Social Media Marketing

Presented by:

Ingrid Ricks

The Social Media Revolution

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Wall Street Journal: Email OUT, Social Media IN

• Email’s reign as king of communications is over

• Services like Twitter and Facebook promise to rewrite how we communicate

• In the last 12 months, Social Media usage grew 50% faster than e-mail.– David Liu at AOL calls it “replacing

the in-box with a river that continues to flow as you dip into it.”

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Leading Social Networks

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B to B for Marketing (August 2009 study): 66% of marketers now using social media – up from 20% in 2007. A 230% increase!

Facebook300 million registered users. Most used social media site. High use (60%) among business to business marketers.Median age (as of Oct 2009) 33, up from median age of 27 in May 2008

Twitter—12 million registered users In August, 25 million unique visitors --up from two million a year ago. Growth is up 1,000% in the past year.

LinkedIn --Largest network of business professionals. 40 million registered users in 170 industries in 20 countries.

What is Social Media Marketing?

• Social Media Marketing is the integrated use of different social media channels/networks to:– Share information about your

company

– Instantly interact with customers & prospects

– Spread the word about new product launches, upcoming events

– Reach customers and prospects through different online/digital touch points

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Why Social Media?

• Serves as powerful driver for Web site traffic, e-newsletters, blogs, articles & trade shows/events

• Builds organic search engine traffic for your business

• Offers cross-channels for marketing products/services

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Why Social Media?

• It enables your business to instantly engage with customers & prospects, and gives your customers a way to directly interact with you

• Viral growth of social media helps expand business reach, grow customer base

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• Increase Web Site Traffic/ Effectiveness with Proven SEO (Search Engine Optimization) Strategies– Is Web site professional?

– Does Web site deliver compelling, clear sales message?

– Does it have call-to-action and data capture elements throughout?

– Is it optimized with keywords, title descriptions, etc. for search engine pick up?

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It Still Starts With Web Site

Six Steps for Successful Social Media Program

1. Have a Plan • Identify what you want to accomplish with

social media e.g.:– Drive Event Traffic

– Increase Web Traffic

– Build Customer Loyalty

– Expand Brand Awareness

• Develop plan to achieve those goals e.g:– Vertical markets to target

– Social networks to employ

– Ongoing communications plan to implement

– Goal-specific promotions

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Six Steps for Successful Social Media Program

2. Leverage all Social Networks that Make Sense– Facebook & Twitter key social mediums

for businesses, but not only networks to consider

– Tap established LinkedIn networks by launching LinkedIn Business Group and inviting all LinkedIn contacts to join

• Post frequent news updates, invites to join Facebook, Twitter etc.

– Feature projects, capabilities through videos on YouTube

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Six Steps for Successful Social Media Program

3. Start a Blog– Provides fresh, relevant content for

clients, prospects • can be pushed out through social

networks/e-newsletter

– Generates search engine traffic

– Provides two-way interaction with customers/prospects

• Opens door to fun, interactive promotions

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Six Steps for Successful Social Media Program

4. Advertise your Social Networks– Full company buy-in and support is crucial

– Advertise Social Networks at every available touch point

• Web Site (prominent)

• Company Email Signatures

• Press Releases

• E-Newsletters

• Business Cards, Letterhead

• Brochures

• TV, Radio, Print Advertising

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Director of Product Development & IT Email / MSN: jaime.munera@newcom-intl.comP: 305.914.1282 - F: 305.627.6001 – M: 786.412.6862 15590 NW 15th Ave – Miami, FL 33169 http://www.newcom-intl.comFollow us in Facebook | LinkedIn | Twitter

Six Steps for Successful Social Media Program

5. Think Promotion– Today’s consumers:

• Like to engage in two-way interaction with businesses

• Like to be rewarded for their participation

– Use promotions to build your social networks AND to leverage customers’/prospects’ social networks to drive new leads to your Web site

• Social Networks Building Promotion – example: Gift Certificate Giveaway

• Leveraging Other Social Networks – example: Lawn Wars Promotion

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Six Steps for Successful Social Media Program

6. Stay Engaged– Interesting, Relevant Content is Key

– Keep it Human/Fun• Not always away selling products &

services

• Use as question/answer forum, post interesting, fun thoughts of day, etc.

– Frequent Communication Important

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Architecture FirmsUsing Social Media

• Companies on Twitter– Lamidesign architect and publisher of modern house plans, and

advocate for modern housing Merchantville, NJ

– Various Architects Oslo based collaborative design office Oslo, Norway

– ViaArchitecture Jen, Marketing Coordinator at VIA, updating you about architecture and upcoming events in the VIA world. (http://www.via-architecture.com/)

– GenslerOnCities Discussions, musings and ideas about design, sustainability+urbanization. Gensler’s Leah Ray + Lisa Beazley tweet about all things urban. (http://www.gensler.com/)

– HolzmanMoss Holzman Moss Architecture is a national planning, architectural, and interior design firm with a 40-year legacy of making memorable spaces.(http://www.holzmanmoss.com/)

• Companies on Facebook– COOP15 Architecture

– PB Elemental Architecture

– Architecture & Design Museum, Los Angeles

– HolzmanMoss

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Architecture FirmsUsing Social Media

How Global Architecture Firm HOK is Maximizing Social Media

• Facebook: http://www.facebook.com/HOKCareers

• Twitter: http://twitter.com/hoknetwork

• LinkedIn: http://www.linkedin.com/companies/6624/HOK?csrfToken=ajax%3A-3678114676720875136

• YOUTUBE: http://www.youtube.com/user/hoknetwork

• HOK India Blog: http://www.hokindia.com/

• HOK BIM Solutions: http://hokbimsolutions.blogspot.com/

• HOK The Green Workplace blog: http://www.thegreenworkplace.com/

• HOK Events: http://www.hokevents.ca

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Social Media Questions

• Common Mistakes Firms Make with Social Media– Assuming it is a magic bullet, end-all

solution

– Launching social media pages but not advertising social networks or actively building them out and frequently engaging people who join

– Focusing only on product/service pushing

– Avoiding it due to fear of unknown

– Not having full company buy-in

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Social Media Questions

• Controlling Messaging/Corporate Brand/Identity via Social Media Marketing – Don’t make mistake of thinking that if you

avoid social networks, you keep people from talking about your business

– By actively engaging customers through social media and being responsive, you can quickly address concerns raised and turn negative into positive

• Geico example

– Interacting with customers through social networks provides valuable feedback you need to improve where necessary

• Gives customers the voice they want

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Social Media Questions

• Social Media for B2B Marketing– Remember that Social Media is a

Communications Vehicle• What makes it so powerful: Instant

two-way interaction, viral power, FREE

– Use it to communicate same messages you would regularly communicate to clients

– Provide blog links, newsletter links, links to relevant, interesting industry news, personal thoughts

– Consider promotions

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Become vital communications source and leading voice in your industry

Social Media Questions

• Metrics for Measuring Impact and Effectiveness of Social Media Campaigns – Depends on specific goals set at

beginning of social media campaign

• If driving event traffic, what were event results? (HP Trade Show case study)

• Drive Web Traffic? Has your traffic increased as a result of social media efforts?

• Boost Sales? Consider a direct sales promotion through social media so you can track sales lift

• Increase Customer Loyalty?

• Build/Expand Brand Awareness?

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Getting Started

• Make sure your Web Site is fully Optimized

• Launch a Business Facebook Page– Obtain Vanity URL: facebook.com/username

– Invite customers, prospects to join

– Consider network building promotions

– Post engaging, relevant content – FREQUENTLY

– Solicit fan input, feedback

• Open a Twitter Account – Develop followers by following vertical markets of

interest & connecting with customers

– Interact with businesses that follow you

– Tweet regularly & Retweet interesting posts

– Tweet relevant content – yours as well as others (news articles, other blogs etc

– Engage in direct messages with followers21

Getting Started

• Start LinkedIn Business Group– Invited LinkedIn contacts to join

– Post updates regularly that link to biz news

• Consider Videos for YouTube

• Start a Blog– Integrate blog into existing Web site to drive search

engine traffic to your site (example: www.firm.com/blog vs. www.firm.wordpress.com

– Post informative blogs regularly

• Make blogs relevant, engaging

• Regular posts ensure better SE pick up

• Distribute through Social Networks

– Option: Enroll in Blog Distribution Service

• Services like MailChimp enable you to automatically deliver blog in subscriber’s email box

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Getting Started

• Use Press Release Distribution Services that focus on Social Media Optimization– Take the time to optimize your press

release for social media• Hyperlinks

• Keyword Tags

• Twitter

• RSS Feeds

• Video Embedding

• Web Site URL

• Cross-Promote Social Media sites– On Web site & e-newsletters

– Through email signatures

– Through social media posts

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Social Media Marketing

Presented by:

Ingrid Rickswww.rcstrategiesgroup.com

www.rcstrategiesgroup.com/blog

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