2010 PIM Conference -

Questions or Comments?Phone 1.800.948.0113Email [email protected]

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.


Transition from Print Service Provider to Marketing Service Provider

August 3rd 2010John Foley, Jr.Grow Socially

July 2010 – Printing Industries of MichiganSummer Management Conference



John Foley, Jr.CEO/CMO of Grow SociallyCEO of interlinkONE

► Provide our customers with marketing solutions so they can expand their business

► Responsible for well being of our employees and customers

► Company growth and profitability

Who am I?



Business Transformation

► Patience, Perseverance and Perspective► Making Sense of the Marketing Services

Provider Transformation► How to Transform Your Business► Infrastructure Considerations► How to Be the Best Marketing Services

Provider EVER► Walking the Talk: How to Promote the Heck

Out of Your New Business► Your Guide to Selling Marketing Services► Social Media: What Is It and Where Does it

Fit?




► Marketing Services Provider: The Future

► Appendices► Business Plan► Marketing Plan: Putting Marketing into

Action► The 4 P’s of Marketing► Strategic Account Reviews► And More



Keep your phone on!

► Feel free to Tweet, Post, Update, Email, take notes, photos, and more!

@JohnFoleyJr



John Around the Web

[email protected]

www.Twitter.com/johnfoleyjr

www.LinkedIn.com/in/johnfoleyjr

www.Facebook.com/GrowSociallywww.Facebook.com/interlinkONE

www.YouTube.com/GrowSocially www.YouTube.com/interlinkONE



Keep in mind…

► Print is not dead!

► You can make the switch to a Marketing Service Provider

► Don’t avoid what you don’t understand - Learn! Knowledge is Power

► The internet is not a fad► Rome wasn’t built in a day



Today’s discussion

► Transition from Print Service Provider to Marketing Service Provider

► Integrated, Multi-Channel Marketing► Marketing and Data Management► Emerging Technologies for Marketers to

Embrace► Using Social Media to Build Business



FROM PRINT SERVICE PROVIDER TO MARKETING SERVICE PROVIDER




How the World Has Changed



How Spending Has Been Reallocated



A Change in Direct Mail Trends



Make No Mistake: 2009 Brought a “Market Correction” to Direct Mail

$48.3$51.7

$55.6 $54.8$52.6

$43.7

$0.0

$10.0

$20.0

$30.0

$40.0

$50.0

$60.0

2004 2005 2006 2007 2008 2009U.S

. Spe

ndin

g on

DM

($B

B)

-20.0%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

Y-o-Y

Grow

th in Mail S

pending (%)

Direct Mail Spending Year-over-Year Growth

Source: Winterberry Group analysis of data from the Direct Marketing Association and various other sources

2009 Y-o-Y Decline:16.8%

2008 Y-o-Y Decline:

4.1%

2007 Y-o-Y Decline:

1.4%



Even Mailing Industry Executives Report That Marketing Dollars Continue Shifting Away from Direct Mail

Source: WG Survey, 2009

1.5

2.1

2.8

3.1

3.2

3.5

3.6

4.0

4.1

4.4

1.9

2.7

1 2 3 4 5

Newspapers & Magazines

Direct Mail: Catalog

Broadcast

Direct Mail: Non-catalog

Out-of-Home / Outdoor

Events

In-Store Media

Other

Online Display Ads

Mobile

Search

E–Mail

Captured little or no spending in 2009

Neutral / Captured average spending

Captured significant spending in 2009

3.0+ =Increasing Popularity



Why the Decline? Growing Marketer Demand for Digital Media…

Senior Marketing Executives: For which of the following media did you increase spending in 2009?

8.7%

13.8%

16.3%

12.2%

15.4%

40.0%

31.3%

23.5%

Outdoor

Radio

Print

Direct Mail

TV

Search

Interactive

E-mail

Source: eMarketer, 2009



… Which Are Taking Share Directly from Direct Mail

Senior Marketing Executives: Which of the following “traditional” marketing budgetswill you decrease in order to fund increases in digital media?

Source: Forrester, 2009

0.0%

10.0%

20.0%

30.0%

40.0%



Net Impact: Mail’s Role in the Marketing Mix is Fundamentally Changing, But the Medium Is Far From Dead

Despite enhanced competition from digital media, direct mail is here to stay because it:

• Still commands a huge amount of marketing dollars

• Is highly targetable

• Can be personalized

• Is tangible—and tactile

• Is familiar and multiple formats make it versatile

• Plays critical role in integrated marketing campaigns



Digital Trends in 2009



Why change?

► You tell me?► Supply and Demand► Declining Margins► Multi-Channel► The communication

game has changed



The Case for Transformation

“Production companies must do more – must be more to their clients – if they are to meet today’s challenges head-on. They must focus on providing solutions to their clients’ various and sundry marketing challenges, rather than simply seeking buyers for a finite supply of ink-on-paper capacity – and they must do this while keeping the same presses and inserters running effectively and efficiently.”

“The greatest risk is to companies generating less than $20 million in annual revenue - given their lack of scale, lack of general marketplace differentiation, and perhaps most importantly, a lack of internal expertise when it comes to non-core capabilities, customers, or business strategies”

The Move to Marketing Services:A New Strategic Pathway for Production Companies A Sponsored White Paper



The Case for Transformation

“Interactive marketing spend will trend up from 12% today to 22% in the next five years. Dollars will shift from traditional marketing and advertising channels into social media, e-mail, and mobile marketing.”

“60 % of marketers surveyed indicated they would ‘increase their budgets for interactive by shifting money away from traditional media.”

“40% of respondents indicated they would decrease their budgets committed to direct mail.”

A report by Forrester Research titled, “US Interactive Marketing Forecast, 2009- 2014” stated the following:



Business Transformation $Sales Process Redefined

Marketing Communications

Marketing Service Providers

Education•Seminars•Classes•Whitepapers, Articles,•Webinars•X,Y,Z

Marketing Execution

Print•Digital•Commercial•Offset•X,Y,Z

Prin

t

Mai

l

Fulfi

llmen

t

Mail•Bulk•Presort•X,Y,Z

Fulfillment•Kitting•Small Box•Literature•Premiums•Product

Sales Assessment

Education

Business Plan - Resource Assessment- Business Management

Delivering Marketing Communication programs,

•Marketing Programs•Email•Webinars•Training•Social

• Linekdin• Facebook• Twitter• Youtube

BusinessAssessment

Data Management



Year 1 Year 2 Year 3

Assessment

- Basic Mgmt. Disciplines- Business Plan- Print, Mailing, Fulfillment

Additional MSP Capabilities

Fully Developed MSP



$Business/Marketing/Sales Process Redefined

Education

Year 1 Year 2 Year 3

Business >>>>>>>>>>>>>>>>>>>>>>>Transformation

Business Fundamentals-Plans-PositioningDabble in some offerings:-Purls-Emails-VDP- Cross Media

Capability additions:Data ManagementMulti-Channel OfferingsExecuting integrated campaigns-Emails, PURLS, VDP, QR Codes -Workforce training-Technology to support-FULL Campaign Management

Fully Developed-Brand-New marketing offerings-Customer recognized partner not vendor-New technology and/or solution aware

Transformation timeline



How do you get there?

► Human Resources► Marketing► Sales► Account Management► IT

► Business Dynamics► Technology► Processes► Proposals and Pricing




► Human Resources► Marketing► Sales► Account Management► IT

► Business Dynamics► Technology► Processes► Proposals and Pricing



Critical Change: Marketing

► Marketing Resource► VP Sales and Marketing?



Critical Change: The Sales Force

► Transactional Sales vs. Solution selling► Different Type of Conversation► Educate, Educate, Educate!► Let them see it in action



Critical Change: The Right Customers

► Look inside – Customers - Segmentation

- Analysis

► Look outside – Markets - “Last 10 for the Next10”

► Plan, Profile, Target, Execute, Pursue, Close, Execute, ….Repeat



Critical Change: Marketing Programs

► Show interest in more than the “piece”► Right channels for your customers► Leverage Your Data► Find the Right Offer► Lead Nurturing► Measure and Report




► Self Promotion► Branding & Positioning

Website Collateral Demo Sites

► Campaigns► Cross-Selling► New Prospects















Your check list

► Develop a Vision and Business Plan► Develop the Organization Chart –

► Human Resource assessment► Create a Marketing Strategy and Plan► Create Sales Strategy and Plan► Operational Plan► Finance – pro forma financial statements► Educate Internally and Externally► Consistently Self-Promote► Execute► Measure



QUESTIONS?



INTEGRATED MARKEING ACROSS MULTIPLE CHANNELS

Inbound and Outbound Marketing, Campaign Examples



The Definition

► Integrated Marketing is:“a planning process designed to assure that all

brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”

(Marketing Power Dictionary)



The Definition

► Multi-Channel Marketing is:“all about using various methods (channels) to

get your marketing message to the people who matter the most – your target market.”

John Foley, Jr – Whitepaper What is Multi-Channel Marketing



Outbound Marketing

Click icon to add picture



Inbound Marketing




Lead Database:All responses collect in one database. Real Time, Centralized, Online, Qualified.

Pick Your Audience: Choose your target audience.

Response Channel: Give your audience a way to respond.

Pick A Channel: Choose which channel would be the most effective way to contact your audience.

Sales Reports

Lead Distribution

Response Fulfillment: Kitting, Email, Electronic, VDP, POD, Mail, ect.

Measure: Marketing Reports & Dashboards automatically generated.

Repeat: Repeat the cycle for more effect.

Pick A Media: Choose which media would be the most effective way to contact your audience.



Campaign Layout



Customized Communications: Multi-Channel Marketing Communications



► Many balls in the air► Managing multiple

communication channels and medias

► Print Media, Social Media, Electronic Media, etc..

► Resources: human and dollars are limited

► New and changing environment

► Bar has been raised. No more single message methodology

► Target the right person with the right message at the right time

► Tall order for a marketing department to fulfill.

Why Marketing Departments Need Help



SUCCESSFUL CAMPAIGNSCampaigns



Magazine Ad/Web/Viral Marketing

► Magazine ad

► 40,000+ Responses and growing

► Tell-a-Friend feature made it go viral



Direct Mail/Web

Landing Page Hit Rate: 19.5%

Average Duration: 10 minutes

Response Form Submission Rate: 80%



Key Components of an Integrated Marketing Campaign

1. Marketing Plan for the Campaign2. Target Demographic… DATA3. Timing4. Channel/Media 5. Response Methods6. Evaluation of Campaign/Metrics7. Follow Up



The Integrated Marketing Campaign

1. Direct Mail / eMail / Social Media etc2. Data/ Variable Data 3. Personalized URLs4. Web to Print Storefront5. Accurate and Targeted Mailing List Databases6. Evaluation of Metrics7. Follow Up



Direct Mail / eMail /Social Media

► Tailor your message

► Showcase the primary benefit

► Boost your offer► Track and test



Direct Mail / E-Mail

► Quick► Cost Effective► Works

PURLs Plus E-Mail Marketing Equals Huge Results!

According to a Jupiter Research report, incorporating web analytics into email campaigns increases response rates by up to 5% and open rates up to 13%!



Accurate and Targeted Mailing List Databases



Personalized URLs

► As follow-up to responders► When you can get personal (data)► PURLs on the fly



Web-To-Anything Benefits

► Centralized Location► 24-7 Access to Materials► Brand Control► Response integrated into library

► Oh… and additional print orders!



Evaluation of Metrics




Response Tracking

► Important Metrics – It’s all about the numbers► Open Rate► Click-through► Responses► Non-Responders► Conversions



1 Multi-ChannelMulti-Media Campaigns

Email, Direct Mail, Social Media

2 Provide TargetPersonalized Direct Mail & Landing Pages

3 Lead Score

Hot, Warm, Cold

4 Marketing Automation

Prospect / Customer Pool

Inquiry / Leads in Funnel

Lead Nurture Multi Touch

Campaign starts

Automated Marketing

A. EmailB. PhoneC. Direct MailD. And More

SalesCRM…

Web

Agent Calls

CRM Tool

Sale!

5Analytics – Numbers, Money, Leads, Inquiries, Mail vs. Web, and more

Measure, Adjust, Redo!

Marketing Automation– 5 Step



Follow-Up Process

► Follow-up on all leads► Lead Scoring/Ranking► Automate

► Drip Marketing



E-Fulfillment – Driven from Campaign

► The survey asked questions to determine specific interest:

Based on the answers provide, the system generates an order with the appropriate materials



Implementation Steps

► Practice what you preach► Embrace Integrated Multi Channel Marketing► Demonstrate you know their problems and can

solve them► Work with marketing, establish that relationship► Show examples/industry studies of success in

integrated marketing► Do your research on marketing websites



Industries that are listening – and need you

► Automotive► Education► Dining► Travel► Real Estate► Insurances► Financial Services



THE BENEFITS TO YOU



Increase Revenue

► Attract new Customers► Encourage Repeat Sales► Expand Offerings to Current Customers► Increase Retention Rates► Solution versus transaction business only



INSPIRE ME!



Sun Chlorella: The Marketing Need

► Japanese company, no presence in US

► No prospecting database

► Fully-integrated multi-channel approach

► www.sunchlorellausa.com



The Approach: Multi-Channel Campaign

► Direct Mail► Email► Website► Social Networks► Banner Ads► Magazine Ads



Sun Chlorella Nutritional Web Site




Web Site

E-Commerce

A

B

C

A

B

C A

B

C

D C B A A B C D

Boomers (35-55)

The 20 something’s 20-34Touch points to gather information and drive to website or shopping cart

Touch points to gather information and drive to website or shopping cart

Seniors (55+)Touch points to gather information and drive to website or shopping cart

Visitors who left.

Visitors who purchased.

Outbo

und E

mail

sDire

ct M

ailBan

ner A

dsSo

cial M

edia

Socia

l Med

iaBan

ner A

dsDire

ct M

ailOut

boun

d Em

ails

Drive back to website or shopping

card through medias



Sun Chlorella Nutritional Configuration









Junior Senior Dog Campaign



Subway Campaign slides



Houghton College



Rockwell Collins eBook



Rockwell Collins eBook

► Nearly 800 downloads!!

► Measured where hits came from



Customer Satisfaction – Marketing Automation

Fortune 500 Heating & Cooling Manufacturer:

► Customer satisfaction & retention program

► Personalized URLs► Automated Marketing► Radius Marketing► Real-Time Leads► The icing on the cake: prepaid annual

revenue



► The initial audience was sent a mailer with a Personalized URL… which directed them to the landing page.



Info Gathering Campaign

A link was provide to a special report, related to LASIK surgery. This was part of the incentive to respond.




► A Personalized URL was created for each friend… an email was sent out automatically from the system.




► The friend’s were sent to a landing page with a similar look and feel.

► But, the questions and text were designed to convert these friend’s into new customers.



Case Study: Cross-Channel Campaign

► National Home Improvement Custom Paving:

► On one dashboard, the customer can see success of each channel: Direct Mail vs. Email vs. DVD vs TV

► … and of each Response Type: PURL vs. Call Center vs. BRC



QUESTIONS?



MARKETING AND DATA MANAGEMENT

Keeping it all together



Best Prospecting Data

Where can you get the best marketing data for your

company?



XYZCompany Bob

Email

Landing Page #2

•Email Address•First & Last Name•Mailing Address

•Language•Birthday•Preferred E-Mail Type: HTML or Text

•Favorite Color•Favorite Style

Each landing page asked for a

different piece of information.

Landing Page #1

Landing Page #3

The company started with only

one piece of information –

an email address

At the end of the process the

company had a full marketing

database.

Building a Better Database



Personalization: Starts with the Data

Name Interest Status $$ Spent Yearly

John Smith Food Silver 5K

Michelle Jones Card Games Gold 20K

Frank Stafford Shows Platinum 50K



Identify Areas of Personalization

The inside of the booklet has a number of variable fields including

Interest articles, Images, Membership status, Personalized URL.

Images based on InterestPersonalized URL

Membership Status:



Variable Data From past surveys and

card swipes, we knew that this customer:

Spends a lot of time at the races,

Replied to a survey and said that the food was a bit expensive,

And is a silver member that Wide Water would like to make a gold.



Consumers prefer personalization…

► When you do receive hard copy direct mail, which type do you prefer?

Highly personalized with

messages and offers that are unique to my

needs/interests56.3%

Personalized with my name and

address but not much that is unique to my


Non-personalized messages and

offers that everyone receives

regardless of individual


The Future of Mail, N = 850 Consumers



…but it’s not what they’re getting

► Excluding bills and statements, approximately what percentage of the items you receive in the mail can be described as follows?

Personalized content that I

find useful30.5%

Personalized content but not

very useful29.0%

Not personalized and not useful

40.5%

The Future of Mail, N = 845 Consumers



Is everyone interested in the same message?



More With Less: Eliminate Useless Records

► Some recipients have no interest in a car

► Daniel and Johanna bought a car less than 6 months ago

► Emily lives in Manhattan and only uses the subway to get around



► Many use VDP to “personalize” with the recipients name, but still use the same message for everyone

► Dear James - Buy a Ford Taurus► Dear Janice - Buy a Ford Taurus► Dear Andrew - Buy a Ford Taurus

VDP Is More Than a First Name!

Not Everyone wants a Ford Taurus!



► James► 32 years old► Single► Teacher► $45,000 salary► Lives in Philly

Segment Data to Understand the Audience



► Janice► 43 years old► Married, four kids► Veterinarian► $87,000 salary► Lives in Tampa




► Andrew► 61 years old► Married► Attorney► $170,000 salary► Lives in Denver




Name Age Gender Income Children City State

James 32 M 46,000 0 Philadelphia PA

Janice 48 F 87,000 4 Tampa FL

Andrew 61 M 170,000 0 Denver CO

Its About Relevance

• IF state = FLTHEN background = beach

• IF income ≥ 50,000AND income ≤ 100,000AND children ≥ 2 THEN picture = luxury van

• IF state = COTHEN background = mtns

• IF income ≥ 120,000AND children = 0THEN picture = sports car

• IF state = PATHEN background = city

• IF income ≤ 50,000AND children ≤ 2 THEN picture = coupe



Personalization Generates Results!

18.5%

20.8%

23.4%

23.7%

0% 10% 20% 30% 40%

Average order size

Repeat order rate

Overall revenue

Response rate

Anticipated Improvement

N = 383 Direct Marketers

Source: Trans Meets Promo… Is It More Than Market Hype?. InfoTrends, 2008



EMERGING TECHNOLOGIES FOR MARKETERS TO EMBRACEMobile MediaQR Codes



What is Mobile Media Marketing

► Channel► Media► Network



Mobile Media Marketing - A Perspective



What are they doing



Mobile Demographics



Mobile Demographics



Mobile Demographics



Mobile Demographics



The Network – Simple terms




What do you leave with everyday?









1. Mobile marketing via SMS

2. Mobile marketing via MMS

3. In-game mobile marketing

4. Mobile web marketing

5. Mobile marketing via Bluetooth



Driving Traffic



What’s New Mobile Media

► Location Services► Advertising expansion► QRCodes► iPad► Resources



Location based marketing Benefits

► Captured target. They are near you Now!► Increased Impulse buying. Real time delivery ► Development of one-to-one relationship marketing. ► Direct marketing spending effectiveness. ► Materials are delivered on demand, as required. ► Increased return on investment (ROI) Repeat or

additional consumer purchases during a visit.



Location Based Marketing – Are you MISSING it?

#Fail► Website with no GIS information optimized

#Success► Website with GIS – GET FOUND!









What’s New Mobile Media Marketing



Types of Mobile Advertising

Unknown source



Types of Mobile promotion

► Text to Win► Text to give► Loyalty► 2DBarcodes aka QRCodes



Mobile Couponing

G5marketing



Mobile Couponing



Meet the QR Code

► A 2D Barcode

► Created by a Japanese corporation (Denso-Wave) in 1994

► QR stands for “Quick Response”



What does it do?

► QR Codes help make print interactive by connecting multiple channels.

► View websites, videos, & more on your mobile phone.



QRCodes (Quick Response)



Reading a QR Code

► Point your camera at the QR Code► Snap a picture► The QR will decode instantly► You’ll be brought to the webpage



Why scan a QR Code?

► To learn► To discover► To watch► To get discounts► Curiosity



Mobile Media Success

1. Learn the Platforms

2. Determine Your Goals

3. Establish Your Presence

4. Customize

5. Implement Compelling Promotions

6. Engage With Your Customers

7. Track Everything

8. Be Prepared to Adapt

9. Avoid Common Pitfalls



Mobile Wrap!


InvisiblePR



QUESTIONS?



USING SOCIAL MEDIA TO BUILD BUSINESS

Twitter, Facebook, YouTube, and LinkedIn



Talking About a Revolutionwww.ilink.me/Revolution



WHAT WE WILL DISCUSS TODAYWhat is Social Media?Why Use Social MediaWhat channels should you use?How to find prospects and customersHow to use for customer service



SOCIAL MEDIA is…

► Community► Conversation► Networking► Marketing► Engagement► Relationships► Customer Service► Immediate Information► Platform► 6 Degrees of separation?



WHY USE SOCIAL MEDIA?One-on-one style communication. Successful online community is all about honest

communication. People that connect via social media want to have real one-

on-one conversations regarding relevant and current information

Trusted Advisors – People by from Trusted ResourcesYour Prospects and Customers are already there!





Why use SOCIAL MEDIA?

► More prospects to sell to► Generate interest in your brand► Build your brand► Loyalty► Position your company► Customer Service► Another Channel



Why use SOCIAL MEDIA?

► 50 Ways Marketers Can use Social Media to Improve Their Marketing

► Add social bookmark links to your most important web pages and/or blog posts to improve sharing.

► Build blogs and teach conversational marketing and business relationship building techniques.

► For every video project purchased, ensure there’s an embeddable web version for improved sharing.

► http://ilnk.me/50ways @chrisbrogran



Is everyone interested in the same communication?

I’m on Twitter

I still email

I use Facebook,Twitter and

Linkedin

I love my mail.

I Google for my

information

Where are your prospects and customers today getting their

information?



Strategy before Tactics! - THE PLAN FIRST!

► Step 1: Describe the Business

► Step 2: Business Goal

► Step 3: Where Is the Audience Cyclically?

► Step 4: How Does the Audience Use Social Media?

► Step 5: The One Thing

► Step 6: How Will You Humanize the Brand

► Step 7: How Will You Measure Success?TOOLS


Copyright © 2010 Grow Socially, Inc. All Rights Reserved.146Questions or Comments?Phone 1.800.948.0113Email [email protected]

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.146

Prospects

Fully Qualified Leads

Inquiries Suspects

$$$

$

Optimize / Social Friendly

TOOLS

Get Noticed

Nurture Engage Conversation

Landing PagesOffersEmails Polls

Social Media, Blogging, Analytics, Content Mgmt, SEO

Nurture Engage Conversation

Convert

Convert

Publish - Engage – Converse - Share

Close/Convert & Measure

Product?Service?Asset?



Custom XM


Twitter, Facebook, YouTube, QR Codes



Complemar


Twitter and Facebook



Concord Litho


Twitter, Facebook, LinkedIn



WHAT WE’LL LOOK AT TODAY



What’s the Difference

► Twitter Block Party► Facebook Personal house party but can have

business effect► YouTube Your own TV Station► LinkedIn Networking event by chamber of

commerce



TWITTERShare and discover what’s happening right now, anywhere in the world.



What is Twitter?

► Twitter - “What are you doing?”► Twitter is a free social messaging utility for staying

connected in real-time.

http://www.twitter.com

http://www.twitter.com/



PROS of Twitter

► Easy to use, and free► You can reach a large amount of people► Position yourself as a thought leader► Communicate and engage in another marketing

channel► Simple to find people in your target audience



CONS of Twitter

► Requires time and effort► Works best when you are consistent – thus,

what will you post?► Weeding through the spam



Share what you are doing

► You can post up to 140 characters per “tweet”► It may simply be a status update, or a link to

another resource.



Share what you are doing

► Let others know what your company is up to by creating your own company account and posting from there.



Spread the word



Spread the word



Measureable – www.ilink.me



Re-Tweet

► Like something you’ve seen? “Re-Tweet” someone’s post by starting with “RT” and then give the author credit by adding there user name.

► In this case @ColleenMick’s posting was shared.



Joining a Conversation

► A reply can be used to comment on a post that was made by someone else.

► To reply to someone else’s post, just add the “@” symbol followed by their twitter name. In this case “@chrisbrogan” was used.



Following People on Twitter

► Twitter allows you to follow people that you choose.

► Their updates will be displayed to you in real-time.



Searching by Company



Searching by Titles & Positions



Searching by Titles & Positions



Search.Twitter.com

► Search as much as you post!► Real-time Results



Search.Twitter.com

► Use it to find potential prospects



Whose talking about you?



Customer Service: The complaint



Customer Service: To Reply



Customer Service: To Reply



Best Practices

► Actively participate and engage► Seek out prospects and customers and information that is

relevant to you and them► Share information! Be a thought leader, be yourself, show the

human side of your business► Variety: Pictures, links, videos► Use tracking tools like ilnk.me, bit.ly, budurl.com or other► Review your efforts and measure your results



Four Fundamentals: Twitter

1. Build your network2. Engage with the network you have built3. Be consistent4. Track and analyze



FACEBOOKFacebook helps you connect and share with the people in your life.



What is Facebook?

► Facebook► A free social network used by people & companies► Companies can host pages and groups to self-

promote► http://www.facebook.com

http://www.facebook.com/



PROS of Facebook

► Can be used as extension of Company Website► Put forth the “human” side of your company► Allows you to post articles, videos, pictures, and

more about your business► Stay on “top of the mind”► Event Promotion: Open House? Webinar?► Discussion Boards: Get involved in conversations



CONS of Facebook

► Requires time and effort► Weeding through the spam (fans, games)► Not obvious how to measure success► If things go bad….



Get Yourself Out There

Creating a page simply involves:

► A logo► A name► Content!



H & H Graphics




Posting Marketing Topics




bopi




Social Print Experiment




Complemar




Cedar Graphics




Sorrento Mesa Printing




Tip to Keep in Mind

► Get a personalized URL!

► i.e. Facebook.com/interlinkONE instead of Facebook.com/Users/1548787

► How to do it: http://www.facebook.com/username/

http://www.facebook.com/username/



Best Practices

► Actively promote your page► Seek out friends and fans► Share information! At least post two items a

week► Variety: Pictures, links, videos



Four Fundamentals: Facebook

1. Build your network

2. Engage with the network you have built

3. Be consistent

4. Track and analyze



YOUTUBEBroadcast your self, broadcast your work.



What is YouTube?

► YouTube► video sharing website on which users can upload

and share videos.► http://www.youtube.com

► The #2 search engine!

http://www.youtube.com/



PROS of YouTube

► Free! Hosts unlimited videos► Helps improve search engine rankings► Adds another channel to your marketing efforts► Display “personal” side of company► Create viral marketing opportunities► Track views and links to your videos



CONS of YouTube

► Risk poor reviews?► Time spent getting videos done► Need to promote it



Set up a Gallery




Go Viral


Watch it for your self at www.ilink.me/GoViral



Best Practices

► Customize look and feel of your channel► Keep videos short – 1 to 3 minutes► Keep up variety: from educational to funny► Stay consistent with posting frequency



Four Fundamentals: YouTube

1. Build your network2. Engage with the network you have built3. Be consistent4. Track and analyze



LINKED INOver 45 million professionals use LinkedIn to exchange information, ideas, and opportunities



What is LinkedIn?

► LinkedIn► A business-oriented social networking site mainly

used for professional networking.► Has more than 43 million registered users, spanning

170 industries.

► http://www.LinkedIn.com

http://www.linkedin.com/



Linkedin.com Dashboard




Profile




Join & Participate in Groups




Post a Question




Get Information



Value in Groups




Q and A FeatureOne of the best ways to learn about new technology and other marketing efforts is through the Questions and Answers section.



Best Practices

► Connect with prospects and customers► Use the question and answer section to find and

provide help► Become active in the groups!► Post self-promotional items – news and events



Four Fundamentals: LinkedIn

1. Build your network

2. Engage with the network you have built

3. Be consistent

4. Track and analyze



FINAL THOUGHTSWhat to remember.



Getting started

►Start slow. ►Just do it. ►Be yourself.




Who’s already out there…

There’s a place for you too.Start today.



► Debbiedee5 People, communication, prospects, sales leads, business relationships

► AudraPinkerton Social media has connected me with great people, keep in touch when clients move and 2 RFPs!

Quotes



Have we had success?

► Since end of 2008…..

► …. From 0 – 10,000+ between corporate and individual accounts for Twitter Followers

► …. 20K+ have clicked on our links, downloaded our ebook, our whitepaper, from social media sites alone!!!

► 50+ prospects in pipeline directly from twitter…



Our Own Success…

John, I have been seeing your mission in spreading the QR or 2D Code gospel to the print media masses.....we need more like you.“

“



Let Others Tell Your Story

► Word-of-mouth marketing has expanded…

► If you have a great company, product or service, people will spread that message for you.

► Deliver relevant information, and people will return the favor.



The Marketing Mix

► “Do not lose sight on the fact that social media is simply one part of a successful marketing mix.”

► “Traditional marketing mediums must still be used to reach everyone in your audience.”

► “Target the right audience, using the right channel(s), the relevant media(s), and the right response channel(s).”

► Follow me www.twitter.com/johnfoleyjr



Resources for you

► http://www.interlinkone.com (Whitepapers – ebooks)► http://www.growsocially.com (Online, Whitepapers, E-books)► http://Search.Twitter.com (search conversations)► http://tweepsearch.com/ (search by Title & Position)► http://twitterrific.com/ (help managing Twitter)► http://WordPress.com (for blogging and website)► http://chrisbrogan.com (leading blogger on social media)► http://eMarketer.com (for daily charts and statistics)► http://MarketingProfs.com (for case studies and advice)► Google it, Bing it, Yahoo it.► “What’s #sxsw?” / “What’s a twitter feed?” / “Using facebook in

business”

http://search.twitter.com/



http://tweepsearch.com/

http://twitterrific.com/

http://wordpress.com/

http://chrisbrogan.com/

http://emarketer.com/

http://marketingprofs.com/



John Around the Web

[email protected]

www.Twitter.com/johnfoleyjr

www.LinkedIn.com/in/johnfoleyjr

www.Facebook.com/GrowSociallywww.Facebook.com/interlinkONE

www.YouTube.com/GrowSocially www.YouTube.com/interlinkONE



Don’t Wait. Market Today!

► Start the Business Transformation► Educate and Embrace► Ask & Listen More Than You Talk► Offer Marketing Solutions► Utilize Multi-Channel Marketing► Integrate to Save Time & Money► Ready for Tomorrow



QUESTIONS & ANSWERS




► Marketing Services Provider: The Future

► Appendices► Business Plan► Marketing Plan: Putting Marketing into

Action► The 4 P’s of Marketing► Strategic Account Reviews► And More




► Patience, Perseverance and Perspective► Making Sense of the Marketing Services

Provider Transformation► How to Transform Your Business► Infrastructure Considerations► How to Be the Best Marketing Services

Provider EVER► Walking the Talk: How to Promote the Heck

Out of Your New Business► Your Guide to Selling Marketing Services► Social Media: What Is It and Where Does it

Fit?

Documents

2010 PIM Conference -