PRESENTED: 11/19/09 at the Vancouver Entrepreneur Meetup AUDIENCE: Entrepreneurs, solo practitioners, marketers for startups; who are interested but not yet heavily involved in social media This presentation covers: - How culture shifts are forcing a shift in the marketing practice - How entrepreneurs must approach their markets - Some free tools for engaging with your customers

1. Social Marketing is the New Marketing And why you need to represent. ERIC WEAVER | TRIBAL DDB 19-NOV-2009

2. 2 Excess hype, overshare, pokes, "how well do you know me" quizzes and stalkers. Why would I use this for biz?

3. 3 ? I don’t have a lot of money, especially now. I keep hearing about social media. Is this a fad? Do these efforts actually work? The conversation seems so shallow. Who's got time to manage all this? Srsly?

4. People ask me if their business should be using social media And I say, I don’t know, is there more business near the freeway?

5. Create a business plan Create a brand identity Get the word out! Bringing your baby to market Create a marketing plan Create business cards, pamphlets, website

6. 6 Outbound mktg is a $1TT machine. Each niche = a full industry. We're rewarded for storytelling/ intrusion/repetition. Unchanged in 150 yrs. 6:41 PM Oct 21 from PowerPoint

7. Back in the day Limited product choice Limited media channels Longer brand interactions Higher barriers to entry 7

8. Customer shifts

9. HIGH NOISE You’re competing for time/attention with huge marketing budgets, bloggers, crises HIGH CHOICE Customer choice is largely off the charts. Plus, we can find anything we want through Google The new realities LOW TRUST Consumers in particular distrust advertising/marketing LOW TIME/ATTENTION Very few people have time for your marketing message!

10. But marketing is stuck in the past

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13. ESPECIALLY WHEN THERE’S RISK People turn to peers when time is short, risk is greater WE TRUST PEERS THE MOST (57%);13% trust advertisers/marketers (least trusted group) Trust drives transactions PEOPLE BUY TRUST Trust drives preference: 91% buy from trusted companies; 77% refuse to buy from distrusted TRUST IS WIDELY SPREAD 56% age 35-64, 63% 25-34 share trust/distrust on the web EDELMAN TRUST BAROMETER

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15. So… Does it make sense to spend money on traditional advertising when people don’t want it? Does it make sense to spend money to compete against larger offerings? Why use methods that create distrust? Why ask for scarce time and attention without giving something of value in exchange? Why not leverage the most trusted channel—peers—instead of the least trusted—advertising?

16. The approach is easy. BE FOUND at the end of a search PROVIDE VALUE at the end of that search If you don’t give, you won’t get (time, attention) CREATE TRUST at the end of that search

17. Social marketing A shift in focus from crafting a message and spamming it out everywhere to allowing the market to engage with your offering Leverages peer trust to drive awareness and sales The market becomes your sales force You’re at the end of a search, not an interruption along the way This is a hard thing for baby boomers (40+) to understand. Why?

18. 18 GENS X&Y = affinity. Formalities ignored, sharing means finding, tech is easy, random is life. Consider your lens. Suit & tie = distrust. 2:57PM Oct 21 from PowerPoint BOOMERS = propriety. Trained in formalities, don’t offend, guarded means safe, not so great with “random.” Suit & tie = trust. 2:57 PM Oct 21 from PowerPoint

19. Your offering’s social efforts Create digital marketing materials for the end of the search Shareable, downloadable, bookmarkable Optimized for search with keywords, tags, intended audience Printable Reinforce trust Real testimonials are MONEY Show your hard-won expertise, life lessons, vision for your category Inject some personal into the professional Enable customers to talk about your offering Comments, rankings, social sharing Respect time starvation Short, sweet, to the point

20. Step up your own personal social efforts YOU are as much a part of your brand as the company is You provide a backbone of trust or distrust in the offering People want to connect with people more than brands Gens X and Y trust others less when they’re opaque with their information Share a bit of personal data to build trust There is a line! Decide where to draw the line between professional and personal, good sharing and oversharing Own your $#%@ If you have experiences where you have damaged others’ trust, make a nod to them before others do Disarms naysayers, engenders trust

21. STILL NEED A BRAND! What’s your promise? Your unique value? Your primary differentiation? The benefits you’ll always deliver? BE TRANSPARENT About everything except that which must be kept secret The new marketing means… NO MORE SET & FORGET Dialogue requires feedback mechanisms, time, effort and good conversational skillz IT’S BOTH ONLINE & OFF Online lets you be found; offline provides final chemistry/trust check

22. Web marketing, circa 1996 Email marketing, 1995 “But I don’t have time for one more thing!” Learning the computer for graphic design, 1986 Telemarketing, 1977

23. This qualifies as a “profound shift.” There are over 300,000 businesses now on Facebook. More than 750,000 people join Facebook every day. Twitter grew 1382% between Jan/Feb 2009. Companies that utilized social media had an average 18% increase in sales in 2008. Those with least social media: decrease of 6%. Only 18% of traditional TV campaigns generate a positive ROI. Economist, 2008: 75% of business executives think that increased market engagement will translate into higher profits. 49% think that inadequate engagement was responsible for up to ¼ of all lost sales.

24. Example: Burger King Spent $50,000 on social marketing efforts for BK Sacrifice Facebook application Received $400,000 in media value 32MM free media impressions Equal to combined population of 19 states

25. Example: Gary Vaynerchuk

26. Example: Servus/Commonwealth CU

27. 27 Growing revenue is not about a clever tagline, an elegant logo, being a better nuisance, or showing up in unexpected places. It’s about PEOPLE TRUSTING YOU.

28. 28 BUILD PROOF POINTS. Demonstrate u know ur stuff, a vision for sector/mkt, that others took a chance & benefitted, that ur ethical, easy, trustworthy. 7:12 PM Oct 21 from PowerPoint EMPOWER OTHERS TO SPREAD THEIR TRUST IN YOU. Give customers a voice. Amplify their words. Make value sharing effortless. 7:13 PM Oct 21 from PowerPoint DON’T KILL TRUST W/INTRUSION: Don’t interrupt search. Be found/referred. Don’t talk abtur value, demonstrate it. 7:12 PM Oct 21 from PowerPoint

29. It’s not about just “being on social media” 29 Look for and target ur organization’s trust soft-spots. Rebuild trust there w/proof pts. Be real. Take fodder from conspiracy theorists.

30. Soft-spots in trust: would you still hire someone after this? 7:16 PM Oct 21 from PowerPoint

31. Okay, I get the Why. Now, how do I get started?

32. 32 THOUGHT STARTERS, BLOGGING: CEO media/invstr relations; industry trends/insights; legislation impacts

33. 33 THOUGHT STARTERS, TWITTER (here, now): crisis PR, timely insights, content alerts, community bldg, event notices

34. 34 THOUGHT STARTERS, VIDEO: great for intensive learning, how-to vids, personality pieces, company storytelling, humor

35. 35 THOUGHT STARTERS, AUDIO: great for distracted learning, storytelling, conversational thought ldrship, testimonials, sensory experiences

36. 36 THOUGHT STARTERS, WIKIS: great for event planning, product developing, crowdsourcing ideas, shared learnings, distributed wk-in-progress

37. 37 THOUGHT STARTERS, WIDGETS/APPS: get your content into more places, allow engagement w/o leaving venue, aggregating valuable content

38. 38 THOUGHT STARTERS, SOCIAL VENUES: brand awareness, community/CSR discussions, loyalty programs, consumer feedbk/trials/testing

39. Some free and easy tools for reprezentin’ 39

40. Simple, free tools for reprezentin’ 40

41. Qapacity 41

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48. LinkedIn Q&A 48

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50. So. Where does that leave us? 50

51. 51 One more thing for marketers to do: more like engagingur market where they prefer to be. How’d that last trade show budget work out? 7:27 PM Oct 21 from PowerPoint Social media is so NOT a fad. Google gave us search. SocMed gave us sharing, connecting. Consumers will not give up this ability. 7:26 PM Oct 21 from PowerPoint Its rapid adoption shows that we are time-starved creatures who want to be found by like minds. 7:26 PM Oct 21 from PowerPoint

52. 52 Build trust by being found, demonstrating your knowledge, your vision and offering proof of trustworthiness. 7:28 PM Oct 21 from PowerPoint Finally, use social marketing to leverage the EXISTING TRUST already established between peers, rather than buying new trust. 7:29 PM Oct 21 from PowerPoint RECAP: Rethink yourmarketing approach (and your personal brand) from a prospective of trust and with a wider lens. 7:28 PM Oct 21 from PowerPoint

53. THANK YOU! AND QUESTIONS. me:twitter.com/weave company:tribalddb.ca slides:slideshare.net/weave