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
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!
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
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.
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
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.