Social Expedition Breakfast: Beth Wilson


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Social Expedition Breakfast April 2011
Presenter: Beth Wilson

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Social Expedition Breakfast: Beth Wilson

  1. 2. Social Media & Conversion <ul><ul><li>Companies typically spend $92 to bring customers to their site (92:1)…but only $1 to convert them. </li></ul></ul><ul><ul><li>Pressure is on to monetize % of marketing budget spent on SM </li></ul></ul><ul><ul><li> “Don’t spend on advertising; rather put those funds into service.” (customer service, items arrive early/on-time, web/user experience) </li></ul></ul><ul><ul><li>Tin Man’s 3 voices of SM: - Conversation (UGC, relationships, sharing content) - Commercial Speech (listening to learn/for service, Groupon) - Advertisements (contextual ads, Facebook ads) </li></ul></ul>
  2. 3. Social Media Metrics
  3. 4. Metrics <ul><ul><li>“ Listen Before You Measure” is the new “Think Before You Speak” </li></ul></ul><ul><ul><li>What to listen for… </li></ul></ul><ul><ul><li>ROC is the new ROI </li></ul></ul>
  4. 5. 14 Facebook Metrics <ul><ul><li>Impressions 11. Spent </li></ul></ul><ul><ul><li>Clicks 12. Unique Impressions </li></ul></ul><ul><ul><li>CTR 13. Unique Clicks </li></ul></ul><ul><ul><li>Actions 14. Unique Clicks Rate </li></ul></ul><ul><ul><li>Actions Rate </li></ul></ul><ul><ul><li>CPC </li></ul></ul><ul><ul><li>CPM </li></ul></ul><ul><ul><li>Social Impressions *User Insights…pay </li></ul></ul><ul><ul><li>Social % attention to this! </li></ul></ul><ul><ul><li>Social CTR </li></ul></ul>
  5. 7. Twitter <ul><ul><li>Regular vs. Promoted - Promoted Tweets - Promoted Trends - Promoted Accounts </li></ul></ul><ul><ul><li>Regular: RTs, Replies, Clicks, Followers, Lists </li></ul></ul><ul><ul><li>Promoted: Impressions, Clicks, RTs, Replies, Engagement (%) </li></ul></ul>
  6. 8. 5 Best Practices <ul><ul><li>Employ effective metrics </li></ul></ul><ul><ul><li>Always use multiple metrics </li></ul></ul><ul><ul><li>KPIs are a great place to begin </li></ul></ul><ul><ul><li>Track the hell out of it! </li></ul></ul><ul><ul><li>Do something with the data </li></ul></ul>
  7. 9. Internet Marketing Tools
  8. 10. Social Media <ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  9. 11. Analytics <ul><ul><li>Raven Tools </li></ul></ul><ul><ul><li>Tool to help manage several marketing efforts. </li></ul></ul>
  10. 12. SWOT Analysis
  11. 13. Competitive Analysis
  12. 14. Competitors What are our competitors doing marketing-wise… and what does that mean for Mahaffey?
  13. 15. <ul><li>Sprung Instant Structures: </li></ul><ul><ul><li>Blog? NO </li></ul></ul><ul><ul><li>Twitter? NO </li></ul></ul><ul><ul><li>Facebook? NO </li></ul></ul><ul><ul><li>YouTube? NO ( someone posts on behalf of them here ) </li></ul></ul><ul><ul><li>LinkedIn? YES </li></ul></ul><ul><li>Cover-All/Norseman Structures </li></ul><ul><ul><li>Blog? NO </li></ul></ul><ul><ul><li>Twitter? NO (but they do have a 4square account ) </li></ul></ul><ul><ul><li>Facebook? YES (not updated) </li></ul></ul><ul><ul><li>YouTube? NO </li></ul></ul><ul><ul><li>LinkedIn? NO </li></ul></ul>
  14. 16. <ul><li>Karl’s Event Services: </li></ul><ul><ul><li>Blog? YES (but not maintained) </li></ul></ul><ul><ul><li>Twitter? NO </li></ul></ul><ul><ul><li>Facebook? YES </li></ul></ul><ul><ul><li>YouTube? NO </li></ul></ul><ul><ul><li>LinkedIn? YES </li></ul></ul><ul><li>Universal Fabric Structures </li></ul><ul><ul><li>Blog? NO </li></ul></ul><ul><ul><li>Twitter? YES </li></ul></ul><ul><ul><li>Facebook? YES (but not updated) </li></ul></ul><ul><ul><li>YouTube? YES </li></ul></ul><ul><ul><li>LinkedIn? YES </li></ul></ul>
  15. 17. <ul><li>Classic Party Rentals (Corporate) </li></ul><ul><ul><li>Blog? YES </li></ul></ul><ul><ul><li>Twitter? NO </li></ul></ul><ul><ul><li>Facebook? YES </li></ul></ul><ul><ul><li>YouTube? NO </li></ul></ul><ul><ul><li>LinkedIn? YES </li></ul></ul><ul><li>Chattanooga Tent Company </li></ul><ul><ul><li>Blog? NO </li></ul></ul><ul><ul><li>Twitter? NO </li></ul></ul><ul><ul><li>Facebook? YES </li></ul></ul><ul><ul><li>YouTube? NO </li></ul></ul><ul><ul><li>LinkedIn? YES </li></ul></ul><ul><li>Big Top Shelters/Big Top Military </li></ul><ul><ul><li>None… </li></ul></ul>
  16. 18. PR
  17. 19. <ul><li>Industrial: </li></ul><ul><ul><li>Commercial Construction </li></ul></ul><ul><ul><li>Fleet Equipment </li></ul></ul><ul><ul><li>Power Engineering </li></ul></ul><ul><ul><li>Pipeline & Gas Journal (if we have a job to submit?) </li></ul></ul><ul><li>Special Events: </li></ul><ul><ul><li>Catersource & Event Solutions </li></ul></ul><ul><ul><li>Club & Resort Business </li></ul></ul><ul><ul><li>Sports Business Journal </li></ul></ul><ul><ul><li>Scene Magazine (New Orleans) </li></ul></ul><ul><ul><li>Golf Week (I have a contact at Racquet Club of Memphis!) </li></ul></ul><ul><li>Military, Aviation (opportunities?): </li></ul><ul><ul><li>DRG, Overhaul & Maintenance, Aviation Maintenance </li></ul></ul>
  18. 20. Social & Mobile Media Opportunities 5
  19. 21. Competitors are doing next to NOTHING with social media. . .
  20. 22. … and, overall, through their marketing programs, they’re all saying the SAME things.
  21. 23. What does that mean for Mahaffey’s Marketing?
  22. 24. Their lack of innovation gives Mahaffey a BIG OPPORTUNITY!
  23. 25. To gain attention and market share… Through smart, savvy social media (and mobile) marketing programs.
  24. 26. But our marketing programs must produce value through… filling gaps, solving problems, and extending new benefits to our various markets.
  25. 27. Instead of creating a series of Twitter and Facebook accounts like every other company… we’ll create UNIQUE programs that no one else is doing. Our social media programs will link to and heavily promote the content of influencers who we want to promote us… and in the process provide us FREE content . Instead of only using text, we’ll use dynamic media like VIDEO and MOBILE. Our programs will leverage the content we’re ALREADY creating for our lead nurturing and management initiatives so that our content is MAXIMIZED across various properties. All marketing content will leverage keywords to optimize our search-engine Rankings to “pull” more traffic to our sites. Mahaffey’s Marketing Differentiation
  26. 28. Our Markets Which Markets Do We Want To Reach?
  27. 29. T A R G E T M A R K E T S
  28. 30. Challenges What challenges do we face?
  29. 31. We want to launch unique, high-impact programs… but we must also build around our challenges. Small marketing department : Must be mindful of how many activities we can manage…and how manageable our activities must be. Marketing budget : Must be smart (and unique!) with marketing spend, as we don’t have a big-company budget. Timetables of programs : Must prioritize which programs launch for which markets and in what timeframe.
  30. 32. Which opportunities can we leverage? Opportunities
  31. 33. M A R K E T I N G O P P O R T U N I T I E S #1: Special Events Blog #3: Video Stories #2: Video Tents (“EventCasts”) #4: Mobile Marketing Programs #5: Media Relations & Publicity
  32. 34. OPPORTUNITY Special Events Blog #1
  33. 35. While many of our marketing programs focus on “national accounts,” our Special Events blog serves our local market, and boosts our local reputation as top-tier event partner. S P E C I A L E V E N T S Content, promotion, and SEO on our Special Events Blog to increase awareness & SERPs. B L O G In 2011, we will place more focus on our Special Events Blog, and through our SEO resource, increase its rankings and exposure. Special Events Blog
  34. 36. How To Improve <ul><li>Content Frequency: Post to the special events blog at least 1x/week. </li></ul><ul><li>SEO: Optimize blog through SEO best practices. </li></ul><ul><li>Content Topics: Leverage creative content topics that help event planners and customers (e.g. brides) in ways outside of tent rentals and give tips and advice that focuses on improving the “entire experience.” </li></ul><ul><li>Video Content: Aside from pure text posts, feature video and audio slideshows that center on our expanding universe of content topics. </li></ul><ul><li>Promotion : More heavily promote the blog across Twitter and other online outlets to drive more traffic and gain more followers and subscribers to the blog. </li></ul>
  35. 37. OPPORTUNITY Video Tents Sponsor #2
  36. 38. While so many companies would jump through a thousand hoops to have the opportunity to be featured at high-profile events… Mahaffey has already solidified relationships and is featured at many of the nation’s most anticipated events! V I D E O T E N T S A strategy to circulate buzz for our customers AND Mahaffey. S P O N S O R Mahaffey can leverage these events to increase our own exposure AND provide customers with a tremendous new source of value. Video Tents Sponsor
  37. 39. Sponsoring Video Tents where event-goers can capture their experiences and record videos during the event… … helps the event producers yield more buzz and for Mahaffey to be recognized in the social media community.
  38. 40. H I G H P R O F I L E E V E N T S Possible events for this opportunity include:
  39. 41. How It Works <ul><li>Mahaffey provides a free-of-charge tent (or pays for booth space) at the event, which provides a way for event-goers to permanently capture and share their experiences in a unique video-rich format. </li></ul><ul><li>All videos carry the event producer’s logo and are “sponsored by Mahaffey.” </li></ul><ul><li>Videos are uploaded to a YouTube channel created for that specific event. </li></ul><ul><li>Links to videos are sent to event-goers to encourage them to share with their online networks. </li></ul><ul><li>Mahaffey also promotes the program to </li></ul><ul><li>industry influencers and press/media outlets. </li></ul>
  40. 42. Customer Benefits <ul><li>Benefits to our customers… </li></ul><ul><li>Free for event producers. </li></ul><ul><li>Increased promotional content for the event/event producers. </li></ul><ul><li>Hundreds of content assets for event producers created over a few days. </li></ul><ul><li>Added value for event-goers. </li></ul><ul><li>Increased “buzz” for the event through online sharing. </li></ul><ul><li>Turnkey for event producers (we handle everything) . </li></ul>
  41. 43. <ul><li>Benefits for us… </li></ul><ul><li>A program that creates MORE value around our core competency…and makes us a marketing partner (not just a tent provider). </li></ul><ul><li>A wealth of promotional content created in a few days for Mahaffey to leverage through our marketing programs—and in sales pitches. </li></ul><ul><li>Enhances relationships between Mahaffey and national customers/partners. </li></ul><ul><li>Differentiator: Mahaffey is the ONLY company in the industry doing this = Leader & Innovator! </li></ul><ul><li>Brings Mahaffey further into the 21 st century through social media tools and technologies . </li></ul>Mahaffey Benefits
  42. 44. <ul><li>Tent/booth materials </li></ul><ul><li>Camera crew (create, edit, and launch all videos) </li></ul><ul><li>Create YouTube channel, upload videos </li></ul><ul><li>Send video links to event-goers </li></ul><ul><li>On-site tent/booth management </li></ul>What We Provide… Provide space at venue for 1 tent or booth space ...What They Provide Easy, hassle-free, added value for our customers !
  43. 45. Let’s start with some “pilot customers” like…
  44. 46. OPPORTUNITY Project Videos #3
  45. 47. Another way to “tell” Mahaffey’s story of enabling business and providing military housing (for example) is to “show” our stories through videos P R O J E C T Show vs. Tell: A strategy to tell Mahaffey’s stories…through dynamic videos that are easily shared over the web. V I D E O S that are easily posted and shared over the web (and through web-enabled mobile devices). In creating our own video channel, we ALSO promote our customers. Project Videos
  46. 48. Stories we can promote through video include: Assisting in the Gulf Region Clean-Up Green Lantern Movie (Aviation & Movie Angles) 20 Years of Jazz (NOLA Jazz Fest) St. Jude’s Target House Festival “ Green Since 1924” (Mahaffey’s History of Being Green) Portfolio of Disasters We’ve Assisted With Mahaffey’s Versatility Across Myriad Industries Industrial Examples of Increasing Productivity and Enabling Business Growth (warehouse space…on-site lunch tent). Portfolio of top-tier movies we’ve helped with during production. Ice Show!
  47. 49. OPPORTUNITY Mobile Marketing Programs #4
  48. 50. Busy business professionals are never without their mobile devices—and rely on them for helpful applications, information, and features that make their work tasks easier and more efficient. And mobile provides a full suite of tools to leverage (see next slide). M A R K E T I N G Another BIG opportunity is to leverage mobile approaches in our marketing. M O B I L E Mobile Marketing Programs Mobile marketing programs work to increase exposure among existing AND potential customers… and secure Mahaffey a place on our prospects’ mobile phones.
  49. 51. M O B I L E T O O L S M O B I L E TOOLS
  50. 52. Exponentially increase reach Anytime-anywhere decision making Wide variety of new marketing tools Uniquely personal, “immediate” media 100% measurable “ First-Screen” brand impression Lead-generation opportunities Maximize existing investments and content #1 #8 #7 #6 #5 #4 #3 #2 #9 #10 10 Benefits Of B2B Mobile Marketing Brand presence in mobile world Extend brand value across mobile media TOP
  51. 53. Besides the first step of creating a Mobile website (as all companies must now create separate and optimized mobile sites for the small mobile environment), Mahaffey could create Apps for our business audiences to download—such as ROI calculators or other business-centric programs that streamline business activities and communications while they’re working remotely. Additionally, we could create a subscription-based stream of SMS alerts (texts) that inform executives of stories and developments relevant to their industry sectors—and enable them to stay “in the know” when they’re away from their computers.
  52. 54. Mobile Next Steps <ul><li>Identify all mobile marketing opportunities for our various target industries. </li></ul><ul><li>Prioritize and choose which mobile programs to develop in 2011. </li></ul><ul><li>Set budgets and timetables for all mobile programs. </li></ul><ul><li>Promote mobile programs across our existing programs—including DRIP, websites, and direct mail efforts. </li></ul><ul><li>Pitch story angles on our mobile initiatives to press outlets, as we will be the first in the industry to integrate mobile into our marketing. </li></ul>
  53. 55. OPPORTUNITY Media Relations & Publicity #5
  54. 56. Mahaffey has created solid relationships with trade press outlets, and this focus will only grow stronger in 2011—especially given our innovative marketing programs across social and mobile media that give media outlets unique media stories. Marketing will continue to focus on media relations and publicity in 2011. M E D I A R E L A T O N S Media Relations & Publicity We will introduce a breadth of stories to media targets on a regular basis, spanning many story angles, many of which are listed on the following page.
  55. 57. Story Angles to Yield Media Coverage for Mahaffey Green Since 1924: How Mahaffey ensures eco-friendly events and ‘green’ structures. High-Impact, Cost-Efficient : Focus on Mahaffey’s Economic Value Proposition… and how that serves our customers. Mahaffey as Driver of 21 st Century Marketer In Portable Structures Industry : Coverage of our Video Tent Program And How Mahaffey is bringing the fabric structure industry into the 21 st century. Small Company, BIG Footprint: Marketing-focused story of how a small company targets, serves and promotes to vastly different industries. Marketing Innovation : Story focused on our social media and mobile marketing programs—and how we’re modernizing an entire industry through our cutting-edge creativity. *NOTE: Last two are more to promote Beth’s speaking engagements.
  56. 58. Tradeshows/Conferences
  57. 59. <ul><li>Tradeshows: </li></ul><ul><ul><li>API Tent Committee Meeting – Houston, TX sometime in February </li></ul></ul><ul><ul><li>Catersource/Event Solutions (Video Tents) – Las Vegas February 27-March 3 (ARA going on here as well) </li></ul></ul><ul><li>Educational Conferences: </li></ul><ul><ul><li>MarketingProfs Digital Marketing Forum – Austin, TX February 1-4 </li></ul></ul><ul><ul><li>Search Engine Strategies East – New York March 21-24 </li></ul></ul><ul><ul><li>BMA B2B Marketing Conference – Boston, MA June 14-16 </li></ul></ul><ul><li>Miscellaneous : </li></ul><ul><ul><li>Gulf Coast Bridal Show, February 14-15 </li></ul></ul><ul><ul><li>2-Day seminar in Knoxville, April 13-15 (tentative speaking engagement!) </li></ul></ul>
  58. 60. 2011 Budget