View
3.925
Download
3
Category
Tags:
Preview:
Citation preview
You Bring the Rain,
We Make It Pour
Lori Taylor
CEO/Founder
lori@revmediamarketing.com
Linkedin.com/in/lorirtaylor
Twitter.com/lorirtaylor
Facebook.com/loriraylene
Lorirtaylor.com
Source: VividLime
Source: VividLime
What Social Media Marketing is NOT
An opportunity to force feed sales information
A new form of spam
Your stage to market materials & sell, sell, sell Difficult/Complex
A Waste of Time
TRUTH IN ADVERTISING
1960/70s 2008
Ads Exposed to Daily 700 3,000-5,000
Per Capita Spending on Ads $110 $865*
Ave No. of TV Channel/Household 5.7 116
No. of Products - Grocery Store 7,000 45,000+
No. of Books Available 20,000 4 mil.+
Day-After-Recall on TV Ads 36% 3%
INFORMATION OVERLOAD
Source: HubSpot
USER CONTROLLED CONTENT
THE NEW HOLY GRAILSource: HubSpot
So if one ad impression is worth $0.01-0.10
…what’s the value of a social media conversation?
http://darmano.typepad.com/logic_emotion/images/2007/04/06/conversation.jpg
www.20dbs.com @20dbs
Social Media usage is taking hold at both B2B and B2C business... 81% of B2B and 57% of B2C businesses maintain company-related profiles on social networks
10
www.20dbs.com @20dbs
Pepsi dropped TV advertising for the 2010 Super Bowl. Instead, they're investing in a $20M Social Media campaign. (After 23 years of Super Bowl ads!)
12
www.20dbs.com @20dbs
Best Buy has over 2,500 employees helping customers on Twitter as part of the Twelpforce initiative
13
www.20dbs.com @20dbs
In fact, Best Buy even purchased TV ads to drive awareness for their Twitter initiative. (Traditional media as the supporting channel and Social Media as the core channel?!)
14
www.20dbs.com @20dbs
Comcast has at least 11 full-time employees dedicated to customer service via Social Media.
15
www.20dbs.com @20dbs
In fact, Best Buy even purchased TV ads to drive awareness for their Twitter initiative. (Traditional media as the supporting channel and Social Media as the core channel?!)
16
www.20dbs.com @20dbs
Dell has attributed over $6.5M in revenue directly to Twitter
17
+ =
www.20dbs.com @20dbs
99% of online retailers plan to have a Facebook page by 2011 and 91% plan to have a Twitter page
18
www.20dbs.com @20dbs
JetBlue website visitors who also visited Twitter in July 2009 were 35% more likely to complete a booking than visitors who did not visit Twitter
19
CONNECT THE DOTS
8 QUICK START TIPS
Listen & Research
Set Up Accounts
Link the Platforms
Set Up Analytics
Content Strategy
Promotional Strategy
Engagement Strategy
Advertising Strategy
LISTENING
LISTENING TOOLS
Google Alerts google.com/alerts
Google Blog Scan blogsearch.google.com
Twitter Search search.twitter.com
Site Volume sitevolume.com
Social Mention socialmention.com
Create a social media listening dashboard like iGoogle.Create a social media listening dashboard like iGoogle.
MARKET RESEARCH
MARKET RESEARCH TOOLS
Twellow http://twellow.com
Listorous http:/listorous.com
Technorati http://technorati.com
Search.Twitter http:search.twitter.com
Facebook Search http://facebook.com
LinkedIn Search http://linkedin.com
IF CONTENT IS KING, THEN CONTEXT IS QUEEN
TYPES OF CONTENT
Slideshare
Videos
Ebooks
White papers
Tweet book
Paper.li
Webinars
HOOKS TO MAGNIFY YOU
CRACK THE BLOGGING CODEUse numbers in your titles
Put together a “ginormous” list
Create your own “ism”
Give away free useful stuff
Ask and they shall receive links
Create a contest
Industry Related Interviews
Create “How To” ebooks, papers, reports, etc
THESIS: SEO machine
FRUGAL: DIY Set Up Site
WOO THEMES: DIY Set Up Site
STEP 2CREATE A COMMUNITY
NING: DIY Set Up Community
NING PROFILE
Themes: Frugal, Woo, Thesis, Theme Forest Hosting: Blue Host Twitter Feed Facebook Fan Page Feed Community Plug In: Wish List Survery Tool: Survey Monkey or Constant Contact SEO Tool SEO Scribe Seo Scribe Email Marketing: awebber TweetMeme Share This Facebook Like Button RSS Feed Opt In Box/Free Report
MY FAVORITE TOOLS
MY FAVORITE TOOLS
Set Up Optimized Profile
Set Up Optimized Profile
Network & ConnectNetwork & Connect
ALWAYS BE LINKING
Answers
3-5 per week
Answers
3-5 per week
Join 10 GroupsJoin 10 Groups
SOCIAL MEDIA TACTIC
The 3 R’s:
Relevant Retweet Reply
The 3 R’s:
Relevant Retweet Reply
SOCIAL MEDIA TACTIC
Be Retweetable
“120 is the new 140” Mari Smith
Be Retweetable
“120 is the new 140” Mari Smith
FACEBOOK STRATEGY
24SOCIAL MEDIA TACTIC
Custom Welcome Tab: Sell The “like” Not The Product!Custom Welcome Tab: Sell The “like” Not The Product!
SOCIAL MEDIA TACTIC
Always Be BrandingAlways Be Branding
Social Media Trifecta FB + Twitter + BlogSocial Media Trifecta FB + Twitter + Blog
SOCIAL MEDIA TACTIC
Add Twitter Feed to Your Fan Page
Add Twitter Feed to Your Fan Page
ENGAGEMENT IDEAS
Leverage contests by hosting or joining one.
Leverage contests by hosting or joining one.
Ask Facebook fans to upload how to videos to help with education.
Ask Facebook fans to upload how to videos to help with education.
Ask your Facebook fans a question and participate in the conversation.
Ask your Facebook fans a question and participate in the conversation.
SOCIAL MEDIA TACTIC
Use the Facebook Insights to get activity & demographic data.
Use the Facebook Insights to get activity & demographic data.
Outcomes
Like Us! http://www.facebook.com/marketingboo
k
Metric Asset Why is it important? Where is it found?
Unique Users Web page How many distinct people do you reach?
Web analytics package
Page Views Web page How many pages are viewed on your site?
Web analytics package
Bounce Rate & Time Spent
Web page, Facebook How often do people come to a site & immediately leave?
Web analytics package
# of “Fans” Facebook page How many people identify with your brand?
Insights
Content Likes Facebook page How often do people endorse your content?
Insights
Wall Posts & Comments
Facebook page How much do people post content & comment?
Insights
Post Quality Facebook page % fans who comment + comparison to like pages
Insights
Unsubscribes Facebook, e-mail # of people who disengage Insights
www.20dbs.com @20dbs
20% of tweets are about products such as invitations for product information, answers or responses from peers or directly by brand representatives
59
www.20dbs.com @20dbs
44% of Twitter users have recommended a product.
60
www.20dbs.com @20dbs
58% of people said if they had tweeted about a bad experience, they would like the company to respond to their comment
61
www.20dbs.com @20dbs
Twitter's estimated valuation is $1 Billion
62
TWITTER ANALYTICS
MEASURE YOUR INFLUENCE
46SOCIAL MEDIA TACTIC
Submit articles to directories
Submit articles to directories
Always be quietly branding websites, emails, footersAlways be quietly branding websites, emails, footers
Social media releaseSocial media release
WildfireWildfirePollsPolls
Google TVGoogle TV
PROMOTION STRATEGY
SOCIAL MEDIA TACTIC
Hold a contest at You Tube.Hold a contest at You Tube.
FAVORITE RESOURCES
PR Web social media releases
Wildfire promotions
Odesk bookmarking, seo, technology
Rent A Coder apps or scripts
Elance content creation
Quote Daddy quote of the day
Hootesuite content distribution & tracking
Bit.ly url shortener and tracking
Social Media Is An Interactive Billboard
Enable all relevant
forms of
communication:
• Call Back
• Fax
• Forms
• Live Chat
• Message Board
• SMS
• Toll Free
Test your forms for length and personal
questions
Constantly work your copy and call to actions
Questions? Click for answers!
Source: Hub Spot
Social Media Is An Inbound Marketing Tool Process Tools
Convert
• Offers / CTAs
• Landing Pages
• Lead Intelligence
• Lead Mgmt
• Analytics
Convert
• Test
• Target
• Nurture
Get Found Get Found
• Publish
• Promote
• Optimize
• Content Mgmt
• Blogging
• Social Media
• SEO
• Analytics
Source: Hub Spot
Turning small groups of Enthusiasts,
Users, Customers and
Consumers
Into Authors, Producers, Scouts, Testers and
Collaborators & Broadcasters
Into Community Members, Advocates, Ambassadors
and Evangelists
Thinktank/
Sounding
Board
Scout/
Mystery
Shopper
AdvisoryCouncil/
Cause
Torchbearer
Seeded
Adopter/
Beta Tester
Customer
User
Consumer
Collaborator/Producer
Evangelist/
Ambassador/
Advocate
Community
Member/
VIP Insider
Influencer
Social Media Is Your Coffee Shop
Source: Hub Spot
Social Media Can DriveTraffic To Your Business• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases• Micro-Blogging• Promotions• Social Networking
Source: Hub Spot
Social Media Is Your Translator
If Content is King, then Context is Queen…
Be Relevant to Engage Them If You Want To Go Viral!
The 3 Golden Rules
Say What You Do, Do What You SaySay What You Do, Do What You Say
Always Show Them You CareAlways Show Them You Care
Don’t Forget To Be SpontaneousDon’t Forget To Be Spontaneous
You Bring The Rain, We’ll Make It Pour
Lori TaylorLori Taylor
CEO/FounderCEO/Founder
lori@revmediamarketing.com
Linkedin.com/in/lorirtaylor
Twitter.com/lorirtaylor
Facebook.com/loriraylene
Lorirtaylor.com
Recommended