict the future is to create it.” “If you don’t like what’s being said, change the conversation.”
  58. 58. Draper or Drucker? Which one said it? “Limit your exposure.” “Business, that's easily defined - it's other people's money.” “So much of what we call management consists in making it “If you don’t like what’s being said, change the difficult for people to work.” conversation.” “The best way to predict the future is to create it.”
  59. 59. Draper or Drucker? Which one said it? “Limit your exposure.” “Business, that's easily defined - it's other people's money.” “So much of what we call management consists in making it “If you don’t like what’s being said, change the difficult for people to work.” conversation.” “The best way to predict the future is to create it.” “I'd have my secretary do it, but she's dead.”
  60. 60. Draper or Drucker? Which one said it? “Limit your exposure.” “Business, that's easily defined - it's other people's money.” “So much of what we call management consists in making it “If you don’t like what’s being said, change the difficult for people to work.” conversation.” “The best way to predict the future is to create it.” “I'd have my secretary do it, but she's dead.”
  61. 61. See opportunity somewhere? Good. copyright © 2012 [meta]marketer Inc., Nashville, TN
  62. 62. Now. How are you going to get better? copyright © 2012 [meta]marketer Inc., Nashville, TN
  63. 63. Questions? Need help?
  64. 64. Questions? Need help? Email: kate@metamarketer.com
  65. 65. Questions? Need help? Email: kate@metamarketer.com Twitter: @kateo @metamarketer
  66. 66. Questions? Need help? Facebook: facebook.com/kateoneill Email: kate@metamarketer.com Twitter: @kateo @metamarketer
  67. 67. Questions? Need help? Facebook: facebook.com/kateoneill Email: kate@metamarketer.com Twitter: @kateo @metamarketer LinkedIn: linkedin.com/in/kateoneill
  68. 68. Questions? Need help? Facebook: Blogs: facebook.com/kateoneill metamarketer.com kateoneill.me Email: kate@metamarketer.com Twitter: @kateo @metamarketer LinkedIn: linkedin.com/in/kateoneill

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  • Not much going on here, and most of these searchers are not your customers. There must be a better way.\n
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