Hide Notes 

Slide 1: GUERRILLA MARkEtInG Social Media as a Guerrilla Selling Weapon Orvel Ray Wilson, CSP Google Me! CRMA National Conference June 1, 2009 New Orleans Presented by: THE GUERRILLA GROU
Slide 2: GUERRILLA MARkEtInG THE GUERRILLA GROU
Slide 3: GUERRILLA MARkEtInG How is Guerrilla Marketing Different? Instead of brute force, we use. . . THE GUERRILLA GROU
Slide 4: GUERRILLA MARkEtInG Evolution of the Web  Web 1.0  Web 2.0 – One way, pushing information – We don’t even know who the audience is – Try to influence the buying decision – Engage, invite, interactive. – Audience is in control – Try to influence the conversation THE GUERRILLA GROU
Slide 5: GUERRILLA MARkEtInG Evolution of the Web  Information push – Blogs, podcasts  User created content people – Angie’s List 5,000 reviews/month  Connecting – Social network, community THE GUERRILLA GROU
Slide 7: GUERRILLA MARkEtInG Is SN for You?  Takes  The  “If Time, Energy and Imagination Digital Divide is getting wider you’re not at the table, you’re on the menu.” - David Nour THE GUERRILLA GROU
Slide 8: “I think you should be more explicit here in Step 2.”
Slide 10: GUERRILLA MARkEtInG Who’s Watching?  Curators  Producers  Commentators  Sharers  Watchers  Not Active THE GUERRILLA GROU
Slide 11: GUERRILLA MARkEtInG Why People Join Social Networks  Content – Personal interests professional and business development.  To be part of a larger Community – To see who else is out there, and what they’re doing. THE GUERRILLA GROU
Slide 12: GUERRILLA MARkEtInG 1-9-90 1% Influential Hubs – High Value Interaction 9% Moderately engaged 90% passive observers. THE GUERRILLA GROU
Slide 13: GUERRILLA MARkEtInG Why Invest in Social Media:  Improve  Improve  Find your “findability” your professional network hidden connections first meetings go more smoothly relationships with customers  Make  Deepen  Find new prospects and customers THE GUERRILLA GROU
Slide 14: GUERRILLA MARkEtInG Benefits of Social Media:  Deeper relationships with visitors/guests awareness for your brand your professional network  Increased  Better communication with audiences search engine prominence web or blog traffic  Broadening  Improve  Increased THE GUERRILLA GROU
Slide 15: GUERRILLA MARkEtInG Where Does SN Fit?  Your website is the mother ship.  Tease them with value, then invite them back multiple touchpoints that start, and encourage the conversation.  Create THE GUERRILLA GROU
Slide 16: GUERRILLA MARkEtInG How Others are Using SN  70%  51%  75% Interface with Customers Interface with suppliers, partners Manage collaboration internally - McKinsey Research THE GUERRILLA GROU
Slide 17: GUERRILLA MARkEtInG Not Just for Business  Medic  wiwih – Hospitality  SearchMe  WolframAlpha – Point to point THE GUERRILLA GROU
Slide 18: GUERRILLA MARkEtInG Niche Social Sites  TripAdvisor  IgoUgo  VirtualTourist  Chowhound  Guidespot  GoSeeTell  Yelp  MyTravelGuide  RealTravel  Epinions  DontGoThere.org  Mashable.com THE GUERRILLA GROU
Slide 19: GUERRILLA MARkEtInG Joining the Conversation: Listen  Observe online communities where your brand is actively discussed in conversations just as if with someone in real life whom you respect attention to how community members interact with each other out as a person, NOT as a marketer  Participate  Pay  Reach THE GUERRILLA GROU
Slide 20: GUERRILLA MARkEtInG Track What you Already Have  Google  Google Alerts Analytics – How are they finding you? – Where are they leaving from? THE GUERRILLA GROU
Slide 21: GUERRILLA MARkEtInG SN Fundamentals  Profile  Content  Contacts/friends  Search – Top 10 Long-Tail keywords – Know where to search (e.g., Twitter searches on Summize.com)  Other functions vary by application THE GUERRILLA GROU
Slide 22: GUERRILLA MARkEtInG Useful Tools  Small world  LiveJournal  Slideshare.com  Xobni – Getting Insights from that function THE GUERRILLA GROU
Slide 23: GUERRILLA MARkEtInG SlideShare.com  YouTube  Learn of presentations from others who are masterful – Demo DISH for prep. THE GUERRILLA GROU
Slide 24: GUERRILLA MARkEtInG Things to Attract Traffic  Creating Groups  Resources  Blog  Presentations  Follow me on Twitter THE GUERRILLA GROU
Slide 25: GUERRILLA MARkEtInG Driving Search Ranking  Evolution  Integrate  Google of keywords long-tail keywords loves dynamic content – Blogs, videos, tweets THE GUERRILLA GROU
Slide 26: GUERRILLA MARkEtInG Lead me the down the path:  Buy  Buy  Buy your Ideas your Information your Products THE GUERRILLA GROU
Slide 27: GUERRILLA MARkEtInG The Big 5 Recommended Apps  MySpace  YouTube  FaceBook  LinkedIn  Twitter THE GUERRILLA GROU
Slide 28: GUERRILLA MARkEtInG Ping.fm  Updates your status on 40 different social networks – Interoperability – Status box, update all – Can’t keep up with them THE GUERRILLA GROU
Slide 29: GUERRILLA MARkEtInG Private Networks  RENetworks.com – Detailed Profile – Pin map shows your connections THE GUERRILLA GROU
Slide 30: GUERRILLA MARkEtInG Private Networks  Questions  Identify  Pin create Tags, prioritize you with more attributes. – Pin view – List view – Map view map show who else is closest THE GUERRILLA GROU
Slide 31: GUERRILLA MARkEtInG Developing Your Strategy  Learn  Dialog  Spark  Support  Innovate (cycle) THE GUERRILLA GROU
Slide 32: GUERRILLA MARkEtInG Social Networking Strategy  Identify  Sources  Engage  Deliver the key relevant stakeholders of internal and external insights with Unique Value-Add Exceptional Experiences best practices for Future success  Influence THE GUERRILLA GROU
Slide 33: GUERRILLA MARkEtInG Contribute to the Community  Create  Make content in larger conversations it easy for people to connect to you into social networks  Participate  Integrate  Provide  Build a valuable application relationships on and off-line THE GUERRILLA GROU
Slide 34: GUERRILLA MARkEtInG 10 Things to Do Right Now 1. Become naturally inquisitive – Google “Social networking websites” – Follow the Hyperlinks and explore! – Build your profile – Create Templates for profile, specialty, intro Emails. THE GUERRILLA GROU
Slide 35: GUERRILLA MARkEtInG 10 Things to Do Right Now 2. Create Content Rich profiles 3. Clean up your Outlook 4. Use SN to identify access. Use SN to do Due Diligence, Research THE GUERRILLA GROU
Slide 36: GUERRILLA MARkEtInG 10 Things to Do Right Now 6. Map your internal and external sources of influence 7. Schedule 5 coffee meetings 8. Send out 5 personal handwritten notes THE GUERRILLA GROU
Slide 37: GUERRILLA MARkEtInG 10 Things to Do Right Now 9. Read daily to find valuable insights, send them, share them, RT them. 10. Invest in ONE referral each week THE GUERRILLA GROU
Slide 38: GUERRILLA MARkEtInG Priority Steps  Version 1 is better than none. – Get started on those 5 – Find a way to jump in and start learning THE GUERRILLA GROU
Slide 39: GUERRILLA MARkEtInG Thank you!  Join my network on LinkedIn me on FaceBook  Friend  eMail me at OrvelRay@GuerrillaGroup.com THE GUERRILLA GROU