How to tell your story without advertising


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1. How B2B Can Leverage Social
2. How To Find Your Audience
3. What is your "social value" and why does it matter?
4. A Social Marketing Campaign Checklists

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How to tell your story without advertising

  1. 1. Introduction Who is SocialMatica  What We’re About  Why We’re Doing This Who is Joshua Barnes – Director of Social Strategy Today’s Workshop What You’re Going To Learn 1. How B2B Can Leverage Social 2. How To Find Your Audience 3. What is your "social value" and why does it matter? 4. A Social Marketing Campaign Checklists
  2. 2. How To Tell Your Story (without advertising) 4 case examples  Music  Media  IT/Telecom  Accounting The Breakdown Self-Help Survey Questions Quick Tips To Build An Audience
  3. 3. Pitbull The Artist B2C  Value is self-evident  Exposure & credibility biggest issues  Timely programs  Engagement  Music distribution is their link to the consumer
  4. 4. Network Media – Fox, CNN, RT B2C – but – B2B From an Advertising Perspective Value is self-evident Exposure & credibility  Differentiation  Timing  Engagement  Alternative delivery mechanisms is the connection to the consumer  TV  Radio  Print  Social is secondary
  5. 5. IT/Telecom – Cisco, Scale Computing, Etc B2B Value is not self-evident Audience is focused Context is necessary  Then  Differentiation  Exposure  Timing Connection to the consumer is  Information they can’t get elsewhere (this is the value)
  6. 6. Accounting – Cbiz, RSM McGladrey B2B Value is evident Specialized message, language Audience is focused Message is focused and timing is crucial Not entirely social if at all in most cases Context is completely necessary
  7. 7. In Every Case Context moved from less to greater importantance Timing Is More Essential Value Is Established
  8. 8. What Is My Value? Your value is the sum of the benefits you provide  Not features, Not your product, Not your service, Not your brand The ability for your prospects to understand that is governed by  Context  Timing  Relevance
  9. 9. Questions To Ask Of Your Program What is my value to customers/prospects How is my marketing program describing that  Is it effective? What channels make the most sense for my value Who are my competitors  Is their message effective? Am I in context with my audience Who is my audience, what is their social makeup Which websites & topics define the conversation I’m in, or going to be in What are the social characteristics of my audience
  10. 10. A Mechanism Used To Help Tell The Story Who are we Why do we exist in business What value do we provide Who is our audience What channels make the most sense for us (given that criteria) Socialify your products/services (socially personify) Create a story around each new social identity  Give people a reason/value to interact Create a specific engagement strategy for each
  11. 11. Tips For Building The Audience Curate Content Antagonize the market (contrarian position) Be a leading voice on twitter Create an e-learning channel on youtube Create a fan page tab geared toward content distribution Reward people for engagement, not with toys, but personal highlighting Interviews Free Tools: AgencySnap…
  12. 12. Questions
  13. 13. The End
  14. 14. Building Blocks Con’td Four Pillars  Content  SEO  Promotion  Community The Fifth Hidden Pillar (That Everyone Inherently Knows But Doesn’t Live By)  Context  You get context wrong – nothing matters.
  15. 15. Integration Example (Software Company) Twitter  Industry Fact Dispensing  Application Feature Requests  Tweet new videos about altruistic content Facebook  (custom tab) Customer Highlight Section, including FB profile  (custom tab) Sweepstakes Youtube  E-Learning Academy for uses of the software  Industry breakdowns that referenced other players in the industry  How-to’s concerning relevant topics within their industry
  16. 16. How To Implement This (Socially) White Paper – Free Offer Use free tools – lack context, Klout, Peerindex, etc. Use consultants and manual effort SocialMatica can help…  We identify influencers  We track, measure & analyze social media marketing performance
  17. 17.  Questions
  18. 18. Align Align  Know who the influencers are  Know what they are talking about  Know who the media distribution points  How do they affect your brand/message/voice  Know how well your competition is performing  In what channels
  19. 19. Measure Measure  Track your social performance  Understand the value of each social network to your brand  You do this by understanding the value of the networks to your customers  Conversions  Social campaign performance relative to your competitors  The highest performing media distribution points  The highest performing influencers
  20. 20. Analyze, Goals, Efficacy Crunch all of the data for previously un-yielded insights Set new goals based on performance, not hope Refine your approach to the point of high efficiency, using better tools and faster processes
  21. 21. The Key To Marketing Integration Your voice is not your product Just like your customers voice is not their product, but it IS their value YOU MUST Understand  Context  Your Voice  Your Competitors Voice  Your Customers Voice You create your voice, Your customer defines it, Your competitor will try to emulate it, You must master it
  22. 22. Marketing(man’s) Creed This is my voice. There are many like it, but this one is mine. My voice is my best friend. It is my life, in marketing. I must master it as I must master my life. My voice, without me, is useless. Without my voice, I am useless (to my clients). I must use my voice true. I must speak more accurately than my competitor who is trying to best me. I must solve my customers problem with my voice, before my competitor can. I must be vigilant because not only do I have a voice, as does my competitor, but so does my customer. Their voice is even more important than mine for what they say merely reveals what my voice should echo in capability, responsiveness and action.
  23. 23. What I Assume You know something about social You know everything about social You know nothing about social You’ve heard of and understand the concept of integrated marketing