Social Steves Social Media Overview Ny Chamber Of Commerce 011210

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Using social media to fill your pipeline - An overview that relates social media to the marketing funnel.

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Social Steves Social Media Overview Ny Chamber Of Commerce 011210

  1. 1. <ul><li>Steve Goldner </li></ul><ul><li>(aka Social Steve) </li></ul><ul><li>[email_address] </li></ul><ul><li>201-916-6864 (cell) </li></ul><ul><ul><li>Twitter: SocialSteve </li></ul></ul><ul><ul><li>Blog: www.socialsteve.wordpress.com </li></ul></ul>Social Media to Feed the Pipeline
  2. 2. Social Steve <ul><li>Founder and Principal – Opt-In </li></ul><ul><li>Social media consultant </li></ul><ul><ul><li>Helping business increase their online awareness and increase qualified leads </li></ul></ul><ul><li>Social media blogger – Social Steve </li></ul><ul><ul><li>Perspective on social media viewed by thousands </li></ul></ul><ul><ul><li>Blog: www.socialsteve.wordpress.com </li></ul></ul><ul><ul><li>Twitter: SocialSteve </li></ul></ul><ul><li>Marketing and product leader – 15+ years experience </li></ul>
  3. 3. The Marketing Funnel
  4. 4. Standard Marketing Funnel AWARENESS INTEREST SALE
  5. 5. Social Media Marketing Funnel AWARENESS INTEREST SALE LOYALTY ADVOCACY ADDED BENEFITS USING SOCIAL MEDIA
  6. 6. Best Principles & Practices <ul><li>Principles – LCR Mentality </li></ul><ul><li>Practices - Triple Jump </li></ul>
  7. 7. LCR Mentality Principles
  8. 8. LCR LISTEN <ul><li>Target audience communities </li></ul><ul><li>What they value & need </li></ul><ul><li>Their vernacular </li></ul>CONVERSATIONS <ul><li>Target audience understood </li></ul><ul><li>Engage </li></ul><ul><li>Don’t sell </li></ul>RELATIONSHIPS <ul><li>Continue conversations </li></ul><ul><li>Build trust </li></ul><ul><li>Deliver value to group, build 1-on-1 relationships </li></ul>
  9. 9. Social Media - Megaphone Your content to reinforce you as a Subject-Matter Expert Louder Wider Deeper Faster DON’T SELL !!!
  10. 10. Triple Jump Practices
  11. 11. Triple Jump - Hop, Skip, Jump <ul><li>Hop – Understanding who you are </li></ul><ul><li>Skip – Determine campaign objectives </li></ul><ul><li>Jump – Communication plan – including social media </li></ul>
  12. 13. Understanding Who You Are <ul><li>Define what you offer </li></ul><ul><li>Target Market </li></ul><ul><li>Value proposition </li></ul><ul><li>Position in Market </li></ul><ul><ul><li>Competition </li></ul></ul><ul><ul><li>Differentiation </li></ul></ul>Before you even think of communicating
  13. 14. The Campaign
  14. 15. Next – The campaign <ul><li>Communication/Campaign Goal </li></ul><ul><li>Target Audience </li></ul><ul><li>Target Audience Perceptions </li></ul><ul><li>Defined Offering or Content </li></ul><ul><li>Call to Action </li></ul>
  15. 16. The Social Media Plan
  16. 17. Social Media “A-path” Continuous delivery of value on your turf Audience Zero in on their needs, deliver to their needs, build trust, establish 1-to-1 relationships and conversations Advocacy Redirect them to your community by delivering something of value to them there Affinity Attention Know target market. Plan sound “bytes” or message teasers to spark interest. Find their communities and start conversations with them there Attraction
  17. 18. Social Media Playing Field <ul><li>Social Bookmarks </li></ul><ul><li>Comment and reputation </li></ul><ul><li>Blogs (platforms and communities) </li></ul><ul><li>Micromedia </li></ul><ul><li>Lifestreams </li></ul><ul><li>Twitter (really it’s own category) </li></ul><ul><li>Social networks </li></ul><ul><li>Niche social networks </li></ul><ul><li>Customer service networks </li></ul><ul><li>Video </li></ul><ul><li>Pictures </li></ul><ul><li>Music </li></ul><ul><li>Events </li></ul><ul><li>Documents </li></ul><ul><li>Livecasting </li></ul><ul><li>Wikis </li></ul>
  18. 19. Social Media Player Positions Groundswell By Josh Bernoff & Charlene Li
  19. 20. The Marketing Funnel REVISITED USING SOCIAL MEDIA
  20. 21. Social Media Marketing Funnel FUNNEL STATE Awareness Consideration Conversion - Sale Loyalty Advocacy INDIVIDUAL STATE Interest Evaluation Complete assessment Satisfaction defined Word of Mouth GROUP Everyone Target Market Prospects Customers Repeat Customer Promoters http://socialsteve.wordpress.com
  21. 22. More Information <ul><li>Blog: www.socialsteve.wordpress.com </li></ul><ul><li>Twitter: SocialSteve </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Cell: 201-916-6864 </li></ul>Feel free to contact or follow me !
  22. 23. Thank you!

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