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SocialMediaMarke-ngAPrac'calApproachforBusinessNataschaThomsonCEO,Marke'ngXLeratorDecember16,2016

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MyBrand

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YourBRAND

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The Big Picture (Target Audience View)

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The Big Picture (Target Audience View)

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Example:LinkedInSelf-Branding

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Example:LinkedInSelf-Branding

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Example:LinkedInSelf-Branding

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Be Consistent Across Channels

14Thisappliestoyouronline&offlinepresence;profileandmessages.

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WhatAboutYOURBrand?

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Self-BrandingTips

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Crea-ngaBrand1.  Whatisyourareaofexper-se?2.  Whatimagewouldyouliketoportray(in

theindustry)?3.  Whatinforma-oncanyousharetoadd

value?

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WhatDoYouWantToPortray?

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YourBrandBasedonyourbrand,peopledecideiftheywanttoconnect.Basedonyourcontent,peopledecideiftheywanttostayconnected.

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InboundMarke-ng&SEO

Cnfidential 21Source:DanielleHerzberg,Hubspot

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“95%oftheU.S.Internetbrowsingpopula6onaccessessearchengineseachmonth.”

Source:Compete

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Forrester:TheBuyer’sJourneyHasChanged

•  70-90%ofthebuyersjourneyiscompletepriortoengagingavendor.

•  Consumersengagewithanaverageof

11.4piecesofcontentbeforepurchase

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BuyerCycle:Past

Source:RobinGrant:Thepurchasefunnelisnomore.

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Today’sBuyerCycleRequired:ContentforeachStage

Source:RobinGrant:Thepurchasefunnelisnomore;viaMcKinsey.

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“Youneedtodevelopwaysforpeopletotalkaboutyourproduct,

sothatwordofmouth(WOM)works.”

McKinseyGlobalMarke6ng&SalesPrac6ce

Source:RobinGrant:Thepurchasefunnelisnomore.

Cnfidential 27Source:Al'meter–2014StateofDigitalTransforma'on

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NataschaThomsonCEO,Marke-ngXLeratorNaThomson@Marke'ngXLerator.comMarke'ngXLerator.com@NaThomson

Over15yearsofmarke-ngexperienceinGlobal2000andstartupcompanies.CustomersincludeSAP,EMC,Polycom,SLAP,BAHREC,andLookingGlassCyberSolu'ons.

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