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9 Steps to a Successful Social Media Marketing Strategy for your Business

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[http://www.jeffbullas.com/] Here are 9 steps to a successful social media marketing strategy that will accelerate inquiries, leads and sales.
Learn the basics and find out the steps to position your brand as an expert and thought leader in its industry.
Also find out how do you get started with social media and how do you use it to promote your business.

Published in: Education, Business, Technology

9 Steps to a Successful Social Media Marketing Strategy for your Business

  1. 1. 9 Steps to a Successful Social Media Marketing Strategy for your Business Speaker: Jeff Bullas Twitter: @JeffBullas Date: Nov 24, 2011
  2. 2. JeffBullas.com Build your knowledge and skills The Digital Landscape The 3 Phases of the Web Phase 1: Portals Phase 2: Search Engines Phase 3: Social Networks
  3. 3. JeffBullas.com Build your knowledge and skills The Digital Landscape The Numbers: What has happened since 1990? First Website in 1990 130 Web Sites in 1993 16 Million Users in 1995 738 Million Internet users in Asia in December 2009 252 Million Internet users in North America in 2009 90 Trillion – The number of emails sent on the Internet in 2009 234 Million Websites in 2010 247 Billion – Average number of email messages per day 30 Billion – Photos uploaded to Facebook per year 2010 2.0 Billion Users in 2011
  4. 4. JeffBullas.com Build your knowledge and skills The Digital Landscape: Google
  5. 5. JeffBullas.com Build your knowledge and skills The Digital Landscape: Facebook
  6. 6. JeffBullas.com Build your knowledge and skills The Digital Landscape: Mobile
  7. 7. JeffBullas.com Build your knowledge and skills <ul><li>The “Numbers” Problem </li></ul><ul><ul><li>Over 234 million websites </li></ul></ul><ul><ul><li>More than 155 million blogs </li></ul></ul><ul><ul><li>Nearly 800 Million Facebook Users </li></ul></ul><ul><ul><li>2 Billion Internet Users </li></ul></ul><ul><ul><li>1 Trillion Facebook page views - 2011 </li></ul></ul>
  8. 8. JeffBullas.com Build your knowledge and skills <ul><li>The “Noise” Problem in 60 Seconds </li></ul><ul><ul><li>700,000 searches </li></ul></ul><ul><ul><li>600 Videos are uploaded to YouTube </li></ul></ul><ul><ul><li>80,000 Facebook Wall posts </li></ul></ul>
  9. 9. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export The “Clutter” Problem
  10. 10. JeffBullas.com Build your knowledge and skills The “Technology” Problem
  11. 11. JeffBullas.com Build your knowledge and skills Problem: We still think Analog!  
  12. 12. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA?
  13. 13. JeffBullas.com Build your knowledge and skills Social Media Amplifies your Content.
  14. 14. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Makes you Stand out from the Crowd
  15. 15. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Networking on Steroids
  16. 16. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Accelerates the Spread of your Brand
  17. 17. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? It can Position You as an Expert
  18. 18. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Your Business can Self-Publish
  19. 19. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Global Word of Mouth
  20. 20. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA “ On the Internet, nobody knows you are a dog ”
  21. 21. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Facilitates Trust –Edelman Trust Barometer
  22. 22. JeffBullas.com Build your knowledge and skills THE SOLUTION
  23. 23. JeffBullas.com Build your knowledge and skills THE SOLUTION The Foundations
  24. 24. JeffBullas.com Build your knowledge and skills THE SOLUTION Foundations - Content
  25. 25. JeffBullas.com Build your knowledge and skills THE SOLUTION Foundations - Search
  26. 26. JeffBullas.com Build your knowledge and skills THE SOLUTION Foundations - Search
  27. 27. JeffBullas.com Build your knowledge and skills THE SOLUTION Foundations – Social
  28. 28. JeffBullas.com Build your knowledge and skills THE SOLUTION Putting the Pieces Together
  29. 29. JeffBullas.com Build your knowledge and skills Social Media Revolution
  30. 30. JeffBullas.com Build your knowledge and skills THE SOLUTION Philosophy and Approach Publish to Multiple Networks
  31. 31. JeffBullas.com Build your knowledge and skills THE SOLUTION Philosophy and Approach Publish a Variety of Multi-Media Content
  32. 32. JeffBullas.com Build your knowledge and skills THE SOLUTION The 9 Steps to a Successful Social Media Marketing Strategy
  33. 33. JeffBullas.com Build your knowledge and skills THE SOLUTION Step One Obtain Commitment from Stakeholders
  34. 34. JeffBullas.com Build your knowledge and skills THE SOLUTION Step Two Determine Prospects & Customer Personas
  35. 35. JeffBullas.com Build your knowledge and skills THE SOLUTION Step Three Create and Prioritize Goals
  36. 36. JeffBullas.com Build your knowledge and skills THE SOLUTION Step Four Develop Tactics to Achieve Goals
  37. 37. JeffBullas.com Build your knowledge and skills THE SOLUTION Step Five Resources Allocated to Achieve the Goals
  38. 38. JeffBullas.com Build your knowledge and skills THE SOLUTION Step Six Plan and Create Content
  39. 39. JeffBullas.com Build your knowledge and skills THE SOLUTION Step Seven Publish and Promote on the Social Channels Where your Customers Are
  40. 40. JeffBullas.com Build your knowledge and skills THE SOLUTION Step Eight Measure and Monitor the Results
  41. 41. JeffBullas.com Build your knowledge and skills THE SOLUTION Step Nine Modify, Rinse and Repeat
  42. 42. JeffBullas.com Build your knowledge and skills Socialnomics ! - Video
  43. 43. JeffBullas.com Build your knowledge and skills Social Media Marketing
  44. 44. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook
  45. 45. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Facebook </li></ul><ul><li>Why Use Facebook? </li></ul><ul><ul><li>Business Page – for spreading your content </li></ul></ul><ul><ul><li>Multi-Media rich </li></ul></ul><ul><ul><li>Easy To Use </li></ul></ul><ul><ul><li>It is where one in three internet users hang out </li></ul></ul><ul><ul><li>Self Serve Target Ads with user demographics </li></ul></ul>
  46. 46. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Facebook </li></ul><ul><li>Some Fundamentals </li></ul><ul><ul><li>3 Types of Profiles </li></ul></ul><ul><ul><li>Self Serve Ads on Facebook </li></ul></ul><ul><ul><li>Facebook pages are “Public” and Searchable </li></ul></ul><ul><ul><li>Ranks high in search on a “Social Web” </li></ul></ul><ul><ul><li>Creates an online asset </li></ul></ul><ul><ul><li>Crowd Sources sharing </li></ul></ul>
  47. 47. JeffBullas.com Build your knowledge and skills <ul><li>Facebook Social Media Marketing: B2B </li></ul><ul><li>Facebook Tips for B2B Companies: </li></ul><ul><ul><li>Video Channel with “How To” Tutorials </li></ul></ul><ul><ul><li>News Updates in Your Industry </li></ul></ul><ul><ul><li>Provide an Incentive for Growing your Facebook “Likes” </li></ul></ul><ul><ul><li>Capturing Email Subscriptions for your database </li></ul></ul><ul><ul><li>Targeting Decision Makers through Paid SMM </li></ul></ul><ul><ul><li>  Market Research and Surveys </li></ul></ul><ul><ul><li>Promote your Thought Leaders </li></ul></ul>
  48. 48. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook: B2B Case Studies: Publishing Content Linking to the Blog or Website Goal of this Tactic: Position company or personal brand as a thought leader
  49. 49. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Clear Risk Goal: Capture email subscribers and Facebook “Likes”
  50. 50. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: General Electric Goal: Promote their “Thought Leaders”
  51. 51. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Get Satisfaction - Internet Software Company Goal: Provide customer service
  52. 52. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Cisco Goal: Create Trust Through Shareable Content
  53. 53. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Cisco Goal: Educate with Online Video within Facebook
  54. 54. JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter
  55. 55. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Twitter </li></ul><ul><li>Why Use Twitter </li></ul><ul><li>A global network of 200 million plus users </li></ul><ul><li>You can target industries and niches </li></ul><ul><li>Monitor the competition </li></ul><ul><li>It’s global </li></ul><ul><li>It is real time </li></ul><ul><li>It is a great tool to market your blog content </li></ul>
  56. 56. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Twitter </li></ul><ul><li>5 Tips for Optimizing Twitter </li></ul><ul><li>Include a photo or logo </li></ul><ul><li>Add your Facebook or Website’s URL </li></ul><ul><li>Write “Great Headlines” </li></ul><ul><li>Make sharing easy with Place a “ReTweet” button </li></ul><ul><li>Include “Follow me on Twitter” buttons on your blog </li></ul>
  57. 57. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Twitter </li></ul><ul><li>Twitter Marketing Tips </li></ul><ul><li>Develop a targeted Twitter following </li></ul><ul><li>Listen, engage and communicate and build loyal followers in your community </li></ul><ul><li>Create a live feed on the corporate brand name to see what the world is saying about you </li></ul><ul><li>Tweet your online specials that link to a landing page </li></ul><ul><li>Tweet your content </li></ul><ul><li>Network and Create contacts on Twitter by retweeting their content </li></ul>
  58. 58. JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter Twitter Tools
  59. 59. JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter Case Studies: JeffBullas.com Goals: Drive traffic to the blog and networking
  60. 60. JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter Case Studies: Dell.com Goal: Sell Product that can be tracked with coupons
  61. 61. JeffBullas.com Build your knowledge and skills Social Media Marketing with LinkedIn
  62. 62. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with LinkedIn </li></ul><ul><li>Why Use Linked In? </li></ul><ul><ul><li>Over 130 Million professionals are members </li></ul></ul><ul><ul><li>Great for networking professionally </li></ul></ul><ul><ul><li>Finding Opportunities </li></ul></ul><ul><ul><li>Positioning as an Expert with over 800,000 groups </li></ul></ul><ul><ul><li>Integrate your other sites Website, Blog and Facebook </li></ul></ul><ul><ul><li>Average income is over $100,000 </li></ul></ul>
  63. 63. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with LinkedIn </li></ul><ul><li>Setting up and Optimizing LinkedIn </li></ul><ul><ul><li>Create a public profile (don’t lock it away) </li></ul></ul><ul><ul><li>In your homepage activate your Twitter link </li></ul></ul><ul><ul><li>Activate your blog feed to your homepage on LinkedIn </li></ul></ul><ul><ul><li>Integrate “SlideShare” into LinkedIn </li></ul></ul>
  64. 64. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with LinkedIn </li></ul><ul><li>LinkedIn Marketing Tips </li></ul><ul><ul><li>Update your posts on LinkedIn after publishing. </li></ul></ul><ul><ul><li>Participate in one of the 800,000 groups that is suitable for your target audience </li></ul></ul><ul><ul><li>Create your own group that doesn’t sell but provides a forum for your industry niche </li></ul></ul><ul><ul><li>Create Exclusive Content that requires registration </li></ul></ul><ul><ul><li>Advertise on LinkedIn from as little as $10 per day. </li></ul></ul><ul><ul><ul><li>You can target by </li></ul></ul></ul><ul><ul><ul><li>Geography, Industry, Job Function, Job title, LinkedIn Groups </li></ul></ul></ul>
  65. 65. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with LinkedIn </li></ul><ul><li>LinkedIn Case Study B2B: Post Card Mania </li></ul><ul><ul><li>Create Compelling Content </li></ul></ul><ul><ul><li>Build Contacts and Message Them </li></ul></ul><ul><ul><li>Join Groups and Contribute </li></ul></ul><ul><ul><li>Cold Message Contacts </li></ul></ul><ul><li>Results : In 12 Months they have generated 600 leads from a B2B audience </li></ul>
  66. 66. JeffBullas.com Build your knowledge and skills Social Media Marketing with LinkedIn LinkedIn Case Study: Post Card Mania The Post on LinkedIn
  67. 67. JeffBullas.com Build your knowledge and skills Social Media Marketing with LinkedIn LinkedIn Case Study: Post Card Mania The Landing Page
  68. 68. JeffBullas.com Build your knowledge and skills Social Media Marketing with YouTube
  69. 69. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with YouTube </li></ul><ul><li>Why Use YouTube? </li></ul><ul><ul><li>Second Largest Search engine in the world </li></ul></ul><ul><ul><li>Easier to rank higher in organic search than Google </li></ul></ul><ul><ul><li>The younger generation would rather chew their arm off than read a paragraph of text – Provide short videos </li></ul></ul><ul><ul><li>“ How To” category is the fastest growing segment </li></ul></ul><ul><ul><li>Free and Easy to use </li></ul></ul>
  70. 70. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with YouTube </li></ul><ul><li>Setting up and Optimizing YouTube </li></ul><ul><li>Create your own branded YouTube Channel </li></ul><ul><li>Link to your Blog, Facebook Fanpage or your website to make it easy for people to link back to your site </li></ul><ul><li>Put the category such as [Social Media Marketing] in Brackets before each Title of your video </li></ul><ul><li>Put “Tags” in your video tags section, make them relevant to your video title </li></ul><ul><li>Again promote your YouTube video on Twitter and place them on your blog in a Video or YouTube Channel section </li></ul>
  71. 71. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with YouTube </li></ul><ul><li>YouTube Marketing Tips: </li></ul><ul><li>Interview senior people in your industry – promote them, the law of reciprocity </li></ul><ul><li>Create information videos that inform clients while you sleep – leverages your time </li></ul><ul><li>Create Educational videos demonstrating expertise and thought leadership </li></ul><ul><li>Include videos in your online store to showcase and demo products (can increase conversion rates by 10-30% (Case Study: Online shoe store Zappos) </li></ul>
  72. 72. JeffBullas.com Build your knowledge and skills Social Media Marketing with Slideshare
  73. 73. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Slideshare </li></ul><ul><li>Why Use Slideshare </li></ul><ul><ul><li>It is the “YouTube” for PowerPoint </li></ul></ul><ul><ul><li>Presentations postion you as an expert </li></ul></ul><ul><ul><li>Optimal for B2B </li></ul></ul><ul><ul><li>Good for optimising content for search </li></ul></ul>
  74. 74. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Slideshare </li></ul><ul><li>Slideshare Marketing Tips </li></ul><ul><li>Turn your posts into PowerPoint presentations and post them to Slideshare </li></ul><ul><li>Write a good headline both on the presentation itself and the Title area </li></ul><ul><li>Include keyword tags that would be used to find the presentation </li></ul><ul><li>Promote your presentations on Twitter </li></ul><ul><li>Allow viewers to download your presentation to assist in making it easy for people to share </li></ul><ul><li>Post them to your Facebook page </li></ul><ul><li>In choose a license make it  CC (Creative Commons) License so people can use your content and then attribute and link to your blog </li></ul>
  75. 75. JeffBullas.com Build your knowledge and skills Social Media Marketing with Blogs
  76. 76. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Blogs </li></ul><ul><li>Why Blog? </li></ul><ul><ul><li>To establish a home base that you own </li></ul></ul><ul><ul><li>Personal branding Eg.”jeffbullas.com” </li></ul></ul><ul><ul><li>Position you as a thought leader in your niche </li></ul></ul><ul><ul><li>Establishes Authority </li></ul></ul><ul><ul><li>Google likes fresh unique content </li></ul></ul><ul><ul><li>Easy to use </li></ul></ul><ul><ul><li>Builds an online asset </li></ul></ul>
  77. 77. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Blogs </li></ul><ul><li>Setting up and Optimizing Your Blog </li></ul><ul><ul><li>Buy your own domain name </li></ul></ul><ul><ul><li>Blog as part of your primary website domain </li></ul></ul><ul><ul><li>Purchase a WordPress theme </li></ul></ul><ul><ul><li>Post content regularly </li></ul></ul><ul><ul><li>Promote your Blog on Twitter regularly </li></ul></ul><ul><ul><li>Include share buttons to other social media channels </li></ul></ul><ul><ul><li>Build your email subscriber database </li></ul></ul>
  78. 78. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Blogs </li></ul><ul><li>Blogging Marketing Tips </li></ul><ul><li>Solve problems with your posts. What do your customers worry about? </li></ul><ul><li>Provide “How To” articles </li></ul><ul><li>Write great headlines </li></ul><ul><li>Write easy to read articles </li></ul><ul><li>Use multimedia embed videos, images and screen shots </li></ul><ul><li>Send out posts instead of static email newsletters that drive traffic to your site and drive comments </li></ul><ul><li>Post after publishing to other social media channels, Facebook page, Google+, LinkedIn, Twitter (manually) </li></ul><ul><li>Create evergreen content </li></ul><ul><li>Be focused (stay on topic) </li></ul><ul><li>Repurpose offline and publish it online </li></ul>
  79. 79. Driving excellence in International Trade for 50 years Social Media Marketing with Blogs – Personal Brand Case Studies: JeffBullas.com Goal: Create a personal brand online and create global opportunities Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
  80. 80. Driving excellence in International Trade for 50 years Social Media Marketing with Blogs – B2B Case Studies: Hubspot – software as a service for small to medium business Goal: Create great content that drives link building and positions the brand Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
  81. 81. JeffBullas.com Build your knowledge and skills <ul><li>Takeaways </li></ul><ul><ul><ul><ul><li>Strategy not just tactics </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Content is King </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Take Advantage of the Leverage </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Speed of Response </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Make it Easy to Share </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Think like a Publisher </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Build an Online Asset </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Publish where your Customers Are </li></ul></ul></ul></ul>
  82. 82. Driving excellence in International Trade for 50 years The 7 Top Trends in Social Media Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
  83. 83. Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend One: Social Mobile Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
  84. 84. Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Two: Socialisation of Search Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
  85. 85. Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Three: Geo-Targeting of Social Media Marketing Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
  86. 86. Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Four: Social Commerce Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
  87. 87. Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Five: Social Gaming Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
  88. 88. Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Six: Global Magazine Super Blogs Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
  89. 89. Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Seven: Global Micro Niche Business Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
  90. 90. Driving excellence in International Trade for 50 years Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills How Could You Use Social Media Marketing “ To put a dent in the universe”

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