Social Media: Strategy before Tactics

Questions or Comments?Phone 1.800.948.0113Email [email protected]

Copyright © 2011 Grow Socially, Inc. All Rights Reserved.


Social Media: Strategy before Tactics

John Foley, Jr.CEO/CMO, Grow Socially, Inc.

1



Thank you to our Sponsors – Applause!

2

Offering End to End Digital Marketing Services

Queens University of Charlotte provides educational experiences that transform students' lives and foster personal and professional success.



Before I Begin …

► Please Turn Your Phone ON!

3

@johnfoleyjrON PLEASE!SILENT but ON!

http://www.slideshare.net/growsocially

Find presentation here:



► Grow Socially, Inc – Support Services► Online Marketing/Social Media► Plan, Manage, Execute and Measure

► interlinkONE – Software (SaaS)► Enterprise Marketing Management

Software► Plan, build, manage, execute and measure

all marketing activities

15 Years Woot!

I love Mar(H)keting!

John Foley, Jr.CEO/CMO Grow Socially / CEO – interlinkONE



John Foley, Jr. - Accolades

• Jetsetter Status on FourSquare

• Mayor of iStrategy

• Ranked #16 as a Top CMO on Twitter in 2010

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

• Book titled: “Business Transformation – A New Path to Profit for the Printing Industry” Release Date March 2011 - http://ilink.me/booksite

• One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2010 - http://ilnk.me/SLMA50



John Foley, Jr. Accolades and Accomplishments

Book titled: “Business Transformation – A New Path to Profit for the Printing Industry” Release Date April 2011 - http://ilnk.me/lulubook

Facebook.com/johnfoleyjr

Twitter.com/johnfoleyjr@johnfoleyjr



Overview

► What’s going on?► Social Media Marketing Plan► Effectively use social media► Identify the right audience ► Social Media – What and

Why?► Tools & techniques► Measuring effectiveness► Wrap – Q&A



Revolution

► Erik Qualman - Socialnomics

8



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 CRM

Mail -Monthly Newsletter

Marketing Calendar



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?



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



How to Measure Success?

► Site Traffic► Downloads► eNewsletter Sign-Ups► Blog Comments► Questions► Shared Links► Re-Tweets► Followers► Who’s talking about you and

how?



$

Optimize / Social FriendlyBlogs

eNewsletter Sign-UpsWhite 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



What is an Effective Social Media Strategy ?

► Online/Social Media Marketing Plan► Website► Search Engine Optimization

Online Marketing Plan



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

Information► Platform

What is Social Media?



Why Use Social Media

► Your Company's -Brand and Awareness► Website Traffic► More prospects to sell to► Generate interest in your Product/Service► Loyalty► Position your company► Customer Service► Another Channel



What’s your website have to do with it?

► Social-friendly, searchable► Interactive

► Blogs► Comments► Landing Page► eNewsletter Sign-Ups► Widgets► Whitepaper downloads

► Calls to action for people to raise their hand

MUST BE ENGAGING!



Websites and Widgets

27




► Appealing to the eye

► Creative► Interactive► Different► Can be a call

to action









► 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

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



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► Platforms – Hoot Suite –

Tweetdeck► Listening – Radian6,

Sysomos, Viral Heat

Techniques► Daily Management ► Consistent Monitoring► Integration of Social

Media and Multi-Media Channels

► Consistent Online Look



► Listen► Share Relevant Content► Industry Specific

Content► Marketing Information► Consistently monitor for

customer service ► Continually post

relevant content

► Link all pages back to corporate site

► DON’T talk about yourself all the time

► Secure Branded URLs for each Channel

► Promote Monthly Newsletters

► Listen More

Best Practices



Tools for Measuring Effectiveness

► Link Shorteners► iLink.Me► TinyURL.com

► Google Analytics► Website

► Insights► LinkedIn, Facebook, Twitter, YouTube



Tools for Measuring Effectiveness - Listening



http://ilink.me



Tools to Measure Success

www.ilnk.me



What Are These Sites, Anyways?



Top 4 Channels/Medias for (Most) Marketers

► 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

http://ilnk.me/7dde



Company

47



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 involves:► Logo► Name► Content



Company Page

50



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 – Connect – Chris Talley



Company - Profile



Blogs

► Humanizing► Improves SEO

► Keywords► Links ► Updated Information

► Give Expertise► Updates on Company

Activities► Sharing Information



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



Customer Service: The complaint



Customer Service: To Reply



Customer Service: To Reply



Keywords

► Improves SEO► Narrows down

what your site is about

► The more, the better



You

Your Website is Homebase



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



Wrap Up

► Start with a Plan► Create a Online

Marketing Strategy► Incorporate Your

Social Media, SEO and Website

► Measure the Results!



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

iFlyMobi.com

QRCode

Education

Social Media: Strategy before Tactics