1. @2011 Miller De Wulf Corp.
Achieving managementAchieving management
goals using social mediagoals using social media
November 9, 2011
C. Scott Miller, MBA
@BIOblogger
Marketing Consultant
2. @2011 Miller De Wulf Corp.
The future isn’t what it
used to be.
The best way to predict
your future is to create it.
- Abraham Lincoln
- Yogi Berra
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OverviewOverview
1. Evolution of networks
2. Rethinking how we communicate
3. Using new networks to stimulate change
4. Getting started
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Evolution of networksEvolution of networks
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““The mediumThe medium
is the message.”is the message.”
Marshall McLuhan
1964
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Media evolutionMedia evolution
1400’s - Gutenberg’s press
1900’s – Photo prepress
1970’s - Digital prepress/CPUs
1990’s – Free access TV, PCs & internet
2000’s – Smart devices & social media
Change is accelerating.
Johannes Gutenberg
Time’s
Man of the Millennium
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Digital networks offerDigital networks offer
more personalized contentmore personalized content
Hundreds of television
and radio channels
Internet media explosion – websites, blogs,
Facebook, LinkedIn, Twitter, emails, e-zines
Interactive laptop/smart phone/mobile pad delivery
Mark Zuckerberg
Now audiences get to choose.
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Viral engagement of users isViral engagement of users is
a powerful, two-edged sworda powerful, two-edged sword
“Egypt’s Facebook revolution”
– Consensus can lead to change
– Just as easy to organize Luddites
Ignorance is no excuse.
Wael Ghonim
China’s struggle to control messaging
– Truth is hard to restrain vs.
– Misinformation is hard to dislodge
Ai Wei-Wei
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Voting in the new millennium?Voting in the new millennium?
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Rethinking how we communicateRethinking how we communicate
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Outbound marketingOutbound marketing
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Inbound marketingInbound marketing
BlogSearch Engines Social Networks
Content
educate
Find/found
leads
Link & engage
stakeholders
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Rethinking marketingRethinking marketing
Outbound Marketing
– Pounds messages
– Prospects pursued
– Buying trust
– One-way media
– Paid growth
– Propagandize
Inbound Marketing
– Attracts interest
– Prospects come to you
– Earns trust
– Interactive media
– Viral growth
– Educate
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Effectiveness comparedEffectiveness compared
Outbound Marketing
– 200MM “Do not call”
– 91% Email opt-outs
– 86% Skip TV ads
– 44% Direct mail
never opened
Inbound Marketing
– 61% invest more in 2011
– 2X budgets in last 2 years
– 2/3 say blogs critical
– Costs 62% less/lead
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Survey: Cost per lead is below averageSurvey: Cost per lead is below average
Inbound Outbound
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No offense but…No offense but…
“If you have more money than brains, you
should focus on outbound marketing.
If you have more brains than money, you
should focus on inbound marketing.”
- Guy Kawasaki
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Integration strategy determines successIntegration strategy determines success
Search Engines Social Media
Links
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Tracking and reportingTracking and reporting
Opens & click-throughs
Followers & preferences
Campaign comparisons
List growth & opt-outs
Bounced email addresses
Relevance & Effectiveness:
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Klout measures influenceKlout measures influence
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Using new networks to stimulate changeUsing new networks to stimulate change
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Market growth depends on favorable policiesMarket growth depends on favorable policies
Financing for energy/waste
projects rely on 10+ yr. cycle
market predictability
Markets rely on policies
Policies rely on election
cycles (2-6 years)
Elections rely on public
outreach and opinion
We need to create
sustainable relationships.
Washington, DC
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Case study:Case study:
Broin & AssociatesBroin & Associates
1983 – first family Broin biorefinery
2007 – 20 state-of-the-art corn
ethanol biorefineries
Future growth depends on policies &
innovation image
Jeff Broin, CEO
becomes Poet, LLCbecomes Poet, LLC
Broin recognizes the value of content
Changed name to POET & expanded
marketing strategy
23. @2011 Miller De Wulf Corp.
POET’s social media utilizationPOET’s social media utilization
Blog, Twitter, Facebook, YouTube
(“Ask POET” and ads)
2008 - Created ”Growth Energy”,
a lobby with Gen. Wesley Clark as
Co-Chairman
2008 – Started “Growth Force”
a subscriber email service that
notifies on ethanol policy issues
Gen. Wesley Clark (ret.)
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POET / Growth EnergyPOET / Growth Energy
accomplishmentsaccomplishments
2009 – POET is world’s largest producer
of ethanol w/ 27 biorefineries
2010 – Got EPA to move blend wall to E15
2010 - “Fueling Freedom” plan to
substitute flex fuel infrastructure for
ethanol subsidies
2010 – Challenged “Indirect land use change” factor
being used in California’s Low Carbon Fuel Standard
2011 – Received DOE loan guarantee to build
commercial-scale cellulosic ethanol plant for 2013
25. @2011 Miller De Wulf Corp.
Regulations and policies affect state economyRegulations and policies affect state economy
California LCFS, AB 32, RPS,
Zero Waste, Cap & Trade:
– Setting national trends
– The most repressive in U.S.
for deployments
Tech R&D, investment capital,
schools, & feedstock are the
most plentiful and diverse
How do we get California
moving again?
Sacramento, CA
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1: Identify your objectives1: Identify your objectives
2011 Social Media Examiner
28. @2011 Miller De Wulf Corp.
2: Evaluate your current program2: Evaluate your current program
Rank your company
objectives
Rank your marketing
challenges
Compare your outbound
vs. inbound program
How formal is your
inbound program?
Strategic
19%
Transition
47%
Trial
34%
29. @2011 Miller De Wulf Corp.
3: Set Measurements and budgets3: Set Measurements and budgets
What and whom do
you monitor?
Place values on achieving
each objective
Set up measurement
analytics
Budget cash flow, NPV,
and ROI
Liberal
Formal
7%
Conservative
Formal
47%
Informal
Budget
27%
Time
Only
17%
30. @2011 Miller De Wulf Corp.
ConclusionConclusion
1. Communications channels are evolving
rapidly and becoming more interactive
2. Inbound marketing is harnessing this new
paradigm and saving companies money
3. We can use these new tools to influence
policies that are important for market growth
4. Well thought out social media strategies are
good for business
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Takeaways… for the price of 1 business cardTakeaways… for the price of 1 business card
Slide Handouts Assessment Spreadsheets
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Scott Miller, MBAScott Miller, MBA
scott@millerdewulf.comscott@millerdewulf.com
@BIOblogger@BIOblogger
818.439.0239818.439.0239
Notas del editor
Thank you, Paul, for inviting me to present to this Forum.
I appreciate what the DPW’s Southern California Conversion Technology Demonstration Project is doing to stimulate long-term change in Sacramento and their growing use of social media – blogging and email newsletters.
The tools and media may be new, but the need to engage stakeholders through good public relations, marketing, and communications to have business success is as old as business schools. This presentation is about personal relationship building and the social media revolution.
I’d like to start with two quotations from icons of the American experience.
I don’t know what it is that made Yogi utter these prophetic words but they seem to be uncomfortably relevant today. I see it as a challenge. On the negative side we have been jarred by the culture clashes of terrorism and Mideast wars, oil price shocks, and global recession. On the positive side we have new media tools and a burst of interest in conversion technologies that can help us better manage waste streams and carbon in the atmosphere.
The second quotation is equally timeless and provides encouragement to planners and doers. Look around the room and I hope you’ll appreciate you are among colleagues pursuing a worthwhile activities that will profoundly affect the legacy we leave our children.
My presentation is broken into four parts:
WHERE we are in the evolution of networks,
HOW we can use the new tools for engaging stakeholders
CASE STUDY
HOW can you get started
With social media we have new channels for delivering marketing messages.
If the message is the same, then what can we do to increase the impact and distribution of messages?
In the mid-60’s Marshall McLuhan, a University of Toronto communications theorist who studied the relationship between messages and the medium they are delivered by.
He is famous for summarizing his viewpoint as “The medium is the message.”
What channels you use to deliver a message colors its importance, influences our understanding, and affects the message’s credibility.
Print is different than video, FOX is different from MSNBC, and who says the words matters. Welcome to the world of endorsements!
Question – Who was Time magazine’s Man of the 20th Century? Albert Einstein. Who was their Man of the Second Millennium?
In the year 2000, Time Magazine heralded Gutenberg the man of the millennium for his invention of moveable type. You could say he freed media. By making manuscripts reproducable and distributable he largely caused the end of the Dark Ages because it enabled common people access to texts previously reserved to the elite.
It wasn’t until the invention of photography and photolithography we saw a major paradigm shift in media and newspapers underwent mass production.
A much bigger shift occurred when media went digital. Once that happened then advances in media accelerated with the exponential growth in the speed of the processors.
My point is that the evolution is accelerating.
Not only do we have media, we also have a profusion of networks and channels per each medium.
In television the big three broadcasters gave way to the era of hundreds of channels via cable.
On the internet, everyone is now potentially a publisher of writing, music and video. The press as a representative democracy medium has given way to personalized publishing. You can monitor your own reach as your number of followers.
Delivery devices have developed as well culminating in multimedia smart phones and tablets.
This isn’t just a revolution of technology. It’s a revolution of access to information and coalition building of an unprecedented level. Wael Ghonim, a young Google executive in Cairo, whose Facebook page spurred the revolution that toppled Mubarek’s 30 year regime.
But it is a two-edged sword. Those who are resistant to change can exploit the same media to create obstacles.
China’s Ai Wei-wei is an nationally recognized artist who used blogging to launch investigations of corruption in China. He has caused the regime to crack-down and restrain the loosening of internet use in the country.
As an industry we can’t ignore the power of social media – otherwise the “other side” will be controlling opinion.
In the U.S. we are seeing more and more use of social media to influence opinion. This is a page from a website that enables the user to sign and send a petition of support for ending oil subsidies. Will online voting be next? Will every bill require a referendum of the public?
With social media we have new networks for delivering marketing messages.
If the message is the same, then what can we do to increase the impact and distribution of messages?
Traditional networks for marketing are represented here. This is now referred to as Outbound Marketing – meaning that the marketers are crafting messages that are distributed outwardly through advertising in publications, television, direct mail, telemarketing, and radio or using emails and the internet as delivery systems.
This contrasts with “Inbound marketing” which uses the internet to draw people in via links to messages and engage them interactively. We tend to think of all inbound marketing as “social media” although it can be categorized as Search Engines (for finding and being found through optimatization), Blogs (where content is posted to be linked to), and social networks where the majority of interactive discussion and linking takes place.
The traditional, outbound approach is increasingly being as an affront to the audience. Remember that sophisticated audiences can now choose what channels they receive information through. Being continually pounded by messages is seen for what it is – buying trust. Companies buy lists, ad space, and media time to propagandize their messages.
By contrast, inbound marketing relies on attracting interest. Catch more flies with honey than with vinegar. Trust must be earned and time must be invested in growing the relationship. The payoff is that trust can grow virally with each channel promoting that relationship with their followers. In this scenario, honesty is the best policy – better to educate than to propagandize.
Which is more effective?
Outbound marketing is in a “fighting retreat”. Thanks to annoyance with telemarketing 200MM have registered “Do-not call.” Saturation of emails has resulted in 91% of receivers having opted out of lists they once accepted. TV remotes, Tivo, and premium channels enable 86% of viewers to skip TV ads, and 44% of direct mail is never opened!
A survey of marketers just this year found that, despite the economy, 61% more has been invested this year in inbound marketing. Budgets have doubled as trial programs have moved into more formal programs. The costs per lead has been slashed as marketers become more sophisticated in attracting followers.
This survey also broke out which marketing medium reduced the cost per lead the most. Inbound is cheaper per lead than outbound. Only Pay per Click advertising via search engines ranked with Outbound Marketing in value. But some would say paying per click is more in character with outbound anyway.
This may be a bit “glib” but there is a certain truth to it…
“If you have more money than brains, you should focus on outbound marketing.
If you have more brains than money, you should focus on inbound marketing.”
Not all outbound marketing is bad – far from it. But it needs to be balanced with target market interaction – and that does take some thought.
“Links” are the coin of the realm. A well integrated social media strategy will generate more links. More links in means higher rankings in search engines – which in turn means blog content being found more often by people who share opinions via social media.
Unlike paper media, online networks provide us with instantaneous traffic measurement tools. Not only how many people opened the email but also how many clicked through the various links on the page.
They can tell us what followers liked most
Compare results of email marketing campaigns
Watch email list grow and track opt-outs
Managed bounced email addresses
And new algorithms that track followers and links can monitor multiple networks (Twitter, Facebook, LinkedIn, etc) to determine a channel’s overall influence. One of the latest is Klout. Hubspot also provides tools for grading one’s Twitter, Blog, and Facebook channels.
Armed with these new tools, how are organizations stimulating change and buy-in from their target markets?
The work we do depends on favorable policies. We can’t just be better engineers.
We need to maintain our long-term credibility and relevance to the public. We also need to engage stakeholders.
To address this challenge companies have embraced different public relations strategies. There is one national company that I want to cite.
Broin & Associates has established itself as a pre-eminent corn ethanol producer.
In 2007 Jeff Broin became the CEO and major owner. He realized that the future growth of the company no longer depended engineering innovation – they were great at that. But he correctly realized that the battle for growth depended on favorable policies and stakeholder engagement.
His first act was to change the name of the company. He used his new image in an expanded marketing strategy.
The company embraced social media so it could engage stakeholders.
It also created “Growth Energy” – an American ethanol producers lobby – in DC. with Gen. Wesley Clark as its figurehead Co-Chairman
Growth Energy in turn developed a subscriber email service called Growth Force that reported on favorable and unfavorable press and policies. It frequently solicits online comments and calls to Congressmen in support of their views on pending legislation.
What did POET/Growth Energy accomplish?
2009 – POET is world’s largest producer of ethanol w/ 27 biorefineries
2010 – Got EPA to move blend wall to E15
2010 - “Fueling Freedom” plan to substitute flex fuel infrastructure for ethanol subsidies
2010 – Challenged “Indirect land use change” factor being used in California’s Low Carbon Fuel Standard
2011 – Received DOE loan guarantee to build commercial-scale cellulosic ethanol plant for 2013
Closer to home we are seeing a rash of new regulations and market mechanisms that impact waste management directly or indirectly.
Sacramento policies set national trends. They are also the most repressive business policies in the nation.
In spite of the fact that we have the most technological R&D institutions, innovative ventures, risk-taking investors, engaged consumers, and diverse feedstock we cannot get technologies deployed here.
How do we get California moving again?
We have many types of organizations in this room. I entreat you to get started affecting change in part by budgeting for expanded use of social media.
Identify your objectives
Rank your objectives and identify what challenges need to be surmounted.
Include new elements that engage stakeholders
Determine how formal your inbound program is now and what it should be
Trial – We do not have a routine process or guidelines for performing social marketing.
Transition – We have an informal process with few guidelines – sporadically performed
Strategic – We have a formal process w/thorough guidelines that we routinely perform
3: Set measurements
What and whom should you monitor – friends, foes, competitors, potential partners?
Place values on achieving each objective
Set up measurement analytics
Budget cash flow, Net Present Value for various options, and Return on Investment
You should end up with a strategy you can take to upper management that argues well for your position.
My presentation is broken into four parts:
WHERE we are in the evolution of networks,
HOW we can use the new tools for engaging stakeholders
CASE STUDY
HOW can you get started
If you are interested in learning more just give me your business card and I’ll make sure you receive a PDF of my slide handouts and an Excel file of assessment spreadsheets.