http://www.flickr.com/photos/tworubies/5212375665/
The old model, or one reason why PR is flawed

Megaphone
Flickr image uploaded by thivierr
Shared under Creative Commons
A...
The Reality

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
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http://www.rackspace.com/blog/social-marketing-strategy/
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http://www.flickr.com/photos/npobre/2601582256/
http://www.flickr.com/photos/tunruh/233316674/
http://www.flickr.com/photos/chokola/1229450683/
We’ll revisit these questions later…
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http://en.wikipedia.org/wiki/Conversion_rate
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http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013
http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013
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If you build it…

http://www.flickr.com/photos/22711505@N05/5766880112/
Will they come?

http://www.flickr.com/photos/jewe/2905913332/
… Only If You Can Be Found

It’s a search game.And a social game. And a media
game. All in one.
A good content marketing program used to be able thrive on
one web presence (a website or blog with dynamic
content) surro...
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http://www.entrepreneurship.org/en/resource-center/customer-profile.aspx
http://www.businessesgrow....
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http://www.marketing-intelligence.co.uk/resources/competitor-analysis.htm
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http://www.entrepreneur.com/article/222779#
http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-manager
http://www.slideshare.net/hschulze/b2b-cont...
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http://www.slideshare.net/randfish/the-content-marketing-manifesto
http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model
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The Goal of
SEO is to push
your content to
the top of
Search
Engine
Results
Pages
http://www.flickr.com/photos/globochem/2321238318/
Paid Placement

Unpaid (Organic) Placement
Before

After
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http://en.wikipedia.org/wiki/Search_engine_marketing
http://www.toprankblog.com/2007/01/google-cartoon/
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http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation
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<HTML>
<HEAD>
<META NAME=“KEYWORDS” CONTENT=“keyword 1,keyword 2,etc”>
<META NAME=“DESCRIPTION” CONTENT=“Description o...
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http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation
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http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/
http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/
http://blog.hubspot.com/blog/tabid/6307/bid/19023/10-Terrific-New-Twitter-Infographics-in-2011.aspx
http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/
http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/
http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
http://mashable.com/2013/02/28/the-marketers-guide-to-pinterest-infographic/
http://www.mediabistro.com/alltwitter/pinterest-twitter-facebook_b21888
http://www.flowtown.com/blog/social-media-demographics-whos-using-which-sites
http://www.chrisbrogan.com/gplusinfographic/
Katie Paine, via
“Secrets of Social Media Marketing” Chapter 15
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“Secrets of Social Media Marketing” Chapter 15
Slide courtesy of KamiHuyse of Zoetica (@kamichat)

http://bit.ly/SMARTObjectives
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Jeremiah Owyang, via
“Secrets of Social Media Marketing” Chapter 15
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“Secrets of Social Media Marketing” Chapter 15
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
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http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/
http://www.netpromoter.com/np/calculate.jsp
http://en.wikipedia.org/wiki/Net_Promoter
http://socialfresh.com/facebook-edgerank-facts/
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Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
Social Media and the Business Imperative
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Social Media and the Business Imperative

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  • Well, this is what you signed up for. I hope. If not, SOMEBODY’s in the wrong room, and, to be honest, I hope it’s you.
  • Not sure what that makes you…
  • It starts with SMART Objectiveshttp://overtonecomm.blogspot.com/2010/10/commonsense-social-media-measurement.htmlIn order to get results from your marketing and public relations programs, you have to have a clear vision of what you want to achieve. We call these SMART Objectives. They are:Specific: not vagueMeasurable: have numbers attached to themAttainable: Are not too easy, or too hard to achieveResults-Oriented: they are tied to business goalsTime Bound: They have a time frame by which they can be accomplishedAnother way to think of this, is by asking yourself:How many/much of X results to I hope to achieve by X date? How many, by when?Let’s look at an example of a SMART Objective…
  • Transcript of "Social Media and the Business Imperative"

    1. 1. http://www.flickr.com/photos/tworubies/5212375665/
    2. 2. The old model, or one reason why PR is flawed Megaphone Flickr image uploaded by thivierr Shared under Creative Commons Attribution-Share Alike 2.0 Generic License The Earth Taken 7 December, 1972 Apollo 17 mission Courtesy: NASA Fresh Ground, Inc.
    3. 3. The Reality Fresh Ground, Inc.
    4. 4. The Reality Fresh Ground, Inc.
    5. 5. The Reality Fresh Ground, Inc.
    6. 6. The Reality Fresh Ground, Inc.
    7. 7. The Reality Fresh Ground, Inc.
    8. 8. The Reality Fresh Ground, Inc.
    9. 9. The Reality Fresh Ground, Inc.
    10. 10. The Reality Fresh Ground, Inc.
    11. 11. The Reality Fresh Ground, Inc.
    12. 12. • http://www.rackspace.com/blog/social-marketing-strategy/
    13. 13.
    14. 14. http://www.flickr.com/photos/npobre/2601582256/
    15. 15. http://www.flickr.com/photos/tunruh/233316674/
    16. 16. http://www.flickr.com/photos/chokola/1229450683/
    17. 17. We’ll revisit these questions later…
    18. 18. • • – – – – – – – – – – http://en.wikipedia.org/wiki/Conversion_rate
    19. 19. • • •
    20. 20. http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013
    21. 21. http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013
    22. 22. • • •
    23. 23. If you build it… http://www.flickr.com/photos/22711505@N05/5766880112/
    24. 24. Will they come? http://www.flickr.com/photos/jewe/2905913332/
    25. 25. … Only If You Can Be Found It’s a search game.And a social game. And a media game. All in one.
    26. 26. A good content marketing program used to be able thrive on one web presence (a website or blog with dynamic content) surrounded by a good social media Program. This “inbound” model does Not work as effectively now As it used to. Why? http://www.flickr.com/photos/jameskm03/5990507429/
    27. 27. • • • • • •
    28. 28. • • – – – – • • – – – http://www.entrepreneurship.org/en/resource-center/customer-profile.aspx http://www.businessesgrow.com/2013/01/26/forget-demographics-its-all-about-the-socialgraphics/
    29. 29. • • • • http://www.marketing-intelligence.co.uk/resources/competitor-analysis.htm
    30. 30. • • • •
    31. 31. • • • • • • • • http://www.entrepreneur.com/article/222779#
    32. 32. http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-manager http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013
    33. 33. • •
    34. 34. http://www.slideshare.net/randfish/the-content-marketing-manifesto
    35. 35. http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model
    36. 36.
    37. 37. • • • •
    38. 38. • • • •
    39. 39. The Goal of SEO is to push your content to the top of Search Engine Results Pages
    40. 40. http://www.flickr.com/photos/globochem/2321238318/
    41. 41. Paid Placement Unpaid (Organic) Placement
    42. 42. Before After
    43. 43. • • • http://en.wikipedia.org/wiki/Search_engine_marketing
    44. 44. http://www.toprankblog.com/2007/01/google-cartoon/
    45. 45. • • • •
    46. 46. • • – – – – – http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation
    47. 47. • <HTML> <HEAD> <META NAME=“KEYWORDS” CONTENT=“keyword 1,keyword 2,etc”> <META NAME=“DESCRIPTION” CONTENT=“Description of website for SEO”> <TITLE>The descriptive name of the page goes here</TITLE> </HEAD> <BODY> <H1>The largest header tag for really big type</H1> <P>Body copy appears inside the P element. Click on image below.</P> <A HREF=“http://hyperlink.com/”><IMG SRC=“pic.gif” ALT=“Desc”></A> <H2>Slightly smaller header type</H2> <P>Headers are really important for SEO.</P> </BODY> </HTML>
    48. 48. • • • • • • • • • • • • http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation
    49. 49. • – – – – – • – –
    50. 50. • – – – – • – – – – –
    51. 51. • – – – – –
    52. 52. • • •
    53. 53. http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
    54. 54. http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/
    55. 55. http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/
    56. 56. http://blog.hubspot.com/blog/tabid/6307/bid/19023/10-Terrific-New-Twitter-Infographics-in-2011.aspx
    57. 57. http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
    58. 58. http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/
    59. 59. http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/
    60. 60. http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
    61. 61. http://mashable.com/2013/02/28/the-marketers-guide-to-pinterest-infographic/
    62. 62. http://www.mediabistro.com/alltwitter/pinterest-twitter-facebook_b21888
    63. 63. http://www.flowtown.com/blog/social-media-demographics-whos-using-which-sites
    64. 64. http://www.chrisbrogan.com/gplusinfographic/
    65. 65. Katie Paine, via “Secrets of Social Media Marketing” Chapter 15
    66. 66. – – – – – – – – – “Secrets of Social Media Marketing” Chapter 15
    67. 67. Slide courtesy of KamiHuyse of Zoetica (@kamichat) http://bit.ly/SMARTObjectives
    68. 68. • • • • • • Jeremiah Owyang, via “Secrets of Social Media Marketing” Chapter 15
    69. 69. • • • • • • • • • • “Secrets of Social Media Marketing” Chapter 15
    70. 70. http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
    71. 71. • • • • • • •
    72. 72. • • – – • • http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/
    73. 73. http://www.netpromoter.com/np/calculate.jsp http://en.wikipedia.org/wiki/Net_Promoter
    74. 74. http://socialfresh.com/facebook-edgerank-facts/
    75. 75. • – – –
    76. 76. • • • – – –
    77. 77. – –
    78. 78. – – – – – – – – – – – –
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