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Fitting Social Media Into Your Marketing June - Kokomo

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Social Media presentation given by Kevin Mullett for the Greater Kokomo Chamber Academy.

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Fitting Social Media Into Your Marketing June - Kokomo

  1. 1. Fitting Social Media Into Your Marketing Mix // Kevin Mullett cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs
  2. 2. Fitting Social Media Into Your Marketing Mix // Kevin Mullett kevinmullett.com twitter.com/kmullett facebook.com/kevinmullett linkedin.com/in/kevinmullett just google “kevin mullett” director of product development
  3. 3. // new as perception or reality? increased adoption or proliferation does not mean new. the tools and nomenclature are new but "social media“, websites, and blogging is not. @kmullett // #KMOSoMe
  4. 4. // the “social three” • social media take the social out of it and it is good old fashion media • social networking business and personal networking, just online • social marketing marketing by any other name would spend as sweet @kmullett // #KMOSoMe
  5. 5. // social media = tools @kmullett // #KMOSoMe
  6. 6. // social networking = visibility @kmullett // #KMOSoMe
  7. 7. // social marketing = application @kmullett // #KMOSoMe
  8. 8. // are you verifying claims? there is a lot of misinformation, speculation, opinion and hype being spread. online marketing is arguably changing faster than medicine or law yet who do you seek advice from? @kmullett // #KMOSoMe
  9. 9. // visibility via preferred media • preferred media not singular media • specialty and niche social services • are you talking WITH your audience where they areFacebook statistics via socialbakers.com @kmullett // #KMOSoMe
  10. 10. // but…my privacy! • formerly found on street corners • were you unlisted? • who did we do business with 30 years ago? @kmullett // #KMOSoMe
  11. 11. // there is no “trying” in social media social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task. @kmullett // #KMOSoMe
  12. 12. // what’s the case for my business? social media can help with • winning new business • enhancing customer experience • participating in a conversation already occurring • providing offers and notifications quickly and inexpensively @kmullett // #KMOSoMe
  13. 13. // for my business continued… what else can it do? • disseminating press releases and information • managing brand/identity reputation • industry awareness and participation • promoting knowledge experts • keep tabs on the competition @kmullett // #KMOSoMe
  14. 14. // who wins the intent to action war? • tv • dm (direct mail) • radio • newspaper • print (brochures/ads) • email marketing • social • SEO • search marketing • tradeshows • sponsorships (nascar etc.) • yellow pages (not shown) @kmullett // #KMOSoMe
  15. 15. // prioritize your marketing efforts no marketing media channel has 100% eyeballs or is 100% effective. prioritize based on goals, resources, and business objectives. @kmullett // #KMOSoMe
  16. 16. // are you for or against it? wait! are you for social media or against it? @kmullett // #KMOSoMe
  17. 17. // social media, do you own it? • Ars Technica (suggested copyright infringement?) • Jonathan Rivera’s page with 47’000 fans (vanity url) • are you relying on free services? @kmullett // #KMOSoMe
  18. 18. // does social media work? • opportunity • visibility (2 audiences) • traffic • top of mind • likeability • expertise @kmullett // #KMOSoMe
  19. 19. // why don’t they “like” us? are we clear with our message? • is design or action most important? • what is our call to action? • what is in it for them? @kmullett // #KMOSoMe
  20. 20. // almost #winning? ugly but descriptive • i know who they are • what they want me to do is clear • i’ll be rewarded @kmullett // #KMOSoMe
  21. 21. // action 1 claim LBS listings • tweak name, address, phone to match always @kmullett // #KMOSoMe
  22. 22. // action 2 success is in the details • make signage • educate EVERYONE @kmullett // #KMOSoMe
  23. 23. // think you can ignore social media? businesses who are still trying to avoid social media or who are being overly selective may not be getting the entire picture. less discussed are the SEO, visibility, and traffic value that social media can provide. @kmullett // #KMOSoMe
  24. 24. // social is now in SERPshow will it change social participation? how will it change where we click on a SERP page?- flickr, friendfeed, gmail, facebook, buzz, reader, google @kmullett // #KMOSoMe
  25. 25. // what is google +1? google +1 (March/June 1st) • in search results and ads • on sites ala “like” button • google experimental search • Add a +1 button to your site @kmullett // #KMOSoMe
  26. 26. // what if you could be more visible? use these to be more visible! 100’s more? @kmullett // #KMOSoMe
  27. 27. // but where is the roi? value? if you run an ice cream truck and a child drops an ice cream cone what do you do? where is the return on investment? @kmullett // #KMOSoMe
  28. 28. // action 3 • develop your elevator pitch • optimize your “what we do” paragraph then adapt it to fit in various profile areas. (160 characters in twitter for example) • photos for personal accounts, logos for businesses (generally speaking. in some instances you want to use photos) @kmullett // #KMOSoMe
  29. 29. // action 4 grab your brand • mass id check with namechk.com @kmullett // #KMOSoMe
  30. 30. // connections are starting points who enjoys a pushy sales person? spammy-ness & tricks require churn. what is your comfort level? wiifm? @kmullett // #KMOSoMe
  31. 31. // but nobody comments or converses? How many of you who desire comments and amplification take the time to provide it? @kmullett // #KMOSoMe
  32. 32. // action 5 centralize & promote your brand id’s • mass id listing (like dandyid.org) • email signatures (like retaggr.com) @kmullett // #KMOSoMe
  33. 33. // action 6 network your brand • join groups/add events on ning.com & linkedin.com @kmullett // #KMOSoMe
  34. 34. // social activity optimization optimize your efforts • schedule activity during peak times • use tools for consolidation, tracking, & alerts @kmullett // #KMOSoMe
  35. 35. // social team optimization further optimize by • delegating responsibility & automate (w/caution) • monitor keywords, brands, hashtags (twitter) • create and follow an editorial calendar @kmullett // #KMOSoMe
  36. 36. // i’ve nothing to say & no one cares we hear it all the time. i don’t have anything to say & no one would care anyway. how do i attract followers / fans. • friendly & upbeat • avoid sensitive issues • be helpful (H.E.L.P) • listen first • engaging & funny @kmullett // #KMOSoMe
  37. 37. // action 7 posting tips • use keywords & keyword phrases sparingly • keywords should be relevant to subject • avoid spammy words make money, MLM, work from home, get rich… unless that is what you do! • avoid hyperbole • look informative • appear conversational @kmullett // #KMOSoMe
  38. 38. // where are you sending them? what is your goal? • will your social profile(s) or website support conversion best • which are they more likely to visit daily, amplify message from • are you sending them to just another link @kmullett // #KMOSoMe
  39. 39. // action 8 facebook pages or groups? • old groups are going away • profiles are for people • claim place pages • http://www.facebook.com/pages/create.php or on the right side look for @kmullett // #KMOSoMe
  40. 40. // make it easy for others to amplify help those who want to tell others • visible to their friends timeline (a recommendation) • each service has unique ways to do it with benefits • get your geek involved @kmullett // #KMOSoMe
  41. 41. // it’s as measurable or more so… if talking to me about defining ROI of social media you best be prepared with examples from your other marketing efforts. @kmullett // #KMOSoMe
  42. 42. // action 9 setup a bit.ly URL shortener account (i know of over 30 other url-shorteners, but bit.ly is trusted & widely used) @kmullett // #KMOSoMe
  43. 43. // action 10 • setup google profiles for you & your business google.com/profiles @kmullett // #KMOSoMe
  44. 44. // action 11 article awareness, distributing RSS • social visibility tell potential visitors and the search engines you have new content @kmullett // #KMOSoMe
  45. 45. // measuring the right things is this the right kind of measurement? @kmullett // #KMOSoMe
  46. 46. // social analytics & measurement am i popular and important yet? @kmullett // #KMOSoMe
  47. 47. // how granular do we need to get? trends, cause, effect, abnormalities…did it work? @kmullett // #KMOSoMe
  48. 48. // don’t look at “the score” People constantly talk about the score. The score isnt where it is at. Look at the metrics. Good, do again. Bad, change. @kmullett // #KMOSoMe
  49. 49. // what really happened? clues? trends?measuring brand visibility, engagement, reach… @kmullett // #KMOSoMe
  50. 50. // what really happened? clues? trends?can we find successes and failures in here? @kmullett // #KMOSoMe
  51. 51. // action 12 • check google analytics or server logs for: bounce rates, time on site, pages visited, conversion pages, confirmation pages (setup advanced filters & funnels) • monitor contacts, calls, lead sources • rank checker: firefox add-on • bit.ly analytics @kmullett // #KMOSoMe
  52. 52. // good, better, best approach • good = know where your competition is, start there, start small, but start • better = watch alerts & filters, hashtags jump in when you can offer help • best = be an active & responsive participant with custom posts be willing to pay professionals for assistance & advice. @kmullett // #KMOSoMe
  53. 53. // remember to H.E.L.P. HELP = Humanize message, Encourage conversation, Listen first, Promote Less. @kmullett // #KMOSoMe
  54. 54. FREE upcoming events June 14th Measuring the Right Thing Matters RSVP Now June 22nd Measuring the Right Thing Matters RSVP Now @kmullett // #KMOSoMe
  55. 55. Well Help You Master Internet Marketing These days it’s more important than ever for you to reach new prospects, satisfy customers, find new efficiencies, and grow your business. The Webs the way to do it. We can help. Call 1.877.817.4442
  56. 56. Fitting Social Media Into Your Marketing Mix // Kevin Mullett cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs

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