The ABC's of Social Media

The ABC’s of Social Media
The MarketingSavant Group
www.marketingsavant.com

26 Concepts to Engage Your Audience 888.989.7771
dana@marketingsavant.com

with Social Media

The MarketingSavant Group 888.989.7771

Download our Social Media & Marketing e-books following the webinar!


Upcoming Webinars
www.marketingsavant.com/webinars
Thurs, Oct 6, 2011 | 9:00 AM PST / 11:00 AM CST / 12:00PM EST
Email Marketing: Best Practices & Proven Strategies for Today's Digital Marketer
Email Marketing is one of the most cost-effective and powerful forms of digital marketing, yet is often misunderstood by marketers
and even dismissed in favor of experimentation with social media. For the seasoned digital marketer, email marketing often forms
the basis of a comprehensive, permission-based online marketing strategy with a high return on investment.
This Webinar is designed to help you stand out from the pack. You will learn about creating an effective email marketing strategy,
formulating integrated campaigns, setting targets and objectives and creating well-designed emails with engaging content.
Walk away with a knowledge of the Top 10 things that email marketers need to know to be successful:

1: How to grow a responsive house email list
2: How to develop effective email strategies and campaigns
3: How to create subject lines and copy to maximize response
4: How to stay in compliance and avoid SPAM filters
5: How to increase email conversion rates through testing
6: How to create triggered, drop and auto responder email campaigns
7: How to design emails that are compatible with today’s email reader clients
8: How to measure and report on email effectiveness to improve results
9: How to segment email lists and grow your understanding of subscribers
10: The criteria to use when selecting and email sending solution


Source: What the F**k is Social Media
http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later www.marketingsavant.com

Don’t Commit Random Acts of
Social Media Marketing!


Make Social Media a
“Tier” in Your
Marketing Strategy

The MarketingSavant Group Source: Rain Today
888.989.7771

Assets: Bring Everything You Have 7

to Social Media
Example: Technology Company’s Assets
Example:
Technology 14 Brand families
Company 12,732 Products and services
6 Broad go-to-market themes
42 Industry solutions
6.1MM Web pages
349 Case studies
1,942 Product data sheets
431 White papers
109 Webcasts
31,000 Press articles
219 Events with presence
13 Major sponsorships
432 Active employee blogs
395 Print ads
17 TV spots
421 Major global partners
227 HR initiatives
28 Languages


What assets will you bring to bear on
your social media program?

Sample Assets Your Assets
• Customers
• Products
• Photos
• Events
• Daily activities
• Testimonials
• Interviews
• Industry participation
• Local participation


Take People Behind the Scenes
Ann Handley suggests in her book Content
Rules to use video to show behind the scenes at
your company. “Businesses can show what goes on
in their day-to-day world that people don’t see but
might be interested in. What about showing, for
example, how a popular product goes from concept
to rolling off the assembly line? Something that
seems completely everyday to you could be exciting
and fresh to your fans.”


What goes on behind the scenes
that fans would like to know?

Behind the Scenes Your Business
• How products are made
• New shipments
• A day-in-the-life
• Video blogging
• Unique solutions


Compelling Content


What do your customers want to talk about?

Customer Dialogue How You Encourage Dialogue
• Customer service
• Their stories
• Questions
• Events
• Polls & Feedback
• Pictures and Imagery
• Provocative Video
• Make Them Smarter
• Participate With Them


Social Media Effort


Turn Your Employees Into
Social Connectors


What level of effort do you want to perform?

Social Media Effort What You’re Going to Do
• Daily Social Media Engagement
• Content Creation-, development
of themes, ghost blogging, etc.
• Content Repurposing/Editing
• Curation Content Sourcing
• Blog Post-Copy development
• Facebook Post-Copy development
• Flickr Post-Image development
• Twitter Post-Copy development
• You Tube Post-Development of
vlog/video development


F-words in Social Media
Friend Follow


Develop a First Responder Program
• Be transparent. Be open and
honest in all communication.
• Be ethical. Live by the WOMMA
Practical Ethics Toolkit
• Be relevant. Share information
and perspectives that are
valuable to the online community
• Personalize and be personable.
• Address negative discussion
head-on.
• Court evangelists & advocates.

Even if you’re not ready to join the conversation, it
pays to have a sound strategy for dealing with any
social media conversation taking place about your
brand.

What’s your personal social media policy?

Social Media Policy Your Policy
• Privacy Settings
• Rules of Engagement
• Daily Monitoring


Google Loves Social Media


Hijacked Media – Beware!


Incent Social Sharing & Interaction
• ING Cafe in Chicago offered a free cup
of coffee to people who checked in
somewhere nearby their venue.
• This got customers in their door who
may not have known about ING Cafe
or simply hadn’t planned to go there.
• Kraft’s new MiO product, a water
enhancer, gave away free full-sized
samples from their Facebook page.
• Chipotle gave away a free burrito to
people in return for watching a
promotional video.
• Simply put, offering consumer freebies
has been wildly successful in recent
social campaigns.


Facebook is the 2nd Most Popular
Vehicle For Consumer Recommendations


Join the Right Groups


What groups are your customers in?
Where Do Your Customers Hang
Social Media Groups Out?
• Industry Groups
• Trade Groups
• Professional Groups
• Local Groups
• Listservs
• Forums
• Industry Blogs


Knowledge Sharing in Social Media


Listen, Listen, Listen


Get Notified!
• Facebook not the only or the
right answer
• Hyper Alerts is the “feature that
Facebook forgot”
• Watch you pages, competitors,
pages you like and pages you
don’t
• Daily digest of updates (vs.
immediate emails)
• Alerts by URL or by FB User
– ASAP, Hourly, Daily, Weekly,
Monthly
– Select your time
– Also alerts on your own content
• http://www.hyperalerts.no


Get Notification all in a
NutshellMail
• Brings all social alerts
into one consolidated
email
• Track Twitter new
followers & un-follows
• Mostly for ‘personal’
use
• http://nutshellmail.com
• Free service


My Listening Dashboard

Setup Google Reader (www.google.com/reader)
Setup Google Alerts (www.google.com/alerts)
Setup Nutshell Mail (www.nutshellmail.com)
Setup HyperAlerts (www.hyperalerts.no)
Check Into Social Mention
(www.socialmention.com)
Check Into http://search.twitter.com


Mobilize Social Media


Network Intelligently


Offline Social Skills - Host a Tweetup for Your:
Company/Customers/Industries/Community/Groupies


How will you integrate social media offline?

Social Media Integration Social Media - Offline
• Integrate With Ads
• Host Social Media Events
• Join a Meetup/Tweetup
• Tell Customers In Your Place
of Business


Publish on Schedule – “1-7-30-4-2-1”
• 1 = Daily
• 7 = Weekly
• 30 = Monthly
• 4 = Quarterly
• 2 = Bi-Annual
• 1 = Annual

Source: FusionSpark Media www.marketingsavant.com
The MarketingSavant Group http://www.fusionspark.com/blog/2009/10/13/content-marketing-secrets-part-iii-easy-as-1-7-30-4-2-1/ 888.989.7771

Map Out the Publishing Process


Questions: Ask and Answer
Ask Answer


Relationships are Better with
Social Media


Review If They Like You…


Satisfy Customers Through
Social Media


Secure Your Listings
• Secure the top business listings on
directory sites
• “Claim” your business
• Use http://getlisted.org/ to asses your
position
• Focus on the top local listings
• Be careful of what you pay for online
– Superpages
– Yellowpages
– Other scammer nonsense


Selling with Social Media


Turn Your Thinkers Into
Thought Leaders


Understand Your Audience in Social Media


Video Connects Emotionally

• More human &
emotional than
blogging
• Be found on Google
• Low investment
• Easy distribution
• Differentiator
• Share more than text


Word of Mouth & Social Media 48

marketer-generated consumer-generated
(Think “funnel”) (Think “megaphone”)

be aware talk
consider form opinion
buy use

word-of-mouth

Social content, networks, and interactions

brand awareness keyword
relative media spending


Social Media Excellence
• Coordination 5 C’s of Social Media Excellence
– Coordination of social media activities creates
excellence. Mastery of media flow is achieved though
deliberate orchestration.
• Commitment
– Commitment means engaging with your environment.
It means deliberately pursuing social interactions.
• Confidence
– Contagious confidence creates social media
excellence. You are interesting, with interesting ideas,
so go tell it on the mountain.
• Comprehension
– Perpetually develop and deepen performance
capacity. Comprehension drives social media mastery
and excellence.
• Cultivation
– Cultivate worthwhile and friendly relationships. Foster
interaction to develop overall well-being, social media
excellence and prosperity.


Zero Excuses!
Top 10 Social Media Barriers
1. Lack of internal resources/time
2. Lack of knowledge/expertise
3. Not convinced about the value/ROI
4. Lack of clear guidelines/policies
5. Lack of awareness of social media within
company
6. Lack of budget
7. Social media not appropriate for
company/brand
8. Fear negative reaction from customers
9. Lack of global reach/scale
10. Lack of appropriate agency partner


Your Social Media Barriers

What Are the Barriers? How Will You Eliminate Them?


Smile if you liked it!

888.989.7771
dana@marketingsavant.com

Thanks You for
Attending!

For help with your Social Media Strategy,
download our free Social Media e-books!
marketingsavant.com/papers


About
The MarketingSavant Group is a specialist company that focuses on developing our clients into the preeminent thought leaders
and trusted advisors in their industry. Through our thought leadership marketing approach and deep experience in digital and
social media marketing we do extraordinary work for B2B clients to move your entire organization beyond the competitive realm
and into the unique niche of industry thought leader. We focus on genuine organizational transformation through marketing,
innovation, intellectual capital development and not on producing a campaign that’s merely a quickly forgotten flavor-of-the-
month tool.

MarketingSavant helps clients leverage thought leadership and social media marketing through precise strategy development,
targeted user-centric research, expert resource engagement for content creating and distribution, all using our proprietary
Thought Leadership Marketing methodology.

Like the thought leading clients we work with and in the spirit of the social media tools we employ, MarketingSavant is a
transparent, honest, professional, credible, driven, responsive, hard working, open-minded, and results-oriented team that serves
our clients with the utmost integrity and respect and treat their business and success as our own. Our value-forward approach
means that our first priority is delivering wisdom to our clients and prospects to make us all better marketers and servants to the
customers who trust us.

We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business-to-Business
market sector. Our approach and our philosophy are to always put altruism before capitalism. We do well by doing good, and we
like to work with clients who share our philosophy.

MarketingSavant’s offerings range from thought leadership strategy development, training and workshops, campaign
management, customer community development and anything else that helps to position you as the preeminent thought leader
in your industry. Contact us if you’re interested in become your industry’s thought leader!


MarketingSavant Has Served:
Intel • American Marketing Association
Chubb Insurance • Business Marketing Association
Bayer Pharmaceuticals • American Advertising Federation
American Cancer Society • Direct Marketing Association
Quad/Creative • Association of IT Professionals
Emerson, Inc. • Midwest Jewelers Association
Krueger International • Chicago Area Direct Marketers
McCain Foods • Trade Show Exhibitors Association
Miron Construction, Inc. • Just Between Us
Center for Sales Strategy • Herzing College
PROMO Marketing Conference • St. Norbert College
Internet Retailer Conference • University of Northern Illinois
Seybold 365 Conference • Decision Sciences Institute
The Golomb Group • Madison Area Technical College
SRI Conferences • Mountain State University
Northlich • Pheedo, Inc.
Imaginasium • Adams Magnetic
E-Marketing Learning Center of Erie, PA • Nicolet National Bank
Life Meets Work • Green Bay Chamber of Commerce
WSPRA • Fond du lac Area Chamber of Commerce
NCMPR • Perfect Patients Pty Ltd.
Betuitive Marketing, Inc. • WE Energies


On Target Social Media Advice!

Since 2003, The MarketingSavant
Group has trained over 3000 top
level marketers on how to use
social media for marketing and has
influenced the success of dozens of
social media marketing projects.

We have also helped thousands
more through our whitepapers, e-
books, articles and interviews on
social and emerging media
marketing tools.

Why MarketingSavant?

• Deep Experience • Highly Regarded
– Our founder began teaching HTML – MarketingSavant’s Dana VanDen Heuvel is
a sought-sought after speaker and
programming in 1995 and has been consultant in the areas of thought
active in Internet Marketing and social leadership, social media and marketing
media ever since. technology.
• Wide Recognition • Thought Leadership
– MarketingSavant’s Dana VanDen Heuvel – The MarketingSavant Group has published
many articles and whitepapers along with
has been featured in over 30 articles in several e-books, including:
a dozen publications on marketing and • Marketech: The Guide to Marketing
social media. Technology (2 editions)
• Consulting-led • MySpace, YourSpace & TheirSpace
Guide to Social Networking
– We’re not an ad agency. In fact, we’re a • Marketing in a Downturn: Recession-
consulting shop with passionate leader Proof Strategies for Smart Marketers
who loves the intersection of thought • 30 Marketing Ideas in 30 Days –
leadership marketing, social media, Entrepreneurs DIY Marketing Guide
helping the insurgent marketer win the
business.


The ABC's of Social Media

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