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Social Media Marketing Full Presentation
1. Using Social Media Marketing
to Connect with Customers
and Increase Sales
A Hot Topic
2. • Moderator: Glen McCandless
President, Focus Marketing; Publisher, SellingToSchools.com
• Panelists
– Brandi Heinz Brown
Social Media + E-commerce Manager, ETA hand2mind
– Charlene Blohm
President, C. Blohm & Associates
– Ileana Rowe
Principal, Corporate Growth
– Mitch Weisburgh
Managing Partner, Academic Business Advisors, LLC
3. Our Goal for This Session is to…
Meet your expectations based on the
description in the conference program:
– Why social media; How to get started.
– What networks to use? How to get best results.
– Social media as part of your overall marketing strategy
– How social media marketing can be used to attract and
retain more customers
– Best practices for K-12 and hi-ed audiences
8. Twitter, Google+, or Plurk
• Educators often raise their problems
• Educators look for good information or links
• You can connect if you can offer advice or
links that helps them in their jobs and lives
• If you connect, you increased your brand
recognition
Potential Users Users Thought Leaders
9. #Edchat and other chats
• Expands your network of contacts
• Find out what mindshare leaders are
talking about
• If you contribute valuably, connectors are
more likely to share your information
Potential Users Users Thought Leaders
10. EduPln, Classroom 2.0, and other
Ning Communities
• These members are often the technology
leaders, and you can connect with them
• Many tech savvy teachers go to these
sites, and if they see your name, you have
increased your brand recognition
Thought Leaders Potential Users
11. EdWeb, WeAreTeachers, and other
proprietary communities
• You can be a sponsor to directly reach
their members
– Run a contest
– Run webinars
– Advertise
Potential Users
12. Reading & Commenting on Blogs
• Blog writers are often thought leaders:
market research
• Potential buyers & users read these blogs
• Blog article links are often valuable to Tweet
to other educators, while also connecting you
to the blog writer if you site them
Thought Leaders
13. Writing Blogs
• Places you as an expert or thought leader if your
blog content if valuable to educators
• Tweet to hashtags to make entries better known
• When potential buyers look for you, they will find
your blog articles
• Method of staying in touch with potential users
and buyers who subscribe
Prospects Customers Thought Leaders Potential DMs Users
14. LinkedIn
• Industry groups, but not many educators
• Post job openings and look for jobs
• Become known within the industry by
responding to group posts
Education Community Thought Leaders
15. Facebook
• I’ve yet to see a well used education
business page
• Follow some groups of educators to
expand your network
• Contribute links and advice to groups to
be perceived as helpful and a thought
leader
Users Potential Users
16. Diigo, LiveBinders, and other social
bookmarking
• Keep track and tag links that will be helpful
• Recall links when they are relevant to a
question that was raised
Potential Users Users Thought Leaders
17. How to get started:
Vendor options, costs, required resources
What do you really need?
• Overall strategy and messaging
• Implementation and development
• Ongoing content creation and management
• Tracking campaign results and ROI
Resource: How To Spend Money on Social Media, http://socialfresh.com/social-
media-is-an-investment/
18. How much are you willing to pay for it?
• Social Media isn’t FREE!
• Remember your goals need to be aligned
with your available resources
• No budget for SMM? If you’re already
allocating marketing dollars to print, TV,
radio or directory listings, evaluate the ROI
with hard data. Can you reallocate?
21. How to get it done
• Full-service agency
• Consultant
• Full-time hire
• Training (for current staff)
• Free online resources
• A blended approach
22. Effectiveness vs.
Effort and Use of SMM
There are many
channel options!
Expect to apply
more effort
(resources) to get
better results or to
expand SMM
channels
23. The Steps
1. Use Your Network – ask for referrals
2. Expanding Your Search – online directories/investinsocial.com
3. Ask, Ask, Ask
– Who will be managing my account?
– Will you be implementing recommendations or will I?
– What tracking tools do you use?
– Which metrics do you actively track and report on?
– Once the engagement has ended how will the transition process work?
– Which accounts will I have access to and which will I own upon contract
completion?
– Can you provide writing samples from any content creators working on my
account?
– How will I be updated regarding my campaigns progress? Weekly call?
Email? Monthly report?
– How will you recruit new followers and fans?
24. Putting it all together
1) Get your house in order – The Foundation
Website/Blog – usable, strong calls to action, easy to find
great content for your target audience, keyword-rich landing
pages
2) Research/Listen
Create a listening station for your brand and industry terms
Survey current clients
Research top industry blogs, tweet chats, hashtags, etc.
Find key influencers
Keyword research
Study competitors
25. Monitoring:
Who’s talking about us, and where?
Start with brand mentions, then build out your keywords.
Example:
– Started with Follett = Too many results!
– Revised to “Follett Software” and “Follett-ken”
– Misspellings and abbreviations: “Follet” and “Follett Lib”
Do it with:
– Google Alerts
– Save Twitter Searches
– Did you know you can track links to your website by saving
a search on your website URL?
26. Monitoring Others:
Industry Topics and the Competition
Topical Hashtags Keywords
• #edchat • Relevant to your industry
• #edtech • ebooks
• #mathchat • Manipulatives
• #ntchat • Math manipulatives
Conference Hashtags Competitors
• #etis12 • Company names
• #iste12 • Company social accounts
• #ira2012
27. 3) Goals/Objectives
What do you want to achieve with social media?
Measurable KPI’s
Realistic/Time sensitive
4) Strategize
Create your plan to achieve and measure your goals
Define target/create personas
Concept creation
Tactics/Tools
Content strategy/Editorial calendar
5) Launch!
Create your assets, profiles, blog posts, etc.
6) Evaluate
Weekly/Monthly reporting
Review of KPI’s
Testing
Tweaking / Optimizing
29. edWeb.net at ETA hand2mind
Started in January 2012
Keys to success:
• Hot Topic
• Focused Audience
Community Performance
Members: 672
April Live Webinar Attendees: ~50
Total Webinar Viewings: 2,273
Average Views/Webinar: 568
33. Channel Possible Strategies
Facebook • Service providers: showcase personality for company or brand
• Content providers: credentials/thought leadership, contests and
promotions, sales leads
Twitter • Consumer engagement
• Media relations
• Research
• Customer service
Pinterest • Promote products and link back to online catalog
• Illustrations and ideas for customer use
• Sales leads
SlideShare • Thought leadership
• Sales presentation
• “How to” and “What to” featuring products or services
YouTube • Showcase faces/voices of leadership team and customers
Google+ • Similar to Twitter and Facebook, plus higher SEO in Google
rankings
LinkedIn • Employee or customer recruitment
• Credentials/thought leadership and networking
