The document outlines a social media and online reputation management strategy with the following key points:
1) It discusses building infrastructure like social media profiles, a company website hub, and a content calendar to establish an online presence before product launch.
2) It describes ongoing reputation management activities like adhering to the content calendar, monitoring social channels, and engaging with users.
3) It proposes public relations tactics such as press releases, expert posts and interviews, and celebrity promotions to generate interest and direct traffic to the website.
Search engine optimization and social media marketing are both critical to the success of your online marketing strategy. With the increase influence of social signals on search engine results make the relationship between SEO and SMM more important than ever before.
Cornerstone Social Media Seminar May 10th, 2012 featuring Bernie Borgesthoward458
This slide deck is from a seminar hosted by CornerStone Title for the Bradenton and Sarasota real estate community.
The seminar was entitled "Social Media: How to Build Your Business Through Your Personal Brand" and was presented by Bernie Borges, CEO of Find and Convert and author of Marketing 2.0.
The seminar focused on the variety of social media platforms available to real estate professionals and the importance of "content" and "personal brand".
Whether you're using social media for fund raising, building awareness, or taking action, you'll struggle to succeed unless you have a plan. In this session, we'll be seeing how to develop a strategy that will grow your audience, enhance your reputation and ultimately convert your followers into donors and supporters.
Leveraging Social Media: Develop your personal and professional brandJames Richardson
These are slides from an online webinar held for associates of the CUNY School of Professional Studies. The purpose of the online lecture was to assist individuals and organizations struggling with adding a social media campaign to their marketing strategy.
Digital Marketing Course Week 7: Social Media MarketingAyca Turhan
Seventh week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan.
Topics covered within the presentation include:
Social Media Channels
Virality
Social Media Marketing Strategies
For more please visit: www.aycaturhan.com/man423
Search engine optimization and social media marketing are both critical to the success of your online marketing strategy. With the increase influence of social signals on search engine results make the relationship between SEO and SMM more important than ever before.
Cornerstone Social Media Seminar May 10th, 2012 featuring Bernie Borgesthoward458
This slide deck is from a seminar hosted by CornerStone Title for the Bradenton and Sarasota real estate community.
The seminar was entitled "Social Media: How to Build Your Business Through Your Personal Brand" and was presented by Bernie Borges, CEO of Find and Convert and author of Marketing 2.0.
The seminar focused on the variety of social media platforms available to real estate professionals and the importance of "content" and "personal brand".
Whether you're using social media for fund raising, building awareness, or taking action, you'll struggle to succeed unless you have a plan. In this session, we'll be seeing how to develop a strategy that will grow your audience, enhance your reputation and ultimately convert your followers into donors and supporters.
Leveraging Social Media: Develop your personal and professional brandJames Richardson
These are slides from an online webinar held for associates of the CUNY School of Professional Studies. The purpose of the online lecture was to assist individuals and organizations struggling with adding a social media campaign to their marketing strategy.
Digital Marketing Course Week 7: Social Media MarketingAyca Turhan
Seventh week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan.
Topics covered within the presentation include:
Social Media Channels
Virality
Social Media Marketing Strategies
For more please visit: www.aycaturhan.com/man423
Pete Read has a background helping people to get the most from technology. After 20 years working in the corporate environment he started a small IT project that later became a successful business.
Voluntary Action LeicesterShire (VAL) was delighted to welcome Pete to our 2013 Future Focus Conference. Pete's workshop focused on the way in which people use technology has changed and continues to evolve. He looked at the use of social media and marketing, on the world of Pay and Click marketing, and gave attendants a simple process to get started on social media.
While the 2013 Future Focus conference is now over, VAL runs trainings and workshops like Pete's year-round. If you'd like to learn more about training for your organisation, visit www.Valoneline.org.uk.
Its not just enough to create a Facebook page or Twitter profile and just expect your community will build of its own accord.
Like SEO, providing content is as much about placement and medium as it is about value.
This presentation offers a 6-point need-to-know criteria to creating a results-based Social Media strategy with your audience and brand values at the core.
All professionals must plan their social media strategy. If you are not an active participant or knowledgeable about the world of social media, how will you respond to needs, stay current, and brand yourself offline? Is this approach possible or effective? Are you aware of how or if your organization uses social media analytics? Innovative businesses are always looking for new ways to encourage loyalty, build relationships, and respond to customer needs. Social media analytics gives organizations a snapshot of these needs with insights gained from online conversations. New technology has the capacity to capture customer information with remarkable power to impact and drive revenue. Social Media Analytics uses social listening and predictive analytic techniques that help corporations manage the brand and reputation of products and services. This workshop will increase your knowledge and awareness of social media analytics and explore new and innovative social media strategies that impact professional and business productivity.
Learning Outcomes: This workshop will explore effective tools, for building, interpreting and using social media to increase professional and corporate effectiveness
At the end of this workshop, participants will be able to:
a) Explore how social media helps corporation predict trends
b) Examine how information and data is analyzed
c) Identify which types of industries can benefit from social media analytics
d) Explore trends and innovation around social media for business outcomes and professional development
1. Social Strategy
and
Online Reputation Management
Process Planning
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2. Product Marketing
In today’s highly cluttered market space, companies must adapt their marketing
strategy and tactics to incorporate the exciting and ever-evolving tools at their
disposal. And since consumers are becoming increasingly more in control of their
content, it is imperative to deliver relevant marketing messages where content is
consumed. Today, more than ever, to sustain our unique selling proposition, we
need to establish and maintain a ubiquitous presence across all media.
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3. Building BUZZ!
There are many new
and exciting tools
available to today’s marketers.
Those who embrace this new
technological world will WIN
the game…those who
don’t will LOSE.
Source: Business Insider, your Money
http://www.businessinsider.com/pet-spending-2012-1
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4. Building BUZZ!
Social Influence Marketing is a complex, organic, online conversation
powered by…
• Viral/Word-of-Mouse Marketing
• Social Networks (Facebook, LinkedIn, Twitter)
• Email Promotions
• Websites, Forums
• Blogs (Wordpress, Tumblr)
• Audio/Video-Sharing (YouTube)
• Podcasts
• Mobile Apps (iPhone, Android, iPad, Tablets)
• Video Chat (Skype, Messages, Facetime, Hangout)
• Search Engine Marketing
How we manage this conversation can help BUILD or BREAK our brand!
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7. Building BUZZ!
Amplifying Our Message…
Social sites (i.e., Facebook, LinkedIn, Twitter, Pinterest, etc.) are
outstanding tools for reaching out to potential customers in a personal way:
• Promotes feedback, information sharing, and a positive affiliation with the brand.
• The “Opt-In” nature of connections and the simplicity of sharing affords social sites
optimal conditions for potentially going viral with our brand/message.
• Social sites empower customers, friends, and neighbors to share
information they “like” with people they know.
Example: The average Facebook member has 130 friends. Anything
this member comments on, shares or “Likes” is automatically shared
with 130 friends. If one, two, three or more of their friends do the same,
this information is shared with their 130, 260, 410 or “NUMEROUS” friends.
The potential for going viral and increasing brand awareness by using social sites
is ENORMOUS.
• Most importantly, those who have been referred by a friend (or trusted authority) to a product, service or brand are more likely to
make a positive affiliation with that brand, share information with another friend and ultimately help that brand achieve its goals.
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9. Building BUZZ!
Reaching Our Target…
845 Million Active Users*
134 Million Active Users**
4 Billion Views Daily***
383 Million Active Users+
200 Million Bloggers
Sources: *Facebook.com (12/11); ** Socialbakers.com (03/12) LinkedIn; ***YouTube blog; +Semiocast (12/11), GreyReview
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11. Building Infrastructure
Pre-Launch Prep
In order to hit the ground running, we will begin by building a solid foundation as an
entry point for our promotional marketing/messaging…
• Framework/Infrastructure:
– Building on our preliminary Category Research & Analysis and Discovery
Process (and in parallel with our production process) we will create profiles
on relevant social platforms to establish a presence in the social space:
- Pinterest (C2C, B2B, B2C, B2D)
- Facebook (C2C)
- YouTube (C2C)
- Twitter (C2C, B2C)
- LinkedIn (B2C, B2B, C2C)
– A unified “voice” is important at this juncture in order to begin building a
following brand/concept advocates.
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12. Building Infrastructure
Pre-Launch Prep (cont.)
• Framework/Infrastructure (cont.):
– We will use www.ourbrand.com as our “hub” or central content
distribution/data collection point; ALL marketing initiatives will feed through
the www.ourbrand.com hub.
– We will implement a systematic approach to client’s overall online activities to
position the the client as the subject matter authority for their
product/category. These efforts will include:
- A formal positioning statement to be applied across ALL planned product
marketing initiatives.
- Cross channel flow planning to ensure consistent messaging and seamless
integration among www.ourbrand.com and engaged social networks.
- A unified social “voice” for the product’s on/offline content (tone,
messaging, imagery, etc.) will be defined and implemented.
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13. Building Infrastructure
Pre-Launch Preparation (cont.)
• Framework/Infrastructure (cont.):
– We will begin Social site account creation/modification:
- Alignment of all current online activity.
- Establishment of new/additional profiles on relevant social sites.
– Identify source(s) for all social content posts (i.e., imagery, blog topics,
content, etc.).
– Establish content review/approval process along with specific agency/client
roles and responsibilities.
– Develop a year-long social content/posting/promotional calendar for all social
vehicles.
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14. Ongoing Reputation Management
Pre-Launch Preparation (cont.)
• Framework/Infrastructure (cont.):
Following our Social Strategy Implementation, the client marketing team will
assume the following responsibilities:
– Strict adherence to the social content/posting calendar.
– Daily/Weekly/Monthly Review Meetings to assess effectiveness of strategy
and to make adjustments as necessary.
– Social site cross-pollination and marketing integration to ensure that all
channels are in alignment with the client’s objectives and goals.
– Responding to and engaging with all posts/comments to build and solidify
relationships and expand customer base.
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15. Ongoing Reputation Management
Pre/Post Launch PR
• Public Relations:
In parallel with our Social Strategy/Online Reputation Management tasks, we will
implement a planned Public Relations effort to address key product topics by
relevant industry experts:
– Monthly press releases touching on key product attributes, management
team, vision/values, etc.
– Weekly content posts by subject matter/industry experts.
– Ongoing posts in forums/discussion groups.
– Live monthly interviews with industry experts with podcast/YouTube video
uploads.
– “Celebrity” (personality) visits to select locations to support our messaging,
provide product demos, etc.
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16. Ongoing Reputation Management
Pre/Post Launch PR (cont.)
• Paid Guest Blog Posts:
In order to deliver consistent/engaging blog posts, we will seek-out the services of
a professional guest blogger who has social authority, a large following, and is
entirely familiar with the space.
– The blogger’s reputation/authority will generate an immediate following for the
product.
– The blogger’s byline will reference the client/brand.
– Back links from blog posts will direct a steady flow of qualified
readers/potential customers to www.ourbrand.com where we will collect opt-in
information for follow-up outbound marketing efforts.
– To manage consumer expectations, strict adherence to the social
content/posting calendar is of the utmost importance.
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17. Ongoing Reputation Management
Pre/Post Launch PR (cont.)
• Product Video Production:
As we implement our PR efforts, special attention will be paid to compiling these
efforts for social/broadcast network use:
• All PR events will be planned to become a segment in a 1, 2, 5 minute
infomercial format.
• These segments or content will be in a digital format for easy/ongoing
posting, in whole or in part, to our internet social sites:
- Pinterest
- Facebook
- YouTube
- Twitter
- LinkedIn
March 1, 2013