BRAND DRIVEN digital
nick westergaard | branddrivendigital.com | marketingprofs 2013
The Scrappy Brand’s
Guide to Social M...
Hello Boston!
Nick Westergaard
Brand Driven Digital
@NickWestergaard
Rob Yoegel
Monetate
@RobYoegel
1
Why Scrappy?
WANTED:
Order from Chaos
Photo via Flickr user Jason A. Howie
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 name...
Unpacking the “Serving Men”
‣ WHY are we doing this? — Business objective
‣ WHAT are we doing? — Something with social med...
‣ 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Utilizing Historical Content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)
@Rob...
19%
28%
24%
29%
Referral Direct Organic Other (including social)
Overall Website Traffic Referrers
January–June 2013
@RobY...
@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 Recip...
Questions?
Nick Westergaard
Brand Driven Digital
@NickWestergaard
Rob Yoegel
Monetate
@RobYoegel
The Scrappy Brand's Guide to Social Media on a Budget
The Scrappy Brand's Guide to Social Media on a Budget
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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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."


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

  1. 1. BRAND DRIVEN digital nick westergaard | branddrivendigital.com | marketingprofs 2013 The Scrappy Brand’s Guide to Social Media on a Budget
  2. 2. Hello Boston! Nick Westergaard Brand Driven Digital @NickWestergaard Rob Yoegel Monetate @RobYoegel
  3. 3. 1 Why Scrappy?
  4. 4. WANTED: Order from Chaos Photo via Flickr user Jason A. Howie
  5. 5. Not All About the ... Photo via Flickr user Ervins Strauhmanis
  6. 6. Myth of Size Photo via Flickr user CJ Isherwood
  7. 7. Photo via Flickr user firepile Shiny Things Distract
  8. 8. Photo via Flickr user kkirugi Checklist Marketing
  9. 9. Photo via Flickr user andriux-uk events Get Scrappy
  10. 10. Photo via Flickr user Rennett Stowe Efficient + Effective
  11. 11. 2 How to Get Scrappy
  12. 12. SCRAPPY STRATEGY STAFFINGCONTENT
  13. 13. Photo via Flickr user Robert Course-Baker Strategy First
  14. 14. “– 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
  15. 15. 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?
  16. 16. ‣ Branding ‣ Community Building ‣ Public Relations ‣ Market Research ‣ Customer Service ‣ Leads & Sales Ground with WHY
  17. 17. Re-Imagining Content Photo via Flickr user Steve Snodgrass
  18. 18. Utilizing Historical Content
  19. 19. Curating Content Photo via Flickr user n0nick
  20. 20. Encouraging User-Generated Content
  21. 21. Scrappy Staffing
  22. 22. Photo via Flickr user Wayne Large Everyone’s a Marketer
  23. 23. 3 Scrappy Case Study: Monetate
  24. 24. @RobYoegel
  25. 25. > 10,000,000 Followers @RobYoegel
  26. 26. < 1,000,000 Followers @RobYoegel
  27. 27. Overall Website Traffic Referrers July–December 2012 37% 27% 22% 14% Referral Direct Organic Other (including social) @RobYoegel
  28. 28. 19% 28% 24% 29% Referral Direct Organic Other (including social) Overall Website Traffic Referrers January–June 2013 @RobYoegel
  29. 29. @RobYoegel
  30. 30. LinkedIn Facebook Twitter 9% 10% 19% @RobYoegel
  31. 31. 28% 20% 27% @RobYoegel
  32. 32. 4 Scrappy Next Steps
  33. 33. Photo via Flickr user Muffet Case Studies v. Recipes
  34. 34. Scrappy Tip: Just Ask! Source: barnickeldesign.com
  35. 35. ‣ 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
  36. 36. Questions? Nick Westergaard Brand Driven Digital @NickWestergaard Rob Yoegel Monetate @RobYoegel
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