Social Media Best Practice: Building Buzz with Online Networks www.woolfmedia.com 415-259-5638
Social Media – Your Newest Sales Channel <ul><li>Web 1.0 – Internet billboard </li></ul><ul><ul><li>Passive medium </li></...
The Power of Social Media Traditional Marketing Social Media Marketing Source: Forrester Research
Defining your Social Media Objectives <ul><li>What are your social media objectives? </li></ul><ul><li>How do they align w...
Social Media – Join the Conversation <ul><li>Identify Forums/Outlets where your target customers live </li></ul><ul><li>En...
Social Media Feedback Loop – the Three Cs <ul><li>Content </li></ul><ul><ul><li>Add to the conversation – insight = attent...
Social Media – Community Leads to Conversion <ul><li>Develop your own online following </li></ul><ul><ul><li>RSS feeds </l...
Social Media – Content is King SALES PITCH
The Social Media Process
The Holy Trinity of Social Networking
Feeding the Social Media Beast - Blogging <ul><li>Start with a corporate weblog  </li></ul><ul><li>Why? </li></ul><ul><ul>...
Sources for Blog Content – Your Online Backyard <ul><li>Sources for content </li></ul><ul><ul><li>Events within the organi...
The Power of Blogging – Example 1 Result: Spike in Blog Traffic and More Social Media Fodder
The Power of Blogging – Example 2 Result: Spike in Credit Union Web Traffic
The Blog Is the Seed for Social Media Outreach
Social Media at Work – LinkedIn <ul><li>Think of it as a branding destination, not for job search </li></ul><ul><li>Create...
Social Media at Work – Twitter <ul><li>Mini surveys to answer questions </li></ul><ul><li>Promote new blogs and found cont...
Social Media at Work - Facebook <ul><li>A corporate gathering place for brand watchers </li></ul><ul><li>Online bulletin b...
Social Media at Work – Comments, Crosslinks <ul><li>Seek out like-minded blogs/content </li></ul><ul><ul><li>Technorati </...
Social Media: Part of an Integrated Sales Strategy <ul><li>Webinars </li></ul><ul><li>White papers </li></ul><ul><li>News ...
Social Media Machine at Work
10 Secrets of Social Media Success <ul><li>Establish clear objectives and metrics </li></ul><ul><li>Bring new thinking – c...
About Woolf Media & Marketing TOM WOOLF Public Relations, Marketing Communications, Social Media Tom Woolf has more than 2...
Upcoming SlideShare
Loading in...5
×

Social Media Strategies - Blog to Broadcast

1,477
-1

Published on

Social media has become a terrific markeitng tool, but many companies have trouble getting started. Here are some of the steps I recommend to clients, starting with the blog.

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

  • Be the first to like this

No Downloads
Views
Total Views
1,477
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social Media Strategies - Blog to Broadcast

  1. 1. Social Media Best Practice: Building Buzz with Online Networks www.woolfmedia.com 415-259-5638
  2. 2. Social Media – Your Newest Sales Channel <ul><li>Web 1.0 – Internet billboard </li></ul><ul><ul><li>Passive medium </li></ul></ul><ul><ul><li>Drive traffic and hope it sticks </li></ul></ul><ul><ul><li>One-way communication </li></ul></ul><ul><li>Web 2.0 – Internet conversation </li></ul><ul><ul><li>New forms of interaction and exchange </li></ul></ul><ul><ul><li>Contributing to larger social interaction </li></ul></ul><ul><ul><li>About building viral buzz through community </li></ul></ul><ul><li>Conversation to Conversion – Your Newest Sales Channel </li></ul>
  3. 3. The Power of Social Media Traditional Marketing Social Media Marketing Source: Forrester Research
  4. 4. Defining your Social Media Objectives <ul><li>What are your social media objectives? </li></ul><ul><li>How do they align with your business objectives? </li></ul><ul><li>What is your positioning? </li></ul><ul><li>Who are your customers? </li></ul><ul><li>What are they interested in? Where to they gather online? </li></ul><ul><li>Where can you contribute to the conversation? </li></ul><ul><li>How do you measure success? </li></ul>
  5. 5. Social Media – Join the Conversation <ul><li>Identify Forums/Outlets where your target customers live </li></ul><ul><li>Engage in discussion/forums </li></ul><ul><li>Post comments to blogs and on relevant sites </li></ul><ul><li>Develop online presence through LinkedIn, Facebook, Twitter, YouTube, etc. </li></ul>
  6. 6. Social Media Feedback Loop – the Three Cs <ul><li>Content </li></ul><ul><ul><li>Add to the conversation – insight = attention </li></ul></ul><ul><ul><li>Lose the sale pitch – subtle sells </li></ul></ul><ul><li>Conversation </li></ul><ul><ul><li>Find the forums where your customers “hang out” online </li></ul></ul><ul><ul><li>Add insight and stimulate discussion </li></ul></ul><ul><ul><li>Brand and sales support follows from conversation thread </li></ul></ul><ul><li>Community </li></ul><ul><ul><li>Build a following and offer leadership </li></ul></ul><ul><ul><li>Give them a reason to follow you and they will recommend you to their friends </li></ul></ul><ul><ul><li>Turn conversations into sales - CONVERSION </li></ul></ul>
  7. 7. Social Media – Community Leads to Conversion <ul><li>Develop your own online following </li></ul><ul><ul><li>RSS feeds </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Updates to profiles and status lines </li></ul></ul><ul><li>Create your own online forums </li></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Podcasting </li></ul></ul><ul><ul><li>Fresh content on your corporate web site </li></ul></ul><ul><ul><li>Use LinkedIn and other feeds </li></ul></ul><ul><li>Drive traffic for conversion </li></ul><ul><ul><li>Point community back to your web site </li></ul></ul><ul><ul><li>Offer white papers, newsletters and other value-added content </li></ul></ul><ul><ul><li>Uber-opt-in – create brand evangelists, not just prospects </li></ul></ul>CONVERSION
  8. 8. Social Media – Content is King SALES PITCH
  9. 9. The Social Media Process
  10. 10. The Holy Trinity of Social Networking
  11. 11. Feeding the Social Media Beast - Blogging <ul><li>Start with a corporate weblog </li></ul><ul><li>Why? </li></ul><ul><ul><li>Provides a focal point for your social media strategy </li></ul></ul><ul><ul><li>Shows your domain expertise – creates context unique to your brand </li></ul></ul><ul><ul><li>Lets you control the message and the content – lead the conversation rather than follow </li></ul></ul><ul><ul><li>Promotes SEO and searchability, RSS feeds, etc. </li></ul></ul><ul><ul><li>Provides credibility for your brand – another way to show you are an industry influencer </li></ul></ul>
  12. 12. Sources for Blog Content – Your Online Backyard <ul><li>Sources for content </li></ul><ul><ul><li>Events within the organization – new customers, new products, new initiatives </li></ul></ul><ul><ul><li>Observations – client meetings, conversations, family life (keeps it personal and real) </li></ul></ul><ul><ul><li>Online sources – other blogs and stuff you read. </li></ul></ul><ul><li>Getting it written </li></ul><ul><ul><li>DIY blogging – write, edit, and post </li></ul></ul><ul><ul><li>Outsource – find a writer who can give you a voice </li></ul></ul><ul><ul><li>Group think – guest bloggers and contributors </li></ul></ul>
  13. 13. The Power of Blogging – Example 1 Result: Spike in Blog Traffic and More Social Media Fodder
  14. 14. The Power of Blogging – Example 2 Result: Spike in Credit Union Web Traffic
  15. 15. The Blog Is the Seed for Social Media Outreach
  16. 16. Social Media at Work – LinkedIn <ul><li>Think of it as a branding destination, not for job search </li></ul><ul><li>Create a corporate profile that speaks to the brand </li></ul><ul><li>Use LinkedIn status to promote blog posts and content that talks to your brand </li></ul><ul><li>Use LinkedIn Forums to post queries, post blog insights, comment on threads, generate buzz </li></ul><ul><li>Use LinkedIn connections to build your network </li></ul>
  17. 17. Social Media at Work – Twitter <ul><li>Mini surveys to answer questions </li></ul><ul><li>Promote new blogs and found content </li></ul><ul><li>Share articles, resources, tips, ideas </li></ul><ul><li>Learn about new topics of interest to your network </li></ul><ul><li>Discover useful blog posts and resources (tweetscan) for commentary and crosslinking </li></ul>
  18. 18. Social Media at Work - Facebook <ul><li>A corporate gathering place for brand watchers </li></ul><ul><li>Online bulletin board to communicate with your community – share new ideas (blog posts) </li></ul><ul><li>Outlet to promote viral marketing </li></ul><ul><ul><li>Blog posts and online content </li></ul></ul><ul><ul><li>News releases </li></ul></ul><ul><ul><li>Webinars and activities </li></ul></ul><ul><li>Use Facebook for online events and discussions </li></ul><ul><li>Supports SEO and web traffic </li></ul>
  19. 19. Social Media at Work – Comments, Crosslinks <ul><li>Seek out like-minded blogs/content </li></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>BNET </li></ul></ul><ul><ul><li>Entrepreneur.com </li></ul></ul><ul><ul><li>GigaOm </li></ul></ul><ul><ul><li>Pick your outlet </li></ul></ul><ul><li>Search and subscribe </li></ul><ul><ul><li>Google blog search </li></ul></ul><ul><ul><li>BlogTopSitescom, BlogSearch.com </li></ul></ul><ul><ul><li>Wordpress, Typepad, Blogger </li></ul></ul><ul><li>Review and comment </li></ul><ul><ul><li>Thoughtful and relevant response </li></ul></ul><ul><ul><li>Add cross links as appropriate </li></ul></ul>
  20. 20. Social Media: Part of an Integrated Sales Strategy <ul><li>Webinars </li></ul><ul><li>White papers </li></ul><ul><li>News releases </li></ul><ul><li>Direct marketing </li></ul><ul><li>Trade shows and events </li></ul><ul><li>Partner programs </li></ul><ul><li>Other sales and marketing activities </li></ul><ul><li>All feed the social media machine to drive leads </li></ul>
  21. 21. Social Media Machine at Work
  22. 22. 10 Secrets of Social Media Success <ul><li>Establish clear objectives and metrics </li></ul><ul><li>Bring new thinking – collaboration, not sales </li></ul><ul><li>Clarify your positioning – a clear, concise position that spans all touch points </li></ul><ul><li>Identify spheres of influence </li></ul><ul><li>Listen before you launch </li></ul><ul><li>Integrate with other programs and SEO </li></ul><ul><li>Engage with customers, employees, partners </li></ul><ul><li>Be transparent and be honest </li></ul><ul><li>Define metrics according to business objectives </li></ul><ul><li>Fail quickly, fail cheaply, and correct course </li></ul>
  23. 23. About Woolf Media & Marketing TOM WOOLF Public Relations, Marketing Communications, Social Media Tom Woolf has more than 20 years of experience in public relations and marketing communications experience. Since 1989, Tom has been working with technology startups, software companies, enterprise hardware companies, SaaS companies, and other technology companies helping them build differentiated brands and drive sales through effective communications. Tom started his career as a trade journalist, reporting and writing for magazines like Video Trade News, The Society of Motion Picture & Television Engineers Journal, Satellite Orbit, VideoSat News and LAN Technology. Drawing from his background reporting on technology, Tom gravitated to public relations, working with enterprise technology companies in the then emerging local area networking arena. Over the years he as represented technology innovators and market leaders such as Advanced Computing Corporation, Agile Software Cirrus Logic, Hummingbird Communications, Integrated Systems Inc., Netopia, Saratoga Systems, Selectica, SGI, and Ubiquity Software, as well as dozens of start-ups. Tom also has worked as a marketing and public relations executive for companies such as Keynote Systems, Moai Technology, and Siemens Microelectronics. He has also supported the technology practices of public relations firms such as Allison & Partners and Upstart Communications. 415-259-5638 Tomw@woolfmedia,com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×