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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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Creating a Successful Social Media Campaign 101+
John Foley, Jr., Grow Socially, Inc.
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
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.
MARKETING PLANIt all starts with a plan
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
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
What is an Effective Social Media Strategy ?• Online/Social Media Marketing Plan• Website• Search Engine Optimization
Online Marketing Plan
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!
Know Your Audience
• Who Are They?
• Where Are They Cyclically?
• How Do They Use Social Media?
Define Target Audience• Prospecting• Customer Service• Partner
Management
Audience Acquisition
• Discover• Engage• Get Found
Your Target Audience – It’s Important
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?
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
Apple = Innovation
The One Thing
Disney = Magic
How Will You Humanize Your Brand?
How to Measure Success?
• How many – Downloads– eNewsletter Sign-Ups– Blog Comments– Questions– Shared Links– Re-Tweets– Followers– Site Traffic
$
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
• 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
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
Social Media
Compiler
ContactMatch
and Sync
Contact Database
• Community• Conversation• Networking• Marketing• Relationships• Customer Service• Immediate
Information• Platform
What is Social Media?
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
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
Widgets
• Appealing to the eye
• Creative• Interactive• Different• Can be a
call to action
Widgets
Widgets
• Get found• Using specified
keywords• Consistently updating • Using links to other
pages of site or other websites
What is Search Engine Optimization?
COMPANY WEBSITE
Social Media
SEO
DM/Flyer
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
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
Identify the Right Audience
• Which Industries?• Are existing clients
online?• Connect with people
you meet• Include keywords on
your profiles• Engage with target
audiences
Start the Conversation
• Twitter– Hashtags– Retweets– Twitter Chats
• LinkedIn– Groups– Discussions
• Blog
Get Business Results
• Have Sales Reps Online• Share Case Studies
Online• Answer Questions• Send Requested
Information• Follow Up• Connect
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
Tools for Measuring Effectiveness• Link Shorteners
– iLink.Me– TinyURL.com
• Google Analytics– Website
• Insights– LinkedIn, Facebook, Twitter, YouTube
http://ilink.me
Tools to Measure Success
www.ilnk.me
What Are These Sites, Anyways?
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
What is Twitter?
• Share what you are doing in 140 characters or less
• A free social messaging utility for staying connected in real-time
Spread the Word
What is Facebook?
• A free social network used by people & companies
• Companies can host pages and groups to self-promote
Get Yourself Out There
Creating a page simply involves:
• Logo• Name• Content
What is YouTube?
• Video-sharing website on which users can upload and share videos.
Set Up a Gallery
Big ProductionVS
Business Casual
More approachable, more interesting, more diversified, more updates!
What is LinkedIn?
• A business-oriented social networking site
• Mainly used for professional networking
• Has more than 43 million registered users, spanning 170 industries
LinkedIn.com Dashboard
Profile
• Humanizing• Improves SEO
– Keywords– Links – Updated
Information• Give Expertise• Updates on Company
Activities• Sharing Information
Blogs
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
Keywords
• Improves SEO• Narrows down
what your site is about
• The more, the better
You
Your Website is Homebase
JOHN FOLEY, Jr., GROW SOCIALLY, INC.
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
Create Marketing Campaigns
Integrating content creation, distribution, customer engagement, and measurement of your marketing
efforts can increase campaign effectiveness.
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.
COMPANY WEBSITE
Social Media
SEO
DM/Flyer
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
Wrap Up
• Start with a Plan• Create a Online
Marketing Strategy• Incorporate Your
Social Media, SEO and Website
• Measure the Results!
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
Q & A / Contact Me! http://ilink.me/JR
iFlyMobi.com
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