Social Media Marketing

1. Social Media Marketing

2. Hello, This is Me Paul Tansey – Intergage Web Marketing Nerd with the Big Chin These are just my thoughts.. I will never know everything Slides available later!

3. Over 200 LinkedIn Recommendations “Attended yesterday's seminar on Social Media. Great presentation with clear advice and tips. Really useful for a small business” S Cowel, CobWebKnits “Intergage have provided Jet Connections with a first class service from the word "Go" and continue to do so to this day; completely capturing the scope and feel of the company. Intergage provided innovative ideas in website design as well as business sense when looking at ROI and Digital PR, they really are a complete web marketing partner” T Dier, FlightBright Ltd “I've been with Intergage now for over 9 years and I will continue to stay with them, because of their expertise and customer service.” R Nicholson, IELTS “…We find Intergage extremely useful to keep us on track, flag up new initiatives and generally guide our digital PR and Marketing strategy. I would highly recommend them” M Heale, Allan & York

4. Marketing as a Journey

5. Megatrends in Marketing The Rise & Rise of Social Media Market Fragmentation Channel Fragmentation Multiple Screens & Devices Responsive Design Mobile Apps Content Marketing

6. Where Social & Search Impact Diagram adapted from the book “Social Media Marketing – An Hour A Day”, by Dave Evans

7. The Web of Pages

8. The Web of People & Things

9. Exponential Information Growth “Every 2 days we collectively create as much information as we did from the dawn of civilisation to 2003” Eric Schmidt, CEO, Google, 2010

10. Losing Control of Your Brand • Your brand isn’t necessarily what you say it is • Negative public feedback can kill your business • How happy are your customers?

11. Generation Y – “Always On” Connected Consumer • Born between 1980-2000 • Now aged 13-33 • “Addicted to social” • Adopt new technology quickly • Loyal to brands they identify with • Quick to share great experiences and bad • Our future relies on doing business with these people

12. Generation Y – “Always On” Connected Consumer • They “Check-in” • They follow brands • They care what their friends say • They want you to care about them • They care about your reputation • An audience of audiences….

13. Generation Y – “Always On” Connected Consumer • They use multiple screens • They use Apps • They understand personal branding • They don’t need to know anything…

14. Maslow's Hierarchy of Needs V2

15. The New Connected / Social World • It’s a global revolution • By 2025 most of the world’s projected 8 billion people will be online • We are all more connected then ever before • Information overload creating new problems • Our customers are frazzled…

16. The Frazzled Customer She’s a sceptic Social Media Angst She’s demanding but may not fulfil her promises to you Emails for breakfast Endless to-do list A dozen calls to make Plagued by Emails Information Overload Day full of meetings Proposal to write Not enough time to prepare Customer issue to resolve 60 hour week “If it isn't broken don’t fix it” Often Multi Tasking / Flitting / Distracted Stressed & Tired = Struggling to meet her objectives

17. The Frazzled Customer Hates “One size fits all” Sales pitches Difficult decisions Insulting “Old School” sales tactics Suppliers that all look and sound the same Sales BS Complex proposals Being “Sold at” Cheesy, self-serving sales people Solutions that look difficult / painful to implement Hyperbole Jargon If it isn’t a priority – it won’t happen

18. The Frazzled Customer Loves People that bring her fresh, clever, RELEVANT ideas People that focus on her opportunities / outcomes not their sale Somebody that understands her problems Simple decisions Suppliers with expertise and credibility People and companies that share her values Simple proposals with clear benefits Credible professionals Solutions that are easy to implement Very specific benefits People who “Talk her language” Solutions proven for customers like her Suppliers Recommended by people she trusts Your challege is to be RELEVANT

19. The Key to Relevance “I don't know the key to success but the key to failure is trying to please everyone" William Henry “Bill” Cosby, Comedian

20. Relevance • We all live in bubbles • Only priorities burst bubbles • Research / understand / prepare • Trigger events are key

21. Focus on a Specific Customer • Segmentation because one size does not fit all • By market, industry, generation – led by research • In B2B understand the decision making unit • Create rich personas • Understand their world and problems • Understand and use their language • Understand how they research, discuss and buy solutions to their problems

22. Think Persona

23. Think Problems / Questions • Nothing is more important than your customers problems and questions • Pain Killer vs. Vitamins • SPIN • Becoming a self-serve business

24. Social Media • Is about authenticity • Is about veracity • Is about trust • Is about reputation • Is about Helping not Selling

25. “Can You Make Your Marketing So Useful Your Customers Would Pay For It?” • Google “Zero Moment of Truth” study • In 2010 the average consumer needed 5.4 sources of information before making a purchase • In 2011 that number was 10.4 • You don’t have to know anything any more • Questions become friction

26. A Swimming Pool Success Story • Based in Virginia USA • In 2009 they were on the verge • No budget • A great knowledge of their customer was their only asset

27. Blogging Success Story • Created 400 Blogs • Now over 1000 Blog posts • The most visited Swimming Pool Website in the world • Average customer reads 105 blogs • 75% of new customers never talk to a sales person • Revenue up 50%

28. Google+ • Launched June 2011 • Much More than just a Social Network • It’s an identity system • For People • For Companies • It will impact search results • It will integrate EVERYTHING Google does • One Account to rule them all…

29. Google+ Authorship http://youtu.be/3QlY8ba0jYI

30. We All Use Google Tech • Maps • Search • Chrome • Android • Gmail • YouTube • Google+

31. So, Google Knows… • Where you are (and where you are going) • Who you are • What your business does • Who you know and who knows you • Where you will be and when • What books movies and music you like • What you watch on YouTube • What you search for (and bookmark) • What you buy

32. It’s Watching Your Profile • Trying to understand your trust, reputation & influence • Through testimonials, reviews and recommendations • Through mentions across the Web • Through your social profiles and activity • Through your social activity across multiple platforms • Through your on-line influence • And that of your business

33. “Get Me to Page 1 of Google!” • Get what to the top of Google? • Device • Location • Search history • Logged in /out • Your social presence and activity • Your Trust, Reputation & Authority • Your Website • The Quality of the content

34. You Are Going To Get What You Deserve Your results will be based on: • Your online identity • Your digital footprint • How well you understand your target market • Your brand and how you communicate it • The experience your website provides • The quality of the content you share socially • How well your team harnesses social media and their networks

35. The 3 C’s of Social Media The 3 C’s of Content

36. 7 Steps to Content Marketing

39. Optimise this contentusing SEO tactics • Ensure sharing is easy

43. Get the 7 Steps White Paper

44. It’s a Level Playing Field • Focus on a customer and align your brand • Authenticity and expertise is key • Understand their specific pains and aspirations • Understand where they hang out and how they make a decision • Create content they want, love and share • Promote the content as a team and be the brand • Engage in online conversation • Build relationships • Help not Sell • Analyse the results – but give it time…

45. Thank You +Intergage @PaulTansey blog.intergage.co.uk www.intergage.co.uk