marketing 2.0: bridging the gap between seller and buyer on the social web
TRANSCRIPT
Marketing 2.0Bridging the Gap Between Sellers and Buyers on the Social WebBernie Borges – Find and ConvertFebruary 16, 2009
Copyright 2007 - 2009 Find and Convert2
Bernie Borges: Founder & CEO, Find and Convert
20 + years marketing Enterprise software & Internet industries Past 6 years providing:
• Internet marketing strategic consulting• Search engine optimization• Pay-per-Click advertising management• Visitor conversion strategies• Web 2.0 strategies• Podcast services
Help B2B companies find and convert leads on the web
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Why Marketing 1.0 Doesn’t Work Anymore Marketing 2.0 Developing a Social Media Plan Tools & Platforms Personal Branding Making Time for Social Media Measuring Results Convincing Management Case Study Actions and Take-Aways
Marketing 2.0 Topics
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Why Marketing 1.0 Doesn’t Work Anymore
Outbound Marketing Telemarketing Email Marketing Direct Mail Print Tradeshows TV/Radio
Inbound Marketing SEO/PPC Blogging Social Networking RSS Enabled Content Video/Photos Twitter Slideshare
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Marketing 2.0: Think Like a Publisher!
Think Content!• Blogs
• Newsletters
• White Papers
• e-books
• Podcasts
• Videos
• Photos
• Presentations
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The Buyer is in Control Not the Seller!
http://www.youtube.com/watch?v=heSudg-tfIk
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Marketing 2.0 Landscape on the Web
Share
Publish Network
digg
StumbleUpon
Del.icio.us
Blogs
YouTube
Flickr
MySpace
Plaxo
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Technology• RSS, XML, AJAX
Bandwidth Proliferation• WiFi, High Speed Access
Social Culture of Communication• Communities Offer Collective Intelligence
Social and Technology Drivers
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Developing a Social Media (Marketing 2.0) Plan
Begin with Research• Where does your customer “hang out?”
• Ask your customers
• Research your competition
• Search on the social web
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Developing A Social Media Plan
Source: The Value of Many, Neighborhood America
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Make a Commitment
Should you….• Start a blog?
• Focus on social networking sites?
• Start your own community on the web?
• Twitter?
• Video?
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Themed Human Voice Transparency Commitment
Business Blogging Strategies
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LinkedIn Individual Profile
Work History
Recommendations
Introductions
Portfolio
Valuable Links
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What is Twitter?
http://www.commoncraft.com/Twitter Micro Blogging
140 Characters Per Post
Follow and be Followed
Communicate
Connect
Inspire
Educate
Entertain
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Want to Find Someone on Twitter?
http://search.twitter.com/search?q=tampa+chamber+of+commerce
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http://blog.hubspot.com/blog/tabid/6307/bid/4439/State-of-the-Twittersphere-Q4-2008-Report.aspx
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Want to Find Someone on Twitter?
http://www.socialbrandindex.com/
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Personal Branding
Individual reputation management Personal and professional brand converged Benefits individual and employer Be real, be interesting Contribute It’s an asset! Embrace it!
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Personal Branding
http://www.businessweek.com/blogs/in_your_face/archives/2008/05/bernie_borges_l.html
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Video: Blendtec
Over 6M Views
Sales Grew 700%
National Media Coverage
Cross Over Brand Pull
SEO Value
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Measuring Results
• Relationships
• Content
• Alignment
• Best Practices
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Reputation Management Tools
http://jobmob.co.il/blog/online-reputation-management-resources-tips/
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Convincing Management
Just Look at the Numbers! Do Competitive Research Ask Your Customers It’s Mainstream Baby! Experiment…
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Making Time for Social Media
Are you getting great results now? Did your marketing budget increase? Are your buyers easy to reach? Is your brand as good as it could be?
How do you currently allocate your time???
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Staffing Implications
There are many…• Do they get it?
• Who likes to write?
• Introverts? Extrovert?
• Staff re-allocation?
• Time commitment?
• Justification?
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Low Cost Implementation• Most tools are free
Relationships• Communities, Trust,
Marketing/PR• Viral affects are huge
SEO• Multiple locations of content• Link centric
Marketing 2.O /Social Media Benefits
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Case Study
Stronger Brander Equity
Lower Cost Sales Process
Elimination of Non-Performing Marketing Activities
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Reasons Not to do Marketing 2.0
Don’t have time… Our staff resists it… Our competitors aren’t doing it… We’re going out of business…
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Think like a publisher Focus on building relationships Research the Social Web Engage, Listen, Act Consider Proper Staff Allocation Experiment & Be Patient Measure
• Traffic, buzz, brand, sales cycles, referrals, etc.
Marketing 2.0 Actions & Take-Aways
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Connect with Bernie Borges…
Email: [email protected]
Website: http://www.findandconvert.com/
Blog: http://www.findandconvert.com/blog/
Twitter: http://twitter.com/berniebay
LinkedIn: http://linkedin.com/in/bernieborges
Facebook: http://profile.to/bernieborges
Facebook Fan Page: http://companies.to/findandconvert