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Social Media Strategy Basics
How Social Media Fits Into Online Marketing
Andrew Bates, Director of Social Media
Online Marketing Goals• Gain Attention From The Right Audience
• Grow Brand & Share Of Voice Within That Community
• Drive Business!– Traffic & Inbound Qualified Leads– Newsletter & Email, Contact Form, Whitepaper,
eCommerce, Event Registration…– Grow Active Community With Follows, Likes, Comments,
Referrals, Sharing2
How Does Social Media Play A Part?• Cost Effective Market & Audience Research• Competitive Business Intelligence• Marketing Approach & Sales Pitch• Body Copy, PR & Content• Inbound Qualified Traffic & Conversion• SEO & PPC• Digital Advertising• Sentiment, Customer Care & Tech Support• Event Marketing• Measurement & Analytics
3
Cost Effective Market & Audience Research
• Social Media Monitoring & Market Research Is Cheap!
• Learn The Interests, Pain Points & Other Ways To Influence Purchasing Decisions
• The Dell Example – The Dell Mini
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Competitive Business Intelligence
• Learn What Your Core Competitors Are Doing Online & In The Social Sphere
• Justify Levels Of Investment & Marketing Efforts
• The DuPont Example – 3M & Dow
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Your Marketing Approach & Sales Pitch
• Watch & Learn From The Activities Of The Audience
• Utilize & Maximize User Generated Content
• The Bushnell Example - Riflescopes
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Body Copy, PR & Content
• Examine The Conversation
• Find The Topics Of Interest
• The American Cancer Society – Donations vs. Finding A Cure
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Inbound Qualified Traffic & Conversion
• Likes, Shares, Comments, Tweets & Links
• Syndicating Marketing Campaigns To A Broader Community
• Linking & Driving Traffic Back To The Site
• The Penton Media Example – Windows IT Pro
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Search Engine Marketing - SEO & PPC
• Social SEO & Temporal Relevance
• Conversations = Keywords
• The Chevron Example – Techron
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Digital Advertising• Find Your Community – Social Networks, Websites,
Forums…
• Only Show Ads To A Qualified Audience – Impressions & Clicks Cost Your Organization Money
• The Rack Room Shoes Example – Limited Budget
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Sentiment, Customer Care & Tech Support
• Grow Brand Advocates & Influencers
• Improve Response Time & Reduce Costs
• Gain Positive Sentiment
• The Network Solutions Example- A Large Organization With A Personal Touch
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Event Marketing
• Social Media IS The Key!
• Promote Before, During & After
• Utilize Location Based Services Like Foursquare
• The SXSW Example – Drive Attendance & Interaction
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Measuring Social Media SuccessMove the needle and show the value• On Page
– Credibility and Content Relevance - Likes, Google+1, Comments– Sharing - Retweets, Facebook, LinkedIn, YouTube other social syndication– Conversion – User Logins, RSS, Newsletter, Email and Event signups
• On Profiles– Follows, Fans, Likes, Comments, Facebook Sharing and Retweets
• SEO– More Traffic to the Website from Social Networks– Increased Time On Site and Page Views– Improved Search Engine Rankings for the Web Site and Social Profiles
• Mentions and Share of Voice– Increased Brand Mentions– Higher Share of the Conversation vs. Competitors– Improved Brand Sentiment
Andrew Bates Director of Social Media P - (202) 747-1818 (ext.117) M - (703) 231-1201 [email protected] @PentonMKTG www.Facebook.com/ PentonMarketingServices www.PentonMarketingServices.com