Social Media: Strategy before Tactics
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Social Media: Strategy before Tactics

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On April 13th, 2011, John Foley delivered this presentation at the PIA Georgia headquarters. He emphasized that you must execute a social media marketing strategy before you follow through on the ...

On April 13th, 2011, John Foley delivered this presentation at the PIA Georgia headquarters. He emphasized that you must execute a social media marketing strategy before you follow through on the tactics.

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  • 15 Years Business Management Author Whitpapers
  • All you have to do is be one of the first too either post on my Facebook wall facebook.com/johnfoleyjr (5) or tweet about todays session and refer to me @johnfoleyjr (5)
  • While everyone is talking about social media, marketers are looking for tools and techniques to implement an effective social media campaign. Discuss “how to” approaches for effectively using social media. Participants 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.
  • 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.
  • How people communicate, Target like-minded prospects, Communicate with customers
  • Here is how Tiwtter is used to promote a white paper…..
  • 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…..
  • Complaints roll in….. But… instead of sitting out there….
  • Chris brogan analogy

Social Media: Strategy before Tactics Social Media: Strategy before Tactics Presentation Transcript

  • Social Media: Strategy before Tactics John Foley, Jr. CEO/CMO, Grow Socially, Inc.
  • Thank you to our Sponsors – Applause! Offering End to End Digital Marketing Services Queens University of Charlotte provides educational experiences that transform students' lives and foster personal and professional success.
  • Before I Begin …
    • Please Turn Your Phone ON!
    @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
  • Websites and Widgets
    • Appealing to the eye
    • Creative
    • Interactive
    • Different
    • Can be a call to action
  • Websites and Widgets
  • Websites and Widgets
    • 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
  • 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