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Seven steps to Social Media success for Startups
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  • Over the course of last 20 years, Marketing of product and services has gone through two major technological shifts. First shift was with the rise of the web based search engines in late 1990s then with social media in mid 2000s. These are the two major milestones in marketing and consumption of product and services.
  • Fast forward 2013, there is another shift that is happening on how we market and learn about products and services. Let me tell you why we are experiencing another shift in marketing. Internet has given ordinary individuals an opportunity to showcase their products at a national and international level. This has led to increase production of content and has led to saturation of information sharing. Both big and small companies are realizing the power of content product and distribution. To stand out from competition applying the social marketing at the production stage becomes a key to success of your next app, physical product or consulting service.
  • Fast forward 2013, there is another shift that is happening on how we market and learn about products and services. Let me tell you why we are experiencing another shift in marketing. Internet has given ordinary individuals an opportunity to showcase their products at a national and international level. This has led to increase production of content and has led to saturation of information sharing. Both big and small companies are realizing the power of content product and distribution. Content machines are in the works
  • Fast forward 2013, there is another shift that is happening on how we market and learn about products and services. Let me tell you why we are experiencing another shift in marketing. Internet has given ordinary individuals an opportunity to showcase their products at a national and international level. This has led to increase production of content and has led to saturation of information sharing. Both big and small companies are realizing the power of content product and distribution. Content machines are in the works
  • Identification of your target audience and delivering them the value proposition is key to success of your digital marketing efforts.
  • Identification of your target audience and delivering them the value proposition is key to success of your digital marketing efforts.
  • Identification of your target audience and delivering them the value proposition is key to success of your digital marketing efforts.
  • Identification of your target audience and delivering them the value proposition is key to success of your digital marketing efforts.
  • Identification of your target audience and delivering them the value proposition is key to success of your digital marketing efforts.
  • Identification of your target audience and delivering them the value proposition is key to success of your digital marketing efforts.
  • Identification of your target audience and delivering them the value proposition is key to success of your digital marketing efforts.
  • Identification of your target audience and delivering them the value proposition is key to success of your digital marketing efforts.
  • Identification of your target audience and delivering them the value proposition is key to success of your digital marketing efforts.
  • Identification of your target audience and delivering them the value proposition is key to success of your digital marketing efforts.
  • Identification of your target audience and delivering them the value proposition is key to success of your digital marketing efforts.

Transcript

  • 1. Sameer KhanDigital marketing lead @RackspaceEntrepreneur, speaker and bloggerSeven steps to Social Mediasuccess for Startups
  • 2. RACKSPACE® HOSTING | WWW.RACKSPACE.COMQuick Intro2Twitter :: @sameerkhanBlog :: Keywebmetrics.comBlog :: Rackspace.com/blog/author/skhan/
  • 3. RACKSPACE® HOSTING | WWW.RACKSPACE.COMAgenda3 Marketing evolution Role of social media Seven steps
  • 4. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMarketing Transformation in the Digital AgeWWW.NINJA-MARKETING.COMOfflineMarketing• Newspapers• Flyers• YellowpagesOnlineMarketing• Google• Yahoo• Bing• EmailSocialMarketing• Facebook• Twitter• LinkedIn• Youtube
  • 5. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSocial Marketing @ Product Development StageWWW.NINJA-MARKETING.COMCustomerIntelligenceEase of UsePerformancePriceSocialIntelligenceSocial mediaresearchSocialinsightsCompetitiveIntelligenceCompetitivelandscapeShare ofVoiceSocial NPS
  • 6. RACKSPACE® HOSTING | WWW.RACKSPACE.COMCustomer Intelligence : EUPPWWW.NINJA-MARKETING.COM
  • 7. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSocial Intelligence : Thought Leadership ResearchWWW.NINJA-MARKETING.COM5332279020911559 152111380100020003000400050006000Blog Mentions64751261855380 334 21901000200030004000500060007000Social Mentions
  • 8. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSocial Competitive IntelligenceCompetitor A48%Competitor B17%Competitor C12%Competitor D14%Competitor E9%Your Company vs Competitors OnlyCompany CountCompetitor A 23,538Competitor B 9,906Competitor C 8,456Competitor D 7,246Competitor E 5,639
  • 9. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSocial Research & Insights ToolsTier 1 (10K+)Tier 2 (1K-10K)Tier 3 (Free – 1K)
  • 10. RACKSPACE® HOSTING | WWW.RACKSPACE.COMStep 1 – Define your Social Marketing GoalsWWW.NINJA-MARKETING.COM Share of Voice Present = Target = Social Media Followers Present = Target Social Engagement & Social Net Promoter Score (NPS) Present = Target =
  • 11. RACKSPACE® HOSTING | WWW.RACKSPACE.COMStep 2 - Persona, Audience and Messaging11Who?Why?How?Where?
  • 12. RACKSPACE® HOSTING | WWW.RACKSPACE.COMStep 3 – Social Platform Optimization12Purpose : SEOBest ContentType : VideoPriority : 4Business case :SEOPurpose :Personal networkBest ContentType : Video andphotosPriority : 2Business use :Engagement, SOV, direct salesPurpose : MicroblogBest ContentType : Text(Tweets)Priority : 1Business use :Engagement, SOV, supportPurpose :ProfessionalnetworkBest ContentType :Articles, SlidesPriority : 3Business use :Social Selling
  • 13. RACKSPACE® HOSTING | WWW.RACKSPACE.COMFacebook Page Tips13#1#2#3 #4
  • 14. RACKSPACE® HOSTING | WWW.RACKSPACE.COMLinkedIn Profile Tips14#1#2 #4
  • 15. RACKSPACE® HOSTING | WWW.RACKSPACE.COMStep 4 - Content Marketing15
  • 16. RACKSPACE® HOSTING | WWW.RACKSPACE.COMContent Examples16Dedicated Content Supplemental ContentSocial Content (255K views)
  • 17. RACKSPACE® HOSTING | WWW.RACKSPACE.COMStep 5 – Press release as a social tool17Picked up byHouston ChronicleMySanAnonio.com200K views in 24 hours1,000 backlinks andmentions in a week
  • 18. RACKSPACE® HOSTING | WWW.RACKSPACE.COMStep 6 – Social Media monitoring and response18Promoters81.3%Passives0.9%Detractors17.9%SNPS+78%NegativeAreunhappywith thebrand, product orserviceSomewhatNegativeNeutralAresatisfiedbutunenthusiastic whendiscussing abrand,product orservice.SomewhatPositivePositiveAresatisfiedand activelypromotethe brand,product orservice.% Promoters - % Detractors = Social Net Promoter Score
  • 19. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMonitoring and Response Process19ListenAnalyzeEngageInfluenceMeasure
  • 20. RACKSPACE® HOSTING | WWW.RACKSPACE.COMStep 7 – Social Advertisement20
  • 21. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSocial Ads Best Practices21 Twitter and Facebook Ads to grow followers and promote content(cost per click only – do not use cost per impressions) LinkedIn ads works best for hiring new employees Move 10% of the ppc budget to social to test Enable social extension on Google ppc ads Don’t pay more than $1 per click
  • 22. RACKSPACE® HOSTING | WWW.RACKSPACE.COMKey Takeaways22 Social media is an important component of themarketing mix Social success comes with one step at a time Social content production is critical Press releases are effective social tool whenused wisely
  • 23. RACKSPACE® HOSTING | WWW.RACKSPACE.COMQuestions?23