Social Media Marketing: The “Tools” of Engagement Brody Dorland – President & Strategy Guy Something Creative, Inc.

Housekeeping Full presentation on my blog: www.somethingcreativeinc.com /blog Please ask questions… Do These Strategies Really Work? I wouldn’t be here if they didn’t. (thx Paula) Additional Social Media Tools: http://brodydorland.stumbleupon.com/ Quick Experiment…

Full presentation on my blog: www.somethingcreativeinc.com /blog

Please ask questions…

Do These Strategies Really Work? I wouldn’t be here if they didn’t. (thx Paula)

Additional Social Media Tools: http://brodydorland.stumbleupon.com/

Quick Experiment…

Six Misconceptions of Social Media Social media is just for kids… It’s just a fad… There are rules… You have to be on all the social sites… Social media is just FB, LinkedIn and that Twitter thing… Since I’m up here talking about this topic, I must be an expert…

Social media is just for kids…

It’s just a fad…

There are rules…

You have to be on all the social sites…

Social media is just FB, LinkedIn and that Twitter thing…

Since I’m up here talking about this topic, I must be an expert…

Preface: Social Media In the Corporate World With the right policies and procedures* in place, social media can be an extremely valuable tool set for corporations… A powerful platform for corporate branding and thought leadership Gives companies a face, a voice, a personality Allows us to listen to what customers need and what they think of us, our products/services. We can communicate directly with target customers vs. the “interruption” model of advertising Allows us to monitor, intercept and respond to customer service issues. * Example: IBM’s Social Computing Guidelines Upcoming PRSA Seminar: Legal Social Media – Nov. 10th

With the right policies and procedures* in place, social media can be an extremely valuable tool set for corporations…

A powerful platform for corporate branding and thought leadership

Gives companies a face, a voice, a personality

Allows us to listen to what customers need and what they think of us, our products/services.

We can communicate directly with target customers vs. the “interruption” model of advertising

Allows us to monitor, intercept and respond to customer service issues.

“Tools” of Engagement Blogs –Your Hub, Become a Publisher Major social networks – FB, LI, Twitter Smaller, local networks, niche networks Forums (general and industry specific) Video sharing sites, Photo sharing sites Content sharing (Scribd, Slideshare, Brainshark) Podcasting, Audio sharing, Webinars Social Bookmarking Sites (Digg, Stumbleupon, Delicious) Productivity Tools – RSS, Ping.fm, Tube Mogul Social Media & Reputation Monitoring Tools - SocialMention, Spiral 16, URL shorteners Social CRM & Marketing Automation

Blogs –Your Hub, Become a Publisher

Major social networks – FB, LI, Twitter

Smaller, local networks, niche networks

Forums (general and industry specific)

Video sharing sites, Photo sharing sites

Content sharing (Scribd, Slideshare, Brainshark)

Podcasting, Audio sharing, Webinars

Social Bookmarking Sites (Digg, Stumbleupon, Delicious)

Productivity Tools – RSS, Ping.fm, Tube Mogul

Social Media & Reputation Monitoring Tools - SocialMention, Spiral 16, URL shorteners

Social CRM & Marketing Automation

Basic Social Media Strategy Identifying Key Targets and Influencers Demographics Firmographics Social Graph Size In which SM ponds are those fish swimming? Identifying “money phrases” Conversational terms, phrases, SEO keywords Content Strategy Development Blog content, status updates/tweets, photos, videos, podcasts, webinars, etc.)

Identifying Key Targets and Influencers

Demographics

Firmographics

Social Graph Size

In which SM ponds are those fish swimming?

Identifying “money phrases”

Conversational terms, phrases, SEO keywords

Content Strategy Development

Blog content, status updates/tweets, photos, videos, podcasts, webinars, etc.)

Inbound Strategies – Helping Your Company Grow Ears Connecting with Influencers 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) * Example: LI > Groups > Hospital Administrators

Connecting with Influencers

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)

Leads/Sales Opportunities 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 Inbound Strategies – Helping Your Company Grow Ears * Example: Twellow.com > “Hospital Administrators” ** Example: Twitter Search > “septic system” *** Example: Yahoo Pipes > Google Reader

Leads/Sales Opportunities

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

Inbound Strategies – Helping Your Company Grow Ears Customer Service & Reputation Monitoring 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… * Quick & Dirtry Reputation Monitoring > socialmention.com

Customer Service & Reputation Monitoring

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…

Learning / Educational Resources On Twitter alone, you could literally be reading/learning 24-7 Follow industry thought leaders, key influencers Buzzom.com, Twellow.com, Mr. Tweet Subscribe to industry and competitor blogs All departments can benefit Inbound Strategies – Helping Your Company Grow Ears

Learning / Educational Resources

On Twitter alone, you could literally be reading/learning 24-7

Follow industry thought leaders, key influencers

Buzzom.com, Twellow.com, Mr. Tweet

Subscribe to industry and competitor blogs

All departments can benefit

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 Outbound Strategies - Let’s go fishing!

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

Status Updates (FB, LI, Twitter, Ping.fm ) Creating videos – shoot videos (FLIP), create a channel ( ex: YouTube Garmin Channel ) Podcasting – Build a following via audio Posting photos – all your social spaces, Flickr, TwitPic, Mobypicture.com Outbound Strategies - Let’s go fishing!

Status Updates (FB, LI, Twitter, Ping.fm )

Creating videos – shoot videos (FLIP), create a channel ( ex: YouTube Garmin Channel )

Podcasting – Build a following via audio

Posting photos – all your social spaces, Flickr, TwitPic, Mobypicture.com

Linking or posting valuable, relevant content that you come across (good articles, tips/tricks, resources) Self Promotion – Corp. branding, keep your company top-of-mind, sell your stuff ( FB Fan Page , Tube Mogul ) Engage with the community – Join groups, start conversations, comment on blogs, genuinely help others. Unique functions of LinkedIn & FB - Apps Outbound Strategies - Let’s go fishing!

Linking or posting valuable, relevant content that you come across (good articles, tips/tricks, resources)

Self Promotion – Corp. branding, keep your company top-of-mind, sell your stuff ( FB Fan Page , Tube Mogul )

Engage with the community – Join groups, start conversations, comment on blogs, genuinely help others.

Unique functions of LinkedIn & FB - Apps

Social Media Monitoring – Is this stuff working? URL Shorteners – Tr.im, Bit.ly, Budurl Socialmention.com – brand searches, pull rss feeds Google Analytics – Track traffic and conversions from social referrers Spiral16 – Spark – Sentiment Tracking

URL Shorteners – Tr.im, Bit.ly, Budurl

Socialmention.com – brand searches, pull rss feeds

Google Analytics – Track traffic and conversions from social referrers

Spiral16 – Spark – Sentiment Tracking

The Future is Here. Resistance is Futile. Social CRM and Marketing Automation Big players: Helpstream, Eloqua , Marketo and Infusionsoft Pulling social conversations into CRM Seemless integration with existing lead scoring and lead nurturing Think Big Brother…

Resistance is Futile.

Social CRM and Marketing Automation

Big players: Helpstream, Eloqua , Marketo and Infusionsoft

Pulling social conversations into CRM

Seemless integration with existing lead scoring and lead nurturing

Think Big Brother…

Next Steps… Have questions? Need help? Contact me… Brody Dorland - Something Creative, Inc. Phone: 913-440-9930 E-mail: [email_address] Web: www.somethingcreativeinc.com Twitter: @brodydorland Social Media Tools: brodydorland.stumbleupon.com

Have questions? Need help? Contact me…

Brody Dorland - Something Creative, Inc.

Phone: 913-440-9930

E-mail: [email_address]

Web: www.somethingcreativeinc.com

Twitter: @brodydorland

Social Media Tools: brodydorland.stumbleupon.com