4-Cs ofSocial Media Marketing

Mary WininghamMirror Consulting

Generate Exposure

Increase traffic to all of your sites

Bring in new relationships◦ People need to know you◦ People need to like you◦ People need to trust you◦ People are going to start working with you

How Social Media helps your organization

 SMM Now a proven method of building your brand and attracting new clients

Key to success is education and execution

Simple tips and tools will guide you to success in Social Media Marketing

SMM role in attracting opportunities

Social Media Spending

Inbound Marketing is drawing them into you!

Inbound marketing is more than 50% less expensive than outbound efforts such as direct mail, conferences and telemarketing to new inbound methods that include blogging, search engine optimization and pay-per-click.

Inbound marketing accounts for more than 1/3 of all leads.

HubSpot – 2009 (www.hubspot.com)

Draw them in!

Social Media is for B2B and B2C

Source: State of Inbound Marketing Report Http://bit/ly/aewfHR

SMMA (Social Media Martial Arts)

4-C’s of SMMA

•Consistency•Connections•Content•Courtesy

SMM is not your stand alone marketing plan, but a part of a comprehensive marketing and branding plan

Same basic rules apply◦ Have a plan◦ Have a message◦ Select your target audience◦ Drive great content◦ Monitor and track results

Your success in social media will depend on your ability to make valuable engaging contributions, beyond simply promoting your brand.

Consistency

Focus your profile message on◦Your brand and Value Proposition◦Target audience◦Target partners◦Your other profiles

What is it your audience wants to know? - How does it work? - What will it do for me? - What will I gain from my affiliation with you? - Who else says so?

Your Profile is Key

Make it a habit of searching your name and company periodically online

Google, BING, ASK, AOL

Check SMM sites such as LinkedIn, Facebook, twitter

Check YouTube!!!Monitor and protect your online

identity!

Who are you today on-line?

Institute a standards and practice policy for anyone in the company using your organizations name in their social media profile◦ If you have an email policy – extend it to Social

Media as well Periodically monitor and search your

organizations name and what your employees are saying

Web Security – Norton, WebRoot, McAffee

Consistency and Organizational Policy

Think in terms of who can best help you achieve your goals

Ask yourself:Who is the idea connection?Where are they today?How are they communicating today?

Think in terms of attributes◦ Age group, geographic group, like-minded groups

Connections

Connections means more than having 5000 connections on Linked-in

Who should you connect with?◦Your target audience◦ Join Groups◦ Invite group members◦ Invite mutual shared contacts

Be visible in discussions Use search tools to identify individuals,

companies and groups

Then Engage!

Connections

Social media campaigns improve your standing on search engines like Google, they enhance your brand, they sell your products, they drive traffic to your website and they can help you gain new customers and serve current customers.

Drive great content – have something to say◦Consistent with marketing plan◦Decide what you want your online image to be◦Schedule it◦Review for comments and revise as needed

Content is KING!

Begin and end with a focus on your brand, your goals, your audience◦ Remember this is part of a larger plan not a plan in and of

itself.

Be clear about your Value Proposition

Use language of engagement – our, we, you, us…less “I”

Who should you differentiate yourself from?◦ Who is your competition? Who is getting the ‘wallet share” or

“time share” that you are looking to leverage?◦ Could be time sensitive – you are delivering real time info

while others are not

How to Deliver Great Content

List 5 things people want to know when searching for your products or services◦ Answer questions that are being asked◦ Be sure this is consistent with websites and other marketing

efforts – if not they should be

List 5 things you want people to know about you when they find you◦ Goals, events, how to get involved, what they gain from

involvement

Repurpose Content◦ Content from newsletters, websites, marketing materials

should be used across channels◦ Reduces effort while reinforcing brand awareness

How to Deliver great Content

◦Engage in and start conversations◦Personalize◦Give an opinion◦Ask Questions/ initiate a poll◦Blog ◦Use Key Words consistently in your postings,

updates, profile and comments Key word density and related words Searching your key words and see what comes

up, then try multiple variations of the same thing. Think about it from a non-insider perspective

Google AdWords

How to Deliver Content

Google Ad Words toolhttps://adwords.google.com/select/KeywordToolExternal

Real time results

When you are driving personal content it’s most important to reach out. When driving organizational content, it’s most important to listen first.

Organizational Content

To reach the best internet optimization and reach the front page of search engines, cross-pollinate content◦ For example:

Linked-In profile, website, blog Facebook fan page, website, twitter Linked-in Profile, YouTube video of my

presentation, blog Maximize content of things you are

already doing

Three is the key. But be consistent and focus on content not numbers

Triangulate

While the internet can be impersonal, it is also personal. You must learn to connect in a positive way.

Be personal◦When you invite someone, send a

personal invitation stating why you want to connect with them and what you may be able to offer

◦Make it mutual – it’s an exchange not just a one way connection

◦When you are invited, send a personal response

Engage in conversations and comments

Courtesy

While you will be representing an organization, an individual will be managing content – be mindful that there are real people out there looking at and reacting to your posts!

Organizational Courtesy

◦Work in time blocks◦Learn efficiency best practices◦Use a systematic approach◦Utilize toolsHootsuite

◦Use outside help

SMMA time management

Allows you to schedule updates weeks and months in advance across social media sites

Free, simple to use

SAVES TIME

Ensures consistency

Hootsuite

HootSuite

Hootsuite

Hootsuite

Hootsuite

Marketing Plan◦ Establish a 3 – 6 months plan◦ Decide who will drive content◦ Decide who will create posts◦ Decide who will monitor and respond

Utilize SMM tools to make best use of your time◦ HootSuite allows you to schedule posts in advance,

decide what sites will see what content Dedicate time to this effort

◦ No more than 30 minutes a day should be devoted to SMM once plan is established

◦ Once you get the hang of it you will only be posting “realtime” updates

◦ Should end up with about 30 minutes a week maintenance

SMM Management tools

Site TutorialsFree WebinarsFree Social Media Articles Look and Learn from othersASK!!!

Knock-Out Punch - Education

LinkedIn Groups◦ Social Media for Non-Profits◦ Non-Profit Tech 2.0 – Social Media Guide for Non-

Profits HubSpot – general social media insights Tutorials

◦ Google for Non-Profits◦ Facebook◦ LinkedIn

Resources

HubSpot example

SMM is not going away and will only have more impact in the future

It’s part of your overall marketing plan It’s truly about connections – not spam Content is king

It may take a while for you to see the impact, but with a consistent approach you will see results.

Summary