Social mediapresentation

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Social mediapresentation

  1. 1. How to Market Anything through Social Media A presentation for Sterling Cooper
  2. 2. About Bryan • Writes the Burb’s Eye View column each Wednesday • Professional marketing manager4/9/2013 How to Market Anything in Social Media 2
  3. 3. Enough about me … What is Sterling Cooper?4/9/2013 Transforming Outreach at Stough Canyon 3
  4. 4. A traditional company … Bert Cooper Roger Sterling Don Draper Employees4/9/2013 How to Market Anything in Social Media 4
  5. 5. …with traditional problems How do we market our company? How do we market our clients? How do we market ourselves?4/9/2013 How to Market Anything in Social Media 5
  6. 6. Don Draper’s Office Something’s missing …4/9/2013 How to Market Anything in Social Media 6
  7. 7. Don Draper’s Office Right! A computer! Now we can start with Social Media …4/9/2013 How to Market Anything in Social Media 7
  8. 8. The online storefront4/9/2013 How to Market Anything in Social Media 8
  9. 9. Why bother with Social Media? 185% Average increase in website hits after COMPANIES WITH >50 crossing 1,000 Likes. EMPLOYEES SAW THE BIGGEST TRAFFIC GAINS FROM GROWING THEIR FACEBOOK REACH. Source: 2013 Survey of 7,000 Hubspot customers4/9/2013 How to Market Anything in Social Media 9
  10. 10. Why bother with Social Media? 106% More web traffic for B2C COMPANIES companies with 51 to EXPERIENCE A LARGER 100 followers over those INCREASE IN TRAFFIC with 25 or fewer. THAN B2B COMPANIES AFTER CROSSING 1,000 TWITTER FOLLOWERS. Source: 2013 Survey of 7,000 Hubspot customers4/9/2013 How to Market Anything in Social Media 10
  11. 11. Top reasons for Retweets 100 80 60 40 20 0 Source: Infographic labs report 20124/9/2013 How to Market Anything in Social Media 11
  12. 12. Why people follow you 80 60 40 20 0 Source: Infographic labs report 20124/9/2013 How to Market Anything in Social Media 12
  13. 13. How to self-market your business TWITTER AND YOUR BLOG4/9/2013 Journalism and the Burbank Community 13
  14. 14. Twitter is good for …• Microblogging • Trend searches• Quick answers / feedback • Celebrity / team stalking4/9/2013 How to Market Anything in Social Media 14
  15. 15. Your very own publishing house• Offer insightabout yourindustry• Display yourexpertise• A home for majorpieces of contentthat help with SEO 4/9/2013 How to Market Anything in Social Media 15
  16. 16. How to interact with consumers FACEBOOK & INSTAGRAM4/9/2013 Journalism and the Burbank Community 16
  17. 17. THE Social Network• Photo gallery• Stay in touch withfamily• Share content -Links• Keepappointments 4/9/2013 How to Market Anything in Social Media 17
  18. 18. Visual Collaboration • Editing photos • Sharing photos4/9/2013 How to Market Anything in Social Media 18
  19. 19. How to build your personal brand LINKEDIN & PINTEREST4/9/2013 Journalism and the Burbank Community 19
  20. 20. Linked In includes …• Your online resume• A place to connectand share expertise• Curated communitieslike Twitter but with amore robust profilefeature to validateexperience4/9/2013 How to Market Anything in Social Media 20
  21. 21. The Virtual Collage• Helps share visual content (photos, video)• Acts as a virtual pinboard – a scrapbook of thingsthat interest you4/9/2013 How to Market Anything in Social Media 21
  22. 22. How to win friends and influence influencers PUTTING YOURSELF OUT THERE4/9/2013 Journalism and the Burbank Community 22
  23. 23. Pete Campbell• Talks about himself a lot• Multiple-tweet rants aboutpolitics, religion, women’s placein the home• Talks about his big-name clientsin inappropriate mentions• Shares competition-sensitiveinformation in meetings onFacebook, Twitter wherecompetitors can see• Shares photos of his lunch thatare out of focus• Tells people to Like Facebookpage, without a link to it• Goes weeks just retweeting;no original content• Invites everyone to play everyFacebook game ever4/9/2013 How to Market Anything in Social Media 23
  24. 24. Joan Harris• Has whole conversations withclients about service issues• Retweets followers all the time• Keeps Facebook calendarupdated• Creates contests onFacebook, Instagram andpromotes them 3x a day• Reads blogs from the firm’s topclients and shares their content• Recruits Don and Roger towrite posts about ad strategy;asks clients to RT• Takes photos that are in focusand are NOT the backs ofpeople’s heads; they’re alsoframed well and interesting4/9/2013 How to Market Anything in Social Media 24
  25. 25. Bringing it all together THE SOCIAL FLOW4/9/2013 Journalism and the Burbank Community 25
  26. 26. The social circle Biz to Biz Business to Consumer Personal4/9/2013 How to Market Anything in Social Media 26
  27. 27. Organize your work• HootSuite• TweetDeck• Threadsy• Rignite• Unilyzer• Spredfast• MediaFunnel• CoTweet• Seesmic• Netvibes• Brizzly4/9/2013 How to Market Anything in Social Media 27
  28. 28. Social Etiquette• Treat people online as if you’d treat them in person.• Message people often, and repeatedly.• Reward people for your call to action/encourage the behavior you want• Decide early what your online persona is.• Pull in, don’t push out. (Make people want to interact with you)• Give more than you get (put things on people’s walls, retweet and promote their stuff too)• Not every platform is appropriate for every message.• Engage, listen and learn.• Create Social Proof of your expertise, skills and products (through users’ testimonials and interactions)4/9/2013 Journalism and the Burbank Community 28
  29. 29. Thank you. Questions?
  30. 30. Bryan on the Web Your goal should also be to obtain the first four or five things on a Google search.4/9/2013 How to Market Anything in Social Media 30

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