1. How to Market Anything
through Social Media
A presentation for
Sterling Cooper
2. About Bryan
• Writes the Burb’s Eye View column each Wednesday
• Professional marketing manager
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3. Enough about me …
What is Sterling Cooper?
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4. A traditional company …
Bert Cooper Roger Sterling
Don Draper
Employees
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5. …with traditional problems
How do we market our company?
How do we market our clients?
How do we market ourselves?
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6. Don Draper’s Office
Something’s missing …
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7. Don Draper’s Office
Right! A computer! Now we can start with Social Media …
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9. Why bother with Social Media?
185%
Average increase in
website hits after
COMPANIES WITH >50
crossing 1,000 Likes. EMPLOYEES SAW THE
BIGGEST TRAFFIC GAINS
FROM GROWING THEIR
FACEBOOK REACH.
Source: 2013 Survey of 7,000 Hubspot customers
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10. Why bother with Social Media?
106%
More web traffic for B2C COMPANIES
companies with 51 to EXPERIENCE A LARGER
100 followers over those
INCREASE IN TRAFFIC
with 25 or fewer.
THAN B2B COMPANIES
AFTER CROSSING 1,000
TWITTER FOLLOWERS.
Source: 2013 Survey of 7,000 Hubspot customers
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11. Top reasons for Retweets
100
80
60
40
20
0
Source: Infographic labs report 2012
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12. Why people follow you
80
60
40
20
0
Source: Infographic labs report 2012
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13. How to self-market your business
TWITTER AND YOUR BLOG
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14. Twitter is good for …
• Microblogging • Trend searches
• Quick answers / feedback • Celebrity / team stalking
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15. Your very own publishing house
• Offer insight
about your
industry
• Display your
expertise
• A home for major
pieces of content
that help with SEO
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16. How to interact with consumers
FACEBOOK & INSTAGRAM
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17. THE Social Network
• Photo gallery
• Stay in touch with
family
• Share content -
Links
• Keep
appointments
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18. Visual Collaboration
• Editing photos
• Sharing photos
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19. How to build your personal brand
LINKEDIN & PINTEREST
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20. Linked In includes …
• Your online resume
• A place to connect
and share expertise
• Curated communities
like Twitter but with a
more robust profile
feature to validate
experience
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21. The Virtual Collage
• Helps share visual content (photos, video)
• Acts as a virtual pinboard – a scrapbook of things
that interest you
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22. How to win friends and influence influencers
PUTTING YOURSELF OUT THERE
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23. Pete Campbell
• Talks about himself a lot
• Multiple-tweet rants about
politics, religion, women’s place
in the home
• Talks about his big-name clients
in inappropriate mentions
• Shares competition-sensitive
information in meetings on
Facebook, Twitter where
competitors can see
• Shares photos of his lunch that
are out of focus
• Tells people to Like Facebook
page, without a link to it
• Goes weeks just retweeting;
no original content
• Invites everyone to play every
Facebook game ever
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24. Joan Harris
• Has whole conversations with
clients about service issues
• Retweets followers all the time
• Keeps Facebook calendar
updated
• Creates contests on
Facebook, Instagram and
promotes them 3x a day
• Reads blogs from the firm’s top
clients and shares their content
• Recruits Don and Roger to
write posts about ad strategy;
asks clients to RT
• Takes photos that are in focus
and are NOT the backs of
people’s heads; they’re also
framed well and interesting
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25. Bringing it all together
THE SOCIAL FLOW
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26. The social circle
Biz to Biz
Business to
Consumer
Personal
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27. Organize your work
• HootSuite
• TweetDeck
• Threadsy
• Rignite
• Unilyzer
• Spredfast
• MediaFunnel
• CoTweet
• Seesmic
• Netvibes
• Brizzly
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28. Social Etiquette
• Treat people online as if you’d treat them in person.
• Message people often, and repeatedly.
• Reward people for your call to action/encourage the
behavior you want
• Decide early what your online persona is.
• Pull in, don’t push out. (Make people want to interact
with you)
• Give more than you get (put things on people’s
walls, retweet and promote their stuff too)
• Not every platform is appropriate for every message.
• Engage, listen and learn.
• Create Social Proof of your expertise, skills and products
(through users’ testimonials and interactions)
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30. Bryan on the Web
Your goal should also be to obtain the first four or five things on a
Google search.
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