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At the 2012 Global Channel Partners Summit (which was held at Graph Expo in Chicago), interlinkONE and Grow Socially CEO John Foley, Jr. delivered the presentation "How Social Media Works for the Channel". He provided an overview of strategies, tactics, tools, and tips that can be used to achieve success with social media in the channel environment.
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How Social Media Works for the Channel
By John Foley, Jr.CEO, Grow Sociallyand interlinkONE
First… THANK YOU!
• For Being Here!
• For Being Willing to Learn and Engage!
• For Liking My Boston Accent!
Today’s Overview
• Brief Introduction
• The Marketing Landscape
• How You Can Find Social Media Success
• Final Thoughts and Questions
Brief Introduction
• Grow Socially, Inc. – Online Marketing/Social Media– Website Design & Hosting– Email Marketing– Booth 1072
• interlinkONE– Enterprise Marketing
Management Software– Plan, build, manage, execute
and measure all activities– Booth 1071
Intro: John Foley, Jr.
I love Mar(H)keting!
Accolades• Jetsetter Status on FourSquare
• Ranked #16 as a Top CMO on Twitter in 2012
• 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category
• One of the 50 most influential people in Sales Lead Management by SLMA in 2012
Printers - Business Transformation
Mailers, Fulfillment Providers- Business Transformation
All Businesses- UntetheredMarketing
The Books
The Marketing Landscape
Communications Today
• “Kitchen Table Effect”
• Generational Differences
Online Marketing Statistics
NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556and http://searchengineland.com
400 Million Tweets Sent Per Day
72+ Hours of Video Uploaded every minute
170 million users
12 million users… and it’s addictive!
80 million users… and sold for $1 billion!
955 Million Users on Facebook
But Wait!!!
• All of the statistics and charts in the world do not really mean anything unless you can turn them into business.
• Social media success startshere ---> Understand Inbound Marketing.
Inbound Marketingis a Game-Changer!
http://en.wikipedia.org/wiki/Inbound_marketing
“Inbound marketing is a strategy that focuses on attracting prospective customers by offering useful information.”
Social media is a huge part of inbound marketing!
Content: Essential to Inbound/Social Efforts
Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
When Done Right, These Efforts Drive INQUIRIES!
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2012 Grow Socially, Inc. All Rights Reserved.
$
Optimize / Social FriendlyeNewsletter Sign-Ups
White PapersOffersEmailsPollsBlogs
Landing Pages
Get Noticed
Engageand
Nurture
Inquiries
Engageand
Nurture
Action – Publish – Engage–Converse – Share
Stories, Information, Social Media posts Blogging Analytics
Content Management SEO
Start with MKTG Plan
Product?Service?Asset?
Qualified and Budgeted
Buyers
Let’s Get the Big QuestionOut of the Way:
• Can social media and inbound marketing actually work for Channel Sales?
• The answer is YES – Here are three reasons why that’s true…
Reason #1
• Social media works best when people connect directly around topics they are passionate about.
… Channel Relationships are often on focused on specific areas. People are often passionately looking for answers & solutions about those items.
Reason #2
• Social Media communities thrive around joint-learning versus overt sales pitches.
… Channel partners have insight. They also have an independence that provides both authority and authenticity.
Reason #3
• Social Media success is often connected to positioning oneself as a thought-leader.
…Channel partners know their niche and know their clients! They can deliver the right information at the right time.
Example:• “VMware sees a huge opportunity with social
networks. Our partners know better than anyone the substantial savings end-users get from leveraging VMware’s offerings, so the more they are out talking about the success they’ve had and answering people’s questions, the better it is for everyone.”
Lisa Caratozzolo,Partner Communications Manager, VMWare
How This Process Can Work• Content is provided to
channel partners on an ongoing basis (some created by partner).
• Partners push content to their social networks, as if they had written it themselves.
• Partners follow up on the discussions that ensue.
Image Credit:http://socialmediab2b.com/2012/02/b2b-social-media-channel-partners/
How YOU Can Find Social Media Success
Social Media Provides Opportunities For:
• Community Building & Relationships
• Conversation
• Networking
• Marketing
• Customer Service
• Delivering Immediate Information
Steps to Social Media Success
• Create a Strategy (PLAN)
• EXECUTE
• Measure
Remember Execution TRUMPS Strategy
Plan! Strategy before Tactics!
Step 1: Describe the Business, Service, Solution
Step 2: Business, Service, Solution Goal
Step 3: Where Is the Audience Cyclically?
Step 4: How Does the Audience Use Social Media?
Step 5: The Key Words
Step 6: How Will You Humanize the Brand
Step 7: Content Resource and Distribution Strategy
Step 8: How Will You Measure Success?
Key Social Media Element: Content• Use social media as more
than a place to post Press Releases….
• Rather, serve up relevant content that can help your audience find answers to their questions!
Content Resource Library Visit Resources Daily
Pull Content Make Links Measurable Push Content Out
Content Distribution Strategy• Resources are monitored. Content is identified and pulled,
made trackable, and pushed out across platforms.
Content A
Content B
Content C
The “Key” Words
Apple = Innovation
iPOD, iPhone, iPad, Jobs, Steve Jobs, etc. Mickey Mouse, Animal Kingdom, Florida, Roller Coasters, etc.
Disney = Magic
Humanize Your Brand
How to Measure Success?• How many
– Downloads– eNewsletter Sign-Ups– Blog Comments– Questions– Shared Links– Re-Tweets– Followers– Site Traffic– Show me the money
Tools for Measuring Effectiveness
• Link Shorteners– iLink.Me
• Website Traffic– Google Analytics
• Insights– LinkedIn, Facebook, Twitter, YouTube
• Listening Tools– Viral Heat, Radian6, Google Alerts
Next: SpecificBusiness Building Tips
• LinkedIn• Facebook• Twitter• YouTube
LinkedIn Overview
• A business-oriented social networking site
• Provides opportunities to position you as a thought-leader
• Contains a number of under-utilized features!
LinkedIn Tip:Update your Status Daily!
LinkedIn Tip: Complete Your Profile
Facebook Overview
• The most popular social network by far
• Continues to evolve into a place where both personal and professional success can be found.
Facebook Tip:Personal and Professional Content
Twitter Overview• Continues to grow as
a tremendous way to share content and to engage with others.
• Features such as Search and Lists provide learning opportunities!
Use Twitter to Spread the Word
Twitter Tip: Engage & Connect!
• Find your audience in #PrintChat, #FuturePrint, and more.
• Share info to become a thought-leader!
Tip: FollowerWonk.comto Find People
YouTube Overview
• Allows you to share videos that highlight you what you offer – products, services, and knowledge.
• It’s also the world’s #2 search engine!
YouTube: Tips for Success• Discuss topics that you are an expert on…
and that your audience is looking for answers on. Be consistent!
1. Find your Audience / Build your network
2. Engage with the network you have built
3. Be consistent
4. Track and analyze
Four Fundamentals of all Networks
Align Tactics with GoalsTactic Goal Key StepsFacebook Fan page Increase awareness of
services, generate leadsPost once a day; Custom Tab for demo registration
Twitter company page Become a thought leader, provide support
Post multiple times daily; share marketing-related news; active listening
YouTube Profile Humanize brand; create demand
Film weekly video of employee(s); create screencasts of customer successes
Pinterest Drive website traffic! Create boards to highlight portfolio work
Be Committed
• Social Media often requires daily attention
• Prioritize: RELEVANT Content creation, listening, & engaging!
• Measure & Adjust
Final Thoughts and Questions
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
This Takes Planning: Calendar #1
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
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
This Takes Planning: Calendar #2
Wrap Up
• Start with a Plan & Strategy
• Find, Create, and Share Content that is Relevant to your Audience.
• Be Ready to Follow-up!
• Measure the Results!
Action Items: #1
• Social Media: Strategize, Plan, and Align Tactics with your Goals.
Action Items: #2
• Spend time finding your audience across various social networks --- and start engaging.
Action Items: #3
• Devote time to creating content, sharing, and measuring its effectiveness.
Action Items: #4
• Don’t Wait…
Get Started TODAY!
Resources for You
• Free White Paper on Inbound Marketing!
http://InboundMarketingWhitePaper.com
Q & A / Contact Me!: http://ilink.me/JR
iFlyMobi.com
QR Code
Thank You!
Visit us at Booth 1071 and 1072!