Using New Mediawithout looking like a jackass.g j

FUZESparks, Nevada, USA

Bryan LandaburuPresidentbryan@ifuze.com

775.626.4577877.TRY.FUZE hi kfthinkfuze.com

This Information is for presentation & internal use only, not for distribution or re-presentation in any manner unless written permission is obtained from Fuze, LLC. Contents of this presentation should be considered confidential. You are permitted to make additional copies of this Presentation solely for internal distribution.

©2008 Fuze, LLC

Fuze OverviewFuze Overview

We think. We are.• We are digitally-led modern advertising & marketing firm.• We are small. We think big.• We spend a LOT of time and resources on what’s next.

Our clients are everywhere• Our clients are everywhere.• We design to promote interaction

– face-to-face, ear-to-ear, screen-to-screen

• We own nice suits. We prefer not to wear them.• We occasionally act like children.• We make our clients smile, money.

Primary Clients

• Dickson Realty• IDWholesaler.com

Pl I

• Clearstar Financial• Hopkins Distribution

CLP R I• Plasco Inc.• SAP• BEA Systems

• CLP Resources Inc.• Spartan Staffing• Reno Tahoe Open• BEA Systems

• The Entrust Group• Boyd Gaming

• Reno Tahoe Open• NNDA• Washoe CountyBoyd Gaming

• Lennar Homes• University Health

Washoe County School District

U e s y eaSystem

In the community…

• Step2• JDRF

RJ M i l

• Reno Tahoe Open Foundation

• Northern Nevada• RJ Memorial Foundation

• Community

• Northern Nevada Democratic Caucus

• Reno Tahoe Blues Community Foundation of Western Nevada

Festival• Reno Tahoe Young

Professionals Net ork• Food Bank of Northern Nevada

• Big Brothers Big

Professionals Network• United Way of the

Sierras• Big Brothers Big Sisters

• NCNCS

Sierras• Boys & Girls Club• Artown

Building A Case For Social Mediasocial media marketing, viral marketing, consumer driven marketing, or whatever you choose to call it, cannot be ignored as a viable andor whatever you choose to call it, cannot be ignored as a viable and necessary function of business and personal reputation management. As you enter this world, understand, there is not a one-size-fits all approach, and there are no guarantees.

Where do you need to be?

• Your own site• Word of mouth

P i d i i

• Make sure as you get into this, you are tracking your efforts• Print advertising

• Web advertising• Search Optimization

tracking your efforts

• Bottom line, you need • Search Optimization• Paid Search• Email Marketing

, yto be everywhere.

Email Marketing• Blogs• Microsites

• Ugh…

c os es• Social Media

How it used to be

• The company is in the center

• All campaigns and Radio• All campaigns and marketing come from the C-level down

Radio

TVOutdoor

• The traditional agencies drive the strategy and

Old Corporation

bstrategy and execution

WebsitePrint

• Yawn… PRMedia

• Companies saw the importance of the web and put it at the center of Radioptheir operation

• Search engines became important

TV

Search

Email Marketing

p• Diversifying efforts and

splitting agencies became common

Corporate website

WebsiteSearch Marketing

• Agencies reinvented (or tried to)

• Media typically paid off

PRBlogs

• Media typically paid off online…someplace.

• The term “web centric” started to be bantered

Media

Print

Outdoor

started to be bantered.

How it is now, tomorrow…• Control has been

surrendered to consumers• What people say cant be

RadioTV

Website

PRSOCIAL

Content

reviews

scary to companies• Companies can no longer

control the conversation

Media

PrintComments

REPUTATION

• Having a website is barely a start…you have to be everywhereP i th h d f f

Your Brand

Outdoor

BlogsIndustry participation

Influencers

• Power in the hands of a few• Word of Mouth leads to

authenticityYOU NEED TO BE

Search Marketing

Executive visibilityAnalytics

Conversation

• YOU NEED TO BE EVERYWHERE!

Forums

Mobile

CompetitorsSEO

PPC

Landing pages

Sales funnels

• Fundamental shift in who is driving the strategy.• Interactive, digitally-led agencies are driving.

Wh ?• Why?– Because we’re already there.

Getting the picture?Radio

TV

Website

PRSOCIAL

Content

reviews

Media

PrintComments

REPUTATION

Your Brand

OutdoorInfluencers

Brand Blogs

Search MarketingConversation

Industry participation

Executive visibility

ForumsSales funnels

Analytics

Competitors

MobileSEO

PPC

Landing pages

Cross promotion. Traffic Injections.• Blogs

– Only if you plan to commit to them –curbed.com

• Micro-Sites– Cant tell the whole story

in one website

• Associations• Press Releases

– Distribute releases and post news

• Articles & Stories

Associations– Keep up with

associations– See who shows up when

you search and join themArticles & Stories– Can be a big influencer -

WSJ

• Advertising Partners– Buy ad’s and banners

• Cross-linking– Link to/from partner

companies

• Traditional MarketingBuy ad s and banners strategically

– Track their performance

• Social MediaTwitter

Traditional Marketing– Outdoor– Print– Broadcast

– Twitter– LinkedIn– Facebook– YouTube– Photos & videosPhotos & videos– Podcasts

• Question: Who is in control now?

• Answer: Not you.

• Events are a perfect tie-in for social marketing but, no industry is exempt from this conceptthis concept.

• Try to drive the conversation and you will fail.

L f h i d i i d• Let go of the conversation and participate and you can still fail, but at least you have a chance.

• Use this to your advantage…participate with your content and be the passenger, not the driver.

Small Case Example:pReno Tahoe Young Professionals

RenoTahoeYPN.com

• Comprehensive event calendar• Comprehensive “official” news area• Featured member

RenoTahoeYPN.com/membership

RenoTahoeYPN.com/events

Under the hood

So what?A website is just a website, a networkedj ,community is much more.We built a community.

• A website is neat. Yay! We have one.

• True networking Blog• True networking organizations have much more

NingYouTube

dimension• Here are the

networking sites we

YPN Main Site

LinkedInMySpace

networking sites we have established exclusively for YPN FacebookFlickr

• Not sure what they are? Lets learn…

Twitter

Blog

Facebook

LinkedIn

LinkedIn

Twitter

Twitter

Flickr

MySpace is great[not], but we rolled our own…

Renotahoeypn.ning.com

YouTube

• YPN has one of, if not the most, comprehensive web footprints of any networking organization in the area.

• We are over 400 members strongY h d h YPN b• You can now, reach out and meet other YPN members:– Socially, business, KIT, BFF, dating, for sale – clean 1 owner, etc.

• Rollout• Rollout– Announced at summit– Assigned to committees– Member benefits online drive adoptionp– Make the tools work together– Encourage involvement through enlightened self interest

(a great opportunity to increase your profile in the community)

• Not a member? Maybe you should sign up today?– At least join the mailing list…how hard is that?

• Social marketing is not ROI driven.

• It will ONLY be successful, if you participate., y p p

• Networking is no longer about about pancake breakfasts and business cards.

• Get involved, get known, get business, grow your career.

• Don’t forget…

Participation

Contact Info:

Bryan LandaburuPresident /EvangelistPresident /EvangelistFUZE

[blog] bryanlandaburu com[blog] bryanlandaburu.com[twitter] twitter.com/fuze[e] bryan@ifuze.com[phone] 775.626.4577[phone] 775.626.4577