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The why, what and how of the Transition 190 degrees strategic approach to the use of Social Media to grow long term business opportunities.... whilst maintaining growth based on current business models
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Marketing
Listening&
Solving Problems
Cut Sales and Marketing Costs by 50%
Managing risks associated with your current business models while developing your new business based on
utilising the potential of “Social Commerce”.
Ensuring that you maintain, support and develop existing business opportunities and markets by
developing your “assets” and managing your risks.
Meanwhile leveraging these “assets”by developing Content, Connections and Communication Channels to
facilitate a “new” business based on a Social
Commerce platform.
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Doing what you always did – gets what you always got.
Getting ahead of your competitors requires referrals, insights,
contacts and leads – and those that your competitors don’t get.Directing new business requires
direct action.
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OldOld Transition NewNew RISKS Demand GenerationDemand Generation OPPORTUNITY
OldOld Transition NewNew RISKS Demand GenerationDemand Generation OPPORTUNITY
OldOld Transition NewNew RISKS Demand GenerationDemand Generation OPPORTUNITY
Mitch Goldstone has owned a photo-developing shop in Irvine, California, since 1990. He used to develop 24-exposure film cartridges. Today he takes those shoe boxes of photos under your bed and scans them so you can use them online. Scanmyphoto.com has 10,600 followers on Twitterand Goldstone has sent 32,000 tweets. He doesn't just self-promote. He shares links and product reviews, and blends into a running conversation online about all things photo. His presence on Twitter and Facebook has taken his Irvine photo shop international. He scans photos from three miles away in Irvine to thousands of miles away in Australia.
"If you're not into social media social networking you will be out of business. I'm going to repeat that: You will be out of business if you don't tweet, use Facebook, and social media today," Goldstone says.
Forget the 4 P’s It’s About
ContentConnection
CommunicationCollaboration
With & Between customersWith Alliances & Competitors
ConversionChallenges
Challenges
How to Collaborate, to Find & Create customers in the Internet Era
Finding Great Primary Connections
Art and Science
Build Trust
Nurture Meaningful Connections
Collaborate to Grow Mutually Beneficial Relations
Dunbars Number = 150 Max
Changes in Purchasing Behavior
• Buyers start purchasing process in search engines
98% Search in Google
Source: Marketing Sherpa
Changes in Purchasing Behavior
• When was the last time when you were considering making a purchase over $1000 that you did the following?– Used the yellow pages– Got on a plane to go to a trade show– Responded to a print advertisement– Responded to a direct mail advertisement– Did a search in Google or another search engine– Asked a friend for advice, and they emailed you a
URL as a response
Marketing Needs to AdaptOutbound Marketing• Inside Sales• Telemarketing• Tradeshows• Seminars• Print Advertising• Direct mail/email
Inbound Marketing• SEO• Pay per click• Blogging / Blogosphere• Social Media / Buzz• Targeted Landing Pages• Marketing Analytics
Marketing Needs to AdaptOutbound Marketing• Low response rate (1-5%)• Expensive / Wasteful• Becoming more difficult• “Interruption” based
Inbound Marketing• High response rate (20-50%)• Low cost / High ROI• Wide open playing field• “Permission” based
Marketing Needs to Adapt
• Your Prospects have control– Spam software blocks email– Caller ID blocks cold calls– Government is on consumer’s side
• Can –Spam Act• National Do Not Call List
• Today, the goal of marketing needs to be to “get found” by customers when they are looking, not “get in their face” when they are not looking.
New Rules of Marketing
• Get Found by Qualified Prospects– Search Engines– Blogosphere– Social Media
• Convert Prospects to Customers– Landing Pages– Lead Intelligence– Marketing Analytics
2011 B2B Marketing Benchmark Report
From Lead Generation to Sales ConversionMaximising lifetime value of each customer60% to increase Inbound Marketing SpendCase Studies, Surveys, Social CommerceSocial Media integration9 out of 10 use Content Marketing Blogs, Social Media, Articles
OldOld RISKSBrandsSuppliersWholesalersMarketsAdv & MarketingSavvy Consumers
Outcomes
OldOld Transition NewNew RISKS Demand GenerationDemand Generation OPPORTUNITY BrandsSuppliersWholesalersMarketsAdv & MarketingSavvy Consumers
SOCIAL COMMERCEAssetsAssetsStoryCredibilityTrustReferralsAccessPeopleKnow HowCompetitorsAlliances
Support & MaintainGrow
MeasureDevelop
Remarkable & ValuableContentListeningLeverageConnect
CollaborateCommunicate
LoyaltyRelationships
Advocacy
Social Media/NetworksSocial Media/Networks
Build & Develop Your Own
BrandsAwareness
MarketsLoyalty
Advocacy
Direct RelationshipsValue Add
Product + ServiceWider Access
Narrower FocusLeverage Expertise
& RelationshipsHigh Connect
Are you are Learning organisation
Or
A knowing organisation??
Mike Oswald - Alliance Linked
Why What HowPilot
GrowBuild
Implement
Awareness Agreement Engagement Involvement Evolution
New
New
OldOld Transition NewNew RISKS Demand GenerationDemand Generation OPPORTUNITY
Awareness -- The Why
Planning -- The What
Content -- The How
Take Over -- The Evolution
Checklist
Policy + Plan
Look & Feel and Structures - e.g. Facebook, Twitter, YouTube, LinkedIn
Action Plan
Why & What Overviews
Content Strategy + Editorial Plan
Conversation Planner
Listening Pages
Referrals + Recommendations Plan
Why & What & How Overviews
Checklist 2 The The DeliverablesDeliverables
Monitor + Mentor
Outreach Program
Revise and Measure Objectives
Monthly report
Meet, Discuss, Present, Listen, Develop Specific Solutions + Vision