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What Social Media Can & Cannot Do!
An honest account of online marketings magic bullet
Table of Contents
What Social Media CAN and CANNOT do
Your online eco-system: How everything fits
What we actually do, in 6 steps
Setting expectation right on the onset
What Social Media IS and ISN’T
Social Media CAN..
AMPLIFY your current marketing strategies by engaging in the communities
you’re focusing on
An OPPORTUNITY to engage with current and potential customers online
DIRECT potential customers towards your current goals eg. website,
subscriptions etc..
Build brand awareness
Build your brand’s community
ONE-PART of a multi-faceted marketing campaign
Social Media CAN NOT..
A one-stop solution for all your marketing needs
An easy, ‘If you built it, they will come’ scenario
Worth less than what you were paying for advertising
back in 1995
Social Media cannot build your empire in a month
The cure to everything ever!
“Social media can only be successful
if you integrate it and support it
through other marketing means.”
- Super Amazing Wise Person
How does everything fit?
Your Online Eco-System
The Heart of your presence
WEBSITE
You’ve just finished your website. 120 hours & thousands
of dollars later and it looks great! So now what?
Now you need to tell the world about it, so how exactly
do you go about doing that?
You need little birds to spread the word, you need some
social media to connect you with your audience, to
help build your community.
The Heart of Your Presence
The Heart of your presence
WEBSITE
Audience, Engagement & Leads
SOCIAL MEDIA
The Social Media Eco-System
There are many reasons your business needs a blog,
but none are more valid than the fact it builds your authority.
By creating content to share, you help generate traffic to your site.
This in turn helps your standing with Google by providing
consistent fresh content for it to recognize.
Simple put, your blog is the air of your eco-system
Showcase Your Expertise
Show your expertise
BLOG
The Heart of your presence
WEBSITE
Audience, Engagement & Leads
SOCIAL MEDIA
Show your expertise
BLOG
The Social Media Eco-System
The purpose of a white paper is to promote a certain
product, service, technology or methodology to influence
prospective customers' decisions.
We do this by providing factual information – minus marketing fluff.
By offering your expertise in exchange for a prospect’s email
address, we continue to feed the eco-system, adding to our
email list and creating valuable content we can continue to use,
something we colloquially refer to as — Evergreen content.
Evergreen Content for Emails
Whitepapers for Emails
LANDING PAGE
The Heart of your presence
WEBSITE
Audience, Engagement & Leads
SOCIAL MEDIA
Show your expertise
BLOG
Whitepapers for Emails
LANDING PAGE
The Social Media Eco-System
A newsletter is a great way to keep in touch with
your prospects. It’s a marketing tool that your customers actually
signed up for, so obviously they want to see it.
This is where you can share important updates, promotions etc..
to once again provide information that positions you as an
expert in your field.
This of course builds a level of trust and loyalty with your customers.
All in all, it’s a win-win.
Email Subscribers
Monthly Subscriptions
NEWSLETTER
The Heart of your presence
WEBSITE
Audience, Engagement & Leads
SOCIAL MEDIA
Show your expertise
BLOG
Whitepapers for Emails
LANDING PAGEMonthly Subscriptions
NEWSLETTER
The Social Media Eco-System
It’s pretty much all magic..
What We Actually Do, In 6 Steps
A Path To a Social Media Campaign
Client Goals
1
Brand Awareness
Build Community
Thought Leadership
Drive Traffic
The Path of A Social Media Campaign
2
Build Persona Profiles
Persona Profiles
JACKJANE
___ YEARS OLD
LOVES ___________________
_________________________
LIVES IN _________________
AND _____________________
_________________________
___ YEARS OLD
LOVES __________________
________________________
LIVES IN _________________
AND ____________________
_________________________
Age
Gender
Job Description
Income
Likes/ Dislikes
The Path of A Social Media Campaign
3
Channels
Choosing Your Channels
Over 800+ Channels
Who is your target audience?
Where do they congregate?
What do they talk about?
What do they love?
Facebook
Demographic: 58% Women
Pros: Very Community Centric
Benefits: Most people will look
for you on this channel first
Users: 1.4Bn
LinkedIn
Demographic: Business
Pros: Direct B2B engagement
Benefits: Real-World Network
Users: 347m
Twitter
Demographic: Mobile-Centric
Pros: Perfect for Customer
Service
Benefits: Very Event-Oriented
Users: 288m
The Path of A Social Media Campaign
Content Strategy
Content Creation
Infographics
Whitepapers
Blogposts
Editorial Calendar
Imagery
4
Whitepaper
Evergreen Content ie. Long Term
Provides your expertise in more
than just a bite-size format
provided in-exchange for email
Helps build your email
subscription base
Infographic
Evergreen Content
Visually appealing
Great shareability
Blogposts
Sets your expertise!
Consistency is key
Helps drive traffic to your site
SEO friendly
Cost effective
Video
Video is the currently a
powerhouse
An extra channel to engage via
YouTube, Instagram or Vine
The Path of A Social Media Campaign
5
Cultivate
Audience
Growth
Engagement
Relevant Content
The Path of A Social Media Campaign
6
Marketing ObjectivesAnalytics
Benchmarking
Analytics
If you can’t measure it, it
doesn’t exist
The Almighty ROI
Social Media is extremely
measurable but..
Benchmark
Where did we start?
What is success?
Is what we’re doing working?
Is it working? Change it up!
0
25
50
75
100
April May June July
www.octopusandson.com
info@octopusandson.com

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BNI Presentation: Social Media

  • 1. What Social Media Can & Cannot Do! An honest account of online marketings magic bullet
  • 2. Table of Contents What Social Media CAN and CANNOT do Your online eco-system: How everything fits What we actually do, in 6 steps
  • 3. Setting expectation right on the onset What Social Media IS and ISN’T
  • 4. Social Media CAN.. AMPLIFY your current marketing strategies by engaging in the communities you’re focusing on An OPPORTUNITY to engage with current and potential customers online DIRECT potential customers towards your current goals eg. website, subscriptions etc.. Build brand awareness Build your brand’s community ONE-PART of a multi-faceted marketing campaign
  • 5. Social Media CAN NOT.. A one-stop solution for all your marketing needs An easy, ‘If you built it, they will come’ scenario Worth less than what you were paying for advertising back in 1995 Social Media cannot build your empire in a month The cure to everything ever!
  • 6. “Social media can only be successful if you integrate it and support it through other marketing means.” - Super Amazing Wise Person
  • 7. How does everything fit? Your Online Eco-System
  • 8. The Heart of your presence WEBSITE You’ve just finished your website. 120 hours & thousands of dollars later and it looks great! So now what? Now you need to tell the world about it, so how exactly do you go about doing that? You need little birds to spread the word, you need some social media to connect you with your audience, to help build your community. The Heart of Your Presence
  • 9. The Heart of your presence WEBSITE Audience, Engagement & Leads SOCIAL MEDIA The Social Media Eco-System
  • 10. There are many reasons your business needs a blog, but none are more valid than the fact it builds your authority. By creating content to share, you help generate traffic to your site. This in turn helps your standing with Google by providing consistent fresh content for it to recognize. Simple put, your blog is the air of your eco-system Showcase Your Expertise Show your expertise BLOG
  • 11. The Heart of your presence WEBSITE Audience, Engagement & Leads SOCIAL MEDIA Show your expertise BLOG The Social Media Eco-System
  • 12. The purpose of a white paper is to promote a certain product, service, technology or methodology to influence prospective customers' decisions. We do this by providing factual information – minus marketing fluff. By offering your expertise in exchange for a prospect’s email address, we continue to feed the eco-system, adding to our email list and creating valuable content we can continue to use, something we colloquially refer to as — Evergreen content. Evergreen Content for Emails Whitepapers for Emails LANDING PAGE
  • 13. The Heart of your presence WEBSITE Audience, Engagement & Leads SOCIAL MEDIA Show your expertise BLOG Whitepapers for Emails LANDING PAGE The Social Media Eco-System
  • 14. A newsletter is a great way to keep in touch with your prospects. It’s a marketing tool that your customers actually signed up for, so obviously they want to see it. This is where you can share important updates, promotions etc.. to once again provide information that positions you as an expert in your field. This of course builds a level of trust and loyalty with your customers. All in all, it’s a win-win. Email Subscribers Monthly Subscriptions NEWSLETTER
  • 15. The Heart of your presence WEBSITE Audience, Engagement & Leads SOCIAL MEDIA Show your expertise BLOG Whitepapers for Emails LANDING PAGEMonthly Subscriptions NEWSLETTER The Social Media Eco-System
  • 16. It’s pretty much all magic.. What We Actually Do, In 6 Steps
  • 17. A Path To a Social Media Campaign Client Goals 1 Brand Awareness Build Community Thought Leadership Drive Traffic
  • 18. The Path of A Social Media Campaign 2 Build Persona Profiles
  • 19. Persona Profiles JACKJANE ___ YEARS OLD LOVES ___________________ _________________________ LIVES IN _________________ AND _____________________ _________________________ ___ YEARS OLD LOVES __________________ ________________________ LIVES IN _________________ AND ____________________ _________________________ Age Gender Job Description Income Likes/ Dislikes
  • 20. The Path of A Social Media Campaign 3 Channels
  • 21. Choosing Your Channels Over 800+ Channels Who is your target audience? Where do they congregate? What do they talk about? What do they love?
  • 22. Facebook Demographic: 58% Women Pros: Very Community Centric Benefits: Most people will look for you on this channel first Users: 1.4Bn
  • 23. LinkedIn Demographic: Business Pros: Direct B2B engagement Benefits: Real-World Network Users: 347m
  • 24. Twitter Demographic: Mobile-Centric Pros: Perfect for Customer Service Benefits: Very Event-Oriented Users: 288m
  • 25. The Path of A Social Media Campaign Content Strategy Content Creation Infographics Whitepapers Blogposts Editorial Calendar Imagery 4
  • 26. Whitepaper Evergreen Content ie. Long Term Provides your expertise in more than just a bite-size format provided in-exchange for email Helps build your email subscription base
  • 28. Blogposts Sets your expertise! Consistency is key Helps drive traffic to your site SEO friendly Cost effective
  • 29. Video Video is the currently a powerhouse An extra channel to engage via YouTube, Instagram or Vine
  • 30. The Path of A Social Media Campaign 5 Cultivate Audience Growth Engagement Relevant Content
  • 31. The Path of A Social Media Campaign 6 Marketing ObjectivesAnalytics Benchmarking
  • 32. Analytics If you can’t measure it, it doesn’t exist The Almighty ROI Social Media is extremely measurable but..
  • 33. Benchmark Where did we start? What is success? Is what we’re doing working? Is it working? Change it up! 0 25 50 75 100 April May June July