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Social Media Marketing presented to the SouthBay CEO Forum


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Social Media Marketing presented to the SouthBay CEO Forum

  1. 1. Social Media Marketing<br />presented to<br />The CEO Forum<br />May 26, 2011<br />by Jennifer Beever CMC IMCP<br />Twitter: @cmo4hire<br />Sponsored by:<br />
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  3. 3. Social Media<br />Why?<br />
  4. 4. Photo on Flickr, Some rights reserved by jurvetson - the Internet Mapping Project, Wired, December 1998 <br />
  5. 5. Marketing Change<br />
  6. 6. Social Media Adoption<br />95% of companies recruit on LinkedIn<br />(LinkedIn surpassed 100 M ~ 1 mo ago)<br />27 million tweets each day (8 X 2009)<br />5 billion Facebook minutes a month <br />(1.5 billion in 2009)<br />2 billion YouTube videos each day<br />(1 billion 2009)<br />
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  9. 9. New SEO = SMO<br />9<br />facebook<br />LinkedIn<br />photos<br />Web Site<br />video<br />twitter<br />Blog<br />press releases<br />slideshare<br />RSS feed<br />
  10. 10. B2B Use of Social Media<br />According to Forrester, B2B social spend will hit 54m by 2014 and BtoB Magazine reports that 93% of B2B companies are using some kind of social media application.<br />
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  12. 12. Social Media Brands on Website<br />
  13. 13. 1,000 + Facebook Followers<br />
  14. 14. 2,000 + Twitter Followers<br />
  15. 15. Timken Tweets About….<br />Tradeshows<br />Nigel Los, Dan Szoch from @Timken presenting from 2-3 pm about new ADAPT bearing and bearing repair, respectively. #AISTech<br />Visit @Timken booth 722 at #NORIACorp Reliable Plant to learn about our Online Intelligence System.<br />
  16. 16. Timken Tweets About…<br />Company News<br />@Timken Posts Record First-Quarter Earnings; Company Raises Full-Year Outlook #b2b#manufacturing<br />@Timken Named Vendor of the Year by XL Parts #automotive#aftermarket Timken Auto & Heavy-Duty Aftermarket<br />
  17. 17. Timken Tweets About…<br />Employees<br />@RCsaszar Welcome aboard. We'll see you when you start!<br />@Timken Associates in India Volunteer for Habitat for Humanity International Women's Day #habitat @habitatindia<br />Both The Timken Company and Timken associates around the world are contributing to the Red Cross disaster relief...<br />
  18. 18. Timken Tweets About…<br />Customer Service<br />How to: Remove and Install a Bearing with Timken Shaft Guarding Technology for Setscrew Units<br />We put together a new landing page to help our aftermarket customers more easily navigate the web site. Visit...<br />
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  20. 20. 2,100 + LinkedIn Followers<br />
  21. 21. LinkedIn Groups<br />
  22. 22. LinkedIn Q&A<br />
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  24. 24. Your Brand Impression to XXX Contacts?<br />
  25. 25. How?<br />
  26. 26. Get started<br />Get strategic<br />Analyze keywords<br />Create a system – filter, have discipline<br />Leverage technology for efficiency<br />
  27. 27. Get Strategic<br />Who Are Your Buyers?<br />Where Are They?<br />What Are They Looking For?<br />
  28. 28. Who?<br />Marketing Persona<br />
  29. 29. George the Loyalist<br /> Meet George. He’s 63 years old, married, has grown children and grand kids. George has a tremendous work ethic and still works long hours. He is extremely generous to his family, especially the grandkids…. <br /> ….He likes receiving the postcards and also responds to email. He wears glasses, and he didn’t grow up using computers so much, although he has learned and adapted to succeed. He expects very high quality content at conferences. He is very loyal and really values networking and face-to-face time with his peers.<br />29<br />
  30. 30. Julie the Skeptic<br />Meet Julie. She’s 46, married with two teens. She grew up with corporate downsizing, tabloid journalism, the Persian gulf war and the rise of AIDS. For this busy mom, efficiency is a must and life is full of time and financial trade-offs…. <br /> ….Julie tends to be skeptical, independent, resourceful. She has a free agent mentality and is financially conservative. She expects diversity, fun, and likes informal settings. She uses Google search and other resources to get what she needs to know to succeed.<br />
  31. 31. Benjamin the Go-Getter<br /> Meet Benjamin. He’s 29. He worked at four jobs right out of school and then his father Tom hired him to work in his company. Benjamin is connected on social networking sites and multi-tasks by Tweeting or text messaging during meetings. He is trying to convince his Dad that the company should go green and do some cause marketing….<br /> ….Benjamin is confident, flexible and civic-minded. He likes teamwork, social events and diversity. He’s connected with his peers and follows industry thought leaders online. He’s frustrated with his Dad’s hesitation to change, but he’s very close to both his parents.<br />
  32. 32. Marketing Personas<br />Are easy to “get” & remember<br />Help people quickly empathize with customers<br />Get everyone on the same page<br />Help with quick decision-making<br />
  33. 33. There’s a Lot Out There<br />
  34. 34. What Works for Your Company?<br />
  35. 35. Create a System<br />I.D. Your Social Media Targets<br />Set Up Profiles<br />Connect to Clients & Referral Sources<br />Start Engaging<br />
  36. 36. Don’t Be an Info Geyser<br />Flickr Photo<br />Some rights reserved<br />by Alan Vernon.<br />Do add value<br />Do engage<br />Don’t steal<br />Don’t solicit <br />(Chris Brogan sez 1 in 12)<br />
  37. 37. Simple Social Media Marketing System<br />
  38. 38. B2B Social Media Marketing System<br />Blog<br />
  39. 39. Videos <br />Sites<br />Events<br />Content<br />Blog<br />Articles<br />News<br />Social Media Utility Program<br />LinkedIn<br />Facebook<br />Twitter<br />Social Media Sites<br />Slideshare<br />Flickr<br />Press Releases<br />Twitpic<br />
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  42. 42. How much time per week?<br />LinkedIn – 10-20 minutes<br />Search & connect, Q&A, Inbox<br />Twitter - 30 min, 1Tweet/day (5 week)<br />Tweet news, links, blog posts<br />Blog – 1-3 posts/wk, 60-90 minutes<br />Browse news, outline, write, add photo<br />Facebook – 10 minutes, automate!<br />Other (Video, Podcast) 1/mo ea, 4 hrs<br />
  43. 43. Your Social Media Presence<br />Web Site<br />Blog<br />43<br />
  44. 44. Your Social Media Action Plan<br />______________________________<br />______________________________<br />______________________________<br />______________________________<br />______________________________<br />Examples:<br />Optimize your LinkedIn Company page<br />Set up Twitter profile, follow industry<br />Set up a Facebook company page<br />
  45. 45. Estimate Your Time<br />LinkedIn – __ minutes<br />Search & connect, Q&A, Inbox<br />Facebook - __ minutes, __ / day<br />Twitter - __ min, __Tweet/day (__/ wk)<br />Tweet news, links, blog posts<br />Blog – __ posts/wk, ___-___ minutes<br />Browse news, outline, write, add photos<br />Other - __ ________/__, ____ minutes<br />
  46. 46. Resources<br />Lee Odden -<br />Chris Rollyson -<br />David Meerman Scott -<br />Chris Brogan -<br />
  47. 47. Resources Continued<br />
  48. 48. Jennifer Beever CMC IMCP<br />Follow me:<br /><ul><li>B2B Marketing Traction Blog
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  50. 50. CMO for Hire
  51. 51. Strategic Marketing Consulting
  52. 52. Are you doing the right marketing?
  53. 53. To the right people?
  54. 54. Getting the right results?
  55. 55. 818-347-4248;</li>