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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	
  
	
  
	
  
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.	
  
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	
  
	
  
 
Get More Information	
  
socialmediaexaminer.com/smmworld/	
  
Click	
  to	
  Register	
  
“There is something very
simple, something very
fundamental, that will set a
chosen few apart:
Are you human?”
@MarkWSchaefer	
  
#SMMW14	
  
#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.	
  
#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.	
  	
  
#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	
  
#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.	
  	
  	
  
#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!	
  
#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.	
  
“Smart companies realize
that social media is about
people, not logos.”
@JayBaer	
  
#SMMW14	
  
#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.	
  
#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!	
  
#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.	
  
#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.	
  
#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…	
  
#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?	
  
“A beginner’s mindset goes
a long way to bring an
audience, vibrantly,
somewhere they can’t go.”
@CharlieKautz	
  
#SMMW14	
  
#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.	
  
#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.	
  
#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!	
  
#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.	
  
#SMMW14	
  
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.	
  
#SMMW14	
  
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”.	
  	
  
“Organic is good.
Paid is better.”
@JasonMillerCA	
  
#SMMW14	
  
#SMMW14	
  
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.	
  
#SMMW14	
  
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!	
  
#SMMW14	
  
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.	
  
#SMMW14	
  
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.	
  
#SMMW14	
  
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.	
  
#SMMW14	
  
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.	
  
“Find your sweet spot - the
intersection between what
you know as a company and
what your customers need
to know.” @JoePulizzi	
  
#SMMW14	
  
#SMMW14	
  
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!	
  
#SMMW14	
  
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.	
  
#SMMW14	
  
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.	
  
#SMMW14	
  
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.	
  
#SMMW14	
  
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.	
  
#SMMW14	
  
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.	
  
#SMMW14	
  
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.	
  
“If perception is everything,
then measurement defines
your social program’s value.”
@MariaPovermo	
  
#SMMW14	
  
#SMMW14	
  
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.	
  
#SMMW14	
  
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.	
  
#SMMW14	
  
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.	
  
#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.	
  
#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.	
  
#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.	
  
#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.	
  
Ready to Get Social Media Smart?
Social Media Marketing World
socialmediaexaminer.com/smmworld/	
  
Click	
  to	
  Register	
  
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	
  
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.	
  	
  

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Social media marketing world-2014

  • 2. 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      
  • 3. 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.  
  • 4. 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    
  • 5.   Get More Information   socialmediaexaminer.com/smmworld/   Click  to  Register  
  • 6. “There is something very simple, something very fundamental, that will set a chosen few apart: Are you human?” @MarkWSchaefer   #SMMW14  
  • 7. #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.  
  • 8. #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.    
  • 9. #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  
  • 10. #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.      
  • 11. #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!  
  • 12. #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.  
  • 13. “Smart companies realize that social media is about people, not logos.” @JayBaer   #SMMW14  
  • 14. #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.  
  • 15. #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!  
  • 16. #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.  
  • 17. #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.  
  • 18. #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…  
  • 19. #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?  
  • 20. “A beginner’s mindset goes a long way to bring an audience, vibrantly, somewhere they can’t go.” @CharlieKautz   #SMMW14  
  • 21. #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.  
  • 22. #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.  
  • 23. #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!  
  • 24. #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.  
  • 25. #SMMW14   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.  
  • 26. #SMMW14   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”.    
  • 27. “Organic is good. Paid is better.” @JasonMillerCA   #SMMW14  
  • 28. #SMMW14   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.  
  • 29. #SMMW14   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!  
  • 30. #SMMW14   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.  
  • 31. #SMMW14   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.  
  • 32. #SMMW14   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.  
  • 33. #SMMW14   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.  
  • 34. “Find your sweet spot - the intersection between what you know as a company and what your customers need to know.” @JoePulizzi   #SMMW14  
  • 35. #SMMW14   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!  
  • 36. #SMMW14   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.  
  • 37. #SMMW14   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.  
  • 38. #SMMW14   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.  
  • 39. #SMMW14   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.  
  • 40. #SMMW14   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.  
  • 41. #SMMW14   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.  
  • 42. “If perception is everything, then measurement defines your social program’s value.” @MariaPovermo   #SMMW14  
  • 43. #SMMW14   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.  
  • 44. #SMMW14   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.  
  • 45. #SMMW14   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.  
  • 46. #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.  
  • 47. #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.  
  • 48. #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.  
  • 49. #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.  
  • 50. Ready to Get Social Media Smart? Social Media Marketing World socialmediaexaminer.com/smmworld/   Click  to  Register  
  • 51. 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  
  • 52. 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.