Tactical. Practical. Strategic

Tactical. Practical. Strategic.Tactical. Practical. Strategic.

ByFire Alarm Marketing

Engineering Executive ForumOctober 25, 2011

Tactical. Practical. Strategic.

Agenda• Session Objectives• Experts• Social Media Applications• Social Media and Mobile• Google+, foursquare, Klout• Social Media Tools• Case Studies• Fire Alarm Marketing• Questions

Session Objectives

• Provide a “snap-shot” of social media today

• Discuss how social media applications, tools, and mobile products are fundamentally changing business

Experts• “The emerging picture from such studies is that

ten thousand hours of practice is required to achieve the level of mastery associated with being a world-class expert – in anything.”Outliers by Malcolm Gladwell p.40

• “In Outliers, Malcolm Gladwell points out that most top performers practice for about one thousand hours per year (it is difficult to sustain the quality of practice if you go beyond this), so he describes the ten-year rule as the ten thousand hour rule.”

Bounce by Matthew Syed, p. 164

Fire Alarm Marketing• We are NOT social media experts• BUT:

– We talk to a lot of people and companies– We help, when asked, about strategies and

marketing plans– We listen and observe– We are involved with social media:

• Blog, tweet, Facebook, LinkedIn, Google+

First a Few Questions• How many of you:

– Are on LinkedIn – your company?– Facebook – your company?– Blog – your company?– Tweet at least once a week – your company?– Google+ - your company?– Have a smart phone?– A tablet?

• How many of your children could answer yes to more than one of the questions above?

Our Basic Beliefs

• Marketing Leads Sales Revenue

• The buying dynamic has changed to where the buyer has more power than the seller

• This change is being equated to the difference between broadcasting and having a dialog/relationship

We’re all marketers now

“Meanwhile, today’s more empowered, critical, demanding, and price-sensitive customers are turning in ever-growing numbers to social networks, blogs, online review forums and other channels to quench their thirst for objective advice about products and to identify brands that seem to care about forming relationships with them.”

McKinsey Quarterly – July 2011

Search

Social Media Channels

InfographicThe Growth of Social MediaSearch Engine Journal

Facebook

Companies and Social Media

InfographicThe Growth of Social MediaSearch Engine Journal

Blogging

Blogging - Search

Blogging

You Tube

InfographicYou Tube Facts and FiguresWebsite Monitoring

Word of Mouth

Twitter

Infographic Twitter Facts and FiguresInfographicsArchives.com

Number of Texts Sent/Received

But Which Ones Work?

What Works?

Thus Far• The buying dynamic has changed

– Search is key– Getting found via search is a function of many

activities, starting with original content/blogs– Word of mouth/referrals are important – Twitter

is a form of word of mouth– LinkedIn works best for B2B

• Opinion– You Tube is going to become more and more

important33

Next• The impact of mobile• Google+ vs. Facebook• foursquare• Klout• Tools• Two case studies• Advertisement• Wrap up - Video

9 Amazing Mobile Marketing Statistics1. The growth of the iPhone was 10 times faster than the growth of America Online. (Source: Nielsen) (This is an

amazing statistic for those of us who remember mailboxes stuffed with AOL discs during the 1990s.) (Tweet This Stat!)

2. It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost phone. (Source: Unisys) (Tweet This Stat!)

3. There are 6.8 billion people on the planet. 5.1 billion of them own a cell phone, but only 4.2 billion own a toothbrush. (Source: Mobile Marketing Association Asia) (Tweet This Stat!)

4. In some countries, there are more mobile subscriptions than there are people. (Source: Mobile Marketing Association) (How can this be? It’s because some people own more than one mobile phone.) (Tweet This Stat!)

5. It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message. (Source: CTIA.org) (Tweet This Stat!)

6. 70% of all mobile searches result in action within 1 hour. (Source: Mobile Marketer) (Tweet This Stat!)

7. Mobile coupons get 10 times the redemption rate of traditional coupons. (Source: Borrell Associates) (Tweet This Stat!)

8. There are more mobile phones on the planet than there are TVs. (Source: Jupiter) (Tweet This Stat!)

9. 91% of all U.S. citizens have their mobile device within reach 24/7. (Source: Morgan Stanley) (Tweet This Stat!) (Source: Mobile Marketing Association)

Changes - Mobile Data

Changes - Mobile

InfographicMobile MarketingMicrosoft TAG

Google+• Combination of Facebook and LinkedIn• Hangout provides instant web conferencing• Circles = Facebook and tweeting

Google+ vs. Facebook

Boston Globe8/28/11

fourSquare• What is fourSquare?

• Location based mobile platform• “Check-in” via SMS or Smart Phone• Awarded points and badges – Mayor• Merchants/Brands use interactive tools to obtain,

engage and retain customers

– Prognosis – Good, with limitations• For consumer/retail store fronts• For B2B, probably not applicable

Klout• Klout is a twitter metric of influence and

reach, based on– How many people are following you– How many retweet your message– The Klout score of those that do

• Prognosis – Fair– In a group, someone always want to be on top,– But, being the king of 140 character messages is

probably not the most important thing is the world.

A Long Road from Lead Generation to Sales Conversion

Tools• Glossary

– SFA – Sales Force Automation– CRM – Client Relationship Management– CMS – Content Management Systems

• Major Influences– SaaS– Mobility (Smart Phones, Tablets)– Big Data

Tools• Social Media (digital) lends itself to

data collection• Part of inbound marketing is

“nurturing” the customer until it is clear that a decision point is near

• Today no fully automated tool set is available

• Tomorrow?

Tools• An integrated tool would:

– Identify potential customers– Track all contact – initiated and received– Serve up appropriate content at appropriate times

to appropriate people (Sales, Marketing, Finance, Customer Service, Management)

– Coordinate all content, digital and print– Be accessible (desk top, laptop, mobile) to those

who need to know– Be fail safe

Gartner 2011 SFA Analysis

Sidebar - Opinion• If you don’t do anything else…listen• It takes manpower…most of the tools are

free:– Google Alerts– Social Mention (Google Alerts plus)– CoTweet– HootSuite

• If you listen, have a policy on how you will react

ShipServ - 400%• Background

– Software sales to shipping companies– 2008 Market Research

• Impersonal software company• Limited Marketing Budget and resources• Increasing use of eCommerce• Customer base not early technology adopters

• Objectives– Drive 50% more traffic to the website– Raise brand awareness– Attract new leads thru relevant content– Change focus to listening…rather than shouting

ShipServ - 400%• Actions

– Conducted research– Revamped the website– Created a blog– Established a scorecard in their CRM system– Developed a quarterly content plan (themes from research)– Promoted original content

• E-newsletter, blog, twitter, video, podcasts, Facebook, LinkedIn

– Published white papers– Established an online industry community (LinkedIn)– SEO optimization

ShipServ - 400%• Business Statistics

– Increased contact-to-lead conversion by 150%– Increased lead-to-opportunity conversion by 50%– Decreased campaign management costs by 80%– Increased number of sales-ready leads by 400%

• Breakeven, based on $30K investment was 3 months.

http://www.businessesgrow.com/2010/06/20/a-fascinating-hardcore-b2b-social-media-success/

Hubspot• Background

– Founded in 2006, MIT Students, Cambridge HQ– Provides all-in-one marketing software platform

for business (generally small) that want to use social media

– 2nd Fastest growing software company – 2011 – Inc. 500 (First year eligible)

– Nearly 300 employees today– #1 Best Place to Work – BBJ 2009, 2010– Raised $32M from Google Ventures in March

Hubspot• Criticisms

– Locked into their platform– Technically difficult to work with– Expensive

• Bottom Line– They recognized the shift in buyer behavior

early on– The fully believe in in-bound marketing– For small businesses they are a solution

Wrap Up• The buying dynamic has changed to where the buyer

has the power.

• A seller can reach and influence the buyer through different social media channels…there is no “right” one or mix.

• The speed of change is increasing dramatically and will continue…being flexible and testing new things are requirements.

Fire Alarm Marketing• Fire Alarm Marketing is a New England based consulting

group that focuses on providing marketing and business development for business-to-business organizations ranging from startups to mid-size enterprises.

Fire Alarm Marketing• Core Strengths are in:

– Sales and Distribution Channels– Product/service requirement documents– Product/service launches– Revenue Generation programs– Off/Online marketing

The Social Medial Revolution – You Tube

Tactical. Practical. Strategic

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