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Marketing, Social Media and Your Personal Branding
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In this presentation, given to marketing students at West Chester University, we talk about battle for customer attention that has emerged from the growth of the web, mobile and social innovations. Marketing has evolved from primarily promotion to a focus on meeting customer needs. Social media has evolved from a marketing discipline to a social business imperative that affects the entire business landscape. And personal brands will continue to become more important to satisfied and engaged employees who will deliver loyal customers for our organizations.
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Marketing, Social Media and Your Personal Branding
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Marketing, Social Media and Your Personal Brand Michael Brennerand Lindsey LaManna Marketing, SAP February, 2013
About SAPThe world’s leading provider of enterprise application software 232,000 Customers | 65,667Employees | $12 Billion Revenue Our Mission: Help Organizations Do What They Do...Better
Meet Connor Riley ”Cisco just offered me a job. Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work”
What is Marketing? • “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself… • ~Milan Kundera • … The aim of marketing is to make selling superfluous.” • ~ Peter F. Drucker • “Marketing is too important to be left to the marketing department.” ~ David Packard
Marketing is Hard! Your Marketing Sucks • Consumers are bombarded with 2,000 – 5,000 marketing messages per day • Two-thirds of Americans have joined the U.S. “Do Not Call” list • 86% of people skip television ads • 44% of direct mail is never opened • 99.9% of banner ads do not receive clicks • 90% of emails are never opened and 99.5% don’t produce even a single click @BrennerMichael
Social Media Social Business Social isn’t just a new way of Marketing… It’s a new way of Doing Business It’s a new way of Working Social Business: Where Customers and Employees Are Equally Important To The Business as Profits
YOU are the Future of Marketing • Skills Needed Today: • Digital Native • Analytics and Data • Content Creation Mindset • Social Engagement • Strong Personal Brand
What’s Your Klout Score? Online influence: the ability of an individual or brand to move content through a network. Klout is one tool designed to measure online influence. (Others are Kred, PeerIndex).
Content used to be easy . . . Today, YOU are the news! 50 years ago, Gallup released research that said delivering news is the most effective way to attract people to your business…
Why am I active in social? • Google = Your Brand • Therapy • The Journey What is personal branding?” Those characteristics that make you unique and how you communicate that to the world. The objective of personal branding is professional success and is directly linked to the success of the company we serve. ~ Dan Schawbel
Tips for personal branding success • Define audience and set objectives • Why are you talking? • Who are you talking to? • What’s in it for them / you? • Build it in to every day • Scan, filter, read, connect, write, respond • Social media success = minutes per day • Have a goal: 2 blogs per week Tues / Thursday • Build relationships of mutual benefit • Social “gifts:” Retweet me, I might ReTweet you! • The new content rules • If it isn’t a keyword, no one cares • Titles matter • Bullets help • Tell stories: Hero, a quest, a journey, an obstacle and a resolution
Thank You! Email:michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.comSocial News Site:Business2Community.com Business Innovation from SAP: http://blogs.sap.com/innovation/ Twitter: @brennermichael