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Jan 14, 2011 seminar for BWCC, WIBIntegrating Social Media in the Sales & Marketing Mix
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Please feel free to tweet
today’s tips!
#BWCC
#WIB
@KatieBRoberts
Katie B. RobertsJanuary 14, 2011
Integrating Social Media
into the Sales & Marketing Plan
@KatieBRobertsFacebook.com/Katie.B.RobertsLinkedin.com/in/KatieBRobertsKatieBRoberts.wordpress.com
Online Marketing Strategy
Online Marketing Strategy
Online Marketing
• Website• SEO/SEM• Email
Marketing• Social
Media
Face to Face
• Trade Shows
• Events• Networkin
g
Media & Advertisin
g• Press
Release• Print
Advertising
• Direct Mail• Signage
• Social Media cannot stand on its own; piece of bigger plan
Online Marketing Strategy
Leverage Social Communities
“If you build it, they will come…”
Does not work here
Leverage Social Communities
Ways to attract community members
ENGAGE
• Contests• Listen &
respond• Humaniz
e
CONTENT
• Blogs• White
papers• Product
specs
GIVE
• Coupons• Rewards• Take
Action
Leverage Social Communities
Leverage Social Communities
Contests
• Photo contest on Facebook• RT content and enter to win… • 1st person to tweet “Great
seminar on social media, @KatieBRoberts” wins…
[hint]
Leverage Social Communities
• Brand / industry sentiment• Become a thought leader• Work to resolve customer
issues• Listen for needs of
existing & potential customers
LISTEN &
RESPOND
Exact Target vs. Publicaster
CASE STUDY:
Leverage Social Communities
• Honesty• Sincerity• Transparency• Find the “voice” for each
community [Skittles]• Ensure others in company
know “voice” lingo• Use real photos instead of
logos where possible
Humanize
Leverage Social Communities
• Offer exclusive coupons for Facebook Fans
• Provide links to lunchtime specials on twitter
• Allow access to exclusive content in Linkedin Groups
• Specials for checkins & mayors on Foursquare
Give to Get
Promote Social Media Communities
Promote Social Media Communities• Website• Email signature / newsletter• Print collateral• Assets / signage• Business Cards• Twitter directories• Linkedin Profile
Promote Social Media Communities• Facebook “Like”• “Share This” and “Add to
Any”• Recent Tweets• Calls to Action• “Read more” in email• Twitter #hashtags
Why people “Like” Facebook Pages
10. Learn more about company (21%)9. Referred to by a friend (22%)8. Access to exclusive content (25%)7. Looking for fun & entertainment (27%)6. Want information on future sales (30%)5. Receive updates on future products (33%)4. Stay informed (34%)3. Hope to get something free (36%)2. Show support for brand/product (37%)
1. Receive discounts or coupons (40%)
Attracting Facebook Fans
• Be interactive, fun, & helpful• Embed videos• Use Facebook Landing Pages• Facebook Contests (Strutta)• Focus Groups / Testing
[True Lemon]• Introduce new products• Virtual Parties [Jeffrey Hayzlett]• Trivia! [AMA Baltimore]
Attracting Twitter Followers
• Participate in the dialog– RT, DM, comment
• Follow thought leaders• Use #hashtags• Establish relationships• Announce specials, deals,
sales• Share blog articles, white
papers, Facebook content• Live event/conference
tweeting
Tweet abouttoday’s seminar!
Tips to Consider
• Identify your tone• Know your audience• Leverage brand ambassadors• Use real-time monitoring
tools• Build & use editorial calendar• Point customers to content
(Penn Olson)• Use calls to action • QUALITY vs quantity
Tips to Consider
Give ‘em
something
to talk
about…. And share!
Resources
• TweetDeck• Klout• Feedburner• Strutta• Add This & Share This• JitterJam & Radian6• Technorati• Google alerts & Google
Analytics• Social mention / Postling
Websites I Follow
• Mashable.com• TechCrunch.com• Social Media Examiner.com• Hubstpot.com• Marketing Sherpa.com• ChrisBrogan.com• Harvard Business Review.com• Blue Sky Factory.com• Penn-Olson.com
Contact Info
KatieBRoberts.wordpress.com
Twitter.com/KatieBRoberts
Linkedin.com/in/KatieBRoberts
Facebook.com/Katie.B.Roberts
