Create a real social media strategy direct marketing association 2012 presentation

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My presentation on creating a social media strategy that I gave to the Direct Marketing Association 2012 Annual Conference in Las Vegas.

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Create a real social media strategy direct marketing association 2012 presentation

  1. 1. CREATE A REALSOCIAL MEDIA STRATEGY Direct Marketing Association 2012
  2. 2. @murrayiz@murrayiz Go ahead and follow me. I’ll wait.
  3. 3. BIZTEGRA Solutions for the Social Web West Palm Beach, Miami, Buenos AiresEducation · Strategy · Development · Engagement
  4. 4. BIZTEGRA Solutions for the Social Web West Palm Beach, Miami, Buenos AiresEducation · Strategy · Development · Engagement
  5. 5. Iconic Brands GrowingCompanies Start-ups
  6. 6. We Keep Hearing The Same Things: We know But we don’t Traditional there is know how to marketing value in harness and is not this ‘social leverage driving stuff’ and those growth like relationships we’ve to drive it used to. invested revenue. in it.
  7. 7. Viral Marketing?
  8. 8. So What Are We Talking About Today?
  9. 9. What You Should Be Talking About Your Business Your Customers and Competitors Your Brand and Your ProductsAnd How to Market and Sell in a “Social” World
  10. 10. So What Are the New Rules?YOUR CUSTOMER REALLY DOESN’T LOVE YOU ANY MORE (IF THEY EVER REALLY DID)
  11. 11. Traditional Marketing• One way (Brand  Customer)• Push and Interrupt• Brand Generated Advertising BRAND DIRECT Image & Reputation Lead Generation
  12. 12. Social Marketing:• Multi-way (Brand  Customer)• Brand and User Generated Content• Participatory BRAND DIRECT Image & Reputation Lead Generation SOCIAL Engagement & Loyalty
  13. 13. Social Marketing:• Multi-way (Brand  Customer  Customer)• Brand and User Generated Content• Participatory BRAND DIRECT Image & Reputation Lead Generation SOCIAL Engagement & Loyalty
  14. 14. Integrated Marketing:• Multi-way (Brand  Customer  Customer)• Brand and User Generated Content• Participatory BRAND DIRECT Image & Reputation Lead Generation Engagement & Loyalty SOCIAL
  15. 15. The One or TwoMistakes EveryoneIS MAKING
  16. 16. How Many?Why?
  17. 17. Start Here Goal Strategy Campaign Don’t Start HereThis is Not a Social Media Strategy Tactic
  18. 18. No Matter How Much You Believe, There is No Such Thing … … AS A SOCIAL MEDIA STRATEGY
  19. 19. “Today, I’m gonna print 1 millionpost cards and mail them out.” (no-one would say this)
  20. 20. Mistake #1:Viewing Social Media as theStrategy
  21. 21. Get Me Some of This!!!
  22. 22. Mistake #2: Starting at theWrong End
  23. 23. So, WhatShould You Do?
  24. 24. You Need This… Current Strategy? Business Different than last Current Goals? year’s? Marketing Specific & Programs / Measurable Campaigns? Your How Are You Customers? unique? Geographic Your Brand? Demographic Psychographic (Social) Marketing What Your Program 4 – 5 Top Business Does Goals Competitors? / Industry? Metrics Concepts …
  25. 25. … To make sense of this …
  26. 26. … To Be Able To Get To This! © Biztegra
  27. 27. Owned Bought Earned
  28. 28. Before You Get StartedYou have running at 100%• Website Optimized• Analytics / Measurement• Reporting• Listening• Email Programs• Search / SEM / SEO• Affiliate Programs• Direct Response• Broadcast• Print• Public Relations• CRM
  29. 29. 1. Take A Step Back 2. Take a Look Around 3. Fix Up The House8 StepsTo Getting 4. Natural Cadence and Content Generation Started 5. Listen, Monitor, Measure, Report 6. Enhance Existing Programs 7. OnGoing Engagement & New Platforms 8. Evaluate 9. Shift and Improve
  30. 30. Who are you actually competing with?
  31. 31. Murray Izenwasser @murrayizMurray@biztegra.com 561.452.2662
  32. 32. Thank you for listening! Questions?
  33. 33. www.biztegra.com 561.452.2662

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