Social Media Marketing Strategy Development and Implementation
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Transcript of Social Media Marketing Strategy Development and Implementation
Steve Farnsworth
Jolt Digital Marketing Email [email protected] Phone 650-331-0594 Twitter @Steveology The @Steveology Blog
Creating And Implementing Creating And Implementing A Successful Social A Successful Social Marketing StrategyMarketing Strategy
About Steve 20+ Years Marketing and Communications
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Lead Generation
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Public Relations
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Digital Marketing Strategist Apple, Electronic Arts, Intel, Cisco, Stanford Forbes magazine Top 50 Social Media Power
Influencers
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#1 Most Real Twitter Followers (95%) of 72,000 Blogger at The @Steveology Blog
Agenda Research Strategy &
Goal Setting Identifying
Influencers Content Creation Metrics Case Studies Q & As
What Did I Forget?
For Business, Are You On
One Or More? Facebook Google Plus Twitter YouTube Corporate Blog Instagram Pinterest
Social Media Is Dead
Baked In To Marketing
“Every Company Is A Media Company” - Tom Foremski
Talk Directly To Customers
and Influencers
Workshop Exercise
The Smartest Marketing
Geek In The World
The David Meerman Scott Experiment
In last 1 to 2 months, in order to research a product or service you might want to buy, either personally or professionally, have you…
In last 1 or 2 months, in order to research a product
or service used• Direct mail?
• Yellow pages?
• Trade Show as a non-vendor?
• Mainstream media?
In last 1 or 2 months, in order to research a product
or service used
• Asked via your social network (email/Facebook) for advice and they sent you a link?
• Google or other search engine?
In last 1 to 2 months, in order to research a product or service
•Direct mail ad 2%
•Yellow pages 5%
•Trade Show as a non-vendor 5%
•Mainstream media 20%
In last 1 to 2 months, in order to research a product or service
•Asked via social network (email/Facebook) for advice and they sent you a link 95%
•Used Google or other search engine ~100%
Does That Reflect How Your Marketing Is Budgeted?
What Did We Learn?
Rebalancing Your Marketing Mix
Effectiveness Of Content
Source: Altimeter Group
8 To Be Great7. Measurement 3. Solutions
4. Inclusion 6. Consistency
1. Knowledge
2. Goals8. Evolution
5. Responsiveness
1. Knowledge
Learn A Lot About You Customers' Digital Body Language
Workshop Exercise
Answer These Questions Now
Whose Actually Going To Buy Your Product?
Who Are The
Customer-Side People (By Title) In The Buying Process?
Who's Part Of The Buying Cycle?
Influences? Will use? Recommend? Review? Demo or evaluate? Budget sign off?
What Pain Points Do They Have That Your Domain
Expertise Can Help
Solve?
Workgroups of 3 or 4
Ask Sales and
Customers
Survey
Questions You Might Ask
What bloggers do you read most often? What's most frustrating about [Blank]? What kind of training would help you sell more
[Blank]? What is your biggest challenge at your
company? What do you want to learn more about to be
more successful at [Blank]?
REMEMBER
The Fewer Questions You Ask,
The More People Will Respond
0:30
Survey Monkey
Poll Daddy
Google Docs Forms
Workshop Exercise
What Question Can You Ask That Will Tell You The Most?
Workgroups of 3 or 4
Other Free Resources
Google Analytics
Google Trends
Google Adwords
Alexa.Com
Wordtracker
Top B2B on Twitter
1. Hubspot (@Hubspot)
2. Forrester (@Forrester)
3. eMarketer (@eMarketer)
4. CME Group (@CMEGroup)
5. comScore (@comScore)
6. Cisco (@CiscoSystems)
7. Gartner (@Gartner_Inc)
8. Oracle (@Oracle)
9. radian6 (@radian6)
10. Intel (@Intel)
CME Group
Cisco Twitter
Oracle Twitter
2. Goals
What Will Be Different In 6, 12, or 18 Months?
How Does That Align With Your Marketing Goals?
Most Common Goals
Increase Brand Awareness
Increase Positive Brand Sentiment
Build Relationships With Influencers
Increase Traffic
Improve Customer Retention/Satisfaction
S.M.A.R.T.
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Specific
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Measurable
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Aligned
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Results-focused
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Time-bound
S.M.A.R.T. vs. Un-Smart Goal
Un-Smart Goal
We want to have grow our Twitter followers and Facebook fans by 10,000.
S.A.M.R.T. Goal
Increase marketing content downloads of case studies by 50% in the next 6 months.
Workshop Exercise
Write Down One Of Your Most Important Goals
Workgroups of 3 or 4
Goals Should
Suggest Strategy
1:00
Social Marketing Examples
Facebook Top 10 Ranked by “Likes”1. Coca-Cola: 34m
2. Starbucks: 25m
3. Oreo: 23m
4. Red Bull: 22m
5. Converse All Star: 20m
6. Converse: 20m
7. Skittles: 19m
8. Playstation: 17m
9. Pringles: 13m
10. Victoria’s Secret: 15mSource: BIGSPACESHIP
Facebook Top 10 Ranked by “Talked
About”1. Starbucks: 508,526
2. Coca-Cola: 220,867
3. Victoria’s Secret: 145,125
4. Skittles: 137,558
5. Oreo: 114,454
6. Red Bull: 112,051
7. Playstation: 104,837
8. Converse: 52,866
9. Pringles: 50,488
10. Converse All Star: 40,858
What Facebook Talks About
Applied Materials
Morgan Stanley Smith Barney
CITI Ask
Aviva
Cree
3. Solutions
Impact Of Blog Posts On Leads
0-11 12-23 24-51 52+0
5
10
15
20
25
910
13
23
30% Increase
77% Increase
Source HubSpot
Content impact leads because...
• Grow indexed pages in Google
• Increase the number of keywords you're ranked for by Google
• Generate inbound links (A key factor in Google's organic search ranking.)
We Trust People Who Help Us
We Like People Who
Make Us Successful
We Want To Work With
People Who Make Us Happy
Where Does It Hurt?
Talk About What You Know, Not About What You Sell
ChaaCreak
What Is Your Domain Expertise?
Workshop Exercise
What Would Your Customers Want To Know More About?
Workgroups of 3 or 4
Brand Journalism
Threatpost
Intel Free Press
American Express Oen
Content Creation
Who are Your Internal Experts?
Blog Booth
Recorded Phone Interviews
Video Interviews
Inexpensive Studio
What Are You Working On?
TranscribeTranscribe
What Do We Have?
eBook?
Blog Post? Series?
White Paper?
Article?
Podcast?Video?
1:30
Staggered Publishing
8:00 Blog
9:00 Twitter
10:00 Facebook
11:00 LinkedIn
Next Day – SldeShare
Newsletter
Steveology Blog Newsletter
Mail Chimp Signup
Mail Chimp
4. Inclusion
Let Employees Know How They Can Participate
Promoting Your Social Channels
Email Signatures
WiseStamp.Com
Social Follows Icons
Social Follows Icons
Social Sharing Icons
Social Sharing Icons
Mashables Header
Mashables Shares
Connecting With Influencers
Google Alerts
If they have a blog, thoughtfully comment on two or three posts.
If they are on Twitter, RT their tweets and tweet several blog posts
being sure to include their Twitter @Name
Add A Comment
Success With Influencers
Offer them something unique to do or see Talk to them from their perceptive Engage with them before you need them
Success With Influencers
Build a relationship that outlasts the campaign.
Be human and candid in your conversations
Let them tell your story in their own words
5. Responsiveness
When Happy and Unhappy
Customers Talk, You Must Respond Quickly
2:00
73% Of Customers Have Spent More With A Company Because Of A
History Of Good Customer Service
Integrate Into Your Existing Customer Service System
Include Your Customer Service
Manger On Social Team
6. Consistency
How Often To Post
Don’t Post Too Many Times in
a Day
Facebook users engage 40% more with less than three Posts a day from a given brand.
Short Posts Work Best
Posts with 80 characters or less receive 66% higher engagement
10 to 15 Updates A Day
7. Measurement
Most Important Measurements
Measure Results
Top Down Measurement
Bottom Up Measurement
Tools
Hootsuite
Buffer
Crowdbooster
SproutSoical
Value Beyond Revenue
8. Evolution
Review, Adapt, and Improve
Test and Experiment
Watch Competitors and Brand Leaders
FINAL
Workshop Exercise
Exchange Business Cards
What Do You Commit To Do After You Leave Here?
Workgroups of 3 or 4
Steve Farnsworth
Jolt Digital Marketing Email [email protected] Phone 650-331-0594 Twitter @Steveology The @Steveology Blog
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http://stevefarnsworth.wordpress.com/