Influence, relationships, and money can be interchangeable through value exchange. Social media allows you to identify gaps in your influence, relationships, or money and make investments to close those gaps. This could include improving your knowledge, authority, reach, or relevance to build influence; strengthening trust, reciprocity, reach, or relevance in relationships; or leveraging influence and relationships to generate money. By addressing gaps, social media becomes a platform to accumulate social capital that can be exchanged for other forms of capital like financial capital.

1. Trends Benefits Search LinkedIn Email Twitter Mobile
Sequel event:
“North by North Shore”
June 13 – all morning at
DYC. Deep dive! Learn
live! Subscribe at
http://northbynorthshore.com
Trends with Benefits to get timely updates,
early discounts, planning
tools, registration details
etc. – when they happen!
Social Media 2012 Playbook
Order the .pdf version
March 28, 2010 with menu, links & icons
activated (click here)
1

2. Trends Benefits Search LinkedIn Email Twitter Mobile
Sequel event:
“North by North Shore”
June 13 – all morning at
DYC. Deep dive! Learn
live! Subscribe at
http://northbynorthshore.com
Trends with Benefits to get timely updates,
early discounts, planning
tools, registration details
etc. – when they happen!
Social Media 2012 Playbook
Order the .pdf version
March 28, 2010 with menu, links & icons
activated (click here)
Slide 3 – About North Shore Technology Council
Contents: Slide 14 – About today’s sponsor, Net Atlantic …..
Slide 22 – Playbook Start Page …………………..
2

4. MISSION
To build a strong ecosystem for the success of
technology businesses North of Boston by
facilitating:
Collaboration
Networking
Professional growth
Economic development
4

5. NSTC VISION
To be the leading collaborative fostering
technology businesses North of Boston
5

6. Volunteer Opportunities
We can’t do it without you
Programs Committee
Membership Committee
Sponsorship Committee
IT Committee
Marketing Communications Committee
Biomedical Technology Section
Sustainability Forum
Women’s Initiative
6

7. Join the discussion and stay connected with the
NSTC and its members.
Join our LinkedIn group and Facebook page.
7

8. Partner
Organizations
8

9. Platinum Sponsor
Mass High Tech
9

10. Platinum Sponsor
Pepper Hamilton LLP
10

11. Gold Sponsors
11

12. Welcome Gold Sponsor
12

13. Silver Sponsors
Axcelis Technologies, Inc.
Innovent Technologies
Mass Capital Resource Company
Endicott College
Comcast Business Class
The Enterprise Center at Salem
State
The Superior Group
The Hanover Insurance Group
BerryDunn
13

14. Today’s Sponsor
14

15. Net Atlantic is a proud sponsor
of the NSTC
15

16. Who is Net Atlantic?
• We are one of the first Email Service Providers
• ~2000 customers worldwide
• 35 employees
• Over 6 billion emails sent last year
• On track to send over 8 billion this year!
• Located in downtown Salem, Mass
16

17. Why is email so effective?
Email marketing:
• Drives behavior
• Builds brands
• Increases revenue
• Is a highly effective “push” technology
• Is a key piece of your complete Marketing strategy
17

18. 18

19. Our Difference
• Our advanced technologies allow for high levels of
integration, segmentation, dynamic content creation,
triggered and sequential messaging, multi-channel
messaging, and more
• We are a key partner to help
you succeed online
• We’re not just an
Email Service Provider;
We are an extension of your
Marketing Team 19

20. We help you drive results
• The world is constantly changing, and as an agile
company, Net Atlantic has become an integrated multi-
channel engine (Email Marketing, Social Media, Content
Creation)
20

21. There are some Net Atlantic team members in the audience.
After the event, feel free to ask them questions!
And… Do Not Forgot To Make It Social!
21

22. Trends Benefits Search LinkedIn Email Twitter Mobile
Trends with Benefits
22

23. EatMedia.com
Change is a constant
bordering on chaos
Surround yourself with people that
help you use these forces.
EatMedia or be Eaten
23

24. About
Chief Revenue Office (CRO)
Sales, Marketing, Client Relations, Fanbase building
Digital, Mobile, Social, Events
CRM, Marketing Automation, Analytics
Content Development
User Experience design
24

28. GO F.LIN.T.Y.
28
28

29. ROI?
Return On Investment
Risk Of Inactivity
29

30. 5 Years: $5-30 B Sales Growth of Physical Goods

31. Whose Responsibility?
- Yours
- Your Team
- Friends & Vendors

32. I hear, and I forget.
I see, and I remember.
I do, and I understand.
- Chinese Proverb

33. Evolve…
Dave Armano+

34. Know Your Rig
Trust Your Rig

35. Get … and Be:

36. It’s about the Story You Tell
36

38. -
…
38

39. -
…
… OR DO WE?
39

40. Twitter hashtag: #NSTC328
www.
40

41. Pencils down!
This Playbook will be shared via
Twitter, LinkedIn, NSTC.org, FanFoundry and EatMedia.
Every logo, button and frame here is a live link.
Today we will focus on a few key highlights.
How deep you dive later is up to you.
41

42. 3 Forms of Media:
Own
Buy
Earn
2 Reasons to Participate:
Opportunity
Obligation
1 Most Important:
Content

43. Outbound Marketing
43
Inefficient Interruptions
43

44. InBound Marketing
Hubspot44

45. 45

46. What are you trying to build, and where?
46

47. What are you trying to say, and to whom?
Social Media = Generation “C” – connecting, conversing, collaborating
Social Media Marketing = telling your story in a compelling,
conversational way – part of a broader Content Marketing strategy.
1. Business challenges
• content strategy
• content creation
• audience discovery
• audience engagement & dialogue
• converting audience into customers and fans
2. Audience challenges
• irrelevant content
• ineffective content
• less time and attention
47

48. Content Marketing via Social Channels
Uptake factors
1. Content strategy - how do you want to be known?
2. Data strategy – how will you identify target audiences?
3. Channel strategy - re-usable content “chunks”
Ex: white paper > preso > blog > Tweet > video > podcast
4. Audience self-discovery – SEO, targeting, etc.
Intake factors
1. Sharing (or “Snaring”) features
2. Landing pages
3. Opt-in and response management
4. Conversation – listening, monitoring and engagement
5. Database management
48

49. A Content Marketing Ecosystem
Management
Assets Access Dynamic Campaign Reporting &
Assembly Management Measurement
Production
Online Marketing On-demand Sales Enablement
Today’s Print Studio Tools
Distribution focus
•Email Marketing •Commerce / Storefront •Brochure Builder
•Microsites •Inventory / Budget Mgt •Presentation Center
•Forms/Surveys •Multi-Vendor Mgt •Education Center
Engagement
Social Mobile E-mail Print Web Video
User - Generated Content
(UGC)
49
Next up: Trends

50. Trends Benefits Search LinkedIn Email Twitter Mobile
Trends
50

51. Hubspot 2011

52. Where are we now? New ways to engage:
Generation “C” Last Decade Last Century
Speed Light beam Cycle time (HDD) Electron
Auto Rental RelayRides, Zipcar Enterprise Rent-a-Car Taxi
Movies Red Box, NetFlix Comcast Blockbuster
Books Amazon, eBooks Borders Public Library
Electronics NewEgg.com Dell.com, Best Buy Circuit City
Telephones Samsung, Apple (4G) RIM & Motorola Ma Bell
Music Spotify iTunes Tower Records
Real Estate Zillow Realtor.com Newspaper
Search Summly, Quora Google, Wikipedia Encyclopedia Brittanica
Business News Xfinity, Mashable Cable TV / WSJ .com Network TV / Newspaper
Jobs LinkedIn Monster.com Newspaper
LinkedIn, Virtual Trade LinkedIn, Virtual Trade
Business Forum Show Show Trade Show
Social Forum Facebook, Pinterest Friendster Tripod, Lycos
Twitter, Polldaddy,
Opinion Forum LinkedIn
Forums & focus groups Mail surveys
52

53. Where are we now? New ways to engage:
Generation “C” Last Decade Last Century
Speed Light beam Electron Plane
Auto Rental RelayRides, Zipcar Enterprise Rent-a-Car Taxi
Movies Red Box, NetFlix Comcast Blockbuster
Books Amazon, eBooks Borders Public Library
Electronics NewEgg.com Dell.com, Best Buy Circuit City
Telephones Samsung, Apple (4G) RIM & Motorola Ma Bell
Music Spotify iTunes Tower Records
Real Estate Zillow Realtor.com Newspaper
Search Summly, Quora Google, Wikipedia Encyclopedia Brittanica
Business News Xfinity, Mashable Cable TV, WSJ .com Network TV / Newspaper
Jobs LinkedIn Monster.com Newspaper
LinkedIn, Virtual Trade LinkedIn, Virtual Trade
Business Forum Show Show Trade Show
Social Forum Facebook, Pinterest Friendster Tripod, Lycos
Twitter, Polldaddy,
Opinion Forum LinkedIn
Forums & focus groups Mail surveys
53

54. A few 5-year trends
850 M
eBooks
2B 500 M
150 M
18%
1M
$5 B
10M $100M 0 2M 0 500M 10 K 30 M 10M
Facebook Mashable Ebooks Music Mobile LinkedIn Twitter
Ebay Sales
Users Subscribers (% of all sales) Downloads Apps Users Users
54

55. A few 5-year trends
850 M
eBooks
2B 500 M
20% of US commerce revenue
150 M
is online – and that’s just Retail
18%
1M
$5 B
10M $100M 0 2M 0 500M 10 K 30 M 10M
Facebook Mashable Ebooks Music Mobile LinkedIn Twitter
Ebay Sales
Users Subscribers (% of all sales) Downloads Apps Users Users
55

56. Social Media =
The Internet’s way of
driving us all crazy…
56

57. But it’s a great way to
reach an extended audience.
57

58. The crazy part is….
58

59. Me
You
No two audience members are alike
Friend
Org
Daily Weekly Seldom / never
59

60. First: Assess your social “graph”
You 1000+ 450 0 8 0 1700+ 390 110
Aud 1 1500 1600
Org •What are the trends?
•Who are your audiences? Where do they socialize?
Aud 2 •Who is Scouting? Active? Immersed? Influential?
•How connected and influential are you?
Who uses what? How, and why?
60

61. Who uses what? How, and why?
Click here for stats on Twitter, Pinterest, Facebook, Google+, Reddit, Digg
(search Mashable.com for “Social Media Demographics” 61
Next: Benefits

63. Summary: Crowd-surf the trends
•Assess the trends
• Do the free R&D: Assess your audience
Who are they? Where are they? Who is influential?
• Assess your own social graph
• Align your content & presence to your audiences
63

64. Trends Benefits Search LinkedIn Email Twitter Mobile
Benefits
64

65. What’s In It for Me?
65

66. Q: What’s In It for You?
Consider:
The attributes of business
now apply to the individual
66

67. Q: What’s In It for You?
A: New sources of Capital.
67

68. Q: What’s In It for You?
A: New sources of Capital.
Relationships
68

69. Q: What’s In It for You?
A: New sources of Capital.
Relationships
Influence
69

70. Q: What’s In It for You?
A: New sources of Capital.
Money Relationships
$
Influence
70

71. Q: What’s In It for You?
A: New sources of Capital.
Money Relationships
$
Influence
Financial Social
Capital Capital
71

72. Q: How are they interchangeable?
Money Relationships
$
Influence
72

73. Q: How are they interchangeable?
A: Through Value Exchange:
• Trust
Money • Reciprocity Relationships
$ • Knowledge
• Authority
• Recognition
Influence
73

74. Example: Influence as Social Capital
Influence
Knowledge
Influence = X Reach X Relevance
+ Authority
(Value)
74

75. Example: Relationships as Social Capital
Relationships
Trust +
Relationships = Reciprocity X Reach X Relevance
(Value)
75

76. Exploit
the
Gaps
76

77. Influence gap = investment opportunity
23% say there's not enough Educational info
Knowledge
(IDG Connect)
48% said if the quality of thought leadership
Authority
improved, it would influence their purchase
(Expertise)
decision. (ITSMA)
43% of marketers say customers view their
Reach content as disjointed or hit and miss.
(Forrester Research)
39% say this key element is missing
Relevance
(IDG Connect)
77

78. Relationship gap = investment opportunity
98% ignore ads; 89% buy based on expert &
Trust
peer recommendations (IDG Connect)
92% willingly exchange personal data for
Reciprocity benefits - service, convenience, etc. (IDG
Connect)
43% of marketers say customers view their
Reach content as disjointed or hit and miss.
(Forrester Research)
39% say this key element is missing
Relevance
(IDG Connect)
78

79. Social Capital gaps = investment opportunities
It don’t mean a thing
If you don’t hear “cha-ching”
Money
$
79

80. Social Capital gaps = investment opportunities
1.
content
3. 2.
conversion community
80

81. Social Capital gaps = investment opportunities
1. engagement
Exchange information
along your buyer’s
journey:
1.
Identity content
Preferences 3. 2.
Requirements conversion community
preferences
81

82. Social Capital gaps = investment opportunities
1. engagement
2. fulfillment sample
save
subscribe
CTA*
Meet audience
needs and
1.
interests with content
useful content
and a Call to 3. 2.
Action (CTA) conversion community
convert ask
transact preferences share
refer compare
CTA
82

83. Social Capital gaps = investment opportunities
News • Event
Review • Referral
1. engagement Website • Blog
2. fulfillment sample
save
3. relevance subscribe
CTA*
Be relevant!
1.
content
Event • Reward
3. 2.
Survey • Partner
conversion community
Proposal • Report convert ask
Dashboard transact share
preferences
refer compare
CTA
Demo
Presentation
Conversation
Q&A
83

84. So, how’s your Social Capital?
?
84

85. What’s that nagging feeling?
85

86. How close are you…
86

87. …to this…
87

88. … or this?
88

89. Poll: What’s Your Social Profile?
Creator 24%
Conversationalist 36%
Critic 36%
Collector 23%
Joiner 68%
Spectator 73%
Inactive 14%
Source: Forrester Research
http://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/
89

90. Poll: What’s Your Social Profile?
Creator 24%
47%
Conversationalist 36%
77%
Critic 36%
60%
Collector 23%
50%
Joiner 68%
90%
Spectator 73%
93%
Inactive 14% = World
0%
Source: Forrester Research = NSTC
http://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/
90

91. If the Currency of Social Capital is Action…
91

92. …take action. Climb a social rung each week.
Influential
Immersed
Active
Scouting
92

93. Action item 1: Climb a social rung every week
…alongside your audience
Thinking Like Your Customer - 3 challenges:
1. Expanding competition - you’re competing with everyone
2. Evolving customers – multi-channel, higher stakes (data)
3. The torch has been passed – customers own the bullhorn
(Accenture)
93

94. A Good start: a Social Listening Strategy
1. Find your audiences and communities.
Who are they? Where are they online?
Who is Scouting, Active, Immersed, or Influential?
How engaged and influential are you?
2. Identify the Influencers. Quality trumps quantity.
Social Analytics help you identify which people are
sharing content, and their sentiment about it.
Explore channels. Mine data. Update your graph.
Every Social channel gives you reports.
94

95. Social Listening Strategy (cont’d)
3. Learn & follow your keywords and trends.
4. Announce a social business strategy.
What are you passionate / expert about?
Why are you there? What are your goals?
Relevance - customer service
Reputation – public persona
Ideas - Brainstorming, crowdsourcing, R&D
Commerce - Sales Leads
5. Harness the data (stats, activity, echo effects)
6. Frame a Social Media policy for your team….
95

96. FTC requires you to have a Social Media policy
Per FTC Guidelines on Endorsements & Testimonials,
any company spokesperson should:
• Reflect their honest beliefs, opinions or experiences
• Not make objective claims about a company’s products or
services without appropriate authorization
• Not constitute defamatory statements
• Not violate the privacy of others
• Not be offensive, profane, harassing, derogatory or
discriminatory
• Not infringe on the IP rights of others
• Not constitute deceptive or misleading statements about
products or services you provide
Expectations + framework > open dialogue
Word of Mouth Marketing Association (womma.org) 96

97. Review:
Action item 1: Climb a social rung every week
Influential
Immersed
Active
Scouting
…alongside your audience 97

98. Summary
•Invest in Social Capital (Relationships and Influence)
•Have a Social Listening Strategy
•Have a Social Media Policy
•Climb a Social rung each week
•Set expectations, provide framework, open dialogue
98
Next up: Search

99. Trends Benefits Search LinkedIn Email Twitter Mobile
Search
Or: How to get found
99

100. Search marketing is child’s play…
Got any Aces?
100

101. Go fish!
101

102. Are virtual trade shows worth it?
102

103. 103

104. 104

105. 105

106. Everything can be tagged. This presentation is.
Next slide…
106

107. Everything can be tagged. This presentation is.
Tag! You’re It.
107

108. Summary:
• Search is child’s play. So play the games.
• Get visible.
• Get found.
• Get shared.
108
Next up: LinkedIn

109. Trends Benefits Search LinkedIn Email Twitter Mobile
109

110. “ I
(we) ”
- Reid Hoffman, Founder
110

111. “All the attributes of business
now apply to the individual”.
- Reid Hoffman, Founder
111

112. Q: What’s In It for You?
A: The 3 main ingredients of growth -
• Broader vision
• Faster learning
• Collective intelligence
Source: HBR
112

113. Q: Who’s there?
113

114. Get LinkedIn helper apps at:
114

116. Action item 2: Start a new habit
Publish: share the answers
R&D: ask a question
Start a Discussion
Contribute to a Discussion
Get helper apps
Join Groups
Complete Profile (100%)
116

117. Bonus: LinkedIn Power User Cheat Sheet
1.Leverage Groups. You can bypass the connection requirement and
directly message fellow group members.
2.Search options. Advanced Search: lets you sort results of searches
by many handy criteria, such as degree connection, skill tags, etc.
3.Link your Twitter account and share your LI status updates on
Twitter and vice versa.
4.Make your LinkedIn profile your resume. Use the Resume Builder
tool. Choose a template, edit, and export as a .pdf that you can
print, email and share.
5.Video. Add it to your Company page. Company Page > Products >
Admin Tools > Add product or service
6.Rearrange your Profile. In Edit mode, hover mouse over Title of
each section to activate a 4 - arrow icon, then click and drag that
Title and its content.
117

118. LinkedIn Power User Cheat Sheet (cont’d)
7. Extend the life of your questions. Answers > My Q&A : click on
any quesiton you'd like to revive and click "re-open this question
to answers". 7 day increments.
8. Share questions or your answers to others' questions. Use the
"share this" feature beneath a question. You can then share it via
LinkedIn, bookmark it on Delicious, or grab the permalink to
share elsewhere.
9. Track Industry news. Use Linkedin Today. Sign up for email
summaries, too.
10. Export Connections. Contacts > My Connections > Export
Connections
11. Find email contacts. Use the Linked In companion for Firefox. It
helps you ID the profiles of people who email you, plus access
other LinkedIn features.
Get strategy guides at linkedin.com’s Learning Center (“footer” menu)
118

119. Review
Action item 2: Start a new habit
Publish: share the answers
R&D: ask a question
Start a Discussion
Contribute to a Discussion
Get helper apps
Join Groups
Complete Profile (100%)
119
Next up: Email

120. Trends Benefits Search LinkedIn Email Twitter Mobile
Email
120

121. How email enhances social media
• Everybody has it
• It’s a “long format” channel (>140 char.)
• It’s always on
• It’s available everywhere
• It enables sharing across channels & graphs
•It gives you feedback (performance data)
121

122. Gaps (investment opportunities)
• Get targeting right, finally
know your audience and speak to their pain
• Design for mobile and sharing (vs. snaring) –
tags, buttons, formatting
• Test, test, test - testing is the new proofreading
Treat email and websites alike
Combine & analyze the data to improve
122

123. A Report on:
• 500,000 email software product users
• over 100,000,000 emails sent
• Open & Click rates
123

124. Average user
Open: Click:
19.58% 3.81%
124

125. Average user Pro user $
+ 24% + 82%
Open: Click: Open: Click:
19.58% 3.81% 24.22% 6.94%
125

126. Email marketing Pro cheat sheet:
•From: Sender’s FName, LName, Company
•Subject: Front-load (What’s in it for Me, the recipient)
•Testing! Testing! A/B test subject, link, graphic, etc.
•Text/graphics : 80/20
•<alt> tag your graphics (“Ed’s pic”, not “8726.jpg”)
•Grammar, spelling, punctuation, syntax – check!
•Clear CTA (call to action) - above and below the fold
•Mobile-friendly – font, link & graphic size / spacing
•Social Links – LI, FB, Twitter, etc.
126

127. Email #FAIL: Let us count the ways…
Cheat Sheet - condensed
To: David
Header (From, Subject)
From: Ed | fanfoundry
Subject: 3/28 preso, links, etc. Text/Graphics
Date: March 28, 2012
David,
<alt> tags
I look forward to meeting all of you at
Wednesday’s breakfast on “Trends With Text proofing
Benefits”.
Here are the links:
Call to Action (CTA)
•What’s Your Social Profile” (online poll) Mobile friendly
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
Social links
127

128. Action Item 3: Treat Email and Websites alike
Cheat Sheet - condensed
To: David
From: Ed | To: David | fanfoundry
fanfoundry Header (From, Subject)
From: Ed
Subject: 3/28 preso, links, etc.
Subject: 3/28 preso, links, etc. Text/Graphics
Date: March 28, 2012
Date: March 28, to meeting all of you at
David, 2012 <alt> tags
I look forward
Wednesday’s breakfast on “Trends With Text proofing
Benefits”.
David, Here are the links:
Call to Action (CTA)
I look forward to Social Profile” (online poll) of you at
•What’s Your
meeting all Mobile friendly
•NSTC.org event registration page
Wednesday’s breakfast on “Trends With
•EatMedia.com event page
•Fanfoundry.com event page
Social links
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page 128
•Fanfoundry.com event page

129. Email #FAIL Example 2: actual email sent by an email marketer
Why abbrev.? What do these mean?
Who cares? redundant
WIFM?
JKL Assoc. | Exciting Development at JKL Associates |
Having trouble viewing this email? Click here header Hi Ed
feathered Recently
Huh? 129

130. Message view
130

131. Message view <alt> tags
could be more
as descriptive
customers’ (omit paragraph)
How? Example! Confused: You’ll build me
a custom app? If not,
LINK to examples so I can
all of me?
imagine the possibilities.
You’re Link to examples
Make “contact
Add link: us” a hyperlink
“more about BNI”)
131

132. Summary: target, share, test
Half of all active mobile phones are smartphones, so:
• Test email like it’s a website
• Format email for the small screen
Test, test, test:
Header (From, Subject)
Text/Graphics
<alt> tags
Text proofing
Call to Action (CTA)
Mobile friendly
Social links
132
Next up: Twitter

133. Trends Benefits Search LinkedIn Email Twitter Mobile
133

134. 134

135. 6 Reasons to love Twitter:
1. Organize (list) audiences, identify trends
2. Meet new like-minded people
3. Share ideas and opinions freely
4. Collaborate with colleagues
5. Get news firsthand from the news makers
(better yet: Be a newsmaker)
6. Accelerate and make money!
135

136. What’s in your Twitter toolbelt?
136

137. ROI Examples:
•Leveraging Twitter for Content Promotion
(client: CommLink Services Inc.)
•Leveraging Press for Lead Generation
(client: Sustainable Minds)
•Event Attendance & Sponsorship
(client: Global Strategic Management Institute)
•Increase Tourism
(client: Tourism Fiji)
137

138. I have a sustainability blog titled “Social Climate”, named
after my nonprofit, the Social Climate Group. Here it is:
138

139. I also have a Twitter account named SocialClimate, where I
“tweet” my articles about NSTC’s Sustainability SIG (etc.) and
inform my writing by observing topical trends.
139

140. Recently, I “tweeted” about my article discussing ways city and
campus buildings could save on grid-energy, HVAC, electrical and
pollution expense by switching from copper based networks to
fiber optics. Here it is:
Keywords: earth • social • climate • datacom
140

141. recent
What happened next?
Here are a few sips from
this “tweetstream”
(most recent on top):
My Tweet
141

142. My Tweet
142

143. 143

144. 144

145. 145

146. 146

147. What happened that first week …
Audience
20 new Twitterati following @SocialClimate onTwitter
17 new Blog subscribers at www.1SocialClimate.com
80 new product inquiries o/b/o my client (cited in article)
“Echo” boom
37 “Re-tweets” (“RT”) of my original message
79 Follow Friday (“FF) mentions – Twitterati endorsements
131 other mentions of @SocialClimate
147

148. What happened that first week …
$
ROI
2 Speaking engagements (one volunteer, one paid)
2 Article submissions (paid)
3 inquiries regarding my services - one deal landed (so far)
1 repeat customer
80 hours in fees for 8 hours of work … and counting.
148

149. Example: Feb 2012 Product announcement from Sustainable Minds
Audience: Analysts, Bloggers & Journalists – 85 People from 60 firms
TwitterVerse amplifies the message. Here are 2 examples.
1. 2.
149

150. Twitter Shorthand Across the Ages (LOL)
Abbreviation Gen X/Y translation Boomer translation
BFF Best friend forever Best friend’s funeral
BTW By the way Bring the wheelchair
IMHO In my humble opinion Is my hearing aid on?
DWI Driving while intoxicated Driving while incontinent
FWB Friend with benefits Friend with beta blockers
FYI For your information Found your insulin
LOL Laughing out loud Living on Lipitor
ROFL Rolling on the floor -
laughing
ROFLCGU Rolling on the floor
laughing; can’t get up
150
Next: Mobile

151. Summary: Embrace your Twitterati.
1. Organize (list) audiences, identify trends
2. Meet new like-minded people
3. Share ideas and opinions
4. Collaborate with colleagues
5. Get news firsthand from the news makers
(better yet: Be a newsmaker)
6. Accelerate and make money!
151

152. Trends Benefits Search LinkedIn Email Twitter Mobile
Mobile
152

153. Get Smart
SoLoMo

155. U.S.
pop.
311M
155

156. It’s a mobile social world…
156

157. It’s a mobile social world…
157

158. It’s a mobile social world…
158

159. It’s a mobile social world…
159

160. It’s a mobile social world…
Social networking is the fastest growing mobile activity (Comscore)
Smartphones are the “weapon of choice”, doing the work of:
Flip video cameras PDAs / datebooks
Digital cameras Music players
Video games GPS / navigation
Regular Cell phones Remote Controls
PCs and laptops Watches
Household phones Wallet contents
Documents Television
Bar code scanners Radio
Cashiers …what next?
160

161. The Magnificent 7 of Mobile
1. Anytime - All the time
2. Instant gratification to engage or buy
3. Discovery of users goals … now
4. Customer service with 1-click-to-call
5. Scan and assess current location
6. Connect with other media
7. Personalized incentives and alerts

162. From: Ed | fanfoundry
Action item
Subject: 3/28 preso, links, etc.
5: Optimize for Mobile
Date: March 28, 2012
David,
I look forward to meeting all of you at
Wednesday’s breakfast on “Trends With
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
Regards,
Ed
162
Share:

163. Review:
1. Climb a social rung every week
2. Start a new LinkedIn habit
3. Treat email like websites (test)
4. Embrace your Twitterati
5. Optimize for Mobile
163

164. Uber-action Item:
Align your Social Listening
with your
Content Marketing…
164

165. …and start surfing your crowd today.
165

166. Trends Benefits Search LinkedIn Email Twitter Mobile
Stay
social,
my
friends
166

167. Trends Benefits Search LinkedIn Email Twitter Mobile
Thank
you!
167

168. Trends Benefits Search LinkedIn Email Twitter Mobile
Any
Questions?
168

169. Trends Benefits Search LinkedIn Email Twitter Mobile
Sequel event:
“North by North Shore”
June 13 – all morning at
DYC. Deep dive! Learn
live! Subscribe at
http://northbynorthshore.com
to get timely updates,
early discounts, planning
tools, registration details
etc. – when they happen!
Order the .pdf version of
this presentation with
menu, links & icons
activated (click here)
169

170. EatMedia.com
Or Be Eaten

171. About
Chief Revenue Office (CRO)
Sales, Marketing, Client Relations, Fanbase building
Digital, Mobile, Social, Events
CRM, Marketing Automation, Analytics
Content Development
User Experience design
171

172. What next?
172