10 steps to a successful media marketing strategy - by Jeff Bullas
1. The 10 Steps to a Successful Social Media
Marketing Strategy for your Business
2. The Digital Landscape
• The 3 Phases of the Web
– Phase 1: Portals
– Phase 2: Search Engines
– Phase 3: Social Networks
3. The Digital Landscape
• The Numbers: What has happened since 1990?
– First Website in 1990
– 130 Web Sites in 1993
– 16 Million Users in 1995
– 738 Million Internet users in Asia in December 2009
– 252 Million Internet users in North America in 2009
– 90 Trillion – The number of emails sent on the Internet in 2009
– 234 Million Websites in 2010
– 247 Billion – Average number of email messages per day
– 30 Billion – Photos uploaded to Facebook per year 2010
– 2.0 Billion Users in 2011
7. The “Numbers’ Problem”
• Over 500 million websites
• More than 155 million blogs
• Nearly 800 Million Facebook Users
• 2 Billion Internet Users
• 1 Trillion Facebook page views - 2011
8. The “Noise” Problem in 60 Seconds
• 700,000 searches
• 600 Videos are uploaded to YouTube
• 80,000 Facebook Wall posts
32. Step 1
• Establish a Clear Focused Vision
Nike’s Vision
“To bring inspiration and innovation to every athlete in the
world. If you have a body, you are an athlete”
44. Social Media Marketing with Facebook
• Why Use Facebook?
– Business Page – for spreading your content
– Multi-Media rich
– It is where one in three internet users hang out
– Self Serve Target Ads with user demographics
45. Facebook Social Media Marketing – B2C
• Facebook Tips for B2C Companies
1. Welcome page
2. Provide an incentive for growing your Facebook “Likes”
3. Capture email subscriptions for your database
4. Offer specials
5. Publish content daily
6. Crowd sourced market research
7. Sell products on your Facebook store
8. Provide rich multimedia
49. Facebook Social Media Marketing – B2B
• Facebook Tips for B2B Companies
1. Video Channel with “How To” Tutorials
2. News Updates in Your Industry
3. Provide an Incentive for Growing your Facebook “Likes”
4. Capturing Email Subscriptions for your database
5. Targeting Decision Makers through Paid SMM
6. Market Research and Surveys
7. Promote your Thought Leaders
50. Facebook Social Media Marketing – B2B
• Case Studies - Publishing Content Linking to the Blog or Website
– Goal: Position company or personal brand as a thought leader
51. Social Media Marketing with Facebook – B2B
• Case Studies – Clear Risk
– Goal: Capture email subscribers and Facebook “Likes”
52. Social Media Marketing with Facebook – B2B
• Case Studies – General Electric
– Goal: Promote Thought Leaders
53. Social Media Marketing with Facebook – B2B
• Case Studies – Get Satisfaction - Internet Software Company
– Goal: Provide customer service
54. Social Media Marketing with Facebook – B2B
• Case Studies – Cisco
– Goal: Educate with Online Video within Facebook
56. Social Media Marketing with Twitter
• Why use Twitter?
– A global network of 500 million plus users
– You can target industries and niches
– Monitor the competition
– It is global
– It is real time
– It is a great tool to market your blog content
– It is simple
57. Social Media Marketing with Twitter
• 5 Tips for Optimizing Twitter
1. Include a photo or logo
2. Add your Facebook or Website’s URL
3. Write “Great Headlines”
4. Make sharing easy with a “ReTweet” button
5. Include “Follow me on Twitter” buttons on your blog
58. Social Media Marketing with Twitter
• Twitter Marketing Tips
1. Develop a targeted Twitter following
2. Listen, engage and communicate and build loyal followers in
your community
3. Create a live feed on the corporate brand name to see what
the world is saying about you
4. Tweet your online specials that link to a landing page
5. Tweet your content
6. Network and Create contacts on Twitter by retweeting their
content
63. Social Media Marketing with LinkedIn
• Why use LinkedIn?
– Over 150 Million professionals are members
– Great for networking professionally
– Finding opportunities
– Positioning as an expert with over 800,000 groups
– Integrate your other sites Website, Blog and Facebook
– Average income is over $100,000
64. Social Media Marketing with LinkedIn
• Setting up and Optimizing LinkedIn
– Create a public profile (don’t lock it away)
– In your homepage activate your Twitter link
– Activate your blog feed to your homepage on LinkedIn
– Integrate “SlideShare” into LinkedIn
65. Social Media Marketing with LinkedIn
• LinkedIn Marketing Tips
– Update your posts on LinkedIn after publishing
– Participate in one of the 800,000 groups that is suitable for your target
audience
– Create your own group that doesn’t sell but provides a forum for your
industry niche
– Create Exclusive Content that requires registration
– Advertise on LinkedIn from as little as $10 per day
– You can target by
• Geography
• Industry
• Job Function
• Job title
• LinkedIn Groups
66. Social Media Marketing with LinkedIn
• LinkedIn Case Study B2B: Post Card Mania
– Create compelling content
– Build contacts
– Join groups and contribute
– Cold message contacts
Results: In 12 Months they have generated 600 leads from a B2B audience
67. Social Media Marketing with LinkedIn
• LinkedIn Case Study B2B: Post Card Mania
– The Post on LinkedIn
68. Social Media Marketing with LinkedIn
• LinkedIn Case Study B2B: Post Card Mania
– The Landing Page
70. Social Media Marketing with YouTube
• Why use YouTube?
– Second largest search engine in the world
– Easier to rank higher in organic search than Google
– The younger generation would rather poke their eyes out than
read a paragraph of text – provide short videos
– “How To” category is the fastest growing segment
– Can be branded
71. Social Media Marketing with YouTube
• Setting up and Optimizing YouTube
1. Create your own branded YouTube Channel
2. Link to your Blog, Facebook Fanpage or your website to make
it easy for people to link back to your site
3. Put the category such as [Social Media Marketing] in Brackets
before each Title of your video
4. Put “Tags” in your video tags section, make them relevant to
your video title
5. Again promote your YouTube video on Twitter and place them
on your blog in a Video or YouTube Channel section
72. Social Media Marketing with YouTube
• YouTube Marketing Tips
1. Interview senior people in your industry – promote them, the
law of reciprocity
2. Create information videos that inform clients while you sleep –
leverages your time
3. Create Educational videos demonstrating expertise and
thought leadership
4. Include videos in your online store to showcase and demo
products (can increase conversion rates by 10-30%
(Case Study: Online shoe store Zappos)
75. Social Media Marketing with Slideshare
• Why use Slideshare?
– It is the “YouTube” for PowerPoint
– Presentations position you as an expert
– Optimal for B2B
– Good for optimising content for search
76. Social Media Marketing with Slideshare
• Slideshare Marketing Tips
1. Turn your posts into PowerPoint presentations and post them
to SlideShare
2. Write a good headline both on the presentation itself and the
title area
3. Include keyword tags that would be used to find the
presentation
4. Promote your presentations on Twitter
5. Allow viewers to download your presentation to assist in
making it easy for people to share
6. Post them to your Facebook page
7. In choose a license make it CC (Creative Commons) License
so people can use your content and then attribute and link to
your blog
78. Social Media Marketing with Blogs
• Why Blog?
– To establish a home base that you own
– Personal branding eg”jeffbullas.com”
– Position you as a thought leader in your niche
– Establishes authority
– Google likes fresh unique content
– Easy to use
– Builds an online asset
79. Social Media Marketing with Blogs
• Setting up and Optimizing Your Blog
– Buy your own domain name
– Blog as part of your primary website domain
– Purchase a WordPress theme
– Post content regularly
– Promote your Blog on Twitter regularly
– Include social media share and subscribe buttons
– Build your email subscriber database
80. Social Media Marketing with Blogs
• Blogging Marketing Tips
1. Solve problems with your posts. What do your customers worry
about?
2. Provide “How To” articles
3. Write great headlines
4. Write easy to read articles
5. Use multimedia embed videos, images and screen shots
6. Send out posts instead of static email newsletters that drive traffic
to your site and drive comments
7. Post after publishing to other social media channels, Facebook
page, Google+, LinkedIn, Twitter (manually)
8. Create evergreen content
9. Be focused (stay on topic)
10. Repurpose offline and publish it online
81. Social Media Marketing with Blogs – Personal Brand
• Case Studies – jeffbullas.com
– Goal: Create a personal brand online and create global opportunities
82. Social Media Marketing with Blogs – B2B
• Case Studies – Hubspot – software as a service for small to medium business
– Goal: Create great content that drives link building and positions the brand
84. 10 Takeaways
1. Strategy not just tactics
2. Content is the foundation
3. Optimize for search
4. Make it easy to share
5. Think like a publisher
6. Build an online asset
7. Publish where your customers are
8. Implement the Hub & Spoke model
9. Use paid as the catalyst
10.Be patient and persist
85. How Could You Use Social Media
Marketing… To Put a Dent in the
Universe?
Thanks you for the honour of speaking at BE-Wizard in Beautiful Italy It is my second visit after being here over 20 years ago. After flying in from Australia I knew I was in Rome when the Taxi driver on the trip to our Hotel from the airport appeared to take on the persona and spirit of the Ferrari driver Fernando Alonso and proceeded to race to our hotel at high speed as if his Fiat was a Ferrari I really knew I was in Rome when a friend of ours who lives in Rome told us the next day that we had been overcharged by more than 20 Euros for the ride to the hotel ( and not only that we had also tipped him 5 euros!). Before I start I would like to share my journey with social media and what brings me here today. Discovery of Facebook in June 2008 – the magic of connecting friends and colleagues all around the world who I hadn’t seen in 20 years, some looking fatter, others slimmer and some with a little less hair Discover of Twitter December 2008 I started to notice the obsession with Twitter and Facebook and I thought that where this passionate obsession there was marketing power I proceeded to start my blog in March 2009 and for many months not many readers turned up but as I started growing my social network base on Twitter they started showing up and I started to realise the power of social networks to spread ideas and content. I continue to be surprised by its global reach and velocity and we now are witnessing the most powerful change to publishing since the invention of the printing press over 500 years ago that is Democratizing Marketing and Democratizing Publishing In fact everyone with their mobile phone has a publishing machine in the palm of their hand
It been barely 20 years since the first website I remember logging onto the web for the first time in 1995 with a slow modem and was impressed by the magic I also remember logging into Facebook in 2008 and the magic moment happened again Now we have mobile broadband everywhere
Number One site on the Web In some industries 90% of all buying decisions start with and online search Arguments in pubs and bars are quite often settled with a Google search – by consulting “ Lord Google ” for the answer to a fact under dispute In regards to total time spent online Facebook has surpassed Google in 2010
In 2011 the milestone of 500 million users logging into Facebook in 1 day was achieved Over 800 million users Nearly 1 in 2 people using the internet are on Facebook
5.2 billion phones globally Smart phones are outselling your “ normal phone ” Apple in the Last quarter of 2011 sold 15 million iPads and is projected to have sell a total of over 100 million iPads by end of 2012 since its launch
Noise, Clutter and Competition Over 90% of all click throughs to websites are from the first page of a Google search Does your company appear on page one for any of its key words and phrases that potential buyers will be using?
In 60 seconds Nearly 700,000 searches 600 Videos are uploaded to YouTube 80,000 Facebook Wall posts Every 2 days we create as much information as we did since the dawn of time till 2003
In the last quarter of 2010 More than 104 advertisers delivered more than 1 billion display ads 10 delivered 3-5 billion 12 delivered 5-10 billion 4 delivered more than 10 billion display ads
A funny sketch from Ronnie Corbert (of previous “ The 2 Ronnies ” Fame)
A funny sketch from Ronnie Corbert (of previous “ The 2 Ronnies ” Fame)
Despite us using digital for buying researching and we are still in the most part still telemarketing, direct mail and advertising in industry magazines Technology changes fast humans are slow to change Yellow pages story $90,000 2 sales
It is still new The tools are still developing Its too much of a risk
Social Media Marketing is potentially exponential Many to Many It also amplifies due to low friction sharing This is seen with sharing buttons Facebook Shares, Likes and Twitter Retweets
A well optimised marketing strategy can provide your brand with high visibility Being on multiple social networks Multiple Media
Networking was cocktail parties, events and lunches Networking can be accelerated with social networks by identifying common interests and grouping us in tribes globally Virtual connections can quickly turn into face to face meetings and opportunities
By building online properties such as websites blogs and social media digital assets you can Be ubiquitous Variety of formats that allow people to easily share to their tribes
Through online publishing of great content and then promoting and marketing you can accelerate your business and personal brands visibility through Becoming the obvious thought leader in your industry. Being mentioned by others builds Credibility Trust
The Web gives us access to a global village 1. Social Media Channels allow you to publish in a variety of media to many social networking channels. A mobile phone puts a printing press in your hand Social networks and easy to use blogging platforms are the revolution to publishing in nearly 600 years since the invention of the Gutenberg press
Word of Mouth is powerful for referrals and trust but it is slowed by an analog world It was restricted to your friends and colleagues which are constrained by the Dunbar number (150) World of mouth transfers information globally in real time, Twitter, Facebook and YouTube
In 1993 “ The New Yorker ” published a cartoon by Peter Steiner The cartoon symbolizes an understanding of Internet privacy that stresses the ability of users to send and receive messages in general anonymity So creating trust is vital when on the internet as you are seen as domain name or a number How do you do create trust online?
Being seen or heard 3-5 times faciltates trust online So being visible on Facebook, a blog and YouTube accelerates online trust building
So what are the pieces of the puzzle that provide the full picture?
Content is a cornerstone of your foundations Create content that resonates with your audience such as solving problems, informing and educating Present and publish in a variety of media that will reach the widest possible audience Content for B2B is more about “ How To ’ s ” and Education not entertainment
In some industries over 90% of purchasing decisions start with an online search Optimise your content on your social media networks, websites and blogs for search Google is building “ social signals ” peoples recommendation of links into its search algorithms
Optimizing all your online assets for search engines is vital to win the war on brand visibility 4 Keys to Optimisation Headlines Key words and phrases Descriptions Links
6 Core Social Networks to consider. Some will be more appropriate than others for different businesses
Another way to look at the philosophy and approach is as a Hub and Spoke Publish content at your website, blog or online store Distribute it out onto multiple social networks and media
Rich Multimedia is vital on the social web Produce Videos, HD Images, Podcasts, PDF ’ s, eBooks You will be surprised at how many media formats you can publish the same content with
A lot of companies are saying lets get onto Facebook, Twitter or YouTube. That is starting with tactics rather than a strategy. What are the basic steps that need to be addressed?
If you are a personal blogger or a brand you need to have clarity on your vision and mission, getting the vision clear is the vital first step in the journey. If you are a business and have not created a vision statement then maybe its time to retire to the boardroom and give the neurons and whiteboard a workout! A vision statement is an inspirational sentence or two that will keep you focused when uncertainty and temptations to take a different course confront you. Nike aren ’ t one of the top sports apparel brands in the world because they have fuzzy thinking. Nike ’ s vision is short and inspirational. “ To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete ” Focus, motivation and momentum comes from being clear about where you are going.
If you are a personal blogger or a brand you need to have clarity on your vision and mission, getting the vision clear is the vital first step in the journey. If you are a business and have not created a vision statement then maybe its time to retire to the boardroom and give the neurons and whiteboard a workout! A vision statement is an inspirational sentence or two that will keep you focused when uncertainty and temptations to take a different course confront you. Nike aren ’ t one of the top sports apparel brands in the world because they have fuzzy thinking. Nike ’ s vision is short and inspirational. “ To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete ” Focus, motivation and momentum comes from being clear about where you are going.
CEO and Management needs to be on board. It quite often is done without the right people buying in
Some questions to ask about your prospects What do they read or view? What are their problems? What social networks do they use?
It is important to know what you want to achieve Do you want to improve brand recognition Capture more inquiries Increase sales Which are the most important?
Then you can create the tactics on the platforms where you audience is Drive traffic to a landing page that captures emails and basic customer information Increase Facebook likes – putting your brand and content in front of more people in their Facebook news feeds and ticker Publish content on your blog and promote it on Facebook and Twitter and Slideshare to position your brand as experts
Implementing these tactics and building the web assets requires resources Money People Tools
Content needs to be created that communicates and tempts your audience to engage with you eBooks Videos Blog articles Facebook updates (Supre) Could also include polls, surveys and competitions
Creating the content is just the start, Marketing your content continuously and consistently is vital Promoting it on Twitter, Facebook and LinkedIn is a good place to start for B2B ’ s Organic social media marketing will take time so it is sometimes a good idea to use Paid Social Media marketing on Facebook or LinkedIn to be a catalyst to accelerate your marketing campaign Just like you would use Google Adwords to accelerate being found online until your organic SEO starts to produce results
You are not going to get your marketing right everytime so Measure and Monitor your results Tools such as Google analytics and Facebook to ensure you are moving towards your goals
Make changes to what is not working and Keep doing what is producing results Be patient it will take time as your build your online brand
Facebook is often not seen as a B2B marketing channel but as it has matured and its ecosystem become deeper and broader with Apps Customised landing welcome pages It is not a channel you should ignore if you are a B2B or a B2C company
Highlights 16 million fans Links to other social media channels Mobile apps highlighted If you want to take a peek into how a lingerie brand manages to spread its message then Victoria ’ s Secret is a best of breed example. With over 16 million fans and deep pockets you may not be able to commit the budget and resources, but maybe you can take a staged approach to development. The features worth emulating that are within its Facebook site are: A YouTube channel linked and embedded iPhone App iPad App Ability to subscribe to the latest news and sales via email Get updates and alerts from your mobile Online video fashion show Reward cards Gift cards Wallpaper downloads for your desktop so you can have lingerie with you all day and into the night! Contests
Threadless with over 4000,000 fans offer some functionality and elements that engage and reward their fans Vote for the T-shirts you like and add a comment (Crowd sourced research) – cost zero! Facebook shop (this takes you off site to their ecommerce store) Design challenge feature to further engage the customer
Mari has over 60,000 fans she has positioned herself as a Facebook specialist Great landing page Integrates her other social media channels
As Facebook is such a visual platform High Definition Images and Videos are great for engagement Also Quotes that are appropriate for your industry can be very effective Think of your Facebook page as an “ extension of your website/blog
http://www.facebook.com/Cisco?sk=app_57675755167
Twitter started in 2006 as a message service for a podcasting company It was never designed to be a social network With the number of users approaching 500 million users according to TwoPchart http://twopcharts.com/twitter500million.php and has accelerated since the launch of Apple mobile IOS5 operating system
Create a a large targeted following Its instant Can be automated
Brand your Twitter account Link to your website Use keywords in your description on Twitter Build followers
Build a large targeted network Engage and Network Promote and market your content and ideas on Twitter
SocialOomph – auto following with a direct message, automate the sending of content out regularly Twellow.com – the yellow pages of twitter Hootsuite – mananging and monitoring Twitter Feed http://twitterfeed.com/ - for sending out other people’s
Started 3 years ago Twitter is my biggest traffic driver after SEO It is driving more traffic than Facebook
Dell has embraced social media m and opened one of the first Social Media command centers They use Twitter for Sales Customer Care Humanising the brand
http://blog.hubspot.com/blog/tabid/6307/bid/30030/LinkedIn-277-More-Effective-for-Lead-Generation-Than-Facebook-Twitter-New-Data.aspx?utm_source=twitterfeed&utm_medium=twitter&utm_campaign=Feed%3A+HubSpot+%28HubSpot%29 LinkedIn is a powerful B2B professional network with 150 million members. In the last 12 months its membership has doubled in Australia Don ’ t ignore it as a sharing platform
http://fedex.linkedincreatives.com/video/01/
You cannot be promotional in groups on LinkedIn so content that adds value to the group is fine Example in discussions in Groups “ ALLRETAIL ” Retail Executive network Post Card Mania offers a “ Ten Ways to Grow Your Business Using Direct Mail To receive the report you need to provide your details
The landing page on the link to obtain the ebook or PDF will ask for essential details that Grows your database Asks permission to continue to send updates Generate leads and sales
Second Largest Search Engine behind Google. According to Forrester Research http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html any given video in the index stands about a 50 times better chance of appearing on the first page of results than any given text page in the index. Those are some attractive odds!
According to a Forrester research it is 50 times easier to rank on the first page with an optimised YouTube video then standard content from a blog or website
http://www.youtube.com/watch?v=nFeb6YBftHE&feature=related Doctor Bob Couldn ’ t sell his toothbrush that reduced bad breath Went to marketing class at University and they said 92% of people wouldn ’ t buy this product online But one student said that makes 8% who will and that is millions of people Recorded a video for a few hundred dollars and put it on YouTube Started receiving enquiries from over 40 countries YouTube leveled the playing field an enabled them to put their product in front of everybody Walmart took them on without even having a Face to face meeting because of YouTube Sold over 1 million Orabrush
Slideshare is maybe the sleeper in the B2B social networking closet but with Over 50 million unique visitors 16 Million registered users It is powerful for spreading and embedding your content in blogs and websites. If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format Create an account with links to your blog or website Include a description Tag it with keywords Promote presentations on Facebook, Twitter and Slideshare Embed in a blog post with an introduction of 150 to 200 words
If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format Create an account with links to your blog or website Include a description Tag it with keywords Promote presentations on Facebook, Twitter and Slideshare Embed in a blog post with an introduction of 150 to 200 words
With over 150 million blogs it is a publishing platform that should not be ignored Especially useful for B2B businesses Some thought that social networks and micro blogs such as twitter would sound the death knell for blogs. It appears that it is actually helping drive traffic and growth
Remember the Hub and Spoke approach Publish on your home base Publish on your outposts Provide multi-media formats for capturing the widest audience
Hubspot inspired me to start blogging 3 years ago and they are one of the best examples of how to optimise a blog for B2B marketing Some Key Features Content that needs you to eneter email etc for receiving it Subscription buttons Multimedia Share buttons Call to action
If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format Create an account with links to your blog or website Include a description Tag it with keywords Promote presentations on Facebook, Twitter and Slideshare Embed in a blog post with an introduction of 150 to 200 words
