Marketing in large, complex organizations poses unique challenges and social marketing is no exception. Watch this session with Andrew Spoeth, Head of Social Media Marketing at CA Technologies, to learn how to design an over-arching social success framework, deliver value to the C-suite, mobilize internal resources, and engage with customers using social media.
Check out this session from the record-breaking New Rules of Marketing Virtual Event to learn how to:
-Design framework for success
-Deliver value to the C-suite
-Engage with customers
-Mobilize internal resources
3. Social Marketing for the Enterprise
1. Design the Success Framework
2. Deliver Value to the C-Suite
3. Engage with Customers
4. Mobilize Internal Resources
44. Gather Market Intelligence
Q. What are my competitors talking about?
Q. What’s happening in our industry this week?
Q. What are people saying about our brand?
Q. Which blogs are publishing articles on the topics
that matter most to my customers?
Q. Who are the biggest influences in my market?
45. • Connect
• Comment on blog
posts
• Share your
expertise
• Ask questions
Engage
46. • Connect
• Comment on blog
posts
• Share your
expertise
• Ask questions
Engage
"Focus on how to be social, not
on how to do social."
Jay Baer
Best-selling author of 'The Now Revolution'
47. Not All Networks are Created Equal
Twitter
Real-time sharing industry news, and quick response to questions and
news
LinkedIn Position yourself as a thought leader
YouTube
Media library / How-to’s / Entertainment
Additional distribution through Tube Mogul, iTunes, etc.
Blog
Content hub, consolidate and reference other channels.
Part of website and key driver of inbound organic search traffic (SEO)
Facebook
Communication among community.
Personable side of your brand.
Channel Content Strategy
52. Operationalize Advocacy
• Third party validation and extended reach
• Improved analytics: which messages get
shared
• Gamification
• Content-as-a-Service
55. Social Marketing Core Philosophy
1. Measure Consistently
2. Let smarter people help
3. Give prospects a taste of what
it’s like to be a customer
4. Scale, but don’t look like it
5. Remain ultra-focused on the
objectives
6. Generate excitement and a
sense of confidence for the
brand