Post on 01-Jan-2016
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Twitter: @pgillin
STEAL THIS PRESENTATION! HOW TO CREATE CONTENT FOR SOCIAL
SHARINGPaul Gillin
Author:
The New Influencers
Secrets of Social Media Marketing
Social Marketing to the Business Customer
Attack of the Customers
gillin.com
paul@gillin.com
Twitter: @pgillin
Twitter: @pgillin
Readers are People, Not Statistics
Demographics PsychographicsAge Motivations
Income Fears
Title Accomplishments
Company Size Failures
Budget Attitude
Installed Equipment Likes
Industry Ambitions
Twitter: @pgillin
Psychographic Profile: Small Business IT
Position IT manager or systems admin at small to midsize company
Motivations Getting it right; pleasing users; pleasing the boss; recognition; peer approval; raises and promotions
Demotivations Inefficiency; bureaucracy; politics; laziness
Likes Technology; puzzles; games; sci-fi; books; movies
Dislikes Pretentious people; yes-men; people who don’t try
Fears Getting it wrong; letting people down; losing the job; not knowing what to do
What defines accomplishment?
Figuring out the solution before anyone else; creating a better solution; recognition by peers/superiors
Loyalty Very high if the organization’s values match his own
Adjectives Skeptic; diligent; perfectionist; introvert; reliable; quirky; conservative; logical
Twitter: @pgillin
Psychographic Profile: Enterprise CIO
Position CIO, VP of IT or CTO
Motivations Recognition; organizational excellence; business success; professional advancement
Demotivations Impulsiveness; indecisiveness; details; disobedience
Likes Technology; problem-solving; learning; teamwork
Dislikes Delay; politics; uncooperativeness; micro-management
Fears Letting down the organization; bad decisions; organizational failure; employee turnover; public humiliation
What defines accomplishment?
Leading a group toward a decision; public recognition; innovation; resourceful problem-solving
Loyalty Generally low
Adjectives Proud; leader; determined; decisive; analytical; team player
Twitter: @pgillin
Think Like a Reader
Instead of Consider
Our Solution Your Problem
Reasons to Buy Options to Consider
Why We’re Better Why Customers Choose Us
What’s In It For Us What’s In It for You
Testimonial Smart Customer
Twitter: @pgillin
The Reader’s Shoes
Imagine yourself in a similar decision-making scenario. What issues occur to you?
Review motivations of your target audience. How might your solution serve their need for success or recognition?
What common fears does your solution address? How can you help your customer make a safe decision? How can you help your customer get that big promotion or
bonus? Imagine your customer giving a testimonial presentation.
What might he or she say?
Twitter: @pgillin
The overriding message of a typical cover is that if you don’t read this magazine, you’ll be unhappy, ugly and lousy in bed.
Twitter: @pgillin
You,Yes,You
Twitter: @pgillin
Choose Your Approach
Solving Your ProblemDon’t know where to start with BI? Use this guide
Opportunity RealizedTake your market insight to the next level with Business Intelligence
Something for NothingTry Business Intelligence risk-free with this no-obligation 30-day offer.
Fear, Uncertainty and DoubtBusiness Intelligence is a big investment. Learn the most common mistakes.
Twitter: @pgillin
1. Quiz: Test Your Privacy IQ2. Skeptic: You Don’t Control Your Privacy Anymore3. Explainer: The Online Privacy Debate in Plain English4. Case Study: How One Person Got Control Over Privacy5. Contrarian: Why Online Privacy Concerns Are Overblown6. How To: Five Steps to Improving Online Privacy7. How NOT To: Five Ways to Compromise Your Online Privacy8. First Person: My Personal Privacy Horror Story9. Comparison: How Privacy Protection Services Measure Up10. Q&A: Five Common Questions About Online Privacy11. Data: Survey Data Indicates Privacy Problems Worsening12. ‘Man on the Street’: Experts Offer Opinions on the State of Online Privacy13. Outrageous: Why Online Privacy Is an Oxymoron14. Poetic: Online Privacy Haiku15. Humorous: Abbott and Costello Talk Online Privacy
15 Ways to Treat the Same Topic: Online Privacy
Twitter: @pgillin
Something is Amiss
Telecom’s Big Players Hold Back the Future
Susan Crawford, a professor at the school…is on a permanent campaign asserting that the status quo has been great for providers but an expensive mess for everyone else.
David Carr in The New York Times, 5/19/13
On the Flip Side
As Crowdfunding Grows, the Rewards Increase -- but So Do the Risks
Crowdfunding is now recognized as a reliable funding avenue for both start-ups and established firms. But the growth of the sector also creates more regulatory challenges and raises questions about the risks that funders take when they put their money behind a project.
Knowledge @Wharton, 5/8/13
Twitter: @pgillin
Be Very ScaredWhen Secrets Get Outed on Facebook
The era of social networks creates a challenge for individuals navigating the personal-data economy: how to keep anything private when it is difficult to predict where your information will end up.
Wall Street Journal, 10/13/12
OMG
Study: Kids Are Prejudiced Against Fat People by Age 4
British elementary school students believed an overweight storybook character was more likely to be naughty and less likely to have friends.
The Atlantic, 5/20/13
Twitter: @pgillin
Didn’t See That Coming
Google Glass Is Watching—Now What?
As Congress frets about privacy implications of Google Glass, one thing is clear: The technology that can redefine what is "public" and link the digital and physical worlds is here.
Wall Street Journal, 5/20/13
Clash of the TitansVMware Hybrid Cloud Plans: Time for Amazon Answer
This announcement is needed, not because customers demand it, but because VMware needs to do something to arrest Amazon's continued reach inside corporate IT.
Informationweek, 5/20/13
Twitter: @pgillin
“Meetings r people trying to figure out who'll foolishly take responsibility for what happens next” - @ThisIsSethsBlog #Inbound13
Can you relate? Seth Godin at the Inbound 2013 conference says, “Meetings are people sitting around trying to figure out who'll foolishly take responsibility for what happens next.”
Seth Godin at HubSpot’s #Inbound13 conference: “Meetings are people sitting around trying to figure out who'll foolishly take responsibility for what happens next.” What’s your worst meeting experience?
Write for the Destination
Twitter: @pgillin
• Surprise, provoke, inquire• Be upbeat and light-hearted• Finish with a question mark• Use images – they get 80%
better engagement on average• Make images provocative or
self-explanatory• Have personality; be informal• Respond to comments
Writing for Facebook
Twitter: @pgillin
• How to Make Images the Right Size for Your Facebook Cover Photo http://ow.ly/oabgl by @azurecollier – Constant Contact
• TIP: Have a clear message when creating your email. http://ow.ly/o63iZ #video – Constant Contact
• Meet the Nerd King (or “How to give the best convocation speech ever”) [video] http://is.gd/DK1Znj - Guy Kawasaki
• Very thorough @kissmetrics guide: 54 Resources for Getting the Most Out of Google Analytics http://bit.ly/13GlTsY via @copyblogger – Sofia Zab
• This free white paper offers advice on using Google+ the right way - http://copy.bz/14h6Mov - Copyblogger
• You would be SO much smarter if you read @MitchJoel more often: http://ow.ly/o8EkQ - Chris Brogan
Good Tweets
Twitter: @pgillin
• Cheap entertainment: Watching article commenters argue with each other.
• 15 users just unfollowed me. Via @findUnfollower bit.ly/UnfollowedFree. #iPhone #App
• I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to (expletive) drive.“
• HELP ME SAVE LIVES share.es/x1XND @sharethis #myQPflavor #USOpen #fundanything #oklahoma #weather #tornado #WhatMakesMeMad #GMA
• I checked in at Starbucks on #Yelp• Thanks God is friday!
Tweets to Avoid
Needs context
Auto notification
Be positive
Hash tag spam
Who cares?
Can you spell?
Twitter: @pgillin
Simple Questions Often Work Best
Twitter: @pgillin
Search engines
Decision phaseAwareness phase Consideration phase
Social networks/public communities
Product literature
Trials/demos
Private networks/branded communities
Email newsletters
Blogs
Case studies – written and video
White papers/webcasts
Digital Media Through the Buying Cycle
Twitter: @pgillin
Develop Content for Each Stage
Topic: Choosing a Cloud Service Provider
Content Focus
Awareness The Payoffs of Cloud Computing
Research Cloud Infrastructure Decisions
Consideration MSP Checklist
Purchase How a Clothing Retailer Cut Costs and Downtime with Cloud Infrastructure
Loyal Customer Get More From Your Cloud Investment
At-Risk Customer About Our Customer Rewards Program
Twitter: @pgillin
Match Media to Each Message
Message: Cloud Infrastructure Decisions
Offer Free 30-day Trial
Newsletter Innovations in Cloud Infrastructure
Blog Choosing Infrastructure for the Cloud
Video ‘Inside the MSP Data Center’ videos
Presentation How to Migrate Servers to the Cloud
Testimonial Spotlight long-time customers
Twitter: @pgillin#bpblogging
Paul Gillin
508-656-0734
pgillin@profitecture.com
Twitter: @pgillin
Thank You!