Turbocharging your Business with Social Media Marketing

Turbo Charging your Business with Social Media Speaker: Jeff Bullas Date: October 13, 2011

JeffBullas.com Build your knowledge and skills
Agenda
Turbo Charging your Business with Social Media
The Digital Landscape
The Problem
The Social Media Landscape
Getting Started and the Fundamentals
The 3 Key Steps to Effective Social Media Marketing
Paid – The catalyst
Owned – Patience required
Earned -
Some More Case Studies
The Takeaways

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 2.0 Billion Users in 2011 234 Million Websites in 2010 247 Billion – Average number of email messages per day 30 Billion – Photos uploaded to Facebook per year 2010

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

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 - June,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 Live Local, Think Digital, Go Global “ Digital Marketing is the promoting of brands using all forms of digital advertising channels to reach consumers”

Getting Started: The Fundamentals
5 Keys for a Digital Presence
1: Establish Online Assets
Website & Blog
Social Media Channels
2: Develop a Digital & Social Media Marketing Strategy
3: Optimise for Search
4. Develop & Publish Content
5. Integrate

3 Core Types of Websites
Content Website
E-Commerce Website
Mix of Content and Commerce

7 Essentials for a Content Website
Good Design
Designed for Sharing
Allows Interaction
Call to Action Landing page
Drive email subscribing – Free eBook
Blog
Multimedia

JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Example of a Content Website

7 Essentials for a ECommerce Website
Good Design
Designed for Sharing
Easy for Buying
Multimedia
Trust and Credibility
Searchable
Intuitive Navigation

JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Example of an ECommerce Website

3 Building Blocks to Drive Traffic
To your Website
Social
Search
Content

JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Social Media Channels

JeffBullas.com Build your knowledge and skills Social Media Revolution

JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Social Media Channels

JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Social Media Channels What’s this ?

JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Search

JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Content

JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Digital Marketing Strategy

Solution Starts with a Marketing Strategy 5 Steps
Target Audience
Marketing Goals
Design, Develop & Implement Tactics to Achieve Goals
Monitor and Measure
Adjust, Rinse and Repeat

JeffBullas.com Build your knowledge and skills Social Media Marketing

Social Media Marketing
3 Types
1.BOUGHT or PAID
This is where you pay to participate, such as a Facebook banner ad. The initial catalyst for your social media marketing campaign.
2.OWNED
A channel a brand owns. This could be your website, blog, Facebook page or Twitter account.
3. EARNED
Customers respond to your marketing and become the channel (crowd sourced marketing).Where paid and owned come together and buzz and viral drive traffic

JeffBullas.com Build your knowledge and skills Paid Social Media

Benefits of Paid
Immediacy
Scale
Control

Challenges of Paid
Clutter
Declining Response
Poor Credibilty

Optimising Paid
Placement
Timing
Headlines
Design

JeffBullas.com Build your knowledge and
Top 5 Rules to Paid Social Media Ads
Animated out pull non animated 4 to 1
Offer must be clear and compelling
Ad should be graphically enticing
Have a call to action
Place your banner ad where your target audience hangs out

Measuring Paid
Facebook Ads reports
Facebook Insights

JeffBullas.com Build your knowledge and skills Case Studies: Paid The Luggage Professionals

JeffBullas.com Build your knowledge and skills Case Studies: Paid Toys Paradise

JeffBullas.com Build your knowledge and skills Takeaway: Paid It is the catalyst to fast track your social media marketing for being found online

JeffBullas.com Build your knowledge and skills Owned Media Website Blog Social

Benefits of Owned
Control
Cost Efficiency
Longevity
Builds online assets
Versatility

Challenges of Owned
No Guarantees
Company Communication not Trusted
Takes Time to Scale – patience required

JeffBullas.com Build your knowledge and skills Challenges of Owned “ On the Internet, nobody knows you are a dog ”

JeffBullas.com Build your knowledge and skills Challenges of Owned

Tips for optimising Owned
Develop a strategy
Well designed website
Blog built for sharing
Social properties linked
Content
SEO

Optimising Owned
Three Keys to Optimizing your Owned Web Properties
Optimize for Search
Optimize Social
Optimize Content

JeffBullas.com Build your knowledge and skills Optimising Owned: Search Search Engine Optimisation (SEO)

JeffBullas.com Build your knowledge and skills Optimising Owned: Optimizing Search Optimizing the Website and Blog

JeffBullas.com Build your knowledge and skills Optimising Owned Optimizing Social Media

JeffBullas.com Build your knowledge and skills Why Social Media Marketing Turbo Charges your Business

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

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

JeffBullas.com Build your knowledge and skills Social Networks Provide “World of Mouth”

JeffBullas.com Build your knowledge and skills Social Media provides low friction, minimal cost, high leverage “World of Mouth” & spreads your content and message fast and wide.

JeffBullas.com Build your knowledge and skills Think of Social Networking as “ Networking on Steroids”

JeffBullas.com Build your knowledge and skills Your Website and Blog as Your Home Base

JeffBullas.com Build your knowledge and skills New Tools & New Ways of Working Social Media gives us a new set of tools to participate in these conversations

JeffBullas.com Build your knowledge and skills Treat Social Media Networks as an Extension of your Website

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 I in 3 internet users hang out
Target ads with user demographics

Some Fundamentals
3 Types of Profiles
Facebook Personal Profiles
Facebook Groups
Facebook Pages
To create a page you need personal account
Brand it
Self Serve Ads on Facebook
Measure & Monitor – “Insights” Analytics
Facebook pages are “Public”
Ranks high in search on a “Social Web”
Publish your content where your audience hangs out

Setting up and Optimizing Facebook
Use a group or page profile for your business
Choose a vanity URL eg “MarlboroughWinery ”
When you post content, include video or imagery where appropriate as Facebook users are very visual.
Publish fresh content at least once a day
Analyze and optimize using the Facebook Insights Tool
3 Tips:
Start building a Facebook Fan following and grow your online store and community tribe on Facebook.
Make it easy for people to ‘like’ your page on your blog, email and other online properties. So you “Crowd Source” sharing
Engage communicate and get feedback in real time

Social Media Marketing with Facebook: B2C
8 Ways to Market on Facebook for B2C Companies
Create a community portal
Capture emails
Grow Facebook ‘Likes’
Drive traffic to your bricks and mortar store
Drive traffic to your online store
Highlight products with an online catalogue
Sell products from your F-commerce store
Capture feedback and comments from customers

Social Media Marketing with Facebook: B2C
Facebook Marketing Goals from Your Strategy Plan
Increase Facebook “Likes” to increase distribution of content and Brand
Capture email subscriptions for your company database and e-newsletter
Market your products with photos and other multimedia
Sell your products and services with a shop on Facebook
Position company or person as a thought leaders and experts
Conduct product market research
Improve customer service

JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook B2C Case Studies: Red Nose Day Goal: Capturing more Facebook “Likes” and “Email” Subscribers

JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook:B2C Case Studies: Vintage Marketplace: Facebook Catalogue Goal: Market your products with photos and other multimedia

JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook: B2C Case Studies: Livescribe - Facebook Store Goal: Sell product

JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook: B2C 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:B2C Case Studies: Supre - Fashion Retailer Goal of this Tactic: Conduct market research and feedback

Social Media Marketing with Facebook : B2B
11 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 Lead Generation
Targeting Decision Makers
Market Research and Surveys
Promote your Thought Leaders
Sell Your Products and Services
Leverage the Trust Factor through Shareable Content
Make your Company Human
Provide Customer Service on Facebook

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
It’s Global
It is real time
It is efficient
You can automate it
It is a great tool to market your blog content

Setting Up and Optimizing Twitter
Include a photo
Add your Facebook or Website’s URL when setting up your account
Write “Great Headlines”
Place a “ ReTweet ” button on your blog articles to make it easy to “share”.
Include “Follow me on Twitter” buttons on your emails and blog
Leave at least 20 characters spare (make your tweet no longer than 120 charcters), so that it allows room for people to “Retweet” your “Tweet” with comments like “Great post”
Almost always include a link back to your blog, or Facebook page in your tweet (don’t waste a Tweet), this is a significant traffic driver for bloggers.

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

Some Twitter Tools
Tweepi.com – for following targeted Twitter users
Twellow.com – for following the largest Twitter users in a category
Hootsuite – for managing and monitoring Twitter
TweetDeck – another tool for managing and monitoring Twitter
SocialOomph – for automating Twitter
Bit.ly – for shortening links and monitoring Twitter buzz

JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter Case Studies: JeffBullas.com Goal: Drive targeted 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 Twitter Case Studies: Southwest Airlines Goal: Provide a real time customer service channel

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

Social Media Marketing with LinkedIn
Why Use Linked In?
Over 100 Million professionals are members worldwide
Great for networking professionally
Finding Opportunities
Positioning as an Expert by participating in over 800,000 groups
Integrate your other sites including company, blog and Facebook
Great demographics senior executives with an average income of over $100,000

Setting up and Optimizing LinkedIn
Create a public profile (don’t lock it away)
Use the questions and answers feature to start conversations, create community and position yourself as a Thought Leader or expert by answering questions,
In your homepage activate your Twitter link
Activate your blog feed to your homepage on LinkedIn
Integrate “Slideshare” into LinkedIn
Make sure your websites and blogs (you can enter 3) includes My Company , My Blog (jeffbullas.com) and My Facebook “Page” URLs

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
Advertise on LinkedIn from as little as $10 per day. You can target by
Geography
Industry
Job Function
Job title
LinkedIn Groups

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
Important if you are connecting to “Gen Y”
“ How To” category is the fastest growing segment
Free
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 - saves 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 YouTube Case Studies: Gary VaynerChuk-Wine Library TV Goal: Sell more wine by reviewing and educating

JeffBullas.com Build your knowledge and skills Social Media Marketing with YouTube Case Studies: Zappos.com online shoes and clothes Goal: Increase customer conversion rates on online store

Tips to Improve Your Chances of Going Viral with your Brand
Market It
Keep it short and sweet
Have a shocking or interesting title
Have an interesting thumbnail
Five Examples: YouTube

5 Examples of Viral Business YouTube Videos
1 . Blendtec
2. Sick Puppies
3. MSI Laptops
4. Ok Go Band
5. Google

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

Social Media Marketing with Slideshare
Why Use Slideshare
It is YouTube for Slideshows
58 million unique vistors per month
16 million registered users
It is now attracting not just corporate sharing of slideshows but used for entertainment
Good 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
Great for 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

JeffBullas.com Build your knowledge and skills Social Media Marketing with Blogs Remember: Blog as a home base

Setting up and Optimizing Your Blog
Buy your own domain name not a sub-domain or name under Typepad or Wordpress .. buying a homebase is a lot better than renting one.
Blog as part of your primary website domain
Purchase a theme such as WordPress theme that can be optimised for Search
Post content regularly (at least once a week) .. Search engines love new unique content
Promote your Blog on Twitter regularly (Google now has real time search feed into Twitter API)
Include share buttons to other social media channels on each blog post so visitors can add your blog and posts
Start building 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)
Embed Slideshare as part of an article if appropriate
Repurpose offline and publish it online

JeffBullas.com Build your knowledge and skills Social Media Marketing with Blogs 2 Key Blogging Marketing Tips To Remember

JeffBullas.com Build your knowledge and skills 1. Publish to Multiple Social Media Channels

JeffBullas.com Build your knowledge and skills 2. Publish Variety of Media Types

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

JeffBullas.com Build your knowledge and skills Social Media Marketing with Blogs – B2C Case Studies: Southwest Airlines

JeffBullas.com Build your knowledge and skills Social Media Marketing with Blogs – B2C Case Studies: Zappos (13 blogs)

Measuring Owned
Google Analytics
Wordpress Stats
YouTube views
Twitter Tools - Hootsuite
Facebook Insights

JeffBullas.com Build your knowledge and skills Measuring Owned Google Analytics

JeffBullas.com Build your knowledge and skills Measuring Owned Facebook Insights

Case Study: Owned
Aussie Bum
Shoes of Prey
Wine Library TV

JeffBullas.com Build your knowledge and skills Case Study: Owned

Case Study: Owned
CASE STUDIES: AussieBum
Keys To Online Success
Have a website
They are on multiple social media channels (Facebook, Twitter, YouTube)
You can buy online globally
Use multiple media including online videos

JeffBullas.com Build your knowledge and skills Case Study: Owned

Case Study: Owned
CASE STUDIES: Shoes Of Prey
Keys To Online Success
You can find them online
Google Adwords - targeted
YouTube – put videos online to go viral
They use social media inc Facebook & Twitter
You can buy online

Case Study: Wine Library TV
Key Reasons for Success
Passion
Promotion on Social Media
Uniqueness
Persist and be patient

Earned Media
Where paid and owned all comes together
Traditional Marketing
Digital Marketing
Content
Social
SEO

Earned Media
Where it all comes together
Viral
Buzz
Word of Mouth
Trust
PR

Benefits of Earned
Most credible
Key role in most sales
Transparent and has longevity
Global reach

Challenges of Earned
No Control
Can be negative
Harder to measure
Scaling

Optimizing Earned
Its not free
Humour & Entertainment
Use Mass Media as Catalyst
Build online assets

Measuring Earned
Google Analytics
Paid Tools for measuring “Buzz” - Radian 6

Case Studies: Earned
Will it Blend ?

Old Spice Campaign
Multiple Channel Strategy
Traditional and Digital

JeffBullas.com Build your knowledge and skills Case Studies: Earned Old Spice :

11 Social Media Marketing Lessons from the Old Spice Campaign

Professional Education & Training Build your knowledge and skills with the Australian Institute of Export
11 Lessons
1. Keep Your Videos Short and Snappy
2. Turn Your Advertising into “Content” that is Easy to Share
3. Make you Marketing Content Searchable
4. Be Everywhere
5. Respond in Real Time
6. Use Other People’s and other Media’s Networks (for free)
7. Use Social Media to Activate Mass Media
8. Keep the Content Pumping
9. Drive Engagement through Personalization
10. If it Works Keep Repeating a Proven Formula
11. Add a Negative Twist

Old Spice Campaign Results
Brand Awareness
Videos viewed 40 million times
Total brand views 110 million
Sales Results
After 3 months Sales jumped 55 percent
In one month they increased sales by 107 percent

Takeaways
Make Paid Media Your Catalyst
Create a Hub and Spoke Model of Owned Media
Earned Media will take time – be patient

JeffBullas.com Build your knowledge and skills Live Local,Think Digital, Go Global

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Turbocharging your Business with Social Media Marketing

by Jeff Bullas on Oct 15, 2011

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Turbocharging your Business with Social Media Marketing — Presentation Transcript