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Marketing

Listening&

Solving Problems

Cut Sales and Marketing Costs by 50%

Managing risks associated with your current business models while developing your new business based on

utilising the potential of “Social Commerce”.

Ensuring that you maintain, support and develop existing business opportunities and markets by

developing your “assets” and managing your risks.

Meanwhile leveraging these “assets”by developing Content, Connections and Communication Channels to

facilitate a “new” business based on a Social

Commerce platform.

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Doing what you always did – gets what you always got.

Getting ahead of your competitors requires referrals, insights,

contacts and leads – and those that your competitors don’t get.Directing new business requires

direct action.

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OldOld Transition NewNew RISKS Demand GenerationDemand Generation OPPORTUNITY

OldOld Transition NewNew RISKS Demand GenerationDemand Generation OPPORTUNITY

OldOld Transition NewNew RISKS Demand GenerationDemand Generation OPPORTUNITY

Mitch Goldstone has owned a photo-developing shop in Irvine, California, since 1990. He used to develop 24-exposure film cartridges. Today he takes those shoe boxes of photos under your bed and scans them so you can use them online. Scanmyphoto.com has 10,600 followers on Twitterand Goldstone has sent 32,000 tweets. He doesn't just self-promote. He shares links and product reviews, and blends into a running conversation online about all things photo. His presence on Twitter and Facebook has taken his Irvine photo shop international. He scans photos from three miles away in Irvine to thousands of miles away in Australia.

"If you're not into social media social networking you will be out of business. I'm going to repeat that: You will be out of business if you don't tweet, use Facebook, and social media today," Goldstone says.

Forget the 4 P’s It’s About

ContentConnection

CommunicationCollaboration

With & Between customersWith Alliances & Competitors

ConversionChallenges

Challenges

How to Collaborate, to Find & Create customers in the Internet Era

Finding Great Primary Connections

Art and Science

Build Trust

Nurture Meaningful Connections

Collaborate to Grow Mutually Beneficial Relations

Dunbars Number = 150 Max

Changes in Purchasing Behavior

• Buyers start purchasing process in search engines

98% Search in Google

Source: Marketing Sherpa

Changes in Purchasing Behavior

• When was the last time when you were considering making a purchase over $1000 that you did the following?– Used the yellow pages– Got on a plane to go to a trade show– Responded to a print advertisement– Responded to a direct mail advertisement– Did a search in Google or another search engine– Asked a friend for advice, and they emailed you a

URL as a response

Marketing Needs to AdaptOutbound Marketing• Inside Sales• Telemarketing• Tradeshows• Seminars• Print Advertising• Direct mail/email

Inbound Marketing• SEO• Pay per click• Blogging / Blogosphere• Social Media / Buzz• Targeted Landing Pages• Marketing Analytics

Marketing Needs to AdaptOutbound Marketing• Low response rate (1-5%)• Expensive / Wasteful• Becoming more difficult• “Interruption” based

Inbound Marketing• High response rate (20-50%)• Low cost / High ROI• Wide open playing field• “Permission” based

Marketing Needs to Adapt

• Your Prospects have control– Spam software blocks email– Caller ID blocks cold calls– Government is on consumer’s side

• Can –Spam Act• National Do Not Call List

• Today, the goal of marketing needs to be to “get found” by customers when they are looking, not “get in their face” when they are not looking.

New Rules of Marketing

• Get Found by Qualified Prospects– Search Engines– Blogosphere– Social Media

• Convert Prospects to Customers– Landing Pages– Lead Intelligence– Marketing Analytics

2011 B2B Marketing Benchmark Report

From Lead Generation to Sales ConversionMaximising lifetime value of each customer60% to increase Inbound Marketing SpendCase Studies, Surveys, Social CommerceSocial Media integration9 out of 10 use Content Marketing Blogs, Social Media, Articles

OldOld RISKSBrandsSuppliersWholesalersMarketsAdv & MarketingSavvy Consumers

Outcomes

OldOld Transition NewNew RISKS Demand GenerationDemand Generation OPPORTUNITY BrandsSuppliersWholesalersMarketsAdv & MarketingSavvy Consumers

SOCIAL COMMERCEAssetsAssetsStoryCredibilityTrustReferralsAccessPeopleKnow HowCompetitorsAlliances

Support & MaintainGrow

MeasureDevelop

Remarkable & ValuableContentListeningLeverageConnect

CollaborateCommunicate

LoyaltyRelationships

Advocacy

Social Media/NetworksSocial Media/Networks

Build & Develop Your Own

BrandsAwareness

MarketsLoyalty

Advocacy

Direct RelationshipsValue Add

Product + ServiceWider Access

Narrower FocusLeverage Expertise

& RelationshipsHigh Connect

Are you are Learning organisation

Or

A knowing organisation??

Mike Oswald - Alliance Linked

Why What HowPilot

GrowBuild

Implement

Awareness Agreement Engagement Involvement Evolution

New

New

OldOld Transition NewNew RISKS Demand GenerationDemand Generation OPPORTUNITY

Awareness -- The Why

Planning -- The What

Content -- The How

Take Over -- The Evolution

Checklist

Policy + Plan

Look & Feel and Structures - e.g. Facebook, Twitter, YouTube, LinkedIn

Action Plan

Why & What Overviews

Content Strategy + Editorial Plan

Conversation Planner

Listening Pages

Referrals + Recommendations Plan

Why & What & How Overviews

Checklist 2 The The DeliverablesDeliverables

Monitor + Mentor

Outreach Program

Revise and Measure Objectives

Monthly report

Meet, Discuss, Present, Listen, Develop Specific Solutions + Vision