Social Media Tools Seminar, Katie B. Roberts


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Jan 14, 2011 seminar for BWCC, WIB

Integrating Social Media in the Sales & Marketing Mix

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Social Media Tools Seminar, Katie B. Roberts

  1. 1. Please feel free to tweet today’s tips!#BWCC#WIB @KatieBRoberts<br />
  2. 2. Integrating Social Media into the Sales & Marketing Plan<br />Katie B. Roberts<br />January 14, 2011<br />@KatieBRoberts<br /><br /><br /><br />
  3. 3. Online Marketing Strategy<br />
  4. 4. Online Marketing Strategy<br /><ul><li>Social Media cannot stand on its own; piece of bigger plan</li></li></ul><li>Online Marketing Strategy<br />
  5. 5. Leverage Social Communities<br />“If you build it, they will come…”<br />Does not work here<br />
  6. 6. Leverage Social Communities<br />Ways to attract community members<br />
  7. 7. Leverage Social Communities<br />
  8. 8. Leverage Social Communities<br />Contests<br />Photo contest on Facebook<br />RT content and enter to win… <br />1st person to tweet “Great seminar on social media, @KatieBRoberts” wins…<br />[hint]<br />
  9. 9. Leverage Social Communities<br />LISTEN & RESPOND<br />Brand / industry sentiment<br />Become a thought leader<br />Work to resolve customer issues<br />Listen for needs of existing & potential customers<br />Exact Target vs. Publicaster<br />CASE STUDY: <br />
  10. 10. Leverage Social Communities<br />Humanize<br />Honesty<br />Sincerity<br />Transparency<br />Find the “voice” for each community [Skittles]<br />Ensure others in company know “voice” lingo<br />Use real photos instead of logos where possible<br />
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  12. 12. Leverage Social Communities<br />Give to Get<br />Offer exclusive coupons for Facebook Fans<br />Provide links to lunchtime specials on twitter<br />Allow access to exclusive content in Linkedin Groups<br />Specials for checkins & mayors on Foursquare<br />
  13. 13. Promote Social Media Communities<br />
  14. 14. Promote Social Media Communities<br />Website<br />Email signature / newsletter<br />Print collateral<br />Assets / signage<br />Business Cards<br />Twitter directories<br />Linkedin Profile<br />
  15. 15. Promote Social Media Communities<br />Facebook “Like”<br />“Share This” and “Add to Any”<br />Recent Tweets<br />Calls to Action<br />“Read more” in email<br />Twitter #hashtags<br />
  16. 16. Why people “Like” Facebook Pages<br />10. Learn more about company (21%)<br />9. Referred to by a friend (22%)<br />8. Access to exclusive content (25%)<br />7. Looking for fun & entertainment (27%)<br />6. Want information on future sales (30%)<br />5. Receive updates on future products (33%)<br />4. Stay informed (34%)<br />3. Hope to get something free (36%)<br />2. Show support for brand/product (37%)<br />1. Receive discounts or coupons (40%) <br />
  17. 17. Attracting Facebook Fans<br />Be interactive, fun, & helpful<br />Embed videos<br />Use Facebook Landing Pages<br />Facebook Contests (Strutta)<br />Focus Groups / Testing [True Lemon]<br />Introduce new products<br />Virtual Parties [Jeffrey Hayzlett]<br />Trivia! [AMA Baltimore]<br />
  18. 18. Attracting Twitter Followers<br />Tweet about<br />today’s <br />seminar!<br />Participate in the dialog<br />RT, DM, comment<br />Follow thought leaders<br />Use #hashtags<br />Establish relationships<br />Announce specials, deals, sales<br />Share blog articles, white papers, Facebook content<br />Live event/conference tweeting<br />
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  20. 20. Tips to Consider<br />Identify your tone<br />Know your audience<br />Leverage brand ambassadors<br />Use real-time monitoring tools<br />Build & use editorial calendar<br />Point customers to content (Penn Olson)<br />Use calls to action <br />QUALITY vs quantity<br />
  21. 21. Tips to Consider<br />Give ‘em something to talk about…. <br />And share!<br />
  22. 22. Resources<br />TweetDeck<br />Klout<br />Feedburner<br />Strutta<br />Add This & Share This<br />JitterJam& Radian6<br />Technorati<br />Google alerts & Google Analytics<br />Social mention / Postling<br />
  23. 23. Websites I Follow<br /><br /><br />Social Media<br /><br />Marketing<br /><br />Harvard Business<br />Blue Sky<br /><br />
  24. 24. Contact Info<br /><br /><br /><br /><br /><br />