How To Implement A Social Media Marketing Strategy
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How To Implement A Social Media Marketing Strategy

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Your prospects and customers are spending more and more time online researching you, but not necessarily on your site. As dispensing company and product information through blogs, reviews, and social ...

Your prospects and customers are spending more and more time online researching you, but not necessarily on your site. As dispensing company and product information through blogs, reviews, and social media sites becomes more and more prevalent among companies, the need to track your customers and prospects’ activity becomes increasingly important. Many organizations have spent countless hours and dollars building out social media strategies, but struggle to keep track of the impact. Fortunately, social media guru / blogger / web 2.0 activist Marcus Tewksbury of Alterian is hosting a webinar to help guide you. After all, those social touches are just as much part of a lead nurturing cycle, and should be tracked like anything else.
Marcus will investigate tools and techniques that will help you track and measure your efforts. In his webinar, you will learn about:
• Digital lead sourcing
(How to meet a prospect in the social space and track them through your funnel)
• Asset-level tracking
(How to extend distribution of your content and map it to the buying cycle )
• Social media monitoring
(How to use 3rd party measurement as a predictive proxy for forecasting)
• Revenue correlation
(How to use return on assets (ROA) as a way to monetize lift of top performing content)

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How To Implement A Social Media Marketing Strategy How To Implement A Social Media Marketing Strategy Presentation Transcript

  • How to Implement a Social Media Marketing Strategy Marcus R. Tewksbury Director of Customer Intelligence
  • Gifts! Specific takeaways that will be covered in today’s session
    • “ 4 Be” Framework (not “to Be” that’s Shakespeare) an approach that covers everything from A-Z you will need to know to launch a social media marketing strategy
    • Templates, Checklists, and Samples you can use to help guide you through each step
    • Detailed explanation of how to quantify social media and tie it’s impact to demand & revenue generation
    © 2009 Alterian Questions? Click for answers!
  • IS SOCIAL MEDIA A FAD? © 2009 Alterian Questions? Click for answers!
  • What worked in the past … Traditional approaches were based upon broad based access to customers Direct Brand © 2009 Alterian Questions? Click for answers!
  • … is becoming marginalized. Demand generation has gotten harder, more expensive, and is producing declining returns Brand Direct © 2009 Alterian Time Shifting Filtering
    • Legislation
    • Technology
    • Social Norms
    Questions? Click for answers!
  • Find new ways to feed the funnel Social media can unlock a multitude of inexpensive, or free channels Are growing the channels used to fuel your funnel? Traditional © 2009 Alterian Social Questions? Click for answers!
  • Social media can drive conversion It reaches all stages of the buying cycle with multiple voices © 2009 Alterian Questions? Click for answers!
  • HOW DO YOU UNLEASH THE POWER OF SOCIAL MEDIA? © 2009 Alterian Questions? Click for answers!
  • The 4 B’s of Social Media Marketing How to Implement a Social Media Marketing Strategy
    • Be Interesting
    • Be Accessible
    • Be Findable
    • Be Accountable
    © 2009 Alterian Questions? Click for answers!
  • STEP 1 – BE INTERESTING Effective social media marketing begins and ends with the CONTENT . If you don’t have something interesting to say all the distribution in the world won’t matter. It’s all about the CONTENT . © 2009 Alterian Questions? Click for answers!
  • Buyer Profiles Be Interesting DO YOU KNOW THEM? OR WHAT KEEPS THEM UP AT NIGHT? © 2009 Alterian Questions? Click for answers!
  • Narrow Audience Be Interesting © 2009 Alterian Questions? Click for answers!
  • Research key phrases Be Interesting © 2009 Alterian Questions? Click for answers!
  • Conduct Interviews Be Interesting TARGET YOUR TOP SALES PEOPLE AND SELECT CUSTOMERS © 2009 Alterian Questions? Click for answers!
  • Understand their buying cycle Be Interesting © 2009 Alterian 4. And then begin describing what that means to each role throughout the buying cycle. 2. Identify the roles you commonly encounter 1. Start by laying out the simple stages 3. Start by laying out the critical issues faced by the customer… Questions? Click for answers!
  • Establish content map Be Interesting THINK OF YOUR CONTENT AS ASSETS © 2009 Alterian Questions? Click for answers!
  • Develop a taste for good content Be Interesting
    • You'll see..
    • how one retailer lifted sales by 15% with a twitter promotion
    • a case study of how an attorney is using social media and blogging to attract small business clients
    • how to "prime" the sales pump by giving "early warning" of offers to your FB fans before the public sees them“
    • Ken Robbins
    • President – Response Mine Interactive
    • Focused audience
    • Top of mind pains
    • Storytelling
    • Lots of specific examples
    © 2009 Alterian Questions? Click for answers!
  • STEP 2 – BE ACCESSIBLE In social media distribution is cheap. Deploy and test as many new CHANNELS as you can. Doing so enables your customer to choose the time and place of engagement. © 2009 Alterian Questions? Click for answers!
  • Leverage multiple asset formats Be Accessible Extend your asset’s reach © 2009 Alterian Tweet key takeaways Start a discussion Repackage as presentation Add voice for video Chop into episodic posts Deploy as formal release Questions? Click for answers!
  • Respect the power of the network Be Accessible © 2009 Alterian Questions? Click for answers!
  • Branding and Call to Action are key Be Accessible © 2009 Alterian Don’t be afraid to brand
    • Enable all relevant
    • forms of communication:
    • Call Back
    • Email
    • Fax
    • Forms
    • Live Chat
    • Mail
    • Message Board
    • SMS
    • Toll Free
    • Twitter
    Test your forms for length and personal questions Constantly work your copy and call to actions Questions? Click for answers!
  • Learn how to swim Be Accessible © 2009 Alterian Questions? Click for answers!
  • By diving in! Be Accessible © 2009 Alterian Questions? Click for answers!
  • Location, Location, Location Be Accessible © 2009 Alterian Questions? Click for answers!
  • Asset Deployment Matrix Be Accessible © 2009 Alterian Layout asset types on horizontal Identify which assets are deployed via which channel Layout Channels on Vertical Questions? Click for answers!
  • STEP 3 – BE FINDABLE You can boost your accessibility by making sure your deployed assets are findable by your customers. Ensure your content and deployment strategy are as SEARCH friendly as possible. © 2009 Alterian Questions? Click for answers!
  • Organic versus PPC Be Findable PPC accounts for 25% of clicks Organic accounts for 75% Fold “ It’s free, higher performing, and reaches to all forms of search. Basically, it’s a no-brainer.” © 2009 Alterian Questions? Click for answers!
  • Understand the Spider Be Findable © 2009 Alterian Questions? Click for answers!
  • Spider food Be Findable 1. Key Word Strategy 2. Structural Elements 3. Linkback Theory + + © 2009 Alterian Questions? Click for answers!
  • Plant the seeds (EVERYWHERE) Be Findable LEAD WITH KEYWORDS Keep the list handy!!! © 2009 Alterian Questions? Click for answers!
  • Structural elements Be Findable STRUCTURAL ELEMENTS ACCOUNT FOR 25% OF RANKINGS (The blocking and tackling – 100% in your control – get it right) © 2009 Alterian
    • Page Titles
    • File Names
    • 3x in Body
    • Meta Description
    • ALT Image Tags
    • Make use of Bold
    • H1 Tags
    • Keyword heavy bulleted list
    • Be wary of content hiding scripting
    • Valid HTML & CSS per W3C Guidelines
    “ THE BASICS” TOP 10 ADAPT AND APPLY TO ASSETS Questions? Click for answers!
  • It’s all about the links Be Findable INBOUND LINKS ACCOUNT FOR 75% OF RANKINGS (…but not all links are created equal) © 2009 Alterian GETTING “JUICED” The amount of Google Juice you earn for a link is determined by a closely guarded secret… that we’ve pried from a cold clammy hand to deliver to you here: Popularity: Old school page ranking. The higher rated a referring site, the more juice you will earn. Translation – target popular sites. Relevance: Google will also compare the content between your and referring site. The more similar the content, the more juice. Link Text: Often overlooked, but very powerful. The actual content of the anchor text itself will impact SEO. Make sure to use your tag words in the link itself. “ HR KING ANNOUNCES NEW CAREER AS SEM MANAGER! WE WONDER WHY?” Questions? Click for answers!
  • It’s a Popularity Contest Be Findable CREATE / AFFILIATE WITH RELEVANT AUTHORITIES © 2009 Alterian Do’s / Don’ts Absolutely don’t astroturf Light Link Ninja-ing Become a vocal member of your community Contribute to discussion Post Comments Answer / Ask Questions BUILD INDIVIDUAL BRANDS Questions? Click for answers!
  • Spin your own web Be Findable © 2009 Alterian Questions? Click for answers!
  • STEP 4 – BE ACCOUNTABLE What makes marketing accountable is the ability to RELATE ACTIVITY TO REVENUE . This makes it possible to optimize channel selection and evaluate asset performance. © 2009 Alterian Questions? Click for answers!
  • Extending the funnel Be Accountable © 2009 Alterian follow a lead from first contact to eventual conversion Questions? Click for answers!
  • Paint the target… Be Accountable © 2009 Alterian FREELY DISTRIBUTED HIGH VALUE CONTENT SOCIALLY SHARED COMMUNITY CONTRIBUTION LINKS OF INTEREST ATTEND EVENT Questions? Click for answers!
  • … using asset level analytics software … Be Accountable © 2009 Alterian CUSTOMER ASSET CHANNEL Questions? Click for answers!
  • Assets engaged on your site/s Be Accountable USER SCROLLS... ... TO THE “WATCH ONLINE” SECTION... ... IS SHOWN THIS DYNAMIC CONTENT ... ... BUT HOVERS OVER “WMD.” © 2009 Alterian ... NOT INCLUDING MY FAVORITE ... Questions? Click for answers!
  • … or assets out in social space Be Accountable Program: 300 Spartans Little Book of Integrated Marketing + + + + + + + © 2009 Alterian Link Asset Channel Destination URL IMP MQL SAL OPS 1 Little Book of Integrated Marketing YouTube http://www.youtube.com/user/EngagingTimesLive 2150 712 365 37 2 Little Book of Integrated Marketing EngagingTimes http://www.engagingtimes.com/2009/12/14/monitoring-social-media-%E2%80%93-google-that/ 980 105 78 15 3 Little Book of Integrated Marketing A4A.com http://www.alterianforagencies.com/free_stuff/videos__presentations.aspx 877 24 23 12 4 Little Book Banner (09A) SlideShare http://www.slideshare.net/alterian 654 44 18 5 5 Little Book Banner (09A) MarketingMojo http://themarketingmojo.com/2009/12/08/december-webinar-how-to-implement-a-social-media-marketing-strategy/ 312 35 23 4 6 Little Book Banner (09A) LinkedIn http://www.linkedin.com/groups?gid=1823072&trk=myg_ugrp_ovr 265 11 8 2 7 Little Book Banner (09A) StumbleUpon http://www.stumbleupon.com/su/22Vfi9/www.alterian.com/ 201 5 5 0 Questions? Click for answers!
  • Identify which assets move the needle Be Accountable © 2009 Alterian Questions? Click for answers!
  • Evaluate quantifiable performance Be Accountable IMPRESSIONS MARKETING QUALIFIED SALES ACCEPTED OPS # % 6,780 1,129 16.6 688 60.9 / 10.1 89 12.9 / 1.3 ASSET: Little Book of IM TYPE: eBook DATE OF BIRTH: 12/1/2008 COST : ₤ 6.6k $10k AUTHOR : Bob Barker Asset Scorecard © 2009 Alterian Channel IMP MQL SAL OPS Alterian.com 2150 712 365 37 EngagingTimes 980 105 78 15 A4A.com 877 24 23 12 SlideShare 654 44 18 5 MarketingMojo 312 35 23 4 LinkedIn 265 11 8 2 StumbleUpon 201 5 5 0 @LindaJVetter 154 12 6 3 ACM-Alt.com 87 23 20 9 YouTube 79 5 1 0 KPI Basket MTD MoM ∆ ITD BENCH + / - IMP 780 -116 6780 1112 5668 MQL 97 -33 1129 607 522 SAL 85 -5 688 91 597 OPS 5 1 89 16 73 Channels 12 -2 17 7 10 Campaigns 1 -1 13 3 10 Revenue $ 5,250,000 Revenue + Pipe $ 9,682,000 Projected ROA 968 Return on Asset 525 Questions? Click for answers!
  • TAKE YOUR FIRST STEPS © 2009 Alterian Questions? Click for answers!
  • Strive to Make Mistakes… Take your first steps … in a measured, CONTROLLED manner. © 2009 Alterian Questions? Click for answers!
  • Remember your framework Take your first steps
    • Be Interesting
    • Be Accessible
    • Be Findable
    • Be Accountable
    The 4 B’s of Social Media Marketing © 2009 Alterian Questions? Click for answers!
  • Thank You! Marcus R. Tewksbury Director of Customer Intelligence Blog: theMarketingMojo.com Email: [email_address] Twitter: @tewksbum Cell: 312.404.4835 Questions? Click for answers!