Transcript
Copyright © - Lon Safko
LonSafko.com
“I know half my advertising isn‘t working...
I just don’t know which half”...
Lord Leverhulme, the founder of Level Brothers... Unilever
Marketing Effectiveness
Copyright © - Lon Safko
LonSafko.com
• If you’re calling yourself a “social media expert”...
• You’re announcing to the world that you’ve been left behind.”
• How many companies now have vice presidents of social media...
• How many companies have vice presidents of “billboards”?
Social Media Marketing
Copyright © - Lon Safko
LonSafko.com
TRADITIONAL MARKETING REVENUE!P
rin
t A
ds
Trade Shows
Bro
chur
es
Direct M
ail
Telephone
Cat
alo
g
Customer ServiceProduct Packaging
Response Cards
Warran
ty
Trade Journals
Tele
visi
onRadio
Eve
nts
SpecialtyBusiness Cards
Door Hangers
BiIlboards
PresentationsC
ou
po
ns
TRADITIONALMARKETING
TRADITIONALMARKETING
Traditional Marketing
Copyright © - Lon Safko
LonSafko.com
TRADITIONAL MARKETING REVENUE!P
rin
t A
ds
Trade Shows
Bro
chur
es
Direct M
ail
Telephone
Cat
alo
g
Customer ServiceProduct Packaging
Response Cards
Warran
ty
Trade Journals
Tele
visi
onRadio
Eve
nts
SpecialtyBusiness Cards
Door Hangers
BiIlboards
PresentationsC
ou
po
ns
TRADITIONALMARKETING
TRADITIONALMARKETING
Interconnection!
Traditional Marketing
Copyright © - Lon Safko
LonSafko.com
Social Networks
Pu
blis
hin
g
Blo
g
Microblogging
Wik
iEm
ail
Forum
Web Pages
SEOSEM
Podcast
Photo S
harin
g
Vlo
gsVideo Sharing
Livecasting
Mo
bile
Gaming
Virtual W
orlds
RS
S
SOCIALMEDIA
SOCIALMEDIA
Interpersonal
Word Of Mouth...At The Speed Of
Light!
Digital / Social Media Marketing
Second Life
SOCIAL MEDIA MARKETING REVENUE!
Copyright © - Lon Safko
LonSafko.com
Social Networks
Pu
blis
hin
g
Blo
g
Microblogging
Wik
iEm
ail
Forum
Web Pages
SEOSEM
Podcast
Photo S
harin
g
Vlo
gsVideo Sharing
Livecasting
Mo
bile
Gaming
Virtual W
orlds
RS
S
SOCIALMEDIA
SOCIALMEDIA
Interpersonal
Word Of Mouth...At The Speed Of
Light!
Interconnection!
Digital / Social Media Marketing
Second Life
SOCIAL MEDIA MARKETING REVENUE!
Copyright © - Lon Safko
LonSafko.com
Coupons
TraDigitalMarketin
g
Events
INTEGRATETRADITIONAL,
DIGITAL, & SOCIAL MEDIA MARKETING
Cat
alo
g
Pri
nt
Ad
s
Trad
e Sh
ows
Bro
chur
es
Direct M
ail
Telephone
Customer ServiceProduct Packaging
Response Cards
Warranty
Trade Journals
Tele
visi
on Rad
ioS
pec
ialt
y
Business Cards
Door Hangers
BiIlboards
Presentations
Social Networks
Pub
lishi
ng
Blo
g
Microblogging
Wik
i
Forum
Web Pages
SEO
SE
M
Podcast
Photo S
harin
g
Vlo
gs
Video Sharing
Livecasting
Mob
ile
Gam
ing
Virtual W
orlds
RS
S
Interpersonal
TraDigital Marketing
Copyright © - Lon Safko
LonSafko.com
TraDigitalMarketin
g
Events
INTEGRATETRADITIONAL,
DIGITAL, & SOCIAL MEDIA MARKETING
Cat
alo
g
Pri
nt
Ad
s
Trad
e Sh
ows
Bro
chur
es
Direct M
ail
Telephone
Customer ServiceProduct Packaging
Response Cards
Warranty
Trade Journals
Tele
visi
on Rad
ioS
pec
ialt
y
Business Cards
Door Hangers
BiIlboards
Presentations
Coupons
Social Networks
Pub
lishi
ng
Blo
g
Microblogging
Wik
i
Forum
Web Pages
SEO
SE
M
Podcast
Photo S
harin
g
Vlo
gs
Video Sharing
Livecasting
Mob
ile
Gam
ing
Virtual W
orlds
RS
S
Interpersonal
40 factorial = 8.15915283 × 1047!
Interconnection!
TraDigital Marketing
815,915,283,000,000,000,000,000,000,000,000,000,000,000,000,000815,915,283,000,000,000,000,000,000,000,000,000,000,000,000,000
Copyright © - Lon Safko
LonSafko.com
Pri
nt
Ad
s
Trade Shows
Bro
chur
es
Direct M
ail
Telephone
Cat
alog
Customer ServiceProduct Packaging
Response Cards
Warranty
Trade Journals
Televisio
n
Radio
Eve
nts
Sp
ecia
lty
Business Cards
Door Hangers
BiIlboards
PresentationsC
ou
po
ns
TRADITIONALMARKETING
TRADITIONALMARKETING
Cost Of CustomerAcquisition
$ROI
$
Prioritizing Traditional Marketing
Copyright © - Lon Safko
LonSafko.com
Bro
chur
es
Telephone
Cat
alog
Customer ServiceProduct Packaging
Warranty
Trade Journals
Eve
ntsBusiness Cards
PresentationsC
ou
po
ns
TRADITIONALMARKETING
TRADITIONALMARKETING
Cost Of CustomerAcquisition
Prioritize!
$ROI
$
Prioritizing Traditional Marketing
Copyright © - Lon Safko
LonSafko.com Fusion Marketing
FUSIONMARKETING
FUSIONMARKETING
Cat
alog
Bro
chur
es
Telephone
Customer Service
Product
Pac
kagin
g
Warranty
Trade Journals
Business Cards
Presentations
Co
up
on
s
Social Networks
Blo
gg
ing
Microblogging
Eve
nts
INTEGRATEDTRADITIONAL,
DIGITAL, & SOCIAL MEDIA MARKETING
PRIORITIZED!
Copyright © - Lon Safko
LonSafko.com Fusion Marketing
FUSIONMARKETING
FUSIONMARKETING
Cat
alog
Bro
chur
es
Telephone
Customer Service
Product
Pac
kagin
g
Warranty
Trade Journals
Business Cards
Presentations
Co
up
on
s
Social Networks
Blo
gg
ing
Microblogging
Eve
nts
INTEGRATEDTRADITIONAL,
DIGITAL, & SOCIAL MEDIA MARKETING
PRIORITIZED!
Copyright © - Lon Safko
LonSafko.com Fractal ImageFractal Image
Benoit B. Mandelbrot
A fractal is an object or quantity that displays self-similarity, in a somewhat technical sense, on all scales.
Copyright © - Lon Safko
LonSafko.com
SOCIALNETWORKS
SOCIALNETWORKS
PlaxoPlaxo
eCad
emy
eCad
emy
NingNing
BranchOut
BranchOut
Beb
oB
eboG
+G
+
TwitterTwitter
ClassmatesClassmates
MyS
pace
MyS
pace
Second Life
Second Life
Fac
eBo
ok
Fac
eBo
ok
Friendster
Friendster
Tagg
ed
Tagg
ed
Social NetworksSocial Networks
Fractal - Fusion MarketingFractal - Fusion Marketing
Copyright © - Lon Safko
LonSafko.com
SOCIALNETWORKS
SOCIALNETWORKS
PlaxoPlaxo
eCad
emy
eCad
emy
NingNing
BranchOut
BranchOut
Beb
oB
eboG
+G
+
TwitterTwitter
ClassmatesClassmates
MyS
pace
MyS
pace
Second Life
Second Life
Fac
eBo
ok
Fac
eBo
ok
Friendster
Friendster
Tagg
ed
Tagg
ed
Social NetworksSocial Networks
Fractal - Fusion MarketingFractal - Fusion Marketing
GO FRACTAL!
GO FRACTAL!
Copyright © - Lon Safko
LonSafko.com
FacebookFacebook
Go Fractal Again!
Leverage Friends of Connections
SmartMessage
Page Into Thriv
ing
Community
Like On Your Website
Lin
kedIn
Pro
file
So
cia
l RS
S
Page Lead Generator
Give Fans Fun Reasons to Connect
Slideshare
IEn
do
rse
Face
book
Ads
Te
lep
ho
ne
Video to Gain Fans
Intr
oduc
tions
Fractal - Fusion Marketing
Copyright © - Lon Safko
LonSafko.com
CustomerService
CustomerService
Go FractalAgain!
New Business From Old Clients
Warranties and Guarantees
Getting Customers To
Spread The Word
Bui
ld C
usto
mer
Loya
lty
Key
Cu
stom
ersVig
ilan
t H
irin
g
Educate & Train Your Staff
Provide True Customer Service
Track Customer
Complaints
Bu
ild T
he B
on
d
Customer Is Always
Right
Be
Ho
ne
st
Emphasize Q
uality
ControlR
ewar
d
Em
ploy
ees
CustomerService
Fractal - Fusion Marketing
Copyright © - Lon Safko
LonSafko.com
BESTPRACTICES
BESTPRACTICES
Social RSS
IEnd
orse
Getting Customers To
Spread The Word
Build C
ustomer L
oyalty
Key C
usto
mers
Sm
art
Me
ss
ag
e
Slideshare
Provide True Customer Service
Track Customer
Complaints
Pag
e Lead
Gen
erator
Like On Your Website
Be
Ho
ne
st
Facebook AdsRew
ard
Em
ploy
ees
Combined Fractal - Fusion Marketing
Facebook &Customer
Service
Copyright © - Lon Safko
LonSafko.com
BESTPRACTICES
BESTPRACTICES
Social RSS
IEnd
orse
Getting Customers To
Spread The Word
Build C
ustomer L
oyalty
Key C
usto
mers
Sm
art
Me
ssa
ge
Slideshare
Provide True Customer Service
Track Customer
Complaints
Pag
e Lead
Gen
erator
Like On Your Website
Be
Ho
ne
st
Facebook AdsRew
ard
Em
ploy
ees
Go FractalOne More Time!
Combined Fractal - Fusion Marketing
Interconnection!
Facebook &Customer
Service
Copyright © - Lon Safko
LonSafko.com Strategy DevelopmentStrategy = Objective +
Create 3, 4 or 5
Sound Objectives
Increase Email List
Drive More Attendance To
Presentations
Perform More Webinars
Perform More International
Presentations
Drive More Traffic To
eCommerce Site
Objectives
Goal = An Arbitrary Number To Set A Benchmark
Copyright © - Lon Safko
LonSafko.com
SEO
Social Networks
Blo
g
Microblogging
Emai
l
Web
Pag
es
SEM
Podcast
Photo S
harin
gVideo Sharin
g
Mo
bile
Pri
nt
Ad
s
Bro
chur
es
Telephone
Cat
alo
g
Customer Service
Trade Journals
Business Cards
PresentationsC
ou
po
ns
Strategy DevelopmentStrategy = Objective + Tools +
Tools
Create 3, 4 or 5
Sound Objectives
Increase Email List
Drive More Attendance To
Presentations
Perform More Webinars
Perform More International
Presentations
Drive More Traffic To
eCommerce Site
Objectives
Goal = An Arbitrary Number To Set A Benchmark
Copyright © - Lon Safko
LonSafko.com
SEO
Social Networks
Blo
g
Microblogging
Emai
l
Web
Pag
es
SEM
Podcast
Photo S
harin
gVideo Sharin
g
Mo
bile
Pri
nt
Ad
s
Bro
chur
es
Telephone
Cat
alo
g
Customer Service
Trade Journals
Business Cards
PresentationsC
ou
po
ns
Strategy DevelopmentStrategy = Objective + Tools + Tactics
Tactics
Tools
Create 3, 4 or 5
Sound Objectives
Increase Email List
Drive More Attendance To
Presentations
Perform More Webinars
Perform More International
Presentations
Drive More Traffic To
eCommerce Site
Objectives
One by one develop your tactics
All of this equals your Strategy
Goal = An Arbitrary Number To Set A Benchmark
Copyright © - Lon Safko
LonSafko.com
“The Social Media Bible”, which hit #1 on Amazon!
“The Fusion Marketing Bible”, which hit #3 on Amazon and is Patent Pending!
“The Social Media Bible”
“The Fusion Marketing Bible”
LonSafko.com
Resources
To Get These Slides, Go To:
www.LonSafko.com
Select “Get Access” On The Top Right.
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