Social Media Marketing Strategy Development and Implementation

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Social Media Marketing Strategy Development and Implementation

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