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How To Use Social Networks to Grow Your Business [Graph Expo 2011]


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How To Use Social Networks to Grow Your Business [Graph Expo 2011]

  1. 1. John Foley, Jr. CEO/CMO, Grow Socially, Inc.
  2. 2. Before I Begin … <ul><li>Please Turn Your Phone ON! </li></ul>@johnfoleyjr http://www.slideshare.net/growsocially Find presentation here:
  3. 3. John Foley, Jr. <ul><li>Grow Socially, Inc – Support Services </li></ul><ul><ul><li>Online Marketing/Social Media </li></ul></ul><ul><ul><li>Plan, Manage, Execute and Measure </li></ul></ul><ul><li>interlinkONE – Software (SaaS) </li></ul><ul><ul><li>Enterprise Marketing Management Software </li></ul></ul><ul><ul><li>Plan, build, manage, execute and measure all marketing activities </li></ul></ul><ul><ul><li>15 Years Woot! </li></ul></ul>I love Mar(H)keting!
  4. 4. Accolades <ul><li>Jetsetter Status on FourSquare </li></ul><ul><li>Mayor of iStrategy </li></ul><ul><li>Ranked #16 as a Top CMO on Twitter in 2010 </li></ul><ul><li>2 nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category </li></ul><ul><li>One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2010 - http://ilnk.me/SLMA50 </li></ul>
  5. 5. Where to Find Me <ul><li>Booth 3661 & Booth 3662 – Marketing Pavilion! </li></ul><ul><ul><li>interlinkONE (3661): Multi-Channel Marketing Software </li></ul></ul><ul><ul><li>Grow Socially (3662): Online Marketing Services </li></ul></ul>
  6. 6. Overview <ul><li>Social Media Marketing Plan </li></ul><ul><li>What to Talk About (Content) </li></ul><ul><li>Build and Monitor your Audience </li></ul><ul><li>Measuring effectiveness </li></ul><ul><li>Wrap-Up / Q & A </li></ul>
  7. 7. <ul><li>It all starts with a strategy and a plan. </li></ul>
  8. 8. Use Social Media Effectively <ul><li>Start with a Plan </li></ul><ul><ul><li>Address Goals </li></ul></ul><ul><ul><li>Make a Schedule </li></ul></ul><ul><ul><li>Know What You Want to Do </li></ul></ul>
  9. 9. Effective Social Media Strategy <ul><li>Online/Social Media Marketing Plan </li></ul><ul><li>Website is the Hub: interactive and engaging? </li></ul><ul><li>Search Engine Optimization </li></ul>Online Marketing Plan
  10. 10. Expo Event 8AM-6PM Send out flyers to clients Announce on website Email eNewsletter (Announce) Tell colleagues you’re attending Send thank you cards Enter new contacts in CRM Mail -Monthly Newsletter Marketing Calendar Phone Calls
  11. 11. Marketing Calendar Expo Event 8AM-6PM Send out flyers to clients Announce on website Email eNewsletter (Announce) Tell colleagues you’re attending Send thank you cards Enter new contacts in Excel Mail -Monthly Newsletter Create Post, Link back to website Announce on & Comment on event’s page Connect with Keynote Speakers on Join in on event’s hashtag Share speaking presentation on Friend new contacts on Share event article on Share event article on Announce booth # with video post Follow-Up with Post & Post Pictures
  12. 12. Social Media Marketing Plan <ul><li>Describe Business and Its Goals </li></ul><ul><li>Know Your Audience </li></ul><ul><li>The One Thing </li></ul><ul><li>Humanize Your Brand </li></ul><ul><li>Content Resource & Distribution Strategy </li></ul><ul><li>Measure Your Success </li></ul>Strategy Before Tactics!
  13. 13. $ Optimize / Social Friendly Blogs eNewsletter Sign-Ups White Papers Landing Pages Offers Emails Polls Get Noticed Engage and Nurture Inquiries Engage and Nurture Integrated Multi-Channel Marketing Action – Publish – Engage – Converse – Share Social Media Blogging Analytics Content Mgmt SEO Start with MKTG Plan Product? Service? Asset? Qualified Leads Sales
  14. 14.
  15. 15. What does your audience care about? <ul><li>Community </li></ul><ul><li>Conversation </li></ul><ul><li>Networking </li></ul><ul><li>Relevant Information </li></ul><ul><li>Relationships </li></ul><ul><li>Customer Service </li></ul><ul><li>Immediate Information </li></ul>
  16. 16. What is your audience searching for to find you?
  17. 17. Make a Keyword Library <ul><li>Maintain a List of Keywords </li></ul><ul><li>Share them with your team </li></ul><ul><li>Use them in blogs, tweets, you tube posts etc </li></ul><ul><li>Use them in your social profiles/bios </li></ul>
  18. 18. Create a Blog <ul><li>Humanizes Your Brand </li></ul><ul><li>Improves SEO </li></ul><ul><li>Share Expertise </li></ul><ul><li>Gives You Great Content to Tweet! </li></ul><ul><li>Allows For Engagement </li></ul>
  19. 20. Know Your Audience <ul><li>Who Are They? </li></ul><ul><li>Where Are They Cyclically? </li></ul><ul><li>How Do They Use Social Media? </li></ul>
  20. 21. Your Target Audience <ul><li>Define Target Audience </li></ul><ul><li>Audience Acquisition </li></ul><ul><li>Prospecting </li></ul><ul><li>Customer Service </li></ul><ul><li>Partner Management </li></ul><ul><li>Discover </li></ul><ul><li>Engage </li></ul><ul><li>Get Found </li></ul>
  21. 22. Is everyone interested in the same communication? I’m on Twitter I still email I use Facebook, Twitter & LinkedIn I love my mail I Google for my information Where are your prospects and customers getting their information?
  22. 23. Identify the Right Audience <ul><li>Which Industries? </li></ul><ul><li>Are existing clients online? </li></ul><ul><li>Connect with people you meet </li></ul><ul><li>Include keywords in your profiles </li></ul><ul><li>Engage with target audiences </li></ul>
  23. 24. Tools for Finding People <ul><li>FollowerWonk.com </li></ul><ul><li>Search.Twitter.com </li></ul><ul><li>Google+ Search </li></ul><ul><li>LinkedIn / Groups </li></ul>
  24. 25. Tip! CRM/Social Intelligence
  25. 26.
  26. 27. How to Measure Success? <ul><ul><li>Site Traffic </li></ul></ul><ul><ul><li>Downloads </li></ul></ul><ul><ul><li>eNewsletter Sign-Ups </li></ul></ul><ul><ul><li>Blog Comments </li></ul></ul><ul><ul><li>Questions </li></ul></ul><ul><ul><li>Shared Links </li></ul></ul><ul><ul><li>Re-Tweets </li></ul></ul><ul><ul><li>Followers </li></ul></ul><ul><ul><li>Who’s talking about you and how </li></ul></ul><ul><ul><li>Show me the money </li></ul></ul>
  27. 28. Tools for Measuring Effectiveness <ul><li>Link Shorteners </li></ul><ul><ul><li>iLink.Me </li></ul></ul><ul><ul><li>TinyURL.com </li></ul></ul><ul><li>Google Analytics </li></ul><ul><ul><li>Website </li></ul></ul><ul><li>Insights </li></ul><ul><ul><li>LinkedIn, Facebook, Twitter, YouTube </li></ul></ul>
  28. 29. Tools for Listening
  29. 30. Shorten URLs with http://ilink.me
  30. 31. Tools to Measure Success www.ilnk.me
  31. 32. COMPANY WEBSITE Social Media SEO DM/Flyer E-mail Links Other Inbound and Outbound Whitepapers, eBooks Downloads eNewsletter Sign-Ups Comments & Questions on Blog Info/Inquiries Webinar Sign-Ups 100 Visitors 2000 Visitors 800 Visitors 3500 Visitors CRM
  32. 34. Getting More out of Twitter <ul><li>Use it to engage others (marketers, customers, partners) in conversations </li></ul><ul><li>Participate with the #PrintChat community </li></ul>
  33. 35. Getting More out of Facebook <ul><li>Pay attention to News Feed Optimization </li></ul><ul><ul><li>Post pictures, videos, Questions, etc. </li></ul></ul><ul><li>Promote your page via print, email, & web! </li></ul>
  34. 36. Getting More out of YouTube <ul><li>Capitalize on SEO/link-building opportunities: </li></ul><ul><li>Link to your website in Video Description! Use Keywords  </li></ul>
  35. 37. Getting More out of LinkedIn <ul><li>Participate in Groups – Active Engagement there! </li></ul><ul><li>Expand beyond only Print Groups… find where your customers & prospects are. </li></ul>
  36. 38. Getting More/Started with Google+ <ul><li>Audience is not huge, but… </li></ul><ul><li>Google is incorporating it with other Apps (Gmail, Docs, Reader) </li></ul><ul><li>Get an invite/Create a profile </li></ul><ul><li>Connect with marketers (lots of them there) </li></ul>
  37. 39. Fundamentals for all Networks <ul><li>Build your network </li></ul><ul><li>Engage with the network you have built </li></ul><ul><li>Be relevant </li></ul><ul><li>Be consistent </li></ul><ul><li>Track and analyze </li></ul>
  38. 40. Your Website & Social Media <ul><li>Social-friendly, searchable </li></ul><ul><li>Interactive </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Landing Page </li></ul></ul><ul><ul><li>eNewsletter Sign-Ups </li></ul></ul><ul><ul><li>Widgets </li></ul></ul><ul><ul><li>Whitepaper downloads </li></ul></ul><ul><li>Calls to action for people to raise their hand </li></ul>MUST BE ENGAGING!
  39. 41. SMS MMS PDA Blackberry Direct Mail Radio/TV Magazines Flyers Labels Personalization Campaign Management Reporting Administration Automation QR Codes E-mail Website RSS Flash Banner Search Social Media Hello! Mary Campaign Management Wireless Offline Online Your Website
  40. 42. Create Marketing Campaigns <ul><li>Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness. </li></ul>
  41. 43. Social Media Wrap Up <ul><li>Start with a Plan </li></ul><ul><li>Create a Online Marketing Strategy </li></ul><ul><li>Incorporate Your Social Media, SEO and Website </li></ul><ul><li>Measure the Results! </li></ul>
  42. 44. Q & A / Contact Me! iFlyMobi.com QR Code http://ilink.me/JR
  43. 45. Wanna Chat? <ul><li>Booth 3661 & Booth 3662 </li></ul>

Notes de l'éditeur

  • FROM THE WEBSITE, how they promoted it During this session you will gain key strategies and take-aways for using social networks such as Twitter, Facebook, LinkedIn, YouTube, Google+, and more to better serve your customers and reach new prospects. You will receive actionable advice, guidance and tips to help you: Create and execute a social media marketing plan Identify what topics and keywords you should be talking about Build and monitor your online audience, and Measure the eff ectiveness of your social networking activities.
  • 15 Years Business Management Author Whitpapers
  • While everyone is talking about social media, marketers are looking for tools and techniques to implement an effective social media campaign. Discuss “how to” approaches for effectively using social media. Participants 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.
  • Think about what your audience cares about! Then, identify how the things you talk about in social networks can help to solve their needds.
  • Here’s something else you can do… Monitor what people are searching for before they hit your website. Look which keywords are popular. Which ones cause people to stay on your site the longest.. Then, that should help you to create better and more content about those subjects on your blog, twitter, Facebook, etc.
  • Humanizes Your Brand Improves SEO Keywords Links Updated Information Share Expertise Gives You Great Content to Tweet!
  • Where Are They Cyclically? Students How 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…..
  • Tweets are text-based posts of up to 140 characters in length which are displayed on the user&apos;s profile page and delivered to other users who have subscribed to them (known as followers ).
  • Audience is not huge, but… Google is incorporating it with other Apps (Gmail, Docs, Reader) Get an invite/Create a profile Connect with marketers (lots of them there)