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How to focus your marketing program, execute and employ social media to succeed in 2010
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2010
!!!!!
It’s time to
Will You Be This?
Or this?
It’s not about this anymore.
It’s about this.
BeforePreach itWe find youWe tell youBrand is what we sayPeople trust companiesLimited access pointsHigh OwnershipControlled messagingRead-only messagingProfessionally created contentIsolatedDirectories (Taxonomy)Shallow immersionModerately technicalMessage Driven
TodayProve itYou find usWe listen and respondBrand is what others experiencePeople trust peopleMultiple access pointsShared OwnershipOrganic DialogParticipative MessagingCrowd-Sourced ContentIntegratedTags (Folksonomy)Rich user experienceHighly TechnicalService Driven
Marketing Has Shifted.
Intuitively, you already know.
ProliferationProliferation
Technology AdoptionTechnology Adoption
Convergence Convergence
Cultural ChangeCultural Change
“apps”
cloud computing
open source
social media
Social media facilitates interconnection, dialog, and relationship building between
people and organizations.
It encourages the distribution of messaging across people groups, networks and devices.
Social media facilitates interconnection, dialog, and relationship building between
people and organizations.
It encourages the distribution of messaging across people groups, networks and devices.
Live Path, 2010
Source: New York Times, 2005
Not just apps but devices...
Source: Fuor Digital Mobile 101 Lunch & Learn The most seen screen
The Most Seen Screen
Americans use social media
Forrester, The Growth Of Social Technology Adoption, 2008
(the 4th most popular activity online, ahead of email)
Nielsen: Global Faces & Networked Places 2009
Source: Inside Facebook, December 2009
(and that’s just active users!)(and that’s just active users!)
(the second most popular search engine)
Stephan Spencer, 2009
(number of photos on (number of photos on flickflickrr TM)TM)
Flickr Blog – October 2009
You May Now Update Your Relationship Status
One thing to remember
One medium of communication has never totally replaced another
One medium of communication has never totally replaced another
Media matures, multiplies &
interconnects.
Media matures, multiplies &
interconnects.
No Food.Lousy Pay.
So, we must
How to Become an SMB Super Hero in 2010
1. Embrace Your Calling2. Abide by a Moral Code 3. Dress to Impress4. Secure Backup5. Establish Mission Control6. Develop Your Super Senses7. Master Some Super Tools8. Respond Rapidly & Efficiently9. Beware of Pitfalls10. Neutralize your Nemeses
1. Embrace Your Calling
It’s not easy
Sometimes lonely
Demands sacrifice
Hard work & lots of it
Requires investment
Worth It
2. Abide by a “Moral Code”
AccessibilityChannelsAvailabilityResponse Time
PoliciesEthicsServiceSocial MediaPrivacyHandling Negative Feedback
CultureSkills GrowthTechnology EducationCustomer Centricity
(Remember, Super Is as Super Does)
CUSTOMER EXPERIENCE
BRAND TIME
3. Dress to Impress
Costume = Packaging & PromiseBrand Identity
Call to Action
Moniker/Icon
Style
Voice
Hero = Company Actions & ServicePolicies
Actions
Service
Behavior
On “True Identity” and Transparency
Transparency is an illusion
Personable, but always professional
Protect your “sensitive underbelly”
Authentic isn’t always good.
Be authentically
4. Secure Backup
Tactical Support
Innovation & Invention
Learning & Education
Trusted Counsel
Technical Knowhow
Tactical Execution
Dirty Work
Watch Out for Snake Oil!
“EXPERT”
It’s all about the follower count.
Just get online and talk about yourself!
This stuff is easy to manage!
Just buy my eBook, “Secrets Unleashed” or
take my certification course
Anyone can do this - with little work or time investment. Our rate is $400
an hour.
Look for Demonstrated Strength
Presence
Dialog
History
Failures
Successes
Network Strength & Influence
“Trench Experience”
“Street Credibility”
Specialty Knowledge
Willingness to share experiences
Client References
5. Establish “Mission Control”
Monitor Your Territory
Receive Communications & Alerts
Measure Risks & Threats
Develop & Launch Action Plans
Incubate Innovation
Learn & Collaborate
Recharge, Recuperate from Injury
Refine / Hone Super Skills
MISSION = PLAN
CONTROL = PROCESS
Not Super
Unclear Direction
Scattered Planning
Poorly Defined Metrics
Ineffective Communication
Plan = Pretty PowerPoint
Death by meeting
Glued to Desktop
Duplicative Work
Reinventing the wheel
Ignorance
Super!
Aligned Executive Champions
Clear Vision & Phased Direction
Strong, Clear Communication
Cross-Organizational Synchronization
Actionable, Measurable Plans
Accessibility & Interconnectivity
Virtual Collaboration
Reusable Content & Templates
Replicable Processes
Learning Culture
Essential!
Allocate physical space and schedule dedicated time that frees you to focus strategically: Reading, learning, testing, researching, measuring and thinking to position yourself proactively – not reactively.
Daily, Weekly, Monthly and Annually!
6. Develop Your “Super Senses”
What unique capabilities/core competencies do you have?Product
Features
Service
Market
Angle
Application/Use
Other
*Hero Type Unique Capabilities Example Hero Brand Example
AMORED Security, Safety, Impenetrability, Protection IRON MAN MASTER LOCK
BRICK / TANK Muscle, Brawn, Power THE HULK POWERBAR
BLASTER Removal of Obstacles, Distance Attack CYCLOPS FORMULA 409
COMBATANT/ATHLETE Agility, Competitive Edge SPIDER MAN NIKE
ELEMENTAL CONTROL Manipulation, Coercion of Elements, Sustainability ICEMAN WHOLE FOODS
GADGETEER Agility, Efficiency, Reach, Enhanced capabilities BATMAN MACINTOSH
GHOST Invisibility, Omniscience INVISIBLE WOMAN NET NANNY
HEALER Heal from injury, Heal Others ELIXER BAND-AID
MAGICIAN Ability to perform miracles DOCTOR STRANGE IPHONE
MARKSMAN Targeting, Aim, Accuracy GREEN ARROW EXACT TARGET
MASTERMIND Smarts, intelligence, planning, wisdom, genius PROFESSOR X MARKETING PROFS
MENCHA/ROBOTIC Automation, Force, Protection, Efficiency MEGAS XLR JOHN DEERE
MENTALIST Forecasting, Empathy, Prophecy RAVEN WEATHER CHANNEL
PARAGON Invulnerability, Strength, Insurmountability SUPERMAN FORT KNOX
RIDER Motility, Transport GHOST RIDER SEQUE
SHAPE SHIFTER Ability to take on foreign qualities WONDER TWINS PARALLELS
SLASHER Ability to cut to the chase, Time savings WOLVERINE ING BANK
SPEEDSTER Blazing speed SPEED RACER FERRARI
SIZE CHANGER Share, Spread, Growth, Shrink to suit needs THE ATOM GEEK SQUAD
TELEPORTER Instant ability to change environments NIGHT CRAWLER CITRIX
*Original Reference: Wikipedia
Embrace what you do
7. Get Some Super Tools
Think of them as strategic extensions of your business, not“Marketing Tools”
Why?
Broaden Your Reach
Improve Performance
Enhance Offerings/Service
Provide New Capabilities
Drive Competitive Edge
Tell a More Powerful Story
Diffuse Direct Attacks
Build Relationships & Leads
Highly Cost Effective
Strategic Extensions of the Biz!Food Trucks Meet Twitter
Best Buy’s Twelpforce19,600 inquiries2,300 agents4/1 positive sentiment
Ramon DeLeonDominoes PizzaMobileWebTwitterFacebookIntegrated intoTraditional mediaChanged theCompany!
Rug & RelicFacebook Page & Ads
First time FB sale 10x higherSentiment, engagement
Global reachLoyal Audience
FB helps them catch a thief!
Bacon SaltFacebook Ads
Fan PageOprah
CDWB2B
Employee DiscountsPartner Program
Important Digital Channels for SMBs in 2010
Web Site (Integrated with social platforms)
Blog Word Press, Posterous
Virtual Communities Facebook, Linked In, Speciality & Other
Micro Blogging Twitter
Experience Review Sites Angie’s List, Yelp.com, Get Satisfaction
Geo-locational “finders” Foursquare, Loopt,
Mobile Make sure your web site is mobile friendly!
A Few Helpful Tools for 2010
Smart Phone iPhone, Droid
Digital Video Camera Flip HD Ultra, Kodak ZI8
Web Conferencing/ Meetings GotoMeeting, GotoWebinar
“Widgets” Survey Monkey, Etc.
“Cloud-Based” Services Flickr, YouTube, Google Docs, Etc.
Social Media Management Google Reader, Tweedeck,
Co-Tweet, Friend or Follow,
Social Mention, Klout and
a host of others too long to
review.
It’s about providing
8. Beware of Pitfalls
Analysis Paralysis
Lack of Strategic Focus
Biting Off More Than You Can Chew
Wheel Spinning
Status Quo Mentality
Ignoring Customer Experience
Customer Experience Pitfalls
Way Finding. Clear the way, light the path, use signage and visual cues to make it easy and intuitive for people to complete needed tasks (find, buy, get help, pay, etc.)
Dead ends. Steer clear of conversations that leave customers with no outlet for resolution or a sense of “unfinished business”
Roadblocks. Clear obstacles from the customer’s path that prevent them from taking the “next step.” Remove barriers to entry, discovery interaction and transaction
Detours. Proactively anticipate, direct and respond to help customers stay the course, and avoid driving them to the competition
Loops. Check the logic of your interaction and dialog sequences - within and across programs. Identify dynamics that have the potential to run customers in circles. Fix problems!
Rough Terrain. Asking too much of customers can establish barriers to entry that negatively impact results. Smooth the path to ensure customers feel like coming back.
Hazardous Drop-offs. Never leave the customer cold or damage relationships with a lack of follow-through. This is especially predominant in the post-service realm.
Merges. It’s important to ensure the relationship between transactions, programs and offerings clearly presented and seamlessly offered across channels.
Access & Exits. Make it intuitive for a customer to find you, access transactional information, products and services. Make it easy for any customer to engage, disengage and reengage with appropriate ease.
9. Neutralize Your Nemeses.
Know Your Enemies
The Enemies WithinApathyChange ResistanceTask-FocusPerpetual Reactive ModeSilo-driven execution“Not My Job” mentality“Inside Out” FocusLack of empowermentLack of ownershipLack of IntegrationLack of executive supportLack of resourcingRampant self interestPoor Behavior
The External EnemiesBrand DetractorsRuthless CompetitorsThe EconomyMisinformationMedia BiasLack of AwarenessBad CounselHackers
10. Respond Rapidly & Efficiently
Proactive, not reactive
Negative feedback = opportunity for gracious response
Based on planning, policies and standards
Based on cross-organizational communication
Don’t get caught in analysis paralysis
You don’t have to be perfect, just honest and fair
Take Care of People & Brand Takes Care of Itself
The One Question to Ask Yourself
Kathy Sierra
PowerPrestigeExclusive AccessFreedomFlexibility
EnergyFocusDriveEscapeWork Space
SimplicityCreativityPowerInteroperabilitySpeedFlow
It’s about making people feel
Which leads to this!
Summary: 2010 is the Year to Focus On
Building New Marketing Muscle
Showcasing Your Super Strengths
Improving & Extending with Super Tools
Empowering Prospects & Customers
Delivering a Super Experience
Ready, Set,
10 Things To Do in the Next Month
1. Buy a Smart Phone and sign up for text and web accessiPhone or Droid, preferable
2. Kill your television and read some Super booksA few recommendations: Groundswell, Reality Check, The New Influencers, The New Rules for Marketing and PR, Trust Agents , Tribes and The Digital Handshake
3. Watch Common Craft’s FREE videos explaining social mediaSocial Media, Social Networking, Bookmarking, RSS, Twitter, Twitter Search, Podcasting and others!
4. Sign up for Google Reader and put RSS to work for you (see above)MPDaily Fix & Fix Author Blogs (like me!), Jeremiah Owyang, David Armano, Tom Peters, Guy Kawasaki, Social Media Today, Mack Collier, Beth Harte, Valeria Maltoni, Church of the Customer, Brian Solis, Jason Falls, Seth Godin, Mashable, Hubspot, WOMMA, Tech Crunch, Inside Facebook and many others you will quickly find.
5. Spend time with your customers and ask some probing questionsHow is the experience we offer? What can be better? Where do you want to see and interact with us? Do you use Twitter, Facebook, You Tube? What Can I Improve?
10 Things To Do in the Next Month
6. Target three experience pitfalls and develop a plan to remedy themE.g. Poor Front-Office Service, Poor Integration between Marketing and Customer Service Team, Service Issues, Accessibility
7. Pick three digital channels or tools you will focus on for 2010 Twitter, Facebook, You Tube, Web ConferencingStart learning about them activelyThink through the implications of participation
8. Sign up for one new channel and start engagingFind some smart people (see RSS list to start!) and look for your target customers!
9. Print out this document and review it again(If nothing else, the action figures are entertaining)
10. Contact me if you get stuck! Google Me! www.livepath.net@livepath on Twitter
2010
WOOT!
Thank You!
Leigh Durst leigh(at)livepath(dot)net
www.LivePath.net@livepath
Ann Handleywww.marketingprofs.com@marketingprofs
www.gotomeeting.com/corpGotomeeting(at)citrixonline(dot)com@gotowebinar
Action figures by Marvel , Mattel and DC Comics
Learn More About the Super Powers of Webinars
Give us a call1-800-372-6207
Send us an email [email protected]
Visit our Websitewww.gotomeeting.com/corp
Connect with us on Twitter@gotowebinar
Give us a call1-800-372-6207
Send us an email [email protected]
Visit our Websitewww.gotomeeting.com/corp
Connect with us on Twitter@gotowebinar