A look at Social Media Marketing strategy and tactics for businesses who have already dipped their toes into the Web world. Learn more at www.schipul.com

1. 202
SOCIAL MEDIA
A business social marketing review
Katie Laird | www.schipul.com | @happykatie
Thanks @rickharris

2. Lots to cover:
1. Ask questions
2. Go easy on yourself
3. Find 2 tools / techniques
http://www.flickr.com/photos/moranga/91023118 http://www.flickr.com/photos/renolauren/3630510488
GROUND RULES

3. THE WEB IS ABOUT
RELATIONSHIPS

4. It’s the story,
not the technology
http://www.flickr.com/photos/jfchenier/76721307/

5. LET’S TALK...
• Your foundation
• Marketing steps for your biz
• A quick Facebook chat
• Twitter voice and tools
• Get your sales team on board
http://www.flickr.com/photos/tgkw/4858749906

7. Average social network user age
Facebook = 38 years old
LinkedIn = 48 years old
YouTube = 27 years old
Twitter = 30+ years old
www.flowtown.com

8. A NEW
KIND OF
PHONE
TIME

9. Section 1
Your business online marketing basics

10. The Big Idea:
www.flickr.com/photos/joshuacraig/3075437046
Personal Brands are Profitable for Your Business

11. 4 Brand Types
★ Pure Corporate
★ Corporate w/ a Persona
★ Employee w/ Corp Ties
★ Pure Personal
http://www.web-strategist.com/blog/2009/07/30/from-corporate-to-personal-the-four-types-of-social-media-profiles/
www.flickr.com/photos/mattcameasarat/3842296392

12. FOURSQUARE www.foursquare.com
• Giant market share
• Offers analytics to learn about your customers better
• Gaming element (badges) makes it FUN!
• Great for large conferences and events too

13. GOOGLE PLACES
www.google.com/places
• Claim and optimize
• Use rich media and promotions
• Encourage participation
• Integrate into your website plan

14. Social Media =
Online Public Relations
www.flickr.com/photos/pilax/38289753

15. The steps for a successful PR campaign
• Research
• Strategic Planning
• Implementation
• Evaluation
Source: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html

16. 1. Research
www.flickr.com/photos/lord-jim/3575271834

17. Nothing happens until you listen
www.technorati.com
Email updates for your company
name and keywords
www.google.com/alerts
Email updates for your company
name and keywords
http://search.twitter.com
Search Twitter for what’s being
said about you
http://alerts.yahoo.com
Yahoo! alerts you of any occurrences
of defined terms and names

18. 2. Strategic Planning
www.flickr.com/photos/lord-jim/3571575685

19. Plan ahead
• Quarterly planning works great
• Connect sales, marketing and online teams
• Utilize collaborative tools
• Create editorial calendar

20. http://farm4.static.flickr.com/3148/3022781883_c04d9f0077.jpg

21. 3. Implementation
www.flickr.com/photos/lord-jim/3574474673

22. Life gets busy.
That’s what your scheduling
feature is for.

24. DEDICATED TEAM

25. 4. Evaluation
www.flickr.com/photos/lord-jim/3574452593

26. What value are you providing with your content?

27. What do your customers tell you? Do you even ask?
www.getsatisfaction.com

28. Analytics tools exist - but you decide success
www.google.com/analytics + www.scoutlabs.com

29. BRAND
DEVELOPMENT
CYCLE

30. http://www.flickr.com/photos/emilsjoblom/5135525683
Section 2
Business marketing in action

31. HOW DO
BUSINESSES USE
SOCIAL MEDIA?
1. Build relationships
2. Promote products or services
3. Provide customer service
4. Share info, be awesome
http://www.flickr.com/photos/tgkw/4858749906

32. 1. BUILD THOSE
RELATIONSHIPS

33. Ford Fiesta crowd sources content and fun (with prizes!)
www.fiestamovement2.com/hou/team-profile/team-houston

34. The brand of all brands...
http://www.flickr.com/photos/icatus/3300490484

35. ... finding even more diverse audiences on Facebook
www.facebook.com/coca-cola

36. 2. PROMOTE YOUR
PRODUCTS + SERVICES

37. A computer company...

38. ... that made $3 million by chatting on Twitter...
www.twitter.com/delloutlet

39. A zoo...

40. ...that skyrocketed memberships because of blogging
www.houstonzooblogs.com

41. 3. PROVIDE
CUSTOMER SERVICE

42. A fashion magazine...

43. ...that partners with a YouTube star for visual how-to’s
http://www.youtube.com/user/MichellePhan

44. A software company...

45. Text
... that makes an impact being helpful + playful on call
http://twitter.com/#!/techsmith

46. 4. BE YOUR GENEROUS,
AWESOME SELF

47. A liquor store...

48. ... that exploded because of a wine tasting online show
http://tv.winelibrary.com

49. An office supply company...

50. ... that made pens and markers the coolest thing ever
http://blog.sharpie.com/

51. http://www.flickr.com/photos/emilsjoblom/5135525683
Section 3
Some Facebook thoughts

52. FACEBOOK
SUCCESS
• Know your audience
• Be consistent
• Be interesting Then go register:
• Vary your content
• Watch your stats
www.schipul.com/events
• Repeat

53. Fresh pictures with tags! Admins!
Profile image
Know what works
Regular posts
Use of tabs for cool content

54. What tools make your job easier? USE THEM!

55. http://www.flickr.com/photos/emilsjoblom/5135525683
Section 4
Twitter voice and Tweetin’ tools

56. BUSINESS
TWITTER VOICES
• Customer support voice (@comcastcares)
• CEO voice (@eschipul)
• Product / service voice (@titosvodka)
• Playful trickster (@CorpzFlowrLois)
• What fits your brand best?

57. My Twitter lifesaver
www.hootsuite.com
1. Publisher:
Bulk + approved scheduling
2. Analytics + Reports:
Facebook + Twitter
3. Assignments / team work
4. Easy List management
5. Geo-location friendly
6. MOBILE!!!!!

58. Twitter elements for business
• Solid brand name (no numbers or weird abbreviations, short)
• Hashtags
• Photos (www.twitpic.com // www.yfrog.com)
• Videos (www.twitvid.com)
• Frequency (2 posts / day - know your peak hours)
• Responsiveness (within 24 hours - good or bad)
• Sense of humor

59. http://www.flickr.com/photos/emilsjoblom/5135525683
Section 5
Business development on the Web

60. GET YOUR SALES TEAM BUY-IN
• Give them the tools they need
(they are mobile, make it easy)
• Train the heck out of them!
• Turn them into rock stars online
• Provide a clear direction, make it a game

61. Be master content creators

62. A new morning coffee routine?

63. SEARCH THE MATRIX

64. BUSINESS CARD PARTY
Include your SMM links
www.moo.com
Go wild for a conference!
www.cardmunch.com/

65. Quick review:
1. What do the analytics say?
2. Schedule, plan, Schedule, plan
3. Play with your voice
4. Continue to recruit passion
http://www.flickr.com/photos/moranga/91023118 http://www.flickr.com/photos/renolauren/3630510488
WE MADE IT!

66. THANK YOU!
Katie Laird | Head Communications Geek | @happykatie
Schipul - The Web Marketing Company | www.schipul.com