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Social media marketing world-2014

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Page 2: Social media marketing world-2014

Lee  Odden  CEO,  TopRank  Marke2ng  

Michael  Stelzner  CEO,  Social  Media  Examiner  

Are  you  ready?    As  a  preview  to  Social  Media  Marke3ng  World,  TopRank  Marke3ng  and  Social  Media  Examiner  have  partnered  to  bring  you  this  surf-­‐themed  collec3on  of  awesome  social  media  2ps  from  #SMMW14  speakers.        

From  top  social  brands  like  IBM,  LinkedIn  and  Whole  Foods  to  social  media  industry  thought  leaders  Mari  Smith,  Jay  Baer,  and  Mark  Schaefer,  you’ll  find  a  mix  of  prac3cal  insights  and  advice  to  guide  you  towards  the  perfect  social  media  wave.      

Want  more?  Then  make  sure  you’re  registered  for  Social  Media  Marke2ng  World  2014  -­‐  hKp://socialmediaexaminer.com/smmworld/    

@Mike_Stelzner  and  @LeeOdden    

 

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In  addi2on  to  a  great  group  of  industry  thought  leaders,  thank  you  to  the  following  social  media  savvy  brands  for  contribu2ng  

their  2ps  for  this  eBook.  

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Mark  Schaefer  Michael  Stelzner  Connie  Bensen  Cliff  RavenscraV  Viveka  von  Rosen    J  Jantsch  Jay  Baer  Amy  Porterfield  MaK  Gen3le  Mari  Smith  Michelle  Lapierre  Brian  Clark  Charles  Kautz  

Jus3n  Levy  Neal  Schaffer  Brian  Carter  Dan  Gingiss  Tom  Mar3n  Jason  Miller  Jill  Rowley  Cynthia  Sanchez  Lee  Odden  Tim  Washer  Azure  Collier  Joe  Pulizzi  

Laura  FiKon  Todd  Wheatland  Gini  Dietrich  Michael  Aaron  Bepko  Michael  Delgado  Andrew  Grill  Maria  Poveromo  Marcus  Sheridan  Lewis  Bertolucci  Becky  Carroll  Dennis  Yu  Andrea  Vahl  Mar3n  Jones    

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 Get More Information  

socialmediaexaminer.com/smmworld/  

Click  to  Register  

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“There is something very simple, something very

fundamental, that will set a chosen few apart: Are you human?”

@MarkWSchaefer  #SMMW14  

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#SMMW14  

Where Is Social Media Going?

Mark  Schaefer  Execu3ve  Director  

Schaefer  Marke2ng  Solu2ons  @markwschaefer  

businessesgrow.com    Topic:  Industry  Trends  Track:  Social  Strategy    Presenta2on  at  #SMMW14      The  Future  of  Social  Media:  What  Businesses  Need  to  Know  

We  can  debate  the  pressures  on  pla`orms,  distribu3on  of  content,  and  the  resources  needed  to  keep  up  with  the  latest  technology,  but  I  think  there  is  something  very  simple,  something  very  fundamental,  that  will  set  a  chosen  few  apart:    Are  you  human?      Isn't  that  the  essence  of  how  this  online  world  started,  why  we  love  social  media,  and  what  people  expect  if  you  are  going  to  build  trust  and  loyalty?  And  yet,  this  is  gebng  increasingly  lost  in  a  world  preoccupied  with  traffic,  search  rankings  and  automated  marke3ng  soVware.      Can  you  make  a  real  connec3on  that  will  stand  out  in  an  increasingly  noisy  world?  That  is  a  key  to  business  success  in  the  future,  as  it  always  has  been  in  the  past.  

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#SMMW14  

Customize Tweets to Share:

Michael  Stelzner  CEO  &  Founder  

Social  Media  Examiner  @mike_stelzner  

socialmediaexaminer.com    

Topic:  Industry  Research  Track:  Keynote    

Presenta2on  at  #SMMW14    Social  Media  Marke3ng  in  2014:  What  the  Newest  Research  Reveals  

Do  you  want  to  encourage  your  customers  to  get  the  word  out  on  TwiKer  once  they've  made  a  purchase?  Use  a  custom  tweet!      Here's  how:  All  you  need  to  do  is  use  a  service  like  ClickToTweet.com.        Paste  your  Tweet  text  and  link  into  ClickToTweet  to  create  a  URL  that  you  can  embed  on  a  page  aVer  a  purchase.  Doing  so  will  encourage  others  to  click  and  share  with  their  friends.        For  example,  we  have  a  page  that  says  "Tweet  your  excitement!  Click  here  to  tweet  that  you  are  aKending  SMMW14"        The  end  result  is  a  Tweet  that  goes  into  your  customer's  TwiKer  stream  promo3ng  whatever  they  just  purchased.    

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#SMMW14  

Optimize LinkedIn for Lead Gen: LinkedIn  can  be  more  effec3ve  than  TwiKer  and  Facebook  for  B2B  lead  gen  with  these  3ps:    Relevant  and  3mely  content.  Leverage  LinkedIn's  demographic  segmenta3on  features  to  develop  content  for  various  audiences  and  deliver  it  on  3me  for  maximum  sharing.    Engage  frequently  and  directly.  Post  and  respond  to  comments.  This  will  help  build  your  company's  influence  and  the  targeted  communica3on  fosters  trust  and  loyalty.    Post  company  updates  and  news.  People  enjoy  reading  new  informa3on  about  their  favorite  brands.  Post  frequent  status  updates  to  keep  your  customers  up-­‐to-­‐date  on  events  and  offers.    Great  examples  to  learn  from  include:  Dell,  Salesforce,  Hubspot,  and  Zipcar.  

Connie  Bensen  Global  Social  Strategy  &  Governance  

Dell  @cbensen  dell.com  

 

Topic:  Big  Brand  LinkedIn  Marke3ng  Track:  Social  Tac3cs    

 Presenta2on  at  #SMMW14      How  Brands  Are  Benefi3ng  from        LinkedIn  

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#SMMW14  

Podcasts: Greatest Investment

Cliff  RavenscraV  Podcast  Producer  

PodcastAnswerMan  @gspn  

PodcastAnswerMan.com    

Topic:  Podcas3ng  Track:  Content  Marke3ng    

Presenta2on  at  #SMMW14    Six  Reasons  Why  Podcas3ng  Is  The  Best  Investment  For  Building  Your  Pla`orm  

Crea3ng  an  audio  podcast  is  the  single  greatest  investment  that  you  can  make  to  take  your  online  marke3ng  to  the  next  level.    There  are  so  many  benefits  to  an  audio  podcast    that  no  other  online  pla`orm  comes  close.    One  of  my  favorites  is  that  there  is  “No  Screen-­‐Time  Required.”    Over  97  million  people  drive  to  work  alone  every  day  and  over  47  million  own  a  gym  membership.      What  this  means  is  that  people  can  be  100%  focused  on  every  single  word  you  speak  in  your  audio  podcast  and  s3ll  be  100%  focused  on  driving,  jogging,  walking  the  dog,  etc.    Give  it  a  try.    Start  by  subscribing  to  Mike  Stelzner’s  Social  Media  Marke3ng  podcast  and  have  a  listen  on  your  next  commute  or  walk.      

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#SMMW14  

You Won’t Sell Stuff on LinkedIn:

Viveka  von  Rosen  Founder  

Linked  Into  Business  @LinkedInExpert  

linkedintobusiness.com    Topic:  LinkedIn  Marke3ng  Track:  Social  Tac3cs    Presenta2on  at  #SMMW14    How  to  Find  Prospects  on        LinkedIn:  Advances  Strategies  

The  key  to  successful  selling  on  LinkedIn  is  moving  from  people  “knowing”  you  to  “liking  and  trus3ng”  you.    •  Make  sure  your  profile  accurately  

represents  you  and  your  brand.    •  Establish  connec3ons  with  your  target  

market.  •  Share  useful  content  through  the  use  of  

updates,  group  discussions  and  messages.  

 Do  this  and  stay  top  of  mind  with  your  connec3ons  and  before  you  know  it,  your  prospects  will  be  coming  to  you!  

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#SMMW14  

Re-Live Your Best Waves :

John  Jantsch  Author,  Speaker,  Founder  Duct  Tape  Marke2ng  

@ducKape  ducKapemarke3ng.com  

 

Topic:  Integrated  Social  Track:  Social  Strategy    

Presenta2on  at  #SMMW14    How  Businesses  Are  Integra3ng        Inbound  and  Outbound              Marke3ng  and  Sales  to  Win                Customers  for  Life  

Give  your  best  content  a  new  wave  to  ride.    Most  people  amplify  their  most  recent  content  in  social  channels.    But  don’t  forget  to  go  back  and  re-­‐promote  your  best  posts  from  the  past.      Social  media  exposure  is  short  lived.  Give  new  life  to  old  posts.  

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“Smart companies realize that social media is about

people, not logos.” @JayBaer  #SMMW14  

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#SMMW14  

Tap Collective Social Power:

Jay  Baer  Speaker,  Consultant,  Author  

Convince  &  Convert  @jaybaer  

convinceandconvert.com    Topic:  Employee  Marke3ng  Track:  Social  Strategy    Presenta2on  at  #SMMW14    How  to  Turn  Your  Employees  Into  Your  Best  Social  Media  Advocates    

Smart  companies  realize  that  social  media  is  about  people,  not  logos.      Collec3vely,  your  employees  have  far  more  social  connec3ons  than  your  company  is  ever  likely  to  accrue.      So,  the  path  to  broadening  your  organiza3on's  reach  and  engagement  in  social  media  should  start  inside  your  own  walls,  by  surveying  your  team  to  determine  where  and  how  they  are  already  ac3ve  in  social  media.  

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#SMMW14  

It’s All About the List:

Amy  Porterfield  Consultant  

Amy  Porterfield  @amyporterfield  

amyporterfield.com    

Topic:  Facebook  Marke3ng  Track:  Social  Tac3cs    Presenta2on  at  #SMMW14    How  to  Grow  Your  Email  List  With  Facebook:  7  Easy  to  Implement  Strategies  

The  energy  of  your  business  is  directly  3ed  to  your  email  list.        Facebook  ads  are  one  of  the  most  powerful  lead  genera3ng  pla`orms  for  small  businesses  today.  Specifically,  "Page  Post  ads"  that  drive  traffic  to  a  free,  valuable  giveaway  (such  as  a  free  video  training,  eBook,  or  cheat  sheet)  are  extremely  effec3ve.      These  ads  are  inexpensive,  highly-­‐targeted  and  can  be  completely  automated.      It  may  take  a  liKle  trial  and  error,  but  once  you  find  that  sweet  spot  where  your  ads  are  consistently  producing  results,  you'll  be  hooked!  

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#SMMW14  

Learn & Manage Brand Voice

MaZ  Gen2le  Global  Director,  Social  Media  

Century  21  @MaKGen3le  

thesocialguyblog.com    

Topic:  Big  Brand  Strategy  Track:  Social  Strategy    Presenta2on  at  #SMMW14    Social  Strategy  for  Big  Business  

How  do  you  learn  the  voice  of  a  brand  and  how  do  you  manage  it?        It  starts  by  understanding  the  culture,  history,  mission  and  vision  of  the  company.    It  is  the  people  who  make  up  the  brand’s  voice  from  the  mailroom  to  the  boardroom.  To  do  it  well,  it  requires  commitment,  3me  and  the  ability  to  listen.  Today’s  consumer  demands  authen3city,  you  can’t  fake  it.      Understanding  your  audience  is  key  to  managing  the  brand  voice.  If  you  understand  your  audience,  then  you  will  understand  what  your  message  means  to  your  audience  on  each  social  network  where  you  engage.    Use  a  social  media  management  pla`orm  to  op3mize  your  efforts  and  empower  everyone  in  the  organiza3on  to  use  it.  

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#SMMW14  

Amp Up Facebook Organic Reach:

Mari  Smith  Social  Media  Consultant,  

Speaker,  Trainer  @marismith  

marismith.com    Topic:  Facebook  Marke3ng  Track:  Social  Tac3cs    Presenta2on  at  #SMMW14    Profitable  Facebook  Marke3ng:  A  Step-­‐by-­‐Step  Guide  To  Turning  Fans  Into  Paying  Customers  

Consider  increasing  the  frequency  of  your  Facebook  Page  posts  to  boost  your  organic  reach.      If  you  typically  post  2x  a  day,  try  doubling  that  to  4x.      Make  sure  your  posts  are  top  QUALITY,  relevant  and  3mely.  Include  periodic  invita3ons  to  sign  up  for  offers,  but  craV  the  wording  in  a  warm,  personal  way  that  your  audience  can  connect  with.  Plus,  engage  at  every  opportunity.      Great  examples  to  study  include:  Richard  Branson,  Dr.  Wayne  W.  Dyer,  KLM,  and  Sprint.  

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#SMMW14  

Speak Customer:

Michelle  Lapierre  Senior  Director,  Customer  Experience  &  Social  Media  

MarrioZ  Rewards  marrioK.com  

 

Topic:  Social  Care  Track:  Community  Management    Presenta2on  at  #SMMW14    Social  Care:  How  Social  Media  Marke3ng  and  Customer  Service  Form  a  Winning  Team  

If  you’re  really,  truly  into  customer  engagement,  stop  sounding  like  a  s3nkin’  sales  brochure.        Customers  could  care  less  about  how  YOU  see  your  features  &  benefits  (they  won’t  believe  you  anyway)  so  why  not  drop  that  silly  talk  and  speak  with  them  honestly.        You’re  trying  to  be  pals,  and  pals  never  say  “Hey  pal,  let  me  tell  you  about  my  new  enhanced  feature!”.        At  least  my  pals    don’t  say  that…  

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#SMMW14  

Building An Audience:

Brian  Clark  Founder  &  CEO  

Copyblogger  Media  @brianclark  

copyblogger.com    Topic:  Blogging  Track:  Content  Marke3ng    Presenta2on  at  #SMMW14    How  to  Build  a  Mul3-­‐Author  Blog  for  More  Visibility  and  Sales    

Building  an  audience  is  like  surfing  …  you’re  riding  the  waves  of  aKen3on  to  get  you  where  you  want  to  go.      When  adding  other  writers,  ask  yourself  –  is  this  person’s  voice  going  to  help  me  ride  bigger  waves,  or  am  I  heading  for  a  wipeout?  

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“A beginner’s mindset goes a long way to bring an

audience, vibrantly, somewhere they can’t go.”

@CharlieKautz  #SMMW14  

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#SMMW14  

Kid Smart In Real-Time:

Charles  Kautz  Global  Marke3ng  /  Special  Projects  

TaylorMade-­‐adidas  Golf  @CharlieKautz  hackgolf.org  

 Topic:  Real-­‐Time  Engagement  Track:  Social  Strategy      Presenta2on  at  #SMMW14          Real-­‐3me  Marke3ng:  How  Big            Brands  Engage  Fans  in  the                Moment  

If  your  job  is  to  provide  social  coverage  for  an  event  in  real  3me,  say,  a  new  or  exclusive  environment,  experience  or  sebng,  approach  it  like  a  kid  at  an  amusement  park.      A  beginner’s  mindset  goes  an  incredibly  long  way  in  trying  to  bring  an  audience,  vibrantly,  somewhere  they  can’t  go.      Check  your  assump3ons  at  the  door  for  what’s  interes3ng;  let  your  five  senses  guide  you.  

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#SMMW14  

Guide Your Social Foundation:

Jus2n  Levy  Director,  Social  Marke3ng  

Citrix  @jus3nlevy  

jus3nrlevy.com    Topic:  Social  Media  Guidelines  Track:  Social  Strategy    Presenta2on  at  #SMMW14    How  to  Deploy  Social  Media  Guidelines  Across  the  Enterprise    

Don’t  forget  about  social  media  guidelines.      These  guidelines  provide  the  founda3on  for  your  employees  as  they  engage  through  social  media  channels.  They  shouldn’t  be  too  long  or  hard  to  understand.      There  are  a  number  of  great  examples,  including  from  respected  brands  such  as  Coca-­‐Cola  and  Intel,  that  you  can  use  as  the  basis  for  developing  your  guidelines.      If  you  represent  a  global  company,  considera3on  will  need  to  be  provided  for  how  these  guidelines  are  received  in  various  regions.  

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#SMMW14  

Social Selling With LinkedIn:

Neal  Schaffer  Author,  Founder  

Maximize  Social  Business  @NealSchaffer  

maximizeyoursocial.com    

Topic:  Social  Strategy  Track:  Social  Strategy    Presenta2on  at  #SMMW14    9  Ways  to  Stand  Out  From  Your  Compe3tors  Using  Social  Media  

LinkedIn,  more  than  any  other  pla`orm,  is  most  effec3ve  when  your  en3re  company  is  behind  your  efforts.      Don't  just  stop  at  marke3ng  your  Company  Page:  Get  your  salespeople  involved  with  using  LinkedIn  for  Social  Selling.      Get  your  employees  involved  as  part  of  an  Employee  Advocacy  program.      Don't  forget  the  targeted  status  update  opportuni3es  you  have  for  Paid  Social  on  LinkedIn  too!  

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#SMMW14  

Home Run Social Media:

Brian  Carter  CEO  

The  Carter  Group  @BrianCarter  

briancarteryeah.com    

Topic:  Customer  Loyalty  Track:  Social  Strategy    Presenta2on  at  #SMMW14    How  to  Increase  Customer        AKen3on,  Sales  &  Loyalty:            The  Perpetual  Promo3on                  Machine  

Successful  social  media  requires  a  cohesive  digital  marke3ng  approach.      Digital  marke3ng  channels  are  all  different  and  each  have  strengths  and  weaknesses.  They  work  together  like  players  on  a  baseball  team.      You  don't  always  need  your  catcher  to  hit  home  runs.  But  you  can't  win  if  all  your  players  are  catchers.      Make  sure  you  have  all  the  pieces  you  need  to  win  with  your  social  media  and  digital  marke3ng.  

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Winning @ Social Service:

Dan  Gingiss  Director,  Digital  Customer  Experience  &  Social  Media  Discover  Financial  Services  

@dgingiss  discoverfinancial.com  

 

Topic:  Social  Care  Track:  Community  Management    

Presenta2on  at  #SMMW14    Social  Care:  How  Social  Media        Marke3ng  and  Customer                Service  Form  a  Winning                      Team  

Doing  customer  service  well  in  social  media  is  a  breeze  if:    a)  You  already  have  a  superior  product  or  

service    

b)  You  already  have  outstanding  customer  service.    

 But  if  you  are  missing  either  one  of  those  or  both,  you  need  to  address  those  weaknesses  before  even  aKemp3ng  social  service.  

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Go To The Wave With Content:

Tom  Mar2n  Author,  Founder  Converse  Digital  @TomMar3n  

conversedigital.com    Topic:  Social  Selling  Track:  Social  Strategy    Presenta2on  at  #SMMW14    How  To  Painlessly  Prospect  For        Customers  with  Social  Media  

Using  content  to  painlessly  prospect  for  sales  leads  is  a  lot  like  surfing.      You  goKa  go  to  the  wave.      Whether  that  means  finding  the  best  surfing  beaches  or  paddling  out  to  the  best  waves…  the  waves  don’t  come  to  you,  you  go  to  the  waves.    So  instead  of  focusing  all  of  your  content  marke3ng  efforts  on  winning  surfers  hearts  and  clicks  via  Page  One  of  Google,  use  social  pla`orms  like  TwiKer  to  locate  your  prospects’  favorite  beaches  and  then  show  up  there  oVen  to  say  “Hey  Dude”.    

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“Organic is good. Paid is better.”

@JasonMillerCA  #SMMW14  

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Organic Is Good. Paid is Better:

Jason  Miller  Senior  Manager,  Content  

Marke3ng,  Marke3ng  Solu3ons  LinkedIn  

@JasonMillerCA  rocknrollcocktail.com  

 Topic:  LinkedIn  Marke3ng  Track:  Social  Tac3cs    Presenta2on  at  #SMMW14    7  Tac3cs  for  Integra3ng  LinkedIn  into  Your  Marke3ng  Strategy  

We  all  want  to  believe  that  organic  posts  on  social  networks  are  all  we  need  to  spark  engagement.      But  your  promo3onal  strategy  must  include  paid  placements  as  well.      Relying  only  on  organic  strategies  to  drive  results  is  analogous  to  hanging  out  with  the  same  high  school  group  your  en3re  life.      To  grow,  you  have  to  expand  beyond  your  immediately-­‐familiar  community  and  break  through  to  those  coveted  second-­‐degree  connec3ons.  

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Optimize Your Reputation:

Jill  Rowley  Social  Selling  &    

Social  Business  Evangelist  Oracle  Eloqua  @jill_rowley  

linkedin.com/in/jillrowley    

Topic:  Big  Brand  LinkedIn  Marke3ng  Track:  Social  tac3cs    

Presenta2on  at  #SMMW14    How  Brands  Are  Benefibng  From          LinkedIn    

2014  is  the  year  of  #ProfessionalBranding  and  the  #SocialEmployee.      It’s  3me  to  move  from  using  LinkedIn  as  a  resume  to  using  LinkedIn  for  your  online  reputa3on.      If  you’re  in  Sales,  op3mize  your  profile  for  the  Buyer  versus  the  Recruiter.        Eliminate  the  #QuotaCrusher  #ExpertNego3ator  language.    Include  rich  content  (videos,  infographics,  podcasts,  eBooks,  blog  posts)  that  inform  your  buyer  and  helps  establish  your  subject  maKer  exper3se.        Always  be  connec3ng  &  cura3ng  quality  content!  

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Social Pictures That Engage:

Cynthia  Sanchez  Founder,  Strategist  Oh  So  Pinteres2ng  @OSPinteres3ng  

ohsopinteres3ng.com      

Topic:  Pinterest  Marke3ng  Track:  Social  Tac3cs    Presenta2on  at  #SMMW14    How  to  Grow  a  Loyal  Pinterest  Following    

We’ve  all  heard  that  a  picture  is  worth  1,000  words  and  in  social  media  pictures  play  an  even  bigger  role.        Keep  in  mind  that  pictures  are  open  to  interpreta3on  by  the  viewer.      Before  using  an  image  on  social  media  and  even  on  your  blog,  ask  yourself  does  this  image  communicate  my  message  well  and  can  it  easily  be  misinterpreted?        A  simple  text  overlay  might  be  all  that  is  needed  to  help  clarify  your  message  and  help  you  to  engage  your  audience.  

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Influence Is Action:

Lee  Odden  Author,  CEO  

TopRank  Online  Marke2ng    @LeeOdden  

toprankmarke3ng.com    Topic:  Influencer  Marke3ng  Track:  Social  Strategy    Presenta2on  at  #SMMW14    How  Content  Plus  an  Influencer  Network  Can  Grow  Your  Business  

Growing  a  network  of  high  profile  contacts  with  inflated  social  media  counts  isn’t  worth  much  unless  those  connec3ons  can  inspire  ac3on.      Even  then,  that  ac3on  can  be  flee3ng.    Appealing  to  an  influencer’s  ego  will  make  them  your  friend  for  a  day.  But  helping  a  talented  person  become  an  influencer  makes  them  a  friend  for  life.    Go  beyond  “borrow  to  build”  tac3cs  with  influencers  and  work  to  help  others  develop  their  visibility  and  industry  authority.      Make  connec3ons  and  create  value  in  a  way  that  helps  both  famous  and  emerging  experts  become  inspired  to  help  you.  

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Connect Through Video:

Tim  Washer  Senior  Marke3ng  Manager,  

Social  Media  Cisco  

@3mwasher  3mwasher.com  

 Presenta2on  at  #SMMW14    Track  Leader    

Produce  a  mini-­‐documentary  about  your  industry  on  a  shoestring  budget.  Here’s  how:    Recruit  an  author,  blogger,  or  museum  curator  to  tell  a  few  tales  about  the  pioneers’  moments  of  inspira3on,  and  failure,  that  birthed  inven3on.      A  local  college  can  provide  a  narra3ng  professor,  a  crew  of  film  students  and  equipment,  and  a  library  of  archival  footage/images.      A  half-­‐day  shoot  can  yield  a  series  of  short  videos.      Find  a  giVed  editor  who  can  add  b-­‐roll,  images  and  music  to  create  an  emo3onal  connec3on  with  your  audience.  

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Pin Your Way to Being Helpful:

Azure  Collier  Social  Media  Educa3on  Developer  

Constant  Contact  @AzureCollier  azurecollier.com  

 Topic:  Pinterest  Marke3ng  Track:  Social  Tac3cs    Presenta2on  at  #SMMW14    How  Brands  Use  Pinterest  to  Gain  Loyal  Customers  

You  don’t  have  to  be  a  retail  business  to  make  the  most  of  Pinterest  for  your  business.      All  you  need  is  helpful  content  that  offers  solu3ons  to  your  audience’s  problems.      By  pinning  content  from  your  blog,  digital  assets  from  your  website  (like  guides  and  whitepapers),  as  well  as  quality  informa3on  from  across  the  web,  you  can  use  Pinterest  to  establish  you  and  your  brand  as  an  expert  in  your  field.  

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“Find your sweet spot - the intersection between what

you know as a company and what your customers need

to know.” @JoePulizzi  #SMMW14  

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Find Your Purpose:

Joe  Pulizzi  Author,  CEO  

Content  Marke2ng  Ins2tute  @joepulizzi  

contentmarke3ngins3tute.com    Topic:  Content  Marke3ng  Track:  Content  Marke3ng    Presenta2on  at  #SMMW14    5  Content  Marke3ng  Prac3ces        that  Most  Businesses  Ignore,            but  Shouldn’t    

Dude...for  true  success  in  social  media,  find  your  higher  purpose.        First,  ask  "why"  you  are  using  the  channel,  whether  it  be  Facebook,  TwiKer  or  SlideShare.        Second,  find  your  sweet  spot  -­‐  the  intersec3on  between  what  you  know  as  a  company  and  what  your  prospects  and  customers  need  to  know.        Once  you  find  your  purpose,  this  becomes  100%  of  the  content  you  create  and  share  with  social  media  tools.    It  will,  over  3me,  posi3on  you  as  the  leading  informa3onal  resource  over  that  par3cular  area.        You  will  be  a  true  helper  and  make  real  impact  in  your  customers'  lives  and  jobs.        Hang  Loose!  

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Be On A Mission:

Laura  FiZon  Inbound  Marke3ng  Evangelist  

HubSpot  @pistachio  

hubspot.com/pistachio    

Topic:  TwiKer  Marke3ng  Track:  Social  Tac3cs    Presenta2on  at  #SMMW14    TwiKer  Marke3ng:  What  the        World’s  Most  Effec3ve              Businesses  Are  Doing  

Forget  more  followers,  use  TwiKer  to  get  more  business!      To  consistently  aKract  valuable  prospects  start  with  a  simple  ""mission""  for  your  TwiKer  account:      @Username  is  where  ____________  (describe  your  best  prospects)  know  they  will  always  get  ___________  (what's  in  it  for  them  to  follow  your  account?).    This  should  be  very  simple  -­‐  something  compelling  your  parents  could  repeat  at  a  dinner  party  if  they  were  sibng  next  to  a  good  prospect  for  you.  

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Don’t Rush on Slideshare:

Todd  Wheatland  Global  Head  of  Marke3ng  

KellyOCG  @toddwheatland  3ltmarket.com  

 Topic:  SlideShare  Marke3ng  Track:  Social  Tac3cs    Presenta2on  at  #SMMW14    How  to  Use  SlideShare  for  Business:  The  Success  Formula  

On  your  SlideShare  lead  forms,  don't  ask  someone  if  they  want  more  informa3on,  or  a  salesperson  to  call  them.      They're  already  enjoying  your  great  content  –  go  soV-­‐sell  and  offer  them  the  chance  to  be  the  first  to  receive  your  latest  updates.      You’ll  s3ll  receive  the  lead,  and  people  will  be  less  hesitant  to  give  up  their  email  address  since  there's  a  communicated  benefit  involved.  

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Community: It's Personal:

Gini  Dietrich  Author,  CEO  

Arment  Dietrich  @twiKer  

spinsucks.com    

Topic:  Community  Building  Track:  Community  Management    Presenta2on  at  #SMMW14    Building  an  Online  Community:  A          Hard  Look  at  the  Good,  the              Bad,  and  the  Ugly    

"Go  build  a  community”  isn’t  as  easy  as  it  sounds,  but  it  sure  is  worth  every  liKle  bit  of  elbow  grease  you  put  into  it.      You  are  building  rela3onships  with  human  beings  so  a  personal  touch  goes  a  very  long  way.      Think  about  things  such  as  handwriKen  thank  you  notes,  personalized  videos,  a  featured  blog  post,  or  a  personal  introduc3on  to  someone  in  your  network.      By  making  people  feel  special,  you’ll  have  loyal  advocates.  

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Passion With Pinterest:

Michael  Aaron  Bepko  Global  Community  Manager  

Whole  Foods  Market  @bepkoboy  

wholefoodsmarket.com    Topic:  Pinterest  Marke3ng  Track:  Social  Tac3cs            Presenta2on  at  #SMMW14                How  Brands  Use  Pinterest  to                    Gain  Loyal  Customers  

Are  you  paying  aKen3on  to  Pinterest?      The  poten3al  for  cul3va3ng  community  around  topics  that  are  relevant  to  your  brand  are  endless.      Not  to  men3on,  compelling  storytelling  through  imagery  and  photos  allows  for  a  deep  connec3on  around  passion  points  and  provides  tremendous  insight  into  which  types  of  content  resonate  best  with  your  audience.      My  sugges3on?  Explore,  experiment,  observe  and  react…      You'll  be  amazed  at  how  this  social  pla`orm  can  help  you  op3mize  content  effec3veness,  both  online  and  off.  

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Community - People & Content:

Michael  Delgado  Social  Media  Community  Manager  

Experian  North  America  @mikedelgado  mikedelgado.org  

 

Topic:  Big  Brand  Community  Building  Track:  Community  Management    

Presenta2on  at  #SMMW14      How  to  Develop  Real            Communi3es:  It’s  Not  Just                  About  Facebook  

If  you  want  to  build  community,  stop  pitching  your  products  and  start  promo3ng  your  people.      Community  managers  need  to  share  thumb-­‐worthy  content  -­‐  this  means  it's  likeable  and  worth  thumbing  through  on  a  mobile  device.  

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The Art Of The E-Tap:

Andrew  Grill  Global  Partner,  Social  Business  

IBM  @AndrewGrill  londoncalling.co  

 Topic:  Big  Brand  TwiKer  Track:  Social  Tac3cs    Presenta2on  at  #SMMW14      How  Big  Brands  Create  Engaging        TwiKer  Conversa3ons  

Before  you  meet  someone  new,  do  your  research  using  TwiKer  and  LinkedIn.      At  the  same  3me  give  them  a  simple  “e-­‐tap”  on  the  shoulder  to  show  them  that  you’ve  done  your  homework  before  you  meet.        This  simple  ac3on  may  be  all  it  takes  to  put  your  name  and  company  ahead  of  your  compe3tors.  

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“If perception is everything, then measurement defines

your social program’s value.” @MariaPovermo  #SMMW14  

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Measure What's Actionable:

Maria  Poveromo  Senior  Director,  AR,  PR    

and  Social  Media  Adobe  

@MariaPoveromo  adobe.com  

 Topic:  Social  Media  Management  Track:  Social  Strategy    Presenta2on  at  #SMMW14    How  Brands  Organize  Their  Social  Media  Marke3ng  Efforts:  Lessons  from  the  Pros    

Measure,  measure,  measure.    If  percep3on  is  everything,  then  measurement  defines  your  social  program’s  value.        Social  Media  delivers  more  value  than  just  ROI.    How  do  you  define  the  value  of  a  rela3onship?  And  yet  social  media  also  helps  drive  leads  and  revenue,  buzz  and  awareness,  it  reduces  call  center  volume,  supports  recrui3ng  and  can  research  and  development  innova3on.        Start  with  your  business  objec3ves,  define  how  social  media  can  help  you  reach  those  objec3ves,  then  measure  those  social  programs  relentlessly.      Measure  what  moves  the  needle  for  your  business  and  avoid  data  overload.    Iden3fy  a  few  main  KPIs  and  focus.  Use  suppor3ng  metrics  for  insights  to  inform  your  strategy.  

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5 Things Customers Care About:

Marcus  Sheridan  President  

The  Sales  Lion  @TheSalesLion  thesaleslion.com  

 Topic:  Blogging  Track:  Content  Marke3ng    Presenta2on  at  #SMMW14    How  to  Grow  Your  Sales  With  Blogging    

In  every  industry  (It  doesn't  maKer  what  you  sell),  there  are  5  subjects  that  move  the  needle,  as  they  are  the  5  subjects  consumers  are  most  concerned  with.  They  are:    

•  Cost/Price  ques3ons  •  Problems/Issues  ques3ons  •  Vs/Comparison  ques3ons  •  Review-­‐based  ques3ons  •  Best  of  ques3ons  

 When  consumers  research,  these  are  the  5  subjects  they  care  about,  yet  most  companies  are  afraid  to  address  them.    The  moral:  Don't  be  afraid  to  address  topics  that  consumer  truly  care  about  as  eventually  they'll  move  the  needle  more  than  any  other  content  you  could  produce.  

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Social ROI That Moves the Needle:

Lewis  Bertolucci  Head  of  Social  Media    

Humana  Digital  @Lewis502  

limewedge.net    

Topic:  Social  Measurement  Track:  Social  Strategy    Presenta2on  at  #SMMW14    Brands  Pull  Back  the  Curtain  on  Measuring  Social  Media  ROI  

Social  media  measurement  con3nues  to  evolve  from  basic  social  metrics  to  social  data.      Passing  social  data  and  tagging  these  engaged  social  users  in  your  CRM  allows  you  to  isolate  this  group  and  iden3fy  what  truly  moves  the  needle.      Understanding  how  shared  content  influenced  that  user’s  path  to  purchase  is  cri3cal.      Solu3ons  like  TRKS.IT  enable  brands  to  do  just  that,  while  ensuring  that  social  remains  relevant  within  the  integrated  marke3ng  mix.  

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#SMMW14  

Scale Social Service:

Becky  Carroll  Director  of  Social  Media  and  Customer  Impact  Consul3ng  PriceWaterhouseCooper  

@bcarroll7  customersrock.net  

 Topic:  Social  Care  Track:  Social  Strategy    Presenta2on  at  #SMMW14    Social  Care:  How  Social  Media  Marke3ng  and  Customer  Service  Form  a  Winning  Team    

One  of  the  most  challenging  parts  of  social  customer  service  is  handling  the  volume  of  queries.      Iden3fy,  recognize,  and  enable  your  most  ac3vely  contribu3ng  fans  and  advocates  to  help  address  long-­‐tail  content  crea3on  and  answer  other  customers'  ques3ons.      This  is  one  of  the  best  ways  to  scale  social  customer  service  efforts.  

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#SMMW14  

Social Force Multiplier:

Dennis  Yu  CTO  

BlitzMetrics  @dennisyu  

blitzmetrics.com    Topic:  Facebook  Adver3sing  Track:  Social  Tac3cs    Presenta2on  at  #SMMW14    Advanced  Facebook  Adver3sing:  How  to  Maximize  Your  Impact  

Social  media  marke3ng,  email  marke3ng,  and  website  retarge3ng  are  all  the  same  thing.    You're  following  around  users  who  have  visited  you,  regardless  of  whether  the  tracking  mechanism  is  a  pixel,  email  address  or  Facebook  user  id.    Consider  mul3plying  upon  your  strengths  by  gebng  your  email  subscribers  to  be  fans,  your  fans  to  to  visit  your  site,  your  web  visitors  to  be  fans,  your  web  visitors  to  be  email  subscribers  and  so  forth.      Try  Facebook  Website  Custom  Audiences  and  Google  Remarke3ng  and  you'll  be  on  your  way.  

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#SMMW14  

The New Facebook Marketing:

Andrea  Vahl  Social  Media  Coach  

Andrea  Vahl  @AndreaVahl  andreavahl.com  

 Topic:  Big  Brand  Facebook  Track:  Community  Management    Presenta2on  at  #SMMW14    How  Successful  Facebook  Communi3es  Thrive:  Advice  From  the  Pros  

For  marketers  looking  to  adjust  to  Facebook's  new  algorithm  changes  and  decreased  organic  reach,  a  shiV  in  mindset  is  needed.        Think  of  Facebook  as  a  subscrip3on-­‐based  marke3ng  service  vs.  a  free  pla`orm.        Facebook  ads  on  an  ongoing  basis  are  inevitable.    Divide  your  monthly  Facebook  ad  spend  between  boos3ng  posts  for  increased  reach  and  ads  to  drive  traffic  directly  to  your  website.    Spend  a  small  amount  on  increasing  your  fan  base  as  well.    None  of  this  ad  spend  needs  to  break  the  bank.    Work  on  effec3ve  ads  so  that  you  spend  as  liKle  as  possible  for  the  biggest  bang.  

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#SMMW14  

The Real Value of LinkedIn:

Mar2n  Jones  Senior  Marke3ng  Manager  

Cox  Communica2ons  @Mar3nJonesaz  

coxblue.com/author/mar3njonesaz/    

Topic:  Big  Brand  LinkedIn  Marke3ng  Track:  Social  Tac3cs    Presenta2on  at  #SMMW14    How  Brands    Are  Benefibng          From  LinkedIn    

No  single  social  pla`orm  will  define  your  personal  brand  and  clarify  the  unique  value  that  you  bring  to  an  organiza3on  or  project  as  well  as  LinkedIn.      Use  your  personal  profile  page  to  tell  your  story,  and  do  so  in  a  way  that  is  clear,  concise  and  engaging.      LinkedIn  is  a  powerful  pla`orm  for  establishing  your  personal  brand,  but  only  if  you  take  the  3me  to  learn  it,  op3mize  it  and  use  it.  

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Ready to Get Social Media Smart?

Social Media Marketing World socialmediaexaminer.com/smmworld/  

Click  to  Register  

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If you liked this eBook, then click below to share on your favorite social networks!

Connect  with  Social  Media  Examiner:    @smexaminer  –  socialmediaexaminer.com  

Connect  with  TopRank  Marke2ng:    @toprank  –  toprankmarke2ng.com  

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If  your  business  needs  smart,  crea2ve,  results-­‐focused  content  marke2ng  

solu2ons,  contact  us!  1-­‐877-­‐872-­‐6628  TopRankMarke2ng.com  

@TopRank  

A  BIG  THANKS  goes  to  all  the  #SMMW14  speakers  who  par2cipated  in  this  eBook  and  to  the  team  at  TopRank  Marke2ng  for  pugng  it  together.