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Advanced Social Media Marketing - Biz Level Social Media Usage

Class presentation at UCSC Silicon Valley on October 23, 2015, focused on use of Twitter, LinkedIn, Facebook.

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Advanced Social Media Marketing - Biz Level Social Media Usage

  1. 1. Advanced Social Media Marke0ng: A Prac'cal Approach for Business October 23, 2015 @NaThomson Natascha Thomson CEO, Marke'ngXLerator
  2. 2. 9:00 AM Guest Speaker: Social Media & The Law 10:15 AM Break 10:30 AM What’s New in Social Media Marke0ng? 11:30 PM Guest Speaker: Analy0cs & Automa0on 12:30 PM Lunch Break 1:30 PM Business Level Use of Social Media PlaNorms 2:15 PM Final Project Presenta0ons I 3:15 PM Break 3:15 PM Final Project Presenta0ons II 5:00 PM Class Ends Today’s Agenda 2
  3. 3. Guest Speaker: Paul Cowie 3 “Not So Fast! – Employment, Ownership & Privacy Concerns When Using Social Media For Business.”
  4. 4. What’s New In Social Media Marke0ng?
  5. 5. Guest Speaker: Jason Rose 5 “Using analytics, automation and insights to create real ROI with social media.”
  6. 6. Business Level Usage of Social Media Platforms
  7. 7. 7
  8. 8. The first steps… 1.  Choose the right presence 2.  Complete your profile 3.  Engage your audience
  9. 9. 9 Facebook Page: Public Figure
  10. 10. 5 Key Facebook Tac0cs 1.  Connect via authen0c emo'ons and visuals 2.  Post for the “News Feed” not your Page 3.  Know when your audience is online 4.  Include a Call to Ac'on (CTAs) 5.  Post regularly and respond to every post
  11. 11. 11 My News Feed
  12. 12. Source: Social Media Examiner. Show a Sense of Humor
  13. 13. Example Success Metrics 1.  Follower growth rate (%) 2.  Likes / Shares / Comments 3.  Conversion Rates
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  15. 15. For a good start… 1.  Pick a “good” name for your handle 2.  Complete your profile –  Profile Description –  Quality picture(s) –  Location –  URL to company, blog or LinkedIn profile 3.  Follow relevant people
  16. 16. 5 Key Twitter Tactics 1.  Share the content your target audience craves 2.  Be authentic and respectful 3.  Use relevant hashtags / join events 4.  Use visual content 5.  Be human = Think P2P not B2B
  17. 17. Example Success Metrics 1.  Follower growth rate (%) 2.  Retweets / Mentions / Quotes 3.  Conversion Rates (CTR/Leads)
  18. 18. 18
  19. 19. GeXng Started Copyright by Marke'ngXLerator. 1.  Complete your profile ü  Quality picture(s) ü  Custom headline ü  Contact details ü  Summary ü  Work history ü  Add custom content 2.  Customize your URL 3.  Create a Company Page
  20. 20. 20
  21. 21. 5 Key LinkedIn Tac0cs 1.  Invite relevant connections 2.  Give and ask for recommenda0ons 3.  Post status updates, possibly blog 4.  Join relevant groups 5.  Use the Ad Tool to segment Copyright by Marke'ngXLerator.
  22. 22. 22
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  24. 24. Is your Target Audience there?
  25. 25. 25
  26. 26. 5 Free(mium) Tools 1.  Bufferapp + Applet 2.  Bitly 3.  Twitonomy 4.  eClincher 5.  Twi[er Analy0cs & TweetDeck 26
  27. 27. 27
  28. 28. 28
  29. 29. 29
  30. 30. 5 Enterprise Tools 1.  Salesforce Marke0ng Cloud 2.  eClincher 3.  DataSi] 4.  Tracx 5.  Sprinklr 30
  31. 31. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 31
  32. 32. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 32
  33. 33. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 33
  34. 34. Recap: Social Strategy 101 1.  Objec'ves 2.  Target Audience 3.  Fishing Holes 4.  Content 5.  Paid and organic 6.  Experiment and measure Copyright by Marke'ngXLerator.
  35. 35. Natascha Thomson NaThomson@Marke'ngXLerator.com @NaThomson +1 (925) 519-8111 Marke0ngXLerator.com Over 15 years of B2B marke0ng experience in Global 2000 and startup companies. Customers include SAP, EMC, Polycom, SLAP, and LookingGlass.
  36. 36. Video: ExactTarget/Salesforce 36
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