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#2015ConnectCon
@ConnectMembers
facebook.com/connectmembers
#2015ConnectCon @connectmembers facebook.com/connectmembers
#2015ConnectCon
@ConnectMembers
facebook.com/connectmembers
Creating a Social Media
Strategy That Works
Natascha Thomson
C...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 3
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 4
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 5
Google.com/Alerts
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Agenda
#DataConnectTalk
1.  Is there a social media mandate?
2...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 7
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 8
Larry Page & Sergey Brin
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 9
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 10
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 11
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 12
@Jack Dorsay
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 13
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 14
Sundar Pichai
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Ignore (Social Media) at Your Own Risk
1.  LISTENING
•  What a...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers @NaThomson
Impact:	
  	
  
Get	
  through	
  to	
  me.	
  
Pea...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Your Brand
Based on your brand,
people decide if they want to ...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
What Do You Want To Portray?
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Message: Why Would Anybody Care?
What do you offer that your t...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Promotion: Get the Word Out
How can your message reach your au...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Forrester: Buyer’s Journey Has Changed
•  70-90% of the buyers...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Buyer Cycle: Past
Source: Robin Grant: The purchase funnel is ...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Buyer Cycle: Present
“Consumer’s Decision Journey”
Source: Rob...
#2015ConnectCon
@ConnectMembers
facebook.com/connectmembers
“You need to develop ways for people
to talk about your produc...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 26
Source: Harvard Business Review & Gartner.
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 27
Source: Nielsen.
#2015ConnectCon
@ConnectMembers
facebook.com/connectmembers
Create
YOUR Strategy
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
The 5 Key Elements
1.  Objectives
2.  Target Audience
3.  Soci...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Sample Objectives
1.  Increase revenue by $500,000 by March 20...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers @NaThomson
Impact:	
  	
  
	
  
Get	
  through	
  to	
  me.	
 ...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Target Audience
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Target Audience Segmentation
Customer
base
Market
Segment
s
In...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Segmentation Example
Goal: Increase revenue to $x for x produc...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 35
Your Target Audience Informs
Your Choice of Social Media Ch...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Owned vs. Earned vs. Paid Social Media
Source: SmartInsights.c...
#2015ConnectCon
@ConnectMembers
facebook.com/connectmembers
Measurement
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Sample Objectives
1.  Increase revenue by $500,000 by March 20...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Measurement
Increase Revenue and Partners:
1.  Metric: $ Reven...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
•  70-90% of the buyers journey is
complete prior to engaging ...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Measurement
IoT Thought Leadership
1.  Metric: Awareness (e.g....
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
QUICK START
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
1.  Choose the right presence
2.  Complete your profile
3.  En...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 44Facebook Page: Public Figure
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
5 Key Facebook Tactics
1.  Connect via authentic emotions and ...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 46My News Feed
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Source: Social Media Examiner.
Show a Sense of Humor
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Example Success Metrics
1.  Follower growth rate (%)
2.  Likes...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
For a good start…
1.  Pick a “good” name for your handle
2.  C...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
5 Key Twitter Tactics
1.  Share the content your target audien...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Example Success Metrics
1.  Follower growth rate (%)
2.  Retwe...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Getting Started
1.  Complete your profile
ü  Quality picture(...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 53
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
5 Key LinkedIn Tactics
1.  Invite relevant connections
2.  Giv...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 55
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 56
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Is your Target Audience there?
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 58
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
5 Free(mium) Tools
1.  Bufferapp + Applet
2.  Bitly
3.  Twiton...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 60
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 61
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 62
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 63
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 64
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 65
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
5 Enterprise Tools
1.  Salesforce Marketing Cloud
2.  eClinche...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Social Selling / Marketing 101
1.  Research your prospects and...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Recap: Social Strategy 101
1.  Objectives
2.  Target Audience
...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers
Natascha Thomson
NaThomson@MarketingXLerator.com
@NaThomson
+1...
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 70
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Data.com Connect Presents: Natascha Thomson - Creating a Social Media Strategy that Works for You

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Data.com Connect Presents: Natascha Thomson - Creating a Social Media Strategy that Works for You

  1. 1. #2015ConnectCon @ConnectMembers facebook.com/connectmembers #2015ConnectCon @connectmembers facebook.com/connectmembers
  2. 2. #2015ConnectCon @ConnectMembers facebook.com/connectmembers Creating a Social Media Strategy That Works Natascha Thomson CEO, MarketingXLerator @NaThomson
  3. 3. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 3
  4. 4. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 4
  5. 5. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 5 Google.com/Alerts
  6. 6. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Agenda #DataConnectTalk 1.  Is there a social media mandate? 2.  What channels should you be on? 3.  How do you measure success? 4.  How much will it cost? 5.  What is social selling vs. social marketing? 6.  Q&A
  7. 7. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 7
  8. 8. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 8 Larry Page & Sergey Brin
  9. 9. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 9
  10. 10. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 10
  11. 11. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 11
  12. 12. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 12 @Jack Dorsay
  13. 13. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 13
  14. 14. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 14 Sundar Pichai
  15. 15. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Ignore (Social Media) at Your Own Risk 1.  LISTENING •  What are people saying about you? 2.  PULL •  Can you be found? 3.  FISHING WHERE THE FISH ARE •  Where is your target audience? 4.  CUTE ANIMALS •  Human-to-Human Picture: Boo – The Cutest Dog in the World.
  16. 16. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers @NaThomson Impact:     Get  through  to  me.   Peak  my  interest.   Make  me  want  to  take  ac9on.     n  Talk  to  me  where  &  when  I  am   n  Get  my  a2en3on     n  Court  me   n  Engage  &  convince  me   n  Make  it  easy  for  me           The Big Picture (Consumer View)     Brand   Posi9oning  /  Message   Promo9on   Portray:     Who  are  you?     n  (Brand)  Iden3ty   n  Promise/Differen3ator     Convince:     Why  should  I  care?     n  Know  &  meet  my  needs   n  What’s  uniquely  relevant  about   you?   n  Why  should  I  trust  you?  Got   proof?       Attention è Relevance è Action
  17. 17. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Your Brand Based on your brand, people decide if they want to connect. Based on your content, people decide if they want to stay connected.
  18. 18. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers What Do You Want To Portray?
  19. 19. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers
  20. 20. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Message: Why Would Anybody Care? What do you offer that your target audience is looking for? How can you convincingly show that you can successfully serve their needs?
  21. 21. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Promotion: Get the Word Out How can your message reach your audience ? How can you interest, dazzle and convert them?
  22. 22. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Forrester: Buyer’s Journey Has Changed •  70-90% of the buyers journey is complete prior to engaging a vendor. •  Consumers engage with an average of 11.4 pieces of content before purchase
  23. 23. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Buyer Cycle: Past Source: Robin Grant: The purchase funnel is no more.
  24. 24. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Buyer Cycle: Present “Consumer’s Decision Journey” Source: Robin Grant: The purchase funnel is no more; via McKinsey.
  25. 25. #2015ConnectCon @ConnectMembers facebook.com/connectmembers “You need to develop ways for people to talk about your product, so that word of mouth works.” ~ McKinsey Global Marketing & Sales Practice Source: Robin Grant: The purchase funnel is no more.
  26. 26. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 26 Source: Harvard Business Review & Gartner.
  27. 27. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 27 Source: Nielsen.
  28. 28. #2015ConnectCon @ConnectMembers facebook.com/connectmembers Create YOUR Strategy
  29. 29. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers The 5 Key Elements 1.  Objectives 2.  Target Audience 3.  Social Channels 4.  Tactics 5.  Measurement
  30. 30. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Sample Objectives 1.  Increase revenue by $500,000 by March 2016 2.  Attract 3 new partners by December 2016 3.  Become a thought leader in IoT by June 2016 How do you measure success? How do you turn this into marketing goals?
  31. 31. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers @NaThomson Impact:       Get  through  to  me.     Win  me  over.     Make  me  want  to  take  ac9on.               Break It Down     Brand   Posi3oning  /  Message   Promo9on   Portray:     Who  are  you?     n  (Brand)  Iden3ty   n  Promise/Differen3ator     Convince:     Why  should  I  care?     n  Know  &  meet  my  needs   n  What’s  uniquely  relevant  about   you?   n  Why  should  I  trust  you?  Got   proof?       Awareness è Action è Conversion
  32. 32. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Target Audience
  33. 33. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Target Audience Segmentation Customer base Market Segment s Industry Geos Line of Business (LoB) Net New or Install Base? Titles, Roles? SMB, Medium, Enterprise? Retail, High-Tech etc. or Horizontal? North America, EMEA, APAC etc.?
  34. 34. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Segmentation Example Goal: Increase revenue to $x for x product in next 12 months. Target Audience 1: •  North America •  Net New •  C-level, VP, Director in HR Role •  SMB (up to $100 million revenue/year; 25+ employees) •  Horizontal ( Top 3: Manufacturing, FinServices, High-Tech)
  35. 35. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 35 Your Target Audience Informs Your Choice of Social Media Channels
  36. 36. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Owned vs. Earned vs. Paid Social Media Source: SmartInsights.com •  Owned •  @NaThomson •  MarketingXLerator.com •  Linkedin Profile / Blog •  Original Content •  Earned •  LinkedIn Group Engagement •  Blog Placements •  Branded Communities •  Influencer Sharing •  Paid •  Social Ads & Promoted Accounts •  Paid Blog Placements •  Paid Influencers / Advertorials
  37. 37. #2015ConnectCon @ConnectMembers facebook.com/connectmembers Measurement
  38. 38. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Sample Objectives 1.  Increase revenue by $500,000 by March 2016 2.  Attract 3 new partners by December 2016 3.  Become a thought leader in IoT by June 2016 How do you measure success? How do you turn this into marketing goals?
  39. 39. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Measurement Increase Revenue and Partners: 1.  Metric: $ Revenue 2.  Metric: # New Partners è  Quantifiable but attribution can be difficult
  40. 40. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers •  70-90% of the buyers journey is complete prior to engaging a vendor. •  Consumers engage with an average of 11.4 pieces of content before purchase
  41. 41. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Measurement IoT Thought Leadership 1.  Metric: Awareness (e.g. Impressions) 2.  Metric: Engagement (e.g. Comments) 3.  Metric: Conversion (e.g. Views/Downloads) è  Somewhat quantifiable but attribution can be difficult
  42. 42. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers QUICK START
  43. 43. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 1.  Choose the right presence 2.  Complete your profile 3.  Engage your audience The first steps…
  44. 44. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 44Facebook Page: Public Figure
  45. 45. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 5 Key Facebook Tactics 1.  Connect via authentic emotions and visuals 2.  Post for the “News Feed” not your Page 3.  Know when your audience is online 4.  Include a Call to Action (CTAs) 5.  Post regularly and respond to every post
  46. 46. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 46My News Feed
  47. 47. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Source: Social Media Examiner. Show a Sense of Humor
  48. 48. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Example Success Metrics 1.  Follower growth rate (%) 2.  Likes / Shares / Comments 3.  Conversion Rates
  49. 49. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 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
  50. 50. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 5 Key Twitter Tactics 1.  Share the content your target audience craves 2.  Be authentic and respectful 3.  Participate in events with hashtags 4.  Use relevant hashtags 5.  Be human = Think P2P not B2B
  51. 51. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Example Success Metrics 1.  Follower growth rate (%) 2.  Retweets / Mentions / Quotes 3.  Conversion Rates (CTR/Leads)
  52. 52. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Getting Started 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
  53. 53. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 53
  54. 54. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 5 Key LinkedIn Tactics 1.  Invite relevant connections 2.  Give and ask for recommendations 3.  Post status updates, possibly blog 4.  Join relevant groups 5.  Use the Ad Tool to segment
  55. 55. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 55
  56. 56. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 56
  57. 57. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Is your Target Audience there?
  58. 58. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 58
  59. 59. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 5 Free(mium) Tools 1.  Bufferapp + Applet 2.  Bitly 3.  Twitonomy 4.  eClincher 5.  Twitter Analytics & TweetDeck 59
  60. 60. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 60
  61. 61. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 61
  62. 62. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 62
  63. 63. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 63
  64. 64. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 64
  65. 65. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 65
  66. 66. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 5 Enterprise Tools 1.  Salesforce Marketing Cloud 2.  eClincher 3.  DataSift 4.  Tracx 5.  Sprinklr 66
  67. 67. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Social Selling / Marketing 101 1.  Research your prospects and leverage context 2.  Identify and connect with relevant influencers 3.  Establish yourself as a trusted expert 67
  68. 68. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Recap: Social Strategy 101 1.  Objectives 2.  Target Audience 3.  Fishing Holes 4.  Content 5.  Paid and organic 6.  Experiment and measure
  69. 69. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Natascha Thomson NaThomson@MarketingXLerator.com @NaThomson +1 (925) 519-8111 Over 15 years of B2B marketing experience in Global 2000 and startup companies. Customers include SAP, EMC, Polycom, SLAP, LookingGlass.
  70. 70. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 70

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