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Smart Media Tutorial Module 3
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Smart Media Tutorial Module 3

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  • 1. Social Media Strategy Basics How Social Media Fits Into Online Marketing Andrew Bates, Director of Social Media
  • 2. Online Marketing Goals
    • Gain Attention From The Right Audience
    • Grow Brand & Share Of Voice Within That Community
    • Drive Business!
      • Traffic & Inbound Qualified Leads
      • Newsletter & Email, Contact Form, Whitepaper, eCommerce, Event Registration…
      • Grow Active Community With Follows, Likes, Comments, Referrals, Sharing
  • 3. How Does Social Media Play A Part?
    • Cost Effective Market & Audience Research
    • Competitive Business Intelligence
    • Marketing Approach & Sales Pitch
    • Body Copy, PR & Content
    • Inbound Qualified Traffic & Conversion
    • SEO & PPC
    • Digital Advertising
    • Sentiment, Customer Care & Tech Support
    • Event Marketing
    • Measurement & Analytics
  • 4. Cost Effective Market & Audience Research
    • Social Media Monitoring & Market Research Is Cheap!
    • Learn The Interests, Pain Points & Other Ways To Influence Purchasing Decisions
    • The Dell Example – The Dell Mini
  • 5. Competitive Business Intelligence
    • Learn What Your Core Competitors Are Doing Online & In The Social Sphere
    • Justify Levels Of Investment & Marketing Efforts
    • The DuPont Example – 3M & Dow
  • 6. Your Marketing Approach & Sales Pitch
    • Watch & Learn From The Activities Of The Audience
    • Utilize & Maximize User Generated Content
    • The Bushnell Example - Riflescopes
  • 7. Body Copy, PR & Content
    • Examine The Conversation
    • Find The Topics Of Interest
    • The American Cancer Society
    • – Donations vs. Finding A Cure
  • 8. Inbound Qualified Traffic & Conversion
    • Likes, Shares, Comments, Tweets & Links
    • Syndicating Marketing Campaigns To A Broader Community
    • Linking & Driving Traffic Back To The Site
    • The Penton Media Example – Windows IT Pro
  • 9. Search Engine Marketing - SEO & PPC
    • Social SEO & Temporal Relevance
    • Conversations = Keywords
    • The Chevron Example – Techron
  • 10. Digital Advertising
    • Find Your Community – Social Networks, Websites, Forums…
    • Only Show Ads To A Qualified Audience – Impressions & Clicks Cost Your Organization Money
    • The Rack Room Shoes Example
    • – Limited Budget
  • 11. Sentiment, Customer Care & Tech Support
    • Grow Brand Advocates & Influencers
    • Improve Response Time & Reduce Costs
    • Gain Positive Sentiment
    • The Network Solutions Example
    • - A Large Organization With A Personal Touch
  • 12. Event Marketing
    • Social Media IS The Key!
    • Promote Before, During & After
    • Utilize Location Based Services Like Foursquare
    • The SXSW Example
    • – Drive Attendance & Interaction
  • 13. Measuring Social Media Success
    • Move the needle and show the value
    • On Page
      • Credibility and Content Relevance - Likes, Google+1, Comments
      • Sharing - Retweets, Facebook, LinkedIn, YouTube other social syndication
      • Conversion – User Logins, RSS, Newsletter, Email and Event signups
    • On Profiles
      • Follows, Fans, Likes, Comments, Facebook Sharing and Retweets
    • SEO
      • More Traffic to the Website from Social Networks
      • Increased Time On Site and Page Views
      • Improved Search Engine Rankings for the Web Site and Social Profiles
    • Mentions and Share of Voice
      • Increased Brand Mentions
      • Higher Share of the Conversation vs. Competitors
      • Improved Brand Sentiment
  • 14. Andrew Bates   Director of Social Media   P - (202) 747-1818 (ext.117)   M - (703) 231-1201 Andrew.Bates@penton.com @PentonMKTG www.Facebook.com/ PentonMarketingServices www.PentonMarketingServices.com