Marketing 2.0: Bridging the Gap Between Seller and Buyer on the Social Web

Marketing 2.0Bridging the Gap Between Sellers and Buyers on the Social WebBernie Borges – Find and ConvertFebruary 16, 2009

Copyright 2007 - 2009 Find and Convert2

Bernie Borges: Founder & CEO, Find and Convert

20 + years marketing Enterprise software & Internet industries Past 6 years providing:

• Internet marketing strategic consulting• Search engine optimization• Pay-per-Click advertising management• Visitor conversion strategies• Web 2.0 strategies• Podcast services

Help B2B companies find and convert leads on the web


Why Marketing 1.0 Doesn’t Work Anymore Marketing 2.0 Developing a Social Media Plan Tools & Platforms Personal Branding Making Time for Social Media Measuring Results Convincing Management Case Study Actions and Take-Aways

Marketing 2.0 Topics


Why Marketing 1.0 Doesn’t Work Anymore

Outbound Marketing Telemarketing Email Marketing Direct Mail Print Tradeshows TV/Radio

Inbound Marketing SEO/PPC Blogging Social Networking RSS Enabled Content Video/Photos Twitter Slideshare


Why Marketing 1.0 Doesn’t Work Anymore


Old vs. New Marketing

Outbound Marketing Inbound Marketing


Marketing 2.0

Think Like a Publisher

Focus on Relationships


Marketing 2.0: Think Like a Publisher!

Think Content!• Blogs

• Newsletters

• White Papers

• e-books

• Podcasts

• Videos

• Photos

• Presentations


The Buyer is in Control Not the Seller!

http://www.youtube.com/watch?v=heSudg-tfIk


Marketing 2.0 Landscape on the Web

Share

Publish Network

reddit

digg

StumbleUpon

Del.icio.us

Blogs

YouTube

Twitter

Flickr

MySpace

Facebook

LinkedIn

Plaxo


Technology• RSS, XML, AJAX

Bandwidth Proliferation• WiFi, High Speed Access

Social Culture of Communication• Communities Offer Collective Intelligence

Social and Technology Drivers


Developing a Social Media (Marketing 2.0) Plan

Begin with Research• Where does your customer “hang out?”

• Ask your customers

• Research your competition

• Search on the social web


Developing A Social Media Plan

Source: The Value of Many, Neighborhood America


Make a Commitment

Should you….• Start a blog?

• Focus on social networking sites?

• Start your own community on the web?

• Twitter?

• Video?


Themed Human Voice Transparency Commitment

Business Blogging Strategies


Size of Blog Market


Social Media Tools and Platforms



Facebook

http://www.insidefacebook.com/


Facebook


Facebook: Individual Profile


Facebook/CNN Inauguration


Facebook Groups


Facebook Groups


Fan Page

Facebook Fan Page


LinkedIn Individual Profile

Work History

Recommendations

Introductions

Portfolio

Valuable Links


LinkedIn Groups



What is Twitter?

http://www.commoncraft.com/Twitter Micro Blogging

140 Characters Per Post

Follow and be Followed

Communicate

Connect

Inspire

Educate

Entertain


Want to Find Someone on Twitter?

http://search.twitter.com/search?q=tampa+chamber+of+commerce


http://blog.hubspot.com/blog/tabid/6307/bid/4439/State-of-the-Twittersphere-Q4-2008-Report.aspx


Some Famous People on Twitter…


Some Not-So-Famous People on Twitter


Want to Find Someone on Twitter?

http://www.socialbrandindex.com/


Twitter: Events & Trends Using Hashtags


Twitter: QuickBooks



Personal Branding

Individual reputation management Personal and professional brand converged Benefits individual and employer Be real, be interesting Contribute It’s an asset! Embrace it!


Personal Branding

http://www.businessweek.com/blogs/in_your_face/archives/2008/05/bernie_borges_l.html


Video


Video: Blendtec

Over 6M Views

Sales Grew 700%

National Media Coverage

Cross Over Brand Pull

SEO Value


Photos


Presentations


Measuring Results

• Relationships

• Content

• Alignment

• Best Practices


Google Analytics Integration


Google Analytics Integration


Hubspot: Facebook Lead Tracking


Reputation Management Tools

http://jobmob.co.il/blog/online-reputation-management-resources-tips/


Convincing Management

Just Look at the Numbers! Do Competitive Research Ask Your Customers It’s Mainstream Baby! Experiment…


Making Time for Social Media

Are you getting great results now? Did your marketing budget increase? Are your buyers easy to reach? Is your brand as good as it could be?

How do you currently allocate your time???


Staffing Implications

There are many…• Do they get it?

• Who likes to write?

• Introverts? Extrovert?

• Staff re-allocation?

• Time commitment?

• Justification?


http://www.sherpastore.com/socialmediabmg09.html




Low Cost Implementation• Most tools are free

Relationships• Communities, Trust,

Marketing/PR• Viral affects are huge

SEO• Multiple locations of content• Link centric

Marketing 2.O /Social Media Benefits


Case Study

Stronger Brander Equity

Lower Cost Sales Process

Elimination of Non-Performing Marketing Activities


Reasons Not to do Marketing 2.0

Don’t have time… Our staff resists it… Our competitors aren’t doing it… We’re going out of business…


Think like a publisher Focus on building relationships Research the Social Web Engage, Listen, Act Consider Proper Staff Allocation Experiment & Be Patient Measure

• Traffic, buzz, brand, sales cycles, referrals, etc.

Marketing 2.0 Actions & Take-Aways


Connect with Bernie Borges…

Email: [email protected]

Website: http://www.findandconvert.com/

Blog: http://www.findandconvert.com/blog/

Twitter: http://twitter.com/berniebay

LinkedIn: http://linkedin.com/in/bernieborges

Facebook: http://profile.to/bernieborges

Facebook Fan Page: http://companies.to/findandconvert