Embed Size (px)
DESCRIPTION
In Social Media, are you part of the conversation or are you just broadcasting? This Presentation, which is being delivered for the first time in Stockholm, Sweden in early October will highlight the differences between the two and what it means to your business. The session will also delve into the tremendous reach of a collective social network that includes blogs, Internet Radio, Internet TV and social networks, and how with a limited budget and resource time you can create a branded presence on the same level as any Fortune 500 company. Social Media is indeed leveling the playing field! NOTE: The live broadcast airs at 3:30 AM North American Eastern Time, but will be recorded and made available on an on-demand basis shortly following the conclusion of the live broadcast. Use the following link to access the on-demand broadcast: http://www.blogtalkradio.com/jon-hansen/2010/10/08/social-media-the-power-of-conversational-marketing
Citation preview
The Power of Conversational MarketingMonetizing Social Media
The Power of Conversational Marketing
• More importantly, why is social media and social networking essential to you and your business?
THE INEFFECTIVENESS OF BROADCAST MARKETING
To understand why effectively utilizing and monetizing social media is important . . . You need to understand what is happening to traditional media . . . In essence where we have already been . . .
The Power of Conversational Marketing• The Daily Newspaper • Newspapers only
received 15% of the $60 plus billion dollars that was spent on advertising the previous year
• This represented a drop of 10% from the previous decade
The Power of Conversational Marketing• The Daily Newspaper • Newspapers only reach
5% of the total population today
• Venerable franchises such as the Washington Post and New York Times are losing money today
• Their on-line or electronic versions are also losing money
The Power of Conversational Marketing• The Daily Newspaper • Media industry veteran
executive J. William Grimes predicts in July 2009 that all daily newspapers across the US (Canada included) will cease publication within 5 years
The Power of Conversational Marketing• Television • According to a 2009
Ofcom report, while “regionally-based television news and relevant local content” is still valued . . . local and regional media are facing “unprecedented challenges, driven by growing use of the internet.”
The Power of Conversational Marketing• Television • In his June 4th article “
Who Cares About Local TV?,” Dave Cournoyer observed that “local television stations don’t feel very local anymore?”
• Lamented that local TV stations have lost the uniqueness of their former local identity.”
The Power of Conversational Marketing• Television • S.E. Calgary News
headline from November 16th 2009 reads “Newspapers and TV Stations Are Sunset Industries. Let ‘Em Fail.”
• November 13th, 2009 Globe and Mail article asked the question “if a local TV station in a Canadian City goes dark, does anybody notice?”
The Power of Conversational Marketing
THE POWER OF CONVERSATIONAL MARKETING
. . . And where social media and social networking is headed . . .
The Power of Conversational Marketing
• Before we get to where social media is headed . . .
The Power of Conversational Marketing
• Let’s first understand what it can do for us!
The Power of Conversational Marketing
• Pirelli . . . 101,992 (January 1995)• Capgemini . . . 42,007 (October 1995)• DHL . . . 10,115 (September 1997)
• PI Window on Biz Blog . . . . . . 160,000 (June 2009)
The Power of Conversational Marketing
• A collective “social media network” which includes Blogs, Internet Radio, Internet TV and “communities of purpose” (re Social Networks) is essential.
The Power of Conversational Marketing
PI Social Media Network . . . (June 2009)
• Collectively in the Top 100,000 (Today)• Collectively Top 50,000 (end of Q1 2011)• Collectively Top 10,000 (end of 2011)
The PI Social Media Network
The Power of Conversational Marketing
• Unlike traditional media, in which the number of eyeballs looking toward what Cushman referred to as a single stage being the critical point of connection . . .
The Power of Conversational Marketing
• . . . with social media and social networking as the refrain from the Collins song goes, it is now “Me lookin at you and you lookin at me.”
The Power of Conversational Marketing
• Blogs, Internet Radio, Internet TV and Social Networks have become the new venues replacing the somewhat unilateral and static stages of traditional media (websites, newspapers etc.).
The Power of Conversational Marketing
• We have entered the era of “conversational marketing.”
The Power of Conversational Marketing
• The hive/cross pollination concept is based on the observation that individuals will likely choose at most one or two primary networks as their preferred platforms. That is, they will spend the majority of their social networking time interacting within these main “hives.”
The Power of Conversational Marketing• While they may venture out into the vast
social media world visiting countless other networks, similar to the honey bee these forays are ultimately geared towards gathering information and insights to bring back to the hive to share with their established community of contacts. This of course is the cross-pollination aspect of the hive effect.
The Power of Conversational Marketing• Blogs; Wordpress,
Blogger & TypePad• Content, Content,
Content• Consistency (2 to 4
posts each week)• Expert Guest Posts• Interactive Media and
Reference Links• CROSS-POLLINATE!
The Power of Conversational Marketing• Blogs; Business
Benefits
• Strategic Market Engagement (Differentiation)
• Service Relationship Orientation
• Establishes Subject Matter Expertise Brand and Presence
• Low-Cost of Entry
The Power of Conversational Marketing• Internet Radio; Blog
Talk Radio• Subject Matter
Passion & Expertise• Comfort with Platform• Preparation• Pre and Post-Show
Promotion• Associated Blog• CROSS-POLLINATE!
The Power of Conversational Marketing• Internet Radio;
Business Benefits
• Unique, Highly Accessible Venue (including Live Event Feeds)
• Interactive Format to Engage and Maintain Audience Rapport
• Perpetual Promotion and Marketing
• Easy Integration With Current Venues
• On-Demand Pollination• Low Cost of Entry
The Power of Conversational Marketing• Internet TV; ooVoo
and UStream• Subject Matter
Passion & Expertise• Comfort with Platform• Preparation• Pre and Post-Show
Promotion• Associated Blog• CROSS-POLLINATE!
The Power of Conversational Marketing• Internet TV; Business
Benefits
• Unique, Highly Accessible Venue (including Live Event Feeds)
• Interactive Format to Engage and Maintain Audience Rapport
• Perpetual Promotion and Marketing
• Easy Integration With Current Venues
• On-Demand Pollination• Low Cost of Entry
The Power of Conversational Marketing• Social Networks:
LinkedIn, Facebook, Ecademy, So Act, Perfect Networker & Inquisix
• Connections Are Not Relationships!
• Community Service and Contributions vs. Self-Broadcasting
• Group membership and Active Involvement
• Interactive Media and Reference Links
• CROSS-POLLINATE!
The Power of Conversational Marketing• Social Networks;
Business Benefits
• Highly Accessible Venue• Interactive Format to
Engage and Maintain Audience Rapport
• Significant Q&A Response Rate & Intelligence (Average 20 and 60 Answers)
• Perpetual Promotion and Marketing
• Easy Integration With Current Venues
• Low Cost of Entry
The PI Social Media Network
How To Find Us . . .
Enter“PI Window on Business”
in any search engineto access show info
