Contenu connexe Similaire à Creating a Successful Social Media Campaign (DIMA & PMA@CES) (20) Plus de Grow Socially, Inc. (13) Creating a Successful Social Media Campaign (DIMA & PMA@CES)1. Creating a Successful Social
Media Campaign
John Foley, Jr., interlinkONE / Grow Socially, Inc.
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
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2. John Foley, Jr. - Introduction
interlinkONE
I love
► Enterprise Marketing Mar(H)keting!
Management Software
Grow Socially, Inc.
► Strategic Outsourced
Marketing Services
/Online Marketing:
Social
Media, SEO, Website
@JohnFoleyJr
Development Questions or Comments?
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3. Accolades
• Jetsetter Status on FourSquare
• Ranked #14 #13 as a Top CMO on Twitter in 2011
• 2nd runner up for B2B Twitterer of the Year Award for the B2B “Boss
Tweet” Personality Category
• One of the 50 most influential people in Sales Lead Management by
Sales Lead Management Association in 2010
• http://ilnk.me/2012SLMA50
• Author of Business Transformation: A New Path to Profit for the
Printing Industry – Plug Alert!
9AM Monday - Transforming your Photo Business!
Questions or Comments?
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4. Business Results /On-line Marketing -
770 New Customers – SHOW ME THE MONEY!
Questions or Comments?
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5. Business Results /On-line Marketing -
770 New Customers – SHOW ME THE MONEY!
Questions or Comments?
Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
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6. Rules for today
► Keep your phone ON! Social App’s running!
► Engage, Share, Connect #PMA@CES
► Follow me - @johnfoleyjr
► No making fun or laughing at MY Accent!
► Participate! It pays to ask questions!
Questions or Comments?
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7. Overview
► Social Media: The Facts
► Finding the Right Audience
► Techniques for Getting and Keeping
the Conversation Going
► Translating the Conversation into
Business Results
► Measuring Effectiveness
Questions or Comments?
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8. SOCIAL MEDIA: THE FACTS
Questions or Comments?
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9. Why Be There?
► 800 Million Users on Facebook
► 300 Million Users on Twitter
NOTE: As of December 2011
Questions or Comments?
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10. Why Be There? (More Stats)
► 1,000,000,000,000 (one trillion)
playbacks on YouTube this year
(#2 search engine)
► 62 million users on Google+
in 5 months
Questions or Comments?
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11. Social Media’s Benefits Seem Obvious…
► Lots of people are there.
► It’s fairly inexpensive to use.
► It’s working for others.
► It’s fun.
► But why is it not working for
everyone?
Photo Credit: http://www.flickr.com/photos/95399445@N00/423813404/
Questions or Comments?
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12. With No Plan… Social Media Often Fails
Photo Credit: http://nomaltbytrack.org/editorial.html
Questions or Comments?
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13. The First Step To Success!
► Start with a Plan
► Address Goals
► Make a Schedule
► Know What You Want to Do
► Understand and embrace inbound marketing
Questions or Comments?
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14. Without a Plan, We Forget.
► Did you Integrate It With Your
Website?
► Did you Include It in Offline
Marketing Efforts?
► Did you Promote It Within Your
Emails?
Did you post today?
Photo Credit: http://www.flickr.com/photos/25678284@N03/2481656219/
►
► Better yet – What are you posting?
Questions or Comments?
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15. Optimize / Social Friendly
Get Noticed eNewsletter Sign-Ups
White Papers
Landing Pages
Offers
Emails
Polls Inquiries
Engage
and
Qualified Nurture
Leads
Engage
Sales and
Start with MKTG Nurture
Integrated Multi-Channel Marketing Plan
Action – Publish – Engage – Converse – Share Product?
Social Media Blogging Analytics Service?
Content Mgmt SEO Asset?
$
Questions or Comments?
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Email Support@GrowSocially.com
16. Social Media Marketing Plan
Describe the Business
Business Goal Strategy
Before
Where Is the Audience Cyclically? Tactics!
How Does the Audience Use Social Media?
The One Thing / Keywords
Humanize the Brand
Content Resource and Distribution Strategy
How Will You Measure Success?
Questions or Comments?
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17. Describe Your Business
► I am a camera store.
► I am a photo lab.
► I am a leader in the custom
photo products market.
► I am__________________. Photo Credit: http://www.flickr.com/photos/30520607@N06/4521655500/
Questions or Comments?
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18. Describe Your Goals
► To Increase Brand Awareness
► To Generate More Leads
► To Sell More Products &
Services
► To Improve Customer
Satisfaction
Guess What? Social Media Can
Help All of Those!
Questions or Comments?
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19. The One Thing / Keywords
Apple = Innovation Disney = Magic
Disney = Magic
Questions or Comments?
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20. What’s Next?
► After defining your high-level objectives, we
need to drilldown into what will help us find
success.
Let’s Go!
Questions or Comments?
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21. FINDING THE RIGHT AUDIENCE
Questions or Comments?
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22. Know Your Audience
► Who Are They?
► Where Are They
Cyclically?
► How Do They Use Social
Media?
Questions or Comments?
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23. Identify the Right Audience
► Determine characteristics
of your ideal customers.
► Are existing clients online?
► Connect online with
people you meet offline.
Questions or Comments?
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24. Your Target Audience – It’s Important
Define Target Audience Audience Acquisition
► Prospecting ► Discover
► Customer Service ► Engage
► Partner Management ► Get Found
Questions or Comments?
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25. Is everyone interested in the same communication?
I still
I love my
email
mail
I use Facebook, I’m on
Twitter & Twitter
LinkedIn
I Google for
my
information
Where are your prospects and customers getting their information?
Questions or Comments?
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26. How Can You Find Your Audience?
http://Search.Twitter.com
Questions or Comments?
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27. Listen to Social Media Chatter… And Act
Questions or Comments?
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28. Audience Finder: FollowerWonk.com
http://FollowerWonk.com
Questions or Comments?
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29. FollowerWonk.com: Results
Questions or Comments?
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30. Find People With LinkedIn
► Search by
“Skills” to
connect with
potential
prospects
► Also, search for
Groups!
Questions or Comments?
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31. Other Ways to Find Your Audience
► Facebook: Targeted Advertising (more later)
► Google+: Search Profile Data
► Mobile Social Networks: Instagram, etc.
Questions or Comments?
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32. Important! Social CRM
Social Media Fields in Your CRM System
Questions or Comments?
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33. TECHNIQUES FOR GETTING AND
KEEPING THE CONVERSATION GOING
Questions or Comments?
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34. Steps for Social Conversation
► Define What You Should Talk About
► Create Compelling Content
► Freely Share in the Appropriate Channels
► Be Consistent
► Educate First… Sell Second
Questions or Comments?
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35. Keywords: What To Talk About
► Maintain a List of Keywords
► Share them with your team
► Use them in blogs, tweets, videos, etc.
► Use them in your social profiles/bios
Questions or Comments?
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36. Create a Variety of Content
Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
Questions or Comments?
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37. Content Resource Library Visit Resources Daily
Content Content
A C
Content
B
Pull Content Make Links Measurable Push Content Out
Content Distribution Strategy
Resources are monitored. Content is identified and pulled, made
trackable, and pushed out across platforms.
Questions or Comments?
Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com
38. Start the Conversation
► Twitter
► Hashtags
► Retweets
► Twitter Chats
► LinkedIn
► Groups
► Discussions
► Facebook
► Be engaging!
► Blog
Questions or Comments?
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Email Support@GrowSocially.com
39. Sharing Content via Twitter
• Shares
helpful, educatio
nal content
• Engages with
audience
• Friendly, human
voice!
Questions or Comments?
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40. Sharing Content – On Your Blog
• Great for SEO!
• Prospects and
Customers will
appreciate the
Help!
• Subscribe-
worthy content
http://www.theimagingdepot.com/
Questions or Comments?
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41. Be Ready to Reply to Conversations
► Don’t forget that
social media is a
listening tool.
► It’s a great way to
provide outstanding
customer service.
Questions or Comments?
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42. Increase Awareness, Increase Conversations
► Don’t just build it (your Facebook page), and
hope people will come!
► Promote your networks on other marketing
channels.
Questions or Comments?
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43. Website Integration: Example
Questions or Comments?
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44. Website Integration: Example
Questions or Comments?
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45. Website: Link to Facebook (Example)
► Consistent
Branding
► Pictures, Text,
and Links
► Calls to Action
Questions or Comments?
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46. Use Print to Promote Social Networks
Do not rely on
“build it and they
will come”!
Print can be used to
drive people to
your online
marketing efforts.
Questions or Comments?
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47. TRANSLATING THE CONVERSATION
INTO BUSINESS RESULTS
Questions or Comments?
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48. Goal: Fill the Sales Funnel!
Questions or Comments?
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49. Get Business Results
► Have Sales Reps Online
► Share Case Studies Online
► Answer Questions
► Send Requested
Information
► Follow Up – Always!
► Connect Frequently
Questions or Comments?
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50. Be Consistent and Determined
► Add Social Media Efforts to Your Marketing
Calendar
► Find opportunities to capitalize
before, during, and after events.
Questions or Comments?
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51. Marketing Calendar, Take 1
Announce Mail -
Send out on website Monthly
flyers to
Newsletter
clients
Phone Calls
Email
eNewsletter
(Announce)
Tell
Expo Event
colleagues
8AM-6PM
you’re
attending
Send thank Enter new
you cards contacts in
CRM
52. Marketing Calendar, Take 2
Create Announce Announce on Mail -
Send out Post, Link on website & Monthly
flyers to back to Newsletter
clients website
Comment on Connect with Share event Email
event’s Keynote article on eNewsletter
page Speakers on (Announce)
Announce Tell
Share event Join in on Expo Event
booth # colleagues
article on event’s 8AM-6PM
with you’re
hashtag
video post attending
Send thank Enter new
Follow-Up Share Friend new
you cards contacts in
with speaking contacts on
Excel
Post & Post presentation
Pictures on
53. Social Media for Sales: Example 1
► Compelling
message
► Clear call-to-
action
► Drove people to
online purchase
Questions or Comments?
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54. Social Media for Sales: Example 2
► Combined text
and images
► Provided special
offer for FB
audience
► Drove people to
online purchase
Questions or Comments?
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55. Facebook Advertising
► Reach people based
on:
► Location
► Precise Interests
► What they “Like”
► Gender, Marital
Status, and more…
Questions or Comments?
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56. MEASURING EFFECTIVENESS
Questions or Comments?
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57. How to Measure Success?
► How many
► Downloads
► eNewsletter Sign-Ups
► Blog Comments
► Questions
► Shared Links
► Re-Tweets
► Followers / Connections
► Site Traffic
Questions or Comments?
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Email Support@GrowSocially.com
58. Measure Inbound & Outbound Together
COMPANY
Social WEBSITE Whitepapers,
Media eBooks
3500 Downloads
Visitors
SEO eNewsletter
Sign-Ups
DM/Flyer 2000
Visitors Comments &
Questions on
CRM
E-mail
Blog
800
Links Visitors Info/Inquiries
Other 100 Webinar
Visitors Sign-Ups
Questions or Comments?
Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com
59. Tools for Measuring Effectiveness
► Link Shorteners
► iLink.Me
► Google Analytics
► Website
► Insights
► LinkedIn, Facebook, Twitter, YouTube
Questions or Comments?
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60. http://ilink.me
Questions or Comments?
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61. Tools to Measure Success
www.ilnk.me
Questions or Comments?
Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com
62. Optimize / Social Friendly
Get Noticed eNewsletter Sign-Ups
White Papers
Landing Pages
Offers
Emails
Polls Inquiries
Engage
and
Qualified Nurture
Leads
Engage
Sales and
Start with MKTG Nurture
Integrated Multi-Channel Marketing Plan
Action – Publish – Engage – Converse – Share Product?
Social Media Blogging Analytics Service?
Content Mgmt SEO Asset?
$
Questions or Comments?
Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com
63. Best Practices
► Industry Specific ► Link all pages back to
Content corporate site
► Marketing Information ► Secure Branded URLs
► Consistently monitor for for each Channel
customer service ► Promote Monthly
► Continually post Newsletters
relevant content
Questions or Comments?
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Email Support@GrowSocially.com
64. Four Fundamentals for Social Media
1. Build your network
2. Engage with the network you have built
3. Be consistent
4. Track and analyze
Questions or Comments?
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Email Support@GrowSocially.com
65. Create Marketing Campaigns
Integrating content creation, distribution, customer engagement, and
measurement of your marketing efforts can increase campaign
effectiveness.
Questions or Comments?
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66. Wrap Up
► Start with a Plan
► Create an Online
Marketing Strategy
► Incorporate Social
Media, SEO and Website
into your Daily Routine
► Measure the Results!
Questions or Comments?
Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com
67. Q & A / Contact Me!: http://ilink.me/JR
QRCode
iFlyMobi.com
Questions or Comments?
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68. See You Tomorrow!
“Transforming Your Photo Business”
Strategies and Plans for Finding Success
9:00 am – 10:15 am
Questions or Comments?
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69. THANK YOU!
Questions or Comments?
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Email Support@GrowSocially.com
Notes de l'éditeur While everyone is talking about social media, marketers are looking for tools and techniques for implementation of an effective social media campaign. This session will discuss "how to" approaches for effectively utilizing social media. Participants will learn how to identify the "right audience" in the sea of social networks; techniques for getting and keeping the conversation going; options for translating the conversation into business results; and the right tools for measuring effectiveness. What’s Your One Thing?What’s the soul of your brand. What’s the one thing that defines you – and it’s not features and benefits. Volvo = Safety. Apple = Innovation. Disney = Magic. What’s on the other side of your = sign?Note: This is not easy to figure out. You may need to engage in some brand anthropology, and have an agency help you find your one thing. Where Are They Cyclically?StudentsHow Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale. Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program. Here is how Tiwtter is used to promote a white paper…..