9 Steps to a Successful Social Media Marketing Strategy for your Business
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[http://www.jeffbullas.com/] Here are 9 steps to a successful social media marketing strategy that will accelerate inquiries, leads and sales. Learn the basics and find out the steps to position your brand as an expert and thought leader in its industry. Also find out how do you get started with social media and how do you use it to promote your business.
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9 Steps to a Successful Social Media Marketing Strategy for your Business
- 1. 9 Steps to a Successful Social Media Marketing Strategy for your Business Speaker: Jeff Bullas Twitter: @JeffBullas Date: Nov 24, 2011
- 2. JeffBullas.com Build your knowledge and skills The Digital Landscape The 3 Phases of the Web Phase 1: Portals Phase 2: Search Engines Phase 3: Social Networks
- 3. JeffBullas.com Build your knowledge and skills The Digital Landscape The Numbers: What has happened since 1990? First Website in 1990 130 Web Sites in 1993 16 Million Users in 1995 738 Million Internet users in Asia in December 2009 252 Million Internet users in North America in 2009 90 Trillion – The number of emails sent on the Internet in 2009 234 Million Websites in 2010 247 Billion – Average number of email messages per day 30 Billion – Photos uploaded to Facebook per year 2010 2.0 Billion Users in 2011
- 4. JeffBullas.com Build your knowledge and skills The Digital Landscape: Google
- 5. JeffBullas.com Build your knowledge and skills The Digital Landscape: Facebook
- 6. JeffBullas.com Build your knowledge and skills The Digital Landscape: Mobile
- 9. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export The “Clutter” Problem
- 10. JeffBullas.com Build your knowledge and skills The “Technology” Problem
- 11. JeffBullas.com Build your knowledge and skills Problem: We still think Analog!
- 12. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA?
- 13. JeffBullas.com Build your knowledge and skills Social Media Amplifies your Content.
- 14. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Makes you Stand out from the Crowd
- 15. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Networking on Steroids
- 16. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Accelerates the Spread of your Brand
- 17. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? It can Position You as an Expert
- 18. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Your Business can Self-Publish
- 19. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Global Word of Mouth
- 20. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA “ On the Internet, nobody knows you are a dog ”
- 21. JeffBullas.com Build your knowledge and skills WHY SOCIAL MEDIA? Facilitates Trust –Edelman Trust Barometer
- 22. JeffBullas.com Build your knowledge and skills THE SOLUTION
- 23. JeffBullas.com Build your knowledge and skills THE SOLUTION The Foundations
- 24. JeffBullas.com Build your knowledge and skills THE SOLUTION Foundations - Content
- 25. JeffBullas.com Build your knowledge and skills THE SOLUTION Foundations - Search
- 26. JeffBullas.com Build your knowledge and skills THE SOLUTION Foundations - Search
- 27. JeffBullas.com Build your knowledge and skills THE SOLUTION Foundations – Social
- 28. JeffBullas.com Build your knowledge and skills THE SOLUTION Putting the Pieces Together
- 29. JeffBullas.com Build your knowledge and skills Social Media Revolution
- 30. JeffBullas.com Build your knowledge and skills THE SOLUTION Philosophy and Approach Publish to Multiple Networks
- 31. JeffBullas.com Build your knowledge and skills THE SOLUTION Philosophy and Approach Publish a Variety of Multi-Media Content
- 32. JeffBullas.com Build your knowledge and skills THE SOLUTION The 9 Steps to a Successful Social Media Marketing Strategy
- 33. JeffBullas.com Build your knowledge and skills THE SOLUTION Step One Obtain Commitment from Stakeholders
- 34. JeffBullas.com Build your knowledge and skills THE SOLUTION Step Two Determine Prospects & Customer Personas
- 35. JeffBullas.com Build your knowledge and skills THE SOLUTION Step Three Create and Prioritize Goals
- 36. JeffBullas.com Build your knowledge and skills THE SOLUTION Step Four Develop Tactics to Achieve Goals
- 37. JeffBullas.com Build your knowledge and skills THE SOLUTION Step Five Resources Allocated to Achieve the Goals
- 38. JeffBullas.com Build your knowledge and skills THE SOLUTION Step Six Plan and Create Content
- 39. JeffBullas.com Build your knowledge and skills THE SOLUTION Step Seven Publish and Promote on the Social Channels Where your Customers Are
- 40. JeffBullas.com Build your knowledge and skills THE SOLUTION Step Eight Measure and Monitor the Results
- 41. JeffBullas.com Build your knowledge and skills THE SOLUTION Step Nine Modify, Rinse and Repeat
- 42. JeffBullas.com Build your knowledge and skills Socialnomics ! - Video
- 43. JeffBullas.com Build your knowledge and skills Social Media Marketing
- 44. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook
- 48. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook: B2B Case Studies: Publishing Content Linking to the Blog or Website Goal of this Tactic: Position company or personal brand as a thought leader
- 49. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Clear Risk Goal: Capture email subscribers and Facebook “Likes”
- 50. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: General Electric Goal: Promote their “Thought Leaders”
- 51. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Get Satisfaction - Internet Software Company Goal: Provide customer service
- 52. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Cisco Goal: Create Trust Through Shareable Content
- 53. JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Cisco Goal: Educate with Online Video within Facebook
- 54. JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter
- 58. JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter Twitter Tools
- 59. JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter Case Studies: JeffBullas.com Goals: Drive traffic to the blog and networking
- 60. JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter Case Studies: Dell.com Goal: Sell Product that can be tracked with coupons
- 61. JeffBullas.com Build your knowledge and skills Social Media Marketing with LinkedIn
- 66. JeffBullas.com Build your knowledge and skills Social Media Marketing with LinkedIn LinkedIn Case Study: Post Card Mania The Post on LinkedIn
- 67. JeffBullas.com Build your knowledge and skills Social Media Marketing with LinkedIn LinkedIn Case Study: Post Card Mania The Landing Page
- 68. JeffBullas.com Build your knowledge and skills Social Media Marketing with YouTube
- 72. JeffBullas.com Build your knowledge and skills Social Media Marketing with Slideshare
- 75. JeffBullas.com Build your knowledge and skills Social Media Marketing with Blogs
- 79. Driving excellence in International Trade for 50 years Social Media Marketing with Blogs – Personal Brand Case Studies: JeffBullas.com Goal: Create a personal brand online and create global opportunities Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
- 80. Driving excellence in International Trade for 50 years Social Media Marketing with Blogs – B2B Case Studies: Hubspot – software as a service for small to medium business Goal: Create great content that drives link building and positions the brand Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
- 82. Driving excellence in International Trade for 50 years The 7 Top Trends in Social Media Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
- 83. Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend One: Social Mobile Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
- 84. Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Two: Socialisation of Search Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
- 85. Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Three: Geo-Targeting of Social Media Marketing Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
- 86. Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Four: Social Commerce Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
- 87. Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Five: Social Gaming Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
- 88. Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Six: Global Magazine Super Blogs Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
- 89. Driving excellence in International Trade for 50 years 7 Top Trends in Social Media Trend Seven: Global Micro Niche Business Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
- 90. Driving excellence in International Trade for 50 years Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills How Could You Use Social Media Marketing “ To put a dent in the universe”
Editor's Notes
- Number One site on the Web In some industries 90% of all buying decisions start with and online search Arguments in pubs and bars are quite often settled with a Google search – by consulting “Lord Google” for the answer to a fact under dispute In regards to total time spent online Facebook has surpassed Google in 2010
- 500 million users logged into Facebook in 1 day Over 800 million users 1 in 9 people on the planet are on Facebook 1 in 3 people using the internet are on facebook
- 5.2 billion phones globally Smart phones are outselling your “normal phone” Apple has sold over 25 million iPads
- Noise, Clutter and Competition Over 90% of all click throughs to websites are from the first page of a Google search Does your company appear on page one for any of its key words and phrases that potential buyers will be using?
- In 60 seconds Nearly 700,000 searches 600 Videos are uploaded to YouTube 80,000 Facebook Wall posts Every 2 days we create as much information as we did since the dawn of time till 2003
- In the last quarter of 2010 More than 104 advertisers delivered more than 1 billion display ads 10 delivered 3-5 billion 12 delivered 5-10 billion 4 delivered more than 10 billion display ads
- http:// www.youtube.com/watch?v =kAG39jKi0lI A funny sketch from Ronnie Corbert (of previous “The 2 Ronnies” Fame)
- Social Media Marketing is potentially exponential Many to Many It also amplifies due to low friction sharing This is seen with sharing buttons Facebook Shares, Likes and Twitter Retweets
- A well optimised marketing strategy can provide your brand with high visibility Being on multiple social networks Multiple Media
- Networking was cocktail parties, events and lunches Networking can be accelerated with social networks by identifying common interests and grouping us in tribes globally Virtual connections can quickly turn into face to face meetings and opportunities
- By building online properties such as websites blogs and social media digital assets you can Be ubiquitous Variety of formats that allow people to easily share to their tribes
- Through online publishing of great content and then promoting and marketing you can accelerate your business and personal brands visibility through Becoming the obvious thought leader in your industry. Being mentioned by others builds Credibility Trust
- The Web gives us access to a global village 1. Social Media Channels allow you to publish in a variety of media to many social networking channels. A mobile phone puts a printing press in your hand Social networks and easy to use blogging platforms are the revolution to publishing in nearly 600 years since the invention of the Gutenberg press
- Word of Mouth is powerful for referrals and trust but it is slowed by an analog world It was restricted to your friends and colleagues which are constrained by the Dunbar number (150) World of mouth transfers information globally in real time, Twitter, Facebook and YouTube
- In 1993 “The New Yorker” published a cartoon by Peter Steiner The cartoon symbolizes an understanding of Internet privacy that stresses the ability of users to send and receive messages in general anonymity So creating trust is vital when on the internet as you are seen as domain name or a number How do you do create trust online?
- Being seen or heard 3-5 times faciltates trust online So being visible on Facebook, a blog and YouTube accelerates online trust building
- So what are the pieces of the puzzle that provide the full picture?
- Tactics are often implemented before planning is even done. This is like building the roof before you have laid the foundations
- Content is a cornerstone of your foundations Create content that resonates with your audience such as solving problems, informing and educating Present and publish in a variety of media that will reach the widest possible audience Content for B2B is more about “How To’s” and Education not entertainment
- In some industries over 90% of purchasing decisions start with an online search Optimise your content on your social media networks, websites and blogs for search Google is building “social signals” peoples recommendation of links into its search algorithms
- Optimizing all your online assets for search engines is vital to win the war on brand visibility 4 Keys to Optimisation Headlines Key words and phrases Descriptions Links
- 6 Core Social Networks to consider. Some will be more appropriate than others for different businesses
- 126 million – The number of blogs on the Internet (as tracked by BlogPulse). 84% – Percent of social network sites with more women than men. 27.3 million – Number of tweets on Twitter per day (November, 2009) 57% – Percentage of Twitter’s user base located in the United States. 4.25 million – People following @aplusk (Ashton Kutcher, Twitter’s most followed user). 600 million – People on Facebook. 50% – Percentage of Facebook users that log in every day. 500,000 – The number of active Facebook applications. 4 billion – Photos hosted by Flickr (October 2009). 2.5 billion – Photos uploaded each month to Facebook. 30 billion – At the current rate, the number of photos uploaded to Facebook per year. 1 billion – The total number of videos YouTube serves in one day. 12.2 billion – Videos viewed per month on YouTube in the US (November 2009). 924 million – Videos viewed per month on Hulu in the US (November 2009). 182 – The number of online videos the average Internet user watches in a month (USA). 82% – Percentage of Internet users that view videos online (USA).
- Another way to look at the philosophy and approach is as a Hub and Spoke Publish content at your website, blog or online store Distribute it out onto multiple social networks and media
- Rich Multimedia is vital on the social web Produce Videos, HD Images, Podcasts, PDF’s, eBooks You will be surprised at how many media formats you can publish the same content with
- A lot of companies are saying lets get onto Facebook, Twitter or YouTube. That is starting with tactics rather than a strategy. What are the basic steps that need to be addressed?
- CEO and Management needs to be on board. It quite often is done without the right people buying in
- Some questions to ask about your prospects What do they read or view? What are their problems? What social networks do they use?
- It is important to know what you want to achieve Do you want to improve brand recognition Capture more inquiries Increase sales Which are the most important?
- Then you can create the tactics on the platforms where you audience is Drive traffic to a landing page that captures emails and basic customer information Increase Facebook likes – putting your brand and content in front of more people in their Facebook news feeds and ticker Publish content on your blog and promote it on Facebook and Twitter and Slideshare to position your brand as experts
- Implementing these tactics and building the web assets requires resources Money People Tools
- Content needs to be created that communicates and tempts your audience to engage with you eBooks Videos Blog articles Facebook updates (Supre) Could also include polls, surveys and competitions
- Creating the content is just the start, Marketing your content continuously and consistently is vital Promoting it on Twitter, Facebook and LinkedIn is a good place to start for B2B’s Organic social media marketing will take time so it is sometimes a good idea to use Paid Social Media marketing on Facebook or LinkedIn to be a catalyst to accelerate your marketing campaign Just like you would use Google Adwords to accelerate being found online until your organic SEO starts to produce results
- You are not going to get your marketing right everytime so Measure and Monitor your results Tools such as Google analytics and Facebook to ensure you are moving towards your goals
- Make changes to what is not working and Keep doing what is producing results Be patient it will take time as your build your online brand
- http:// www.youtube.com/watch?v =ypmfs3z8esI&feature= player_embedded
- Facebook is often not seen as a B2B marketing channel but as it has matured and its ecosystem become deeper and broader with Apps Customised landing welcome pages It is not a channel you should ignore if you are a B2B or a B2C company
- As Facebook is such a visual platform High Definition Images and Videos are great for engagement Also Quotes that are appropriate for your industry can be very effective
- Serious content can be mixed up with some fun videos and articles from time to time. Displays the human side of the corporation
- http:// www.facebook.com/Cisco?sk =app_57675755167
- Twitter with over 200 million users worldwide can be a great channel to build a tribe of followers that like to receive content in the Twitter stream
- Brand your Twitter account Link to your website Use keywords in your description on Twitter Build followers
- Brand your Twitter account Link to your website Use keywords in your description on Twitter Build followers
- SocialOomph Twitter Advanced Search Twellow.com Hootsuite Tweepi.com
- LInkedIn is a powerful B2B professional network with 120 million members. In the last 12 months its membership has doubled in Australia
- http://fedex.linkedincreatives.com/video/01/
- You cannot be promotional in groups on LinkedIn so content that adds value to the group is fine Example in discussions in Groups “ALLRETAIL” Retail Executive network Post Card Mania offers a “Ten Ways to Grow Your Business Using Direct Mail To receive the report you need to provide your details
- The landing page on the link to obtain the ebook or PDF will ask for essential details that Grows your database Asks permission to continue to send updates Generate leads and sales
- Second Largest Search Engine behind Google. According to Forrester Research http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html any given video in the index stands about a 50 times better chance of appearing on the first page of results than any given text page in the index. Those are some attractive odds!
- Slideshare is maybe the sleeper in the B2B social networking closet but with Over 50 million unique users 16 Million registered users It is powerful for spreading and embedding your content in blogs and websites. If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format Create an account with links to your blog or website Include a description Tag it with keywords Promote presentations on Facebook, Twitter and Slideshare Embed in a blog post with an introduction of 150 to 200 words
- If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format Create an account with links to your blog or website Include a description Tag it with keywords Promote presentations on Facebook, Twitter and Slideshare Embed in a blog post with an introduction of 150 to 200 words
- With over 150 million blogs they are a platform that should not be ignored Especially useful for B2B businesses Some thought that social networks and micro blogs such as twitter would sound the death knell for blogs. It appears that it is actually helping drive traffic and growth
- Remember the Hub and Spoke approach Publish on your home base Publish on your outposts Provide multi-media formats for capturing the widest audience
- Hubspot inspired me to start blogging 3 years ago and they are one of the best examples of how to optimise a blog for B2B marketing Some Key Features Content that needs you to eneter email etc for receiving it Subscription buttons Multimedia Share buttons Call to action
- Watching technology weave its magic is summed up in the quote by the science fiction writer, Arthur C. Clarke. “ Any sufficiently advanced technology is indistinguishable from magic “. Grandfather mobile story!
- The invention and evolution of the computer in your hand, the “smart phone” that is connected to high speed broadband Internet is revolutionizing our communications and society. Facebook and Twitter apps are enabling people to take their social networks with them. The latest change to this ongoing trend is that Twitter is now embedded in the Apple iOS5 mobile operating system at the menu layer. Twitter has seen user acquisition increase by 300% since the launch.
- Google’s search results are determined by complex algorithms designed and developed by hundreds of clever mathematicians wearing white lab coats and calculated by computers in dark humming data centers. Google has started rolling out its “+1″ button that they are starting to indicate will be the start of the rise of ”social signals” that will be used to determine what content is being voted on as valuable by humans rather than just machines. Google and Bing have increased the visibility and priority of social networks in search results. You may have noticed over the last 12 months that YouTube videos, Facebook pages and LinkedIn profiles and other social media are ranking higher in search results when conducting an online search.
- The rise of FourSquare and Google “Places” has made checking in for specials in your local area a reality…. again driven by the “smart phone”. The mobile web will continue to make a major impact over the next 5 years as the worlds more than 5 billion phones become “Smart” Another part of this local social marketing trend is the new development of post code targeting capability in social media marketing on Facebook which is being rolled out in the USA.The self serve paid Facebook marketing platform is now starting to include postcodes along with the other demographic data that Facebook has in its database about you.
- E-Commerce has been with us for nearly 15 years and is now producing a major negative impact on “bricks and mortar” stores that are not also online. It is predicted that 20% of total retail sales will be online over the next few years. Over the last 12 months technology has emerged that allows you to take your shop (via “Apps”) to the Facebook “network” so that users do not have to leave the Facebook eco-system to buy their favourite brands. In fact many of the worlds top bands and musicians have their own Facebook store on their “Fan Page” Commerce is now becoming “ Omni Commerce ”
- Games used to be played on a field or park, around a board in the middle of a table or with a deck of cards. Gaming has been redefined with the evolution of “ Social Gaming ” enabled by rich multi-media and easy to use social networks. Zygna (which was only founded in 2007) has usurped traditional gaming companies by developing Farmville and Mafia Wars that is currently played by 230 million Facebook users every month. In 2010 Facebook and Zygna signed a 5 year agreement on the use of Facebook credits which returns 30% of all games revenues to Facebook. Revenues will exceed $1 billion in 2012 which is achieved through the sales of “virtual” products.
- Publishing is transforming rapidly from offline print to online platforms with the rise of global blogs that attract tens of millions of readers every month. Huffington Post which started as a political blog was recently sold to AOL for $315 million. Traffic to these these blogs are driven by social networks and the Huffington Post handles over 1 million comments every month from more than 35.6 million unique visitors. In fact in June, 2010, traffic to the Huffington Post passed the doyen of traditional media, The New York Times. Blogs on various topics from social media (Mashable) politics, food and technology are attracting millions of global readers every month.
- Niche industries were in the past restricted by geography, technology and the tyranny of distance. Now they are able to become multi-million dollar enterprises with the global reach of social media that is not restricted by place, time and poor logistics. Examples of this include “ AussieBum ” (sells men's underwear globally) “ AquaBumps ” (which sells digital photography around the world focusing on water, surfing and beach images). It is not only the revenue of these social network enabled businesses that surpasses the previously location bound industries but the speed at which they scale which is due to the virality of social networks including Facebook, YouTube and Twitter.