Marketing With Social Media

marketing with social media chris brogan... @chrisbrogan http://chrisbrogan.com/contact

about chris brogan chris brogan is a typist nyt bestselling author president: new marketing labs, llc 11 years in social media (mostly fortune 100/500) seems egotistical at ﬁrst. better when you meet him.

the larger story think like a media company develop marketplaces build your network human business

basics what are you selling? who/where are the buyers? can it be sold online? how simple/complex is it to sell?

basics can you ship it? what’s the frequency of return? what’s the resell cycle? what’s the goal?

ways to use social media awareness (listening, content marketing) lead generation education sales crm / csr / pr community

3 major buckets listening connecting publishing (30/60/30)

media company mindset think production (styles/methods) think distribution (new channels, advocates, +) think engagement and two-way

new marketplaces listening as a marketplace ﬁnder mobile / out of home (not just phones) community marketplaces

human business sustainable relationship-minded value-driven

core: database how do I grow it? how do I feed it? how do I sell into it? how do I prune it? how do I treat it with LOYALTY?

database might be a crm or social crm platform might just be a spreadsheet something where you can SEE your community

listening station google “grow bigger ears” for steps feed listening into content, into pr, into sales listening is THE secret driver of serendipity listening is a HUGE human business boon

networks friction vs. frictionless transactions inside/outside be part of the 150 give your ideas handles build networks of value delivery outreach rules

home base blog or website (maybe both) content-minded action-minded drives to sale or to your list/db

outposts twitter /facebook /linkedin /forums /etc a place to connect, share, promote others occasionally a place to drive to home base 12:1 rule think blogger outreach (pre-pay with kindness)

other media outlets all in service to building/feeding your db webinars video photos podcasts all with calls to action and urls intact

email marketing still the #1 online marketing tool vary up your sends: some sales, some conversational ask questions “skinny up” and remove html formatting think “add value” not “beat for sales”

measurement try not to use social media tool measurements use easy measures like $ or # of new signups think “action” and “real world” not kumbaya

measurement track links target opens stay closer to the mother ship methods

human branding real names on social networks real faces on avatars conversations / off-topic promote others

actions : site goals ﬁrst. always site design integrated with outposts matches marketing needs

actions : listening grow bigger ears test various terms wire to content / pr / sales

action: content production concepts build curation methods build content catalog build production/editorial process don’t forget organic seo

action: content review sales copy/ marketing needs review organic SEO review brevity/usefulness review call to action

action: distribution editorial calendar tied to mothership marketing promotional methods / cross promo channel development damage control plans blogger outreach

action: measurement tie measures to tangible goals measure action not pageviews could be: sales, inbound links, db signups, coverage

action: launch plans integrated social presence social proof seeding review damage plans select starter presence metrics in place go! (then measure/adjust/measure)

action: human business promote others 12:1 30/60/30 look for expansion points look for new content look for cross-promotion/distribution growth

beyond: next steps + share. the power of the plus mobile (not just phones) afﬁliate marketing

typical questions b2b vs b2c: answer- same tools, different buyer ROI: answer - how much have you I’d? time to results: 3 months (or less)

questions/thanks chris brogan is president of new marketing labs, llc. he blogs at http://www.chrisbrogan.com contact form: http://chrisbrogan.com/contact twitter: @chrisbrogan questions are where you get the good stuff.

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Marketing With Social Media

by Chris Brogan

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