Building businesswithsocialmedia greatlakes_updated

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Great Lakes Integrated-VIP AKSESS Customer Council 2012

Great Lakes Integrated-VIP AKSESS Customer Council 2012

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  • 1. Do You KnowYour Audience’s Passion?
  • 2. Presentation Information Presentation Title: Building Business with Social Media Date: Tuesday, September 25th , 2012 Time: 3:30pm – 5:00pm Location: Cleveland Downtown Marriott Hotel Event: Great Lakes Integrated VIP EventBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 3. Building Businesswith Social MediaWednesday, September 26th 2012 Presented by John Foley, Jr. CEO, interlinkONE & Grow Socially Building Business with Social Media Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 4. First… THANK YOU!• For Being Here!• For Being Willing to Learn and Engage!• For Liking My Boston Accent!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 5. Today’s Overview• Brief Introduction• The Marketing Landscape• How You Can Find Social Media Success• Your Website: Static Brochure? Or Sales Tool?• SEO: Best Practices for Success• Final Thoughts and QuestionsBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 6. Brief IntroductionBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 7. Intro: John Foley, Jr. I love• Grow Socially, Inc. Mar(H)keting! – Online Marketing/Social Media – Plan, Manage, Execute and Measure• interlinkONE – Enterprise Marketing Management Software – Plan, build, manage, execute and measure all marketing activitiesBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 8. Accolades • Jetsetter Status on FourSquare • Ranked #16 as a Top CMO on Twitter in 2012 • 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category • One of the 50 most influential people in Sales Lead Management by SLMA in 2012Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 9. The Books Printers - Business Transformation Mailers, Fulfillment Providers - Business Transformation All Businesses - Untethered Communications Nov 2012Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 10. The Marketing LandscapeBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 11. Communications Today• “Kitchen Table Effect”• Generational DifferencesBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 12. Online Marketing Statistics 955 Million Users on Facebook 400 Million Tweets Sent Per Day 72+ Hours of Video Uploaded every minute 170 million users 12 million users… and it’s addictive! 80 million users… and sold for $1 billion! 2 million searches per minute NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556 and http://searchengineland.comBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 13. Success: The Three-Legged Stool• You must: – Understand Inbound Marketing – Integrate everything! – Develop a Strategy – Consistently Produce Relevant Content – Measure It AllBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 14. What is Inbound Marketing? “Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.” http://en.wikipedia.org/wiki/Inbound_marketingBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 15. Content: Essential to Inbound Marketing Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 16. Inbound Goal: Drive INQUIRIES!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 17. Get Noticed Optimize / Social Friendly eNewsletter Sign-Ups White Papers Offers Emails Polls Blogs Landing Pages Inquiries Engage and Nurture Qualified and Budgeted Start with MKTG Engage and Action – Publish – Engage– Plan Buyers Nurture Converse – Share Product?Stories, Information, Social Media posts Blogging Service? Analytics Asset? Content Management SEO $ Building Business with Social Media Questions or Comments? Copyright © 2010 Grow Socially, Inc. All Rights Reserved. 2012 Phone 1.800.948.0113 Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012 Email Support@GrowSocially.com
  • 18. Integrated Approach to Lead Generation Efforts COMPANY WEBSITE Social Whitepapers, Media eBooks 3500 Downloads Visitors SEO eNewsletter Sign-UpsDM/Flyer 2000 Visitors Comments & Questions on CRM E-mail Blog 800 Links Visitors Info/Inquiries Other 100 Webinar Visitors Sign-UpsBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 19. Does That Approach Work? See Below 650 475Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 20. Results: Thousands of InquiriesBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 21. Results: Thousands of InquiriesBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 22. Results: Prospects Raising Their Hand!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 23. How YOU Can Find Social Media SuccessBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 24. Social Media Provides Opportunities For:• Community Building• Conversation• Networking• Marketing• Relationships• Customer Service• Delivering Immediate InformationBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 25. Steps to Social Media Success• Create a Strategy (PLAN)• EXECUTE Remember• Measure Execution TRUMPS StrategyBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 26. Plan! Strategy before Tactics! Step 1: Describe the Business, Service, Solution Step 2: Business, Service, Solution Goal Step 3: Where Is the Audience Cyclically? Step 4: How Does the Audience Use Social Media? Step 5: The Key Words Step 6: How Will You Humanize the Brand Step 7: Content Resource and Distribution Strategy Step 8: How Will You Measure Success?Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 27. Use Social Media Effectively• Start with a Plan – Address Goals – Make a Schedule – Know What You Want to Do• Cross Promote Across All Pages• Integrate with Website• Include in Offline Marketing Efforts• Serve up relevant contentBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 28. Is everyone interested in the same communication? I still I love my email mail I’m onI use Facebook, Twitter Twitter & LinkedIn I Google for my information Where are your prospects and customers getting their information.. And when?Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 29. The “Key” Words Apple = Innovation Disney = MagiciPOD, iPhone, iPad, Jobs, Steve Jobs, etc. Mickey Mouse, Animal Kingdom, Florida, Roller Coasters, etc. Building Business with Social Media Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 30. Humanize Your BrandBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 31. Let others help spread your story!• You must have a compelling story!• Make it easy for people to share it.• Deliver relevant information, and people will return the favor by sharing it. Building Business with Social Media Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 32. How to Measure Success?• How many – Downloads – eNewsletter Sign-Ups – Blog Comments – Questions – Shared Links – Re-Tweets – Followers – Site Traffic – Show me the money Building Business with Social Media Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 33. Tools for Measuring Effectiveness• Link Shorteners – iLink.Me• Google Analytics – Website• Insights – LinkedIn, Facebook, Twitter, YouTube• Google Alerts• Listening Tools – Viral Heat, Radian6, SysymosBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 34. Content Resource Library Visit Resources Daily Content Content A C Content BPull Content Make Links Measurable Push Content Out Content Distribution Strategy • Resources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.
  • 35. Next: Specific Business Building Tips• LinkedIn• Facebook• Twitter• YouTube• Pinterest Building Business with Social Media Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 36. LinkedIn Overview• A business-oriented social networking site• Provides opportunities to position you as a thought- leader• Contains a number of under- utilized features! Building Business with Social Media Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 37. LinkedIn Tip: Update your Status Daily!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 38. LinkedIn Tip: Complete Your ProfileBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 39. Facebook Overview• The most popular social network by far• Continues to evolve into a place where both personal and professional success can be found• Let’s look at a case study! Building Business with Social Media Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 40. Train to End Stroke: Who Are They• Train to End Stroke is a fundraising division of the American Stroke Association/American Heart Association.• Their mission is to raise awareness and funds for the third leading killer in the US – stroke.• Facebook.com/Train2EndStrokeBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 41. Utilize Cover Image & Timeline!• Compelling images and posts can help to increase the impact of your story.Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 42. Their Goal Improve recruiting efforts for their Half Marathon in HawaiiBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 43. Put Data to Use: Targeted AdvertisementsFacebook Ads allowed for precise data targeting!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 44. Generated Word-of-Mouth/REFERRALSBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 45. How Facebook Helped: Stats Metric Before After (as of 6/1/12) 783 8,009 Likes (2 pages combined) Recommendations 0 35 People committed to 19 31 the Hawaii Half Marathon 63% increase!!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 46. Twitter Overview• Continues to grow as a tremendous way to share content and to engage with others.• Features such as Search and Lists provide learning opportunities! Building Business with Social Media Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 47. Use Twitter to Spread the WordBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 48. Tip: FollowerWonk.com to Find PeopleBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 49. YouTube Overview• Allows you to share personal and professional videos to highlight your company and its services.• It’s also the world’s #2 search engine! Building Business with Social Media Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 50. YouTube: Tips for Success• Feature variety of employees, mix up the tone• Experiment with different backdrops, scenes, etc.Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 51. What Else? Pinterest• Visually tell the story of your brand!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 52. Four Fundamentals of all Networks1. Find your Audience / Build your network2. Engage with the network you have built3. Be consistent4. Track and analyzeBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 53. Align Tactics with Goals Tactic Goal Key Steps Facebook Fan page Increase awareness of Post once a day; Custom services, generate leads Tab for demo registration Twitter company page Become a thought leader, Post multiple times daily; provide support share marketing-related news; active listening YouTube Profile Humanize brand; create Film weekly video of demand employee(s); create screencasts of customer successes Pinterest Drive website traffic! Create boards to highlight portfolio workBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 54. Be Committed• Social Media often requires daily attention• Prioritize: RELEVANT Content creation, listening, & engaging!• Measure & AdjustBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 55. Your Website: Static Brochure? Or Sales Tool?Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 56. Problem with Many Websites Today• They are not updated frequently enough.• The graphics, product & services listings, and text do not accurately reflect a brand’s mission statement.• They are not generating leads.Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 57. Get Noticed Optimize / Social Friendly eNewsletter Sign-Ups White Papers Offers Emails Polls Blogs Landing Pages Inquiries Engage and Nurture Qualified and Budgeted Start with MKTG Engage and Action – Publish – Engage– Plan Buyers Nurture Converse – Share Product?Stories, Information, Social Media posts Blogging Service? Analytics Asset? Content Management SEO $ Building Business with Social Media Questions or Comments? Copyright © 2010 Grow Socially, Inc. All Rights Reserved. 2012 Phone 1.800.948.0113 Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012 Email Support@GrowSocially.com
  • 58. Remember: Website is Home Base! Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness.Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 59. Website: Take it to the Next Step• Social-friendly, searchable• Interactive – Blogs – Comments – Landing Page – eNewsletter Sign-Ups – Widgets• Calls to action for people to raise their handBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 60. Use Calls to Action to Collect Data!• Appealing to the eye• Creative• Interactive• Different• Build your database with registration formsBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 61. How To Improve Your Website• Let’s look at a few practical items that you can review to identify beneficial changes.Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 62. Step 1: Your Target Audience• What benefits them? – Knowing your story… and seeing that you care about their situation. – The solutions & value that you can offer to them. Photo Credit: http://www.nonprofitmarketingblog.com/Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 63. How Do They Want to Interact?• 75% of millennials prefer to donate online• Are you making it easy for your target audience to do business with you? Source: http://themillennialimpact.com/Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 64. Step 2: The Change Process• What is the Process for Making Changes & Adding Content?• Do you always need IT (in-house or outsourced) involvement?• If so, consider making a change – CMS, different host provider.Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 65. Step 3: Lead Generation• How many inquiries/leads does your website today?• If it’s not enough, embed more lead- generation forms!• Add calls-to- action to all pages!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 66. Step 4: Mobile Optimized• Do visitors have to tap, zoom, scroll?• Is there Flash?• How long is loading time?• Build a mobile website today!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 67. Final Thoughts on Your Website• Do not let it be static or an after-thought!• Your website needs to be integrated into all of your marketing efforts, including print, email, social media, and more.Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 68. SEO: Best PracticesBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 69. What is Search Engine Optimization?• Getting found!• Using specified keywords• Consistently updating your content• Using links to and from other pages and websitesBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 70. Keyword Usage• Build a well-researched list of keywords• Incorporate in your content: – Page Titles (H1, H2 tags) – Website copy – Meta description – Image Names (Alt tags)• Use throughout all content distributionBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 71. Content Rules!• Google rewards fresh content --- update your website regularly!• Create & provide content that informs, helps, and interests your audience!• Best way to do this: start blogging.Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 72. Inbound Links• You want: inbound links from high-authority sites (trusted, popular, PR, etc.) with relevant content.• How do you get them? – Create share-worthy & timely content! – Ask! Link-exchange – Increase PR strategy and effortsBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 73. Blogs: Crucial to SEO Success• Humanizing• Improves SEO – Keywords – Links – Updated Information• Give Expertise• Updates on Company Activities• Sharing InformationBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 74. Be Ready for Mobile Search with a Mobile Site! • Smartphone ownership and mobile web viewing continues to rise! • Create a mobile website that is automatically presented to the growing number of smartphone owners! • Tip: Work with the guys from Great Lakes Integrated!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 75. Items to Avoid• Buying Links• Over-using/forcing keywords – content should sound natural• Adding so much content that your page load-times suffer.Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 76. Don’t Forget!• Getting found is only half the battle…. … Optimize your landing pages and product/services pages to drive people down the sales funnel!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 77. Final Thoughts and QuestionsBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 78. Success: Three-Legged Stool!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 79. This Takes Planning: Calendar #1 Announce Mail -Send out on website Monthlyflyers to Newsletterclients Email eNewsletter (Announce) Tell Expo Event colleagues 8AM-6PM you’re attending Send thank Enter new you cards contacts in Excel
  • 80. This Takes Planning: Calendar #2 Create Announce Announce on Mail - Send out Post, Link on website & Monthly flyers to back to Newsletter clients website Comment on Connect with Share event Email event’s Keynote article on eNewsletter page Speakers on (Announce)Announce Tell Share event Join in on Expo Eventbooth # colleagues article on event’s 8AM-6PMwith you’re hashtagvideo post attending Send thank Enter newFollow-Up Share Friend new you cards contacts inwith speaking contacts on ExcelPost & Post presentationPictures on
  • 81. Wrap Up• Start with a Plan• Create an Online Marketing Strategy (Inbound-Content- Social, SEO, Website)• Incorporate Your Social Media, SEO and Website• Measure the Results!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 82. Action Items: #1• Social Media: Strategize, Plan, and Align Tactics with GoalsBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 83. Action Items: #2• Take a hard look at each component – Website, SEO, Online StrategyBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 84. Action Items: #3• Devote time to creating content, sharing, and measuring its effectiveness.Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 85. Action Items: #4• Don’t Wait… Get Started TODAY!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 86. Resources for You• Free White Paper on Inbound Marketing! http://InboundMarketingWhitePaper.comBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 87. Q & A / Contact Me!: http://ilink.me/JR QR Code iFlyMobi.comBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012
  • 88. Q&ACustomers Deserve For more information or to schedule a one- on-one meeting call your Great Lakes account executive at 216-634-5120 or email rfirst@gll.com