The Fusion Marketing Bible: Fuse Traditional Media, Social Media, & Digital Media to Maximize Marketing

Overview

Earn ten times marketing ROI—without spending a cent

The new method for combining all of today’s marketing tools into a powerful FUSE strategy

The Fusion Media Marketing Bible explains how to pinpoint the most effective elements of your existing marketing efforts and combine them with social media and digital marketing to turbo-charge your overall strategy. In no time, you’ll...

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Overview

Earn ten times marketing ROI—without spending a cent

The new method for combining all of today’s marketing tools into a powerful FUSE strategy

The Fusion Media Marketing Bible explains how to pinpoint the most effective elements of your existing marketing efforts and combine them with social media and digital marketing to turbo-charge your overall strategy. In no time, you’ll see dramatic increases in traffic and revenues.

Lon Safko is the founder of 14 companies and was awarded three patents for Three-Dimensional Internet Advertising.

Lon Safko is the bestselling author of The Social Media Bible and the founder of 14 successful companies, including Paper Models, Inc., which developed Three-Dimensional Internet Advertising and Virtual-Electronic-Retailing "V-E-Tailing" for business, promotions, and education, for which Lon holds three patents. Lon has been recognized for his creativity with prestigious awards, selected by the Smithsonian institution for their annual conference, and has been featured in Entrepreneur Magazine, PC Novice, Inc. Magazine, and Popular Science magazines. Lon is a professional speaker, wowing audiences in a hundred cities nationwide with his insights into innovation, creativity, and how to be a successful entrepreneur / intrapreneur in this global digital age. Lon also privately coaches Fortune 1,000 companies on harnessing innovative thinking and social media strategies to create higher productivity and profits.

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Editorial Reviews

Choice
“Social business/media offer the seminal leap forward by allowing businesses not only to have a two-way conversation with their customers and stakeholders, but also to utilize data generated through such conversations to make forward-facing marketing decisions based on predictive analytics of one form or another. Safko approaches this complex construct by building an elegantly simple model to use as a framework in this new marketing universe. He also presents concrete steps to implement a fusion marketing strategy. The text is admirably concise and easy to read with a minimum of jargon. Readers can use their cell phones to scan the copious QR codes to access videos and other resources that provide examples and cases that amplify the text. A fine introduction to this new age of marketing. Highly Recommended. Marketing collections at all levels.”
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Product Details

  • ISBN-13: 9780071801133
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 9/28/2012
  • Edition number: 1
  • Pages: 256
  • Sales rank: 363,010
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.70 (d)

Meet the Author

Lon Safko is the author of the bestselling book The Social Media Bible and the founder of 14 companies. He invented the “first computer to save a human life,” as coined by Steve Jobs at Apple, holds three patents for Three- Dimensional Internet Advertising, and has 18 inventions in the Smithsonian Institution in Washington, D.C.

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Read an Excerpt

THE FUSION MARKETING BIBLE

Fuse Traditional Media, Social Media, & Digital Media to Maximize Marketing


By LON SAFKO

The McGraw-Hill Companies, Inc.

Copyright © 2013The McGraw-Hill Companies
All rights reserved.
ISBN: 978-0-07-180114-0


Excerpt

CHAPTER 1

It's Not About the Tools, It's All About Strategy


Start with a Strategy

"I know half my advertising isn't working. I just don't know which half."

Lord Leverhulme, the founder of Lever Brothers (now Unilever)


The soundest strategy you can have is to start with a sound strategy. That may sound silly, but when it comes to social and digital media, most marketing people start with a tool, such as Facebook or Twitter, and try to build a strategy around that tool. Marketing isn't just about the tools, though. You wouldn't assemble your team and say, "We're going to build a strategy exclusively around print ads." You'd make print ads part of your overall strategy. In the same way, Fusion Marketing starts with the development of a successful, integrated, and interconnected strategy using tried-and-true traditional marketing and media, social media, and the latest in digital media.

Don't jump into social media without a plan. One Fortune 500 company I consulted with had more than 19 million friends, all chatting about its products. At first I was impressed, but once the initial excitement about the number wore off, I asked, "So how are you monetizing that?" The people present fell silent, looking like deer in the headlights. They were using a tool, but they didn't have a strategy. If you're not monetizing your friends, your tweets, your e-mail lists, and your blogs, then why are you using social media? Everything you do should be directly related to revenues. If it isn't, stop doing it!

Facebook, Twitter, blogging, and YouTube aren't strategies, they're tools. Having a large number of friends, followers, and readers is great exposure, but you have to do something with those eyes, ears, and credit cards.


Develop a Clear Conversion strategy

Develop a clear, individual, well-defined conversion strategy that will ultimately increase your revenue.

Increasing your likes on Facebook could be a specific conversion strategy. Increasing your followers on Twitter could be another strategy. Building your e-mail list could be another. Getting more conversation and comments on your blog might be one, too. But how do you convert this activity to revenue? That's your next strategy.

Here are some potential objectives and conversion strategies:

Increase my e-commerce.

Gather user-generated content.

Increase web traffic to a specific page.

Build loyalty and peer support.

Crowdsource innovation.

Drive attendance at events.

Build brand awareness.

Improve customer service.

Reduce tech support.

Increase e-mail subscriptions.

Increase telephone sales.

Liquidate inventory.

Here are some of my personal objectives and conversion strategies:

Drive book sales.

Raise sponsorship for PBS television special on social media.

Develop a radio campaign to promote the book.

Increase my number of speaking engagements.

Send direct mail to top 100 speakers' bureaus.

Raise awareness of the book in universities.

Develop free press coverage.

Increase my likes on Facebook.

Increase my activity on LinkedIn.

Drive attendance at my seminars.

Send e-mail blasts with free material.

Increase Twitter followers.

Some of these objectives are generic, while others are more specific. Some are so general as to be only starting points, while others involve better utilizing my tools. Let's look at how I developed my strategies over the past year, when I started with a goal as broad as "drive book sales."


Six Steps to a Successful Conversion Strategy

1. What is your specific objective? Of course your goal is to make money, but how? What segment(s) of your target market will you be focusing on? What specific products or services do you want these people to buy? What is your timetable for success?

2. What is your marketing landscape? The environment in which your business exists will influence your chances of success. Did you want to start a travel agency in 2004, when the Internet was sending most of them into bankruptcy? Not a good idea. Did you want to build spec houses in 2009? Also not the best idea. Do you want to provide health services to seniors in 2015? That's probably a great idea with a healthy economy and lots of retiring baby boomers.

There are seven categories of environmental influences that you must consider:

a. The economy and jobs. Are people spending, and on what? Which sectors are getting hot and which are not?

b. The competition and vendors. Can you get the supplies you need? How tough is the competition? Can you compete?

c. New technology. How can you use it or suffer from it?

d. Government regulations and politics. What new laws will affect your business?

e. The society. Are there social factors that will influence your business, such as confidence in the economy or demographic changes (for example, a growing Hispanic population, an aging population, fewer couples getting married, or later childbirth years)?

f. Health and the environment. Are there health and environmental trends that will affect your business, such as global warming, increased emphasis on sustainability and green awareness, and increased skin cancer and obesity?

g. Your customers. Who are the specific people in your niche? How are they doing? Whom are they buying from and why? How do they feel about your brand?


Each of these categories provides both risks and opportunities. You must analyze your company's strengths and weaknesses carefully in relation to each. Providing healthcare services may be a great idea, but unless you have the funds to create such a business, trying to do so could just bankrupt you. Do your strengths let you overcome the risks and take advantage of the opportunities? Do your weaknesses put you in mortal danger and preclude you from benefiting from the opportunities?

Take your time and do this analysis carefully. Think of it as a minefield. If you miss a mine now, it could blow up later, after you've committed a lot of money to your strategy.

3. What branding strategy will help you stand out from the competition in a positive way for the customers in your target market? To stand out, you must offer value that your competition doesn't, and that is important to your customers. Scope took market share from Listerine by emphasizing that it not only stopped bad breath but left your breath "kissably fresh," an important positive value that Listerine doesn't provide. Often the best strategies are the simplest. Look at your product or service through your customers' eyes: what logical and emotional benefits do they gain from using your product? Promise to sell them the satisfaction that they want, and use product features to prove that you can deliver. Scope promised breath so fresh that your loved one would want to kiss you. That is what people wanted to buy.

4. What tactics can you use to reach your target market with your message in a way that is affordable and effective? Maybe you plan to emphasize print ads, social media, newspaper stories (PR), and video. Each channel must be judged on how many target-market eyeballs it will deliver for the cost. The greater the anticipated ROI (return on investment), the better. If you run an Italian restaurant at one end of a large city like Phoenix, and you spend $30,000 for a newspaper ad in Section A,
(Continues...)


Excerpted from THE FUSION MARKETING BIBLE by LON SAFKO. Copyright © 2013 by The McGraw-Hill Companies. Excerpted by permission of The McGraw-Hill Companies, Inc..
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.

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Table of Contents

Foreword vii

Introduction xi

Acknowledgments xix

Part 1 Fusion Media Marketing

1 It's Not About the Tools, It's All About Strategy 3

2 The Evolution of Marketing: How We Got Here 15

3 Traditional Marketing Imaged: Everything at a Glance 23

4 Interconnection: Traditional Media Revelation 33

5 Social Media and Digital Marketing: Word of Mouth …at the Speed of Light 43

6 Digital Marketing Interconnection: A Digital Synergy 65

7 Traditional and Digital Integration: "Fusion Marketing" 77

8 What's Working: Traditional Media Cost of Customer Acquisition 87

9 Revealing the Trinity of Social Media: The Big Three 103

10 Fusion Media Marketing: The Best of Both Worlds 125

11 Strategy: Tactics, Toots, and Objectives-the Perfect Balance 135

12 Take It to the Limit: "Going Fractal" 153

13 Moving from 2D to 3D: Exponential Opportunities 169

Part 2 Critical Concepts

14 The Five Steps to Fusion Marketing Success 189

15 Conversion Strategy First: Tactics, Tools, and Microstrategies 207

16 The Psychology Behind the Technology: We 're All Drug Pushers 223

17 Understanding the Sales Funnel: Just Being There 231

18 Filling the Void: From One Come Many 245

Conclusion 255

Index 257

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