mhca annual meeting presentation

Prepared for:Prepared for:

Four Four Marketing Marketing Pillars that Pillars that Matter MostMatter Most

Image: www.treklens.com

Challenges You Face TodayChallenges You Face Today

?????

New Definition of MarketingNew Definition of Marketing

WHAT IS WHAT IS SOCIAL SOCIAL MEDIA MEDIA AND WHY AND WHY YOU YOU SHOULD SHOULD CARECARE

#1 Strategy #1 Strategy Before TacticsBefore Tactics

Demographics | Geographics | Behavioral | Psychographics

Describe Your Target AudiencesDescribe Your Target Audiences

Find your coreFind your coretalk-able differencetalk-able difference

The Three Parts of the BrainThe Three Parts of the Brain

Image: www.sharpbrains.com

New Brain

Middle Brain

Old or Reptilian Brain

Six Stimuli of the Old BrainSix Stimuli of the Old Brain

Image: www.salesbrain.com

#2 Educate and inform. #2 Educate and inform. Don’t sell. Don’t sell.

Image: www.marketfin.com

#3 Build a #3 Build a Referral Referral SystemSystem

• Become more referable

• Target your sources

• Educate your sources

• Motivate your sources

• Follow up with all

Your Referral SystemYour Referral System

Digital interactivity is now at the center of marketing

#4 Harness #4 Harness the Internetthe Internet

OUTBOUND VS. INBOUND MARKETINGOUTBOUND VS. INBOUND MARKETING

* Telemarketing * Tradeshows* Direct mail * Email blasts* Print ads * TV/radio ads

* SEO * Landing pages* Blogging * PPC* Content * Buzz

“… the Internet has turned what used to be a controlled, one-way message into

A real-time dialogue with millions.

DANIELLE SACKSTHE FUTURE OF ADVERTISINGFAST COMPANY, NOVEMBER 17, 2010

Before Google Before Google (10+ years ago)

Before Before Social Media Social Media (2 to 10 years ago)

The Age ofThe Age ofSocial Media Social Media (today and future)

4 Cs of 4 Cs of

Social Media MarketingSocial Media Marketing

Content + Context + Connection + CommunityContent + Context + Connection + Community

79% of adult Americans use the Internet.

SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010

78% of Internet users conduct product research online.

.

SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010

9 out of 10Internet usersvisited a socialnetworking site each month in 2010

83% of Millenials

have joined a social network

SOURCE: Pew Internet Generations 2010 report

YouTube is the 2nd largest search engine in the world

Facebook Facebook added over added over 200 million 200 million users in less users in less than a yearthan a year

Years to reach 50 million users...

IF FACEBOOK WERE A COUNTRY, IT WOULD BE THE 3rd MOST POPULATED IN THE WORLD

1 out of every 8 minutes online is spent on Facebook

40% of Facebook’s user base is age 35+

Social Media Advertising

Ninety percent of consumers trust recommendations of people they know, while 70 percent trust consumer opinions posted online

Nielsen Global Online Consumer Survey, 2009

Social Media is word of mouth on steroids

Do you like what Do you like what they are saying they are saying about your about your brand?brand?

OLD WAY = PRESS RELEASESOLD WAY = PRESS RELEASES• MMainly for media/press• Media coverage or bust

Image: www.raymond-weil.com/.../Press-Releases.html

NEW WAY = NEWS RELEASESNEW WAY = NEWS RELEASES• For everyone (your Ideal Client)For everyone (your Ideal Client)• SEO toolSEO tool• Maybe get media coverageMaybe get media coverage

75% OF SEO 75% OF SEO IS OFF PAGE IS OFF PAGE AND INVISIBLEAND INVISIBLE

Recommendations from FriendsRecommendations from Friends

1. “I know Patrick Giammarco”

2. “Patrick Giammarco is a marketing expert”

3. You trust the person saying this

Links Are Like Online RecommendationsLinks Are Like Online Recommendations

1. A link: www.pwgmarketing.com

2. Anchor text: small business marketing coach

3. Link is from a trusted website

News Release Goals:News Release Goals:

1. Build inbound links to increase search rank

2. Increase “find-ability”

3. Get press coverage

SOCIAL MEDIA SOCIAL MEDIA NEWS RELEASESNEWS RELEASES

ContentContent

1. Your existing content is likely good

2. Don’t only do “Our company just did X”

3. Ideas:• Industry trends• Survey data• Case studies

Style ChangesStyle Changes

1. Names• “Patrick Giammarco” every time, not just 1st time

2. Abbreviations• “Search Engine Optimization” vs. “SEO”

KeywordsKeywords

1. Use keyword tool

2. Pick 1 or 2 to focus on per release• Best keywords: long term and boilerplate• Long tail: couple press releases

3. Use in title

4. Use in text

5. Use as anchor text

BoilerplateBoilerplateInclude links and keywords

Frequency and TimingFrequency and Timing

The game has changed.Play differently.

Publish a news release if you have content!

ResourcesResources

Web sites– http://www.webinknow.com– http://www.hubspot.com– http://pressrelease.grader.com– http://www.pr-squared.com/downloads/smprtemplate.pdf

• Books– New Rules of PR and Marketing, Meerman Scott– Inbound Marketing, Halligan and Shah

Four Four Marketing Marketing Pillars that Pillars that Matter MostMatter Most

Image: www.treklens.com

1. Strategy Before Tactics2. Educate and Inform;

Don’t Sell3. Build a Referral System4. Harness the Internet

What Do You Think?

Thank Thank YouYouPatrick W. Giammarco

www.pwgmarketing.com

Email:patrick@pwgmarketing.com

Twitter:twitter.com/pwgiammarco

LinkedIn:linkedin.com/in/patrickgiammarco