Transcript Slide 1

Marketing is a Mindset
Bernie Borges
November 12, 2009
Are you on LinkedIn?
1. Yes
2. No
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Are you on Facebook?
1. Yes
2. No
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Are you on Twitter?
1. Yes
2. No
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If you are on LinkedIn how often do
you use it?
Rarely
Monthly
Weekly
Daily
Don’t have an
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If you are on Facebook how often
do you use it?
Rarely
Monthly
Weekly
Daily
Don’t have an
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If you are on Twitter what do you
use it for?
1. Don’t have an
account
2. Personal
3. Branded
4. Both personal and
branded
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What is your experience with
blogging?
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1. I have a personal
blog
2. I write for my
company’s blog
3. I am a guest
blogger
4. 1 and 2
5. All of the above
6. None of the above
What is your experience with other
blogs?
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I subscribe to blogs that
I read and comment on
frequently
I subscribe to blogs that
I read and comment on
occasionally
I subscribe to blogs that
I read and comment on
seldom
I don’t subscribe to
other blogs
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1.
What is your view of social media?
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It is for kids and a waste
of time in my business
It is on my radar but I
am not convinced
I am beginning to
understand its role in
my marketing strategy
I understand its
importance and
incorporate it in my
marketing strategy
It
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What stage is your businesses
social media strategy at?
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1. None at all
2. Experimentation
3. Beginning to see
results
4. Return on
investment has
become evident,
full speed ahead
What is your most current role in
your business?
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1. Owner/President
2. IT Manager
3. Marketing
Manager
4. Management
Other
5. Academic/Profess
or
6. Student
What is your age?
Under 25
26-35
36-45
46-55
56-65
Over 65
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What is your gender?
1. Male
2. Female
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In your opinion what is the most
effective marketing
communication channel on
1. Email
the Internet?
A company blog
Social networks
Wiki
Online video
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If I had to bet my job on the success of a one year
marketing strategy for a new B2B product launch I
would (assume available budget for each choice):
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2.
Hire an army of cold callers
to produce sales leads
Buy as much print
advertising as I could in
targeted magazines
Exhibit at as many industry
relevant trade shows as
possible
Send out as many direct mail
pieces as possible
Create a lot of content about
the new product and blog
about it and share it openly
and frequently on social
networks, forums and related
social web channels
H
1.
Marketing History Lesson
1950 to 2000
Old Marketing Doesn’t Work Anymore
http://www.youtube.com/watch?v=heSudg-tfIk
In a Transition
1990 to 2000
2000 to 2009
Marketing 1.0 vs. Marketing 2.0
Outbound Marketing
Inbound Marketing
Buyers Don’t Have to Tolerate It
But…..
Some marketers don’t get it….
Stories Worth Telling
New Marketing: Ford Motor Co.
New Marketing: Ford Motor Co.
New Marketing: Ford Motor Co.
New Marketing: Ford Motor Co.
New Marketing: Ford Motor Co.
New Marketing: P&G
New Marketing: P&G
A B2B Marketing Success Story
B2B Blog Home Run
B2B Blog Home Run
Humanizing a Technical
Product
How do Marketers Make the
Transition?
Marketing 2.0 Mindset
Think Like a
Publisher
Focus on Relationships
Think Like a Publisher!
Think Content!
– Blogs
– Newsletters
– White Papers
– e-books
– Podcasts
– Videos
– Photos
– Presentations
The Three E’s
Create & Spread Your Content
Engage Influential People
Get Found on the Web
Getting Found is Broader Now
Getting Found is Broader Now
Getting Found is Broader Now
Getting Found is Broader Now
Getting Found is Broader Now
What Do You Want To Be Found For?
Become a LongTail Thinker
Become a LongTail Thinker
Content = Trust, Relationships, Profit
Marketing 2.0 Mindset
Wisdom of Crowds
A Few More Stories Worth
Telling
Thought Leadership Blog
Branded Content
Branded Content
Branded Content: Will it Blend?
Over 6M Views
Sales Grew 700%
National Media Coverage
Cross Over Brand Pull
SEO Value
Spreading Footprint on Facebook
Spreading Footprint on LinkedIn
Spreading Footprint with Video
How Do You Measure Results?
Measuring Results
Measuring Results
Measuring Results
Measuring Results
Measuring Results
Measuring Results
What Do You Do Next?
Research
Listen
Engage
Become Content Thinkers
Be Human
Try Stuff
Measure
Don’t Ignore Marketing 2.0
Bernie Borges: CEO, Find and Convert
Email: [email protected]
Blog: http://www.findandconvert.com/blog/
Twitter: http://twitter.com/berniebay
LinkedIn: http://linkedin.com/in/bernieborges
Facebook Fan Page:
http://companies.to/findandconvert
Book: http://budurl.com/marketing20amazon
Video Channel:
http://www.youtube.com/user/bernbaybb
Image Credits
All of the images below were captured from each company’s website. Each logo i
copyrighted or trademarked by the respective company.
Source Credits
The following people, companies and logos used in this presentation are the sole
copyrighted property of their respective owners.
Brent Britton
Indium Corp.
Blendtec
Proctor & Gamble
Coca Cola
Scott Monty
Ford Motor Company
Tampax
HubSpot
Technorati