Ignite Your Growth - Using Social Media to Grow Your Business

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.

Using Social Media to Grow Your Business

John Foley, Jr.

CEO/CMO, Grow Socially, Inc.

Copyright 2011 Grow Socially, Inc.

Before I Begin …

►Please Turn Your Phone ON!

@johnfoleyjrhttp://www.slideshare.net/growsocially

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John Foley, Jr.

• Grow Socially, Inc – Support Services

• Online Marketing/Social Media• Plan, Manage, Execute and

Measure

• interlinkONE – Software (SaaS)• Enterprise Marketing Management

Software• Plan, build, manage, execute and

measure all marketing activities

15 Years Woot!

I love Mar(H)keting!


Accolades

• Jetsetter Status on FourSquare

• Mayor of iStrategy

• Ranked #16 as a Top CMO on Twitter in 2010

• 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category

• One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2010 - http://ilnk.me/SLMA50


Overview

►What’s going on?►Social Media Marketing Plan►Effectively use social media►Identify the right audience ►Social Media – What and Why?►Tools & techniques►Measuring effectiveness►Mobile + Print►Wrap – Q&A


Revolution

►Erik Qualman - Socialnomics


MARKETING PLANIt all starts with a plan


Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in CRM

Mail -Monthly Newsletter

Marketing Calendar


Social Media Marketing Plan

►Describe Business and Its Goals

►Know Your Audience

►The One Thing

►Humanize Your Brand

►Content Resource & Distribution Strategy

►Measure Your Success

Strategy Before Tactics!


Know Your Audience

• Who Are They?

• Where Are They Cyclically?

• How Do They Use Social Media?


Your Target Audience

Define Target Audience

►Prospecting►Customer Service►Partner

Management

Audience Acquisition

• Discover• Engage• Get Found


Is everyone interested in the same communication?

I’m on Twitter

I still email

I use Facebook,Twitter & LinkedIn

I love my mail

I Google for my

information

Where are your prospects and customers getting their information?


The One Thing

Apple = Innovation Disney = Magic


Humanizing Your Brand


Content Resource Library Visit Resources Daily

Pull Content Make Links Measurable Push Content Out

Content Distribution StrategyResources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.

Content A

Content B

Content C


How to Measure Success?

►Site Traffic►Downloads►eNewsletter Sign-Ups►Blog Comments►Questions►Shared Links►Re-Tweets►Followers►Who’s talking about you

and how►Show me the money


$

Optimize / Social FriendlyBlogs

eNewsletter Sign-UpsWhite Papers

Landing PagesOffersEmailsPolls

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share

Social Media Blogging Analytics Content Mgmt SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified Leads

Sales


Effective Social Media Strategy

►Online/Social Media Marketing Plan

►Website

►Search Engine Optimization

Online Marketing Plan


What is Social Media?►Community►Conversation►Networking►Marketing►Relationships►Customer Service►Immediate

Information►Platform


Why Use Social Media

►Your Company's -Brand and Awareness►Website Traffic►More prospects to sell to►Generate interest in your Product/Service►Loyalty►Position your company►Customer Service►Another Channel


Your Website & Social Media

• Social-friendly, searchable

• Interactive• Blogs• Comments• Landing Page• eNewsletter Sign-Ups• Widgets• Whitepaper downloads

• Calls to action for people to raise their hand

MUST BE ENGAGING!


Websites and Widgets



►Appealing to the eye

►Creative

►Interactive

►Different

►Can be a call to action






Search Engine Optimization

• Get found

• Using specified keywords

• Consistently updating

• Using links to other pages of site or other websites


COMPANY WEBSITE

Social Media

SEO

DM/Flyer

E-mail

Links

Other

Inbound and Outbound

Whitepapers,eBooks

Downloads

eNewsletter Sign-Ups

Comments & Questions on

Blog

Info/Inquiries

Webinar Sign-Ups

100 Visitors

2000 Visitors

800 Visitors

3500 Visitors

CRM


Use Social Media Effectively

• Start with a Plan• Address Goals• Make a Schedule• Know What You Want

to Do

• Cross Promote Across All Pages

• Integrate with Website• Include in Offline

Marketing Efforts


Identify the Right Audience

• Which Industries?• Are existing clients

online?• Connect with people

you meet• Include keywords on

your profiles• Engage with target

audiences


Start the Conversation

►Twitter►Hashtags►Retweets►Twitter Chats

►LinkedIn►Groups►Discussions

►Blog


Get Business Results

►Have Sales Reps Online►Share Case Studies

Online►Answer Questions►Send Requested

Information►Follow Up►Connect


Tools & Techniques

Tools

• Cameras, Video Cameras• Link Shorteners• Platforms – Hoot Suite –

Tweetdeck• Listening – Radian6,

Sysomos, Viral Heat• Wordpress, Drupal

Techniques

• Daily Management • Consistent Monitoring• Integration of Social

Media and Multi-Media Channels

• Consistent Online Look

• Dedicate Resource(s) or Find a partner


Best Practices

• Listen• Share Relevant

Content• Industry Specific

Content• Marketing Information• Consistently monitor

for customer service • Continually post

relevant content

►Link all pages back to corporate site

►DON’T talk about yourself all the time

►Secure Branded URLs for each Channel

►Promote Monthly Newsletters

►Listen More


Tools for Measuring Effectiveness

• Link Shorteners• iLink.Me• TinyURL.com

• Google Analytics• Website

• Insights• LinkedIn, Facebook, Twitter, YouTube


Tools for Listening


http://ilink.me


Tools to Measure Success

www.ilnk.me


What Are These Sites, Anyway?


Top 4 Channels/Medias for (Most) Marketers

►Twitter: Block Party

►Facebook: House party with a business effect

►YouTube: Your own TV Station

►LinkedIn: Chamber of Commerce networking event


What is Twitter?

• Share what you are doing in 140 characters or less

• A free social messaging utility for staying connected in real-time


Spread the Word

http://ilnk.me/7dde


Company


What is Facebook?

• A free social network used by people & companies

• Companies can host pages and groups to self-promote


Get Yourself Out There

Creating a page involves:

►Logo

►Name

►Content


Company Page


What is YouTube?

• Video-sharing website on which users can upload and share videos.


Set Up a Gallery


Big ProductionVS

Business Casual

More approachable, more interesting, more diversified, more updates!


What is LinkedIn?

• A business-oriented social networking site

• Mainly used for professional networking

• Has more than 43 million registered users, spanning 170 industries


LinkedIn.com Dashboard


Personal Profile


Company Profile


Blogs

► Humanizing

► Improves SEO

►Keywords

►Links

►Updated Information

► Give Expertise

► Updates on CompanyActivities

► Sharing Information


Four Fundamentals of All Sites

1. Build your network

2. Engage with the network you have built

3. Be consistent

4. Track and analyze


Customer Service: The Complaint


Customer Service: The Reply


Customer Service: Happy Reply


Keywords

►Improves SEO

►Narrows down what your site is about

►The more, the better


You

Your Website is Homebase


CampaignManagement

Wireless

Offline

Online

Your Website

SMS MMS PDA Blackberry

Direct Mail

Radio/TV

Magazines

Flyers

Labels

Personalization

CampaignManagement

Reporting

Administration

Automation

QR Codes E-mail Website RSS Flash Banner Search Social Media

Hello! Mary


Create Marketing Campaigns

Integrating content creation, distribution, customer engagement, and measurement of your marketing

efforts can increase campaign effectiveness.


Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in Excel

Mail -Monthly Newsletter

Marketing Calendar

Create Post, Link back to website

Announce on &

Comment on event’s page

Connect with Keynote Speakers on

Join in on event’s hashtag

Share speaking presentation on

Friend new contacts on

Share event article on

Share event article on

Announce booth # with video post

Follow-Up with Post & Post Pictures


Social Media Wrap Up

►Start with a Plan►Create a Online

Marketing Strategy►Incorporate Your

Social Media, SEO and Website

►Measure the Results!


PRINT + MOBILE


First… Why Mobile?


2nd… Why Mobile?

• Reach the Mobile Consumer• It’s where your audience may be today and will be

tomorrow!• Measureable (If done right!)


How Can Mobile Be Integrated

• QR Codes

• Digital Watermarks

• Augmented Reality

• Payments


Print + Mobile

• QR Codes

QR Code Resources• QRConnect.com• QReateandTrack.com (TRACK – Get it! )


QR = “Quick Response”


What the QR Code Contains


What You Need to Scan


Applications to Scan


Tip: Mobilize Your Content!


QR Codes on Signs


QR Codes on Posters



QR Codes on Mailers


Measuring QR Codes


Digital Watermarks


Augmented Reality

Image Source: http://www.jeffreydonenfeld.com


Mobile Payments

• Near Field Communications (NFC)

• Square (from Twitter co-founder)


Takeaways

• Mobile Audience is now!• Multi-channel Strategy – are Effective!

• Print• Internet• Mobile• etc

• Integrate• Test• Measure


Q & A / Contact Me!

iFlyMobi.comQR Code

http://ilink.me/JR