Tactical. Practical. Strategic.

1. Social Media Marketing Overview Engineering Executive Forum October 25, 2011 Tactical. Practical. Strategic. By Fire Alarm Marketing

2. Agenda • Session Objectives • Experts • Social Media Applications • Social Media and Mobile • Google+, foursquare, Klout • Social Media Tools • Case Studies • Fire Alarm Marketing • Questions

3. Session Objectives • Provide a “snap-shot” of social media today • Discuss how social media applications, tools, and mobile products are fundamentally changing business

4. Experts • “The emerging picture from such studies is that ten thousand hours of practice is required to achieve the level of mastery associated with being a world-class expert – in anything.” Outliers by Malcolm Gladwell p.40 • “In Outliers, Malcolm Gladwell points out that most top performers practice for about one thousand hours per year (it is difficult to sustain the quality of practice if you go beyond this), so he describes the ten-year rule as the ten thousand hour rule.” Bounce by Matthew Syed, p. 16

5. Fire Alarm Marketing • We are NOT social mediaexperts • BUT: • We talk to a lot of people and companies • We help, when asked, about strategies and marketing plans • We listen and observe • We are involved with social media: • Blog, tweet, Facebook, LinkedIn, Google+

6. First a Few Questions • How many of you: • Are on LinkedIn – your company? • Facebook – your company? • Blog – your company? • Tweet at least once a week – your company? • Google+ - your company? • Have a smart phone? • A tablet? • How many of your children could answer yes to more than one of the questions above?

7. Our Basic Beliefs • Marketing Leads Sales Revenue • The buying dynamic has changed to where the buyer has more power than the seller • This change is being equated to the difference between broadcasting and having a dialog/relationship

8. We’re all marketers now “Meanwhile, today’s more empowered, critical, demanding, and price-sensitive customers are turning in ever-growing numbers to social networks, blogs, online review forums and other channels to quench their thirst for objective advice about products and to identify brands that seem to care about forming relationships with them.” McKinsey Quarterly – July 2011

9. Search

10. Search

11. Search

12. Social Media Channels

13. Social Media Channels Infographic The Growth of Social Media Search Engine Journal

14. Facebook

15. Facebook

16. Companies and Social Media Infographic The Growth of Social Media Search Engine Journal

17. Blogging

18. Blogging - Search

19. Blogging

20. Blogging

21. You Tube

22. You Tube Infographic You Tube Facts and Figures Website Monitoring

23. Word of Mouth

24. Twitter

25. Twitter

26. Twitter Infographic Twitter Facts and Figures InfographicsArchives.com

27. Number of Texts Sent/Received

28. But Which Ones Work?

29. What Works?

30. What Works?

31. What Works?

32. What Works?

33. Thus Far • The buying dynamic has changed • Search is key • Getting found via search is a function of many activities, starting with original content/blogs • Word of mouth/referrals are important – Twitter is a form of word of mouth • LinkedIn works best for B2B • Opinion • You Tube is going to become more and more important

34. Next • The impact of mobile • Google+ vs. Facebook • foursquare • Klout • Tools • Two case studies • Advertisement • Wrap up - Video

35. 9 Amazing Mobile Marketing Statistics • The growth of the iPhone was 10 times faster than the growth of America Online. (Source: Nielsen) (This is an amazing statistic for those of us who remember mailboxes stuffed with AOL discs during the 1990s.) (Tweet This Stat!) • It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost phone. (Source: Unisys) (Tweet This Stat!) • There are 6.8 billion people on the planet. 5.1 billion of them own a cell phone, but only 4.2 billion own a toothbrush. (Source: Mobile Marketing Association Asia) (Tweet This Stat!) • In some countries, there are more mobile subscriptions than there are people. (Source: Mobile Marketing Association) (How can this be? It’s because some people own more than one mobile phone.) (Tweet This Stat!) • It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message. (Source: CTIA.org) (Tweet This Stat!) • 70% of all mobile searches result in action within 1 hour. (Source: Mobile Marketer) (Tweet This Stat!) • Mobile coupons get 10 times the redemption rate of traditional coupons. (Source: Borrell Associates) (Tweet This Stat!) • There are more mobile phones on the planet than there are TVs. (Source: Jupiter) (Tweet This Stat!) • 91% of all U.S. citizens have their mobile device within reach 24/7. (Source: Morgan Stanley) (Tweet This Stat!) (Source: Mobile Marketing Association)

36. Changes - Mobile Data

37. Changes - Mobile

38. Changes - Mobile Infographic Mobile Marketing Microsoft TAG

39. Google+ • Combination of Facebook and LinkedIn • Hangout provides instant web conferencing • Circles = Facebook and tweeting

40. Google+ vs. Facebook Boston Globe 8/28/11

41. fourSquare • What is fourSquare? • Location based mobile platform • “Check-in” via SMS or Smart Phone • Awarded points and badges – Mayor • Merchants/Brands use interactive tools to obtain, engage and retain customers • Prognosis – Good, with limitations • For consumer/retail store fronts • For B2B, probably not applicable

42. Klout • Klout is a twitter metric of influence and reach, based on • How many people are following you • How many retweet your message • The Klout score of those that do • Prognosis – Fair • In a group, someone always want to be on top, • But, being the king of 140 character messages is probably not the most important thing is the world.

43. A Long Road from Lead Generation to Sales Conversion

44. Tools • Glossary • SFA – Sales Force Automation • CRM – Client Relationship Management • CMS – Content Management Systems • Major Influences • SaaS • Mobility (Smart Phones, Tablets) • Big Data

45. Tools • Social Media (digital) lends itself to data collection • Part of inbound marketing is “nurturing” the customer until it is clear that a decision point is near • Today no fully automated tool set is available • Tomorrow?

46. Tools • An integrated tool would: • Identify potential customers • Track all contact – initiated and received • Serve up appropriate content at appropriate times to appropriate people (Sales, Marketing, Finance, Customer Service, Management) • Coordinate all content, digital and print • Be accessible (desk top, laptop, mobile) to those who need to know • Be fail safe

47. Gartner 2011 SFA Analysis

48. Sidebar - Opinion • If you don’t do anything else…listen • It takes manpower…most of the tools are free: • Google Alerts • Social Mention (Google Alerts plus) • CoTweet • HootSuite • If you listen, have a policy on how you will react

49. ShipServ - 400% • Background • Software sales to shipping companies • 2008 Market Research • Impersonal software company • Limited Marketing Budget and resources • Increasing use of eCommerce • Customer base not early technology adopters • Objectives • Drive 50% more traffic to the website • Raise brand awareness • Attract new leads thru relevant content • Change focus to listening…rather than shouting

50. ShipServ - 400% • Actions • Conducted research • Revamped the website • Created a blog • Established a scorecard in their CRM system • Developed a quarterly content plan (themes from research) • Promoted original content • E-newsletter, blog, twitter, video, podcasts, Facebook, LinkedIn • Published white papers • Established an online industry community (LinkedIn) • SEO optimization