Creating a Successful Social Media Campaign (DIMA & PMA@CES)

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interlinkONE and Grow Socially CEO John Foley, Jr. spoke to the DIMA group at the 2012 PMA@CES event in Las Vegas. …

interlinkONE and Grow Socially CEO John Foley, Jr. spoke to the DIMA group at the 2012 PMA@CES event in Las Vegas.

In this presentation, "Creating a Successful Social Media Campaign", John shared information on how companies in the photo industry can utilize social networks to grow their business.

John covers this items such as:
- How to create a social media strategy
- Finding ways to connect with your audience
- Best practices on measuring social media efforts
- And more!

More in: Business , Technology
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  • While everyone is talking about social media, marketers are looking for tools and techniques for implementation of an effective social media campaign. This session will discuss "how to" approaches for effectively utilizing social media. Participants will learn how to identify the "right audience" in the sea of social networks; techniques for getting and keeping the conversation going; options for translating the conversation into business results; and the right tools for measuring effectiveness.
  • 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.
  • Where Are They Cyclically?StudentsHow Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale.
  • 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…..

Transcript

  • 1. Creating a Successful Social Media Campaign John Foley, Jr., interlinkONE / Grow Socially, Inc. Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 2. John Foley, Jr. - IntroductioninterlinkONE I love ► Enterprise Marketing Mar(H)keting! Management SoftwareGrow Socially, Inc. ► Strategic Outsourced Marketing Services /Online Marketing: Social Media, SEO, Website @JohnFoleyJr Development Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 3. Accolades • Jetsetter Status on FourSquare• Ranked #14 #13 as a Top CMO on Twitter in 2011• 2nd runner up for 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 Sales Lead Management Association in 2010• http://ilnk.me/2012SLMA50• Author of Business Transformation: A New Path to Profit for the Printing Industry – Plug Alert! 9AM Monday - Transforming your Photo Business! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 4. Business Results /On-line Marketing -770 New Customers – SHOW ME THE MONEY! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 5. Business Results /On-line Marketing -770 New Customers – SHOW ME THE MONEY! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 6. Rules for today► Keep your phone ON! Social App’s running! ► Engage, Share, Connect #PMA@CES► Follow me - @johnfoleyjr► No making fun or laughing at MY Accent!► Participate! It pays to ask questions! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 7. Overview► Social Media: The Facts► Finding the Right Audience► Techniques for Getting and Keeping the Conversation Going► Translating the Conversation into Business Results► Measuring Effectiveness Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 8. SOCIAL MEDIA: THE FACTS Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 9. Why Be There? ► 800 Million Users on Facebook ► 300 Million Users on TwitterNOTE: As of December 2011 Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 10. Why Be There? (More Stats)► 1,000,000,000,000 (one trillion) playbacks on YouTube this year (#2 search engine) ► 62 million users on Google+ in 5 months Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 11. Social Media’s Benefits Seem Obvious…► Lots of people are there.► It’s fairly inexpensive to use.► It’s working for others.► It’s fun.► But why is it not working for everyone? Photo Credit: http://www.flickr.com/photos/95399445@N00/423813404/ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 12. With No Plan… Social Media Often Fails Photo Credit: http://nomaltbytrack.org/editorial.html Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 13. The First Step To Success!► Start with a Plan ► Address Goals ► Make a Schedule ► Know What You Want to Do ► Understand and embrace inbound marketing Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 14. Without a Plan, We Forget.► Did you Integrate It With Your Website?► Did you Include It in Offline Marketing Efforts?► Did you Promote It Within Your Emails? Did you post today?  Photo Credit: http://www.flickr.com/photos/25678284@N03/2481656219/►► Better yet – What are you posting? Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 15. Optimize / Social Friendly Get Noticed eNewsletter Sign-Ups White Papers Landing Pages Offers Emails Polls Inquiries Engage and Qualified Nurture Leads Engage Sales and Start with MKTG NurtureIntegrated Multi-Channel Marketing PlanAction – Publish – Engage – Converse – Share Product? Social Media Blogging Analytics Service? Content Mgmt SEO Asset? $ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 16. Social Media Marketing Plan Describe the Business Business Goal Strategy Before Where Is the Audience Cyclically? Tactics! How Does the Audience Use Social Media? The One Thing / Keywords Humanize the Brand Content Resource and Distribution Strategy How Will You Measure Success? Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 17. Describe Your Business► I am a camera store.► I am a photo lab.► I am a leader in the custom photo products market.► I am__________________. Photo Credit: http://www.flickr.com/photos/30520607@N06/4521655500/ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 18. Describe Your Goals► To Increase Brand Awareness► To Generate More Leads► To Sell More Products & Services► To Improve Customer SatisfactionGuess What? Social Media CanHelp All of Those! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 19. The One Thing / KeywordsApple = Innovation Disney = Magic Disney = Magic Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 20. What’s Next?► After defining your high-level objectives, we need to drilldown into what will help us find success. Let’s Go! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 21. FINDING THE RIGHT AUDIENCE Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 22. Know Your Audience► Who Are They?► Where Are They Cyclically?► How Do They Use Social Media? Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 23. Identify the Right Audience► Determine characteristics of your ideal customers.► Are existing clients online?► Connect online with people you meet offline. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 24. Your Target Audience – It’s ImportantDefine Target Audience Audience Acquisition► Prospecting ► Discover► Customer Service ► Engage► Partner Management ► Get Found Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 25. Is everyone interested in the same communication? I still I love my email mail I use Facebook, I’m on Twitter & Twitter LinkedIn I Google for my informationWhere are your prospects and customers getting their information? Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 26. How Can You Find Your Audience? http://Search.Twitter.com Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 27. Listen to Social Media Chatter… And Act Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 28. Audience Finder: FollowerWonk.com http://FollowerWonk.com Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 29. FollowerWonk.com: Results Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 30. Find People With LinkedIn ► Search by “Skills” to connect with potential prospects ► Also, search for Groups! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 31. Other Ways to Find Your Audience► Facebook: Targeted Advertising (more later)► Google+: Search Profile Data► Mobile Social Networks: Instagram, etc. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 32. Important! Social CRM Social Media Fields in Your CRM System Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 33. TECHNIQUES FOR GETTING ANDKEEPING THE CONVERSATION GOING Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 34. Steps for Social Conversation► Define What You Should Talk About► Create Compelling Content► Freely Share in the Appropriate Channels► Be Consistent► Educate First… Sell Second Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 35. Keywords: What To Talk About► Maintain a List of Keywords► Share them with your team► Use them in blogs, tweets, videos, etc.► Use them in your social profiles/bios Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 36. Create a Variety of Content Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 37. 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. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 38. Start the Conversation► Twitter ► Hashtags ► Retweets ► Twitter Chats► LinkedIn ► Groups ► Discussions► Facebook ► Be engaging!► Blog Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 39. Sharing Content via Twitter • Shares helpful, educatio nal content • Engages with audience • Friendly, human voice! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 40. Sharing Content – On Your Blog • Great for SEO! • Prospects and Customers will appreciate the Help! • Subscribe- worthy content http://www.theimagingdepot.com/ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 41. Be Ready to Reply to Conversations ► Don’t forget that social media is a listening tool. ► It’s a great way to provide outstanding customer service. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 42. Increase Awareness, Increase Conversations► Don’t just build it (your Facebook page), and hope people will come!► Promote your networks on other marketing channels. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 43. Website Integration: Example Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 44. Website Integration: Example Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 45. Website: Link to Facebook (Example) ► Consistent Branding ► Pictures, Text, and Links ► Calls to Action Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 46. Use Print to Promote Social Networks Do not rely on “build it and they will come”! Print can be used to drive people to your online marketing efforts. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 47. TRANSLATING THE CONVERSATIONINTO BUSINESS RESULTS Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 48. Goal: Fill the Sales Funnel! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 49. Get Business Results► Have Sales Reps Online► Share Case Studies Online► Answer Questions► Send Requested Information► Follow Up – Always!► Connect Frequently Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 50. Be Consistent and Determined► Add Social Media Efforts to Your Marketing Calendar► Find opportunities to capitalize before, during, and after events. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 51. Marketing Calendar, Take 1 Announce Mail -Send out on website Monthlyflyers to Newsletterclients Phone Calls Email eNewsletter (Announce) Tell Expo Event colleagues 8AM-6PM you’re attending Send thank Enter new you cards contacts in CRM
  • 52. Marketing Calendar, Take 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 Event booth # colleagues article on event’s 8AM-6PM with you’re hashtag video post attending Send thank Enter new Follow-Up Share Friend new you cards contacts in with speaking contacts on Excel Post & Post presentation Pictures on
  • 53. Social Media for Sales: Example 1 ► Compelling message ► Clear call-to- action ► Drove people to online purchase Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 54. Social Media for Sales: Example 2 ► Combined text and images ► Provided special offer for FB audience ► Drove people to online purchase Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 55. Facebook Advertising ► Reach people based on: ► Location ► Precise Interests ► What they “Like” ► Gender, Marital Status, and more… Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 56. MEASURING EFFECTIVENESS Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 57. How to Measure Success?► How many ► Downloads ► eNewsletter Sign-Ups ► Blog Comments ► Questions ► Shared Links ► Re-Tweets ► Followers / Connections ► Site Traffic Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 58. Measure Inbound & Outbound Together COMPANY Social WEBSITE 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-Ups Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 59. Tools for Measuring Effectiveness► Link Shorteners ► iLink.Me► Google Analytics ► Website► Insights ► LinkedIn, Facebook, Twitter, YouTube Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 60. http://ilink.me Questions or Comments?Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 61. Tools to Measure Success www.ilnk.me Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 62. Optimize / Social Friendly Get Noticed eNewsletter Sign-Ups White Papers Landing Pages Offers Emails Polls Inquiries Engage and Qualified Nurture Leads Engage Sales and Start with MKTG NurtureIntegrated Multi-Channel Marketing PlanAction – Publish – Engage – Converse – Share Product? Social Media Blogging Analytics Service? Content Mgmt SEO Asset? $ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 63. Best Practices► Industry Specific ► Link all pages back to Content corporate site► Marketing Information ► Secure Branded URLs► Consistently monitor for for each Channel customer service ► Promote Monthly► Continually post Newsletters relevant content Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 64. Four Fundamentals for Social Media1. Build your network2. Engage with the network you have built3. Be consistent4. Track and analyze Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 65. Create Marketing CampaignsIntegrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 66. Wrap Up► Start with a Plan► Create an Online Marketing Strategy► Incorporate Social Media, SEO and Website into your Daily Routine► Measure the Results! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 67. Q & A / Contact Me!: http://ilink.me/JR QRCode iFlyMobi.com Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 68. See You Tomorrow! “Transforming Your Photo Business” Strategies and Plans for Finding Success 9:00 am – 10:15 am Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 69. THANK YOU! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com