1. Steve Farnsworth

Jolt Digital Marketing

Email Joltsocialmedia@gmail.com

Phone 650-331-0594

Twitter @Steveology

The @Steveology Blog

2. Creating And Implementing
A Successful Social
Marketing Strategy

3. About Steve

20+ Years Marketing and Communications
Lead Generation
Public Relations
Digital Marketing Strategist

Apple, Electronic Arts, Intel, Cisco, Stanford

Forbes magazine Top 50 Social Media Power
Influencers
#1 Most Real Twitter Followers (95%) of 72,000

Blogger at The @Steveology Blog

4. Agenda

Research

Strategy &
Goal Setting

Identifying
Influencers

Content Creation

Metrics

Case Studies

Q & As

5. What Did I Forget?

6. For Business,
Are You On
One Or More?

Facebook

Google Plus

Twitter

YouTube

Corporate Blog

Instagram

Pinterest

7. Social Media Is Dead

8. Baked In To Marketing

9. “Every
Company
Is A Media
Company”
- Tom Foremski

10. Talk Directly
To Customers
and
Influencers

11. Workshop Exercise

12. The
Smartest
Marketing
Geek In The
World

13. The David Meerman Scott
Experiment
In last 1 to 2 months, in order to
research a product or service you
might want to buy, either
personally or professionally, have
you…

14. In last 1 or 2 months, in
order to research a product
or service used
• Direct mail?
• Yellow pages?
• Trade Show as a non-vendor?
• Mainstream media?

15. In last 1 or 2 months, in
order to research a product
or service used
• Asked via your social network
(email/Facebook) for advice and they sent
you a link?
• Google or other search engine?

16. In last 1 to 2 months, in order to
research a product or service
• Direct mail ad 2%
• Yellow pages 5%
• Trade Show as a non-vendor 5%
• Mainstream media 20%

17. In last 1 to 2 months, in order to
research a product or service
• Asked via social network
(email/Facebook) for advice and they
sent you a link 95%
• Used Google or other search engine
~100%

18. Does That Reflect How Your
Marketing Is Budgeted?

19. What Did We Learn?

20. Rebalancing Your
Marketing Mix

21. Effectiveness Of Content
Source: Altimeter Group

23. 1. Knowledge
8. Evolution 2. Goals
8 To Be
7. Measurement Great 3. Solutions
6. Consistency 4. Inclusion
5. Responsiveness

24. 1. Knowledge

25. Learn A Lot About You Customers'
Digital Body Language

26. Workshop Exercise

27. Answer These Questions Now

28. Whose Actually
Going To Buy
Your Product?

29. Who Are
The
Customer-
Side People
(By Title) In
The Buying
Process?

30. Who's Part Of
The Buying
Cycle?

Influences?

Will use?

Recommend?

Review?

Demo or evaluate?

Budget sign off?

31. What Pain
Points Do
They Have
That Your
Domain
Expertise
Can Help
Solve?

32. Workgroups of 3 or 4

33. Ask Sales
and
Customers

34. Survey

35. Questions You Might Ask

What bloggers do you read most often?

What's most frustrating about [Blank]?

What kind of training would help you sell more
[Blank]?

What is your biggest challenge at your
company?

What do you want to learn more about to be
more successful at [Blank]?

36. REMEMBER
The Fewer Questions You Ask,
The More People Will Respond
0:30

37. Survey Monkey

38. Poll Daddy

39. Google Docs Forms

40. Workshop Exercise

41. What Question Can You Ask That
Will Tell You The Most?

42. Workgroups of 3 or 4

43. Other Free Resources

44. Google Analytics

45. Google Trends

46. Google Adwords

47. Alexa.Com

49. Wordtracker

51. Top B2B on
Twitter
1. Hubspot (@Hubspot)
2. Forrester (@Forrester)
3. eMarketer (@eMarketer)
4. CME Group (@CMEGroup)
5. comScore (@comScore)
6. Cisco (@CiscoSystems)
7. Gartner (@Gartner_Inc)
8. Oracle (@Oracle)
9. radian6 (@radian6)
10. Intel (@Intel)

52. CME Group

53. Cisco Twitter

54. Oracle Twitter

55. 2. Goals

56. What Will Be Different In 6, 12, or
18 Months?

57. How Does That
Align With Your
Marketing
Goals?

58. Most Common Goals

59. Increase Brand Awareness

60. Increase Positive Brand Sentiment

61. Build Relationships With Influencers

62. Increase Traffic

63. Improve Customer
Retention/Satisfaction

64. S.M.A.R.T.
Specific
Measurable
Aligned
Results-focused
Time-bound

65. S.M.A.R.T. vs. Un-Smart Goal

66. Un-Smart
Goal
We want to have
grow our Twitter
followers and
Facebook fans
by 10,000.

67. S.A.M.R.T.
Goal
Increase
marketing
content
downloads of
case studies by
50% in the next
6 months.

68. Workshop Exercise

69. Write Down One Of Your Most
Important Goals

70. Workgroups of 3 or 4

72. Goals
Should
Suggest
Strategy
1:00

73. Social Marketing Examples

74. Facebook Top 10
Ranked by “Likes”
1. Coca-Cola: 34m
2. Starbucks: 25m
3. Oreo: 23m
4. Red Bull: 22m
5. Converse All Star: 20m
6. Converse: 20m
7. Skittles: 19m
8. Playstation: 17m
9. Pringles: 13m
10. Victoria’s Secret: 15m
Source: BIGSPACESHIP

75. Facebook Top 10
Ranked by “Talked
About”
1. Starbucks: 508,526
2. Coca-Cola: 220,867
3. Victoria’s Secret: 145,125
4. Skittles: 137,558
5. Oreo: 114,454
6. Red Bull: 112,051
7. Playstation: 104,837
8. Converse: 52,866
9. Pringles: 50,488
10. Converse All Star: 40,858

76. What Facebook Talks About

77. Applied Materials

78. Morgan Stanley Smith Barney

79. CITI Ask

80. Aviva

81. Cree

82. 3. Solutions

83. Impact Of Blog Posts On Leads
25
23
77% Increase
20
15 13
10 30% Increase
9
10
5
0
0-11 12-23 24-51 52+
Source HubSpot

84. Content impact leads because...
• Grow indexed pages in Google
• Increase the number of keywords you're
ranked for by Google
• Generate inbound links (A key factor in
Google's organic search ranking.)

85. We Trust People Who Help Us

86. We Like
People Who
Make Us
Successful

87. We Want To
Work With
People Who
Make Us
Happy

88. Where
Does It
Hurt?

89. Talk About What You Know, Not
About What You Sell

90. ChaaCreak

91. What Is Your Domain Expertise?

92. Workshop Exercise

93. What Would Your Customers
Want To Know More About?

94. Workgroups of 3 or 4

95. Brand Journalism

96. Threatpost

97. Intel Free Press

98. American Express Oen

99. Content
Creation

100. Who are Your Internal Experts?

101. Blog Booth

102. Recorded Phone Interviews

103. Video Interviews

104. Inexpensive Studio

105. What Are You Working On?

106. Transcribe

107. What Do We Have?
eBook?
Podcast?
Video?
Article? White
Paper?
Blog
Post? Series? 1:30

108. Staggered
Publishing
8:00 Blog
9:00 Twitter
10:00 Facebook
11:00 LinkedIn
Next Day – SldeShare
Newsletter

109. Steveology Blog Newsletter

110. Mail Chimp Signup

111. Mail Chimp

113. 4. Inclusion

114. Let Employees Know How They
Can Participate

115. Promoting Your Social Channels

116. Email Signatures

117. WiseStamp.Com

118. Social Follows Icons

119. Social Follows Icons

120. Social Sharing Icons

121. Social Sharing Icons

122. Mashables Header

123. Mashables Shares

124. Connecting With Influencers

125. Google Alerts

126. If they have a blog, thoughtfully
comment on two or three posts.

127. If they are on Twitter, RT their
tweets and tweet several blog posts
being sure to include their Twitter
@Name

128. Add A Comment

129. Success With Influencers

Offer them something unique to do or see

Talk to them from their perceptive

Engage with them before you need them

130. Success With Influencers

Build a relationship that outlasts the
campaign.

Be human and candid in your
conversations

Let them tell your story in their own words

132. 5. Responsiveness

133. When Happy
and Unhappy
Customers Talk,
You Must
Respond
Quickly
2:00

134. 73% Of Customers Have Spent More
With A Company Because Of A
History Of Good Customer Service

135. Integrate Into Your Existing Customer
Service System

136. Include Your
Customer
Service
Manger On
Social Team

138. 6. Consistency

139. How Often To Post

140. Don’t Post Too
Many Times in
a Day
Facebook users
engage 40% more
with less than
three Posts a day
from a given
brand.

141. Short Posts
Work Best
Posts with 80
characters or less
receive 66%
higher
engagement

142. Twitter
10 to 15 Updates A
Day

144. 7. Measurement

145. Most Important Measurements

146. Measure Results

147. Top Down Measurement

148. Bottom Up Measurement

149. Tools

150. Hootsuite

151. Buffer

152. Crowdbooster

153. SproutSoical

154. Value Beyond Revenue

156. 8. Evolution

157. Review, Adapt, and Improve

158. Test and Experiment

159. Watch Competitors and
Brand Leaders

160. FINAL

161. Workshop Exercise

162. Exchange Business Cards

163. What Do You Commit To Do
After You Leave Here?

164. Workgroups of 3 or 4

165. Steve Farnsworth

Jolt Digital Marketing

Email Joltsocialmedia@gmail.com

Phone 650-331-0594

Twitter @Steveology

The @Steveology Blog
http://stevefarnsworth.wordpress.com/