0
How to Implement a
Social Media Marketing Strategy



                Marcus R. Tewksbury
    Director of Customer Intelli...
Gifts!
Specific takeaways that will be covered in today’s session



            1. “4 Be” Framework (not “to Be” that’s S...
IS SOCIAL MEDIA A FAD?
            Questions?
             Click for
             answers!



                         © 2...
What worked in the past …
Traditional approaches were based upon broad based access to customers




                     ...
… is becoming marginalized.
Demand generation has gotten harder, more expensive, and is producing declining returns


  Ti...
Find new ways to feed the funnel
Social media can unlock a multitude of inexpensive, or free channels


                  ...
Social media can drive conversion
It reaches all stages of the buying cycle with multiple voices




                     ...
HOW DO YOU
    UNLEASH
   THE POWER
OF SOCIAL MEDIA?

       Questions?
        Click for
        answers!


             ...
The 4 B’s of Social Media Marketing
How to Implement a Social Media Marketing Strategy




           1. Be Interesting

 ...
STEP 1 – BE INTERESTING
 Effective social media marketing begins and ends


 with the CONTENT. If you don’t have something...
Buyer Profiles
Be Interesting




                 DO YOU KNOW
                 THEM? OR
                 WHAT KEEPS
     ...
Narrow Audience
Be Interesting




                  Questions?
                   Click for
                   answers!

...
Research key phrases
Be Interesting




                       Questions?
                        Click for
              ...
Conduct Interviews
Be Interesting




                 TARGET YOUR TOP SALES PEOPLE AND SELECT CUSTOMERS

                ...
Understand their buying cycle
Be Interesting




                                                    1. Start by laying ou...
Establish content map
Be Interesting              Questions?
                             Click for
                      ...
Develop a taste for good content
Be Interesting




                            You'll see..
                            •...
STEP 2 – BE ACCESSIBLE
In social media distribution is cheap. Deploy and test

as many new   CHANNELS as you can.         ...
Leverage multiple asset formats
Be Accessible




         Tweet key takeaways
                                        Rep...
Respect the power of the network
Be Accessible




                                   Questions?
                         ...
Branding and Call to Action are key
Be Accessible



  Don’t be afraid
  to brand                                 Enable a...
Learn how to swim
Be Accessible




                    Questions?
                     Click for
                     ans...
By diving in!
Be Accessible




                Questions?
                 Click for
                 answers!

         ...
Location, Location, Location
Be Accessible




                               Questions?
                                C...
Asset Deployment Matrix
Be Accessible




                                                             Layout asset types ...
STEP 3 – BE FINDABLE
You can boost your accessibility by making sure

your deployed assets are findable by your

customers...
Organic versus PPC
Be Findable                       Questions?
                                   Click for
             ...
Understand the Spider
Be Findable




                        Questions?
                         Click for
              ...
Spider food
Be Findable




                 1.              2.                       3.
              Key Word   +   Stru...
Plant the seeds (EVERYWHERE)
Be Findable
                         Questions?
                          Click for
         ...
Structural elements
Be Findable


              STRUCTURAL ELEMENTS ACCOUNT FOR 25% OF RANKINGS
                        (T...
It’s all about the links
Be Findable


                 INBOUND LINKS ACCOUNT FOR 75% OF RANKINGS
                        ...
It’s a Popularity Contest
Be Findable
                                                 Questions?
                        ...
Spin your own web   Questions?
Be Findable          Click for
                     answers!




                          ...
STEP 4 – BE ACCOUNTABLE
 What makes marketing accountable is the ability to

 RELATE ACTIVITY TO REVENUE.                 ...
Extending the funnel
Be Accountable




                                    follow a lead from first
                     ...
Paint the target…
Be Accountable
                                           ATTEND EVENT




       LINKS OF INTEREST

   ...
… using asset level analytics software …
Be Accountable




                               CUSTOMER



                  C...
Assets engaged on your site/s
Be Accountable



  ... TO THE “WATCH
  ONLINE” SECTION...
                              ......
… or assets out in social space
Be Accountable                                                                            ...
Identify which assets move the needle
Be Accountable




                            Questions?
                          ...
Evaluate quantifiable performance
Be Accountable                                                       Questions?
        ...
TAKE YOUR FIRST STEPS
           Questions?
            Click for
            answers!




                        © 2009 ...
Strive to Make Mistakes…
Take your first steps
                                      Questions?
                          ...
Remember your framework
Take your first steps




                   The 4 B’s
           of Social Media Marketing
      ...
Thank You!


Marcus R. Tewksbury
Director of Customer Intelligence
Blog: theMarketingMojo.com
Email: tewksbum@alterian.com...
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How To Implement A Social Media Marketing Strategy (Deployment) Alterian

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What you already know: Your emails are starting to fall on deaf ears; the quality and ROI of your PPC campaigns are on the decline; and your prospects and customers are spending more and more time online, but not necessarily on your site.



What you need to know: Social media can address all of these issues in a measurable, programmable way by taking the brand experience to the community and engaging people where they form impressions and find answers.



In this webinar, Marcus walked through the steps that can make you a social star. He covered:

•Tracking customers online and identifying the right social channels
•Creating content that sticks and sells
•Crafting calls-to-action that are tailored to the social media
•Being accountable, and showing straightforward ways to demonstrate lift and ROI
•Developing a search strategy that gives your content the best chance of being found
•Enabling new social channels like LinkedIn, YouTube, and Twitter to cheaply and efficiently spread your brand message
•And much more…

Published in: Business, Technology

Transcript of "How To Implement A Social Media Marketing Strategy (Deployment) Alterian"

  1. 1. How to Implement a Social Media Marketing Strategy Marcus R. Tewksbury Director of Customer Intelligence
  2. 2. Gifts! Specific takeaways that will be covered in today’s session 1. “4 Be” Framework (not “to Be” that’s Shakespeare) an approach that covers everything from A-Z you will need to know to launch a social media marketing strategy 2. Templates, Checklists, and Samples you can use to help guide you through each step 3. Detailed explanation of how to quantify social media and tie it’s impact to demand & revenue generation Questions? Click for answers! © 2009 Alterian
  3. 3. IS SOCIAL MEDIA A FAD? Questions? Click for answers! © 2009 Alterian
  4. 4. What worked in the past … Traditional approaches were based upon broad based access to customers Questions? Click for answers! Brand Direct © 2009 Alterian
  5. 5. … is becoming marginalized. Demand generation has gotten harder, more expensive, and is producing declining returns Time Shifting Filtering • Legislation • Technology • Social Norms Brand Direct Questions? Click for answers! © 2009 Alterian
  6. 6. Find new ways to feed the funnel Social media can unlock a multitude of inexpensive, or free channels Questions? Click for answers! Social Traditional Are growing the channels used to fuel your funnel? © 2009 Alterian
  7. 7. Social media can drive conversion It reaches all stages of the buying cycle with multiple voices Questions? Click for answers! © 2009 Alterian
  8. 8. HOW DO YOU UNLEASH THE POWER OF SOCIAL MEDIA? Questions? Click for answers! © 2009 Alterian
  9. 9. The 4 B’s of Social Media Marketing How to Implement a Social Media Marketing Strategy 1. Be Interesting 2. Be Accessible 3. Be Findable 4. Be Accountable Questions? Click for answers! © 2009 Alterian
  10. 10. STEP 1 – BE INTERESTING Effective social media marketing begins and ends with the CONTENT. If you don’t have something interesting to say all the distribution in the world won’t matter. It’s all about the CONTENT. Questions? Click for answers! © 2009 Alterian
  11. 11. Buyer Profiles Be Interesting DO YOU KNOW THEM? OR WHAT KEEPS THEM UP AT NIGHT? Questions? Click for answers! © 2009 Alterian
  12. 12. Narrow Audience Be Interesting Questions? Click for answers! © 2009 Alterian
  13. 13. Research key phrases Be Interesting Questions? Click for answers! © 2009 Alterian
  14. 14. Conduct Interviews Be Interesting TARGET YOUR TOP SALES PEOPLE AND SELECT CUSTOMERS Questions? Click for answers! © 2009 Alterian
  15. 15. Understand their buying cycle Be Interesting 1. Start by laying out the simple stages 3. Start by laying out the critical issues faced by the customer… 4. And then begin describing what that means to each role throughout the buying cycle. 2. Identify the roles you commonly encounter Questions? Click for answers! © 2009 Alterian
  16. 16. Establish content map Be Interesting Questions? Click for answers! THINK OF YOUR CONTENT AS ASSETS © 2009 Alterian
  17. 17. Develop a taste for good content Be Interesting You'll see.. • how one retailer lifted sales by 15% with a twitter promotion • a case study of how an attorney is using social media and blogging to attract small business clients • how to "prime" the sales pump by giving "early warning" of offers to your FB fans before the public sees them“ Ken Robbins President – Response Mine Interactive • Focused audience • Top of mind pains • Storytelling • Lots of specific examples Questions? Click for answers! © 2009 Alterian
  18. 18. STEP 2 – BE ACCESSIBLE In social media distribution is cheap. Deploy and test as many new CHANNELS as you can. Doing so enables your customer to choose the time and place of engagement. Questions? Click for answers! © 2009 Alterian
  19. 19. Leverage multiple asset formats Be Accessible Tweet key takeaways Repackage as presentation Start a discussion Add voice for video Chop into episodic posts Deploy as formal release Extend your asset’s reach Questions? Click for answers! © 2009 Alterian
  20. 20. Respect the power of the network Be Accessible Questions? Click for answers! © 2009 Alterian
  21. 21. Branding and Call to Action are key Be Accessible Don’t be afraid to brand Enable all relevant forms of Constantly communication: work your copy and call to • Call Back actions • Email • Fax • Forms Test your forms • Live Chat for length and personal • Mail questions • Message Board • SMS • Toll Free • Twitter Questions? Click for answers! © 2009 Alterian
  22. 22. Learn how to swim Be Accessible Questions? Click for answers! © 2009 Alterian
  23. 23. By diving in! Be Accessible Questions? Click for answers! © 2009 Alterian
  24. 24. Location, Location, Location Be Accessible Questions? Click for answers! © 2009 Alterian
  25. 25. Asset Deployment Matrix Be Accessible Layout asset types on horizontal Layout Channels on Vertical Identify which assets are deployed via which channel Questions? Click for answers! © 2009 Alterian
  26. 26. STEP 3 – BE FINDABLE You can boost your accessibility by making sure your deployed assets are findable by your customers. Ensure your content and deployment strategy are as SEARCH friendly as possible. Questions? Click for answers! © 2009 Alterian
  27. 27. Organic versus PPC Be Findable Questions? Click for answers! PPC accounts for 25% of clicks Organic accounts for 75% Fold “It’s free, higher performing, and reaches to all forms of search. Basically, it’s a no-brainer.” © 2009 Alterian
  28. 28. Understand the Spider Be Findable Questions? Click for answers! © 2009 Alterian
  29. 29. Spider food Be Findable 1. 2. 3. Key Word + Structural + Linkback Strategy Elements Theory Questions? Click for answers! © 2009 Alterian
  30. 30. Plant the seeds (EVERYWHERE) Be Findable Questions? Click for answers! LEAD WITH KEYWORDS © 2009 Alterian
  31. 31. Structural elements Be Findable STRUCTURAL ELEMENTS ACCOUNT FOR 25% OF RANKINGS (The blocking and tackling – 100% in your control – get it right) “THE BASICS” TOP 10 1. Page Titles 2. File Names 3. 3x in Body 4. Meta Description 5. ALT Image Tags 6. Make use of Bold 7. H1 Tags 8. Keyword heavy bulleted list 9. Be wary of content hiding scripting 10. Valid HTML & CSS per W3C Guidelines ADAPT AND APPLY TO ASSETS Questions? Click for answers! © 2009 Alterian
  32. 32. It’s all about the links Be Findable INBOUND LINKS ACCOUNT FOR 75% OF RANKINGS (…but not all links are created equal) GETTING “JUICED” Popularity The amount of Google Juice you earn for a link is determined by a closely guarded secret… that we’ve pried from a cold clammy hand to deliver to you here: Link Text Relevance Popularity: Old school page ranking. The higher rated a referring site, the more juice you will earn. Translation – target popular sites. Relevance: Google will also compare the content between your and referring site. The more similar the content, the more juice. Link Text: Often overlooked, but very powerful. The actual content of the anchor text itself will impact SEO. Make sure to use your tag words in the link itself. Questions? “HR KING ANNOUNCES NEW CAREER AS Click for answers! SEM MANAGER! WE WONDER WHY?” © 2009 Alterian
  33. 33. It’s a Popularity Contest Be Findable Questions? Click for answers! CREATE / AFFILIATE WITH RELEVANT AUTHORITIES Become a vocal member of your community Do’s / Don’ts Contribute to discussion Absolutely don’t astroturf Post Comments Light Link Ninja-ing Answer / Ask Questions BUILD INDIVIDUAL BRANDS © 2009 Alterian
  34. 34. Spin your own web Questions? Be Findable Click for answers! © 2009 Alterian
  35. 35. STEP 4 – BE ACCOUNTABLE What makes marketing accountable is the ability to RELATE ACTIVITY TO REVENUE. This makes it possible to optimize channel selection and evaluate asset performance. Questions? Click for answers! © 2009 Alterian
  36. 36. Extending the funnel Be Accountable follow a lead from first contact to eventual conversion Questions? Click for answers! © 2009 Alterian
  37. 37. Paint the target… Be Accountable ATTEND EVENT LINKS OF INTEREST COMMUNITY CONTRIBUTION HIGH VALUE CONTENT Questions? Click for FREELY DISTRIBUTED answers! SOCIALLY SHARED © 2009 Alterian
  38. 38. … using asset level analytics software … Be Accountable CUSTOMER CHANNEL ASSET Questions? Click for answers! © 2009 Alterian
  39. 39. Assets engaged on your site/s Be Accountable ... TO THE “WATCH ONLINE” SECTION... ... BUT HOVERS OVER “WMD.” USER SCROLLS... ... NOT INCLUDING MY FAVORITE ... ... IS SHOWN THIS Questions? Click for DYNAMIC CONTENT ... answers! © 2009 Alterian
  40. 40. … or assets out in social space Be Accountable Questions? Click for answers! Program: 300 Spartans Little Book of Integrated Marketing Link  Asset Channel Destination URL IMP MQL SAL OPS 1+ Little Book of Integrated Marketing YouTube http://www.youtube.com/user/EngagingTimesLive 2150 712 365 37 2+ Little Book of Integrated Marketing EngagingTimes  http://www.engagingtimes.com/2009/12/14/monit 980 105 78 15 oring‐social‐media‐%E2%80%93‐google‐that/ 3+ Little Book of Integrated Marketing A4A.com http://www.alterianforagencies.com/free_stuff/vide 877 24 23 12 os__presentations.aspx 4+ Little Book Banner (09A) SlideShare  http://www.slideshare.net/alterian 654 44 18 5 5+ Little Book Banner (09A) MarketingMojo  http://themarketingmojo.com/2009/12/08/decemb 312 35 23 4 er‐webinar‐how‐to‐implement‐a‐social‐media‐ marketing‐strategy/ 6+ Little Book Banner (09A) LinkedIn http://www.linkedin.com/groups?gid=1823072&trk 265 11 8 2 =myg_ugrp_ovr 7+ Little Book Banner (09A) StumbleUpon  http://www.stumbleupon.com/su/22Vfi9/www.alte 201 5 5 0 rian.com/ © 2009 Alterian
  41. 41. Identify which assets move the needle Be Accountable Questions? Click for answers! © 2009 Alterian
  42. 42. Evaluate quantifiable performance Be Accountable Questions? Click for answers! Asset Scorecard ASSET: Little Book of IM # % TYPE: eBook 6,780 IMPRESSIONS DATE OF BIRTH: 12/1/2008 MARKETING COST: 1,129 16.6 QUALIFIED ₤6.6k $10k AUTHOR: SALES Bob Barker 688 ACCEPTED 60.9 / 10.1 KPI  MTD MoM ∆ ITD BENCH + / ‐ Basket IMP 780 ‐116 6780 1112 5668 89 OPS 12.9 / 1.3 MQL 97 ‐33 1129 607 522 SAL 85 ‐5 688 91 597 Channel IMP MQL SAL OPS OPS 5 1 89 16 73 Alterian.com 2150 712 365 37 Channels 12 ‐2 17 7 10 EngagingTimes 980 105 78 15 Campaigns 1 ‐1 13 3 10 A4A.com 877 24 23 12 SlideShare 654 44 18 5 Revenue $        5,250,000  MarketingMojo 312 35 23 4 LinkedIn 265 11 8 2 Revenue + Pipe $        9,682,000  StumbleUpon 201 5 5 0 Projected ROA 968  @LindaJVetter 154 12 6 3 ACM‐Alt.com 87 23 20 9 Return on Asset 525 YouTube 79 5 1 0 © 2009 Alterian
  43. 43. TAKE YOUR FIRST STEPS Questions? Click for answers! © 2009 Alterian
  44. 44. Strive to Make Mistakes… Take your first steps Questions? Click for answers! … in a measured, CONTROLLED manner. © 2009 Alterian
  45. 45. Remember your framework Take your first steps The 4 B’s of Social Media Marketing 1. Be Interesting 2. Be Accessible 3. Be Findable 4. Be Accountable Questions? Click for answers! © 2009 Alterian
  46. 46. Thank You! Marcus R. Tewksbury Director of Customer Intelligence Blog: theMarketingMojo.com Email: tewksbum@alterian.com Twitter: @tewksbum Cell: 312.884.5330
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