What if someone said “Today we are announcing three revolutionary products that will transform your business” The first one allows you to self publish to the world with one click The second enables you to market your brand without begging the gatekeepers or paying big media. It doesn’t cost a cent The third is a breakthrough two-way communication platform that is free But they are not three separate products – it’s called “Social Media”. This take on social media…..inspired by Steve Jobs famous iPhone announcement of the iPhone in 2007, highlights the three vital components of social media. It’s unrivalled power to publish, market and communicate to a global community in real time. In essence it is the biggest change to publishing in 550 years (Gutenberg would be pleased), the biggest shift in marketing since the invention of the television and the most important communication revolution since the telephone. Read more at http://www.jeffbullas.com/?p=33698#GvQ4DWp04Cq5roy6.99

1. Overcoming the Challenges and Seizing the Opportunities
Taming the Social Media Marketing Beast

2. The most significant change to publishing in over 550 years

3. The biggest shift in marketing since the invention of TV

4. Most important communication revolution since the telephone

5. The new ways

6. The new ways - Blogs

7. The new ways - Search

8. The new ways - Facebook

9. The new ways - Twitter

10. The new ways - YouTube

11. The new ways - Instagram

12. The new ways - Mobile

13. Trends on the social web

14. Trends on the social web - Brands become publishers

15. Trends on the social web - Brands become publishers
Red Bull - Sold 5.2 billion cans in 2012
• Red Bull the “publisher”
– Red Bull Media House - 135 staff
– Full feature film “The Art of Flight”
– The print magazine – 5 million copies a month
– Mobile games – Red Bull X Fighters
– Events captured on Media – Diving, Motorsport, Plane racing

16. Trends on the social web - Brands become publishers
• Epic Events - Red Bull Stratos Event
– YouTube had 8 million concurrent
views
– Photo after landing -29,000
shares, 216,000 likes and 10,000
comments
– Online mentions on Twitter included
194,000 the hash tag #stratos

17. Trends on the social web - Visual Content

18. Trends on the social web - Visual Content
• Pinterest
– 70 million users
– 5 million images pinned a day
– 80% are women
• Instagram
– 150 million users
– 16 billion photos shared
– 1.2 billion likes a day

19. Trends on the social web - Pay to Play

20. Trends on the social web - Pay to Play
• Facebook
– “Edge Rank” algorithm
– Only 10-15% of fans see your
page updates
• Twitter
– 3 types of self serve ads
• LinkedIn
– Self serve promotions

21. Trends on the social web - Brands start bypassing mass media

22. Trends on the social web - Brands start bypassing mass media
• Beyonce – Tipping point?
– Traditional mass media ignored
– Launched on iTunes and social
– 8 million followers on Instagram
– 53 million fans on Facebook
– Sold 828,773 copies in 24 hrs
– iTunes fastest selling album

23. Trends on the social web - Social Media management platforms

24. Trends on the social web - Social Media management platforms
• Social media is a complex
beast
– Many social networks
– Multiple media assets
– Constant content publishing
– Monitoring and measuring
– Management platforms for
small business to enterprise
– eg Hootsuite, Hubspot, Adobe
Social, Oracle, Salesforce, IBM

25. Trends on the social web - The rise of Google+

26. Trends on the social web - The rise of Google+
• The numbers
– Google invested $550 million
– Only launched in 2011
– Over 1 billion users with
accounts
– 359 million mthly active users
– Growing at 33% per annum
– Captures social signals
– Captures behavior and data

27. Trends on the social web - It’s becoming integrated

28. Trends on the social web – It’s becoming integrated
• The social web is being woven
into the fabric of society and
media
This includes:
– Mass media
– Search engines
– Marketing
– Publishing
– Communication

29. Challenges

30. The challenges - Old habits

31. The challenges - Old habits
• What are some old habits you
will need to unlearn?
• Social media marketing is not
about
– Your brand
– Your products
– Selling
– One way conversation

32. The challenges - Technology
• What software do you use?
• What blogging platform?
• Social media management
platforms
• What social networks?

33. The challenges - Pace of change
• New social networks
• Changes to social media
• The rise of mobile

34. The challenges - Loss of control
• From a one way conversation
to two way communication
• How does PR manage and
control the brand and the
message?
• Use of social media at work

35. The challenges - What’s the “return on investment?”
• Management will want to know
– Will it increase traffic to my website?
– Does social media provide more
sales leads?
– Is the cost of social media marketing
less than outbound traditional
marketing?
– Will it grow brand awareness?

36. The challenges - What’s the “return on investment?”
• Research by Hubspot showed
that inbound marketing - a
combination of
social, search, blogging and
content - reduced the cost of
sales leads
– Average cost of outbound
marketing
(telephone, print, radio etc) is
$346
– Average cost of lead generated
by inbound marketing is $135

37. The challenges - Where do I start?
• How do I plan?
• How do I create a strategy?

38. The opportunities

39. The opportunities
• What if someone said “Today we are announcing three revolutionary
products”
– The first one allows you to self publish to the world with one click
– The second enables you to market your brand without begging the
gatekeepers or paying big media. It doesn’t cost a cent
– The third is a breakthrough two-way communication platform that is free
They are not three separate products - it’s called Social Media

40. The opportunities - Publishing power is in your hands

41. The opportunities - Publishing power is in your hands
• Publishing is now
– Free
– Global
– Instant

42. The opportunities - Social networks provide free crowd sourced
marketing

43. The opportunities - Social networks provide crowd sourced
marketing
• The power of crowd sourced
marketing
• Research by Octoly.com that
tracked user generated content
found:
– 99% of the views about Lego
on YouTube were user
created.
– This means 7.92 billion views
were created and and viewed
by passionate advocates

44. The opportunities - Two way communication

45. The opportunities - Two way communication
• Two way communication can
provide
– Free crowd sourced research
– Know which content works
through social media feedback
loop with traffic, shares and
comments
– Instant feedback
– It’s mobile and multimedia

46. The opportunities - Build online credibility and trust
• How many times do you need
to hear something about a
specific company to believe
that information is true?
• Edelman Trust Barometer
Report
– Multiple sources enhance
credibility
– 3-5 times creates a trust factor
of 60%

47. The opportunities - Build your brand assets

48. The opportunities - Build your digital brand assets
What are digital assets?
Owned
• Website, blog, online store
• Content
– Videos
– Articles, Blog posts, Ebooks
– Images
– Presentations
– Audio

49. The opportunities - Build your digital brand assets
What are digital assets?
Earned
• Organic search engine traffic
– Rankings for keywords
• Social network followers
– Facebook
– Twitter
• Email list

50. The steps to creating a social media marketing strategy

51. Step 1: Get clarity on your target audience

52. Step 1: Get clarity on your target audience
The demographics
The personas
Ask some questions
• What are their key problems?
• Where do they get their
information
• What are their aspirations
• What primary social networks do
they use?
• What media do they consume?

53. Step 2: Set goals

54. Step 2: Set goals
• What are your goals and their
priorities?
– Increase Facebook likes
– Brand awareness
– Drive traffic to website, blog
online store
– Increase sales leads
– Grow your email list
– Customer engagement

55. Step 3: Create content

56. Create content - Lorna Jane “active wear’ brand
• Creating conversations “around”
the brand not about the products
– Created a separate website
brand “Move, Nourish, Believe”
– Includes:
Events, Ebook, Recipes
– Facebook is for engagement.
840,000 plus fans
– Twitter is the personal account
of the founder Lorna Jane
Clarkson

57. Create content - B2B
• Become “the” go to portal for your industry
or niche
– Blog
– Free e-book
– Webinars
– Whitepapers
– PowerPoint presentations (Slideshare)

58. Step 4: Marketing tactics to achieve goals

59. Step 4: Marketing tactics to achieve goals
• Goal: Build an email list
– Offer a free e-book
– Create a custom tab on
Facebook that captures an
email to download a
whitepaper, watch a free video
– Run competitions on
Facebook

60. Step 4: Marketing tactics to achieve goals
• Goal: Increase your social
network fans and followers
– Offer free premium content for a
Facebook “like”
– Follow the “followers” of other
online influencers on Twitter in
your niche

61. Step 4: Marketing tactics to achieve goals
• Goal: Grow brand awareness
– Tweet your content on a regular
basis
– Send out your educational blog
posts to your email list
– Post the link to your blog post on
Facebook
– Share your content on LinkedIn

62. Step 5: Monitor, Measure and Manage

63. Step 5: Monitor, Measure and Manage
• What to measure, monitor and
manage
– Social network growth
– Retweets on Twitter
– Shares
– Comments
– The source of website and
blog traffic

64. Step 5: Monitor, Measure and Manage
• What Tools?
– Facebook Insights (free)
– Twitter Analytics (free)
– Hootsuite
– Social media management
platforms
– WordPress stats (free)
– Google Analytics (free)

65. Takeaways
• Unlearn the old paradigms
• Have a strategy
• Think like a publisher
• Grow “your” online distribution
networks
• Build your digital and social
assets