Week 2 branding copy 2
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The document discusses using social media to connect brands to customers. It covers inbound and outbound marketing, finding and engaging audiences through social networks like LinkedIn, Twitter, Facebook and mobile apps. Content is key - it should be simple, unexpected, concrete, credible and emotional. Social media allows listening to customers and competitors. Goals and metrics must be set to measure success. Integrated marketing across multiple channels is most effective.
Week 2 branding copy 2
- 1. Connecting Your Brand to Your Customers Whitney Hoffman Hoffman Digital Media
- 2. Session 2 Using Social Media to Connect Your Brand to Your Customers Who to connect to and why? Inbound and Outbound Marketing in a Nutshell Finding and Engaging Your Audience Elements of making your messages memorable How to Listen as well as Broadcast
- 3. Where Are Your Customers?
- 4. Are These Your Customers?
- 6. I know I’m wasting half my advertising budget, I just don’t know which half. -John Wanamaker
- 7. Outbound, a.ka. Traditional Marketing
- 8. Traditional Marketing • Print (newspapers, magazines, flyers) • Direct Mail • Broadcast (TV, Radio)
- 10. Inbound Marketing Tools • Online Ads • Website • Blogs • Email (newsletters, email marketing) • Social Media, including online video • SEO/SEM, Review Sites, Mobile
- 11. Let’s compare
- 12. Traditional Marketing InBound Marketing $ Website (homebase) Street Traffic Blog or other fresh content $ Ads, Direct mail Social Media Sites $ E-mail and Newsletters TV, Radio, Newspapers Search Engines & Reviews $ Banner Ads, PPC, Facebook Ad $ Mobile + Groupon, Reputation, WOM
- 13. What Will Work For You?
- 14. There’s probably more than one answer...
- 15. What Do You Want? Goal Metrics Friends, Fans, Attention Followers, Visits Contact Information, New Leads Data New Customers Conversions Downloads for White Leadership in the field papers, ebooks, etc.
- 18. Integrated Marketing • QR Codes (used well) • Foursquare • Mobile/Location Aware • Groupon • Custom URL’s
- 19. Why? • Drive People to an exact page to measure conversions/engagement • Easiest: bit.ly , hootsuite and other URL shortners with metrics • More difficult: Google Custom URL Builder, A/B Testing
- 25. Typical Sales Funnel Marketing Sales Product & Customer Service
- 26. Relevancy to you, to your customers
- 28. Channels are on 24 x 7
- 31. Step One
- 32. Using Tools to Listen 1. Google Alerts 2. Twitter search 3. Blog Search
- 33. iGoogle can be your Newspaper
- 34. Monitoring, Comparing Quantcast Compete.com Alexa Radian6 (Social Media Monitoring) Flowtown (Social Media Monitoring)
- 35. Creating Communities ✦ This is a long term versus short term strategy ✦ People come to you because of content and added value ✦ Grows network, fans, evangelists ✦ Must give them something to do- keep it fresh or it dies
- 36. Tribe Identity
- 38. Competitive Intelligence ✤ SEOMoz, Alexa.com, Compete.com, Quantcast- How well are you doing, and how well are your competitors doing? ✤ Search for trends in trends.google.com to see if you can produce timely or seasonally relevant content ✤ Google Alerts for competitors as well yourself
- 39. Your Customer or Theirs? Can you be there to catch your competitor’s unhappy customers? Can you be there when they’re not listening? Can you offer a helpful alternative? Can you position yourself next to similar businesses and partner?
- 42. “We’re still in the process of picking ourselves up off the floor after witnessing firsthand the fact that a 16-year- old YouTuber can deliver us 3 times the traffic in a couple of days that some excellent traditional media coverage has over 5 months.” ~ Michael Fox
- 43. Lifetime Value of a Customer Formula includes: Average number of years a customer does business with you Average revenue per customer per year Estimated costs to deliver products/services
- 44. Consider Cost of a lost customer in terms of lost revenue and- Loss of additional customers due to word of mouth Cost of Retention- what do you have to do to keep existing customers happy? Churn rate- how many customers leave? And what does it cost to replace them?
- 45. Do The Math Cost Per Lead* = (Total Ad Costs) / (# Leads Generated) Total Ad Costs = Direct Ad Costs + Indirect Ad Costs Direct Ad Costs = All Ad Fees + Design Costs + Tracking Costs + Agency Fees Indirect Ad Costs = Administrative Overhead = ($/hr) x (# hrs) Marketing ROI = (Revenue – Marketing Cost) / Marketing Cost
- 46. Think like a publisher, not a marketer.
- 47. Content Rules
- 49. Making Content Memorable Keep it Simple Make it Unexpected Concrete Credible Emotional Story
- 50. What Does It All Mean? Demystifying the Networks Comparisons and Data
- 51. If content is King, conversion is queen. -John Munsell, CEO of Bizzuka
- 52. “If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.” -Jeff Bezos, CEO of Amazon.com
- 53. What You Need Tools Tactics (abilities) Strategy (skill)
- 58. The Most Integrated Marketing Plan on the Planet
- 61. Social Media is an ingredient, not an entree. -Jay Baer
- 63. Decide on a Goal, Then Measure It
- 64. Custom URLS
- 66. Wrap Up Advice • If it’s integrated, you can measure your results • Make sure you set goals and expectations up front- what can you expect? • Test (A/B), Play, and find what works for you
- 67. The Face (and voice) of Your Brand Network Solutions, Shashi Bellamkonda The Social Media Swami
- 69. Where do you find your customers?
- 71. I like to say Twitter is like a bar, Facebook is your living room, and LinkedIn is your local Chamber of Commerce. -BS Stoltz
- 72. These Are Your Billboards
- 74. Social media is free in the same way a puppy is free.
- 75. Let’s get Beyond “Oooh, Shiny!”
- 80. The End
- 83. Things you’ll need to consider • Who will be that public face? • Do they have the ability/authority to solve problems? • Frequency of Updates • The “reason” to blog
- 86. “Social media changes the relationship between companies and customers from master and servant, to peer to peer.”
- 87. “In the long history of humankind those who learned to collaborate and improvise most effectively have prevailed.” ~ Charles Darwin
- 89. What’s Your Time Worth?
- 90. Income /2080 = Hourly Rate
- 91. $40,000/ yr = $19.23/hr
- 94. Looking for the Sweet Spot
- 96. RSS- Really Simple Syndication Subscription- Let Them Come to You
- 97. Session 2 Using Social Media to Connect Your Brand to Your Customers Who to connect to and why? Inbound and Outbound Marketing in a Nutshell Killer content: Engaging Your Audience Elements of making your messages memorable How to Listen as well as Broadcast
- 100. Don’t Be This Guy
- 101. Strategy
- 104. Contact Info: Whitney Hoffman Hoffmandigitalmedia@gmail.com Twitter: @whitneyhoffman, @ldpodcast Facebook: Whitney Hoffman Google Voice: (302) 482-4599 Mobile: (302) 562-6507 URL: www.whitneyhoffman.com
- 106. Cautions
- 111. Top Social Networks LinkedIn Twitter Facebook Plus, we’ll talk mobile- Foursquare
- 121. Social Media ROI Efficiency Increase network Reputation Grow Trust Differentiation Client Education Client Service/ New Opportunities Retention Flexibility, Timeliness PR & Exposure
- 122. Creating Communities This is a long term versus short term strategy People come to you because of content and added value Grows network, fans, evangelists Must give them something to do- keep it fresh or it dies
- 123. Case Studies Comcast - Increase Groupon: plusses and customer satisfaction, minuses- Superbowl reduce loss of Debacle customers Motrin Moms Zappos- expand business model, build customer base
- 124. Content Rules
- 135. Social Media ROI ✦ Efficiency ✦ Grow Trust ✦ Reputation ✦ Client Education ✦ Differentiation ✦ New Opportunities ✦ Client Service/Retention ✦ Flexibility, Timeliness ✦ PR & Exposure ✦ Increase network
- 141. RSS- Really Simple Syndication Subscription- Let Them Come to You
- 145. Case Studies ✦ Comcast - Increase ✦ Motrin Moms customer satisfaction, reduce loss of customers ✦ Zappos- expand business model, build customer base ✦ Groupon: plusses and minuses- Superbowl Debacle
- 146. Changing Marketplace Everyone can create their own channel of communication- often inexpensively. Everyone can market their own ideas. The problem lies in building the right network for that communication.
- 147. Megaphones Don’t Work You no longer control the entire message
- 148. They’re Shouting Back Your Customers Now Have A Say
- 149. You’ve Got Ideas
- 160. Where is Your Community? Where are Your Audience? Connecting Where It’s Relevant to Them
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- #37: How do we identify who is or is not part of our tribe? In this picture, of a community block party, you can tell who identifies as part of the larger community and who is part of a separate group? Tribes sometimes have their own uniforms or ways of separating themselves out from the pack\n
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- #161: You might need to have some idea of your community and where they hang out; where your potential community lies; (google forms free and efficient)\n