1. Tactical. Practical. Strategic. By Fire Alarm Marketing Engineering Executive Forum October 25, 2011

2. Tactical. Practical. Strategic. Agenda Session Objectives Experts Social Media Applications Social Media and Mobile Google+, foursquare, Klout Social Media Tools Case Studies Fire Alarm Marketing Questions 2

3. Tactical. Practical. Strategic. Session Objectives Provide a “snap-shot” of social media today Discuss how social media applications, tools, and mobile products are fundamentally changing business 3

4. Tactical. Practical. Strategic. Experts “The emerging picture from such studies is that ten thousand hours of practice is required to achieve the level of mastery associated with being a world-class expert – in anything.” Outliers by Malcolm Gladwell p.40 “In Outliers, Malcolm Gladwell points out that most top performers practice for about one thousand hours per year (it is difficult to sustain the quality of practice if you go beyond this), so he describes the ten-year rule as the ten thousand hour rule.” Bounce by Matthew Syed, p. 16 4

5. Tactical. Practical. Strategic. Fire Alarm Marketing We are NOT social media experts BUT: –We talk to a lot of people and companies –We help, when asked, about strategies and marketing plans –We listen and observe –We are involved with social media: Blog, tweet, Facebook, LinkedIn, Google+ 5

6. Tactical. Practical. Strategic. First a Few Questions How many of you: –Are on LinkedIn – your company? –Facebook – your company? –Blog – your company? –Tweet at least once a week – your company? –Google+ - your company? –Have a smart phone? –A tablet? How many of your children could answer yes to more than one of the questions above? 6

7. Tactical. Practical. Strategic. Our Basic Beliefs Marketing Leads Sales Revenue The buying dynamic has changed to where the buyer has more power than the seller This change is being equated to the difference between broadcasting and having a dialog/relationship 7

8. Tactical. Practical. Strategic. We’re all marketers now “ Meanwhile, today’s more empowered, critical, demanding, and price-sensitive customers are turning in ever-growing numbers to social networks, blogs, online review forums and other channels to quench their thirst for objective advice about products and to identify brands that seem to care about forming relationships with them.” McKinsey Quarterly – July 2011 8

9. Tactical. Practical. Strategic. Search 9

10. Tactical. Practical. Strategic. Search 10

11. Tactical. Practical. Strategic. Search 11

12. Tactical. Practical. Strategic. Social Media Channels 12

13. Tactical. Practical. Strategic. Social Media Channels 13 Infographic The Growth of Social Media Search Engine Journal

14. Tactical. Practical. Strategic. Facebook 14

15. Tactical. Practical. Strategic. Facebook 15

16. Tactical. Practical. Strategic. Companies and Social Media 16 Infographic The Growth of Social Media Search Engine Journal

17. Tactical. Practical. Strategic. Blogging 17

18. Tactical. Practical. Strategic. Blogging - Search 18

19. Tactical. Practical. Strategic. Blogging 19

20. Tactical. Practical. Strategic. Blogging 20

21. Tactical. Practical. Strategic. You Tube 21

22. Tactical. Practical. Strategic. You Tube 22 Infographic You Tube Facts and Figures Website Monitoring

23. Tactical. Practical. Strategic. Word of Mouth 23

24. Tactical. Practical. Strategic. Twitter 24

25. Tactical. Practical. Strategic. Twitter 25

26. Tactical. Practical. Strategic. Twitter 26 Infographic Twitter Facts and Figures Infographics Archives.com

27. Tactical. Practical. Strategic. Number of Texts Sent/Received 27

28. Tactical. Practical. Strategic. But Which Ones Work? 28

29. Tactical. Practical. Strategic. What Works? 29

30. Tactical. Practical. Strategic. What Works? 30

31. Tactical. Practical. Strategic. What Works? 31

32. Tactical. Practical. Strategic. What Works? 32

33. Tactical. Practical. Strategic. Thus Far The buying dynamic has changed –Search is key –Getting found via search is a function of many activities, starting with original content/blogs –Word of mouth/referrals are important – Twitter is a form of word of mouth –LinkedIn works best for B2B Opinion –You Tube is going to become more and more important 33

34. Tactical. Practical. Strategic. Next The impact of mobile Google+ vs. Facebook foursquare Klout Tools Two case studies Advertisement Wrap up - Video 34

35. Tactical. Practical. Strategic. 9 Amazing Mobile Marketing Statistics 1.The growth of the iPhone was 10 times faster than the growth of America Online. (Source: Nielsen) (This is an amazing statistic for those of us who remember mailboxes stuffed with AOL discs during the 1990s.) (Tweet This Stat!)Tweet This Stat! 2.It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost phone. (Source: Unisys) (Tweet This Stat!)Tweet This Stat! 3.There are 6.8 billion people on the planet. 5.1 billion of them own a cell phone, but only 4.2 billion own a toothbrush. (Source: Mobile Marketing Association Asia) (Tweet This Stat!)Tweet This Stat! 4.In some countries, there are more mobile subscriptions than there are people. (Source: Mobile Marketing Association) (How can this be? It’s because some people own more than one mobile phone.) (Tweet This Stat!)Tweet This Stat! 5.It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message. (Source: CTIA.org) (Tweet This Stat!)Tweet This Stat! 6.70% of all mobile searches result in action within 1 hour. (Source: Mobile Marketer) (Tweet This Stat!)Tweet This Stat! 7.Mobile coupons get 10 times the redemption rate of traditional coupons. (Source: Borrell Associates) (Tweet This Stat!)Tweet This Stat! 8.There are more mobile phones on the planet than there are TVs. (Source: Jupiter) (Tweet This Stat!)Tweet This Stat! 9.91% of all U.S. citizens have their mobile device within reach 24/7. (Source: Morgan Stanley) (Tweet This Stat!) (Source: Mobile Marketing Association)Tweet This Stat!Mobile Marketing Association 35

36. Tactical. Practical. Strategic. Changes - Mobile Data 36

37. Tactical. Practical. Strategic. Changes - Mobile 37

38. Tactical. Practical. Strategic. Changes - Mobile 38 Infographic Mobile Marketing Microsoft TAG

39. Tactical. Practical. Strategic. Google+ Combination of Facebook and LinkedIn Hangout provides instant web conferencing Circles = Facebook and tweeting 39

40. Tactical. Practical. Strategic. Google+ vs. Facebook Boston Globe 8/28/11 40

41. Tactical. Practical. Strategic. fourSquare What is fourSquare? Location based mobile platform “Check-in” via SMS or Smart Phone Awarded points and badges – Mayor Merchants/Brands use interactive tools to obtain, engage and retain customers –Prognosis – Good, with limitations For consumer/retail store fronts For B2B, probably not applicable 41

42. Tactical. Practical. Strategic. Klout Klout is a twitter metric of influence and reach, based on –How many people are following you –How many retweet your message –The Klout score of those that do Prognosis – Fair –In a group, someone always want to be on top, –But, being the king of 140 character messages is probably not the most important thing is the world. 42

43. Tactical. Practical. Strategic. A Long Road from Lead Generation to Sales Conversion 43

44. Tactical. Practical. Strategic. Tools Glossary –SFA – Sales Force Automation –CRM – Client Relationship Management –CMS – Content Management Systems Major Influences –SaaS –Mobility (Smart Phones, Tablets) –Big Data 44

45. Tactical. Practical. Strategic. Tools Social Media (digital) lends itself to data collection Part of inbound marketing is “nurturing” the customer until it is clear that a decision point is near Today no fully automated tool set is available Tomorrow? 45

46. Tactical. Practical. Strategic. Tools An integrated tool would: –Identify potential customers –Track all contact – initiated and received –Serve up appropriate content at appropriate times to appropriate people (Sales, Marketing, Finance, Customer Service, Management) –Coordinate all content, digital and print –Be accessible (desk top, laptop, mobile) to those who need to know –Be fail safe 46

47. Tactical. Practical. Strategic. Gartner 2011 SFA Analysis 47

48. Tactical. Practical. Strategic. Sidebar - Opinion If you don’t do anything else…listen It takes manpower…most of the tools are free: –Google Alerts –Social Mention (Google Alerts plus) –CoTweet –HootSuite If you listen, have a policy on how you will react 48

49. Tactical. Practical. Strategic. ShipServ - 400% Background –Software sales to shipping companies –2008 Market Research Impersonal software company Limited Marketing Budget and resources Increasing use of eCommerce Customer base not early technology adopters Objectives –Drive 50% more traffic to the website –Raise brand awareness –Attract new leads thru relevant content –Change focus to listening…rather than shouting 49

50. Tactical. Practical. Strategic. ShipServ - 400% Actions –Conducted research –Revamped the website –Created a blog –Established a scorecard in their CRM system –Developed a quarterly content plan (themes from research) –Promoted original content E-newsletter, blog, twitter, video, podcasts, Facebook, LinkedIn –Published white papers –Established an online industry community (LinkedIn) –SEO optimization 50

51. Tactical. Practical. Strategic. ShipServ - 400% Business Statistics –Increased contact-to-lead conversion by 150% –Increased lead-to-opportunity conversion by 50% –Decreased campaign management costs by 80% –Increased number of sales-ready leads by 400% Breakeven, based on $30K investment was 3 months. http://www.businessesgrow.com/2010/06/20/a-fascinating-hardcore-b2b- social-media-success/ 51

52. Tactical. Practical. Strategic. Hubspot Background –Founded in 2006, MIT Students, Cambridge HQ –Provides all-in-one marketing software platform for business (generally small) that want to use social media –2 nd Fastest growing software company – 2011 – Inc. 500 (First year eligible) –Nearly 300 employees today –#1 Best Place to Work – BBJ 2009, 2010 –Raised $32M from Google Ventures in March 52

53. Tactical. Practical. Strategic. Hubspot Criticisms –Locked into their platform –Technically difficult to work with –Expensive Bottom Line –They recognized the shift in buyer behavior early on –The fully believe in in-bound marketing –For small businesses they are a solution 53

54. Tactical. Practical. Strategic. Wrap Up The buying dynamic has changed to where the buyer has the power. A seller can reach and influence the buyer through different social media channels…there is no “right” one or mix. The speed of change is increasing dramatically and will continue…being flexible and testing new things are requirements. 54

55. Tactical. Practical. Strategic. Fire Alarm Marketing Fire Alarm Marketing is a New England based consulting group that focuses on providing marketing and business development for business-to-business organizations ranging from startups to mid-size enterprises. 55

56. Tactical. Practical. Strategic. Fire Alarm Marketing Core Strengths are in: –Sales and Distribution Channels –Product/service requirement documents –Product/service launches –Revenue Generation programs –Off/Online marketing 56

57. Tactical. Practical. Strategic. The Social Medial Revolution – You Tube 57

58. Tactical. Practical. Strategic. ??? 58