Please feel free to tweet today’s tips! #BWCC #WIB @KatieBRoberts

Katie B. RobertsJanuary 14, 2011

Integrating Social Media into the Sales & Marketing Plan

@KatieBRobertsFacebook.com/Katie.B.RobertsLinkedin.com/in/KatieBRobertsKatieBRoberts.wordpress.com

Online Marketing Strategy

Online Marketing Strategy

Online Marketing• Website• SEO/SEM• Email

Marketing• Social

Media

Face to Face

• Trade Shows

• Events• Networkin

g

Media & Advertisin

g• Press

Release• Print

Advertising

• Direct Mail• Signage

• Social Media cannot stand on its own; piece of bigger plan

Online Marketing Strategy

Leverage Social Communities“If you build it, they will come…”

Does not work here

Leverage Social Communities

Ways to attract community members

ENGAGE• Contests• Listen &

respond• Humaniz

e

CONTENT

• Blogs• White

papers• Product

specs

GIVE• Coupons• Rewards• Take

Action

Leverage Social Communities

Leverage Social Communities

Contests

• Photo contest on Facebook• RT content and enter to win… • 1st person to tweet “Great

seminar on social media, @KatieBRoberts” wins…

[hint]

Leverage Social Communities

• Brand / industry sentiment• Become a thought leader• Work to resolve customer

issues• Listen for needs of

existing & potential customers

LISTEN &

RESPOND

Exact Target vs. PublicasterCASE STUDY:

Leverage Social Communities• Honesty• Sincerity• Transparency• Find the “voice” for each

community [Skittles]• Ensure others in company

know “voice” lingo• Use real photos instead of

logos where possible

Humanize

Leverage Social Communities• Offer exclusive coupons for

Facebook Fans• Provide links to lunchtime

specials on twitter• Allow access to exclusive

content in Linkedin Groups• Specials for checkins &

mayors on Foursquare

Give to Get

Promote Social Media Communities

Promote Social Media Communities• Website• Email signature / newsletter• Print collateral• Assets / signage• Business Cards• Twitter directories• Linkedin Profile

Promote Social Media Communities• Facebook “Like”• “Share This” and “Add to

Any”• Recent Tweets• Calls to Action• “Read more” in email• Twitter #hashtags

Why people “Like” Facebook Pages

10. Learn more about company (21%)9. Referred to by a friend (22%)8. Access to exclusive content (25%)7. Looking for fun & entertainment (27%)6. Want information on future sales (30%)5. Receive updates on future products (33%)4. Stay informed (34%)3. Hope to get something free (36%)2. Show support for brand/product (37%)1. Receive discounts or coupons

(40%)

Attracting Facebook Fans• Be interactive, fun, & helpful• Embed videos• Use Facebook Landing Pages• Facebook Contests (Strutta)• Focus Groups / Testing

[True Lemon]• Introduce new products• Virtual Parties [Jeffrey Hayzlett]• Trivia! [AMA Baltimore]

Attracting Twitter Followers• Participate in the dialog

– RT, DM, comment• Follow thought leaders• Use #hashtags• Establish relationships• Announce specials, deals,

sales• Share blog articles, white

papers, Facebook content• Live event/conference

tweeting

Tweet abouttoday’s seminar!

Tips to Consider• Identify your tone• Know your audience• Leverage brand ambassadors• Use real-time monitoring

tools• Build & use editorial calendar• Point customers to content

(Penn Olson)• Use calls to action • QUALITY vs quantity

Tips to Consider

Give ‘em something to talk about….

And share!

Resources• TweetDeck• Klout• Feedburner• Strutta• Add This & Share This• JitterJam & Radian6• Technorati• Google alerts & Google

Analytics• Social mention / Postling

Websites I Follow• Mashable.com• TechCrunch.com• Social Media Examiner.com• Hubstpot.com• Marketing Sherpa.com• ChrisBrogan.com• Harvard Business Review.com• Blue Sky Factory.com• Penn-Olson.com

Contact Info

KatieBelleRoberts@gmail.comKatieBRoberts.wordpress.comTwitter.com/KatieBRobertsLinkedin.com/in/KatieBRobertsFacebook.com/Katie.B.Roberts