Financial Managers AssociationJanuary 11, 2011

Social Media: Fundamental or Frivolous?David Cutler - Creative Business Development

Jeff Cutler - Social Media JournalistEvan Zall - Ebben Zall Group

www.FMANH.org

See this at www.EatMedia.com

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Inspiration From Information … ROI?Return On Investment

Risk Of Inactivity

3 Forms of Media:OwnBuyEarn

2 Reasons to Participate:OpportunityObligation

1 Most Important:Content

YOU

The FMA Community

OLD MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

CRM

ADVERTISING

CONSUMER

NEW MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

ADVERTISING

CONSUMER

CRM

Four Ps Four Es

ProductPlacePrice

Promotion

Experience Everyplace Exchange Evangelism

The Right Tools and Platforms

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500 million users - Personal, Global50% daily | 25 Billion pieces of content shared monthly (web links, news stories, blog posts, notes, photo albums, “Messaging”, more.)

70 million members - Biz Brand/Updating150 industries | 200 countries | New member every second

55 million daily tweets - Live pointers 300,000 sign up daily | 180 million unique monthly visitors

2 billion viewed daily - Easy Everything24 hrs worth of video uploaded every minute

SoMe Numbers

Online media consumption throughout the buying process

Investment of one person @ ½ hr day = ($15k/yr)

ROI = $100,000 annual billings

Investment of one person @ ½ hr day = ($15k/yr)

ROI = $50,000 annual billings

Follow us

@mfacpa

It’s about the Story You Tell

The Five Cs … Control

Fresh Ground, Inc.Fresh Ground, Inc.

Content Community Conversation Conversion

Old NewspaperFlickr image uploaded by ShironenoEuro[busy]Shared under Creative CommonsAttribution 2.0 GenericLicense

The Crowd KissFlickr image uploaded by hipposrunsuperfast.comShared under Creative CommonsAttribution 2.0 GenericLicense

Conversation, NYC, 1970Flickr image uploaded by eye2eyeShared under Creative CommonsAttribution-NoDerivs 2.0 GenericLicense

Pele SorgFlickr image uploaded by CJ SorgShared under Creative CommonsAttribution-ShareAlike 2.0 GenericLicense

Low Cost + High Creativity

Inbound Marketing

The more things change…

Social media, traditional media, old, new, yet to be: the song remains the same– Inspire trust with expertise

Maximize the value of your – and your company’s – knowledge

Establish yourself as information focal point

Thoughtprovokes discussion

Discussion inspires

community

Community generates business

One to many, many to one

More channels, more conversation, more opportunity

Traditional (“outbound”) vehicles– Media relationships, published articles, white papers

Social media (“two-way”) vehicles– Blogs, Twitter, LinkedIn, Facebook, industry-specific

groups and platforms

Don’t be a stranger

Guarantee: the conversation continues with or without you– Your clients and customers

– Your vendors

– Your peers

– Your referral sources

– Your competitors

Challenge: Come to terms with the difference between contributing and controlling the dialogue

Your ears are ringing

Is it safe? Well…no.

The Wikileaks Domain Vendor Saga of 2010: easyDNS v. everyDNS– Unwilling bystander swept into negative controversy

– Dozens of inaccurate blog posts and tweets

I'm not sure who the Pulitzer candidate was who started it, but somebody wrote that Wikileaks had been taken down by us, easyDNS...Not only did people mindlessly hit the "retweet" button and

perpetuate bad information: some took the time [to] post comments about our "cowardice.”

− Mark Jeftovic, President, easyDNS

Into the fray

All online channels put to work– Point to point contact, blog posts, Twitter, Facebook

The best case scenario of social media strategy– Brand, corporate personality gain international exposure

– Support base becomes vocal

– A new customer is gained

There is great risk in social media,BUT

not playing doesn’t keep you out of the game, and having a voice has never been more important

Evolve…

Dave Armano+

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SOCIAL MEDIA… Communication & Collaboration

B2C – Cool & Control Shift B2B – Complex Info Sharing P2P – Person to Person

Your Prospects and Influencers Are ALREADY Talking About You and Your World

Listen, Learn, Join, and Encourage Conversations

Tell Your Real Story - Create Content They Want - “Inbound Marketing”

Social Media Workshop Overview

Three 2 Hour Sessions Each starts with a live update of the latest opportunities on the Web. Then a

hands-on look at how these effect your specific business.

Session 1 - Social Media Tools – 5 to start with:Google, LinkedIn, Facebook, Twitter, YouTube

Session 2 - Search Engine marketing – 5 Ways To Get Found:Paid, Organic, Display Ads, Referrals, Direct Linking

Session 3 – Analyzing The Data – 5 Forms of Data and What To Do: Activity, Operational, Outcome, KPIs, Predictive

Half Price FMA Discount

Social Media: Fundamental or Frivolous?David Cutler - Creative Business Development

Jeff Cutler - Social Media JournalistEvan Zall - Ebben Zall Group

See this at www.EatMedia.com

Thank You!