The document discusses the challenges and considerations of using social media for businesses, highlighting that while a significant percentage of both B2B (86%) and B2C (82%) companies are engaging with it, many still view it as irrelevant or face restrictions on its use. It contrasts traditional marketing's planned approach with the organic nature of social media, emphasizing the importance of authenticity and consistent engagement. The document outlines social media's potential benefits, including increased awareness, community building, and long-term sales, while noting the need for a clear strategy and social media policy.

1. The Keys of Social Media Success
Drew McLellan, Publisher/Editor, Drew’s Marketing Minute

2. Agency owner
Smart Brief on Social Media Advisory Board
#15 Junta42 Content Marketing blogs
#92 AdAge’s Top 150 Marketing blogs
Agency consultant - AMR

3. No such luck

4. No such luck

5. Social Media
plan for agency
New Biz
plan/augmentati
on
Sell this process
to clients

7. My question…

8. 86% of B2B & 82% of B2C companies
say they’re using social media
46% of B2B marketers said social media was
perceived as irrelevant to their company, versus 12%
Forrester
of B2C marketers

9. 86% of B2B & 82% of B2C companies
say they’re using social media
54% of CIOs prohibit the use of social networking
sites such as Twitter and Facebook while at work
Forrester

11. Society of Digital Agencies, 2012

12. Society of Digital Agencies, 2012

13. Society of Digital Agencies, 2012

14. Society of Digital Agencies, 2012

22. Part cobbler’s children’s shoes
Part fear of the all you can eat buffet
Part fear of trying to keep up
Part we jumped in without a real plan
Part we’ve always been pretty good at selling what we
don’t do for ourselves

23. Traditional marketing is about
dressing your product/service
up and putting it on display.
You’re going out on the town
and you’re going to look fine!
The timing, the look, the
message – all pre-planned.
It’s deliberate.
Social media is about saying to
people…. come over any time.
You can’t fake much in your
bathrobe and curlers.
It’s organic.

24. You can fake it for
awhile but….

25. sooner or
later, they’re
going to see
through it.

26. It’s never going to be on fire

27. Retain current clients
Up-sell new services to clients
Generate new leads
Shorten the sales cycle

28. What social media can deliver long-term:
Awareness
Traffic (to the hub)
Leads (trials, info/sample requests, we get on the short list)
Buzz/Mentions
Community members/advocates
Customer Support
Reputation Stewardship/Management
Employee Recruitment
Long term Sales
These deliverables will earn us:
Revenue/Savings
Attention
Longevity (customers, employees, word of mouth referrals)
New clients/customers

29. Like
Community
Know Trust
Search Consistency
Content

30. Can I subscribe to your blog quickly and easily? Email AND RSS?
When was your last post? How often do you post?
Are your social icons easy to find? Above the fold?
Go to your website – do all your social links connect where they should?
Go to your Twitter and FB pages – what’s your posting frequency?
Who/what is your content about – your agency and clients?
Your blog’s photos – of you/authors or the topic?
Are you photos tagged for SEO?
What’s your mix of curated versus created content?
Do you duplicate the same content on FB and Twitter?

31. Is your agency ready for this?

32. Do you have a social media policy in place?

33. Do you have a listening post set up?

34. Have we defined success?

35. What’s worth 5+
hours a week?

37. drew@mclellanmarketing.com