marketing tools for your lsp - gala global...•inbound vs outbound •inbound specifics...
TRANSCRIPT
14-16 September 2009 | Cancun, Mexico
Marketing Tools for your LSP
Rebecca Petras
Globalization and Localization Association
Marketing today
Pure and simple:
Communicating with
your community
The Power of Community
Evolution
2009
Really?
2010
Fad?
2011
Acceptance
Holistic approach
Marketing today
• Inbound vs Outbound
• Inbound specifics
• Integrating the old with the new
• Seven Must Dos
Outbound Marketing: Cast a Wide Net
• Imprecise
• Pay to play
• Interruption
Outbound Marketing
Inbound: Precise
• Specific tools
• Target one fish, not many
• Earn your way in
60 percent lower cost per lead-Source, Hupspot
Inbound Components
Fad?
“In Search of the Next Big Idea”2008: $100M to spur iPhone app development
2010: $250M to fund social applications
“Social is just beginning.” --Bing Gordon, Kleiner Perkins Partner
Fad?
The Community
“Social media…is not just the hot new thing
being utilised by the marketing department to
reach audiences; it is bringing back to the fore the
forgotten art of conducting business with a
two-way conversation between shop and
customer.”
-- Noz Urbina, Business Development
Manager for Mekon Ltd
Inbound Specifics
• Not all social media is created equal
• It’s not about being on Twitter
• Consider different median for different
purposes, different audiences
Value: Broadcast
200M: Registered users
110M: Tweets per day
1200: Tweets/second
10TB: Terabites generated per day
“Twitter is a one-on-one personal connection many customers crave.”--McKenzie Eakin, “Sky Captain” for Tweet Fleet
Distribution
Value: Builds community
1 in 13: Worldwide
71%: US
48%: Brush teeth, check FB (18-34 yr olds)
28%: Open eyes, check FB
10M: Comments/20 minutes
Distribution: Highest Users
Source: O’Reilly Research
Source: O’Reilly Research
Distribution: Growth in Users
Value: Targeted
engagement/in-depth
knowledge sharing
Source: LinkedIn
9.6M: Views
of Corning
video
http://www.nevillehobson.com/2011/03/20/a-day-made-of-glass/
Value: Visual storytelling
Tomorrow
1. Formalize your channels
2. Evaluate value of each channel
3. Monitor the tools used by your community
Tomorrow
1. Determine which tools your community uses
2. Segment channels
3. Start evaluating SEO: Make it easier for them to find you
Tomorrow
1. Have you identified your differentiator?
2. Create three messages out of your differentiator
3. Create three stories from your messages
4. How will you tell those stories?
Example
We are the oldest, most stable South African SLV in the country.
1. We know South African languages better than anyone else.
2. We have trained translators in 10 SA languages
3. We have the tech tools to project manage those translators.
STORY:
It can be done: 50K words translated into 10 SA languages in two weeks
“This isn’t really a technology trend at all, but rather a trend of
humanization that makes your people as much the star of your
show as your products have been historically.” –NOW Revolution
Tomorrow
1. Identify your best communicators
2. Schedule a community engagement meeting
3. Start keeping all informed of strategy/weekly email
Tomorrow
1. Set up meetings here in Lisbon!
2. Research best vertical conference
3. Ask community what they read (LI?)
Tomorrow
1. Remember: Social is by definition NOT private
2. Remind team: your personal ID is NOT your private ID
3. Use tact; it is a conversation, not a sales call
Tomorrow
1. Check out Google Analytics, or another SEO tool
2. Start revising for better SEO
3. Consider social media monitoring tools
14-16 September 2009 | Cancun, Mexico
Good Luck!
Follow up small group discussion !