social networking - nov 10 2009

Senior Financial Planners RetreatSenior Financial Planners Retreat

Wilson ZehrWilson [email protected]

Strategic Marketing with Social Media

November 12, 2009

School of Management

Wh t i M k ti ?What is Marketing?

Events?Ads?

Sales?Press? Sales?Press?

Nov 12, 2009 Slide 2Senior Financial Planners Retreat

St t i M k ti M d l


Strategic Marketing ModelYes, all that and more…

Big M

little mlittle m

Nov 12, 2009 Senior Financial Planners Retreat Slide 3

P ti D i G th


Promotion: Drives Growth


P ti M k ti Mi Ch i


Promotion: Marketing Mix Choices

OnlineOffline

emailtradeshow i l

websitenewsletter

i

radio televisiontelesales

promotion

banner

webinar events

tradeshow viral

wikiaffiliates

magazine

td

infomercialcoupons

promotion

discount

PLUSPLUSMOREMORE

banner

portal

socialmedia

blogs wiki

pressrelease

outdoor

directmail

yellowpages

coupons

portaldirectory

searchengine auction articles

releasepublicrelations

newspapersports

marketing

word-of-mouth


e g enewspapermarketing

P ti S l ti C it i


Promotion: Selection Criteria

B to G

B to BB to C

Understand Customer & Buying Behavior


Understand Customer & Buying Behavior

I t t A di D hi


Internet Audience: Demographics

8/22/2008


I t t A di Di it l Di id


Internet Audience: Digital Divide


I t t A di A ti it F


Internet Audience: Activity Frequency


I t t A di Hi h S d A


Internet Audience: High Speed Access


O li P ’ & C ’


Online Pro’s & Con’s

Strengths Limitations

• Global Reach• Content Rich

• Global Competition• Penetration Rate

g

• Content Rich• Interactive• Immediate

• Penetration Rate• Passive Medium

T ti Abilit• Immediate• Always On

Cli k t B

• Targeting Ability• Connection Required

Offli C• Click-to-Buy • Offline Convergence


St O G t O li


Step One: Get Online• Determine Goal(s)

i i i i• Build credibility• Generate leads• Capture online salesCapture online sales• Integrate operations

• Establish Budget• Select Website Solution

• Listing (e.g. online yellow pages)I t it ( h t d )• Insta-site (e.g. homestead.com)

• Custom development

G l( ) & B d t Sh ld D i S l tiNov 12, 2009 Senior Financial Planners Retreat Slide 12

Goal(s) & Budget Should Drive Selection

St O G t O li


Step One: Get Online“Build It and They Will Come”

Well, Not Really…


St T G t F d


Step Two: Get Found

Search Engine Factoids

91 3%91.3%

Search is used by over90% of Internet users


90% of Internet users

St T G t F d


Step Two: Get Found

How Search Engines Work

Internet

searchquery


St T G t F d


Step Two: Get Found

O iOrganicListings

PaidListings


St T G t F d


Step Two: Get Found

Search Engine Marketing (SEM)• Search Engine Optimization (SEO)

• Research & select keywordsOptimize website content

OrganicListings

• Optimize website content• Cultivate inbound links

• Pay-Per-Click (PPC) PaidPay Per Click (PPC)• Urgent rank required

• SEO takes time• Site age is a factor

PaidListings

• Site age is a factor• Keyword is too broad for organic• Important keywords we can’t optimize


St Th C t B


Step Three: Create a Buzz

Email Marketing

• 134 billion messages per day (2009a)• First “killer” online application (1971b)pp ( )• Single most popular online tool (96% users c)• Communication fabric for social media• Well understood and accepted• Active when used online

a McAfee, Threat Report, Q1 2009b Hobbes' Internet Timeline (http://www zakon org/robert/internet/timeline/)

The Original “Online” Social Media


b Hobbes Internet Timeline (http://www.zakon.org/robert/internet/timeline/)c University Southern California, 2008 Digital Future Report (http://www.digitalcenter.org)

St Th C t B


Step Three: Create a BuzzObstacle: Growth of Spam

Unsolicited Email (SPAM) Regulated by CAN-SPAM


Source: McAfee, Threat Report, Q1 2009

St Th C t B



Spam Filters Reduce Deliverability

26.7% of legitimate commercial email is not delivered


gReturn Path (2009)

St Th C t B


Step Three: Create a BuzzEmail newsletter

links to contentlinks to contentcontent lives on web site


St Th C t B



Why Should You Care?• Effective When Used Correctly

• ROI of $43.62 for every $1.00 a• Ranks 2nd in conversions behind SEO b• Ranks 2 d in conversions behind SEO b• 80.4% say email performs strongly c

• Ingredients for Successg• Do Not use for (cold) prospecting• Build rapport with existing customers• Assure recipients “opt-in”• Assure recipients opt-in• Use reputable service

a Direct Marketing Association, 2009b F b M di F b M 2009


b Forbes Media, Feb-Mar 2009c Datran Media, Annual Marketing & Media Survey, 2009

St Th C t B



Direct Response “Rules of Thumb”p

The Offer (20%)( )

The List (70%) Creative (10%)


St Th C t B



Viral Marketing• Word-of-mouth on Steroids• Coined by Tim Draper (www.dfj.com)

• Technique used to launch Hotmail• 12 million users; 1.5 years; $500K investment• Simple link allowing others to subscribe

• Content spreads virally on the Internet• Content continues to circulate• Drive traffic and conversions


St Th C t B



What is Viral Content?

AudioVideo

ToolsGames

“A thi ” Th t i V l bl & U i t R i i tNov 12, 2009 Senior Financial Planners Retreat Slide 25

“Anything” That is Valuable & Unique to Recipient

St Th C t B


Step Three: Create a BuzzFast Forward toS i l M diSocial Media


St Th C t B



Social Media• 1,000’s of Options• Consumer

• Facebook/MySpace• YouTube• Twitter

• Business• LinkedIn• RSS/blogs• SlideShare


St Th C t B




St Th C t B


Step Three: Create a BuzzSocial MediaB iBusiness


www.eMarketer.comSource: Deloitte, “2009 Ethics & Workplace Survey”, Opinion Research, May 19, 2009

St Th C t B



Creators

Critics

Creators

Critics

Collectors

Collectors

Joiners

Joiners

Spectators

Spectators

I tiSpectators

Inactives

Inactives


Nov 12, 2009 Senior Financial Planners Retreat Slide 31June 11, 2007, Inside Innovation, BusinessWeek

Nov 12, 2009 Senior Financial Planners Retreat Slide 32The Nielsen Company, 2009

St Th C t B


Step Three: Create a BuzzContent Sharing

Web sites, news articles, whitepapers…


St Th C t B


Step Three: Create a BuzzSocial Bookmarking – Top 10


St Th C t B


Step Three: Create a BuzzBlogs – Top 10


S i ll Vi l “G t F d” R Vi it d


Socially Viral: “Get Found” Re-Visited

ilOrganicListings

emailviral relevant content

back links Listingssocial

back links

The Gifts That Keep on Giving!


St Th C t B


Step Three: Create a BuzzEmail alert

li k t t tlinks to contentcontent lives in LinkedIn


S i ll Vi l E l


Socially Viral: Example


St Th C t B


Step Three: Create a BuzzSocial Media – Join the Conversation• Setup Facebook account

• Complete your profile• Import personal contactsImport personal contacts• Invite Friends

• Setup a LinkedIn accountC l t fil• Complete your profile

• Import business contacts• Send invitations to connect

• Setup Twitter and follow someone• Setup my.yahoo.com (add personalization/RSS)• Visit YouTube SlideShare & StumbleUpon


• Visit YouTube, SlideShare, & StumbleUpon

S


Summary

• Effective Marketing Starts with a “Strategy”Effective Marketing Starts with a Strategy• Match Marketing “Mix” to Prospect/Buying Behavior• Integrate Offline/Online Promotionsg /• Online Promotions Reach Affluent/Educated Audience

• Get Online• Get Found• Create a Buzz

• Build Exposure & Increase ROI

Live Long & Prosper ONLINENov 12, 2009 Senior Financial Planners Retreat Slide 42

Live Long & Prosper ONLINE

BIO


BIOWilson serves on the faculty for the School of Management at Concordia University, Portland, Oregon (www.cu-portland.edu). In addition, Wilson y, , g ( p ) ,is the CEO of Cendix (www.cendix.com) the leading provider of Web-to-print solutions that increase sales both online and offline. Cendix also provides strategic and tactical marketing consulting services for emerging growth companies in the Pacific Northwest.g p

Wilson Zehr has 25 years experience in high technology and telecom –over a decade of experience working with Internet-related products and services. He has created numerous new products/brands and successfully brought them to market In addition he has crafted and managed strategic

Wilson [email protected]@cendix com brought them to market. In addition, he has crafted and managed strategic

alliances with many (20+) of the largest technology and communications firms in the world. Mr. Zehr is a serial entrepreneur who has raised over $60 million from investors; returned over $160 million; and bought/sold a number of enterprises

[email protected]

number of enterprises.

More detailed background information on Wilson can be found at http://www.cendix.com/about/management.html
