I have the opportunity to present at the ICED (International Center for Entrepreneurial Development) Executive Conference in June. The attendees are owners of ICED’s print, pack and ship brands. I was invited to speak on social media. In all honesty, the majority of the attendees are not only unfamiliar with the use of social media for their business but most likely believe it’s just a fad. I have a big job ahead of me to introduce, educate and encourage the use of social media!
The group understands the value of outbound marketing. For years they have used print ads, trade shows, telemarketing and direct mail campaigns in their business practices. It was suggested by Kathy Muller, Director Sales & Training Development to start by calling my session “Inbound Marketing.”
Hubspot has an excellent report on Inbound Marketing found on this link. I plan to share the report and present compelling reasons why the audience should move aggressively in the direction of inbound marketing. I will need to address the challenges and be prepared to answer the obvious question that will be asked, “What is the ROI?”
To generate interest in my session and introduce the concept of Inbound Marketing I started with a promotional video to introduce myself and brief description of my session found here. I have prepared a 35 page Inbound Marketing Resource Guide that they can take home after the session to ensure they can begin their inbound marketing day one! Part of my presentation will include drawings. I want the audience to go home with as many tools and resources necessary to implement inbound marketing and why.
Trust Agents, The Mirror Test, Twitter Marketing, When Growth Stalls
I will follow the keynote speaker which can be a tough spot. This time I will view it as a positive! Jeff Hayzlett, former CMO Kodak and author of The Mirror Test will open the conference. I am very excited to meet him and hear his presentation. Jeff Hayzlett is a celebrity CMO according to Forbes.com! He is an outspoken, gregarious business leader that uses inbound marketing (social media) to grow business! He knows how to use emotional technology to connect with customers. I have joined his Facebook page, follow his tweets and already feel connected to Jeff.
How lucky am I that Jeff will open the conference and warm the audience to my presentation on Inbound Marketing?
Do you flip?
I just finished reading John C. Maxwell‘s book “Everyone Communicates Few Connect.” The book was suggested to me by friend, BJ Emerson as we prepare to connect with our audience of Social Geek Radio. Maxwell outlines that we shouldn’t just talk we should connect. He provides basic principles if you want to connect one-on-one, with an audience or in a group setting.
One of my favorite chapters is – Connecting Goes Beyond Words. Here is a blurb from the book describing how a breakdown would occur:
- Something I know but do not feel, my communication is dispassionate.
- Something I know but do not do, my communication is theoretical.
- Something I feel but do not do, my communication is hypocritical.
After finishing the book I started thinking about how I communicate and connect with friends, family and franchisees. Since we live in a visual age spending countless hours looking at YouTube, Facebook, Twitter, reading email I realized that I often communicate making it a visual experience. I love posting YouTube videos on Facebook wishing someone a Happy Birthday. I send video messages to franchisees who are not feeling well or just need to know I’m thinking of them. I communicate where I am via foursquare and post videos of my experiences on Facebook using my flip camera. I promote and connect with my tweets. Believe it or not I also use an old school tool and actually telephone (via cell phone of course) just to say hello for no reason at all.
It’s no surprise that I like to communicate but my goal is to actually connect using the tools provided by social media!