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Social Media Marketing Strategy Development and Implementation
 

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 Joltsocialmedia@gmail.com 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
    • FINAL
    • 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 Joltsocialmedia@gmail.com Phone 650-331-0594 Twitter @Steveology The @Steveology Blog http://stevefarnsworth.wordpress.com/