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.
Session #303Social Media Marketing 101 –
Getting Your Feet Wet
Jim Redmile – Marketing and Social Media Specialist – Accuform Signs
Table of Contents
ELC #1……………………………………Page 5
ELC #2……………………………………Page 18
ELC #3……………………………………Page 45
ELC #1
Social Media is a viable, useful
and necessary tool for marketing:
•It’s about the conversation
•It’s about educating
•It’s about creating loyalty
•It’s about word of mouth
ELC #2 Choosing the right platform(s) for your social media campaign – what we did:
Blog
YouTube
Webinars
ELC #3
ROI - measured two ways:Indirect:
•Being an industry leader•Awareness•Touches
Direct: SEO
Many of us wear several different hats in the marketing
department.
Perhaps you’ve been asked to create a social media program,
or want to pitch the idea to your boss.
I am one of the lucky ones. I was hired to create and
manage an ongoing social media program from scratch,
launched by a supervisor with (at least) minimal CEO buy-in.
My background:•Writing
My background:•Writing
•Management
My background:•Writing
•Management•Customer Service
My background:•Writing
•Management•Customer Service
•Inside and Outside Sales
Social Media Marketing 101 –Getting Your Feet Wet
ELC #1 - Social Media is a viable,
useful and necessary toolto market a product, service or
company – and it’s free!*
Social Media•It’s about the conversation
Social Media•It’s about the conversation
•It’s about educating
Social Media•It’s about the conversation
•It’s about educating•It’s about creating loyalty
Social Media•It’s about the conversation
•It’s about educating•It’s about creating loyalty•It’s about word of mouth
Researching the history of social media allows you to
better understand the platforms suited to your needs
History•Message forums
Web-based 1994
History•Message forums
•Chat rooms
History•Message forums
•Chat rooms•Early blogging
History•Message forums
•Chat rooms•Early blogging
Who’s who in social media today
Who’s who in social media today
•Brian Solis
Who’s who in social media today
•Brian Solis
Who’s who in social media today
•Brian Solis•Chris Brogan
Who’s who in social media today
•Brian Solis•Chris Brogan
Who’s who in social media today
•Brian Solis•Chris Brogan•Seth Godin
Who’s who in social media today
•Brian Solis•Chris Brogan•Seth Godin
Who’s who in social media today
•Brian Solis•Chris Brogan•Seth Godin
•Guy Kawasaki
Who’s who in social media today
•Brian Solis•Chris Brogan•Seth Godin
•Guy Kawasaki
Social Media Outlets
Social Media Outlets
Social Media Outlets•Mashable
Social Media Outlets•Mashable
Social Media Outlets•Mashable
•Social Media Today
Social Media Outlets•Mashable
•Social Media Today
Social Media Outlets•Mashable
•Social Media Today•Social Media Examiner
Social Media Outlets•Mashable
•Social Media Today•Social Media Examiner
Social Media Outlets•Mashable
•Social Media Today•Social Media Examiner•iMedia Connection
Social Media Outlets•Mashable
•Social Media Today•Social Media Examiner•iMedia Connection
Social Media Outlets•Mashable
•Social Media Today•Social Media Examiner•iMedia Connection
•AllFacebook
Social Media Outlets•Mashable
•Social Media Today•Social Media Examiner•iMedia Connection
•AllFacebook
Social Media Crawlers search multiple social networks to
capture public customer postings about your company
Social Media Crawlers•Social Miner
Social Media Crawlers•Social Miner
•Collecta
Social Media Crawlers•Social Miner
•Collecta
Social Media Crawlers•Social Miner
•Collecta•48ers
Social Media Crawlers•Social Miner
•Collecta•48ers
ELC #2 - Choosing your platform – what we’re doing
ELC #2 - Choosing your platform – what we’re doing
BlogTwitter
YouTubeLinkedInFacebookWebinars
Blog•Become an industry educator
Blog•Become an industry educator
•Talk about products
Blog•Become an industry educator
•Talk about products•Great for organic search
Blog•Become an industry educator
•Talk about products•Great for organic search•Tool for sales managers
Blog•Become an industry educator
•Talk about products•Great for organic search•Tool for sales managers
Blogger
Blogger
Twitter a blog of 140 characters or less
Twitter•Links to website - blog
Twitter•Links to website - blog
•Hashtags
Twitter•Links to website - blog
•Hashtags•The Twitterverse
Twitter•Links to website - blog
•Hashtags•The Twitterverse
Blogger
Blogger
YouTube
YouTube
YouTube•Great for SEO
YouTube•Great for SEO•Differentiator
YouTube•Great for SEO•Differentiator
•Increases the “WOW” factor
YouTube•Great for SEO•Differentiator
•Increases the “WOW” factor•Some people just don’t read
YouTube•Great for SEO•Differentiator
YouTube•Great for SEO•Differentiator
•Increases the “WOW” factor
YouTube•Great for SEO•Differentiator
•Increases the “WOW” factor
Blogger
YouTube•Great for SEO
LinkedIn•Post resume
LinkedIn•Post resume
LinkedIn•Post resume
•Contact others in your field
LinkedIn•Post resume
•Contact others in your field
LinkedIn•Post resume
•Contact others in your field•Used by HR
Blogger
LinkedIn•Post resume
•Contact others in your field•Used by HR
•Business Conversation
LinkedIn•Post resume
•Contact others in your field•Used by HR
•Business Conversation
Facebook•Most social site
Facebook•Most social site•Profiles vs. Pages
Blogger
Blogger
Blogger
Facebook•Most social site•Profiles vs. Pages
•Continuously changing
Facebook•Most social site•Profiles vs. Pages
•Continuously changing•Over 500,000,000 accounts
Facebook•Most social site•Profiles vs. Pages
•Continuously changing•Over 500,000,000 accounts
Webinars
Webinars
Webinars•Educating listeners
Webinars•Educating listeners•Can be interactive
Webinars•Educating listeners•Can be interactive
•Creates several forms of searchable content
Webinars•Educating listeners•Can be interactive
•Creates several forms of searchable content
Webinars•Educating listeners•Can be interactive
•Creates several forms of searchable content
•Creates several forms of searchable content
•Creates several forms of searchable content
•Creates several forms of searchable contentSlidesharing
•Creates several forms of searchable contentSlidesharing
•Creates several forms of searchable contentSlidesharingPodcast
•Creates several forms of searchable contentSlidesharingPodcast
•Creates several forms of searchable contentSlidesharingPodcast
Webinar listings
•Creates several forms of searchable contentSlidesharingPodcast
Webinar listings
Alternatives
Alternatives•Bookmarking sites
Alternatives•Bookmarking sitesDigg & Stumbleupon
Alternatives•Bookmarking sitesDigg & Stumbleupon
Alternatives•Bookmarking sitesDigg & Stumbleupon
•Photo sites
Alternatives•Bookmarking sitesDigg & Stumbleupon
•Photo sitesFlickr & Tumblr
Alternatives•Bookmarking sitesDigg & Stumbleupon
•Photo sitesFlickr & Tumblr
Alternatives•Bookmarking sitesDigg & Stumbleupon
•Photo sitesFlickr & Tumblr•whitepapers
Planning Content
Planning Content•Create a blog calendar
Planning Content•Create a blog calendar
Planning Content•Create a blog calendar
•Guest bloggers
Planning Content•Create a blog calendar
•Guest bloggers•Timely content
Managing Accounts
Managing Accounts•Regular intervals
Managing Accounts•Regular intervals•Adapt and change
Managing Accounts•Regular intervals•Adapt and change•Track progress
Managing Accounts•Regular intervals•Adapt and change•Track progress
Managing Accounts•Regular intervals•Adapt and change•Track progress
Plan Mapping
Plan Mapping
Plan Mapping•set goals
Plan Mapping•set goals
•Interdepartmental responsibilities
Plan Mapping•set goals
•Interdepartmental responsibilities
•1 medium per day?
Accuform SignsAs a case study
Accuform Signs•B2B vs. B2C
Accuform Signs•B2B vs. B2C
•Social media in a niche industry
Accuform Signs•B2B vs. B2C
•Social media in a niche industry
•Social media in trade shows
Accuform Signs•B2B vs. B2C
•Social media in a niche industry
•Social media in trade shows
Accuform Signs•B2B vs. B2C
•Social media in a niche industry
•Social media in trade shows
ELC #3 - ROI
ROI•Being an industry leader
ROI•Being an industry leader
•Awareness
ROI•Being an industry leader
•Awareness•Touches
8,500 blog – unique visitors7,500 youtube - downloads4,800 tweets x 1,800 followers
20,800 touches/impressions!
Not counting channel viewsFacebook postingsWebinar attendance
ROI•Being an industry leader
•Awareness•Touches
•SEO
ROI•Being an industry leader
•Awareness•Touches
•SEO
ROI•Being an industry leader
•Awareness•Touches
•SEO
Thank You!
Appendixwww.accuform.com http://accuform.blogspot.comhttp://personalizedandcustomsigns.blogspot.com http://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.comhttp://www.imediaconnection.comhttp://www.allfacebook.comhttp://www.cisco.com/web/mobile/prod/voice/social_miner/index.html http://collecta.comhttp://www.48ers.com http://www.facebook.com/#!/accuformhttp://www.facebook.com/#!/accuformfanshttp://www.facebook.com/press/info.php?statistics http://www.slideshare.net
Appendixhttp://www.webinarlistings.com http://digg.com/newshttp://www.stumbleupon.com http://www.flickr.comhttp://www.tumblr.comhttp://www.epromos.com/education/calendars
http://www.btobonline.com/#seenithttp://www.opm.gov/Operating_Status_Schedules/fedhol/2010.asphttp://bacchusgamma.org/events.asphttp://www.thesocialcmo.com/blog/2010/10/b2c-vs-b2b-marketing-do-the-differences-really-matterhttp://www.skylinetradeshowtips.com/how-to-use-social-media-more-effectively-in-trade-show-marketinghttp://nymag.com/news/media/15971/
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