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10 steps to a successful media marketing strategy - by Jeff Bullas

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10 steps to a successful media marketing strategy - by Jeff Bullas

  1. 1. The 10 Steps to a Successful Social MediaMarketing Strategy for your Business
  2. 2. The Digital Landscape• The 3 Phases of the Web– Phase 1: Portals– Phase 2: Search Engines– Phase 3: Social Networks
  3. 3. The Digital Landscape• The Numbers: What has happened since 1990?– First Website in 1990– 130 Web Sites in 1993– 16 Million Users in 1995– 738 Million Internet users in Asia in December 2009– 252 Million Internet users in North America in 2009– 90 Trillion – The number of emails sent on the Internet in 2009– 234 Million Websites in 2010– 247 Billion – Average number of email messages per day– 30 Billion – Photos uploaded to Facebook per year 2010– 2.0 Billion Users in 2011
  4. 4. The Digital Landscape• Google
  5. 5. The Digital Landscape• Facebook
  6. 6. The Digital Landscape• Mobile
  7. 7. The “Numbers’ Problem”• Over 500 million websites• More than 155 million blogs• Nearly 800 Million Facebook Users• 2 Billion Internet Users• 1 Trillion Facebook page views - 2011
  8. 8. The “Noise” Problem in 60 Seconds• 700,000 searches• 600 Videos are uploaded to YouTube• 80,000 Facebook Wall posts
  9. 9. The Display Ad “Clutter” Problem
  10. 10. The “Technology” Problem
  11. 11. The “Technology” Problem
  12. 12. Problem: We still think Analog!
  13. 13. Why Social Media Marketing?
  14. 14. Why Social Media?• Social Media Amplifies your Content
  15. 15. Why Social Media?• Makes you Stand out from the Crowd
  16. 16. Why Social Media?• Networking on Steroids
  17. 17. Why Social Media?• Accelerates the Spread of your Brand
  18. 18. Why Social Media?• It can Position You as an Expert
  19. 19. Why Social Media?• Your Business Can Self-Publish
  20. 20. Why Social Media?• Global Word of Mouth
  21. 21. Why Social Media?• “On the Internet, nobody knows you are a dog”
  22. 22. Why Social Media?• Facilitates Trust – Edelman Trust Barometer
  23. 23. The Foundations and Approach to Social Media
  24. 24. The Foundations and Approach to Social Media• Content
  25. 25. The Foundations and Approach to Social Media• Search
  26. 26. The Foundations and Approach to Social Media• Social
  27. 27. The Foundations and Approach to Social Media• Publish to Multiple Networks
  28. 28. The Foundations and Approach to Social Media• Publish a Variety of Multi-Media Content
  29. 29. The 10 Steps to a Successful Social MediaMarketing Strategy
  30. 30. Step 1• Establish a Clear Focused Vision
  31. 31. Step 1• Establish a Clear Focused VisionNike’s Vision“To bring inspiration and innovation to every athlete in theworld. If you have a body, you are an athlete”
  32. 32. Step 2• Obtain Commitment from Management
  33. 33. Step 3• Determine Prospects & Customer Personas
  34. 34. Step 4• Create and Prioritize Goals
  35. 35. Step 5• Develop Tactics to Achieve Goals
  36. 36. Step 6• Resources Allocated to Achieve the Goals
  37. 37. Step 7• Plan and Create Content
  38. 38. Step 8• Publish and Promote on the Social Networks where yourCustomers are
  39. 39. Step 9• Measure and Monitor the Results
  40. 40. Step 10• Modify, Rinse and Repeat
  41. 41. Social Media Marketing Tools and Tactics
  42. 42. Social Media Marketing with Facebook
  43. 43. Social Media Marketing with Facebook• Why Use Facebook?– Business Page – for spreading your content– Multi-Media rich– It is where one in three internet users hang out– Self Serve Target Ads with user demographics
  44. 44. Facebook Social Media Marketing – B2C• Facebook Tips for B2C Companies1. Welcome page2. Provide an incentive for growing your Facebook “Likes”3. Capture email subscriptions for your database4. Offer specials5. Publish content daily6. Crowd sourced market research7. Sell products on your Facebook store8. Provide rich multimedia
  45. 45. Facebook Social Media Marketing – B2C• Victoria’s Secret
  46. 46. Facebook Social Media Marketing – B2C• Threadless
  47. 47. Facebook Social Media Marketing – Personal Brand• Mari Smith
  48. 48. Facebook Social Media Marketing – B2B• Facebook Tips for B2B Companies1. Video Channel with “How To” Tutorials2. News Updates in Your Industry3. Provide an Incentive for Growing your Facebook “Likes”4. Capturing Email Subscriptions for your database5. Targeting Decision Makers through Paid SMM6. Market Research and Surveys7. Promote your Thought Leaders
  49. 49. Facebook Social Media Marketing – B2B• Case Studies - Publishing Content Linking to the Blog or Website– Goal: Position company or personal brand as a thought leader
  50. 50. Social Media Marketing with Facebook – B2B• Case Studies – Clear Risk– Goal: Capture email subscribers and Facebook “Likes”
  51. 51. Social Media Marketing with Facebook – B2B• Case Studies – General Electric– Goal: Promote Thought Leaders
  52. 52. Social Media Marketing with Facebook – B2B• Case Studies – Get Satisfaction - Internet Software Company– Goal: Provide customer service
  53. 53. Social Media Marketing with Facebook – B2B• Case Studies – Cisco– Goal: Educate with Online Video within Facebook
  54. 54. Social Media Marketing with Twitter
  55. 55. Social Media Marketing with Twitter• Why use Twitter?– A global network of 500 million plus users– You can target industries and niches– Monitor the competition– It is global– It is real time– It is a great tool to market your blog content– It is simple
  56. 56. Social Media Marketing with Twitter• 5 Tips for Optimizing Twitter1. Include a photo or logo2. Add your Facebook or Website’s URL3. Write “Great Headlines”4. Make sharing easy with a “ReTweet” button5. Include “Follow me on Twitter” buttons on your blog
  57. 57. Social Media Marketing with Twitter• Twitter Marketing Tips1. Develop a targeted Twitter following2. Listen, engage and communicate and build loyal followers inyour community3. Create a live feed on the corporate brand name to see whatthe world is saying about you4. Tweet your online specials that link to a landing page5. Tweet your content6. Network and Create contacts on Twitter by retweeting theircontent
  58. 58. Social Media Marketing with Twitter• Twitter Tools
  59. 59. Social Media Marketing with Twitter• Case Studies – jeffbullas.com– Goal: Drive traffic to the blog and networking
  60. 60. Social Media Marketing with Twitter• Case Studies – dell.com– Goal: Sell Product that can be tracked with coupons
  61. 61. Social Media Marketing with LinkedIn
  62. 62. Social Media Marketing with LinkedIn• Why use LinkedIn?– Over 150 Million professionals are members– Great for networking professionally– Finding opportunities– Positioning as an expert with over 800,000 groups– Integrate your other sites Website, Blog and Facebook– Average income is over $100,000
  63. 63. Social Media Marketing with LinkedIn• Setting up and Optimizing LinkedIn– Create a public profile (don’t lock it away)– In your homepage activate your Twitter link– Activate your blog feed to your homepage on LinkedIn– Integrate “SlideShare” into LinkedIn
  64. 64. Social Media Marketing with LinkedIn• LinkedIn Marketing Tips– Update your posts on LinkedIn after publishing– Participate in one of the 800,000 groups that is suitable for your targetaudience– Create your own group that doesn’t sell but provides a forum for yourindustry niche– Create Exclusive Content that requires registration– Advertise on LinkedIn from as little as $10 per day– You can target by• Geography• Industry• Job Function• Job title• LinkedIn Groups
  65. 65. Social Media Marketing with LinkedIn• LinkedIn Case Study B2B: Post Card Mania– Create compelling content– Build contacts– Join groups and contribute– Cold message contactsResults: In 12 Months they have generated 600 leads from a B2B audience
  66. 66. Social Media Marketing with LinkedIn• LinkedIn Case Study B2B: Post Card Mania– The Post on LinkedIn
  67. 67. Social Media Marketing with LinkedIn• LinkedIn Case Study B2B: Post Card Mania– The Landing Page
  68. 68. Social Media Marketing with YouTube
  69. 69. Social Media Marketing with YouTube• Why use YouTube?– Second largest search engine in the world– Easier to rank higher in organic search than Google– The younger generation would rather poke their eyes out thanread a paragraph of text – provide short videos– “How To” category is the fastest growing segment– Can be branded
  70. 70. Social Media Marketing with YouTube• Setting up and Optimizing YouTube1. Create your own branded YouTube Channel2. Link to your Blog, Facebook Fanpage or your website to makeit easy for people to link back to your site3. Put the category such as [Social Media Marketing] in Bracketsbefore each Title of your video4. Put “Tags” in your video tags section, make them relevant toyour video title5. Again promote your YouTube video on Twitter and place themon your blog in a Video or YouTube Channel section
  71. 71. Social Media Marketing with YouTube• YouTube Marketing Tips1. Interview senior people in your industry – promote them, thelaw of reciprocity2. Create information videos that inform clients while you sleep –leverages your time3. Create Educational videos demonstrating expertise andthought leadership4. Include videos in your online store to showcase and demoproducts (can increase conversion rates by 10-30%(Case Study: Online shoe store Zappos)
  72. 72. Social Media Marketing with YouTube• YouTube Case Study: Orabrush
  73. 73. Social Media Marketing with Slideshare
  74. 74. Social Media Marketing with Slideshare• Why use Slideshare?– It is the “YouTube” for PowerPoint– Presentations position you as an expert– Optimal for B2B– Good for optimising content for search
  75. 75. Social Media Marketing with Slideshare• Slideshare Marketing Tips1. Turn your posts into PowerPoint presentations and post themto SlideShare2. Write a good headline both on the presentation itself and thetitle area3. Include keyword tags that would be used to find thepresentation4. Promote your presentations on Twitter5. Allow viewers to download your presentation to assist inmaking it easy for people to share6. Post them to your Facebook page7. In choose a license make it CC (Creative Commons) Licenseso people can use your content and then attribute and link toyour blog
  76. 76. Social Media Marketing with Blogs
  77. 77. Social Media Marketing with Blogs• Why Blog?– To establish a home base that you own– Personal branding eg”jeffbullas.com”– Position you as a thought leader in your niche– Establishes authority– Google likes fresh unique content– Easy to use– Builds an online asset
  78. 78. Social Media Marketing with Blogs• Setting up and Optimizing Your Blog– Buy your own domain name– Blog as part of your primary website domain– Purchase a WordPress theme– Post content regularly– Promote your Blog on Twitter regularly– Include social media share and subscribe buttons– Build your email subscriber database
  79. 79. Social Media Marketing with Blogs• Blogging Marketing Tips1. Solve problems with your posts. What do your customers worryabout?2. Provide “How To” articles3. Write great headlines4. Write easy to read articles5. Use multimedia embed videos, images and screen shots6. Send out posts instead of static email newsletters that drive trafficto your site and drive comments7. Post after publishing to other social media channels, Facebookpage, Google+, LinkedIn, Twitter (manually)8. Create evergreen content9. Be focused (stay on topic)10. Repurpose offline and publish it online
  80. 80. Social Media Marketing with Blogs – Personal Brand• Case Studies – jeffbullas.com– Goal: Create a personal brand online and create global opportunities
  81. 81. Social Media Marketing with Blogs – B2B• Case Studies – Hubspot – software as a service for small to medium business– Goal: Create great content that drives link building and positions the brand
  82. 82. Social Media Marketing with Blogs – B2C• Case Studies – Southwest Airlines
  83. 83. 10 Takeaways1. Strategy not just tactics2. Content is the foundation3. Optimize for search4. Make it easy to share5. Think like a publisher6. Build an online asset7. Publish where your customers are8. Implement the Hub & Spoke model9. Use paid as the catalyst10.Be patient and persist
  84. 84. How Could You Use Social MediaMarketing… To Put a Dent in theUniverse?
  85. 85. Twitter: @JeffBullas

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