Social media has transformed the business rules for industries from travel to media to retail. But this is only the beginning. Customers are now armed with information to an unprecedented degree, and they freely share their experiences and recommendations online. Businesses need to join these conversations or risk being rolled by them. The good news is that social businesses can vastly expand their marketing reach by empowering customers and employees to speak for them. This presentation focuses on what makes companies great in the era of “information at your fingertips.” You’ll learn how socially engaged businesses achieve competitive advantage through superior customer service and create brand ambassadors who spread the word about their unique value.

1. Creating a Social
Organization
Paul Gillin
Author:
The New Influencers
Secrets of Social Media Marketing
Social Marketing to the Business Customer

2. ClickMedia in Collapse style
The to edit Master title
US Newspaper Business Average age of US daily newspaper
70,000
reader: 57
Circulation (000)
60,000
Reduction in US newsroom staffs
50,000
Revenues since 2001: 45%
40,000
30,000
US Magazine Circulation
20,000
2001 2009 Change
10,000
Woman’s Day 1.61M 410,000 -74%
0
1994 1997 2000 2003 2006 2009
Redbook 556,300 154,600 -72%
Playboy 522,800 203,200 -71%
Country Living 380,200 134,900 -64%
Growth in NBC prime time
Nati Enquirer 1.65M 591,300 -64%
audience, 2008: -14.3%
Reader’s Digest 750,000 270,000 -64%
Age of average network evening ESPN Magazine 54,350 25,200 -63%
news viewer: 63
Twitter: @pgillin

3. New Media Facts
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 152 million - Number of blogs on the
Internet.
 100 million - New Twitter accounts
 25 billion – Number of tweets sent
 600 million - Facebook members at end
of year.
 750 million - Facebook members today
 30 billion – Items shared on Facebook
per month.
 48 – Hours of video uploaded to
YouTube every minute.
 3 billion – YouTube views per day
 38,000 – Google searches per second
 100 – Percentage growth in over-55
Facebook users, last 12 months
 79.3 – Percentage of LinkedIn users
*Source: Marketing Sherpa: How Business-
over age 24 to-Business Buyers Use Search
Twitter: @pgillin

4. The New edit Master title style
Click to Media Landscape
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Script
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Website Creation.
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http://bit.ly/aTitVC
Twitter: @pgillin

5. Click to edit Master title style
Influence
Inversion
Twitter: @pgillin

6. Click One Guy
Just to edit Master title style
Estimated monthly visitors: 73,000
Google Indexed pages: 5,970
Alexa ranking: Top .15%
Linking domains: 13,085
Twitter followers: 7,336
New York Times citations: 338
Computerworld citations: 360
InformationWeek citations: 169
Newsletter subscribers: 150,000
Twitter: @pgillin

7. ClickNew Financial Influencers
The to edit Master title style
Twitter: @pgillin

8. Click to edit Master title style
Where You Gonna Stay?
Twitter: @pgillin

9. Click Can BeMaster title style
This to edit a Problem…
Twitter: @pgillin

10. Glass Houses
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Glassdoor.com (left) enables employees to
review their employer and swap salary
information
The Consumerist (below) posts complaints
from consumers. It gets 1M visits/month
and is owned by Consumers Union
Twitter: @pgillin

11. …Or An Opportunity
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12. Where You Gonna Stay?style
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Twitter: @pgillin

13. Click to edit Master title style
Twitter: @pgillin

14. Running Scared
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An informal survey of 20 of the most prominent corporate blogs during
October, 2008 found that only two – and just one in the United States — even
bothered to mention the troubles on Wall Street. On September 18 – the day
after the Dow suffered its single largest one-day decline in history Wells Fargo
devoted an entry to a travel video.
Twitter: @pgillin

15. Click to edit Master title style
What Should Be Our
Social Media Strategy?
Twitter: @pgillin

16. Click to edit Master A… style
Well, Do You Have title
Hammer strategy?
Plumbing strategy
Landscaping strategy?
Copier strategy?
Stapler strategy?
Social Media are just a bunch of tools, and
tools are useless unless you have a
defined need for them.
Twitter: @pgillin

17. Flipping the Funnel
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Respond &
Iterate
Invite
Engagement
Listen
Go Where the People Are
17
Twitter: @pgillin

18. ClickIt’s edit Master title style
No, to About…
Thought
Leadership
Twitter: @pgillin

19. Demonstrating Authority
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Today, you can take
your message directly
to your constituents
without relying upon
media intermediaries
And why would you
not want to do that?
Twitter: @pgillin

20. Being Helpful
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Clickable’s Gurus
Goal Generate Leads!
Tactic Build awareness by sharing
domain knowledge
Metrics Unique visits; Online mentions;
Referrals; Conversions
Results 2,000% increase in site visitors
300% jump in buzz index
50% increase in customers
400% increase in ad billings
Twitter: @pgillin

21. Click to editInsurance instyle
Explaining Master title 30-sec. Spots
Twitter: @pgillin

22. Creating Community
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―I get more readers on American Express
Open Forum that I do in any media outlet.‖
Shel Israel, Author
Naked Conversations and Twitterville
Twitter: @pgillin

23. Click World Prospecting style
New to edit Master title
INBOUND OUTBOUND
SEO Bottom-up lead gen
Blogs Enhanced lead
qualification
Twitter
Multiple points of
Content Premiums
engagement
Word of Mouth
Twitter: @pgillin

24. Click to edit Master title style
If You’re Not Helping,
They’re Not Listening
Twitter: @pgillin

25. Click to edit Master title style
Lower Cost Per Lead
HubSpot 2011 State of Inbound Marketing Study
Twitter: @pgillin

26. Conversation…
Click to edit Master title style
Twitter: @pgillin

27. Click to edit Master CareOne
…Drives Leads for title style
Twitter: @pgillin

28. Click to Things Thattitle style
Oh, the edit Master You Know!
March 30 April 4
April 9
Prospect reaches website Prospect responds to e-mail
Prospect attends
through search query "small invitation for "Choosing Small
webcast, stays 45 minutes and
business accounting," views Business Accounting
submits a question related to
four pages and subscribes to Software" webcast 30 minutes
legal practices.
newsletter. after e-mail is sent.
April 10
April 12 Prospect clicks link in webcast
Prospect downloads trial summary e-mail to visit
version of your small business product description page. He
accounting software for legal downloads PDF of product
practices. brochure about software for
legal practices.
Twitter: @pgillin

29. Multi-Platform Strategy
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Social Media Platform Adoption by Year 461
274
New Cumulative
137 187
137
38 99
38
Before 2006 2007 2008 2009
Twitter: @pgillin Source: Awareness Networks/ Paul Gillin

30. Social Networks: Are Your People Online?
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• Look for early adopters on Linkedin
• Evaluate their sophistication by checking group
memberships and recommendations
• Search Google for influencers at your company using Twitter
Twitter: @pgillin

31. Click to edit Master title style
Promote
Remarkable
People
Bill Hill, Microsoft
Twitter: @pgillin

32. Invest in Digital Literacy
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Leadership
•Business Case
•Competitive Landscape
•Realistic Goals
Management
•Opportunities and Threats
•Managing Goals to Channels
•Calculating ROI
Employees
•Overarching Strategy
•Objectives
•Best Practices
Rather than taking a one-size-fits-all approach to social media
training, build literacy inside the organization by tailoring
training to the needs and priorities of the participants
Twitter: @pgillin

33. How Dell Creates a Social Organization
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Three Foundation Courses
Marketing 2002: Marketing 2003: Marketing 2005:
Social Media Principles Tactics and Tools Supporting the Brand
Plus One Platform of Choice
Marketing 2006: Marketing 2007: Marketing 2008: Marketing 2016:
Building Relationships Twitter Best Practices Dell Communities LinkedIn
on Facebook
= Dell Social Media and
Communities (SMaC)
Certification
Twitter: @pgillin

34. Just a Word About ROI

35. Click Says Financialtitle style Are Boring?
Who to edit Master Services
Twitter: @pgillin

36. Click to edit Master Impact
Types Of Financial title style
A. Revenue B. Costs Avoided
Anything that leads to A or B,
But only if you can directly
equate its value to an action
Twitter: @pgillin

37. These Are NOT ROI
Click to edit Master title style
Impressions Press coverage
Website Visitors
Video views
Click-throughs Retweets
Coupons distributed
Store visits
“Buzz” Friends
Employment applications Blog comments
FaceBook friends Twitter followers
But if you can quantify their financial
impact, you have ROI
Twitter: @pgillin

38. Basic Business Metrics
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Lifetime Value of a Customer =
(Longevity * Revenue) * Margin
Conversion Rate = New Customers/
Visits or Leads
Value of a Lead/Visitor =
Visitor * Conversion Rate * Lifetime
Value
Twitter: @pgillin

39. Click to edit Master Customer
Lifetime Value of a title style
The average person who
vacations at a Disney Resort
spends $62,000 on Disney
vacations during his/her
lifetime.
Disney can use this information to assign value to
any tactics it uses to attract visitors.
Twitter: @pgillin

40. Click to edit Master titlea Visitor
Applying ROI: Value of style
Monthly 10,000
Visitors
Conversion .5%
Rate
Lifetime Value $5,000
Calculation (10,000 * .005 * 5)/10,000
Value of a
$25
Visitor
Twitter: @pgillin

41. Value of Twitter
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• You send 50 tweets a month…
• Generating 1,000 visitors to
your website…
• 2% of whom become leads…
• 5% of whom become
customers.
Therefore, the value of a tweet is:
(1,000 * .02 * .05 * 5000)/50 = $100
Twitter: @pgillin

42. Click toYou! Master title style
Thank edit
Paul Gillin Site: gillin.com
508-656-0734 Blog: paulgillin.com
paul@gillin.com Twitter: pgillin
Twitter: @pgillin