Benjamin Ellis @benjaminellis
http://redcatco.com/blog
http://socialoptic.com/blog
Isn’t a Business Case
It's a hobby
If it's not creating business value
““BUY MY STUFF”BUY MY STUFF”
is NOT marketingis NOT marketing
Everyone wants to buy...Everyone wants to buy...
...no-one wants to be sold to...no-one wants to be sold to
#Fail#Fail
Transitional MediaTransitional Media
Traditional | Digital | Social interruption > engagement > advocacy
you can't buy attention anymore
You: Customer
Me: Brand
SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT
INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES,
VIDEO AND AUDIO _wikipedia_
Social What?Social What?
CommunityCommunity
Is where the value is...Is where the value is...
BuildBuild
Building a CommunityBuilding a Community
BuyBuy JoinJoin
Resources
You’ll need everything you can lay your hands on.
What’s your marketing What’s your marketing R&D strategy?R&D strategy?
experimental > coreexperimental > core
Return on InnovationReturn on Innovation
ImpactImpact
Objectives: Financial MetricsAlso: Behavior/Belief - Engagement/Interaction
VenueVenue
A fisherman in the desert is going to A fisherman in the desert is going to be a hungry fishermanbe a hungry fisherman
“I seeYou”
Evidence
We'll know it happened because...
...We’ll know it when we see it.
Be careful what you measure
http://milestoneplanner.com/
The Best Strategy?
Think Big Move Fast Act Small
The The RisksRisks
http://redcatco.com/blog/marketing/dominos-pizza-why-everyone-is-in-pr-now-and-employee-engagement-matters/
Grew family business from $4 million to $50 million• $15,000 in Direct Mail = 200 new customers• $7,500 Billboard Ad = 300 new customers• $0 (Twitter/@garryvee) = 1,800 new customers
But: TIME and TALENTNB: businesses often offset skills shortage with excess cash
Gary Vaynerchuk
The The RewardsRewards
FirstFirst ActionAction
Think BigThink Big
Act SmallAct Small
Move FastMove Fast
The BIGGEST ROI question:
Are your prospects, competitors or customers active on Social Media?
Not being there is likenot having a telephone
If they are…
What is It?
Benjamin Ellis @benjaminellis