Get an overview on how social marketing differs from traditional marketing methods. Also, how using social networks and third-party applications can make managing your time online easier.

1. Effective Social Marketing:
decrease your time, while increasing your results
Presented by Julia Kinslow

2. Today’s Discussion
• Overview
• What is social media marketing?
• Top social networking tools
• How do I know if it’s worth my time?
• How can I manage my time?
• Tips and tricks to help grow your network
• Useful third-party applications

3. Overview
_____________
Questions to address before
implementing a social marketing
strategy.

4. What is social media marketing?

5. New media advertising vs. traditional
Social Media Marketing
•Multi-way (brand <~> customer
customer <~> customer)
•Pull marketing
•Participatory
•User-generated
______________________________
Traditional Marketing
•One-way (brand ~> customer)
•Push marketing
•Interruptive
•Brand-generated
Source: Awareness Inc.

6. Old Wine in New Barrels... Best Practices
_______________
“You can make more friends Demonstrate thought leadership
in two months by becoming through two-way conversations,
interested in other people than and:
• Listen to what others say
you can in two years by trying to about your company
get other people interested in you.” • Give to get
• Nurture conversation around
“...if you want to make people laugh your company brand
at you...talk incessantly about • Avoid direct advertisement
• Be transparent
yourself.”
• Address negative comments
• Be authentic
• Welcome participation and
Originally published in 1936
15 million copies sold globally
co-creation
• Build relationships
• Have patience

10. • Provide updates or “tweet” on items of interest to your
network – include links to relevant articles, blog information,
current events, upcoming webinars/seminars
• Pose appropriate questions and answer questions from those you
follow
• Engage on a regular basis to provide value to those in your network
and keep the conversation going

11. Key Metrics for ROI Convert & Measure
___________________
 Social media activity
◦ Increase brand identity (listening)
 Social/company mentions
 Sentiment analysis
◦ Market Influencer (learning)
 Monitoring conversation
 Affecting solutions
◦ Increase Web traffic (engaging)
 Blogger relations
 Conversion rate
 Business Outcomes
◦ Increase in number of leads/clients
◦ Percentage increase in profit based on
the previous month/quarter

12. Social Marketing Plan
Step I - Strategy
____________________
 Define
To establish brand identity and
◦ Goals growth in the local marketplace,
◦ Target audience social marketing efforts need to
be well-thought out to ensure
◦ Key messages your business is well-positioned
◦ Best practices for visibility, thought leadership
◦ Tools and sustained growth.
◦ Measurement
Step II – Implementation
 Tactical social media plan
◦ Training
◦ Sustaining

13. What’s the point?
Example: Goal __________________
 Become a solutions machine
◦ What concerns do your potential clients
have?
◦ How can you help resolve them?
◦ Influencer
◦ Trust agent
 Thought leadership
◦ E-newsletters, blogs
◦ Webinars/Seminars/Networking events
◦ Add value via social media channels
 Enhance online visibility
◦ Brand awareness
◦ Web site traffic (SEO)
◦ Overall conversion rate

14. Focus your time spent Time Management
____________________
• Aggregate information in one place
• Alltop page
• Google Reader
• RSS feed
• Delicious
“I’m ready to implement, but where do I find the time?”

15. 9 guiding principles Time Management
____________________
1. Manage disruptions
2. Control information overload
3. Leverage tools
4. Annotate and share
5. Sometimes templates are okay
6. Wrangle task management
7. Communicate expectations
8. Establish routines
9. Unplug
Source: Altitude … Brand Elevation through Social Media
How much time should you dedicate to growing your network?

16. Grow your network … Tips and Tricks
_______________
while growing your brand…

17. brand essentials: background setup

18. Can multiple people in our office run one Twitter
account? Yes, but be sure to...
 Explain the “tag team” approach in the
biographical area
◦ Indentify Tweets with the person’s initials
◦ Reply to as many “@username or direct
messages as possible
◦ Everyone needs to stay appraised of updates to
avoid unnecessary/uncoordinated or repeat
messages
◦ Establish a tone or brand personality for Tweets
– no matter who writes them
◦ Add photos and information for each team
member in the background area

19. Example: multi-author posts

20. Any way to make my ‘social’ life easier?
 Contacts manager
 Cross post to multiple sites
 Third-party applications
 Mobile accessibility

21. Tweetdeck

22. Copy shortened link into your updates...
link shorteners

23. link reporting

24. Schedule updates in advance

25. To answer one last question on your mind … “Do I need to use it?”

26. Questions?
Contact information: Julia Kinslow
Phone: 614.395.2181
E-mail: jmkinslow@ninedotscreative.com
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