Social Media Marketing Strategy Development and Implementation
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Social Media Marketing Strategy Development and Implementation






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Social Media Marketing Strategy Development and Implementation Social Media Marketing Strategy Development and Implementation Presentation Transcript

  • Steve Farnsworth Jolt Digital Marketing Email Phone 650-331-0594 Twitter @Steveology The @Steveology Blog
  • Creating And Implementing A Successful Social Marketing Strategy
  • About Steve 20+ Years Marketing and Communications Lead Generation Public Relations Digital Marketing Strategist Apple, Electronic Arts, Intel, Cisco, Stanford Forbes magazine Top 50 Social Media Power Influencers #1 Most Real Twitter Followers (95%) of 72,000 Blogger at The @Steveology Blog
  • Agenda Research Strategy & Goal Setting Identifying Influencers Content Creation Metrics Case Studies Q & As
  • What Did I Forget?
  • For Business, Are You OnOne Or More? Facebook Google Plus Twitter YouTube Corporate Blog Instagram Pinterest
  • Social Media Is Dead
  • Baked In To Marketing
  • “EveryCompanyIs A MediaCompany” - Tom Foremski
  • Talk DirectlyTo Customers and Influencers
  • Workshop Exercise
  • The Smartest MarketingGeek In The World
  • The David Meerman Scott ExperimentIn last 1 to 2 months, in order to research a product or service you might want to buy, either personally or professionally, have you…
  • In last 1 or 2 months, in order to research a product or service used• Direct mail?• Yellow pages?• Trade Show as a non-vendor?• Mainstream media?
  • In last 1 or 2 months, in order to research a product or service used• Asked via your social network (email/Facebook) for advice and they sent you a link?• Google or other search engine?
  • In last 1 to 2 months, in order to research a product or service• Direct mail ad 2%• Yellow pages 5%• Trade Show as a non-vendor 5%• Mainstream media 20%
  • In last 1 to 2 months, in order to research a product or service• Asked via social network (email/Facebook) for advice and they sent you a link 95%• Used Google or other search engine ~100%
  • Does That Reflect How Your Marketing Is Budgeted?
  • What Did We Learn?
  • Rebalancing Your Marketing Mix
  • Effectiveness Of Content Source: Altimeter Group
  • 1. Knowledge8. Evolution 2. Goals 8 To Be7. Measurement Great 3. Solutions6. Consistency 4. Inclusion 5. Responsiveness
  • 1. Knowledge
  • Learn A Lot About You Customers Digital Body Language
  • Workshop Exercise
  • Answer These Questions Now
  • Whose ActuallyGoing To BuyYour Product?
  • Who Are The Customer-Side People(By Title) InThe Buying Process?
  • Whos Part OfThe BuyingCycle? Influences? Will use? Recommend? Review? Demo or evaluate? Budget sign off?
  • What PainPoints DoThey HaveThat Your DomainExpertise Can Help Solve?
  • Workgroups of 3 or 4
  • Ask Sales andCustomers
  • Survey
  • Questions You Might Ask What bloggers do you read most often? Whats most frustrating about [Blank]? What kind of training would help you sell more [Blank]? What is your biggest challenge at your company? What do you want to learn more about to be more successful at [Blank]?
  • REMEMBERThe Fewer Questions You Ask,The More People Will Respond 0:30
  • Survey Monkey
  • Poll Daddy
  • Google Docs Forms
  • Workshop Exercise
  • What Question Can You Ask That Will Tell You The Most?
  • Workgroups of 3 or 4
  • Other Free Resources
  • Google Analytics
  • Google Trends
  • Google Adwords
  • Alexa.Com
  • Wordtracker
  • Top B2B onTwitter1. Hubspot (@Hubspot)2. Forrester (@Forrester)3. eMarketer (@eMarketer)4. CME Group (@CMEGroup)5. comScore (@comScore)6. Cisco (@CiscoSystems)7. Gartner (@Gartner_Inc)8. Oracle (@Oracle)9. radian6 (@radian6)10. Intel (@Intel)
  • CME Group
  • Cisco Twitter
  • Oracle Twitter
  • 2. Goals
  • What Will Be Different In 6, 12, or 18 Months?
  • How Does ThatAlign With YourMarketingGoals?
  • Most Common Goals
  • Increase Brand Awareness
  • Increase Positive Brand Sentiment
  • Build Relationships With Influencers
  • Increase Traffic
  • Improve CustomerRetention/Satisfaction
  • S.M.A.R.T.SpecificMeasurableAlignedResults-focusedTime-bound
  • S.M.A.R.T. vs. Un-Smart Goal
  • Un-Smart GoalWe want to have grow our Twitter followers and Facebook fans by 10,000.
  • S.A.M.R.T. GoalIncrease marketing content downloads of case studies by 50% in the next 6 months.
  • Workshop Exercise
  • Write Down One Of Your Most Important Goals
  • Workgroups of 3 or 4
  • GoalsShouldSuggestStrategy 1:00
  • Social Marketing Examples
  • Facebook Top 10 Ranked by “Likes” 1. Coca-Cola: 34m 2. Starbucks: 25m 3. Oreo: 23m 4. Red Bull: 22m 5. Converse All Star: 20m 6. Converse: 20m 7. Skittles: 19m 8. Playstation: 17m 9. Pringles: 13m 10. Victoria’s Secret: 15mSource: BIGSPACESHIP
  • Facebook Top 10Ranked by “Talked About”1. Starbucks: 508,5262. Coca-Cola: 220,8673. Victoria’s Secret: 145,1254. Skittles: 137,5585. Oreo: 114,4546. Red Bull: 112,0517. Playstation: 104,8378. Converse: 52,8669. Pringles: 50,48810. Converse All Star: 40,858
  • What Facebook Talks About
  • Applied Materials
  • Morgan Stanley Smith Barney
  • CITI Ask
  • Aviva
  • Cree
  • 3. Solutions
  • Impact Of Blog Posts On Leads25 23 77% Increase2015 13 10 30% Increase 91050 0-11 12-23 24-51 52+ Source HubSpot
  • Content impact leads because...• Grow indexed pages in Google• Increase the number of keywords youre ranked for by Google• Generate inbound links (A key factor in Googles organic search ranking.)
  • We Trust People Who Help Us
  • We LikePeople Who Make UsSuccessful
  • We Want To Work WithPeople Who Make Us Happy
  • WhereDoes ItHurt?
  • Talk About What You Know, Not About What You Sell
  • ChaaCreak
  • What Is Your Domain Expertise?
  • Workshop Exercise
  • What Would Your CustomersWant To Know More About?
  • Workgroups of 3 or 4
  • Brand Journalism
  • Threatpost
  • Intel Free Press
  • American Express Oen
  • ContentCreation
  • Who are Your Internal Experts?
  • Blog Booth
  • Recorded Phone Interviews
  • Video Interviews
  • Inexpensive Studio
  • What Are You Working On?
  • Transcribe
  • What Do We Have?eBook? Podcast? Video? Article? White Paper? Blog Post? Series? 1:30
  • Staggered Publishing8:00 Blog9:00 Twitter10:00 Facebook11:00 LinkedInNext Day – SldeShareNewsletter
  • Steveology Blog Newsletter
  • Mail Chimp Signup
  • Mail Chimp
  • 4. Inclusion
  • Let Employees Know How They Can Participate
  • Promoting Your Social Channels
  • Email Signatures
  • WiseStamp.Com
  • Social Follows Icons
  • Social Follows Icons
  • Social Sharing Icons
  • Social Sharing Icons
  • Mashables Header
  • Mashables Shares
  • Connecting With Influencers
  • Google Alerts
  • If they have a blog, thoughtfullycomment on two or three posts.
  • If they are on Twitter, RT theirtweets and tweet several blog posts being sure to include their Twitter @Name
  • Add A Comment
  • Success With Influencers Offer them something unique to do or see Talk to them from their perceptive Engage with them before you need them
  • Success With Influencers Build a relationship that outlasts the campaign. Be human and candid in your conversations Let them tell your story in their own words
  • 5. Responsiveness
  • When Happy and UnhappyCustomers Talk, You Must Respond Quickly 2:00
  • 73% Of Customers Have Spent More With A Company Because Of A History Of Good Customer Service
  • Integrate Into Your Existing Customer Service System
  • Include Your Customer Service Manger OnSocial Team
  • 6. Consistency
  • How Often To Post
  • Don’t Post TooMany Times in a DayFacebook users engage 40% more with less than three Posts a day from a given brand.
  • Short Posts Work BestPosts with 80 characters or less receive 66% higher engagement
  • Twitter10 to 15 Updates A Day
  • 7. Measurement
  • Most Important Measurements
  • Measure Results
  • Top Down Measurement
  • Bottom Up Measurement
  • Tools
  • Hootsuite
  • Buffer
  • Crowdbooster
  • SproutSoical
  • Value Beyond Revenue
  • 8. Evolution
  • Review, Adapt, and Improve
  • Test and Experiment
  • Watch Competitors and Brand Leaders
  • Workshop Exercise
  • Exchange Business Cards
  • What Do You Commit To Do After You Leave Here?
  • Workgroups of 3 or 4
  • Steve Farnsworth Jolt Digital Marketing Email Phone 650-331-0594 Twitter @Steveology The @Steveology Blog