social media & inbound marketing - the future of business & personal promotion

Social Media & Inbound MarketingThe Future of Business & Personal Promotion

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Introductions

Chad H. PollittDirector of Social Media & Search Marketing@CPollittIULinkedIn.com/in/seofortwayneFacebook.com/ChadHPollitt

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Chris KnipperPresident

@chrisknipperLinkedIn.com/in/chrisknipper

Facebook.com/ChrisKnipper

Agenda

• Social Media• Inbound Marketing • Personal Branding• Content Marketing• LinkedIn• Recap• Q & A

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Social Media Marketing

What is Social Media?

• Content created and shared by people using highly accessible and scalable publishing technologies.

• Often the basic use levels are free to use.– Facebook– Twitter– LinkedIn– Blogs– Podcasts– YouTube– Location Based– Webinars

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Social Media Marketing

What is Social Media?

Community

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Social Media Marketing

What is Social Media?

Communications Revolution

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Social Media Marketing

Why Use Social Media?

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Americans are now spending as much time using the Internet as they are watching television, and the amount of time people spend on the Internet has increased 121 percent over the last five years.

New York Times, December 2010

Social Media MarketingWhy Use Social Media?

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Social Media MarketingWhy Use Social Media?

Time Spent:• 2x more than

games• 3x more than

email• 6x more than

movies/videos

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Social Media Marketing

Why Use Social Media?• Because 3 out of 4 Americans use some form of Social Media and now

spend more time on social sites than with personal e-mail. • Reach further with your message• Generate Leads• Search Engine Optimization• Build Relationships / Rapport• Drive Foot Traffic• Gauge Customer Satisfaction

– Get Customer feedback– Provide customer service

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Social Media Marketing

Why Use Social Media? (Facebook)• More than 500 million active

users on Facebook• 50% of FB users log on every day• The average FB user has 130

friends• The average FB user is connected

to 80 pages, groups, & events• The average US FB user spends

over 7 hours on Facebook per month (Nielsen 2010) [#2: Google at 2:05]

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• 250+ million Americans carry mobile phones - over 80% of the nation's population

• Cell phone subscriptions will top 5 billion globally this year

• 68% of Americans get news and current events information on their cell phone

• Mobile phones to overtake PC's for web surfing by 2013

• Over 61.2 million smartphones in the U.S.

Social Media MarketingWhy Use Social Media? (Smart Phones)

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Inbound Marketing

Inbound marketing is about being found by potential customers. The shift from outbound to inbound marketing has created opportunity for Small-Med size businesses to compete and grow without large $$ for marketing.

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New Direction - Integrate Inbound Marketing

Inbound Marketing

• Blogs• SEO• Social Media

Change from:Outbound Marketing Budget as a % of SalesTo:Inbound Marketing Budget as a % Leads

And Then

• Connect• Engage • Convert

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Blogs

SEOSocial Media

Convert

Connect

Engage

Consider Important Trends for 2011+

• Blended search

• Personalized search

• Social Media Optimization (SMO)

• Conversion Rate Optimization (CRO)

• Searchers’ standards are higher than ever

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Example of a Local Business using Inbound Marketing

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Write and promote Blogs

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Share Content in Social Media

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Engage Your Audience & Build Relationships

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Give Away Free Content – Create Brand Advocates

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Develop an Integrated Strategy

Outbound

• Direct Mail• Radio• Banner Ads • Email Marketing• Webinars

RADIO COPY

Eliminate electric bill shockthis summer. Schedule your air conditioning performance check. Be a Facebook fan of Raymond Plumbing, and your A‑C performance check could be free!

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Create Social Media Campaigns

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Measure Results – How Are You Getting Found In Search Engines

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Measure Your Marketing - Reach

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Be Yourself – And Have Fun!

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Personal Branding

What is It?• Your personal brand is the way you are represented to

prospective business connections and people. Your brand is your professional image and it is reflected by your online presence through your LinkedIn profile, blog, social networking sites, and any other online platform you’re visible on.

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Personal Branding

Why It Matters - Jobs

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Personal Branding

Why It Matters - Jobs

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Personal Branding

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Personal Branding

• Engage• Listen• Entertain• Educate

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How To Build Your Personal Brand

• Create Content• Have Personality• Be Active

Have Fun!!!

Personal Branding

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Personal Branding

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Personal Branding

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Content Marketing is the creation and sharing of content for the purpose of promoting a product, service or cause. Though the focus of this content may not specifically be about your organization or its offerings, often assets created for the purpose of content marketing include a mix of problem-specific information and thought leadership.

Content Marketing

What is It?

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People only go to the Internet for TWO reasons

1. To Solve a Problem2. To be Entertained

Content MarketingPromoting a Product, Service or Yourself

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Creation and Sharing of ContentTypes of Content

1. Advanced Content2. Blog Content/Website Content3. Videos/Webinars4. Podcasts/Audio5. Images/Graphics6. Widgets, Plugins, Apps7. Slide Presentations8. Press Releases

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Content Marketing

• Direct vs. Indirect

Creation and Sharing of Content

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Content Marketing

Assets Created for Content Marketing

• Problem Specific Information• Thought Leadership

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Content Marketing

• Popular Free Blog Platforms– WordPress– Joomla– TypePad– Weebly– Blogger– Tumblr

Blogging

Content Marketing

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LinkedIn

What is It?

• LinkedIn is a business-oriented social networking site• Commonly referred to as an online resume• The purpose of the site is to allow registered users to

maintain a list of contact details of people they know and trust in business.

• Employers can list jobs and search for potential candidates.

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LinkedIn

Why It Matters - Statistics

• Over 34.4 million U.S. users• Average Age: 44• Average Income: $120K+• CEO’s, Managers & Decision

Makers• 77% Have undergraduate

degree or higher• A new member signs up

every second• Just surpassed 100 million

members

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LinkedIn

Why It Matters

• 8 Things LinkedIn Is Great For– Finding a Job– Search Engine Reputation Management (SERM)– Increase Your (Personal) Brand’s Visibility– Lead Generation– Decision Maker Lead Tracker– Targeted Ads– Finding a Job/Recruiting New Talent– Featured Services

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Why It Matters – Personal ProfileLinkedIn

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Why It Matters – Company ProfileLinkedIn

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LinkedIn

Why It Matters - Search

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LinkedIn

Why It Matters - Groups

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What to do Next?1. Download the free LinkedIn cheat sheet available at:

http://www.facebook.com/kunocreative

2. Set up a LinkedIn Account3. Join Relevant Groups4. Join in the Conversation5. Be Yourself6. Create Content7. Share Your Expertise8. Have FUN!!!

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Recap

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• Social Media• Inbound Marketing • Personal Branding• Content Marketing• LinkedIn

Social Media & SEO Cheat Sheets

Download at: facebook.com/kunocreativeTwitter: #CHIP

Questions & Answers

Slides Posted at: KunoCreative.com/blog

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