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Social Marketing Strategy

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  • 1. CREATING A SOCIAL MEDIA CAMPAIGNTO GROWYOUR BUSINESS Metalcon - October 22, 2010 LasVegas, Nevada 1 Monday, October 18, 2010
  • 2. WHAT IS SOCIAL MEDIA? And how do you develop a Social Media strategy?! 2 Monday, October 18, 2010
  • 3. DEFINITION OF SOCIAL MEDIA • Social Media is an EXTENSION of the experiences you already create with people and markets... on steroids! • It is a MIRROR of real world behavior. • Social Media enables you to sell IDEAS,ATTITUDES and BEHAVIORS... product follows. • Social Media is another tool to communicate with your customers in a way thatTHEY WANT to be communicated with. 3 Monday, October 18, 2010
  • 4. WHY IS SOCIAL MEDIA IMPORTANTTOYOU? 4 Monday, October 18, 2010
  • 5. 5 Monday, October 18, 2010
  • 6. WEB BASED SOCIAL MEDIA IS HERETO STAY... LIKE IT OR NOT • Facebook has a population of REGULAR users that is LARGER than the United States! • Fully half (150 million) of regular Facebook users are Americans • Google has become a verb • 100 million people viewYouTube videos more than once per week • There are 75 millionTwitter accounts... and growing by 6.2 million per day • Facebook,Twitter andYouTube are becoming major search platforms in addition to Google • 72% of Americans between the ages of 25 - 49 send text messages daily 6 Monday, October 18, 2010
  • 7. AMERICANS SPEND MORE TIME ON SOCIAL NETWORKSTHAN OTHER ONLINE ACTIVITY 7 Monday, October 18, 2010
  • 8. PEOPLE WHO USE SOCIAL NETWORKS ARE YOUR CUSTOMERS Facebook LinkedIn 8 Monday, October 18, 2010
  • 9. CONSUMERS AND COMMERCIAL BUYERS RELY ON SOCIAL MEDIA FOR BUYING DECISIONS • 70% of buyers said customer reviews and ratings were very important when selecting a product. • 56% of Social Media users feel both a stronger connection with and better served by companies when they can interact with them in a social media environment. 0 10 20 30 40 Word of Mouth Brand/Product Awareness Increased Customer Loyalty Customer Generated New Ideas Top Objectives Achieved Source: Beeline Labs, Deloitte and the Society for New Communications Research9 Monday, October 18, 2010
  • 10. SO, HOW COULD ANY SERIOUS BUSINESS PERSON IGNORE SOCIAL MARKETING? 10 Monday, October 18, 2010
  • 11. HOWTO CREATE A SOCIAL MEDIA STRATEGY 11 Monday, October 18, 2010
  • 12. FOUR PART STRATEGY • Communicate - Who you are, what you do and how you do it • Educate - how you can help customers and potential customers with their problems, make them money, etc • Cultivate - a following of customers and potential customers • Generate - by Communicating, Educating and Cultivating you are then in the position to generate all of that into SALES. 12 Monday, October 18, 2010
  • 13. COMMUNICATE, EDUCATE, CULTIVATE, GENERATE Online Tool Purpose of Tool KPI Website To recreate your best sales person Provide PRODUCT information GENERATE leads Leads generated SEO Rank Time spent/number of pages viewed Facebook Personal connection (Communicate) Highly targeted advertising (Cultivate) Number of “friends” that are potential customers Engagement - dialogue, click throughs Twitter Rapid COMMUNICATION of timely information (Educate) Number of followers Click throughs ReTweets & @ mentions LinkedIn Professional networking (Communication, Cultivation) Number of connections Click throughs Email inquiries YouTube Demonstrations (Educate) Number of views Ratings Click throughs Blog Timely detailed information (Educate, Cultivate) Number of hits Click throughs Comments Constant Contact Targeted COMMUNICATION GENERATE response Click throughs Promotion results Texting Campaign Targeted COMMUNICATION GENERATE response Calls generated Map-a-list An online map showing the location of each project you’ve done (Cultivate) Customer visits Flickr Site to capture all of your project photography (Communicate) Number of hits Click throughs Google Reviews Encourage customers to write positive reviews on their experience (Cultivate) Number of positive reviews Angie’s List Encourage customers to write positive reviews on their experience (Cultivate) Number of positive reviews Monday, October 18, 2010
  • 14. COMMUNICATE, EDUCATE, CULTIVATE, GENERATE 14 Your Website SALES! Monday, October 18, 2010
  • 15. WHO SHOULD LEADTHE SOCIAL MEDIA CAMPAIGN? •Owner or President!!! •Marketing lead 15 Monday, October 18, 2010
  • 16. Online Tool Purpose of Tool KPI Website To recreate your best sales person Provide PRODUCT information GENERATE leads Leads generated SEO Rank Time spent/number of pages viewed Facebook Personal connection (Communicate) Highly targeted advertising (Cultivate) Number of “friends” that are potential customers Engagement - dialogue, click throughs Twitter Rapid COMMUNICATION of timely information (Educate) Number of followers Click throughs ReTweets & @ mentions LinkedIn Professional networking (Communication, Cultivation) Number of connections Click throughs Email inquiries YouTube Demonstrations (Educate) Number of views Ratings Click throughs Blog Timely detailed information (Educate, Cultivate) Number of hits Click throughs Comments Constant Contact Targeted COMMUNICATION GENERATE response Click throughs Promotion results Texting Campaign Targeted COMMUNICATION GENERATE response Calls generated Map-a-list An online map showing the location of each project you’ve done (Cultivate) Customer visits Flickr Site to capture all of your project photography (Communicate) Number of hits Click throughs Google Reviews Encourage customers to write positive reviews on their experience (Cultivate) Number of positive reviews Angie’s List Encourage customers to write positive reviews on their experience (Cultivate) Number of positive reviews COMMUNICATE, EDUCATE, CULTIVATE, GENERATE Monday, October 18, 2010
  • 17. TOOLSTO HELP Tool Purpose Website Twello Find targeted people to follow onTwitter www.twellow.com Google Alerts Get daily notification of web mentions on key words you specify www.google.com/alerts Website Grader See how your site ranks in attracting clients www.websitegrader.com Bing Track yours and others social media hits www.bing.com 17 Monday, October 18, 2010
  • 18. CANYOU OUTSOURCE SOCIAL MEDIA? Sort of... 18 Monday, October 18, 2010
  • 19. SOCIAL MEDIA COMPANIES Resource Social Media Strategy Development Set up Social Media Platform Content Development and Management Coaching/Training (DYI) Web Development SEO www.mediamarketers.com X X X X www.inklingmedia.net X X X www.twospuds.com X X X X X X 19 Monday, October 18, 2010
  • 20. KEYSTO SUCCESS • Understand that success in social media is a MARATHON, not a sprint! • Content is king - engage in a two way conversation • Identify the right friends, followers and connections • Measure your results monthly • Test new ideas regularly • Be current • Study 20 Monday, October 18, 2010
  • 21. AVOIDTHESETRAPS • Infrequent up dates • The hard sell • Bad grammar and spelling • Keep it short - the Internet causes ADHD • Not managing your connections • Spamming... its easier than you think • Avoid arguments, politics and religion 21 Monday, October 18, 2010
  • 22. EMPLOYEE USE OF SOCIAL MEDIA • ENCOURAGE IT! • Have a well defined policy • Have your employees sign off on the policy • Train them in the use of social media tools 22 Monday, October 18, 2010
  • 23. SOME FINAL NOTES... • Social Media is here to stay • It directly impacts the construction industry • Done properly, it is a force multiplier • A Social Media strategy has to be integrated with your overall strategy 23 Monday, October 18, 2010
  • 24. QUESTIONS? 24 Monday, October 18, 2010

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