EXHIBITOR2011 - Social Media Marketing 101 - Getting Your Feet Wet

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Jim Redmile is a Marketing and Social Media Specialist at Accuform Signs. Jim recently lectured at EXHIBITOR2011 on starting a social media program, or pitching the idea to your boss from a small business, B2B, niche environment.

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Slide 1

Session #303Social Media Marketing 101 Getting Your Feet WetJim Redmile Marketing and Social Media Specialist Accuform Signs

Table of Contents

ELC #1Page 5 ELC #2Page 18 ELC #3Page 45

ELC #1

Social Media is a viable, useful and necessary tool for marketing:Its about the conversationIts about educatingIts about creating loyaltyIts about word of mouth

ELC #2

Choosing the right platform(s) for your social media campaign what we did:BlogTwitterYouTubeLinkedInFacebookWebinars

ELC #3

ROI - measured two ways:Indirect: Being an industry leaderAwarenessTouchesDirect: SEOMany of us wear several different hats in the marketing department.

7Perhaps youve been asked to create a social media program, or want to pitch the idea to your boss.

8I am one of the lucky ones. I was hired to create and manage an ongoing social media program from scratch,

9launched by a supervisor with (at least) minimal CEO buy-in.

10My background:Writing

11My background:WritingManagement

12My background:WritingManagementCustomer Service

13My background:WritingManagementCustomer ServiceInside and Outside Sales

14

Social Media Marketing 101 Getting Your Feet Wet

16ELC #1 - Social Media is a viable,useful and necessary toolto market a product, service or company and its free!*

17

Social MediaIts about the conversation

19Social MediaIts about the conversationIts about educating

20Social MediaIts about the conversationIts about educatingIts about creating loyalty

21Social MediaIts about the conversationIts about educatingIts about creating loyaltyIts about word of mouth

22Researching the history of social media allows you to better understand the platforms suited to your needs

23HistoryMessage forums

Web-based 199424HistoryMessage forumsChat rooms

25HistoryMessage forumsChat roomsEarly blogging

26HistoryMessage forumsChat roomsEarly blogging

27Whos who in social media today

28Whos who in social media todayBrian Solis

29Whos who in social media todayBrian Solis

30Whos who in social media todayBrian SolisChris Brogan

31Whos who in social media todayBrian SolisChris Brogan

32Whos who in social media todayBrian SolisChris BroganSeth Godin

33Whos who in social media todayBrian SolisChris BroganSeth Godin

34Whos who in social media todayBrian SolisChris BroganSeth GodinGuy Kawasaki

35Whos who in social media todayBrian SolisChris BroganSeth GodinGuy Kawasaki

36Social Media Outlets

37Social Media Outlets

38Social Media OutletsMashable

39Social Media OutletsMashable

40Social Media OutletsMashableSocial Media Today

41Social Media OutletsMashableSocial Media Today

42Social Media OutletsMashableSocial Media TodaySocial Media Examiner

43Social Media OutletsMashableSocial Media TodaySocial Media Examiner

44Social Media OutletsMashableSocial Media TodaySocial Media ExamineriMedia Connection

45Social Media OutletsMashableSocial Media TodaySocial Media ExamineriMedia Connection

46Social Media OutletsMashableSocial Media TodaySocial Media ExamineriMedia ConnectionAllFacebook

47Social Media OutletsMashableSocial Media TodaySocial Media ExamineriMedia ConnectionAllFacebook

48Social Media Crawlers search multiple social networks to capture public customer postings about your company

49Social Media CrawlersSocial Miner

50Social Media CrawlersSocial MinerCollecta

51Social Media CrawlersSocial MinerCollecta

52Social Media CrawlersSocial MinerCollecta48ers

53Social Media CrawlersSocial MinerCollecta48ers

54ELC #2 - Choosing your platform what were doing

55ELC #2 - Choosing your platform what were doing

56BlogTwitterYouTubeLinkedInFacebookWebinars

57BlogBecome an industry educator

58BlogBecome an industry educatorTalk about products

59BlogBecome an industry educatorTalk about productsGreat for organic search

60BlogBecome an industry educatorTalk about productsGreat for organic searchTool for sales managers

61BlogBecome an industry educatorTalk about productsGreat for organic searchTool for sales managers

62Blogger

63Blogger

64Twitter a blog of 140 characters or less

65TwitterLinks to website - blog

66TwitterLinks to website - blogHashtags

67TwitterLinks to website - blogHashtagsThe Twitterverse

68TwitterLinks to website - blogHashtagsThe Twitterverse

69

70Blogger

71Blogger

72YouTube

73YouTube

74YouTubeGreat for SEO

75YouTubeGreat for SEODifferentiator

76YouTubeGreat for SEODifferentiatorIncreases the WOW factor

77YouTubeGreat for SEODifferentiatorIncreases the WOW factorSome people just dont read

78YouTubeGreat for SEODifferentiator

79YouTubeGreat for SEODifferentiatorIncreases the WOW factor

80YouTubeGreat for SEODifferentiatorIncreases the WOW factor

81Blogger

82YouTubeGreat for SEO

83LinkedIn

84LinkedInPost resume

85LinkedInPost resume

86LinkedInPost resumeContact others in your field

87LinkedInPost resumeContact others in your field

88LinkedInPost resumeContact others in your fieldUsed by HR

89Blogger

90LinkedInPost resumeContact others in your fieldUsed by HRBusiness Conversation

91LinkedInPost resumeContact others in your fieldUsed by HRBusiness Conversation

92Facebook

93FacebookMost social site

94FacebookMost social siteProfiles vs. Pages

95Blogger

96Blogger

97Blogger

98FacebookMost social siteProfiles vs. PagesContinuously changing

99FacebookMost social siteProfiles vs. PagesContinuously changingOver 500,000,000 accounts

100FacebookMost social siteProfiles vs. PagesContinuously changingOver 500,000,000 accounts

101Webinars

102Webinars

103WebinarsEducating listeners

104WebinarsEducating listenersCan be interactive

105WebinarsEducating listenersCan be interactiveCreates several forms of searchable content

106WebinarsEducating listenersCan be interactiveCreates several forms of searchable content

107WebinarsEducating listenersCan be interactiveCreates several forms of searchable content

108Creates several forms of searchable content

109Creates several forms of searchable content

110Creates several forms of searchable contentSlidesharing

111Creates several forms of searchable contentSlidesharing

112Creates several forms of searchable contentSlidesharingPodcast

113Creates several forms of searchable contentSlidesharingPodcast

114Creates several forms of searchable contentSlidesharingPodcastWebinar listings

115Creates several forms of searchable contentSlidesharingPodcastWebinar listings

116Alternatives

117AlternativesBookmarking sites

118AlternativesBookmarking sitesDigg & Stumbleupon

119AlternativesBookmarking sitesDigg & Stumbleupon

120AlternativesBookmarking sitesDigg & StumbleuponPhoto sites

121AlternativesBookmarking sitesDigg & StumbleuponPhoto sitesFlickr & Tumblr

122AlternativesBookmarking sitesDigg & StumbleuponPhoto sitesFlickr & Tumblr

123AlternativesBookmarking sitesDigg & StumbleuponPhoto sitesFlickr & Tumblrwhitepapers

124Planning Content

125Planning ContentCreate a blog calendar

126Planning ContentCreate a blog calendar

127Planning ContentCreate a blog calendarGuest bloggers

128Planning ContentCreate a blog calendarGuest bloggersTimely content

129Managing Accounts

130Managing AccountsRegular intervals

131Managing AccountsRegular intervalsAdapt and change

132Managing AccountsRegular intervalsAdapt and changeTrack progress

133Managing AccountsRegular intervalsAdapt and changeTrack progress

134Managing AccountsRegular intervalsAdapt and changeTrack progress

135Plan Mapping

136Plan Mapping

137Plan Mappingset goals

138Plan Mappingset goalsInterdepartmental responsibilities

139Plan Mappingset goalsInterdepartmental responsibilities1 medium per day?

140Accuform SignsAs a case study

141Accuform SignsB2B vs. B2C

142

143Accuform SignsB2B vs. B2CSocial media in a niche industry

144Accuform SignsB2B vs. B2CSocial media in a niche industrySocial media in trade shows

145

146Accuform SignsB2B vs. B2CSocial media in a niche industrySocial media in trade shows

147Accuform SignsB2B vs. B2CSocial media in a niche industrySocial media in trade shows

148

149ELC #3 - ROI

150ROIBeing an industry leader

151ROIBeing an industry leaderAwareness

152ROIBeing an industry leaderAwarenessTouches

1538,500 blog unique visitors7,500 youtube - downloads4,800 tweets x 1,800 followers20,800 touches/impressions!Not counting channel viewsFacebook postingsWebinar attendance

154ROIBeing an industry leaderAwarenessTouchesSEO

155ROIBeing an industry leaderAwarenessTouchesSEO

156ROIBeing an industry leaderAwarenessTouchesSEO

157

158

Thank You!159

Appendixwww.accuform.com http://accuform.blogspot.comhttp://personalizedandcustomsigns.blogspot.comhttp://twitter.com/Accuformhttp://www.linkedin.com http://www.youtube.com/accuformsignsmanufhttp://www.briansolis.com http://www.chrisbrogan.comhttp://www.sethgodin.com/sg http://www.guykawasaki.comhttp://alltop.com http://mashable.comhttp://socialmediatoday.com http://www.socialmediaexaminer.com http://www.imediaconnection.com http://www.allfacebook.comhttp://www.cisco.com/web/mobile/prod/voice/social_miner/index.htmlhttp://collecta.com http://www.48ers.com http://www.facebook.com/#!/accuform http://www.facebook.com/#!/accuformfans http://www.facebook.com/press/info.php?statistics http://www.slideshare.net

160

Appendixhttp://www.webinarlistings.com http://digg.com/newshttp://www.stumbleupon.comhttp://www.flickr.comhttp://www.tumblr.com http://www.epromos.com/education/calendars http://www.btobonline.com/#seenit http://www.opm.gov/Operating_Status_Schedules/fedhol/2010.asp http://bacchusgamma.org/events.asphttp://www.thesocialcmo.com/blog/2010/10/b2c-vs-b2b-marketing-do-the-differences-really-matter http://www.skylinetradeshowtips.com/how-to-use-social-media-more-effectively-in-trade-show-marketinghttp://nymag.com/news/media/15971/ 161

Welcome

Cell phones should be silenced when the session starts.

Turn your evaluation form into the bin located outside the room.

If you are a CTSM candidate, pick up a quiz from the monitor as you leave the room. See the second page of your handout for instructions on submitting your quiz answers.

Be sure to visit the Exhibit Hall, open Monday Wednesday from 11:30 AM 3:30 PM.

Food service is located in the Exhibit Hall behind the 600 aisle and is open Monday Wednesday from 11:30 AM 3:00 PM. Cash, credit cards and lunch vouchers are accepted.

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