Effective Social Marketing: decrease your time, while increasing your results

Presented by Julia Kinslow

• Overview

• What is social media marketing?

• Top social networking tools

• How do I know if it’s worth my time?

• How can I manage my time?

• Tips and tricks to help grow your network

• Useful third-party applications

Today’s Discussion

Overview_____________

Questions to address before implementing a social marketing strategy.

What is social media marketing?

New media advertising vs. traditional

Social Media Marketing•Multi-way (brand <~> customercustomer <~> customer)

•Pull marketing•Participatory•User-generated______________________________

Traditional Marketing•One-way (brand ~> customer)•Push marketing•Interruptive•Brand-generated

Source: Awareness Inc.

Best Practices_______________

Demonstrate thought leadership through two-way conversations, and:

• Listen to what others say about your company

• Give to get

• Nurture conversation around your company brand

• Avoid direct advertisement

• Be transparent

• Address negative comments

• Be authentic

• Welcome participation and co-creation

• Build relationships

• Have patience

Old Wine in New Barrels...

“You can make more friendsin two months by becoming interested in other people than you can in two years by trying to get other people interested in you.”

“...if you want to make people laugh at you...talk incessantly about yourself.”

Originally published in 1936

15 million copies sold globally

• Provide updates or “tweet” on items of interest to your network – include links to relevant articles, blog information, current events, upcoming webinars/seminars

• Pose appropriate questions and answer questions from those you follow

• Engage on a regular basis to provide value to those in your network and keep the conversation going

Convert & Measure___________________

Key Metrics for ROI

Social media activity◦ Increase brand identity (listening) Social/company mentions

Sentiment analysis

◦ Market Influencer (learning) Monitoring conversation

Affecting solutions

◦ Increase Web traffic (engaging) Blogger relations

Conversion rate

Business Outcomes◦ Increase in number of leads/clients

◦ Percentage increase in profit based on the previous month/quarter

Social Marketing Plan____________________

To establish brand identity and growth in the local marketplace, social marketing efforts need to be well-thought out to ensure your business is well-positioned for visibility, thought leadership and sustained growth.

Step I - Strategy Define

◦ Goals◦ Target audience◦ Key messages◦ Best practices◦ Tools◦ Measurement

Step II – Implementation Tactical social media plan

◦ Training◦ Sustaining

What’s the point?__________________Example: Goal

Become a solutions machine◦ What concerns do your potential clients

have?

◦ How can you help resolve them?

◦ Influencer

◦ Trust agent

Thought leadership◦ E-newsletters, blogs

◦ Webinars/Seminars/Networking events

◦ Add value via social media channels

Enhance online visibility◦ Brand awareness

◦ Web site traffic (SEO)

◦ Overall conversion rate

Time Management____________________

Focus your time spent• Aggregate information in one place

• Alltop page • Google Reader• RSS feed

• Delicious

“I’m ready to implement, but where do I find the time?”

Time Management____________________

9 guiding principles

1. Manage disruptions2. Control information overload3. Leverage tools4. Annotate and share5. Sometimes templates are okay6. Wrangle task management7. Communicate expectations8. Establish routines9. Unplug

Source: Altitude … Brand Elevation through Social Media

How much time should you dedicate to growing your network?

Tips and Tricks_______________

Grow your network …

while growing your brand…

brand essentials: background setup

Can multiple people in our office run one Twitter account? Yes, but be sure to...

Explain the “tag team” approach in the biographical area◦ Indentify Tweets with the person’s initials◦ Reply to as many “@username or direct

messages as possible◦ Everyone needs to stay appraised of updates to

avoid unnecessary/uncoordinated or repeat messages

◦ Establish a tone or brand personality for Tweets – no matter who writes them

◦ Add photos and information for each team member in the background area

Example: multi-author posts

Any way to make my ‘social’ life easier?

Contacts manager

Cross post to multiple sites

Third-party applications

Mobile accessibility

Tweetdeck

link shorteners

Copy shortened link into your updates...

link reporting

Schedule updates in advance

To answer one last question on your mind … “Do I need to use it?”

Questions?

Contact information: Julia Kinslow

Phone: 614.395.2181E-mail: jmkinslow@ninedotscreative.com

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