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Prospecting In The Wild West
Paul Tansey – Intergage
Web Marketing Nerd with the
Big Chin
These are just my thoughts..
I will never know everything
Slides available later!
Hello, This is Me
Over 200 LinkedIn Recommendations
“Attended yesterday's seminar on Social
Media. Great presentation with clear
advice and tips. Really useful for a small
business” S Cowel, CobWebKnits
“Intergage have provided Jet Connections with a first class service from the
word "Go" and continue to do so to this day; completely capturing the
scope and feel of the company. Intergage provided innovative ideas in
website design as well as business sense when looking at ROI and Digital
PR, they really are a complete web marketing partner” T Dier, FlightBright
Ltd
“I've been with Intergage
now for over 9 years and I
will continue to stay with
them, because of their
expertise and customer
service.” R Nicholson, IELTS
“…We find Intergage extremely useful to keep us on track, flag up new
initiatives and generally guide our digital PR and Marketing strategy. I
would highly recommend them” M Heale, Allan & York
Agenda, 1 Year Ago
What Social Media isn’t
What Social Media is
The Pains businesses face
The Pre-Requisites of social media success
How Search & Social Media Overlap
How Search has evolved
How a Linkedin Profile developed super powers
We discussed content marketing – a simple 7 step guide
Diagram adapted from the book “Social Media Marketing – An Hour A Day”, by Dave Evans
Where Social & Search Impact
The Web of Pages
The Web of People & Things
Agenda Today
Why Social Media is the Wild West of our times
Cowboys & Indians
Marketing goes back to the future
Are you still using smoke signals?
A Glimpse into the future…
The Magnificent 7 (Step Guide)
Why We Live in the Wild West of Our Time
The Rise & Rise of Social Media
Market Fragmentation
Channel Fragmentation
Multiple Screens & Devices
Responsive Design
Mobile Apps
Content Marketing
Megatrends in Marketing
Exponential Information Growth
“Every 2 days we collectively create
as much information as we did from
the dawn of civilisation to 2003”
Eric Schmidt, CEO,
Google, 2010
Losing Control of Your Brand
Your brand isn’t necessarily what you say it is
Negative public feedback can kill your business
How happy are your customers?
Who Are The Cowboys?
Who are the Indians?
Generation Y – “Always On”
Connected Consumer
Born between 1980-2000
Now aged 13-33
“Addicted to social”
Adopt new technology quickly
Loyal to brands they identify with
Quick to share great experiences and bad
Our future relies on doing business with these people
Generation Y – “Always On”
Connected Consumer
They “Check-in”
They follow brands
They care what their friends say
They want you to care about them
They care about your reputation
An audience of audiences….
Generation Y – “Always On”
Connected Consumer
They use multiple screens
They use Apps
They understand personal branding
They don’t need to know anything…
Maslow's Hierarchy of Needs V2
The New Connected / Social World
It’s a global revolution
By 2025 most of the world’s projected 8 billion people will be online
We are all more connected then ever before
Information overload creating new problems
Our customers are frazzled…
The Frazzled Customer
Often Multi
Tasking / Flitting /
Distracted
Emails for
breakfastA dozen calls
to make
Not enough
time to
prepare
Day full of
meetings
Plagued by
Emails
60 hour week
Endless to-do
list
Information
OverloadProposal to
write
Customer issue
to resolve
= Struggling to meet her objectives
Social Media
Angst
Stressed &
Tired
She’s demanding but
may not fulfil her
promises to you
“If it isn't
broken don’t
fix it”
She’s a sceptic
The Frazzled Customer Hates
Sales BS
Being “Sold at”
Cheesy, self-
serving sales
people
If it isn’t a priority – it won’t happen
Difficult
decisions
Suppliers that all
look and sound
the sameComplex
proposals
Hyperbole
Jargon
Solutions that
look difficult /
painful to
implement
Insulting “Old
School” sales
tactics
“One size fits all”
Sales pitches
The Frazzled Customer Loves
Credible
professionals
Your challege is to be RELEVANT
Simple
decisions
Suppliers with
expertise and
credibilitySimple
proposals
with clear
benefitsVery specific
benefitsPeople who
“Talk her
language”
Solutions that are
easy to
implement
Somebody that
understands her
problems
Solutions
proven for
customers like
her
People and
companies
that share her
values
People that bring
her fresh, clever,
RELEVANT ideas
Suppliers
Recommended by
people she trusts
People that focus on
her opportunities /
outcomes not their
sale
The Key to Relevance
“I don't know the key to
success but the key to
failure is trying to please
everyone"
William Henry “Bill” Cosby, Comedian
Relevance
We all live in bubbles
Only priorities burst bubbles
Research / understand / prepare
Trigger events are key
Focus on a Specific Customer
Segmentation because one size does not fit all
By market, industry, generation – led by research
In B2B understand the decision making unit
Create rich personas
Understand their world and problems
Understand and use their language
Understand how they research, discuss and buy solutions to their problems
“Can You Make Your
Marketing So Useful Your
Customers Would Pay For It?”
Google “Zero Moment of Truth” study
In 2010 the average consumer needed 5.4 sources of information before making a purchase
In 2011 that number was 10.4
You don’t have to know anything any more
Questions become friction
A Swimming Pool Success Story
Based in Virginia USA
In 2009 they were on the verge
No budget
A great knowledge of their customer was their only asset
Blogging Success Story
Created 400 Blogs
Now over 1000 Blog posts
The most visited Swimming Pool Website in the world
Average customer reads 105 blogs
75% of new customers never talk to a sales person
Revenue up 50%
Think Problems / Questions
Nothing is more important than your customers problems and questions
Pain Killer vs. Vitamins
SPIN
Becoming a self-serve business
Think Persona
Marketing Goes back to the Future
Social Media
Is about authenticity
Is about veracity
Is about trust
Is about reputation
Is about Helping not Selling
A Glimpse of The Future of Social
Social Product Development
http://youtu.be/pqDm3gZNZPM
Social Product Development
Nike Hyperdunk+
Social Service Development
http://youtu.be/K-VFC9AQM1k
Social Adverts
Launched June 2011
Much More than just a Social Network
It’s an identity system
For People
For Companies
It will impact search results
It will integrate EVERYTHING Google does
One Account to rule them allA
Google+
Google+ Authorship
http://youtu.be/3QlY8ba0jYI
We All Use Google Tech
Maps
Search
Chrome
Android
Gmail
YouTube
Google+
So, Google Knows�
Where you are (and where you are going)
Who you are
What your business does
Who you know and who knows you
Where you will be and when
What books movies and music you like
What you watch on YouTube
What you search for (and bookmark)
What you buy
It’s Watching Your Profile
Trying to understand your trust, reputation & influence• Through testimonials, reviews and recommendations
• Through mentions across the Web
• Through your social profiles and activity
• Through your social activity across multiple platforms
• Through your on-line influence
And that of your business
“Get Me to Page 1 of Google!”
Get what to the top of Google?
Device
Location
Search history
Logged in /out
Your social presence and activity
Your Trust, Reputation & Authority
Your Website
The Quality of the content
You Are Going To Get What You
Deserve
Your results will be based on:
Your online identity
Your digital footprint
How well you understand your target market
Your brand and how you communicate it
The experience your website provides
The quality of the content you share socially
How well your team harnesses social media and their networks
The Magnificent 7
Get the 7 Steps White Paper
It’s a Level Playing Field
Focus on a customer and align your brand
Authenticity and expertise is key
Understand their specific pains and aspirations
Understand where they hang out and how they make a decision
Create content they want, love and share
Promote the content as a team and be the brand
Engage in online conversation
Build relationships
Help not Sell
Analyse the results – but give it time…
Thank You
@PaulTansey
www.intergage.co.uk
blog.intergage.co.uk
+Intergage
Law & Order
in The Wild West
Neil Andrews & Amy Cousineau
Coles Miller Solicitors
Overview
• Risks
• Protecting your business
• Ex-employees and restrictive covenants
Risks
• Recruitment
• Misuse of time/resources
• Misconduct
Recruitment
Recruitment
Misuse of time
Misconduct
Misconduct
Misconduct
Misconduct
How to Protect
Your Business
How to Protect
Your Business
How to Protect
Your Business
• Restrictive Covenants
• A case study
Restrictive covenants
and social media
• The LinkedIn gold rush
• The “default” setting is that ex-employees remain linked
to clients and contacts of their former employer
• Clients can see ex-employee’s updates profile. Could
this be classed as “solicitation” in breach o a restrictive
covenant?
Restrictive covenants
and social media
Control of
LinkedIn connections• What can an employer do?
– Claim ownership of the LinkedIn account which the employee has to relinquish when they leave?
– Require leavers to “unlink” and delete their contacts on social media for a period of time post termination practical or enforceable? But who owns the LinkedIn connections?
• Maybe we’ll see Courts focusing their attention more on non-compete clauses again (on the basis that non-solicitation clauses difficult to police with social media)
Wrapping up
• Speed of growth of social media landscape has
outstripped the development of case law to
provide clarity on difficult issues.
• We expect much more social media case law
over the next few years
Questions to the Expert Panel
