1. Connecting Your Brand
to Your Customers
Whitney Hoffman
Hoffman Digital Media

2. Session 2
Using Social Media to Connect Your Brand to Your Customers
Who to connect to and why? Inbound and
Outbound Marketing in a Nutshell
Finding and Engaging Your Audience
Elements of making your messages memorable
How to Listen as well as Broadcast

3. Where Are Your
Customers?

4. Are These Your Customers?

5. Are They Here?

6. I know I’m wasting half my advertising
budget, I just don’t know which half.
-John Wanamaker

7. Outbound, a.ka.
Traditional
Marketing

8. Traditional Marketing
• Print (newspapers, magazines, flyers)
• Direct Mail
• Broadcast (TV, Radio)

9. Inbound Marketing

10. Inbound Marketing Tools
• Online Ads
• Website
• Blogs
• Email (newsletters, email marketing)
• Social Media, including online video
• SEO/SEM, Review Sites, Mobile

11. Let’s compare

12. Traditional Marketing InBound Marketing
$
Website (homebase)
Street Traffic
Blog or other fresh content
$
Ads, Direct mail
Social Media Sites
$ E-mail and Newsletters
TV, Radio, Newspapers
Search Engines & Reviews
$
Banner Ads, PPC, Facebook Ad
$
Mobile + Groupon,
Reputation, WOM

13. What Will Work For
You?

14. There’s probably
more than one
answer...

15. What Do You Want?
Goal Metrics
Friends, Fans,
Attention
Followers, Visits
Contact Information,
New Leads
Data
New Customers Conversions
Downloads for White
Leadership in the field
papers, ebooks, etc.

18. Integrated Marketing
• QR Codes (used well)
• Foursquare
• Mobile/Location Aware
• Groupon
• Custom URL’s

19. Why?
• Drive People to an exact page to
measure conversions/engagement
• Easiest: bit.ly , hootsuite and other
URL shortners with metrics
• More difficult: Google Custom URL
Builder, A/B Testing

25. Typical Sales Funnel
Marketing
Sales
Product & Customer
Service

26. Relevancy
to you, to your customers

28. Channels are on 24 x 7

31. Step One

32. Using Tools to Listen
1. Google Alerts
2. Twitter search
3. Blog Search

33. iGoogle can be your Newspaper

34. Monitoring,
Comparing
Quantcast
Compete.com
Alexa
Radian6 (Social Media Monitoring)
Flowtown (Social Media Monitoring)

35. Creating Communities
✦ This is a long term versus short term strategy
✦ People come to you because of content and
added value
✦ Grows network, fans, evangelists
✦ Must give them something to do- keep it fresh
or it dies

36. Tribe Identity

37. Competitive Intelligence

38. Competitive
Intelligence
✤ SEOMoz, Alexa.com,
Compete.com, Quantcast- How
well are you doing, and how
well are your competitors
doing?
✤ Search for trends in
trends.google.com to see if you
can produce timely or
seasonally relevant content
✤ Google Alerts for competitors
as well yourself

39. Your Customer or Theirs?
Can you be there to catch
your competitor’s unhappy
customers?
Can you be there when
they’re not listening?
Can you offer a helpful
alternative?
Can you position yourself
next to similar businesses and
partner?

42. “We’re still in the process of picking ourselves up off the
floor after witnessing firsthand the fact that a 16-year-
old YouTuber can deliver us 3 times the traffic in a
couple of days that some excellent traditional media
coverage has over 5 months.”
~ Michael Fox

43. Lifetime Value of a Customer
Formula includes:
Average number of years a customer does
business with you
Average revenue per customer per year
Estimated costs to deliver products/services

44. Consider
Cost of a lost customer in terms of lost revenue
and-
Loss of additional customers due to word of
mouth
Cost of Retention- what do you have to do to
keep existing customers happy?
Churn rate- how many customers leave? And
what does it cost to replace them?

45. Do The Math
Cost Per Lead* = (Total Ad Costs) / (# Leads
Generated)
Total Ad Costs = Direct Ad Costs + Indirect Ad Costs
Direct Ad Costs = All Ad Fees + Design Costs + Tracking Costs + Agency Fees
Indirect Ad Costs = Administrative Overhead = ($/hr) x (# hrs)
Marketing ROI = (Revenue – Marketing Cost) /
Marketing Cost

46. Think like a publisher, not a
marketer.

47. Content Rules

49. Making Content Memorable
Keep it
Simple
Make it
Unexpected
Concrete
Credible
Emotional
Story

50. What Does It All
Mean?
Demystifying the Networks
Comparisons and Data

51. If content is King, conversion
is queen.
-John Munsell, CEO of Bizzuka

52. “If you make customers unhappy in the physical
world, they might each tell 6 friends. If you make
customers unhappy on the Internet, they can each
tell 6,000 friends.”
-Jeff Bezos, CEO of Amazon.com

53. What You Need
Tools
Tactics (abilities)
Strategy (skill)

58. The Most Integrated
Marketing Plan on
the Planet

61. Social Media is an
ingredient, not an entree.
-Jay Baer

63. Decide on a Goal,
Then Measure It

64. Custom URLS

66. Wrap Up Advice
• If it’s integrated, you can measure
your results
• Make sure you set goals and
expectations up front- what can you
expect?
• Test (A/B), Play, and find what works
for you

67. The Face (and voice)
of Your Brand
Network Solutions, Shashi Bellamkonda
The Social Media Swami

69. Where do you find your customers?

71. I like to say Twitter is like a bar, Facebook
is your living room, and LinkedIn is your
local Chamber of Commerce.
-BS Stoltz

72. These Are Your
Billboards

74. Social media is free in the same way
a puppy is free.

75. Let’s get Beyond
“Oooh, Shiny!”

80. The End

83. Things you’ll need to
consider
• Who will be that public face?
• Do they have the ability/authority to
solve problems?
• Frequency of Updates
• The “reason” to blog

86. “Social media changes the relationship
between companies and customers from
master and servant, to peer to peer.”

87. “In the long history of humankind those who
learned to collaborate and improvise most
effectively have prevailed.”
~ Charles Darwin

89. What’s Your Time
Worth?

90. Income /2080 =
Hourly Rate

91. $40,000/ yr =
$19.23/hr

94. Looking for the Sweet Spot

95. Influence
Liking
Reciprocity
Social Proof
Consistency
Authority
Scarcity

96. RSS- Really Simple Syndication
Subscription- Let Them Come to You

97. Session 2
Using Social Media to Connect Your
Brand to Your Customers
Who to connect to and why? Inbound and
Outbound Marketing in a Nutshell
Killer content: Engaging Your Audience
Elements of making your messages memorable
How to Listen as well as Broadcast

100. Don’t Be This Guy

101. Strategy

104. Contact Info:
Whitney Hoffman
Hoffmandigitalmedia@gmail.com
Twitter: @whitneyhoffman, @ldpodcast
Facebook: Whitney Hoffman
Google Voice: (302) 482-4599
Mobile: (302) 562-6507
URL: www.whitneyhoffman.com

106. Cautions

111. Top Social Networks
LinkedIn
Twitter
Facebook
Plus, we’ll talk mobile- Foursquare

121. Social Media ROI
Efficiency Increase network
Reputation Grow Trust
Differentiation Client Education
Client Service/ New Opportunities
Retention
Flexibility, Timeliness
PR & Exposure

122. Creating
Communities
This is a long term versus short term strategy
People come to you because of content and
added value
Grows network, fans, evangelists
Must give them something to do- keep it fresh
or it dies

123. Case Studies
Comcast - Increase Groupon: plusses and
customer satisfaction, minuses- Superbowl
reduce loss of Debacle
customers
Motrin Moms
Zappos- expand
business model, build
customer base

124. Content Rules

135. Social Media ROI
✦ Efficiency ✦ Grow Trust
✦ Reputation ✦ Client Education
✦ Differentiation ✦ New Opportunities
✦ Client Service/Retention ✦ Flexibility, Timeliness
✦ PR & Exposure
✦ Increase network

141. RSS- Really Simple Syndication
Subscription- Let Them Come to You

145. Case Studies
✦ Comcast - Increase ✦ Motrin Moms
customer satisfaction,
reduce loss of customers
✦ Zappos- expand
business model, build
customer base
✦ Groupon: plusses and
minuses- Superbowl
Debacle

146. Changing Marketplace
Everyone can create their own channel of
communication- often inexpensively.
Everyone can market their own ideas.
The problem lies in building the right network
for that communication.

147. Megaphones Don’t Work
You no longer control the entire message

148. They’re Shouting Back
Your Customers Now Have A Say

149. You’ve Got Ideas

160. Where is Your Community?
Where are Your Audience?
Connecting Where It’s Relevant to Them