Business Social Media


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Mike Saunders holds an MBA in Marketing and serves the small and medium-sized business market.
In addition to coaching and consulting clients in his firm Marketing Huddle LLC, Teaching Marketing as an Adjunct Marketing Professor at select Colleges and Universities, Mike also is a Marketing Consultant with the Denver Small Business Development Center (SBDC).
His unique application of Marketing Integration Principles helps his clients use the Internet & Social Media to grow their businesses quickly while reducing marketing and advertising costs by creating a powerful Marketing Blueprint Strategy.
By visiting you can get a Free chapter of his new social media book published on Amazon

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  • Explore fundamentalsIntroduce simple strategyExplain terms and technologiesLeave you with a plan
  • When consumer opinion changed in 2007 so did our business model
  • Social marketing is easy to measure your results
  • The goal of social marketing
  • Effective social marketing is attracting consumers to you
  • Why social marketing works
  • Why social marketing works
  • Recipe for social marketing success
  • They are social marketing tools
  • This is not marketing
  • Your social marketing strategy isn’t always about your business – it’s about your passion
  • Scott
  • Measuring ROI on social media investmentsA lot of people and companies are struggling to come up with good ways to define an ROI for social media investments - Patrick Schaber's recent post on the topic is just one of the many thoughtful pieces on the topic.The key to measuring your investments in social media is to first define what it is you are trying to do - are you trying to increase sales, improve the SEO of your site, get more new product ideas into your new product development funnel, trying to improve customer service, or enhance your PR by getting a bigger share of voice in the social media space? And yes, you can do all that with various social media strategies - we have case studies in each and every one of them. So once you have defined what it is you want to do - measure it the same way you would measure any other program deployed for that same purpose. If you already track idea sources and various percentages to gauge the success of your new product development pipeline, just add a category for the new social media-based community and measure everything else the same way. If you want to increase sales, just measure the efficacy of the social media based campaign the same way you would measure any other lead generation program. And if PR/awareness in the social media space is your goal, then there are many more tools at your disposal in the social media space to measure progress than there are in traditional media. One bonus of social media-based programs is that they will impact multiple marketing functions much more so than traditional marketing programs. So in effect you might develop an ROI in one area and see the cost of doing business in other areas go down at the same time.Now, the real problem is that we measure traditional marketing programs the wrong way. Almost everything in traditional measurement programs is customer transaction-based - how much will it cost to get a customer to buy...ONCE. What we really want to measure is how programs affect a customer's life-cycle value - including his/her ability to influence others in making buying decisions. The other problem with most traditional measurement yardsticks - and ROI is perhaps the most famous of them - is that they are trailing indicators, not leading indicators. Not enough companies measure things in ways that give them indications of where their business is going, or how sucessful add-on programs will be. We are currently working with Deloitte on a research project to uncover how companies are measuring the progress and success of various social media-based external communities. If you would like to help with that or if you have opinions on the subject, feel free to email me at francois [at] emergencemarketing [dot] com.
  • Added CPIs conversion performance indicators
  • Business Social Media

    2. 2. Who is Marketing Huddle/ Mike Saunders?• MBA in Marketing and serve the small and medium-sized business market.• In addition to coaching and consulting clients in my firm Marketing Huddle LLC, I teaching Marketing courses as an Adjunct Marketing Professor at 5 Colleges and Universities.• I am also a Marketing Consultant with several Small Business Development Centers (SBDC)• Published author: Social media book & Goal Setting books published on Amazon• I implement a unique application of Marketing Integration Principles which helps my clients use the Internet to grow their businesses while reducing marketing and advertising costs by creating a powerful Online and Social Media Marketing Blueprint Strategy.
    3. 3. SMM Anticipated Growth
    4. 4. Small Business Survey:“What Benefits Have You Seen From Social Media Marketing”?
    5. 5. Did You Know Your Clients, Prospects and Contacts are Already Searching for Your Products and Services?• Do they need to be pitched hard to buy?• Help them find information to help them make a decision and they feel the “Principle of Reciprocity” kick in….they will want to do business with the person helping them out…YOU!• Become their Trusted Advisor!But 1st you must identify 2 criticalpieces of information!
    6. 6. STOP! Don’t Do Social Media the Way Everyone Else Does!Succeed by LISTENING & GIVING 1st!
    7. 7. Learn more tips and tricks on using social media inyour business in the book! This book is written infictional story format and is a fast-read…get your copytoday! After you complete your order through Amazon, copy your receipt # go & claim your Facebook marketing bonus package!
    8. 8. Want to win a copy? Grab your mobile phone!
    9. 9. Grab your phone & TextPRISMto 72727The 7th text to comethrough wins!
    10. 10. Social Media Philosophy 101
    11. 11. New Business Model
    12. 12. This Model Doesn’t Work AnymoreSuspect Prospect Engage Qualify Propose Defend Close Traditional Buying Cycle
    13. 13. The New Sales ProcessObjective is to change the “calm” and help “frame the problem” Problem Search Frame Look For Talk To Look ForCalm or Change Problem The Solutions Peers Providers Happens Symptoms Problem
    14. 14. The ZMOT is a flurry of activity: • Query search engines • Visit company web site • Read educational content • Follow on Twitter • Visit competitor web sites • Read reviews • Discuss with friends • Check online communities • Comparison shop
    15. 15. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
    16. 16. Hub & Spoke Online Lead Funnel Twitter YouTube LinkedIn Facebook more Google+ Social Slideshare SEO Website Video Positioning & Blog Email Online Workshops
    17. 17. What is Business Social Media Marketing Business Social Media marketing uses new media rich online tools and content to engage and foster feedback and buzz from existing and new customers• Business Social Media Marketing builds trust and ties with online communities to generate exposure, opportunity and sales• Online communities create enduring sales and profits for your company
    18. 18. Why Business Social Media? Attempting to reach executive decision-makers in your target audience is so tough because they purposefully shield themselves to keep isolated. But, because social platforms are a personal representation of their brand, they will be much more likely to respond because it is a reflection on their brand! Plus, social media can be the BEST research you can use to learn about a prospect.
    19. 19. Specific and Measurable Results
    20. 20. Getting FoundBeing Talked About
    21. 21. Attraction Marketing
    22. 22. Consistency Builds Trust
    23. 23. Passion Attracts Fans
    24. 24. Share expertise selflessly Be Yourself Be Consistent Be PassionateListen - Learn - Implement
    25. 25. Identify what your value proposition is “Passion & Why”
    26. 26. Develop Strategy
    27. 27. The Missing Ingredient in Business Social Media Campaigns MBA-Level Marketing Strategy: Competitive Advantage Target Audience Integrated Marketing Communications
    28. 28.
    29. 29. Business Social Media Value Cycle ROI Tracking Model: Life-time client value 84% of companies aren’t measuring ROI Marketers demand better ways to manage and measure the impact of “earned media”  the additional unpaid exposure a brand gets when consumers share about the brand online. What is ROI?  Financial  Sales, Revenue, Transactions, Coupons  Non-financial  Visitors, WOM, Page Views, Fans, Followers ROI does not have to be $$ to be valuable
    30. 30. Business Social Media Methodology Develop SM Vision Blueprint AS-IS: Current SM Assessment TO-BE ™ Stakeholders Segment Target Refine Develop Asset Commitment Market Strategy Tactics Priority Plan Feedback Execution Instant Success System Content Outreach™ Optimization Assets ™ TeamUp-Strategic Alliances Improve Tracking, Metrics , Reporting Key Performance Indicators and SM TrendsTime
    31. 31. Business Social Media Roles & ResponsibilitiesSource: MarketingSherpa, 2010
    32. 32. Business Social Media Metrics Transactions, ROI and Buzz  Inquiries: Clicks, visits, page views, and phone calls  Actions: Valuable brand interactions  Conversions: Data capture, lead capture, and sales  ROI: Cost per click, cost per lead, and revenue  Social stats: Connections: Friends, fans, likes, subscribers, followers, and application installs  Engagement: Likes, comments, sharing, retweets, and interaction  Views: Video plays, SlideShare plays, and social site page views  Traction: Engagement rates, retweet rates, etc.  Reach: Influence and reach of the people and bloggers posting the chatter  Sentiment: Positive and negative ratings of the chatter being posted  Context: Subject matter and specific themes of the chatter and comments  Increase in blog comments – CHART IT OUT!
    33. 33. Engage in the Business Social Media Conversation Build the SM assets continuously Establish an editorial calendar  Choose a specific schedule for days you will be posting  Helps stay on track and organize content  Be consistent  Refer to the calendar when you need content ideas
    34. 34. Social Media Mistakes to Avoid  No. 1: Starting without a plan. If you are tempted to skip creating a social media strategic plan for your business that outlines your goals and the resources youll need to accomplish them, dont do it. By developing a plan, you create a critical foundation for which the rest of your social media efforts are based on.  Your first step to creating a strategic plan for your social media operation is to answer the following questions:  a. Do you know who your target audience is? b. How do you plan to talk to them? c. Do you know how your social media campaign ties into your traditional marketing plan? d. Do you know who is going to staff your social media efforts? e. Do you know your social media business objectives? f. How will you measure your success?  Answer these questions along with your core team members -- your lead sales, marketing and programming people. As you do so, take time to compare them to other social media strategies to help identify and fill gaps.
    36. 36. Thank you for your time today!Mike Saunders,