Post on 04-Jul-2020
transcript
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How Social Media Can Amplify Your Marketing
July 29, 2009 Brent Leary, www.brentleary.com
Andy Wibbels, Six Apart
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About Me….Before 2004
CRM implementa.on consultant. Salesforce.com and Microso9 CRM cer.fied partners
Customers include local small businesses like ERS, Icebox
Reads Inc., Entrepreneur, Wall Street, Black Enterprise
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About Me….After 2004
CRM industry analyst, advisor, strategic consultant
Customers include Intuit, Microso9, RIM, Sage
Quoted in Inc., Entrepreneur, Wall Street, Black Enterprise
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What’s Happened Since 2004?
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• 250M+ Users
• 3.5B minutes a day spent on FB • 850M photos uploaded monthly • 8M videos uploaded monthly
• 1B pieces of content shared each week • 30M ac.ve members access FB from mobile devices
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Source Techcrunch.com
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These weren’t around either…
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• April 2008 – Will Barack Obama be our first CRM president?
• February 2007
• November 2006 Technology For Business Sake
• June 2005 Brent’s CRM Blog
• March 2004. Des.na.onCRM.com
OK….So What Happened?
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Your Brand
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Your Blog
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Customers say business should be social…
• 93% of Americans believe a company should have a presence in social media
• 85% believe a company should not only be present but also interact with its consumers via social media
• 56% of American consumers feel both a stronger connec.on with and be\er served by companies when they can interact with them in a social media environment.
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Inbound Marketing
Blog SEO Social Media
Page 13 Source: Forrester Research, Inc.
Social Customers in Action
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Automating the Conversation Process
• Conver.ng content into conversa.ons • Extending conversa.ons into collabora.ve experiences • Transforming experiences into meaningful rela.onships
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Habits of Social Media Superstars
• They Read • They Listen • They Share • They Have Fun
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Sharing
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The Three A's Of Social CRM
• Keys to keeping and growing good rela.onships – Automa.on of content crea.on and distribu.on
– Analysis – capturing ‘social’ and web‐based data
– Audacity – focus on ‘cap.va.ng’ people
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Automating Content Creation & Distribution
• A Blog • A Tweet • A Comment • A Phone • A Webcam
• User‐generated • Co‐created • Syndicated • Repurposed
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Putting Created Content to Use
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Favs, Embeds, Tags….and Views
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Blog Content Distribution
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Blog + Twitter
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Blog + Twitter = Reach
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Blog Syndication
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Instant Content
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Video
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Video Distribution
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CRM – Conversation Relationship Mgmt
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User Generated
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Conversation Mgmt – Cont’d
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Conversation Management: CoTweet.com
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Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale
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Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale
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Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale
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Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale
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Analysis: The New Metric System
WebAnalyHcsDemysHfied.com 2008
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Measuring Random Acts of Web Socialism
• Brand driven sessions – Either origina.ng directly or from “branded” search terms – “brent leary”, “crm blog”, “social crm”, etc.
– anyone coming directly or searching for my name is already fairly engaged
• Measured events – Pre‐determined non‐commerce events
– Email me, comment on my blog, download a PDF, Digg me, StumbleUpon me, Mixx me, etc.
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Share This!
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Who’s Liking your Links?
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Who’s Favoring Your Tweets?
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Analyze This….
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Audacity
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The Idea / Blog – www.Barack20.com
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The Facts – www.Barack20.com
• Mechanics – 17 Posts with Podcasts – No Budget (<$200) – Avg. <1 hour a week – Only 3500 Visits – 6 months – No Paid Adver.sing – No Ac.ve SEO
• Reality – 10 to 1 ROI – Growing Asset – Completely Automated – Thumb Drive Business
– Unlimited Upside – Invaluable Experience – 1000+ Files / 900+ MB Data
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Main Stream Media
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From Digital to Print
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• Be consistent • S.ck it out • Don’t try to sell • Be interes.ng AND interested • Tweet, Reply, Retweet! • Be real
Keys to Success
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Pyramid of Customer Loyalty
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Thank You! • Brent Leary
– bleary@crm‐essen.als.com
• Blog – www.brentleary.com
• Twi\er – www.twi\er.com/brentleary
• Barack 2.0 – www.barack20.com
• Radio Show – www.BusinessTechnologyRadio.com
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