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Rollins Communique Jbraun Inbound Marketing Presentation

Rollins Communique Jbraun Inbound Marketing Presentation



Justin JB Braun's presentation for the Rollins Communique Professional Networking Round Table Discussion.

Justin JB Braun's presentation for the Rollins Communique Professional Networking Round Table Discussion.



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  • Timing varies between social profiles People skim, motivated to take action by different things, love lists! Sales pitches are a great way to fail. 3 stages of content creation for lead nurturing in the social sales funnel
  • Post every day Have calls to action Don’t post about you

Rollins Communique Jbraun Inbound Marketing Presentation Rollins Communique Jbraun Inbound Marketing Presentation Presentation Transcript

  • The Marriage of Social Media, Marketing & Public Relations Justin Braun Manager of Inbound Marketing
  • Agenda
    • Who am I?
    • How did I get here?
    • What do I do?
    • What do I know?
    • What can you do?
    Text Number 32665 (FBOOK) Message Like activengage
  • Who am I?
  • In my “free” time…
    • Freelance writer and journalist
    • Session musician
    • Manage and Perform in 3 local bands
    • “ We Got Hustle”
  • I did everything. How did I get here?
  • While at Rollins
  • I write. What do I do?
  • Manager of Social Media and Inbound Marketing
    • ActivEngage is the automotive industry's premium live chat and real-time business analytics reporting solution for dealerships
    • Typical day
    • Check the Social Media Profiles
      • Respond to mentions, RT’s, comments, likes and shares
      • Schedule posts & updates
      • Record analytics
    • Publish a blog
      • SEO Optimize copy and tags
      • Share on Social Media
    • Write web content
      • Website copy
      • Blogs
      • White papers & ebooks
      • Marketing/advertising copy
      • Promotional collateral
      • Press Releases
  • What do I know? There is a science to Social Media
  • Timing, length and links
    • Timing of posts determines level of audience engagement
    • People read differently on the internet
    • Internet users are turned off when you talk about yourself
    • Customer Engagement is about creating, stimulating or influencing shopper behavior
  • Seed-nurturing through content
    • Early-stage content
      • Establish thought-leadership
    • Mid-stage content
      • Discuss industry best practices
    • Late-stage content
      • Illustrate how your product or company is best-in-class
  • Social Media: a pull strategy
    • Curate content useful to industry peers and prospective clients
    • Create and share thought-leadership and best-practices content
    • Respond to audience engagement
      • Provide more information/answer questions
      • Engage in sales process
    • Make use of free tools
  • What to measure
    • Blog Analytics
      • Unique visitors
      • Total visitors
      • Time on website
      • Depth of visit
      • Click paths
      • Exit pages
      • Entrance page
      • Keywords
      • Referring URLs
      • Comments 
    • Facebook Analytics
      • Page Views
      • Unique Page Views
      • Content Views
      • Comments
      • Content Likes
      • Likes
      • Un-likes
      • Total Reach
      • Engaged Users
      • People talking about
    • Twitter Analytics
      • # of Tweets per day
      • Tweet times
      • Mentions
      • ReTweets
      • Link Clicks
  • You cannot manage what you can’t measure
    • Engagement Rate
      • # of Audience Interactions Per Post
    • Amplification
      • Twitter: # of Retweets Per Tweet
      • Facebook, Google Plus: # of Shares Per Post
      • Blog, YouTube: # of Share Clicks Per Post/Video
    • Economic Value
      • Sum of Short and Long Term Revenue and Cost Savings
      • More Metrics
  • You will screw up - everyone does
  • Make the most of the situation
  • A negative reaction exacerbates things
  • What can you do? Hone your skills, find your niche, start today!
  • How to get a Job in Social Media
    • Establish an Online Presence
      • Start blogging
    • Be Proficient in All Social Channels
    • Be Creative and Relevant
    • Be a Professional
    • Know the Industry/Company
    • Network and Build Relationships
    • Be Familiar with Need-to-Know programs
      • Photo/video editing
      • Basic HTML
      • Wordpress
    • Help a business out Pro Bono
  • Know your influence
    • Klout -  measures influence based on your ability to drive action via Social Media
      • Try to raise your score as high as you can
      • Score could make or break an interview
      • High Klout scores help with networking
  • Read blogs !
    • Use Google Reader (or whatever method of RSS following you prefer) to follow industry and career-relevant blogs
      • HubSpot Inbound Internet Marketing Blog
      • Marketing Sherpa
      • Marketing Profs
      • SmartBrief
      • Social Media Examiner
      • Social Media Today
      • Inc.com
  • Social Media Intern Graphic Design Intern
    • Email [email_address]
      • Resume
      • Writing or Design example
    Connect with me @ activengage / justin.jb.braun