ENERGISE2-0.COM

Mastering Social Media Workshop 3

Implementation: Key Principles and Tools

Dr. Jim Hamill Alan StevensonVincent Hamillwww.energise2-0.com

Sept., 2012

ENERGISE2-0.COM

Rethinking Marketing

Unlearn marketing

New ‘mindset’ required

Stop telling people how good we are

A shift from Outbound Marketing to Inbound/Content Based Marketing

ENERGISE2-0.COM

Inbound v. Outbound Marketing

ENERGISE2-0.COM

Old Marketing (Outbound)

• Propaganda marketing – this is how great our product/service is, now buy it

• Interruption marketing – direct mail, advertising • One way shouting AT customers

• Short term sales/campaign driven

• Channels – Print Ads; TV/Radio Ads; Cold Calling; eMail Blasts; Online Advertising; Web Sites that talk AT you

ENERGISE2-0.COM

Reality Check

• Declining effectiveness of traditional approaches to sales and marketing – does anyone listen any more? • Power shift – we are no longer passive recipients of sales messages• Social Media – a revolution in online customer behaviour and expectations• Generation C• Information overload and attention deficit• Need for new approaches/ new ‘mindsets’

ENERGISE2-0.COM

ENERGISE2-0.COM

Inbound Marketing

• Content is King! - But content is only ‘great’ if it adds value to the customer so….

• Customer is King! Adopt a customer led approach• Produce great content that is ‘Customer Led’; Authentic;

Compelling; Entertaining; Surprising; Valuable; Interesting• Establish your company as a ‘thought leader’ – a ‘trusted

resource’• Produce great content and your customers will come to you.

Produce really great content and they will share it• Key channels are…………………..

ENERGISE2-0.COM

Inbound/Content Marketing

ENERGISE2-0.COM

Inbound/Content Marketing

• Overall objective is to ignite or elevate your business through great content

• Sell without selling

• Build a quality online network – a quality customer base through high value content and engagement

• Great content drives conversation. Conversation drives engagement. Engagement drives sales

• Great, customer led, content is a Competitive Advantage

ENERGISE2-0.COM

The Elevation Principle

Great Content + Other People – MarketingMessages =Growth

ENERGISE2-0.COM

Great Content Ignites Your Business

ENERGISE2-0.COM

The Power of Words

ENERGISE2-0.COM

ENERGISE2-0.COM

The End of Business as Usual

‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for

engaging with and energising customer and network relationships

ENERGISE2-0.COM

Key Content Marketing Questions

• What are your Content Marketing goals?

• Who is your audience? Who are you?

• What is your ‘call to action’?

• What type of content do you need to produce?

• When and how are you going to produce it?

• Where will it be published?

ENERGISE2-0.COM

Make Music Not Noise

ENERGISE2-0.COM

ENERGISE2-0.COM

Tools

• Social Media Listening Tools– Free to expensive: Topsy; Social Mention; Google Reader;

Hyperalerts

• Social Media Management Tools – Hootsuite; Tweetdeck; SproutSocial; Bufferapp; Tweepi; Xobni; Rapportive

• Social Media Performance Measurement Tools– Individual Channels– Overall ‘Buzz’ (Social Media Listening Tools)

ENERGISE2-0.COM

Individual Channels

• Twitter – Twtrland; TwitterCounter; Tweetstats

• Facebook – Facebook Insights; SocialBakers; SimplyMeasured (was export.ly); AllFacebookStats; SocialDon

• Linkedin Stats

• Web Site - Google Analytics

ENERGISE2-0.COM

Overall ‘Buzz’

• Social Media Listening Tools

• Topsy

• Social Mention

• Kred

• Klout

ENERGISE2-0.COM

What road are we on?