Overview of tools business owners can use for social media integration and results measurement. Includes tips on aligning your marketing with your company's strategic process, goals, and priorities for maximum results. Originally presented at the Adrian College Social Media Workshop on June 1, 2012 by Marisa Smith, Owner & Founder of The Whole Brain Group in Ann Arbor, Michigan.

1. Smart Tools for Social Media
Integration & Measurement
June 1, 2012
Marisa Smith, Owner & Founder

2. Marisa Smith
• Owner & Founder of The Whole Brain Group
• Strategic marketing consulting for growing companies
• Instructor for advanced workshops
• 15 years of geek-related experience

3. The Whole Brain Group
Delivers premium design & digital marketing
services to growing companies, using strong
in-house technical expertise and a results-
driven process.

4. What we do

5. What we do
PPC & Keyword Strategy Tech Support
Social Google Analytics
Video
Engagement
SEO
Training
Integrated
Blogging
Mobile Apps
WordPress Development
Content Digital Marketing
Pay-Per- Social Media
Google AdWords Reporting
Web Design
Design
Results Monitoring Lead Generation

6. Our Difference
• Technology is in our company DNA
• We love to collaborate
• We are perfectionists at heart
• Process makes us happy
• Results make us even happier

7. Our Team
Right Brain (Creative) + Left Brain (Geeky) =
Whole Brain Goodness!

8. The Problem with Social Media

10. The Black Hole: Time Consuming

11. The Black Hole: Measuring Results

12. The Black Hole: No Clear Path

13. Poll: Which of these is your biggest
??
Time Consuming
Measuring Results
No Clear Path
Something else

14. What’s the solution?

15. PROCESS

16. Solution: Process - Strategy
• Define your audience
• Analyze your competition
• Align your company & marketing
goals
• Do your research
• Outline a plan: content, social media,
SEO, pay-per-click ads
• Define metrics for success

17. Solution: Process - Strategy
• Define your audience
• Analyze your competition
• Align your company & marketing
goals
• Do your research
• Outline a plan: content, social media,
SEO, pay-per-click ads
• Define metrics for success Annually

18. Solution: Process - Execution
• Develop a monthly content calendar
• Keep priorities & goals in mind
• Monitor, respond, engage
• Follow your plan
• Marketing Scorecard
• Track leads, conversions, and web
traffic

19. Solution: Process - Execution
• Develop a monthly content calendar
• Keep priorities & goals in mind
• Monitor, respond, engage
• Follow your plan
• Marketing Scorecard
• Track leads, conversions, and web
traffic Monthly

20. Solution: Process - Evolution
• Standard reports to track results
• Review priorities & results
• What’s working, what’s not working
• Stay focused
• Be patient
• Evolve your tactics
• Set new priorities each quarter

21. Solution: Process - Evolution
• Standard reports to track results
• Review priorities & results
• What’s working, what’s not working
• Stay focused
• Be patient
• Evolve your tactics
• Set new priorities each quarter Quarterly

22. Follow a Smart Process
✓ Save time
✓ Stay on track
✓ Focus on measurable

23. Social Media Integration

24. Your
Website

25. Your
Website

27. Blast Fresh Content Out

28. Blast Fresh Content Out
Bring Fresh Prospects In

29. Tell visitors how to follow you

30. Make it easy for visitors to share content

31. Social Media Integration
✓ Build your website to be a social media
machine
✓ It should be easy to update your content
✓ Send it out over social media channels
✓ Bring visitors to your site

32. Tools for Measurement

33. Measure Website Traffic & Lead Conversion
• Track Traffic, Goals, Lead Conversion
• Learn how visitors interact with your site
• Make your marketing more effective
• Refine your SEO tactics & content
strategy
• Measure traffic from social channels

35. Measure Social Engagement
• Monitor conversation about your brand
• Find like-minded people to engage with
• Discover content to learn from & share
• Respond & engage
• Measure your social reach

38. Measure Inbound Marketing
• Get Found: Help prospects find you online
• Convert: Nurture your leads and drive
conversions
• Analyze: Measure and improve your

40. Does this REALLY work?

41. Case Study: Chelsea Wellness Foundation
Marketing Goals
• Create a culture of wellness
• Build # of fans & followers
• Encourage engagement
• Establish a platform for
Solution
• Social media & content strategy
• Targeted Facebook Ads Increased fans by 24%
• Engagement

42. Case Study: Deque Systems
Marketing Goals
• Build engagement with
accessibility community
• Increase inbound leads
• Establish thought leadership
Solution
• Social media & content strategy
• Build engagement
Website traffic doubled in

43. Case Study: Whole Brain Group
Marketing Goals
• Increase inbound leads
• Establish thought leadership
• Increase brand awareness
Solution
• Inbound marketing strategy & conversion
funnel
• Social media & content strategy
• Blogging like maniacs
40% of our leads from social

44. Talk to me
Marisa Smith, Owner & Founder
msmith@thewholebraingroup.co
@thewholebraingroup
@wholebrainprez

45. Now What??

46. Download our Free eBook
Whether your business is just getting started with internet marketing or you just
want to brush up on the basics, this eBook can serve as your essential guide to
setting up and implementing a successful internet marketing strategy, step-by-step!
You will learn how to:
✓ Implement a keyword strategy
✓ Optimize your website & get found on search engines
✓ Create awesome shareable content
✓ & much more
The Step-by-Step Internet Marketing Guide is brought to you by The Whole Brain
Group & HubSpot to help your business achieve success online.
http://info.thewholebraingroup.com/free-internet-marketing-ebook-request