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

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  • 1. Steve Farnsworth Jolt Digital Marketing Email Joltsocialmedia@gmail.com Phone 650-331-0594 Twitter @Steveology The @Steveology Blog
  • 2. Creating And Implementing A Successful Social Marketing Strategy
  • 3. 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
  • 4. Agenda Research Strategy & Goal Setting Identifying Influencers Content Creation Metrics Case Studies Q & As
  • 5. What Did I Forget?
  • 6. For Business, Are You OnOne Or More? Facebook Google Plus Twitter YouTube Corporate Blog Instagram Pinterest
  • 7. Social Media Is Dead
  • 8. Baked In To Marketing
  • 9. “EveryCompanyIs A MediaCompany” - Tom Foremski
  • 10. Talk DirectlyTo Customers and Influencers
  • 11. Workshop Exercise
  • 12. The Smartest MarketingGeek In The World
  • 13. 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…
  • 14. 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?
  • 15. 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?
  • 16. 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%
  • 17. 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%
  • 18. Does That Reflect How Your Marketing Is Budgeted?
  • 19. What Did We Learn?
  • 20. Rebalancing Your Marketing Mix
  • 21. Effectiveness Of Content Source: Altimeter Group
  • 22. 1. Knowledge8. Evolution 2. Goals 8 To Be7. Measurement Great 3. Solutions6. Consistency 4. Inclusion 5. Responsiveness
  • 23. 1. Knowledge
  • 24. Learn A Lot About You Customers Digital Body Language
  • 25. Workshop Exercise
  • 26. Answer These Questions Now
  • 27. Whose ActuallyGoing To BuyYour Product?
  • 28. Who Are The Customer-Side People(By Title) InThe Buying Process?
  • 29. Whos Part OfThe BuyingCycle? Influences? Will use? Recommend? Review? Demo or evaluate? Budget sign off?
  • 30. What PainPoints DoThey HaveThat Your DomainExpertise Can Help Solve?
  • 31. Workgroups of 3 or 4
  • 32. Ask Sales andCustomers
  • 33. Survey
  • 34. 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]?
  • 35. REMEMBERThe Fewer Questions You Ask,The More People Will Respond 0:30
  • 36. Survey Monkey
  • 37. Poll Daddy
  • 38. Google Docs Forms
  • 39. Workshop Exercise
  • 40. What Question Can You Ask That Will Tell You The Most?
  • 41. Workgroups of 3 or 4
  • 42. Other Free Resources
  • 43. Google Analytics
  • 44. Google Trends
  • 45. Google Adwords
  • 46. Alexa.Com
  • 47. Wordtracker
  • 48. 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)
  • 49. CME Group
  • 50. Cisco Twitter
  • 51. Oracle Twitter
  • 52. 2. Goals
  • 53. What Will Be Different In 6, 12, or 18 Months?
  • 54. How Does ThatAlign With YourMarketingGoals?
  • 55. Most Common Goals
  • 56. Increase Brand Awareness
  • 57. Increase Positive Brand Sentiment
  • 58. Build Relationships With Influencers
  • 59. Increase Traffic
  • 60. Improve CustomerRetention/Satisfaction
  • 61. S.M.A.R.T.SpecificMeasurableAlignedResults-focusedTime-bound
  • 62. S.M.A.R.T. vs. Un-Smart Goal
  • 63. Un-Smart GoalWe want to have grow our Twitter followers and Facebook fans by 10,000.
  • 64. S.A.M.R.T. GoalIncrease marketing content downloads of case studies by 50% in the next 6 months.
  • 65. Workshop Exercise
  • 66. Write Down One Of Your Most Important Goals
  • 67. Workgroups of 3 or 4
  • 68. GoalsShouldSuggestStrategy 1:00
  • 69. Social Marketing Examples
  • 70. 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
  • 71. 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
  • 72. What Facebook Talks About
  • 73. Applied Materials
  • 74. Morgan Stanley Smith Barney
  • 75. CITI Ask
  • 76. Aviva
  • 77. Cree
  • 78. 3. Solutions
  • 79. Impact Of Blog Posts On Leads25 23 77% Increase2015 13 10 30% Increase 91050 0-11 12-23 24-51 52+ Source HubSpot
  • 80. 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.)
  • 81. We Trust People Who Help Us
  • 82. We LikePeople Who Make UsSuccessful
  • 83. We Want To Work WithPeople Who Make Us Happy
  • 84. WhereDoes ItHurt?
  • 85. Talk About What You Know, Not About What You Sell
  • 86. ChaaCreak
  • 87. What Is Your Domain Expertise?
  • 88. Workshop Exercise
  • 89. What Would Your CustomersWant To Know More About?
  • 90. Workgroups of 3 or 4
  • 91. Brand Journalism
  • 92. Threatpost
  • 93. Intel Free Press
  • 94. American Express Oen
  • 95. ContentCreation
  • 96. Who are Your Internal Experts?
  • 97. Blog Booth
  • 98. Recorded Phone Interviews
  • 99. Video Interviews
  • 100. Inexpensive Studio
  • 101. What Are You Working On?
  • 102. Transcribe
  • 103. What Do We Have?eBook? Podcast? Video? Article? White Paper? Blog Post? Series? 1:30
  • 104. Staggered Publishing8:00 Blog9:00 Twitter10:00 Facebook11:00 LinkedInNext Day – SldeShareNewsletter
  • 105. Steveology Blog Newsletter
  • 106. Mail Chimp Signup
  • 107. Mail Chimp
  • 108. 4. Inclusion
  • 109. Let Employees Know How They Can Participate
  • 110. Promoting Your Social Channels
  • 111. Email Signatures
  • 112. WiseStamp.Com
  • 113. Social Follows Icons
  • 114. Social Follows Icons
  • 115. Social Sharing Icons
  • 116. Social Sharing Icons
  • 117. Mashables Header
  • 118. Mashables Shares
  • 119. Connecting With Influencers
  • 120. Google Alerts
  • 121. If they have a blog, thoughtfullycomment on two or three posts.
  • 122. If they are on Twitter, RT theirtweets and tweet several blog posts being sure to include their Twitter @Name
  • 123. Add A Comment
  • 124. Success With Influencers Offer them something unique to do or see Talk to them from their perceptive Engage with them before you need them
  • 125. 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
  • 126. 5. Responsiveness
  • 127. When Happy and UnhappyCustomers Talk, You Must Respond Quickly 2:00
  • 128. 73% Of Customers Have Spent More With A Company Because Of A History Of Good Customer Service
  • 129. Integrate Into Your Existing Customer Service System
  • 130. Include Your Customer Service Manger OnSocial Team
  • 131. 6. Consistency
  • 132. How Often To Post
  • 133. Don’t Post TooMany Times in a DayFacebook users engage 40% more with less than three Posts a day from a given brand.
  • 134. Short Posts Work BestPosts with 80 characters or less receive 66% higher engagement
  • 135. Twitter10 to 15 Updates A Day
  • 136. 7. Measurement
  • 137. Most Important Measurements
  • 138. Measure Results
  • 139. Top Down Measurement
  • 140. Bottom Up Measurement
  • 141. Tools
  • 142. Hootsuite
  • 143. Buffer
  • 144. Crowdbooster
  • 145. SproutSoical
  • 146. Value Beyond Revenue
  • 147. 8. Evolution
  • 148. Review, Adapt, and Improve
  • 149. Test and Experiment
  • 150. Watch Competitors and Brand Leaders
  • 151. FINAL
  • 152. Workshop Exercise
  • 153. Exchange Business Cards
  • 154. What Do You Commit To Do After You Leave Here?
  • 155. Workgroups of 3 or 4
  • 156. Steve Farnsworth Jolt Digital Marketing Email Joltsocialmedia@gmail.com Phone 650-331-0594 Twitter @Steveology The @Steveology Blog http://stevefarnsworth.wordpress.com/