Paul Gillin's presentation from the Sept. 22, 2010 meeting of the AAF West Michigan. Please feel free to download

1. 10 Secrets of Social Media Marketing Paul Gillin, Author The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer

2. Objectives Create awareness for new mainframe value proposition Increase mainframe awareness with college students Results >250,000 views of first episode Blog traffic increased 25x Analyst, press, blogger coverage

3. The Media in Collapse Average age of US daily newspaper reader: 57 Reduction in US newsroom staffs since 2001: 45% US Magazine Circulation Growth in NBC prime time audience, 2008: -14.3% Age of average network evening news viewer: 63

5. Impressions

6. Reach & Frequency

7. Retention

8. CPM

9. Recall

10. Share of Voice

11. Coverage

13. Upload 3 million photos

15. And upload 24 hours of video each minute

17. 300,000 new members sign up each day

18. 50,000 third-party applications ahve been developedGoogleSurvey of 105 Marketers, April, 2010

19. Influence Inversion

20. The New Media Landscape Marathon schedule http://bit.ly/waCMc I can't find my good black pants. Shared bread pudding w/ @skydiver at Mother's. My life is now complete. I'm at Palm Beach International Airport (PBI, West Palm Beach). http://4sq.com/4GeLz0 Best press photos of 2009 http://om.ly/fNhW How to Write a 1 Minute Video Marketing Script http://ow.ly/17xJE Comparing Top Chef Masters Restaurants #topchef http://is.gd/8q4hN How To Get Well Prepared For The Website Creation. http://bit.ly/aTitVC

21. 1: Small Is the New Big Secrets of Social Media Marketing

22. Just One Guy Estimated monthly traffic: 73,000 Google Indexed pages: 6,490 Alexis ranking: Top .12% Inbound links: 850,771 Del.icio.us bookmarks: 1,776 New York Times citations: 115 Computerworld citations: 146 InformationWeek citations: 89 Newsletter subscribers: 150,000

23. Where Would You Rather Stay? It’s now cheap and easy to consult peers for advice Things will never be the same again as a result

24. No One Has to Listen Anymore

25. 2: You Are the Media Secrets of Social Media Marketing

26. Be Useful – Or Invisible A Google Search for “Personal Computer” Gives You… Not a single computer dealer appears in the top 1,000 search results!

27. Thought Leadership

28. Link Love HubSpot Analysis of 1,500 Websites

30. Blogging for Business 73 blogs 17 bloggers 600% jump in leads Top quality “Get engineers talking to engineers and get everyone else out of the middle.” Rick Short, Marcom Director

31. 3: Be Helpful Secrets of Social Media Marketing

32. No Middleman Today, you can take your message directly to your constituents without relying upon media intermediaries And why would you not want to do that?

33. Share Everywhere: Clickable Gurus

34. Advise and Inform

35. 4: Tools Don’t Matter Secrets of Social Media Marketing

37. List Rentals

38. Create CoTweet Account

39. Increase PR Budget

40. Hire E-mail Marketing Firm

42. Initiate Monthly Webcasts

43. Sponsor Microsite on TechTarget

44. Build Targeted Twitter List (500)

45. Dedicated Monthly E-mail Blast

46. Promote To Trade Publications

47. List in Tech Directories

48. Increase Webcast/White Paper Reg’s by 60%

49. Increase Traffic to WP Landing Pages 120%

50. Increase 800-Number Calls by 80%Review and Revise

51. Mainstays of Social Media BtoB Magazine Survey of 387 Marketers, April, 2010

52. 5: Tools Are Easy; Execution Isn’t Secrets of Social Media Marketing

53. 6: Know the Power of 130 Secrets of Social Media Marketing

54. The Power of 130 The average Facebook member has 130 friends, who each receive notifications of their network’s Facebook activities

55. 7: Match Voice To Platform Secrets of Social Media Marketing

56. Customize the Message Hey, Bobby: Dear Robert: Duuuuude! @bob:

57. 8: Amplify Secrets of Social Media Marketing

58. Social Media Adoption by Year, All Platforms Survey of 105 Marketers, April, 2010

59. Spread the Message Corporate website Feed Aggregator Partner website Email Newsletter

61. Articles automatically posted to bookmarking sites, multiple Facebook fan pages

62. 10M quarterly impressions

63. 100-fold amplification of blog/Web content

64. CEO developing side business as automotive social media consultant“My inbox is overflowing every day with people who want speakers, partnerships, training and certifications.” -Jody DeVere, CEO

65. 9: Measure Secrets of Social Media Marketing

67. You send 50 tweets a month

68. This generates 1,000 visitors to your website

69. 2% of your website visitors become leads

70. 5% of your leads become customers

73. Thank you! Site: gillin.com Blog: paulgillin.com Twitter: pgillin Paul Gillin 508-656-0734 paul@gillin.com