Chamber Presentation 2011
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Social media marketing presentation for Saskatoon Chamber of Commerce by Michael Klein
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Chamber Presentation 2011
- 3. ROMI = SALES - Marketing Expenses Marketing Expenses RETURN ON MARKETING INVESTMENT
- 7. CONVERSION THE POINT OF A WEBSITE
- 9. SALES APPLICATIONS DONATIONS LEAD GENERATION DOWNLOADS
- 10. Email Mail Telephone Attract Convert Website
- 11. Email Mail Telephone Custom link (tag) Unique URL Landing Page Attract Convert Website
- 13. Twitter Facebook Attract Convert Website
- 14. Facebook Pages Events Advertising Deals Places Website
- 15. GOOGLE ANALYTICS
- 57. Twitter Tweets Hashtags Promoted Permission List Website
- 60. TWITTER LISTENING STATION SEARCH
- 61. MONITOR
- 62. HASHTAGS
- 63. CONTENT CURATION
- 64. BUILD A NETWORK
- 65. INFLUENCERS
- 68. TAKE (LISTEN) MORE THAN YOU GIVE (TALK)
- 69. Twitter Facebook Attract Convert Website
- 70. http://www.google.com/support/analytics/bin/answer.py? hl=en&answer=55578 Google: Google URL Builder
- 72. http://www.usask.ca/? utm_source=Facebook %2BPage&utm_medium=Facebook %2BPage&utm_campaign=Christmas %2BSpecial
- 75. ROMI = SALES - Marketing Expenses Marketing Expenses RETURN ON MARKETING INVESTMENT
- 76. AVG SALE = $115
- 78. ROMI (Facebook) = $2000* - $50 $50 3900%* *For illustration purposes only
- 80. WENT FROM BEING CONNECTED...
- 82. WILDLY INTERCONNECTED. EXTREMELY COMPLICATED
- 85. IT WAS EASY. IT WORKED. PEOPLE LISTENED. FOR aLONG TIME THIS WORKED
- 86. EVERYONE MADE MONEY; UNTIL....
- 87. PEOPLE TUNED OUT
- 88. WE TRIED BIGGER MEGAPHONES
- 89. WE PUMPED UP THE VOLUME
- 90. AND THE FILTERS GET STRONGER
- 91. WE GET EVEN MORE DESPERATE
- 93. BUT SOCIAL MEDIA IS HURTING....
- 94. THE FUNNEL ISN’T WORKING AS WELL AS IT ONCE DID.
- 95. IT’S EASY FOR PEOPLE TO ‘UNFOLLOW’
- 97. EACH NEW STATUS UPDATE ADDS CLUTTER AMOUNT OF ATTENTION STAYS THE SAME
- 98. FIRE AND FORGET WAS EASY.
- 99. SOCIAL MEDIA TAKES EFFORT
- 100. YOU ACTUALLY NEED TO CARE
- 101. TREATING THE NEW LIKE THE OLD IS A BANDAID SOLUTION
- 102. THESE ARE UNCHARTED UNCHARTERED WATERS WATERS
- 103. NECESSITY IS THE MOTHER OF INVENTION - PLATO THINK NECESSITY IS THE MOTHER OF W E NEED TO RE ODEL THE M INVENTION - PLATO
- 104. NEED TO ACCOUNT FOR PERMISSION AND TRUST Source: Flickr.com zoomar
- 105. WHAT MADE THIS FOOTBALL FAN THIS WAY?
- 106. WAS HE BORN LIKE THIS?
- 107. TURN STRANGERS INTO FRIENDS FRIENDS INTO CUSTOMERS CUSTOMERS INTO SUPPORTERS
- 108. EACH STEP TAKES EFF ORT
- 109. EACH STEP BUILDS TRUST AND PERMISSION
- 110. TIME TO GET RICK ROLLED
- 111. FROM COMMUNITY TO CROWD
- 112. FROM CROWD TO CONGREGATION
- 113. FROM CONGREGATION TO COMMITTED
- 114. FROM COMMITTED TO CORE
- 116. FROM CONGREGATION TO COMMITTED
- 117. FROM COMMITTED TO CORE
- 119. FROM CONGREGATION TO COMMITTED Source: Flickr.com, rileyroxx
- 120. FROM COMMITTED TO CORE
- 122. FROM CONGREGATION TO COMMITTED Source: Flickr.com d.j.k.
- 123. FROM COMMITTED TO CORE Source: Flickr.com Fanboy 30
- 125. FROM CONGREGATION TO COMMITTED Source: Flickr.com, korona-pl
- 126. FROM COMMITTED TO CORE Source: Flickr.com Chris & Shelley Mallinson Source: Flickr.com, wsilver
- 130. DISCRETE STEPS
- 132. GOAL IS TO INCREASE COMMITMENT
- 133. BUILD ADVOCATES (FANS, FOLLOWERS, FANATICS)
- 134. BUILDING AN ARMY
- 136. YOU WANT YOUR NETWORK’S NETWORKS
- 137. YOUR FANS BRING THEIR NETWORKS WITH THEM
- 138. N^2 150^2 = 22500
- 140. RECRUITING FOR YOU.
- 141. FANS BEGET MORE FANS
- 143. IF YOU DO IT RIGHT... YOU’LL HAVE AN AUDIENCE
- 144. AND SOMEBODY TO TALK WITH CONVERSE WITH YOU
- 145. WHO WILL SPREAD YOUR MESSAGE
- 146. AND WILL BE THERE TO HEP YOU... HELP YOU HELP OTHERS
- 147. + Goodwill + Revenue - Expenses OUTCOMES YOU CAN TAKE TO THE BANK
- 148. BUT YOU NEED THE RIGHT TOOL FOR THE JOB
- 149. AND YOU USE THE MODEL TO SELECT TOOLS.
- 150. TO BUILD YOUR CORE
- 151. HOW DO YOU FORM A CROWD?
- 153. AND YOU NEED SOME PEOPLE...
- 155. YOU COULD USE A BLOG...
- 156. A CONGREGATION NEEDS SOMETHING TO BELIEVE IN
- 157. THEY NEED COMMITMENT
- 158. THEY NEED BELONGING
- 159. SHOUTING FROM OUTSIDE THE CAMPFIRE CIRCLE DOESN’T WORK
- 160. IT’S ABOUT MOVING FROM CONTROL...
- 161. ...TO INFLUENCE.
- 162. FROM INTERRUPTING...
- 163. ...TO PERMISSION
- 164. FROM TALKING AT....
- 165. ....TO TALKING WITH.
- 168. BRINGING BEER TO THE CAMPFIRE IS ONE WAY TO GET A SEAT.
- 169. WE LOVE TO TALK ABOUT OURSELVES
- 171. DON’T BE AFRAID TO ASK FOR COMMITMENT
- 174. GET YOUR CONGREGATION COMMITTED Moving People from the Congregation to the Committed
- 175. LOOK FOR OPPORTUNITIES TO MOVE PEOPLE TO THE CORE
- 176. PERHAPS OUT OF STUPIDITY?
- 177. YEARS OF TEARS, CHEERS AND BEERS
- 178. HOW YOU MEASURE SUCCESS IS DEFINED BY THE OBJECTIVE.
- 179. + Goodwill + Revenue - Expenses OUTCOMES YOU CAN TAKE TO THE BANK
- 180. $136.38
- 184. Always requires input. Instant results/eyeballs Diminishing returns Hard cash No other choice
- 185. Always requires input (24/7/365) Takes time to build Network effect Human resources Long-term asset Build community
- 186. ROMI = SALES - Marketing Expenses Marketing Expenses RETURN ON MARKETING INVESTMENT