Inbound Marketing Strategy

Emerson College
Class lecture
Social Media Marketing
2nd Instinct
Strategic Marketing
your market deserves a 2nd look
Don Frattaroli
Practice Lead
Monday, November 09, 2009

A 2ndGlance
2
2nd Instinct - your market deserves a 2ndlook
Market Impact Solutions
Marketing Project Team Leader
& Knowledge Resource
Market Strategy
& Analysis
Online & Social
Media
Solution
Development

A 2ndGlance
3
Today’s Discussion Focus
Digital Marketing
Online Marketing
Outdoor
Digital
Inbound/Pull
Outbound/Push
Email
Social Media
Mobile
Marketing
Search
Banner
Advertising
Digital
Kiosk

2nd Market Impact Solutions
Social Media
Why do I care?
Facebook Country - 4th largest between the US & Indonesia (300M)
Communications Growth Comparison Years to reach 50M:
Radio (38 Years)
TV (13 Years)
Internet (4 Years)
iPod (3 Years)
Facebook (100M < 9 months)
IPhone applications (1B - 9 months)
Social Media has overtaken porn as the #1 activity on the Web
China’s Qzone - larger than FB over 300M (Facebook’s banned)
Russia most engage social media audience 6.6 hours/day - Vkontakte.ru #1
2009 - US DOE study online students out performed face-to-face instruction
80 % of companies using LinkedIn as a primary tool to find employees
2008 - 1 out of 8 US married couples met via social media
4

Social Media Perspective
Social Media = Human
Sharing ideas, cooperating and collaborating to create art
Thinking and commerce, vigorous debate and discourse
Finding people who might be good friends, allies and lovers
It’s what our species has built several civilizations on
Massive Growth not because of great new technology because it lets us be ourselves
5

Social Media Guidelines
Two way street – is an open two way dialog vs canned or controlled messaging (PR or commercials)
Orgs must take a leap of faith and let participants lead discussions vsmarketing spin
Cannot be bought or forced - topics must be relevant, current and engaging to target stake holders & industry participants
Honest, authentic and human - Orgs must show their personal side vs corporate rigidness & strict branding
Like traditional marketing 1st establish target market audience
6

Social Media Guidelines
Time and dedicated resources
Orgs must engage multiple people within & outside of marketing who have time, product/service knowledge & Tech capabilities to manage SM media efforts
Measurable and defined outcomes
Marketers must understand their desired impact for each social media out let they employ.
Awareness, increased revenue, expanded branding an improving organization image - increased web traffic maybe a measurement but isn't an end game
One component of a communications strategy
integrate all social media efforts into overall marketing mix
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8
What hasn’t changed - Marketing Basics

Social Media Strategy
Social Media Campaign Objective (chose one)
Awareness, Sales , Loyalty, Drive Product/Service Trial/Launch/Comparison, Establish Need/Want, Positive Association, Form/Change Opinion, Influence the Influencers, Drive Action, Establish/Regain Trust
Target Audience Awareness
Profile target audience how well they your know org, brand, comm. topic, product/service
(1) Nothing (2) Aware(no action) (3) Aware(single action) (4) Enthusiast (5) Advocate
Map Target Audience to on-line demographic behavior & social media usage*
Inactive – no online activity
Spectators – Read Blogs, watch videos, read online forums
Joiners – maintain profiles on social network sites
Collectors – RSS Feeds, Tag Photos, Vote for sites
Critics – Post product ratings/reviews, blog comments, edit Wikis
Creators – Publish Blogs, Websites, Upload created videos & audio files
*Source Forester Technographics
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10
Forester - Technographics online profile
Read & Watch
Maintain
Online profile
Source Forester Technographics

Social Media Strategy
Determine success identification factors– Defined in your strategy objective
Awareness – web traffic, web traffic referrals, followers, fans & friends
Sales – time spent on site, bounce rate, site repeat rates
Loyalty – repeat social mentions, network discussions, network referrals
Brand differentiation – Develop words or phrase the best represents your brand identify
I.e. Volvo = Safety, Apple = Innovation, Nordstrom’s = Customer Service
Humanization Engagement Strategy
The cornerstone of social media campaigns is to drive personal relationships, between you and your audience as well as between community members themselves i.e. twitter
11

Social Media Execution
Learn where conversations are taking place and beta tools
Social Media Monitoring tools – Google Alerts, Tweetbeeps
Pitch Formation – Tight Compact 120 Characters
Tweetable summary of your Audience message
Social Media Tool Implementation and Management
Blog, Twitter, Facebook, Linkedin, Social Book Marketing
Personal integration is a critical component on this step
Track Campaign Measurements & Adjust Strategy
Web traffic, web traffic referrals, search volume trends, follower, fans & friends, social mentions, sales, time spent on site, bounce rate, repeat visits, loyalty, recommendations and reviews
12

A 2ndGlance
13
Basic Forms of Social Media
Innovation is Inevitable
Micro Blogging
Content
Communities
WIKIS
Social Networks
Blogs
Forums
Podcasts

14
Social Media Types
A community of personal web pages
Connect with friends to share content & communication
Facebook (300 M) MySpace(76 M) Linkedin (36 M ) Bebo(40 M)
Web log online journals, personal & conversational
Identified group or author around a defined topic
Includes viewer commentary & RSS feed distribution
Blog posts/ day (1M)
Topical online discussion groups
Oldest SM, moderator will not lead discussion
Board tracker 40K forums including (61M conversations)
Social Networks
Blogs
Forums

15
Social Media Types
Networking, Mini Blogs & instant messaging
Mobile, online(RSS) distribution popular CNN,BBC
Twitter (1M) - 90 % Twitter Com offsite - applications
Registration sites focused on one type of content (Public or Private)
2005 Yahoo – Flickr $30M , 2006 - Google/YouTube $1.65B
YouTube 100M videos/day, Social Bookmarking - Dig
Community collaborative online projects
Wikipedia(Started 2001) 10 M articles - 280 language
Wikia, WikiHow & Wikinews
Subscription base online audio or video files
Time shifting - Shift in media consumption patterns
Leveled playing field for individuals & traditional media
PC,MP3 Player i.e. ITunes
Micro Blog
Content
Community
Wiki
Podcasts

16
Social Network Development
Diversify communications based on audiences interest, time & preferred learning style
Video
Tutorials
Workshops
Articles

17
2nd Instinct
Tool Recommendations
2nd Instinct
Tool
Digital Marketing Tool
Suggestions

Search Marketing Integration
Search Engine Optimization (SEO)
Using web analytics identify key words and phrase based on
Web Traffic
Relevancy to your message
Net Competition
Cross Link Strategy
Crawlable Updated Content
Optimize all searchable web content
Web site, Blogs, Tweets, Facebook & Linkedin
Pay Per Click (PPC) - Not as effective as SEO
Web Analytics Reporting
Monitoring Web traffic, web traffic referrals, search volume trends, follower, fans & friends, social mentions, sales, time spent on site, bounce rate, repeat visits, loyalty, recommendations and reviews etc
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19
Social & Search
Marketing Integration

20
Don Frattaroli - Bio

21
Your market deserves a 2nd Look
Don Frattaroli
don@2ndinstinct.com
O - 617-421-1952
C - 617-821-0179
2ndinstinct.com
Twitter @DFRATT4

22
Social Net
Demographics

23
Facebook
Demographics

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Inbound Marketing Strategy

by 2nd Instinct Digital Marketing on Dec 15, 2009

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Inbound Marketing Strategy — Presentation Transcript