Download - Techmesh leeds final presentation 08.03.12.1
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Shoestrings and straight lines – how to
market a technology product
8th March 2012
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Programme
4.30pm Registration and networking 5.15pm Introduction by Andrew Earnshaw, CIM TMIG 5.25pm Andy Peterson – KC Business 5.50pm Paul Lancaster - Plan Digital 6.15pm Rob Heerdegen – Eloqua 6.40pm Question & Answers 7.30pm Close
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What’s next?
Leeds Media & techmesh social
Tuesday 24th April 2012 – Black House, Leeds 17:30 - 20:00
The Cloud – working towards 2015
Wednesday 9th May 2012 – York 17:30 – 20:30
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Welcome To the Real World – The
Highs And Lows of Social Media
Marketing
8th March 2012 Andy Peterson @CIM Leeds
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Bit About Me…
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Atos Origin – CxO Trends
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Atos Origin – CxO Trends
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Atos Origin – CxO Trends
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Do…
• Use their PPC – much cheaper than Google
• Gather information about the competition
• Use it to target prospects
• Use it to look for talent
Don’t
• Think the competition aren’t doing exactly the same
to you
• Expect it to drive many leads through direct contact
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Do…
• Take a deep breath before you start
• Use it to deliver customer service
• Develop an SMP internally if you feel you need one
• Use it as part of the mix – deliver content
Don’t
• Expect to be able to control the conversation
• Advertise on it unless you’re an established brand
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Do…
• Create your own channel
• Embed video on your own site as well
• Avoid distributing ads on your content
• Keep content brief and on topic
Don’t
• Remember to keep content live, or remove it if no
longer relevant.
• Expect everything you do to go viral
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Do…
• Reach out to opinion formers
• Stay engaged
• Drive opinion
• Seek quality followers, not quantity
Don’t
• Try and sell
• Don’t follow disingenuously
• Don’t butt in to conversations unless you have a point
• Don’t link to anything that’s not relevant
• Go anywhere politics, sex or religion..
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Welcome to the real world……
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Things to remember..
• What’s your strategy?
• Who are your customers?
• Where are they right now?
• Can you measure it?
• Can you change it?
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17
Close/Questions
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@lordlancaster @plandigitaluk http://plandigital.wordpress.com
Emotional Technology +
How Ideas Spread
@lordlancaster
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@lordlancaster @plandigitaluk http://plandigital.wordpress.com
Everything starts with an idea
(the rest is just detail)
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@lordlancaster @plandigitaluk http://plandigital.wordpress.com
Each new product or service begins with:
• Imagination
• Creativity
• Excitement
• Enthusiasm
• Belief
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@lordlancaster @plandigitaluk http://plandigital.wordpress.com
Over time… too many meetings, discussions and amends suck the life out of what was once pure & inspiring!
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@lordlancaster @plandigitaluk http://plandigital.wordpress.com
At launch, you’re already feeling jaded, de-motivated & bored with the product - just when you need to be at your most enthusiastic!
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@lordlancaster @plandigitaluk http://plandigital.wordpress.com
The Answer?
• Speed to launch
• Less talk, more action
• Avoid decision by committee
• Stay close to the original vision
• Fall in love with the product
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Vision & Speed • Named after the domino effect (one powerful idea spreads down the line from person to person) • Cutting out the middle man (in this case the publisher) • Rapid time to market (‘Anything You Want’ = 12 weeks) • Short, pacy books (Designed to be read in under 1hr) • Domino Project Street Team. (Rewarding the sneezers)
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Domino Project Street Team
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@lordlancaster @plandigitaluk http://plandigital.wordpress.com
Pillow Talk
http://www.youtube.com/watch?v=wrfJ9EOSFEU
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@lordlancaster @plandigitaluk http://plandigital.wordpress.com
Whether it’s B2C or B2B, people want:
• Inspiration
• Storytelling
• Solutions
• Beauty & emotion
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@lordlancaster @plandigitaluk http://plandigital.wordpress.com
Think like Don Draper
http://www.youtube.com/watch?v=suRDUFpsHus
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NO EMAIL DAY 11.11.11
www.facebook.com/NoEmailDay
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@lordlancaster @plandigitaluk http://plandigital.wordpress.com
Everything starts with an idea
(the rest is just detail)