Rescigno's Lunch and Learn with John Foley
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John Foley, Jr. is a recognized expert in social media and marketing. He has authored a book on business transformation and was ranked highly in various social media awards. The document discusses creating successful social media campaigns, including developing a plan, identifying the right audience, starting a conversation, and measuring results. It also covers tools like Facebook, Twitter, LinkedIn, and YouTube as well as mobile technologies like QR codes.
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Rescigno's Lunch and Learn with John Foley
- 2. John Foley, Jr. - Accolades Jetsetter Status on FourSquare Ranked #15 Top CMO on Twitter in 2010 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category Book titled: “Business Transformation – A New Path to Profit for the Printing Industry” Release Date March 2011 One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2010 Inducted into NAPL’s Soderstrom Society in 2010 Twitter.com/JohnFoleyJr Facebook.com/JohnFoleyJr LinkedIn.com/in/JohnFoleyJr
- 3. Overview – Creating a successful Social Media… Learn how social media marketing can improve the relationships your business has with its customers. Learn how QR Codes and Mobile Marketing can help your campaigns Creating a Successful Social Media Campaign, non-profits
- 4. Points Social Media Marketing Plan Effectively use social media Identify the right audience Start the conversation Get business results Tools & techniques for implementing effective social media campaigns Measuring effectiveness Mobile Marketing QR Codes Non-Profit example using Social Media
- 5. Marketing Plan It all starts with a plan
- 6. Marketing Calendar Send out flyers to clients Announce on website Mail -Monthly Newsletter Email eNewsletter (Announce) Tell colleagues you’re attending The Event 8AM-6PM Enter new contacts in Excel Send thank you cards
- 7. Improve Marketing with Social Media Improve sharing by Adding bookmark links Teach conversational-marketing and business-relationship-building techniqueson your blog http://ilnk.me/50ways@chrisbrogan
- 8. What is an Effective Social Media Strategy ? Online/Social Media Marketing Plan Engaging Website Search Engine Optimization Participate Online Marketing Plan
- 9. Social Media Marketing Plan Describe Business and Its Goals Know Your Audience The One Thing Humanize Your Brand Content Resource & Distribution Strategy Measure Your Success Strategy Before Tactics!
- 10. Know Your Audience Who Are They? Where Are They Cyclically? How Do They Use Social Media?
- 11. Define Target Audience Prospecting Customer Service Partner Management Audience Acquisition Discover Engage Get Found Your Target Audience – It’s Important
- 12. Is everyone interested in the same communication? I still email I love my mail I’m on Twitter I use Facebook, Twitter & LinkedIn I Google for my information Where are your prospects and customers getting their information?
- 13. Let Others Tell Your Story Word-of-mouth marketing has expanded If you have a great company, product or service, people will spread that message for you Deliver relevant information, and people will return the favor
- 14. The One Thing Apple = Innovation Disney = Magic
- 15. How Will You Humanize Your Brand?
- 16. How to Measure Success? How many Downloads eNewsletter Sign-Ups Blog Comments Questions Shared Links Re-Tweets Followers Site Traffic
- 17. Optimize / Social Friendly eNewsletter Sign-Ups White Papers Landing Pages Offers Emails Blogs Polls Get Noticed Inquiries Engage and Nurture Qualified Leads Engage and Nurture Sales Integrated Multi-Channel Marketing Action – Publish – Engage – Converse – Share Social Media Blogging Analytics Content Mgmt SEO Start with MKTG Plan Product? Service? Asset? $
- 18. Industry Specific Content Marketing Information Consistently monitor for customer service Continually post relevant content Engage Link all pages back to corporate site Secure Branded URLs for each Channel Promote Monthly Newsletters Best Practices
- 19. Content Resource Library Visit Resources Daily Content A Content C Content B Push Content Out Pull Content Make Links Measurable Content Distribution Strategy Resources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.
- 20. Contact Database Social Media Compiler Contact Match and Sync
- 21. Community Conversation Networking Marketing Relationships Customer Service Immediate Information Platform What is Social Media?
- 22. Why Use Social Media More prospects to sell to Generate interest in your brand Build your brand Loyalty Position your company Customer Service Another Channel
- 23. Take Your Website to the Next Step Social-friendly, searchable Interactive Blogs Comments Landing Page eNewsletter Sign-Ups Widgets Offers/Calls to action for people to raise their hand
- 24. Widgets Appealing to the eye Creative Interactive Different Can be a call to action
- 25. Widgets
- 26. Widgets
- 27. Getting found Using specified keywords Consistently updating Using links to other pages of site or other websites What is Search Engine Optimization?
- 28. Inbound and Outbound Marketing Work Together COMPANY WEBSITE Whitepapers, eBooks Downloads eNewsletter Sign-Ups Comments & Questions on Blog Info/Inquiries Webinar Sign-Ups Social Media SEO DM/Flyer E-mail Links Other 3500 Visitors CRM 2000 Visitors 800 Visitors 100 Visitors
- 29. Use Social Media Effectively Start with a Plan Address Goals Make a Schedule Know What You Want to Do Cross Promote Across All Pages Integrate with Website Include in Offline Marketing Efforts
- 30. Identify the Right Audience Which industries? Are existing clients online? Connect with people you meet Include keywords on your profiles Engage with target audiences
- 31. Start the Conversation Twitter Hashtags Retweets Twitter Chats LinkedIn Groups Discussions Blog
- 32. Get Business Results Have Sales Reps Online Share Case Studies Online Answer Questions Send Requested Information Follow Up Connect
- 33. Tools Social Media Pages Blog Team Approach Cameras, Video Cameras Link Shorteners Software – HootSuite, Topsy, Tweedeck, Googl Analytics Techniques Tools & Techniques for Implementing Effective Social Media Campaigns Daily Management Consistent Monitoring Integration of Social Media and Multi-Media Channels Consistent Online Look
- 34. Tools for Measuring Effectiveness Link Shorteners iLink.Me TinyURL.com Google Analytics Website Insights LinkedIn, Facebook, Twitter, YouTube
- 35. ilink.me
- 36. Tools to Measure Success www.ilnk.me
- 37. What Are These Sites, Anyways?
- 38. Possibly the Top 4 Channels Twitter: Block Party Facebook: House party with a business effect YouTube: Your own TV Station LinkedIn: Chamber of Commerce networking event
- 39. What is Twitter? Share what you are doing in 140 characters or less A free social messaging utility for staying connected in real-time
- 40. Spread the Word
- 41. What is Facebook? A free social network used by people & companies Companies can host pages and groups to self-promote
- 42. Get Yourself Out There Creating a page simply involves: Logo Name Content
- 43. What is YouTube? Video-sharing website on which users can upload and share videos.
- 44. Big Production VS Business Casual More approachable, more interesting, more diversified, more updates!
- 45. What is LinkedIn? A business-oriented social networking site Mainly used for professional networking Has more than 43 million registered users, spanning 170 industries
- 47. Profile
- 48. Humanizing Improves SEO Keywords Links Updated Information Give Expertise Updates on CompanyActivities Sharing Information Blogs
- 49. Four Fundamentals of All Five Sites Build your network Engage with the network you have built Be consistent Track and analyze
- 50. Keywords Improves SEO Narrows down what your site is about The more, the better
- 51. You Your Website is Homebase
- 52. Engage and Nurture – The Ongoing Conversation QR Search Social Codes E-mail Website RSS Flash Banner Engines Media Direct Mail Radio/TV Magazines Posters Flyers Labels Other Personalization Campaign Management Reporting Administration Automation Your Website SMS MMS PDA Blackberry
- 53. Create Marketing Campaigns Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness.
- 54. Marketing Calendar Create Post, Link back to website Mail -Monthly Newsletter Announce on website Announce on & Send out flyers to clients Connect with Keynote Speakers on Email eNewsletter (Announce) Comment on event’s page Share event article on Tell colleagues you’re attending Expo Event 8AM-6PM Share event article on Join in on event’s hashtag Announce booth # with video post Share speaking presentation on Follow-Up with Post & Post Pictures Enter new contacts in Excel Friend new contacts on Send thank you cards
- 55. QR Codes + + = Connection / Inquiry! QR Code Readers can be downloaded for free on your smart phone.
- 56. QR Codes connect to the mobile audience
- 57. Direct Your QR Codes to Information
- 58. Types of Mobile Advertising
- 60. Mobile Couponing
- 62. Location-Based Marketing Benefits A capturedtarget. They are near you NOW! Increased Impulse buying. Real time delivery = immediate response of advertising prompting benefits of immediate response. Example; Come in within the next 30 minutes and receive 20% off your meal. Development of one-to-one relationship marketing Direct marketing spending effectiveness Materials are delivered electronically Psychological Nurturing Increased ROI, repeat or additional consumer purchases during a visit http://www.metamend.com/article-location-search.html
- 63. Promotions Text to Win Text to Give Loyalty Bluetooth QR Codes
- 64. Social Media for Non Profits Brandflakesforbreakfast.com
- 65. 5 Rules of Social Media in Non-Profits Listen Get Involved They are in control Be honest Think long term
- 66. Case Study Social Media in a Non Profit event
- 67. Castaway’s For a Cure A team participating in a 3-day-walk for breast cancer awareness in July 2011 Launched a social media marketing campaign 2 months prior to fundraiser event Goals for social media presence: Create awareness Build network Encourage attendance Collect donations
- 68. Created Facebook Presence Updated Facebook on a consistent basis with a variety of content Used YouTube to incorporate team members into marketing plan Stayed in front of their Facebook fans Create Awareness/Build Network
- 69. Created Facebook Event Stayed in the side border of attendees’ Facebook page for a reminder Allowed guests to interact on Facebook wall Event information was easily accessible Encouraged Attendance
- 70. eCommerce Tab Allowed people to donate directly through Facebook page Provided convenience and accessibility Raised over $5,000in 2 months with Tab Collect Donations
- 71. Raised $12,500.00 $5,500 directly from Facebook tabs Results
- 72. Wrap Up Start with a Plan = Create an Online Marketing Strategy Be sure you have all three working - Social Media, SEO and Website Measure the Results!
- 73. Wrap Up Build your network with Social Media Nurture Them by engaging them thru the funnel Connect Via Mobile with QR Codes and Text Messaging
- 75. Q & A / Contact Me! - http://ilink.me/JR QRCode – Scan it! iFlyMobi.com
- 76. John Foley, Jr. CEO/CMO Office: (978) 674-8081 Cell: (978) 337-1891 www.GrowSocially.com Email: johnf@growsocially.com Twitter.com/JohnFoleyJr Facebook.com/JohnFoleyJr LinkedIn.com/in/JohnFoleyJr Q & A or Contact Me!
Notes de l'éditeur
- While everyone is talking about social media, marketers are looking for tools and techniques to implement an effective social media campaign. Discuss “how to” approaches for effectively using social media. Participants learn how to identify the right audience in the sea of social networks; techniques for getting and keeping the conversation going; options for translating the conversation into business results; and the right tools for measuring effectiveness.
- Where Are They Cyclically?StudentsHow Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale.
- What’s Your One Thing?What’s the soul of your brand. What’s the one thing that defines you – and it’s not features and benefits. Volvo = Safety. Apple = Innovation. Disney = Magic. What’s on the other side of your = sign?Note: This is not easy to figure out. You may need to engage in some brand anthropology, and have an agency help you find your one thing.
- Personal – Human Side of yoru business. Social media is about people, not logos. How will you let down your guard? If you’re a small company, congratulations, this should be pretty easy. If you’re a big company, how can you act small again?
- Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
- How people communicate, Target like-minded prospects, Communicate with customers
- Here is how Tiwtter is used to promote a white paper…..
- Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers).
- Here is how Tiwtter is used to promote a white paper…..
- Exposes the personal side of your business
- Chris brogan analogy
- From a marketer’s perspective, the following list provides some of the advantages of location-based internet marketing:*Capturing your target. The consumer is, in theory, already in or near your place of business.*Real-time advertising benefits. Run special on-the-spot offers to attract customers to your nearby shop and reward them for stopping by.*Foster one-to-one relationships with your customers. Future marketing messages can be tailored to cater your existing customer base. By doing so, the customer feels like you know him and know exactly what he/she wants. In result, the customer will feel like more than just a customer and you will be building on brand equity and most importantly, customer loyalty.*Effective direct marketing spending. Deliver the right promotional materials to the right customer. No excess material or waste.*Accumulation of valuable customer data. An opportunity for you to gather useful data about current and prospective customers, analyze it and look for ways to generate sales.*Increased return on investment (ROI) Customer comeback and purchases increase 77 Labsby Robert McCourtyMetamendning your marketing efforts toward this newest wave of e-commerce means preparing well in advance. Implementation of a professional search engine optimization (SEO) campaign for your site is absolutely critical. Whether in-house or outsourced this aspect must be taken into consideration when pricing a marketing campaign. Not only will the web site need to be properly indexed and found within the general Internet's top search engines, soon it will also need to be found by physical, geographic, location as well. Specific key words and phrases will need constant tweaking to reflect the search patterns of mobile consumers in a wireless world. People may not necessarily search by the exact name of the business but rather by general terms, (Italian Restaurant) but you still want them to find you. This will require vigilance by you or your marketing company. Success will depend upon the ability to constantly extrapolate information from your web site statistics and apply those results back into your marketing equations.You should be also prepared for your marketing budget to go through some changes as the location-based phase of Internet marketing begins to expand. Flexibility will be key. Additional costs such as subscribing to a "streaming" service to feed your site into those search results should be included. This aspect of service delivery could prove to be an escalating expense if based on a 'price-per-clickthrough' scenario.