I'm on Twitter - Now What? Building Your Brand and Business with Social Media and Content Marketing


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I'm on Twitter - Now What? Building Your Brand and Business with Social Media and Content Marketing

  1. 1. I’m on Twitter - Now What? By Susan Gunelius President & CEO KeySplash Creative, Inc. www.keysplashcreative.com I’m on Twitter - Now What? I’m on Twitter - Now What?
  2. 2. What Social Media and Content Marketing Can Do for You <ul><li>Increase awareness and recognition </li></ul><ul><li>Increase primary website traffic </li></ul><ul><li>Drive engagement with existing and new audiences </li></ul><ul><li>Increase sales </li></ul><ul><li>Earn wider media coverage </li></ul><ul><li>Build and strengthen relationships </li></ul><ul><li>Deepen brand loyalty </li></ul><ul><li>Jumpstart word-of-mouth marketing </li></ul><ul><li>Achieve long-term, sustainable, organic growth </li></ul>
  3. 3. Gary Vaynerchuk of WineLibrary.tv New Jersey Wine Store Social Media $70 million in sales per year and 50% of sales from the Web.
  4. 4. How ALL Businesses Can Benefit from Social Media <ul><li>How do you and most of the people you know find information about businesses, products, and services? </li></ul><ul><li>It’s about entry points and the compounding effect of blogging! </li></ul><ul><li>A key benefit to building your brand online through social media is the enormous SEO boost your business website can get. </li></ul>
  5. 5. Step 1: Set Your Goals <ul><li>If you just want to sell more stuff, you’ll fail. </li></ul><ul><li>Why are you on the social web? </li></ul><ul><li>What do you want to get from it? </li></ul><ul><li>Goals </li></ul><ul><li>Raise awareness </li></ul><ul><li>Customer service </li></ul><ul><li>Feedback </li></ul><ul><li>Publicity </li></ul><ul><li>Marketing </li></ul><ul><li>Reach younger demographic </li></ul><ul><li>Social Media </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>Foursquare </li></ul><ul><li>Twitter </li></ul><ul><li>Flickr </li></ul><ul><li>YouTube </li></ul><ul><li>Livestream events </li></ul><ul><li>E-newsletter </li></ul>
  6. 6. Step 2: Research and Benchmarking <ul><li>Customers and competitors </li></ul><ul><li>Look outside your industry (e.g., luxury car dealerships) </li></ul><ul><ul><li>Bentley forums, Mustang forums, Harley Davidson forums – find yachting forums or forums yacht buyers might frequent </li></ul></ul>
  7. 7. Step 3: Brand Yourself <ul><li>Position yourself against the competition. </li></ul><ul><li>Communicate your brand promise and set customer perceptions and expectations. </li></ul><ul><li>Be consistent with logo, color, name, etc. </li></ul><ul><li>Increase awareness, recognition, and recall. </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Blog design </li></ul></ul><ul><ul><li>Avatar ( www.gravatar.com ) </li></ul></ul><ul><ul><li>Facebook page design </li></ul></ul><ul><ul><li>LinkedIn profile & company page </li></ul></ul><ul><ul><li>Twitter background </li></ul></ul><ul><ul><li>YouTube channel </li></ul></ul><ul><ul><li>Forum signatures </li></ul></ul>
  8. 8. Step 4: Find Your Best Audience <ul><li>The social web gets more crowded everyday. </li></ul><ul><li>Your efforts are for naught if you’re not spending time in the right places. </li></ul><ul><li>Take time to find the people you want to communicate with, and then join the conversation. </li></ul><ul><li>Develop relationships that lead to loyalty and trust. </li></ul><ul><li>Build your band of brand advocates across the web. </li></ul>
  9. 9. Example: Cakes for Occasions <ul><li>Publish pictures of customers’ cakes on Facebook. </li></ul><ul><li>Get customer testimonials from Facebook. </li></ul><ul><li>Publish “free cookie” and other real-time promotions. </li></ul><ul><li>Tweet cake of the week picture (often picked up by Boston media). </li></ul><ul><li>Business grew 25% and saved $10,000 in marketing expenses in 2010 thanks to social media. </li></ul>“ We learned our audience was on Facebook, so that’s where we went.” - Kelly Delaney, Owner Cakes for Occasions
  10. 10. Step 5: Find the Influencers <ul><li>Find the people online who already have the eyes and ears of your target audience. </li></ul><ul><li>These are people who your audience trusts, listens to, and actively shares content from directly to their own audiences. </li></ul><ul><li>Online influencers can be very powerful in terms of jumpstarting brand buzz and word-of-mouth marketing. </li></ul><ul><li>Search sites like Twitalyzer.com, Klout.com, PeerIndex.com, WeFollow.com. </li></ul>
  11. 11. Example: Roger Smith Hotel <ul><li>Effort to connect and engage with influencers </li></ul><ul><li>Special Twitter discounts </li></ul><ul><li>Twitter kiosk in hotel </li></ul><ul><li>Special hotel welcome to guests who come from social web </li></ul>
  12. 12. Step 6: Establish Your Core Branded Online Destination Blog Facebook LinkedIn YouTube Twitter Flickr SlideShare Exec Tweets Page Your Group Ads Other Groups Your Group Other Groups Answers Twellow Profile Sample Business Social Media Presence
  13. 13. Social Media Is More than Twitter <ul><li>Blogs (Blogger, WordPress, TypePad, etc.) </li></ul><ul><li>Microblogging (Twitter, Tumblr, etc.) </li></ul><ul><li>Social networks (Facebook, LinkedIn, Google+, Ning, etc.) </li></ul><ul><li>Social bookmarking (Digg, StumbleUpon, Reddit, etc.) </li></ul><ul><li>Podcasting (iTunes, BlogTalkRadio, Podbean, etc.) </li></ul><ul><li>Photo sharing (Flickr, Picasa, etc.) </li></ul><ul><li>Video sharing (YouTube, TubeMogul, Vimeo, etc.) </li></ul><ul><li>Online chats & webinars (Skype, WebEx, Yugma, etc.) </li></ul><ul><li>Mobile (foursquare, apps, etc.) </li></ul><ul><li>And many, many more </li></ul>
  14. 14. Social Media and Content Touch All Areas of a Business <ul><li>Marketing </li></ul><ul><li>Create Content </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Digg </li></ul><ul><li>StumbleUpon </li></ul><ul><li>Facebook </li></ul><ul><li>Google+ </li></ul><ul><li>You name it! </li></ul><ul><li>Customer Service </li></ul><ul><li>Direct Dialogue </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Google+ </li></ul><ul><li>Facebook </li></ul><ul><li>Public Relations </li></ul><ul><li>Commenting </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Digg </li></ul><ul><li>StumbleUpon </li></ul><ul><li>Forums </li></ul><ul><li>Other social bookmarking sites </li></ul><ul><li>Review sites like Yelp and Epinions </li></ul><ul><li>Executive </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>Quora </li></ul><ul><li>Human Resources </li></ul><ul><li>Networking </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Google+ </li></ul><ul><li>Niche networking sites </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul>
  15. 15. Step 7: Content is Key <ul><li>What you say is the most important key to success on the social web. </li></ul><ul><li>Be human, be honest, be transparent, be you! Personality is important to engaging with others in social media. </li></ul><ul><li>It’s about storytelling. </li></ul><ul><li>Give something extra or exclusive. </li></ul><ul><li>Leave jargon and corporate rhetoric out. </li></ul><ul><li>Quality trumps quantity. </li></ul>
  16. 16. Example: NakedPizza <ul><li>Twitter profile offers discounts and leads to direct sales. </li></ul><ul><li>68% of single-day sales at NakedPizza have come from Twitter. </li></ul><ul><li>Twitter integrated into point-of-sale system. </li></ul><ul><li>Twitter kiosks set up in stores. </li></ul><ul><li>Previous direct mail newsletter content is now fed into Twitter. </li></ul>“ Direct mail is sent to a single address but there are multiple people in those houses. We want to maximize and extend our marketing reach, and Twitter helps us do this in leaps and bounds.” -- Jeff Roach, NakedPizza co-founder
  17. 17. 3 Cs of Social Media Marketing Give it up. Hold it tightly. CONTROL Share it. Copyright-protect it, or put up a barrier to access it. CONTENT Let it flow. Stop it. CONVERSATION RIGHT (SUCCESS) WRONG (FAILURE)
  18. 18. But What if They Say Something BAD ? <ul><li>F LIGHT </li></ul><ul><li>Ignore it. </li></ul>You have three choices: Use the 3 Fs of Social Media Reputation Management F LIGHT Ignore it. F IGHT Join it. F IGHT Join it. F LOOD Bury it. F LOOD Bury it.
  19. 19. Think Like a Publisher, Not a Marketer <ul><li>Two-way conversation </li></ul><ul><li>Pull marketing, not push marketing </li></ul><ul><li>Create amazing, shareworthy content </li></ul><ul><li>One party won’t get it done </li></ul>Your Twitter follower list isn’t just a list of people to try to sell stuff to.
  20. 20. The 80-20 Rule For every 20% of self-promotional content you produce, create 80% that is not self-promotional.
  21. 21. Twitter 80-20 Rule Example <ul><li>If you tweet 10 times per day: </li></ul><ul><ul><li>8 tweets or more should not be self-promotional: </li></ul></ul><ul><ul><ul><li>Share other people’s content </li></ul></ul></ul><ul><ul><ul><li>Offer useful information </li></ul></ul></ul><ul><ul><ul><li>Engage in conversations </li></ul></ul></ul><ul><ul><ul><li>Ask and answer questions </li></ul></ul></ul><ul><ul><li>2 tweets or fewer should be self-promotional: </li></ul></ul><ul><ul><ul><li>A sale or discount </li></ul></ul></ul><ul><ul><ul><li>A new product announcement </li></ul></ul></ul><ul><ul><ul><li>Company news </li></ul></ul></ul>
  22. 22. Example: Michael Sinkin, D.D.S. <ul><li>Blog with behind-the-scenes info and “banter from the chair” </li></ul><ul><li>Blog linked to Twitter and Facebook accounts </li></ul><ul><li>Uses tools like Monitter to find people in his area talking about teeth – reaches out with a tweet to answer questions </li></ul><ul><li>No selling – ever! </li></ul>
  23. 23. Step 8: Integrate, Cross-Promote, and Automate <ul><li>Use tools to streamline activities like publishing, promotion, analysis, and more. </li></ul><ul><li>Automating cross promotion can save you time and ensure your content is published in the varied ways different people like to consume it. </li></ul><ul><li>Automating online reputation management efforts helps save time and ensure you can respond to mentions in a timely manner. </li></ul>
  24. 24. Popular Cross-Promotion Tools <ul><li>Twitterfeed.com, Dlvr.it </li></ul><ul><li>Tweetdeck.com, Hootsuite.com, Seesmic.com, Socialoomph.com </li></ul><ul><li>Google Alerts, SocialMention.com </li></ul><ul><li>Tweetmeme.com, Facebook social tools, AddThis.com </li></ul><ul><li>Facebook and LinkedIn apps and tools to share presentations, videos, blog posts, and images </li></ul>
  25. 25. Step 9: Analysis <ul><li>Quality not quantity </li></ul><ul><li>Focus on trends </li></ul><ul><li>Soft metrics vital </li></ul><ul><li>Engagement, sentiment, and conversions </li></ul><ul><li>Examples of What to Track: </li></ul><ul><li>Unique site visitors </li></ul><ul><li>Page views </li></ul><ul><li>Referrers </li></ul><ul><li>Incoming links </li></ul><ul><li>How visitors travel through site </li></ul><ul><li>Returning visitors </li></ul><ul><li>Comments </li></ul><ul><li>Followers and connections </li></ul><ul><li>Retweets and @mentions </li></ul><ul><li>Social shares and likes </li></ul><ul><li>Measure Against: </li></ul><ul><li>Sales </li></ul><ul><li>Click-throughs </li></ul><ul><li>Online mentions </li></ul><ul><li>Online sentiment </li></ul>
  26. 26. The New Forms of ROI and Success Measurement <ul><li>ROI = Return on Investment (money) </li></ul><ul><li>ROI = Return on Impression: </li></ul><ul><ul><li>Eyeballs (visibility) </li></ul></ul><ul><ul><li>Perceptions (sentiment) </li></ul></ul><ul><li>ROO = Return on Opportunity (indirect marketing) </li></ul><ul><li>ROO = Return on Objectives (closer to goals) </li></ul><ul><li>ROE = Return on Engagement (relationships) </li></ul>
  27. 27. Analytics Tools <ul><li>One tool isn’t enough </li></ul><ul><li>Human analysis is essential </li></ul><ul><li>Fee-based Tools </li></ul><ul><li>Radian6 </li></ul><ul><li>Sysomos </li></ul><ul><li>SproutSocial </li></ul><ul><li>Brandwatch </li></ul><ul><li>SocialReport </li></ul><ul><li>Viralheat </li></ul><ul><li>Trackur </li></ul><ul><li>Alterian SM2 </li></ul><ul><li>AwarenessNetworks </li></ul><ul><li>Unilyzer </li></ul><ul><li>Lithium </li></ul><ul><li>Free Tools </li></ul><ul><li>Google Analytics </li></ul><ul><li>Google Webmaster Tools </li></ul><ul><li>Hootsuite.com (also a paid version) </li></ul><ul><li>Tweetdeck.com </li></ul><ul><li>Bitly </li></ul><ul><li>Facebook Insights </li></ul><ul><li>LinkedIn company page statistics </li></ul><ul><li>Klout </li></ul><ul><li>PeerIndex </li></ul><ul><li>Twitalyzer (also a paid version) </li></ul><ul><li>SocialMention.com </li></ul>
  28. 28. Most Important – Get Started <ul><li>Every minute you’re not on the social web is a missed opportunity that your competitors are happy to seize. </li></ul><ul><li>Every additional minute that you spend on the social web can only benefit your business. </li></ul>
  29. 29. For More Information I want to read 30-Minute Social Media Marketing bonus chapter by @susangunelius http://amzn.to/30minsmm <ul><li>Follow @susangunelius </li></ul><ul><li>Tweet the following message to get a free bonus chapter via a special Twitter direct message: </li></ul>FREE Bonus Chapter (Not in the Book) for Conference Attendees
  30. 30. Contact Susan Gunelius <ul><li>Website: </li></ul><ul><li>www.KeySplashCreative.com </li></ul><ul><li>Twitter: </li></ul><ul><li>www.Twitter.com/susangunelius </li></ul><ul><li>Facebook: </li></ul><ul><li>www.Facebook.com/susangunelius </li></ul><ul><li>www.Facebook.com/keysplashcreative </li></ul><ul><li>LinkedIn: </li></ul><ul><li>www.Linkedin.com/in/susangunelius </li></ul><ul><li>Email: </li></ul><ul><li>[email_address] </li></ul>A Books by Susan Gunelius Available through Amazon, Barnes & Noble, and all online and offline book sellers Coming in 2011: The Complete Idiot’s Guide to LinkedIn