Ignite Your Growth - Using Social Media to Grow Your Business


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On May 19th 2011, interlinkONE & Grow Socially's CEO John Foley, Jr. delivered this presentation on "Using Social Media to Grow Your Business".

John covers topics such as:
- Strategy before tactics
- Marketing Plans
- Social and Mobile Media
- Best Practices
- QR Codes
- Multi-Channel Marketing Integration

Published in: Business, Technology
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  • 15 Years Business Management Author Whitpapers
  • While everyone is talking about social media, marketers are looking for tools and techniques to implement an effective social media campaign. Discuss “how to” approaches for effectively using social media. Participants learn how to identify the right audience in the sea of social networks; techniques for getting and keeping the conversation going; options for translating the conversation into business results; and the right tools for measuring effectiveness.
  • Where Are They Cyclically? Students How Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale.
  • What’s Your One Thing? What’s the soul of your brand. What’s the one thing that defines you – and it’s not features and benefits. Volvo = Safety. Apple = Innovation. Disney = Magic. What’s on the other side of your = sign? Note: This is not easy to figure out. You may need to engage in some brand anthropology, and have an agency help you find your one thing.
  • Social media is about people, not logos. How will you let down your guard? If you’re a small company, congratulations, this should be pretty easy. If you’re a big company, how can you act small again?
  • Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
  • How people communicate, Target like-minded prospects, Communicate with customers
  • Here is how Tiwtter is used to promote a white paper…..
  • Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers ).
  • Here is how Tiwtter is used to promote a white paper…..
  • Complaints roll in….. But… instead of sitting out there….
  • Chris brogan analogy
  • First, what does it stand for? Quick Response… So.. On the most basic level – think of it this way. Your mobile audience can save time by scanning the QR Code to go to your website rather than remembering and typing in the URL. Yes, it’s a call to action that can help increase response rates… strike while he iron is hot.
  • Palm iPhone Blackberry LG Nokia Motorola Samsung Etc
  • There are a number of FREE applications that allow you to scan QR Codes. They are different between phones. Discuss favorite ones for iPhone, Android, Blackberry. To get one, you simply need to go to your app store, download the app. You can even do it now , if you’d like..
  • We are seeing a huge interest in qr Codes when it comes to real estate. Here’s a picture of how one is being used on a rider. Also, flyers, mailers, newsletters, other signs…
  • QR Codes used by a printer to make their open house more fun, exciting.. If people scanned the code o nthis sign, it took them to a landing page. There was logic on the page to randomly display a picture of a rockstar… kinda fun. (of course, when the men scanned a code and saw Courtney Love, and the ladies scanned a code and saw Elton John, their reactions were priceless!)
  • Here is one of my favorite examples. At the Rochester Jazz Festival, people could scan these huge QR Codes to download a guide to the festival on their smartphones.
  • Now a huge reason and benefit of using QR Codes is the measurement and tracking! - You can start clearly measuring how effective your print ads are.. Your postcards… your signs..
  • Ignite Your Growth - Using Social Media to Grow Your Business

    1. 1. Using Social Media to Grow Your Business John Foley, Jr. CEO/CMO, Grow Socially, Inc.
    2. 2. Before I Begin … <ul><li>Please Turn Your Phone ON! </li></ul>@johnfoleyjr http://www.slideshare.net/growsocially Find presentation here:
    3. 3. John Foley, Jr. <ul><li>Grow Socially, Inc – Support Services </li></ul><ul><ul><li>Online Marketing/Social Media </li></ul></ul><ul><ul><li>Plan, Manage, Execute and Measure </li></ul></ul><ul><li>interlinkONE – Software (SaaS) </li></ul><ul><ul><li>Enterprise Marketing Management Software </li></ul></ul><ul><ul><li>Plan, build, manage, execute and measure all marketing activities </li></ul></ul><ul><ul><li>15 Years Woot! </li></ul></ul>I love Mar(H)keting!
    4. 4. Accolades <ul><li>Jetsetter Status on FourSquare </li></ul><ul><li>Mayor of iStrategy </li></ul><ul><li>Ranked #16 as a Top CMO on Twitter in 2010 </li></ul><ul><li>2 nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category </li></ul><ul><li>One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2010 - http://ilnk.me/SLMA50 </li></ul>
    5. 5. Overview <ul><li>What’s going on? </li></ul><ul><li>Social Media Marketing Plan </li></ul><ul><li>Effectively use social media </li></ul><ul><li>Identify the right audience </li></ul><ul><li>Social Media – What and Why? </li></ul><ul><li>Tools & techniques </li></ul><ul><li>Measuring effectiveness </li></ul><ul><li>Mobile + Print </li></ul><ul><li>Wrap – Q&A </li></ul>
    6. 6. Revolution <ul><li>Erik   Qualman  - Socialnomics </li></ul>
    7. 7. MARKETING PLAN <ul><li>It all starts with a plan </li></ul>
    8. 8. Expo Event 8AM-6PM Send out flyers to clients Announce on website Email eNewsletter (Announce) Tell colleagues you’re attending Send thank you cards Enter new contacts in CRM Mail -Monthly Newsletter Marketing Calendar
    9. 9. Improve Marketing with Social Media <ul><li>Improve sharing by </li></ul><ul><ul><li>Adding bookmark links </li></ul></ul><ul><li>Teach conversational-marketing and business-relationship-building techniques on your blog </li></ul><ul><li>http ://ilnk.me/50ways @chrisbrogan </li></ul>
    10. 10. Social Media Marketing Plan <ul><li>Describe Business and Its Goals </li></ul><ul><li>Know Your Audience </li></ul><ul><li>The One Thing </li></ul><ul><li>Humanize Your Brand </li></ul><ul><li>Content Resource & Distribution Strategy </li></ul><ul><li>Measure Your Success </li></ul>Strategy Before Tactics!
    11. 11. Know Your Audience <ul><li>Who Are They? </li></ul><ul><li>Where Are They Cyclically? </li></ul><ul><li>How Do They Use Social Media? </li></ul>
    12. 12. Your Target Audience <ul><li>Define Target Audience </li></ul><ul><li>Prospecting </li></ul><ul><li>Customer Service </li></ul><ul><li>Partner Management </li></ul><ul><li>Audience Acquisition </li></ul><ul><li>Discover </li></ul><ul><li>Engage </li></ul><ul><li>Get Found </li></ul>
    13. 13. Is everyone interested in the same communication? I’m on Twitter I still email I use Facebook, Twitter & LinkedIn I love my mail I Google for my information Where are your prospects and customers getting their information?
    14. 14. The One Thing <ul><li>Apple = Innovation </li></ul><ul><li>Disney = Magic </li></ul>
    15. 15. Humanizing Your Brand
    16. 16. Content Distribution Strategy <ul><li>Resources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms. </li></ul>Content Resource Library Visit Resources Daily Content A Content B Content C Pull Content Make Links Measurable Push Content Out
    17. 17. How to Measure Success? <ul><ul><li>Site Traffic </li></ul></ul><ul><ul><li>Downloads </li></ul></ul><ul><ul><li>eNewsletter Sign-Ups </li></ul></ul><ul><ul><li>Blog Comments </li></ul></ul><ul><ul><li>Questions </li></ul></ul><ul><ul><li>Shared Links </li></ul></ul><ul><ul><li>Re-Tweets </li></ul></ul><ul><ul><li>Followers </li></ul></ul><ul><ul><li>Who’s talking about you and how </li></ul></ul><ul><ul><li>Show me the money </li></ul></ul>
    18. 18. $ Optimize / Social Friendly Blogs eNewsletter Sign-Ups White Papers Landing Pages Offers Emails Polls Get Noticed Engage and Nurture Inquiries Engage and Nurture Integrated Multi-Channel Marketing Action – Publish – Engage – Converse – Share Social Media Blogging Analytics Content Mgmt SEO Start with MKTG Plan Product? Service? Asset? Qualified Leads Sales
    19. 19. Effective Social Media Strategy <ul><li>Online/Social Media Marketing Plan </li></ul><ul><li>Website </li></ul><ul><li>Search Engine Optimization </li></ul>Online Marketing Plan
    20. 20. What is Social Media? <ul><li>Community </li></ul><ul><li>Conversation </li></ul><ul><li>Networking </li></ul><ul><li>Marketing </li></ul><ul><li>Relationships </li></ul><ul><li>Customer Service </li></ul><ul><li>Immediate Information </li></ul><ul><li>Platform </li></ul>
    21. 21. Why Use Social Media <ul><li>Your Company's -Brand and Awareness </li></ul><ul><li>Website Traffic </li></ul><ul><li>More prospects to sell to </li></ul><ul><li>Generate interest in your Product/Service </li></ul><ul><li>Loyalty </li></ul><ul><li>Position your company </li></ul><ul><li>Customer Service </li></ul><ul><li>Another Channel </li></ul>
    22. 22. Your Website & Social Media <ul><li>Social-friendly, searchable </li></ul><ul><li>Interactive </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Landing Page </li></ul></ul><ul><ul><li>eNewsletter Sign-Ups </li></ul></ul><ul><ul><li>Widgets </li></ul></ul><ul><ul><li>Whitepaper downloads </li></ul></ul><ul><li>Calls to action for people to raise their hand </li></ul>MUST BE ENGAGING!
    23. 23. Websites and Widgets
    24. 24. Websites and Widgets <ul><li>Appealing to the eye </li></ul><ul><li>Creative </li></ul><ul><li>Interactive </li></ul><ul><li>Different </li></ul><ul><li>Can be a call to action </li></ul>
    25. 25. Websites and Widgets
    26. 26. Websites and Widgets
    27. 27. Search Engine Optimization <ul><li>Get found </li></ul><ul><li>Using specified keywords </li></ul><ul><li>Consistently updating </li></ul><ul><li>Using links to other pages of site or other websites </li></ul>
    28. 28. COMPANY WEBSITE Social Media SEO DM/Flyer E-mail Links Other Inbound and Outbound Whitepapers, eBooks Downloads eNewsletter Sign-Ups Comments & Questions on Blog Info/Inquiries Webinar Sign-Ups 100 Visitors 2000 Visitors 800 Visitors 3500 Visitors CRM
    29. 29. Use Social Media Effectively <ul><li>Start with a Plan </li></ul><ul><ul><li>Address Goals </li></ul></ul><ul><ul><li>Make a Schedule </li></ul></ul><ul><ul><li>Know What You Want to Do </li></ul></ul><ul><li>Cross Promote Across All Pages </li></ul><ul><li>Integrate with Website </li></ul><ul><li>Include in Offline Marketing Efforts </li></ul>
    30. 30. Identify the Right Audience <ul><li>Which Industries? </li></ul><ul><li>Are existing clients online? </li></ul><ul><li>Connect with people you meet </li></ul><ul><li>Include keywords on your profiles </li></ul><ul><li>Engage with target audiences </li></ul>
    31. 31. Start the Conversation <ul><li>Twitter </li></ul><ul><ul><li>Hashtags </li></ul></ul><ul><ul><li>Retweets </li></ul></ul><ul><ul><li>Twitter Chats </li></ul></ul><ul><li>LinkedIn </li></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><li>Discussions </li></ul></ul><ul><li>Blog </li></ul>
    32. 32. Get Business Results <ul><li>Have Sales Reps Online </li></ul><ul><li>Share Case Studies Online </li></ul><ul><li>Answer Questions </li></ul><ul><li>Send Requested Information </li></ul><ul><li>Follow Up </li></ul><ul><li>Connect </li></ul>
    33. 33. Tools & Techniques <ul><li>Tools </li></ul><ul><li>Cameras, Video Cameras </li></ul><ul><li>Link Shorteners </li></ul><ul><li>Platforms – Hoot Suite – Tweetdeck </li></ul><ul><li>Listening – Radian6, Sysomos, Viral Heat </li></ul><ul><li>Wordpress, Drupal </li></ul><ul><li>Techniques </li></ul><ul><li>Daily Management </li></ul><ul><li>Consistent Monitoring </li></ul><ul><li>Integration of Social Media and Multi-Media Channels </li></ul><ul><li>Consistent Online Look </li></ul><ul><li>Dedicate Resource(s) or Find a partner </li></ul>
    34. 34. Best Practices <ul><li>Listen </li></ul><ul><li>Share Relevant Content </li></ul><ul><li>Industry Specific Content </li></ul><ul><li>Marketing Information </li></ul><ul><li>Consistently monitor for customer service </li></ul><ul><li>Continually post relevant content </li></ul><ul><li>Link all pages back to corporate site </li></ul><ul><li>DON’T talk about yourself all the time </li></ul><ul><li>Secure Branded URLs for each Channel </li></ul><ul><li>Promote Monthly Newsletters </li></ul><ul><li>Listen More </li></ul>
    35. 35. Tools for Measuring Effectiveness <ul><li>Link Shorteners </li></ul><ul><ul><li>iLink.Me </li></ul></ul><ul><ul><li>TinyURL.com </li></ul></ul><ul><li>Google Analytics </li></ul><ul><ul><li>Website </li></ul></ul><ul><li>Insights </li></ul><ul><ul><li>LinkedIn, Facebook, Twitter, YouTube </li></ul></ul>
    36. 36. Tools for Listening
    37. 37. http://ilink.me
    38. 38. Tools to Measure Success www.ilnk.me
    39. 39. What Are These Sites, Anyway?
    40. 40. Top 4 Channels/Medias for (Most) Marketers <ul><li>Twitter: Block Party </li></ul><ul><li>Facebook: House party with a business effect </li></ul><ul><li>YouTube: Your own TV Station </li></ul><ul><li>LinkedIn: Chamber of Commerce networking event </li></ul>
    41. 41. What is Twitter? <ul><li>Share what you are doing in 140 characters or less </li></ul><ul><li>A free social messaging utility for staying connected in real-time </li></ul>
    42. 42. Spread the Word http://ilnk.me/7dde
    43. 43. Company
    44. 44. What is Facebook? <ul><li>A free social network used by people & companies </li></ul><ul><li>Companies can host pages and groups to self-promote </li></ul>
    45. 45. Get Yourself Out There <ul><li>Creating a page involves: </li></ul><ul><li>Logo </li></ul><ul><li>Name </li></ul><ul><li>Content </li></ul>
    46. 46. Company Page
    47. 47. What is YouTube? <ul><li>Video-sharing website on which users can upload and share videos. </li></ul>
    48. 48. Set Up a Gallery
    49. 49. Big Production VS Business Casual More approachable, more interesting, more diversified, more updates!
    50. 50. What is LinkedIn? <ul><li>A business-oriented social networking site </li></ul><ul><li>Mainly used for professional networking </li></ul><ul><li>Has more than 43 million registered users, spanning 170 industries </li></ul>
    51. 51. LinkedIn.com Dashboard
    52. 52. Personal Profile
    53. 53. Company Profile
    54. 54. Blogs <ul><li>Humanizing </li></ul><ul><li>Improves SEO </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Updated Information </li></ul></ul><ul><li>Give Expertise </li></ul><ul><li>Updates on Company Activities </li></ul><ul><li>Sharing Information </li></ul>
    55. 55. Four Fundamentals of All Sites <ul><li>Build your network </li></ul><ul><li>Engage with the network you have built </li></ul><ul><li>Be consistent </li></ul><ul><li>Track and analyze </li></ul>
    56. 56. Customer Service: The Complaint
    57. 57. Customer Service: The Reply
    58. 58. Customer Service: Happy Reply
    59. 59. Keywords <ul><li>Improves SEO </li></ul><ul><li>Narrows down what your site is about </li></ul><ul><li>The more, the better </li></ul>
    60. 60. Your Website is Homebase You
    61. 61. SMS MMS PDA Blackberry Direct Mail Radio/TV Magazines Flyers Labels Personalization Campaign Management Reporting Administration Automation QR Codes E-mail Website RSS Flash Banner Search Social Media Hello! Mary Campaign Management Wireless Offline Online Your Website
    62. 62. Create Marketing Campaigns <ul><li>Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness. </li></ul>
    63. 63. Expo Event 8AM-6PM Send out flyers to clients Announce on website Email eNewsletter (Announce) Tell colleagues you’re attending Send thank you cards Enter new contacts in Excel Mail -Monthly Newsletter Marketing Calendar Create Post, Link back to website Announce on & Comment on event’s page Connect with Keynote Speakers on Join in on event’s hashtag Share speaking presentation on Friend new contacts on Share event article on Share event article on Announce booth # with video post Follow-Up with Post & Post Pictures
    64. 64. COMPANY WEBSITE Social Media SEO DM/Flyer E-mail Links Other Inbound and Outbound Marketing Work Together Whitepapers, eBooks Downloads eNewsletter Sign-Ups Comments & Questions on Blog Info/Inquiries Webinar Sign-Ups 100 Visitors 2000 Visitors 800 Visitors 3500 Visitors CRM
    65. 65. Social Media Wrap Up <ul><li>Start with a Plan </li></ul><ul><li>Create a Online Marketing Strategy </li></ul><ul><li>Incorporate Your Social Media, SEO and Website </li></ul><ul><li>Measure the Results! </li></ul>
    66. 66. PRINT + MOBILE
    67. 67. First… Why Mobile?
    68. 68. 2nd… Why Mobile? <ul><li>Reach the Mobile Consumer </li></ul><ul><li>It’s where your audience may be today and will be tomorrow! </li></ul><ul><li>Measureable (If done right!) </li></ul>
    69. 69. How Can Mobile Be Integrated <ul><li>QR Codes </li></ul><ul><li>Digital Watermarks </li></ul><ul><li>Augmented Reality </li></ul><ul><li>Payments </li></ul>
    70. 70. Print + Mobile <ul><li>QR Codes </li></ul><ul><li>QR Code Resources </li></ul><ul><ul><li>QRConnect.com </li></ul></ul><ul><ul><li>QReateandTrack.com (TRACK – Get it!  ) </li></ul></ul>
    71. 71. QR = “Quick Response”
    72. 72. What the QR Code Contains
    73. 73. What You Need to Scan
    74. 74. Applications to Scan
    75. 75. Tip: Mobilize Your Content!
    76. 76. QR Codes on Signs
    77. 77. QR Codes on Posters
    78. 79. QR Codes on Mailers
    79. 80. Measuring QR Codes
    80. 81. Digital Watermarks
    81. 82. Augmented Reality Image Source: http://www.jeffreydonenfeld.com
    82. 83. Mobile Payments <ul><li>Near Field Communications (NFC) </li></ul><ul><li>Square (from Twitter co-founder) </li></ul>
    83. 84. Takeaways <ul><li>Mobile Audience is now! </li></ul><ul><li>Multi-channel Strategy – are Effective! </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>etc </li></ul></ul><ul><li>Integrate </li></ul><ul><li>Test </li></ul><ul><li>Measure </li></ul>
    84. 85. Q & A / Contact Me! iFlyMobi.com QR Code http://ilink.me/JR