9 Steps to a Successful Social Media Marketing Strategy for your Business

9 Steps to a Successful Social Media Marketing Strategy for your Business Speaker: Jeff Bullas Twitter: @JeffBullas Date: Nov 24, 2011

JeffBullas.com Build your knowledge and skills The Digital Landscape The 3 Phases of the Web Phase 1: Portals Phase 2: Search Engines Phase 3: Social Networks

JeffBullas.com Build your knowledge and skills The Digital Landscape The Numbers: What has happened since 1990? First Website in 1990 130 Web Sites in 1993 16 Million Users in 1995 738 Million Internet users in Asia in December 2009 252 Million Internet users in North America in 2009 90 Trillion – The number of emails sent on the Internet in 2009 234 Million Websites in 2010 247 Billion – Average number of email messages per day 30 Billion – Photos uploaded to Facebook per year 2010 2.0 Billion Users in 2011

JeffBullas.com Build your knowledge and skills The Digital Landscape: Google

JeffBullas.com Build your knowledge and skills The Digital Landscape: Facebook

JeffBullas.com Build your knowledge and skills The Digital Landscape: Mobile

JeffBullas.com Build your knowledge and skills
The “Numbers” Problem
Over 234 million websites
More than 155 million blogs
Nearly 800 Million Facebook Users
2 Billion Internet Users
1 Trillion Facebook page views - 2011

The “Noise” Problem in 60 Seconds
700,000 searches
600 Videos are uploaded to YouTube
80,000 Facebook Wall posts

Professional Education & Training Build your knowledge and skills with the Australian Institute of Export The “Clutter” Problem

JeffBullas.com Build your knowledge and skills The “Technology” Problem

JeffBullas.com Build your knowledge and skills Problem: We still think Analog!

JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA?

JeffBullas.com Build your knowledge and skills Social Media Amplifies your Content.

JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Makes you Stand out from the Crowd

JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Networking on Steroids

JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Accelerates the Spread of your Brand

JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? It can Position You as an Expert

JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Your Business can Self-Publish

JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Global Word of Mouth

JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA “ On the Internet, nobody knows you are a dog ”

JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Facilitates Trust –Edelman Trust Barometer

JeffBullas.com Build your knowledge and skills THE SOLUTION

JeffBullas.com Build your knowledge and skills THE SOLUTION The Foundations

JeffBullas.com Build your knowledge and skills THE SOLUTION Foundations - Content

JeffBullas.com Build your knowledge and skills THE SOLUTION Foundations - Search

JeffBullas.com Build your knowledge and skills THE SOLUTION Foundations – Social

JeffBullas.com Build your knowledge and skills THE SOLUTION Putting the Pieces Together

JeffBullas.com Build your knowledge and skills Social Media Revolution

JeffBullas.com Build your knowledge and skills THE SOLUTION Philosophy and Approach Publish to Multiple Networks

JeffBullas.com Build your knowledge and skills THE SOLUTION Philosophy and Approach Publish a Variety of Multi-Media Content

JeffBullas.com Build your knowledge and skills THE SOLUTION The 9 Steps to a Successful Social Media Marketing Strategy

JeffBullas.com Build your knowledge and skills THE SOLUTION Step One Obtain Commitment from Stakeholders

JeffBullas.com Build your knowledge and skills THE SOLUTION Step Two Determine Prospects & Customer Personas

JeffBullas.com Build your knowledge and skills THE SOLUTION Step Three Create and Prioritize Goals

JeffBullas.com Build your knowledge and skills THE SOLUTION Step Four Develop Tactics to Achieve Goals

JeffBullas.com Build your knowledge and skills THE SOLUTION Step Five Resources Allocated to Achieve the Goals

JeffBullas.com Build your knowledge and skills THE SOLUTION Step Six Plan and Create Content

JeffBullas.com Build your knowledge and skills THE SOLUTION Step Seven Publish and Promote on the Social Channels Where your Customers Are

JeffBullas.com Build your knowledge and skills THE SOLUTION Step Eight Measure and Monitor the Results

JeffBullas.com Build your knowledge and skills THE SOLUTION Step Nine Modify, Rinse and Repeat

JeffBullas.com Build your knowledge and skills Socialnomics ! - Video

JeffBullas.com Build your knowledge and skills Social Media Marketing

JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook

Social Media Marketing with Facebook
Why Use Facebook?
Business Page – for spreading your content
Multi-Media rich
Easy To Use
It is where one in three internet users hang out
Self Serve Target Ads with user demographics

Social Media Marketing with Facebook
Some Fundamentals
3 Types of Profiles
Self Serve Ads on Facebook
Facebook pages are “Public” and Searchable
Ranks high in search on a “Social Web”
Creates an online asset
Crowd Sources sharing

Facebook Social Media Marketing: B2B
Facebook Tips for B2B Companies:
Video Channel with “How To” Tutorials
News Updates in Your Industry
Provide an Incentive for Growing your Facebook “Likes”
Capturing Email Subscriptions for your database
Targeting Decision Makers through Paid SMM
Market Research and Surveys
Promote your Thought Leaders

JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook: B2B Case Studies: Publishing Content Linking to the Blog or Website Goal of this Tactic: Position company or personal brand as a thought leader

JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Clear Risk Goal: Capture email subscribers and Facebook “Likes”

JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: General Electric Goal: Promote their “Thought Leaders”

JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Get Satisfaction - Internet Software Company Goal: Provide customer service

JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Cisco Goal: Create Trust Through Shareable Content

JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Cisco Goal: Educate with Online Video within Facebook

JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter

Social Media Marketing with Twitter
Why Use Twitter
A global network of 200 million plus users
You can target industries and niches
Monitor the competition
It’s global
It is real time
It is a great tool to market your blog content

5 Tips for Optimizing Twitter
Include a photo or logo
Add your Facebook or Website’s URL
Write “Great Headlines”
Make sharing easy with Place a “ReTweet” button
Include “Follow me on Twitter” buttons on your blog

Twitter Marketing Tips
Develop a targeted Twitter following
Listen, engage and communicate and build loyal followers in your community
Create a live feed on the corporate brand name to see what the world is saying about you
Tweet your online specials that link to a landing page
Tweet your content
Network and Create contacts on Twitter by retweeting their content

JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter Twitter Tools

JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter Case Studies: JeffBullas.com Goals: Drive traffic to the blog and networking

JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter Case Studies: Dell.com Goal: Sell Product that can be tracked with coupons

JeffBullas.com Build your knowledge and skills Social Media Marketing with LinkedIn

Social Media Marketing with LinkedIn
Why Use Linked In?
Over 130 Million professionals are members
Great for networking professionally
Finding Opportunities
Positioning as an Expert with over 800,000 groups
Integrate your other sites Website, Blog and Facebook
Average income is over $100,000

Setting up and Optimizing LinkedIn
Create a public profile (don’t lock it away)
In your homepage activate your Twitter link
Activate your blog feed to your homepage on LinkedIn
Integrate “SlideShare” into LinkedIn

LinkedIn Marketing Tips
Update your posts on LinkedIn after publishing.
Participate in one of the 800,000 groups that is suitable for your target audience
Create your own group that doesn’t sell but provides a forum for your industry niche
Create Exclusive Content that requires registration
Advertise on LinkedIn from as little as $10 per day.
You can target by
Geography, Industry, Job Function, Job title, LinkedIn Groups

LinkedIn Case Study B2B: Post Card Mania
Create Compelling Content
Build Contacts and Message Them
Join Groups and Contribute
Cold Message Contacts
Results : In 12 Months they have generated 600 leads from a B2B audience

JeffBullas.com Build your knowledge and skills Social Media Marketing with LinkedIn LinkedIn Case Study: Post Card Mania The Post on LinkedIn

JeffBullas.com Build your knowledge and skills Social Media Marketing with LinkedIn LinkedIn Case Study: Post Card Mania The Landing Page

JeffBullas.com Build your knowledge and skills Social Media Marketing with YouTube

Social Media Marketing with YouTube
Why Use YouTube?
Second Largest Search engine in the world
Easier to rank higher in organic search than Google
The younger generation would rather chew their arm off than read a paragraph of text – Provide short videos
“ How To” category is the fastest growing segment
Free and Easy to use

Setting up and Optimizing YouTube
Create your own branded YouTube Channel
Link to your Blog, Facebook Fanpage or your website to make it easy for people to link back to your site
Put the category such as [Social Media Marketing] in Brackets before each Title of your video
Put “Tags” in your video tags section, make them relevant to your video title
Again promote your YouTube video on Twitter and place them on your blog in a Video or YouTube Channel section

YouTube Marketing Tips:
Interview senior people in your industry – promote them, the law of reciprocity
Create information videos that inform clients while you sleep – leverages your time
Create Educational videos demonstrating expertise and thought leadership
Include videos in your online store to showcase and demo products (can increase conversion rates by 10-30% (Case Study: Online shoe store Zappos)

JeffBullas.com Build your knowledge and skills Social Media Marketing with Slideshare

Social Media Marketing with Slideshare
Why Use Slideshare
It is the “YouTube” for PowerPoint
Presentations postion you as an expert
Optimal for B2B
Good for optimising content for search

Social Media Marketing with Slideshare
Slideshare Marketing Tips
Turn your posts into PowerPoint presentations and post them to Slideshare
Write a good headline both on the presentation itself and the Title area
Include keyword tags that would be used to find the presentation
Promote your presentations on Twitter
Allow viewers to download your presentation to assist in making it easy for people to share
Post them to your Facebook page
In choose a license make it CC (Creative Commons) License so people can use your content and then attribute and link to your blog

JeffBullas.com Build your knowledge and skills Social Media Marketing with Blogs

Social Media Marketing with Blogs
Why Blog?
To establish a home base that you own
Personal branding Eg.”jeffbullas.com”
Position you as a thought leader in your niche
Establishes Authority
Google likes fresh unique content
Easy to use
Builds an online asset

Setting up and Optimizing Your Blog
Buy your own domain name
Blog as part of your primary website domain
Purchase a WordPress theme
Post content regularly
Promote your Blog on Twitter regularly
Include share buttons to other social media channels
Build your email subscriber database

Blogging Marketing Tips
Solve problems with your posts. What do your customers worry about?
Provide “How To” articles
Write great headlines
Write easy to read articles
Use multimedia embed videos, images and screen shots
Send out posts instead of static email newsletters that drive traffic to your site and drive comments
Post after publishing to other social media channels, Facebook page, Google+, LinkedIn, Twitter (manually)
Create evergreen content
Be focused (stay on topic)
Repurpose offline and publish it online

Driving excellence in International Trade for 50 years Social Media Marketing with Blogs – Personal Brand Case Studies: JeffBullas.com Goal: Create a personal brand online and create global opportunities Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills

Driving excellence in International Trade for 50 years Social Media Marketing with Blogs – B2B Case Studies: Hubspot – software as a service for small to medium business Goal: Create great content that drives link building and positions the brand Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills

Takeaways
Strategy not just tactics
Content is King
Take Advantage of the Leverage
Speed of Response
Make it Easy to Share
Think like a Publisher
Build an Online Asset
Publish where your Customers Are

Driving excellence in International Trade for 50 years The 7 Top Trends in Social Media Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills

Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend One: Social Mobile Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills

Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Two: Socialisation of Search Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills

Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Three: Geo-Targeting of Social Media Marketing Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills

Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Four: Social Commerce Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills

Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Five: Social Gaming Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills

Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Six: Global Magazine Super Blogs Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills

Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Seven: Global Micro Niche Business Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills

Driving excellence in International Trade for 50 years Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills How Could You Use Social Media Marketing “ To put a dent in the universe”

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9 Steps to a Successful Social Media Marketing Strategy for your Business

by Jeff Bullas

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9 Steps to a Successful Social Media Marketing Strategy for your Business Presentation Transcript