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FETC Vendor Workshop February 2, 2011

Social Media Strategies for Effective Marketing

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"Social Media Strategies for Effective Marketing" was presented by Charlene Blohm of C. Blohm & Associates, Inc., during a workshop for FETC 2011 vendors on 2/2/11 in Orlando. Blohm shared strategic recommendations for education technology vendors who were not yet involved with social media as well as tips to refine integrated marketing strategies for those who were active in multiple social media channels.

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Page 1: Social Media Strategies for Effective Marketing

FETC Vendor Workshop February 2, 2011

Page 2: Social Media Strategies for Effective Marketing

• Charlene Blohm has 20+ years experience in the communications and marketing fields. Since 1991, she has worked with publishers and manufacturers whose products span the educational landscape from printed books to broadband-delivered online curriculum.

• CB&A offers a complete portfolio of strategic communication services, and is ranked among the top three small public relations firms in the information technology industry, according to PR SourceCode.

• Charlene began her career as a reporter, columnist and managing editor for newspapers in Montana and Texas.

Social Media Strategies for Effective Marketing

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Agenda

Let’s Get Social Plan Ahead

Questions to Ask

Cultivate Community Measure and Fine-tune Trend Alerts

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Let’s Get Social

If you haven’t already embraced social media, 2011 is your year to do it

Integrate with existing sales and marketing objectives that support your overall business strategy – this is not a separate silo of activities

From the keynote address during EdNET 2010:

“The return on investment for social media is that you’ll still be in business in five years.”~Liz Strauss, http://www.lizstrauss.com/

Recommended reading:

Best Internet Marketing Posts of 2010

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Social Marketing Requires Planning

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Establish a Framework & Goals What are we trying to

accomplish? Which messages do we

need to communicate? What audiences are we

hoping to influence? How can we reach

them? Where are our target

audiences engaging online?

What are the information needs of our target audiences?

What are they talking about in online (and offline) communities?

How can we contribute and provide value?

Which communications tools are we using?

How can we leverage these tools to achieve our goals?

What are our communication objectives, and how will they be measured?

Recommended reading:

38 questions to assess your company’s cultural

readiness for social media

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Cultivate Community Provide information that encourages people

to communicate, collaborate and share. Engage target audiences in online

conversations for authentic, meaningful two-way communication.

Be open and transparent, give your company brand a personality and “human” voice.

Focus on your target audiences, listening and responding.

Let the audience lead the way. Create and share content that is valuable to

customers, prospects and other stakeholders to drive conversation, and build a community of fans and supporters.

Listening is the most sincere form

of respect. Customers invite us in, we’re just

the guests.

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Content Evaluation Questions Is the information newsworthy or meaningful to

your target audiences? How will audiences use the information? (Is there

a call to action?) Who are the audiences that will directly benefit

from this information, and who are the influencers that will share this information with others?

What is the best way to convey the information so our audiences understand and use it (e.g., face-to-face meetings, blog post, tweet, Facebook update, website, community forum discussion, news release)?

Which text, video, audio, images, and other materials can support it so our audiences better comprehend the information and are able to use it?

Which resources (i.e., time, budget, people) are needed to create and share the content?

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What to Measure Number of online fans, followers, visitors, or

subscribers Click-thru counts on shortened URL links Number of posts and comments Tone and sentiment of posts and comments

from target audiences Share of voice (number of company

mentions versus competitors) Individuals who most frequently mention

the company or product Individuals who are the most frequent

contributors in company-owned social media accounts

How the audience was influenced Sales lead conversions

ROI factors that matter to your

company

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Fine-tune Based on Results

Use a blend of free and paid subscription tools to monitor online conversations by setting up automatic keyword searches to find mentions of their company, products, or key topics.

Google Alerts and Social Mention are two free search tools that send e-mail or RSS notifications.

Paid subscription tools like Radian6 and Jive provide more comprehensive monitoring and reporting that enable companies to refine searches and analyze results.

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Trend Alert

Foursquare

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QRCode TAG

Trend Alert

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PitchEngine

Trend Alert

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Thank You!

Charlene BlohmC. Blohm & Associates, Inc.411 West Oak St., Cottage Grove, WI [email protected] www.twitter.com/CBlohmAssocwww.twitter.com/CharleneBlohm www.cblohm.com/VisibilityMatterswww.Facebook.com/CBlohmAssoc