Secret to Social Media Success


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  • The core product……..through which all content flows --- is a blog that you can customize to communicate the feel of your business. These are prototype samples Content can be soley done by us or the customer can blog away also. We provide full access. Totally customized categories and content. We rely on the client for feeding us some photos and post elements and we do the rest. We recommend they engage around comments and responses to inject their personalities.
  • We established an Apartment Finder blog with interesting articles and industry-related information; we created an Apartment Finder Twitter account into which we stream much of this information and; and we encourage our employees to participate in their own individual and market Facebook pages and Twitter conversations.
  • A Custom……….Turnkey……..Internet marekting tool
  • Walk through this diagram carefully…..especially noting the role of the Design Sherpa account manager……..stress FRESH, FREQUENT flow of content…something very time consuming and difficult for most companies to contemplate. It is what is required for results. CONTENT IS CUSTOMIZED BASED ON OUR INTERVIEW OF YOU….re: relevant content, etc. We believe in content marketing, and house all the content at the blog level. We share from there. The blog can also share stuff from their website and drive traffic from there. We are always measuring engagement levels and tweaking content approach for each sherpa client to drive maximum engagement. Also, the sherpa coordinator will help in selecting functionality and design for the blog, and will lead the set up and lead the recruitment process for FB, Twitter, and Blog. They will answer all your questions about URLs, ecommerce, publishing schedules, any involvement you want, etc. We recommend some involvement to insure that your personality comes through but making sure the program is not heavily reliant on your time commitment.
  • Mention Reporting Deep Dive webinar
  • Secret to Social Media Success

    1. 1. The Power Of Inbound Marketing Chris Vaughn Content Marketing Director, DigitalSherpa Network Communications, Inc
    2. 2. What is Inbound Marketing? Engagement People You Know Social Networking People You Want To Know Content Marketing
    3. 3. Social Networking <ul><li>Engaging People We Know </li></ul><ul><li>Current Clients </li></ul><ul><li>Past Clients </li></ul><ul><li>Prospects </li></ul><ul><li>Friends </li></ul><ul><li>Colleagues </li></ul><ul><li>Coworkers </li></ul><ul><li>Family </li></ul>
    4. 4. Facebook: The Social Media Powerhouse
    5. 5. Five Ws for Facebook <ul><li>WHO is using Facebook? </li></ul><ul><li>Facebook has over 800 million users worldwide </li></ul><ul><li>WHAT brings them to Facebook? </li></ul><ul><li>More than 250 million users engage with Facebook from external sites monthly </li></ul><ul><li>How long ( WHEN ) are they online? </li></ul><ul><li>Average Facebook user spends 25 minutes a day on Facebook </li></ul><ul><li>WHERE are my consumers going when online? </li></ul><ul><li>More than 1 million links shared and 7.6 million pieces of content ‘liked’ on Facebook every 20 minutes </li></ul><ul><li>WHY should I use Facebook to find them? </li></ul><ul><li>More than 50% (and growing) of businesses use Facebook to engage customers and prospects </li></ul>
    6. 6. Social Content Sharing Radically Changes Consumer Web Habits
    7. 7. 2011 Ignite Study Shows A Change In Facebook Demographics : 44 Years-old Source:
    8. 8. Facebook Lead Capturing Facebook Business Page Likes Comments Shares <ul><li>News Feed Updates </li></ul><ul><li>Provide Demographics </li></ul><ul><li>E-Mail Marketing </li></ul><ul><li>Engagement Opportunity </li></ul><ul><li>Profile page activity </li></ul><ul><li>Feedback and Support </li></ul><ul><li>Free Advertising </li></ul><ul><li>Create new backlinks </li></ul><ul><li>More likes and prospects </li></ul>
    9. 9. Twitter: The Elephant in the Room
    10. 10. Twitter Chats Customer Support Prospect Engagement Content Planning Authority Building Event Planning Twitter Account
    11. 11. Web site Facebook Twitter Other Social Sites Blog
    12. 12. Customized Blog Look and Feel <ul><li>Two posts a week: Participate as much as you like </li></ul><ul><li>Product and Project Galleries </li></ul><ul><li>E-commerce functionality </li></ul><ul><li>Customized categories and posts </li></ul><ul><li>Email list building and lead capture </li></ul>
    13. 14. Let's take a step back: 5 Content Marketing Facts of Life <ul><ul><li>Creating fresh, frequent, unduplicated, unique web content is a powerful strategy for driving organic and direct web traffic. </li></ul></ul><ul><ul><li>Blogs’ intuitive content management systems make it feasible to populate the web with fresh content…REGULARLY.. </li></ul></ul><ul><ul><li>Blogs are search engine friendly -presenting neatly organized content for indexing (tags, links, categories, etc.) and returning relevant content  </li></ul></ul><ul><ul><li>Well executed blogging will share earned SEO benefits with a related web site  </li></ul></ul><ul><ul><li>Web content distributed on social platforms (Twitter and Facebook) exaggerates organic and direct traffic results  </li></ul></ul>
    14. 15. Why Is All This Important To Property Managers? <ul><ul><li>You are using social media and content marketing  so the maximum number of new resident prospects can find you online through search </li></ul></ul><ul><ul><li>Integrated content and social media marketing should: </li></ul></ul><ul><ul><ul><li>Drive new resident leads from blog visits </li></ul></ul></ul><ul><ul><ul><li>Leverage long tail search opportunity through frequent and regular unique content creation </li></ul></ul></ul><ul><ul><ul><li>Increase organic traffic to your property and/or PMC website </li></ul></ul></ul><ul><ul><ul><li>Enhance SEO by showing Google your content is relevant through social interaction on FB and Twitter </li></ul></ul></ul><ul><ul><ul><li>Engage the broader community around your property by writing about things that would be interesting to the type of company you want to do business with. </li></ul></ul></ul><ul><ul><li>Resident retention is an ancillary benefit  </li></ul></ul><ul><ul><ul><li>Easier ways to communicate & retain residents   </li></ul></ul></ul><ul><ul><ul><li>Time and expense of Social/Content mktg outsizes task </li></ul></ul></ul>
    15. 16. <ul><li>  &quot;We’re evaluating multiple changes that should help drive spam levels even lower, including one change that primarily affects sites that copy others’ content and sites with low levels of original content.&quot; </li></ul><ul><li>- Official Google Blog, 1/21/2011 </li></ul><ul><ul><li>The opportunity for new resident leads is eliminated </li></ul></ul><ul><ul><li>The chance for your blog to come up in search results is eliminated too </li></ul></ul><ul><ul><li>Google will eventually stop indexing your pages </li></ul></ul>GOOGLE CARES!
    16. 18. <ul><li> traffic increases from 1.3M to 2.0M visits per month during the year following our blog launch and social content marketing campaign </li></ul><ul><li>Our social marketing activities drove a 54% total increase in monthly visitors without additional SEM investment </li></ul>
    17. 19. <ul><li>Keyword traffic increases by 40% from 570K to 800K monthly visitors following social campaign launch </li></ul><ul><li>258K different searches drive 6.7M visits…..increased content and keyword creation works to drive organic traffic </li></ul>
    18. 20. Evidence That Content Marketing Works to Drive Web Traffic
    19. 21. Bainbridge Social Media Footprint
    20. 23. Custom, turnkey internet marketing services
    21. 24. How does it work? Social media Manager
    22. 25. Measuring Your Sherpa Program <ul><li>“ You cannot manage what you cannot measure.” </li></ul>Metrics to measure Sherpa goal achievement <ul><ul><li>The 5 Goals </li></ul></ul>Metrics <ul><ul><li>#1 - Attract online traffic </li></ul></ul>Page views, Visits, Unique Visits <ul><ul><li>#2 - Find new customers </li></ul></ul>Keywords , Organic Traffic, Referring Sites, Landing Pages <ul><ul><li>#3 - Content creation </li></ul></ul>Top content, Landing Pages <ul><ul><li>#4 - Generate leads </li></ul></ul>Phone & email leads, increased online traffic (visits & pageviews) <ul><ul><li>#5 - Social media presence </li></ul></ul>Social Networking Report
    23. 26. Thank You I hope you leave this presentation with a renewed excitement and new ideas for your marketing plan Facebook   digitalsherpas Twitter       digitalsherpas Site: Company Blog  Email         [email_address]