The Scrappy Brand's Guide to Social Media on a Budget
 

The Scrappy Brand's Guide to Social Media on a Budget

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My presentation from MarketingProfs B2B Forum on October 11, 2013 in Boston. Rob Yoegel of Monetate and I spoke on "The Scrappy Brand's Guide to Social Media Marketing on a Budget." ...

My presentation from MarketingProfs B2B Forum on October 11, 2013 in Boston. Rob Yoegel of Monetate and I spoke on "The Scrappy Brand's Guide to Social Media Marketing on a Budget."


Read more: http://www.marketingprofs.com/events/b2b2013/program#ixzz2hRHfvz54

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The Scrappy Brand's Guide to Social Media on a Budget The Scrappy Brand's Guide to Social Media on a Budget Presentation Transcript

  • BRAND DRIVEN digital nick westergaard | branddrivendigital.com | marketingprofs 2013 The Scrappy Brand’s Guide to Social Media on a Budget
  • Hello Boston! Nick Westergaard Brand Driven Digital @NickWestergaard Rob Yoegel Monetate @RobYoegel
  • 1 Why Scrappy? View slide
  • WANTED: Order from Chaos Photo via Flickr user Jason A. Howie View slide
  • Not All About the ... Photo via Flickr user Ervins Strauhmanis
  • Myth of Size Photo via Flickr user CJ Isherwood
  • Photo via Flickr user firepile Shiny Things Distract
  • Photo via Flickr user kkirugi Checklist Marketing
  • Photo via Flickr user andriux-uk events Get Scrappy
  • Photo via Flickr user Rennett Stowe Efficient + Effective
  • 2 How to Get Scrappy
  • SCRAPPY STRATEGY STAFFINGCONTENT
  • Photo via Flickr user Robert Course-Baker Strategy First
  • “– rudyard “why am i in a marketing talk?” kipling I keep six honest serving men – (They taught me all I knew); Their names are WHAT and WHY and WHEN and HOW and WHERE and WHO.” Photo source: Wikimedia Commons
  • Unpacking the “Serving Men” ‣ WHY are we doing this? — Business objective ‣ WHAT are we doing? — Something with social media* ‣ WHEN does this happen? — Timing ‣ WHERE does this happen? — Offline & online space ‣ WHO does this involve? — Personnel ‣ HOW do we get it done? How do we measure success? * Are you sure it has to be social media?
  • ‣ Branding ‣ Community Building ‣ Public Relations ‣ Market Research ‣ Customer Service ‣ Leads & Sales Ground with WHY
  • Re-Imagining Content Photo via Flickr user Steve Snodgrass
  • Utilizing Historical Content
  • Curating Content Photo via Flickr user n0nick
  • Encouraging User-Generated Content
  • Scrappy Staffing
  • Photo via Flickr user Wayne Large Everyone’s a Marketer
  • 3 Scrappy Case Study: Monetate
  • @RobYoegel
  • > 10,000,000 Followers @RobYoegel
  • < 1,000,000 Followers @RobYoegel
  • Overall Website Traffic Referrers July–December 2012 37% 27% 22% 14% Referral Direct Organic Other (including social) @RobYoegel
  • 19% 28% 24% 29% Referral Direct Organic Other (including social) Overall Website Traffic Referrers January–June 2013 @RobYoegel
  • @RobYoegel
  • LinkedIn Facebook Twitter 9% 10% 19% @RobYoegel
  • 28% 20% 27% @RobYoegel
  • 4 Scrappy Next Steps
  • Photo via Flickr user Muffet Case Studies v. Recipes
  • Scrappy Tip: Just Ask! Source: barnickeldesign.com
  • ‣ Simplify & Clarify ‣ Ground with Strategy ‣ Measure What Matters ‣ Empower Your Team ‣ Don’t Be Afraid to Look for Recipes Outside of B2B ‣ Efficient & Effective = Implement & Iterate Scrappy Takeaways
  • Questions? Nick Westergaard Brand Driven Digital @NickWestergaard Rob Yoegel Monetate @RobYoegel