Successfully reported this slideshow.

Turbocharging your Business with Social Media Marketing

73,292 views

Published on

Learn how your business can be found online on a crowded web using social media marketing, including Facebook, Twitter, YouTube and LinkedIn and other social media networks.

Published in: Education, Business, Technology

Turbocharging your Business with Social Media Marketing

  1. 1. Turbo Charging your Business with Social Media Speaker: Jeff Bullas Date: October 13, 2011
  2. 2. JeffBullas.com Build your knowledge and skills <ul><li>Agenda </li></ul><ul><li>Turbo Charging your Business with Social Media </li></ul><ul><ul><li>The Digital Landscape </li></ul></ul><ul><ul><li>The Problem </li></ul></ul><ul><ul><li>The Social Media Landscape </li></ul></ul><ul><ul><li>Getting Started and the Fundamentals </li></ul></ul><ul><ul><li>The 3 Key Steps to Effective Social Media Marketing </li></ul></ul><ul><ul><ul><ul><li>Paid – The catalyst </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Owned – Patience required </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Earned - </li></ul></ul></ul></ul><ul><ul><li>Some More Case Studies </li></ul></ul><ul><ul><li>The Takeaways </li></ul></ul>
  3. 3. 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
  4. 4. 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 2.0 Billion Users in 2011 234 Million Websites in 2010 247 Billion – Average number of email messages per day 30 Billion – Photos uploaded to Facebook per year 2010
  5. 5. JeffBullas.com Build your knowledge and skills The Digital Landscape: Google
  6. 6. JeffBullas.com Build your knowledge and skills The Digital Landscape: Facebook
  7. 7. JeffBullas.com Build your knowledge and skills The Digital Landscape: Mobile
  8. 8. JeffBullas.com Build your knowledge and skills <ul><li>The “Numbers” Problem </li></ul><ul><li>Over 234 million websites </li></ul><ul><li>More than 155 million blogs </li></ul><ul><li>Nearly 800 Million Facebook Users </li></ul><ul><li>2 Billion Internet Users </li></ul><ul><li>1 Trillion Facebook page views - June,2011 </li></ul>
  9. 9. 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>
  10. 10. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export The “Clutter” Problem
  11. 11. JeffBullas.com Build your knowledge and skills The “Technology” Problem
  12. 12. JeffBullas.com Build your knowledge and skills Problem: We still think Analog!  
  13. 13. JeffBullas.com Build your knowledge and skills Live Local, Think Digital, Go Global   “ Digital  Marketing  is the promoting of brands using all forms of digital advertising channels to reach consumers”
  14. 14. JeffBullas.com Build your knowledge and skills <ul><li>Getting Started: The Fundamentals </li></ul><ul><li>5 Keys for a Digital Presence </li></ul><ul><ul><li>1: Establish Online Assets </li></ul></ul><ul><ul><ul><ul><li>Website & Blog </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Social Media Channels </li></ul></ul></ul></ul><ul><ul><li>2: Develop a Digital & Social Media Marketing Strategy </li></ul></ul><ul><ul><li>3: Optimise for Search </li></ul></ul><ul><ul><li>4. Develop & Publish Content </li></ul></ul><ul><ul><li>5. Integrate </li></ul></ul>
  15. 15. JeffBullas.com Build your knowledge and skills <ul><li>Getting Started: The Fundamentals </li></ul><ul><li>3 Core Types of Websites </li></ul><ul><li>Content Website </li></ul><ul><li>E-Commerce Website </li></ul><ul><li>Mix of Content and Commerce </li></ul>
  16. 16. JeffBullas.com Build your knowledge and skills <ul><li>Getting Started: The Fundamentals </li></ul><ul><li>7 Essentials for a Content Website </li></ul><ul><ul><li>Good Design </li></ul></ul><ul><ul><li>Designed for Sharing </li></ul></ul><ul><ul><li>Allows Interaction </li></ul></ul><ul><ul><li>Call to Action Landing page </li></ul></ul><ul><ul><li>Drive email subscribing – Free eBook </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Multimedia </li></ul></ul>
  17. 17. JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Example of a Content Website
  18. 18. JeffBullas.com Build your knowledge and skills <ul><li>Getting Started: The Fundamentals </li></ul><ul><li>7 Essentials for a ECommerce Website </li></ul><ul><ul><li>Good Design </li></ul></ul><ul><ul><li>Designed for Sharing </li></ul></ul><ul><ul><li>Easy for Buying </li></ul></ul><ul><ul><li>Multimedia </li></ul></ul><ul><ul><li>Trust and Credibility </li></ul></ul><ul><ul><li>Searchable </li></ul></ul><ul><ul><li>Intuitive Navigation </li></ul></ul>
  19. 19. JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Example of an ECommerce Website
  20. 20. JeffBullas.com Build your knowledge and skills <ul><li>Getting Started: The Fundamentals </li></ul><ul><li>3 Building Blocks to Drive Traffic </li></ul><ul><li>To your Website </li></ul><ul><ul><ul><ul><ul><li>Social </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Search </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Content </li></ul></ul></ul></ul></ul>
  21. 21. JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Social Media Channels
  22. 22. JeffBullas.com Build your knowledge and skills Social Media Revolution
  23. 23. JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Social Media Channels
  24. 24. JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Social Media Channels
  25. 25. JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Social Media Channels
  26. 26. JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Social Media Channels
  27. 27. JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Social Media Channels What’s this ?
  28. 28. JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Search
  29. 29. JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Content
  30. 30. JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Digital Marketing Strategy
  31. 31. JeffBullas.com Build your knowledge and skills <ul><li>Getting Started: The Fundamentals </li></ul><ul><li>Solution Starts with a Marketing Strategy 5 Steps </li></ul><ul><ul><li>Target Audience </li></ul></ul><ul><ul><li>Marketing Goals </li></ul></ul><ul><ul><li>Design, Develop & Implement Tactics to Achieve Goals </li></ul></ul><ul><ul><li>Monitor and Measure </li></ul></ul><ul><ul><li>Adjust, Rinse and Repeat </li></ul></ul>
  32. 32. JeffBullas.com Build your knowledge and skills Social Media Marketing
  33. 33. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing </li></ul><ul><li>3 Types </li></ul><ul><ul><li>1.BOUGHT or PAID </li></ul></ul><ul><ul><li>This is where you pay to participate, such as a Facebook banner ad. The initial catalyst for your social media marketing campaign. </li></ul></ul><ul><ul><li>2.OWNED </li></ul></ul><ul><ul><li>A channel a brand owns. This could be your website, blog, Facebook page or Twitter account. </li></ul></ul><ul><ul><li>3. EARNED </li></ul></ul><ul><ul><li>Customers respond to your marketing and become the channel (crowd sourced marketing).Where paid and owned come together and buzz and viral drive traffic </li></ul></ul>
  34. 34. JeffBullas.com Build your knowledge and skills Paid Social Media
  35. 35. JeffBullas.com Build your knowledge and skills <ul><li>Benefits of Paid </li></ul><ul><ul><ul><li>Immediacy </li></ul></ul></ul><ul><ul><ul><li>Scale </li></ul></ul></ul><ul><ul><ul><li>Control </li></ul></ul></ul>
  36. 36. JeffBullas.com Build your knowledge and skills <ul><li>Challenges of Paid </li></ul><ul><ul><ul><li>Clutter </li></ul></ul></ul><ul><ul><ul><li>Declining Response </li></ul></ul></ul><ul><ul><ul><li>Poor Credibilty </li></ul></ul></ul>
  37. 37. JeffBullas.com Build your knowledge and skills <ul><li>Optimising Paid </li></ul><ul><ul><ul><li>Placement </li></ul></ul></ul><ul><ul><ul><li>Timing </li></ul></ul></ul><ul><ul><ul><li>Headlines </li></ul></ul></ul><ul><ul><ul><li>Design </li></ul></ul></ul>
  38. 38. JeffBullas.com Build your knowledge and <ul><li>Top 5 Rules to Paid Social Media Ads </li></ul><ul><li>Animated out pull non animated 4 to 1 </li></ul><ul><li>Offer must be clear and compelling </li></ul><ul><li>Ad should be graphically enticing </li></ul><ul><li>Have a call to action </li></ul><ul><li>Place your banner ad where your target audience hangs out </li></ul>
  39. 39. JeffBullas.com Build your knowledge and skills <ul><li>Measuring Paid </li></ul><ul><ul><ul><li>Facebook Ads reports </li></ul></ul></ul><ul><ul><ul><li>Facebook Insights </li></ul></ul></ul>
  40. 40. JeffBullas.com Build your knowledge and skills Case Studies: Paid The Luggage Professionals
  41. 41. JeffBullas.com Build your knowledge and skills Case Studies: Paid Toys Paradise
  42. 42. JeffBullas.com Build your knowledge and skills Takeaway: Paid It is the catalyst to fast track your social media marketing for being found online
  43. 43. JeffBullas.com Build your knowledge and skills Owned Media Website Blog Social
  44. 44. JeffBullas.com Build your knowledge and skills <ul><li>Benefits of Owned </li></ul><ul><ul><ul><li>Control </li></ul></ul></ul><ul><ul><ul><li>Cost Efficiency </li></ul></ul></ul><ul><ul><ul><li>Longevity </li></ul></ul></ul><ul><ul><ul><li>Builds online assets </li></ul></ul></ul><ul><ul><ul><li>Versatility </li></ul></ul></ul>
  45. 45. JeffBullas.com Build your knowledge and skills <ul><li>Challenges of Owned </li></ul><ul><ul><li>No Guarantees </li></ul></ul><ul><ul><li>Company Communication not Trusted </li></ul></ul><ul><ul><li>Takes Time to Scale – patience required </li></ul></ul>
  46. 46. JeffBullas.com Build your knowledge and skills Challenges of Owned “ On the Internet, nobody knows you are a dog ”
  47. 47. JeffBullas.com Build your knowledge and skills Challenges of Owned
  48. 48. JeffBullas.com Build your knowledge and skills <ul><li>Tips for optimising Owned </li></ul><ul><ul><li>Develop a strategy </li></ul></ul><ul><ul><li>Well designed website </li></ul></ul><ul><ul><li>Blog built for sharing </li></ul></ul><ul><ul><li>Social properties linked </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>SEO </li></ul></ul>
  49. 49. JeffBullas.com Build your knowledge and skills <ul><li>Optimising Owned </li></ul><ul><li>Three Keys to Optimizing your Owned Web Properties </li></ul><ul><ul><ul><ul><ul><li>Optimize for Search </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Optimize Social </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Optimize Content </li></ul></ul></ul></ul></ul>
  50. 50. JeffBullas.com Build your knowledge and skills Optimising Owned: Search Search Engine Optimisation (SEO)
  51. 51. JeffBullas.com Build your knowledge and skills Optimising Owned: Optimizing Search Optimizing the Website and Blog
  52. 52. JeffBullas.com Build your knowledge and skills Optimising Owned Optimizing Social Media
  53. 53. JeffBullas.com Build your knowledge and skills Why Social Media Marketing Turbo Charges your Business
  54. 54. JeffBullas.com Build your knowledge and skills Socialnomics ! - Video
  55. 55. JeffBullas.com Build your knowledge and skills Social Media Amplifies your Content.
  56. 56. JeffBullas.com Build your knowledge and skills Social Networks Provide “World of Mouth”
  57. 57. JeffBullas.com Build your knowledge and skills Social Media provides low friction, minimal cost, high leverage “World of Mouth” & spreads your content and message fast and wide.
  58. 58. JeffBullas.com Build your knowledge and skills Think of Social Networking as “ Networking on Steroids”
  59. 59. JeffBullas.com Build your knowledge and skills Your Website and Blog as Your Home Base
  60. 60. JeffBullas.com Build your knowledge and skills New Tools & New Ways of Working Social Media gives us a new set of tools to participate in these conversations
  61. 61. JeffBullas.com Build your knowledge and skills Treat Social Media Networks as an Extension of your Website
  62. 62. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook
  63. 63. 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 I in 3 internet users hang out </li></ul></ul><ul><ul><li>Target ads with user demographics </li></ul></ul>
  64. 64. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Facebook </li></ul><ul><li>Some Fundamentals </li></ul><ul><li>3 Types of Profiles </li></ul><ul><ul><li>Facebook Personal Profiles </li></ul></ul><ul><ul><li>Facebook Groups </li></ul></ul><ul><ul><li>Facebook Pages </li></ul></ul><ul><li>To create a page you need personal account </li></ul><ul><li>Brand it </li></ul><ul><li>Self Serve Ads on Facebook </li></ul><ul><li>Measure & Monitor – “Insights” Analytics </li></ul><ul><li>Facebook pages are “Public” </li></ul><ul><li>Ranks high in search on a “Social Web” </li></ul><ul><li>Publish your content where your audience hangs out </li></ul>
  65. 65. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Facebook </li></ul><ul><li>Setting up and Optimizing Facebook </li></ul><ul><li>Use a group or page profile for your business </li></ul><ul><li>Choose a vanity URL eg “MarlboroughWinery ” </li></ul><ul><li>When you post content, include video or imagery where appropriate as Facebook users are very visual. </li></ul><ul><li>Publish fresh content at least once a day </li></ul><ul><li>Analyze and optimize using the Facebook Insights Tool </li></ul><ul><li>3 Tips: </li></ul><ul><li>Start building a Facebook Fan following and grow your online store and community tribe on Facebook. </li></ul><ul><li>Make it easy for people to ‘like’ your page on your blog, email and other online properties. So you “Crowd Source” sharing </li></ul><ul><li>Engage communicate and get feedback in real time </li></ul>
  66. 66. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Facebook: B2C </li></ul><ul><li>8 Ways to Market on Facebook for B2C Companies </li></ul><ul><li>Create a community portal </li></ul><ul><li>Capture emails </li></ul><ul><li>Grow Facebook ‘Likes’ </li></ul><ul><li>Drive traffic to your bricks and mortar store </li></ul><ul><li>Drive traffic to your online store </li></ul><ul><li>Highlight products with an online catalogue </li></ul><ul><li>Sell products from your F-commerce store </li></ul><ul><li>Capture feedback and comments from customers </li></ul>
  67. 67. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Facebook: B2C </li></ul><ul><li>Facebook Marketing Goals from Your Strategy Plan </li></ul><ul><ul><li>Increase Facebook “Likes” to increase distribution of content and Brand </li></ul></ul><ul><ul><li>Capture email subscriptions for your company database and e-newsletter </li></ul></ul><ul><ul><li>Market your products with photos and other multimedia </li></ul></ul><ul><ul><li>Sell your products and services with a shop on Facebook </li></ul></ul><ul><ul><li>Position company or person as a thought leaders and experts </li></ul></ul><ul><ul><li>Conduct product market research </li></ul></ul><ul><ul><li>Improve customer service </li></ul></ul>
  68. 68. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook B2C Case Studies: Red Nose Day Goal: Capturing more Facebook “Likes” and “Email” Subscribers
  69. 69. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook:B2C Case Studies: Vintage Marketplace: Facebook Catalogue Goal: Market your products with photos and other multimedia
  70. 70. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook: B2C Case Studies: Livescribe - Facebook Store Goal: Sell product
  71. 71. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook: B2C Case Studies: Publishing Content Linking to the Blog or Website Goal of this Tactic: Position company or personal brand as a thought leader
  72. 72. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook:B2C Case Studies: Supre - Fashion Retailer Goal of this Tactic: Conduct market research and feedback
  73. 73. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Facebook : B2B </li></ul><ul><li>11 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 Lead Generation </li></ul></ul><ul><ul><li>Targeting Decision Makers </li></ul></ul><ul><ul><li>  Market Research and Surveys </li></ul></ul><ul><ul><li>Promote your Thought Leaders </li></ul></ul><ul><ul><li>Sell Your Products and Services </li></ul></ul><ul><ul><li>Leverage the Trust Factor through Shareable Content </li></ul></ul><ul><ul><li>Make your Company Human </li></ul></ul><ul><ul><li>Provide Customer Service on Facebook </li></ul></ul>
  74. 74. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Clear Risk Goal: Capture email subscribers and Facebook “Likes”
  75. 75. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: General Electric Goal: Promote their “Thought Leaders”
  76. 76. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Get Satisfaction - Internet Software Company Goal: Provide customer service
  77. 77. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Cisco Goal: Create trust Through Shareable Content
  78. 78. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Cisco Goal: Educate with Online Video within Facebook
  79. 79. JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter
  80. 80. 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>It’s Global </li></ul><ul><li>It is real time </li></ul><ul><li>It is efficient </li></ul><ul><li>You can automate it </li></ul><ul><li>It is a great tool to market your blog content </li></ul>
  81. 81. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Twitter </li></ul><ul><li>Setting Up and Optimizing Twitter </li></ul><ul><li>Include a photo </li></ul><ul><li>Add your Facebook or Website’s URL when setting up your account </li></ul><ul><li>Write “Great Headlines” </li></ul><ul><li>Place a “ ReTweet ” button on your blog articles to make it easy to “share”. </li></ul><ul><li>Include “Follow me on Twitter” buttons on your emails and blog </li></ul><ul><li>Leave at least 20 characters spare (make your tweet no longer than 120 charcters), so that it allows room for people to “Retweet” your “Tweet” with comments like “Great post” </li></ul><ul><li>Almost always include a link back to your blog, or Facebook page in your tweet (don’t waste a Tweet), this is a significant traffic driver for bloggers. </li></ul>
  82. 82. 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>
  83. 83. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Twitter </li></ul><ul><li>Some Twitter Tools </li></ul><ul><li>Tweepi.com – for following targeted Twitter users </li></ul><ul><li>Twellow.com – for following the largest Twitter users in a category </li></ul><ul><li>Hootsuite – for managing and monitoring Twitter </li></ul><ul><li>TweetDeck – another tool for managing and monitoring Twitter </li></ul><ul><li>SocialOomph – for automating Twitter </li></ul><ul><li>Bit.ly – for shortening links and monitoring Twitter buzz </li></ul>
  84. 84. JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter Case Studies: JeffBullas.com Goal: Drive targeted traffic to the blog and networking
  85. 85. 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
  86. 86. JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter Case Studies: Southwest Airlines Goal: Provide a real time customer service channel
  87. 87. JeffBullas.com Build your knowledge and skills Social Media Marketing with LinkedIn
  88. 88. 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><li>Over 100 Million professionals are members worldwide </li></ul><ul><li>Great for networking professionally </li></ul><ul><li>Finding Opportunities </li></ul><ul><li>Positioning as an Expert by participating in over 800,000 groups </li></ul><ul><li>Integrate your other sites including company, blog and Facebook </li></ul><ul><li>Great demographics senior executives with an average income of over $100,000 </li></ul>
  89. 89. 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>Use the questions and answers feature to start conversations, create community and position yourself as a Thought Leader or expert by answering questions, </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><ul><ul><li>Make sure your websites and blogs (you can enter 3) includes My Company , My Blog (jeffbullas.com) and My Facebook “Page” URLs </li></ul></ul>
  90. 90. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with LinkedIn </li></ul><ul><li>LinkedIn Marketing Tips: </li></ul><ul><li>Update your posts on LinkedIn after publishing. </li></ul><ul><li>Participate in one of the 800,000 groups that is suitable for your target audience </li></ul><ul><li>Create your own group that doesn’t sell but provides a forum for your industry niche </li></ul><ul><li>Advertise on LinkedIn from as little as $10 per day. You can target by </li></ul><ul><ul><li>Geography </li></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><ul><li>Job Function </li></ul></ul><ul><ul><li>Job title </li></ul></ul><ul><ul><li>LinkedIn Groups </li></ul></ul>
  91. 91. JeffBullas.com Build your knowledge and skills Social Media Marketing with YouTube
  92. 92. 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>Important if you are connecting to “Gen Y” </li></ul></ul><ul><ul><li>“ How To” category is the fastest growing segment </li></ul></ul><ul><ul><li>Free </li></ul></ul><ul><ul><li>Easy to use </li></ul></ul>
  93. 93. 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>
  94. 94. 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 - saves 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>
  95. 95. JeffBullas.com Build your knowledge and skills Social Media Marketing with YouTube Case Studies: Gary VaynerChuk-Wine Library TV Goal: Sell more wine by reviewing and educating
  96. 96. JeffBullas.com Build your knowledge and skills Social Media Marketing with YouTube Case Studies: Zappos.com online shoes and clothes Goal: Increase customer conversion rates on online store
  97. 97. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with YouTube </li></ul><ul><li>Tips to Improve Your Chances of Going Viral with your Brand </li></ul><ul><ul><ul><li>Market It </li></ul></ul></ul><ul><ul><ul><li>Keep it short and sweet </li></ul></ul></ul><ul><ul><ul><li>Have a shocking or interesting title </li></ul></ul></ul><ul><ul><ul><li>Have an interesting thumbnail </li></ul></ul></ul><ul><ul><ul><li>Five Examples: YouTube </li></ul></ul></ul>
  98. 98. JeffBullas.com Build your knowledge and skills <ul><li>5 Examples of Viral Business YouTube Videos </li></ul><ul><ul><ul><ul><li>1 .  Blendtec </li></ul></ul></ul></ul><ul><ul><ul><ul><li>2.  Sick Puppies </li></ul></ul></ul></ul><ul><ul><ul><ul><li>3.  MSI Laptops </li></ul></ul></ul></ul><ul><ul><ul><ul><li>4.  Ok Go Band </li></ul></ul></ul></ul><ul><ul><ul><ul><li>5.  Google </li></ul></ul></ul></ul>
  99. 99. JeffBullas.com Build your knowledge and skills Social Media Marketing with Slideshare
  100. 100. 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 YouTube for Slideshows </li></ul></ul><ul><ul><li>58 million unique vistors per month </li></ul></ul><ul><ul><li>16 million registered users </li></ul></ul><ul><ul><li>It is now attracting not just corporate sharing of slideshows but used for entertainment </li></ul></ul><ul><ul><li>Good for B2B </li></ul></ul><ul><ul><li>Good for optimising content for search </li></ul></ul>
  101. 101. 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>
  102. 102. JeffBullas.com Build your knowledge and skills Social Media Marketing with Blogs
  103. 103. JeffBullas.com Build your knowledge and skills <ul><li>Social Media Marketing with Blogs </li></ul><ul><li>Why Blog? </li></ul><ul><li>To establish a home base that you own </li></ul><ul><li>Great for personal branding Eg.”jeffbullas.com” </li></ul><ul><li>Position you as a thought leader in your niche </li></ul><ul><li>Establishes Authority </li></ul><ul><li>Google likes fresh unique content </li></ul><ul><li>Easy to use </li></ul><ul><li>Builds an online asset </li></ul>
  104. 104. JeffBullas.com Build your knowledge and skills Social Media Marketing with Blogs Remember: Blog as a home base
  105. 105. 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><li>Buy your own domain name not a sub-domain or name under Typepad or Wordpress .. buying a homebase is a lot better than renting one. </li></ul><ul><li>Blog as part of your primary website domain </li></ul><ul><li>Purchase a theme such as WordPress theme that can be optimised for Search </li></ul><ul><li>Post content regularly (at least once a week) .. Search engines love new unique content </li></ul><ul><li>Promote your Blog on Twitter regularly (Google now has real time search feed into Twitter API) </li></ul><ul><li>Include share buttons to other social media channels on  each blog post so visitors can add your blog and posts </li></ul><ul><li>Start building your email subscriber database </li></ul>
  106. 106. 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>Embed Slideshare as part of an article if appropriate </li></ul><ul><li>Repurpose offline and publish it online </li></ul>
  107. 107. JeffBullas.com Build your knowledge and skills Social Media Marketing with Blogs 2 Key Blogging Marketing Tips To Remember
  108. 108. JeffBullas.com Build your knowledge and skills 1. Publish to Multiple Social Media Channels
  109. 109. JeffBullas.com Build your knowledge and skills 2. Publish Variety of Media Types
  110. 110. 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
  111. 111. 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
  112. 112. JeffBullas.com Build your knowledge and skills Social Media Marketing with Blogs – B2C Case Studies: Southwest Airlines
  113. 113. JeffBullas.com Build your knowledge and skills Social Media Marketing with Blogs – B2C Case Studies: Zappos (13 blogs)
  114. 114. JeffBullas.com Build your knowledge and skills <ul><li>Measuring Owned </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Wordpress Stats </li></ul></ul><ul><ul><li>YouTube views </li></ul></ul><ul><ul><li>Twitter Tools - Hootsuite </li></ul></ul><ul><ul><li>Facebook Insights </li></ul></ul>
  115. 115. JeffBullas.com Build your knowledge and skills Measuring Owned Google Analytics
  116. 116. JeffBullas.com Build your knowledge and skills Measuring Owned Facebook Insights
  117. 117. JeffBullas.com Build your knowledge and skills <ul><li>Case Study: Owned </li></ul><ul><li>Aussie Bum </li></ul><ul><li>Shoes of Prey </li></ul><ul><li>Wine Library TV </li></ul>
  118. 118. JeffBullas.com Build your knowledge and skills Case Study: Owned
  119. 119. JeffBullas.com Build your knowledge and skills <ul><li>Case Study: Owned </li></ul><ul><li>CASE STUDIES: AussieBum </li></ul><ul><li>Keys To Online Success </li></ul><ul><ul><li>Have a website </li></ul></ul><ul><ul><li>They are on multiple social media channels (Facebook, Twitter, YouTube) </li></ul></ul><ul><ul><li>You can buy online globally </li></ul></ul><ul><ul><li>Use multiple media including online videos </li></ul></ul>
  120. 120. JeffBullas.com Build your knowledge and skills <ul><li>Case Study: Owned </li></ul><ul><li>CASE STUDIES: AussieBum </li></ul><ul><li>Keys To Online Success </li></ul><ul><ul><li>Have a website </li></ul></ul><ul><ul><li>They are on multiple social media channels (Facebook, Twitter, YouTube) </li></ul></ul><ul><ul><li>You can buy online globally </li></ul></ul><ul><ul><li>Use multiple media including online videos </li></ul></ul>
  121. 121. JeffBullas.com Build your knowledge and skills Case Study: Owned
  122. 122. JeffBullas.com Build your knowledge and skills <ul><li>Case Study: Owned </li></ul><ul><li>CASE STUDIES: Shoes Of Prey </li></ul><ul><li>Keys To Online Success </li></ul><ul><li>You can find them online </li></ul><ul><li>Google Adwords - targeted </li></ul><ul><li>YouTube – put videos online to go viral </li></ul><ul><li>They use social media inc Facebook & Twitter </li></ul><ul><li>You can buy online </li></ul>
  123. 123. JeffBullas.com Build your knowledge and skills <ul><li>Case Study: Wine Library TV </li></ul><ul><li>Key Reasons for Success </li></ul><ul><li>Passion </li></ul><ul><li>Promotion on Social Media </li></ul><ul><li>Uniqueness </li></ul><ul><li>Persist and be patient </li></ul>
  124. 124. JeffBullas.com Build your knowledge and skills <ul><li>Earned Media </li></ul><ul><li>Where paid and owned all comes together </li></ul><ul><li>Traditional Marketing </li></ul><ul><li>Digital Marketing </li></ul><ul><li>Content </li></ul><ul><li>Social </li></ul><ul><li>SEO </li></ul>
  125. 125. JeffBullas.com Build your knowledge and skills <ul><li>Earned Media </li></ul><ul><li>Where it all comes together </li></ul><ul><li>Viral </li></ul><ul><li>Buzz </li></ul><ul><li>Word of Mouth </li></ul><ul><li>Trust </li></ul><ul><li>PR </li></ul>
  126. 126. JeffBullas.com Build your knowledge and skills <ul><li>Benefits of Earned </li></ul><ul><ul><ul><li>Most credible </li></ul></ul></ul><ul><ul><ul><li>Key role in most sales </li></ul></ul></ul><ul><ul><ul><li>Transparent and has longevity </li></ul></ul></ul><ul><ul><ul><li>Global reach </li></ul></ul></ul>
  127. 127. JeffBullas.com Build your knowledge and skills <ul><li>Challenges of Earned </li></ul><ul><ul><ul><li>No Control </li></ul></ul></ul><ul><ul><ul><li>Can be negative </li></ul></ul></ul><ul><ul><ul><li>Harder to measure </li></ul></ul></ul><ul><ul><ul><li>Scaling </li></ul></ul></ul>
  128. 128. JeffBullas.com Build your knowledge and skills <ul><li>Optimizing Earned </li></ul><ul><li>Its not free </li></ul><ul><li>Humour & Entertainment </li></ul><ul><li>Use Mass Media as Catalyst </li></ul><ul><li>Build online assets </li></ul>
  129. 129. JeffBullas.com Build your knowledge and skills <ul><li>Measuring Earned </li></ul><ul><ul><ul><li>Google Analytics </li></ul></ul></ul><ul><ul><ul><li>Paid Tools for measuring “Buzz” - Radian 6 </li></ul></ul></ul>
  130. 130. JeffBullas.com Build your knowledge and skills <ul><li>Case Studies: Earned </li></ul><ul><ul><ul><li>Will it Blend ? </li></ul></ul></ul>
  131. 131. JeffBullas.com Build your knowledge and skills <ul><li>Case Studies: Earned </li></ul><ul><ul><ul><ul><li>Old Spice Campaign </li></ul></ul></ul></ul><ul><ul><li>Multiple Channel Strategy </li></ul></ul><ul><ul><li>Traditional and Digital </li></ul></ul>
  132. 132. JeffBullas.com Build your knowledge and skills Case Studies: Earned Old Spice :
  133. 133. JeffBullas.com Build your knowledge and skills <ul><li>Case Studies: Earned </li></ul><ul><ul><li>11 Social Media Marketing Lessons from the Old Spice Campaign </li></ul></ul>
  134. 134. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Case Studies: Earned </li></ul><ul><li>11 Lessons </li></ul><ul><ul><li>1. Keep Your Videos Short and Snappy </li></ul></ul><ul><ul><li>2. Turn Your Advertising into “Content” that is Easy to Share </li></ul></ul><ul><ul><li>3. Make you Marketing Content Searchable </li></ul></ul><ul><ul><li>4. Be Everywhere </li></ul></ul><ul><ul><li>5. Respond in Real Time </li></ul></ul><ul><ul><li>6.  Use Other People’s and other Media’s Networks (for free) </li></ul></ul><ul><ul><li>7. Use Social Media to Activate Mass Media </li></ul></ul><ul><ul><li>8. Keep the Content Pumping </li></ul></ul><ul><ul><li>9. Drive Engagement through Personalization </li></ul></ul><ul><ul><li>10. If it Works Keep Repeating a Proven Formula </li></ul></ul><ul><ul><li>11. Add a Negative Twist </li></ul></ul>
  135. 135. JeffBullas.com Build your knowledge and skills <ul><li>Case Studies: Earned </li></ul><ul><ul><li>Old Spice Campaign Results </li></ul></ul><ul><li>Brand Awareness </li></ul><ul><ul><ul><ul><ul><li>Videos viewed 40 million times </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Total brand views 110 million </li></ul></ul></ul></ul></ul><ul><li>Sales Results </li></ul><ul><ul><ul><ul><ul><li>After 3 months Sales jumped 55 percent </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>In one month they increased sales by 107 percent </li></ul></ul></ul></ul></ul>
  136. 136. JeffBullas.com Build your knowledge and skills <ul><li>Takeaways </li></ul><ul><ul><li>Make Paid Media Your Catalyst </li></ul></ul><ul><ul><li>Create a Hub and Spoke Model of Owned Media </li></ul></ul><ul><ul><li>Earned Media will take time – be patient </li></ul></ul>
  137. 137. JeffBullas.com Build your knowledge and skills Live Local,Think Digital, Go Global  

×