Raven Tools' social media strategy and favorite tools. Presented by Raven Tools CMO Brannan Atkinson on June 18, 2012 to DFW Social Media Marketing.

1. Social Media Lessons
from a
Community of Marketers
Brannan Atkinson, APR
Chief Marketing Officer
@RavenGiant

2. www.slideshare.net/raventools

3. Marketplace
Raven marketing
Raven social media strategy
Tools we love

4. Courtney Seiter
Raven Community
Manager
@RavenCourts

5. Courtney Seiter
Raven Community
Manager
@RavenCourts

6. Courtney Seiter
Raven Community
Manager
@RavenCourts
+300%

7. Social media
marketplace

8. What drives social media
Publishing
Sharing
Measuring

9. Social media map

10. Don’t forget educating.

11. Raven Tools
marketing

12. Know who you are.

13. Thomas Hoog
H&K Strategies
Back
Bone

14. Thomas Hoog
H&K Strategies
Back Wish
Bone Bone

15. Thomas Hoog
H&K Strategies
Back Wish
Bone Bone
Funny
Bone

16. Thomas Hoog
H&K Strategies
Back Wish
Bone Bone
You
Funny
Bone

17. self-funded

18. Enterprise quality
that costs less
self-funded

19. Enterprise quality
that costs less
“I’m a
self-funded
social tool.”

20. Enterprise quality
that costs less
“I’m a
self-funded
social tool.”
Do more. Spend less.

21. Know your target audiences.

22. Sam
Online Marketing Strategist
Wants
- Impress his boss
- Show results
- Get opportunities/promotion
Fears
- Losing data
- Falling in love with a tool
Triggers
- Working late
- Making reports
- Being overwhelmed

23. Kelly
Agency Owner/Team Leader
Wants
- Billable hours/productivity
- Reporting/visibility
- Up to speed quickly
Fears
- Month end
- Losing clients
Triggers
- “Can you...?”
- Billing hassles
- Recommendation from peers

24. Roger
Power User
Wants
- Data, data and data
- Control
- Alerts
Fears
- Not knowing first
- Competition
Triggers
- Problems with data
- Recommendations by
influencers

25. Your client
Job title
- Narrative
- Wants
- Avoids
- Fears
- Triggers
- Keywords
- Buying style
- Content he/she craves

26. Measuring social media

27. Social media
measurement challenges
Consumer control
Cross-channel influence
Attribution

28. Social media
measurement opportunities
Analytics
Audience segmentation
Assisted vs. last-click

29. Raven
social media
strategy

30. Primary marketing goal:
30-day trial

32. LEVEL 1
Social engagement
(like, follow, RT)
Email

33. LEVEL 1
Social engagement LEVEL 2
(like, follow, RT) Blog RSS email
Email

34. LEVEL 1
Social engagement LEVEL 2
(like, follow, RT) Blog RSS email
Email
LEVEL 3
Internet Marketing
for Smart People

35. LEVEL 1
Social engagement LEVEL 2
(like, follow, RT) Blog RSS email
Email
LEVEL 3
LEVEL 4
Internet Marketing
Business result
for Smart People

36. LEVEL 1
Social engagement LEVEL 2
(like, follow, RT) Blog RSS email
Email
LEVEL 3
LEVEL 4
Internet Marketing
Business result
for Smart People
social media > RSS email > IMSP email > sale

37. LEVEL 1
Social engagement LEVEL 2
(like, follow, RT) Blog RSS email
Email
LEVEL 3
LEVEL 4
Marketing software
Raven Trial
buyers guide
social media > RSS email > buyers guide > trial

38. Blog content
Monday: Did you know?
Tuesday-Thursday: 1-2 posts
Friday: Guest post

39. We use Twitter for:
Blog post syndication
Fan engagement
Customer service

41. We use Facebook for:
Office culture
Pictures and video
Polls

42. We use Facebook for
Office culture
Event photos and video
Polls related to blog posts

43. Tools we love.

44. Twitter community
management

45. Visualization

46. Shared Count
Tracking social shares

47. Event recaps

48. Social media curation

49. The Big Finish
Think publishing, sharing,
measuring and educating.
Know who you are.
Know your target audience.
Connect the dots to business goals.
Be realistic.

50. www.slideshare.net/raventools

51. ###
Brannan Atkinson, APR
Chief Marketing Officer
brannan@raventools.com
@RavenGiant