Strategic Social Media Marketing

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Training on strategic social media marketing for the executive MBA students at the Daniels School of Business at the University of Denver. Topics covered included how to tie goals, KPI's and ROI to social media, what to look for in an agency, social media basics and advanced social media strategy. Speakers notes can be requested by email at Brett.Greene [at] HipChameleon.com.

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Strategic Social Media Marketing

  1. 1. Brett Greene @brettgreene LinkedIn.com/in/BrettGreene [email_address] Betsy Chase @BetsyChase LinkedIn.com/in/BetsyRChase [email_address]
  2. 2. Agenda <ul><li>What are your goals? </li></ul><ul><li>Setting expectations </li></ul><ul><li>Measuring your efforts and proving value </li></ul><ul><li>Integrating Social Media with the marketing plan </li></ul><ul><li>Working with Social Media service providers </li></ul><ul><li>Open Forum </li></ul>
  3. 3. WHY ARE YOU DOING THIS? <ul><li>Setting Goals </li></ul>
  4. 4. What Is the Goal?
  5. 5. What Is the Goal? <ul><li>Crisis management </li></ul><ul><li>Build thought leadership </li></ul><ul><li>Increase brand awareness </li></ul><ul><li>Improve company image </li></ul><ul><li>Brand engagement </li></ul><ul><li>Increase website traffic </li></ul>
  6. 6. What Is the Goal? <ul><li>Introduce marketing assets (white papers, webinars, buyers guides) </li></ul><ul><li>Offer sales promotions </li></ul><ul><li>Exclusive offers/discounts </li></ul><ul><li>Qualify leads </li></ul><ul><li>Proactive customer contact </li></ul>
  7. 7. What Is the Goal? <ul><li>Open channel for solving customer problems </li></ul><ul><li>Allows the customer to feel heard </li></ul><ul><li>Opportunities for customer saves </li></ul><ul><li>Residual good will impact </li></ul><ul><li>Make customers feel special </li></ul><ul><li>24 x 7 operations </li></ul><ul><li>Customer engagement </li></ul>
  8. 8. What Is the Goal? <ul><li>Informal, low cost way to gather directional data </li></ul><ul><li>Float new product features/additions </li></ul><ul><li>Get quick customer feedback </li></ul><ul><li>Competitive analysis </li></ul>
  9. 9. What Is the Goal? <ul><li>Takes advantage of web as a low cost channel </li></ul><ul><li>Cheaper than a press release </li></ul><ul><li>CPA, cost to serve lower </li></ul><ul><li>Removes research intermediary </li></ul>
  10. 11. Key Performance Indicators
  11. 13. Social Media Integration
  12. 16. Social Media & the Marketing Plan <ul><li>Integrated marketing is like a ping-pong game between channels </li></ul><ul><ul><li>Gary Vaynerchuk </li></ul></ul><ul><ul><li>The Thank You Economy </li></ul></ul>
  13. 17. http://www.youtube.com/watch?v=qt6iEGzLPjg http://www.youtube.com/watch?v=fD1WqPGn5Ag
  14. 18. How was it integrated?
  15. 19. Working with Social Media Service Providers
  16. 21. It’s Not About You How are you going to make them feel special? What’s in it for them?
  17. 22. HipChameleon.com @HipChameleon Facebook.com/HipChameleon
  18. 23. Strategy Tools Training Marketing Goals Business Goals Results
  19. 24. Agency Deliverables
  20. 25. EXAMPLES
  21. 26. OPEN FORUM

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