Social Media Marketing

Paul Tansey – Intergage

Web Marketing Nerd with the Big Chin

These are just my thoughts..

I will never know everything

Slides available later!

Hello, This is Me

Over 200 LinkedIn Recommendations

“Attended yesterday's seminar on Social Media. Great presentation with clear advice and tips. Really useful for a small business” S Cowel, CobWebKnits

“Intergage have provided Jet Connections with a first class service from the word "Go" and continue to do so to this day; completely capturing the scope and feel of the company. Intergage provided innovative ideas in website design as well as business sense when looking at ROI and Digital PR, they really are a complete web marketing partner” T Dier, FlightBright Ltd

“I've been with Intergage now for over 9 years and I will continue to stay with them, because of their expertise and customer service.” R Nicholson, IELTS

“…We find Intergage extremely useful to keep us on track, flag up new initiatives and generally guide our digital PR and Marketing strategy. I would highly recommend them” M Heale, Allan & York

Marketing as a Journey

The Rise & Rise of Social Media

Market Fragmentation

Channel Fragmentation

Multiple Screens & Devices

Responsive Design

Mobile Apps

Content Marketing

Megatrends in Marketing

Diagram adapted from the book “Social Media Marketing – An Hour A Day”, by Dave Evans

Where Social & Search Impact

Social Media Search Engines Social Media

The Web of Pages

The Web of People & Things

Exponential Information Growth

“Every 2 days we collectively createas much information as we did fromthe dawn of civilisation to 2003”

Eric Schmidt, CEO, Google, 2010

Losing Control of Your Brand

Your brand isn’t necessarily what you say it isNegative public feedback can kill your businessHow happy are your customers?

Generation Y – “Always On” Connected Consumer

Born between 1980-2000Now aged 13-33“Addicted to social”Adopt new technology quicklyLoyal to brands they identify withQuick to share great experiences and badOur future relies on doing business with these people

Generation Y – “Always On” Connected Consumer

They “Check-in”They follow brandsThey care what their friends sayThey want you to care about themThey care about your reputationAn audience of audiences….

Generation Y – “Always On” Connected Consumer

They use multiple screensThey use AppsThey understand personal brandingThey don’t need to know anything…

Maslow's Hierarchy of Needs V2

The New Connected / Social World

It’s a global revolutionBy 2025 most of the world’s projected 8 billion people will be onlineWe are all more connected then ever beforeInformation overload creating new problemsOur customers are frazzled…

The Frazzled Customer

Often Multi Tasking / Flitting /

Distracted

Emails for breakfast

A dozen calls to make

Not enough time to prepare

Day full of meetings

Plagued by Emails

60 hour week

Endless to-do list

Information Overload

Proposal to write

Customer issue to resolve

= Struggling to meet her objectives

Social Media Angst

Stressed & Tired

She’s demanding but may not fulfil her promises to you

“If it isn't broken don’t

fix it”

She’s a sceptic

The Frazzled Customer Hates

Sales BS

Being “Sold at”Cheesy, self-serving sales

people

If it isn’t a priority – it won’t happen

Difficult decisions

Suppliers that all look and sound

the sameComplex proposals

Hyperbole

Jargon

Solutions that look difficult /

painful to implement

Insulting “Old School” sales

tactics

“One size fits all” Sales pitches

The Frazzled Customer Loves

Credible professionals

Your challege is to be RELEVANT

Simple decisions

Suppliers with expertise and

credibility Simple proposals with clear benefitsVery specific

benefitsPeople who

“Talk her language”

Solutions that are easy to

implement

Somebody that understands her

problems

Solutions proven for

customers like her

People and companies

that share her values

People that bring her fresh, clever, RELEVANT ideas

Suppliers Recommended by people she trusts

People that focus on her opportunities / outcomes not their

sale

The Key to Relevance

“I don't know the key to success but the key to failure is trying to please everyone"

William Henry “Bill” Cosby, Comedian

Relevance

We all live in bubblesOnly priorities burst bubblesResearch / understand / prepareTrigger events are key

Focus on a Specific Customer

Segmentation because one size does not fit allBy market, industry, generation – led by research In B2B understand the decision making unitCreate rich personasUnderstand their world and problemsUnderstand and use their languageUnderstand how they research, discuss and buy solutions to their problems

Think Persona

Think Problems / Questions

Nothing is more important than your customers problems and questionsPain Killer vs. VitaminsSPINBecoming a self-serve business

Social Media

Is about authenticityIs about veracityIs about trustIs about reputationIs about Helping not Selling

“Can You Make Your Marketing So Useful Your Customers Would Pay For It?”

Google “Zero Moment of Truth” studyIn 2010 the average consumer needed 5.4 sources of information before making a purchaseIn 2011 that number was 10.4You don’t have to know anything any moreQuestions become friction

A Swimming Pool Success Story

Based in Virginia USAIn 2009 they were on the vergeNo budgetA great knowledge of their customer was their only asset

Blogging Success Story

Created 400 BlogsNow over 1000 Blog postsThe most visited Swimming Pool Website in the worldAverage customer reads 105 blogs75% of new customers never talk to a sales personRevenue up 50%

Launched June 2011

Much More than just a Social Network

It’s an identity system

For People

For Companies

It will impact search results

It will integrate EVERYTHING Google does

One Account to rule them all…

Google+

Google+ Authorship

http://youtu.be/3QlY8ba0jYI

We All Use Google Tech

MapsSearchChromeAndroidGmailYouTubeGoogle+

So, Google Knows…

Where you are (and where you are going)Who you areWhat your business doesWho you know and who knows youWhere you will be and whenWhat books movies and music you likeWhat you watch on YouTubeWhat you search for (and bookmark)What you buy

It’s Watching Your Profile

Trying to understand your trust, reputation & influence

• Through testimonials, reviews and recommendations• Through mentions across the Web• Through your social profiles and activity• Through your social activity across multiple platforms• Through your on-line influence

And that of your business

“Get Me to Page 1 of Google!”

Get what to the top of Google?DeviceLocationSearch historyLogged in /out Your social presence and activityYour Trust, Reputation & AuthorityYour WebsiteThe Quality of the content

You Are Going To Get What You Deserve

Your results will be based on:Your online identityYour digital footprintHow well you understand your target marketYour brand and how you communicate itThe experience your website providesThe quality of the content you share sociallyHow well your team harnesses social media and their networks

The 3 C’s of ContentCreation Curation Consumption

The 3 C’s of Social Media

7 Steps to Content Marketing

Optimise this content using SEO tacticsEnsure sharing is easy

Get the 7 Steps White Paper

Profile your customer in detail. Understand where they hang out online and how they search to solve

their problems and achieve their goals. Create and

promote optimised content you think

they will LOVE

Content is Liked, shared,

commented on and conversations start

It becomes more visible in search as this happens

You attract more traffic to your site

through search and referral

Your follower network grows as content is shared

Assess, measure, refine

and repeat

It’s a Level Playing Field

Focus on a customer and align your brandAuthenticity and expertise is keyUnderstand their specific pains and aspirationsUnderstand where they hang out and how they make a decisionCreate content they want, love and sharePromote the content as a team and be the brandEngage in online conversationBuild relationshipsHelp not SellAnalyse the results – but give it time…

Thank You

@PaulTansey

www.intergage.co.ukblog.intergage.co.uk

+Intergage