SOCIAL MEDIA MARKETING Marlin Sugama

Co-Founder/Producer/Lecturer

Social Media Marketing• Additional channel in marketing mix• Unconventional ways to engage with your customer• Its conversation, not just information• Community for your brand

Social Media Top Sites

The Benefit of Social Media Marketing

Generate exposure for my business

Increase traffic/subsciption

Reslted in new business partnership

Helped us rise in search rankings

Generated qualified leads

Reduced my overall marketing expense

helped me close business

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4 Steps to make Twitter Marketing Work

#1 Determine its role in the marketing mix• getting to know how your customers use the platform—are they actively

speaking, or just listening on Twitter• deciding the purpose of each account within the larger marketing programs

(Organize your community with Twitter Lists- PR, customer support, and direct marketing)

#2 Prepare your team to use it wellAs a marketing tools employees still need to understand how the tool works and how you want them to use it

4 Steps to make Twitter Marketing Work

#3 Build a strong base of followers, then catalyze them• For content to have an impact, brands need to build an active base of followers • building a calendar that schedules when to publish content that will keep the

community active and engaged with the brand

#4 Drive conversation and sharing• marketers can use a combination of relevant content and Twitter ads to stimulate

conversation and sharing• “Twitter is a very effective trigger because it can be used to create deeper engagement

with other content–” like blog posts, Facebook, and LinkedIn• The NHL used tweet-ups to spark engagement for the Stanley Cup among passionate

customers. They energized more than 1,000 fans directly, and reached hundreds of thousands through Twitter and millions more through press coverage

Source: http://www.cmo.com/social-media/four-steps-making-twitter-marketing-work

Linkedin Advertising

#1: Create great ads with powerful copy and relevant images• Write effective ad copy (useful, urgency, unique, ultra-specific)• marketers can use LinkedIn ads to promote company pages or LinkedIn

groups• include a strong call to action. Words and phrases like “download,” “sign

up” or “request a demo” are clear and direct instructions for your audience.• Choose a picture that matches what you’re offering,

#2: Target your ads to a specific audience• Monitor your click-through rate (CTR) on LinkedIn and your visit-to-lead

conversion rate by setting up goals in Google Analytics or using marketing analytics software to determine how effective your targeting is.

Linkedin Advertising

#3: Split-test different variations of your campaign• Create at least three ads per campaign with varying headlines, call-to-

action phrases and images. You can create up to 15 different ads for each campaign.

• Keep track of which ads are most successful, and pause the ads that have the lowest CTR.

#4: Budgets and bidding—spend your money strategically• Budgets—Your daily budget is the maximum amount that you are wiling to

spend each day. Calculate the average total spend per day for the last week and compare that amount to your daily budget

• Bidding—Each time a prospect visits a page on LinkedIn, an “auction” happens between your ad and other advertisers.

Linkedin Advertising

#5: Measure the performance of your ads• Monitor the CTR frequently, and if you notice a drop, refresh the ads with

new copy or images• Measure leads—If you’re hoping to send ad viewers to a contact form on

your site, don’t only work on the LinkedIn ad; also take your landing pages into consideration.

Source: http://www.socialmediaexaminer.com/5-steps-to-successful-linkedin-advertising/

Linkedin Advertising

Facebook Marketing Tips

#1: Bring Facebook to Your Websiteadd Facebook to your site is to use the Facebook Like Box.

#2: Try Really Inexpensive Facebook AdsFacebook advertising can help marketers of all kinds get insights into how different demographic groups respond—and for a fraction of the cost of other alternatives

#3: Leverage Friends of Connections“Facebook’s ‘Friends of Connections’ ad targeting allows your fans to be featured in your ads

#4: Give Your Fans Fun Reasons to ConnectConsider offering networking opportunities by asking folks to share something about themselves.

Facebook Marketing Tips

#5: Use Video as Your Secret Weapon to Gain FansWhenever a non-fan watches your videos, a button pops up in the top left corner suggesting he/she ‘Like’ your Facebook page.

#6: Turn Your Facebook Page Into a Lead Generatoradd to your Facebook Fan Page is ‘Static FBML’ (Facebook Markup Language), which allows you to add your own custom content, including an opt-in box.

#7: Turn Your Facebook Page Into a Thriving CommunityAllow them to connect with others who share the same interests by encouraging them to use your Facebook presence as a platform for sharing,

Source: http://www.socialmediaexaminer.com/7-facebook-marketing-tips-from-pros/

#5: Use Video as Your Secret Weapon to Gain Fans

G+ to increase Search Rankings

#1: Get More FollowersTo increase ranks its quantity > quality• Leverage your current following on other social networks by sharing your

Google+ profile and/or page link with them to connect.• Put a link to your Google+ profile and/or web page on your website.• Put a link to your Google+ profile and/or web page anywhere it is allowed,

including forum profiles, other social media profiles and email signatures.• Link to your Google+ profile and/or page when you comment on blogs.• Add a Google+ badge to your website.

#2: Set Up Authorship With Your Personal Profile• Add your email address on each page of your content (recommended for

multi-author blogs)• link your content to your Google+ profile and vice versa

G+ to increase Search Rankings

#3: Directly Connect Your Page• add a simple piece of code to your page that no one will see on your website • or you can add a Google+ badge

#4: Encourage +1′s• The +1 button is Google’s much more powerful answer to the Facebook Like

button because the number of +1′s a page gets will show up in search results, even if a searcher is not logged into Google+.

• t the latest +1 button code from Google and install it on both your individual pages and your main home page

#5: Fill Out Your Information• fill in the information for your profile and pages completely• the first 55 characters of your Introduction are important for search results

within Google+ itself.

Source: http://www.socialmediaexaminer.com/how-you-can-use-google-plus-to-impact-search/#more-12982

Youtube’s New Look

#1 New YouTube Home Page• YouTube has now prominently positioned a “Subscription Feed” smack-

dab in the middle of the page.• Taking advantage of subscription feeds

• Be active daily and consistently:• Get your audience to take action (subscribe, rate, comment and share

each of your videos)

#2 New YouTube Channel Page• activate, update and optimize your new channel as quickly as possible • Focus on using your main keyword phrase, get found even quicker!

Youtube’s New Look

#3: YouTube Analytics• Audience retention (see just how engaging (or unengaging!) your

videos really are)• Playback locations (see exactly where your videos are being watched.

As mobile devices become predominant in our lives)

Source:http://www.socialmediaexaminer.com/3-new-youtube-changes-and-what-they-mean-for-businesses/#more-13297

6 Social Media Marketing Strategy Mistakes to Avoid

1. Too Little Content

2. Too Many Updates

3. Little or No Interaction With Followers

4. Improper Competitor Approaches

5. Failing to Analyze

6. Failing to be Authentic

Source: http://windmillnetworking.com/2011/07/12/social-media-marketing-smm-strategy-mistakes-avoid/

5 Steps To Measure The ROI Of Digital Media Channels

• Define what success is.• Improved customer retention• Causes of demand generation• Understanding loyalty• Message calibration• Offline sale

• Collect all of your paid, earned, and owned metrics into a single data repository

5 Steps To Measure The ROI Of Digital Media Channels

• Develop a statistical modeling framework that distills multiple channel metrics into single measurement scores for paid, earned, and owned by doing something like the following: 

• Rotate and orthogonalize interrelated data streams within an ecosystem channel.

• Utilize data reduction techniques to determine the underlying movement within the channel. 

• Further reduce the dimensions of the data to determine the cross ecosystem channel impact on consumer connections.

5 Steps To Measure The ROI Of Digital Media Channels• Choose or develop a technology platform that facilitates the

following:• Frequent data extraction from channel sources• Interfaces easily with known earned analytics providers (Radian 6).• A transparent database system for storage of cross-channel data with

easy access for QA, ad hoc analysis and modeling.• A dashboard UI customizable to enable your “definition of success.”

• Dig into your new ecosystem’s connection scores to determine what touch points are working for consumers and where your growth opportunities lie.

• Mapping these indices across time, product-use stages and/or other client-driven dimensions provides additional context and allows brand managers to monitor how connectivity to the brand varies over the consumer journey

5 Steps To Measure The ROI Of Digital Media Channels

• Dig into your new ecosystem’s connection scores to determine what touch points are working for consumers and where your growth opportunities lie.

• Mapping these indices across time, product-use stages and/or other client-driven dimensions provides additional context and allows brand managers to monitor how connectivity to the brand varies over the consumer journey

Digital Channel CategoriesPaid, Earned, and Owned

• Paid: display ads, owned, and email• Earned: SEO, Google+, Facebook, Twitter, Blogs• Owned: visits, page views, email, surveys

Source:

http://www.cmo.com/channels/5-steps-measure-roi-digital-media-channels

Should Social Media Be Outsourced?The Benefits of Outsourced Social Media• save your company time and energy• business efforts are always more successful when they are closely

linked with your core competency• help you keep your presence consistent and your social presence

running smoothly• They can help you stay competitive and learn to stand out from the

crowd with unique updates and engagement tools

Source:

http://windmillnetworking.com/2011/12/27/should-social-media-be-outsourced/

Should Social Media Be Outsourced?The Risks of Outsourced Social Media• Chrysler “bad tweet” (March 2011)

 “I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f***ing drive.”

• Nikon Facebook Page (September 2011)

“A photographer is only as good as the equipment he uses, and a good lens is essential to taking good pictures! Do any of our facebook fans use any of the NIKKOR lenses? Which is your favorite and what types of situations do you use it for?”

Lack of Proffesionalism

Don’t Outsource Your Voice, Outsource Your Process

Source: • http://www.forbes.com/sites/michaelhumphrey/2011/03/10/chryslers-social-media-person-bests-nir-rosen-gets-fir

ed-with-one-tweet/• http://thenextweb.com/socialmedia/2011/09/29/nikons-facebook-page-is-blowing-up-with-comments-but-not-for-t

he-right-reasons/• http://windmillnetworking.com/2011/12/27/should-social-media-be-outsourced/

Social Media VS SEO

SEO  is an art that helps to technically improve your chances for the right content of yours being found in search engines for the terms your customers are probably searching for

Socmed required deep understanding of  social media websites and being effective in communicating and managing both shareable content and conversations with customers

Source:

http://windmillnetworking.com/2011/11/14/seo-or-social-media/

References• The 11 Twitter Tools and Apps I Use Every Day in 2011

http://windmillnetworking.com/2011/09/14/twitter-tools-apps-2011/

• The 25 Best Social Media Books of 2011

http://windmillnetworking.com/2011/12/19/best-social-media-books-2011/

• Get FB likes, Twitter followers and Linkedin connections

http://www.socialmediadd.com

• Digital Marketing In 2012: Predictions From 32 Industry Luminaries

http://www.cmo.com/trends/digital-marketing-2012-predictions-32-industry-luminaries#ixzz1iVnykG3B