Transcript Keeping in Touch - Using Social Media to Grow

Business Development
in the
Information Age
Online Marketing For Transport
George Inch
•30 years Transport & Logistics
•Senior Management /Director level
•Sales, Marketing, Operations
•BRS
•Exel
•Unipart
•Tibbet & Britten
•DHL
• Sitting Member of Transport Tribunal since 2002
• Set up own Business Development Company 2009
•Developed Social Media Expertise
Business Development in the Information Age
►Helping Logistics Companies Generate Leads & Sales ► LinkedIn Coach
►Online Marketing ►
Business Development
in the
Information Age
Online Marketing For Transport
George’s Guide
to Social Media
Business Development
in the
Information Age
Online Marketing For Transport
George’s Guide
to Social Media
How on Earth will Social
Media help me in my
business?
Isn’t it just kids and pop
stars sending inane
messages?
Business
Development
Ride the wave
of business
growth
in the
RideMarketing
the wave
of business
growth
Online
for
Logistics
Information
Age
Online Marketing For Transport
How will it help me grow my Business?
How do you currently Market?
•Networking
•Word of Mouth
•Referrals
Business Development
in the
Information Age
Online Marketing For Transport
Social Media
Definition:
‘Social media refers to the means of interactions
among people(social) in which they create, share,
and exchange information and ideas
in virtual communities and networks
using the internet(media)’
Wikipedia
Business Development
in the
Information Age
Online Marketing For Transport
Social Media
•Social media marketing is the process of gaining website traffic or attention
through social media sites.(Word of Mouth)
• Social media marketing programs usually create content that attracts attention
and encourages readers to share it with their social networks.(Networking)
•A corporate message spreads from user to user and resonates because it
appears to come from a trusted, third-party source, as opposed to the brand or
company itself. (Referrals)
Business Development
in the
Information Age
Online Marketing For Transport
Social Media
•This form of marketing is driven by word-of-mouth, meaning it results in earned
media rather than paid media. (Referrals)
•Social media is a platform that is easily accessible to anyone with internet
access. (Networking)
•Increased communication for organizations fosters brand awareness
(Word of Mouth)
•social media is a relatively inexpensive platform
for organizations to implement marketing campaigns
(Networking)
Business
Development
Ride the wave
of business
growth
in the
RideMarketing
the wave
of business
growth
Online
for
Logistics
Information
Age
Online Marketing For Transport
Social Media Marketing
Online
•Networking
•Word of Mouth
•Referrals
Business
Development
Ride the wave
of business
growth
in the
RideMarketing
the wave
of business
growth
Online
for
Logistics
Information
Age
Online Marketing For Transport
Social Media Marketing
Online
•Does not replace traditional
Marketing
•The more you do it the bigger the
results
MORE OF THE
SAME.........CONSISTENTLY
Business Development
in the
Information Age
Online Marketing For Transport
Social media why use it:
 It’ free (sort of)
 You have a huge audience
 A powerful communication tool
 You can engage easily
 A visible presence
 Real time feedback
Business Development
in the
Information Age
Online Marketing For Transport
Social media can be used for:
Brand awareness
 Networking
 Recruitment/Job Finding
 Direct promotions
Customer service
 Product / service feedback
Business Development
in the
Information Age
Online Marketing For Transport
What Social media cannot do!
 Save bad products / business
 Be an over night success
 Market for free!
Business Development
in the
Information Age
Online Marketing For Transport
What Social media cannot do!
AGAIN
It cannot replace all the other elements of
the Marketing Mix
Business Development
in the
Information Age
Online Marketing For Transport
Overview of Platforms
 LinkedIn
 Twitter
 Facebook
 Slideshare
 YouTube
Business
Development
Ride the
wave of business
development
Online Marketinginforthe
Logistics
Information Age
Twitter
 Social
 One to many
 Real time engagement
 Communication
Awareness
Definition 'a short burst of inconsequential information,'
Jack Dorsey-Twitter Founder
Business Development
in the
Information Age
Online Marketing For Transport
Facebook
Social/Social
Consumer
 Brand building
 Target Ads
Business Development
in the
Information Age
Online Marketing For Transport
LinkedIn
 Business 2 Business
 Peer to peer
 Business owners
 Corporate
Ride the
Business Development
in the
wave of business
growth
Information Age
Online Marketing For Transport
LinkedIn
On-line
•Word of Mouth
•Referral system
•Inbound Lead Generation
Business Development
in the
Information Age
Online Marketing For Transport
LinkedIn Overview
 Started 2002
Not until 2006 before it took off. Now growing fast
225 Million (UK 12 Million)
50% are key decision makers or influencers
85% do not know how to use it!!!
Business Development
in the
Information Age
Online Marketing For Transport
LinkedIn Overview
 Business 2 Business
Online business network
A way to start a business relationship online
Take off-line
Develop relationship
Internet dating for business
Networking
Business Development
in the
Information Age
Online Marketing For Transport
LinkedIn Overview
Huge sales database
Self Updating
Real time & relevant
Powerful Search Engine
The majority of “users” do not know how to
use it
Correctly!!
Business Development
in the
Information Age
Online Marketing For Transport
In the Information Age
Data is easy to get!!
It’s how you use it that counts!!!!!
Business Development
in the
Information Age
Online Marketing For Transport
LinkedIn Why Bother?
Cost effective
On-line introduction
No physical networking
Benign introductions
No Cold calling
No Cold Calling!!!!
Business Development
in the
Information Age
Online Marketing For Transport
LinkedIn – How does it work?
Two main elements
Personal profiles
The individual
Credibility, Expertise
Promotes yourself
 Company pages
The company/the business
 Drives traffic to the individual
Drives traffic to the web site
People Buy from People!
Business Development
in the
Information Age
Online Marketing For Transport
LinkedIn – Profiles
 Your value
All about YOU
What value can you bring?(WIIFM)
People buy People
 Evidence
Skills & expertise
Recommendations
Endorsements
Personal Referrals!
Business Development
in the
Information Age
Online Marketing For Transport
LinkedIn – Company pages
New marketing power
Content is real time
Content can be generated by clients
Two way traffic unlike web
Dynamic by driving people to the page
Shows recommendations from clients
Real time, news and promotions
Reflected in Google
Networking + Word of Mouth + Referrals
Business Development
in the
Information Age
Online Marketing For Transport
LinkedIn – Company pages
 Real content!
All about the business
Works together very well with personal profile
A good company page must have a good
professional profiles to back it up
 Website
Web tends to be static
Interaction of the two is powerful
Makes the combination dynamic
Word of Mouth!
Business Development
in the
Information Age
Online Marketing For Transport
LinkedIn – Company pages
Buyer power
Buyers are using LinkedIn more than sellers
 Using it to find or justify the use of a supplier
Using it as a reference point
Finding real live recommendations
Warning
If your buyers and competitors are on it
and you are not
you will be left behind
Business Development
in the
Information Age
Online Marketing For Transport
LinkedIn
The Most Powerful
Yet Under Utilised
Marketing Tool Today
Business Development
in the
Information Age
Online Marketing For Transport
For more information:
George Inch
07798 500250