Ten guiding principles for successful social media marketing
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Ten guiding principles for successful social media marketing

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This is the story of how we helped a client learn basic principles of social media success and achieve success.

This is the story of how we helped a client learn basic principles of social media success and achieve success.

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Ten guiding principles for successful social media marketing Ten guiding principles for successful social media marketing Presentation Transcript

  • Tools of Engagement New Media marketing Mobile Apps Ten guiding principals for effectiveSocial media marketing: A case study By: Sherry Nouraini Founder/President: Captive Touch
  • Tools of Engagement New Media marketing Mobile Apps About MeR& D Founder Founder/ Founder Marketing Director 2006 2007 2009 End of 2010
  • Tools of Engagement New Media marketing Mobile Apps About Captive TouchSocial media, mobile, and e-newsletter marketing, and blogging
  • Tools of Engagement New Media marketing Mobile Apps Profile of a client • High end children’s product •Personal Facebook page •Personal Twitter page •Blog on blogspot.com •Website•Captive Touch started coaching 6/01/2010
  • Tools of Engagement New Media marketing Mobile Apps Broadcasting Engagement/Value•Advertisement for product •Changed wording to•Little or no 3rd party links entice clicking on links•Conversation with friends •Shared 3rd party links•Inconsistent •Conversation with all•Little or no Re-tweeting •Consistent•No endorsement of others •Re-tweeting •#FollowFriday
  • Tools of Engagement New Media marketing Mobile Apps ObjectionWhy am I driving people to other people’s websites? I want them to go to my site and shop!
  • Tools of Engagement New Media marketing Mobile Apps Principal #1 Social Media Marketing is not about you.It is about providing value, generating trust and establishing yourself as an expert
  • Tools of Engagement New Media marketing Mobile Apps Personal/Private Professional/Public Allowed measurement• Personal profile as Business page • Created Fan page• Mixed: conversation with • Posted consistently friends, and product ads • Shared blog posts• No means of obtaining • Posted product updates analytics • Engaged in Conversation•Private • Giveaways
  • Tools of Engagement New Media marketing Mobile Apps Principal #2Don’t mix personal with professional on Facebook
  • Tools of Engagement New Media marketing Mobile Apps Value add content Advertisement Self hosted blog • Switched to WordPress•Blogging on Blogger • Setup blogging schedule•Inconsistent • Changed topics to value•Mostly centered around add subjectsproduct description • Posted how-to-videos
  • Tools of Engagement New Media marketing Mobile Apps Principal #3• Blog value-add articles consistently andon a self-hosted server with a unique URL
  • Tools of Engagement New Media marketing Mobile Apps ObjectionClient: Social media is not working, my sales are not going upMe: How do you know the little sales you have is not coming from Twitter or Facebook?Client: Ah……………………….Me: Get Google analytics
  • Tools of Engagement New Media marketing Mobile Apps Principal #4Decide on a number of key metrics and measure your success regularly
  • Tools of Engagement New Media marketing Mobile AppsGrowing the Fan Base on Facebook
  • Tools of Engagement New Media marketing Mobile Apps ObjectionClient: Why is the number of fans not growing?Me: You need to get out there, actively participate in both online and offline communities. Fan pages don’t grow by themselves.
  • Tools of Engagement New Media marketing Mobile Apps Principal #5Social media marketing is only one componentof your marketing plan. You have to try othermarketing channels to give people a reason tolike your page•The whole is greater than the sum of its parts
  • Tools of Engagement New Media marketing Mobile Apps ObjectionClient: A friend has used a Facebook app and was able to double her number of fans, why are we not doing that?Me: Show me what she has done.
  • Tools of Engagement New Media marketing Mobile Apps Objection (continued)Investigation: The friend used an app to exchange likes for percentage discount? (bribe)Me: Yes, I am familiar with those apps. Let’s see how engaged her fans are:Results: My client’s fans were twice as much engaged even though she had half the # of fansConclusion: See principle #6
  • Tools of Engagement New Media marketing Mobile Apps Principal #6Social media marketing is not a numbers game. Thefocus should be on increasing engagement ratherthan trying to get people to follow and like you inmeaningless ways.
  • Tools of Engagement New Media marketing Mobile AppsSocial Media Campaign: Shift the focus to providing Ultimate value: do something amazing Winner: An online jogging marathon in the month of May, just in time for Mother’s day. Give-away Prizes.
  • Tools of Engagement New Media marketing Mobile Apps ObjectionClient: A friend told me I should talk to their social media consultant for advice. I did, and he showed me two tools to promote the marathon. He also promoted the marathon on their blog.Me: Let’s see what he suggested and has done:Application #1: An application that requires people to sharethe marathon on their social network before they can sign up!Me: This creates a barrier to entry, don’t use it
  • Tools of Engagement New Media marketing Mobile Apps Objection (continued)Application #2: An application that allows you to turn themarathon into a game. It can be incorporated into theFacebook page.Me: Let’s see what it isResults: The tool required the skills of a developer, and itcould not be incorporated in the Facebook page.Conclusion: It’s too late in the game to start involving aDeveloper, besides you don’t have the budget.
  • Tools of Engagement New Media marketing Mobile Apps Principal #7Just because there is a cool tool out there, it does notmean you should use it. Be strategic about the toolsyou use. Your goal should be to get good at drivingbusiness results from your activities, not to get goodat using tools.
  • Tools of Engagement New Media marketing Mobile Apps Objection (continued)Promotion: There was a short article, posted on a blogBased on Posterous. The blog link was shared on the friend’sFacebook page.Me: Let’s see what it isResults: The blog post had all sorts of html code on top!Conclusion: Red flag.
  • Tools of Engagement New Media marketing Mobile Apps Principal #8Be very careful when choosing a social media consultantto work with. If you meet one that throws at you the namesof a bunch of tools, run in the opposite direction. A realprofessional should first ask about your business goalsbefore making any suggestions.
  • Tools of Engagement New Media marketing Mobile Apps The Process 1- Dedicated website for the marathon 2-promoted on Twitter, Facebook3-Partnered with followers influential with the mom and fitness community 4- Press release (Published in local paper) 5-Dedicated weekly newsletter 6- Marathon Launch and Finish videos 7- Continuous support for the participants by posting value add articles, quotes, etc. 8- Photo contest
  • Tools of Engagement New Media marketing Mobile AppsGrowing the Fan Base on Facebook
  • Tools of Engagement New Media marketing Mobile AppsEngagement of fans with Facebook Page
  • Tools of Engagement New Media marketing Mobile AppsClick through Twitter
  • Tools of Engagement New Media marketing Mobile Apps The Challenge• To keep the engagement level high.Asked on Facebook: 1. How can we continue to support 2. What subjects they want to learn about 3. What are their challenges
  • Tools of Engagement New Media marketing Mobile AppsPrinciple #9- Your work is never done
  • Tools of Engagement New Media marketing Mobile Apps Principal #10 Set realistic expectations: Getting results fromSocial media marketing is not a part time thing, and it is not something you can do on the weekends.There is no magic pill: Don’t let anyone tell you otherwise.
  • Tools of Engagement New Media marketing Mobile Apps Learn More • Like our page • Follow us on Twitter• Connect with us on LinkedIn •Subscribe to our newsletter •Subscribe to our blog