This is the presentation I delivered at the Linsalata Capital CEO Conference on 2.27.13.

1. OUR DIGITAL WORLD

2. TODAY’S JOURNEY
Provide a high-level overview of
the digital marketing space
Share best practices for B-to-B
and B-to-C
Inspire you to optimize your
investment of time & resources
© 2013

4. ONE GIANT CIRCLE OF INFLUENCE
© 2013

5. WHAT IS SOCIAL MEDIA?
SM is the foundation for all personal,
social, political, and consumer
conversations.
SM is where all conversations either
begin or end in today’s hyper-social
sharing climate.
© 2013

6. WHY SHOULD YOU CARE?
Simply because your customers, employees,
recruits, partners, governments, vendors, and
the media all do.
© 2013

7. YOUR CUSTOMERS…
INFLUENCED OR MERELY INFORMED ?
© 2013

8. CONFUSED?
© 2013

9. © 2013

10. WHERE?
© Nielsen 2012
© 2013

11. © 2013

12. THE SEVEN KEYS TO
SOCIAL MEDIA SUCCESS
1. Be proactive
2. Market your SM efforts everywhere
3. Make a real investment to see tangible
results
4. Integrate. Integrate. Integrate.
5. Make mistakes
6. Speed kills (the lack thereof)
7. Empathy will endear you when you need it
most
© 2013

13. NOW WHAT?
1. Re-evaluate what you’re currently doing – from costs
(staff & cash) to KPIs to your ROI
2. Thoroughly audit your specific business category and
key competitors
3. Research best practices and successful case-studies
4. Review your over-arching marketing plan
5. Integrate SM into your plan – and sometimes, when
appropriate, let SM lead your plan or marketing
campaign
6. Re-set KPIs and expectations
7. Launch. And be ready to change paths at a moment’s
notice
© 2013

14. I’M B-to-B. IS SOCIAL MEDIA FOR ME?
1. LinkedIn
2. Monitor your online brand reputation (news, blogs,
forums, etc.)
3. Influence your online brand reputation (PR, blog,
& guest editorial)
4. Make sure you have a company SM plan in place
5. SEO – Google loves a blog post, social bookmark,
and Tweet
© 2013

15. Intern Coordinator
Solid business description, Post open jobs
contact info, and images Post company updates -
Evaluate & recruit news, blog posts, staff
prospects achievements, etc.
Add LinkedIn icon to Encourage your staff to
company website update their LinkedIn
profiles
Manager CEO
Highlight products & services Fully build-out your
Encourage customers and Careers page to include
vendors to post videos, featured jobs, and
recommendations testimonials
Run targeted LinkedIn ads for Establish customer and
recruitment and general B-to-B partner Groups
promotion Track page and follower
analytics
© 2013

16. Company Page Company Careers Page
CTA to Apply Featured
Featured Company Employee
Recent News CTA to Visit Job Posts
Products Culture Profiles
Job Post Coverage Careers
Video © 2013

17. Curated content
Peer-driven engagement
Smart brands play outside of their arena
They come, they stay, they play – and they buy!
© 2013

18. -Photos-only -Peer-to-peer mobile-only
-Artistic expression “moment” sharing
-Niche channel -Upon review, poof – “Sexting”
-No rev model -Massive tween/teen adoption
-Free popular music radio -Geo-location “check-in”
and playlists mobile application
-Directly competes with -Discounts for customers,
Pandora promotion for businesses
- “Social” media -Faux peer gamification
consumption
-Deep integration with FB
© 2013

19. Rules of Engagement – B-to-B & B-to-C
1. Search
2. Listen
3. Learn/Insights
4. Plan & adopt
5. ENGAGE & test
1. Be human
2. Transparent
3. Empathetic
4. Take it offline
5. Stop before you GO!
© 2013

20. “Basically three
brands of pre-made
thin…Boboli, Mama
Mary’s and Roma.”
“Mama Mary’s
edge was
“I love using Mama
crispier, but
Mary’s Pizza
crusts…”
still chewy”
“Don’t like
Bobolis..”
© 2013 POWERED BY

21. Blogger outreach and
Facebook advertising
will lead to more posts
& conversations
Mama Mary’s posts show
a higher % of positive
sentiment. Engagement
levels are similar
© 2013 POWERED BY

22. © 2013 POWERED BY

23. SEVEN KEYS TO SOUND
WEB DEVELOPMENT
1. Always build with the customer’s user-experience in mind
2. Choose easy-to-consume, relevant content over functionality & frills
3. 2nd only to intuitive navigation is site speed. Aim for less flash, better
servers
4. Make it painfully easy for customers to contact you
5. Band-aiding a site will almost always negatively affect your Search Engine
Optimization (SEO)
6. Don’t ask your friends and co-workers how to improve your site, ask your
customers & partners – ask the people who need to have a positive site visit
experience
7. Place an emphasis on SM and engagement elements: blogs, SM icons,
videos/YouTube media players, reviews, etc. Google loves this, and the
public has grown accustomed to it
© 2013

24. THE “SCIENCE OF SEO”
1. There is no science
2. Make sure your site has a structurally sound code base
3. Google loves fresh content
4. Quality PR - both traditional and online-only (blogs) - will be #1 influencer
of your search results
5. Social cues – product reviews, Facebook Likes, Tweets w/links, Pinterest
Pins – not only give you street cred but also are beloved by algorithms
6. Maintain a fast site
7. Make it easy for people to locate the information they are looking for on
your site – Google knows. Somehow, Google knows
8. “On-page” SEO is an ongoing process - focus on keyword research &
keyword optimization
© 2013

25. THE FUTURE OF SOCIAL
1. The SM experience chasm between young and older generations will only
become greater – marketers will need to become smarter and work harder.
2. The first to the party will always get asked to dance first – early adoption will
continue to lead to earned media and street cred.
3. Backlash and attrition due to advertising may lead to the big boys offering
both a freemium and ad-free model.
4. Pinterest will continue to explode as new features are released – will be the
most expensive web/social acquisition in 2013.
5. People will perpetuate the trend of consuming social media away from their
computers - while shopping and driving and everywhere in between.
© 2013

26. THE FUTURE OF WEB
1. Google Search will continue to lose market share to Bing (and the wildcard
Facebook), to the benefit of those who want Search to lead to action, and
not just browsing.
2. SEO is no longer a science, nor beatable. Smart practices will directly lead
to better return.
3. Internet Explorer and Firefox will continue to lose market share to Chrome.
Coupled with the influx of mobile internet, most current websites will be
rendered obsolete.
4. Those who don’t fully embrace mobile commerce will be left behind, and
may never catch up.
5. Responsive web design will become more relevant and pervasive than
native app development – adaptability will overrule functionality.
© 2013

27. KEY TAKEAWAYS
1. Everything you do online impacts your
business success
2. Everything you are not doing will impact your
business success
3. Everything you do online impacts your SEO
results
4. You can only truly test if you make a
sufficient investment of time and resources
5. Empathy. Empathy. Empathy.
6. A mistake is merely an opportunity to do
things right the next time
© 2013

28. Thank You
&
GOOD LUCK