Getting started with social media. Presented at SugarCRM SugarCon 2011

1. Ge#ng
Started,
Socially
(social
media
marke6ng)

2. Who
is
this
Dan
Kraus
guy?
• 25
year
sales
&
marke6ng
veteran
– 9+
years
with
Great
Plains
SoFware
(‘89-­‐’98)
– 6+
years
with
SAP
(‘03-­‐’09)
– Allaire
– Macromedia
– Infinium
SoFware
– ADP,
Con6nental
Cable
(Comcast)
• Founded
3
companies
• UMASS
Amherst,
Marke6ng

3. Leading
Results
Overview
• Marke6ng
services
firm
–
coaching
and
consul6ng
» 1:1
Coaching,
Group
Coaching
» Frac6onal
VP
of
Marke6ng
» Social
Media
Coaching
and
Learning
» Referral
Marke6ng
Coaching
and
Classes
• Authorized
Duct
Tape
Marke6ng
coaches
• Offices
in
Boston
and
Philadelphia
• Clients
throughout
North
America
• We
help
our
clients
stop
was6ng
money
on
marke6ng
that
does
not
create
results

4. Leading
Results
Core
Marke6ng
Mantra
• Don't
talk
about
the
products
you
sell;
talk
about
the
problems
you
solve.
• Then
talk
about
the
remarkably
different
way
that
I
will
experience
working
with
you
as
you
solve
those
problems.
• Be
sure
you
tell
me
what
I
get;
NOT
what
you
do.
Because
I
don't
have
6me
to
figure
out
if
what
I
need
is
what
you
do.

5. “IF
YOU
DON’T
LIKE
CHANGE,
YOU’RE
GOING
TO
LIKE
IRRELEVANCE
EVEN
LESS.”
-­‐
GEN.
ERIC
SHINSEKI

6. Marke6ng
has
fundamentally
changed!
From:
Outbound
To:
Inbound
(ProspecIng,
HunIng,
InterrupIng)
(ALracIng,
EducaIng,
“GeNng
Found”)
Print
Ads
Blogs,
e-­‐books,
white
papers
Radio
Ads
Podcasts
Television
Ads
Videos
Tradeshows
Webinars
Cold
Calling
Search
Engine
Op6miza6on
E-­‐mail
Blasts
RSS,
Feeds

7.
Digital
interac6vity
is
now
at
the
center
of
marke6ng

8. Quick
Poll
How
Many
of
you:
• Bought
something
online
in
the
last
month?
» Read
a
review
first?
» Ask
an
opinion
on
FB
or
other
social
network
» Read
a
blog
post
about
it
• Have
a
blog?
» Have
an
ac6ve
blog?

9. Defini6on
of
Marke6ng
Know
Like
Trust
TRY
Buy
Repeat
Refer

10. Marke6ng
Fabric
Needs
Many
Threads
1.
Strategy
before
tac6cs
2.
Complete
Marke6ng
hourglass
3.
Publish
educa6onal
content
4.
Create
a
total
web
presence
5.
Inbound
Lead
Genera6on
6.
Selling
is
systema6c
also
7.
Live
by
the
calendar

11. "Strategy
without
tac0cs
is
the
slowest
route
to
victory.
Tac0cs
without
strategy
is
the
noise
before
defeat”
~
Sun
Tzu.

12. Strategy
before
tac6cs
•
Define
your
Marke6ng
Purpose
•
Narrow
your
focus
•
Differen6ate
and
dominate

13. Why
does
it
maper
• Unique
Difference?
Ideal
Customer?
Marke6ng
Purpose?

14. Define
your
Marke6ng
Purpose

15. Marke6ng
Purpose
• Not
about
what
you
do
–
Its
why
you
do
it
» Beyond
making
money
• Ques6ons
to
Answer:
» What
value
do
we
always
deliver
» What
advice
would
you
give
to
someone
looking
to
buy
what
you
sell?
» How
do
you
want
your
customers
to
describe
you,
your
company,
your
service?

16. Narrow
your
focus

17. What
is
ideal?
•
Values you
• Profitable
• Refers

18. Ideal
customer
• Demographics
• Psychographics
• Geographics
• Behavior

19. Differen6ate
and
Dominate

20. Aprac6on
through
Differen6a6on
• To
a
prospec6ve
customer,
it
is
not:
» Great
service
• They
haven’t
worked
with
you
yet
» Length
of
6me
in
business
• But
it
might
be
similar
customers
you’ve
served
over
all
those
years
» How
well
trained
your
staff
is
• Cer6fica6ons
&
training
are
the
entry
6cket

21. What
people
really
buy?
• Your unique product/service
• Your unique process
• Your unique experience
• Your unique people
• Your unique guarantee
• Your unique packaging/delivery
…..Against a problem
Its not about the products you sell, its about
the problems you solve!

22. How
do
you
differen6ate
?
Yes
Not

23. Ask
Your
Ideal
Customers…
• What
made
you
decide
to
hire
us?
• What
was
the
biggest
problem
we
solved?
• What
that
we
do
is
of
the
most
value?
• What’s
one
thing
we
do
beper?
• What
could
we
do
beper?
• What
would
you
Google?
• Would
you
refer
us
(and
what
do
you
say)?
….
Themes
will
emerge

24. 3)
Content

25. Content
that
builds
trust
and
educates
•
Educa6onal
•
Reviews
•
Tes6monials
•
FAQs
•
Success
stories
•
Perfect
Intro

26. Where
to
Publish
•
Newslepers
•
White
papers
•
Webinars
•
Blog
•
Social
Media
•
With
Partners

27. 4)
Create
a
total
web
presence

28. General
Web
Stats
• 80%
of
all
Internet
users
go
immediately
to
a
search
engine
when
online.
• 30-­‐40%
of
users
click
on
the
first
organic
lis6ng.
• 62%
of
search
users
click
a
link
on
the
first
page
of
search
engine
results.
• 70%
of
searches
are
LONG
TAIL
(very
relevant,
not
high
traffic)
• Years
to
reach
50
millions
users:
Radio,
38
years;
TV,
13
years;
Internet,
4
years;
iPod,
3
years.
Facebook
added
100
million
users
in
less
than
nine
months;
iPhone
applica6ons
hit
1
billion
in
nine
months.
• 77%
of
search
users
choose
organic
over
paid
lis6ngs
when
searching,
67%
choose
organic
search
when
purchasing.
• If
Facebook
were
a
country,
it
would
be
the
world's
fourth
largest,
between
the
United
States
and
Indonesia.
(600m
users)
• The
fastest
growing
segment
on
Facebook
is
55-­‐
to
65-­‐year-­‐old
females.
• LinkedIN
-­‐100m
members
(I’m
number
191342)
• Twiper
–
165m
accounts
+/-­‐

29. Where
are
we?
New
research
shows
that
77%
of
US
adults
use
the
Internet
as
an
informa<on
source
•
73%
of
online
users
read
a
blog
when
shopping
locally
•
57%
join
social
networks
for
products
and
•
45%
have
started
a
blog
services.
•
83%
have
viewed
a
video
online
~
Kelsey
Group
•
39%
subscribe
to
RSS
feeds
•
36%
think
more
posi6vely
about
companies
that
have
blogs
Source:
Universal
McCann
Wave3
research
into
social
media

30. Hub
and
Spoke
social
media
in
business

31. Why
Invest
the
Time?
Website
3
Connec6ons
Social
Media
Site
Blog
Social
Media
Website
Site
Social
Media
Site
18
Connec6ons
Reviews

32. Quick
Poll
How
Many
of
You?
• Use
FB
personally?
» Have
a
FB
business
(fan)
page?
• Have
a
LinkedIN
profile?
» Have
at
least
10
recommenda6ons?
• Use
Twiper
today?
» Tweet
at
least
once
a
day
(not
about
food)

33. Before
you
start
-­‐
Listen

34. 2
Great
Listening
Tools

35. www.Google.com/Alerts

36. hpp://search.twiper.com/advanced

37. Then
–
Grab
Your
Digital
Real
Estate

38. Create
a
Google
personal
profile
hpp://www.google.com/profiles

39. Local
search
profiles
•
Google
Maps
•
Yahoo
Local
•
Bing
•
google.com/lbc

40. Social
search
profiles
•
Yelp!
•
CitySearch
•
Insider
Pages

41. Pick
Your
Key
Sites
(tools)

42. Pick
your
key
sites

43. Blah,
Blah,
Blog!
Blogging
best
prac6ces
• Read,
follow,
listen
and
comment
• When
you
are
ready
to
write,
write
what
people
search
and
what
you
know
• Feed
the
spiders
oFen
• Engage
your
comment
community
• Amplify
your
message

44. Content
Sources
StaIc
Content
(eg
Marke6ng
Lit,
Website)
• Interview
your
customers,
staff,
partners,
vendors
Dynamic
Content
(blog,
webinars,
newslepers)
• You
have
to
read
(or
hire
someone
to)
• Google
Reader
(RSS
Feeds)
to
follow
blogs
• Google
Alerts
for
updates
• Your
sales
and
your
support
staffs
–
Q’s
being
asked
• Partner’s
content

45. New
Content
Crea6on
• Share
the
burden
• Hire
a
writer
• Create
Standard
Copy
Blocks
» For
profiles
&
lis6ngs
» For
proposals/RFPs
» For
PR
ac6vi6es
• Establish
a
da6ng/expira6on
schema

46. Tweet
Tweet,
Tra-­‐la,
la-­‐la,
la-­‐la
Twiper
is
like
text
messaging
EXCEPT
Instead
of
you
deciding
who
to
send
the
message
to:
You
broadcast
messages
(Tweet)
We
decide
if
we
want
to
listen
(follow)
P..S.
You
can
also
send
direct
messages,
just
like
regular
tex6ng.

47. Who
do
I
follow?
• Twellow.com
• Mr
tweet
• Just
Tweet
It
• Tweepsearch.com
• search.twiper

48. What
do
I
Say?
(tweet)
• Content
Filter
(retweets)
• Your
new
content
(blog,
other)
• Observa6ons
relevant
to
Ideal
Customer
• Conversa6onal
comments
• #
for
conven6ons/mee6ngs/related
tweets
• It’s
all
indexed

49. The
Social
Notwork
Facebook
Best
Prac6ces
• Build
fan
page
• Connect
with
current
customers
• Post
unique
content
• Repurpose
other
content
• Be
consistent
• Use
ads
to
promote
content
• Keep
visitors
on
Facebook

50. More
than
Job
Hun6ng
LinkedIN
Best
Prac6ces
• Profile
–
links,
keywords,
descrip6ve
• Status
updates
(+Twiper)
• Repurpose
content
–
Slideshare,
YouTube
• Connect
with
clients
&
prospects
• Search
for
leads
–
Ideal
Customer
Profile
• Recommend
clients,
partners
• Use
Groups
• Ques6ons
and
Answers

51. Video
-­‐
Bigger
Than
You
Think
• The
average
U.S.
Internet
user
watches
186
videos
per
month
(May
2010)
• More
video
is
uploaded
to
YouTube
in
60
days
than
all
TV
networks
created
in
the
past
60
years
» 30
hours
of
new
video
every
minute
• E-­‐commerce
sites
that
use
videos
sell
up
to
45%
more
• 19%
of
small
business
adver6sers
already
use
online
video
–
up
from
8%
last
year.
• Forrester:
50x
more
likely
to
be
on
1st
page
of
Google’s
search
results
with
video

52. Video
is
moving
to
the
web
–
and
to
new
devices
• Web
video
is
already
responsible
for
32%
of
Internet
traffic,
growing
to
54%
in
2014.
60+%
annual
growth
• Web-­‐based
video
is
now
spreading
from
the
browser
to
the
TV
screen
and
mobile
devices
• Companies
have
to
be
there
to
reach
their
audience
Sta6s6cs
source:
Cisco

53. How
relevant
is
Video
SEO?
• About
30-­‐40%
of
video
views
are
the
result
of
search
queries
(including
Youtube
search).
• Another
30%
are
the
result
of
social
sharing
on
Facebook,
Twiper,
blogs,
etc.
• The
rest
gets
discovered
right
on
a
website
or
a
video
playorm
(“stumbled
on”).
• Caveat:
Numbers
about
this
topics
vary
wildly.

54. 7)
Live
by
the
calendar

55. Live
by
the
calendar
•
Quarterly
themes
•
Monthly
ac6vi6es
•
Weekly
ac6ons
•
Daily
appointments

56. Integrate
&
Amplify
www.YourCo.com

57. Summary
• Outbound
has
been
replaced
by
Inbound
• Digital
Interac6on
underlies
everything
•
Have
COMPLETE
sites/profiles
•
Get
familiar
with
video
content
•
Create
a
System
•
Where
to
start?
Content!

58. Result
Ul6mately,
an
effec6ve
marke6ng
system
has
your
phone
ringing
and
eliminates
the
need
to
compete
on
price.
Offer
#1
Complete
the
evalua6on,
get
the
slides

59. What
Next
• Marke6ng
Hour
Glass
Audit
» You
complete
our
ques6onnaire
» We
spend
45m-­‐60m
with
you
to
review
your
current
marke6ng
against
a
Marke6ng
Hour
Glass
» We’ll
provide
you
with
a
blank
copy
of
our
calendar
template
Check
off
the
box
on
the
eval….

60. We
help
small
businesses
stop
was6ng
money
on
marke6ng
Thank
You
&
QuesIons
Contact
Us
Web:
www.leadingresults.com
Email:
dkraus@leadingresults.com
Phone:
978-­‐562-­‐4161
Twiper:
@LeadingResults
facebook.comleadingresults