You know SEO, content and social media are important to your marketing because everyone keeps telling you they are. But what not enough marketers know is how to make those tactics actually pay off in increased leads, sales and ROI. This presentation covers how to tie it all together with an information architecture and conversion strategy that will not only bring in more traffic, but help you turn more of that traffic into growth on the bottom line. Including how to: - Identify your target audience and the messaging you need to reach them - Build an information architecture that naturally enables SEO and social marketing - Develop a content marketing library that wins business - And, converting more visitors into leads, leads into sales, and sales into long-term ROI Sponsored by LogMyCalls The Presentation Agenda 1) Background (Terms, B2B And B2C Marketing Trends, SEO, ETC) 2) Consumer Trends Worth Noting 3) Identifying Your Customers 4) What Is Information Architecture And Why Is It Important? 5) SEO And Content Marketing That Wins Business 6) Measuring Results And Converting To Sales 7) Building Your Social Media Strategy 8) Time And Resource Management Questions? Please contact Michael Hackmer, Found, Social Web Tactics, at: 703-362-1586. Email: michaelhackmer@socialwebtactics.com

1. Social Web Tactics
Today’s main presenter is Michael Hackmer, the founder of
Social Web Tactics.
Prior to Social Web Tactics, Hackmer handled SEO, Content
Optimization and Web Analytics for Strayer University
managing teams in the US and India. He also was the Senior
Community Manager for GovWin.com where he led the social
media team, created virtual events that reached thousands of
government contractors, and helped grow and manage an
online community of over 30,000 people and thousands of
companies.

2. Social Web Tactics
Social Web Tactics Provides Digital Marketing And Sales
Solutions
We are a digital marketing and sales agency focused on
providing businesses and organizations the ability to
connect with their audience using the latest and most
effective digital technologies and tools.
At Social Web Tactics, our highly-skilled team helps your
company tap into social media, share the company’s
message through targeted campaigns, and connect with
people online and in person to generate more meaningful
engagements and sales.
Our experience spans industries such as: Discount retail /
mass merchants, education (higher ed and secondary ed),
food, health care, government contracting, media,
nonprofit organizations, political campaigns, technology
and more.
We have done work in the public and private sectors, as
well as work in international markets (main focus is Latin
America, but we have done work in the Middle East).
www.socialwebtactics.com
@socialwebinc
We live in an age where mass
messaging rarely works. You need
to go – not just where your
customers are – but where they are
most receptive to you as a company
and to your story and where they
can share their own stories.
Services Include:
• Customer Persona Identification
• B2C, B2B and B2G Marketing and
Lead Generation
• Social Media Strategy and
Management
• Content Marketing / Blogging
• Information Architecture
• SEO / SEM

3. Social Web Tactics Our Agenda
1. Background (Terms, B2B And B2C
Marketing Trends, SEO, ETC)
2. Consumer Trends Worth Noting
3. Identifying Your Customers
4. What Is Information Architecture And Why
Is It Important?
5. SEO And Content Marketing That Wins
Business
6. Measuring Results And Converting To Sales
7. Building Your Social Media Strategy
8. Time And Resource Management
9. Questions And Answers
If you have questions, please submit
them.
We may not get to your question
during today’s event, but we will
follow-up with everyone following
this event to makes sure all
questions are answered.
You can email the speaker at:
michaelhackmer@socialwebtactics.
com

4. Social Web Tactics
Background On
Terms, Key B2B
and B2C Trends,
SEO, ETC.
If you have questions, please submit
them.
We may not get to your question
during today’s event, but we will
follow-up with everyone following
this event to makes sure all
questions are answered.
You can email the speaker at:
michaelhackmer@socialwebtactics.
com

5. SOCIAL WHAT ARE WE NETWORK TALKING ABOUT?
VS SOCIAL
MEDIA
Customer Persona is a representation of your ideal customer
based on market research and real data about your existing
customers. When creating personas you should start off by
basing them on existing customers, their demographics,
behaviors, habits, motivations and needs. Detail is important.
Every buyer should meet one of the personas you create.
Information Architecture is the structural design of shared
information environments; the art and science of organizing
and labeling websites, intranets, online communities and
software to support usability and findability; and an emerging
community of practice focused on bringing principles of design
and architecture to the digital landscape. (Wikipedia Definition)

6. SOCIAL WHAT ARE WE NETWORK TALKING ABOUT?
VS SOCIAL
MEDIA
Search Engine Optimization (SEO) is a process of
generating visibility of your website (or a specific page) in a
search engine’s organic (un-paid) results. Over 85% of all
people who use Google for search focus on organic results
and over 90% focus on the first page of results.
Content Marketing is to attract and retain customers by
consistently creating and curating relevant and valuable
content with the intention of changing or enhancing
consumer behavior. It is an ongoing process that is best
integrated into your overall marketing strategy, and it focuses
on owning media, not renting it.

7. SOCIAL WHAT ARE WE NETWORK TALKING ABOUT?
VS SOCIAL
MEDIA
Social Media is a way to transmit, or share information with a
broad audience. Platforms such as Facebook, Google+,
LinkedIn, YouTube, Etc are all forms of social media. Social
media is a communication channel. It takes time to develop
content and to use it effectively. It should be the last piece of
any marketing plan.
Social Networking is an act of engagement. A person
engages another person or groups of people online with
common interests with the goal of building a relationship. It is
two-way communication. Like any form of relationship building,
social networking also takes time and the quality of your
networking usually has a direct relation to the amount of effort
you put in.

8. Content Marketing,
Social Media and Social
Networking Represent
Both An Opportunity
And A Significant
Challenge
Your company should not
ask, “Why do we need a
SEO, content and
social strategy ?”
You should ask,
“Who are our customers?
Where are our customers?
How do we engage with our
customers?”

9. Social Media Is Just A Part Of The Equation
What is SOCIAL MEDIA without good
content? Without understanding your
customer and their needs?
Social Media Marketing: Customer
profile / persona, then your content
strategy must come before your social
media strategy.
SEO: Search engines reward
businesses that publish quality,
consistent content and have strong
social signals.
PR: Successful PR strategies address
issues readers care about, not
their business.
PPC: For PPC (Pay-Per-Click & Pay-
Per-Call) to work, you need great
content behind it.

10. B2B & B2C Marketers Are Using More Tactics
2013 vs. 2014 DATA
What Really Grew In Use?
eNewsLetters
Case Studies
Videos (70% to 73%)
In-Person Events (69% to 76%)
Infographics (38% to 51%)

11. B2B & B2C Marketers Are Using More Tactics

12. B2B & B2C Marketers Are Using More Tactics
HIGHER USE OF
MOBILE IN B2C

13. Social Media Generates Real Benefits
SEO and E-mail are still critical to
successful marketing initiatives.
But Social Media is being used
successfully to entice people to
enter into conversations, build
relationships and improve a
company’s brand identity and
customer recognition.
Social media engagements and
the providing of rich content are
generating lots of benefits
including more traffic to offerings,
better search rankings
(improvements to organic results
which save your company money
on advertising) and more.

14. What Is Most And Least Effective?

15. What Is Most And Least Effective?

16. Effective and Not Effective Content
Marketers

17. Adoption Of Social Media Sites Continues
Based upon the data, we can see
the growth and adoption social
networks is expanding across the
board.
Vimeo (video), StumbleUpon and
Instagram all gained in popularity
in 2012.
In 2013 and 2014, Pinterest and
Instagram have continued to grow
in use as people are striving to be
more visual in their content
marketing efforts. These platforms
are very effective at reaching
women.

18. Adoption Of Social Media Sites Continues
Facebook, Pinterest
and Instagram are
more impactful for
B2C marketers.
• Visual
• Communication With
Customers

19. Preferred Channels For High-Value Leads

20. Growing Need To Be Visual In Marketing
INFOGRAPHICS
Easy to scan and process.
Visually stimulating and
interesting makes them more
shareable across many social
networks and your own
website.
Research is similar to how you
develop a white paper.
Great SEO value.
Usage of visualized
information has grown 400%
since 1990, and visualized
data has enhanced by 9900%
since 2007.

21. Example Of What We Did At GovWin

22. Social Web Tactics
Consumer Trends
Worth Noting
If you have questions, please submit
them.
We may not get to your question
during today’s event, but we will
follow-up with everyone following
this event to makes sure all
questions are answered.
You can email the speaker at:
michaelhackmer@socialwebtactics.
com

23. Local Is Hyper-Critical To Most Businesses
93% of OVERALL US
Commerce Occurs Offline /
Local
85% of Users Spend Money
Regularly within a 5 Mile
Radius
ARE YOU FOCUSED
ON LOCAL SEARCH?
GRAVY
(corp.findgravy.com) look
at consumer insights and
purchase triggers.
BIA/Kelsey (biakelsey.com)
Local Consumer Monitor
Above data is from 8coupons.com’s 1.3 million users
and 180,000 local deals.

24. Local Is Hyper-Critical To Most Businesses
This is why SMBs don’t often advertise to people more than about 20 minutes
away. But with the growth of online / mobile commerce, you need to be aware of
how far your customers are willing to go or where they want to buy.

25. Where Are You When Your Customers Are Looking?

26. BIA/Kelsey Consumer Monitor Reports
65.9% of all local
purchases are made in-person.
40% of local consumer
purchases over a six-month
period were made
as a result of a deal, sale
or promotion.
The importance of local
search optimization,
understanding your
customer interests,
messaging and generating
positive WOM and online
reviews becomes more
clear.

27. Of Note For B2B / B2C Companies
$73 Billion was spent by businesses to drive
phone conversations.
90% of customer conversations occur on
the phone.
64% of local businesses say calls are the
best leads they receive.
30 Billion calls will be made from customers
to businesses via mobile local search.

28. Quick Thoughts Based On Marketing Trends
Content Marketing / Storytelling Is Growing In Importance And Use.
Companies Will Need To Diversify Social Media
Presence.
The Power And Viral Potential Of Visual Content Will Dominate More.
Less Is More. Market Simply And Strive To Simplify Your Customer’s
Life.
Design And Think – Mobile To Tablet To Desktop
Analytics, Data And Cookies = Better Retargeting And Engagement

29. Social Web Tactics
Identifying Your
Customers
If you have questions, please submit
them.
We may not get to your question
during today’s event, but we will
follow-up with everyone following
this event to makes sure all
questions are answered.
You can email the speaker at:
michaelhackmer@socialwebtactics.
com

30. Where Do You Start? Who Is Your
Audience?
Customer Persona is a representation of your ideal customer based on market
research and real data about your existing customers. When creating personas
you should start off by basing them on existing customers, their demographics,
behaviors, habits, motivations and needs. Detail is important. Every buyer should
meet one of the personas you create.
Buyers
44.20
55.80 %
%
Male
Female
68%
4%
17%
1.50%
8%
Ethnicity
Caucasion
African
American
Asian
Hispanic
Other
56%
27%
11%
7%
60%
50%
40%
30%
20%
10%
0%
Income
For B2B – Industry, Role In
Organization, etc.

31. 31
Plan Out Scope And Conduct Research
Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
• Gather Internal Sales Data
• Conduct Surveys
• Segment Market
• Research & Analyze
• Segment & Prioritize
• Ethnic Data (if necessary)
• Insight
• Develop Journey
Buyer Persona Motivations Profile First Concern Second Concern
Life Change Death
Marriage
Career
Etc
Insert Persona
Insert Persona

32. Question 1: Do you believe your
company has an accurate
breakdown of its customers by
persona?
1) Yes
2) No
3) I do not know

33. Mapping Journey To Connect With Personas
Channels Creative
TV, Radio
Print, OOH
Display
Social, WOM
Paid search
Aggregators
Direct Mail/E-mail
Web-site
Nurturing
Message
Images
Call to Action
Influencing
tactics
Events/Outreach
Need/Desire
Triggers
Emotional barriers
Solution
Rational
barriers
Result

34. Habits Are Powerful Indicators For B2C
Companies need market intelligence but they also need strategies to help
identify habit-forming moments in their target demographics as well as how
to help form habits with consumers when those opportunities present
themselves.
The reason being is that a majority of consumer behavior is driven by habit
– right around, if not more than 50%. It is much higher, for example, in
women over 40 (75% of women form buying habits to 49% of men).
This means that a majority of purchases are made through subconscious
habits, which make it harder for alternative habits to form (or in other words,
for alternative products and services to break in and win over a consumer).
Thinking on the consumer side (though this can be applied in some cases to
B2B and B2G offerings), if consumer product manufacturers and/or retailers
can identify the moments when new habits can be formed and target
consumers at those times, they will establish longer-term customer
relationships.

35. Plot Highest Value Consumers
Strategic Alignment/Operational Feasibility
High
Value
Low
Misaligned/Difficult Aligned/Easy

36. Social Web Tactics
What Is Information
Architecture?
Why Is It
Important?
If you have questions, please submit
them.
We may not get to your question
during today’s event, but we will
follow-up with everyone following
this event to makes sure all
questions are answered.
You can email the speaker at:
michaelhackmer@socialwebtactics.
com

37. Information Architecture
Information Architecture is the structural design of shared information
environments; the art and science of organizing and labeling websites,
intranets, online communities and software to support usability and findability;
and an emerging community of practice focused on bringing principles of
design and architecture to the digital landscape. (Wikipedia Definition)
BEFORE AFTER
Changed URL Structure For
SEO
Example: “programs” to
“degrees”

38. Information Architecture
Organizing your site's data and content affects multiple parts of your
business's web design:
Usability - Achieving high search engine rankings can drive voluminous
amounts of targeted traffic to your website, but making the site user
friendly is also important. You need to create a logical information
architecture that will make sense to users.
Rankings - In addition to users, it's also necessary to consider search
engines in creating an intelligent content structure. You want to ensure
you're giving the right pages the right amount of emphasis.
Conversions - Web design for businesses should also feature a natural
walk through the conversion process. IA in these instances should walk
the user through the conversion process, offering informative pages
which begin with broad, early-in-the-buying cycle content and
consistently moves the user towards the next step in the purchasing
process.

39. Research Words / Phrases To Help Build IA
URLs and page structure should be
intuitive based on how people are
searching for information.
“…/health-insurance/virginia/…”

40. Understanding Your Existing Consumer
Paths

41. Do Not Forget Onsite Search

42. Design To Generate Responses

43. There Is Nothing Wrong With Imitation

44. Get Flatter With Your Web Experience

45. Value Of Semantic Site Architecture
There is a strong SEO value with semantic site
architecture.
Beyond the SEO value – you are delivering someone to a
place they are intuitively looking for.
You can structure the pages to go from broad to specific, or
step 1 to step 3 in your conversion process.
By leading them down the conversion funnel from a point
they initiate and along points they want to travel, you can
better guide them to a sales completion.
Provided you have done your customer research and are
messaging correctly.

46. GENERAL QUESTION

47. Social Web Tactics
SEO And Content
Marketing That
Wins Business
If you have questions, please submit
them.
We may not get to your question
during today’s event, but we will
follow-up with everyone following
this event to makes sure all
questions are answered.
You can email the speaker at:
michaelhackmer@socialwebtactics.
com

48. SEO And Content Marketing That Wins Business

49. SEO And Content Marketing That Wins Business

50. SEO And Content Marketing That Wins Business
Deltek’s Book
Is Missing From
The Google
Store
Not Enough
Descriptive
Content

51. SEO And Content Marketing That Wins Business

52. SEO And Content Marketing That Wins Business

53. The Periodic Table Of SEO Success Factors

54. Local Search For Many B2Cs Is Essential

55. SEO And Content Marketing That Wins Business
Successful SEO / Content
recognizes that there needs to
always be:
Context: Business goals, funding,
politics, culture, technology, resources,
constraints, etc.
Content: content objectives, document
and data types, volume, existing
structure, governance and ownership,
etc.
Users: audience, tasks, needs,
information-seeking behavior,

56. Basic Requirements Of Content Strategy
A great piece of content requires all of the things a great
landing page does (when the content is indeed a landing
page, as opposed to other types of content like white
papers, videos, guides, maps, etc.). A great content
strategy, though, considers a bit more beforehand,
primarily:
What are the goals of this content (why are we creating
it)?
What are the goals for the business (how do we make
money)?
What does it need to solve for the consumer (what is
the audience intent)?

57. SEO And Content Marketing That Wins Business
Organic And Paid Promotion Kickstart
Remember… You are not Coke or George Clooney. Your brand may be very
strong. But in most cases, new content creation requires a kickstart.
Depending on who you are and your audience, you most likely need to consider
both earned and paid promotion.

58. SEO And Content Marketing That Wins Business

59. SEO And Content Marketing That Wins Business

60. Build A Calendar That Connects Content To Goals
Date Monday - 1/21/2013 Tuesday - 1/22/2013 Wednesday - 1/23/2013 Thursday - 1/24/2013 Friday - 1/25/2013
Carousel 1 Blog Launch
Is A MBA Worth The
Money?
Hot Career Trends For
2013
Distinguished Scholar
Profile
Juggling Holidays And
Homework
Carousel 1 Image
Buzz Blog custom image
with logo (CS) Degree vs Money image Hot Careers Infographic
Picture of distinguished
scholar
Image of someone
juggling school books
and presents
Category School-Life Balance Value Of A Degree Career Growth Value Of A Degree School-Life Balance
Carousel 2
Securing Financing For
Your College Education:
101 Buzz Interview: XXXX
The Basics Of
Networking
Value OR Calculator
Tool
Alumni Perspectives:
Professional Benefits Of
Going Back To School
Carousel 2 Image
Image of student looking
for money for school Picture of XXXX
Image of people
networking / talking
together
Screen Capture of Tool
or Mixed Image w/
Overlays
Alumni perspectives
image for series
Category Financing A Degree Value Of A Degree Career Growth Value / Financing Value Of A Degree
Carousel 3
Tribute to MLK Jr -
Interviews about his
legacy
10 Keys To Finish The
Fall Quarter Strong
Reminder: Fall Quarter
Ends on December 23rd
5 Keys From University
Admissions
10 Keys To Finish The
Fall Quarter Strong
Carousel 3 Image Image of MLK Jr
Image of runners or
business people
completing a roadrace
Image of a note pad that
says "Remember" or w/
the date
Image of admissions
application form or TBD
Image of runners or
business people
completing a roadrace
Category School-Life Balance School-Life Balance School-Life Balance School-Life Balance School-Life Balance
Connect content categories to personas, if possible, or large
groupings of personas that are unified around a specific
interest area.

61. SEO And Content Marketing That Wins Business
Some of the keys to using SEO and Content Marketing to win business are:
• Identify people and their specific needs- customer personas
• Target your content to meet those needs – understanding that topics will
range from general to specific – which brings your potential customer to a
different stage in the sales process
• Your web experience and other marketing efforts need to support a
nurturing program that is based on your customer’s needs and where they
are in the sales process.
• There is no guarantee of success. Building it is not enough. You need to
plan, map out content, invest in a kickstart and keep pushing.

62. Social Web Tactics
Measuring Results
And Converting
Sales
If you have questions, please submit
them.
We may not get to your question
during today’s event, but we will
follow-up with everyone following
this event to makes sure all
questions are answered.
You can email the speaker at:
michaelhackmer@socialwebtactics.
com

63. How Should You Measure Results?
Everyone has different goals and metrics for
success. For SEO, we used to measure in
rankings and clicks. Then we measured in
leads.
Now… We are trying hard to attribute SEO
directly to actual sales.
What are you interested in?

64. Question 2: How are you currently
evaluating the success of your search
engine and content optimization efforts?
1) We are tracking keyword performance / rankings
2) We are tracking leads from keywords
3) We are tracking sales from keywords
3) We are not adequately tracking our keywords
4) Other
5) I do not know

65. Measuring Keyword Performance

66. Measuring Lead Results And Conversions

67. Know Your Digital Conversion Funnel

68. Measuring Results And Converting Sales

69. The Pain Of Secure Search And SEO
You may or may not be aware of the challenge we have with Google’s
secure search.
Organic search traffic: You may only be able to see about 10% to 11% .
What if someone searches on “life insurance bakersville” or another term?
How do you REALLY know that term lead to a lead from a form-fill?
Landing Page Mapped Keyword Theme / Organic Keyword Leads Sales Sale Value
…/health-insurance-coverage/virginia health insurance coverage 14 4 $12,427
…/common-core-standards/illinois common core standards 8 0 $0.00
…/restaurant/marketing-sales/ restaurant marketing 27 15 $16,350
Keyword Mapping Spreadsheet - Template
Keyword / Phrase Product / Service Mapped URL # On Page Total Words In Content
health insurance Health Insurance Packages A, B and C …/health-insurance-coverage/virginia 14 790
common cord standards …/common-core-standards/illinois 8 633
restaurant marketing …/restaurant/marketing-sales/ 27 571

70. Tracking Your Calls - Conversation Analytics
What are your ads doing?
Are you running text-based
campaigns?
PPC?
Bus, radio, tv, OOH / DOOH?
What about organic keywords?
What is generating calls?
Conversation Analytics uses speech recognition technology to
listen ‘listen’ to phone calls and extract useful data about what was
said on the call. It can determine, for example, if an agent was
polite, asked for the reservation, and even remained persistent. It
can also determine if there were missed opportunities for revenue
or upsell.

71. Measuring Video Results
VIDYARD Attributes Video
Content To Leads And
Sales
Within Salesforce.

72. Social Web Tactics
Building Your
Social Media
Strategy
If you have questions, please submit
them.
We may not get to your question
during today’s event, but we will
follow-up with everyone following
this event to makes sure all
questions are answered.
You can email the speaker at:
michaelhackmer@socialwebtactics.
com

73. Social Media Is About Sharing And Storytelling
Marketers have this
concept of social media as
just a tool to leverage
existing assets and do the
same things they’ve
always done.
B-O-R-I-N-G!!!
The focus on Social Media for marketing has to be part of a total program
around SHARING and STORYTELLING.
SHARING content that your audience wants to hear.
TELLING STORIES that your audience can relate to – mainly from the
perspective of other people like them.

74. What’s Your Business Mission?
With Social Media, you do not need to depart from your
mission to make money or sell things.
But pushing reports, demos and subscriptions with a
focus on selling is not going to generate a great deal of
positive buzz for your company online or interaction.
You need to think about what your customer is
interested in learning about and how you can blend
your story and your products and services in with
their needs.

75. Plan For Social Media
Identify Your Business Strategy And Goals
• Take your core mission and use it to determine your social media strategy and goals.
Build A Profile Of Your Customers. The More You Know Your Audience, The
Easier It Is To Engage Them In Valuable Conversations And Not Sales
Pushes
• Create personas for the segments you want to reach.
• Understand their interests and needs.
• Who are the influencers you need to reach?
• What Social Media platforms do your customers use? Do they engage?
Determine Your Business Objectives For Social Media And Your Website
• Are you striving to build brand ID so you are recognized?
• Do you want to attract leads and add to your sales funnel?
• Or is social media a vehicle for customer engagement and support?
Create Measurable And Achievable Goals
• What is your baseline for lead generation? If you get three opportunities a month, do not
expect to increase your yearly lead total by 50. Or… Are you even thinking about lead
generation with your social media campaigns? Maybe it is just touch points, engagement and
customer support – positive brand building.

76. WHEN YOU THINK ABOUT THE VOLUME
OF INFORMATION, AND THE GROWING
CONNECTIVITY OF PEOPLE,
SOCIAL MEDIA AND
SOCIAL NETWORKS
ARE JUST ANOTHER WAY TO GATHER
INFORMATION, IDENTIFY PEOPLE AND
ESTABLISH NEW RELATIONSHIPS.

77. Examples of Social Media Platforms

78. ALWAYS Monitor Your Social Networks

79. And Remember To Have Some Fun Too

80. HOW DOES IT
ALL
FIT TOGETHER?

81. SOCIAL SOME NETWORK TAKEAWAYS ON VS SOCIAL
SOCIAL
MEDIA
UNDERSTAND YOUR CUSTOMERS, MISSION AND PLAN
CONDUCT RESEARCH
SET REALISTIC GOALS
GET THINGS SET UP THE RIGHT WAY
BOTH IN SOCIAL AND ON YOUR WEBSITE
REALIZE IT TAKES TIME
WE ARE TALKING ABOUT RELATIONSHIPS
DON’T LEAVE IT TO INTERNS OR
DIMINISH YOUR EXISTING RESOURCES
MAKE SURE YOU TEST, MEASURE AND ANALYZE
DO NOT BE AFRAID

82. Social Web Tactics
Time And Resource
Management
If you have questions, please submit
them.
We may not get to your question
during today’s event, but we will
follow-up with everyone following
this event to makes sure all
questions are answered.
You can email the speaker at:
michaelhackmer@socialwebtactics.
com

83. Managing Time And Resources
LISTENING REQUIRES TIME
Listening is a critical step towards understanding what your customers want. So,
you need a plan to monitor, identify and understand before you know how you
are going to engage.
Allow tough and honest conversations to develop. Show people you are genuine
and interested in solving their challenges.
ENGAGEMENT REQUIRES TIME
Joining a conversation after you have listened allows you to contribute at an
optimal level. You are then taking steps to build trust with the people involved in
the conversation, but also credibility with them and others who will encounter
the thread at a later time.
Part of the planning and research process will have already indentified the right
forums, discussion groups and blogs that you will want to comment on.
How do you strengthen those relationships going forward? This is where in-person
networking becomes essential.

84. Managing Time And Resources
ENGAGEMENT REQUIRES TIME
Everyone asks, “How often do I need to be engaged using social media or
actively participating in social networks?
The truth is – there is a direct correlation between frequency of posting –
relevancy – value and ROI.
One study indicated that companies that publish 15+ blogs per month garner 5X the
traffic than companies that don't blog at all. Small businesses can expect even better
results: those of 10 or fewer employees tend to see the highest gains in traffic when
they publish more blogs.
The average company can expect 45% growth in traffic from increasing total blog
articles from 11-20 to 21-50 per month. And B2Cs can expect a 59% increase in traffic
from growing total blog articles from 100 to 200 total.

85. How Do You Manage Time And Resources?
1. Identify All Your Assets And Resources
2. Create An Outline Of Time Available (Be
Conservative)
3. Do Your Research And Build Your Plan
4. Set Realistic Expectations
5. Hire HELP To Make It All Come Together

86. That’s Enough For Now… Whew!...

87. Social Web Tactics
Questions And
Answers
Social Web Tactics is a digital marketing and sales agency
focused on providing businesses and organizations the
ability to connect with their audience using the latest and
most effective digital technologies and tools.
We are interested in working with your company on your
sales and marketing projects.
www.socialwebtactics.com
@socialwebinc
We live in an age where mass
messaging rarely works. You need
to go – not just where your
customers are – but where they are
most receptive to you as a company
and to your story and where they
can share their own stories.
Services Include:
• Customer Persona Identification
• B2C, B2B and B2G Marketing and
Lead Generation
• Social Media Strategy and
Management
• Content Marketing / Blogging
• Information Architecture
• SEO / SEM