Connect, Build, Sustain: Growing Your Business with Social Media
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Your social media presence has to be planned, executed, managed, and measured on a daily basis while using best practices. Smart online marketing begins with a plan that identifies the necessary actions to achieve marketing objectives. During this presentation, Foley will demonstrate how companies can grow their business through online marketing initiatives. He will share strategies, plans, tactics, and case studies that demonstrate how companies can successfully incorporate social media into multi-channel marketing campaigns. Gain an understanding of how your target audience communicates in the various social networks and how getting noticed is most important. Learn how to drive website traffic from social media and generate leads. See real examples and case studies on how to use your creativity to blend traditional marketing methods with online channels. Get immediate action items and ideas for your business— website, social media channels, email campaigns, and more by using best practices for social networking, SEO, and website design.
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Connect, Build, Sustain: Growing Your Business with Social Media
- 1. Presentation Information Presentation Title: Connect, Build, Sustain: Growing Your Business with Social Media Subject Matter: Your social media presence has to be planned, executed, managed, and measured on a daily basis while using best practices. Smart online marketing begins with a plan that identifies the necessary actions to achieve marketing objectives. During this presentation, Foley will demonstrate how companies can grow their business through online marketing initiatives. He will share strategies, plans, tactics, and case studies that demonstrate how companies can successfully incorporate social media into multi-channel marketing campaigns. Gain an understanding of how your target audience communicates in the various social networks and how getting noticed is most important. Learn how to drive website traffic from social media and generate leads. See real examples and case studies on how to use your creativity to blend traditional marketing methods with online channels. Get immediate action items and ideas for your business— website, social media channels, email campaigns, and more by using best practices for social networking, SEO, and website design. Date: Friday, November 9th Time: 2:15 p.m.–3:00 p.m. Location: Loews Coronado Bay Resort – Room TBD Audience: Label Printers – Executive Level
- 2. 2012 LPIA INNOVATION CONFERENCE Connect, Build, Sustain: Growing Your Business with Social Media John Foley, Jr. CEO, Grow Socially and interlinkONE
- 3. First… THANK YOU! • For Being Here! • For Being Willing to Learn and Engage! • For Liking My Boston Accent!
- 4. Today’s Overview • Brief Introductions • The Marketing Landscape • How You Can Find Social Media Success • Final Thoughts and Questions
- 6. Intro: John Foley, Jr. I love • Grow Socially, Inc. Mar(H)keting! – Online Marketing/Social Media – Plan, Manage, Execute and Measure • interlinkONE – Enterprise Marketing Management Software – Plan, build, manage, execute and measure all marketing activities
- 7. Accolades • Jetsetter Status on FourSquare • Ranked #16 as a Top CMO on Twitter in 2012 • 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 SLMA in 2012
- 8. The Books
- 9. Keep Your Phone On! • Feel free to Tweet, Post, Update, Email, take notes, photos, and more! @JohnFoleyJr
- 10. Get Involved! • Grab your handout card! I want feedback! I hope you’ll participate!!
- 11. Ready to Get Involved? • POLL Question #1: Are you currently using social media in your marketing efforts? View Results: http://ilnk.me/LPIANow1
- 13. Opportunities 1. Improve your own marketing 2. Help your customers and prospects with their Marketing. Psssst – Their Marketing SUCKS too!
- 15. Online Marketing Statistics 1 Billion Users on Facebook 400 Million Tweets Sent Per Day 72+ Hours of Video Uploaded every minute 170 million users 12 million users… and it’s addictive! 80 million users… and sold for $1 billion! 2 million searches per minute NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556 and http://searchengineland.com
- 16. What is Inbound Marketing? “Inbound marketing is a strategy that focuses on attracting prospective customers by offering useful information.” http://en.wikipedia.org/wiki/Inbound_marketing
- 17. What Inbound Marketing Enables Us To Do • Connect with Prospects and Customers • Build Relationships by Sharing Relevant Information • Sustain a steady lead-generation funnel and sales pipeline!
- 18. Inbound Goal: Drive INQUIRIES!
- 19. How YOU Can Find Social Media Success
- 20. What’s your Social Media viewpoint? • Community • Conversation • Networking • Marketing • Relationships • Customer Service • Immediate Information • Platform
- 21. Optimize / Social Friendly Get Noticed eNewsletter Sign-Ups White Papers Offers Emails Polls Blogs Landing Pages Engage and Nurture START with MKTG Engage Plan and Integrated Multi-Channel Marketing Nurture Product? Content Development - Action - Publish - Engage – Service? Converse - Share - Asset? Social Media - Blogging - Analytics - Content Mgmt - SEO
- 22. Plan! Strategy before Tactics! Step 1: Describe the Business, Service, Solution Step 2: Business, Service, Solution Goal Step 3: Where Is the Audience Cyclically? Step 4: How Does the Audience Use Social Media? Step 5: The One Thing Step 6: How Will You Humanize the Brand Step 7: Content Resource and Distribution Strategy Step 8: How Will You Measure Success?
- 23. More than PR! Focus on Conversations • Twitter – Hashtags – Retweets – Twitter Chats • Facebook: – Questions/Polls – Invite Comments! • LinkedIn – Groups – Discussions • Blog – Posts and Comments
- 24. How to Measure Success? • How many – Downloads – eNewsletter Sign-Ups – Blog Comments – Questions – Shared Links – Re-Tweets – Followers – Site Traffic
- 25. Ready to Get Involved? • POLL Question #2: Which social network has provided the best results for your business? View Results: http://ilnk.me/LPIANow2
- 26. Next… Specific Business Building Tips • LinkedIn • Facebook • Twitter • YouTube • Foursquare • Pinterest
- 27. LinkedIn Tip: Update your Status Daily!
- 28. LinkedIn Tip: Complete Your Profile • Industry & Location • Current Position • Past Positions • Education • Skills • Photos • Connections
- 30. Facebook: Showcase Your Brand! • Utilize the Cover Photo and About message
- 31. Facebook: Post a Variety of Content
- 32. Facebook Advertisements Can Work! Target Facebook Users to Reach Your Audience!
- 33. Twitter: Personal and Company Pages
- 34. Twitter: Advanced Search Feature https://twitter.com/search-advanced
- 35. Tip: FollowerWonk.com to Find People
- 36. YouTube: Tips for Success • Feature variety of employees, mix up the tone • Experiment with different backdrops, scenes, etc.
- 37. Pinterest: Hype or Goal-Achiever? • Visually tell the story of your brand!
- 38. Don’t Forget! Align Tactics with Goals Tactic Goal Key Steps Facebook Fan page Increase awareness of Post once a day; Custom services, generate leads Tab for demo registration Twitter company page Become a thought Post multiple times daily; leader, provide support share marketing-related news; active listening YouTube Profile Humanize brand; create Film weekly video of demand employee(s); create screencasts of customer successes Pinterest Drive website traffic! Create boards to highlight portfolio work
- 39. Remember: Website is Home Base! Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness.
- 41. Success Depends on All of These Items!
- 42. This Takes Planning: Calendar #1 Announce Mail Send out on website -Monthly flyers to Newsletter clients Email eNewsletter (Announce) Tell Expo Event colleagues 8AM-6PM you’re attending Send thank Enter new you cards contacts in Excel
- 43. This Takes Planning: Calendar #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 presentation Post & Post on Pictures
- 44. Inbound and Outbound Marketing Work Together COMPANY WEBSITE Social 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
- 45. Wrap Up • Start with a Plan • Create an Online Marketing Strategy • Incorporate Social Media into all of your Marketing Efforts • Measure the Results!
- 46. Resources for You • Free White Paper on Inbound Marketing! • http://InboundMarketingWhitePaper.com
- 47. Contact Grow Socially • Sales@GrowSocially.com • 1.800.948.0113 • Twitter.com/GrowSocially • http://GrowSocially.com
- 48. Q & A / Contact Me!: http://ilink.me/JR QR Code iFlyMobi.com
- 49. THANK YOU!
Notas del editor
- Ask Matt: what really is inbound marketing? What does it mean for a business?
- So here’s where we tie in inbound marketing to business. We are not trying to tell you to just be on Facebook, or Twitter, or to post pictures of your employees and company outings. Those efforts need to be tied into your other marketing/business objectives,.. To generate traffic, inquiries, leads, and sales. If they are not doing that, then something needs to change. This often isn’t the case because someone puts social media in a silo, with someone whose “good with Facebook” but disconnected from the rest of the business. It works! Increase Awareness & Drive Inquiries Reach More Customers & Prospects Sell more things!
- It really starts with how we view it… Do we just view it as one of these things? Or something else entireley? Perhaps something that’s a way for us to simply share the latest blog post URL. It has to be about more than that. How people communicate, Target like-minded prospects, Communicate with customers Why use social media? More prospects to sell to Generate interest in your brand Build your brand Loyalty Position your company Customer Service Another Channel
- Now that chart can be overwheleming. We can almost spend 60 minutes on it! But Matt , it’s very imprortant to understand this if you want social media to build business. Do you want to talk about this a bit?
- 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.
- Provide keywords in the Company description Add your Products & Services Update the Company Status frequently Matt will talk about the various features here… Mention advertisements as well!
- Talk about Timeline, cover images Talk about the 4 boxes you can highlight… considerations
- Talk aobut value of pictures, getting Likes, … how it helpss Edge Rank… which will make your other posts get shown Hovering over the # of likes… see organic vs. viral search (matt has slide)
- Benefits of facebook ads.. Affordable, most effective Ask Matt about specific types of facebook ads that have worked for businesses Target your competitors
- One of the key things that we see when it comes to Twitter success---- you have to engage on a personal and professional level. It’s important to have a company page, but we’ve seen the most success by also having our employees with personal pages . Of course, we want them sharing our content, content that will appeal to our customers and prospects, engaging with our audience, etc… but also building relationships!
- Thoughts from matt: companies aren’t creating enogh … not taking the steps tp create and edit and publish Putting the URL in the description up top to drive traffic… and then measure Fill out your tags! Keywords in description. Don’t just upload and hope people find it! You have to activelyh promote it and share across other channels, in an integrated campaign !
- Pictures of employees, jobs that you’ve produced, on the road shows, apps that you love, etc. Connect with clients that are already there Post pictures of your job samples, creative outputs, marketing collateral, and other pieces that you are proud of. Showcase employees – management and day-to-day! Claim your branded username today! Avoid uploading directly to Pinterest – Pin photos from your website and blog to drive traffic. Focus on creating and sharing helpful content that your customers will benefit from… and that will visually appeal to them! -------Can it drive business? If your signifcant other is on Pinterest, check your credit card statements.
- This slide wraps up the social media section!