Social Media Marketing Intro for Symantec Partners


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Social channels are seeing their user base grow every minute. With over 500 million daily active users on Facebook, 250 million monthly active users on twitter and 300 million users on LinkedIn businesses can longer ignore social.

Join Charlie Treadwell, Director Social Marketing at Symantec and learn:
- How to get started on Twitter, Facebook, LinkedIn and SlideShare
- Best practices on how to create content that engages with your customers
- Metrics to track your efforts on social

Published in: Social Media, Business, Technology
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  • Summary Card: Default Card, including a title, description, thumbnail, and Twitter account attribution.
    Summary Card with Large Image: Similar to a Summary Card, but with a prominently featured image and additional details and attribution.
    Photo Card: A Card with a photo only.
    Gallery Card: A Card highlighting a collection of four photos.
    App Card: A Card to detail a mobile app with direct download.
    Player Card: A Card to provide video/audio/media.
    Product Card: A Card optimized for product details.
    Lead Generation Card: A Card to drive lead generation for your product or service. Available via the Twitter Ads Dasboard.
    Website Card: A Card to feature your website and drive click through traffic. Available via the Twitter Ads Dasboard.
  • Career pages should be unique, and different from company profile pages.
    They are targeting users that may be interested in working for you.
    Choose a custom banner image, tagline, and Careers description (what it’s like to work here)
    Feature video content
    LinkedIn also shows the user people they know that work at the company, making it easy for people to connect with their contacts to learn about your company
    This is also a very effective way to share jobs with the worlds largest professional social network. This is not a free services, it’s very similar to posting an ad, but extremely effective at reaching professionals.
  • Internally, brands struggle with different problems. The ability to create compelling content is challenging for a variety of reasons – budget, training, having the right teams and most importantly, not having a content strategy.
    Source: Content Marketing Institute, 2013
  • And by the time they’ve made it to your website, their minds have usually been made up.
  • Start with Sales and Support. They are closest to the customer and probably already have the answer to all the key question.

    No one is going to buy your stuff until they get the answers they seek.
  • Social Media Marketing Intro for Symantec Partners

    1. 1. Social Media Marketing Introduction 1 Social Media Marketing Introduction Charlie Treadwell Director of Social Marketing
    2. 2. “We need to be on Facebook page?” Social Media Marketing Introduction 2
    3. 3. The four-step approach to the social strategy Social Media Marketing Introduction 3 P O S T People – Assess your customers’ social activities Objectives – Decide what you want to accomplish Strategy – Plan for how relationships with customers will change Technology – Decide which social technologies to use Source: Forrester
    4. 4. Symantec Presence Framework Social Media Marketing Introduction 4 HOME BASESOUTPOSTSPASSPORTS 10% 30% 60% Presence Framework Connect Instagram Google Plus Spiceworks Reddit Blogs Flickr Slideshare YouTube LinkedIn Facebook Twitter PartnerNet Source: Adapted from Chris Brogan
    5. 5. Facebook Overview • Used for staying connected with family and friends and entertainment • Users login daily, and is a good platform to stay engaged with customers • Both private and public • Excellent advertising platform with accurate targeting and measurement • Organic (free) engagement is no longer easy to come by Social Media Marketing Introduction 5
    6. 6. Creating a Page Social Media Marketing Introduction 6 Profile Picture Description
    7. 7. Images Matter in our Visual World • Choose an appropriate Cover Photo • Include images with content • Include a call to action • Consider boosting content to reach customers Social Media Marketing Introduction 7
    8. 8. Promote Content to the Customers You Want Social Media Marketing Introduction 8
    9. 9. Newsfeed Sponsored Posts or Right Column Ads Social Media Marketing Introduction 9 Right Column AdsNewsfeed Desktop CPC – Cost Per Click CPM – Cost Per 1000 impressions Newsfeed Mobile
    10. 10. Twitter Overview • A micro-blogging platform used for real time news and updates • Follow celebrities and connecting with communities • Users login daily, but many don’t use the application regularly • Public • Advertising capabilities still being developed and results are hard to track • Organic (free) engagement is easier to come by Social Media Marketing Introduction 10
    11. 11. Creating a Profile Social Media Marketing Introduction 11 Profile Picture
    12. 12. Images Matter in our Visual World • Choose an appropriate Cover Photo • Include images with content • Include a call to action • Use relevant hashtags Social Media Marketing Introduction 12
    13. 13. Promote Content to the Customers You Want Social Media Marketing Introduction 13 Campaign Dashboard
    14. 14. Twitter Targeting Social Media Marketing Introduction 14 • Keywords – Reach people that search, tweet about, or engage with specific keywords – EVENTS · PRODUCT INTEREST · PURCHASE INTENT • Interests and followers –Reach people with specific interests or who are similar to followers of specific accounts – FINDING NEW AUDIENCES · CONVERSATION · PUBLICITY • Television – Reach people who engage with specific television programming – BRANDING · REINFORCEMENT · ENGAGEMENT • Tailored audiences – Reach people using your own data – TARGET YOUR EXISTING CUSTOMERS AND PROSPECTS
    15. 15. Twitter Cards Social Media Marketing Introduction 15 Desktop Mobile Types of Cards • Summary Card • Summary Card with Large Image • Photo Card • Gallery Card • App Card • Player Card • Product Card • Lead Generation Card • Website Card
    16. 16. LinkedIn Overview • The Professional social network: your online resume and professional profile • No longer simply an online rolodex, content is key on LinkedIn • Job posting and recruiting • Public and private • Advertising capabilities one of the most effective for B2B marketing • Organic (free) engagement is effective once you have a following Social Media Marketing Introduction 16
    17. 17. Creating a Page Social Media Marketing Introduction 17 Profile Picture Description
    18. 18. Company Profile • Choose an appropriate Cover Photo • Include images with content Social Media Marketing Introduction 18
    19. 19. Paid Targeting Presentation Identifier Goes Here 19 • Ads and promoted content (with desktop, tablet and mobile preview) • Location, Company (name, size, industry), job title (function or seniority)
    20. 20. Careers Social Media Marketing Introduction 20 • Unique to LinkedIn • Profile content relevant to someone interested in working for your company
    21. 21. SlideShare Overview • Slide Share was acquired by LinkedIn in 2012 • A free website which allows you to post content as a presentation. Presentations are viewed by the general public, and can increase traffic to your website, landing pages, or blog. • Huge repository of presentations, documents, PDFs, infographics, and even Video • Public • Organic (free) engagement is easier to come by, 60 million monthly visitors Social Media Marketing Introduction 21
    22. 22. Creating a Page Social Media Marketing Introduction 22 Profile Picture Lead Gen Forms Note: Program currently being updated, contact sales for information in the meantime
    23. 23. Slide Share Best Practices • It’s the most popular document and presentation- sharing website in the world: It has a global Alexa ranking of 122, and 60 million monthly visitors • It’s mobile compatible: SlideShare automatically optimizes your content for mobile users • The homepage features popular content: If your presentation reaches the front page, it will go viral Social Media Marketing Introduction 23 Seach Engine Optimization (SEO) • Google ranks successful Slideshare presentations above blog articles, news stories, even (occasionally) Youtube videos. Ltd/how-to-use-slideshare-to-market-your- business
    24. 24. Using Slide Share for Promoted Content • SlideShare embeds natively on Facebook, Blogs, Websites, LinkedIn, and Twitter • Embed content and use lead gen cards to net new contacts • Used paid media to target customers with presentations, infographics, and documents Social Media Marketing Introduction 24
    25. 25. “What kind of content do I create?” Social Media Marketing Introduction 25
    26. 26. Internally, Creating Relevant, Integrated Content Is A Challenge For Most Brands of marketers say that their biggest challenge with content is "creating original content" and that they don't have enough time to do it 78% of marketers do not have a documented content strategy. 44% Social Media Marketing Introduction
    27. 27. 78% of B2B buyers start their research with online search. Social Media Marketing Introduction 27 B2B Buyer Behavior, Demand Gen Report 2012
    28. 28. What is content marketing? Social Media Marketing Introduction 28 “Content marketing is a pull, rather than a push, strategy. Content doesn’t interrupt, it attracts.” Rebecca Lieb, Advertising Age
    29. 29. It’s simple. Answer your prospects’ top 30 questions. Social Media Marketing Introduction 29 What content do you create? Tip: Start with Sales and Support.
    30. 30. Source: Greatest Content Marketing Strategy, by Barry Feldman · January 26, 2014 30 Create 90 pieces of content in 90 days based on the 30 questions. 1. Create 30 blog posts. The headline is the question. The copy is the answer. Immensely simple. Ridiculously valuable. 2. Make 30 videos. Same topics. You might change the title ever so slightly. A lot of people would rather watch than read 3. Make 30 podcasts. Why? A lot of people choose to listen, rather than read or watch. Social Media Marketing Introduction
    31. 31. No one is going to buy your stuff… Until they get the answers they seek. Social Media Marketing Introduction 31
    32. 32. Social Media Marketing Introduction 32 Stock Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today. Flow Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist. &
    33. 33. Share 4pieces of influencers great content. It’s not all about you. Curate other people’s great content and becoming a content provider and trusted source. Social Media Marketing Introduction 33 For 1of your own content. And 1piece of entertainment.
    34. 34. Social Media Marketing Introduction 34 EntertainmentOur Content Other People’s Content
    35. 35. Social Media Marketing Introduction 35 Brand Goals Customer Interests Relevancy = Sharable, engaging ideas and values Identify relevancy with social listening data Social Content, Listening and Trends Customer-centric content delights and adds value at every stage of the purchasing journey and key moments of truth.
    36. 36. Personal Relevance 40% of people shared content that was personally relevant. Social Media Marketing Introduction 37 “I saw something and it made me think of one of my friends.” “It seemed right up my friend’s alley.” What makes people want to share? Humor Utility#1 #2 #3
    37. 37. 1. Identify a list of your target customers 2. Use social listening to understand who influences them and what topics interest them 3. Curate a list of content from the top influencers and bake them into your 4-1-1 content strategy Social Media Marketing Introduction 38 Where do you find relevant content from influencers?
    38. 38. Social Media Marketing Introduction 39 552 million identities exposed in 2013 2013 Dubbed the Year of the Mega Breach
    39. 39. Social Media Marketing Introduction 40 If I’m a CIO, what questions am I asking myself right now?
    40. 40. Social Media Marketing Introduction 41 Stock Flow &
    41. 41. We have surveillance video from the hotels that shows people turn on the shower, direct the nozzle at the wall and then leave the room for the whole day. Social Media Marketing Introduction 42 Russian deputy prime minister Dmitry Kozak, Business Insider
    42. 42. Social Media Marketing Introduction 43 1,213 RTs
    43. 43. Symantec GRID – New Social Syndication • Social Media Syndication – Partners can go to and create a login and have access to 5 categories of social content updated by our social media team every 2 weeks. • Social content categories: – Thought Leadership – Product & Solutions – Industry News & Research – Events & Webcasts – Virus & Threat Alerts 44
    44. 44. 64% of B2B buyers said the winning vendor’s content had a significant impact on their buying decision Social Media Marketing Introduction 45 2013 Demand Gen Report: B2B Buyer Behavior Survey
    45. 45. Key Takeaways • Use the POST method to create a customer focused social media strategy • Establish a presence strategy to effectively invest time and resources • A good social media strategy includes a strong paid and targeted media strategy • Start by listening and identify 30 questions your customers ask • Create 90 pieces of content in 90 days • Balance your content calendar with other people’s content and follow the 4-1-1 rule, and leverage • Create content that is personally relevant, humorous, and utility • Leverage real-time events to capitalize on captive audiences • Show some personality Social Media Marketing Introduction 46
    46. 46. Thank you! Copyright © 2013 Symantec Corporation. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners. This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice. Social Media Marketing Introduction 47 Charlie Treadwell, Director of Social Marketing Twitter: @ctreadwell LinkedIn