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Marc Campman
30+ years of marketing, branding, advertising & PR experience. 12+ years online marketing/social media
Founder of Marccampman.com and co-owner of LoveSocialMedia
Author of “FLIRTONOMICS, how to entertain, date and love your customers on Social Media”
Social media strategy & execution since 2007
What is Social Media?
FLIRTONOMICS – 3 Cs of Social Media
What is Social Media
Social Media earnsonline and offline
coverage
Digital Marketing buys online and offline
coverage
Social Media Vs. Website
Social media sends to website, creates prospects and builds relationships.
Social Media Vs. Website
Website converts prospect from social media and advertising into sale or lead
Social Media Vs. Website
Social media holds onto customer, prompts them to buy again and helps them refer
Social Media Truths
Truth #1: Your business must operate at the speed of social
Truth #2: The Crowd will define you (if you let it) Truth #3: Both Opportunities and Attacks can
come from anywhere, anytime Truth #4: Being Proactive is the new normal
Igniting the Spring Revolution
What’s trending today?
The Truth
“You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get
attention (sales). Or you can earn attention by creating something
interesting and valuable and then publishing it online for free.”
David Meerman Scott
Social Networking Sites
Websites that allow users to build online profiles, share information and connect with people who share interests. Sites usually consist of a profile of each user, his/her social links, and a variety of other services.
Blogs
Short for ‘web log’, a blog is an online diary—a website maintained by an individual that features regular entries of commentary, descriptions of events, or other material such as graphics or video.
Microblogs
Like blogs, microblogs are platforms for people to post thoughts about topics but on a much smaller scale. A microblog entry could consist of nothing but a short sentence fragment, or an image or embedded video.
Podcasts
The term podcast is a combination of the words "iPod" and "broadcast”.
It’s an audio recording that is distributed via the internet. Downloaded and listen to via a PC or a mobile device.
Social Bookmarking
Sites where a user can share, organize, search, and manage bookmarks of web resources. Unlike file sharing, the resources themselves aren't shared, merely bookmarks that reference them.
Video & Photo Sharing
Websites or software that allow users to share and distribute video clips and photos. Videos/photos can be associated with a “channel” or “album” by user or company name.
An Example
Forums
An online message board or an online discussion site where users gather to discuss subjects or topics. There can be hundreds of topics being discussed on one forum and there is usually a moderator that sets guidelines for posting.
Fodors, The Fashion Spot, Mac Rumors, Bodybuilding.com
Review & Opinion Sites
A site where users can post product or service reviews and share personal experiences they’ve had with companies.
Article Distribution Sites
A directory or collection of topical articles posted for other sites to use and distribute as content. Articles normally include a slugline at the end that includes a description of the author and link to their site.
Presentation sharing site
SlideShare is the world's largest community for sharing presentations. Upload and share on blogs, Twitter, Facebook or LinkedIn. Over 60 million people use SlideShare every month for research, sharing ideas, connecting with others, and generating business leads. SlideShare also supports documents, PDFs, and videos.
Wikis
A website that allows the easy collaborative creation and editing of information on a topic, list or any number of interlinked web pages via a web browser.
Social Media Tools
Online tools are made to help you set up, manage and measure your social media efforts with a minimum amount of cost, time and risk.
A 5-STEP APPROACH TO ATTRACT, DATE AND LOVE YOUR CUSTOMER ON SOCIAL MEDIA
SOCIAL MEDIA ROADMAP
FOCUS
Social Media for Sales
The Executive point of view
A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed.
As a direct result, markets are getting smarter—and getting smarter faster than most companies.
The Cluetrain Manifesto
The Cluetrain Manifesto
These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.
Most companies only know how to talk in
the soothing, humorless monotone
of the mission statement,
marketing brochure, and your-call-is-
important-to-us busy signal. No wonder
networked markets have no respect for
companies unable or unwilling to speak as
they do.
The Cluetrain Manifesto
What is it NOT for business
A bulletin board for marketing & PR messages.
A cheap way of advertising. One-sided. About self-promotion. A place for you to vent about your
competition. The only way to market your business. The answer to your prayers.
What is it for Business…
Word of Mouth on Steroids New lead generation tool Brand awareness multiplier Ideas and insights engine Positioning stimulator New recruitment channel Global and immediate news broadcaster Community builder
“Social Media is the biggest change in business I have seen in my corporate career.”
Marc Campman
March 2012
SOCIAL MEDIA STRATEGY
Social Media Strategy - Basic
Social Media Strategy - Advanced
Social Media Strategy – Top 3Customer Analysis – Personas
Focus Area – Positioning Statement
Key Messages - Keywords
Buyer Personas
Why are they important?
Personas put a face on the customer. Personas remove the tendency to think
of yourself as the customer. Act as a guide throughout the process of
developing marketing communications programmes.
Keeps designers, copywriters, programmers on track and avoids waste by remaining focused on the customer.
Why are they important?
PERSONAS MAKE YOUR CONTENT
RELEVANT
Online Personas Creator
http://usabilitytools.com/persona/
Online Personas Creator
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The Power of Positioning
Start with why
Your Positioning statement
FOR …..
WHO NEEDS …..
MY PRODUCT/SERVICE IS …..
THAT DOES …..
UNLIKE …..
MY PRODUCT/SERVICE DOES …..
E L
E V
A T
O R
T
E S
T
Tortuga Backpacks
For international travelers Who are tired of the shortcomings of
large-capacity backpacks, The Tortuga is a travel backpack That provides the security and easy
access travelers need. Unlike hiking backpacks The Tortuga is designed specifically for
urban travel.
Tortuga Backpacks
For international travelers Who are tired of the shortcomings of
large-capacity backpacks, The Tortuga is a travel backpack That provides the security and easy
access travelers need. Unlike hiking backpacks The Tortuga is designed specifically for
urban travel.
Understanding your Keywords
Your Keywords
Apple – Press Release Boiler Plate
The Long Tail effect
Define your keywords
Understanding the keyword universe for your business
Identify keywords that define the value you provide to prospects
Start with accessible, longtail terms (i.e. Fire Extinguisher Vandalism, Fire Extinguisher Violations, Fire Extinguisher Monitoring)
Build towards generic terms over time
Top 5 tools for finding keywords Google Adwords Wordpot.com Google Trends Wordtracker Trellian Google Suggest Soovle
Wordpot.com
Google Suggest
Integrated Social Media strategy
Dove Real Beauty Sketches
KFC - India
NASA
ISM Episode 17: NASA Social Media Head, John YembrickPosted by Rick Mulready
NASA
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