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Presented by:Presented by:
Social Media as a GuerrillaSelling WeaponSocial Media as a GuerrillaSelling Weapon
Orvel Ray Wilson, CSPGoogle Me!
CRMA National ConferenceJune 1, 2009 New Orleans
Orvel Ray Wilson, CSPGoogle Me!
CRMA National ConferenceJune 1, 2009 New Orleans
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Instead of brute force, we use. . .
How is Guerrilla Marketing Different?How is Guerrilla Marketing Different?
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Evolution of the WebEvolution of the Web Web 1.0
– One way, pushing information
– We don’t even know who the audience is
– Try to influence the buying decision
Web 1.0– One way, pushing
information
– We don’t even know who the audience is
– Try to influence the buying decision
Web 2.0– Engage, invite,
interactive.
– Audience is in control
– Try to influence the conversation
Web 2.0– Engage, invite,
interactive.
– Audience is in control
– Try to influence the conversation
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Evolution of the WebEvolution of the Web Information push
– Blogs, podcasts
User created content– Angie’s List 5,000 reviews/month
Connecting people– Social network, community
Information push– Blogs, podcasts
User created content– Angie’s List 5,000 reviews/month
Connecting people– Social network, community
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Is SN for You?Is SN for You?Takes Time, Energy and Imagination
The Digital Divide is getting wider“If you’re not at the table, you’re on
the menu.” - David Nour
Takes Time, Energy and Imagination
The Digital Divide is getting wider“If you’re not at the table, you’re on
the menu.” - David Nour
“I think you should be more explicit here in Step 2.”
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Who’s Watching?Who’s Watching? Curators
Producers
Commentators
Sharers
Watchers
Not Active
Curators
Producers
Commentators
Sharers
Watchers
Not Active
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Why People Join Social NetworksWhy People Join Social NetworksContent
–Personal interests professional and business development.
To be part of a larger Community–To see who else is out there, and what
they’re doing.
Content–Personal interests professional and
business development.
To be part of a larger Community–To see who else is out there, and what
they’re doing.
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1-9-901-9-901% Influential Hubs
–High Value Interaction
9% Moderately engaged
90% passive observers.
1% Influential Hubs–High Value Interaction
9% Moderately engaged
90% passive observers.
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Why Invest in Social Media:Why Invest in Social Media: Improve your “findability”
Improve your professional network
Find hidden connections
Make first meetings go more smoothly
Deepen relationships with customers
Find new prospects and customers
Improve your “findability”
Improve your professional network
Find hidden connections
Make first meetings go more smoothly
Deepen relationships with customers
Find new prospects and customers
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Benefits of Social Media:Benefits of Social Media: Deeper relationships with visitors/guests
Increased awareness for your brand
Better communication with audiences
Broadening your professional network
Improve search engine prominence
Increased web or blog traffic
Deeper relationships with visitors/guests
Increased awareness for your brand
Better communication with audiences
Broadening your professional network
Improve search engine prominence
Increased web or blog traffic
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Where Does SN Fit? Where Does SN Fit? Your website is the mother ship.
Tease them with value, then invite them back
Create multiple touchpoints that start, and encourage the conversation.
Your website is the mother ship.
Tease them with value, then invite them back
Create multiple touchpoints that start, and encourage the conversation.
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How Others are Using SNHow Others are Using SN70% Interface with Customers
51% Interface with suppliers, partners75% Manage collaboration internally
- McKinsey Research
70% Interface with Customers
51% Interface with suppliers, partners75% Manage collaboration internally
- McKinsey Research
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Not Just for BusinessNot Just for BusinessMedic
wiwih–Hospitality
SearchMe
WolframAlpha–Point to point
Medic
wiwih–Hospitality
SearchMe
WolframAlpha–Point to point
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Niche Social SitesNiche Social Sites TripAdvisor
IgoUgo
VirtualTourist
Chowhound
Guidespot
GoSeeTell
Yelp
MyTravelGuide
RealTravel
Epinions
DontGoThere.org
Mashable.com
Yelp
MyTravelGuide
RealTravel
Epinions
DontGoThere.org
Mashable.com
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Joining the Conversation: ListenJoining the Conversation: Listen Observe online communities where your
brand is actively discussed
Participate in conversations just as if with someone in real life whom you respect
Pay attention to how community members interact with each other
Reach out as a person, NOT as a marketer
Observe online communities where your brand is actively discussed
Participate in conversations just as if with someone in real life whom you respect
Pay attention to how community members interact with each other
Reach out as a person, NOT as a marketer
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Track What you Already HaveTrack What you Already HaveGoogle Alerts
Google Analytics–How are they finding you?
–Where are they leaving from?
Google Alerts
Google Analytics–How are they finding you?
–Where are they leaving from?
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SN FundamentalsSN Fundamentals Profile Content Contacts/friends Search
– Top 10 Long-Tail keywords
– Know where to search (e.g., Twitter searches on Summize.com)
Other functions vary by application
Profile Content Contacts/friends Search
– Top 10 Long-Tail keywords
– Know where to search (e.g., Twitter searches on Summize.com)
Other functions vary by application
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Useful ToolsUseful ToolsSmall world
LiveJournal
Slideshare.com
Xobni– Getting Insights from that function
Small world
LiveJournal
Slideshare.com
Xobni– Getting Insights from that function
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SlideShare.comSlideShare.comYouTube of presentations
Learn from others who are masterful–Demo DISH for prep.
YouTube of presentations
Learn from others who are masterful–Demo DISH for prep.
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Things to Attract TrafficThings to Attract TrafficCreating Groups
Resources
Blog
Presentations
Follow me on Twitter
Creating Groups
Resources
Blog
Presentations
Follow me on Twitter
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Driving Search RankingDriving Search RankingEvolution of keywords
Integrate long-tail keywords
Google loves dynamic content–Blogs, videos, tweets
Evolution of keywords
Integrate long-tail keywords
Google loves dynamic content–Blogs, videos, tweets
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Lead me the down the path:Lead me the down the path:Buy your Ideas
Buy your Information
Buy your Products
Buy your Ideas
Buy your Information
Buy your Products
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The Big 5 Recommended AppsThe Big 5 Recommended AppsMySpace
YouTube
MySpace
YouTube
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Ping.fmPing.fmUpdates your status on 40 different
social networks–Interoperability
–Status box, update all
–Can’t keep up with them
Updates your status on 40 different social networks–Interoperability
–Status box, update all
–Can’t keep up with them
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Private NetworksPrivate NetworksRENetworks.com
–Detailed Profile
–Pin map shows your connections
RENetworks.com–Detailed Profile
–Pin map shows your connections
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Private NetworksPrivate NetworksQuestions create Tags, prioritize
Identify you with more attributes.
Pin map show who else is closest –Pin view–List view–Map view
Questions create Tags, prioritize
Identify you with more attributes.
Pin map show who else is closest –Pin view–List view–Map view
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Developing Your StrategyDeveloping Your StrategyLearn
Dialog
Spark
Support
Innovate (cycle)
Learn
Dialog
Spark
Support
Innovate (cycle)
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Social Networking StrategySocial Networking Strategy Identify the key relevant stakeholders
Sources of internal and external insights
Engage with Unique Value-Add
Deliver Exceptional Experiences
Influence best practices for Future success
Identify the key relevant stakeholders
Sources of internal and external insights
Engage with Unique Value-Add
Deliver Exceptional Experiences
Influence best practices for Future success
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Contribute to the CommunityContribute to the Community Create content
Make it easy for people to connect to you
Participate in larger conversations
Integrate into social networks
Provide a valuable application
Build relationships on and off-line
Create content
Make it easy for people to connect to you
Participate in larger conversations
Integrate into social networks
Provide a valuable application
Build relationships on and off-line
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10 Things to Do Right Now10 Things to Do Right Now1. Become naturally inquisitive
–Google “Social networking websites”
–Follow the Hyperlinks and explore!
–Build your profile
–Create Templates for profile, specialty, intro Emails.
1. Become naturally inquisitive–Google “Social networking websites”
–Follow the Hyperlinks and explore!
–Build your profile
–Create Templates for profile, specialty, intro Emails.
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10 Things to Do Right Now10 Things to Do Right Now2. Create Content Rich profiles
3. Clean up your Outlook
4. Use SN to identify access. Use SN to do Due Diligence, Research
2. Create Content Rich profiles
3. Clean up your Outlook
4. Use SN to identify access. Use SN to do Due Diligence, Research
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10 Things to Do Right Now10 Things to Do Right Now6. Map your internal and external
sources of influence
7. Schedule 5 coffee meetings
8. Send out 5 personal handwritten notes
6. Map your internal and external sources of influence
7. Schedule 5 coffee meetings
8. Send out 5 personal handwritten notes
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10 Things to Do Right Now10 Things to Do Right Now9. Read daily to find valuable insights,
send them, share them, RT them.
10. Invest in ONE referral each week
9. Read daily to find valuable insights,
send them, share them, RT them.
10. Invest in ONE referral each week
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Priority StepsPriority StepsVersion 1 is better than none.
–Get started on those 5
–Find a way to jump in and start learning
Version 1 is better than none.–Get started on those 5
–Find a way to jump in and start learning
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Thank you!Thank you!Join my network on LinkedIn
Friend me on FaceBook
eMail me at [email protected]
Join my network on LinkedIn
Friend me on FaceBook
eMail me at [email protected]