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Creating a Successful Social Media Campaign 101+ John Foley, Jr., Grow Socially, Inc.

Dscoop creating a successful social media campaign 101+

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John Foley, Jr presents How to grow your business using Social Media. Presented at DScoop 2011. Starting with plan, target audience, engaging websites, nurturing, measuring and best practices.

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Page 1: Dscoop creating a successful social media campaign 101+

Creating a Successful Social Media Campaign 101+

John Foley, Jr., Grow Socially, Inc.

Page 2: Dscoop creating a successful social media campaign 101+

John Foley, Jr.@johnfoleyjr• One of the 50 most

influential people in Sales Lead Management by Sales Lead Management Association in 2010

• Ranked #15 Top CMO on Twitter in 2010

• Inducted into NAPL’s Soderstrom Society in 2010

• Book titled: “Business Transformation – A New Path to Profit for the Printing Industry” Release Date March 2011

• 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category

Page 3: Dscoop creating a successful social media campaign 101+

Overview• Social Media Marketing Plan• Effectively use social media• Identify the right audience • Start the conversation• Get business results• Tools & techniques for

implementing effective social media campaigns

• Measuring effectiveness

JOHN FOLEY, Jr., GROW SOCIALLY, INC.

Page 4: Dscoop creating a successful social media campaign 101+

MARKETING PLANIt all starts with a plan

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Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in Excel

Mail -Monthly Newsletter

Marketing Calendar

Page 6: Dscoop creating a successful social media campaign 101+

Improve Marketing with Social Media

• Improve sharing by – Adding bookmark links

• Teach conversational-marketing and business-relationship-building techniques on your blog

• http://ilnk.me/50ways @chrisbrogan

Page 7: Dscoop creating a successful social media campaign 101+

What is an Effective Social Media Strategy ?• Online/Social Media Marketing Plan• Website• Search Engine Optimization

Online Marketing Plan

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Social Media Marketing Plan

• Describe Business and Its Goals

• Know Your Audience• The One Thing• Humanize Your Brand• Content Resource &

Distribution Strategy • Measure Your Success

Strategy Before Tactics!

Page 9: Dscoop creating a successful social media campaign 101+

Know Your Audience

• Who Are They?

• Where Are They Cyclically?

• How Do They Use Social Media?

Page 10: Dscoop creating a successful social media campaign 101+

Define Target Audience• Prospecting• Customer Service• Partner

Management

Audience Acquisition

• Discover• Engage• Get Found

Your Target Audience – It’s Important

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Is everyone interested in the same communication?

I’m on Twitter

I still email

I use Facebook,Twitter & LinkedIn

I love my mail

I Google for my

information

Where are your prospects and customers getting their information?

Page 12: Dscoop creating a successful social media campaign 101+

Let Others Tell Your Story

• Word-of-mouth marketing has expanded

• If you have a great company, product or service, people will spread that message for you

• Deliver relevant information, and people will return the favor

Page 13: Dscoop creating a successful social media campaign 101+

Apple = Innovation

The One Thing

Disney = Magic

Page 14: Dscoop creating a successful social media campaign 101+

How Will You Humanize Your Brand?

Page 15: Dscoop creating a successful social media campaign 101+

How to Measure Success?

• How many – Downloads– eNewsletter Sign-Ups– Blog Comments– Questions– Shared Links– Re-Tweets– Followers– Site Traffic

Page 16: Dscoop creating a successful social media campaign 101+

$

Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersLanding Pages

OffersEmailsPolls

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share

Social Media Blogging Analytics Content Mgmt SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified Leads

Sales

Page 17: Dscoop creating a successful social media campaign 101+

• Industry Specific Content

• Marketing Information• Consistently monitor

for customer service • Continually post

relevant content

• Link all pages back to corporate site

• Secure Branded URLs for each Channel

• Promote Monthly Newsletters

Best Practices

Page 18: Dscoop creating a successful social media campaign 101+

Content Resource Library Visit Resources Daily

Pull Content Make Links Measurable Push Content Out

Content Distribution StrategyResources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.

Content A

Content B

Content C

Page 19: Dscoop creating a successful social media campaign 101+

Social Media

Compiler

ContactMatch

and Sync

Contact Database

Page 20: Dscoop creating a successful social media campaign 101+

• Community• Conversation• Networking• Marketing• Relationships• Customer Service• Immediate

Information• Platform

What is Social Media?

Page 21: Dscoop creating a successful social media campaign 101+

Why Use Social Media

• More prospects to sell to• Generate interest in your brand• Build your brand• Loyalty• Position your company• Customer Service• Another Channel

Page 22: Dscoop creating a successful social media campaign 101+

Take Your Website to the Next Step• Social-friendly, searchable• Interactive

– Blogs– Comments– Landing Page– eNewsletter Sign-Ups– Widgets

• Calls to action for people to raise their hand

Page 23: Dscoop creating a successful social media campaign 101+

Widgets

• Appealing to the eye

• Creative• Interactive• Different• Can be a

call to action

Page 24: Dscoop creating a successful social media campaign 101+

Widgets

Page 25: Dscoop creating a successful social media campaign 101+

Widgets

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• Get found• Using specified

keywords• Consistently updating • Using links to other

pages of site or other websites

What is Search Engine Optimization?

Page 27: Dscoop creating a successful social media campaign 101+

COMPANY WEBSITE

Social Media

SEO

DM/Flyer

E-mail

Links

Other

Inbound and Outbound Marketing Work Together

Whitepapers,eBooks

Downloads

eNewsletter Sign-Ups

Comments & Questions on

Blog

Info/Inquiries

Webinar Sign-Ups

100 Visitors

2000 Visitors

800 Visitors

3500 Visitors

CRM

Page 28: Dscoop creating a successful social media campaign 101+

Use Social Media Effectively

• Start with a Plan– Address Goals– Make a Schedule– Know What You Want

to Do

• Cross Promote Across All Pages

• Integrate with Website• Include in Offline

Marketing Efforts

Page 29: Dscoop creating a successful social media campaign 101+

Identify the Right Audience

• Which Industries?• Are existing clients

online?• Connect with people

you meet• Include keywords on

your profiles• Engage with target

audiences

Page 30: Dscoop creating a successful social media campaign 101+

Start the Conversation

• Twitter– Hashtags– Retweets– Twitter Chats

• LinkedIn– Groups– Discussions

• Blog

Page 31: Dscoop creating a successful social media campaign 101+

Get Business Results

• Have Sales Reps Online• Share Case Studies

Online• Answer Questions• Send Requested

Information• Follow Up• Connect

Page 32: Dscoop creating a successful social media campaign 101+

Tools & Techniques for Implementing Effective Social Media Campaigns

Tools• Social Media Pages• Blog• Team Approach• Cameras, Video Cameras• Link Shorteners

Techniques• Daily Management • Consistent Monitoring• Integration of Social

Media and Multi-Media Channels

• Consistent Online Look

Page 33: Dscoop creating a successful social media campaign 101+

Tools for Measuring Effectiveness• Link Shorteners

– iLink.Me– TinyURL.com

• Google Analytics– Website

• Insights– LinkedIn, Facebook, Twitter, YouTube

Page 34: Dscoop creating a successful social media campaign 101+

http://ilink.me

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Tools to Measure Success

www.ilnk.me

Page 36: Dscoop creating a successful social media campaign 101+

What Are These Sites, Anyways?

Page 37: Dscoop creating a successful social media campaign 101+

Top 4 Channels for PSPs• Twitter: Block Party

• Facebook: House party with a business effect

• YouTube: Your own TV Station

• LinkedIn: Chamber of Commerce networking event

Page 38: Dscoop creating a successful social media campaign 101+

What is Twitter?

• Share what you are doing in 140 characters or less

• A free social messaging utility for staying connected in real-time

Page 39: Dscoop creating a successful social media campaign 101+

Spread the Word

Page 40: Dscoop creating a successful social media campaign 101+

What is Facebook?

• A free social network used by people & companies

• Companies can host pages and groups to self-promote

Page 41: Dscoop creating a successful social media campaign 101+

Get Yourself Out There

Creating a page simply involves:

• Logo• Name• Content

Page 42: Dscoop creating a successful social media campaign 101+

What is YouTube?

• Video-sharing website on which users can upload and share videos.

Page 43: Dscoop creating a successful social media campaign 101+

Set Up a Gallery

Page 44: Dscoop creating a successful social media campaign 101+

Big ProductionVS

Business Casual

More approachable, more interesting, more diversified, more updates!

Page 45: Dscoop creating a successful social media campaign 101+

What is LinkedIn?

• A business-oriented social networking site

• Mainly used for professional networking

• Has more than 43 million registered users, spanning 170 industries

Page 46: Dscoop creating a successful social media campaign 101+

LinkedIn.com Dashboard

Page 47: Dscoop creating a successful social media campaign 101+

Profile

Page 48: Dscoop creating a successful social media campaign 101+

• Humanizing• Improves SEO

– Keywords– Links – Updated

Information• Give Expertise• Updates on Company

Activities• Sharing Information

Blogs

Page 49: Dscoop creating a successful social media campaign 101+

Four Fundamentals of All Five Sites

1. Build your network

2. Engage with the network you have built

3. Be consistent

4. Track and analyze

Page 50: Dscoop creating a successful social media campaign 101+

Keywords

• Improves SEO• Narrows down

what your site is about

• The more, the better

Page 51: Dscoop creating a successful social media campaign 101+

You

Your Website is Homebase

JOHN FOLEY, Jr., GROW SOCIALLY, INC.

Page 52: Dscoop creating a successful social media campaign 101+

QR Search Social Codes E-mail Website RSS Flash Banner Engines Media

Direct Mail

Radio/TV

Magazines

Posters

Flyers

Labels

Other

Your Website

Personalization

Campaign Management

Reporting

Administration

Automation

Engage and Nurture – The Ongoing Conversation

SMS MMS PDA Blackberry

Page 53: Dscoop creating a successful social media campaign 101+

Create Marketing Campaigns

Integrating content creation, distribution, customer engagement, and measurement of your marketing

efforts can increase campaign effectiveness.

Page 54: Dscoop creating a successful social media campaign 101+

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in Excel

Mail -Monthly Newsletter

Marketing Calendar

Create Post, Link back to website

Announce on &

Comment on event’s page

Connect with Keynote Speakers on

Join in on event’s hashtag

Share speaking presentation on

Friend new contacts on

Share event article on

Share event article on

Announce booth # with video post

Follow-Up with Post & Post Pictures JOHN FOLEY, Jr., GROW SOCIALLY, INC.

Page 55: Dscoop creating a successful social media campaign 101+

COMPANY WEBSITE

Social Media

SEO

DM/Flyer

E-mail

Links

Other

Inbound and Outbound Marketing Work Together

Whitepapers,eBooks

Downloads

eNewsletter Sign-Ups

Comments & Questions on

Blog

Info/Inquiries

Webinar Sign-Ups

100 Visitors

2000 Visitors

800 Visitors

3500 Visitors

CRM

Page 56: Dscoop creating a successful social media campaign 101+

Wrap Up

• Start with a Plan• Create a Online

Marketing Strategy• Incorporate Your

Social Media, SEO and Website

• Measure the Results!

Page 57: Dscoop creating a successful social media campaign 101+

Q & A or Contact Me!

• John Foley, Jr. CEO/CMO• Office: (978) 674-8081• Cell: (978) 337-1891• Website:

www.GrowSocially.com• Email:

[email protected]• Twitter:

twitter.com/johnfoleyjr• Facebook:

facebook.com/johnfoleyjr• LinkedIn:

linkedin.com/in/johnfoleyjr

Page 58: Dscoop creating a successful social media campaign 101+

Q & A / Contact Me! http://ilink.me/JR

iFlyMobi.com

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