Trends with Benefits

Social Media 2012 Playbook March 28, 2012

Trends Benefits Search LinkedIn TwitterEmail Mobile

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Social Media 2012 Playbook March 28, 2010

About North Shore Technology CouncilSlide 14 – About today’s sponsor, Net Atlantic ….. Slide 22 – Playbook Start Page …………………..

Contents:

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MISSIONTo build a strong ecosystem for the success of technology businesses North of Boston by facilitating:

CollaborationNetworkingProfessional growthEconomic development

NSTC VISION

To be the leading collaborative fostering technology businesses North of Boston

We can’t do it without you Programs Committee Membership Committee Sponsorship Committee IT Committee Marketing Communications Committee Biomedical Technology Section Sustainability ForumWomen’s Initiative

Volunteer Opportunities

Join the discussion and stay connected with the NSTC and its members.

Join our LinkedIn group and Facebook page.

Partner Organizations

Mass High Tech

Platinum Sponsor

Pepper Hamilton LLP

Platinum Sponsor

Gold Sponsors

Welcome Gold Sponsor

Silver Sponsors

Axcelis Technologies, Inc.

Innovent TechnologiesMass Capital Resource

Company Endicott College

Comcast Business ClassThe Enterprise Center at

Salem StateThe Superior Group

The Hanover Insurance Group

BerryDunn

Today’s Sponsor

Net Atlantic is a proud sponsorof the NSTC

Who is Net Atlantic?

• We are one of the first Email Service Providers• ~2000 customers worldwide• 35 employees• Over 6 billion emails sent last year

• On track to send over 8 billion this year!• Located in downtown Salem, Mass

Why is email so effective? Email marketing:

• Drives behavior• Builds brands • Increases revenue• Is a highly effective “push” technology• Is a key piece of your complete Marketing strategy

Our Difference

• Our advanced technologies allow for high levels of

integration, segmentation, dynamic content creation,

triggered and sequential messaging, multi-channel

messaging, and more

• We are a key partner to help

you succeed online

• We’re not just an

Email Service Provider;

We are an extension of your

Marketing Team

• The world is constantly changing, and as an agile company, Net Atlantic has become an integrated multi-channel engine (Email Marketing, Social Media, Content Creation)

We help you drive results

And… Do Not Forgot To Make It Social!

There are some Net Atlantic team members in the audience.After the event, feel free to ask them questions!

Sequel event: “North by North Shore”June 13 – all morning at DYC. Deep dive! Learn live! Sign up at

http://northbynorthshore.com To get timely updates, discounts, planning tools, registration details etc. updates as they occur!

EatMedia.comChange is a constant

bordering on chaos

Surround yourself with people that help you use these forces.

EatMedia or be Eaten

Chief Revenue Office (CRO)

Sales, Marketing, Client Relations, Fanbase building Digital, Mobile, Social, Events CRM, Marketing Automation, Analytics Content Development User Experience design

GO F.LIN.T.Y.

ROI?Return On Investment

Risk Of Inactivity

5 Years: $5-30 B Sales Growth of Physical Goods

Whose Responsibility?- Yours

- Your Team- Friends & Vendors

I hear, and I forget. I see, and I remember. I do, and I understand.

- Chinese Proverb

Evolve…

Dave Armano+

Know Your RigTrust Your Rig

Get … and Be:

It’s about the Story You Tell

… OR DO WE?

Twitter hashtag: #NSTC328

Pencils down!

This Playbook will be shared via

Twitter, LinkedIn, NSTC.org, FanFoundry and EatMedia.

Every logo, button and frame here is a live link.

Today we will focus on a few key highlights.

How deep you dive later is up to you.

3 Forms of Media:OwnBuyEarn

2 Reasons to Participate:OpportunityObligation

1 Most Important:Content

Outbound Marketing

Inefficient Interruptions

InBound Marketing

Hubspot

What are you trying to build, and where?

Social Media = Generation “C” – connecting, conversing, collaboratingSocial Media Marketing = telling your story in a compelling, conversational way – part of a broader Content Marketing strategy.

1. Business challenges • content strategy• content creation• audience discovery • audience engagement & dialogue • converting audience into customers and fans

2. Audience challenges• irrelevant content • ineffective content • less time and attention

What are you trying to say, and to whom?

Uptake factors 1. Content strategy - how do you want to be known?2. Data strategy – how will you identify target audiences? 3. Channel strategy - re-usable content “chunks”

Ex: white paper > preso > blog > Tweet > video > podcast 4. Audience self-discovery – SEO, targeting, etc.

Intake factors1. Sharing (or “Snaring”) features 2. Landing pages 3. Opt-in and response management 4. Conversation – listening, monitoring and engagement 5. Database management

Content Marketing via Social Channels

•Email Marketing •Microsites •Forms/Surveys

•Commerce / Storefront •Inventory / Budget Mgt •Multi-Vendor Mgt

•Brochure Builder •Presentation Center •Education Center

Social Mobile E-mail Print Web Video

Distribution

Engagement

User - Generated Content (UGC)

Assets Access Dynamic Assembly

Campaign Management

Reporting & Measurement

Management

Production

Online Marketing On-demand Print Studio

Sales Enablement Tools

A Content Marketing Ecosystem

Next up: Trends

Today’s focus

Trends

Hubspot 2011

Generation “C” Last Decade Last CenturySpeed Light beam Cycle time (HDD) ElectronAuto Rental RelayRides, Zipcar Enterprise Rent-a-Car TaxiMovies Red Box, NetFlix Comcast BlockbusterBooks Amazon, eBooks Borders Public LibraryElectronics NewEgg.com Dell.com, Best Buy Circuit CityTelephones Samsung, Apple (4G) RIM & Motorola Ma BellMusic Spotify iTunes Tower RecordsReal Estate Zillow Realtor.com Newspaper Search Summly, Quora Google, Wikipedia Encyclopedia BrittanicaBusiness News Xfinity, Mashable Cable TV / WSJ .com Network TV / NewspaperJobs LinkedIn Monster.com Newspaper

Business Forum LinkedIn, Virtual Trade Show

LinkedIn, Virtual Trade Show Trade Show

Social Forum Facebook, Pinterest Friendster Tripod, Lycos

Opinion Forum Twitter, Polldaddy, LinkedIn Forums & focus groups Mail surveys

Where are we now? New ways to engage:

Generation “C” Last Decade Last CenturySpeed Light beam Electron PlaneAuto Rental RelayRides, Zipcar Enterprise Rent-a-Car TaxiMovies Red Box, NetFlix Comcast BlockbusterBooks Amazon, eBooks Borders Public LibraryElectronics NewEgg.com Dell.com, Best Buy Circuit CityTelephones Samsung, Apple (4G) RIM & Motorola Ma BellMusic Spotify iTunes Tower RecordsReal Estate Zillow Realtor.com Newspaper Search Summly, Quora Google, Wikipedia Encyclopedia BrittanicaBusiness News Xfinity, Mashable Cable TV, WSJ .com Network TV / NewspaperJobs LinkedIn Monster.com Newspaper

Business Forum LinkedIn, Virtual Trade Show

LinkedIn, Virtual Trade Show Trade Show

Social Forum Facebook, Pinterest Friendster Tripod, Lycos

Opinion Forum Twitter, Polldaddy, LinkedIn Forums & focus groups Mail surveys

Where are we now? New ways to engage:

Digital Darwinism (def.): When Technology and Society change faster than people’s ability to adapt.

10M 0 2 M 0 10 K 10M

Facebook Users

Ebay Sales Mashable Subscribers

Ebooks (% of all

sales)

Music Downloads

Mobile Apps

LinkedIn Users

Twitter Users

500M$100M 30 M

eBooks

A few 5-year trends

10M 0 2 M 0 10 K 10M

Facebook Users

Ebay Sales Mashable Subscribers

Ebooks (% of all

sales)

Music Downloads

Mobile Apps

LinkedIn Users

Twitter Users

500M$100M 30 M

eBooks

A few 5-year trends

20% of US commerce revenue is online – and that’s just Retail

Social Media =

The Internet’s way of driving us all crazy…

But it’s a great way to reach an extended audience.

The crazy part is….

Friend

Daily Weekly Seldom / never

No two audience members are alike

First: Assess your social “graph”

You 1000+ 450 0 8 0 1700+ 390 110

Aud 1 1500 1600

•What are the trends? •Who are your audiences? Where do they socialize? •Who is Scouting? Active? Immersed? Influential?•How connected and influential are you?

Who uses what? How, and why?

Click here for stats on Twitter, Pinterest, Facebook, Google+, Reddit, Digg (search Mashable.com for “Social Media Demographics” 61

Next: Benefits

Who uses what? How, and why?

•Assess the trends • Do the free R&D: Assess your audience

Who are they? Where are they? Who is influential?• Assess your own social graph • Align your content & presence to your audiences

Summary: Crowd-surf the trends

Benefits

What’s In It for Me?

Q: What’s In It for You?

Consider:

The attributes of business now apply to the individual

New sources of Capital.A:

Relationships

New sources of Capital.A:

Relationships

Influence

New sources of Capital.

Relationships

Influence

$Relationships

InfluenceSocial Capital

Financial Capital

$Relationships

Influence

Q: How are they interchangeable?

Influence

• Trust • Reciprocity • Knowledge • Authority • Recognition

$Relationships

Through Value Exchange:

How are they interchangeable?

Example: Influence as Social Capital

Knowledge + Authority

Influence

Influence = X Reach X Relevance

(Value)

Example: Relationships as Social Capital

Trust + Reciprocity

X Reach X Relevance Relationships =

Relationships

(Value)

Exploit the

Knowledge 23% say there's not enough Educational info (IDG Connect)

Authority (Expertise)

48% said if the quality of thought leadership improved, it would influence their purchase decision. (ITSMA)

Reach 43% of marketers say customers view their content as disjointed or hit and miss. (Forrester Research)

Relevance 39% say this key element is missing (IDG Connect)

Influence gap = investment opportunity

Relationship gap = investment opportunity

Trust 98% ignore ads; 89% buy based on expert & peer recommendations (IDG Connect)

Reciprocity92% willingly exchange personal data for benefits - service, convenience, etc. (IDG Connect)

Reach43% of marketers say customers view their content as disjointed or hit and miss. (Forrester Research)

Relevance 39% say this key element is missing (IDG Connect)

It don’t mean a thing If you don’t hear “cha-ching”

Social Capital gaps = investment opportunities

1. content

2. community 3. conversion

1. content

identity

preferences

requirements

1. engagement

Exchange information along your buyer’s journey: Identity Preferences Requirements

sample save

subscribe

identity

preferences

requirements

ask share

compare

convert transact

2. fulfillment

Meet audience needs and interests with useful content and a Call to Action (CTA)

1. engagement

1. content

sample save

subscribe

identity

preferences

requirements

ask share

compare

convert transact

3. relevance

2. fulfillment

News • EventReview • Referral

Website • Blog

Event • RewardSurvey • Partner

Proposal • Report Dashboard

Demo Presentation Conversation

1. engagement

Be relevant!

1. content

2. community

3. conversion

So, how’s your Social Capital?

What’s that nagging feeling?

How close are you…

…to this…

… or this?

Source: Forrester Research

http://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/

Poll: What’s Your Social Profile?Creator

Critic

Collector

Joiner

Spectator

Inactive

Conversationalist 36%

Source: Forrester Research

http://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/

Poll: What’s Your Social Profile?Creator

Critic

Collector

Joiner

Spectator

Inactive

Conversationalist 36%

= World= NSTC

If the Currency of Social Capital is Action…

…take action. Climb a social rung each week.

Scouting

Active

Immersed

Influential

Action item 1: Climb a social rung every week…alongside your audience

Thinking Like Your Customer - 3 challenges:

1.Expanding competition - you’re competing with everyone2.Evolving customers – multi-channel, higher stakes (data)3.The torch has been passed – customers own the bullhorn

(Accenture)

1. Find your audiences and communities.

Who are they? Where are they online? Who is Scouting, Active, Immersed, or Influential?How engaged and influential are you?

2. Identify the Influencers. Quality trumps quantity.

Social Analytics help you identify which people are sharing content, and their sentiment about it. Explore channels. Mine data. Update your graph. Every Social channel gives you reports.

A Good start: a Social Listening Strategy

Social Listening Strategy (cont’d)

3. Learn & follow your keywords and trends. 4. Announce a social business strategy.

What are you passionate / expert about? Why are you there? What are your goals?

Relevance - customer service Reputation – public persona Ideas - Brainstorming, crowdsourcing, R&D Commerce - Sales Leads

5. Harness the data (stats, activity, echo effects)

6. Frame a Social Media policy for your team….95

FTC requires you to have a Social Media policy

Per FTC Guidelines on Endorsements & Testimonials, any company spokesperson should:

• Reflect their honest beliefs, opinions or experiences • Not make objective claims about a company’s products or services without appropriate authorization • Not constitute defamatory statements • Not violate the privacy of others • Not be offensive, profane, harassing, derogatory or discriminatory • Not infringe on the IP rights of others • Not constitute deceptive or misleading statements about products or services you provide

Word of Mouth Marketing Association (womma.org) 96

Expectations + framework > open dialogue

Action item 1: Climb a social rung every week

Scouting

Active

Immersed

Influential

…alongside your audience

Review:

Summary

•Invest in Social Capital (Relationships and Influence) •Have a Social Listening Strategy •Have a Social Media Policy•Climb a Social rung each week •Set expectations, provide framework, open dialogue

Next up: Search

Search

Or: How to get found

Search marketing is child’s play…

Got any Aces?

Go fish!

Are virtual trade shows worth it?

104104

Ads Ads#Fail

Everything can be tagged. This presentation is. Next slide…

Tag! You’re It.

Everything can be tagged. This presentation is.

Summary:

•Search is child’s play. So play the games. •Get visible. •Get found.•Get shared.

Next up: LinkedIn

(we) I- Reid Hoffman, Founder

“ ”

- Reid Hoffman, Founder

“All the attributes of business now apply to the individual”.

The 3 main ingredients of growth -

• Broader vision

• Faster learning

• Collective intelligence

Source: HBR

Q: Who’s there?

Get LinkedIn helper apps at:

Action item 2: Start a new habit

Join Groups

R&D: ask a question

Contribute to a Discussion

Publish: share the answers

Complete Profile (100%)

Start a Discussion

Get helper apps

Bonus: LinkedIn Power User Cheat Sheet1.Leverage Groups. You can bypass the connection requirement

and directly message fellow group members. 2.Search options. Advanced Search: lets you sort results of

searches by many handy criteria, such as degree connection, skill tags, etc.

3.Link your Twitter account and share your LI status updates on Twitter and vice versa.

4.Make your LinkedIn profile your resume. Use the Resume Builder tool. Choose a template, edit, and export as a .pdf that you can print, email and share.

5.Video. Add it to your Company page. Company Page > Products > Admin Tools > Add product or service

6.Rearrange your Profile. In Edit mode, hover mouse over Title of each section to activate a 4 - arrow icon, then click and drag that Title and its content.

7. Extend the life of your questions. Answers > My Q&A : click on any quesiton you'd like to revive and click "re-open this question to answers". 7 day increments.

8. Share questions or your answers to others' questions. Use the "share this" feature beneath a question. You can then share it via LinkedIn, bookmark it on Delicious, or grab the permalink to share elsewhere.

9. Track Industry news. Use Linkedin Today. Sign up for email summaries, too.

10. Export Connections. Contacts > My Connections > Export Connections

11. Find email contacts. Use the Linked In companion for Firefox. It helps you ID the profiles of people who email you, plus access other LinkedIn features.

118Get strategy guides at linkedin.com’s Learning Center (“footer” menu)

LinkedIn Power User Cheat Sheet (cont’d)

Action item 2: Start a new habit

R&D: ask a question

Contribute to a Discussion

Publish: share the answers

Start a Discussion

Next up: Email

Join Groups

Complete Profile (100%)

Get helper apps

Review

How email enhances social media

• Everybody has it

• It’s a “long format” channel (>140 char.)

• It’s always on

• It’s available everywhere

• It enables sharing across channels & graphs

•It gives you feedback (performance data)

Gaps (investment opportunities)

• Get targeting right, finally know your audience and speak to their pain

• Design for mobile and sharing (vs. snaring) – tags, buttons, formatting

• Test, test, test - testing is the new proofreading Treat email and websites alike Combine & analyze the data to improve

A Report on:

• 500,000 email software product users

• over 100,000,000 emails sent

• Open & Click rates

Open:19.58%

Click: 3.81%

Average user

+ 82%+ 24%

Open: 24.22%

Click: 6.94%

Open:19.58%

Click: 3.81%

Average user Pro user

Email marketing Pro cheat sheet:

•From: Sender’s FName, LName, Company

•Subject: Front-load (What’s in it for Me, the recipient)

•Testing! Testing! A/B test subject, link, graphic, etc.

•Text/graphics : 80/20

•<alt> tag your graphics (“Ed’s pic”, not “8726.jpg”)

•Grammar, spelling, punctuation, syntax – check!

•Clear CTA (call to action) - above and below the fold

•Mobile-friendly – font, link & graphic size / spacing

•Social Links – LI, FB, Twitter, etc.

Email #FAIL: Let us count the ways…

To: DavidFrom: Ed | fanfoundrySubject: 3/28 preso, links, etc.Date: March 28, 2012

David, I look forward to meeting all of you at Wednesday’s breakfast on “Trends With Benefits”.

Here are the links:

•What’s Your Social Profile” (online poll) •NSTC.org event registration page •EatMedia.com event page •Fanfoundry.com event page

Cheat Sheet - condensed

Header (From, Subject) Text/Graphics <alt> tags Text proofing Call to Action (CTA)Mobile friendly Social links

Here are the links:

Action Item 3: Treat Email and Websites alike

Cheat Sheet - condensed

What do these mean?Why abbrev.?

Email #FAIL Example 2: actual email sent by an email marketer

JKL Assoc. | Exciting Development at JKL Associates | Having trouble viewing this email? Click here header Hi Ed feathered Recently

Who cares? WIFM?

redundant

Huh?Huh?Huh?Huh?

Message view

customers’ (omit paragraph)

Confused: You’ll build me a custom app? If not, LINK to examples so I can imagine the possibilities.

How? Example!

all of me?

You’re Link to examples

<alt> tags could be more

descriptive

Make “contact us” a hyperlinkAdd link:

“more about BNI”)

Message view

Summary: target, share, test

Test, test, test:

Next up: Twitter

• Test email like it’s a website • Format email for the small screen

Half of all active mobile phones are smartphones, so:

1. Organize (list) audiences, identify trends

2. Meet new like-minded people

3. Share ideas and opinions freely

4. Collaborate with colleagues

5. Get news firsthand from the news makers

(better yet: Be a newsmaker)

6. Accelerate and make money!

6 Reasons to love Twitter:

What’s in your Twitter toolbelt?

ROI Examples:

•Leveraging Twitter for Content Promotion (client: CommLink Services Inc.)

•Leveraging Press for Lead Generation (client: Sustainable Minds)

•Event Attendance & Sponsorship (client: Global Strategic Management Institute)

•Increase Tourism (client: Tourism Fiji)

I have a sustainability blog titled “Social Climate”, named after my nonprofit, the Social Climate Group. Here it is:

I also have a Twitter account named SocialClimate, where I “tweet” my articles about NSTC’s Sustainability SIG (etc.) and inform my writing by observing topical trends.

Recently, I “tweeted” about my article discussing ways city and campus buildings could save on grid-energy, HVAC, electrical and pollution expense by switching from copper based networks to fiber optics. Here it is:

Keywords: earth • social • climate • datacom

What happened next?

Here are a few sips fromthis “tweetstream”

(most recent on top):

My Tweet

recent

My Tweet

What happened that first week …

Audience 20 new Twitterati following @SocialClimate onTwitter 17 new Blog subscribers at www.1SocialClimate.com 80 new product inquiries o/b/o my client (cited in article)

“Echo” boom37 “Re-tweets” (“RT”) of my original message 79 Follow Friday (“FF) mentions – Twitterati endorsements 131 other mentions of @SocialClimate

What happened that first week …

ROI 2 Speaking engagements (one volunteer, one paid) 2 Article submissions (paid) 3 inquiries regarding my services - one deal landed (so far) 1 repeat customer

80 hours in fees for 8 hours of work … and counting.

TwitterVerse amplifies the message. Here are 2 examples.

Audience: Analysts, Bloggers & Journalists – 85 People from 60 firms

Example: Feb 2012 Product announcement from Sustainable Minds

Twitter Shorthand Across the Ages (LOL)

Abbreviation Gen X/Y translation Boomer translationBFF Best friend forever Best friend’s funeral

BTW By the way Bring the wheelchair

IMHO In my humble opinion Is my hearing aid on?

DWI Driving while intoxicated Driving while incontinent

FWB Friend with benefits Friend with beta blockers

FYI For your information Found your insulin

LOL Laughing out loud Living on Lipitor

ROFL Rolling on the floor laughing

ROFLCGU Rolling on the floor laughing; can’t get up

150Next: Mobile

Summary: Embrace your Twitterati.

1. Organize (list) audiences, identify trends 2. Meet new like-minded people3. Share ideas and opinions 4. Collaborate with colleagues 5. Get news firsthand from the news makers

(better yet: Be a newsmaker) 6. Accelerate and make money!

Mobile

Get Smart

SoLoMo

U.S. pop.

It’s a mobile social world…

Social networking is the fastest growing mobile activity (Comscore)

Smartphones are the “weapon of choice”, doing the work of:

Flip video cameras Digital cameras Video gamesRegular Cell phones PCs and laptops Household phones Documents Bar code scannersCashiers

PDAs / datebooksMusic players GPS / navigation Remote ControlsWatches Wallet contents Television Radio …what next?

It’s a mobile social world…

The Magnificent 7 of Mobile

1. Anytime - All the time

2. Instant gratification to engage or buy

3. Discovery of users goals … now

4. Customer service with 1-click-to-call

5. Scan and assess current location

6. Connect with other media

7. Personalized incentives and alerts

From: Ed | fanfoundrySubject: 3/28 preso, links, etc.Date: March 28, 2012

Here are the links:

Regards, Ed

Share:

Action item 5: Optimize for Mobile

1. Climb a social rung every week

2. Start a new LinkedIn habit

3. Treat email like websites (test)

4. Embrace your Twitterati

5. Optimize for Mobile

Review:

Uber-action Item:

Align your Social Listening with your

Content Marketing…

…and start surfing your crowd today.

Stay social,

my friends

Thank you!

Any Questions?

Benefits

Sequel event: “North by North Shore”Sep 12 – all morning at DYC. Deep dive! Learn live! Subscribe at http://northbynorthshore.com to get timely updates, early discounts, planning tools, registration details etc. – when they happen!

Order the .pdf version of this presentation with menu, links & icons activated (click here)

Trends Search LinkedIn TwitterEmail Mobile

EatMedia.com

Or Be Eaten

171171

Chief Revenue Office (CRO)

Sales, Marketing, Client Relations, Fanbase building Digital, Mobile, Social, Events CRM, Marketing Automation, Analytics Content Development User Experience design

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