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Jason Falls's slides from the St. Matthews Area Chamber of Commerce presentation on July 17, 2012.
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Social Media MarketingStrategy
St. Matthews Area Chamber of CommerceThink Tank Series
Presented by Social Media ExplorerJuly 17, 2012
The old approach doesn’t work here
Understand the audience
▪ Purposefully avoid pitching
▪ Illustrate your expertise, not your catalog
▪ Over share that of others
▪ Offer to help “if you’re interested”
▪Make the conversation about them, not you
▪ Support your buying channels
▪ Be confident you offer value, not just product
How do we market to them?
If you behave that way ...
... you’ll earn the right to ask
Think Strategically
▪ Enhance Branding & Awareness
▪ Protect Your Reputation
▪ Build Community
▪ Enhance Customer Service
▪ Facilitate Research & Development
▪ Drive Sales or Leads
What Social Media Can Do
▪ Enhance Branding & Awareness
▪ Protect Your Reputation
▪ Build Community
▪ Enhance Customer Service
▪ Facilitate Research & Development
▪ Drive Sales or Leads
What Social Media Can Do
▪ Enhance Branding & Awareness
▪ Protect Your Reputation
▪ Build Community
▪ Enhance Customer Service
▪ Facilitate Research & Development
▪ Drive Sales or Leads
What Social Media Can Do
▪ Enhance Branding & Awareness
▪ Protect Your Reputation
▪ Build Community
▪ Enhance Customer Service
▪ Facilitate Research & Development
▪ Drive Sales or Leads
What Social Media Can Do
▪ Enhance Branding & Awareness
▪ Protect Your Reputation
▪ Build Community
▪ Enhance Customer Service
▪ Facilitate Research & Development
▪ Drive Sales or Leads
What Social Media Can Do
▪ Enhance Branding & Awareness
▪ Protect Your Reputation
▪ Build Community
▪ Enhance Customer Service
▪ Facilitate Research & Development
▪ Drive Sales or Leads
What Social Media Can Do
▪ Enhance Branding & Awareness
▪ Protect Your Reputation
▪ Build Community
▪ Enhance Customer Service
▪ Facilitate Research & Development
▪ Drive Sales or Leads
What Social Media Can Do
▪ Enhance Branding & Awareness
▪ Protect Your Reputation
▪ Build Community
▪ Enhance Customer Service
▪ Facilitate Research & Development
▪ Drive Sales or Leads
What do you want Social Media to do?
What do you want Social Media to do?
What do they want it to do?
Sales Revenue Cost
Think About Their Entry Point
= Passive, Non-Committal
= IntentionalPre-Disposed to Buy
Think About Their Mindset
= People I Know
= People I Don’t Know
= People I Work With
= People Near Me
= Weird People
Why Are They There?
= See grandkids
= Follow news/celebrity
= Secretly job search
= Who the hell knows?
= Watch Weird People
The New Marketing Funnel
▪ Enhance Branding & Awareness
▪ Protect Your Reputation
▪ Build Community
▪ Enhance Customer Service
▪ Facilitate Research & Development
▪ Drive Sales or Leads
What About ROI?
What do I get in return?
Customer Sa,sfac,on Scores
Higher Search Engine Results
New Product Ideas
Lower Cost-‐Per Lead
Lower Call Center Costs
More Online Media Coverage
More Subscribers
Faster Response Times
Faster Response TimesWebsite Traffic
Higher Reten,on Rate
Increased Posi,ve Men,ons
What can it do?
What do I want it to do?
How will we measure success?
You need:
▪Goal or Goals
▪Objectives
▪Strategies
▪Tactics
Planning to measure
What the purists say ...Social Media Explorer
✦ Strategy, Execution & Measurement
✦ ConversationReport.com
✦ GoToExplore.co
✦ Learning Community
socialmediaexplorer.com
@JasonFallsDamn Handsome
What the purists say ...Exploring Social Media
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✦ Experts & practicioners on-call
✦ Ask any question, any time
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