Are you unsure about how to build your brand online? Use this slide presentation to level the playing field with your larger competitors and find out how to map a social media strategy and integrate social media with your existing marketing strategies.

1. Ardent
Scope
Marke/ng
Pu9ng
Social
Media
to
Work
For
Your
Business
Catherine
Marsden
Founder,
Managing
Partner

2. Ardent
Scope
Marke/ng
Social
Media
for
Your
Business
• Part
1:
Why
Has
Sales
and
Marke/ng
Changed?
• Part
2:
What
are
the
6
Main
Social
Media
Channels
and
which
ones
are
right
for
me?
• Part
3:
How
can
I
/e
it
all
together?

3. Ardent
Scope
Marke/ng
The
Naysayer’s
Common
A9tudes
toward
Marke/ng
and
Social
Media
“Why
change
the
way
we
Market
and
Sell
our
products?”
“We’ve
always
done
it
this
way”
“We
only
do
word
of
mouth.”
“I
don’t
have
@me.”

4. Ardent
Scope
Marke/ng
What
is
the
first
step
in
finding
your
right
social
media
strategy?
First Understand that
It is Different.

5. Ardent
Scope
Marke/ng
60-­‐70%
of
the
Buying
Cycle
Completed
Online
First
Self
Educate
Online
Opinion
of
Others
is
King
Narrow
Down
Op/ons
What
has
changed
in
the
last
5
-­‐10
years?
Customers
Need
for
Speed
Reliance
on
Mobile
Technology

6. Ardent
Scope
Marke/ng

7. Ardent
Scope
Marke/ng
Ques/on?
Does
it
Really
Pay
to
Spend
Money
on
Social
Media?
Answer:
Yes
“Inbound
Marke/ng
costs
a
company
62%
less
per
lead
than
tradi/onal
outbound
lead
genera/on.”
J.
Walter
Thompson
Agency

8. Ardent
Scope
Marke/ng
10
Commandments
for
Social
Media:
Thou
Shalt:
1. Build
a
Budget
2. Integrate
it
with
the
rest
of
the
Organiza/on;
Sales,
HR,
Marke/ng,
IT
3. Build
Trust
4. Formulate
a
strategy:
Define
Success
and
Create
a
Sales
Funnel
5. Be
True
to
Your
Brand
6. Be
Consistent:
Start
Small
and
Decide
what
is
Do-­‐able
7. Add
Customer
Value
8. Find
the
Right
Keywords
9. Monitor
and
Measure
Results
10. Experiment
with
New
Channels

9. Ardent
Scope
Marke/ng
Engagement
• Involves
the
total
customer
experience
• Start
small
but
get
everyone
involved
• Dedicate
a
single-­‐point
resource
• GOAL:
Create
evangelists
• You
have
to
have
some
investment.
Bring
your
customers
into
the
fold.
Give
them
a
story
to
tell
about
your
business.
• Co-­‐branding
with
your
customers.

10. Ardent
Scope
Marke/ng
Finding
the
Right
Keywords
• Always
Start
with
Your
Website
First
• 46%
of
the
people
stated
that
the
website’s
design
is
the
#1
criterion
in
deciding
a
company’s
credibility
• Social
Media
Always
Points
There
• Google
Alerts
hip://www.google.com/alerts
• Google
Keyword
Planner
inside
AdWords
hips://adwords.google.com
• Google
Trends
hip://www.google.com/trends/

11. Ardent
Scope
Marke/ng
Group
Exercise:
Finding
Your
Keywords

12. Ardent
Scope
Marke/ng
Part
2:
Which
social
media
channel
is
right
for
my
business?

13. Ardent
Scope
Marke/ng
• LinkedIn
• Twiier
• Email
Marke/ng
• Facebook
• Google
+
• Blogging
Social
Media’s
Big
6

14. Ardent
Scope
Marke/ng
Why
It’s
Important
• Stay
in
contact
• Spy
on
Compe//on
• Locate
Investors,
fundraisers
• Publicize
events
• Check
references
• Build
traffic
to
website

15. Ardent
Scope
Marke/ng
• LinkedIn
Profiles
To
Do’s
– Add
brand
keywords
to
the
most
important
fields
– Add
up
to
50
skills
and
rich
media
files
to
increase
being
found
on
LinkedIn
– Secure
Recommenda/ons
– Aggressively
expand
number
of
connec/ons
– Set
up
free
company
page:
Know
the
Difference
– Start
or
Par/cipate
in
Groups
– Use
Advanced
Tools
to
Target
Market
– Company-­‐wide
Team
Effort

16. Ardent
Scope
Marke/ng
• LinkedIn
Profile
Headline
is
SEO
Rocket
Fuel
Wriien
in
the
first
person
“I”.
Keyword
Rich
Press
Release

17. Ardent
Scope
Marke/ng
Twiier:
Why
It’s
Important
• 100
Million
Monthly
Users
• Great
for
Mobile
• Fast
News
Source
• Mature
Audience
• Indexed
by
Google:
First
17
Bytes
of
Tweet
SEO
opportunity
• Hashtags
Categorize
Content

18. Ardent
Scope
Marke/ng
• What
is
a
Hashtag?
• Categorizes
content
on
social
media.
• It
makes
your
own
content
discoverable
and
allows
you
to
find
relevant
content
from
other
people
and
businesses.
• You
can
make
them
up
or
use
ones
that
are
already
out
on
Twiier
• Hashtags
can
go
viral

19. Ardent
Scope
Marke/ng
Start
Lists
of
those
you
want
to
follow
and
make
it
public.
Tweet
about
a
sale
or
event.
Not
what
you
are
doing,
but
what
has
your
aien/on
Company
URL

20. Ardent
Scope
Marke/ng
Facebook:
Why
It’s
Important
• Provides
one-­‐on-­‐one
conversa/ons
• Frequent
reach
to
audience
with
messages
tailored
to
their
needs
and
interests.
• Analy/cs
gives
you
a
deeper
understanding
of
your
customers
and
your
marke/ng
ac/vi/es.
• Cri/cal
for
Business
to
Consumer
Marke/ng
New
Rules
• Have
to
reward
customers
for
liking
you
• Never
use
your
personal
network
to
promote
your
business
• Can
be
Paid
vs.
Unpaid

21. Ardent
Scope
Marke/ng

22. Ardent
Scope
Marke/ng
Google
+:
Why
It’s
Important
• Google
+
is
Google.
Content
goes
directly
into
SEO
• Contributor
to:
Allows
you
to
own
your
content
directly
and
put
it
directly
into
search
• Allows
you
to
form
communi/es
Circles
of
very
like
minded
people.
New
Rules:
• Necessary
place-­‐holder
for
search
but
cannot
be
ignored.
• Almost
acts
as
your
own
blog
• Early
adopters
here
are
very
tech
savvy
and
experimental

23. Ardent
Scope
Marke/ng
Blogging
Content
That
Engages
and
Sells
Why
it’s
Important?
• Blogging
regularly
more
than
doubles
your
chances
of
acquiring
a
new
sales
lead
through
the
blog
• Builds
trust
• Improves
your
search
results
on
the
web.
• Content
management
system
or
CMS
WordPress
or
Drupal
What
Can
You
Blog
About?
• Highlight
your
customers
and/or
client
success
stories.
• Industry
/ps
and
tutorials.
Relevant
news
in
the
industry
• New
product
and/or
service
• Elicit
feedback
from
customers.
• Educate
Your
Customers/Clients:
don't
"hard-­‐sell”

24. Ardent
Scope
Marke/ng
Email
Marke/ng
Why
is
it
Important?
• Key
to
staying
in
touch
with
your
customers
• Integrates
all
social
media
plarorms
• ROI
is
about
$40.00
return
for
every
dollar
spent
• Inexpensive
way
to
go
mobile
New
Rules:
• Watch
the
frequency.
• Average
Open
rate
roughly
18.58
%
• Watch
the
straight
hard
sell
all
the
/me

25. Ardent
Scope
Marke/ng
Part
3:
Pulling
It
all
together

26. Ardent
Scope
Marke/ng
Google
Analy/cs

27. Ardent
Scope
Marke/ng
Pulling
It
All
Together:
Hootsuite.com

28. Ardent
Scope
Marke/ng
Ques/on
and
Answers
Ardent
Scope
Marke/ng
catherine@ardentscope.com