social media marketing strategy development and implementation
Post on 17-Oct-2014
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Steve Farnsworth
Jolt Digital Marketing Email [email protected] Phone 650-331-0594 Twitter @Steveology The @Steveology Blog
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Creating And Implementing Creating And Implementing A Successful Social A Successful Social Marketing StrategyMarketing Strategy
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About Steve 20+ Years Marketing and Communications
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Lead Generation
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Public Relations
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Digital Marketing Strategist Apple, Electronic Arts, Intel, Cisco, Stanford Forbes magazine Top 50 Social Media Power
Influencers
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#1 Most Real Twitter Followers (95%) of 72,000 Blogger at The @Steveology Blog
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Agenda Research Strategy &
Goal Setting Identifying
Influencers Content Creation Metrics Case Studies Q & As
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What Did I Forget?
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For Business, Are You On
One Or More? Facebook Google Plus Twitter YouTube Corporate Blog Instagram Pinterest
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Social Media Is Dead
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Baked In To Marketing
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“Every Company Is A Media Company” - Tom Foremski
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Talk Directly To Customers
and Influencers
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Workshop Exercise
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The Smartest Marketing
Geek In The World
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The David Meerman Scott Experiment
In last 1 to 2 months, in order to research a product or service you might want to buy, either personally or professionally, have you…
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In last 1 or 2 months, in order to research a product
or service used• Direct mail?
• Yellow pages?
• Trade Show as a non-vendor?
• Mainstream media?
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In last 1 or 2 months, in order to research a product
or service used
• Asked via your social network (email/Facebook) for advice and they sent you a link?
• Google or other search engine?
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In last 1 to 2 months, in order to research a product or service
•Direct mail ad 2%
•Yellow pages 5%
•Trade Show as a non-vendor 5%
•Mainstream media 20%
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In last 1 to 2 months, in order to research a product or service
•Asked via social network (email/Facebook) for advice and they sent you a link 95%
•Used Google or other search engine ~100%
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Does That Reflect How Your Marketing Is Budgeted?
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What Did We Learn?
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Rebalancing Your Marketing Mix
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Effectiveness Of Content
Source: Altimeter Group
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8 To Be Great7. Measurement 3. Solutions
4. Inclusion 6. Consistency
1. Knowledge
2. Goals8. Evolution
5. Responsiveness
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1. Knowledge
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Learn A Lot About You Customers' Digital Body Language
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Workshop Exercise
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Answer These Questions Now
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Whose Actually Going To Buy Your Product?
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Who Are The
Customer-Side People (By Title) In The Buying Process?
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Who's Part Of The Buying Cycle?
Influences? Will use? Recommend? Review? Demo or evaluate? Budget sign off?
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What Pain Points Do They Have That Your Domain
Expertise Can Help
Solve?
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Workgroups of 3 or 4
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Ask Sales and
Customers
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Survey
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Questions You Might Ask
What bloggers do you read most often? What's most frustrating about [Blank]? What kind of training would help you sell more
[Blank]? What is your biggest challenge at your
company? What do you want to learn more about to be
more successful at [Blank]?
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REMEMBER
The Fewer Questions You Ask,
The More People Will Respond
0:30
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Survey Monkey
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Poll Daddy
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Google Docs Forms
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Workshop Exercise
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What Question Can You Ask That Will Tell You The Most?
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Workgroups of 3 or 4
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Other Free Resources
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Google Analytics
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Google Trends
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Google Adwords
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Alexa.Com
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Wordtracker
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Top B2B on Twitter
1. Hubspot (@Hubspot)
2. Forrester (@Forrester)
3. eMarketer (@eMarketer)
4. CME Group (@CMEGroup)
5. comScore (@comScore)
6. Cisco (@CiscoSystems)
7. Gartner (@Gartner_Inc)
8. Oracle (@Oracle)
9. radian6 (@radian6)
10. Intel (@Intel)
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CME Group
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Cisco Twitter
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Oracle Twitter
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2. Goals
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What Will Be Different In 6, 12, or 18 Months?
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How Does That Align With Your Marketing Goals?
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Most Common Goals
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Increase Brand Awareness
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Increase Positive Brand Sentiment
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Build Relationships With Influencers
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Increase Traffic
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Improve Customer Retention/Satisfaction
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S.M.A.R.T.
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Specific
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Measurable
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Aligned
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Results-focused
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Time-bound
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S.M.A.R.T. vs. Un-Smart Goal
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Un-Smart Goal
We want to have grow our Twitter followers and Facebook fans by 10,000.
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S.A.M.R.T. Goal
Increase marketing content downloads of case studies by 50% in the next 6 months.
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Workshop Exercise
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Write Down One Of Your Most Important Goals
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Workgroups of 3 or 4
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Goals Should
Suggest Strategy
1:00
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Social Marketing Examples
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Facebook Top 10 Ranked by “Likes”1. Coca-Cola: 34m
2. Starbucks: 25m
3. Oreo: 23m
4. Red Bull: 22m
5. Converse All Star: 20m
6. Converse: 20m
7. Skittles: 19m
8. Playstation: 17m
9. Pringles: 13m
10. Victoria’s Secret: 15mSource: BIGSPACESHIP
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Facebook Top 10 Ranked by “Talked
About”1. Starbucks: 508,526
2. Coca-Cola: 220,867
3. Victoria’s Secret: 145,125
4. Skittles: 137,558
5. Oreo: 114,454
6. Red Bull: 112,051
7. Playstation: 104,837
8. Converse: 52,866
9. Pringles: 50,488
10. Converse All Star: 40,858
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What Facebook Talks About
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Applied Materials
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Morgan Stanley Smith Barney
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CITI Ask
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Aviva
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Cree
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3. Solutions
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Impact Of Blog Posts On Leads
0-11 12-23 24-51 52+0
5
10
15
20
25
910
13
23
30% Increase
77% Increase
Source HubSpot
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Content impact leads because...
• Grow indexed pages in Google
• Increase the number of keywords you're ranked for by Google
• Generate inbound links (A key factor in Google's organic search ranking.)
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We Trust People Who Help Us
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We Like People Who
Make Us Successful
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We Want To Work With
People Who Make Us Happy
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Where Does It Hurt?
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Talk About What You Know, Not About What You Sell
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ChaaCreak
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What Is Your Domain Expertise?
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Workshop Exercise
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What Would Your Customers Want To Know More About?
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Workgroups of 3 or 4
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Brand Journalism
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Threatpost
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Intel Free Press
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American Express Oen
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Content Creation
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Who are Your Internal Experts?
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Blog Booth
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Recorded Phone Interviews
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Video Interviews
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Inexpensive Studio
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What Are You Working On?
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TranscribeTranscribe
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What Do We Have?
eBook?
Blog Post? Series?
White Paper?
Article?
Podcast?Video?
1:30
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Staggered Publishing
8:00 Blog
9:00 Twitter
10:00 Facebook
11:00 LinkedIn
Next Day – SldeShare
Newsletter
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Steveology Blog Newsletter
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Mail Chimp Signup
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Mail Chimp
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4. Inclusion
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Let Employees Know How They Can Participate
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Promoting Your Social Channels
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Email Signatures
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WiseStamp.Com
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Social Follows Icons
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Social Follows Icons
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Social Sharing Icons
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Social Sharing Icons
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Mashables Header
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Mashables Shares
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Connecting With Influencers
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Google Alerts
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If they have a blog, thoughtfully comment on two or three posts.
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If they are on Twitter, RT their tweets and tweet several blog posts
being sure to include their Twitter @Name
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Add A Comment
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Success With Influencers
Offer them something unique to do or see Talk to them from their perceptive Engage with them before you need them
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Success With Influencers
Build a relationship that outlasts the campaign.
Be human and candid in your conversations
Let them tell your story in their own words
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5. Responsiveness
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When Happy and Unhappy
Customers Talk, You Must Respond Quickly
2:00
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73% Of Customers Have Spent More With A Company Because Of A
History Of Good Customer Service
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Integrate Into Your Existing Customer Service System
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Include Your Customer Service
Manger On Social Team
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6. Consistency
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How Often To Post
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Don’t Post Too Many Times in
a Day
Facebook users engage 40% more with less than three Posts a day from a given brand.
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Short Posts Work Best
Posts with 80 characters or less receive 66% higher engagement
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10 to 15 Updates A Day
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7. Measurement
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Most Important Measurements
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Measure Results
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Top Down Measurement
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Bottom Up Measurement
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Tools
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Hootsuite
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Buffer
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Crowdbooster
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SproutSoical
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Value Beyond Revenue
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8. Evolution
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Review, Adapt, and Improve
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Test and Experiment
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Watch Competitors and Brand Leaders
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FINAL
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Workshop Exercise
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Exchange Business Cards
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What Do You Commit To Do After You Leave Here?
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Workgroups of 3 or 4
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Steve Farnsworth
Jolt Digital Marketing Email [email protected] Phone 650-331-0594 Twitter @Steveology The @Steveology Blog
�
http://stevefarnsworth.wordpress.com/