Trends with benefits mar 2012

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  • 1 1

    Trends with Benefits

    Social Media 2012 Playbook March 28, 2010

    1

    Trends Benefits Search LinkedIn Twitter Email Mobile

    Sequel event:

    North by North Shore June 13 all morning at DYC. Deep dive! Learn

    live! Subscribe at http://northbynorthshore.com

    to get timely updates,

    early discounts, planning

    tools, registration details

    etc. when they happen!

    Order the .pdf version

    with menu, links & icons

    activated (click here)

  • 2

    Trends with Benefits

    Social Media 2012 Playbook March 28, 2010

    2

    Slide 3 About North Shore Technology Council Slide 14 About todays sponsor, Net Atlantic .. Slide 22 Playbook Start Page ..

    Contents:

    Trends Benefits Search LinkedIn Twitter Email Mobile

    Sequel event:

    North by North Shore June 13 all morning at DYC. Deep dive! Learn

    live! Subscribe at http://northbynorthshore.com

    to get timely updates,

    early discounts, planning

    tools, registration details

    etc. when they happen!

    Order the .pdf version

    with menu, links & icons

    activated (click here)

  • 4

    MISSION

    To build a strong ecosystem for the success of technology businesses North of Boston by facilitating:

    Collaboration

    Networking

    Professional growth

    Economic development

  • 5

    NSTC VISION

    To be the leading collaborative fostering

    technology businesses North of Boston

  • 6

    We cant do it without you

    Programs Committee

    Membership Committee

    Sponsorship Committee

    IT Committee

    Marketing Communications Committee

    Biomedical Technology Section

    Sustainability Forum

    Womens Initiative

    Volunteer Opportunities

  • 7

    Join the discussion and stay connected with the NSTC and its members.

    Join our LinkedIn group and Facebook page.

  • 8

    Partner Organizations

  • 9

    Mass High Tech

    Platinum Sponsor

  • 10

    Pepper Hamilton LLP

    Platinum Sponsor

  • 11

    Gold Sponsors

  • 12

    Welcome Gold Sponsor

  • 13

    Silver Sponsors

    Axcelis Technologies, Inc. Innovent Technologies

    Mass Capital Resource Company Endicott College

    Comcast Business Class The Enterprise Center at Salem

    State The Superior Group

    The Hanover Insurance Group BerryDunn

  • 14

    Todays Sponsor

  • 15

    Net Atlantic is a proud sponsor of the NSTC

  • 16

    Who is Net Atlantic?

    We are one of the first Email Service Providers

    ~2000 customers worldwide

    35 employees

    Over 6 billion emails sent last year

    On track to send over 8 billion this year!

    Located in downtown Salem, Mass

  • 17

    Why is email so effective?

    Email marketing:

    Drives behavior

    Builds brands

    Increases revenue

    Is a highly effective push technology

    Is a key piece of your complete Marketing strategy

  • 18

  • 19

    Our Difference

    Our advanced technologies allow for high levels of

    integration, segmentation, dynamic content creation,

    triggered and sequential messaging, multi-channel

    messaging, and more

    We are a key partner to help

    you succeed online

    Were not just an

    Email Service Provider;

    We are an extension of your

    Marketing Team

  • 20

    The world is constantly changing, and as an agile company, Net Atlantic has become an integrated multi-

    channel engine (Email Marketing, Social Media, Content

    Creation)

    We help you drive results

  • 21

    And Do Not Forgot To Make It Social!

    There are some Net Atlantic team members in the audience.

    After the event, feel free to ask them questions!

  • 22 22

    Trends with Benefits

    Trends Benefits Search LinkedIn Twitter Email Mobile

  • 23

    EatMedia.com

    Change is a constant

    bordering on chaos

    Surround yourself with people that

    help you use these forces.

    EatMedia or be Eaten

  • 24

    About

    Chief Revenue Office (CRO)

    Sales, Marketing, Client Relations, Fanbase building

    Digital, Mobile, Social, Events

    CRM, Marketing Automation, Analytics

    Content Development

    User Experience design

  • 28

    GO F.LIN.T.Y.

    28

  • 29

    ROI? Return On Investment

    Risk Of Inactivity

  • 5 Years: $5-30 B Sales Growth of Physical Goods

  • Whose Responsibility?

    - Yours

    - Your Team

    - Friends & Vendors

  • I hear, and I forget.

    I see, and I remember.

    I do, and I understand.

    - Chinese Proverb

  • Evolve

    Dave Armano+

  • Know Your Rig

    Trust Your Rig

  • Get and Be:

  • 36

    Its about the Story You Tell

  • 38

    -

  • OR DO WE?

    39

    -

  • Twitter hashtag: #NSTC328

    40

    www.

  • Pencils down!

    This Playbook will be shared via

    Twitter, LinkedIn, NSTC.org, FanFoundry and EatMedia.

    Every logo, button and frame here is a live link.

    Today we will focus on a few key highlights.

    How deep you dive later is up to you.

    41

  • 3 Forms of Media: Own Buy Earn

    2 Reasons to Participate: Opportunity Obligation

    1 Most Important: Content

  • 43

    43

    43

    Outbound Marketing

    Inefficient Interruptions

  • 44

    InBound Marketing

    Hubspot

  • 45

  • 46

    What are you trying to build, and where?

  • 47

    Social Media = Generation C connecting, conversing, collaborating Social Media Marketing = telling your story in a compelling,

    conversational way part of a broader Content Marketing strategy.

    1. Business challenges

    content strategy content creation audience discovery audience engagement & dialogue converting audience into customers and fans

    2. Audience challenges

    irrelevant content ineffective content less time and attention

    What are you trying to say, and to whom?

  • 48

    Uptake factors

    1. Content strategy - how do you want to be known?

    2. Data strategy how will you identify target audiences? 3. Channel strategy - re-usable content chunks

    Ex: white paper > preso > blog > Tweet > video > podcast

    4. Audience self-discovery SEO, targeting, etc.

    Intake factors

    1. Sharing (or Snaring) features 2. Landing pages

    3. Opt-in and response management

    4. Conversation listening, monitoring and engagement 5. Database management

    Content Marketing via Social Channels

  • 49 49

    Email Marketing Microsites Forms/Surveys

    Commerce / Storefront Inventory / Budget Mgt Multi-Vendor Mgt

    Brochure Builder Presentation Center Education Center

    Social Mobile E-mail Print Web Video

    Distribution

    Engagement

    User - Generated Content

    (UGC)

    Assets Access Dynamic

    Assembly

    Campaign

    Management

    Reporting &

    Measurement

    Management

    Production

    Online Marketing On-demand

    Print Studio

    Sales Enablement

    Tools

    A Content Marketing Ecosystem

    Next up: Trends

    Todays focus

  • Trends

    50

    Trends Benefits Search LinkedIn Twitter Email Mobile

  • Hubspot 2011

  • Generation C Last Decade Last Century Speed Light beam Cycle time (HDD) Electron

    Auto Rental RelayRides, Zipcar Enterprise Rent-a-Car Taxi

    Movies Red Box, NetFlix Comcast Blockbuster

    Books Amazon, eBooks Borders Public Library

    Electronics NewEgg.com Dell.com, Best Buy Circuit City

    Telephones Samsung, Apple (4G) RIM & Motorola Ma Bell

    Music Spotify iTunes Tower Records

    Real Estate Zillow Realtor.com Newspaper

    Search Summly, Quora Google, Wikipedia Encyclopedia Brittanica

    Business News Xfinity, Mashable Cable TV / WSJ .com Network TV / Newspaper

    Jobs LinkedIn Monster.com Newspaper

    Business Forum LinkedIn, Virtual Trade

    Show LinkedIn, Virtual Trade

    Show Trade Show

    Social Forum Facebook, Pinterest Friendster Tripod, Lycos

    Opinion Forum Twitter, Polldaddy,

    LinkedIn Forums & focus groups Mail surveys

    Where are we now? New ways to engage:

    52

  • 53

    Generation C Last Decade Last Century Speed Light beam Electron Plane

    Auto Rental RelayRides, Zipcar Enterprise Rent-a-Car Taxi

    Movies Red Box, NetFlix Comcast Blockbuster

    Books Amazon, eBooks Borders Public Library

    Electronics NewEgg.com Dell.com, Best Buy Circuit City

    Telephones Samsung, Apple (4G) RIM & Motorola Ma Bell

    Music Spotify iTunes Tower Records

    Real Estate Zillow Realtor.com Newspaper

    Search Summly, Quora Google, Wikipedia Encyclopedia Brittanica

    Business News Xfinity, Mashable Cable TV, WSJ .com Network TV / Newspaper

    Jobs LinkedIn Monster.com Newspaper

    Business Forum LinkedIn, Virtual Trade

    Show LinkedIn, Virtual Trade

    Show Trade Show

    Social Forum Facebook, Pinterest Friendster Tripod, Lycos

    Opinion Forum Twitter, Polldaddy,

    LinkedIn Forums & focus groups Mail surveys

    Where are we now? New ways to engage:

    53

  • 10M 0 2 M 0 10 K 10M

    Facebook Users

    Ebay Sales Mashable

    Subscribers Ebooks

    (% of all sales) Music

    Downloads Mobile Apps

    LinkedIn Users

    Twitter Users

    500 M

    1 M

    500M $100M 30 M

    $5 B

    18%

    2 B

    150 M

    eBooks

    A few 5-year trends

    54

    850 M

  • 10M 0 2 M 0 10 K 10M

    Facebook Users

    Ebay Sales Mashable

    Subscribers Ebooks

    (% of all sales) Music

    Downloads Mobile Apps

    LinkedIn Users

    Twitter Users

    500 M

    1 M

    500M $100M 30 M

    $5 B

    18%

    2 B

    150 M

    eBooks

    A few 5-year trends

    55

    850 M

    20% of US commerce revenue is online and thats just Retail

  • Social Media =

    The Internets way of driving us all crazy

    56

  • But its a great way to reach an extended audience.

    57

  • 58

    The crazy part is.

  • Me

    You

    Friend

    Org

    Daily Weekly Seldom / never

    59

    No two audience members are alike

  • First: Assess your social graph

    You 1000+ 450 0 8 0 1700+ 390 110

    Aud 1 1500 1600

    Org

    Aud 2

    What are the trends? Who are your audiences? Where do they socialize? Who is Scouting? Active? Immersed? Influential? How connected and influential are you?

    60

    Who uses what? How, and why?

  • Click here for stats on Twitter, Pinterest, Facebook, Google+, Reddit, Digg (search Mashable.com for Social Media Demographics 61

    Next: Benefits

    Who uses what? How, and why?

  • 63

    Assess the trends Do the free R&D: Assess your audience

    Who are they? Where are they? Who is influential?

    Assess your own social graph Align your content & presence to your audiences

    Summary: Crowd-surf the trends

  • Benefits

    64

    Trends Benefits Search LinkedIn Twitter Email Mobile

  • Whats In It for Me?

    65

  • Q: Whats In It for You?

    66

    Consider:

    The attributes of business

    now apply to the individual

  • New sources of Capital. A:

    Q: Whats In It for You?

    67

  • Relationships

    New sources of Capital. A:

    Q: Whats In It for You?

    68

  • Relationships

    Influence

    A:

    Q: Whats In It for You?

    New sources of Capital.

    69

  • Relationships

    Influence

    Money

    $

    A:

    Q: Whats In It for You?

    New sources of Capital.

    70

  • Money

    $ Relationships

    Influence

    Social

    Capital

    Financial

    Capital

    A:

    Q: Whats In It for You?

    New sources of Capital.

    71

  • Money

    $ Relationships

    Influence

    Q: How are they interchangeable?

    72

  • Influence

    Trust Reciprocity Knowledge Authority Recognition

    Money

    $ Relationships

    A:

    Q:

    Through Value Exchange:

    How are they interchangeable?

    73

  • Example: Influence as Social Capital

    Knowledge

    + Authority

    Influence

    74

    Influence = X Reach X Relevance

    (Value)

  • 75

    Example: Relationships as Social Capital

    Trust +

    Reciprocity

    75

    X Reach X Relevance Relationships =

    Relationships

    (Value)

  • 76

    Exploit

    the

    Gaps

  • Knowledge 23% say there's not enough Educational info (IDG Connect)

    Authority (Expertise)

    48% said if the quality of thought leadership improved, it would influence their purchase decision. (ITSMA)

    Reach 43% of marketers say customers view their content as disjointed or hit and miss. (Forrester Research)

    Relevance 39% say this key element is missing (IDG Connect)

    77

    Influence gap = investment opportunity

  • 78

    Relationship gap = investment opportunity

    Trust 98% ignore ads; 89% buy based on expert & peer recommendations (IDG Connect)

    Reciprocity 92% willingly exchange personal data for benefits - service, convenience, etc. (IDG Connect)

    Reach 43% of marketers say customers view their content as disjointed or hit and miss. (Forrester Research)

    Relevance 39% say this key element is missing (IDG Connect)

  • 79 79

    It dont mean a thing If you dont hear cha-ching

    Money

    $

    Social Capital gaps = investment opportunities

  • 1.

    content

    2.

    community

    3.

    conversion

    80

    Social Capital gaps = investment opportunities

  • 1.

    content

    2.

    community

    3.

    conversion

    preferences

    1. engagement

    Exchange information along your buyers journey: Identity Preferences Requirements

    81

    Social Capital gaps = investment opportunities

  • CTA*

    CTA

    sample save

    subscribe

    preferences

    ask share

    compare

    convert transact

    refer

    2. fulfillment

    Meet audience needs and interests with useful content and a Call to Action (CTA)

    1. engagement

    82

    1.

    content

    2.

    community

    3.

    conversion

    Social Capital gaps = investment opportunities

  • CTA*

    CTA

    sample save

    subscribe

    preferences

    ask share

    compare

    convert transact

    refer

    3. relevance

    2. fulfillment

    News Event Review Referral

    Website Blog

    Event Reward Survey Partner

    Proposal Report Dashboard

    Demo Presentation Conversation

    Q&A

    1. engagement

    Be relevant!

    83

    1.

    content

    2.

    community

    3.

    conversion

    Social Capital gaps = investment opportunities

  • So, hows your Social Capital?

    84

    ?

  • Whats that nagging feeling?

    85

  • How close are you

    86

  • to this

    87

  • or this?

    88

  • Source: Forrester Research

    http://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/

    Poll: Whats Your Social Profile?

    Creator

    Critic

    Collector

    Joiner

    Spectator

    Inactive

    Conversationalist 36%

    36%

    23%

    68%

    73%

    14%

    24%

    89

  • Source: Forrester Research

    http://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/

    Poll: Whats Your Social Profile?

    Creator

    Critic

    Collector

    Joiner

    Spectator

    Inactive

    Conversationalist 36%

    36%

    23%

    68%

    73%

    14%

    24%

    = World

    = NSTC

    90

    47%

    77%

    60%

    50%

    90%

    93%

    0%

  • If the Currency of Social Capital is Action

    91

  • take action. Climb a social rung each week.

    92

    Scouting

    Active

    Immersed

    Influential

  • 93

    Action item 1: Climb a social rung every week

    alongside your audience

    Thinking Like Your Customer - 3 challenges: 1. Expanding competition - youre competing with everyone 2. Evolving customers multi-channel, higher stakes (data) 3. The torch has been passed customers own the bullhorn

    (Accenture)

  • 1. Find your audiences and communities.

    Who are they? Where are they online?

    Who is Scouting, Active, Immersed, or Influential?

    How engaged and influential are you?

    2. Identify the Influencers. Quality trumps quantity.

    Social Analytics help you identify which people are

    sharing content, and their sentiment about it.

    Explore channels. Mine data. Update your graph.

    Every Social channel gives you reports.

    A Good start: a Social Listening Strategy

    94

  • Social Listening Strategy (contd)

    3. Learn & follow your keywords and trends.

    4. Announce a social business strategy.

    What are you passionate / expert about?

    Why are you there? What are your goals?

    Relevance - customer service

    Reputation public persona Ideas - Brainstorming, crowdsourcing, R&D

    Commerce - Sales Leads

    5. Harness the data (stats, activity, echo effects)

    6. Frame a Social Media policy for your team. 95

  • FT...