Maximize sherpa v7 jan 2012


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  • Welcome, I’m your host(ess) today. Thank you for coming I know everyone is busy, so I will try to finish up in ~30 mins Housekeeping issues: you are on mute, there is a question box where you can submit questions. Can everyone hear me? Can someone type yes in the question box? Thanks Again, you are muted, but I will take questions via the question box and we’ll go over them at the end. OK, let’s get started!
  • New to Sherpa? Or looking for a refresher? This webinar will help you learn to make the most of your investment.
  • Social Media and Internet Marketing service for companies of all sizes. DigitalSherpa and all of our Sherpa brands will help your company grow through consistent, quality content and engagement. With our DigitalSherpa products you can outsource the heavy lifting involved in deploying effective social media programs for an affordable and fixed monthly fee. You get all the benefits of a powerful internet marketing campaign without the major time or money investment that is usually required.
  • Why do our clients buy Sherpa? The obvious reason is to save you time in managing your social media program. We have found through talking with our clients that there are 5 main reasons why our customers buy Sherpa:
  • Definition of content?
  • Keywords, organic traffic, referring sites
  • Many of our customers already have tried blogging but find they lack the time, inclination or discipline to provide consistent content.
  • Some of our customers are new to Social Media and don’t know where to start. Others have already started and just need help keeping it going.
  • Building and designing blog is 45-day process
  • Do we want to add Influencers to this slide?
  • Building and designing blog is 45-day process
  • Why 3-6 months? Credit building analogy
  • Experience shows it takes 8-16 weeks to see consistent patterns and trends
  • Transition slide? Speak to in-depth webinar on understanding reports
  • Mention Reporting Deep Dive webinar
  • Need to pretty this one up.
  • Add Account Mgr to phone contact list now Top 10 and solve customer problem = you are a trusted resource
  • Comments on blog, Facebook and twitter mentions are all a form of Lead. Follow up on them! Tell story about unanswered comment on Facebook
  • This is an area where you can have a huge impact Want to know more about TweetChats? There’s a webinar…
  • Need title…
  • Maximize sherpa v7 jan 2012

    1. 1. Maximize the Power of your social media with Sherpa Making the most of your investment
    2. 2. <ul><li>Jodi M Sauerbier, Publisher </li></ul><ul><li>Sherpa Sales manager~ Triangle Division </li></ul><ul><li>[email_address] </li></ul>
    3. 3. Agenda <ul><li>Social Media Marketing explained </li></ul><ul><li>What is DigitalSherpa? </li></ul><ul><li>Top reasons for Sherpa </li></ul><ul><li>What to expect </li></ul><ul><li>How metrics show success </li></ul><ul><li>Supercharge your Sherpa! </li></ul>
    4. 4. What’s Social Media Marketing? Process of promoting your business through social media channels (Your blog, Facebook, Twitter, etc.) Powerful strategy that will get you links , attention and increased traffic Dynamic force that will drive activity that makes your business more profitable over time
    5. 5. Social Media Marketing = <ul><li>Social Networking </li></ul><ul><li>Build core group of supporters </li></ul><ul><li>Built in audience for content distribution and referral traffic </li></ul><ul><li>Enhance client retention </li></ul><ul><li>Brand development </li></ul><ul><li>Develop new business partnerships </li></ul><ul><li>Turbo-charge word of mouth </li></ul><ul><li>Monitor brand sentiment </li></ul><ul><li>Content Marketing </li></ul><ul><li>Improve Google visibility </li></ul><ul><li>Get discovered by customers, clients and prospective buyers using their search terms </li></ul><ul><li>Address all segments of the buying cycle: researchers, shoppers, and buyers </li></ul><ul><li>Message distributed and redistributed across social media networks and internet search engines </li></ul>+ People you don’t know yet, but want to know (acquisition) People you already know – your customers and known prospects (retention)
    6. 6. Agenda <ul><li>Social Media Marketing explained </li></ul><ul><li>What is DigitalSherpa? </li></ul><ul><li>Top reasons for Sherpa </li></ul><ul><li>What to expect </li></ul><ul><li>How metrics show success </li></ul><ul><li>Supercharge your Sherpa! </li></ul>
    7. 7. What’s DigitalSherpa?
    8. 8. Agenda <ul><li>Social Media Marketing explained </li></ul><ul><li>What is DigitalSherpa? </li></ul><ul><li>Top reasons for Sherpa </li></ul><ul><li>What to expect </li></ul><ul><li>How metrics show success </li></ul><ul><li>Supercharge your Sherpa! </li></ul>
    9. 9. Top reasons for buying Sherpa <ul><li>Attract online traffic </li></ul><ul><li>Find new customers </li></ul><ul><li>Content creation </li></ul><ul><li>Generate leads </li></ul><ul><li>Social media presence </li></ul>= ROI Save you time &
    10. 10. #1 - Attract Online Traffic Social media pushes relevant content out to people We create relevant content <ul><li>Relevant content pulls people to you from: </li></ul><ul><ul><li>Social networks </li></ul></ul><ul><ul><li>Search engines </li></ul></ul><ul><ul><li>Other sites </li></ul></ul>
    11. 11. #2 – Find New Customers <ul><li>90% of Consumers use Search Engines when shopping for local products & services* </li></ul><ul><li>Information </li></ul><ul><li>Insight </li></ul><ul><li>Entertainment </li></ul><ul><li>Solution to a problem </li></ul>Understand what your customers are searching for and deliver it to them in a relevant and compelling way Content Marketing Strategy * BIA/The Kelsey Group, 2010
    12. 12. #3 - Content Creation <ul><li>Consistent in Frequency – </li></ul><ul><li>Varied in Subject Matter </li></ul><ul><li>Appeal to a broader, yet targeted audience </li></ul><ul><li>Attract buyers at any point in the decision cycle </li></ul><ul><li>Build local connections </li></ul><ul><li>Become a trusted expert </li></ul><ul><li>Get discovered as prospects find the information they are searching for </li></ul>
    13. 13. #4 - Generate Leads <ul><li>Direct emails & phone calls from the blog </li></ul><ul><li>Visits to the blog (pageviews) </li></ul><ul><li>Conversations on social media </li></ul><ul><li>Increased traffic to your company site </li></ul><ul><li>Strong online presence… “I see you everywhere.” </li></ul>Leads Come in Many Flavors… Sherpa analytic reports track blog pageviews and unique visits
    14. 14. <ul><li>Jump Start Social Connections </li></ul><ul><li>Create Facebook Page for your business </li></ul><ul><li>Help obtain Facebook Vanity URL </li></ul><ul><li>Create Twitter profile </li></ul><ul><li>Push blog content to both social networks </li></ul><ul><li>Assist in recruitment </li></ul><ul><ul><li>(How? We will help you learn!) </li></ul></ul>#5 - Social Media Presence
    15. 15. Agenda <ul><li>Social Media Marketing explained </li></ul><ul><li>What is DigitalSherpa? </li></ul><ul><li>Top reasons for Sherpa </li></ul><ul><li>What to expect </li></ul><ul><li>How metrics show success </li></ul><ul><li>Supercharge your Sherpa! </li></ul>
    16. 16. I’m On Board, Now What? <ul><li>Setup Process </li></ul><ul><li>Launch / Go Live </li></ul><ul><li>Build Online Reputation </li></ul><ul><li>Measure , Analyze, Adjust, Repeat </li></ul>Moving Through the First Few Months
    17. 17. The Setup Process <ul><li>Our Tasks </li></ul><ul><li>Blog design layout </li></ul><ul><li>Verify technical details </li></ul><ul><li>Introduce SEO content strategy </li></ul><ul><li>Confirm social media profiles </li></ul><ul><li>Ask lots of questions </li></ul><ul><li>about your </li></ul><ul><li>business and </li></ul><ul><li>your customers </li></ul><ul><li>Your Tasks </li></ul><ul><li>Be responsive and available </li></ul><ul><li>Tell us how you differentiate your business </li></ul><ul><li>Describe your prospects and customers. What are they interested in? </li></ul>What to Expect We will contact you to walk you through the whole process from designing the look and feel to developing your content strategy Measure Build Launch Setup
    18. 18. Why So Many Setup Questions? Understand what your customers are searching for and deliver it to them in a relevant and compelling way Content Marketing Strategy Blog posts in broad categories work here Optimize site to best match search query Ready for specific features and details
    19. 19. Launch – Go Live What to Expect After about 45 days your social media marketing program is ready to go live! <ul><li>Your Tasks </li></ul><ul><li>Tell your friends and customers about site </li></ul><ul><ul><li>Email announcements </li></ul></ul><ul><ul><li>Link from your webpage </li></ul></ul><ul><ul><li>Word of mouth </li></ul></ul><ul><li>Build connections on social media networks </li></ul><ul><li>Our Tasks </li></ul><ul><li>Turn the blog and the social media profiles on </li></ul><ul><li>Begin writing blog posts </li></ul><ul><li>Push content to social media profiles </li></ul>Measure Build Launch Setup
    20. 20. Build Online Reputation <ul><li>Your Tasks </li></ul><ul><li>Get the word out: Social identities listed everywhere! </li></ul><ul><li>Provide blog post content ideas – themes, events, news & awards, photos, links you discovered </li></ul><ul><li>Interact by reaching out on social platforms </li></ul><ul><li>Comment and participate in the online discussions </li></ul><ul><li>Start online connection and redistribute content with comments </li></ul><ul><li>Build connections in Facebook and Twitter </li></ul><ul><li>Our Tasks </li></ul><ul><li>Publish content on your blog </li></ul><ul><li>Distribute content to social media networks </li></ul><ul><li>Moderate comments </li></ul>Building a reputation takes time and consistency What to Expect On average, it takes 3-6 months to build your online reputation and begin to realize benefits of your social media marketing Measure Build Launch Setup
    21. 21. Measure, Analyze, Adjust, Repeat <ul><li>Your Tasks </li></ul><ul><li>Provide content suggestions </li></ul><ul><li>Expect upward trends with natural peaks & valleys </li></ul><ul><li>Comment and participate in the online discussions </li></ul><ul><li>Reap the benefits of your Sherpa program! </li></ul><ul><li>Our Tasks </li></ul><ul><li>Track key data and analyze progress </li></ul><ul><li>Compile reports and share findings with you </li></ul><ul><li>Adjust content strategy as needed </li></ul>What to Expect An iterative process of regularly posting content, measuring progress, reviewing analytics and adjusting content strategy to drive results Measure Build Launch Setup
    22. 22. Agenda <ul><li>Social Media Marketing explained </li></ul><ul><li>What is DigitalSherpa? </li></ul><ul><li>Top reasons for Sherpa </li></ul><ul><li>What to expect </li></ul><ul><li>How metrics show success </li></ul><ul><li>Supercharge your Sherpa! </li></ul>
    23. 23. How do I know if it’s working?
    24. 24. How Do You Know It’s Working? <ul><li>Measuring Your Sherpa Success </li></ul><ul><li>Monthly reports give you information about your Sherpa program’s performance </li></ul><ul><li>6 reports + 1 explanation page in a single PDF emailed to you monthly (or available via your account manager) </li></ul><ul><ul><li>Top Content / Referring Sites </li></ul></ul><ul><ul><li>Keywords / Landing Pages </li></ul></ul><ul><ul><li>Activity </li></ul></ul><ul><ul><li>Traffic Sources </li></ul></ul><ul><ul><li>Leads </li></ul></ul><ul><ul><li>Social Networking </li></ul></ul>
    25. 25. Measuring Your Sherpa Program <ul><li>“ You cannot manage what you cannot measure.” </li></ul>Metrics demonstrate progress of your Sherpa program <ul><ul><li>The 5 Goals </li></ul></ul>Metrics <ul><ul><li>#1 - Attract online traffic </li></ul></ul>Page views, Visits, Unique Visits <ul><ul><li>#2 - Find new customers </li></ul></ul>Keywords , Organic Traffic, Referring Sites, Landing Pages <ul><ul><li>#3 - Content creation </li></ul></ul>Top content, Landing Pages <ul><ul><li>#4 - Generate leads </li></ul></ul>Phone & email leads, increased online traffic (visits & pageviews) <ul><ul><li>#5 - Social media presence </li></ul></ul>Social Networking Report
    26. 26. Agenda <ul><li>Social Media Marketing explained </li></ul><ul><li>What is DigitalSherpa? </li></ul><ul><li>Top reasons for Sherpa </li></ul><ul><li>What to expect </li></ul><ul><li>How metrics show success </li></ul><ul><li>Supercharge your Sherpa! </li></ul>
    27. 27. Supercharge your Sherpa Investment
    28. 28. You choose how much to participate <ul><li>It’s all up to you </li></ul><ul><li>Turn-Key… </li></ul><ul><li>or with a little extra effort you can </li></ul><ul><li>…Supercharge your Sherpa! </li></ul>
    29. 29. #1 - Attract Online Traffic <ul><li>Supercharge your Sherpa! </li></ul><ul><li>Email announcements to your email list </li></ul><ul><li>Add links to your email signature </li></ul><ul><li>Send postcards to friends & customers </li></ul><ul><li>Post signs or window decals at business </li></ul><ul><li>Include blog address on print media </li></ul><ul><li>Build social media network connections </li></ul><ul><li>Encourage customers to subscribe to blog </li></ul><ul><li>Run promotions and events through your blog and social networks </li></ul>
    30. 30. #2 – Find New Customers <ul><li>Supercharge your Sherpa! </li></ul><ul><li>Provide good information during Setup and updates as needed </li></ul><ul><ul><li>What makes you and your business special? </li></ul></ul><ul><ul><li>How do your customers make buying decisions? </li></ul></ul><ul><ul><li>When prospective customers start a Google search, what do they type? </li></ul></ul><ul><li>Actively engage social media connections </li></ul><ul><li>Claim your business on Google Places & Facebook Places </li></ul>
    31. 31. #3 - Content Creation <ul><li>Supercharge your Sherpa! </li></ul><ul><li>Take 10 minutes each week to send your links and likes </li></ul><ul><li>Send top 10 questions customers ask </li></ul><ul><li>Feel free to add your own content </li></ul><ul><li>Snap photos on phone & email right away </li></ul><ul><ul><li>local business openings, trade shows, networking events, open houses, antique shopping trips – it’s okay to be spontaneous </li></ul></ul><ul><li>Tell how you solved a customer problem </li></ul>
    32. 32. #4 - Generate Leads <ul><li>Supercharge your Sherpa! </li></ul><ul><li>Be responsive to all communication </li></ul><ul><li>Online contacts expect immediate responses </li></ul><ul><ul><li>Set up email or phone notification alerts for Facebook and Twitter </li></ul></ul><ul><ul><li>Add social media applications to your phone </li></ul></ul><ul><li>Engage your fans and followers on social media sites </li></ul>
    33. 33. #5 - Social Media Presence <ul><li>Create Facebook profile to administrate fan page </li></ul><ul><li>Ask friends to ‘Like’ and follow you </li></ul><ul><ul><li>Ask your friends to ask their friends… </li></ul></ul><ul><li>Be a real person behind the brand </li></ul><ul><li>Build connections with friends and followers </li></ul><ul><li>Generate status updates </li></ul><ul><li>Reply to comments </li></ul><ul><li>Schedule 5 minutes twice a day to monitor </li></ul><ul><li>Add value and engage in conversation </li></ul><ul><li>Participate in TweetChats </li></ul>Supercharge your Sherpa!
    34. 34. Whew! Only a Few More Points <ul><li>Now You Know More About… </li></ul><ul><li>Social Media Marketing </li></ul><ul><li>Top reasons businesses engage in Social Media Marketing </li></ul><ul><li>How to know Sherpa is working for you </li></ul><ul><li>How you can supercharge your Sherpa </li></ul>
    35. 35. Next Steps <ul><li>Take action! </li></ul><ul><li>Want to learn more? </li></ul><ul><ul><li>DigitalSherpa Customer site coming soon! </li></ul></ul><ul><ul><li>Online resources, How To’s, FAQ’s, videos, etc. </li></ul></ul><ul><ul><ul><li>Tips to Market Your Business with Facebook </li></ul></ul></ul><ul><ul><ul><li>Twitter? Oh, Now I Get It! </li></ul></ul></ul><ul><ul><ul><li>Decoding your Sherpa Analytic Reports </li></ul></ul></ul><ul><ul><ul><li>More to come! </li></ul></ul></ul>
    36. 36. Thank you!! <ul><li>Questions or Feedback? </li></ul><ul><li>We want to hear from you! </li></ul><ul><li>Email me </li></ul><ul><ul><li>Jodi Sauerbier </li></ul></ul><ul><ul><li>Sales Manager~ Triangle Division </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>