social media & inbound marketing - the future of business & personal promotion
Post on 17-Sep-2014
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Kuno Creative's inbound marketing team partnered with the the Coalition for Hispanic Latino Issues & Progress (CHIP) on Saturday, April 16th to present Social Media & Inbound Marketing - The Future of Business & Personal Promotion during CHIP's Annual Hispanic Leadership Conference in Lorain Ohio.TRANSCRIPT
Social Media & Inbound MarketingThe Future of Business & Personal Promotion
Twitter: #CHIP
Introductions
Chad H. PollittDirector of Social Media & Search [email protected]/in/seofortwayneFacebook.com/ChadHPollitt
Twitter: #CHIP
Chris KnipperPresident
@chrisknipperLinkedIn.com/in/chrisknipper
Facebook.com/ChrisKnipper
Agenda
• Social Media• Inbound Marketing • Personal Branding• Content Marketing• LinkedIn• Recap• Q & A
Twitter: #CHIP
Social Media Marketing
What is Social Media?
• Content created and shared by people using highly accessible and scalable publishing technologies.
• Often the basic use levels are free to use.– Facebook– Twitter– LinkedIn– Blogs– Podcasts– YouTube– Location Based– Webinars
Twitter: #CHIP
Social Media Marketing
What is Social Media?
Community
Twitter: #CHIP
Social Media Marketing
What is Social Media?
Communications Revolution
Twitter: #CHIP
Social Media Marketing
Why Use Social Media?
Twitter: #CHIP
Americans are now spending as much time using the Internet as they are watching television, and the amount of time people spend on the Internet has increased 121 percent over the last five years.
New York Times, December 2010
Social Media MarketingWhy Use Social Media?
Twitter: #CHIP
Social Media MarketingWhy Use Social Media?
Time Spent:• 2x more than
games• 3x more than
email• 6x more than
movies/videos
Twitter: #CHIP
Social Media Marketing
Why Use Social Media?• Because 3 out of 4 Americans use some form of Social Media and now
spend more time on social sites than with personal e-mail. • Reach further with your message• Generate Leads• Search Engine Optimization• Build Relationships / Rapport• Drive Foot Traffic• Gauge Customer Satisfaction
– Get Customer feedback– Provide customer service
Twitter: #CHIP
Social Media Marketing
Why Use Social Media? (Facebook)• More than 500 million active
users on Facebook• 50% of FB users log on every day• The average FB user has 130
friends• The average FB user is connected
to 80 pages, groups, & events• The average US FB user spends
over 7 hours on Facebook per month (Nielsen 2010) [#2: Google at 2:05]
Twitter: #CHIP
• 250+ million Americans carry mobile phones - over 80% of the nation's population
• Cell phone subscriptions will top 5 billion globally this year
• 68% of Americans get news and current events information on their cell phone
• Mobile phones to overtake PC's for web surfing by 2013
• Over 61.2 million smartphones in the U.S.
Social Media MarketingWhy Use Social Media? (Smart Phones)
Twitter: #CHIP
Inbound Marketing
Inbound marketing is about being found by potential customers. The shift from outbound to inbound marketing has created opportunity for Small-Med size businesses to compete and grow without large $$ for marketing.
Twitter: #CHIP
New Direction - Integrate Inbound Marketing
Inbound Marketing
• Blogs• SEO• Social Media
Change from:Outbound Marketing Budget as a % of SalesTo:Inbound Marketing Budget as a % Leads
And Then
• Connect• Engage • Convert
Twitter: #CHIP
Blogs
SEOSocial Media
Convert
Connect
Engage
Consider Important Trends for 2011+
• Blended search
• Personalized search
• Social Media Optimization (SMO)
• Conversion Rate Optimization (CRO)
• Searchers’ standards are higher than ever
Twitter: #CHIP
Example of a Local Business using Inbound Marketing
Twitter: #CHIP
Write and promote Blogs
Twitter: #CHIP
Share Content in Social Media
Twitter: #CHIP
Engage Your Audience & Build Relationships
Twitter: #CHIP
Give Away Free Content – Create Brand Advocates
Twitter: #CHIP
Develop an Integrated Strategy
Outbound
• Direct Mail• Radio• Banner Ads • Email Marketing• Webinars
RADIO COPY
Eliminate electric bill shockthis summer. Schedule your air conditioning performance check. Be a Facebook fan of Raymond Plumbing, and your A‑C performance check could be free!
Twitter: #CHIP
Create Social Media Campaigns
Twitter: #CHIP
Measure Results – How Are You Getting Found In Search Engines
Twitter: #CHIP
Measure Your Marketing - Reach
Twitter: #CHIP
Be Yourself – And Have Fun!
Twitter: #CHIP
Personal Branding
What is It?• Your personal brand is the way you are represented to
prospective business connections and people. Your brand is your professional image and it is reflected by your online presence through your LinkedIn profile, blog, social networking sites, and any other online platform you’re visible on.
Twitter: #CHIP
Personal Branding
Why It Matters - Jobs
Twitter: #CHIP
Personal Branding
Why It Matters - Jobs
Twitter: #CHIP
Personal Branding
Twitter: #CHIP
Personal Branding
• Engage• Listen• Entertain• Educate
Twitter: #CHIP
How To Build Your Personal Brand
• Create Content• Have Personality• Be Active
Have Fun!!!
Personal Branding
Twitter: #CHIP
Personal Branding
Twitter: #CHIP
Personal Branding
Twitter: #CHIP
Content Marketing is the creation and sharing of content for the purpose of promoting a product, service or cause. Though the focus of this content may not specifically be about your organization or its offerings, often assets created for the purpose of content marketing include a mix of problem-specific information and thought leadership.
Content Marketing
What is It?
Twitter: #CHIP
People only go to the Internet for TWO reasons
1. To Solve a Problem2. To be Entertained
Content MarketingPromoting a Product, Service or Yourself
Twitter: #CHIP
Creation and Sharing of ContentTypes of Content
1. Advanced Content2. Blog Content/Website Content3. Videos/Webinars4. Podcasts/Audio5. Images/Graphics6. Widgets, Plugins, Apps7. Slide Presentations8. Press Releases
Twitter: #CHIP
Content Marketing
• Direct vs. Indirect
Creation and Sharing of Content
Twitter: #CHIP
Content Marketing
Assets Created for Content Marketing
• Problem Specific Information• Thought Leadership
Twitter: #CHIP
Content Marketing
• Popular Free Blog Platforms– WordPress– Joomla– TypePad– Weebly– Blogger– Tumblr
Blogging
Content Marketing
Twitter: #CHIP
What is It?
• LinkedIn is a business-oriented social networking site• Commonly referred to as an online resume• The purpose of the site is to allow registered users to
maintain a list of contact details of people they know and trust in business.
• Employers can list jobs and search for potential candidates.
Twitter: #CHIP
Why It Matters - Statistics
• Over 34.4 million U.S. users• Average Age: 44• Average Income: $120K+• CEO’s, Managers & Decision
Makers• 77% Have undergraduate
degree or higher• A new member signs up
every second• Just surpassed 100 million
members
Twitter: #CHIP
Why It Matters
• 8 Things LinkedIn Is Great For– Finding a Job– Search Engine Reputation Management (SERM)– Increase Your (Personal) Brand’s Visibility– Lead Generation– Decision Maker Lead Tracker– Targeted Ads– Finding a Job/Recruiting New Talent– Featured Services
Twitter: #CHIP
Why It Matters – Personal ProfileLinkedIn
Twitter: #CHIP
Why It Matters – Company ProfileLinkedIn
Twitter: #CHIP
Why It Matters - Search
Twitter: #CHIP
Why It Matters - Groups
Twitter: #CHIP
What to do Next?1. Download the free LinkedIn cheat sheet available at:
http://www.facebook.com/kunocreative
2. Set up a LinkedIn Account3. Join Relevant Groups4. Join in the Conversation5. Be Yourself6. Create Content7. Share Your Expertise8. Have FUN!!!
BUILDYOURBRAND!Twitter: #CHIP
Recap
Twitter: #CHIP
• Social Media• Inbound Marketing • Personal Branding• Content Marketing• LinkedIn
Social Media & SEO Cheat Sheets
Download at: facebook.com/kunocreativeTwitter: #CHIP
Questions & Answers
Slides Posted at: KunoCreative.com/blog
Twitter: #CHIP