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Social Media marketing<br />Wednesday, April 20, 2011<br />
<ul><li>  My background
  What is social media?
  Why is social media marketing important?
  B2B versus B2C
Building a social media strategy
  Case study: Whole Brain Catalog
  Case study: SmartDraw Software, LLC
 Other B2B case studies
  Now what?</li></li></ul><li>My background<br />
Sarah Markels Maynard<br />BACKGROUND<br />Manager of Social Media Marketing at SmartDraw Software, LLC<br />Market Resear...
How did I get here?<br />I read a lot<br />I asked a lot of questions<br />I wasn’t afraid of a challenge<br />I made mist...
What is social media?<br />
Social media<br />Social media are media for social interaction, using highly accessible and scalable communication techni...
SOCIAL MEDIA IS THE MEDIA WE USE TO BE SOCIAL<br />
social media marketing<br />Social media marketing is a form of internet marketing which seeks to achieve branding and mar...
SOCIAL MEDIA MARKETING IS THE METHOD WE USE TO BE SOCIAL WITH CUSTOMERS<br />
SOCIAL MEDIA MARKETING IS THE METHOD WE USE TO BE SOCIAL WITH CUSTOMERS<br />
Why is social media marketing important?<br />
Interruption versus permission<br />Outbound marketing<br />Inbound marketing<br />
Interruption versus permission<br />Outbound marketing<br />Marketing strategies that focus on finding customers by buildi...
Interruption versus permission<br />Outbound marketing<br />Marketing strategies that focus on finding customers by buildi...
Interruption versus permission<br />Outbound marketing<br />Telemarketing<br />Direct mail<br />Email blasts<br />Print ad...
Does the target market matter?<br />b2c<br />b2b<br />Build relationship with consumers to sell product<br />Build relatio...
Before social media<br />
After social media<br />
CONVERSATIONS HAPPEN WITH OR WITHOUT YOU<br />
owned<br />paid<br />earned<br />Brand and Product Websites<br />Mobile Brand and Product Websites<br />Customer Care<br /...
Building a social media strategy<br />
1. Establish clear goals<br />Traffic?<br />Leads?<br />Reach?<br />Buzz?<br />Customer happiness?<br />
1. Establish clear goals<br />Traffic?<br />Leads?<br />Reach?<br />Buzz?<br />Customer happiness?<br />Be specific!<br />
2. listen<br />Who is your audience?<br />What is their personality like?<br />How and where do they consume?<br />How and...
3. Set up your networks<br />Home Base   (corporate site, blog, Facebook page, …)<br />
4. Engage<br />Ask questions<br />Participate in conversations<br />Be timely and frequent<br />Be transparent (we are all...
5. Analyze and optimize<br />Realize that the social media success equation isn’t big moves on the chess board, it’s littl...
SOCIAL MEDIA IS VERY RARELY THE LAST MARKETING TOUCH POINT BEFORE A CONVERSION. THUS, IT CAN BE DIFFICULT TO ACCURATELY TR...
Use tools<br />Measure<br />update<br />Listen/connect<br />Google Analytics<br />Social Mention<br />Facebook Insights<br...
General social media tips<br />Register your brand/name (www.knowem.com)<br />Do your research (platforms, tools, trends, ...
Case study: whole brain catalog<br />
Case study: smartdraw software, llc<br />
Other b2b case studies<br />
Microsoft advertising<br />http://www.toprankblog.com/wp-content/uploads/2010/02/Social-Media-White-Paper-Microsoft-Advert...
American express open<br />
Now what?<br />
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Breaking into social media marketing

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I spoke to an undergraduate marketing class at SDSU about social media marketing. I was asked to speak about my background, social media marketing, how to set up a social media strategy, some use cases, and how to get a job in social media marketing.

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  • Use social media to listen to, engage, support, and market to their customers and potential customers since 2006.
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  • Transcript of "Breaking into social media marketing"

    1. 1. Social Media marketing<br />Wednesday, April 20, 2011<br />
    2. 2. <ul><li> My background
    3. 3. What is social media?
    4. 4. Why is social media marketing important?
    5. 5. B2B versus B2C
    6. 6. Building a social media strategy
    7. 7. Case study: Whole Brain Catalog
    8. 8. Case study: SmartDraw Software, LLC
    9. 9. Other B2B case studies
    10. 10. Now what?</li></li></ul><li>My background<br />
    11. 11. Sarah Markels Maynard<br />BACKGROUND<br />Manager of Social Media Marketing at SmartDraw Software, LLC<br />Market Research Analyst at SmartDraw Software, LLC<br />Independent Social Media and Business Consultant<br />Public Relations and Marketing at UCSD Neuroscience Laboratory<br />Biomedical Ontology Research Associate at UCSD Neuroscience Laboratory<br />SPECIALTIES<br />Research<br />Social Media Marketing<br />Start-ups<br />Business Branding<br />Technical Communication and Web Publishing<br />
    12. 12. How did I get here?<br />I read a lot<br />I asked a lot of questions<br />I wasn’t afraid of a challenge<br />I made mistakes<br />
    13. 13. What is social media?<br />
    14. 14. Social media<br />Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.<br />- Wikipedia<br />
    15. 15. SOCIAL MEDIA IS THE MEDIA WE USE TO BE SOCIAL<br />
    16. 16. social media marketing<br />Social media marketing is a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks.<br />- Wikipedia<br />
    17. 17. SOCIAL MEDIA MARKETING IS THE METHOD WE USE TO BE SOCIAL WITH CUSTOMERS<br />
    18. 18. SOCIAL MEDIA MARKETING IS THE METHOD WE USE TO BE SOCIAL WITH CUSTOMERS<br />
    19. 19. Why is social media marketing important?<br />
    20. 20. Interruption versus permission<br />Outbound marketing<br />Inbound marketing<br />
    21. 21. Interruption versus permission<br />Outbound marketing<br />Marketing strategies that focus on finding customers by building brand awareness through advertising and promotion<br />Inbound marketing<br />
    22. 22. Interruption versus permission<br />Outbound marketing<br />Marketing strategies that focus on finding customers by building brand awareness through advertising and promotion<br />Inbound marketing<br />Marketing tactics that rely on earning people’s interest instead of buying it<br />
    23. 23. Interruption versus permission<br />Outbound marketing<br />Telemarketing<br />Direct mail<br />Email blasts<br />Print ads<br />Radio and TV ads<br />Inbound marketing<br />SEO and SEM<br />Blogging<br />Social media<br />RSS<br />Viral videos<br />Free tools and trials<br />
    24. 24. Does the target market matter?<br />b2c<br />b2b<br />Build relationship with consumers to sell product<br />Build relationship with consumers to sell business product<br />
    25. 25. Before social media<br />
    26. 26. After social media<br />
    27. 27. CONVERSATIONS HAPPEN WITH OR WITHOUT YOU<br />
    28. 28. owned<br />paid<br />earned<br />Brand and Product Websites<br />Mobile Brand and Product Websites<br />Customer Care<br />Proprietary Blogs<br />Internet Advertising<br />PPC – Search Marketing<br />Mobile Advertising<br />Sponsorships<br />Paid Applications<br />Social Media (Pages and Feeds)<br />Word of Mouth<br />User Forums<br />News, PR, Announcements<br />Blogger Relationships<br />
    29. 29. Building a social media strategy<br />
    30. 30. 1. Establish clear goals<br />Traffic?<br />Leads?<br />Reach?<br />Buzz?<br />Customer happiness?<br />
    31. 31. 1. Establish clear goals<br />Traffic?<br />Leads?<br />Reach?<br />Buzz?<br />Customer happiness?<br />Be specific!<br />
    32. 32. 2. listen<br />Who is your audience?<br />What is their personality like?<br />How and where do they consume?<br />How and where do they engage?<br />
    33. 33. 3. Set up your networks<br />Home Base (corporate site, blog, Facebook page, …)<br />
    34. 34. 4. Engage<br />Ask questions<br />Participate in conversations<br />Be timely and frequent<br />Be transparent (we are all human!)<br />Connect your audience with valuable content<br />Be relevant to the conversation<br />
    35. 35. 5. Analyze and optimize<br />Realize that the social media success equation isn’t big moves on the chess board, it’s little moves made everyday that eventually add up to a major shift.<br />- @jaybaer, social media strategist<br />Reach<br />Frequency and Traffic<br />Influence<br />Conversations/transactions<br />Sustainability<br />Sentiment<br />
    36. 36. SOCIAL MEDIA IS VERY RARELY THE LAST MARKETING TOUCH POINT BEFORE A CONVERSION. THUS, IT CAN BE DIFFICULT TO ACCURATELY TRACK THE IMPACT OF YOUR SOCIAL MEDIA MARKETING CAMPAIGNS WITH TRADITIONAL WEB TOOLS.<br />
    37. 37. Use tools<br />Measure<br />update<br />Listen/connect<br />Google Analytics<br />Social Mention<br />Facebook Insights<br />YouTube Insights<br />TweetDeck<br />HootSuite<br />Co-Tweet<br />URL shortners<br />Blogs<br />TweetGrid<br />Sprout Social<br />Social Mention<br />Radian6<br />Alterian SM2<br />
    38. 38. General social media tips<br />Register your brand/name (www.knowem.com)<br />Do your research (platforms, tools, trends, competition)<br />Understand the culture and the etiquette<br />Read and read (and read some more)<br />Choose the tools you want to use, and stick with them<br />Learn the vocabulary (then learn how to say it in human)<br />Encourage broad usage<br />Network<br />Don’t lose hope!<br />
    39. 39. Case study: whole brain catalog<br />
    40. 40.
    41. 41. Case study: smartdraw software, llc<br />
    42. 42.
    43. 43. Other b2b case studies<br />
    44. 44. Microsoft advertising<br />http://www.toprankblog.com/wp-content/uploads/2010/02/Social-Media-White-Paper-Microsoft-Advertising.pdf<br />
    45. 45. American express open<br />
    46. 46. Now what?<br />
    47. 47. How did I get here?<br />I read a lot<br />I asked a lot of questions<br />I wasn’t afraid of a challenge<br />I made mistakes<br />
    48. 48. Mashable.com<br />ReadWriteWeb.com<br />MarketingProfs.com<br />HubSpot Webinars<br />Radian6 Blog<br />ChrisBrogan.com<br />The Social Media Bible (Second edition)<br />The Now Revolution (by Amber Naslund and Jay Baer)<br />Perspectives on Social Media Marketing (by B. Bonin Bough)<br />resources<br />
    49. 49. Preparing for a job in social media<br />Use social media (don’t wait until you get the job to use it!)<br />If you have a blog, make sure it is up to date<br />Do not mention companies to which you are applying on public forums<br />Create an optimized LinkedIn Profile<br />Set up proper Facebook privacy settings<br />Increase your breadth of knowledge (web publishing, statistics, writing)<br />
    50. 50. Getting your foot in the door<br />Let people know you are looking<br />Network (Meetup groups, Twitter, LinkedIn, San Diego Ad Club)<br />Take initiative to help others with social media related activities<br />Volunteer your services to non profits<br />Start networking before you begin job hunting (Now!)<br />
    51. 51. interviewing<br />Practice answering tough questions (use your network!)<br />Understand the company intimately<br />Ask questions about the company’s goals<br />Come prepared with ideas and show your passion!<br />Always follow up! (Important in social media AND job searches)<br />
    52. 52. Questions I would ask you<br />Do you use social media?<br />Important to live in social media in order to understand it! This is a hands-on sport.<br />What is the biggest success and the biggest mistake you have seen a company make using social media?<br />Test of knowledge and awareness of other activities<br />What do you think we should do first?<br />Shows commitment to job<br />What math classes have you taken? What is your experience in data analysis?<br />Remember when you thought you would never use math again? Not true!<br />How will you measure your success?<br />Trick question ;) (unless you have already done all the market research…)<br />
    53. 53. Thank you<br />sarahmarkels@gmail.com<br />@sarahmarkels<br />
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