Parkville, MO Chamber Presentation - Social Media Marketing: The "Tools" of Engagement


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This presentation was created for a social media marketing workshop for the Parkville, MO Chamber of Commerce.

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  • Brody – Maddox Story Talk about how interruption marketing is no longer valid. Technology allows us to find exactly what we want, when we want it.
  • 1. Connecting with Influencers (example: LinkedIn Group) Online connections foster offline conversations Connecting via social has more impact than e-mail/phone Participate in industry forums, groups * and blogs EVENTS GALORE! (ex: KCOC Networking Events) 2. Leads/Sales Opportunities (example: Twitter Advanced Search) Find and follow your targets * Customers are seeking peer recommendations via SM Pull out sales opportunities via Search ** & RSS (listening tools, RSS aggregators, filters) *** Social Sales Approach – Soft touch, not hard sell. Stay abreast of new sites that may become fishing holes 3. Customer Service & Reputation Monitoring (, search “Brody Dorland”) Intercept customer issues/complaints Your quick response could turn a frustrated customer into a brand advocate. A lack of response or poorly handled response could turn into a PR nightmare… 4. Learning / Educational Resources (Google Reader) On Twitter alone, you could literally be reading/learning 24-7 Follow industry thought leaders, key influencers Subscribe to industry and competitor blogs All departments can benefit
  • 1. Creating Original Content Blogging – (ex: Garmin) It’s the living, breathing hub of your website/online presence A more candid arena for communicating directly with your customers Content promotion – (post it, shorten it, ping it) * Content Syndication via RSS (subscription via RSS and e-mail) Search engines love frequent, fresh content
  • Parkville, MO Chamber Presentation - Social Media Marketing: The "Tools" of Engagement

    1. 1. Social Media Marketing: The “Tools” of Engagement Brody Dorland Chief Handshaker & Strategy Guy
    2. 2. Why Social Media? <ul><li>Quick story… </li></ul><ul><li>Traditional media is on its last leg </li></ul><ul><li>Technology has created a new breed of buyer </li></ul><ul><li>Businesses need to adapt </li></ul>
    3. 3. Basic Social Media Strategy <ul><li>Identifying Your Fish: Key Targets & Influencers </li></ul><ul><ul><li>Buyer Profiling </li></ul></ul><ul><ul><li>Social Graph Size </li></ul></ul><ul><li>In which ponds are they swimming? </li></ul><ul><ul><li>Social networks, groups, niche forums/blogs </li></ul></ul><ul><li>Your Bait: Content Strategy Development </li></ul><ul><ul><li>What type of content would they find most valuable? </li></ul></ul><ul><ul><li>In which formats do they wish to receive it? (Blog content, status updates/tweets, photos, videos, podcasts, webinars, etc.) </li></ul></ul>
    4. 4. Inbound Strategies – Helping Your Company Grow Ears <ul><li>Connecting with Buyers & Influencers </li></ul><ul><li>Leads/Sales Opportunities </li></ul><ul><li>Customer Service & Reputation Monitoring </li></ul><ul><li>Learning / Educational Resources </li></ul>
    5. 5. <ul><li>Creating Original Content </li></ul><ul><ul><li>Blogging (RSS) </li></ul></ul><ul><ul><li>Status Updates (FB, LI, Twitter, </li></ul></ul><ul><ul><li>Blog commenting </li></ul></ul><ul><ul><li>Creating videos – shoot videos (FLIP), create a channel </li></ul></ul><ul><ul><li>Podcasting – Build a following via audio </li></ul></ul><ul><ul><li>Posting photos </li></ul></ul>Outbound “Bait” Strategies
    6. 6. <ul><li>Linking or posting valuable, relevant content that you come across (good articles, tips/tricks, resources) </li></ul><ul><li>Self Promotion – Corp. branding, keep your company top-of-mind, promote specials </li></ul><ul><li>Engage with the community – Join groups, start conversations, comment on blogs, genuinely help others. </li></ul><ul><li>Unique functions of LinkedIn & FB - Apps </li></ul>Outbound “Bait” Strategies
    7. 7. Social Media Monitoring Is this stuff even working?
    8. 8. Social Media Monitoring – Is this stuff working? <ul><li>Website Analytics – Track traffic and conversions from social referrers </li></ul><ul><li>URL Shorteners –,, Budurl </li></ul><ul><li> – brand searches, pull rss feeds </li></ul><ul><li>Spiral16 – Spark – Sentiment Tracking </li></ul>
    9. 9. Next Steps <ul><li>What action do I need to take now? </li></ul><ul><li>Will you need help? </li></ul><ul><li>Allure Services </li></ul><ul><ul><li>New Media Marketing Strategy </li></ul></ul><ul><ul><li>Website Design/Development </li></ul></ul><ul><ul><li>Content Development/Marketing </li></ul></ul><ul><ul><li>Social Media Strategy/Training </li></ul></ul><ul><ul><li>Search Engine Optimization </li></ul></ul>
    10. 10. Thank You! Questions? <ul><li>Brody Dorland </li></ul><ul><li>Phone: 913-312-8729 </li></ul><ul><li>E-mail: </li></ul><ul><li>Web: </li></ul><ul><li>Twitter: @brodydorland </li></ul>