March 17, 2010

Marketing 2.0Bridging the Gap Between Seller and Buyer

Through Social Media Marketing

Equipment Council MeetingBernie Borges

Marketing History Lesson

1950 to 2000

In a Transition

1990 to 2000 2000 to 2009

Marketing 1.0 vs. Marketing 2.0

Outbound Marketing Inbound Marketing

Buyers Don’t Have to Tolerate It

But…..

Some marketers don’t get it….

Marketing 2.0 in a Nutshell

Relationship BuildingContent Strategy

Mindset Shift

How Did We Get Here?

Farming 1.0

Farming 2.0

Telephone 1.0

Telephone 2.0

Computers 1.0

Computers 2.0

Customers Changed Too…

Consumers Don’t Tolerate Marketing 1.0http://www.youtube.com/watch?v=heSudg-tfIk

Consumer Trust is Down: Surprised?http://www.edelman.com/trust/2009/

B2B Marketing Budget Going More Digital

Stories Worth Telling

A B2B Marketing Success Story

B2B Marketing 2.0 Home Run

Humanizing a Technical Product

Indium White Papers by Subject

Indium White Papers by Author

Indium White Paper Download

Marketing 2.0 Results•From a static “brochureware” web presence to:

• thousands of dynamic, fresh, poignant, concise posts

• blog presence - From 0 blogs to 1 to 2 to 12 to 70 blogs!

• Twitter presence

• Facebook presence

• LinkedIn presence

• From anonymity to ubiquity

• From nobody to celebrity

• From spending tons of money the traditional way to spending tiny amounts of money

• From generating “typical” leads to very highly- (self-) qualified leads

Marketing 2.0 Results

RESULTS (2009):

SPENDING

Advertising magazines failing DOWN ~90%

Exhibitions shrinking, combining, cancelling DOWN ~64%

Literature shrinking demand DOWN ~75%

“You have to make sure what's on the dashboard is what the

executive wants to see, which is sales, leads, the leads that are

expected to close - and projected revenue.” Mike Moran

Marketing 2.0 Results

“You have to make sure what's on the

dashboard is what the executive wants to see, which is sales, leads,

the leads that are expected to close - and

projected revenue.”

Mike Moran

New Marketing: Ford Motor Co.

New Marketing: Ford Motor Co.

New Marketing: Ford Motor Co.

New Marketing: Ford Motor Co.

New Marketing: Ford Motor Co.

How do Marketers Make the Transition?

Marketing 2.0 Mindset

Think Like a Publisher

Focus on Relationships

Think Like a Publisher!

Think Content!– Blogs– Newsletters– White Papers– e-books– Podcasts– Videos– Photos– Presentations

The Three E’s

Create & Spread Your Content

Engage Influential People

http://www.slideshare.net/IN2marcom/feed-the-2009-razorfish-digital-brand-experience-report

http://www.slideshare.net/IN2marcom/feed-the-2009-razorfish-digital-brand-experience-report

Get Found on the Web

Getting Found is Broader Now

Getting Found is Broader Now

Getting Found is Broader Now

Getting Found is Broader Now

Getting Found is Broader Now

Getting Found: ConAir Group

Engaging Online in the Industry

Engaging Online in the Industry

Plastics News

Plastics News

Plastics Industry Blogs

Plastics Industry Video

Networking on LinkedIn

Networking on LinkedIn

Lead Generation on LinkedIn

Facebook Fan Page Marketing

Facebook Fan Page Marketing

Twitter Marketing

What Do You Want To Be Found For?

Become a LongTail Thinker

Become a LongTail Thinker

Branded Content

Branded Content

Branded Content

Branded Content: Will it Blend?

Over 6M Views

Sales Grew 700%

National Media Coverage

Cross Over Brand Pull

SEO Value

How Do You Measure Results?

Measuring Results

Measuring Results

Measuring Campaigns Results

Measuring Leads

Measuring Results

Content = Trust, Relationships, Profit

Marketing 2.0 Mindset

Wisdom of Crowds

What Do You Do Next?

Research

Listen

Engage

Become Content Thinkers

Be Human

Try Stuff

Measure

Don’t Ignore Marketing 2.0

Bernie Borges: CEO, Find and Convert

Email: bernie@findandconvert.com

Blog: http://www.findandconvert.com/blog/

Twitter: http://twitter.com/berniebay

LinkedIn: http://linkedin.com/in/bernieborges

Facebook Fan Page: http://companies.to/findandconvert

Book: http://budurl.com/marketing20amazon

Video Channel: http://www.youtube.com/user/bernbaybb

Image CreditsAll of the images below were captured from each company’s website. Each logo is copyrighted or trademarked by the respective company.

Source CreditsThe following people, companies and logos used in this presentation are the sole copyrighted property of their respective owners.

Brent Britton

Blendtec

Coca Cola

Ford Motor Company

HubSpot

Indium Corp.

Proctor & Gamble

Scott Monty

Tampax

Technorati