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March 17, 2010
Marketing 2.0Bridging the Gap Between Seller and Buyer
Through Social Media Marketing
Equipment Council MeetingBernie Borges
Marketing History Lesson
1950 to 2000
In a Transition
1990 to 2000 2000 to 2009
Marketing 1.0 vs. Marketing 2.0
Outbound Marketing Inbound Marketing
Buyers Don’t Have to Tolerate It
But…..
Some marketers don’t get it….
Marketing 2.0 in a Nutshell
Relationship BuildingContent Strategy
Mindset Shift
How Did We Get Here?
Farming 1.0
Farming 2.0
Telephone 1.0
Telephone 2.0
Computers 1.0
Computers 2.0
Customers Changed Too…
Consumers Don’t Tolerate Marketing 1.0http://www.youtube.com/watch?v=heSudg-tfIk
Consumer Trust is Down: Surprised?http://www.edelman.com/trust/2009/
B2B Marketing Budget Going More Digital
Stories Worth Telling
A B2B Marketing Success Story
B2B Marketing 2.0 Home Run
Humanizing a Technical Product
Indium White Papers by Subject
Indium White Papers by Author
Indium White Paper Download
Marketing 2.0 Results•From a static “brochureware” web presence to:
• thousands of dynamic, fresh, poignant, concise posts
• blog presence - From 0 blogs to 1 to 2 to 12 to 70 blogs!
• Twitter presence
• Facebook presence
• LinkedIn presence
• From anonymity to ubiquity
• From nobody to celebrity
• From spending tons of money the traditional way to spending tiny amounts of money
• From generating “typical” leads to very highly- (self-) qualified leads
Marketing 2.0 Results
RESULTS (2009):
SPENDING
Advertising magazines failing DOWN ~90%
Exhibitions shrinking, combining, cancelling DOWN ~64%
Literature shrinking demand DOWN ~75%
“You have to make sure what's on the dashboard is what the
executive wants to see, which is sales, leads, the leads that are
expected to close - and projected revenue.” Mike Moran
Marketing 2.0 Results
“You have to make sure what's on the
dashboard is what the executive wants to see, which is sales, leads,
the leads that are expected to close - and
projected revenue.”
Mike Moran
New Marketing: Ford Motor Co.
New Marketing: Ford Motor Co.
New Marketing: Ford Motor Co.
New Marketing: Ford Motor Co.
New Marketing: Ford Motor Co.
How do Marketers Make the Transition?
Marketing 2.0 Mindset
Think Like a Publisher
Focus on Relationships
Think Like a Publisher!
Think Content!– Blogs– Newsletters– White Papers– e-books– Podcasts– Videos– Photos– Presentations
The Three E’s
Create & Spread Your Content
Engage Influential People
http://www.slideshare.net/IN2marcom/feed-the-2009-razorfish-digital-brand-experience-report
http://www.slideshare.net/IN2marcom/feed-the-2009-razorfish-digital-brand-experience-report
Get Found on the Web
Getting Found is Broader Now
Getting Found is Broader Now
Getting Found is Broader Now
Getting Found is Broader Now
Getting Found is Broader Now
Getting Found: ConAir Group
Engaging Online in the Industry
Engaging Online in the Industry
Plastics News
Plastics News
Plastics Industry Blogs
Plastics Industry Video
Networking on LinkedIn
Networking on LinkedIn
Lead Generation on LinkedIn
Facebook Fan Page Marketing
Facebook Fan Page Marketing
Twitter Marketing
What Do You Want To Be Found For?
Become a LongTail Thinker
Become a LongTail Thinker
Branded Content
Branded Content
Branded Content
Branded Content: Will it Blend?
Over 6M Views
Sales Grew 700%
National Media Coverage
Cross Over Brand Pull
SEO Value
How Do You Measure Results?
Measuring Results
Measuring Results
Measuring Campaigns Results
Measuring Leads
Measuring Results
Content = Trust, Relationships, Profit
Marketing 2.0 Mindset
Wisdom of Crowds
What Do You Do Next?
Research
Listen
Engage
Become Content Thinkers
Be Human
Try Stuff
Measure
Don’t Ignore Marketing 2.0
Bernie Borges: CEO, Find and Convert
Email: [email protected]
Blog: http://www.findandconvert.com/blog/
Twitter: http://twitter.com/berniebay
LinkedIn: http://linkedin.com/in/bernieborges
Facebook Fan Page: http://companies.to/findandconvert
Book: http://budurl.com/marketing20amazon
Video Channel: http://www.youtube.com/user/bernbaybb
Image CreditsAll of the images below were captured from each company’s website. Each logo is copyrighted or trademarked by the respective company.
Source CreditsThe following people, companies and logos used in this presentation are the sole copyrighted property of their respective owners.
Brent Britton
Blendtec
Coca Cola
Ford Motor Company
HubSpot
Indium Corp.
Proctor & Gamble
Scott Monty
Tampax
Technorati