Social Marketing Strategy+This is how we do...Chris Hamby w/ @Rob Bertholf

A little history on Chris

Started working on the first pizzahut.com project in 1996Strategist for the launch of cars.com in 1999Have started and ran over 5 different successful businesses, including the largest interactive agency in Hawaii……..

@Rob’s Geek Cred

Overview

● What is Social Media?● What is Networking?● What is Social Media Networking?● How to build a referral network?

What is “Social Media”?

Definition via Wikipedia

“Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures.”

ToolsAlways Change

Social Media is mainstream...

• 65% of U.S. adults use social media• If Facebook were a country, it would be the world’s 3rd

largest. (750 million active users 50% login daily)• Two hours of video are uploaded to YouTube every

second.• 200 Million tweets sent per day (up from 65M last year)• 180 million unique visits a month to LinkedIn• YouTube is the second largest search engine in the world

more than 100 million videos.

Social Media Stats

Social Media is NOT the conversation

...its where the conversation takes place@JayBaer

How to Join the Conversation?

Social Media is NOT a new language

“I dont understand this stuff”

Business Cocktail Party Advice

Ok, lets “DO” social

Lets plan to “BE” social and engage with a purpose

What is “Social Media Networking”?

Definition via Wikipedia

Social media networking refers to the process of gaining traffic or attention through social media sites.

Traditional Networkingvs.

Social Media Networking

Traditional vs Social

1. What is the goal?2. Who is the audience?3. What does the audience know?4. Where is the audience?5. How can I connect with my audience?6. How do I extend the conversation?7. How can I get introduced to others?

+Social: Extending the Conversation

How do I extend the conversation?Once you’ve made that initial contact and gained permission to have an ongoing conversation, what do you plan to do next?

+Social: Gaining Recommendations

How can I get my audience to introduce me to others?When was the last time you saw this section in a marketing plan overview? Don’t let that be a reason to leave it out of your plan. If you’re going to do something truly integrated, you have to think beyond the conversation to the recommendation. Recommendation is where the real ROI comes, so think about how you can get your customer to give you one.

Integrated Marketing Efforts

Traditional + Social Networking

= Success

Effort & Time Spent (Flip the Funnel)

Find

Convert

Keep

Find

Convert

Keep

Traditional Social

Word of

Mou

th

Social Media Networking

Goals Strategy Tactics

Define your purpose and goals

What are your objectives? What do you hope to achieve?

What is the purpose?

Goals & Objectives• Post cat & rainbow photos

• Because Management Says So

• Brand awareness & loyalty

• Generate top of mind awareness

• Drive traffic to your agency

• Build a community of followers

• Drive leads and sales

• Encourage & reward brand

advocacy

• Reputation management

• Support Public Relations

• Be a thought leader in your industry

• Support customer service

• HR, recruiting

Understand your audience

Who do you want to reach/engage? What do they know about you?

Who is your target audience?

What does your audience know?

Social Technographics

http://forrester.com

Give Appropriate Assignments

Determine what success looks like

… and how to measure success

Social Analytics & Measurement

Only through metrics can you answer: • Is your community growing and at what rate?• Who in your community is engaged and who

do you need to approach differently?• What online activities and strategies are

working?

Key Performance Indicator (KPI)

A KPI is a type of performance measurement used to evaluate the success of a particular activity in which it is engaged.

It is critical that success be determined by fulfilling pre-identified KPI’s rather than looking for random trends after the fact.

Progressive KPI’s

Authority

Action

Engagement/Interest

Advocacy

Exposure/Awareness

What is a “Social Media Marketing Strategy”?

Definition

Social Media Marketing Strategy is the framework for engaging with results oriented social media marketing focused on business or communication goals.

Sample Strategic Plan Includes● Goals & Objectives● Social Media Audit● Content Workflow● Social Media

Campaigns

● Monitoring Schedule● Content Marketing Plan● Engagement Schedule● Outreach Schedule● KPI Measurement Base● Staff Training● Advocate Education● Asset Development

Networking

How to do it offline and online

Referrals are the Holy Grail of Sales

● NY Times study: 65% new business comes from referrals

● Nielsen study: people are 400% more likely to buy through a referral if available!

● Nielsen: 43% of consumers more likely to buy a product they have connected with through social media!

More than just engagement!

Monitoring Engagement Outreach

Content Development & Marketing

Advocacy Building Measurement

Listen & LearnSocial Media Monitoring, Trending Topics & Keyword Research

Who? What are they saying?

Craft Great HeadlinesPresent with information readers are interested in (via Convince & Convert):● If you’re providing an answer to an important question, ask the question in the

headline. “Which is the most fragrant flower lei?”● If you’re sharing important news that will affect a number of people, start

sharing it in the headline. “Over 40 Million Target Credit Card Accounts Compromised: How to Protect Yourself.”

● If you want readers to be interested in your product, show them benefits they’ll like, not features you like. “New Gas Additive Saves up to 3 mpg, $200 per Year.”

● If you want people to care about your topic, give them something to care about. “27 Elvis impersonators Save Christmas for This Tiny Nebraska Town.”

Tools for Automation

Step 1: Have a Routine

Step 2: Be Consistent

If + = follow & reply

If comment = reply & +1

If post on Facebook =

Tools for Social Monitoring

Engagement Tips

● Ask Questions● 80% focus on audience, 20% focus on you● Be Human (& authentic)● Be Consistent/Timely

Preaching to the choir

In Summary:-Social Media is a Conversation

-Listening is the essential ingredient to conversing

-Humanize your posts-Establish yourself as an authority in

your field