marketing with social media
about chris brogan
chris brogan is a typist
nyt bestselling author
president: new marketing labs, llc
11 years in social media (mostly fortune 100/500)
seems egotistical at ﬁrst. better when you meet him.
the larger story
think like a media company
build your network
what are you selling?
who/where are the buyers?
can it be sold online?
how simple/complex is it to sell?
can you ship it?
what’s the frequency of return?
what’s the resell cycle?
what’s the goal?
ways to use social media
awareness (listening, content marketing)
crm / csr / pr
3 major buckets
media company mindset
think production (styles/methods)
think distribution (new channels, advocates, +)
think engagement and two-way
listening as a marketplace ﬁnder
mobile / out of home (not just phones)
how do I grow it?
how do I feed it?
how do I sell into it?
how do I prune it?
how do I treat it with LOYALTY?
might be a crm or social crm platform
might just be a spreadsheet
something where you can SEE your community
google “grow bigger ears” for steps
feed listening into content, into pr, into sales
listening is THE secret driver of serendipity
listening is a HUGE human business boon
friction vs. frictionless transactions
be part of the 150
give your ideas handles
build networks of value delivery
blog or website (maybe both)
drives to sale or to your list/db
twitter /facebook /linkedin /forums /etc
a place to connect, share, promote others
occasionally a place to drive to home base
think blogger outreach (pre-pay with kindness)
other media outlets
all in service to building/feeding your db
all with calls to action and urls intact
still the #1 online marketing tool
vary up your sends: some sales, some conversational
“skinny up” and remove html formatting
think “add value” not “beat for sales”
try not to use social media tool measurements
use easy measures like $
or # of new signups
think “action” and “real world” not kumbaya
stay closer to the mother ship methods
real names on social networks
real faces on avatars
conversations / off-topic
actions : site
goals ﬁrst. always
site design integrated with outposts
matches marketing needs
actions : listening
grow bigger ears
test various terms
wire to content / pr / sales
build curation methods
build content catalog
build production/editorial process
don’t forget organic seo
action: content review
sales copy/ marketing needs review
organic SEO review
call to action
tied to mothership marketing
promotional methods / cross promo
damage control plans
tie measures to tangible goals
measure action not pageviews
could be: sales, inbound links, db signups, coverage
action: launch plans
integrated social presence
social proof seeding
review damage plans
select starter presence
metrics in place
go! (then measure/adjust/measure)
action: human business
promote others 12:1
look for expansion points
look for new content
look for cross-promotion/distribution growth
beyond: next steps
+ share. the power of the plus
mobile (not just phones)
b2b vs b2c: answer- same tools, different buyer
ROI: answer - how much have you I’d?
time to results: 3 months (or less)
chris brogan is president of new marketing labs, llc.
he blogs at http://www.chrisbrogan.com
contact form: http://chrisbrogan.com/contact
questions are where you get the good stuff.