This document discusses strategies for developing an effective social media marketing campaign. It recommends starting by researching audiences and key terms through Boolean searches on various platforms to identify topics of discussion and influencers. Once opportunities are discovered, the findings should be prioritized and initiatives established. The campaign is then deployed while continuing to listen. Performance is analyzed and the campaign evolves based on learning. Specific guidance is provided for platforms like Facebook, Twitter, LinkedIn, YouTube and Google+ to help engage audiences and drive business goals.

1. Beyond “Liking” and Tweeting
Ruben Quinones,
Director of New Media

2. Who We Are
•Strategic Online Marketing Approach
•SEO, Social Media , Pay-Per-Click, Display Ad management
•Industry leading technology for managing, optimizing &
tracking search based campaigns
Some Brands We Have Worked With

3. 30 Minutes?
• How to start developing a strategy
around identifying conversations
and potential influencers
• A few key points on some of the
top platforms

4. Social Media is often confused with ….

6. The Secret to Marketing on Social Media
Don’t Market!

7. Social Campaign Flow
Initial
Planning
Evaluate
Listen
Deploy
Analyze
Plan

8. The Social Landscape
Awareness
Favorability
Consideration
Purchase

9. Discovering
Audiences for Content
Customer
Segmentation
Alliances

10. Identify Key Terms for Your
Customer Segments
Audience – Segmented customer or alliance.
Touch points – key terms that are widely used by
your audience. Ex. (cashflow, tax shelter,
appreciation are terms that accountants would use
in their daily workflow)
Context – key terms that attach a type of relevance,
for ex. New York, venue, etc.

11. Social Campaign Flow
Initial
Planning
Evaluate
Listen
Deploy
Analyze
Plan

12. Discovering Social Opportunities
Employ boolean searches – ex.
If a well known brand, use
“Brand name” “context”, “Brand name” “Touch point”
“Audience” “Context”, “Audience” “Touch point”
“Competitor” “context”, “Competitor” “Touch point
“touch point” “context”
“touch point” “touch point”

13. Discovering Content
Topics/Conversations
Boolean search for brand
name and a touch point.
ex.
“new york”, “customer
service”
Can be multiple variations of
previously mentioned
boolean searches
Filter by News & Blogs

14. Discovering Content
Topics/Conversations
Boolean searches on Twitter

15. Discovering Content
Topics/Conversations
Boolean searches on
socialmention.com

16. Is Your Audience on Linkedin?
Search for your audiences by
Group

17. Sourcing Your Next Topic

18. Discovering Content
Topics/Conversations
Boolean searches on YouTube

19. Social Campaign Flow
Initial
Planning
Evaluate
Listen
Deploy
Analyze
Plan

20. Prioritizing Your Findings
Document your findings from
your boolean searches

21. Social Campaign Flow
Leveraging listening
tools, researching
Initial
Planning
Evaluate
Listen
Establishing Initiatives, Touch
Points, desired audience, etc.
Deploy
Analyze
Prioritizing sites, networks,
and influencers
Plan

22. Social Campaign Flow
Initial
Planning
Evaluate
Listen
Establishing messaging,
frequency, further refine KPI’s etc.
Deploy
Analyze
Plan

23. Social Campaign Flow
Initial
Planning
Evaluate
Deploy
Setup channels, redirect
focus on existing if
applicable
Listen
Analyze
Plan

24. Social Campaign Flow
Initial
Planning
Evaluate
Analyze performance,
Always be listening.
Listen
Deploy
Analyze
Plan

25. A Closer Look at Some Platforms

26. “Likes Are Not Sustainable”

27. A True Social Network that has caters to
consumer focused brands
• Be Educational, Exclusive, & Entertaining
• Stay Engaged – Be active
• Posting – Ask questions, be Consistent, be
short, share relevant links.

29. A micro blogging service – does well for real
time response, promotions
Be Short, Responsive, and give back to the
twitter ecosystem
• Monitor – Keep an eye out for brand and
audience key terms, hashtags for opportunities to
engage. Monitor competitive tweets
• Think – Wait 5 minutes when you are about to
tweet and or have a response to one
• Give Back– Highlight your targeted audience
and likeminded brands

30. Real time aggregation of
hashtags/key terms in
tweets

31. A Business based social network – although there
have been a push for company pages, personal
business relationships thrive in this network.
• Works well with client facing professionals
• Have a full profile, communicate beyond your title
what it is that you do
• Connect, Connect, Connect
• Research your audience, and engage with potential
customers/audiences

32. Numbers and Engagement are not close to Facebook’s
• Is integrated into search results
• Authenticates Bloggers on sites (Google Authorship)
• Houses Google Places (formerly maps)

33. #2 Largest Search Engine in the World
•
•
•
•
Is integrated into search results
Harder for small businesses to produce vs. written content
Works well for educational marketing, demonstrations
See how many views your potential topics are getting

34. Tools to Use
External tool - https://adwords.google.com/o/Targeting/Explorer?

35. Thank You!
www.linkedin.com/in/rubenquinones