marketing with social media

chris brogan...@chrisbroganhttp://chrisbrogan.com/contact

about chris brogan

chris brogan is a typist

nyt bestselling author

president: new marketing labs, llc

11 years in social media (mostly fortune 100/500)

seems egotistical at first. better when you meet him.

the larger story

think like a media company

develop marketplaces

build your network

human business

basics

what are you selling?

who/where are the buyers?

can it be sold online?

how simple/complex is it to sell?

basics

can you ship it?

what’s the frequency of return?

what’s the resell cycle?

what’s the goal?

ways to use social mediaawareness (listening, content marketing)

lead generation

education

sales

crm / csr / pr

community

3 major buckets

listening

connecting

publishing

(30/60/30)

media company mindset

think production (styles/methods)

think distribution (new channels, advocates, +)

think engagement and two-way

new marketplaces

listening as a marketplace finder

mobile / out of home (not just phones)

community marketplaces

human business

sustainable

relationship-minded

value-driven

core: database

how do I grow it?

how do I feed it?

how do I sell into it?

how do I prune it?

how do I treat it with LOYALTY?

database

might be a crm or social crm platform

might just be a spreadsheet

something where you can SEE your community

listening station

google “grow bigger ears” for steps

feed listening into content, into pr, into sales

listening is THE secret driver of serendipity

listening is a HUGE human business boon

networksfriction vs. frictionless transactions

inside/outside

be part of the 150

give your ideas handles

build networks of value delivery

outreach rules

home base

blog or website (maybe both)

content-minded

action-minded

drives to sale or to your list/db

outposts

twitter /facebook /linkedin /forums /etc

a place to connect, share, promote others

occasionally a place to drive to home base

12:1 rule

think blogger outreach (pre-pay with kindness)

other media outletsall in service to building/feeding your db

webinars

video

photos

podcasts

all with calls to action and urls intact

email marketing

still the #1 online marketing tool

vary up your sends: some sales, some conversational

ask questions

“skinny up” and remove html formatting

think “add value” not “beat for sales”

measurement

try not to use social media tool measurements

use easy measures like $

or # of new signups

think “action” and “real world” not kumbaya

measurement

track links

target opens

stay closer to the mother ship methods

human branding

real names on social networks

real faces on avatars

conversations / off-topic

promote others

actions : site

goals first. always

site design integrated with outposts

matches marketing needs

actions : listening

grow bigger ears

test various terms

wire to content / pr / sales

action: content

production concepts

build curation methods

build content catalog

build production/editorial process

don’t forget organic seo

action: content review

sales copy/ marketing needs review

organic SEO review

brevity/usefulness review

call to action

action: distributioneditorial calendar

tied to mothership marketing

promotional methods / cross promo

channel development

damage control plans

blogger outreach

action: measurement

tie measures to tangible goals

measure action not pageviews

could be: sales, inbound links, db signups, coverage

action: launch plansintegrated social presence

social proof seeding

review damage plans

select starter presence

metrics in place

go! (then measure/adjust/measure)

action: human business

promote others 12:1

30/60/30

look for expansion points

look for new content

look for cross-promotion/distribution growth

beyond: next steps

+ share. the power of the plus

mobile (not just phones)

affiliate marketing

typical questions

b2b vs b2c: answer- same tools, different buyer

ROI: answer - how much have you I’d?

time to results: 3 months (or less)

questions/thanks

chris brogan is president of new marketing labs, llc.

he blogs at http://www.chrisbrogan.com

contact form: http://chrisbrogan.com/contact

twitter: @chrisbrogan

questions are where you get the good stuff.