Senior Financial Planners RetreatSenior Financial Planners Retreat
Wilson ZehrWilson [email protected]
Strategic Marketing with Social Media
November 12, 2009
School of Management
Wh t i M k ti ?What is Marketing?
Events?Ads?
Sales?Press? Sales?Press?
Nov 12, 2009 Slide 2Senior Financial Planners Retreat
St t i M k ti M d l
School of Management
Strategic Marketing ModelYes, all that and more…
Big M
little mlittle m
Nov 12, 2009 Senior Financial Planners Retreat Slide 3
P ti D i G th
School of Management
Promotion: Drives Growth
Nov 12, 2009 Senior Financial Planners Retreat Slide 4
P ti M k ti Mi Ch i
School of Management
Promotion: Marketing Mix Choices
OnlineOffline
emailtradeshow i l
websitenewsletter
i
radio televisiontelesales
promotion
banner
webinar events
tradeshow viral
wikiaffiliates
magazine
td
infomercialcoupons
promotion
discount
PLUSPLUSMOREMORE
banner
portal
socialmedia
blogs wiki
pressrelease
outdoor
directmail
yellowpages
coupons
portaldirectory
searchengine auction articles
releasepublicrelations
newspapersports
marketing
word-of-mouth
Nov 12, 2009 Senior Financial Planners Retreat Slide 5
e g enewspapermarketing
P ti S l ti C it i
School of Management
Promotion: Selection Criteria
B to G
B to BB to C
Understand Customer & Buying Behavior
Nov 12, 2009 Senior Financial Planners Retreat Slide 6
Understand Customer & Buying Behavior
I t t A di D hi
School of Management
Internet Audience: Demographics
8/22/2008
Nov 12, 2009 Senior Financial Planners Retreat Slide 7
I t t A di Di it l Di id
School of Management
Internet Audience: Digital Divide
Nov 12, 2009 Senior Financial Planners Retreat Slide 8
I t t A di A ti it F
School of Management
Internet Audience: Activity Frequency
Nov 12, 2009 Senior Financial Planners Retreat Slide 9
I t t A di Hi h S d A
School of Management
Internet Audience: High Speed Access
Nov 12, 2009 Senior Financial Planners Retreat Slide 10
O li P ’ & C ’
School of Management
Online Pro’s & Con’s
Strengths Limitations
• Global Reach• Content Rich
• Global Competition• Penetration Rate
g
• Content Rich• Interactive• Immediate
• Penetration Rate• Passive Medium
T ti Abilit• Immediate• Always On
Cli k t B
• Targeting Ability• Connection Required
Offli C• Click-to-Buy • Offline Convergence
Nov 12, 2009 Senior Financial Planners Retreat Slide 11
St O G t O li
School of Management
Step One: Get Online• Determine Goal(s)
i i i i• Build credibility• Generate leads• Capture online salesCapture online sales• Integrate operations
• Establish Budget• Select Website Solution
• Listing (e.g. online yellow pages)I t it ( h t d )• Insta-site (e.g. homestead.com)
• Custom development
G l( ) & B d t Sh ld D i S l tiNov 12, 2009 Senior Financial Planners Retreat Slide 12
Goal(s) & Budget Should Drive Selection
St O G t O li
School of Management
Step One: Get Online“Build It and They Will Come”
Well, Not Really…
Nov 12, 2009 Senior Financial Planners Retreat Slide 13
St T G t F d
School of Management
Step Two: Get Found
Search Engine Factoids
91 3%91.3%
Search is used by over90% of Internet users
Nov 12, 2009 Senior Financial Planners Retreat Slide 14
90% of Internet users
St T G t F d
School of Management
Step Two: Get Found
How Search Engines Work
Internet
searchquery
Nov 12, 2009 Senior Financial Planners Retreat Slide 15
St T G t F d
School of Management
Step Two: Get Found
O iOrganicListings
PaidListings
Nov 12, 2009 Senior Financial Planners Retreat Slide 16
St T G t F d
School of Management
Step Two: Get Found
Search Engine Marketing (SEM)• Search Engine Optimization (SEO)
• Research & select keywordsOptimize website content
OrganicListings
• Optimize website content• Cultivate inbound links
• Pay-Per-Click (PPC) PaidPay Per Click (PPC)• Urgent rank required
• SEO takes time• Site age is a factor
PaidListings
• Site age is a factor• Keyword is too broad for organic• Important keywords we can’t optimize
Nov 12, 2009 Senior Financial Planners Retreat Slide 17
St Th C t B
School of Management
Step Three: Create a Buzz
Email Marketing
• 134 billion messages per day (2009a)• First “killer” online application (1971b)pp ( )• Single most popular online tool (96% users c)• Communication fabric for social media• Well understood and accepted• Active when used online
a McAfee, Threat Report, Q1 2009b Hobbes' Internet Timeline (http://www zakon org/robert/internet/timeline/)
The Original “Online” Social Media
Nov 12, 2009 Senior Financial Planners Retreat Slide 18
b Hobbes Internet Timeline (http://www.zakon.org/robert/internet/timeline/)c University Southern California, 2008 Digital Future Report (http://www.digitalcenter.org)
St Th C t B
School of Management
Step Three: Create a BuzzObstacle: Growth of Spam
Unsolicited Email (SPAM) Regulated by CAN-SPAM
Nov 12, 2009 Senior Financial Planners Retreat Slide 19
Source: McAfee, Threat Report, Q1 2009
St Th C t B
School of Management
Step Three: Create a Buzz
Spam Filters Reduce Deliverability
26.7% of legitimate commercial email is not delivered
Nov 12, 2009 Senior Financial Planners Retreat Slide 20
gReturn Path (2009)
St Th C t B
School of Management
Step Three: Create a BuzzEmail newsletter
links to contentlinks to contentcontent lives on web site
Nov 12, 2009 Senior Financial Planners Retreat Slide 21
St Th C t B
School of Management
Step Three: Create a Buzz
Why Should You Care?• Effective When Used Correctly
• ROI of $43.62 for every $1.00 a• Ranks 2nd in conversions behind SEO b• Ranks 2 d in conversions behind SEO b• 80.4% say email performs strongly c
• Ingredients for Successg• Do Not use for (cold) prospecting• Build rapport with existing customers• Assure recipients “opt-in”• Assure recipients opt-in• Use reputable service
a Direct Marketing Association, 2009b F b M di F b M 2009
Nov 12, 2009 Senior Financial Planners Retreat Slide 22
b Forbes Media, Feb-Mar 2009c Datran Media, Annual Marketing & Media Survey, 2009
St Th C t B
School of Management
Step Three: Create a Buzz
Direct Response “Rules of Thumb”p
The Offer (20%)( )
The List (70%) Creative (10%)
Nov 12, 2009 Senior Financial Planners Retreat Slide 23
St Th C t B
School of Management
Step Three: Create a Buzz
Viral Marketing• Word-of-mouth on Steroids• Coined by Tim Draper (www.dfj.com)
• Technique used to launch Hotmail• 12 million users; 1.5 years; $500K investment• Simple link allowing others to subscribe
• Content spreads virally on the Internet• Content continues to circulate• Drive traffic and conversions
Nov 12, 2009 Senior Financial Planners Retreat Slide 24
St Th C t B
School of Management
Step Three: Create a Buzz
What is Viral Content?
AudioVideo
ToolsGames
“A thi ” Th t i V l bl & U i t R i i tNov 12, 2009 Senior Financial Planners Retreat Slide 25
“Anything” That is Valuable & Unique to Recipient
St Th C t B
School of Management
Step Three: Create a BuzzFast Forward toS i l M diSocial Media
Nov 12, 2009 Senior Financial Planners Retreat Slide 26
St Th C t B
School of Management
Step Three: Create a Buzz
Social Media• 1,000’s of Options• Consumer
• Facebook/MySpace• YouTube• Twitter
• Business• LinkedIn• RSS/blogs• SlideShare
Nov 12, 2009 Senior Financial Planners Retreat Slide 27
St Th C t B
School of Management
Step Three: Create a Buzz
Nov 12, 2009 Senior Financial Planners Retreat Slide 28
St Th C t B
School of Management
Step Three: Create a BuzzSocial MediaB iBusiness
Nov 12, 2009 Senior Financial Planners Retreat Slide 29
www.eMarketer.comSource: Deloitte, “2009 Ethics & Workplace Survey”, Opinion Research, May 19, 2009
St Th C t B
School of Management
Step Three: Create a Buzz
Creators
Critics
Creators
Critics
Collectors
Collectors
Joiners
Joiners
Spectators
Spectators
I tiSpectators
Inactives
Inactives
Nov 12, 2009 Senior Financial Planners Retreat Slide 30
Nov 12, 2009 Senior Financial Planners Retreat Slide 31June 11, 2007, Inside Innovation, BusinessWeek
Nov 12, 2009 Senior Financial Planners Retreat Slide 32The Nielsen Company, 2009
St Th C t B
School of Management
Step Three: Create a BuzzContent Sharing
Web sites, news articles, whitepapers…
Nov 12, 2009 Senior Financial Planners Retreat Slide 33
St Th C t B
School of Management
Step Three: Create a BuzzSocial Bookmarking – Top 10
Nov 12, 2009 Senior Financial Planners Retreat Slide 34
St Th C t B
School of Management
Step Three: Create a BuzzSocial Bookmarking – Top 10
Nov 12, 2009 Senior Financial Planners Retreat Slide 35
St Th C t B
School of Management
Step Three: Create a BuzzBlogs – Top 10
Nov 12, 2009 Senior Financial Planners Retreat Slide 36
St Th C t B
School of Management
Step Three: Create a BuzzBlogs – Top 10
Nov 12, 2009 Senior Financial Planners Retreat Slide 37
S i ll Vi l “G t F d” R Vi it d
School of Management
Socially Viral: “Get Found” Re-Visited
ilOrganicListings
emailviral relevant content
back links Listingssocial
back links
The Gifts That Keep on Giving!
Nov 12, 2009 Senior Financial Planners Retreat Slide 38
St Th C t B
School of Management
Step Three: Create a BuzzEmail alert
li k t t tlinks to contentcontent lives in LinkedIn
Nov 12, 2009 Senior Financial Planners Retreat Slide 39
S i ll Vi l E l
School of Management
Socially Viral: Example
Nov 12, 2009 Senior Financial Planners Retreat Slide 40
St Th C t B
School of Management
Step Three: Create a BuzzSocial Media – Join the Conversation• Setup Facebook account
• Complete your profile• Import personal contactsImport personal contacts• Invite Friends
• Setup a LinkedIn accountC l t fil• Complete your profile
• Import business contacts• Send invitations to connect
• Setup Twitter and follow someone• Setup my.yahoo.com (add personalization/RSS)• Visit YouTube SlideShare & StumbleUpon
Nov 12, 2009 Senior Financial Planners Retreat Slide 41
• Visit YouTube, SlideShare, & StumbleUpon
S
School of Management
Summary
• Effective Marketing Starts with a “Strategy”Effective Marketing Starts with a Strategy• Match Marketing “Mix” to Prospect/Buying Behavior• Integrate Offline/Online Promotionsg /• Online Promotions Reach Affluent/Educated Audience
• Get Online• Get Found• Create a Buzz
• Build Exposure & Increase ROI
Live Long & Prosper ONLINENov 12, 2009 Senior Financial Planners Retreat Slide 42
Live Long & Prosper ONLINE
BIO
School of Management
BIOWilson serves on the faculty for the School of Management at Concordia University, Portland, Oregon (www.cu-portland.edu). In addition, Wilson y, , g ( p ) ,is the CEO of Cendix (www.cendix.com) the leading provider of Web-to-print solutions that increase sales both online and offline. Cendix also provides strategic and tactical marketing consulting services for emerging growth companies in the Pacific Northwest.g p
Wilson Zehr has 25 years experience in high technology and telecom –over a decade of experience working with Internet-related products and services. He has created numerous new products/brands and successfully brought them to market In addition he has crafted and managed strategic
Wilson [email protected]@cendix com brought them to market. In addition, he has crafted and managed strategic
alliances with many (20+) of the largest technology and communications firms in the world. Mr. Zehr is a serial entrepreneur who has raised over $60 million from investors; returned over $160 million; and bought/sold a number of enterprises
number of enterprises.
More detailed background information on Wilson can be found at http://www.cendix.com/about/management.html
Nov 12, 2009 Senior Financial Planners Retreat Slide 43