How to Leverage Social Media for a Successful Marketing Campaign


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case study and analysis about social media for marketing. Includes what NOT to do.

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  • Thanks for sharing that - if you have a version aimed at small businesses, I'd love to share that with my network of small business owners here in Auckland, New Zealand - Thanks again, Jamie @
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How to Leverage Social Media for a Successful Marketing Campaign

  1. 1. How to Leverage Social Media for a Successful Marketing Campaign<br />
  2. 2. Isaac HazardDirector of Strategic ConsultingMzinga <br />Suzanne BowenVP Marketing & Business DevelopmentSuper Technologies, Inc. & DIDX <br />Peter Radizeski<br />RAD-INFO, Inc., <br />blogger and consultant<br />
  3. 3. Social Media for Marketing<br />What is the goal?<br />How will it be executed?<br />What are the results/metrics/ROI?<br />What platform would be best?<br />
  4. 4.
  5. 5. Social Media for Marketing<br />Start with: <br />How to Think about Social Media<br />It’s a printing press.<br />It’s a communications medium.<br />
  6. 6. Leveraging Social Media <br />for Successful Marketing Campaign<br /><ul><li> How to get noticed
  7. 7. Lambaste with commercials?
  8. 8. Analyze every datum?
  9. 9. Cut the competitors?
  10. 10. Make it all about us?
  11. 11. What worked and doesn't?
  12. 12. Natural interaction emphasizing THEM, not US</li></ul>Speaker: Suzanne Bowen, Co-founder and Vice President of Marketing, Super Technologies, Techistan, and DIDX<br />Borrowed from<br />
  13. 13. Online Communities<br />Target Audience:<br /><ul><li>Ciena partners, website visitors & employees</li></ul>Purpose: Enable better collaboration and online engagement with partners, employees and prospects <br />Social Technologies & Services:<br /><ul><li>Blogs
  14. 14. Message Boards
  15. 15. Profiles
  16. 16. IdeaShare
  17. 17. File Repository
  18. 18. Polls</li></ul>Results & Business Benefits:<br /><ul><li>600+ members
  19. 19. 5k+ member visits & views
  20. 20. Increase partner satisfaction
  21. 21. Improved partner education
  22. 22. Increased competitive advantage</li></ul>Ciena Communities<br />By Mzinga<br />7<br />
  23. 23. How to Leverage Social Media: <br />Case Study: What Not to Do<br />By<br />
  24. 24. Social Media Case Study: What Not to Do<br />Company X sells IT products to the SMB market <br />In 2008, it launched a successful PR program that significantly raised its visibility <br />It abandoned all of its marketing in October 2008 anticipating significantly reduced sales as a result of the financial crisis<br />In January 2009, when sales did not crater, they decided that they would allocate all of their marketing to a social media campaign<br />Social media was attractive to Company X due to low cost and the buzz around it <br />The company executives had never used Facebook or Twitter, and only used LinkedIn for sales outreach<br />
  25. 25. Seemed Like a Good Idea at the Time<br />Company X engaged a social media consultant with no experience in IT or B-to-B to establish its presence in social media (i.e. Facebook, Twitter and LinkedIn)<br />Not understanding the forum or how to communicate appropriately, the company used social media as a way to strictly promote the business and its product without engaging in discussions<br /> Examples:<br /> Consistently plugged products in tweets <br /> and postings <br /> Left profiles undeveloped <br /> Blasted followers and friends with company announcements<br />
  26. 26. Failure is an Option <br /><ul><li>Posts and tweets were made by the social media agency and not the Company
  27. 27. The Company was only interested in lead generation
  28. 28. No participation from Company X executives
  29. 29. Friends/Followers not relevant to Company X
  30. 30. Not perceived as a credible source
  31. 31. Tweets and posting were perceived as spam and over-linked to its homepage </li></li></ul><li>Change is Good<br /><ul><li>Company X realized that they weren't seeing results from social media efforts
  32. 32. They turned to Vantage Communications with the expectation of dropping social media and switching all of their marketing efforts to PR
  33. 33. Vantage engaged in discussion for Company X and recommended a program that integrated social media with public relations
  34. 34. We changed the social media focus:
  35. 35. Focus on engagement
  36. 36. Identified and built relationships </li></ul> among key industry leaders<br /><ul><li>Provided relevant insight on </li></ul> industry trends<br /><ul><li>Tracked and compared competitive </li></ul> brands<br /><ul><li>Monitored other stories of interest to its audience
  37. 37. Followed and disseminated breaking news</li></li></ul><li>Lessons Learned<br /><ul><li>Initial results…
  38. 38. Company now taking more active voice in social media
  39. 39. Started with LinkedIn since executives had more familiarity and LinkedIn used by ecosystem
  40. 40. Focus on participation in relevant LinkedIn Groups
  41. 41. Focus on thought leadership for news and insight
  42. 42. Engages its audience to develop brand loyalty
  43. 43. Actively communicates with key industry </li></ul> influencers<br />
  44. 44. Gary Vee says its all about the eyeballs and content.<br />
  45. 45. Blogging, LinkedIn, forums, wikis, Facebook, Twitter, Google Wave, YouTube, podcast, etc. Each is a tool for your communication.<br />Each is different and reaches a varied audience.<br />The key is to have the proper message tuned in to the appropriate listeners. Notice, I said Listener. It isn’t about the most followers or any other number, it’s about the select who actually listen to your message.<br />It is social, so there are mores.<br />Listen first; then Interact / Engage. <br />Be Authentic. Transparency on the Internet is a must.<br />
  46. 46. RAD-INFO, Inc.<br />Helping Service Providers with their marketing.<br />813-963-5884<br /><br />