Foundations of a successful campaign

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Presentation shared at recent San Ramon Chamber of Commerce event, Foundations of a successful campaign specifically for the small business owner.

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Foundations of a successful campaign

  1. 1. Foundation of asuccessful campaign Social Media Marketing
  2. 2. What is Success ? $ $$financial action reaction non-financial financial impactinvestment impact • Website visitors • Click Through • Retweets • Followers or Fans • Visitors to store • Complaints or reviews
  3. 3. Typical social media languageDirect Mail Person/List ReTweet/Forward“Private”DM @stew_b, RT if you’re looking for great organic chinese food#sanramon, try http://tiny.treasure . The flaming swordfish canalso be found at #walmart. #in #fbhashtag Crosspost to Linkedin and Facebook Search #idol #thevoice #sanramon #measure123
  4. 4. The playing field March 5, San Ramon Patch
  5. 5. • National organizationThe challenge • Full complement of Social Media Tools • Website has appropriate SEO/Metadata • is not 14 pages, but >500 pages
  6. 6. Example 2 of 3We need to stand outfrom the clutter, andnot add to thealready busy barrageof emails sent to ourclients March 9, WSJ Business
  7. 7. Example 3 of 3
  8. 8. Social Media Marketing does it help?Visibility Be a mentorBrand yourself as a resource Improve salesEasily get speaking gigs Develop better ideasBuild a community Network fasterDecrease time to conversion Find partnersHighlight your products/services Get answersFind new clients Create a resource depositoryHang out with influencers ResearchTell your company’s story Better hires
  9. 9. Top reasons to Social Mediabetter measurements
  10. 10. Which App?
  11. 11. $ $$financial action reaction non-financial financial impactinvestment impact Links Weekly Craft Tip of the Highlight week ProBono Work in community Social media
  12. 12. Example of an innovativeFacebook Campaign Results • Brand awareness targeting women between 20 and 50 • 620% increase in referring page views • 52% increase in branded search Tactics • Facebook Ads • Google Ads • TV Ads • Deployed Point of Sale terminals for consumer engagement • Prize was a trek trip to Indonesia’s volcano with a full production crew • Blog entries by winner every day she was there
  13. 13. Where do we start?Sites Links Tools TeamWebsite Chamber listing dlvr.it IT ProFacebook Bus. Google Places Google Alerts WriterLinkedin Bing Business Google Adwords SMM G. AnalyticsSites Links Tools TeamBlog Yahoo Business Crowdbooster GraphicsTwitter Yelp ZooShia Photographer Specialty List Facebook Ads
  14. 14. Sites Links Tools TeamWebsite Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Linkedin Bing Business Google Adwords SMM G. Analytics• Meta Data Title• Adequate Content Page Link Description• Appropriate Images IMG_2107.JPG vs Daycare-safety-procedure.jpg• Submit sitemaps to Google and Bing• Inbound Links & Social Media mentions
  15. 15. March 30 - Facebook Timelinefor BusinessWork withyourgraphicsperson,rethink yourlandingpage, workon yourapps.
  16. 16. Why use Facebook Business?• Main difference – Business pages are indexed, unlike personal profiles• High user traffic• Great interaction – like, share, comment• Great integration with your website• A word of caution - you don’t own your facebook page. A facebook page should always work in conjunction with your website, not a replacement
  17. 17. Facebook Website Integration 500 friends
  18. 18. Linkedin• Get a nice URL - linkedin.com/in/yourname http://www.linkedin.com/pub/name/b/376/a7b• Your profile should be 100% *• Use niche words (keywords) in profile• Update your status/profile regularly• Answer questions, ask questions• Join in group discussions• Grow contacts• Use Linkedin widgets• *Give and get recommendations
  19. 19. Profile with keywords
  20. 20. Search for yourself!
  21. 21. How to rank higher?• Headline• Current Work Experience• Past Work Experience• Summary• Specialties
  22. 22. Your online presenceSites Links Tools TeamWebsite Chamber listing dlvr.it IT ProFacebook Bus. Google Places Google Alerts WriterLinkedin Bing Business Google Adwords SMM G. AnalyticsSites Links Tools TeamBlog Yahoo Business Crowdbooster GraphicsTwitter Yelp ZooShia Photographer Specialty List Facebook Ads
  23. 23. Sites Links Tools TeamLinks & Mentions Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Linkedin Bing Business Google Adwords SMM G. AnalyticsDomain Authority FactorsDomain:http://www.sanramon.org
  24. 24. Recommended Links• San Ramon Chamber• Shop San Ramon First• Google Places• Bing Business• Merchant Circle• RelyLocal (disclaimer - we operate this)
  25. 25. Sites Links Tools TeamDomain Authority Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Linkedin Bing Business Google Adwords SMM G. Analytics
  26. 26. InboundLinksChamberwebsiteoffersGREAT linksback to yourwebsiteEvery page canbe Indexed!
  27. 27. Sites Links Tools TeamWebsite Chamber listing dlvr.it IT ProFacebook Bus. Google Places Google Alerts WriterLinkedin Bing Business Google Adwords SMM G. Analytics
  28. 28. Sites Links Tools TeamBing Business Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts WriterPortal BETA Linkedin Bing Business Google Adwords SMM G. Analytics
  29. 29. Your online presenceSites Links Tools TeamWebsite Chamber listing dlvr.it IT ProFacebook Bus. Google Places Google Alerts WriterLinkedin Bing Business Google Adwords SMM G. AnalyticsSites Links Tools TeamBlog Yahoo Business Crowdbooster GraphicsTwitter Yelp ZooShia Photographer Specialty List Facebook Ads
  30. 30. Sites Links Tools Teamdlvr.it Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writerautomation Linkedin Bing Business Google Adwords SMM G. Analytics
  31. 31. Google Analytics
  32. 32. Facebook Ads
  33. 33. Crowdbooster Learning and understanding which post has the most impact
  34. 34. ZooshiaEmbedding iframe feedsin a widget fromYouTube, Facebook andTwitter
  35. 35. Notable:• Pinterest• Twitter• Google+
  36. 36. Pintrest Food Apparel Fashion Childcare Real Estate Cars 68% Females 89 mins/mth 12M users
  37. 37. Twitter • City officials can benefit from Twitter without ever sending a tweet. Twitter can be used to: • Find out what people are saying about your city; • Discover breaking news as it’s happening; • Locate useful articles; and • Research topics and issues. • Popular search operators • #hashtag #sanramon #thevoice #linsanity • traffic :( contains “traffic” with negative attitude • near:”san ramon”
  38. 38. Google+
  39. 39. Closing• Develop and execute appropriate old school marketing plan• Use Social Media (tools) to • promote • multiply the exposure • measure • suggest tweaks• Integrate progress on own site, like a blog or website
  40. 40. Questions ?Contact UsSimon@webivia.comLorra@webivia.comWebivia.com/blog

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