Transcript
Page 1: 10 Steps to a Successful Social Media Marketing Strategy

The 10 Steps to a Successful Social Media Marketing Strategy for your Business

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The Digital Landscape

• The 3 Phases of the Web

– Phase 1: Portals

– Phase 2: Search Engines

– Phase 3: Social Networks

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The Digital Landscape

• The Numbers: What has happened since 1990?– First Website in 1990– 130 Web Sites in 1993– 16 Million Users in 1995– 738 Million Internet users in Asia in December 2009 – 252 Million Internet users in North America in 2009– 90 Trillion – The number of emails sent on the Internet in 2009– 234 Million Websites in 2010– 247 Billion – Average number of email messages per day – 30 Billion – Photos uploaded to Facebook per year 2010– 2.0 Billion Users in 2011

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The Digital Landscape

• Google

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The Digital Landscape

• Facebook

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The Digital Landscape

• Mobile

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The “Numbers’ Problem”

• Over 500 million websites• More than 155 million blogs• Nearly 800 Million Facebook Users• 2 Billion Internet Users • 1 Trillion Facebook page views - 2011

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The “Noise” Problem in 60 Seconds

• 700,000 searches• 600 Videos are uploaded to YouTube• 80,000 Facebook Wall posts

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The Display Ad “Clutter” Problem

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The “Technology” Problem

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The “Technology” Problem

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Problem: We still think Analog!

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Why Social Media Marketing?

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Why Social Media?

• Social Media Amplifies your Content

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Why Social Media?

• Makes you Stand out from the Crowd

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Why Social Media?

• Networking on Steroids

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Why Social Media?

• Accelerates the Spread of your Brand

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Why Social Media?

• It can Position You as an Expert

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Why Social Media?

• Your Business Can Self-Publish

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Why Social Media?

• Global Word of Mouth

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Why Social Media?

• “On the Internet, nobody knows you are a dog”

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Why Social Media?

• Facilitates Trust – Edelman Trust Barometer

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The Foundations and Approach to Social Media

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The Foundations and Approach to Social Media

• Content

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The Foundations and Approach to Social Media

• Search

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The Foundations and Approach to Social Media

• Social

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The Foundations and Approach to Social Media

• Publish to Multiple Networks

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The Foundations and Approach to Social Media

• Publish a Variety of Multi-Media Content

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The 10 Steps to a Successful Social Media Marketing Strategy

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Step 1

• Establish a Clear Focused Vision

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Step 1

• Establish a Clear Focused Vision

Nike’s Vision

“To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete”

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Step 2

• Obtain Commitment from Management

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Step 3

• Determine Prospects & Customer Personas

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Step 4

• Create and Prioritize Goals

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Step 5

• Develop Tactics to Achieve Goals

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Step 6

• Resources Allocated to Achieve the Goals

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Step 7

• Plan and Create Content

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Step 8

• Publish and Promote on the Social Networks where your Customers are

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Step 9

• Measure and Monitor the Results

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Step 10

• Modify, Rinse and Repeat

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Social Media Marketing Tools and Tactics

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Social Media Marketing with Facebook

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Social Media Marketing with Facebook

• Why Use Facebook?– Business Page – for spreading your content– Multi-Media rich – It is where one in three internet users hang out– Self Serve Target Ads with user demographics

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Facebook Social Media Marketing – B2C

• Facebook Tips for B2C Companies1. Welcome page2. Provide an incentive for growing your Facebook “Likes”3. Capture email subscriptions for your database4. Offer specials 5. Publish content daily6. Crowd sourced market research 7. Sell products on your Facebook store8. Provide rich multimedia

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Facebook Social Media Marketing – B2C

• Victoria’s Secret

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Facebook Social Media Marketing – B2C

• Threadless

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Facebook Social Media Marketing – Personal Brand

• Mari Smith

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Facebook Social Media Marketing – B2B• Facebook Tips for B2B Companies

1. Video Channel with “How To” Tutorials2. News Updates in Your Industry3. Provide an Incentive for Growing your Facebook “Likes”4. Capturing Email Subscriptions for your database5. Targeting Decision Makers through Paid SMM6.  Market Research and Surveys7. Promote your Thought Leaders

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Facebook Social Media Marketing – B2B• Case Studies - Publishing Content Linking to the Blog or Website

– Goal: Position company or personal brand as a thought leader

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Social Media Marketing with Facebook – B2B• Case Studies – Clear Risk

– Goal: Capture email subscribers and Facebook “Likes”

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Social Media Marketing with Facebook – B2B• Case Studies – General Electric

– Goal: Promote Thought Leaders

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Social Media Marketing with Facebook – B2B• Case Studies – Get Satisfaction - Internet Software Company

– Goal: Provide customer service

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Social Media Marketing with Facebook – B2B• Case Studies – Cisco

– Goal: Educate with Online Video within Facebook

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Social Media Marketing with Twitter

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Social Media Marketing with Twitter

• Why use Twitter?– A global network of 500 million plus users– You can target industries and niches– Monitor the competition– It is global– It is real time– It is a great tool to market your blog content– It is simple

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Social Media Marketing with Twitter

• 5 Tips for Optimizing Twitter1. Include a photo or logo2. Add your Facebook or Website’s URL3. Write “Great Headlines” 4. Make sharing easy with a “ReTweet” button 5. Include “Follow me on Twitter” buttons on your blog

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Social Media Marketing with Twitter

• Twitter Marketing Tips1. Develop a targeted Twitter following2. Listen, engage and communicate and build loyal followers in

your community 3. Create a live feed on the corporate brand name to see what

the world is saying about you4. Tweet your online specials that link to a landing page 5. Tweet your content6. Network and Create contacts on Twitter by retweeting their

content

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Social Media Marketing with Twitter

• Twitter Tools

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Social Media Marketing with Twitter• Case Studies – jeffbullas.com

– Goal: Drive traffic to the blog and networking

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Social Media Marketing with Twitter• Case Studies – dell.com

– Goal: Sell Product that can be tracked with coupons

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Social Media Marketing with LinkedIn

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Social Media Marketing with LinkedIn

• Why use LinkedIn?– Over 150 Million professionals are members– Great for networking professionally – Finding opportunities– Positioning as an expert with over 800,000 groups– Integrate your other sites Website, Blog and Facebook – Average income is over $100,000

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Social Media Marketing with LinkedIn

• Setting up and Optimizing LinkedIn– Create a public profile (don’t lock it away) – In your homepage activate your Twitter link – Activate your blog feed to your homepage on LinkedIn– Integrate “SlideShare” into LinkedIn

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Social Media Marketing with LinkedIn

• LinkedIn Marketing Tips– Update your posts on LinkedIn after publishing– Participate in one of the 800,000 groups that is suitable for your target

audience– Create your own group that doesn’t sell but provides a forum for your

industry niche– Create Exclusive Content that requires registration– Advertise on LinkedIn from as little as $10 per day– You can target by

• Geography• Industry• Job Function• Job title • LinkedIn Groups

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Social Media Marketing with LinkedIn

• LinkedIn Case Study B2B: Post Card Mania– Create compelling content– Build contacts– Join groups and contribute– Cold message contacts

Results: In 12 Months they have generated 600 leads from a B2B audience

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Social Media Marketing with LinkedIn

• LinkedIn Case Study B2B: Post Card Mania– The Post on LinkedIn

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Social Media Marketing with LinkedIn

• LinkedIn Case Study B2B: Post Card Mania– The Landing Page

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Social Media Marketing with YouTube

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Social Media Marketing with YouTube

• Why use YouTube?– Second largest search engine in the world– Easier to rank higher in organic search than Google– The younger generation would rather poke their eyes out than

read a paragraph of text – provide short videos– “How To” category is the fastest growing segment– Can be branded

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Social Media Marketing with YouTube

• Setting up and Optimizing YouTube1. Create your own branded YouTube Channel 2. Link to your Blog, Facebook Fanpage or your website to make

it easy for people to link back to your site3. Put the category such as [Social Media Marketing] in Brackets

before each Title of your video 4. Put “Tags” in your video tags section, make them relevant to

your video title5. Again promote your YouTube video on Twitter and place them

on your blog in a Video or YouTube Channel section

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Social Media Marketing with YouTube

• YouTube Marketing Tips1. Interview senior people in your industry – promote them, the

law of reciprocity 2. Create information videos that inform clients while you sleep –

leverages your time3. Create Educational videos demonstrating expertise and

thought leadership 4. Include videos in your online store to showcase and demo

products (can increase conversion rates by 10-30% (Case Study: Online shoe store Zappos)

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Social Media Marketing with YouTube

• YouTube Case Study: Orabrush

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Social Media Marketing with Slideshare

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Social Media Marketing with Slideshare

• Why use Slideshare?– It is the “YouTube” for PowerPoint– Presentations position you as an expert– Optimal for B2B– Good for optimising content for search

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Social Media Marketing with Slideshare

• Slideshare Marketing Tips1. Turn your posts into PowerPoint presentations and post them

to SlideShare2. Write a good headline both on the presentation itself and the

title area3. Include keyword tags that would be used to find the

presentation4. Promote your presentations on Twitter5. Allow viewers to download your presentation to assist in

making it easy for people to share6. Post them to your Facebook page7. In choose a license make it  CC (Creative Commons) License

so people can use your content and then attribute and link to your blog

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Social Media Marketing with Blogs

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Social Media Marketing with Blogs

• Why Blog?– To establish a home base that you own– Personal branding eg”jeffbullas.com”– Position you as a thought leader in your niche– Establishes authority– Google likes fresh unique content – Easy to use– Builds an online asset

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Social Media Marketing with Blogs

• Setting up and Optimizing Your Blog– Buy your own domain name – Blog as part of your primary website domain– Purchase a WordPress theme – Post content regularly – Promote your Blog on Twitter regularly– Include social media share and subscribe buttons – Build your email subscriber database

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Social Media Marketing with Blogs

• Blogging Marketing Tips1. Solve problems with your posts. What do your customers worry

about?2. Provide “How To” articles3. Write great headlines4. Write easy to read articles5. Use multimedia embed videos, images and screen shots6. Send out posts instead of static email newsletters that drive traffic

to your site and drive comments7. Post after publishing to other social media channels, Facebook

page, Google+, LinkedIn, Twitter (manually)8. Create evergreen content9. Be focused (stay on topic) 10. Repurpose offline and publish it online

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Social Media Marketing with Blogs – Personal Brand• Case Studies – jeffbullas.com

– Goal: Create a personal brand online and create global opportunities

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Social Media Marketing with Blogs – B2B• Case Studies – Hubspot – software as a service for small to medium business

– Goal: Create great content that drives link building and positions the brand

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Social Media Marketing with Blogs – B2C• Case Studies – Southwest Airlines

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10 Takeaways

1. Strategy not just tactics2. Content is the foundation3. Optimize for search4. Make it easy to share5. Think like a publisher6. Build an online asset7. Publish where your customers are8. Implement the Hub & Spoke model9. Use paid as the catalyst10.Be patient and persist

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How Could You Use Social Media Marketing… To Put a Dent in the

Universe?

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Twitter: @JeffBullas


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