Closing the Trust Gap - Shelly Kramer, V3 Integrated Marketing CEO, from the 2012 Animal Ag Alliance Stakeholders Summit, Real Farmers Real Food, Celebrating Tradition and Technology, May 2-3, Arlington, VA, USA.

1. The Internet
It’s Changed Everything
Closing the Trust Gap: How to
Use the Web to Serve Your
Customers
Shelly Kramer, V3 Integrated Marketing
@ShellyKramer

2. Who Am I?
Shelly Kramer
CEO, V3 Integrated Marketing
@shellykramer
INTEGRATED
MARKETING
Vision + Voice + Value

3. WHY Are We Talking
About This?
The Web Has Changed
Everything

4. Two Things Matter
Search
+
Friends

5. First, Let’s Understand the Web of Today

6. Google Has a Voracious Appetite

7. Content. Why It Matters.
Bill Gates, 1996, “Content is King”
“Content is where I expect much of the real money
will be made on the Internet ….”

9. What We’re Used To
Traditional Marketing = Push Messaging
Display Ads
Direct Mail
TV + Radio
Yellow Pages
Cold Calling
Email Blast
Traditional Marketing is Interruption

10. Now, What the #$% is Content
Marketing?
Blogging
Video + Podcasting
Email Marketing
Flickr, Instagram
Social (Twitter, Facebook, LinkedIn)
Case Studies, White Papers, Webinars
Tumblr, Posterous, etc.
And all of this is part of content marketing. And
collectively, it’s called “inbound marketing.”
Inbound Marketing

11. This? It’s Different
Content Marketing = Pulling Them In
It’s like spreading breadcrumbs on the
Internet and hoping they’ll pick them up.
Those breadcrumbs are designed to lead
them “home” -- to your website, landing
page, Facebook page, etc. – wherever it is
you want them to end up

12. Social Channels Drive Business
(and Trust)
But you have to feed
them. Great content is
how you do that.
Content is
breadcrumbs.

13. How These Channels Drive Business

14. Video Content is Big
Channel 44%
Critical or
Important
26%
2009 2011
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs

15. Feeding Facebook is Smart
Channel
Critical or
Important 44%
Facebook
24%
2009 2011
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs

16. Twitter, so NOT About Lunch
Channel
Critical or
Important
38%
Twitter
21%
2009 2011
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs

17. Why Blog?

18. Blogging is Marketing
And Content Marketing
is not only more cost
effective, it’s how you
build
Trust

19. I’ll Say It Again: Content Marketing Works

20. Let’s Talk Content
27 Million
Pieces of online content are shared daily
1 in 5
Social media messages include links to content
60 Percent
of content-sharing messages specific to an
industry mention a brand or product by name

21. Who’s investing in this?

22. Let’s Talk SEO + Content

23. Let’s Talk SEO + Soc Nets

24. Let’s Talk
Friends

25. %
Of people trust recommendations from peers.
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

26. %
Of people trust advertisements.
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

27. Option
Things You Can Do

28. If they can’t find you on the web,
they can’t become your customers.

29. Give them Value. Give them information they need.
Serve them. News, Resources, Fun
Pssst: Value leads to TRUST

30. Option
Video Rules

31. Search Engines
Video

32. is the second largest search engine
next to Google with 800 million
unique users per month

33. • 1 hour of video is uploaded to YouTube every
SECOND.
• There is more video uploaded to YouTube in 1
month than the major TV networks created in
60 years
• YouTube Mobile gets over 600 MILLION views
a day. Traffic from mobile devices TRIPLED in
2011

34. • 500 Years of YouTube video is watched
every DAY on Facebook
• Over 700 YouTube videos are shared on
Twitter each MINUTE
• More than 50% of the videos on YouTube
have been rated and/or include comments
from the community.

35. Helps Customers Get to Know You. And Trust You.

36. Set up a YouTube Page for your
Company and Create Video
Content

37. Ask the Experts
Your Company Name Here
Channel

38. Crawford's
Ag Supply Store
Your Company
Ask the Experts Channel
CrawfordsTV.com

39. Videos can also be created for a
print and online
“Ask the Expert” program.

40. Videos can be
used on your
website, in your
newsletters,
embedded in
your blog and
shared on social
channels.

41. Option
Local SEO Services
Owning the Local
Market is a Big Deal

42. Learn this, Live it …
Is Your Client…

43. Your Google Image is?
Your Online Identity?
Claim It

44. When they “Google It” who do they find?

45. Remember What I Said About Video?

46. Meet Shawn

47. And Alan

49. Local and Industry
Directories?
Are you listed in local directories? If
not, why not? Directories help
people find you. It just makes
sense.

50. Resources

51. Resources

52. Option
Mobile Services

53. Smartphone
penetration
continues
to rise in all
categories

54. Business Owners
%
Are likely to try mobile
Source: Borrell Associates

55. %
Less
than
of businesses have mobile
enabled websites

56. Most websites look fine on a
desktop computer…

57. …or on a laptop.

58. Most desktop websites were
not designed to be viewed
on the small screens of
mobile devices.
Fonts can be too small,
images are too small,
navigation can be clunky,
Flash won’t work, lengthy
page loads, and the list
goes on and on.

59. %
of businesses have never checked
the appearance or function of their
website on a smartphone.
Source: Fanminder – Mobile Marketing Survey (August, 2010)

60. Can you see
this?
More
importantly,
can you use
it?
(Psst: Farm Credit, you know I heart you!)

61. Improved. But Not There Yet.

62. This isn’t about picking on anyone, it’s about learning

63. Another example of a non-mobile site

64. And here’s someone doing it right …..

65. Percentage of smartphone owners
accessing the Internet or email

66. Mostly go online
using their phone
2011 - Pew Research Center Internet & American Life Project.

67. Many of the “Cell Mostly” individuals have
other sources of online access at home...

68. …but roughly one-third of these users lack a
high-speed home broadband connection
Are these your customers + prospects?

71. A mobile app isn't a strategy
"I need an app” is the 2011 version of
"I need a Facebook Page.”

72. Apps Are Cool. Do You Need One?

73. Smartphone usage with
farmers, ranchers,
growers and producers
are on the rise. And
consumers are tethered to
their devices, too.

74. Research/Field Data

75. Information Resources

76. Weather

77. News, Futures

78. Calculators

79. Option
Social Media

80. Social Media
Why bother?
93% of people expect
companies to have a social
media presence

81. Social Channels is where she is. And
where her friends are.

82. She’s there, too. And she goes to Facebook
every day – not a newspaper.

83. And this one? She’s using social media
channels, too.

84. SMB’s Greatest Challenge?
Finding New
Customers

85. Tactics to find new
customers
2010 2011
Website 51% 85%
Search 38% 74%
Video 20% 54%
Source: New Study by Bredin Business Information

86. Tactics to find new
customers
2010 2011
Coupon
Offers
(Groupon)
- 53%
Mobile - 49%
Twitter 27% 50%
Facebook 43% 65%
Source: New Study by Bredin Business Information

87. Social Media is for Leads and Sales
Percentage of companies that have acquired a customer from:
Company
Blog 63%
LinkedIn 39%
Facebook 67%
Twitter 53%
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

88. WHY Are We Talking
About This?
Seth Godin, 2008
“Content marketing is all the marketing that’s left.”
In the new marketing world, you can’t fake it, so you
have no choice but to be real.
Real = Trust

89. Social Media is
About
Trust
Content marketing helps you
build trust

90. So, What Are We Going to Do Now?

91. The Formula Has Changed
Old Way: Money x Media = Business
New Way: Time x Media = Business

92. Today ….
Every company is a media company.
Every company needs a content
strategy.
Every company needs a social media
presence.

93. %
Of All Marketing Will Be Inbound by 2015-16.
Source Tony Jaros, Sirius Decisions, DemandCon, 2012
http://brighttalk.com/webcast/6951/42707
,

98. How Do We Do It?
Build
Listen
Participate
Create or Adapt
to SERVE Them

99. “It is not the strongest of the
species that survives, nor the
most intelligent that survives.
It is the one that is the most
adaptable to change.”
- Charles Darwin

100. Be Patient, Be Smart
Change is hard.
This stuff takes time.
And it costs money.
Do it yourself and you’ll get what you
pay for.

101. Stalk Me … I don’t bite (normally)
816.200.2520 Shelly@V3im.com www.v3im.com
LinkedIn
twitter.com/shellykramer facebook.com/shellykramer Shelly DeMotte Kramer

102. The Internet
It’s Changed Business
Now, will you change with it? If we can
help, let us know.
Shelly Kramer, V3 Integrated Marketing
@ShellyKramer