Social Media Lessons        from aCommunity of Marketers   Brannan Atkinson, APR   Chief Marketing Officer        @RavenGiant
www.slideshare.net/raventools
Marketplace     Raven marketingRaven social media strategy       Tools we love
Courtney SeiterRaven CommunityManager@RavenCourts
Courtney SeiterRaven CommunityManager@RavenCourts
Courtney SeiterRaven CommunityManager@RavenCourts +300%
Social mediamarketplace
What drives social media       Publishing        Sharing       Measuring
Social media map
Don’t forget educating.
Raven Tools marketing
Know who you are.
Thomas HoogH&K Strategies                 Back                 Bone
Thomas HoogH&K Strategies                 Back   Wish                 Bone   Bone
Thomas HoogH&K Strategies                 Back           Wish                 Bone           Bone                        F...
Thomas HoogH&K Strategies                 Back           Wish                 Bone           Bone                        Y...
self-funded
Enterprise quality               that costs lessself-funded
Enterprise quality               that costs less                                      “I’m aself-funded                   ...
Enterprise quality               that costs less                                      “I’m aself-funded                   ...
Know your target audiences.
SamOnline Marketing StrategistWants  - Impress his boss  - Show results  - Get opportunities/promotionFears  - Losing data...
KellyAgency Owner/Team LeaderWants  - Billable hours/productivity  - Reporting/visibility  - Up to speed quicklyFears  - M...
RogerPower UserWants  - Data, data and data  - Control  - AlertsFears  - Not knowing first  - CompetitionTriggers  - Proble...
Your clientJob title- Narrative- Wants- Avoids- Fears- Triggers- Keywords- Buying style- Content he/she craves
Measuring social media
Social mediameasurement challenges    Consumer control Cross-channel influence       Attribution
Social mediameasurement opportunities          Analytics   Audience segmentation    Assisted vs. last-click
Ravensocial media  strategy
Primary marketing goal:      30-day trial
LEVEL 1Social engagement (like, follow, RT)                      Email
LEVEL 1Social engagement                LEVEL 2 (like, follow, RT)           Blog RSS email                      Email
LEVEL 1 Social engagement                LEVEL 2  (like, follow, RT)           Blog RSS email                       Email ...
LEVEL 1 Social engagement                LEVEL 2  (like, follow, RT)           Blog RSS email                       Email ...
LEVEL 1 Social engagement                             LEVEL 2  (like, follow, RT)                        Blog RSS email   ...
LEVEL 1 Social engagement                              LEVEL 2  (like, follow, RT)                         Blog RSS email ...
Blog content  Monday: Did you know?Tuesday-Thursday: 1-2 posts    Friday: Guest post
We use Twitter for:Blog post syndication  Fan engagement Customer service
We use Facebook for:    Office culture  Pictures and video        Polls
We use Facebook for      Office culture Event photos and videoPolls related to blog posts
Tools we love.
Twitter communitymanagement
Visualization
Shared CountTracking social shares
Event recaps
Social media curation
The Big Finish    Think publishing, sharing,    measuring and educating.       Know who you are.   Know your target audien...
www.slideshare.net/raventools
### Brannan Atkinson, APR Chief Marketing Officerbrannan@raventools.com      @RavenGiant
Social Media Lessons From a Community of Marketers
Social Media Lessons From a Community of Marketers
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Social Media Lessons From a Community of Marketers

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Raven Tools' social media strategy and favorite tools. Presented by Raven Tools CMO Brannan Atkinson on June 18, 2012 to DFW Social Media Marketing.

Published in: Business, Technology
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  • Social Media Lessons From a Community of Marketers

    1. 1. Social Media Lessons from aCommunity of Marketers Brannan Atkinson, APR Chief Marketing Officer @RavenGiant
    2. 2. www.slideshare.net/raventools
    3. 3. Marketplace Raven marketingRaven social media strategy Tools we love
    4. 4. Courtney SeiterRaven CommunityManager@RavenCourts
    5. 5. Courtney SeiterRaven CommunityManager@RavenCourts
    6. 6. Courtney SeiterRaven CommunityManager@RavenCourts +300%
    7. 7. Social mediamarketplace
    8. 8. What drives social media Publishing Sharing Measuring
    9. 9. Social media map
    10. 10. Don’t forget educating.
    11. 11. Raven Tools marketing
    12. 12. Know who you are.
    13. 13. Thomas HoogH&K Strategies Back Bone
    14. 14. Thomas HoogH&K Strategies Back Wish Bone Bone
    15. 15. Thomas HoogH&K Strategies Back Wish Bone Bone Funny Bone
    16. 16. Thomas HoogH&K Strategies Back Wish Bone Bone You Funny Bone
    17. 17. self-funded
    18. 18. Enterprise quality that costs lessself-funded
    19. 19. Enterprise quality that costs less “I’m aself-funded social tool.”
    20. 20. Enterprise quality that costs less “I’m aself-funded social tool.” Do more. Spend less.
    21. 21. Know your target audiences.
    22. 22. SamOnline Marketing StrategistWants - Impress his boss - Show results - Get opportunities/promotionFears - Losing data - Falling in love with a toolTriggers - Working late - Making reports - Being overwhelmed
    23. 23. KellyAgency Owner/Team LeaderWants - Billable hours/productivity - Reporting/visibility - Up to speed quicklyFears - Month end - Losing clientsTriggers - “Can you...?” - Billing hassles - Recommendation from peers
    24. 24. RogerPower UserWants - Data, data and data - Control - AlertsFears - Not knowing first - CompetitionTriggers - Problems with data - Recommendations by influencers
    25. 25. Your clientJob title- Narrative- Wants- Avoids- Fears- Triggers- Keywords- Buying style- Content he/she craves
    26. 26. Measuring social media
    27. 27. Social mediameasurement challenges Consumer control Cross-channel influence Attribution
    28. 28. Social mediameasurement opportunities Analytics Audience segmentation Assisted vs. last-click
    29. 29. Ravensocial media strategy
    30. 30. Primary marketing goal: 30-day trial
    31. 31. LEVEL 1Social engagement (like, follow, RT) Email
    32. 32. LEVEL 1Social engagement LEVEL 2 (like, follow, RT) Blog RSS email Email
    33. 33. LEVEL 1 Social engagement LEVEL 2 (like, follow, RT) Blog RSS email Email LEVEL 3Internet Marketing for Smart People
    34. 34. LEVEL 1 Social engagement LEVEL 2 (like, follow, RT) Blog RSS email Email LEVEL 3 LEVEL 4Internet Marketing Business result for Smart People
    35. 35. LEVEL 1 Social engagement LEVEL 2 (like, follow, RT) Blog RSS email Email LEVEL 3 LEVEL 4Internet Marketing Business result for Smart People social media > RSS email > IMSP email > sale
    36. 36. LEVEL 1 Social engagement LEVEL 2 (like, follow, RT) Blog RSS email Email LEVEL 3 LEVEL 4Marketing software Raven Trial buyers guide social media > RSS email > buyers guide > trial
    37. 37. Blog content Monday: Did you know?Tuesday-Thursday: 1-2 posts Friday: Guest post
    38. 38. We use Twitter for:Blog post syndication Fan engagement Customer service
    39. 39. We use Facebook for: Office culture Pictures and video Polls
    40. 40. We use Facebook for Office culture Event photos and videoPolls related to blog posts
    41. 41. Tools we love.
    42. 42. Twitter communitymanagement
    43. 43. Visualization
    44. 44. Shared CountTracking social shares
    45. 45. Event recaps
    46. 46. Social media curation
    47. 47. The Big Finish Think publishing, sharing, measuring and educating. Know who you are. Know your target audience.Connect the dots to business goals. Be realistic.
    48. 48. www.slideshare.net/raventools
    49. 49. ### Brannan Atkinson, APR Chief Marketing Officerbrannan@raventools.com @RavenGiant
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