Social Media Strategies - Blog to Broacast

Social Media Best Practice: Building Buzz with Online Networks www.woolfmedia.com 415-259-5638

Social Media – Your Newest Sales Channel
Web 1.0 – Internet billboard
Passive medium
Drive traffic and hope it sticks
One-way communication
Web 2.0 – Internet conversation
New forms of interaction and exchange
Contributing to larger social interaction
About building viral buzz through community
Conversation to Conversion – Your Newest Sales Channel

The Power of Social Media Traditional Marketing Social Media Marketing Source: Forrester Research

Defining your Social Media Objectives
What are your social media objectives?
How do they align with your business objectives?
What is your positioning?
Who are your customers?
What are they interested in? Where to they gather online?
Where can you contribute to the conversation?
How do you measure success?

Social Media – Join the Conversation
Identify Forums/Outlets where your target customers live
Engage in discussion/forums
Post comments to blogs and on relevant sites
Develop online presence through LinkedIn, Facebook, Twitter, YouTube, etc.

Social Media Feedback Loop – the Three Cs
Content
Add to the conversation – insight = attention
Lose the sale pitch – subtle sells
Conversation
Find the forums where your customers “hang out” online
Add insight and stimulate discussion
Brand and sales support follows from conversation thread
Community
Build a following and offer leadership
Give them a reason to follow you and they will recommend you to their friends
Turn conversations into sales - CONVERSION

Social Media – Community Leads to Conversion
Develop your own online following
RSS feeds
Twitter
Updates to profiles and status lines
Create your own online forums
Blogging
Podcasting
Fresh content on your corporate web site
Use LinkedIn and other feeds
Drive traffic for conversion
Point community back to your web site
Offer white papers, newsletters and other value-added content
Uber-opt-in – create brand evangelists, not just prospects
CONVERSION

Social Media – Content is King SALES PITCH

The Social Media Process

The Holy Trinity of Social Networking

Feeding the Social Media Beast - Blogging
Start with a corporate weblog
Why?
Provides a focal point for your social media strategy
Shows your domain expertise – creates context unique to your brand
Lets you control the message and the content – lead the conversation rather than follow
Promotes SEO and searchability, RSS feeds, etc.
Provides credibility for your brand – another way to show you are an industry influencer

Sources for Blog Content – Your Online Backyard
Sources for content
Events within the organization – new customers, new products, new initiatives
Observations – client meetings, conversations, family life (keeps it personal and real)
Online sources – other blogs and stuff you read.
Getting it written
DIY blogging – write, edit, and post
Outsource – find a writer who can give you a voice
Group think – guest bloggers and contributors

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
Think of it as a branding destination, not for job search
Create a corporate profile that speaks to the brand
Use LinkedIn status to promote blog posts and content that talks to your brand
Use LinkedIn Forums to post queries, post blog insights, comment on threads, generate buzz
Use LinkedIn connections to build your network

Social Media at Work – Twitter
Mini surveys to answer questions
Promote new blogs and found content
Share articles, resources, tips, ideas
Learn about new topics of interest to your network
Discover useful blog posts and resources (tweetscan) for commentary and crosslinking

Social Media at Work - Facebook
A corporate gathering place for brand watchers
Online bulletin board to communicate with your community – share new ideas (blog posts)
Outlet to promote viral marketing
Blog posts and online content
News releases
Webinars and activities
Use Facebook for online events and discussions
Supports SEO and web traffic

Social Media at Work – Comments, Crosslinks
Seek out like-minded blogs/content
Technorati
BNET
Entrepreneur.com
GigaOm
Pick your outlet
Search and subscribe
Google blog search
BlogTopSitescom, BlogSearch.com
Wordpress, Typepad, Blogger
Review and comment
Thoughtful and relevant response
Add cross links as appropriate

Social Media: Part of an Integrated Sales Strategy
Webinars
White papers
News releases
Direct marketing
Trade shows and events
Partner programs
Other sales and marketing activities
All feed the social media machine to drive leads

Social Media Machine at Work

10 Secrets of Social Media Success
Establish clear objectives and metrics
Bring new thinking – collaboration, not sales
Clarify your positioning – a clear, concise position that spans all touch points
Identify spheres of influence
Listen before you launch
Integrate with other programs and SEO
Engage with customers, employees, partners
Be transparent and be honest
Define metrics according to business objectives
Fail quickly, fail cheaply, and correct course

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

Social Media Strategies - Blog to Broacast

by TWoolf on May 04, 2011

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Social Media Strategies - Blog to Broacast — Presentation Transcript