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Creating a Successful Social
          Media Campaign
  John Foley, Jr., interlinkONE / Grow Socially, Inc.




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




                                                                                            Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.                          Phone 1.800.948.0113
                                                                                            Email Support@GrowSocially.com
John Foley, Jr. - Introduction

interlinkONE
                                                                                                      I love
   ►   Enterprise Marketing                                                                        Mar(H)keting!
       Management Software


Grow Socially, Inc.
   ►   Strategic Outsourced
       Marketing Services
       /Online Marketing:
       Social
       Media, SEO, Website
                                                                            @JohnFoleyJr
       Development                                                              Questions or Comments?
                Copyright © 2012 Grow Socially, Inc. All Rights Reserved.       Phone 1.800.948.0113
                                                                                Email Support@GrowSocially.com
Accolades 
•   Jetsetter Status on FourSquare

•   Ranked #14 #13 as a Top CMO on Twitter in 2011

•   2nd runner up for 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/2012SLMA50


•   Author of Business Transformation: A New Path to Profit for the
    Printing Industry – Plug Alert!
         9AM Monday - Transforming your Photo Business!
                                                                               Questions or Comments?
                   Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                               Email Support@GrowSocially.com
Business Results /On-line Marketing -
770 New Customers – SHOW ME THE MONEY!




                                                                     Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                     Email Support@GrowSocially.com
Business Results /On-line Marketing -
770 New Customers – SHOW ME THE MONEY!




                                                                     Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                     Email Support@GrowSocially.com
Rules for today

►   Keep your phone ON! Social App’s running!
    ►   Engage, Share, Connect #PMA@CES

►   Follow me - @johnfoleyjr

►   No making fun or laughing at MY Accent!

►   Participate! It pays to ask questions!

                                                                           Questions or Comments?
               Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                           Email Support@GrowSocially.com
Overview

►   Social Media: The Facts

►   Finding the Right Audience

►   Techniques for Getting and Keeping
    the Conversation Going

►   Translating the Conversation into
    Business Results

►   Measuring Effectiveness
                                                                            Questions or Comments?
                Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                            Email Support@GrowSocially.com
SOCIAL MEDIA: THE FACTS



                                                                   Questions or Comments?
       Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                   Email Support@GrowSocially.com
Why Be There?



                                  ►       800 Million Users on Facebook




  ►    300 Million Users on Twitter

NOTE: As of December 2011

                                                                                        Questions or Comments?
                            Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                                        Email Support@GrowSocially.com
Why Be There? (More Stats)


►   1,000,000,000,000 (one trillion)
    playbacks on YouTube this year
    (#2 search engine)


              ►       62 million users on Google+
                      in 5 months


                                                                           Questions or Comments?
               Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                           Email Support@GrowSocially.com
Social Media’s Benefits Seem Obvious…

►   Lots of people are there.
►   It’s fairly inexpensive to use.
►   It’s working for others.
►   It’s fun.

►   But why is it not working for
    everyone?
                                                                           Photo Credit: http://www.flickr.com/photos/95399445@N00/423813404/



                                                                                   Questions or Comments?
               Copyright © 2012 Grow Socially, Inc. All Rights Reserved.           Phone 1.800.948.0113
                                                                                   Email Support@GrowSocially.com
With No Plan… Social Media Often Fails




                                  Photo Credit: http://nomaltbytrack.org/editorial.html

                                                                                          Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.                        Phone 1.800.948.0113
                                                                                          Email Support@GrowSocially.com
The First Step To Success!

►   Start with a Plan
    ►   Address Goals
    ►   Make a Schedule
    ►   Know What You Want to Do
    ►   Understand and embrace inbound marketing




                                                                             Questions or Comments?
                 Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                             Email Support@GrowSocially.com
Without a Plan, We Forget.

►   Did you Integrate It With Your
    Website?

►   Did you Include It in Offline
    Marketing Efforts?

►   Did you Promote It Within Your
    Emails?

    Did you post today? 
                                                                             Photo Credit: http://www.flickr.com/photos/25678284@N03/2481656219/
►



►   Better yet – What are you posting?

                                                                                             Questions or Comments?
                 Copyright © 2012 Grow Socially, Inc. All Rights Reserved.                   Phone 1.800.948.0113
                                                                                             Email Support@GrowSocially.com
Optimize / Social Friendly
         Get Noticed                                                  eNewsletter Sign-Ups
                                                                          White Papers
                                                                          Landing Pages
                                                                              Offers
                                                                              Emails
                                                                               Polls            Inquiries
                                                                                                                           Engage
                                                                                                                            and
                                                                                                    Qualified              Nurture
                                                                                                     Leads

                                                                                                                     Engage
                                                                                                       Sales          and
                                                                           Start with MKTG                           Nurture
Integrated Multi-Channel Marketing                                               Plan
Action – Publish – Engage – Converse – Share                                           Product?
    Social Media Blogging Analytics                                                    Service?
            Content Mgmt SEO                                                            Asset?
                                                                                                        $
                                                                                                  Questions or Comments?
                           Copyright © 2012 Grow Socially, Inc. All Rights Reserved.              Phone 1.800.948.0113
                                                                                                  Email Support@GrowSocially.com
Social Media Marketing Plan

   Describe the Business
   Business Goal                                                                      Strategy
                                                                                        Before
   Where Is the Audience Cyclically?                                                  Tactics!

   How Does the Audience Use Social Media?
   The One Thing / Keywords
   Humanize the Brand
   Content Resource and Distribution Strategy
   How Will You Measure Success?

                                                                                Questions or Comments?
                    Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                                Email Support@GrowSocially.com
Describe Your Business

►   I am a camera store.

►   I am a photo lab.

►   I am a leader in the custom
    photo products market.

►   I am__________________.                                               Photo Credit: http://www.flickr.com/photos/30520607@N06/4521655500/




                                                                                  Questions or Comments?
              Copyright © 2012 Grow Socially, Inc. All Rights Reserved.           Phone 1.800.948.0113
                                                                                  Email Support@GrowSocially.com
Describe Your Goals

►   To Increase Brand Awareness

►   To Generate More Leads

►   To Sell More Products &
    Services

►   To Improve Customer
    Satisfaction

Guess What? Social Media Can
Help All of Those!
                                                                           Questions or Comments?
               Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                           Email Support@GrowSocially.com
The One Thing / Keywords

Apple = Innovation                                                     Disney = Magic


                                                                          Disney = Magic




                                                                             Questions or Comments?
           Copyright © 2012 Grow Socially, Inc. All Rights Reserved.         Phone 1.800.948.0113
                                                                             Email Support@GrowSocially.com
What’s Next?

►   After defining your high-level objectives, we
    need to drilldown into what will help us find
    success.

                               Let’s Go!




                                                                          Questions or Comments?
              Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                          Email Support@GrowSocially.com
FINDING THE RIGHT AUDIENCE



                                                                   Questions or Comments?
       Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                   Email Support@GrowSocially.com
Know Your Audience

►   Who Are They?

►   Where Are They
    Cyclically?

►   How Do They Use Social
    Media?



                                                                          Questions or Comments?
              Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                          Email Support@GrowSocially.com
Identify the Right Audience

►   Determine characteristics
    of your ideal customers.

►   Are existing clients online?

►   Connect online with
    people you meet offline.


                                                                         Questions or Comments?
             Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                         Email Support@GrowSocially.com
Your Target Audience – It’s Important

Define Target Audience                                                    Audience Acquisition
►   Prospecting                                                           ►   Discover
►   Customer Service                                                      ►   Engage
►   Partner Management                                                    ►   Get Found




                                                                                 Questions or Comments?
              Copyright © 2012 Grow Socially, Inc. All Rights Reserved.          Phone 1.800.948.0113
                                                                                 Email Support@GrowSocially.com
Is everyone interested in the same communication?
     I still
                                                                                I love my
     email
                                                                                   mail

  I use Facebook,                                                                                      I’m on
      Twitter &                                                                                        Twitter
      LinkedIn




                                                                                               I Google for
                                                                                                    my
                                                                                               information


Where are your prospects and customers getting their information?
                                                                                      Questions or Comments?
                    Copyright © 2012 Grow Socially, Inc. All Rights Reserved.         Phone 1.800.948.0113
                                                                                      Email Support@GrowSocially.com
How Can You Find Your Audience?




                                      http://Search.Twitter.com




                                                                    Questions or Comments?
        Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                    Email Support@GrowSocially.com
Listen to Social Media Chatter… And Act




                                                                     Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                     Email Support@GrowSocially.com
Audience Finder: FollowerWonk.com




                              http://FollowerWonk.com

                                                                    Questions or Comments?
        Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                    Email Support@GrowSocially.com
FollowerWonk.com: Results




                                                                    Questions or Comments?
        Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                    Email Support@GrowSocially.com
Find People With LinkedIn

                                                                     ►   Search by
                                                                         “Skills” to
                                                                         connect with
                                                                         potential
                                                                         prospects

                                                                     ►   Also, search for
                                                                         Groups!
                                                                          Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.        Phone 1.800.948.0113
                                                                          Email Support@GrowSocially.com
Other Ways to Find Your Audience

►   Facebook: Targeted Advertising (more later)

►   Google+: Search Profile Data

►   Mobile Social Networks: Instagram, etc.



                                                                          Questions or Comments?
              Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                          Email Support@GrowSocially.com
Important! Social CRM

             Social Media Fields in Your CRM System




                                                                     Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                     Email Support@GrowSocially.com
TECHNIQUES FOR GETTING AND
KEEPING THE CONVERSATION GOING


                                                                  Questions or Comments?
      Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                  Email Support@GrowSocially.com
Steps for Social Conversation

►   Define What You Should Talk About
►   Create Compelling Content
►   Freely Share in the Appropriate Channels
►   Be Consistent
►   Educate First… Sell Second




                                                                         Questions or Comments?
             Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                         Email Support@GrowSocially.com
Keywords: What To Talk About

►   Maintain a List of Keywords

►   Share them with your team

►   Use them in blogs, tweets, videos, etc.

►   Use them in your social profiles/bios
                                                                           Questions or Comments?
               Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                           Email Support@GrowSocially.com
Create a Variety of Content




                                                        Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/


                                                                                               Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.                             Phone 1.800.948.0113
                                                                                               Email Support@GrowSocially.com
Content Resource Library                                                             Visit Resources Daily

                                                                                  Content                 Content
                                                                                     A                       C

                                                                                            Content
                                                                                               B


Pull Content                                    Make Links Measurable                     Push Content Out




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


                                                                                       Questions or Comments?
                      Copyright © 2012 Grow Socially, Inc. All Rights Reserved.        Phone 1.800.948.0113
                                                                                       Email Support@GrowSocially.com
Start the Conversation
►   Twitter
    ►   Hashtags
    ►   Retweets
    ►   Twitter Chats
►   LinkedIn
    ►   Groups
    ►   Discussions
►   Facebook
    ►   Be engaging!
►   Blog


                                                                            Questions or Comments?
                Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                            Email Support@GrowSocially.com
Sharing Content via Twitter


                                                                     • Shares
                                                                       helpful, educatio
                                                                       nal content

                                                                     • Engages with
                                                                       audience

                                                                     • Friendly, human
                                                                       voice!
                                                                      Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.    Phone 1.800.948.0113
                                                                      Email Support@GrowSocially.com
Sharing Content – On Your Blog


                                                                            • Great for SEO!

                                                                            • Prospects and
                                                                              Customers will
                                                                              appreciate the
                                                                              Help!

                                                                            • Subscribe-
                                                                              worthy content
 http://www.theimagingdepot.com/
                                                                             Questions or Comments?
                Copyright © 2012 Grow Socially, Inc. All Rights Reserved.    Phone 1.800.948.0113
                                                                             Email Support@GrowSocially.com
Be Ready to Reply to Conversations

                                                               ►     Don’t forget that
                                                                     social media is a
                                                                     listening tool.

                                                               ►     It’s a great way to
                                                                     provide outstanding
                                                                     customer service.


                                                                            Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.          Phone 1.800.948.0113
                                                                            Email Support@GrowSocially.com
Increase Awareness, Increase Conversations

►   Don’t just build it (your Facebook page), and
    hope people will come!

►   Promote your networks on other marketing
    channels.




                                                                          Questions or Comments?
              Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                          Email Support@GrowSocially.com
Website Integration: Example




                                                                     Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                     Email Support@GrowSocially.com
Website Integration: Example




                                                                     Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                     Email Support@GrowSocially.com
Website: Link to Facebook (Example)

                                                                     ►   Consistent
                                                                         Branding

                                                                     ►   Pictures, Text,
                                                                         and Links

                                                                     ►   Calls to Action

                                                                         Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.       Phone 1.800.948.0113
                                                                         Email Support@GrowSocially.com
Use Print to Promote Social Networks

   Do not rely on
    “build it and they
    will come”!

   Print can be used to
    drive people to
    your online
    marketing efforts.

                                                                         Questions or Comments?
             Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                         Email Support@GrowSocially.com
TRANSLATING THE CONVERSATION
INTO BUSINESS RESULTS


                                                                  Questions or Comments?
      Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                  Email Support@GrowSocially.com
Goal: Fill the Sales Funnel!




                                                                      Questions or Comments?
          Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                      Email Support@GrowSocially.com
Get Business Results

►   Have Sales Reps Online
►   Share Case Studies Online
►   Answer Questions
►   Send Requested
    Information
►   Follow Up – Always!
►   Connect Frequently


                                                                          Questions or Comments?
              Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                          Email Support@GrowSocially.com
Be Consistent and Determined

►   Add Social Media Efforts to Your Marketing
    Calendar

►   Find opportunities to capitalize
    before, during, and after events.




                                                                          Questions or Comments?
              Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                          Email Support@GrowSocially.com
Marketing Calendar, Take 1
                           Announce                   Mail -
Send out                   on website                 Monthly
flyers to
                                                      Newsletter
clients
            Phone Calls
                                                      Email
                                                      eNewsletter
                                                      (Announce)


                          Tell
                                                      Expo Event
                          colleagues
                                                      8AM-6PM
                          you’re
                          attending

             Send thank                 Enter new
             you cards                  contacts in
                                        CRM
Marketing Calendar, Take 2
               Create         Announce      Announce on   Mail -
  Send out     Post, Link     on website        &         Monthly
  flyers to    back to                                    Newsletter
  clients      website

               Comment on Connect with      Share event   Email
               event’s    Keynote           article on    eNewsletter
                     page Speakers on                     (Announce)


 Announce                    Tell
               Share event                  Join in on    Expo Event
 booth #                     colleagues
               article on                   event’s       8AM-6PM
 with                        you’re
                                            hashtag
 video post                  attending

               Send thank                   Enter new
 Follow-Up                   Share                        Friend new
               you cards                    contacts in
 with                        speaking                     contacts on
                                            Excel
 Post & Post                 presentation
 Pictures                    on
Social Media for Sales: Example 1

                                                                     ►   Compelling
                                                                         message

                                                                     ►   Clear call-to-
                                                                         action

                                                                     ►   Drove people to
                                                                         online purchase
                                                                            Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.          Phone 1.800.948.0113
                                                                            Email Support@GrowSocially.com
Social Media for Sales: Example 2

                                                                     ►   Combined text
                                                                         and images

                                                                     ►   Provided special
                                                                         offer for FB
                                                                         audience

                                                                     ►   Drove people to
                                                                         online purchase
                                                                           Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.         Phone 1.800.948.0113
                                                                           Email Support@GrowSocially.com
Facebook Advertising

                                                                     ►   Reach people based
                                                                         on:
                                                                         ►   Location
                                                                         ►   Precise Interests
                                                                         ►   What they “Like”
                                                                         ►   Gender, Marital
                                                                             Status, and more…


                                                                                 Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.               Phone 1.800.948.0113
                                                                                 Email Support@GrowSocially.com
MEASURING EFFECTIVENESS



                                                                   Questions or Comments?
       Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                   Email Support@GrowSocially.com
How to Measure Success?

►   How many
    ►   Downloads
    ►   eNewsletter Sign-Ups
    ►   Blog Comments
    ►   Questions
    ►   Shared Links
    ►   Re-Tweets
    ►   Followers / Connections
    ►   Site Traffic
                                                                             Questions or Comments?
                 Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                             Email Support@GrowSocially.com
Measure Inbound & Outbound Together
                               COMPANY
 Social                         WEBSITE                                   Whitepapers,
 Media                                                                      eBooks
            3500                                                           Downloads
           Visitors
  SEO                                                                     eNewsletter
                                                                           Sign-Ups
DM/Flyer    2000
           Visitors                                                       Comments &
                                                                          Questions on
                                                                                                                 CRM
 E-mail
                                                                             Blog
            800
 Links     Visitors                                                       Info/Inquiries

 Other       100                                                            Webinar
            Visitors                                                        Sign-Ups
                                                                                        Questions or Comments?
              Copyright © 2012 Grow Socially, Inc. All Rights Reserved.                 Phone 1.800.948.0113
                                                                                        Email Support@GrowSocially.com
Tools for Measuring Effectiveness

►   Link Shorteners
    ►   iLink.Me
►   Google Analytics
    ►   Website
►   Insights
    ►   LinkedIn, Facebook, Twitter, YouTube



                                                                               Questions or Comments?
                   Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                               Email Support@GrowSocially.com
http://ilink.me




                                                            Questions or Comments?
Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                            Email Support@GrowSocially.com
Tools to Measure Success




                       www.ilnk.me
                                                             Questions or Comments?
 Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                             Email Support@GrowSocially.com
Optimize / Social Friendly
         Get Noticed                                                  eNewsletter Sign-Ups
                                                                          White Papers
                                                                          Landing Pages
                                                                              Offers
                                                                              Emails
                                                                               Polls            Inquiries
                                                                                                                           Engage
                                                                                                                            and
                                                                                                    Qualified              Nurture
                                                                                                     Leads

                                                                                                                     Engage
                                                                                                       Sales          and
                                                                           Start with MKTG                           Nurture
Integrated Multi-Channel Marketing                                               Plan
Action – Publish – Engage – Converse – Share                                           Product?
    Social Media Blogging Analytics                                                    Service?
            Content Mgmt SEO                                                            Asset?
                                                                                                        $
                                                                                                  Questions or Comments?
                           Copyright © 2012 Grow Socially, Inc. All Rights Reserved.              Phone 1.800.948.0113
                                                                                                  Email Support@GrowSocially.com
Best Practices

►   Industry Specific                                                 ►   Link all pages back to
    Content                                                               corporate site
►   Marketing Information                                             ►   Secure Branded URLs
►   Consistently monitor for                                              for each Channel
    customer service                                                  ►   Promote Monthly
►   Continually post                                                      Newsletters
    relevant content



                                                                                  Questions or Comments?
              Copyright © 2012 Grow Socially, Inc. All Rights Reserved.           Phone 1.800.948.0113
                                                                                  Email Support@GrowSocially.com
Four Fundamentals for Social Media

1.   Build your network

2.   Engage with the network you have built

3.   Be consistent

4.   Track and analyze

                                                                          Questions or Comments?
              Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                          Email Support@GrowSocially.com
Create Marketing Campaigns




Integrating content creation, distribution, customer engagement, and
   measurement of your marketing efforts can increase campaign
                            effectiveness.

                                                                           Questions or Comments?
               Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                           Email Support@GrowSocially.com
Wrap Up
►   Start with a Plan

►   Create an Online
    Marketing Strategy

►   Incorporate Social
    Media, SEO and Website
    into your Daily Routine

►   Measure the Results!

                                                                          Questions or Comments?
              Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                          Email Support@GrowSocially.com
Q & A / Contact Me!: http://ilink.me/JR


                                                                           QRCode




                                                                                      iFlyMobi.com



                                                                     Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                     Email Support@GrowSocially.com
See You Tomorrow!



    “Transforming Your Photo Business”
       Strategies and Plans for Finding Success
                                       9:00 am – 10:15 am




                                                                     Questions or Comments?
         Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                     Email Support@GrowSocially.com
THANK YOU!



                                                                  Questions or Comments?
      Copyright © 2012 Grow Socially, Inc. All Rights Reserved.   Phone 1.800.948.0113
                                                                  Email Support@GrowSocially.com

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Creating a Successful Social Media Campaign (DIMA & PMA@CES)

  • 1. Creating a Successful Social Media Campaign John Foley, Jr., interlinkONE / Grow Socially, Inc. Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 2. John Foley, Jr. - Introduction interlinkONE I love ► Enterprise Marketing Mar(H)keting! Management Software Grow Socially, Inc. ► Strategic Outsourced Marketing Services /Online Marketing: Social Media, SEO, Website @JohnFoleyJr Development Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 3. Accolades  • Jetsetter Status on FourSquare • Ranked #14 #13 as a Top CMO on Twitter in 2011 • 2nd runner up for 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/2012SLMA50 • Author of Business Transformation: A New Path to Profit for the Printing Industry – Plug Alert! 9AM Monday - Transforming your Photo Business! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 4. Business Results /On-line Marketing - 770 New Customers – SHOW ME THE MONEY! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 5. Business Results /On-line Marketing - 770 New Customers – SHOW ME THE MONEY! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 6. Rules for today ► Keep your phone ON! Social App’s running! ► Engage, Share, Connect #PMA@CES ► Follow me - @johnfoleyjr ► No making fun or laughing at MY Accent! ► Participate! It pays to ask questions! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 7. Overview ► Social Media: The Facts ► Finding the Right Audience ► Techniques for Getting and Keeping the Conversation Going ► Translating the Conversation into Business Results ► Measuring Effectiveness Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 8. SOCIAL MEDIA: THE FACTS Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 9. Why Be There? ► 800 Million Users on Facebook ► 300 Million Users on Twitter NOTE: As of December 2011 Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 10. Why Be There? (More Stats) ► 1,000,000,000,000 (one trillion) playbacks on YouTube this year (#2 search engine) ► 62 million users on Google+ in 5 months Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 11. Social Media’s Benefits Seem Obvious… ► Lots of people are there. ► It’s fairly inexpensive to use. ► It’s working for others. ► It’s fun. ► But why is it not working for everyone? Photo Credit: http://www.flickr.com/photos/95399445@N00/423813404/ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 12. With No Plan… Social Media Often Fails Photo Credit: http://nomaltbytrack.org/editorial.html Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 13. The First Step To Success! ► Start with a Plan ► Address Goals ► Make a Schedule ► Know What You Want to Do ► Understand and embrace inbound marketing Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 14. Without a Plan, We Forget. ► Did you Integrate It With Your Website? ► Did you Include It in Offline Marketing Efforts? ► Did you Promote It Within Your Emails? Did you post today?  Photo Credit: http://www.flickr.com/photos/25678284@N03/2481656219/ ► ► Better yet – What are you posting? Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 15. Optimize / Social Friendly Get Noticed eNewsletter Sign-Ups White Papers Landing Pages Offers Emails Polls Inquiries Engage and Qualified Nurture Leads Engage Sales and Start with MKTG Nurture Integrated Multi-Channel Marketing Plan Action – Publish – Engage – Converse – Share Product? Social Media Blogging Analytics Service? Content Mgmt SEO Asset? $ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 16. Social Media Marketing Plan  Describe the Business  Business Goal Strategy Before  Where Is the Audience Cyclically? Tactics!  How Does the Audience Use Social Media?  The One Thing / Keywords  Humanize the Brand  Content Resource and Distribution Strategy  How Will You Measure Success? Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 17. Describe Your Business ► I am a camera store. ► I am a photo lab. ► I am a leader in the custom photo products market. ► I am__________________. Photo Credit: http://www.flickr.com/photos/30520607@N06/4521655500/ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 18. Describe Your Goals ► To Increase Brand Awareness ► To Generate More Leads ► To Sell More Products & Services ► To Improve Customer Satisfaction Guess What? Social Media Can Help All of Those! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 19. The One Thing / Keywords Apple = Innovation Disney = Magic Disney = Magic Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 20. What’s Next? ► After defining your high-level objectives, we need to drilldown into what will help us find success. Let’s Go! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 21. FINDING THE RIGHT AUDIENCE Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 22. Know Your Audience ► Who Are They? ► Where Are They Cyclically? ► How Do They Use Social Media? Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 23. Identify the Right Audience ► Determine characteristics of your ideal customers. ► Are existing clients online? ► Connect online with people you meet offline. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 24. Your Target Audience – It’s Important Define Target Audience Audience Acquisition ► Prospecting ► Discover ► Customer Service ► Engage ► Partner Management ► Get Found Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 25. Is everyone interested in the same communication? I still I love my email mail I use Facebook, I’m on Twitter & Twitter LinkedIn I Google for my information Where are your prospects and customers getting their information? Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 26. How Can You Find Your Audience? http://Search.Twitter.com Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 27. Listen to Social Media Chatter… And Act Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 28. Audience Finder: FollowerWonk.com http://FollowerWonk.com Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 29. FollowerWonk.com: Results Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 30. Find People With LinkedIn ► Search by “Skills” to connect with potential prospects ► Also, search for Groups! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 31. Other Ways to Find Your Audience ► Facebook: Targeted Advertising (more later) ► Google+: Search Profile Data ► Mobile Social Networks: Instagram, etc. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 32. Important! Social CRM Social Media Fields in Your CRM System Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 33. TECHNIQUES FOR GETTING AND KEEPING THE CONVERSATION GOING Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 34. Steps for Social Conversation ► Define What You Should Talk About ► Create Compelling Content ► Freely Share in the Appropriate Channels ► Be Consistent ► Educate First… Sell Second Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 35. Keywords: What To Talk About ► Maintain a List of Keywords ► Share them with your team ► Use them in blogs, tweets, videos, etc. ► Use them in your social profiles/bios Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 36. Create a Variety of Content Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 37. Content Resource Library Visit Resources Daily Content Content A C Content B Pull Content Make Links Measurable Push Content Out Content Distribution Strategy Resources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 38. Start the Conversation ► Twitter ► Hashtags ► Retweets ► Twitter Chats ► LinkedIn ► Groups ► Discussions ► Facebook ► Be engaging! ► Blog Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 39. Sharing Content via Twitter • Shares helpful, educatio nal content • Engages with audience • Friendly, human voice! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 40. Sharing Content – On Your Blog • Great for SEO! • Prospects and Customers will appreciate the Help! • Subscribe- worthy content http://www.theimagingdepot.com/ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 41. Be Ready to Reply to Conversations ► Don’t forget that social media is a listening tool. ► It’s a great way to provide outstanding customer service. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 42. Increase Awareness, Increase Conversations ► Don’t just build it (your Facebook page), and hope people will come! ► Promote your networks on other marketing channels. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 43. Website Integration: Example Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 44. Website Integration: Example Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 45. Website: Link to Facebook (Example) ► Consistent Branding ► Pictures, Text, and Links ► Calls to Action Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 46. Use Print to Promote Social Networks  Do not rely on “build it and they will come”!  Print can be used to drive people to your online marketing efforts. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 47. TRANSLATING THE CONVERSATION INTO BUSINESS RESULTS Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 48. Goal: Fill the Sales Funnel! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 49. Get Business Results ► Have Sales Reps Online ► Share Case Studies Online ► Answer Questions ► Send Requested Information ► Follow Up – Always! ► Connect Frequently Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 50. Be Consistent and Determined ► Add Social Media Efforts to Your Marketing Calendar ► Find opportunities to capitalize before, during, and after events. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 51. Marketing Calendar, Take 1 Announce Mail - Send out on website Monthly flyers to Newsletter clients Phone Calls Email eNewsletter (Announce) Tell Expo Event colleagues 8AM-6PM you’re attending Send thank Enter new you cards contacts in CRM
  • 52. Marketing Calendar, Take 2 Create Announce Announce on Mail - Send out Post, Link on website & Monthly flyers to back to Newsletter clients website Comment on Connect with Share event Email event’s Keynote article on eNewsletter page Speakers on (Announce) Announce Tell Share event Join in on Expo Event booth # colleagues article on event’s 8AM-6PM with you’re hashtag video post attending Send thank Enter new Follow-Up Share Friend new you cards contacts in with speaking contacts on Excel Post & Post presentation Pictures on
  • 53. Social Media for Sales: Example 1 ► Compelling message ► Clear call-to- action ► Drove people to online purchase Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 54. Social Media for Sales: Example 2 ► Combined text and images ► Provided special offer for FB audience ► Drove people to online purchase Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 55. Facebook Advertising ► Reach people based on: ► Location ► Precise Interests ► What they “Like” ► Gender, Marital Status, and more… Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 56. MEASURING EFFECTIVENESS Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 57. How to Measure Success? ► How many ► Downloads ► eNewsletter Sign-Ups ► Blog Comments ► Questions ► Shared Links ► Re-Tweets ► Followers / Connections ► Site Traffic Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 58. Measure Inbound & Outbound Together COMPANY Social WEBSITE Whitepapers, Media eBooks 3500 Downloads Visitors SEO eNewsletter Sign-Ups DM/Flyer 2000 Visitors Comments & Questions on CRM E-mail Blog 800 Links Visitors Info/Inquiries Other 100 Webinar Visitors Sign-Ups Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 59. Tools for Measuring Effectiveness ► Link Shorteners ► iLink.Me ► Google Analytics ► Website ► Insights ► LinkedIn, Facebook, Twitter, YouTube Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 60. http://ilink.me Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 61. Tools to Measure Success www.ilnk.me Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 62. Optimize / Social Friendly Get Noticed eNewsletter Sign-Ups White Papers Landing Pages Offers Emails Polls Inquiries Engage and Qualified Nurture Leads Engage Sales and Start with MKTG Nurture Integrated Multi-Channel Marketing Plan Action – Publish – Engage – Converse – Share Product? Social Media Blogging Analytics Service? Content Mgmt SEO Asset? $ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 63. Best Practices ► Industry Specific ► Link all pages back to Content corporate site ► Marketing Information ► Secure Branded URLs ► Consistently monitor for for each Channel customer service ► Promote Monthly ► Continually post Newsletters relevant content Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 64. Four Fundamentals for Social Media 1. Build your network 2. Engage with the network you have built 3. Be consistent 4. Track and analyze Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 65. Create Marketing Campaigns Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 66. Wrap Up ► Start with a Plan ► Create an Online Marketing Strategy ► Incorporate Social Media, SEO and Website into your Daily Routine ► Measure the Results! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 67. Q & A / Contact Me!: http://ilink.me/JR QRCode iFlyMobi.com Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 68. See You Tomorrow! “Transforming Your Photo Business” Strategies and Plans for Finding Success 9:00 am – 10:15 am Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 69. THANK YOU! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com

Notas del editor

  1. While everyone is talking about social media, marketers are looking for tools and techniques for implementation of an effective social media campaign. This session will discuss "how to" approaches for effectively utilizing social media. Participants will learn how to identify the "right audience" in the sea of social networks; techniques for getting and keeping the conversation going; options for translating the conversation into business results; and the right tools for measuring effectiveness.
  2. What’s Your One Thing?What’s the soul of your brand. What’s the one thing that defines you – and it’s not features and benefits. Volvo = Safety. Apple = Innovation. Disney = Magic. What’s on the other side of your = sign?Note: This is not easy to figure out. You may need to engage in some brand anthropology, and have an agency help you find your one thing.
  3. Where Are They Cyclically?StudentsHow Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale.
  4. Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
  5. Here is how Tiwtter is used to promote a white paper…..