Social Media Marketing Roadmap - TopRankMarketing.com
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Develop a social media marketing roadmap for your organization plus tips on blog marketing and Twitter from TopRank Online Marketing CEO Lee Odden. Presentation from ClickZ OMS event in Minneapolis 2009.
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Social Media Marketing Roadmap - TopRankMarketing.com
- 1. Social Media Roadmap Lee Odden - @leeoddenTopRankMarketing.com
- 3. Digital Marketing & PR Agency
- 4. Search, Social Media, Online PR
- 6. “Marketers who embrace social media will outdistance competition, build community following, and boost loyalty” (Forrester Research 2009)
- 7. TopRank Social Media Poll 6 of the top 10 tactics: Social Media
- 8. B2B & Digital Media Forrester & MarketingProfs B-to-B Marketing in 2009 Joint Study
- 9. Marketing Budgets Go Social Marketingsherpa 2008 Study of Social Media Marketing & PR
- 13. Reduce customer service costs
- 14. Improve search engine rankings
- 16. Influence salesBenefits of Social Media
- 17. Social Media is new territory for most.
- 18. What Kind of Relationship?
- 19. Traditional customer communications: marketing, sales, customer service
- 20. Customers want a conversation with the brands they buy from
- 23. 900+ Social Media Examples Source: http://wiki.beingpeterkim.com
- 24. But social media execution is all over the board
- 26. With social media, many companies are lost.
- 27. Barriers to Social Adoption
- 28. A map can do wonders for finding your way.
- 30. Launching a social media effort can feel like a
- 32. The question is… Are you a base jumper,
- 33. Or a lemming?
- 34. Starting with social tactics spells disaster Social mediaputs buyers, not marketers, in control “Build it, they will come” seldom works Social Media tool choices are secondary — start with audience first Forrester Research “Using Buyer Social Behavior To Boost B2B Social Media Success”
- 35. Start with a destination & direction. Get to know the terrain and tools.
- 36. Technology and platforms that facilitate: Conversations Connections Sharing Influence Customer Relationships Opportunity to listen, engage & be useful What Social Media IS
- 37. Direct marketing Controllable A campaign Easy to measure (in the same old ways) Social Media is Not Just Another Place to Publish Advertising What Social Media IS NOT
- 38. The first step in a social media engagement is listening.
- 39. Insights on what customers are saying about your brands, company, products and executives Gather information for profiling customers on the social web Identify influentials Competitive research Keyword research for social media optimization Measure effects of blogger outreach & social media marketing efforts Why Listen?
- 40. What to Monitor? Brands Products Company Business Units Executives Thought leaders Competitors Include sentiment: “sucks” “scam” “kudos”
- 41. Types of Content to Monitor News Blogs Social Tags Forums Twitter Comments Video MSM
- 42. Types of Monitoring Tools Data Aggregation blogpulse.com trackur.com Source Data Data Analysis radian6.com techrigy.com search.twitter.com blogsearch.google.com
- 43. Mapping a Social Media Plan
- 44. Social Media Roadmap Metrics Tactics/Tools Strategy Objectives Audience
- 45. Social Media Best Practices Create a strategy Match metrics to objectives Commit resources & time Welcome participation, feedback, co-creation Be transparent with intentions & identity Understand you do not control the message “Give to get”
- 46. Social Media Worst Practices Being fake – in any way Not listening Being pushy, salesy Oblivious to formal & unwritten social rules Expect traditional marketing outcomes Using social media solely as a dumping ground for traditional ads
- 48. Blog
- 49. YouTube
- 50. Facebook
- 51. Flickr
- 52. Twitter
- 53. Online and offline adshttp://www.youngfreealberta.com/groundswell
- 54. Social Media Gone Right http://www.youngfreealberta.com/groundswell
- 55. Young and Free Campaign Results: 2 million impressions 2,300 new accounts $4 million in new deposits $179,000 unpaid media Social Media Gone Right
- 58. Preferences
- 61. Educate
- 63. Gain more media coverage
- 67. Social network – your own?
- 68. Wiki
- 69. Forums
- 70. Reviews
- 71. Microblogging
- 74. What metrics are the best indications of success according to your Audience, Objectives, Strategy and Tactics/Tools?
- 76. Strategies forBlogging and Twitter
- 77. Blog Centerpiece to Social Web Blog
- 78. Content management system Search engine friendly Opens doors to blogging community Creates opportunity for customer dialog Capture customer feedback, crowdsource ideas Conversational publishing channel Enables additional distribution via RSS Facilitates both Push and Pull content interaction Facts About Blogging
- 80. Larger font post title
- 81. Post date & author
- 82. Categories
- 83. About
- 84. Subscribe Option
- 85. Site Search
- 87. Sharing Option
- 88. Permalink
- 89. Blogroll
- 90. Recent Entries
- 91. Chrono Archive
- 93. Blog Content & Logistics Align blog goals with content strategy Identify blog champ & authors Define topics & categories Create a blogging calendar Establish blogging policies Establish rules of engagement Forecast time to manage comments Forecast time to: research, write and promote
- 95. Measuring Blog Value Source: Forrester Research
- 96. technorati.com blogsearch.google.com blog rolls on other blogs Find Business Blogs
- 97. What can you do with Twitter?
- 98. Get Out of Jail
- 99. Write Home from Space
- 100. Market Yourself & Company
- 101. Make Money
- 102. Top 10 Uses of Twitter Sharing links Network prospecting Reinforcing relationships Promotion Re-post blog content Personal updates Crowdsourcing Group communication Microblogging events Pitching journalists
- 104. Monitor what’s being said about you/your company & respond accordingly
- 105. Ask questions from followers
- 106. Show your business personality
- 109. Don’t automate all content or friending
- 110. Don’t follow thousands of people in a short time
- 111. Don’t sell a product in tweets – instead, talk about the value
- 112. Don’t auto-followback/auto-direct message immediately upon being followed
- 114. Next Steps
- 115. Next Steps Considerations: Who needs to “buy in” to get it started? Who will “own” it? At what level will you engage? Corporate vs product How will you work with community relations, monitoring, responding? How much should you spend?
- 116. Next Steps Listen First Set Goals Make a Plan Get Help
- 117. Contact: Lee Odden, CEO TopRankMarketing.com Twitter: @leeodden lee@toprankmarketing.com 1-877-872-6628 Thank you TopRankBlog.com
Editor's Notes
- http://www.emarketer.com/Article.aspx?R=1007108
- http://www.flickr.com/photos/stuckincustoms/3289167043/
- Reviews, Twitter, Forums, Crowdsourcing, Social Network
- http://wiki.beingpeterkim.com
- Fake Walmartblog, Racy Video attributed to Quiznos, Skittles giving up home page to Twitter, Belkin accused of hiring people to write positive reviews
- http://www.flickr.com/photos/gregorytaylor/229872911/
- BASE Jumping © Doug Blane AG3W13 PICTURE CREDIT DOUG BLANE Dr Gravity BASE 229 BASE Jumping Cheddar Gorge Anon Great Britain
- Learn about social media, tools and business impact:
- Worst practices
- Young & Free Alberta by Common Wealth Credit Union. A credit union in Alberta started a campaign to generate more young customers. They conducted a contest to find a young spokesperson, who then used a blog, YouTube, and Facebook to connect with other young people in Alberta. Result: 2 million impressions, 2,300 new accounts, and $4 million Canadian in new deposits.
- Young & Free Alberta by Common Wealth Credit Union. A credit union in Alberta started a campaign to generate more young customers. They conducted a contest to find a young spokesperson, who then used a blog, YouTube, and Facebook to connect with other young people in Alberta. Result: 2 million impressions, 2,300 new accounts, and $4 million Canadian in new deposits.
- Modeled after the Forrester POST Method of developing a social media strategy
- Modeled after the Forrester POST Method of developing a social media strategy
- Modeled after the Forrester POST Method of developing a social media strategy
- Modeled after the Forrester POST Method of developing a social media strategy
- Modeled after the Forrester POST Method of developing a social media strategy
- build this out as the workshop flows, show this slide as the workshop progresses
- http://checkoutblog.com/
- Add a flowchart to compliment
- Twitter serves as status update & point of contact for offline/online networking 140 character or less ensures quick digestion Able to monitor via keywords/brand name to respond to any questions/concerns immediately Posting links is a great opportunity for promotions Brand Management opportunities
- Twitter serves as status update & point of contact for offline/online networking 140 character or less ensures quick digestion Able to monitor via keywords/brand name to respond to any questions/concerns immediately Posting links is a great opportunity for promotions Brand Management opportunities
- http://sphinn.com/story/79876;
- http://www.toprankblog.com/2009/03/twitter-user-discovery/