Social Media Strategies for Effective Marketing


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"Social Media Strategies for Effective Marketing" was presented by Charlene Blohm of C. Blohm & Associates, Inc., during a workshop for FETC 2011 vendors on 2/2/11 in Orlando. Blohm shared strategic recommendations for education technology vendors who were not yet involved with social media as well as tips to refine integrated marketing strategies for those who were active in multiple social media channels.

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  • Social Media Strategies for Effective Marketing

    1. 1. FETC Vendor Workshop<br />February 2, 2011<br />
    2. 2. Social Media Strategies for Effective Marketing<br /><ul><li>Charlene Blohm has 20+ years experience in the communications and marketing fields. Since 1991, she has worked with publishers and manufacturers whose products span the educational landscape from printed books to broadband-delivered online curriculum.
    3. 3. CB&A offers a complete portfolio of strategic communication services, and is ranked among the top three small public relations firms in the information technology industry, according to PR SourceCode.
    4. 4. Charlene began her career as a reporter, columnist and managing editor for newspapers in Montana and Texas.</li></li></ul><li>Agenda<br /><ul><li>Let’s Get Social
    5. 5. Plan Ahead</li></ul>Questions to Ask<br /><ul><li>Cultivate Community
    6. 6. Measure and Fine-tune
    7. 7. Trend Alerts</li></li></ul><li>Let’s Get Social<br /><ul><li>If you haven’t already embraced social media, 2011 is your year to do it
    8. 8. Integrate with existing sales and marketing objectives that support your overall business strategy – this is not a separate silo of activities
    9. 9. From the keynote address during EdNET 2010: </li></ul>“The return on investment for social media is that you’ll still bein business in five years.”~Liz Strauss,<br />Recommended reading: Best Internet Marketing Posts of 2010<br />
    10. 10. Social Marketing Requires Planning<br />
    11. 11. Establish a Framework & Goals<br /><ul><li>What are we trying to accomplish?
    12. 12. Which messages do we need to communicate?
    13. 13. What audiences are we hoping to influence?
    14. 14. How can we reach them?
    15. 15. Where are our target audiences engaging online?
    16. 16. What are the information needs of our target audiences?
    17. 17. What are they talking about in online (and offline) communities?
    18. 18. How can we contribute and provide value?
    19. 19. Which communications tools are we using?
    20. 20. How can we leverage these tools to achieve our goals?
    21. 21. What are our communication objectives, and how will they be measured?</li></ul>Recommended reading: 38 questions to assess your company’s cultural readiness for social media<br />
    22. 22. Cultivate Community<br /><ul><li>Provide information that encourages people to communicate, collaborate and share.
    23. 23. Engage target audiences in online conversations for authentic, meaningful </li></ul> two-way communication. <br /><ul><li>Be open and transparent, give your company brand a personality and “human” voice.
    24. 24. Focus on your target audiences, listening and responding.
    25. 25. Let the audience lead the way.
    26. 26. Create and share content that is valuable to customers, prospects and other stakeholders to drive conversation, and build a community of fans and supporters.</li></ul>Listening is the most sincere form of respect. Customers invite us in, we’re just the guests.<br />
    27. 27. Content Evaluation Questions<br /><ul><li>Is the information newsworthy or meaningful to your target audiences?
    28. 28. How will audiences use the information? (Is there a call to action?)
    29. 29. Who are the audiences that will directly benefit from this information, and who are the influencers that will share this information with others?
    30. 30. What is the best way to convey the information so our audiences understand and use it (e.g., face-to-face meetings, blog post, tweet, Facebookupdate, website, community forum discussion, news release)?
    31. 31. Which text, video, audio, images, and other materials can support it so our audiences better comprehend the information and are able to use it?
    32. 32. Which resources (i.e., time, budget, people) are needed to create and share the content?</li></li></ul><li>What to Measure <br /><ul><li>Number of online fans, followers, visitors, or subscribers
    33. 33. Click-thru counts on shortened URL links
    34. 34. Number of posts and comments
    35. 35. Tone and sentiment of posts and comments from target audiences
    36. 36. Share of voice (number of company mentions versus competitors)
    37. 37. Individuals who most frequently mention the company or product
    38. 38. Individuals who are the most frequent contributors in company-owned social media accounts
    39. 39. How the audience was influenced
    40. 40. Sales lead conversions</li></ul>ROI factors that matter to your company<br />
    41. 41. Fine-tune Based on Results<br /><ul><li>Use a blend of free and paid subscription tools to monitor online conversations by setting up automatic keyword searches to find mentions of their company, products, or key topics.
    42. 42. Google Alerts and Social Mention are two free search tools that send e-mail or RSS notifications.
    43. 43. Paid subscription tools like Radian6 and Jive provide more comprehensive monitoring and reporting that enable companies to refine searches and analyze results.</li></li></ul><li>Trend Alert<br /><ul><li>Foursquare</li></li></ul><li>Trend Alert<br /><ul><li>QRCode
    44. 44. TAG</li></li></ul><li>Trend Alert<br /><ul><li>PitchEngine</li></li></ul><li>Thank You!<br />Charlene Blohm<br />C. Blohm & Associates, Inc.<br />411 West Oak St., Cottage Grove, WI 53527<br />608-839-9800<br /><br /><br /><br /><br /><br /><br />