Transcript Tactical. Practical. Strategic.

Engineering Executive Forum
October 25, 2011
By
Fire Alarm Marketing
Tactical.
Tactical.
Practical.
Practical.
Strategic.
Strategic.
Agenda
• Session Objectives
• Experts
• Social Media Applications
• Social Media and Mobile
• Google+, foursquare, Klout
• Social Media Tools
• Case Studies
• Fire Alarm Marketing
• Questions
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Session Objectives
•Provide a “snap-shot” of social media
today
•Discuss how social media applications,
tools, and mobile products are
fundamentally changing business
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Experts
• “The emerging picture from such studies is that ten
thousand hours of practice is required to achieve the
level of mastery associated with being a world-class
expert – in anything.”
Outliers by Malcolm Gladwell p.40
• “In Outliers, Malcolm Gladwell points out that most top
performers practice for about one thousand hours per
year (it is difficult to sustain the quality of practice if you
go beyond this), so he describes the ten-year rule as the
ten thousand hour rule.”
Bounce by Matthew Syed, p. 16
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Fire Alarm Marketing
• We are NOT social media experts
• BUT:
– We talk to a lot of people and companies
– We help, when asked, about strategies and
marketing plans
– We listen and observe
– We are involved with social media:
• Blog, tweet, Facebook, LinkedIn, Google+
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First a Few Questions
• How many of you:
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Are on LinkedIn – your company?
Facebook – your company?
Blog – your company?
Tweet at least once a week – your company?
Google+ - your company?
Have a smart phone?
A tablet?
• How many of your children could answer yes to
more than one of the questions above?
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Our Basic Beliefs
• Marketing
Leads
Sales
Revenue
• The buying dynamic has changed to where
the buyer has more power than the seller
• This change is being equated to the difference
between broadcasting and having a
dialog/relationship
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We’re all marketers now
“Meanwhile, today’s more empowered, critical,
demanding, and price-sensitive customers are
turning in ever-growing numbers to social
networks, blogs, online review forums and other
channels to quench their thirst for objective advice
about products and to identify brands that seem
to care about forming relationships with them.”
McKinsey Quarterly – July 2011
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Search
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Search
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Search
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Social Media Channels
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Social Media Channels
Infographic
The Growth of Social Media
Search Engine Journal
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Facebook
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Facebook
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Companies and Social Media
Infographic
The Growth of Social
Media
Search Engine Journal
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Blogging
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Blogging - Search
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Blogging
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Blogging
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You Tube
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You Tube
Infographic
You Tube Facts
and Figures
Website
Monitoring
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Word of Mouth
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Twitter
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Twitter
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Twitter
Infographic
Twitter Facts
and Figures
Infographics
Archives.com
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Number of Texts Sent/Received
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But Which Ones Work?
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What Works?
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What Works?
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What Works?
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What Works?
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Thus Far
• The buying dynamic has changed
– Search is key
– Getting found via search is a function of many
activities, starting with original content/blogs
– Word of mouth/referrals are important –
Twitter is a form of word of mouth
– LinkedIn works best for B2B
• Opinion
– You Tube is going to become more and more
important
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Next
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The impact of mobile
Google+ vs. Facebook
foursquare
Klout
Tools
Two case studies
Advertisement
Wrap up - Video
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9 Amazing Mobile Marketing Statistics
1.
The growth of the iPhone was 10 times faster than the growth of America Online. (Source: Nielsen) (This is an
amazing statistic for those of us who remember mailboxes stuffed with AOL discs during the 1990s.) (Tweet
This Stat!)
2.
It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost
phone. (Source: Unisys) (Tweet This Stat!)
3.
There are 6.8 billion people on the planet. 5.1 billion of them own a cell phone, but only 4.2 billion own a
toothbrush. (Source: Mobile Marketing Association Asia) (Tweet This Stat!)
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In some countries, there are more mobile subscriptions than there are people. (Source: Mobile Marketing
Association) (How can this be? It’s because some people own more than one mobile phone.) (Tweet This Stat!)
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It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to
respond to a text message. (Source: CTIA.org) (Tweet This Stat!)
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70% of all mobile searches result in action within 1 hour. (Source: Mobile Marketer) (Tweet This Stat!)
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Mobile coupons get 10 times the redemption rate of traditional coupons. (Source: Borrell Associates) (Tweet
This Stat!)
There are more mobile phones on the planet than there are TVs. (Source: Jupiter) (Tweet This Stat!)
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91% of all U.S. citizens have their mobile device within reach 24/7. (Source: Morgan Stanley) (Tweet This
Stat!)
(Source: Mobile Marketing Association)
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Changes - Mobile Data
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Changes - Mobile
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Changes - Mobile
Infographic
Mobile Marketing
Microsoft TAG
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Google+
• Combination of Facebook and LinkedIn
• Hangout provides instant web conferencing
• Circles = Facebook and tweeting
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Google+ vs. Facebook
Boston Globe
8/28/11
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fourSquare
• What is fourSquare?
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Location based mobile platform
“Check-in” via SMS or Smart Phone
Awarded points and badges – Mayor
Merchants/Brands use interactive tools to obtain,
engage and retain customers
– Prognosis – Good, with limitations
• For consumer/retail store fronts
• For B2B, probably not applicable
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Klout
• Klout is a twitter metric of influence and
reach, based on
– How many people are following you
– How many retweet your message
– The Klout score of those that do
• Prognosis – Fair
– In a group, someone always want to be on top,
– But, being the king of 140 character messages is
probably not the most important thing is the world.
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A Long Road from Lead Generation to
Sales Conversion
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Tools
• Glossary
– SFA – Sales Force Automation
– CRM – Client Relationship Management
– CMS – Content Management Systems
• Major Influences
– SaaS
– Mobility (Smart Phones, Tablets)
– Big Data
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Tools
• Social Media (digital) lends itself to data
collection
• Part of inbound marketing is “nurturing” the
customer until it is clear that a decision
point is near
• Today no fully automated tool set is
available
• Tomorrow?
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Tools
• An integrated tool would:
– Identify potential customers
– Track all contact – initiated and received
– Serve up appropriate content at appropriate times
to appropriate people (Sales, Marketing, Finance,
Customer Service, Management)
– Coordinate all content, digital and print
– Be accessible (desk top, laptop, mobile) to those
who need to know
– Be fail safe
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Gartner 2011 SFA Analysis
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Sidebar - Opinion
• If you don’t do anything else…listen
• It takes manpower…most of the tools are
free:
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Google Alerts
Social Mention (Google Alerts plus)
CoTweet
HootSuite
• If you listen, have a policy on how you will
react
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ShipServ - 400%
• Background
– Software sales to shipping companies
– 2008 Market Research
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Impersonal software company
Limited Marketing Budget and resources
Increasing use of eCommerce
Customer base not early technology adopters
• Objectives
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Drive 50% more traffic to the website
Raise brand awareness
Attract new leads thru relevant content
Change focus to listening…rather than shouting
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ShipServ - 400%
• Actions
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Conducted research
Revamped the website
Created a blog
Established a scorecard in their CRM system
Developed a quarterly content plan (themes from research)
Promoted original content
• E-newsletter, blog, twitter, video, podcasts, Facebook, LinkedIn
– Published white papers
– Established an online industry community (LinkedIn)
– SEO optimization
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ShipServ - 400%
• Business Statistics
– Increased contact-to-lead conversion by 150%
– Increased lead-to-opportunity conversion by
50%
– Decreased campaign management costs by 80%
– Increased number of sales-ready leads by 400%
• Breakeven, based on $30K investment was
3 months.
http://www.businessesgrow.com/2010/06/20/a-fascinating-hardcore-b2bsocial-media-success/
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Hubspot
• Background
– Founded in 2006, MIT Students, Cambridge HQ
– Provides all-in-one marketing software platform
for business (generally small) that want to use
social media
– 2nd Fastest growing software company – 2011 –
Inc. 500 (First year eligible)
– Nearly 300 employees today
– #1 Best Place to Work – BBJ 2009, 2010
– Raised $32M from Google Ventures in March
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Hubspot
• Criticisms
– Locked into their platform
– Technically difficult to work with
– Expensive
• Bottom Line
– They recognized the shift in buyer behavior
early on
– The fully believe in in-bound marketing
– For small businesses they are a solution
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Wrap Up
• The buying dynamic has changed to where the buyer
has the power.
• A seller can reach and influence the buyer through
different social media channels…there is no “right”
one or mix.
• The speed of change is increasing dramatically and
will continue…being flexible and testing new things
are requirements.
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Fire Alarm Marketing
• Fire Alarm Marketing is a New England based consulting
group that focuses on providing marketing and business
development for business-to-business organizations
ranging from startups to mid-size enterprises.
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Fire Alarm Marketing
• Core Strengths are in:
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Sales and Distribution Channels
Product/service requirement documents
Product/service launches
Revenue Generation programs
Off/Online marketing
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The Social Medial Revolution – You Tube
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???
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