Smart Strategies for Social Media

SMART STRATEGIES FORSOCIAL MEDIAFEBRUARY 7, 2017 NAWIC ATLANTA

2

0.0

0.1

0.2

0.3

0.4

0.5

0.6

0.7 69.2%

23.1%

NONE

100%

17.9%

100%

2.6%

100%

23.1%

66.7%

33.3%

20.5%

50%

50%

48.7%

9.1%

90.9%

ONLINE HABITS What social media channels are you on? Of those that you are active, which do you use for

personal matters and for professional matters?

PROFESSIONAL USE

PERSONAL USE

FROM SMARTEGIES OWNER SURVEY RESULTS

3ONLINE HABITS

IN THE PAST 12 MONTHS HAVE YOU

DOWNLOADED AN EBOOK OR A WHITEPAPER?

FROM SMARTEGIES OWNER SURVEY RESULTS

IN THE PAST 12 MONTHS HAVE YOU READ A

BLOG POST RELATED TO YOUR INDUSTRY?

74.5%

25.6%71.8%

28.2%

YESYES

NONO

44

PLATFORM PURPOSE

RANKED #1 for professionally relevant content by executives

91% LinkedIn64% Online News Sites29% Twitter27% Facebook16% Google+

Mission: Connect the world’s professionals to make them more productive & successful

A SMART LOOK AT LINKEDIN

MILLION registered LinkedIn users

SIXTY-ONE MILLIONSenior-level influencers

FORTY MILLION Decision makers

SEVEN MILLION C-Level Execs

2 NEW members join LinkedIn every second.

Join

LINKEDIN’S USERBASE IS 57% MALE

OF SOCIAL MEDIA B2B LEADS COME FROM LINKEDIN

0.21%

80.33%

12.73%

6.73%

80%

have the most represented profession.

ENGINEERS

LINKEDIN DRIVES MORE TRAFFIC TO B2B BLOGS & SITES90% of social traffic was driven by the big three networks, with HALF of it coming from LinkedIn

40% check LinkedIn daily

59% don’t use Twitter

13% don’t own a Facebook account

83% don’t use Pinterest

LINKEDIN USERS #1 CHANNEL

to distribute content by B2B Marketers

94% 89% 77% 77%61%

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USING LINKEDIN FOR YOURSELF

7MAXIMIZING YOUR LINKINEDIN PROFILE

• Use a professional headshot

• Write your summary to be in first person and have it be authentic to you

• Fill in employment history and add project photos if applicable

• Keep profile up to date

• Export your LinkedIn Contacts to build a CRM or mailing list

8LINKEDIN BEST PRACTICES• Follow your company page and share relevant news with your

followers

• Follow your client’s pages

• Connect with your co-workers, project partners, clients and industry friends

• Join discussion groups on topics you are interested in

• Stay active, log in once a week to stay engaged

• Remember – LinkedIn is NOT faceboook for work

USING LINKEDIN FOR YOUR COMPANY

10

APPROACHES SOCIAL MEDIA

10

2Promotional “Look At Me” PR Focus

Strategic Targeted Campaigns Sales Focus

VS

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ADOPT A SMART DIGITAL STRATEGY

�Why Social Media? � Publicity and Leads � Personal vs. Business � “Look at me” Content isn’t Appealing �Organic + Paid � InBound + Outbound � Social Listening

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OUR PHILOSOPHY IS SIMPLE

If you are spending time, effort & money on it, social media should:

SUPPORT STRATEGIC GOALS

BE MEASURABLE

DRIVE YOUR BOTTOM LINE

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COMMON SOCIAL MEDIA GOALS

BrandAwareness

Customer Engagement

Increased Thought

Leadership

AttractTalent

LeadGeneration

Crisis Management

Demand Generation

EventSupport

Employee Engagement

Industry Advocacy

A FEW WAYS TO USE SOCIAL MEDIA

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PRACTICE SOCIAL LISTENING

BRAND AWARENESS

LEAD GENERATION

MARKET RESEARCH / COMPETITIVE INTELLIGENCE

RESEARCH

NETWORKING

THOUGHT LEADERSHIP

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LEVERAGE THE VOICE OF THE CUSTOMER

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BUILD BRAND AWARENESS THROUGH VIDEO CAMPAIGN

https://youtu.be/Uloc1iW-pgc

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UTILIZE MARKETING AUTOMATION

SOCIAL MEDIA: ORGANIC VS. PAID

2020

DIGITAL MEDIA TRIFECTA EARNED, OWNED & PAID MEDIA

EARNED MEDIA

OWNEDMEDIA

PAIDMEDIA

ADVERTISINGPay Per ClickDisplay AdsRetargetingPaid InfluencersPaid Content Promotion

SEO & Brand Content Drive Earned Media

(Sharing) & Traffic Leverage Owned, Earned & Paid Media for a Comprehensive Marketing Strategy

Gain More Exposure To Web Properties With SEO & PPC

WEB PROPERTIESWebsite

Mobile SiteBlog Site

Social Media Channels

SHARINGMentions

SharesRepostsReviews

2121

HOW DOES TARGETING WORK?

LINKEDINCOMPANY NAMES, INDUSTRY, JOB

TITLE, SENIORITY, GROUPS, ALUMNI

CUSTOM AUDIENCESUPLOAD EMAIL LIST

LOOK-ALIKES

INTERESTS

GEOGRAPHY

DEMOGRAPHICS

KEYWORDS / CONTEXTUAL

COOKIED DATA / BEHAVIOR

RETARGETING

Your estimated target audience.

57,000+ LinkedIn members

How do I target the right audience?

2222

LINKEDIN PAID SPONSORED CONTENT

CPM:~$25-$35per1,000impressions

MonthlyMediaBudget/Reach/Frequency$500Monthly/~15,000/1x-3x

PaidSponsoredContent

COST PER IMPRESSION (CPM):~$25-$35 PER 1,000 IMPRESSIONS

MONTHLY MEDIA BUDGET$500

REACH~15,000

FREQUENCY:1X-3XCPM:~$25-$35per1,000impressions

MonthlyMediaBudget/Reach/Frequency$500Monthly/~15,000/1x-3x

PaidSponsoredContent

2323

LINKEDIN PAID INMAIL

2424

LINKEDIN PAID INMAIL TARGETING




CPS:~.75centsDailyMinimumBudget:$1013DailyInMails,~400MonthlyMonthlyMediaBudget:$300

PaidInMailTarge4ng


PaidInMailTarge4ng


PaidInMailTarge4ng


PaidInMailTarge4ng


PaidInMailTarge4ng


PaidInMailTarge4ng


PaidInMailTarge4ng

COST PER SEND:~.75CENTS

DAILY MINIMUM BUDGET: $10, 3 DAILY INMAILS, ~400 MONTHLY

MONTHLY MEDIA BUDGET:$300

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LINKEDIN PAID INMAIL TARGETING

COSTPER

SEND:

~.75 CENTS




CPS:~.75cents

PaidInMailTarge4ng CPS:~.75cents

PaidInMailTarge4ng

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IN SUMMARY

» Social Media is a tool for digital marketing. » Owners are on Social Media. » LinkedIn is a powerful tool. » Organic is good, paid is better.

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