Social Media: Twitter, LinkedIn and Your Marketing Plan

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On Tuesday, February 9th, Team and a Dream's Skip Shuda and Marilyn Moran presented "Social Media: Twitter and LinkedIn and your Marketing Plan" to the Tri-County Chamber of Commerce's Women of the Workforce (WOW) Luncheon. It was a great turnout! Please check out our presentation and feel free to reach out to us with any questions!

As an added bonus: we've included some slides about Facebook. Enjoy!

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  • Ask – in the world of strategy-planners and action-doers… which are you? Both is ok. How many strategy-planners? How many action-doers?
  • Forrester estimates that $716 million will be spent on the medium this year, growing to $3.1 billion in 2014. At that point, social media will be a bigger marketing channel than both email and mobile Approximately 150,000,000 videos on YouTube. Every minute 20 hours of video is uploaded. Total times of videos watched is 9300+ years. Social Media has overtaken porn as the #1 activity on the Web  25% of search results for the World’s Top 20 largest brands are links to user-generated content.  80% of companies using LinkedIn as a primary tool to find employees  Generation Y and Z consider e-mail passé…In 2009, Boston College stopped distributing e-mail addresses to incoming freshmen.
  • Forrester estimates that $716 million will be spent on the medium this year, growing to $3.1 billion in 2014. At that point, social media will be a bigger marketing channel than both email and mobile Approximately 150,000,000 videos on YouTube. Every minute 20 hours of video is uploaded. Total times of videos watched is 9300+ years. Social Media has overtaken porn as the #1 activity on the Web  25% of search results for the World’s Top 20 largest brands are links to user-generated content.  80% of companies using LinkedIn as a primary tool to find employees  Generation Y and Z consider e-mail passé…In 2009, Boston College stopped distributing e-mail addresses to incoming freshmen.
  • Forrester estimates that $716 million will be spent on the medium this year, growing to $3.1 billion in 2014. At that point, social media will be a bigger marketing channel than both email and mobile Approximately 150,000,000 videos on YouTube. Every minute 20 hours of video is uploaded. Total times of videos watched is 9300+ years. Social Media has overtaken porn as the #1 activity on the Web  25% of search results for the World’s Top 20 largest brands are links to user-generated content.  80% of companies using LinkedIn as a primary tool to find employees  Generation Y and Z consider e-mail passé…In 2009, Boston College stopped distributing e-mail addresses to incoming freshmen.
  • 13 uses documented/listed Discussion of “value” vs. “ROI” … marketing value, drives leads, creates confidence, etc. ROI is sales-focused. SM campaigns CAN drive sales… but more likely to use SM to drive awareness, visibility, credibility, Tools like TweetDeck, Gist and Friendfeed… create a map of where you want to spend your time (show my bubble map)
  • 13 uses documented/listed Discussion of “value” vs. “ROI” … marketing value, drives leads, creates confidence, etc. ROI is sales-focused. SM campaigns CAN drive sales… but more likely to use SM to drive awareness, visibility, credibility, Tools like TweetDeck, Gist and Friendfeed… create a map of where you want to spend your time (show my bubble map)
  • Social Media: Twitter, LinkedIn and Your Marketing Plan

    1. 1. (SLIDE 1) Title: Business: Social Media: Twitter, LinkedIn and Your Marketing Plan By Skip Shuda & Marilyn Moran February 9, 2010
    2. 2. Why Should I Care?
    3. 3. Why Should I Care? <ul><li>150,000,000 YouTube Videos… … every minute 20 hours of video is uploaded … total times of videos watched is 9300+ years </li></ul><ul><li>25% of search results for the World’s Top 20 largest brands are links to user-generated content.  </li></ul>
    4. 4. Why Should I Care? Generation Y and Z consider e-mail passé… … In 2009, Boston College stopped distributing e-mail addresses to incoming freshmen
    5. 5. A Baker’s Dozen for Engaging…
    6. 6. How Can I manage my time?
    7. 7. How Can I manage my time?
    8. 8. Value vs. ROI <ul><li>Marketing vs. Sales </li></ul><ul><li>What constitutes value? </li></ul><ul><li>Measuring engagement of your Social Media channels </li></ul>
    9. 9. What kinds of SM-driven objectives are businesses measuring? <ul><li>Sales </li></ul><ul><li>Registrations </li></ul><ul><li>Referrals </li></ul><ul><li>Links (the currency of the social web) </li></ul><ul><li>Votes </li></ul><ul><li>Reduction in costs and processes </li></ul><ul><li>Decrease in customer issues </li></ul><ul><li>Lead generation </li></ul><ul><li>Conversion </li></ul><ul><li>Shorter sale cycles </li></ul><ul><li>Inbound activity </li></ul><ul><li>Improved depth & quality of engagement </li></ul>
    10. 10. LinkedIn The Basics <ul><li>Use it everyday! </li></ul><ul><li>Strive for 100% profile completeness </li></ul><ul><li>FYI: you are 40 times more likely to get found in a LinkedIn search if your profile is complete. </li></ul><ul><ul><li>Personalize your URL (for personal branding & getting found in the search engines) </li></ul></ul><ul><ul><li>Picture </li></ul></ul><ul><ul><li>Professional Summary – use keywords </li></ul></ul><ul><ul><li>Current & Past Experience </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Include Specialties </li></ul></ul><ul><ul><li>Link to Company Website or Blog </li></ul></ul>
    11. 11. LinkedIn The Basics <ul><li>Add a memorable headline – not your title, but where you shine! </li></ul><ul><li>Update status regularly . Stimulate conversation. Ask questions. </li></ul><ul><li>Get recommended by your colleagues. Ask them politely or… </li></ul><ul><li>Recommend others. </li></ul><ul><li>Promote your LinkedIn. Link to your profile in email signature or add a LinkedIn button on your website </li></ul>
    12. 12. LinkedIn <ul><li>Add company profile </li></ul><ul><li>Join industry groups </li></ul><ul><ul><li>Participate in discussions or start a new discussion </li></ul></ul><ul><ul><li>Post company or industry news </li></ul></ul><ul><li>Create a new group in your industry </li></ul><ul><li>Add applications </li></ul><ul><ul><li>Syndicate your blog (Wordpress, TypePad, etc.) </li></ul></ul><ul><ul><li>Display your Tweets </li></ul></ul><ul><ul><li>Slideshare presentations </li></ul></ul><ul><li>Participate in Q&A </li></ul><ul><ul><li>If you ask a question, make sure it hasn’t been asked before – use advanced answers search </li></ul></ul><ul><ul><li>Don’t pitch your product or services when answering a question </li></ul></ul><ul><ul><li>Become an expert by staying on-topic, respectful, and concise. </li></ul></ul>
    13. 13. Twitter No Brainers! TIP: Read Twitter 101 for Business if you haven’t already! http://business.twitter.com/twitter101/ <ul><li>Get used to using it everyday. Yep! </li></ul><ul><li>Remember quality over quantity </li></ul><ul><li>Don’t block your tweets </li></ul><ul><li>Search is your Friend! </li></ul><ul><ul><li>Use Twitter Search </li></ul></ul><ul><ul><li>Real Time Search Tools </li></ul></ul><ul><li>Twitter Clients are Time Savers </li></ul><ul><ul><li>Separate multiple accounts </li></ul></ul><ul><ul><li>create user lists by geographic location and topic </li></ul></ul><ul><ul><li>set up topic searches by keyword or “hashtags”. </li></ul></ul><ul><li>Directories are your Friend </li></ul>
    14. 14. Twitter Tweet-bits <ul><li>FYI: Google & Bing both include tweets in search results ! </li></ul><ul><li>Know your rank/grade/clout! Why? </li></ul><ul><ul><li>Not for bragging rights! </li></ul></ul><ul><ul><li>Know your competition or marketplace. </li></ul></ul><ul><ul><li>Know your potential reach & influence. </li></ul></ul><ul><ul><li>TweetRank, Twitter Grader, Klout </li></ul></ul><ul><li>Regularly monitor how much traffic you’re getting </li></ul><ul><ul><li>Use trackable shortened URLs </li></ul></ul><ul><ul><li>Check Google Analytics </li></ul></ul><ul><li>Set Up Twitter Alerts </li></ul><ul><ul><li>Like Google Alerts for Twitter </li></ul></ul><ul><ul><li>Keep track of conversations about you, your business, and your industry. </li></ul></ul><ul><li>Remember: Have Fun! </li></ul>
    15. 15. What’s Next? <ul><li>Build your Social Media Marketing Strategy </li></ul><ul><li>Find and Use tools to manage the deluge </li></ul><ul><li>Personal, hands-on coaching </li></ul><ul><li>Execute and measure </li></ul>
    16. 16. Let us know if you have questions! [email_address] Twitter: @PhillyMarketing http://www.linkedin.com/in/marilynmoran [email_address] Twitter: @skipshoe http://www.linkedin.com/in/skipshuda
    17. 17. Facebook for Business <ul><li>FYI: There are now over 300 million ACTIVE users on Facebook. </li></ul><ul><li>Set up a Facebook Fan Page </li></ul><ul><ul><li>Company Overview </li></ul></ul><ul><ul><li>Website and contact info </li></ul></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Blog RSS </li></ul></ul><ul><ul><li>Twitter updates </li></ul></ul><ul><ul><li>Company news and status </li></ul></ul><ul><ul><li>Customer interaction </li></ul></ul><ul><li>Create Vanity URL http://www.facebook.com/url </li></ul><ul><li>Promote Your Page </li></ul><ul><ul><li>Tell Friends or Business Contacts via personal profile </li></ul></ul><ul><ul><li>Fan button on your web page </li></ul></ul><ul><ul><li>Add to your email signature or direct marketing pieces </li></ul></ul><ul><ul><li>Tweet about it </li></ul></ul>
    18. 18. Facebook <ul><li>Create a sense of Community </li></ul><ul><ul><li>Allow fans to post to Wall, add photos, videos, and post notes </li></ul></ul><ul><ul><li>Encourage interaction by activating Discussions </li></ul></ul><ul><li>Connect your Fan page to your Twitter account </li></ul><ul><ul><li>Increases your social reach </li></ul></ul><ul><ul><li>Saves time </li></ul></ul><ul><li>Enhance Your Page with Apps </li></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Consumer Engagement </li></ul></ul><ul><ul><li>Drive Web Traffic </li></ul></ul><ul><ul><li>Lead Generation </li></ul></ul><ul><ul><li>Client Retention </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><li>Consider Facebook Ads </li></ul>

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