Social Media: Strategy before Tactics

Social Media: Strategy before Tactics John Foley, Jr. CEO/CMO, Grow Socially, Inc.

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Before I Begin …
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@johnfoleyjr ON PLEASE! SILENT but ON! http://www.slideshare.net/growsocially Find presentation here:

Grow Socially, Inc – Support Services
Online Marketing/Social Media
Plan, Manage, Execute and Measure
interlinkONE – Software (SaaS)
Enterprise Marketing Management Software
Plan, build, manage, execute and measure all marketing activities
15 Years Woot!
I love Mar(H)keting! John Foley, Jr. CEO/CMO Grow Socially / CEO – interlinkONE

John Foley, Jr. - Accolades
Jetsetter Status on FourSquare
Mayor of iStrategy
Ranked #16 as a Top CMO on Twitter in 2010
2 nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category
Book titled: “ Business Transformation – A New Path to Profit for the Printing Industry ” Release Date March 2011 - http://ilink.me/booksite
One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2010 - http://ilnk.me/SLMA50

John Foley, Jr. Accolades and Accomplishments Book titled: “ Business Transformation – A New Path to Profit for the Printing Industry ” Release Date April 2011 - http://ilnk.me/lulubook Facebook.com/johnfoleyjr Twitter.com/johnfoleyjr @johnfoleyjr

Overview
What’s going on?
Social Media Marketing Plan
Effectively use social media
Identify the right audience
Social Media – What and Why?
Tools & techniques
Measuring effectiveness
Wrap – Q&A

Revolution
Erik Qualman - Socialnomics

MARKETING PLAN
It all starts with a plan

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 CRM Mail -Monthly Newsletter Marketing Calendar

Improve Marketing with Social Media
Improve sharing by
Adding bookmark links
Teach conversational-marketing and business-relationship-building techniques on your blog
http ://ilnk.me/50ways @chrisbrogan

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!

Know Your Audience
Who Are They?
Where Are They Cyclically?
How Do They Use Social Media?

Define Target Audience
Prospecting
Customer Service
Partner Management
Audience Acquisition
Discover
Engage
Get Found
Your Target Audience – It’s Important

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?

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

Apple = Innovation
The One Thing
Disney = Magic

How Will You Humanize Your Brand?

Content Distribution Strategy
Resources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.
Content Resource Library Visit Resources Daily Content A Content B Content C Pull Content Make Links Measurable Push Content Out

Social Media Compiler Contact Match and Sync Contact Database

How to Measure Success?
Site Traffic
Downloads
eNewsletter Sign-Ups
Blog Comments
Questions
Shared Links
Re-Tweets
Followers
Who’s talking about you and how?

$ Optimize / Social Friendly Blogs eNewsletter Sign-Ups White Papers Landing Pages Offers Emails Polls Get Noticed Engage and Nurture Inquiries Engage and Nurture Integrated Multi-Channel Marketing Action – Publish – Engage – Converse – Share Social Media Blogging Analytics Content Mgmt SEO Start with MKTG Plan Product? Service? Asset? Qualified Leads Sales

What is an Effective Social Media Strategy ?
Online/Social Media Marketing Plan
Website
Search Engine Optimization
Online Marketing Plan

Community
Conversation
Networking
Marketing
Relationships
Customer Service
Immediate Information
Platform
What is Social Media?

Why Use Social Media
Your Company's -Brand and Awareness
Website Traffic
More prospects to sell to
Generate interest in your Product/Service
Loyalty
Position your company
Customer Service
Another Channel

What’s your website have to do with it?
Social-friendly, searchable
Interactive
Blogs
Comments
Landing Page
eNewsletter Sign-Ups
Widgets
Whitepaper downloads
Calls to action for people to raise their hand
MUST BE ENGAGING!

Websites and Widgets

Appealing to the eye
Creative
Interactive
Different
Can be a call to action

Get found
Using specified keywords
Consistently updating
Using links to other pages of site or other websites
What is Search Engine Optimization?

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

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

Identify the Right Audience
Which Industries?
Are existing clients online?
Connect with people you meet
Include keywords on your profiles
Engage with target audiences

Start the Conversation
Twitter
Hashtags
Retweets
Twitter Chats
LinkedIn
Groups
Discussions
Blog

Get Business Results
Have Sales Reps Online
Share Case Studies Online
Answer Questions
Send Requested Information
Follow Up
Connect

Tools & Techniques for Implementing Effective Social Media Campaigns
Tools
Social Media Pages
Blog
Team Approach
Cameras, Video Cameras
Link Shorteners
Platforms – Hoot Suite – Tweetdeck
Listening – Radian6, Sysomos, Viral Heat
Techniques
Daily Management
Consistent Monitoring
Integration of Social Media and Multi-Media Channels
Consistent Online Look

Listen
Share Relevant Content
Industry Specific Content
Marketing Information
Consistently monitor for customer service
Continually post relevant content
Link all pages back to corporate site
DON’T talk about yourself all the time
Secure Branded URLs for each Channel
Promote Monthly Newsletters
Listen More
Best Practices

Tools for Measuring Effectiveness
Link Shorteners
iLink.Me
TinyURL.com
Google Analytics
Website
Insights
LinkedIn, Facebook, Twitter, YouTube

Tools for Measuring Effectiveness - Listening

http://ilink.me

Tools to Measure Success www.ilnk.me

What Are These Sites, Anyways?

Top 4 Channels/Medias for (Most) Marketers
Twitter: Block Party
Facebook: House party with a business effect
YouTube: Your own TV Station
LinkedIn: Chamber of Commerce networking event

What is Twitter?
Share what you are doing in 140 characters or less
A free social messaging utility for staying connected in real-time

Spread the Word http://ilnk.me/7dde

Company

What is Facebook?
A free social network used by people & companies
Companies can host pages and groups to self-promote

Get Yourself Out There
Creating a page involves:
Logo
Name
Content

Company Page

What is YouTube?
Video-sharing website on which users can upload and share videos.

Set Up a Gallery

Big Production VS Business Casual More approachable, more interesting, more diversified, more updates!

What is LinkedIn?
A business-oriented social networking site
Mainly used for professional networking
Has more than 43 million registered users, spanning 170 industries

LinkedIn.com Dashboard

Profile – Connect – Chris Talley

Company - Profile

Blogs
Humanizing
Improves SEO
Keywords
Links
Updated Information
Give Expertise
Updates on Company Activities
Sharing Information

Four Fundamentals of All Five Sites
Build your network
Engage with the network you have built
Be consistent
Track and analyze

Customer Service: The complaint

Customer Service: To Reply

Keywords
Improves SEO
Narrows down what your site is about
The more, the better

Your Website is Homebase You

Engage and Nurture – The Ongoing Conversation QR Search Social Codes E-mail Website RSS Flash Banner Engines Media Direct Mail Radio/TV Magazines Posters Flyers Labels Other Your Website Personalization Campaign Management Reporting Administration Automation SMS MMS PDA Blackberry

Create Marketing Campaigns
Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness.

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 Join in on event’s hashtag Share speaking presentation on Friend new contacts on Share event article on Share event article on Announce booth # with video post Follow-Up with Post & Post Pictures

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

Wrap Up
Start with a Plan
Create a Online Marketing Strategy
Incorporate Your Social Media, SEO and Website
Measure the Results!

Q & A or Contact Me!
John Foley, Jr. CEO/CMO
Office: (978) 674-8081
Cell: (978) 337-1891
Website: www.GrowSocially.com
Email: [email_address]
Twitter.com/JohnFoleyJr
Facebook.com/JohnFoleyJr
LinkedIn.com/in/JohnFoleyJr

Q & A / Contact Me! http://ilink.me/JR iFlyMobi.com QRCode

Social Media: Strategy before Tactics

by Grow Socially on Apr 14, 2011

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Social Media: Strategy before Tactics — Presentation Transcript