Post on 14-Sep-2014
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SOCIALMEDIAWORKSHOP MOSCOW – ST. PETERSBURG
The Business Approach to Social Media
Keely SayeInbound Marketing DirectorRiggs Partners
TRADITIONAL MARKETING
Outbound Marketing – The process of communicating the value of a product or service to consumers for the purposes of selling that product or service.
• Sell product or service• Push• Interruptive • Money
NEW MARKETING
• Earn audience attention• Pull• Permission• Time
Inbound Marketing – Marketing activities that bring visitors in, rather than pushing marketing messages out to the consumer.
INBOUND MARKETING
• Sell product or service• Push• Interruptive • Money
• Compelling content• Pull• Permission• Time
Outbound Marketing Inbound Marketing
SOCIAL MEDIA CAMPAIGN
SOCIAL MEDIA CAMPAIGN
SOCIAL MEDIA CAMPAIGN
SOCIAL MEDIA CAMPAIGN
CONTENT STRATEGY
Compelling Content – Content evoking interest, attention, or admiration.
• Whitepapers• Webcasts• Checklists• Images• Video• News articles
CONTENT STRATEGY
Compelling Content – Content evoking interest, attention, or admiration.
• Whitepapers• Webcasts• Checklists• Images• Video• News articles
CONTENT STRATEGY
Compelling Content – Content evoking interest, attention, or admiration.
• Whitepapers• Webcasts• Checklists• Images• Video• News articles
CONTENT STRATEGY
Compelling Content – Content evoking interest, attention, or admiration.
• Whitepapers• Webcasts• Checklists• Images• Video• News articles
CONTENT STRATEGY
Compelling Content – Content evoking interest, attention, or admiration.
• Whitepapers• Webcasts• Checklists• Images• Video• News articles
CONTENT STRATEGY
Compelling Content – Content evoking interest, attention, or admiration.
• Whitepapers• Webcasts• Checklists• Images• Video• News articles
CONTENT STRATEGY
Audience
• News• Sports• Life• Money• Tech• Travel• Opinion
CONTENT STRATEGY
Audience
• World Cup• Social Media• Tech• Business• Entertainment• US & World• More >
TARGETING CONTENT
TARGETING CONTENT
Question: How many Twitter users who live in Russia are interested in soccer?
TARGETING CONTENT
Answer: 256,000
Sample Twitter Ad
“Soccer”
“Russia”
SOCIAL MEDIA
Why Social Media?
Reach - The number of people who have actually seen your content.
SOCIAL MEDIA
Why Social Media?
Impressions - The number of times your content has been shown in people’s newsfeeds.
SOCIAL MEDIA
Why Social Media?
Engagement- The number of times people have clicked, liked, commented or shared your content.
SOCIAL MEDIA
Why Social Media?
Engagement- The number of times people have clicked, liked, commented or shared your content.
SOCIAL MEDIA
SOCIAL MEDIA
SOCIAL MEDIA
Mashable.com
Company name and tagline goes here
SOCIAL MEDIA
Mashable Facebook2.5 million followers
Company name and tagline goes here
SOCIAL MEDIA
Mashable Twitter4.1 million followers
Company name and tagline goes here
SOCIAL MEDIA
Mashable.com
Company name and tagline goes here
SOCIAL MEDIA
Mashable Linkedin207,000 followers
Company name and tagline goes here
CASE STUDY
HospitalFollowers = 2,200
Data from Facebook, January – March 2014
HospitalEngagement = 2,200Reach = 235,000Impressions = 672,500
CASE STUDY
Power CompanyFollowers = 3,500
Data from Facebook, January – March 2014
Power CompanyEngagement = 1,400Reach = 207,600Impressions = 1,002,000
CASE STUDY
NewspaperFollowers = 61,000
Data from Facebook, January – March 2014
NewspaperEngagement = 692,000Reach = 4,400,000Impressions = 32,500,000
CASE STUDY
USA TodayFollowers = 2,300,000
USA TodayEngagement = ???Reach = ???Impressions = ???
RECOMMENDATIONS
1. Open business social networks
2. Develop a content strategy
3. Begin posting content in networks
PUBLISHING
Next Session
Company name and tagline goes here
• Scheduling posts • Hootsuite• Live engagement
THANKSFORATTENDING MOSCOW – ST. PETERSBURG