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Bret L. Simmons, Ph.D.UNR College of Businesswww.bretlsimmons.com
Inbound Marketing
Carson Valley Chamber of Commerce
Social Media Panel DiscussionThursday, May 13, 6pmWells Fargo Auditorium UNR Knowledge Center
Free/Open to Public
http://smart.unr.edu/
What did you do today?
What Is Your Goal?
Growth
Customers
Remarkable
Cycle of Success
Service Climate
EmployeePerformance
Customer Loyalty
Salanova, et al. 2005
StrategyOperation
sTactics
Intent and Design
ListenRespond
Learn
Suppliers Employees Customers
Behavior
Web 1.0, 2.0, 3.0
Informational
Relational
Anticipatory 3
2
1
Permission
Conversational marketing success is only possible when your genuine participation - not motivated by marketing goals - earns your audience’s permission to share information that is.
Jason Falls
ContentConversation
Social MediaYou must be personal and conversant
Lead With ValueWrap your personality around your value
RemarkableValue, Not Personality
Social Capital• Relationships• Trust
–Ability– Integrity– Intentions
• Reputation–Professionally personal–Judgment (e.g. spam, photos)
Content Marketing
• Content: Creating information that meets your customers’ needs
• Marketing: distributing and promoting that information to a targeted group of people.
Joe Pulizzi
Joe Pullizi
Inbound Marketing
• Change of mind • Relational capacity• Remarkable content• Get found
Halligan and Shah (2010)
Blogging Strategy• Empower all your employees to blog in an
environment where you manage content flow
• Ask your customers for posts and pictures of their experience with your business
• Flow that content into keyword targeted blogs
• Inform your customers when the blog is posted and provide the links
• Feed relevant content to Twitter and Facebook
• Repeat often.Chris Baggott
Digital Passport• Show me your RSS reader• What blogs do you read?• Do you rank first for your name in
Google?• Show me your delicious• Show me your blog• Show me your Facebook, LinkedIn,
and Twitter. How often do you update these?
• Show me your YouTube channel Halligan and Shah (2010)
Lies
•Be yourself, not your business•Link to your business or blog•Contribute value•Acknowledge value others contribute•Introductions in Twitter, connections offline•Be strategic •Be patient!
Examples• David Lawrence Center• River Pools and Spa• Modative• Guy Farmer• Dream2Clean• Creative Coverings• Kempler Design• Laurel Housden Photography• Biggby Coffee
Questions?
