Bootstrapping Social Media Sales

Marty Weintraub | @martyweintraub @aimClear

BOOTSTRAPPING SOCIAL MEDIA SALES, B2B, B2C REALITY & REVENUE

© 2014 aimClear® All Rights Reserved

Marty Weintraub | @martyweintraub

TODAY’S FARE

• Social Media Myths Debunked • #WTF, What Is Social For Anyway? • Common Barriers To Success • Make $$ w Social, 8 Attainable Steps

Basic Advanced

CLASSIC SOCIAL MYTHS

“IF YOU BUILD IT, THEY WILL COME”

“SOCIAL IS WORTHLESS FOR B2B”

“NOT VIRAL,

NOT COOL”

“COMMUNITIES ARE ALWAYS VALUABLE”

“TWITTER ONLY WORKS FOR

CELEBRITIES & BIG BRANDS”

…WITH THE MOST FOLLOWERS WINS!

“BLOGGING IS A WASTE OF TIME”

“CAN’T MEASURE SOCIAL””

“MY CUSTOMERS ARE NOT ON SOCIAL”

“IT TAKES A TON OF CONTENT”

“I DON’T HAVE TIME TO MANAGE SOCIAL”

“NEGATIVE COMMENTS

WILL EAT MY BUSINESS”

“JOIN AS MANY NETWORKS AS POSSIBLE!”

“SOCIAL IS ONLY

ABOUT FLUFFY SHIT”

“SOCIAL IS NOT POSSIBLE IN MY

REGULATED ENVIRONMENT”

“I HAVE TO RESPOND TO

EVERYTHING IMMEDIATELY”

“SCHEDULING POSTS, BAD IDEA”

“USE INTERNS TO MANAGE SOCIAL”

“SOCIAL & DISPLAY ADVERTISING:

VALUELESS”

“POST THE SAME CONTENT OFTEN FOR MORE RESULTS”`

“PAID SOCIAL WALL AMPLIFICATION

IS A WASTE OF MONEY”

MYTHS DEBUNKED!

WHAT IS SOCIAL FOR?

INTENTIONAL COMMUNITY BUILDING?

PISSED OFF CONSUMER,

BAD REVIEW AVOIDANCE PATROL?

SALES? YE$

CUSTOMER SUPPORT?

CROWD SOURCING

PRODUCTS & CONTENT?

EVENTS & PROMOTIONS?

DISPLAY ADVERTISING?

IN-SOCIAL ECOMMERCE & OTHER DIRECT ROI?

• Thought Leaders

• High Authority Users

• Vertical Media Roles

INFLUENCER MARKETING?

WHAT IS AN “INFLUENCER?”

MEDIA INFLUENCERS

VERTICAL WORKPLACE BLOGGERS!

VERTICAL INTERESTS JOURNALISTS

SOCIALLY AMPLIFIED PR DISTRIBUTION?

• Customer Relations

• Media Relations

• Internal Relations

• Investor Relations

• Crises Management

• Community Relations

SEO, HIGHER GOOGLE RANKINGS?

• Profiles Rank In Google

• Social Signals Count For SEO

• Google+, s An Entirely Different Animal

REPUTATION MANAGEMENT,

IMAGE CONTROL?

EMPOWER SALES TEAM NETWORKING?

THOUGHT LEADERSHIP MARKETING?

Quantifiable Branding Actions?

OF COURSE

CONTENT

DISTRIBUTION?

BARRIERS TO ENTRY

LIMITED RESOURCES

MESSY TAO OF PERSONAL VS.

CORPORATE PROFILES

@MARTYWEINTRAUB

77

NO APPARENT PATHWAY TO REVENUE

MISUNDERSTANDING OF SOCIAL

IN THE MARKETING MIX

NOT SURE WHAT TO DO FIRST!

MAKE MONEY USING $OCIAL

MEDIA IN 8 ATTAINABLE STEPS!

Basic Advanced

1: SEGMENTED LISTENING &

RESPONSE PLAN

Basic Advanced

SOCIAL IS A COMMUNICATIONS

CHANNEL FIRST

VERTICAL SHARING STOCK

Reputation Vs. Content Monitoring Listening

COMPLIMENTARY & NON-COMPETITIVE

LISTENING TOOLS

• Google Alerts Free

• HootSuite $

• Mention $$

• Sysomos Heartbeat $$$$

• Radian6 $$$$

2: CHERRY-PICK CHANNELS

Basic Advanced

FACEBOOK, LINKEDIN, TWITTER,

GOOGLE+, EVERYONE

• Effect On Google, Street Cred’ & Target Density

• Badass Psychographic Display Traffic Driver

CONSUMER AND/OR TRADE-

SPECIFIC BLOGS, FORUMS,

COMMUNITIES

3: DETERMINE AVATAR VOICE

Basic Advanced

OWNERSHIP, TRANSPARENCY

& LEGALITIES

CHANNELS’ MODELS

4: ACHIEVE CREDIBLE DENSITY

Basic Advanced

Design Research Network

BRANDED PROFILES

OPTIMIZE PROFILES • Scour Privacy Settings, Fill Out Fields

• Be Discoverable

• Link To Profiles From Websites

NETWORK JUST ENOUGH

RESEARCH, ENGAGE

FOLLOW INFLUENCERS

• Follow

• Rebroadcast

• Reply With Question

• Thanks, Congrats, Bummer

• Engage!

• Do NOT Be Gratuitous

SHED MOST USERS WHO DON’T FOLLOW BACK

5: PURPOSEFUL MODERATION DEPTH

Basic Advanced

Introvert

Business

Goals

Extrover

t

WALLFLOWERS

HEALTHILY ASSERTIVE OUTREACH

6: PRIORITIZE BUSINESS GOALS

7: DEFINE SOCIAL CONTENT STRATEGY

Basic Advanced

WHAT IS

CONTENT

ANYWAY?

ALL-THE-WORLD’S-A-URL

TRAFFIC TO SITES WE OWN

“MECHANICALS,” VANITY

BAIT & EVERYDAY SLOW-

MOTION HOMERUNS

THE POWER OF DISRUPTIVE,

REVOLUTIONARY CONTENT

TYING IT ALL TOGETHER: EDITORIAL CALENDAR

8: SOCIAL DISTRIBUTION

Basic Advanced

SOCIAL TARGETING, COOL

LIKE SEARCH

TARGETING IS EXPLICIT

PSYCHOGRAPHICS

Interests, Affinities, Proclivities, Biases, Predispositions, Religion, Sexuality, Occupation, Education, Workplace, Preferences, Age, Gender, Likings, Age, Predilections,

Attractions, Medical Condition, Economic Status, Peccadilloes, Desires, Correspondences, Empathies,

Relationships, Appetites, Weaknesses, Tastes, Inclinations, Corporate Loyalties

HUMAN LIFE CYCLES

PSYCHOGRAPHICS

Birth Child Death Spouse Death Illness Or Injury New Job Loss Of Job HS Grad College Grad Immigration Pregnancy Loss Of Pregnancy Imprisonment Career Change

Holidays Falling In Love Engagement Marriage Separation Divorce State Move City Move Cheating Buying A Home Bat/Bar Mitzvah First Communion

Baptism Making Sports Team Sweet 16 21 Year Old Birthday Retirement Planning In Retirement Adoption Name Change Auto Accident Sexual difficulties

Conversion, SEO & Friendship

aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

THE GREAT 2013 SOCIAL MEDIA

BUZZ KILL

FREE SOCIAL DISTRIBUTION SPAYED

SOCIAL PSYCHOGRAPHIC DISTRIBUTION

Example

Case

“SOCIAL PACKAGING”

Mobile Feed Ad

Organic Only

KPI: WEB TRAFFIC/ EXTERNAL CONTENT KPIS

$300.00

Layered Actions

TAKEAWAYS • Don’t Buy Into Myths

• Know What Social Is Good For

• Solve Common Barriers

• Make Money With Social

• Listen For Reputation & Sharing

• Choose The Right Channels

• Intentional Voice & Person

TAKEAWAYS TWO

• Invest In Credible Density

• Purposeful Moderation Depth

• Prioritize Business Goals

• Achievable Social Content Strategy

• Psychographic Targeting

• Paid-Organic Looking Social Distribution

[email protected]

Bootstrapping Social Media Sales

Marketing

Transcript of Bootstrapping Social Media Sales