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“Being talked to, preached at, or
lectured to by those trying to win our business is generally felt as annoying, not persuasive. As clients, we don’t respond to conventional, one-way, “packaged” marketing because it doesn’t answer the questions we have when we are trying to buy, nor tell us what we need to know.” …..David Maister, Marketing as a Conversation
Launch Point Consulting 2011
Launch Point Consulting 2011
It’s time we stopped thinking of marketing as a one-way propaganda campaign.
….The Cluetrain Manifesto (Perseus Publishing, 2000)
”Today, marketing is a conversation” …..Marty Keller, CA Small Business Advocate, Governor’s Office
Launch Point Consulting 2011
Launch Point Consulting 2011
Customers Employees Investors Critics Competition Fans Volunteers Donors …Tourists
Launch Point Consulting 2011
Launch Point Consulting 2011
91% say customer reviews are the #1 aid to buying decisions – JC Williams Group
87% trust a friend’s recommendation over a critic’s review - Marketing Sherpa
3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research
1 word-of-mouth conversation has the impact of 200 TV ads – Buzz Agent
Launch Point Consulting 2011
Where does your website stand in the rankings?
What are people saying about your business? (Google Alerts, Technorati)
Did you know you get to respond? Did you know you can influence your
search engine rankings? It’s time to be involved!
Launch Point Consulting 2011
Experiment personally before professionally Try a variety of social media tools – discover
which are right for you Be yourself
Launch Point Consulting 2011
Discovery › What’s out there? › What fits for me and my business? › What is my competition using › What is my customer base using?
Plan
› Which SM tools work for my business? › What are my objectives in using SM?
Execute
› Integration › Policies › Process
Monitor & Adapt
Launch Point Consulting 2011
3 out of 4 use social networks regularly Social Media overtaken e-mail as #1 activity on the
web =17% of all web usage 93% of Social Media users believe companies should
have presence on Social Media
Just over 10% have “claimed” their businesses on Google Places
Only 10-20% have websites optimized for
mobile search 66% are NOT involved in Social Media
Launch Point Consulting 2011
• Customer Service • Product/service feedback • Industry networking • Promotions/Contests • News, company updates • Internal collaboration
› Website › Business blog, Podcasts › Social Networks
Facebook, LinkedIn, Twitter
› Picture and video sharing You Tube, Flickr, Picassa, Photo Bucket
› E-mail campaign Mail Chimp, Constant Contact, Vertical Response
› Location-Based Social Networks Foursquare, Gowalla, Facebook Places, Yelp, Google Places
› Search Engine Marketing Pay-per click campaign Submit website to search engines: Google, Yahoo, Bing Claim your business on Yelp, Manta, Yahoo Local, Google Places,
Merchant Circle, Yellow Pages.com, etc
Launch Point Consulting 2011
Your “Home Base” Your Domain (use your domain, not others)
You manage & control content The “point to” place Google Keywords SEOBook.com Google Analytics Keep it concise & relevant: “Everyone on the internet has ADD”
Launch Point Consulting 2011
Can be separate or part of your website Platform to share your expertise Serves to establish your company as
transparent, relevant and active Enables you to develop an “aura of expertise” Improves search engine visibility
Launch Point Consulting 2011
• 200 million blogs • 900,000 blog posts daily • 34% are opinions about companies, brands and products
Launch Point Consulting 2011
•Short & sweet •Limited to 140 characters •Enables you to listen to industry buzz •Enables you to share (retweet)
Over 99 Million users 80% of Twitter usage happens off
of twitter.com Over 10 million updates a day 140 character micro-blog
Launch Point Consulting 2011
•Fastest growing network •Interactive •Targeted advertising (pay-per-click) •Groups •Applications
Of 700+ million users, 20 million join fan pages daily 5 Billion links, photos, videos shared on FB daily Fastest growing segment 35 and older FB added 100 million users in 6 months@
Networking tool for business professionals 55 Million worldwide users Dominates Group 35-49 and 50+ Develop business connections Share professional recommendations Join groups Job boards Industry data
Launch Point Consulting 2011
Launch Point Consulting 2011
•Start a conversation •Share information •Promote events •Educate
2nd largest search engine 4th largest site on web 13 hours video uploaded every minute 250,000 videos uploaded daily 250,000,000 viewed daily
Launch Point Consulting 2011
•Professional communication tool •Business image builder •Customizable templates •Email marketing tool •Event marketing tool •Online surveys •Analytics & Tracking •Lots of training videos
Launch Point Consulting 2011
Launch Point Consulting 2011
Google/Chrome - http://www.google.com/addurl/
Yahoo - http://siteexplorer.search.yahoo.com/au/free/submit
Bing - http://www.bing.com/webmaster/SubmitSitePage.aspx
Launch Point Consulting 2011
Google.com/Places local.yahoo.com Yelp.com Angieslist.com Superpages.com allbusiness.com BBB.org ask.com Localeze.com Mymotherlode.com Yellowbook.com merchantcircle.com Manta.com local.botw.org dnb.com
Launch Point Consulting 2011
Launch Point Consulting 2011
Launch Point Consulting 2011
Why They Work •Short Attention Spans •Information Overload •Easy to Understand •Reader Retention •Easy to Share •Reader Engagement
Why You Should Use •Easy to Create •Share your Product/Service •Create Aura of Expertise
Rich & Relevant Content – Content is the fuel for this new
business engine. It is what attracts potential clients to your site.
Search Engine Optimization – 90% of new business begins
with online search.
Social Media – will amplify the impact of your content.
Launch Point Consulting 2011
Launch Point Consulting 2011
Have a Website Presence (Home Base)
Google Places Claim Your Business (Yelp, Manta, etc)
Social Media Email Marketing Utilize You-Tube and Flicker (if appropriate)
Play the Location-Based field Infographics, QR Code (if appropriate)
Pay-per-Click (if appropriate)
Launch Point Consulting 2011
Listen / Learn / Discover Strategize Create a target profile Set specific goals Join the conversation
› Share rich and relevant content › Point your fans to your website and/or blog › Avoid the hard sell approach › Avoid puffery – people will ignore it › Avoid evasion and lying – people won’t ignore it › Admit your mistakes › Don’t censor negative comments, see criticism as opportunity › Promote others › Don’t spam › Be yourself…be honest…be transparent
Monitor and adapt Measure ROI
Launch Point Consulting 2011
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