The Social Marketing Roadmap

The Social Marketing Roadmap: Expert Social Marketing Advice for Today’s CMOMike LewisVP of Marketing & SalesAwareness, Inc.@bostonmike / @awarenessincmike.lewis@awarenessnetworks.com

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Looking for more details? Download the ebook http://bit.ly/socialfunnel

Social marketing has evolved into a strategic discipline. social marketing software

Whether you are experienced with social or you are just starting with it, consult with the marketing experts on the steps that make social a successful strategy for your company or brand.social marketing software

#1: Passion is Contagious Don’t think of social only as a way to drive leads and sales. Social is about passion - Oreo has over21 million fans because the brand has given voice to the passion of its consumers. David Berkowitz Sr Director of Emerging Media and Innovation social marketing software

#2: Have a Plan Go into social media with a plan. Social channels are like other marketing channels - treat them with the same diligence. Integrate social with your marketing and business initiatives - social marketing cannot exist in a vacuum. Work with social marketing consultants and agencies - they can help create realistic plans and projections. Jason Falls Principalsocial marketing software

#3: Select the Right Tools of the Trade Focus on a limited number of toolsinitially and build your portfolio where you see tangible traction. Develop acenter of social marketing expertise to avoid repeating the same mistakes other brands have made. Paul Gillin Author of “Social Marketing to the Business Customers”

#4: Don’t forget about searchCompanies need to understand where they rank in search engines. Smart companies know what their prospective customers are searching on. They then create social content - blogposts, YouTube videos, and webinars, that leverage key words to improve search engine rankings. Inteh world of social, companies need to think like publishers David Meerman Scott author of “The New Rules of Marketing and PR”

#5: Ask for Help! If your level of maturity with social marketing is low, rely on agencies and consultants to help you succeed. You will need carefully integrated content, processes, and governance in order to succeed. Social is not media-centric, it is customer-centric. Once you have gained experience, work towards integrating social deeper within your business. Nathaniel Perez Head of Social Experience

#6: Know your goals Start with understanding your goalswith social. Where and how you want to participate is a business decision.Look at your industry and beyond for best practices. Andrew Patterson Director of new media

#7: Have a budget Allocate your social marketing budget based on your level of social marketing maturity. In our February 2011: HowCorporations Should Prioritize Social Business Budgets, Altimeter reported that the average social media annual budget in 2010 was $833K, but that ﬂuctuated based on annual revenue andsocial marketing program maturity. Use industry benchmarks to allocate your budget. Jeremiah Owyang Founding Partner

#8: Go in for the long haul Go in for the long haul and don’t put social in the hands of junior brand managers. Social is one of the most important channels of the future - your own media that will position you to spend less resources over time - for marketing, customer service, and product development Jonas Nielsen Co-Founder and Managing Partner

#9: Know whyThe best companies understand social touches every aspect of their business. Start with answering why you want to run social programs and what success looks like. Remember: only a portion of your social efforts can be tracked directly down to sales. Most of social is relationship-based - its a longer-term investment in your brand. Focus with your existing customers - they will spread the word for you. Welcome to the world of mouth. Erik Qualman Author of “Socialnomics: How Social Media Transforms the Way We Live and Do Business” social marketing software

Social Marketing Funnel More Details at:http://info.awarenessnetworks.com/Social-Funnel.html

Mike Lewis VP of Marketing & Sales Awareness, Inc @bostonmike / @awarenessinc http://blog.socialepisodes.com mike.lewis@awarenessnetworks.comsocial marketing software

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The Social Marketing Roadmap

by Mike Lewis

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