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The presentation from our webinar with Lon Safko, Fusion Marketing - It's What's Next.
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By:
Lon Safko
TheThe
FUSIONFUSION
Marketing BibleMarketing Bible
LonSafko.com Copyright © - Lon Safko
LonSafko.com Copyright © - Lon Safko
Lon Safko
Spent most of my career as an entrepreneur, innovator, president and CEO.
An innovator for more three decades founding 14 start-up companies.
Invented the “First Computer To Save A Human Life”.
18 Inventions & 30,000 personal records in the Smithsonian Institution, Washington, D.C.
Invented the first voice recognition and the first home automation for the disabled.
Invented the first three-dimensional virtual environment.
Invented the first integrated computer system for the physically disabled.
Invented the archetype for Apple Newton and Microsoft’s Bob operating systems.
Invented “Tool-Tips”, and first software user’s guides.
Has 14 Inventions in the Computer History Museum, Mountainview, CA
Awarded 3 patents on three-dimensional Internet advertising and “Virtual-Electronic-Retailing”
Awarded 125 software copyrights, trademarks, a dozen signature marks.
Recipient of The Westinghouse Entrepreneur of the Year Award.
Recipient of The the Arizona Software Association’s Entrepreneur of the Year Award.
Recipient of The the Arizona Innovation Network’s Innovator of the Year Award.
Recipient of The Public Relations Society of America’s ”Mark of Excellence” Award.
Recipient of The A.A.P.A.’s Award of Excellence for the Western Hemisphere.
Twice nominated Entrepreneur of the Year by Ernst & Young / Inc. Magazine.
Recognized by the Department of Veteran’s Affairs and the Phoenix Mayor’s Council.
Featured in Entrepreneur Magazine, Inc. Magazine, PC Novice, Popular Science, & New York Times.
Nine time published author and author of the Best Selling “The Social Media Bible”.
Now in its Third Edition and hit #1 on Amazon in both their Marketing & Business categories.
Appointed USA Today CEO Advisory Board, the first SCORE Ambassador.
“Professional Blogger“ for Fast Company.
LonSafko.com Copyright © - Lon Safko
Patent Pending
LonSafko.com Copyright © - Lon Safko
TRADITIONAL SALES
REVENUE!
“I know half my advertising isn‘t working. I just don’t know which half”...
Lord Leverhulme, the founder of Level Brothers... Unilever
Traditional Marketing Strategy
Print Ads
Trade Shows
Brochures
Direct Mail
Telephone
Catalog
Customer Service
Product Packaging
Response Cards
Warranty
Events
Television
Radio
Specialty
Business Cards
Marketing & P.R.
Door Hangers
BiIlboard
Presentations
Coupons
FUSION Chapter 01
LonSafko.com Copyright © - Lon Safko
Evolution Of Marketing
FUSION Chapter 02
6,000 Years Ago: We invented cupped hands
1450: Johannes Gutenberg invented the printing press
1837: Samuel Morse invented the telegraph
1876: Alexander Graham Bell patented the telephone
1899: Guglielmo Marconi invented the radio
1927: Philo Farnsworth invented the television
1972: Tim Byrnes & Vint Cerf invented the Internet
Internet
LonSafko.com Copyright © - Lon Safko
TRADITIONAL SALES REVENUE!
Pri
nt
Ad
s
Trade Shows
Bro
chur
es
Direct M
ail
Telephone
Cat
alo
g
Customer ServiceProduct Packaging
Response Cards
Warran
ty
Marketing & P.R.Te
levi
sio
n
Radio
Eve
nts
SpecialtyBusiness Cards
Door Hangers
BiIlboard
PresentationsC
ou
po
ns
TRADITIONALMARKETING
TRADITIONALMARKETING
Interconnection!
Traditional Marketing
FUSION Chapter 3 & 4
LonSafko.com Copyright © - Lon Safko
Social Media REVENUE!
Social Networks
Pu
blis
hin
g
Blo
g
Microblogging
Wik
iEm
ail
Forum
Web Pages
SEO
SEM
Podcast
Photo S
harin
g
Vlo
gsVideo Sharing
LivecastingM
ob
ile
Gaming
Virtual W
orlds
RS
S
SOCIALMEDIA
SOCIALMEDIA
Interpersonal
Word Of Mouth...At The Speed Of
Light!
Interconnection!
Digital Marketing
FUSION Chapter 5 & 6
LonSafko.com Copyright © - Lon Safko
Events
TRADIGITALMARKETINGTRADIGITALMARKETING
INTEGRATETRADITIONAL ,
DIGITAL, & SOCIAL MEDIA MARKETINGUNLIMITED BUDGET
TRADITIONAL SALES + SOCIAL MEDIA REVENUE+!
Cat
alo
g
Pri
nt
Ad
s
Trad
e Sh
ows
Bro
chur
es
Direct M
ail
Telephone
Customer ServiceProduct Packaging
Response Cards
Warranty
Marketing & P.R.
Tele
visi
on Rad
ioS
pec
ialt
y
Business Cards
Door Hangers
BiIlboard
Presentations
Coupons
Social Networks
Pub
lishi
ng
Blo
g
Microblogging
Wik
i
Forum
Web Pages
SEO
SE
M
PodcastPhoto
Shar
ing
Vlo
gs
Video Sharing
LivecastingM
obile
Gam
ing
Virtual W
orlds
RS
S
Interpersonal
40 factorial = 8.15915283 × 1047!
Interconnection!
Integrated Marketing
FUSE! Chapter 7 & 8
815,915,283,000,000,000,000,000,000,000,000,000,000,000,000,000815,915,283,000,000,000,000,000,000,000,000,000,000,000,000,000
LonSafko.com Copyright © - Lon Safko
Pri
nt
Ad
s
Tra
de
Sh
ow
s B
roch
ures
Direct M
ail
Telephone
Catalog
Customer ServiceProduct Packaging
Response Cards
Warranty
Marketing & P.R.
Televisio
nRad
io
Eve
nts
Sp
ecia
lty
Business Cards
Door Hangers
BiIlboards
PresentationsC
ou
po
ns
TRADITIONALMARKETING
TRADITIONALMARKETING
Cost Of CustomerAcquisition
Prioritize!
$ROI
$
Prioritizing Traditional Marketing
FUSION Chapter 9
LonSafko.com Copyright © - Lon Safko
The Trinity Of Social Media
Social
Networks
Blogging
MicroBlogging
TrinityTrinity
FUSION Chapter 10
LonSafko.com Copyright © - Lon Safko
Fusion Marketing
FUSIONMARKETING
FUSIONMARKETING
Cat
alog
Bro
chur
es
Telephone
Customer Service
Product
Pac
kagin
g
Warranty
Marketing & P.R.
Business Cards
Presentations
Co
up
on
sSocial N
etworks
Blo
gg
ing
Microblogging
Eve
nts
INTEGRATEDTRADITIONAL,
DIGITAL, & SOCIAL MEDIA MARKETING
PRIORITIZED!
FUSION Chapter 11 & 12
LonSafko.com Copyright © - Lon Safko
SOCIALNETWORKS
SOCIALNETWORKS
PlaxoPlaxo
eCad
emy
eCad
emy
NingNing
BranchOut
BranchOutB
ebo
Beb
o
Ork
ut
Ork
ut
TwitterTwitter
ClassmatesClassmates
MyS
pace
MyS
pace
Second Life
Second LifeF
aceB
oo
kF
aceB
oo
kFriendster
Friendster
Tagg
ed
Tagg
ed
Social NetworksSocial Networks
Fractal - Fusion MarketingFractal - Fusion Marketing
GO FRACTAL!
A fractal is an object or quantity that displays self-similarity, in a somewhat technical sense, on all scales
FUSION Chapter 13
LonSafko.com Copyright © - Lon Safko
SocialNetworks
SocialNetworks
Go Fractal Again!
Leverage Friends of Connections
Sm
artM
essa
ge
Page Into Thriv
ing
Community
Like On Your WebsiteL
inked
In P
rofileS
oci
al R
SS
Page Lead Generator
Give Fans Fun Reasons
to Connect
Slideshare
IEn
do
rse
Facebook AdsT
elep
ho
ne
Video to Gain Fans
Intr
oduc
tions
Fractal - Fusion Marketing
FUSION Chapter 14
LonSafko.com Copyright © - Lon Safko
BestPractices
BestPractices
Go FractalAgain!
New Business From Old Clients
Warranties and Guarantees
Getting Customers To Spread W
ord
Bui
ld C
usto
mer
Loy
alty
Key C
usto
mers
Vig
ilan
t H
irin
g
Educate & Train Your Staff
Provide True Customer Service
Track Customer Com
plaints
Bu
ild T
he B
on
d
Customer Is Always Right
Be
Ho
nes
t
Emphasize Quality Control
Rew
ard
Em
ploy
ees
CustomerService
Fractal - Fusion Marketing
FUSION Chapter 14
LonSafko.com Copyright © - Lon Safko
BESTPRACTICES
BESTPRACTICES
Social RSS
IEnd
orse
Getting Customers To Spread
Word
Build C
ustomer L
oyalty
Key C
usto
mers
Sm
artM
essa
ge
Slideshare
Provide True Customer Service
Track Customer Com
plaints
Pag
e Lead
Gen
erator
Like On Your Website
Be
Ho
nes
t
Facebook Ads
Rew
ard
Em
ploy
ees
Go FractalOne More Time!
Fractal - Fusion MarketingInterconnection!
FUSION Chapter 14
Facebook &Customer
Service
LonSafko.com Copyright © - Lon Safko
Fusion Marketing
FUSION Chapter 15
IncreaseEmail ListIncrease
Email ListC
atal
og
Bro
chur
es
Telephone
Customer Service
Product
Pac
kagin
g
Warranty
Web Page
Business Cards
Presentations
Co
up
on
s
Social Networks
Blo
gg
ing
Microblogging
Eve
nts
Strategy = Objective + Tools + Tactics
Objective
TacticsTools
LonSafko.com Copyright © - Lon Safko
3 Dimensional - TraDigital Marketing
FUSION Chapter 15
SEO
SEM
Photo
Blogs
VideoWeb Pages
Micro-Blogs
Foursquare
Ning
Orkut
MySpace
Television
Radio
CustomerService
BusinessCards
TradeShows
Direct Mail
Brochures
Print Ads
Second Life
Prospects
Bd of Directors
Customers
PressShareholders
UpperMngmnt
Employees
Community
Copyright © - Lon Safko
Google+
LonSafko.com Copyright © - Lon Safko
The Safko Wheel Marketing Toolkitwww.LonSafko.com
Free!With The
Pre-Purchase OfThe Fusion Marketing
Bible!
Patent Pending!