how to implement a social media marketing strategy (deployment) alterian

How to Implement a Social Media Marketing Strategy

Marcus R. TewksburyDirector of Customer Intelligence

Gifts!Specific takeaways that will be covered in today’s session

1. “4 Be” Framework (not “to Be” that’s Shakespeare) an approach that

covers everything from A-Z you will need to know to launch

a social media marketing strategy

2. Templates, Checklists, and Samples you can use to help

guide you through each step

3. Detailed explanation of how to quantify social media and

tie it’s impact to demand & revenue generation

Questions? Click for answers!

© 2009 Alterian

http://lfov.net/webrecorder/s?kid=97&cid=LF_82373698

IS SOCIAL MEDIA A FAD?Questions?

Click for answers!

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http://www.youtube.com/watch?v=sIFYPQjYhv8

What worked in the past …Traditional approaches were based upon broad based access to customers

DirectBrand


© 2009 Alterian


Time Shifting Filtering

• Legislation

• Technology

• Social Norms

… is becoming marginalized.Demand generation has gotten harder, more expensive, and is producing declining returns

Brand Direct


© 2009 Alterian


Find new ways to feed the funnelSocial media can unlock a multitude of inexpensive, or free channels

Are growing the channels used to fuel your funnel?

TraditionalSocial


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Social media can drive conversionIt reaches all stages of the buying cycle with multiple voices


© 2009 Alterian


HOW DO YOU UNLEASH

THE POWER OF SOCIAL MEDIA?


© 2009 Alterian


The 4 B’s of Social Media MarketingHow to Implement a Social Media Marketing Strategy

1. Be Interesting

2. Be Accessible

3. Be Findable

4. Be Accountable


© 2009 Alterian


STEP 1 – BE INTERESTING

Effective social media marketing begins and ends

with the CONTENT. If you don’t have something

interesting to say all the distribution in the world

won’t matter. It’s all about the CONTENT.


© 2009 Alterian


Buyer ProfilesBe Interesting

DO YOU KNOW THEM? OR WHAT KEEPS THEM UP AT NIGHT?


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Narrow AudienceBe Interesting


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Research key phrasesBe Interesting


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Conduct InterviewsBe Interesting

TARGET YOUR TOP SALES PEOPLE AND SELECT CUSTOMERS


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Understand their buying cycleBe Interesting

4. And then begin describing what that means to each role throughout the buying

cycle.

2. Identify the roles you commonly encounter

1. Start by laying out the simple stages3. Start by laying out the critical issues faced by the

customer…


© 2009 Alterian


Establish content mapBe Interesting

THINK OF YOUR CONTENT AS ASSETS


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Develop a taste for good contentBe Interesting

You'll see..• how one retailer lifted sales by 15% with a twitter promotion• a case study of how an attorney is using social media and

blogging to attract small business clients• how to "prime" the sales pump by giving "early warning" of

offers to your FB fans before the public sees them“

Ken RobbinsPresident – Response Mine Interactive

• Focused audience

• Top of mind pains

• Storytelling

• Lots of specific examples


© 2009 Alterian


STEP 2 – BE ACCESSIBLE

In social media distribution is cheap. Deploy and test

as many new CHANNELS as you can. Doing

so enables your customer to choose the time and

place of engagement.


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Leverage multiple asset formatsBe Accessible

Extend your asset’s reach

Tweet key takeaways

Start a discussionRepackage as presentation

Add voice for video

Chop into episodic posts

Deploy as formal release


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Respect the power of the networkBe Accessible


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Branding and Call to Action are keyBe Accessible

Don’t be afraid to brand Enable all relevant

forms of

communication:

• Call Back

• Email

• Fax

• Forms

• Live Chat

• Mail

• Message Board

• SMS

• Toll Free

• Twitter

Test your forms for length and personal questions

Constantly work your copy and call to actions


© 2009 Alterian


Learn how to swimBe Accessible


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By diving in!Be Accessible


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Location, Location, LocationBe Accessible


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Asset Deployment MatrixBe Accessible

Layout asset types on horizontal

Identify which assets are deployed via which channel

Layout Channels on Vertical


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STEP 3 – BE FINDABLE

You can boost your accessibility by making sure

your deployed assets are findable by your

customers. Ensure your content and deployment

strategy are as SEARCH friendly as possible.


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Organic versus PPCBe Findable

PPC accounts for 25% of clicks

Organic accounts for 75%

Fold

“It’s free, higher performing, and reaches to all forms

of search. Basically, it’s a no-brainer.”


© 2009 Alterian


Understand the SpiderBe Findable


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Spider foodBe Findable

1.

Key Word

Strategy

2.

Structural

Elements

3.

Linkback

Theory+ +


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Plant the seeds (EVERYWHERE)Be Findable

LEAD WITH KEYWORDS


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Structural elementsBe Findable

1. Page Titles

2. File Names

3. 3x in Body

4. Meta Description

5. ALT Image Tags

6. Make use of Bold

7. H1 Tags

8. Keyword heavy bulleted list

9. Be wary of content hiding scripting

10. Valid HTML & CSS per W3C Guidelines

“THE BASICS” TOP 10

ADAPT AND APPLY TO ASSETS

STRUCTURAL ELEMENTS ACCOUNT FOR 25% OF RANKINGS(The blocking and tackling – 100% in your control – get it right)


© 2009 Alterian


It’s all about the linksBe Findable

INBOUND LINKS ACCOUNT FOR 75% OF RANKINGS(…but not all links are created equal)

Popularity

RelevanceLink Text

GETTING “JUICED”The amount of Google Juice you earn for a link is determined by a closely guarded secret… that we’ve pried from a cold clammy hand to deliver to you here:

Popularity: Old school page ranking. The higher rated a referring site, the more juice you will earn. Translation – target popular sites.

Relevance: Google will also compare the content between your and referring site. The more similar the content, the more juice.

Link Text: Often overlooked, but very powerful. The actual content of the anchor text itself will impact SEO. Make sure to use your tag words in the link itself.

“HR KING ANNOUNCES NEW CAREER AS SEM MANAGER! WE WONDER WHY?”


© 2009 Alterian


It’s a Popularity ContestBe Findable

Do’s / Don’ts

Absolutely don’t astroturf

Light Link Ninja-ing

Become a vocal member of your community

Contribute to discussion

Post Comments

Answer / Ask Questions

CREATE / AFFILIATE WITH RELEVANT AUTHORITIES

BUILD INDIVIDUAL BRANDS


© 2009 Alterian


STEP 4 – BE ACCOUNTABLE

What makes marketing accountable is the ability to

RELATE ACTIVITY TO REVENUE. This

makes it possible to optimize channel selection and

evaluate asset performance.


© 2009 Alterian


Paint the target…Be Accountable

FREELY DISTRIBUTED

HIGH VALUE CONTENT

SOCIALLY SHARED

COMMUNITY CONTRIBUTION

LINKS OF INTEREST

ATTEND EVENT


© 2009 Alterian


Assets engaged on your site/sBe Accountable

USER SCROLLS...

... TO THE “WATCH ONLINE” SECTION...

... IS SHOWN THIS DYNAMIC CONTENT ...

... NOT INCLUDING MY FAVORITE ...

... BUT HOVERS

OVER “WMD.”


© 2009 Alterian



Program: 300 Spartans Little Book of Integrated Marketing

… or assets out in social spaceBe Accountable

Link Asset Channel Destination URL IMP MQL SAL OPS1 Little Book of Integrated Marketing YouTube http://www.youtube.com/user/EngagingTimesLive 2150 712 365 37

2 Little Book of Integrated Marketing EngagingTimes http://www.engagingtimes.com/2009/12/14/monitoring‐social‐media‐%E2%80%93‐google‐that/

980 105 78 15

3 Little Book of Integrated Marketing A4A.com http://www.alterianforagencies.com/free_stuff/videos__presentations.aspx

877 24 23 12

4 Little Book Banner (09A) SlideShare http://www.slideshare.net/alterian 654 44 18 55 Little Book Banner (09A) MarketingMojo http://themarketingmojo.com/2009/12/08/decemb

er‐webinar‐how‐to‐implement‐a‐social‐media‐marketing‐strategy/

312 35 23 4

6 Little Book Banner (09A) LinkedIn http://www.linkedin.com/groups?gid=1823072&trk=myg_ugrp_ovr

265 11 8 2

7 Little Book Banner (09A) StumbleUpon http://www.stumbleupon.com/su/22Vfi9/www.alterian.com/

201 5 5 0

++

+++

+

+


© 2009 Alterian



Evaluate quantifiable performanceBe Accountable

IMPRESSIONS

MARKETING QUALIFIED

SALES ACCEPTED

OPS

# %

6,780

1,129 16.6

688 60.9 / 10.1

89 12.9 / 1.3

ASSET:Little Book of IMTYPE:eBookDATE OF BIRTH:12/1/2008

COST:₤6.6k $10k AUTHOR:Bob Barker

Channel IMP MQL SAL OPSAlterian.com 2150 712 365 37

EngagingTimes 980 105 78 15A4A.com 877 24 23 12

SlideShare 654 44 18 5MarketingMojo 312 35 23 4

LinkedIn 265 11 8 2StumbleUpon 201 5 5 0@LindaJVetter 154 12 6 3ACM‐Alt.com 87 23 20 9

YouTube 79 5 1 0

KPI Basket

MTD MoM ∆ ITD BENCH + / ‐

IMP 780 ‐116 6780 1112 5668

MQL 97 ‐33 1129 607 522

SAL 85 ‐5 688 91 597

OPS 5 1 89 16 73

Channels 12 ‐2 17 7 10

Campaigns 1 ‐1 13 3 10

Revenue $ 5,250,000

Revenue + Pipe $ 9,682,000

Projected ROA 968

Return on Asset 525

Asset Scorecard


© 2009 Alterian


Remember your frameworkTake your first steps

1. Be Interesting

2. Be Accessible

3. Be Findable

4. Be Accountable

The 4 B’s of Social Media Marketing


© 2009 Alterian


Thank You!

Marcus R. TewksburyDirector of Customer IntelligenceBlog: theMarketingMojo.comEmail: [email protected]: @tewksbumCell: 312.884.5330

mailto:[email protected]

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