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Fitting Social Media Into Your Marketing Mix // Kevin Mullett  cirrusabs.com  twitter.com/cirrusabs  facebook.com/cirrusab...
Fitting Social Media Into Your Marketing Mix // Kevin Mullett              kevinmullett.com              twitter.com/kmull...
// new as perception or reality? increased adoption or proliferation does not   mean new. the tools and nomenclature are  ...
// the “social three” • social media   take the social out of it and it is good old fashion media • social networking   bu...
// social media = tools                          @kmullett // #FWSoMe
// social networking = visibility                                    @kmullett // #FWSoMe
// social marketing = application                                    @kmullett // #FWSoMe
// are you verifying claims? there is a lot of misinformation, speculation,   opinion and hype being spread. online   mark...
// visibility via preferred media     •   preferred media not singular media     •   specialty and niche social services  ...
// but…my privacy! • formerly found on street corners • were you unlisted? • who did we do business with 30 years ago?    ...
// there is no “trying” in social media social media works best when you are a willing   participant, see value, & treat i...
// what’s the case for my business? social media can help with • winning new business • enhancing customer experience • pa...
// for my business continued… what else can it do? • disseminating press releases and information • managing brand/identit...
// who wins the intent to action war?                             •   tv                             •   dm (direct mail) ...
// prioritize your marketing efforts no marketing media channel has 100% eyeballs   or is 100% effective. prioritize based...
// are you for or against it?                        wait!                        are you for social                      ...
// social media, do you own it? • Ars Technica (suggested copyright infringement?) • Jonathan Rivera’s page with 47’000 fa...
// does social media work?                             •   opportunity                             •   visibility (2 audie...
// why don’t they “like” us? are we clear with our message? • is design or action most important? • what is our call to ac...
// almost #winning?             ugly but descriptive             • i know who they are             • what they want me to ...
// action 1 claim LBS listings • tweak name, address, phone to match always                                       @kmullet...
// action 2              success is in the details              • make signage              • educate EVERYONE            ...
// think you can ignore social media? business who are still trying to avoid social media   or who are being overly select...
// social is now in SERPshow will it change social participation? how will it  change where we click on a SERP page?- flic...
// what is google +1? google +1 (date) •   not rolled out to all yet •   in search results and adds •   on sites ala “like...
// what if you could be more visible?                         use these to be more                           visible!     ...
// but where is the roi? value? if you run an ice cream truck and a child drops an    ice cream cone what do you do? where...
// action 3 • develop your elevator pitch • optimize your “what we do” paragraph   then adapt it to fit in various profile...
// action 4 grab your brand • mass id check with namechk.com                                    @kmullett // #FWSoMe
// connections are starting points    who enjoys a pushy sales person?    spammy-ness & tricks require churn.    what is y...
// but nobody comments or converses? How many of you who desire comments and  amplification take the time to provide it?  ...
// action 5 centralize & promote your brand id’s • mass id listing (like dandyid.org) • email signitures (like retaggr.com...
// action 6 network your brand • join groups/add events on ning.com & linkedin.com                                        ...
// social activity optimization optimize your efforts • schedule activity during peak times • use tools for consolidation,...
// social team optimization further optimize by • delegating responsibility & automate (w/caution) • monitor keywords, bra...
// i’ve nothing to say & no one cares we hear it all the time. i don’t have anything to say & no one would care anyway. ho...
// action 7 posting tips • use keywords & keyword phrases sparingly • keywords should be relevant to subject • avoid spamm...
// where are you sending them? what is your goal? • will your social profile(s) or website support conversion best • which...
// action 8a facebook pages or groups? • old groups are going away • profiles are for people • to merge or not to merge pl...
// action 8b • select the category & follow the steps • now complete your profile & promote it • once you get 25 followers...
// make it easy for others to amplify help those who want to tell others • visible to their friends timeline (a recommenda...
// it’s as measurable or more so… if talking to me about defining ROI of social    media you best be prepared with example...
// action 9 setup a bit.ly URL shortener account (i know of over 30 other url-shorteners, but bit.ly is trusted & widely u...
// action 10 http://www.facebook.com/advertising or click                                       @kmullett // #FWSoMe
// action 11 • setup google profiles for you & your business   google.com/profiles                                        ...
// action 12 article awareness, distributing RSS • social visibility                                tell potential visitor...
// measuring the right things is this the right kind of measurement?                                          @kmullett //...
// social analytics & measurement am i popular and important yet?                                    @kmullett // #FWSoMe
// how granular do we need to get? trends, cause, effect, abnormalities…did it work?                                      ...
// don’t look at “the score” People constantly talk about the score. The score   isnt where it is at. Look at the metrics....
// what really happened? clues? trends?measuring brand visibility, engagement, reach…                                     ...
// what really happened? clues? trends?can we find successes and failures in here?                                        ...
// action 14 • check google analytics or server logs for:   bounce rates, time on site, pages visited, conversion pages,  ...
// good, better, best approach • good = know where your competition is, start there,   start small, but start • better = w...
// remember to H.E.L.P. HELP = Humanize message, Encourage  conversation, Listen first, Promote Less.                     ...
FREE upcoming events              May 31st              TBD              facebook.com/smbftw              @smbfw          ...
Well Help You Master Internet Marketing  These days it’s more important than ever for you to reach new prospects,  satisfy...
Fitting Social Media Into Your Marketing Mix // Kevin Mullett  cirrusabs.com  twitter.com/cirrusabs  facebook.com/cirrusab...
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Fitting Social Media Into Your Marketing May - Fort Wayne

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  • Great material Kevin, as always a good balance of action steps to take now, and reasons to hire a pro like Cirrus ABS.

    And reasons to attend the next event too!
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  • I thought this was an amazing session. I learned a ton! Thank you very much!
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  • Loved the presentation today, full of very useful tips and information. Looking forward to the next seminar on June 14 on what to measure and how.
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Transcript of "Fitting Social Media Into Your Marketing May - Fort Wayne"

  1. 1. Fitting Social Media Into Your Marketing Mix // Kevin Mullett cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs
  2. 2. Fitting Social Media Into Your Marketing Mix // Kevin Mullett kevinmullett.com twitter.com/kmullett facebook.com/kevinmullett linkedin.com/in/kevinmullett just google “kevin mullett” director of product development
  3. 3. // new as perception or reality? increased adoption or proliferation does not mean new. the tools and nomenclature are new but "social media“, websites, and blogging is not. @kmullett // #FWSoMe
  4. 4. // the “social three” • social media take the social out of it and it is good old fashion media • social networking business and personal networking, just online • social marketing marketing by any other name would spend as sweet @kmullett // #FWSoMe
  5. 5. // social media = tools @kmullett // #FWSoMe
  6. 6. // social networking = visibility @kmullett // #FWSoMe
  7. 7. // social marketing = application @kmullett // #FWSoMe
  8. 8. // are you verifying claims? there is a lot of misinformation, speculation, opinion and hype being spread. online marketing is arguably changing faster than medicine or law yet who do you seek advice from? @kmullett // #FWSoMe
  9. 9. // visibility via preferred media • preferred media not singular media • specialty and niche social services • are you talking WITH your audience where they areFacebook statistics via socialbakers.com @kmullett // #FWSoMe
  10. 10. // but…my privacy! • formerly found on street corners • were you unlisted? • who did we do business with 30 years ago? @kmullett // #FWSoMe
  11. 11. // there is no “trying” in social media social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task. @kmullett // #FWSoMe
  12. 12. // what’s the case for my business? social media can help with • winning new business • enhancing customer experience • participating in a conversation already occurring • providing offers and notifications quickly and inexpensively @kmullett // #FWSoMe
  13. 13. // for my business continued… what else can it do? • disseminating press releases and information • managing brand/identity reputation • industry awareness and participation • promoting knowledge experts • keep tabs on the competition @kmullett // #FWSoMe
  14. 14. // who wins the intent to action war? • tv • dm (direct mail) • radio • newspaper • print (brochures/ads) • email marketing • social • SEO • search marketing • tradeshows • sponsorships (nascar etc.) • yellow pages (not shown) @kmullett // #FWSoMe
  15. 15. // prioritize your marketing efforts no marketing media channel has 100% eyeballs or is 100% effective. prioritize based on goals, resources, and business objectives. @kmullett // #FWSoMe
  16. 16. // are you for or against it? wait! are you for social media or against it? @kmullett // #FWSoMe
  17. 17. // social media, do you own it? • Ars Technica (suggested copyright infringement?) • Jonathan Rivera’s page with 47’000 fans (vanity url) • are you relying on free services? @kmullett // #FWSoMe
  18. 18. // does social media work? • opportunity • visibility (2 audiences) • traffic • top of mind • likeability • expertise @kmullett // #FWSoMe
  19. 19. // why don’t they “like” us? are we clear with our message? • is design or action most important? • what is our call to action? • what is in it for them? @kmullett // #FWSoMe
  20. 20. // almost #winning? ugly but descriptive • i know who they are • what they want me to do is clear • i’ll be rewarded @kmullett // #FWSoMe
  21. 21. // action 1 claim LBS listings • tweak name, address, phone to match always @kmullett // #FWSoMe
  22. 22. // action 2 success is in the details • make signage • educate EVERYONE @kmullett // #FWSoMe
  23. 23. // think you can ignore social media? business who are still trying to avoid social media or who are being overly selective may not be getting the entire picture. less discussed are the SEO, visibility, and traffic value that social media can provide. @kmullett // #FWSoMe
  24. 24. // social is now in SERPshow will it change social participation? how will it change where we click on a SERP page?- flickr, friendfeed, gmail, facebook, buzz, reader, google @kmullett // #FWSoMe
  25. 25. // what is google +1? google +1 (date) • not rolled out to all yet • in search results and adds • on sites ala “like” button • google experimental search @kmullett // #FWSoMe
  26. 26. // what if you could be more visible? use these to be more visible! 100’s more? @kmullett // #FWSoMe
  27. 27. // but where is the roi? value? if you run an ice cream truck and a child drops an ice cream cone what do you do? where is the return on investment? @kmullett // #FWSoMe
  28. 28. // action 3 • develop your elevator pitch • optimize your “what we do” paragraph then adapt it to fit in various profile areas. (160 characters in twitter for example) • photos for personal accounts, logos for businesses (generally speaking. in some instances you want to use photos) @kmullett // #FWSoMe
  29. 29. // action 4 grab your brand • mass id check with namechk.com @kmullett // #FWSoMe
  30. 30. // connections are starting points who enjoys a pushy sales person? spammy-ness & tricks require churn. what is your comfort level? wiifm? @kmullett // #FWSoMe
  31. 31. // but nobody comments or converses? How many of you who desire comments and amplification take the time to provide it? @kmullett // #FWSoMe
  32. 32. // action 5 centralize & promote your brand id’s • mass id listing (like dandyid.org) • email signitures (like retaggr.com) @kmullett // #FWSoMe
  33. 33. // action 6 network your brand • join groups/add events on ning.com & linkedin.com @kmullett // #FWSoMe
  34. 34. // social activity optimization optimize your efforts • schedule activity during peak times • use tools for consolidation, tracking, & alerts @kmullett // #FWSoMe
  35. 35. // social team optimization further optimize by • delegating responsibility & automate (w/caution) • monitor keywords, brands, hashtags (twitter) • create and follow an editorial calendar @kmullett // #FWSoMe
  36. 36. // i’ve nothing to say & no one cares we hear it all the time. i don’t have anything to say & no one would care anyway. how do i attract followers / fans. • friendly & upbeat • avoid sensitive issues • be helpful (H.E.L.P) • listen first • engaging & funny @kmullett // #FWSoMe
  37. 37. // action 7 posting tips • use keywords & keyword phrases sparingly • keywords should be relevant to subject • avoid spammy words make money, MLM, work from home, get rich… unless that is what you do! • avoid hyperbole • look informative • appear conversational @kmullett // #FWSoMe
  38. 38. // where are you sending them? what is your goal? • will your social profile(s) or website support conversion best • which are they more likely to visit daily, amplify message from • are you sending them to just another link @kmullett // #FWSoMe
  39. 39. // action 8a facebook pages or groups? • old groups are going away • profiles are for people • to merge or not to merge place with community • http://www.facebook.com/pages/create.php or on the right side look for @kmullett // #FWSoMe
  40. 40. // action 8b • select the category & follow the steps • now complete your profile & promote it • once you get 25 followers get your vanity URL @kmullett // #FWSoMe
  41. 41. // make it easy for others to amplify help those who want to tell others • visible to their friends timeline (a recommendation) • each service has unique ways to do it with benefits • get your geek involved @kmullett // #FWSoMe
  42. 42. // it’s as measurable or more so… if talking to me about defining ROI of social media you best be prepared with examples from your other marketing efforts. @kmullett // #FWSoMe
  43. 43. // action 9 setup a bit.ly URL shortener account (i know of over 30 other url-shorteners, but bit.ly is trusted & widely used) @kmullett // #FWSoMe
  44. 44. // action 10 http://www.facebook.com/advertising or click @kmullett // #FWSoMe
  45. 45. // action 11 • setup google profiles for you & your business google.com/profiles @kmullett // #FWSoMe
  46. 46. // action 12 article awareness, distributing RSS • social visibility tell potential visitors and the search engines you have new content @kmullett // #FWSoMe
  47. 47. // measuring the right things is this the right kind of measurement? @kmullett // #FWSoMe
  48. 48. // social analytics & measurement am i popular and important yet? @kmullett // #FWSoMe
  49. 49. // how granular do we need to get? trends, cause, effect, abnormalities…did it work? @kmullett // #FWSoMe
  50. 50. // don’t look at “the score” People constantly talk about the score. The score isnt where it is at. Look at the metrics. Good, do again. Bad, change. @kmullett // #FWSoMe
  51. 51. // what really happened? clues? trends?measuring brand visibility, engagement, reach… @kmullett // #FWSoMe
  52. 52. // what really happened? clues? trends?can we find successes and failures in here? @kmullett // #FWSoMe
  53. 53. // action 14 • check google analytics or server logs for: bounce rates, time on site, pages visited, conversion pages, confirmation pages (setup advanced filters & funnels) • monitor contacts, calls, lead sources • rank checker: firefox add-on • bit.ly analytics @kmullett // #FWSoMe
  54. 54. // good, better, best approach • good = know where your competition is, start there, start small, but start • better = watch alerts & filters, hashtags jump in when you can offer help • best = be an active & responsive participant with custom posts be willing to pay professionals for assistance & advice. @kmullett // #FWSoMe
  55. 55. // remember to H.E.L.P. HELP = Humanize message, Encourage conversation, Listen first, Promote Less. @kmullett // #FWSoMe
  56. 56. FREE upcoming events May 31st TBD facebook.com/smbftw @smbfw June 14th Measuring the Right Thing Matters cirrusabs.com free education since ?? @kmullett // #FWSoMe
  57. 57. Well Help You Master Internet Marketing These days it’s more important than ever for you to reach new prospects, satisfy customers, find new efficiencies, and grow your business. The Webs the way to do it. We can help. Call 1.877.817.4442
  58. 58. Fitting Social Media Into Your Marketing Mix // Kevin Mullett cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs
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