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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.

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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  • Transcript

    • 1. Social Media Lessons from aCommunity of Marketers Brannan Atkinson, APR Chief Marketing Officer @RavenGiant
    • 2. www.slideshare.net/raventools
    • 3. Marketplace Raven marketingRaven social media strategy Tools we love
    • 4. Courtney SeiterRaven CommunityManager@RavenCourts
    • 5. Courtney SeiterRaven CommunityManager@RavenCourts
    • 6. Courtney SeiterRaven CommunityManager@RavenCourts +300%
    • 7. Social mediamarketplace
    • 8. What drives social media Publishing Sharing Measuring
    • 9. Social media map
    • 10. Don’t forget educating.
    • 11. Raven Tools marketing
    • 12. Know who you are.
    • 13. Thomas HoogH&K Strategies Back Bone
    • 14. Thomas HoogH&K Strategies Back Wish Bone Bone
    • 15. Thomas HoogH&K Strategies Back Wish Bone Bone Funny Bone
    • 16. Thomas HoogH&K Strategies Back Wish Bone Bone You Funny Bone
    • 17. self-funded
    • 18. Enterprise quality that costs lessself-funded
    • 19. Enterprise quality that costs less “I’m aself-funded social tool.”
    • 20. Enterprise quality that costs less “I’m aself-funded social tool.” Do more. Spend less.
    • 21. Know your target audiences.
    • 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. 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. RogerPower UserWants - Data, data and data - Control - AlertsFears - Not knowing first - CompetitionTriggers - Problems with data - Recommendations by influencers
    • 25. Your clientJob title- Narrative- Wants- Avoids- Fears- Triggers- Keywords- Buying style- Content he/she craves
    • 26. Measuring social media
    • 27. Social mediameasurement challenges Consumer control Cross-channel influence Attribution
    • 28. Social mediameasurement opportunities Analytics Audience segmentation Assisted vs. last-click
    • 29. Ravensocial media strategy
    • 30. Primary marketing goal: 30-day trial
    • 31. LEVEL 1Social engagement (like, follow, RT) Email
    • 32. LEVEL 1Social engagement LEVEL 2 (like, follow, RT) Blog RSS email Email
    • 33. LEVEL 1 Social engagement LEVEL 2 (like, follow, RT) Blog RSS email Email LEVEL 3Internet Marketing for Smart People
    • 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. 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. 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. Blog content Monday: Did you know?Tuesday-Thursday: 1-2 posts Friday: Guest post
    • 38. We use Twitter for:Blog post syndication Fan engagement Customer service
    • 39. We use Facebook for: Office culture Pictures and video Polls
    • 40. We use Facebook for Office culture Event photos and videoPolls related to blog posts
    • 41. Tools we love.
    • 42. Twitter communitymanagement
    • 43. Visualization
    • 44. Shared CountTracking social shares
    • 45. Event recaps
    • 46. Social media curation
    • 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. www.slideshare.net/raventools
    • 49. ### Brannan Atkinson, APR Chief Marketing Officerbrannan@raventools.com @RavenGiant