St. Matthews Area Chamber Presentation

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Jason Falls's slides from the St. Matthews Area Chamber of Commerce presentation on July 17, 2012.

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St. Matthews Area Chamber Presentation

  1. 1. Social Media Marketing StrategySt. Matthews Area Chamber of Commerce Think Tank Series Presented by Social Media Explorer July 17, 2012
  2. 2. The old approach doesn’t work here
  3. 3. Understand the audience
  4. 4. How do we market to them?▪ Purposefully avoid pitching▪ Illustrate your expertise, not your catalog▪ Over share that of others▪ Offer to help “if you’re interested”▪ Make the conversation about them, not you▪ Support your buying channels▪ Be confident you offer value, not just product
  5. 5. If you behave that way ... ... you’ll earn the right to ask
  6. 6. Think Strategically
  7. 7. What Social Media Can Do▪ Enhance Branding & Awareness▪ Protect Your Reputation▪ Build Community▪ Enhance Customer Service▪ Facilitate Research & Development▪ Drive Sales or Leads
  8. 8. What Social Media Can Do▪ Enhance Branding & Awareness▪ Protect Your Reputation▪ Build Community▪ Enhance Customer Service▪ Facilitate Research & Development▪ Drive Sales or Leads
  9. 9. What Social Media Can Do▪ Enhance Branding & Awareness▪ Protect Your Reputation▪ Build Community▪ Enhance Customer Service▪ Facilitate Research & Development▪ Drive Sales or Leads
  10. 10. What Social Media Can Do▪ Enhance Branding & Awareness▪ Protect Your Reputation▪ Build Community▪ Enhance Customer Service▪ Facilitate Research & Development▪ Drive Sales or Leads
  11. 11. What Social Media Can Do▪ Enhance Branding & Awareness▪ Protect Your Reputation▪ Build Community▪ Enhance Customer Service▪ Facilitate Research & Development▪ Drive Sales or Leads
  12. 12. What Social Media Can Do▪ Enhance Branding & Awareness▪ Protect Your Reputation▪ Build Community▪ Enhance Customer Service▪ Facilitate Research & Development▪ Drive Sales or Leads
  13. 13. What Social Media Can Do▪ Enhance Branding & Awareness▪ Protect Your Reputation▪ Build Community▪ Enhance Customer Service▪ Facilitate Research & Development▪ Drive Sales or Leads
  14. 14. What do you want Social Media to do?▪ Enhance Branding & Awareness▪ Protect Your Reputation▪ Build Community▪ Enhance Customer Service▪ Facilitate Research & Development▪ Drive Sales or Leads
  15. 15. What do you want Social Media to do? What do they want it to do?
  16. 16. Sales Revenue Cost
  17. 17. Think About Their Entry Point = Passive, Non-Committal = Intentional Pre-Disposed to Buy
  18. 18. Think About Their Mindset = People I Know = People I Don’t Know = People I Work With = People Near Me = Weird People
  19. 19. Why Are They There? = See grandkids = Follow news/celebrity = Secretly job search = Who the hell knows? = Watch Weird People
  20. 20. The New Marketing Funnel
  21. 21. What About ROI?▪ Enhance Branding & Awareness▪ Protect Your Reputation▪ Build Community▪ Enhance Customer Service▪ Facilitate Research & Development▪ Drive Sales or Leads
  22. 22. New  Product  Ideas Customer  Sa,sfac,on  Scores Faster  Response  TimesMore  Subscribers Higher  Search  Engine  Results What  do  I  get  in  return? Higher  Reten,on  RateMore  Online  Media  Coverage Lower  Cost-­‐Per  Lead Lower  Call  Center  Costs Faster  Response  Times Website  Traffic Increased  Posi,ve  Men,ons
  23. 23. What can it do? What do I want it to do?How will we measure success?
  24. 24. You need:▪Goal or Goals▪Objectives▪Strategies▪Tactics
  25. 25. Planning to measure
  26. 26. What  the  purists  say  ... Social Media Explorer✦ Strategy, Execution & Measurement✦ ConversationReport.com✦ GoToExplore.co✦ Learning Community @JasonFalls Damn Handsome socialmediaexplorer.com
  27. 27. What  the  purists  say  ... Exploring Social Media ✦ Lessons (how-to to strategy) ✦ Experts & practicioners on-call ✦ Ask any question, any time ✦ $25 per month, cancel any timeexploringsocialmedia.com

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