Seminar - grow your business with social media marketing (short)


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One hour session providing a framework for social media marketing. The presentation focuses on two pillars: strategy and execution, and the components of each.

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  • Let me just share that my name is Håkan, pronounced hawken, and my main two businesses are (focused on helping companies build their social media presence) and (focused on helping companies launch their core online presence, i.e. a website).This presentation and all material is shared under the Creative Commons, Attribution copyright.
  • …not let social media panic you…have a new perspective on social media…have a framework for social marketing…be inspired to push forward
  • Let me give you a quick outline of my (Håkan Söderbom)background which should help set the context for my experience with blogging and social media.Worked for, and started, multiple small software businesses in Sweden.Joined Microsoft Sweden in 1997, built the local ISV partner ecosystemJoined Microsoft EMEA HQ in 1999, responsible for product launches tied to the web, and managed several DotCom relationshipsJoined Microsoft Corp in 2002, initially shared responsibility for collaboration with Intel. Later leading a team driving partner recruitment, which allowed me to create and run online programs, campaigns, SEM, SEO, PPC, measurement and research.In early 2010 I left to start Konsult Partners LLC which is now my core business, focused on social media marketing and social media strategy development. As a complement I recently launched Backward Websites which is about very quickly launching beautiful, rich and funtional websites using ready-to-go themes (templates) available in the WordPress community.
  • We prefer to do business with people we like. It is a human reaction. To know what we can do to get “liked” we need to understand what is important to them, what triggers their emotions, and what would make them trust us.From Wikipedia, April 12, 2011:Demographics: “Commonly used demographics include gender, race, age, income, disabilities, mobility (in terms of travel time to work or number of vehicles available), educational attainment, home ownership, employment status, and even location.”“Firmographics are the characteristics of an organization especially when used to segment markets in market research. What demographics are to people, firmographics are to organizations. Commonly-used firmographics include employee size, revenue size, industry, number of locations and location of headquarters. Distributions of values within a firmographic variable, and across organizations, are both of interest, as well as trends over time.”"Psychographics is the study of personality, values, attitudes, interests, and lifestyles.”Two-stage market segmentation (Wind & Cardozo Model): Macro-segmentation centers on the characteristics of the buying organization [as whole companies or institutions] (Company / organization size, Geographic location, SIC code,Purchasing situation, Type of institution). Micro-segmentation focuses on factors that matter in the daily business; this is where “the rubber hits the road”. The most common criteria include the characteristics of the decision-making units within each macro-segment. (Buying decision criteria, Attitudes towards the supplier);
  • The new way of online marketing is about becoming relevant to our target audiences. Many books have been written on the topics and buzz words that have emerged the last few years are “Inbound marketing”, “Trust marketing” and “Word of mouth marketing”. They all focus on 1) listening to and understanding your target audience, 2) creating the content that allows you to be relevant to the audience and 3) engaging and staying in a conversation with the audience.
  • What would you like your brand to be? Take charge of your online presence and project the right image!
  • Seminar - grow your business with social media marketing (short)

    1. 1. Grow Your Business with Social Media Marketing<br />1<br />Seminar 6/22/2011<br />Håkan Söderbom<br /><br /><br />
    2. 2. 2<br /><br />
    3. 3. After this workshop, you will…<br />3<br />
    4. 4. Håkan Söderbom<br />4<br />
    5. 5. What is Social Media?<br />5<br /><br />
    6. 6. What is Social Media?<br />6<br /><br />
    7. 7. What is Social Media?<br />“Online Media-based Conversations”<br />Media(text, video, audio, images, multimedia) that has an active part (created, shared, discussed, reviewed, scored, bookmarked, modified) in a conversation(listening, commenting, engaging) between people through social channels (Facebook, YouTube, Twitter, blog, Digg, StumbleUpon, Technorati)<br />7<br /><br />
    8. 8. Why…<br />8<br /><br />…would someone want to have a conversation with you?<br />
    9. 9. “Content is King”<br />9<br /><br />
    10. 10. Original thought…<br />10<br /><br />…is rare!<br />
    11. 11. In the World of…<br />11<br /><br />
    12. 12. 12<br /><br />Source: Nokia,<br />
    13. 13. 13<br /><br />Source: Nokia,<br />
    14. 14. Strategy + Execution<br />14<br /><br />Make it facts based!<br />Measure<br />Conversation<br />Engage & Activate<br />Content<br />Audience<br />Listen & Respond<br />
    15. 15. Delivery<br />Strategy<br />15<br /><br />Audience Content Conversation<br />Creation<br />Helpful<br />Trusted<br />Engaging<br />Schedule<br />
    16. 16. Execution<br />16<br /><br />Listen & Respond<br />Engage & Activate<br />Measure<br />Conversion<br />Sentiment<br />Set Alerts<br />Go Where They Go<br />Participate<br />Bring them “Home”<br />
    17. 17. 17<br /><ul><li>Facts (info graphics)
    18. 18. Fun
    19. 19. Visual
    20. 20. Easy to share</li></ul><br />
    21. 21. Practical Recommendations<br />Own your online presence<br />Use multiple tools to engage where the audience is, and lead them home<br />Produce valuable content, not just volume content<br />Start with content that helps your business<br />Start now – social takes time!<br />18<br /><br />
    22. 22. Thank You!<br /><br /><br /> <br />19<br />
    23. 23. Types of Social Media<br />Many more categories can be considered, e.g. work management (, project mgmt (, sync tools (, VR (Second Life) etc<br />20<br />
    24. 24. New Marketing Buzzwords<br />Search Engine Optimization<br />Social Media Optimization<br />Reputation Management<br />21<br /><br />
    25. 25. Search Engine Optimization<br />22<br />Keywords<br />Back Links<br />Tags<br />Sitemaps<br />…<br />A “science”<br /><br />
    26. 26. Social Media Optimization<br />23<br /><ul><li>Social tools enabled
    27. 27. Promotional activities</li></ul><br />
    28. 28. Reputation Management<br />24<br />