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Advanced	Social	Media	Marke0ng:		
A	Prac'cal	Approach	for	Business	
October	23,	2015	
	@NaThomson 	 	 	 	 		
		Natascha	Th...
9:00	AM 	Guest	Speaker:	Social	Media	&	The	Law	
10:15	AM 	Break	
10:30	AM 	What’s	New	in	Social	Media	Marke0ng?	
11:30	PM ...
Guest	Speaker:	Paul	Cowie	
3	
“Not So Fast! – Employment, Ownership & Privacy Concerns When
Using Social Media For Busines...
What’s	New	In	Social	Media	
Marke0ng?
Guest	Speaker:	Jason	Rose	
5	
“Using analytics, automation and insights to create real ROI
with social media.”
Business Level Usage
of Social Media Platforms
7
The	first	steps…	
1.  Choose	the	right	presence	
2.  Complete	your	profile	
3.  Engage	your	audience
9	Facebook	Page:	Public	Figure
5	Key	Facebook	Tac0cs	
1.  Connect	via	authen0c	emo'ons	and	visuals	
2.  Post	for	the	“News	Feed”	not	your	Page	
3.  Know	...
11	My	News	Feed
Source:	Social	Media	Examiner.	
Show	a	Sense	of	Humor
Example Success Metrics
1.  Follower growth rate (%)
2.  Likes / Shares / Comments
3.  Conversion Rates
14
For a good start…
1.  Pick a “good” name for your handle
2.  Complete your profile
–  Profile Description
–  Quality pictu...
5 Key Twitter Tactics
1.  Share the content your target audience
craves
2.  Be authentic and respectful
3.  Use relevant h...
Example Success Metrics
1.  Follower growth rate (%)
2.  Retweets / Mentions / Quotes
3.  Conversion Rates (CTR/Leads)
18
GeXng	Started	
Copyright	by	Marke'ngXLerator.	
1.  Complete your profile
ü  Quality picture(s)
ü  Custom headline
ü  Conta...
20
5	Key	LinkedIn	Tac0cs		
1.  Invite relevant connections
2.  Give	and	ask	for	recommenda0ons	
3.  Post status updates, poss...
22
23
Is	your	Target	Audience	there?
25
5	Free(mium)	Tools	
1.  Bufferapp	+	Applet	
2.  Bitly	
3.  Twitonomy	
4.  eClincher		
5.  Twi[er	Analy0cs	&	TweetDeck	
	
26
27
28
29
5	Enterprise	Tools	
1.  Salesforce	Marke0ng	Cloud		
2.  eClincher	
3.  DataSi]	
4.  Tracx	
5.  Sprinklr	
	
	
30
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 31
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 32
#2015ConnectCon
@ConnectMembers
facebook.com/ConnectMembers 33
Recap:	Social	Strategy	101	
1.  Objec'ves	
2.  Target	Audience	
3.  Fishing	Holes	
4.  Content	
5.  Paid	and	organic	
6.  ...
Natascha	Thomson	
NaThomson@Marke'ngXLerator.com		
@NaThomson	
+1	(925)	519-8111	
	
Marke0ngXLerator.com	
	
Over	15	years	...
Video:	ExactTarget/Salesforce	
36
37
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Advanced Social Media Marketing - Biz Level Social Media Usage

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Class presentation at UCSC Silicon Valley on October 23, 2015, focused on use of Twitter, LinkedIn, Facebook.

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Advanced Social Media Marketing - Biz Level Social Media Usage

  1. 1. Advanced Social Media Marke0ng: A Prac'cal Approach for Business October 23, 2015 @NaThomson Natascha Thomson CEO, Marke'ngXLerator
  2. 2. 9:00 AM Guest Speaker: Social Media & The Law 10:15 AM Break 10:30 AM What’s New in Social Media Marke0ng? 11:30 PM Guest Speaker: Analy0cs & Automa0on 12:30 PM Lunch Break 1:30 PM Business Level Use of Social Media PlaNorms 2:15 PM Final Project Presenta0ons I 3:15 PM Break 3:15 PM Final Project Presenta0ons II 5:00 PM Class Ends Today’s Agenda 2
  3. 3. Guest Speaker: Paul Cowie 3 “Not So Fast! – Employment, Ownership & Privacy Concerns When Using Social Media For Business.”
  4. 4. What’s New In Social Media Marke0ng?
  5. 5. Guest Speaker: Jason Rose 5 “Using analytics, automation and insights to create real ROI with social media.”
  6. 6. Business Level Usage of Social Media Platforms
  7. 7. 7
  8. 8. The first steps… 1.  Choose the right presence 2.  Complete your profile 3.  Engage your audience
  9. 9. 9 Facebook Page: Public Figure
  10. 10. 5 Key Facebook Tac0cs 1.  Connect via authen0c emo'ons and visuals 2.  Post for the “News Feed” not your Page 3.  Know when your audience is online 4.  Include a Call to Ac'on (CTAs) 5.  Post regularly and respond to every post
  11. 11. 11 My News Feed
  12. 12. Source: Social Media Examiner. Show a Sense of Humor
  13. 13. Example Success Metrics 1.  Follower growth rate (%) 2.  Likes / Shares / Comments 3.  Conversion Rates
  14. 14. 14
  15. 15. For a good start… 1.  Pick a “good” name for your handle 2.  Complete your profile –  Profile Description –  Quality picture(s) –  Location –  URL to company, blog or LinkedIn profile 3.  Follow relevant people
  16. 16. 5 Key Twitter Tactics 1.  Share the content your target audience craves 2.  Be authentic and respectful 3.  Use relevant hashtags / join events 4.  Use visual content 5.  Be human = Think P2P not B2B
  17. 17. Example Success Metrics 1.  Follower growth rate (%) 2.  Retweets / Mentions / Quotes 3.  Conversion Rates (CTR/Leads)
  18. 18. 18
  19. 19. GeXng Started Copyright by Marke'ngXLerator. 1.  Complete your profile ü  Quality picture(s) ü  Custom headline ü  Contact details ü  Summary ü  Work history ü  Add custom content 2.  Customize your URL 3.  Create a Company Page
  20. 20. 20
  21. 21. 5 Key LinkedIn Tac0cs 1.  Invite relevant connections 2.  Give and ask for recommenda0ons 3.  Post status updates, possibly blog 4.  Join relevant groups 5.  Use the Ad Tool to segment Copyright by Marke'ngXLerator.
  22. 22. 22
  23. 23. 23
  24. 24. Is your Target Audience there?
  25. 25. 25
  26. 26. 5 Free(mium) Tools 1.  Bufferapp + Applet 2.  Bitly 3.  Twitonomy 4.  eClincher 5.  Twi[er Analy0cs & TweetDeck 26
  27. 27. 27
  28. 28. 28
  29. 29. 29
  30. 30. 5 Enterprise Tools 1.  Salesforce Marke0ng Cloud 2.  eClincher 3.  DataSi] 4.  Tracx 5.  Sprinklr 30
  31. 31. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 31
  32. 32. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 32
  33. 33. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 33
  34. 34. Recap: Social Strategy 101 1.  Objec'ves 2.  Target Audience 3.  Fishing Holes 4.  Content 5.  Paid and organic 6.  Experiment and measure Copyright by Marke'ngXLerator.
  35. 35. Natascha Thomson NaThomson@Marke'ngXLerator.com @NaThomson +1 (925) 519-8111 Marke0ngXLerator.com Over 15 years of B2B marke0ng experience in Global 2000 and startup companies. Customers include SAP, EMC, Polycom, SLAP, and LookingGlass.
  36. 36. Video: ExactTarget/Salesforce 36
  37. 37. 37

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