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kempedmonds.com<br />-webtreats<br />Social MediaCommunications: A New Business Paradigm<br />Original presentation: http:...
Old Marketing<br />$$$$$$$$$$<br />
New Marketing<br />$ + Time<br />
5 things everyone should know about Social Media<br />It’s called social media not social selling<br />Don’t forget everyt...
theconversationprism.com<br />
The Traditional Funnel<br />Hubspot.com<br />
The New Funnel<br />Hubspot.com<br />
Social Media greases the marketing funnel<br />Hubspot.com<br />
Some Reality<br />87% of Americans know of Twitter (Pew, 2010)<br />7% have an account<br />88% of Americans know of Faceb...
More Reality<br />Is your website ready to receive and convert?<br />Do you have positive customer testimonials?<br />Do y...
Today let’s talk about<br />Goals<br />How Social Media fits in<br />Frameworks & Planning<br />Execution<br />Examples<br />
How to get started?<br />Have SMARTER Goals<br />
SMARTER Goals<br />Specific<br />Measurable<br />Attainable<br />Relevant<br />Time Bound<br />Evaluate<br />Re-evaluate<b...
Examples: SMART Social Media Goals<br />Increase unique visitors to our site by 5x from social networking sites (Analytics...
The Marketing Funnel<br />Altimeter Group 2010<br />
Some FREE Tools<br />Website Monitoring: Google Analytics<br />Social Posts: Hootsuite (Ow.ly)<br />Link Distribution: J.m...
Always be Monitoring/Measuring<br />Yes you can measure and monitor everything!<br />
We need a framework<br />A pragmatic approach using metrics based on sound business objectives<br />To maximize understand...
Mark makes it easyOriginal with Details<br />
Another Framework<br />Altimeter Group 2010<br />
By: TheBristolKid<br />
The Framework Begins with Goals<br />Licensed for use under Creative Commons License<br />
...From Goals Stem Objectives<br />Licensed for use under Creative Commons License<br />
...Then Measures of Success<br />Licensed for use under Creative Commons License<br />
And Finally Execution<br />Licensed for use under Creative Commons License<br />
The Framework in Practice<br />Altimeter Group 2010<br />
Simon Sinek’s TED TALK on  Inspiring Leadership<br />
Apply Simon Sinek’s model for inspirational leadership  <br />WHY<br />HOW<br />WHAT<br />Original by: Altimeter Group 201...
<ul><li>Company Goals= Vision - WHY
Business Objectives = Strategy - WHY
Measures of Success KPI = Management - HOW
Operational Tactics = Execution - WHAT </li></li></ul><li>The Framework Is a Process <br />Licensed for use under Creative...
A Social Marketing Example...<br /><ul><li>Goal
 Objective
 Measures
 Tactics</li></ul>Be Integral to the Community<br />Raise Awareness<br />Twitter<br />Mentions<br />Web Traffic from Socia...
How to Measure:(measure over time)<br />Twitter Mentions:<br />http://search.twitter.com<br />http://tweetbeep.com<br />Lo...
Another Example...<br /><ul><li>Goal
Objective
Measures
Tactics</li></ul>Develop affinity with target audiences<br />Increase<br />Engagement<br />New fans, <br />Followers<br />...
http://www.google.com/images?q=social+media+logos&hl=en&gbv=2&tbs=isch:1&sa=N&start=20&ndsp=20<br />
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Social Media Communications: A New Business Paradigm

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This is a presentation given to a Meetup group in Vancouver on November 18th, 2010.

Published in: Education, Technology, Business
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Social Media Communications: A New Business Paradigm

  1. 1. kempedmonds.com<br />-webtreats<br />Social MediaCommunications: A New Business Paradigm<br />Original presentation: http://j.mp/fvsmkemp<br />
  2. 2. Old Marketing<br />$$$$$$$$$$<br />
  3. 3.
  4. 4. New Marketing<br />$ + Time<br />
  5. 5. 5 things everyone should know about Social Media<br />It’s called social media not social selling<br />Don’t forget everything you already know about marketing<br />You’ve got to choose the right niche<br />You have to engage<br />You have to have goals<br />
  6. 6. theconversationprism.com<br />
  7. 7. The Traditional Funnel<br />Hubspot.com<br />
  8. 8. The New Funnel<br />Hubspot.com<br />
  9. 9. Social Media greases the marketing funnel<br />Hubspot.com<br />
  10. 10.
  11. 11. Some Reality<br />87% of Americans know of Twitter (Pew, 2010)<br />7% have an account<br />88% of Americans know of Facebook<br />40% have an account<br />Your market may not widely use these tools.<br />How much is one customer worth?<br />How about one customer who refers five more?<br />
  12. 12. More Reality<br />Is your website ready to receive and convert?<br />Do you have positive customer testimonials?<br />Do you have a company blog?<br />Do people pick up the phone?<br />How quickly do you respond to email?<br />Social Media often comes last and should.<br />
  13. 13. Today let’s talk about<br />Goals<br />How Social Media fits in<br />Frameworks & Planning<br />Execution<br />Examples<br />
  14. 14. How to get started?<br />Have SMARTER Goals<br />
  15. 15. SMARTER Goals<br />Specific<br />Measurable<br />Attainable<br />Relevant<br />Time Bound<br />Evaluate<br />Re-evaluate<br />
  16. 16. Examples: SMART Social Media Goals<br />Increase unique visitors to our site by 5x from social networking sites (Analytics) after 5 months<br />Increase blog/newsletter subscriptions by X% in 3 months by increasing distribution channels<br />Increase FB Fans by X members in 8 weeks<br />Increase Twitter mentions 300% in 6 months<br />Increase interactions on FB page by 5/week* <br />
  17. 17. The Marketing Funnel<br />Altimeter Group 2010<br />
  18. 18. Some FREE Tools<br />Website Monitoring: Google Analytics<br />Social Posts: Hootsuite (Ow.ly)<br />Link Distribution: J.mp<br />Facebook: Insights/Ads<br />Email: Mail Chimp or Constant Contact<br />Monitoring Google: Alerts<br />Social Net Monitoring: Social Mention<br />Dashboard: Netvibes<br />Video: YouTube Insights, Flickr Stats<br />
  19. 19.
  20. 20. Always be Monitoring/Measuring<br />Yes you can measure and monitor everything!<br />
  21. 21. We need a framework<br />A pragmatic approach using metrics based on sound business objectives<br />To maximize understanding about the value of social marketing efforts<br />A framework that delivers tangible results<br />
  22. 22. Mark makes it easyOriginal with Details<br />
  23. 23. Another Framework<br />Altimeter Group 2010<br />
  24. 24. By: TheBristolKid<br />
  25. 25. The Framework Begins with Goals<br />Licensed for use under Creative Commons License<br />
  26. 26. ...From Goals Stem Objectives<br />Licensed for use under Creative Commons License<br />
  27. 27. ...Then Measures of Success<br />Licensed for use under Creative Commons License<br />
  28. 28. And Finally Execution<br />Licensed for use under Creative Commons License<br />
  29. 29. The Framework in Practice<br />Altimeter Group 2010<br />
  30. 30. Simon Sinek’s TED TALK on Inspiring Leadership<br />
  31. 31. Apply Simon Sinek’s model for inspirational leadership <br />WHY<br />HOW<br />WHAT<br />Original by: Altimeter Group 2010<br />
  32. 32. <ul><li>Company Goals= Vision - WHY
  33. 33. Business Objectives = Strategy - WHY
  34. 34. Measures of Success KPI = Management - HOW
  35. 35. Operational Tactics = Execution - WHAT </li></li></ul><li>The Framework Is a Process <br />Licensed for use under Creative Commons License<br />
  36. 36. A Social Marketing Example...<br /><ul><li>Goal
  37. 37. Objective
  38. 38. Measures
  39. 39. Tactics</li></ul>Be Integral to the Community<br />Raise Awareness<br />Twitter<br />Mentions<br />Web Traffic from Social Sites<br />Social<br />Mentions<br />
  40. 40. How to Measure:(measure over time)<br />Twitter Mentions:<br />http://search.twitter.com<br />http://tweetbeep.com<br />Lots of paid tools out there<br />ADVANCED: Your mentions/your mentions + all competitor mentions<br />Social Mentions:<br />http://socialmention.com<br />http://alerts.google.com<br />http://netvibes.com<br />Website Traffic from Social Sites:<br />http://analytics.google.com<br />Sources: Facebook, Twitter, YouTube, etc.<br />BACK IT ALL UP WITH URL SHORTENING (http://j.mphttp://bit.ly) <br />
  41. 41. Another Example...<br /><ul><li>Goal
  42. 42. Objective
  43. 43. Measures
  44. 44. Tactics</li></ul>Develop affinity with target audiences<br />Increase<br />Engagement<br />New fans, <br />Followers<br />Readers,<br />Watchers<br />Web Traffic from Social Sites + 2min<br />Comments,<br />Shares,<br />Likes, Replies<br />
  45. 45.
  46. 46.
  47. 47. http://www.google.com/images?q=social+media+logos&hl=en&gbv=2&tbs=isch:1&sa=N&start=20&ndsp=20<br />
  48. 48.
  49. 49. Different Ecosystems<br />Stagger Timing<br />Distribute Content <br />Different Language<br />Different Timing<br />
  50. 50. Same Content, Different Ecosystem…<br />
  51. 51. Different Language, Different Timing.<br />
  52. 52.
  53. 53. Keep your base in mind<br />
  54. 54. The Key:Bridging the Social Media Gap<br />
  55. 55. Special Thanks to:@TLCHomeRed Barn GroupMark SmiciklasJeremiah Owyangand Altimeter Groupkempedmonds.com<br />

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