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Smart Media Tutorial Module 3


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Smart Media Tutorial Module 3

  1. 1. Social Media Strategy Basics How Social Media Fits Into Online Marketing Andrew Bates, Director of Social Media
  2. 2. Online Marketing Goals <ul><li>Gain Attention From The Right Audience </li></ul><ul><li>Grow Brand & Share Of Voice Within That Community </li></ul><ul><li>Drive Business! </li></ul><ul><ul><li>Traffic & Inbound Qualified Leads </li></ul></ul><ul><ul><li>Newsletter & Email, Contact Form, Whitepaper, eCommerce, Event Registration… </li></ul></ul><ul><ul><li>Grow Active Community With Follows, Likes, Comments, Referrals, Sharing </li></ul></ul>
  3. 3. How Does Social Media Play A Part? <ul><li>Cost Effective Market & Audience Research </li></ul><ul><li>Competitive Business Intelligence </li></ul><ul><li>Marketing Approach & Sales Pitch </li></ul><ul><li>Body Copy, PR & Content </li></ul><ul><li>Inbound Qualified Traffic & Conversion </li></ul><ul><li>SEO & PPC </li></ul><ul><li>Digital Advertising </li></ul><ul><li>Sentiment, Customer Care & Tech Support </li></ul><ul><li>Event Marketing </li></ul><ul><li>Measurement & Analytics </li></ul>
  4. 4. Cost Effective Market & Audience Research <ul><li>Social Media Monitoring & Market Research Is Cheap! </li></ul><ul><li>Learn The Interests, Pain Points & Other Ways To Influence Purchasing Decisions </li></ul><ul><li>The Dell Example – The Dell Mini </li></ul>
  5. 5. Competitive Business Intelligence <ul><li>Learn What Your Core Competitors Are Doing Online & In The Social Sphere </li></ul><ul><li>Justify Levels Of Investment & Marketing Efforts </li></ul><ul><li>The DuPont Example – 3M & Dow </li></ul>
  6. 6. Your Marketing Approach & Sales Pitch <ul><li>Watch & Learn From The Activities Of The Audience </li></ul><ul><li>Utilize & Maximize User Generated Content </li></ul><ul><li>The Bushnell Example - Riflescopes </li></ul>
  7. 7. Body Copy, PR & Content <ul><li>Examine The Conversation </li></ul><ul><li>Find The Topics Of Interest </li></ul><ul><li>The American Cancer Society </li></ul><ul><li>– Donations vs. Finding A Cure </li></ul>
  8. 8. Inbound Qualified Traffic & Conversion <ul><li>Likes, Shares, Comments, Tweets & Links </li></ul><ul><li>Syndicating Marketing Campaigns To A Broader Community </li></ul><ul><li>Linking & Driving Traffic Back To The Site </li></ul><ul><li>The Penton Media Example – Windows IT Pro </li></ul>
  9. 9. Search Engine Marketing - SEO & PPC <ul><li>Social SEO & Temporal Relevance </li></ul><ul><li>Conversations = Keywords </li></ul><ul><li>The Chevron Example – Techron </li></ul>
  10. 10. Digital Advertising <ul><li>Find Your Community – Social Networks, Websites, Forums… </li></ul><ul><li>Only Show Ads To A Qualified Audience – Impressions & Clicks Cost Your Organization Money </li></ul><ul><li>The Rack Room Shoes Example </li></ul><ul><li>– Limited Budget </li></ul>
  11. 11. Sentiment, Customer Care & Tech Support <ul><li>Grow Brand Advocates & Influencers </li></ul><ul><li>Improve Response Time & Reduce Costs </li></ul><ul><li>Gain Positive Sentiment </li></ul><ul><li>The Network Solutions Example </li></ul><ul><li>- A Large Organization With A Personal Touch </li></ul>
  12. 12. Event Marketing <ul><li>Social Media IS The Key! </li></ul><ul><li>Promote Before, During & After </li></ul><ul><li>Utilize Location Based Services Like Foursquare </li></ul><ul><li>The SXSW Example </li></ul><ul><li>– Drive Attendance & Interaction </li></ul>
  13. 13. Measuring Social Media Success <ul><li>Move the needle and show the value </li></ul><ul><li>On Page </li></ul><ul><ul><li>Credibility and Content Relevance - Likes, Google+1, Comments </li></ul></ul><ul><ul><li>Sharing - Retweets, Facebook, LinkedIn, YouTube other social syndication </li></ul></ul><ul><ul><li>Conversion – User Logins, RSS, Newsletter, Email and Event signups </li></ul></ul><ul><li>On Profiles </li></ul><ul><ul><li>Follows, Fans, Likes, Comments, Facebook Sharing and Retweets </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>More Traffic to the Website from Social Networks </li></ul></ul><ul><ul><li>Increased Time On Site and Page Views </li></ul></ul><ul><ul><li>Improved Search Engine Rankings for the Web Site and Social Profiles </li></ul></ul><ul><li>Mentions and Share of Voice </li></ul><ul><ul><li>Increased Brand Mentions </li></ul></ul><ul><ul><li>Higher Share of the Conversation vs. Competitors </li></ul></ul><ul><ul><li>Improved Brand Sentiment </li></ul></ul>
  14. 14. Andrew Bates   Director of Social Media   P - (202) 747-1818 (ext.117)   M - (703) 231-1201 @PentonMKTG PentonMarketingServices