0
The 10 Steps to a Successful Social Media
Marketing Strategy for your Business
The Digital Landscape
• The 3 Phases of the Web
– Phase 1: Portals
– Phase 2: Search Engines
– Phase 3: Social Networks
The Digital Landscape
• The Numbers: What has happened since 1990?
–
–
–
–
–
–
–
–
–
–

First Website in 1990
130 Web Site...
The Digital Landscape
• Google
The Digital Landscape
• Facebook
The Digital Landscape
• Mobile
The “Numbers’ Problem”
•
•
•
•
•

Over 500 million websites
More than 155 million blogs
Nearly 800 Million Facebook Users
...
The “Noise” Problem in 60 Seconds
• 700,000 searches
• 600 Videos are uploaded to YouTube
• 80,000 Facebook Wall posts
The Display Ad “Clutter” Problem
The “Technology” Problem
The “Technology” Problem
Problem: We still think Analog!
Why Social Media Marketing?
Why Social Media?
• Social Media Amplifies your Content
Why Social Media?
• Makes you Stand out from the Crowd
Why Social Media?
• Networking on Steroids
Why Social Media?
• Accelerates the Spread of your Brand
Why Social Media?
• It can Position You as an Expert
Why Social Media?
• Your Business Can Self-Publish
Why Social Media?
• Global Word of Mouth
Why Social Media?
• “On the Internet, nobody knows you are a dog”
Why Social Media?
• Facilitates Trust – Edelman Trust Barometer
The Foundations and Approach to Social Media
The Foundations and Approach to Social Media
• Content
The Foundations and Approach to Social Media
• Search
The Foundations and Approach to Social Media
• Social
The Foundations and Approach to Social Media
•

Publish to Multiple Networks
The Foundations and Approach to Social Media
• Publish a Variety of Multi-Media Content
The 10 Steps to a Successful Social Media
Marketing Strategy
Step 1
•

Establish a Clear Focused Vision
Step 1
•

Establish a Clear Focused Vision

Nike’s Vision
“To bring inspiration and innovation to every athlete in the
wor...
Step 2
•

Obtain Commitment from Management
Step 3
• Determine Prospects & Customer Personas
Step 4
•

Create and Prioritize Goals
Step 5
•

Develop Tactics to Achieve Goals
Step 6
•

Resources Allocated to Achieve the Goals
Step 7
• Plan and Create Content
Step 8
• Publish and Promote on the Social Networks where your
Customers are
Step 9
•

Measure and Monitor the Results
Step 10
• Modify, Rinse and Repeat
Social Media Marketing Tools and Tactics
Social Media Marketing with Facebook
Social Media Marketing with Facebook
• Why Use Facebook?
–
–
–
–

Business Page – for spreading your content
Multi-Media r...
Facebook Social Media Marketing – B2C
• Facebook Tips for B2C Companies
1.
2.
3.
4.
5.
6.
7.
8.

Welcome page
Provide an i...
Facebook Social Media Marketing – B2C
• Victoria’s Secret
Facebook Social Media Marketing – B2C
• Threadless
Facebook Social Media Marketing – Personal Brand
• Mari Smith
Facebook Social Media Marketing – B2B
• Facebook Tips for B2B Companies
1.
2.
3.
4.
5.
6.
7.

Video Channel with “How To” ...
Facebook Social Media Marketing – B2B
• Case Studies - Publishing Content Linking to the Blog or Website
– Goal: Position ...
Social Media Marketing with Facebook – B2B
• Case Studies – Clear Risk
– Goal: Capture email subscribers and Facebook “Lik...
Social Media Marketing with Facebook – B2B
• Case Studies – General Electric
– Goal: Promote Thought Leaders
Social Media Marketing with Facebook – B2B
• Case Studies – Get Satisfaction - Internet Software Company
– Goal: Provide c...
Social Media Marketing with Facebook – B2B
• Case Studies – Cisco
– Goal: Educate with Online Video within Facebook
Social Media Marketing with Twitter
Social Media Marketing with Twitter
• Why use Twitter?
–
–
–
–
–
–
–

A global network of 500 million plus users
You can t...
Social Media Marketing with Twitter
• 5 Tips for Optimizing Twitter
1.
2.
3.
4.
5.

Include a photo or logo
Add your Faceb...
Social Media Marketing with Twitter
• Twitter Marketing Tips
1. Develop a targeted Twitter following
2. Listen, engage and...
Social Media Marketing with Twitter
• Twitter Tools
Social Media Marketing with Twitter
• Case Studies – jeffbullas.com
– Goal: Drive traffic to the blog and networking
Social Media Marketing with Twitter
• Case Studies – dell.com
– Goal: Sell Product that can be tracked with coupons
Social Media Marketing with LinkedIn
Social Media Marketing with LinkedIn
• Why use LinkedIn?
–
–
–
–
–
–

Over 150 Million professionals are members
Great for...
Social Media Marketing with LinkedIn
• Setting up and Optimizing LinkedIn
–
–
–
–

Create a public profile (don’t lock it ...
Social Media Marketing with LinkedIn
• LinkedIn Marketing Tips
– Update your posts on LinkedIn after publishing
– Particip...
Social Media Marketing with LinkedIn
• LinkedIn Case Study B2B: Post Card Mania
–
–
–
–

Create compelling content
Build c...
Social Media Marketing with LinkedIn
• LinkedIn Case Study B2B: Post Card Mania
– The Post on LinkedIn
Social Media Marketing with LinkedIn
• LinkedIn Case Study B2B: Post Card Mania
– The Landing Page
Social Media Marketing with YouTube
Social Media Marketing with YouTube
• Why use YouTube?
– Second largest search engine in the world
– Easier to rank higher...
Social Media Marketing with YouTube
• Setting up and Optimizing YouTube
1. Create your own branded YouTube Channel
2. Link...
Social Media Marketing with YouTube
• YouTube Marketing Tips
1. Interview senior people in your industry – promote them, t...
Social Media Marketing with YouTube
• YouTube Case Study: Orabrush
Social Media Marketing with Slideshare
Social Media Marketing with Slideshare
• Why use Slideshare?
–
–
–
–

It is the “YouTube” for PowerPoint
Presentations pos...
Social Media Marketing with Slideshare
• Slideshare Marketing Tips
1. Turn your posts into PowerPoint presentations and po...
Social Media Marketing with Blogs
Social Media Marketing with Blogs
• Why Blog?
–
–
–
–
–
–
–

To establish a home base that you own
Personal branding eg”je...
Social Media Marketing with Blogs
• Setting up and Optimizing Your Blog
–
–
–
–
–
–
–

Buy your own domain name
Blog as pa...
Social Media Marketing with Blogs
• Blogging Marketing Tips
1. Solve problems with your posts. What do your customers worr...
Social Media Marketing with Blogs – Personal Brand
• Case Studies – jeffbullas.com
– Goal: Create a personal brand online ...
Social Media Marketing with Blogs – B2B
• Case Studies – Hubspot – software as a service for small to medium business
– Go...
Social Media Marketing with Blogs – B2C
• Case Studies – Southwest Airlines
10 Takeaways
1. Strategy not just tactics
2. Content is the foundation
3. Optimize for search
4. Make it easy to share
5. ...
How Could You Use Social Media
Marketing… To Put a Dent in the
Universe?
Twitter: @JeffBullas
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Some of the Slideshare Presentation were created by others. All are great and well worth looking at. I am Stephen Darori on Linkedin. My profile is a Power Profile that went to all Start Status in less than 120 days and the techniques I have used are well worth studying.. If you think we have some Synergy Now of maybe in the Future, then do send me an invitation to connect. I will never refuse a Linkedin Invitation.

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  • Thanks you for the honour of speaking at BE-Wizard in Beautiful Italy
    It is my second visit after being here over 20 years ago.
    After flying in from Australia I knew I was in Rome when the Taxi driver on the trip to our Hotel from the airport appeared to take on the persona and spirit of the Ferrari driver Fernando Alonso and proceeded to race to our hotel at high speed as if his Fiat was a Ferrari
    I really knew I was in Rome when a friend of ours who lives in Rome told us the next day that we had been overcharged by more than 20 Euros for the ride to the hotel ( and not only that we had also tipped him 5 euros!).
    Before I start I would like to share my journey with social media and what brings me here today.
    Discovery of Facebook in June 2008 – the magic of connecting friends and colleagues all around the world who I hadn’t seen in 20 years, some looking fatter, others slimmer and some with a little less hair
    Discover of Twitter December 2008
    I started to notice the obsession with Twitter and Facebook and I thought that where this passionate obsession there was marketing power
    I proceeded to start my blog in March 2009 and for many months not many readers turned up but as I started growing my social network base on Twitter they started showing up and I started to realise the power of social networks to spread ideas and content.
    I continue to be surprised by its global reach and velocity and we now are witnessing the most powerful change to publishing since the invention of the printing press over 500 years ago
    that is
    Democratizing Marketing and
    Democratizing Publishing
    In fact everyone with their mobile phone has a publishing machine in the palm of their hand
  • It been barely 20 years since the first website
    I remember logging onto the web for the first time in 1995 with a slow modem and was impressed by the magic
    I also remember logging into Facebook in 2008 and the magic moment happened again
    Now we have mobile broadband everywhere
  • Number One site on the Web
    In some industries 90% of all buying decisions start with and online search
    Arguments in pubs and bars are quite often settled with a Google search – by consulting “Lord Google” for the answer to a fact under dispute
    In regards to total time spent online Facebook has surpassed Google in 2010
  • In 2011 the milestone of 500 million users logging into Facebook in 1 day was achieved
    Over 800 million users
    Nearly 1 in 2 people using the internet are on Facebook
  • 5.2 billion phones globally
    Smart phones are outselling your “normal phone”
    Apple in the Last quarter of 2011 sold 15 million iPads and is projected to have sell a total of over 100 million iPads by end of 2012 since its launch
  • Noise, Clutter and Competition
    Over 90% of all click throughs to websites are from the first page of a Google search
    Does your company appear on page one for any of its key words and phrases that potential buyers will be using?
  • In 60 seconds
    Nearly 700,000 searches
    600 Videos are uploaded to YouTube
    80,000 Facebook Wall posts
    Every 2 days we create as much information as we did since the dawn of time till 2003
  • In the last quarter of 2010
    More than 104 advertisers delivered more than 1 billion display ads
    10 delivered 3-5 billion
    12 delivered 5-10 billion
    4 delivered more than 10 billion display ads
  • A funny sketch from Ronnie Corbert (of previous “The 2 Ronnies” Fame)
  • A funny sketch from Ronnie Corbert (of previous “The 2 Ronnies” Fame)
  • Despite us using digital for buying researching and we are still in the most part still telemarketing, direct mail and advertising in industry magazines
    Technology changes fast humans are slow to change
    Yellow pages story $90,000 2 sales
  • It is still new
    The tools are still developing
    Its too much of a risk
  • Social Media Marketing is potentially exponential Many to Many
    It also amplifies due to low friction sharing
    This is seen with sharing buttons Facebook Shares, Likes and Twitter Retweets
  • A well optimised marketing strategy can provide your brand with high visibility
    Being on multiple social networks
    Multiple Media
  • Networking was cocktail parties, events and lunches
    Networking can be accelerated with social networks by identifying common interests and grouping us in tribes globally
    Virtual connections can quickly turn into face to face meetings and opportunities
  • By building online properties such as websites blogs and social media digital assets you can
    Be ubiquitous
    Variety of formats that allow people to easily share to their tribes
  • Through online publishing of great content and then promoting and marketing you can accelerate your business and personal brands visibility through
    Becoming the obvious thought leader in your industry.
    Being mentioned by others builds
    Credibility
    Trust
  • The Web gives us access to a global village
    1. Social Media Channels allow you to publish in a variety of media to many social networking channels.
    A mobile phone puts a printing press in your hand
    Social networks and easy to use blogging platforms are the revolution to publishing in nearly 600 years since the invention of the Gutenberg press
  • Word of Mouth is powerful for referrals and trust but it is slowed by an analog world
    It was restricted to your friends and colleagues which are constrained by the Dunbar number (150)
    World of mouth transfers information globally in real time, Twitter, Facebook and YouTube
  • In 1993 “The New Yorker” published a cartoon by Peter Steiner
    The cartoon symbolizes an understanding of Internet privacy that stresses the ability of users to send and receive messages in general anonymity
    So creating trust is vital when on the internet as you are seen as domain name or a number
    How do you do create trust online?
  • Being seen or heard 3-5 times faciltates trust online
    So being visible on Facebook, a blog and YouTube accelerates online trust building
  • So what are the pieces of the puzzle that provide the full picture?
  • Content is a cornerstone of your foundations
    Create content that resonates with your audience such as solving problems, informing and educating
    Present and publish in a variety of media that will reach the widest possible audience
    Content for B2B is more about “How To’s” and Education not entertainment
  • In some industries over 90% of purchasing decisions start with an online search
    Optimise your content on your social media networks, websites and blogs for search
    Google is building “social signals” peoples recommendation of links into its search algorithms
  • Optimizing all your online assets for search engines is vital to win the war on brand visibility
    4 Keys to Optimisation
    Headlines
    Key words and phrases
    Descriptions
    Links
  • 6 Core Social Networks to consider. Some will be more appropriate than others for different businesses
  • Another way to look at the philosophy and approach is as a Hub and Spoke
    Publish content at your website, blog or online store
    Distribute it out onto multiple social networks and media
  • Rich Multimedia is vital on the social web
    Produce Videos, HD Images, Podcasts, PDF’s, eBooks
    You will be surprised at how many media formats you can publish the same content with
  • A lot of companies are saying lets get onto Facebook, Twitter or YouTube. That is starting with tactics rather than a strategy. What are the basic steps that need to be addressed?
  • If you are a personal blogger or a brand you need to have clarity on your vision and mission, getting the vision clear is the vital first step in the journey. If you are a business and have not created a vision statement then maybe its time to retire to the boardroom and give the neurons and whiteboard a workout!
    A vision statement is an inspirational sentence or two that will keep you focused when uncertainty and temptations to take a different course confront you.
    Nike aren’t one of the top sports apparel brands in the world because they have fuzzy thinking. Nike’s vision is short and inspirational.
    “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete”
    Focus, motivation and momentum comes from being clear about where you are going.
  • If you are a personal blogger or a brand you need to have clarity on your vision and mission, getting the vision clear is the vital first step in the journey. If you are a business and have not created a vision statement then maybe its time to retire to the boardroom and give the neurons and whiteboard a workout!
    A vision statement is an inspirational sentence or two that will keep you focused when uncertainty and temptations to take a different course confront you.
    Nike aren’t one of the top sports apparel brands in the world because they have fuzzy thinking. Nike’s vision is short and inspirational.
    “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete”
    Focus, motivation and momentum comes from being clear about where you are going.
  • CEO and Management needs to be on board. It quite often is done without the right people buying in
  • Some questions to ask about your prospects
    What do they read or view?
    What are their problems?
    What social networks do they use?
  • It is important to know what you want to achieve
    Do you want to improve brand recognition
    Capture more inquiries
    Increase sales
    Which are the most important?
  • Then you can create the tactics on the platforms where you audience is
    Drive traffic to a landing page that captures emails and basic customer information
    Increase Facebook likes – putting your brand and content in front of more people in their Facebook news feeds and ticker
    Publish content on your blog and promote it on Facebook and Twitter and Slideshare to position your brand as experts
  • Implementing these tactics and building the web assets requires resources
    Money
    People
    Tools
  • Content needs to be created that communicates and tempts your audience to engage with you
    eBooks
    Videos
    Blog articles
    Facebook updates (Supre)
    Could also include polls, surveys and competitions
  • Creating the content is just the start, Marketing your content continuously and consistently is vital
    Promoting it on Twitter, Facebook and LinkedIn is a good place to start for B2B’s
    Organic social media marketing will take time so it is sometimes a good idea to use Paid Social Media marketing on Facebook or LinkedIn to be a catalyst to accelerate your marketing campaign
    Just like you would use Google Adwords to accelerate being found online until your organic SEO starts to produce results
  • You are not going to get your marketing right everytime so
    Measure and Monitor your results
    Tools such as Google analytics and
    Facebook to ensure you are moving towards your goals
  • Make changes to what is not working and
    Keep doing what is producing results
    Be patient it will take time as your build your online brand
  • Facebook is often not seen as a B2B marketing channel but as it has matured and its ecosystem become deeper and broader with
    Apps
    Customised landing welcome pages
    It is not a channel you should ignore if you are a B2B or a B2C company
  • Highlights
    16 million fans
    Links to other social media channels
    Mobile apps highlighted
    If you want to take a peek into how a lingerie brand manages to spread its message then Victoria’s Secret is a best of breed example. With over 16 million fans and deep pockets you may not be able to commit the budget and resources, but maybe you can take a staged approach to development.
    The features worth emulating that are within its Facebook site are:
    A YouTube channel linked and embedded
    iPhone App
    iPad  App
    Ability to subscribe to the latest news and sales via email
    Get updates and alerts from your mobile
    Online video fashion show
    Reward cards
    Gift cards
    Wallpaper downloads for your desktop so you can have lingerie with you all day and into the night!
    Contests
  • Threadless with over 4000,000 fans offer some functionality and elements that engage and reward their fans
    Vote for the T-shirts you like and add a comment (Crowd sourced research) – cost zero!
    Facebook shop (this takes you off site to their ecommerce store)
    Design challenge feature to further engage the customer
  • Mari has over 60,000 fans she has positioned herself as a Facebook specialist
    Great landing page
    Integrates her other social media channels
  • As Facebook is such a visual platform High Definition Images and Videos are great for engagement
    Also Quotes that are appropriate for your industry can be very effective
    Think of your Facebook page as an “extension of your website/blog
  • http://www.facebook.com/Cisco?sk=app_57675755167
  • Twitter started in 2006 as a message service for a podcasting company
    It was never designed to be a social network
    With the number of users approaching 500 million users according to TwoPchart http://twopcharts.com/twitter500million.php and has accelerated since the launch of Apple mobile IOS5 operating system
  • Create a a large targeted following
    Its instant
    Can be automated
  • Brand your Twitter account
    Link to your website
    Use keywords in your description on Twitter
    Build followers
  • Build a large targeted network
    Engage and Network
    Promote and market your content and ideas on Twitter
  • SocialOomph – auto following with a direct message, automate the sending of content out regularly
    Twellow.com – the yellow pages of twitter
    Hootsuite – mananging and monitoring
    Twitter Feed http://twitterfeed.com/ - for sending out other people’s
  • Started 3 years ago
    Twitter is my biggest traffic driver after SEO
    It is driving more traffic than Facebook
  • Dell has embraced social media m and opened one of the first Social Media command centers
    They use Twitter for
    Sales
    Customer Care
    Humanising the brand
  • http://blog.hubspot.com/blog/tabid/6307/bid/30030/LinkedIn-277-More-Effective-for-Lead-Generation-Than-Facebook-Twitter-New-Data.aspx?utm_source=twitterfeed&utm_medium=twitter&utm_campaign=Feed%3A+HubSpot+%28HubSpot%29
    LinkedIn is a powerful B2B professional network with 150 million members.
    In the last 12 months its membership has doubled in Australia
    Don’t ignore it as a sharing platform
  • http://fedex.linkedincreatives.com/video/01/
  • You cannot be promotional in groups on LinkedIn so content that adds value to the group is fine
    Example in discussions in Groups “ALLRETAIL” Retail Executive network Post Card Mania offers a “Ten Ways to Grow Your Business Using Direct Mail
    To receive the report you need to provide your details
  • The landing page on the link to obtain the ebook or PDF will ask for essential details that
    Grows your database
    Asks permission to continue to send updates
    Generate leads and sales
  • Second Largest Search Engine behind Google.
    According to Forrester Research http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html any given video in the index stands about a 50 times better chance of appearing on the first page of results than any given text page in the index. Those are some attractive odds!
  • According to a Forrester research it is 50 times easier to rank on the first page with an optimised YouTube video then standard content from a blog or website
  • http://www.youtube.com/watch?v=nFeb6YBftHE&feature=related
    Doctor Bob Couldn’t sell his toothbrush that reduced bad breath
    Went to marketing class at University and they said 92% of people wouldn’t buy this product online
    But one student said that makes 8% who will and that is millions of people
    Recorded a video for a few hundred dollars and put it on YouTube
    Started receiving enquiries from over 40 countries
    YouTube leveled the playing field an enabled them to put their product in front of everybody
    Walmart took them on without even having a Face to face meeting because of YouTube
    Sold over 1 million Orabrush
  • Slideshare is maybe the sleeper in the B2B social networking closet but with
    Over 50 million unique visitors
    16 Million registered users
    It is powerful for spreading and embedding your content in blogs and websites. If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format
    Create an account with links to your blog or website
    Include a description
    Tag it with keywords
    Promote presentations on Facebook, Twitter and Slideshare
    Embed in a blog post with an introduction of 150 to 200 words
  • If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format
    Create an account with links to your blog or website
    Include a description
    Tag it with keywords
    Promote presentations on Facebook, Twitter and Slideshare
    Embed in a blog post with an introduction of 150 to 200 words
  • With over 150 million blogs it is a publishing platform that should not be ignored
    Especially useful for B2B businesses
    Some thought that social networks and micro blogs such as twitter would sound the death knell for blogs.
    It appears that it is actually helping drive traffic and growth
  • Remember the Hub and Spoke approach
    Publish on your home base
    Publish on your outposts
    Provide multi-media formats for capturing the widest audience
  • Hubspot inspired me to start blogging 3 years ago and they are one of the best examples of how to optimise a blog for B2B marketing
    Some Key Features
    Content that needs you to eneter email etc for receiving it
    Subscription buttons
    Multimedia
    Share buttons
    Call to action
  • If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format
    Create an account with links to your blog or website
    Include a description
    Tag it with keywords
    Promote presentations on Facebook, Twitter and Slideshare
    Embed in a blog post with an introduction of 150 to 200 words
  • Transcript of "10stepstoasuccessfulmediamarketingstrategy43formatasat5marchv3 120319130327-phpapp01"

    1. 1. The 10 Steps to a Successful Social Media Marketing Strategy for your Business
    2. 2. The Digital Landscape • The 3 Phases of the Web – Phase 1: Portals – Phase 2: Search Engines – Phase 3: Social Networks
    3. 3. The Digital Landscape • The Numbers: What has happened since 1990? – – – – – – – – – – First Website in 1990 130 Web Sites in 1993 16 Million Users in 1995 738 Million Internet users in Asia in December 2009 252 Million Internet users in North America in 2009 90 Trillion – The number of emails sent on the Internet in 2009 234 Million Websites in 2010 247 Billion – Average number of email messages per day 30 Billion – Photos uploaded to Facebook per year 2010 2.0 Billion Users in 2011
    4. 4. The Digital Landscape • Google
    5. 5. The Digital Landscape • Facebook
    6. 6. The Digital Landscape • Mobile
    7. 7. The “Numbers’ Problem” • • • • • Over 500 million websites More than 155 million blogs Nearly 800 Million Facebook Users 2 Billion Internet Users 1 Trillion Facebook page views - 2011
    8. 8. The “Noise” Problem in 60 Seconds • 700,000 searches • 600 Videos are uploaded to YouTube • 80,000 Facebook Wall posts
    9. 9. The Display Ad “Clutter” Problem
    10. 10. The “Technology” Problem
    11. 11. The “Technology” Problem
    12. 12. Problem: We still think Analog!
    13. 13. Why Social Media Marketing?
    14. 14. Why Social Media? • Social Media Amplifies your Content
    15. 15. Why Social Media? • Makes you Stand out from the Crowd
    16. 16. Why Social Media? • Networking on Steroids
    17. 17. Why Social Media? • Accelerates the Spread of your Brand
    18. 18. Why Social Media? • It can Position You as an Expert
    19. 19. Why Social Media? • Your Business Can Self-Publish
    20. 20. Why Social Media? • Global Word of Mouth
    21. 21. Why Social Media? • “On the Internet, nobody knows you are a dog”
    22. 22. Why Social Media? • Facilitates Trust – Edelman Trust Barometer
    23. 23. The Foundations and Approach to Social Media
    24. 24. The Foundations and Approach to Social Media • Content
    25. 25. The Foundations and Approach to Social Media • Search
    26. 26. The Foundations and Approach to Social Media • Social
    27. 27. The Foundations and Approach to Social Media • Publish to Multiple Networks
    28. 28. The Foundations and Approach to Social Media • Publish a Variety of Multi-Media Content
    29. 29. The 10 Steps to a Successful Social Media Marketing Strategy
    30. 30. Step 1 • Establish a Clear Focused Vision
    31. 31. Step 1 • Establish a Clear Focused Vision Nike’s Vision “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete”
    32. 32. Step 2 • Obtain Commitment from Management
    33. 33. Step 3 • Determine Prospects & Customer Personas
    34. 34. Step 4 • Create and Prioritize Goals
    35. 35. Step 5 • Develop Tactics to Achieve Goals
    36. 36. Step 6 • Resources Allocated to Achieve the Goals
    37. 37. Step 7 • Plan and Create Content
    38. 38. Step 8 • Publish and Promote on the Social Networks where your Customers are
    39. 39. Step 9 • Measure and Monitor the Results
    40. 40. Step 10 • Modify, Rinse and Repeat
    41. 41. Social Media Marketing Tools and Tactics
    42. 42. Social Media Marketing with Facebook
    43. 43. Social Media Marketing with Facebook • Why Use Facebook? – – – – Business Page – for spreading your content Multi-Media rich It is where one in three internet users hang out Self Serve Target Ads with user demographics
    44. 44. Facebook Social Media Marketing – B2C • Facebook Tips for B2C Companies 1. 2. 3. 4. 5. 6. 7. 8. Welcome page Provide an incentive for growing your Facebook “Likes” Capture email subscriptions for your database Offer specials Publish content daily Crowd sourced market research Sell products on your Facebook store Provide rich multimedia
    45. 45. Facebook Social Media Marketing – B2C • Victoria’s Secret
    46. 46. Facebook Social Media Marketing – B2C • Threadless
    47. 47. Facebook Social Media Marketing – Personal Brand • Mari Smith
    48. 48. Facebook Social Media Marketing – B2B • Facebook Tips for B2B Companies 1. 2. 3. 4. 5. 6. 7. Video Channel with “How To” Tutorials News Updates in Your Industry Provide an Incentive for Growing your Facebook “Likes” Capturing Email Subscriptions for your database Targeting Decision Makers through Paid SMM Market Research and Surveys Promote your Thought Leaders
    49. 49. Facebook Social Media Marketing – B2B • Case Studies - Publishing Content Linking to the Blog or Website – Goal: Position company or personal brand as a thought leader
    50. 50. Social Media Marketing with Facebook – B2B • Case Studies – Clear Risk – Goal: Capture email subscribers and Facebook “Likes”
    51. 51. Social Media Marketing with Facebook – B2B • Case Studies – General Electric – Goal: Promote Thought Leaders
    52. 52. Social Media Marketing with Facebook – B2B • Case Studies – Get Satisfaction - Internet Software Company – Goal: Provide customer service
    53. 53. Social Media Marketing with Facebook – B2B • Case Studies – Cisco – Goal: Educate with Online Video within Facebook
    54. 54. Social Media Marketing with Twitter
    55. 55. Social Media Marketing with Twitter • Why use Twitter? – – – – – – – A global network of 500 million plus users You can target industries and niches Monitor the competition It is global It is real time It is a great tool to market your blog content It is simple
    56. 56. Social Media Marketing with Twitter • 5 Tips for Optimizing Twitter 1. 2. 3. 4. 5. Include a photo or logo Add your Facebook or Website’s URL Write “Great Headlines” Make sharing easy with a “ReTweet” button Include “Follow me on Twitter” buttons on your blog
    57. 57. Social Media Marketing with Twitter • Twitter Marketing Tips 1. Develop a targeted Twitter following 2. Listen, engage and communicate and build loyal followers in your community 3. Create a live feed on the corporate brand name to see what the world is saying about you 4. Tweet your online specials that link to a landing page 5. Tweet your content 6. Network and Create contacts on Twitter by retweeting their content
    58. 58. Social Media Marketing with Twitter • Twitter Tools
    59. 59. Social Media Marketing with Twitter • Case Studies – jeffbullas.com – Goal: Drive traffic to the blog and networking
    60. 60. Social Media Marketing with Twitter • Case Studies – dell.com – Goal: Sell Product that can be tracked with coupons
    61. 61. Social Media Marketing with LinkedIn
    62. 62. Social Media Marketing with LinkedIn • Why use LinkedIn? – – – – – – Over 150 Million professionals are members Great for networking professionally Finding opportunities Positioning as an expert with over 800,000 groups Integrate your other sites Website, Blog and Facebook Average income is over $100,000
    63. 63. Social Media Marketing with LinkedIn • Setting up and Optimizing LinkedIn – – – – Create a public profile (don’t lock it away) In your homepage activate your Twitter link Activate your blog feed to your homepage on LinkedIn Integrate “SlideShare” into LinkedIn
    64. 64. Social Media Marketing with LinkedIn • LinkedIn Marketing Tips – Update your posts on LinkedIn after publishing – Participate in one of the 800,000 groups that is suitable for your target audience – Create your own group that doesn’t sell but provides a forum for your industry niche – Create Exclusive Content that requires registration – Advertise on LinkedIn from as little as $10 per day – You can target by • • • • • Geography Industry Job Function Job title LinkedIn Groups
    65. 65. Social Media Marketing with LinkedIn • LinkedIn Case Study B2B: Post Card Mania – – – – Create compelling content Build contacts Join groups and contribute Cold message contacts Results: In 12 Months they have generated 600 leads from a B2B audience
    66. 66. Social Media Marketing with LinkedIn • LinkedIn Case Study B2B: Post Card Mania – The Post on LinkedIn
    67. 67. Social Media Marketing with LinkedIn • LinkedIn Case Study B2B: Post Card Mania – The Landing Page
    68. 68. Social Media Marketing with YouTube
    69. 69. Social Media Marketing with YouTube • Why use YouTube? – Second largest search engine in the world – Easier to rank higher in organic search than Google – The younger generation would rather poke their eyes out than read a paragraph of text – provide short videos – “How To” category is the fastest growing segment – Can be branded
    70. 70. Social Media Marketing with YouTube • Setting up and Optimizing YouTube 1. Create your own branded YouTube Channel 2. Link to your Blog, Facebook Fanpage or your website to make it easy for people to link back to your site 3. Put the category such as [Social Media Marketing] in Brackets before each Title of your video 4. Put “Tags” in your video tags section, make them relevant to your video title 5. Again promote your YouTube video on Twitter and place them on your blog in a Video or YouTube Channel section
    71. 71. Social Media Marketing with YouTube • YouTube Marketing Tips 1. Interview senior people in your industry – promote them, the law of reciprocity 2. Create information videos that inform clients while you sleep – leverages your time 3. Create Educational videos demonstrating expertise and thought leadership 4. Include videos in your online store to showcase and demo products (can increase conversion rates by 10-30% (Case Study: Online shoe store Zappos)
    72. 72. Social Media Marketing with YouTube • YouTube Case Study: Orabrush
    73. 73. Social Media Marketing with Slideshare
    74. 74. Social Media Marketing with Slideshare • Why use Slideshare? – – – – It is the “YouTube” for PowerPoint Presentations position you as an expert Optimal for B2B Good for optimising content for search
    75. 75. Social Media Marketing with Slideshare • Slideshare Marketing Tips 1. Turn your posts into PowerPoint presentations and post them to SlideShare 2. Write a good headline both on the presentation itself and the title area 3. Include keyword tags that would be used to find the presentation 4. Promote your presentations on Twitter 5. Allow viewers to download your presentation to assist in making it easy for people to share 6. Post them to your Facebook page 7. In choose a license make it CC (Creative Commons) License so people can use your content and then attribute and link to your blog
    76. 76. Social Media Marketing with Blogs
    77. 77. Social Media Marketing with Blogs • Why Blog? – – – – – – – To establish a home base that you own Personal branding eg”jeffbullas.com” Position you as a thought leader in your niche Establishes authority Google likes fresh unique content Easy to use Builds an online asset
    78. 78. Social Media Marketing with Blogs • Setting up and Optimizing Your Blog – – – – – – – Buy your own domain name Blog as part of your primary website domain Purchase a WordPress theme Post content regularly Promote your Blog on Twitter regularly Include social media share and subscribe buttons Build your email subscriber database
    79. 79. Social Media Marketing with Blogs • Blogging Marketing Tips 1. Solve problems with your posts. What do your customers worry about? 2. Provide “How To” articles 3. Write great headlines 4. Write easy to read articles 5. Use multimedia embed videos, images and screen shots 6. Send out posts instead of static email newsletters that drive traffic to your site and drive comments 7. Post after publishing to other social media channels, Facebook page, Google+, LinkedIn, Twitter (manually) 8. Create evergreen content 9. Be focused (stay on topic) 10. Repurpose offline and publish it online
    80. 80. Social Media Marketing with Blogs – Personal Brand • Case Studies – jeffbullas.com – Goal: Create a personal brand online and create global opportunities
    81. 81. Social Media Marketing with Blogs – B2B • Case Studies – Hubspot – software as a service for small to medium business – Goal: Create great content that drives link building and positions the brand
    82. 82. Social Media Marketing with Blogs – B2C • Case Studies – Southwest Airlines
    83. 83. 10 Takeaways 1. Strategy not just tactics 2. Content is the foundation 3. Optimize for search 4. Make it easy to share 5. Think like a publisher 6. Build an online asset 7. Publish where your customers are 8. Implement the Hub & Spoke model 9. Use paid as the catalyst 10. Be patient and persist
    84. 84. How Could You Use Social Media Marketing… To Put a Dent in the Universe?
    85. 85. Twitter: @JeffBullas
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