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Social Marketing for the Enterprise
 

Social Marketing for the Enterprise

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Marketing in large, complex organizations poses unique challenges and social marketing is no exception. Watch this session with Andrew Spoeth, Head of Social Media Marketing at CA Technologies, to ...

Marketing in large, complex organizations poses unique challenges and social marketing is no exception. Watch this session with Andrew Spoeth, Head of Social Media Marketing at CA Technologies, to learn how to design an over-arching social success framework, deliver value to the C-suite, mobilize internal resources, and engage with customers using social media.

Check out this session from the record-breaking New Rules of Marketing Virtual Event to learn how to:

-Design framework for success
-Deliver value to the C-suite
-Engage with customers
-Mobilize internal resources

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    Social Marketing for the Enterprise Social Marketing for the Enterprise Presentation Transcript

    • Social Marketing for the Enterprise Andrew Spoeth September 19, 2013
    • Social Marketing for the Enterprise 1. Design the Success Framework 2. Deliver Value to the C-Suite 3. Engage with Customers 4. Mobilize Internal Resources
    • 1. Design the Success Framework
    • Group Your Metrics • Impressions • Retweets • @ mentions • Clicks • Followers
    • • Views • Subscribers • Comments • Shares Group Your Metrics
    • • Page Likes (Fans) • People Talking About This • Likes • Shares Group Your Metrics
    • • Views • Shares • Likes • Subscribers • Comments Group Your Metrics
    • Show Relationship Between KPI’s
    • KPI’s Driving Business Outcomes
    • BYOD
    • Simplified Dashboard: Clarity on KPI’s
    • 2. Deliver Value to the C-Suite
    • Set Targets for Growth
    • Demonstrate Success
    • From Reactive to Proactive: Move Away from the Service Desk Model time
    • Communicate Well
    • customers
    • customers
    • benchmark
    • benchmark
    • prioritized
    • prioritized
    • we don’t know yet
    • we don’t know yet
    • free
    • free
    • more data
    • more data
    • spend
    • spend
    • effort
    • effort
    • we got video views
    • we got video views
    • YouTube drove X engagement actions last week
    • YouTube drove X engagement actions last week
    • 3. Engage with Customers
    • Listen
    • Gather Market Intelligence Q. What are my competitors talking about? Q. What’s happening in our industry this week? Q. What are people saying about our brand? Q. Which blogs are publishing articles on the topics that matter most to my customers? Q. Who are the biggest influences in my market?
    • • Connect • Comment on blog posts • Share your expertise • Ask questions Engage
    • • Connect • Comment on blog posts • Share your expertise • Ask questions Engage "Focus on how to be social, not on how to do social." Jay Baer Best-selling author of 'The Now Revolution'
    • Not All Networks are Created Equal Twitter Real-time sharing industry news, and quick response to questions and news LinkedIn Position yourself as a thought leader YouTube Media library / How-to’s / Entertainment Additional distribution through Tube Mogul, iTunes, etc. Blog Content hub, consolidate and reference other channels. Part of website and key driver of inbound organic search traffic (SEO) Facebook Communication among community. Personable side of your brand. Channel Content Strategy
    • 4. Mobilize Internal Resources
    • The Power of Advocacy Your Audience You Your Advocates’ Audience Advocates You
    • Sharing Content via Internal Email
    • Sharing Content on Twitter
    • Operationalize Advocacy • Third party validation and extended reach • Improved analytics: which messages get shared • Gamification • Content-as-a-Service
    • “We need to be on social media.” 2009
    • “We need to do social media well.” today
    • Social Marketing Core Philosophy 1. Measure Consistently 2. Let smarter people help 3. Give prospects a taste of what it’s like to be a customer 4. Scale, but don’t look like it 5. Remain ultra-focused on the objectives 6. Generate excitement and a sense of confidence for the brand
    • Thank You! Q&A @andrewspoeth