Integrating Your Marketing Efforts Cohesively




Liana “Li” Evans, Co-Founder/CEO
LiBeck Integrated Marketing
@storyspinn...
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




Video or Photo Views,
 Comments, Ratings, Links
Twitter Followers & Re...
Integrating Your Marketing Efforts Cohesively




 Excel Spreadsheets
    Pivot Tables
    Charts
    Graphs
 Word Do...
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




 Research
    Where are the conversations, who’s
     having them?
 S...
Integrating Your Marketing Efforts Cohesively




 Who Is Your Audience?
   Is it different offline than online?
   Are...
Integrating Your Marketing Efforts Cohesively




 Where is your audience hanging out
 What are they saying about you
 ...
Integrating Your Marketing Efforts Cohesively




 Create Your Strategy Based On Your
  Research
 Remember – It’s Not Re...
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




 Define Your Goals
 Measure Your Progress
    Analytics
    Buzz Mon...
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




 Do: Your research
 Do: Write your content for your
  audience
 Do: M...
Integrating Your Marketing Efforts Cohesively




 Content sites benefit the most
    If you are looking for just eyebal...
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




 Do: Your Research: Niche groups?
 Do: Create Your Own Content & Brand...
Integrating Your Marketing Efforts Cohesively




 Social Sharing is Very Engaging
    People are very visual
    Peopl...
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




 Do: Research if your demographic is
  here
 Do: Promote on your other...
Integrating Your Marketing Efforts Cohesively




 Social Networks Can Be Addicting
    Think about “Farmville”
 News s...
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




 Do: Link to other bloggers
 Do: Comment on other blogs
 Do: Create a...
Integrating Your Marketing Efforts Cohesively




 Bloggers are not like journalists
    They don’t have boundaries
 Yo...
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




 Do: Monitor
 Do: Make sure your information is right
 Do: Engage wit...
Integrating Your Marketing Efforts Cohesively




 Traffic from review sites is quality traffic
    They explore more of...
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




 Do: Hold a conversation
 Do: Share links, pictures & videos
 Do: Rem...
Integrating Your Marketing Efforts Cohesively




 Twitter can drive a lot of quality traffic
    People who follow you ...
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




 Remember to Integrate
   Email: Tell your already interested
    audi...
Integrating Your Marketing Efforts Cohesively




iPhone, BlackBerry, Palm, Droid
   Smart phones are a common way
    o...
Integrating Your Marketing Efforts Cohesively




Employee Usage Policies
Blogging Policies
Avatars, Pictures, Videos?
...
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




 Understand Your Audience
 Define Your Goals
 Research & Listen
 Pla...
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Integrating Your Marketing Efforts Cohesively




www.LiBeckIM.com
Upcoming SlideShare
Loading in...5
×

Social Media Marketing Basics

711

Published on

Looking at getting ahead in Facebook, Twitter, Wikipedia, Foursquare and all the other social media tactics out there? This presentation covers the basics of social media to give you a foundation to help you start out on the right foot with your social media strategies and efforts. This presentation was given at Search Engine Strategies Chicago 2010 and can help you take some giant steps forward with your social media strategies.

Presentation from Liana "Li" Evans of LiBeck Integrated Marketing (http://www.LiBeckIM.com)

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
711
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "Social Media Marketing Basics"

  1. 1. Integrating Your Marketing Efforts Cohesively Liana “Li” Evans, Co-Founder/CEO LiBeck Integrated Marketing @storyspinner SES Chicago – October 2010
  2. 2. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  3. 3. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  4. 4. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  5. 5. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  6. 6. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  7. 7. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  8. 8. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  9. 9. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  10. 10. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  11. 11. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  12. 12. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  13. 13. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  14. 14. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  15. 15. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  16. 16. Integrating Your Marketing Efforts Cohesively Video or Photo Views, Comments, Ratings, Links Twitter Followers & Retweets Number of Reviews (Positive & Negative) Blog Comments & Subscribers Replies to Forum Messages New Users to Forum Subscribers, Friends to Profiles Answers to Questions Asked www.LiBeckIM.com
  17. 17. Integrating Your Marketing Efforts Cohesively  Excel Spreadsheets  Pivot Tables  Charts  Graphs  Word Documents  Summaries of Engagements  Overview of Goals/Metrics www.LiBeckIM.com
  18. 18. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  19. 19. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  20. 20. Integrating Your Marketing Efforts Cohesively  Research  Where are the conversations, who’s having them?  Strategy  What’s your plan of approach, what’s the message  Engagement  How & what are you going to share & give value  Measurement  Is what your doing working? www.LiBeckIM.com
  21. 21. Integrating Your Marketing Efforts Cohesively  Who Is Your Audience?  Is it different offline than online?  Are you missing opportunities?  Don’t Assume!  What Is Your End Goal?  Lift market share  Branding  Increase sales www.LiBeckIM.com
  22. 22. Integrating Your Marketing Efforts Cohesively  Where is your audience hanging out  What are they saying about you  How do they communicate & share  Who are the influencers www.LiBeckIM.com
  23. 23. Integrating Your Marketing Efforts Cohesively  Create Your Strategy Based On Your Research  Remember – It’s Not Really Free  Resources: Money, People, Platforms & Tools  Policies  Who Helps Runs This?  Contingency Plans  What Is Success?  Promotion! www.LiBeckIM.com
  24. 24. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  25. 25. Integrating Your Marketing Efforts Cohesively  Define Your Goals  Measure Your Progress  Analytics  Buzz Monitoring  Links, Page Rank, etc.  Is It Worth Your Investment?  Are Your Resources Being Used Wisely? www.LiBeckIM.com
  26. 26. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  27. 27. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  28. 28. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  29. 29. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  30. 30. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  31. 31. Integrating Your Marketing Efforts Cohesively  Do: Your research  Do: Write your content for your audience  Do: Make friends  Don’t: Submit your own stuff  Don’t: Pay for votes  Don’t: Be Stingy www.LiBeckIM.com
  32. 32. Integrating Your Marketing Efforts Cohesively  Content sites benefit the most  If you are looking for just eyeball counts to your site, Social News & Social Bookmarking is great  Not High Quality Traffic  Usually “Hit & Run”  Time on Site & Bounce Rates are abysmal  Viral Potential  If it get popular, lots of traffic, lots of links www.LiBeckIM.com
  33. 33. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  34. 34. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  35. 35. Integrating Your Marketing Efforts Cohesively  Do: Your Research: Niche groups?  Do: Create Your Own Content & Brand Subtly  Do: Participate in Groups  Do: Measure views, favorites, embeds, etc.  Don’t: Be Promotional  Don’t: Limit Yourself to 1 site  Don’t: Expect to go Viral immediately www.LiBeckIM.com
  36. 36. Integrating Your Marketing Efforts Cohesively  Social Sharing is Very Engaging  People are very visual  People love to be entertained  Not all videos go viral  Nor do they have to, to be successful  Videos & Photos Appear in Search Results  Videos & Photos Can be Shared in Facebook www.LiBeckIM.com
  37. 37. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  38. 38. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  39. 39. Integrating Your Marketing Efforts Cohesively  Do: Research if your demographic is here  Do: Promote on your other properties  Do: Engage your fans & friends  Do: Upload media (photos, videos, etc.)  Don’t: “Set it & Forget it”  Don’t: Spam your fans / friends  Don’t: Expect your fans to market for you www.LiBeckIM.com
  40. 40. Integrating Your Marketing Efforts Cohesively  Social Networks Can Be Addicting  Think about “Farmville”  News streams can drive traffic  Bounce rates & time on site numbers are better than social news or social bookmarking  It’s not just young kids  Fastest growing segment on Facebook is women over 45 www.LiBeckIM.com
  41. 41. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  42. 42. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  43. 43. Integrating Your Marketing Efforts Cohesively  Do: Link to other bloggers  Do: Comment on other blogs  Do: Create an editorial calendar  Don’t: Link drop in comments  Don’t: Submit your stuff to Digg  Don’t: Spam bloggers with press releases www.LiBeckIM.com
  44. 44. Integrating Your Marketing Efforts Cohesively  Bloggers are not like journalists  They don’t have boundaries  You need to be consistent  If you don’t keep putting out content, no one will have a reason to come back  Blogs can eclipse static websites with their ability to drive traffic  Community is important www.LiBeckIM.com
  45. 45. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  46. 46. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  47. 47. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  48. 48. Integrating Your Marketing Efforts Cohesively  Do: Monitor  Do: Make sure your information is right  Do: Engage with commenters  Don’t: Make fake reviews  Don’t: Be afraid of the negative  Don’t: Forget to say “Thank You” www.LiBeckIM.com
  49. 49. Integrating Your Marketing Efforts Cohesively  Traffic from review sites is quality traffic  They explore more of your site  They want to know why people like you  Negative reviews are an opportunity  People are also cynical and don’t believe it when reviews are always 5 starts  Ensure you own your business  Upload your own photos, ensure info is correct www.LiBeckIM.com
  50. 50. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  51. 51. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  52. 52. Integrating Your Marketing Efforts Cohesively  Do: Hold a conversation  Do: Share links, pictures & videos  Do: Remember it’s quality not quantity  Don’t: Spam hashtags  Don’t: Auto Direct Message  Don’t: Use Auto Follower programs www.LiBeckIM.com
  53. 53. Integrating Your Marketing Efforts Cohesively  Twitter can drive a lot of quality traffic  People who follow you are interested in what you have to say  Great way to get information out quickly  There are a lot of tools to make managing Twitter a lot easier  Engaging in Twitter can lead to great opportunities in other communities www.LiBeckIM.com
  54. 54. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  55. 55. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  56. 56. Integrating Your Marketing Efforts Cohesively  Remember to Integrate  Email: Tell your already interested audience  SEO: optimize your profiles  PPC: promote what your doing  PR: Don’t send a press release, use your media!  Direct Mail: Include easy ways to find your social profiles  Marketing: Social Profiles on TV, Radio, Print  Integrate & Pollinate www.LiBeckIM.com
  57. 57. Integrating Your Marketing Efforts Cohesively iPhone, BlackBerry, Palm, Droid  Smart phones are a common way of life  People can watch videos on their phones  You don’t need a web browser to find a restaurant review  Most social media sites have a way for community members to access via mobile – that isn’t a browser! www.LiBeckIM.com
  58. 58. Integrating Your Marketing Efforts Cohesively Employee Usage Policies Blogging Policies Avatars, Pictures, Videos? Talking with The Press Comment & Trackback Policies Giving Freebies www.LiBeckIM.com
  59. 59. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  60. 60. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  61. 61. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  62. 62. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  63. 63. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  64. 64. Integrating Your Marketing Efforts Cohesively  Understand Your Audience  Define Your Goals  Research & Listen  Plan Your Strategy  Measure!  Not All Social Sites Will Work for You  Integrate!  Remember, It’s Not About You! www.LiBeckIM.com
  65. 65. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com
  66. 66. Integrating Your Marketing Efforts Cohesively www.LiBeckIM.com

×