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Gene Fay Twitter. com/genefay Facebook: Gene Fay Skype: Gene Fay Linked. IN: Gene Fay genefay@gmail. com Cell: (978) 807 -7871 October 3, 2012

What year was Wentworth Founded? � 1904 What year was Northeastern Founded? � 1898 2

Agenda � Introduction � 3 things that are important in life � Target Market � Social Media � Marketing metrics � General thoughts 11/3/2020 | 3

Three things that are important in life 1. 2. 3. Have fun Have passion Don’t lose your optimism - the world tries to beat that out of you everyday 11/3/2020 | 4

Gene Fay � Father to 3 wonderful daughters and a great wife � NU BS-92, NU High Tech MBA-05 11/3/2020 | 5

My path � Avid Technology –MA and TX � Avid Sport-MA � EMC- MA, OH, CA and MA � Great Grades Strategies and FVF Partners-MA � Network Intelligence-MA � EMC-MA � Vkernel-MA � Nine Technology-MA � Executive Consultant- MA 11/3/2020 | 6

Target Customer � How do you determine who they are? � Start with the 4 Ps � Do you do market research? ◦ Apple does none � Social media allows you to test like never before � Don’t confuse interest with sales ◦ Akiban 7

Do you build a Market? � You will need a lot of time � You will need a lot of money � You will usually need both, a lot of time and a lot of money 8

� What is social media? � What do you need to do first � It is all about the content � How do I use ◦ ◦ ◦ Blogs You. Tube Linked Facebook Twitter 11/3/2020 | 9

What industry does the best marketing? � Best = Raving Fans 11/3/2020 | 10

What industry does the best marketing? 11/3/2020 | 11

Is Social Media a Fad? � Cool Video 11/3/2020 | 13

What is Social Media �Word of mouth on steriods

Make your content: �Valuable �Easy �Prominent �Action-Oriented

Find places to distribute it • • Blog Podcast Videos Webinars Presentations e. Books News Release Apps

How is Nine Technology is using Social Media 11/3/2020 | 17

Never been a better time to start/market a company � Social media is leveling the playing field � Facebook, Twitter, Linked. In, bloggers, Foursquare…. 11/3/2020 | 18

Marketing is now about metrics 11/3/2020 | 19

More marketing metrics 11/3/2020 | 20

This is what employers are looking for �Digital Native �Analytical �Reach �Content Creator

General thoughts 11/3/2020 | 22

Small vs. Big Companies � Pros ◦ Freedom ◦ Creativity ◦ “You can change the world” ◦ Fun ◦ Small wins have big impact � Cons ◦ Huge hurdles to success ◦ Cash starved ◦ More bad days then good Small Companies � Pros ◦ ◦ ◦ Cash Resources Experience Process Predictable business model � Cons ◦ Bureaucracy ◦ Play it safe ◦ We have always done it this way Big Companies 11/3/2020 | 23

Life is not always up and to the right 11/3/2020 | 24

Two life lessons 1. 2. Don’t always do what is logical, do what you think is right Frame your box; don’t let others do that for you 11/3/2020 | 26

Three things that are important in life 1. 2. 3. Have fun Have passion Don’t lose your optimism - the world tries to beat that out of you everyday 11/3/2020 | 27

Thank you Gene Fay Twitter. com/genefay Facebook: Gene Fay Skype: Gene Fay Linked. In: Gene Fay Gene_fay@hotmail. com gfay@ninetechnology. com Cell: (978) 805 -0818 11/3/2020 | 28

FVF Methodology for Inside Sales and Social Media

Clients 30

Social Media Game Plan

Social Media Methodology 1. Pregame 2. Execute 3. Measure

Pregame Define goals and objectives of social media adoption. � Set up Twitter, Facebook accounts and join Linked. IN groups that pertain to defined market � Create 20 blog ideas ◦ Have 5 blogs ready to publish before launch � Create 10 video ideas ◦ Have 2 videos ready to publish before launch � Create 5 webinar ideas � If you just leap into the fray, you’ll get burnt out from information overload or establish poor habits quickly and the campaign will end badly. You have to have a strategy for moving into this area, and you have to be disciplined about staying with it, even when the stats aren’t going your way.

B 2 B Social Media Methodology � New Blogs: 1 -2 a week � New Videos: 1 a month � New Webinars: 1 a month � Twitter feed: 2+ times a day � Linked. IN update: 2 times a day � Linked. IN groups: 1 time a week � Facebook: 3 times a week � Youtube: 1 a month

Measure � The great thing about marketing today is it can and should be measured and metricdriven. � We have been successful with Google Analytics and Hubspot.

It all comes down to content � Social media is not about spamming your feature lists to any followers you gain. � Social media is about making your message entertaining, educational and valuable to the person who reads/watches it. ◦ Define industry problems and trends ◦ Make them laugh ◦ Don’t be afraid to get away from your products

Make your content: �Valuable �Easy �Prominent �Action-Oriented

Find places to distribute it • Company blog • Podcasting • Video Series • Webinars • e. Books • White Papers • Press Release • Apps

Some different content we created at Nine Technology 11/3/2020 | 39

Blogging Best Practices � Create compelling content ◦ Educate and or entertain � The title is as important as the blog � Find a voice ◦ Should sound like it was written by a person not a committee � Be consistent ◦ Once a week 11/3/2020 | 40

Blogging Best Practices (con’t) � Take risks � 250 -500 words is plenty � Use pictures ◦ Including a picture of the writer � Make you site social ◦ Add Share button to all content 11/3/2020 | 41

Marketing is now about metrics 11/3/2020 | 42

Marketing is now about metrics (con’t)

Point people Although social media needs to be a systemic and philosophical idea, consider finding someone who can manage content creation. This person should have some flexibility in asking for contributed content and being allowed to edit for style, length, and clarity. This person also needs to have an internet instinct.

Characteristics of the point person �Digital Native �Analytical �Reach �Content Creator

Conclusion � Implementing a process oriented sales and marketing approach will give you the best chance at success