Transition 190 Overview
- 1. Marketing Listening & Solving Problems Cut Sales and Marketing Costs by 50%
- 2. 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.
- 3. 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.
- 4. Old Transition New RISKS Demand Generation OPPORTUNITY
- 5. Old Transition New RISKS Demand Generation OPPORTUNITY
- 6. Old Transition New RISKS Demand Generation OPPORTUNITY
- 7. 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 Twitter and 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.
- 8. Forget the 4 P’s It’s About Content Connection Communication Collaboration With & Between customers With Alliances & Competitors Conversion Challenges
- 9. Challenges How to Collaborate, to Find & Create customers in the Internet Era
- 10. Finding Great Primary Connections Art and Science Build Trust Nurture Meaningful Connections Collaborate to Grow Mutually Beneficial Relations Dunbars Number = 150 Max
- 11. Changes in Purchasing Behavior Buyers start purchasing process in search engines 98% Search in Google Source: Marketing Sherpa
- 12. 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
- 13. Marketing Needs to Adapt Outbound 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
- 14. Marketing Needs to Adapt Outbound 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
- 15. 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.
- 16. New Rules of Marketing Get Found by Qualified Prospects Search Engines Blogosphere Social Media Convert Prospects to Customers Landing Pages Lead Intelligence Marketing Analytics
- 17. 2011 B2B Marketing Benchmark Report From Lead Generation to Sales Conversion Maximising lifetime value of each customer 60% to increase Inbound Marketing Spend Case Studies, Surveys, Social Commerce Social Media integration 9 out of 10 use Content Marketing Blogs, Social Media, Articles
- 19. Old RISKS Brands Suppliers Wholesalers Markets Adv & Marketing Savvy Consumers
- 21. Old Transition New RISKS Demand Generation OPPORTUNITY Brands Suppliers Wholesalers Markets Adv & Marketing Savvy Consumers Outcomes SOCIAL COMMERCE Assets Story Credibility Trust Referrals Access People Know How Competitors Alliances Support & Maintain Grow Measure Develop Remarkable & Valuable Content Listening Leverage Connect Collaborate Communicate Loyalty Relationships Advocacy Social Media/Networks Build & Develop Your Own Brands Awareness Markets Loyalty Advocacy Direct Relationships Value Add Product + Service Wider Access Narrower Focus Leverage Expertise & Relationships High Connect
- 22. Are you are Learning organisation Or A knowing organisation?? Mike Oswald - Alliance Linked
- 23. Why What How Pilot Grow Build Implement Awareness Agreement Engagement Involvement Evolution New New Old Transition New RISKS Demand Generation OPPORTUNITY
- 24. 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 Deliverables Monitor + Mentor Outreach Program Revise and Measure Objectives Monthly report Meet, Discuss, Present, Listen, Develop Specific Solutions + Vision