Social Media Marketing: The "Tools" of Engagement


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In preparation for a presentation on Social Media "Tools" of Engagement for the Kansas City chapter of American Society of Training & Development (ASTD), I'm posting my presentation here on Slideshare to demonstrate it's capabilities. I'm also embedding this presentation into a blog post and launching the post from the actual presentation to demonstrate how quickly content can spread via RSS syndication and social networking sites. I'll be anxious to check my stats at the end of the presentation to see how many eyeballs have checked it out...

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Social Media Marketing: The "Tools" of Engagement

  1. 1. Social Media Marketing: The “Tools” of Engagement Brody Dorland – President & Strategy Guy Something Creative, Inc.
  2. 2. Housekeeping <ul><li>Full presentation on my blog: /blog </li></ul><ul><li>Please ask questions… </li></ul><ul><li>Do These Strategies Really Work? I wouldn’t be here if they didn’t. (thx Paula) </li></ul><ul><li>Additional Social Media Tools: </li></ul><ul><li>Quick Experiment… </li></ul>
  3. 3. Six Misconceptions of Social Media <ul><li>Social media is just for kids… </li></ul><ul><li>It’s just a fad… </li></ul><ul><li>There are rules… </li></ul><ul><li>You have to be on all the social sites… </li></ul><ul><li>Social media is just FB, LinkedIn and that Twitter thing… </li></ul><ul><li>Since I’m up here talking about this topic, I must be an expert… </li></ul>
  4. 4. Preface: Social Media In the Corporate World <ul><li>With the right policies and procedures* in place, social media can be an extremely valuable tool set for corporations… </li></ul><ul><ul><li>A powerful platform for corporate branding and thought leadership </li></ul></ul><ul><ul><li>Gives companies a face, a voice, a personality </li></ul></ul><ul><ul><li>Allows us to listen to what customers need and what they think of us, our products/services. </li></ul></ul><ul><ul><li>We can communicate directly with target customers vs. the “interruption” model of advertising </li></ul></ul><ul><ul><li>Allows us to monitor, intercept and respond to customer service issues. </li></ul></ul>* Example: IBM’s Social Computing Guidelines Upcoming PRSA Seminar: Legal Social Media – Nov. 10th
  5. 5. “Tools” of Engagement <ul><li>Blogs –Your Hub, Become a Publisher </li></ul><ul><li>Major social networks – FB, LI, Twitter </li></ul><ul><li>Smaller, local networks, niche networks </li></ul><ul><li>Forums (general and industry specific) </li></ul><ul><li>Video sharing sites, Photo sharing sites </li></ul><ul><li>Content sharing (Scribd, Slideshare, Brainshark) </li></ul><ul><li>Podcasting, Audio sharing, Webinars </li></ul><ul><li>Social Bookmarking Sites (Digg, Stumbleupon, Delicious) </li></ul><ul><li>Productivity Tools – RSS,, Tube Mogul </li></ul><ul><li>Social Media & Reputation Monitoring Tools - SocialMention, Spiral 16, URL shorteners </li></ul><ul><li>Social CRM & Marketing Automation </li></ul>
  6. 6. Basic Social Media Strategy <ul><li>Identifying Key Targets and Influencers </li></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Firmographics </li></ul></ul><ul><ul><li>Social Graph Size </li></ul></ul><ul><ul><li>In which SM ponds are those fish swimming? </li></ul></ul><ul><li>Identifying “money phrases” </li></ul><ul><ul><li>Conversational terms, phrases, SEO keywords </li></ul></ul><ul><li>Content Strategy Development </li></ul><ul><ul><li>Blog content, status updates/tweets, photos, videos, podcasts, webinars, etc.) </li></ul></ul>
  7. 7. Inbound Strategies – Helping Your Company Grow Ears <ul><li>Connecting with Influencers </li></ul><ul><ul><li>Online connections foster offline conversations </li></ul></ul><ul><ul><li>Connecting via social has more impact than e-mail/phone </li></ul></ul><ul><ul><li>Participate in industry forums, groups * and blogs </li></ul></ul><ul><ul><li>EVENTS GALORE! (ex: KCOC Networking Events) </li></ul></ul>* Example: LI > Groups > Hospital Administrators
  8. 8. <ul><li>Leads/Sales Opportunities </li></ul><ul><ul><li>Find and follow your targets * </li></ul></ul><ul><ul><li>Customers are seeking peer recommendations via SM </li></ul></ul><ul><ul><li>Pull out sales opportunities via Search ** & RSS (listening tools, RSS aggregators, filters) *** </li></ul></ul><ul><ul><li>Social Sales Approach – Soft touch, not hard sell. </li></ul></ul><ul><ul><li>Stay abreast of new sites that may become fishing holes </li></ul></ul>Inbound Strategies – Helping Your Company Grow Ears * Example: > “Hospital Administrators” ** Example: Twitter Search > “septic system” *** Example: Yahoo Pipes > Google Reader
  9. 9. Inbound Strategies – Helping Your Company Grow Ears <ul><li>Customer Service & Reputation Monitoring </li></ul><ul><ul><li>Intercept customer issues/complaints </li></ul></ul><ul><ul><li>Your quick response could turn a frustrated customer into a brand advocate. </li></ul></ul><ul><ul><li>A lack of response or poorly handled response could turn into a PR nightmare… </li></ul></ul>* Quick & Dirtry Reputation Monitoring >
  10. 10. <ul><li>Learning / Educational Resources </li></ul><ul><ul><li>On Twitter alone, you could literally be reading/learning 24-7 </li></ul></ul><ul><ul><li>Follow industry thought leaders, key influencers </li></ul></ul><ul><ul><ul><ul><li>,, Mr. Tweet </li></ul></ul></ul></ul><ul><ul><li>Subscribe to industry and competitor blogs </li></ul></ul><ul><ul><li>All departments can benefit </li></ul></ul>Inbound Strategies – Helping Your Company Grow Ears
  11. 11. <ul><li>Creating Original Content </li></ul><ul><ul><li>Blogging – (ex: Garmin ) </li></ul></ul><ul><ul><ul><li>It’s the living, breathing hub of your website/online presence </li></ul></ul></ul><ul><ul><ul><li>A more candid arena for communicating directly with your customers </li></ul></ul></ul><ul><ul><ul><li>Content promotion – (post it, shorten it, ping it) * </li></ul></ul></ul><ul><ul><ul><li>Content Syndication via RSS (subscription via RSS and e-mail) </li></ul></ul></ul><ul><ul><ul><li>Search engines love frequent, fresh content </li></ul></ul></ul>Outbound Strategies - Let’s go fishing!
  12. 12. <ul><li>Status Updates (FB, LI, Twitter, ) </li></ul><ul><li>Creating videos – shoot videos (FLIP), create a channel ( ex: YouTube Garmin Channel ) </li></ul><ul><li>Podcasting – Build a following via audio </li></ul><ul><li>Posting photos – all your social spaces, Flickr, TwitPic, </li></ul>Outbound Strategies - Let’s go fishing!
  13. 13. <ul><li>Linking or posting valuable, relevant content that you come across (good articles, tips/tricks, resources) </li></ul><ul><li>Self Promotion – Corp. branding, keep your company top-of-mind, sell your stuff ( FB Fan Page , Tube Mogul ) </li></ul><ul><li>Engage with the community – Join groups, start conversations, comment on blogs, genuinely help others. </li></ul><ul><li>Unique functions of LinkedIn & FB - Apps </li></ul>Outbound Strategies - Let’s go fishing!
  14. 14. Social Media Monitoring – Is this stuff working? <ul><li>URL Shorteners –,, Budurl </li></ul><ul><li> – brand searches, pull rss feeds </li></ul><ul><li>Google Analytics – Track traffic and conversions from social referrers </li></ul><ul><li>Spiral16 – Spark – Sentiment Tracking </li></ul>
  15. 15. The Future is Here. <ul><li>Resistance is Futile. </li></ul><ul><li>Social CRM and Marketing Automation </li></ul><ul><ul><li>Big players: Helpstream, Eloqua , Marketo and Infusionsoft </li></ul></ul><ul><ul><li>Pulling social conversations into CRM </li></ul></ul><ul><ul><li>Seemless integration with existing lead scoring and lead nurturing </li></ul></ul><ul><ul><li>Think Big Brother… </li></ul></ul>
  16. 16. Next Steps… <ul><li>Have questions? Need help? Contact me… </li></ul><ul><ul><li>Brody Dorland - Something Creative, Inc. </li></ul></ul><ul><ul><li>Phone: 913-440-9930 </li></ul></ul><ul><ul><li>E-mail: [email_address] </li></ul></ul><ul><ul><li>Web: </li></ul></ul><ul><ul><li>Twitter: @brodydorland </li></ul></ul><ul><li>Social Media Tools: </li></ul>