Social Media Marketing Objectives


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Slides from Capulet's social media marketing bootcamp session. See for more information.

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  • Social Media Marketing Objectives

    1. 1. Four Things You’ll Need to Get Started
    2. 2. Boss/Stakeholder Buy-In • Internet usage is surpassing TV viewing (IBM Consumer Survey, 2008) • Online advertising is expensive and hard to measure • CMOs will heavily invest in social media in 2010 (Polara Study, 2009) • Your competition is doing it
    3. 3. A Budget
    4. 4. 6% Other 7% Microsites 9% Webinars 10 % SEO and advertising 10 % Intranet 14 % Social media* 15 % Email, e-newsletters 30 % Corporate website * Blogs, podcasts, online communities, wikis, video, etc. Source: ITSMA, Budget Allocation and Trends: Key Metrics Survey, 2010
    5. 5. Resources Social media should take up to 25% of your marketing efforts, resources and budget. Who will be responsible?
    6. 6. Inspiration
    7. 7. Building a Social Media Marketing Strategy
    8. 8. Where Are Your Peeps?
    9. 9. Listen First Create a list of Put monitoring tools Identify new influencers search terms that will in place. in your industry. identify conversations pertinent to your company, product or industry.
    10. 10. Plot Marketing Objectives 1. Spread the word 2. Demonstrate subject matter expertise 3. Build community around your cause 4. Manage reputation 5. Improve customer satisfaction 6. Generate leads (sales!)
    11. 11. Objective #1 Increase Audience / Spread the Word
    12. 12. Blogging and SEO • SEO (Search Engine Optimization) • Search engines reward frequent updating • Title posts with care • Write about topics your tribe cares about • Share your posts with topical blogs
    13. 13. Entertain Advise Educate Deliver Value Inform Incite Inspire Amuse
    14. 14. Blogging Pitfalls to Avoid • Writing too much about yourself • Writing about what everybody else is writing about • Overwhelming readers • Underwhelming readers • Not having a blogging policy in place
    15. 15. An Aside
    16. 16. Microsoft’s blogging policy: “Don’t be stupid.”
    17. 17. Forrester’s blogging policy: • Make clear your views expressed are yours alone, not your employers’ • Respect the company’s confidentiality and proprietary information • Ask your manager if you’re not sure • Be respectful to the company, employees, customers, partners and competitors • Ensure blogging doesn’t interfere with other work commitments
    18. 18. New Influencer Outreach (Web PR) • Generates traffic • There are fewer opportunities to spread the word in the mainstream media • The web audience is growing • Your competitors are doing it • The Internet never forgets
    19. 19. {Here come the case studies}
    20. 20. Tech Gadgets Mobile Enterprise CrunchBase Crunchies 2009 Gift Guide 2009 More About Advertise Archives Company Index Contact CrunchCam Jobs Trends Subscribe: ThoughtFarmer Is TubeTastic by Duncan Riley on May 5, 2008 12 Comments 2 retweet Share ThoughtFarmer from Vancover based OpenRoad Communications offers an enterprise focused intranet service built around wikis. Billed as “a knowledge sharing solution for the new enterprise” ThoughtFarmer can be used as a standalone intranet or extranet, a collaboration hub or “the knowledge-sharing component of an existing intranet.” Like others in the space, ThoughtFarmer embraces the Wiki model, offering an open and democratic authoring environment with no barriers to content creation. The service then adds structure and social networking to the wiki core. It’s a solid service, but the standout has been in the marketing campaign. References to a mysterious Canadian company Tubetastic started appearing online in the last couple of months. The site is accessible via login only, and no one was really sure exactly what it was (Tubetastic’s
    21. 21. ReadWriteWeb ReadWriteEnterprise ReadWriteStart Country Channels About Subscribe Contact Advertise Subscribe to ReadWriteWeb Search ReadWriteWeb Home Products Trends Best of RWW Archives Reports ThoughtFarmer's Tubetastic Marketing Campaign Written by Sarah Perez / April 24, 2008 10:33 AM / 5 Comments « Prior Post Next Post » Earlier this month, we opened up and shared with readers the different ways we're pitched by companies wanting coverage. We mentioned our favorite way (hint: RSS) and have been enjoying the feeds that have been sent in since. We also noted the arrival of the twitpitch - the new trend of pitching via Twitter. Meanwhile, another company had a completely different idea: pitch via mail. Yes, postal mail. Postal Mail Pitching These days, with the internet, IM, Twitter, and all sorts of technologically advanced ways to communicate with each other, the concept of sending a letter via the mail seems outdated and quaint. Yet, despite that, or perhaps because of it, a personalized mailing catches one's attention. In a box usually stuffed with bills (ugh), magazines, and, RWW SPONSORS let's be honest, lots of junk, a hand-addressed padded manilla envelope from Canada stands out. What the envelope contained was a company's pitch, but cleverly disguised as a welcome letter to a new company called Tubetastic, where, apparently, I had accepted the job of Tubular Webmaster. An enclosed organization chart showed where I was in the company hierarchy, circled in yellow highlighter. Among my colleagues at Tubetastic were fellow journalists and bloggers. I even had a barcoded nametag.
    22. 22. Rules for a Good Pitch • Personal • Conversational • Leads with a link • Includes an incentive • Is it genuine news? • Don’t treat bloggers like second-class citizens
    23. 23. Don’t Discount “Link Bait” {We’re still spreading the word}
    24. 24. Finding New Influencers • Find blogs with Google • Use Google Pagerank and Trends • Test results with Technorati • Evaluate presence on other channels • Consider curated lists • Consider anecdotal evidence
    25. 25. Objective #2 Demonstrate Subject Matter Expertise
    26. 26. Objective #3 Build Community Around Your Cause
    27. 27. Oxfam Campaign in Support of Coffee Farmers
    28. 28. Objective #4 Manage Reputation
    29. 29. Objective #5 Increase Customer Satisfaction
    30. 30. Objective #6 Generate Leads
    31. 31. Online Advertising
    32. 32. TV had magic beans for forty years. For forty years, anyone, even a complete moron, could make a lot of money using TV ads. Buy enough ads, don't screw up, you're rich. The hard part was buying enough ads, but once you did that, victory could be declared. On the web, there are countless marketers just standing around waiting for someone to hand them the magic beans. And that's the problem. Marketing online takes too much measurement, patience, creativity, technical knowledge, flexibility, speed and authenticity. It requires too much thinking and not enough going out for dinner with clients. Perhaps there will never be magic beans again. Perhaps marketing is about to transition to a new kind of profession, one that requires insight, dedication and smarts. Or maybe someone will find some magic beans. -Seth Godin
    33. 33. There are no magic beans.
    34. 34. Photos by the following Flickr users: bolandrotor, oskay, Artamnesia, Molas, Hidden Side, Kris Krug, HessieBell, Derek K. Miller, Brian Sawyer, Phil Torrone, Laughing Squid, VoxPhoto, Darwin Bell, goddess spiral, woooooo, Molas, LiminalMike, jwiv, shapeshift, ToastyKen, swisscan, j l t, phxpma, iFovea, Laughing Squid, sophiea, iandoplhin24, SlipStreamJC, laverrue, Wouter Verhelst, aaronage, Magnus, Matzuda, reservoir frog, iwona_kellie, steveleenow and Thomas Angermann.
    35. 35. Seth Godin Steve Rubel