3. “FINANCIAL CRISES CREATE PARADIGM SHIFTS” (Rachel Botsman, Collaborative Consumption) “CONSUMERS ARE INCREASINGLY POWERFUL AND UNPREDICTABLE”( John Gerzema, Spend Shift) “Brands, which for so long told their story with the massive voice of one-way advertising, now find consumer conversations about their products are happening in big, public, uncontrolled ways”(Steven Rosenbaum, Curation Nation) 2
4. “FARMERS MARKETS AND FACEBOOK FEED THE SOCIAL SELF WHICH HAS BEEN NUMBED BY AN AGE OF MASSIVE INDIVIDUALISM” (Rachel Botsman, Collaborative Consumption) “your potential customers are educating themselves By researching purchases online before they make them. 3 out of 5 of them are using search engines first”(Ann Handley & CC Chapman, Content Rules) 3
5. What drivers are behind this consumer shift? COST CONCERNS / THE ECONOMY ENVIRONMENTAL CONCERNS / DESIRE TO DO GOOD / BUY GOOD RESURGENCE OF COMMUNITY THE SPEED OF TECHNOLOGY 4
6. “By not competing for attention, you’re absent from the hearts, minds, & buying decisions of your customers” (Brian solis, engage!) ENGAGE YOUR CUSTOMERS AND FIRE-UP YOUR BUSINESS! 5
7. The proof for Engagement (Social) marketing is in the numbers 6 Look how far we’ve come in just 5 years: All ages use social network sites in increasing numbers!
8. The proof for Engagement marketing is in the numbers 7 Social media and search are now a significant part of consumers’ purchase decisions.
9. The proof for Engagement marketing is in the numbers 8 User Reviews (aka ‘user-generated content’) and Facebook lead to purchase decisions more frequently, with Youtube not far behind.
13. The value of a Facebook “share” = $14; a Facebook “like” = $8; a tweet = $5, and a Twitter “follow” = $2. [Source: Gross revenue per action by ChompOn, 2011]The proof for Engagement marketing is in the numbers 9
14. AND NOW, CONTENT IS KEY TO SEARCH ENGINE FINDABILITY 10 FOR IMMEDIATE RELEASE GOOGLE ANNOUNCES UPDATE IN SEARCH ALGORITHM Rank Doesn't Matter; Reach Matters (Mountain View, CA, January, 2011) With the latest release from Google, rank officially died as a metric to obsess over. It no longer matters if you rank in the top slot for a certain keyword, because Google is quickly scaling personalized and social search. This means a big part of getting traffic from search engines now is distributing great content through social media channels. Google is building off our inclination to trust a recommendation from our connections far more than that of Google search bots.
15. Create a community. Everybody wants a tribe. The most successful email subject line EVER written (95% open rate)? “You are not alone.” 11
18. creating (or curating) and giving away original media content that doesn’t look like advertising but functions like advertising. 14 [Def.] Content Marketing aka Inbound Marketing aka Social Marketing
19. Blog, tweet, facebook (yes, its now a verb), write customer success stories, white papers, ebooks, “behind-the-scene” interviews, surveys, backstories, email, newsletters, produce videos, webinars, podcasts, and livecasts. 15
30. Why are you doing this? (e.g., awareness, sales, loyalty?) Its best to focus on one.Develop a social marketing strategy 24 Want help with this? Email me at carla@3to5marketing.com.
47. How does your audience use social media? (Inactives, spectators, joiners, collectors, critics, creators –from The Forrester Social Technographics Ladder)
48. What are your keywords and your current search engine status?
49. How will you be authentic?Develop a social marketing strategy 26 Want help with this? Email me at carla@3to5marketing.com.
55. For heaven sake, write compelling headlines. No, “check out my new blog post!”. It all about driving action in a few words.
56. Two tools you MUST use: URL shorteners and great photos.Want more tips? I have tons of frame-breaking ideas to get your social marketing efforts buzzing. Email me at carla@3to5marketing.com. CARLA’S FAVORITE tips FOR SOCIAL MARKETING 28
58. • Write remarkable, head-snapping stories to create, enhance, and sell your brand. • Create SEO-optimized content for all your inbound marketing and social media efforts. • Write email campaigns, landing page content, blog posts, and press releases to generate or nurture your leads. • Produce webinars, livecasts, and other events to gain maximum exposure for your brand. • Train you and your team in the critical foundations of social marketing. So, What can I do for you? 30 Email me today at carla@3to5marketing.com.
66. Successfully launched corporate Web site, www.citizensbank.com, transforming a formerly information-only site into a results-driven, ecommerce site, receiving 1 million unique visitors and over 10,000 online account applications per month. If you like these kinds of traditional business resumes, awash in detail and data, you’ll want to read more at linkedin.com/in/carlagates. why me? 32
67. 33 Marketing Your Business Sales THE THEORY OF EFFECTIVE FREQUENCY: Consumers need to hear/see things 3 to 5 times for it to affect a behavior change. (Krugman, Naples, et al) Oh, and how about THAT BUSINESS name?
68. LEARN MORE ABOUT CREATING REMARKABLE CONVERSATIONS FOR YOUR CONNECTED CUSTOMERS AT 3TO5MARKETING.COM FOLLOW ME ON TWITTER @CARLAGATES247 Ladies and Gentlemen, Start your conversations! 34