1. Can you support all activity on one website?
1.1. Not if different audiences require different conversation
1.1.1. You'd possibly speak to trade about different subjects to customers
1.1.2. Do you need a site for Social Networking, Separate Blog
1.2. Networking is selling yourself, not the product
2. Networking
2.1. You're looking for them
2.1.1. You can find them
2.1.1.1. By role
2.1.1.2. By company
2.1.1.3. By industry
2.1.1.4. Locally
2.2. Relationship based
2.2.1. often selling within an industry
2.2.1.1. Vertical Markets
2.2.1.2. Freelancing
2.2.1.2.1. Selling Yourself
2.2.2. Referral Partner Model
2.2.2.1. added value working together
2.2.2.2. complementary services
2.2.2.3. same prospects
2.2.2.4. Friends of friends
2.2.3. Channel Partner Model
2.2.3.1. added value working together
2.2.3.2. complementary services
2.2.3.3. same prospects
2.3. Communication Tools
2.3.1. Social Networking
2.3.1.1. You can find them, (via email) and connect
2.3.1.2. You would normally connect as a person
2.3.1.2.1. Linked In Groups
2.3.1.2.2. Google Plus
2.3.1.2.3. Twitter
2.3.1.3. You can't easily outsource this inside or outside the company
2.3.1.3.1. Continual Manual Process
2.3.2. Email
2.3.2.1. Use Email to discover profiles and connect
2.3.3. Personal Networking
2.3.3.1. Time out at meetings
2.3.4. Blogs
2.3.4.1. People in the same industry more interested in blogs
2.3.4.1.1. blogs are free samples of knowledge
2.3.4.1.2. Conversations, talking shop
2.4. Goals
2.4.1. To build authority
2.4.1.1. To demonstrate value through expertise
2.4.1.2. The person networking needs to have domain expertise
2.4.1.2.1. You're talking with educated people
2.4.2. Build relationships
2.4.2.1. Keep in the eyeline
2.4.2.2. Join in with people's conversations, help
2.4.3. Reciprocal Value
3. Search Marketing
3.1. New Business
3.1.1. sales conversations
3.2. They're looking for you, just at the right time
3.2.1. Or your product or service
3.3. Often Horizontal Market
3.3.1. Broad interest from different 'types' of people
3.3.2. You don't know who, or where they are
3.3.2.1. But you can segment by location
3.3.3. They don't know you
3.3.4. Keywords are often broad
3.3.4.1. What Percentage of (keyword) market is addressed?
3.3.4.2. Which means the offer may need to be broad too - small, medium and large, gold silver and bronze
3.4. Often works when need is infrequent
3.4.1. Less likely to maintain 'relationship' over time
3.5. Communication Tools
3.5.1. Search Engines
3.5.1.1. Automatically keep sending people
3.5.2. Website
3.5.3. Remarketing
3.5.3.1. The modern form of data capture
3.5.4. Blogs
3.5.4.1. Blogs help if they contribute to the goals
3.5.5. Phone
3.5.5.1. Call Handling Crucial
3.5.6. Google Plus
3.5.6.1. Local Directory
3.6. Goals
3.6.1. To help visitors choose
3.6.2. To persuade to act
4. Customer Relations
4.1. Existing Customers and Prospects
4.1.1. Extending the lifetime value
4.2. Relationship based
4.2.1. Referral Model
4.2.1.1. reviews, case studies
4.2.1.2. friends of friends
4.3. Communication Tools
4.3.1. Social
4.3.1.1. You can connect with them
4.3.1.2. You might connect as a company, or page, and or personally
4.3.1.3. Needs domain expertise to have valuable conversations
4.3.2. Email
4.3.2.1. Newsletters, Promotions
4.3.2.1.1. Permission based
4.3.2.1.2. Pointed at the web
4.3.3. CRM
4.3.4. Blogs
4.3.4.1. Existing customers and Prospects not as interested in blogs
4.3.4.1.1. Arguable, if it is feeding Social Activity
4.4. Goals
4.4.1. To demonstrate expertise
4.4.2. To rekindle conversation
4.4.3. To add value
4.4.3.1. Help them