The document discusses the evolution of marketing from traditional outbound marketing (Marketing 1.0) to modern inbound marketing (Marketing 2.0) driven by social media and user-generated content. It outlines how various industries have made this transition, from farming and telecommunications to computers. Marketers are advised to shift to a content-focused, publisher mindset and build relationships through blogs, social networks and other online content. Case studies show how companies have benefited from this new marketing approach through increased leads, sales and brand awareness while reducing traditional advertising spend.

1. Social Media MarketingThe Good, The Bad, The Ugly Bernie Borges September 21, 2010

2. Marketing History Lesson 1950 to 2000 2

3. In a Transition 2000 to 2009 1990 to 2000 3

4. Marketing 1.0 vs. Marketing 2.0 Outbound Marketing Inbound Marketing 4

5. Buyers Don’t Have to Tolerate It 5

6. But….. Some marketers don’t get it…. 6

7. New Marketing Paradigm Mindset Shift Content Strategy Relationship Building 7

8. New Marketing Paradigm 8

9. How Did We Get Here?

10. Farming 1.0 10

11. Farming 2.0 11

12. Telephone 1.0 12

13. Telephone 2.0 13

14. Computers 1.0 14

15. Computers 2.0 15

16. Customers Changed Too…

17. Consumers Don’t Tolerate Marketing 1.0 http://www.youtube.com/watch?v=heSudg-tfIk 17

18. Consumer Trust is Down: Surprised? http://www.edelman.com/trust/2009/ 18

19. B2B Marketing Budget Going More Digital 19

20. Inbound Marketing is More Effective Source: State of Inbound Marketing Report - http://bit.ly/aewfHr 20

21. Inbound Marketing Budgets Increasing Source: State of Inbound Marketing Report - http://bit.ly/aewfHr 21

22. Small Companies Do More Inbound Source: State of Inbound Marketing Report - http://bit.ly/aewfHr 22

23. Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http://bit.ly/aewfHr 23

24. Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://bit.ly/aewfHr 24

25. Blogging More Often Drives Results 25 Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

26. Most Business Blogs Post Weekly Source: State of Inbound Marketing Report - http://bit.ly/aewfHr 26

27. Business Blogging Strategies Themed Human Voice Transparency Commitment 27

28. Create Great Content by Blogging 28 Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

29. Blogging Attracts More Links 29 Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

30. Leads by Indexed Web Pages 30 Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn

31. Leads by Keywords with SEO Ranking 31 Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn

32. Blogging and B2C and B2B Leads 32 Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn

33. Bigger Blogs Generate More Leads 33 Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn

34. Stories Worth Telling

35. A B2B Marketing Success Story 35

36. B2B Marketing 2.0 Home Run 36

37. Humanizing a Technical Product 37

38. Indium White Papers by Subject 38

39. Indium White Papers by Author 39

40. Indium White Paper Download 40

41. 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 RESULTS (2009): SPENDING Advertising magazines failing DOWN ~90% Exhibitions shrinking, combining, cancelling DOWN ~64% Literature shrinking demand DOWN ~75% 41

43. thousands of dynamic, fresh, poignant, concise posts

44. blog presence - From 0 blogs to 1 to 2 to 12 to 70 blogs!

45. Twitter presence

46. Facebook presence

47. LinkedIn presence

48. From anonymity to ubiquity

49. From nobody to celebrity

50. From spending tons of money the traditional way to spending tiny amounts of money

51. From generating “typical” leads to very highly- (self-) qualified leadsMarketing 2.0 Results 42

52. New Marketing: Ford Motor Co. 43

53. New Marketing: Ford Motor Co. 44

54. New Marketing: Ford Motor Co. 45

55. New Marketing: Ford Motor Co. 46

56. New Marketing: Ford Motor Co. 47

57. Simmons Homes 48

58. Simmons Homes 49

59. Simmons Homes 50

60. Simmons Homes 51

61. Simmons Homes 52

62. Simmons Homes 53

63. Simmons Homes 54

64. Simmons Homes 55

65. Simmons Homes 56

66. Amore Apartments 57

67. Sealy Apartments 58

68. How do Marketers Make the Transition?

69. Marketing 2.0 Mindset Think Like a Publisher Focus on Relationships 60

70. Think Like a Publisher! Think Content! Blogs Newsletters White Papers e-books Podcasts Videos Photos Presentations 61

71. The Three E’s Educate Enlighten Entertain 62

72. Create & Spread Your Content 63

73. Engage Influential People 64

74. Get Found on the Web 65

75. Getting Found is Broader Now 66

76. Getting Found is Broader Now 67

77. Getting Found is Broader Now 68

78. Getting Found is Broader Now 69

79. Getting Found is Broader Now 70

80. Search Results Then and Now 71 Universal Results

81. What Do You Want To Be Found For?

82. Become a LongTail Thinker 73

83. Branded Content

84. Branded Content 75

85. Branded Content: Will it Blend? Over 6M Views Sales Grew 700% National Media Coverage Cross Over Brand Pull SEO Value 76

86. How Do You Measure Results?

87. Measuring Results

88. Measuring Results 79

89. Measuring Campaigns Results 80

90. Measuring Leads 81

91. Measuring Results 82

92. Content = Trust, Relationships, Profit 83

93. Create a Broad Online Footprint 84

94. Wisdom of Crowds 85

95. What Do You Do Next? 86 Research Listen Engage Become Content Thinkers Be Human Try Stuff Measure Embrace Marketing 2.0

96. Read more… Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing Amazon Wheatmark's online bookstore Website: http://www.findandconvert.com Blog: http://www.findandconvert.com/blog Twitter: http://twitter.com/berniebay LinkedIn: http://www.linkedin.com/in/bernieborges Facebook: http://www.facebook.com/bernie.borges Facebook Fan Page: http://www.facebook.com/findandconvert

97. Image Credits All of the images below were captured from each company’s website. Each logo is copyrighted or trademarked by the respective company. 88

98. Source Credits The following people, companies and logos used in this presentation are the sole copyrighted property of their respective owners. 89 Amore Apartments Blendtec Coca Cola Ford Motor Company HubSpot Indium Corp. Proctor & Gamble Scott Monty Sealy Apartments Technorati