Smarter Marketing   with Social Media:How Leading Companies Are Using Online Intelligence                 to Inform Custom...
Introducing... the Next Big Thingin the Startup World.               copyright © 2012 [meta]marketer Inc., Nashville, TN
onderful       cat wingsWonderful CatWings, LLC*          *May be a fictional company.
The Basic Idea       +             =                         $                 I mean, right?
Let’s get rich via search! Use                                                     Tool https://adwords.google.com/select/...
Crap.We don’t have a market.
Emerging vs.established concepts  ๏ Are people actually searching for and    talking about your concept?  ๏ Or are you bas...
Tip #1:    Search like you   don’t have a clue.Because searchers don’t.
What if we try these terms instead?
Marketing Basic: The Path Awareness Consideration Preference   Purchase   Loyalty
Figure out your sweet spot                                                                                                ...
Maybe we cantweet like crazyto boost search!            copyright © 2012 [meta]marketer Inc., Nashville, TN
Tip #2:Don’t just be social.    Be smart.
Make it Meaningful  • Relevance is key    Always has been, always will be  • Be where your audience is  • Focus on buildin...
Make it Memorable  • Remarkable content is far more likely to    get retweeted  • Share-able / retweetable -    Add to Any...
Make it Measurable  • ...or at least try  • You can’t optimize what you don’t measure
What does“meaningful”  mean?         copyright © 2012 [meta]marketer Inc., Nashville, TN
Tip #3:Empathize withyour customers.
ALWAYS REMEMBER:Web analytics are people   ๏ Easy to work backwards from profitability;     also work forwards from empathy...
Marketing Cat Wings                 cat spoilers,       cat spoilers,       aware of           aware of           previous...
B2B: Sale by committee                                                             Tool                                   ...
B2C: Sale by touchpoint                                                     Tool                                          ...
How do you    make social media“measurable”?          copyright © 2012 [meta]marketer Inc., Nashville, TN
Share your blog posts.  On Twitter,   Facebook,  LinkedIn, or wherever you’ll  reach your   audience.
Set Up Tracking  • You do use an analytics package, right?  • Use campaign variables  • Link shorteners with integrated an...
Monitor it.   Tool               #4
Make it a priority. ๏ You may be wondering:   do I really need to do   social media stuff? ๏ Google is still the   dominan...
Create a company   Tool                    #5Facebook page.
Run a      Tool            #6Facebookadjust tolearn.
You don’t have to spendvery much to find outsomething new.                  And you can export!
Set up your LinkedIncompany page.          Tool                        #7
Use                   Tool                       #8LinkedIn Analytics.
Tip #4:Take what youlearn in socialback to search.            copyright © 2012 [meta]marketer Inc., Nashville, TN
search                     social          ins                                   ts                                igh    ...
Tip #5:Test your wayto greatness.
Does your site work?Are you willing to bet half of your leads?   One of these landing pages decreased conversions by 50%. ...
What does testing do?
Oh, and it works for engagement, too.
Which engages visitors more:This value proposition:or this one?
Nearly 800% liftin engagement!
Free tool:           Tool                      #9Google Website Optimizer
Where to start testing  ๏ Your value proposition  ๏ Your landing pages  ๏ Your home page navigation  ๏ Your conversion poi...
Tip #6: Close the loop.Or at least try to.
Use data to get smarter.                                  Iteration                                                       ...
Marketing can be smartand you can build a competitive advantageon your ability to learn and adapt Discovery         Hypoth...
It’s, like, Hypothesis-Driven Marketing Optimization,              dude.
Paging Dr. Drucker:  “The aim of marketing is to  know and understand the customer  so well the product or service  fits hi...
Draper or Drucker?     Which one said it?
Draper or Drucker?                    Which one said it?“Business, thats easily defined - its other peoples money.”
Draper or Drucker?     Which one said it?                          “Business, thats easily defined - its other peoples mone...
Draper or Drucker?      Which one said it?                              “Business, thats easily defined - its other peoples...
Draper or Drucker?                         Which one said it?“Limit your exposure.”                        “Business, that...
Draper or Drucker?                              Which one said it?     “Limit your exposure.”                        “Busi...
Draper or Drucker?                         Which one said it?“Limit your exposure.”                        “Business, that...
Draper or Drucker?                          Which one said it? “Limit your exposure.”                        “Business, th...
Draper or Drucker?                         Which one said it?“Limit your exposure.”                        “Business, that...
Draper or Drucker?                         Which one said it?“Limit your exposure.”                        “Business, that...
Draper or Drucker?                                                   Which one said it?         “Limit your exposure.”    ...
Draper or Drucker?                                                   Which one said it?         “Limit your exposure.”    ...
Draper or Drucker?                                                   Which one said it?         “Limit your exposure.”    ...
See opportunity somewhere?    Good.            copyright © 2012 [meta]marketer Inc., Nashville, TN
Now.How are you going  to get better?             copyright © 2012 [meta]marketer Inc., Nashville, TN
Questions? Need help?
Questions? Need help?      Email:      kate@metamarketer.com
Questions? Need help?          Email:          kate@metamarketer.com Twitter: @kateo @metamarketer
Questions? Need help? Facebook: facebook.com/kateoneill             Email:             kate@metamarketer.com Twitter: @kat...
Questions? Need help? Facebook: facebook.com/kateoneill             Email:             kate@metamarketer.com Twitter: @kat...
Questions? Need help? Facebook:                     Blogs: facebook.com/kateoneill       metamarketer.com                 ...
Smarter Marketing with Social Media
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Smarter Marketing with Social Media

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  • I enjoyed this presentation Kate. It's great to be able to sit here when it's convenient for me, and look through such well thought out information. Very cool!
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  • Not much going on here, and most of these searchers are not your customers. There must be a better way.\n
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  • Smarter Marketing with Social Media

    1. 1. Smarter Marketing with Social Media:How Leading Companies Are Using Online Intelligence to Inform Customer Development [presented by] Kate O’Neill, CEO of [meta]marketer Image credit: funfonix.com
    2. 2. Introducing... the Next Big Thingin the Startup World. copyright © 2012 [meta]marketer Inc., Nashville, TN
    3. 3. onderful cat wingsWonderful CatWings, LLC* *May be a fictional company.
    4. 4. The Basic Idea + = $ I mean, right?
    5. 5. Let’s get rich via search! Use Tool https://adwords.google.com/select/KeywordToolExternal #1 to find out how people are searching.
    6. 6. Crap.We don’t have a market.
    7. 7. Emerging vs.established concepts ๏ Are people actually searching for and talking about your concept? ๏ Or are you basing your online acquisition model on wishes and unicorns?
    8. 8. Tip #1: Search like you don’t have a clue.Because searchers don’t.
    9. 9. What if we try these terms instead?
    10. 10. Marketing Basic: The Path Awareness Consideration Preference Purchase Loyalty
    11. 11. Figure out your sweet spot Tool #2 Awareness Consideration Preference Purchase Loyalty cat accessories cat clothing cat wings feathery cat wings wonderful cat wings suggested marketing effort The Sweet Spot potential traffic likely conversion
    12. 12. Maybe we cantweet like crazyto boost search! copyright © 2012 [meta]marketer Inc., Nashville, TN
    13. 13. Tip #2:Don’t just be social. Be smart.
    14. 14. Make it Meaningful • Relevance is key Always has been, always will be • Be where your audience is • Focus on building relationships • Pay attention to what’s shared in your friend circles
    15. 15. Make it Memorable • Remarkable content is far more likely to get retweeted • Share-able / retweetable - Add to Any / ShareThis links on everything • Remember “friendsourcing”
    16. 16. Make it Measurable • ...or at least try • You can’t optimize what you don’t measure
    17. 17. What does“meaningful” mean? copyright © 2012 [meta]marketer Inc., Nashville, TN
    18. 18. Tip #3:Empathize withyour customers.
    19. 19. ALWAYS REMEMBER:Web analytics are people ๏ Easy to work backwards from profitability; also work forwards from empathy ๏ A person is complicated enough; people are extra complicated ๏ The minute you start blending motives, reactions, etc - you start dealing with a real mess
    20. 20. Marketing Cat Wings cat spoilers, cat spoilers, aware of aware of previous unaware of aware of wings brand customer wings related market direct traffic; direct access tohow might you direct traffic; by search terms by search terms concept login page;recognize them brand searches searches cookie what types of cat accessories, cat wings, gold Wonderful Cat {brand} + login search terms cat clothing cat toys cat wings Wings or help what do they cat wings are need to move images of cats in selection? price? quality? return support? ideal cat toy, forward cat wings? quality? policy? appreciation? accessoryhow to measure purchase; signup return visits, engagement purchase purchase? success for newsletter referrals etc
    21. 21. B2B: Sale by committee Tool #3a early money tech others approvers researchers people approvers using problem- heading straight interested inhow might you statement heading straight for your pricing leadership bios,recognize them terminology in for tech specs info client list, etc search what types of search terms what do they need to move forwardhow to measure success etc
    22. 22. B2C: Sale by touchpoint Tool #3b just specific logged-in previous previous browsing need visitor visitor customerhow might you meandering heavy user ofrecognize them through pages internal search what types of search terms what do they need to move forwardhow to measure success etc
    23. 23. How do you make social media“measurable”? copyright © 2012 [meta]marketer Inc., Nashville, TN
    24. 24. Share your blog posts. On Twitter, Facebook, LinkedIn, or wherever you’ll reach your audience.
    25. 25. Set Up Tracking • You do use an analytics package, right? • Use campaign variables • Link shorteners with integrated analytics (bit.ly, ow.ly, etc.) copyright © 2012 [meta]marketer Inc., Nashville, TN
    26. 26. Monitor it. Tool #4
    27. 27. Make it a priority. ๏ You may be wondering: do I really need to do social media stuff? ๏ Google is still the dominant search engine, but... ๏ People spend more time on Facebook. Source: Hitwise.com
    28. 28. Create a company Tool #5Facebook page.
    29. 29. Run a Tool #6Facebookadjust tolearn.
    30. 30. You don’t have to spendvery much to find outsomething new. And you can export!
    31. 31. Set up your LinkedIncompany page. Tool #7
    32. 32. Use Tool #8LinkedIn Analytics.
    33. 33. Tip #4:Take what youlearn in socialback to search. copyright © 2012 [meta]marketer Inc., Nashville, TN
    34. 34. search social ins ts igh ighme e ins ur tsas as ure landing pages me ins igh me e ur ts as as ure conversion me copyright © 2012 [meta]marketer Inc., Nashville, TN
    35. 35. Tip #5:Test your wayto greatness.
    36. 36. Does your site work?Are you willing to bet half of your leads? One of these landing pages decreased conversions by 50%. Would you know which one?
    37. 37. What does testing do?
    38. 38. Oh, and it works for engagement, too.
    39. 39. Which engages visitors more:This value proposition:or this one?
    40. 40. Nearly 800% liftin engagement!
    41. 41. Free tool: Tool #9Google Website Optimizer
    42. 42. Where to start testing ๏ Your value proposition ๏ Your landing pages ๏ Your home page navigation ๏ Your conversion points ๏ Just about anywhere.
    43. 43. Tip #6: Close the loop.Or at least try to.
    44. 44. Use data to get smarter. Iteration Feedback Acquisition Conversion Site Traffic Optimization Site Analytics Optimization Data and Analysis
    45. 45. Marketing can be smartand you can build a competitive advantageon your ability to learn and adapt Discovery Hypotheses Testing Insights Findings Data copyright © 2012 [meta]marketer Inc., Nashville, TN
    46. 46. It’s, like, Hypothesis-Driven Marketing Optimization, dude.
    47. 47. Paging Dr. Drucker: “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” “Because the purpose of business is to create a customer, the business enterprise has two—and only two— basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.”
    48. 48. Draper or Drucker? Which one said it?
    49. 49. Draper or Drucker? Which one said it?“Business, thats easily defined - its other peoples money.”
    50. 50. Draper or Drucker? Which one said it? “Business, thats easily defined - its other peoples money.”
    51. 51. Draper or Drucker? Which one said it? “Business, thats easily defined - its other peoples money.” “Limit your exposure.”
    52. 52. Draper or Drucker? Which one said it?“Limit your exposure.” “Business, thats easily defined - its other peoples money.”
    53. 53. Draper or Drucker? Which one said it? “Limit your exposure.” “Business, thats easily defined - its other peoples money.”“So much of what we call management consists in making it difficult for people to work.”
    54. 54. Draper or Drucker? Which one said it?“Limit your exposure.” “Business, thats easily defined - its other peoples money.” “So much of what we call management consists in making it difficult for people to work.”
    55. 55. Draper or Drucker? Which one said it? “Limit your exposure.” “Business, thats easily defined - its other peoples money.” “So much of what we call management consists in making it difficult for people to work.”“The best way to predict the future is to create it.”
    56. 56. Draper or Drucker? Which one said it?“Limit your exposure.” “Business, thats easily defined - its other peoples money.” “So much of what we call management consists in making it difficult for people to work.” “The best way to predict the future is to create it.”
    57. 57. Draper or Drucker? Which one said it?“Limit your exposure.” “Business, thats easily defined - its other peoples money.” “So much of what we call management consists in making it difficult for people to work.” “The best way to predict the future is to create it.” “If you don’t like what’s being said, change the conversation.”
    58. 58. Draper or Drucker? Which one said it? “Limit your exposure.” “Business, thats easily defined - its other peoples money.” “So much of what we call management consists in making it“If you don’t like what’s being said, change the difficult for people to work.” conversation.” “The best way to predict the future is to create it.”
    59. 59. Draper or Drucker? Which one said it? “Limit your exposure.” “Business, thats easily defined - its other peoples money.” “So much of what we call management consists in making it“If you don’t like what’s being said, change the difficult for people to work.” conversation.” “The best way to predict the future is to create it.” “Id have my secretary do it, but shes dead.”
    60. 60. Draper or Drucker? Which one said it? “Limit your exposure.” “Business, thats easily defined - its other peoples money.” “So much of what we call management consists in making it“If you don’t like what’s being said, change the difficult for people to work.” conversation.” “The best way to predict the future is to create it.”“Id have my secretary do it, but shes dead.”
    61. 61. See opportunity somewhere? Good. copyright © 2012 [meta]marketer Inc., Nashville, TN
    62. 62. Now.How are you going to get better? copyright © 2012 [meta]marketer Inc., Nashville, TN
    63. 63. Questions? Need help?
    64. 64. Questions? Need help? Email: kate@metamarketer.com
    65. 65. Questions? Need help? Email: kate@metamarketer.com Twitter: @kateo @metamarketer
    66. 66. Questions? Need help? Facebook: facebook.com/kateoneill Email: kate@metamarketer.com Twitter: @kateo @metamarketer
    67. 67. Questions? Need help? Facebook: facebook.com/kateoneill Email: kate@metamarketer.com Twitter: @kateo @metamarketer LinkedIn: linkedin.com/in/kateoneill
    68. 68. Questions? Need help? Facebook: Blogs: facebook.com/kateoneill metamarketer.com kateoneill.me Email: kate@metamarketer.com Twitter: @kateo @metamarketer LinkedIn: linkedin.com/in/kateoneill

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