Social Media Strategy Certification

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Social Media Strategy Certification

  1. 1. Social Media Strategy Certification Murray Izenwasser
  2. 2. This work is the intellectual property of Biztegra Partners LLC (Biztegra). Permission is granted for this material to be shared for non-commercial, educational purposes provided that this copyright statement appears on the reproduced materials and notice is given that the copying is by permission of Biztegra. To disseminate otherwise or to republish requires written permission from Biztegra. You can contact Biztegra at info@biztegra.com.
  3. 3. SOCIAL MEDIA STRATEGY CERTIFICATION
  4. 4. Go ahead and follow me. I’ll wait. @murrayiz Murray Izenwasser Strategy Practice Lead, Founder, Biztegra Murray@biztegra.com 561.452.2662 www.linkedin.com/in/murrayiz/
  5. 5. We Keep Hearing The Same Things: Traditional marketing is not driving growth like it used to. But we don’t know how to harness and leverage those relationships to drive revenue. We know there is value in this ‘social stuff’ and we’ve invested in it.
  6. 6. Viral Marketing?
  7. 7. Viral Marketing?
  8. 8. Part 1: Main Themes Social Media is Not What You Think It Is Find the Natural Cadence of Your Organization / Business Change Your Approach It’s All About Your Goals Marketing Is About Engagement … But It’s Really About Search and Discoverability …And Revenue
  9. 9. HOW DID WE GET HERE?
  10. 10. IT WAS ABOUT THE TV MODEL ... In the Old World
  11. 11. …Targeted the Masses
  12. 12. …was All About The Product…
  13. 13. …Was ONLY ONE Way…
  14. 14. …To Get Our Attention …And Interrupted…
  15. 15. What You Should Be Talking About Your Business Your Customers and Competitors Your Brand and Your Products And How to Market and Sell in a “Social” World
  16. 16. So What Are the New Rules? YOUR CUSTOMER REALLY DOESN’T LOVE YOU ANY MORE (IF THEY EVER REALLY DID)
  17. 17. So What Are the New Rules? YOUR CUSTOMER REALLY DOESN’T LOVE YOU ANY MORE (IF THEY EVER REALLY DID)
  18. 18. Traditional Marketing • One way (Brand  Customer) • Push and Interrupt • Brand Generated Advertising BRAND Image & Reputation DIRECT Lead Generation
  19. 19. SOCIAL Engagement & Loyalty Social Media: • Multi-way (Brand  Customer) • Brand and User Generated Content • Participatory BRAND Image & Reputation DIRECT Lead Generation
  20. 20. SOCIAL Engagement & Loyalty BRAND Image & Reputation DIRECT Lead Generation Social Marketing: • Multi-way (Brand  Customer  Customer) • Brand and User Generated Content • Participatory
  21. 21. BRAND DIRECT SOCIAL Image & Reputation Lead Generation Engagement & Loyalty Integrated Marketing: • Multi-way (Brand  Customer  Customer) • Brand and User Generated Content • Participatory • Integrated Across Channels
  22. 22. IS MAKING Mistakes Everyone The One or Two
  23. 23. Mistake #1:
  24. 24. Why? How Many?
  25. 25. Why? How Many?
  26. 26. Viewing Social Media as the Strategy Mistake #1:
  27. 27. Mistake #2:
  28. 28. Get Me Some of This!!!
  29. 29. Mistake #2: Starting at the Wrong End
  30. 30. (no-one would say this) “Today, I’m gonna print 1 million post cards and mail them out.”
  31. 31. You should never have to ask What do we do now?
  32. 32. YOU ARE DOING SOMETHING WRONG! IF YOU EVER HAVE
  33. 33. DOES A SOCIAL MEDIA STRATEGY EVEN EXIST?
  34. 34. Tactic Goal Strategy Campaign You Need to Start Here Don’t Start HereThis is Not a Social Media Strategy
  35. 35. No Matter How Much She Believes, There is No Such Thing … … AS A UNICORN
  36. 36. No Matter How Much You Believe, There is No Such Thing … … AS A SOCIAL MEDIA STRATEGY
  37. 37. Integrated Marketing Program What Your Business Does / Industry? How Are You unique? Your Brand? Business Goals? Specific & Measurable Current Strategy? Different than last year’s? Current Marketing Programs / Campaigns? Your Customers? Geographic Demographic Psychographic Your Competition? You Need This…
  38. 38. … To make sense of this …
  39. 39. … To Be Able To Get To This!
  40. 40. You Need To Align organizational goals marketing strategies social programs 1 2 3
  41. 41. So, What Should You Do?
  42. 42. SCIENCE & ART
  43. 43. The Science
  44. 44. 1. Take A Look At Yourself, Customers, Competitors 2. Figure Out Your Sales Cycle 3. Current Media and Programs 4. Media and Program Opportunities 5. Main Themes 5 Steps To Getting Started
  45. 45. Why is the most important question!
  46. 46. OVERVIEW ORGANIZATIONAL
  47. 47. Integrated Marketing Program What Your Business Does / Industry? How Are You unique? Your Brand? Business Goals? Specific & Measurable Current Strategy? Different than last year’s? Current Marketing Programs / Campaigns? Your Customers? Geographic Demographic Psychographic Your Competition? Start With This…
  48. 48. Activity Organization, history • Current Organizational Structure / Org Chart / Key Personnel • Organizational History • Recent Events / New Changes / Future Organizational Structure Business goals, direction & strategies (forward focused) • What are the specific overall business goals? • What strategies are being implemented currently to achieve those goals? • What are the quarterly, one-year and three-year goals? What results are expected? • What are sales and revenue goals? • What has marketing budget been historically? • What key metrics have been used to determine success in the past? Are those the same for the future? • How does organization view what market share is? • Historically, what were the most successful <products>? Marketing • Describe the approach to current marketing programs for recent <products> • List all marketing programs for recent <products> including both online and offline components (print, broadcast, search, email, web, social, event-based, etc.)? • Is there a brand positioning document for these? • Is there a customer ‘persona’ available for each? • What does the persona ‘look like’ from a demographic, geographic, psychographic perspective? Is there any consumer research available? • For each, what are the current • Web sites? • Social platform accounts / pages? • Who are the main competitors for each? • How are they the same? • How are they different?
  49. 49. COMPETITIVE SNAPSHOT AND REVIEW
  50. 50. EXERCISES Alignment
  51. 51. CYLINDER SALES
  52. 52. MATRIX OWNED, PAID, EARNED
  53. 53. Source: leaderlab.com
  54. 54. Owned Bought Earned
  55. 55. EXERCISE Voting
  56. 56. ACTIVITY
  57. 57. And Now What? Flickr / @boetter
  58. 58. It’s Art Time
  59. 59. Main Themes
  60. 60. Change your thinking. You Need To… Flickr / @boetter
  61. 61. Flickr / Mark Gstohl
  62. 62. CADENCE ORGANIZATIONAL
  63. 63. … The Natural Cadence Of Your Business … The Natural Cadence Of Your Business You Need To Find … flickr.com/ jenny downing An Important Concept…
  64. 64. Cadence
  65. 65. MARKETING MODEL MODERN STRATEGIC
  66. 66. … Remember This?
  67. 67. •Website Optimized •Analytics / Measurement •Reporting •Listening •Email Programs •Search / SEM / SEO •Affiliate Programs •Direct Response •Broadcast •Print •Public Relations •CRM Before You Get Started You have running at 100%
  68. 68. 1. Take A Step Back 2. Take a Look Around 3. Fix Up The House 4. Natural Cadence and Content Generation 5. Listen, Monitor, Measure, Report 6. Enhance Existing Programs 7. OnGoing Engagement & New Platforms 8. Evaluate 9. Shift and Improve 8 Steps To Getting Started
  69. 69. Part 1: Main Themes Social Media is Not What You Think It Is Find the Natural Cadence of Your Organization / Business Change Your Approach It’s All About Your Goals Marketing Is About Engagement … But It’s Really About Search and Discoverability …And Revenue
  70. 70. Questions? Let’s Take a Break
  71. 71. History Mistakes Is There Such a Thing as a Social Media Strategy? Organizational Overview Competitive Snapshot Sales Cylinder Owned, Paid, Earned Matrix Themes Organizational Cadence Modern Strategic Marketing Model
  72. 72. Part 2 & 3: Where Should you be Focusing? Platforms Listening Station Metrics, Analytics & Reporting Website Content Social & Mobile Listening, Monitoring, Reporting
  73. 73. PLATFORMS
  74. 74. Facebook Twitter LinkedIn Google+ YouTube Blog Pinterest Instagram Tumblr Vine Main Platforms
  75. 75. ARTS ArtSlant deviantART Humble Voice MyArtInfo PhotographyVoter Virb BOOKMARKING AllMyFavorites Backflip Blinkbits Blinklist Blogmarks Blummy BuddyMarks BookmarkTracker ChangeToLink Chipmark del.icio.us De.lirio.us Diigo Dogear Favoritoo Feedmarker Foxmarks FreeLink Furl GiveALink Hyperlinkomatic iKeepBookmarks Jack of All Links Lilisto LinkaGoGo Linkatopia Linkroll List Mixer Lycos iQ Ma.gnolia Mister Wong Mobilicio.us MyBookmarks MyHq Mylinkvault MyPip My Stuff MyVmarks Namakkal Netvouz Online Bookmark Manager OnlyWire Oyax Shadows Simpy SiteBar SiteJot Snipit Socializer StartAid Stufflinker Sync2it SyncOne Turboclip Windows Live Favorites WireFan Zurpy CARS AND AUTO AutoSpies Boompa Car Community CarDomain Motorpulse CONNECTING WITH FRIENDS Classmates ConnectU Friends Reunited Graduates Meetup MyYearbook Reunion SKOUT CONSUMER REVIEWS Cork’d Chowhound Epinions RateItAll Yelp COOKING/FOOD All Recipes Barmano FohBoh Kitchen Bug WineLifeToday CULTURES/FOREIGN LANGUAGES Acelerame Amina – Chechen Republic Black Planet – African American ClubGh – Ghana Hyves – Dutch IRC Galleria – Finland iWiW – Hungary IndianPad LunarStorm – Sweden MiGente – Latino Mixi – Japan Nexopia – Canada Playahead – Sweden Scoopeo – French StudiVZ – German students Wamba – Spanish social network Yigg – German DATING Bachelor Place Chemistry Crush or Flush Cupid’s Lab Flirtomatic LoveandFriends OkCupid SpeedDate WooMe EDUCATION/BOOKS BookCrossing Bookins BookMooch BookSwim Carmun Citeulike Connect via Books Curriki Good Reads LibraryThing PaperBackSwap qoolsqool Read It Swap It Shelfari We The Teachers EVENT PLANNING Socializr Zoji FAMILY Amiglia Babbiz CafeMom Eons Family 2.0 Family Den Famiva Geni Genoom GreatSchools Kinzin MomJunction MothersClick Moxie Moms MyFamily.com Parentography TheFamilyPost WebBiographies FASHIONCLOTHING Chictini Springleap Stylehive Threadless FINANCE Tip’d GAMES Gaia Game Diggity GuildCafe WeeWorld GENERAL NETWORKING AIM Pages Badoo Bebo CyWorld EarthFrisk ECpod Facebook Faves Friendster Grono Hi5 iBritz LiveJournal Lovento Multiply MySpace MyWebProfile NetFriendships Netlog Orkut Passado Plaxo Skyrock Tagged Tribe Trig Windows Live Spaces Yahoo! 360 Zaadz HEALTH/MEDICAL DailyStrength DrConnected Health Ranker icarecafe MyPharmaNote Sanewire Sermo Walker Tracker Who is Sick? KIDS imbee KidLinks INTERNET MARKETING Gooruze PlugIM Sphinn LINK/WEBSITE SHARING Ensiting Faves StumbleUpon TagTooga Trailfire MICROBLOGGING/I M/MOBILE BeeMood Feecle FlickIM Frazr IMified Jaiku Komoo loopt mbuzzy Numpa Pownce Radar Robisz Rummble Twitter Zannel MOVIES Filmcrave Reelempire MUSIC 10Tune Buzznet Fuzz JamNow Jango Last.fm MOG Purevolume Soundpedia thesixtyone NEWS Blog Engage Blogg-Buzz BloggingZoom BlogsVine BookmarkUs.net BuzzFlash Content Pop Digg Fark Hubdub Mad or Love Mixx NewsCloud NewsHeat – Politics Newsvine NowPublic Plime Propeller RawSugar Reddit Shoutwire Stirr’d Up Tagza Wobblog Zoomit (Canada) PETS Catster Dogster Fuzzster MyCatSpace MyDogSpace PetSide PetZume Pikapet UnitedDogs PHOTO SHARING eSnips Flickr Fotki Fotolog Linkinn My Opera Photbucket Picli Tagmee Text America Zoomr POLITICS Carnival of Politics POP CULTURE Lipstick – Celebrity Showhype PROFESSIONAL APSense Biznik CitiAlly Cofoundr CompanyLoop DoMyStuff Doostang Ecademy Fast Pitch JASEzone KillerStartups Konnects Lawyrs LinkedIn MeetIn MyCareer.ge Naymes NetHooks Ryze Small Business Brief StartupNation Startupping Synergy Street Tapped In Upspring Venture Capital Network Xing Ziggs REAL ESTATE Puurple Trulia Zillow RELIGIOUS Blessedit GospelShout MyChurch Tangle – video sharing Xianz SHOPPING AgentB BiddingBuddies Deal Comet Dealigg Iliketotallyloveit Judy’s Book OSoYou ThisNext Yub Zebo SOCIAL ACTION Care2 Hugg Planet Change TakingITGlobal SPORTS Armchair GM Ballhype eFans FanNation Fanspot GymMeet KeeCricket Joga – Soccer (Football) Prep Champs ScoreGuru SportsFlip Sportsvite Takkle – high school sports SportsCast Strands TECHNOLOGY Design Bump Design Float DesignRelated DevelopersNiche DNHour DotNetKicks Dzone – Developers Earner’s Club Hacker News Hosting Bookmarks Pixel Groovy Slashdot Tweako SWiK WPscoop TEEN eCRUSH eSpintheBottle Piczo Profile Heaven Sconex Student.com Stardoll Teenwag TRAVEL Couch Surfing EveryTrail GeckoGo Groople Gusto TravBuddy Travellerspoint TrekCafe Trip Advisor TripUp WAYN Woophy VIDEO SHARING Broadcaster Panjea Revver Tubearoo Viddler Video Bomb Video Sift Vimby Xillian TV YouTube WOMEN Kirtsy PNN SurgarLoving MISCELLANEOUS 9rules 43 Things Beautiful Society Clip Clip ChickAdvisor Clipmarks Clipstar Clubnet UK Consumating Dandelife Dawdle Daytipper Digglicious DigStock DontStayIn EnergyPeopleConnec t Experience Project Faceparty Faqqly Ficlets Flixster Freagle Gather Global Voices GoLark GreekStrength Hypediss I Am Bored Jambo JetEye LinkFilter Listible Match A Dream Neighborrow Ning Outside.in Product Clash Prosper Recruiting.com Scoop.at Searchles SEO Tagg Shared Confession Spout Squidoo StoryLink Sydney Networkers Tipstrs Tribe Truemors Value Investing News Vampire Freaks Velospace WeGame Wists http://traffikd.com/social-media-websites/
  76. 76. BeforeYou GET STARTED
  77. 77. (Social) Marketing Program Goals Concept … What Your Business Does / Industry? How Are You unique? Your Brand? Business Goals? Specific & Measurable Current Strategy? Different than last year’s? Current Marketing Programs / Campaigns? Your Customers? Geographic Demographic Psychographic 4 – 5 Top Competitors? You Should Already Have This…
  78. 78. 1. Take A Step Back 2. Take a Look Around 3. Fix Up The House 4. Natural Cadence and Content Generation 5. Listen, Monitor, Measure, Report 6. Enhance Existing Programs 7. OnGoing Engagement & New Platforms 8. Evaluate 9. Shift and Improve 8 Steps To Getting Started
  79. 79. Web
  80. 80. Remember This?
  81. 81. It’s (Still) All About Your Site
  82. 82. Source: http://www.firstscribe.com/
  83. 83. Mobile / Responsive Design Catalog, Cart, & Checkout – multi device Email Registration Social Integration Engagement & Content On-Page SEO User Centric Navigation Website - Considerations
  84. 84. Responsive Website? Not Responsive!
  85. 85. Responsive Website! Responsive!
  86. 86. • Responsive Web Design (RWD) • Dedicated Mobile Site • RESS Responsive Website http://sixrevisions.com/design-showcase-inspiration/responsive-webdesign-examples/ http://sixrevisions.com/mobile/methods-mobile-websites/
  87. 87. Why A Responsive Website?
  88. 88. Why A Responsive Website?
  89. 89. Why A Responsive Website?
  90. 90. Why A Responsive Website?
  91. 91. “Standard” SEO Items Optimize Titles & URLs Meta: Description Headings CSS Images & Multimedia Domain Information URLs / Structure Keywords Long Tail Content Internal Links Website – On-Page SEO
  92. 92. Website – On-Page SEO
  93. 93. Advanced(?) 1. Use Structured Data • www.schema.org • http://www.google.com/webmasters/tools/richsnippets# 2. Set Up Authorship Website – On-Page SEO
  94. 94. Structured Data & Authorship
  95. 95. SOCIAL INTEGRATION
  96. 96. INTEGRATION & GOALS (WILSON CASE STUDY)
  97. 97. Wilson Case Study © 2011 Biztegra Partners – All Rights Reserved - Do Not Reproduce
  98. 98. Wilson Case Study
  99. 99. Wilson Case Study © 2011 Biztegra Partners – All Rights Reserved - Do Not Reproduce
  100. 100. Wilson Case Study
  101. 101. Wilson Case Study • Results © 2011 Biztegra Partners – All Rights Reserved - Do Not Reproduce
  102. 102. What About A BLOG?
  103. 103. It’s (Still) All About Your Site
  104. 104. Online Advertising TRADITIONAL & SOCIAL
  105. 105. Advertising: Search, Display & Social
  106. 106. • Facebook • LinkedIn • Twitter • YouTube Advertising: Search, Display & Social
  107. 107. • Facebook • LinkedIn • Twitter • YouTube On-Platform Advertising Facebook LinkedIn Twitter YouTube Advertising: Search, Display & Social
  108. 108. • Facebook • LinkedIn • Twitter • YouTube Advertising: Search, Display & Social
  109. 109. My Favorite Author I Was Targeted!
  110. 110. Advertising: Search, Display & Social
  111. 111. CONTENT GENERATION PROGRAM
  112. 112. Content Drives Search
  113. 113. Content
  114. 114. Video Content
  115. 115. VIDEO (And Social Search)
  116. 116. Flickr / dicktay2000 Go Big! Go Viral!
  117. 117. YOUTUBE IS THE…2ND LARGEST SEARCH ENGINE 3RD MOST VISITED SITE YOUTUBE IS THE…
  118. 118. Video and Search What 1 Little Video Can Do…
  119. 119. 1
  120. 120. After60Minutes… 1 3 2 4 5
  121. 121. 1 3 2 4 5 After5Hours… 6
  122. 122. 1 3 2 4 5 After7Hours…
  123. 123. After24Hours… 1 3 2 4 5 6
  124. 124. After24Hours… 1 3 2 4 5 6 7
  125. 125. “Author Video” Generation Results ~ 140 videos 39,000 video views (YouTube) Sales directly attributable to YouTube (Direct & Assisted)
  126. 126. 1 2 3 4 5 7 6 8 9 10 Social PR
  127. 127. Social Drives Engagement
  128. 128. PLATFORMS
  129. 129. Facebook Twitter LinkedIn Google+ YouTube Blog Pinterest Instagram Tumblr Main Platforms
  130. 130. Where is Matt? (Authenticity)
  131. 131. Social Drives Engagement
  132. 132. © 2013 Biztegra Partners LLC
  133. 133. LinkedIN LINKEDIN Still really about recruiting Can be used for good B2B Marketing Page/employees give face to brand Growth as a business info source Professional attribute targeting Video/Slideshare integration Interesting sales toolkit Don’t try to limit personal content
  134. 134. © 2013 Biztegra Partners LLC
  135. 135. FACEBOOK Best community interaction platform Lots of engagement tools Best social graph reach Strong advertising Don’t be boring Don’t over-manage, Let them talk
  136. 136. Who are you actually competing with?
  137. 137. © 2013 Biztegra Partners LLC Twitter
  138. 138. Twitter TWITTER Great content sharing Great for time-sensitive info Natural customer service channel Supports daily/weekly campaigns Promotional tools getting traction Don’t use as just a “push” channel Make sure you listen and respond
  139. 139. Even Dave Gets Clued In
  140. 140. Twitter In Real Life
  141. 141. © 2013 Biztegra Partners LLC YouTube
  142. 142. YouTube YOUTUBE Use as an audience builder Leverage for improved SEO Push people to website Have calls to action Exploit One Channel Design Use paid views to build Don’t just do ads
  143. 143. © 2013 Biztegra Partners LLC
  144. 144. GOOGLE+ It’s Google... Better discovery in search Hangouts on Air – Integration to Youtube +1s Community interaction growing
  145. 145. © 2013 Biztegra Partners LLC Pinterest
  146. 146. PINTEREST Great vehicle for visual content People like curated collections Can really impact SEO & Traffic Good conversion rates Don’t let it go stale
  147. 147. © 2013 Biztegra Partners LLC INSTAGRAM & VINE
  148. 148. © 2013 Biztegra Partners LLC LOCATION BASED (?)
  149. 149. © 2013 Biztegra Partners LLC NEW PLATFORMS!
  150. 150. Listening, Monitoring, Analytics
  151. 151. LISTENING
  152. 152. Brands Industry Niches / Topics Books Authors Influencers Set up Alerts Identify Blogs Identify Forums Platform Searches Listening Station Listening Google Alerts Google Reader Twitter Search Hootsuite / Tweetdeck Listening Tools: Sysomos, Radian 6, etc.
  153. 153. State of the Art Listening
  154. 154. METRICS
  155. 155. Insights • Create a Dashboard • But What Are You Actually Measuring?
  156. 156. INFORMATION (leads to Insight) Gives Us a view of Data that allows us to make decisions based on where we want to be (Context) where we came from (History) where/who we are (Relevance). Data Context Relationship to PROGRAMS History Relationship to the PAST Relevance Relationship to Someone’s JOB
  157. 157. Activity Engagement Conversion Performance Reporting, As A Business Driver
  158. 158. Reporting, As A Business Driver (Activity) x (Engagement) x (Conversion) = (Performance)
  159. 159. Tools and Techniques
  160. 160. Track Everything • Landing Pages • Bitly.com • Google Link Generator • Schedule Posts • Buffer Tools
  161. 161. Industry Specific
  162. 162. GRAND FINALE!
  163. 163. Editorial Calendar
  164. 164. Daily / Weekly Calendar
  165. 165. Here’s Your Magic Bullet (There Isn’t One)
  166. 166. Final Thoughts? Flickr / jimharmer You Tell Me
  167. 167. © 2011 Biztegra Partners – All Rights Reserved - Do Not Reproduce Very much! Thank You Flickr / meddygarnet
  168. 168. Murray Izenwasser @murrayiz Murray@biztegra.com 561.452.2662
  169. 169. www.biztegra.com 561.452.2662

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