Social Media Marketing
for the Channel – Part 2 eCoast AT-A-Glance
Lori Robinson
Director of Marketing, eCoast
September 15, 2009
Network | Stand Out | Sell

Social Media Marketing
for the Channel – Part 2 eCoast AT-A-Glance
Lori Robinson
Director of Marketing, eCoast
September 15, 2009
Network | Stand Out | Sell

About eCoast
Specializing in scalable, result-based channel marketing
services to the technology industry.
Customer Profiles
• Manufacturers & Distributors
• National VARS
• Regional & Local VARS
Core Businesses eCoast Facts
• Demand Generation
• Pay-for-Performance Appointment Setting  Years in Business: 9
• Web Marketing/Social Media  Employees: 138
 Location: Rochester, NH
Web Marketing Offerings  20,000 Square Foot Location
• Exclusive to Channel Partners  Vertical Solution Experts
• Website Design, Microsites  Execute 150 Channel Marketing
• SEO, Google AdWords Campaigns Per Month.
• Email, Writing, Blogging, SMM  SMB & Mid-Market Focused

Agenda
• Understanding the Value of Social Media
• Social Media Strategy to Generate Leads
• How to Get Started
• Q&A

4 Basic Ways to Increase Sales &
Ensure Growth
1. Attract new customers
2. Increase the size of every sale
3. Get current customers to buy more often
4. Keep your customers for life
Social media can help with ALL of these IN ADDITION TO your
other sales and marketing efforts.
- expertsinsocialmedia.com

Understanding the Value of Social Media

You
Prospects/
Customers

You
Prospects/
Customers

What Are the Benefits of Social Media?
Social Media Marketing Industry Report
Whitepapersource.com
© Michael A. Stelzner
March 2009

Featured Guest:
Mark Sochan, President & CEO, Constructive
August 25, 2009
"Social media and Web 2.0...
technologies are the great levelers
which put everybody on a more
equal playing field."
http://www.gartner.com/it/products/podcasting/asset_233048_2575.jsp

Social Media Networking Tips
• Network with existing customers and the
companies they network with
• Invest (not spend) an hour a day
• Comment on industry leader posts
• Create a presence – be transparent
• Get people to talk about you

Turn Relationships into Visitors

Convert Visitors into Customers
Get Found:
Search Engine Optimization
Blogging
Social Media
Convert:
Offers/CTAs
Landing Pages
Lead Tracking
Lead Management

Getting Started with a
Blog

One mention in
a popular blog
can be all it
takes to focus
the world's
attention on
your business.

Blogging Means More Inbound Links
97% More Inbound Links for
Companies That Blog

Blogging Means More Indexed Pages
434% More Indexed Pages for
Companies That Blog

Blogging Means More Visitors
33% More Visitors for
Companies That Blog

More Inbound Links, Indexed Pages
and Visitors = Google Love

Blog Best Practices

Blog Best Practices
• Never Sell – Share your knowledge, tips, offer advice, it’s
all about helping them, not you

Blog Best Practices
• Never Sell – Share your knowledge, tips, offer advice, it’s
all about helping them, not you
• Your Time is Valuable - Don’t invest more than an hour on
one article

Blog Best Practices
• Never Sell – Share your knowledge, tips, offer advice, it’s
all about helping them, not you
• Your Time is Valuable - Don’t invest more than an hour on
one article
• Use the 50/50 Rule – invest 50% of your time on the
content and 50% on the title

Blog Best Practices
• Never Sell – Share your knowledge, tips, offer advice, it’s
all about helping them, not you
• Your Time is Valuable - Don’t invest more than an hour on
one article
• Use the 50/50 Rule – invest 50% of your time on the
content and 50% on the title
• Be Transparent – Use real names, offer real advise and
don’t promise anything you can’t deliver

Blog See How Others Do It

Blog
Email existing customers &
friends, invite them to
comment!
Send it to your vendors and the
thought leaders in your industry.

Share Your Knowledge
Blog

We Can Help!

Blog Management
eCoast Blog Management
Boost Traffic, Ranking and Leadership
Blog management from eCoast includes the
Blog following services to get your new blog started:
1. Blog name registration.
2. Installation of blog software, add-ons, and plug-ins.
3. Custom blog design reflecting your company’s brand.
4. Development of an editorial calendar & content plan.
5. Training on blogging techniques and best practices.
6. Monitoring & measuring of your blog’s success.

Social Media Roadmap
Designed to Get Your Blog, Twitter, LinkedIn
and Facebook Working For You
• Setup/Optimize LinkedIn & Facebook
Custom Playbook
• Setup and Optimize Twitter
• Add 500 Targeted Followers
• Follow 150-300 Relevant
Contacts
• Includes distribution of information to
different media types, platform types
and people, especially key thought
leaders in the industry
• Recommendations moving forward

Social Media Takeaways
• Network, build relationships, increase traffic,
convert to leads & sales
• ROI begins over time…start now
• Optimize with great content; Website, Blog,
Twitter, Facebook, LinkedIn
• Start a Blog and use it to network and spread
the word with your social media roadmap

Resources
eCoast: www.ecoastsales.com, twitter.com/eCoast
eCoast Social Media Services: www.ecoastsales.com/creative/blog.cfm
VAR Marketing Blog: http://blog.ecoastsales.com/
Lori Robinson: lrobinson@ecoastsales.com, 603-516-7516, twitter/@LoriRobinson
Twitter: www.twitter.com, http://search.twitter.com, www.twitterfeed.com
Facebook: www.facebook.com, http://www.facebook.com/advertising/?pages
LinkedIn: www.linkedin.com, www.linkedin.com/answers
Social Media Marketing: An Hour A Day – by Dave Evans, Paperback
Secrets of Social Media Marketing: How to Use Online Conversations and
Customer Communities to Turbo-Charge Your Business! – by Paul Gillin

Q&A