Social Media Marketing

    February 23, 2010
Agenda


  9:00 – 9:10   Introductions & set-up

  9:10 – 10:00 Social Media Strategic Planning

  10:00 – 10:50 Twitte...
Social Media Strategic Planning


  Objectives

  Target Audience

  Strategy & Tactics

  Measurement
Objectives


  Business objectives (quantify)
  −  Acquire [xx] new customers


  SM Marketing objectives
  −  Build my ...
General Motors SM Objectives


 Become more responsive to consumer audiences

 Incorporate consumer feedback into our or...
Target Audience

  Who are you talking to
  −  Male / Female / Age range
  −  Technical / social media savvy

  Purchase...
Research


  Survey your customers
  −  Demographics
  −  Why choose to work with you
  −  Want to see/hear from you
  − ...
Website Audit


  Website stats analysis
  −  Visitors (local / out of provice)
  −  Source of traffic / Referring sites
...
Site Audit
Site Overlay
Strategy / Tactics (examples)


  Demonstrate expertise
   −  Blog + Twitter

  Increase awareness
   −  Facebook Page +...
SM Strategy Breakdown


1.  Content
2.  Engagement
3.  Management
4.  Measurement
SM Strategy Breakdown


1.  Content
  −  Plan compelling, valuable content
  −  Content types: copy, images, video
  −  Cr...
Five Buckets

1.  SEO
2.  Analytics
3.  Social Media
4.  Facebook
5.  Twitter
6.  Blogging
7.  Local
SM Strategy Breakdown


2.  Engagement
  −  Determine tools (Blog, Facebook, Twitter,
     Linkedin, YouTube)
  −  Set-up ...
Let’s get social…
Tweet Rule

     10 : 1
Value-add : Marketing
As you get   social
  don’t become a
   “Cisco Fatty”
SM Strategy Breakdown


3.  Management (tools & systems)
  −  Identify resources
  −  Hootsuite
  −  System
     −    Moni...
SM Strategy Breakdown


4.  Measurement & Monitoring
  −  Google analytics
  −  Hootsuite
  −  Facebook
  −  Google Alerts...
Hootsuite Stats
Social Media


  Marketing opportunities
    −  Partner with related businesses for tweetups,
       cross promotions
   ...
A few more ideas…

−  Write a blog about your profession
−  Take category related pictures & post to your blog
−  Do inter...
Time for a
10 minute break
Sage Workshop Feb23
Sage Workshop Feb23
Sage Workshop Feb23
Sage Workshop Feb23
Sage Workshop Feb23
Sage Workshop Feb23
Sage Workshop Feb23
Sage Workshop Feb23
Sage Workshop Feb23
Sage Workshop Feb23
Sage Workshop Feb23
Sage Workshop Feb23
Sage Workshop Feb23
Sage Workshop Feb23
Sage Workshop Feb23
Sage Workshop Feb23
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Sage Workshop Feb23

  1. 1. Social Media Marketing February 23, 2010
  2. 2. Agenda   9:00 – 9:10 Introductions & set-up   9:10 – 10:00 Social Media Strategic Planning   10:00 – 10:50 Twitter & Hootsuite   10:50 – 11:00 Break   11:00 – 11:50 Facebook   11:50 – 12:00 Wrap-up & final questions
  3. 3. Social Media Strategic Planning   Objectives   Target Audience   Strategy & Tactics   Measurement
  4. 4. Objectives   Business objectives (quantify) −  Acquire [xx] new customers   SM Marketing objectives −  Build my network −  Generate leads −  Increase website traffic
  5. 5. General Motors SM Objectives  Become more responsive to consumer audiences  Incorporate consumer feedback into our organization more quickly and effectively  Make our brand a little more “human” to the outside world, and show people the smarts, personality and passion of the people behind our logo
  6. 6. Target Audience   Who are you talking to −  Male / Female / Age range −  Technical / social media savvy   Purchase process −  Researching −  Decision −  Advocate
  7. 7. Research   Survey your customers −  Demographics −  Why choose to work with you −  Want to see/hear from you −  Would recommend to friend
  8. 8. Website Audit   Website stats analysis −  Visitors (local / out of provice) −  Source of traffic / Referring sites −  Keywords −  Entry / exit pages −  Bounce rate
  9. 9. Site Audit
  10. 10. Site Overlay
  11. 11. Strategy / Tactics (examples)   Demonstrate expertise −  Blog + Twitter   Increase awareness −  Facebook Page + advertising   Generate leads −  Request an evaluation / market analysis
  12. 12. SM Strategy Breakdown 1.  Content 2.  Engagement 3.  Management 4.  Measurement
  13. 13. SM Strategy Breakdown 1.  Content −  Plan compelling, valuable content −  Content types: copy, images, video −  Create list of relevant blogs −  Follow category, customers, competitors −  RSS feeds −  5 buckets
  14. 14. Five Buckets 1.  SEO 2.  Analytics 3.  Social Media 4.  Facebook 5.  Twitter 6.  Blogging 7.  Local
  15. 15. SM Strategy Breakdown 2.  Engagement −  Determine tools (Blog, Facebook, Twitter, Linkedin, YouTube) −  Set-up and / or optimize accounts −  Network building (Find people, search, groups, tweetups) −  Social media ready website −  Be “social” …
  16. 16. Let’s get social…
  17. 17. Tweet Rule 10 : 1 Value-add : Marketing
  18. 18. As you get social don’t become a “Cisco Fatty”
  19. 19. SM Strategy Breakdown 3.  Management (tools & systems) −  Identify resources −  Hootsuite −  System −  Monitor −  Engage −  Publish −  Weekly evaluation
  20. 20. SM Strategy Breakdown 4.  Measurement & Monitoring −  Google analytics −  Hootsuite −  Facebook −  Google Alerts / ScoutLabs
  21. 21. Hootsuite Stats
  22. 22. Social Media   Marketing opportunities −  Partner with related businesses for tweetups, cross promotions −  Twitter handle on signage −  Promote Events / Open Houses on Facebook / Linkedin −  Photo / video opp’s
  23. 23. A few more ideas… −  Write a blog about your profession −  Take category related pictures & post to your blog −  Do interview videos with people from your industry −  Host tweetups for prospective customers −  Don’t be afraid to experiment. Not everything will work. Learn from your ‘failures’
  24. 24. Time for a 10 minute break

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