9 Steps to a Successful Social Media Marketing Strategy for your Business
Speaker: Jeff BullasTwitter: @JeffBullasDate: Nov 24, 2011
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The Digital LandscapeThe 3 Phases of the Web
Phase 1: Portals
Phase 2: Search Engines
Phase 3: Social Networks
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The Digital LandscapeThe Numbers: What has happened since 1990?
First Website in 1990130 Web Sites in 199316 Million Users in 1995738 Million Internet users in Asia in December 2009 252 Million Internet users in North America in 200990 Trillion – The number of emails sent on the Internet in 2009234 Million Websites in 2010247 Billion – Average number of email messages per day 30 Billion – Photos uploaded to Facebook per year 20102.0 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 234 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
Professional Education & Training
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The “Clutter” Problem
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The “Technology” Problem
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Problem: We still think Analog!
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WHY SOCIAL MEDIA?
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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 SOLUTION
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THE SOLUTIONThe Foundations
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THE SOLUTIONFoundations - Content
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THE SOLUTIONFoundations - Search
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THE SOLUTIONFoundations - Search
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THE SOLUTIONFoundations – Social
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THE SOLUTIONPutting the Pieces Together
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Social Media Revolution
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THE SOLUTIONPhilosophy and Approach
Publish to Multiple Networks
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THE SOLUTIONPhilosophy and Approach
Publish a Variety of Multi-Media Content
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THE SOLUTIONThe 9 Steps to a Successful Social Media
Marketing Strategy
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THE SOLUTIONStep One
Obtain Commitment from Stakeholders
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THE SOLUTIONStep Two
Determine Prospects & Customer Personas
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THE SOLUTIONStep Three
Create and Prioritize Goals
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THE SOLUTIONStep Four
Develop Tactics to Achieve Goals
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THE SOLUTIONStep Five
Resources Allocated to Achieve the Goals
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THE SOLUTIONStep Six
Plan and Create Content
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THE SOLUTIONStep Seven
Publish and Promote on the Social Channels Where your Customers Are
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THE SOLUTIONStep Eight
Measure and Monitor the Results
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THE SOLUTIONStep Nine
Modify, Rinse and Repeat
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Socialnomics! - Video
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Social Media Marketing
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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 • Easy To Use• It is where one in three internet users hang out• Self Serve Target Ads with user demographics
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Social Media Marketing with Facebook
Some Fundamentals
• 3 Types of Profiles• Self Serve Ads on Facebook• Facebook pages are “Public” and Searchable• Ranks high in search on a “Social Web”• Creates an online asset• Crowd Sources sharing
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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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Social Media Marketing with Facebook: B2BCase Studies: Publishing Content Linking to the Blog or WebsiteGoal of this Tactic: Position company or personal brand as a thought leader
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Social Media Marketing with Facebook : B2BCase Studies: Clear RiskGoal: Capture email subscribers and Facebook “Likes”
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Social Media Marketing with Facebook : B2BCase Studies: General ElectricGoal: Promote their “Thought Leaders”
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Social Media Marketing with Facebook : B2BCase Studies: Get Satisfaction - Internet Software CompanyGoal: Provide customer service
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Social Media Marketing with Facebook : B2BCase Studies: CiscoGoal: Create Trust Through Shareable Content
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Social Media Marketing with Facebook : B2BCase Studies: CiscoGoal: 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 200 million plus users• You can target industries and niches• Monitor the competition• It’s global• It is real time• It is a great tool to market your blog content
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Social Media Marketing with Twitter
5 Tips for Optimizing Twitter
• Include a photo or logo• Add your Facebook or Website’s URL• Write “Great Headlines” • Make sharing easy with Place a “ReTweet” button • Include “Follow me on Twitter” buttons on your
blog
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Social Media Marketing with Twitter
Twitter Marketing Tips
1. 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.comGoals: Drive traffic to the blog and networking
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Social Media Marketing with Twitter
Case Studies: Dell.comGoal: 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 Linked In?
• Over 130 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 and Message Them• 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: Post Card Mania The Post on LinkedIn
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Social Media Marketing with LinkedIn
LinkedIn Case Study: 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 chew their
arm off than read a paragraph of text – Provide short videos
• “How To” category is the fastest growing segment
• Free and Easy to use
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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 site
3. 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 title
5. 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 Tips:
1. Interview senior people in your industry – promote them, the law of reciprocity
2. Create information videos that inform clients while you sleep – leverages your time
3. 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 Slideshare
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Social Media Marketing with Slideshare
Why Use Slideshare
• It is the “YouTube” for PowerPoint• Presentations postion you as an expert• Optimal for B2B• Good for optimising content for search
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Social Media Marketing with Slideshare
Slideshare Marketing Tips
1. Turn your posts into PowerPoint presentations and post them to Slideshare
2. Write a good headline both on the presentation itself and the Title area
3. Include keyword tags that would be used to find the presentation
4. 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 share buttons to other social media channels • Build your email subscriber database
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Social Media Marketing with Blogs
Blogging Marketing Tips
1. 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
Driving excellence in International Trade for 50 years
Social Media Marketing with Blogs – Personal BrandCase Studies: JeffBullas.comGoal: Create a personal brand online and create global opportunities
Driving excellence in International Trade for 50 yearsBuild your knowledge and skillsBuild your knowledge and skills
Driving excellence in International Trade for 50 years
Social Media Marketing with Blogs – B2BCase Studies: Hubspot – software as a service for small to medium businessGoal: Create great content that drives link building and positions the brand
Driving excellence in International Trade for 50 yearsBuild your knowledge and skillsBuild your knowledge and skills
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Takeaways• Strategy not just tactics• Content is King• Take Advantage of the Leverage • Speed of Response• Make it Easy to Share• Think like a Publisher• Build an Online Asset• Publish where your Customers Are
Driving excellence in International Trade for 50 years
The 7 Top Trends in Social Media
Driving excellence in International Trade for 50 yearsBuild your knowledge and skillsBuild your knowledge and skills
Driving excellence in International Trade for 50 years
7 Top Trends in Social MediaTrend One: Social Mobile
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Driving excellence in International Trade for 50 years
7 Top Trends in Social Media
Trend Two: Socialisation of Search
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Driving excellence in International Trade for 50 years
7 Top Trends in Social Media
Trend Three: Geo-Targeting of Social Media Marketing
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Driving excellence in International Trade for 50 years
7 Top Trends in Social Media
Trend Four: Social Commerce
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Driving excellence in International Trade for 50 years
7 Top Trends in Social Media
Trend Five: Social Gaming
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Driving excellence in International Trade for 50 years
7 Top Trends in Social Media
Trend Six: Global Magazine Super Blogs
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Driving excellence in International Trade for 50 years
7 Top Trends in Social Media
Trend Seven: Global Micro Niche Business
Driving excellence in International Trade for 50 yearsBuild your knowledge and skillsBuild your knowledge and skills
Driving excellence in International Trade for 50 yearsDriving excellence in International Trade for 50 yearsBuild your knowledge and skillsBuild your knowledge and skills
How Could You Use Social Media Marketing
“To put a dent in the universe”
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