social networking as a guerrilla selling weapon

THE GUERRILLA GROUPincTHE GUERRILLA GROUPinc

GUERRILLA MarketingGUERRILLA Marketing

Presented by:Presented by:

Social Media as a GuerrillaSelling WeaponSocial Media as a GuerrillaSelling Weapon

Orvel Ray Wilson, CSPGoogle Me!

CRMA National ConferenceJune 1, 2009 New Orleans

Orvel Ray Wilson, CSPGoogle Me!

CRMA National ConferenceJune 1, 2009 New Orleans



Instead of brute force, we use. . .

How is Guerrilla Marketing Different?How is Guerrilla Marketing Different?



Evolution of the WebEvolution of the Web Web 1.0

– One way, pushing information

– We don’t even know who the audience is

– Try to influence the buying decision

Web 1.0– One way, pushing

information

– We don’t even know who the audience is

– Try to influence the buying decision

Web 2.0– Engage, invite,

interactive.

– Audience is in control

– Try to influence the conversation

Web 2.0– Engage, invite,

interactive.

– Audience is in control

– Try to influence the conversation



Evolution of the WebEvolution of the Web Information push

– Blogs, podcasts

User created content– Angie’s List 5,000 reviews/month

Connecting people– Social network, community

Information push– Blogs, podcasts

User created content– Angie’s List 5,000 reviews/month

Connecting people– Social network, community



Is SN for You?Is SN for You?Takes Time, Energy and Imagination

The Digital Divide is getting wider“If you’re not at the table, you’re on

the menu.” - David Nour

Takes Time, Energy and Imagination

The Digital Divide is getting wider“If you’re not at the table, you’re on

the menu.” - David Nour

“I think you should be more explicit here in Step 2.”



Who’s Watching?Who’s Watching? Curators

Producers

Commentators

Sharers

Watchers

Not Active

Curators

Producers

Commentators

Sharers

Watchers

Not Active



Why People Join Social NetworksWhy People Join Social NetworksContent

–Personal interests professional and business development.

To be part of a larger Community–To see who else is out there, and what

they’re doing.

Content–Personal interests professional and

business development.

To be part of a larger Community–To see who else is out there, and what

they’re doing.



1-9-901-9-901% Influential Hubs

–High Value Interaction

9% Moderately engaged

90% passive observers.

1% Influential Hubs–High Value Interaction

9% Moderately engaged

90% passive observers.



Why Invest in Social Media:Why Invest in Social Media: Improve your “findability”

Improve your professional network

Find hidden connections

Make first meetings go more smoothly

Deepen relationships with customers

Find new prospects and customers

Improve your “findability”

Improve your professional network

Find hidden connections

Make first meetings go more smoothly

Deepen relationships with customers

Find new prospects and customers



Benefits of Social Media:Benefits of Social Media: Deeper relationships with visitors/guests

Increased awareness for your brand

Better communication with audiences

Broadening your professional network

Improve search engine prominence

Increased web or blog traffic

Deeper relationships with visitors/guests

Increased awareness for your brand

Better communication with audiences

Broadening your professional network

Improve search engine prominence

Increased web or blog traffic



Where Does SN Fit? Where Does SN Fit? Your website is the mother ship.

Tease them with value, then invite them back

Create multiple touchpoints that start, and encourage the conversation.

Your website is the mother ship.

Tease them with value, then invite them back

Create multiple touchpoints that start, and encourage the conversation.



How Others are Using SNHow Others are Using SN70% Interface with Customers

51% Interface with suppliers, partners75% Manage collaboration internally

- McKinsey Research

70% Interface with Customers

51% Interface with suppliers, partners75% Manage collaboration internally

- McKinsey Research



Not Just for BusinessNot Just for BusinessMedic

wiwih–Hospitality

SearchMe

WolframAlpha–Point to point

Medic

wiwih–Hospitality

SearchMe

WolframAlpha–Point to point



Niche Social SitesNiche Social Sites TripAdvisor

IgoUgo

VirtualTourist

Chowhound

Guidespot

GoSeeTell

Yelp

MyTravelGuide

RealTravel

Epinions

DontGoThere.org

Mashable.com

Yelp

MyTravelGuide

RealTravel

Epinions

DontGoThere.org

Mashable.com



Joining the Conversation: ListenJoining the Conversation: Listen Observe online communities where your

brand is actively discussed

Participate in conversations just as if with someone in real life whom you respect

Pay attention to how community members interact with each other

Reach out as a person, NOT as a marketer

Observe online communities where your brand is actively discussed

Participate in conversations just as if with someone in real life whom you respect

Pay attention to how community members interact with each other

Reach out as a person, NOT as a marketer



Track What you Already HaveTrack What you Already HaveGoogle Alerts

Google Analytics–How are they finding you?

–Where are they leaving from?

Google Alerts

Google Analytics–How are they finding you?

–Where are they leaving from?



SN FundamentalsSN Fundamentals Profile Content Contacts/friends Search

– Top 10 Long-Tail keywords

– Know where to search (e.g., Twitter searches on Summize.com)

Other functions vary by application

Profile Content Contacts/friends Search

– Top 10 Long-Tail keywords

– Know where to search (e.g., Twitter searches on Summize.com)

Other functions vary by application



Useful ToolsUseful ToolsSmall world

LiveJournal

Slideshare.com

Xobni– Getting Insights from that function

Small world

LiveJournal

Slideshare.com

Xobni– Getting Insights from that function



SlideShare.comSlideShare.comYouTube of presentations

Learn from others who are masterful–Demo DISH for prep.

YouTube of presentations

Learn from others who are masterful–Demo DISH for prep.



Things to Attract TrafficThings to Attract TrafficCreating Groups

Resources

Blog

Presentations

Follow me on Twitter

Creating Groups

Resources

Blog

Presentations

Follow me on Twitter



Driving Search RankingDriving Search RankingEvolution of keywords

Integrate long-tail keywords

Google loves dynamic content–Blogs, videos, tweets

Evolution of keywords

Integrate long-tail keywords

Google loves dynamic content–Blogs, videos, tweets



Lead me the down the path:Lead me the down the path:Buy your Ideas

Buy your Information

Buy your Products

Buy your Ideas

Buy your Information

Buy your Products



The Big 5 Recommended AppsThe Big 5 Recommended AppsMySpace

YouTube

FaceBook

LinkedIn

Twitter

MySpace

YouTube

FaceBook

LinkedIn

Twitter



Ping.fmPing.fmUpdates your status on 40 different

social networks–Interoperability

–Status box, update all

–Can’t keep up with them

Updates your status on 40 different social networks–Interoperability

–Status box, update all

–Can’t keep up with them



Private NetworksPrivate NetworksRENetworks.com

–Detailed Profile

–Pin map shows your connections

RENetworks.com–Detailed Profile

–Pin map shows your connections



Private NetworksPrivate NetworksQuestions create Tags, prioritize

Identify you with more attributes.

Pin map show who else is closest –Pin view–List view–Map view

Questions create Tags, prioritize

Identify you with more attributes.

Pin map show who else is closest –Pin view–List view–Map view



Developing Your StrategyDeveloping Your StrategyLearn

Dialog

Spark

Support

Innovate (cycle)

Learn

Dialog

Spark

Support

Innovate (cycle)



Social Networking StrategySocial Networking Strategy Identify the key relevant stakeholders

Sources of internal and external insights

Engage with Unique Value-Add

Deliver Exceptional Experiences

Influence best practices for Future success

Identify the key relevant stakeholders

Sources of internal and external insights

Engage with Unique Value-Add

Deliver Exceptional Experiences

Influence best practices for Future success



Contribute to the CommunityContribute to the Community Create content

Make it easy for people to connect to you

Participate in larger conversations

Integrate into social networks

Provide a valuable application

Build relationships on and off-line

Create content

Make it easy for people to connect to you

Participate in larger conversations

Integrate into social networks

Provide a valuable application

Build relationships on and off-line



10 Things to Do Right Now10 Things to Do Right Now1. Become naturally inquisitive

–Google “Social networking websites”

–Follow the Hyperlinks and explore!

–Build your profile

–Create Templates for profile, specialty, intro Emails.

1. Become naturally inquisitive–Google “Social networking websites”

–Follow the Hyperlinks and explore!

–Build your profile

–Create Templates for profile, specialty, intro Emails.



10 Things to Do Right Now10 Things to Do Right Now2. Create Content Rich profiles

3. Clean up your Outlook

4. Use SN to identify access. Use SN to do Due Diligence, Research

2. Create Content Rich profiles

3. Clean up your Outlook

4. Use SN to identify access. Use SN to do Due Diligence, Research



10 Things to Do Right Now10 Things to Do Right Now6. Map your internal and external

sources of influence

7. Schedule 5 coffee meetings

8. Send out 5 personal handwritten notes

6. Map your internal and external sources of influence

7. Schedule 5 coffee meetings

8. Send out 5 personal handwritten notes



10 Things to Do Right Now10 Things to Do Right Now9. Read daily to find valuable insights,

send them, share them, RT them.

10. Invest in ONE referral each week

9. Read daily to find valuable insights,

send them, share them, RT them.

10. Invest in ONE referral each week



Priority StepsPriority StepsVersion 1 is better than none.

–Get started on those 5

–Find a way to jump in and start learning

Version 1 is better than none.–Get started on those 5

–Find a way to jump in and start learning



Thank you!Thank you!Join my network on LinkedIn

Friend me on FaceBook

eMail me at [email protected]

Join my network on LinkedIn

Friend me on FaceBook

eMail me at [email protected]

social networking as a guerrilla selling weapon

Business

people social network

web web

social networking strategy

benefits of social media

use sn

sn fit

tail keywords google

dynamic content blogs