More Related Content Similar to Bryant university Similar to Bryant university (20) More from Grow Socially, Inc. More from Grow Socially, Inc. (17) Bryant university1. Questions or Comments?
Phone 1.800.948.0113
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Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Integrating Social Media into
Your Business Marketing Plan
By John Foley, Jr.
2. Questions or Comments?
Phone 1.800.948.0113
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Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
How we will get there
► Marketing Plan/ Calendar
► What is Online Marketing
► Inbound Marketing
► Social Media Marketing
3. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
MARKETING PLAN
It all starts with a plan
4. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Expo Event
8AM-6PM
Send out
flyers to
clients
Announce
on website
Email
eNewsletter
(Announce)
Tell
colleagues
you’re
attending
Send thank
you cards
Enter new
contacts in
Excel
Mail
-Monthly
Newsletter
Marketing Calendar
5. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
What is Online Marketing?
► Website
► Search Engine Optimization
► Search Engine Marketing
► Social Media
2010 NAQP Conference
6. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Search Engine Optimization
► Becoming more searchable
► Using specified keywords
► Consistently updating
► Using links to other pages
of site or other websites
Search Engine Marketing
► Pay-Per-Click
What is…?
7. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
► Community
► Conversation
► Networking
► Marketing
► Relationships
► Customer Service
► Immediate Information
► Platform
What is Social Media?
8. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Why Use Social Media
► More prospects to sell to
► Generate interest in your brand
► Build your brand
► Loyalty
► Position your company
► Customer Service
► Another Channel
9. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Take Your Website to the Next Step
► Social-friendly, searchable
► Interactive
► Blogs
► Comments
► Landing Page
► eNewsletter Sign-Ups
► Widgets
► Calls to action for people to raise their hand
10. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Widgets
► Appealing
to the eye
► Creative
► Interactive
► Different
► Can be a call
to action
11. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Widgets
12. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Widgets
13. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
COMPANY
WEBSITE
Social Media
SEO
DM/Flyer
E-mail
Links
Other
Inbound and Outbound Marketing Work
Together
Whitepapers,
eBooks
Downloads
eNewsletter
Sign-Ups
Comments &
Questions on
Blog
Info/Inquiries
Webinar
Sign-Ups
100
Visitors
2000
Visitors
800
Visitors
3500
Visitors
CRM
14. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Social Media Marketing Plan
► Describe Business and Its Goals
► Know Your Audience
► The One Thing
► Humanize Your Brand
► Content Resource &
Distribution Strategy
► Measure Your Success
Strategy
Before
Tactics!
15. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Know Your Audience
► Who Are They?
► Where Are They
Cyclically?
► How Do They
Use Social
Media?
16. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Define Target Audience
► Prospecting
► Customer Service
► Partner Management
Audience Acquisition
► Discover
► Engage
► Get Found
Your Target Audience – It’s Important
17. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Is everyone interested in the same
communication?
I’m on
Twitter
I still
email
I use Facebook,
Twitter &
LinkedIn
I love my
mail
I Google for
my
information
Where are your prospects and customers getting their information?
18. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Let Others Tell Your Story
► Word-of-mouth
marketing has expanded
► If you have a great
company, product or
service, people will
spread that message for
you
► Deliver relevant
information, and people
will return the favor
19. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Apple = Innovation Disney = Magic
The One Thing
20. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
How Will You Humanize Your Brand?
21. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
How to Measure Success?
► How many
► Downloads
► eNewsletter Sign-Ups
► Blog Comments
► Questions
► Shared Links
► Re-Tweets
► Followers
► Site Traffic
22. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
www.ilink.com
23. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Tools to Measure Success
www.ilnk.me
24. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
HOW IT WORKS
A more visual perspective
25. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.25
Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
25
$
$
$
$
Optimize / Social Friendly
TOOLS
Get Noticed
Nurture
Engage
Conversation
Landing Pages
Offers
Emails
Polls
Nurture
Engage
Conversation
Convert
Convert
Action - Publish - Engage – Converse - Share
Convert / Measure
Product?
Service?
Asset?
Integrated Multi-Channel Marketing
Direct Mail, Magazines, Internet Ads, E-Mail
26. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
► Industry Specific
Content
► Marketing Information
► Consistently monitor for
customer service
► Continually post
relevant content
► Link all pages back to
corporate site
► Secure Branded URLs
for each Channel
► Twitter.com/YourCompany
► Promote Monthly
Newsletters
Best Practices
27. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
What Are These Sites, Anyways?
28. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Top 4 Channels for PSPs
► LinkedIn: Chamber of commerce networking event
► Facebook: House party with a business effect
► Twitter: Block Party
► YouTube: Your own TV Station
29. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
TWITTER
Sharing information to the masses
30. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
What is Twitter?
► Share what you are
doing in 140
characters or less
► A free social
messaging utility for
staying connected in
real-time
► www.Twitter.com
31. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Spread the Word
32. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
FACEBOOK
Connect and share with the people in your life
33. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
What is Facebook?
► A free social network
used by people &
companies
► Companies can host
pages and groups to
self-promote
► www.Facebook.com
34. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
PROS of Facebook
► Can be used as extension of Company Website
► Put forth the “human” side of your company
► Post articles, videos, pictures, and more
► Stay on “top of the mind”
► Event Promotion: Open House? Webinar?
► Discussion Boards: Get involved in
conversations
35. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Get Yourself Out There
Creating a page simply
involves:
► Logo
► Name
► Content
36. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
YOUTUBE
Broadcast yourself, broadcast your work.
37. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
What is YouTube?
► Video-sharing website
on which users can
upload and share
videos.
► www.YouTube.com
38. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Set up a Gallery
39. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Big Production
VS
Business Casual
More approachable, more interesting, more diversified,
more updates!
40. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
LINKEDIN
A place to exchange information, ideas, and opportunities
41. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
What is LinkedIn?
► A business-oriented social
networking site
► Mainly used for
professional networking
► Has more than 43 million
registered users, spanning
170 industries
► www.LinkedIn.com
42. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
LinkedIn.com Dashboard
43. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Profile
44. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
► Humanizing
► Improves SEO
► Keywords
► Links
► Updated Information
► Give Expertise
► Updates on Company
Activities
► Sharing Information
Blogs
45. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Four Fundamentals of All Five Sites
1. Build your network
2. Engage with the network you have built
3. Be consistent
4. Track and analyze
46. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Keywords
► Improves SEO
► Narrows down
what your site
is about
► The more,
the better
47. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
You
Your Website
is Homebase
48. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Engage and Nurture – The Ongoing Conversation
QR
Search Social
Codes E-mail Website RSS Flash Banner Engines
Media
Personalization
Campaign
Management
Reporting
Administration
Automation
SMS MMS PDA Blackberry
Direct Mail
Radio/TV
Magazines
Posters
Flyers
Labels
Other
Your
Website
49. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Integrating content creation, distribution, customer
engagement, and measurement of your marketing efforts can
increase campaign effectiveness.
50. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Expo Event
8AM-6PM
Send out
flyers to
clients
Announce
on website
Email
eNewsletter
(Announce)
Tell
colleagues
you’re
attending
Send thank
you cards
Enter new
contacts in
Excel
Mail
-Monthly
Newsletter
Marketing Calendar
51. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Expo Event
8AM-6PM
Send out
flyers to
clients
Announce
on website
Email
eNewsletter
(Announce)
Tell
colleagues
you’re
attending
Send thank
you cards
Enter new
contacts in
Excel
Mail
-Monthly
Newsletter
Marketing Calendar
Create
Post, Link
back to
website
Announce on
&
Comment on
event’s
page
Connect with
Keynote
Speakers on
Announce
booth #
with
video post
Join in on
event’s
hashtag
Follow-Up
with
Post & Post
Pictures
Share
speaking
presentation
on
Friend new
contacts on
Share event
article on
Share event
article on
52. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
COMPANY
WEBSITE
Social Media
SEO
DM/Flyer
E-mail
Links
Other
Inbound and Outbound Marketing Work
Together
Whitepapers,
eBooks
Downloads
eNewsletter
Sign-Ups
Comments &
Questions on
Blog
Info/Inquiries
Webinar
Sign-Ups
100
Visitors
2000
Visitors
800
Visitors
3500
Visitors
CRM
53. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Questions?
Contact me at:
•JohnF@GrowSocially.com
•978-674-8081
•Twitter.com/JohnFoleyJR
•Facebook.com/JohnFoleyJr
•YouTube.com/GrowSocially
•LinkedIn.com/in/JohnFoleyJr
Editor's Notes How people communicate, Target like-minded prospects, Communicate with customers
Where Are They Cyclically?
Students
How Do They Use Social Media?
Older audience may not want to engage in “make a video” contest
Older audiences appear low on “Creator” scale.
What’s Your One Thing?
What’s the soul of your brand. What’s the one thing that defines you – and it’s not features and benefits.
Volvo = Safety.
Apple = Innovation.
Disney = Magic.
What’s on the other side of your = sign?
Note: This is not easy to figure out. You may need to engage in some brand anthropology, and have an agency help you find your one thing.
Social media is about people, not logos. How will you let down your guard? If you’re a small company, congratulations, this should be pretty easy. If you’re a big company, how can you act small again?
Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
Here is how Tiwtter is used to promote a white paper…..
Basically this chart tells it all. The idea is to get noticed and drive traffic to your website where folks can join in and engage with you. How do you do that? We first identify who we are and what we offer. What golas do we want from these marketing efforts? We then identify the target audience of our product or service. We then choose the tools that we feel can best reach the target audience and then later what tools we can use to nurture and continue engagement (touches) of the prospect while in the pipeline. As you can see there are many different tools for offline and also online including the many social media sites available today. Start with a few and expand from there. Also remember that continuous engagement is essential to success. So once someone “raises their hand” i.e. maybe signs up for your e-newsletter or downloads a whitepaper be sure to continue to engage them in the channels they are participating in.
Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers).
Here is how Tiwtter is used to promote a white paper…..
Chris brogan analogy