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Making the Most of Your Marketing Budget in 2010

How to focus your marketing program, execute and employ social media to succeed in 2010

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Making the Most of Your Marketing Budget in 2010

  1. 1. !!!!! 2010
  2. 2. It’s time to
  3. 3. Will You Be This?
  4. 4. Or this?
  5. 5. It’s not about this anymore.
  6. 6. It’s about this.
  7. 7. Marketing Has Shifted. Before Today Preach it Prove it We find you You find us We tell you We listen and respond Brand is what we say Brand is what others experience People trust companies People trust people Limited access points Multiple access points High Ownership Shared Ownership Controlled messaging Organic Dialog Read-only messaging Participative Messaging Professionally created content Crowd-Sourced Content Isolated Integrated Directories (Taxonomy) Tags (Folksonomy) Shallow immersion Rich user experience Moderately technical Highly Technical Message Driven Service Driven
  8. 8. Intuitively, you already know.
  9. 9. Proliferation Technology Adoption Convergence Cultural Change
  10. 10. cloud computing “apps” open source
  11. 11. social media
  12. 12. Social media facilitates interconnection, dialog, and relationship building between people and organizations. It encourages the distribution of messaging across people groups, networks and devices. Live Path, 2010
  13. 13. Not just apps but devices... Source: New York Times, 2005
  14. 14. The Most Seen Screen Source: Fuor Digital Mobile 101 Lunch & Learn The most seen screen
  15. 15. Americans use social media Forrester, The Growth Of Social Technology Adoption, 2008
  16. 16. (the 4th most popular activity online, ahead of email) Nielsen: Global Faces & Networked Places 2009
  17. 17. (and that’s just active users!) Source: Inside Facebook, December 2009
  18. 18. (the second most popular search engine) Stephan Spencer, 2009
  19. 19. (number of photos on flickr TM) flickr Flickr Blog – October 2009
  20. 20. You May Now Update Your Relationship Status
  21. 21. One thing to remember
  22. 22. One medium of communication has never totally replaced another
  23. 23. Media matures, multiplies & interconnects.
  24. 24. No Food. Lousy Pay.
  25. 25. So, we must
  26. 26. How to Become an SMB Super Hero in 2010 1. Embrace Your Calling 2. Abide by a Moral Code 3. Dress to Impress 4. Secure Backup 5. Establish Mission Control 6. Develop Your Super Senses 7. Master Some Super Tools 8. Respond Rapidly & Efficiently 9. Beware of Pitfalls 10. Neutralize your Nemeses
  27. 27. 1. Embrace Your Calling It’s not easy Sometimes lonely Demands sacrifice Hard work & lots of it Requires investment Worth It
  28. 28. 2. Abide by a “Moral Code” Accessibility Channels Availability Response Time Policies Ethics Service Social Media Privacy Handling Negative Feedback Culture Skills Growth Technology Education Customer Centricity
  29. 29. (Remember, Super Is as Super Does) CUSTOMER BRAN EXPERIENCE TIME D
  30. 30. 3. Dress to Impress Costume = Packaging & Promise Brand Identity Call to Action Moniker/Icon Style Voice Hero = Company Actions & Service Policies Actions Service Behavior
  31. 31. On “True Identity” and Transparency Transparency is an illusion Personable, but always professional Protect your “sensitive underbelly”
  32. 32. Authentic isn’t always good.
  33. 33. Be authentically
  34. 34. 4. Secure Backup Tactical Support Innovation & Invention Learning & Education Trusted Counsel Technical Knowhow Tactical Execution Dirty Work
  35. 35. Watch Out for Snake Oil! Just buy my eBook, “Secrets Unleashed” or Just get online and talk take my certification course about yourself! It’s all about the This stuff is easy to follower count. manage! Anyone can do this - with little work or time investment. “EXPERT” Our rate is $400 an hour.
  36. 36. Look for Demonstrated Strength Presence Dialog History Failures Successes Network Strength & Influence “Trench Experience” “Street Credibility” Specialty Knowledge Willingness to share experiences Client References
  37. 37. 5. Establish “Mission Control” Monitor Your Territory Receive Communications & Alerts Measure Risks & Threats Develop & Launch Action Plans Incubate Innovation Learn & Collaborate Recharge, Recuperate from Injury Refine / Hone Super Skills MISSION = PLAN CONTROL = PROCESS
  38. 38. Not Super Unclear Direction Scattered Planning Poorly Defined Metrics Ineffective Communication Plan = Pretty PowerPoint Death by meeting Glued to Desktop Duplicative Work Reinventing the wheel Ignorance
  39. 39. Super! Aligned Executive Champions Clear Vision & Phased Direction Strong, Clear Communication Cross-Organizational Synchronization Actionable, Measurable Plans Accessibility & Interconnectivity Virtual Collaboration Reusable Content & Templates Replicable Processes Learning Culture
  40. 40. Essential! Allocate physical space and schedule dedicated time that frees you to focus strategically: Reading, learning, testing, researching, measuring and thinking to position yourself proactively – not reactively. Daily, Weekly, Monthly and Annually!
  41. 41. 6. Develop Your “Super Senses” What unique capabilities/core competencies do you have? Product Features Service Market Angle Application/Use Other
  42. 42. *Hero Type Unique Capabilities Example Hero Brand Example AMORED Security, Safety, Impenetrability, Protection IRON MAN MASTER LOCK BRICK / TANK Muscle, Brawn, Power THE HULK POWERBAR BLASTER Removal of Obstacles, Distance Attack CYCLOPS FORMULA 409 COMBATANT/ATHLETE Agility, Competitive Edge SPIDER MAN NIKE ELEMENTAL CONTROL Manipulation, Coercion of Elements, Sustainability ICEMAN WHOLE FOODS GADGETEER Agility, Efficiency, Reach, Enhanced capabilities BATMAN MACINTOSH GHOST Invisibility, Omniscience INVISIBLE WOMAN NET NANNY HEALER Heal from injury, Heal Others ELIXER BAND-AID MAGICIAN Ability to perform miracles DOCTOR STRANGE IPHONE MARKSMAN Targeting, Aim, Accuracy GREEN ARROW EXACT TARGET MASTERMIND Smarts, intelligence, planning, wisdom, genius PROFESSOR X MARKETING PROFS MENCHA/ROBOTIC Automation, Force, Protection, Efficiency MEGAS XLR JOHN DEERE MENTALIST Forecasting, Empathy, Prophecy RAVEN WEATHER CHANNEL PARAGON Invulnerability, Strength, Insurmountability SUPERMAN FORT KNOX RIDER Motility, Transport GHOST RIDER SEQUE SHAPE SHIFTER Ability to take on foreign qualities WONDER TWINS PARALLELS SLASHER Ability to cut to the chase, Time savings WOLVERINE ING BANK SPEEDSTER Blazing speed SPEED RACER FERRARI SIZE CHANGER Share, Spread, Growth, Shrink to suit needs THE ATOM GEEK SQUAD TELEPORTER Instant ability to change environments NIGHT CRAWLER CITRIX *Original Reference: Wikipedia
  43. 43. Embrace what you do
  44. 44. 7. Get Some Super Tools Think of them as strategic extensions of your business, not “Marketing Tools”
  45. 45. Why? Broaden Your Reach Improve Performance Enhance Offerings/Service Provide New Capabilities Drive Competitive Edge Tell a More Powerful Story Diffuse Direct Attacks Build Relationships & Leads Highly Cost Effective
  46. 46. Strategic Extensions of the Biz! Food Trucks Best Buy’s Meet Twitter Twelpforce 19,600 inquiries 2,300 agents Bacon Salt 4/1 positive Facebook Ads sentiment Fan Page Oprah Ramon DeLeon Dominoes Pizza Mobile Rug & Relic Web Facebook Page & Ads Twitter First time FB sale 10x higher Facebook Sentiment, engagement Integrated into Global reach Traditional Loyal Audience media FB helps them catch a thief! Changed the CDW Company! B2B Employee Discounts Partner Program
  47. 47. Important Digital Channels for SMBs in 2010 Web Site (Integrated with social platforms) Blog Word Press, Posterous Virtual Communities Facebook, Linked In, Speciality & Other Micro Blogging Twitter Experience Review Sites Angie’s List,, Get Satisfaction Geo-locational “finders” Foursquare, Loopt, Mobile Make sure your web site is mobile friendly!
  48. 48. A Few Helpful Tools for 2010 Smart Phone iPhone, Droid Digital Video Camera Flip HD Ultra, Kodak ZI8 Web Conferencing/ Meetings GotoMeeting, GotoWebinar “Widgets” Survey Monkey, Etc. “Cloud-Based” Services Flickr, YouTube, Google Docs, Etc. Social Media Management Google Reader, Tweedeck, Co-Tweet, Friend or Follow, Social Mention, Klout and a host of others too long to review.
  49. 49. It’s about providing
  50. 50. 8. Beware of Pitfalls Analysis Paralysis Lack of Strategic Focus Biting Off More Than You Can Chew Wheel Spinning Status Quo Mentality Ignoring Customer Experience
  51. 51. Customer Experience Pitfalls Way Finding. Clear the way, light the path, use Rough Terrain. Asking too much of customers signage and visual cues to make it easy and intuitive can establish barriers to entry that negatively for people to complete needed tasks (find, buy, get impact results. Smooth the path to ensure help, pay, etc.) customers feel like coming back. Dead ends. Steer clear of conversations that Hazardous Drop-offs. Never leave the leave customers with no outlet for resolution or a customer cold or damage relationships with a sense of “unfinished business” lack of follow-through. This is especially predominant in the post-service realm. Roadblocks. Clear obstacles from the customer’s path that prevent them from taking the “next step.” Merges. It’s important to ensure the relationship Remove barriers to entry, discovery interaction and between transactions, programs and offerings transaction clearly presented and seamlessly offered across channels. Detours. Proactively anticipate, direct and respond to help customers stay the course, and avoid driving Access & Exits. Make it intuitive for a them to the competition customer to find you, access transactional information, products and services. Make it easy for any customer to engage, disengage and Loops. Check the logic of your interaction and reengage with appropriate ease. dialog sequences - within and across programs. Identify dynamics that have the potential to run customers in circles. Fix problems!
  52. 52. 9. Neutralize Your Nemeses.
  53. 53. Know Your Enemies The Enemies Within The External Enemies Apathy Brand Detractors Change Resistance Ruthless Competitors Task-Focus The Economy Perpetual Reactive Mode Misinformation Silo-driven execution Media Bias “Not My Job” mentality Lack of Awareness “Inside Out” Focus Bad Counsel Lack of empowerment Hackers Lack of ownership Lack of Integration Lack of executive support Lack of resourcing Rampant self interest Poor Behavior
  54. 54. 10. Respond Rapidly & Efficiently Proactive, not reactive Negative feedback = opportunity for gracious response Based on planning, policies and standards Based on cross-organizational communication Don’t get caught in analysis paralysis You don’t have to be perfect, just honest and fair
  55. 55. Take Care of People & Brand Takes Care of Itself
  56. 56. The One Question to Ask Yourself Kathy Sierra
  57. 57. Power Prestige Exclusive Access Freedom Flexibility Simplicity Creativity Power Interoperability Speed Flow Energy Focus Drive Escape Work Space
  58. 58. It’s about making people feel
  59. 59. Which leads to this!
  60. 60. Summary: 2010 is the Year to Focus On Building New Marketing Muscle Showcasing Your Super Strengths Improving & Extending with Super Tools Empowering Prospects & Customers Delivering a Super Experience
  61. 61. Ready, Set,
  62. 62. 10 Things To Do in the Next Month 1. Buy a Smart Phone and sign up for text and web access iPhone or Droid, preferable 2. Kill your television and read some Super books A few recommendations: Groundswell, Reality Check, The New Influencers, The New Rules for Marketing and PR, Trust Agents , Tribes and The Digital Handshake 3. Watch Common Craft’s FREE videos explaining social media Social Media, Social Networking, Bookmarking, RSS, Twitter, Twitter Search, Podcasting and others! 4. Sign up for Google Reader and put RSS to work for you (see above) MPDaily Fix & Fix Author Blogs (like me!), Jeremiah Owyang, David Armano, Tom Peters, Guy Kawasaki, Social Media Today, Mack Collier, Beth Harte, Valeria Maltoni, Church of the Customer, Brian Solis, Jason Falls, Seth Godin, Mashable, Hubspot, WOMMA, Tech Crunch, Inside Facebook and many others you will quickly find. 5. Spend time with your customers and ask some probing questions How is the experience we offer? What can be better? Where do you want to see and interact with us? Do you use Twitter, Facebook, You Tube? What Can I Improve?
  63. 63. 10 Things To Do in the Next Month 6. Target three experience pitfalls and develop a plan to remedy them E.g. Poor Front-Office Service, Poor Integration between Marketing and Customer Service Team, Service Issues, Accessibility 7. Pick three digital channels or tools you will focus on for 2010 Twitter, Facebook, You Tube, Web Conferencing Start learning about them actively Think through the implications of participation 8. Sign up for one new channel and start engaging Find some smart people (see RSS list to start!) and look for your target customers! 9. Print out this document and review it again (If nothing else, the action figures are entertaining) 10. Contact me if you get stuck! Google Me! @livepath on Twitter
  64. 64. WOOT ! 2010
  65. 65. Action figures by Marvel , Mattel and DC Comics Thank You! Leigh Durst leigh(at)livepath(dot)net @livepath Ann Handley Gotomeeting(at)citrixonline(dot)com @gotowebinar @marketingprofs
  66. 66. Learn More About the Super Powers of Webinars Give us a call 1-800-372-6207 Send us an email Visit our Website Connect with us on Twitter @gotowebinar