Here is our game plan to create a positive Social Media Marketing campaign for your company to achieve your goals.

1. How We Use Social Media Marketing to Help You
Accomplish Your Objectives
Social Media Marketing can accomplish a great deal for your business. It allows you to build
relationships with customers, monitor your brand, connect with industry leaders, and keep an eye on
your competition. But let’s face it: if it doesn’t also result in a healthy Return on Investment (ROI), it has
limited use as a marketing channel. This white paper details how we use a comprehensive Social Media
strategy to help companies accomplish objectives, typically resulting in a significant ROI from their Social
Media Marketing.
The Challenge
Social Media Marketing is all about building
relationships. But more importantly, it is about
building a community made up of relationships
with the right people – your target audience.
Moreover, the real value in Social Media comes
from solidifying relationships with those
members of your target audience who have the
most reach and influence. It is not enough to simply add Twitter followers or Facebook fans without
regard to who they are.
Accumulating ten thousand followers who are not interested in what you have to say is far less
impactful to your business than building a community of one thousand people, made up of members
of your target market.
Beyond finding the right audience, the further challenge lies in engaging this audience in a way that
prompts your message to spread and ultimately results in people visiting your website and making a
decision to buy. Addressing these challenges effectively is time consuming and takes a high level of
expertise and technical capabilities. While anyone can participate on the various Social Media networks,
not everyone has the ability to both engage the right audience successfully and effectively monitor their
brand and the results that are being achieved, in real time. As experienced Social Media Marketing
professionals, we have the solution.
Chris Rivait | P: 289-619-3848 | E: Chris@Arrivait.com
Arrivait Marketing & Consulting | Arrivait.com
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2. The Solution
Our specialty is reaching the right audience, creating communities, and turning followers into
customers. We take the following steps to achieve these results for our Social Media Marketing clients:
1. We learn about your company. When you engage us for Social Media Marketing services, we
become the voice of your company in the Social Media world. That means we need to know as
much as possible about your company, as
well as your goals for your Social Media
efforts. We accomplish this through a
comprehensive client profile as well as
independent research. But it doesn’t stop
there. Through real-time monitoring of
your brand, industry, and keywords, we
continuously keep our finger on the pulse
of your brand, allowing us to respond
appropriately to news, events, and
mentions of your company. The result of
this kind of attention is that you become
not just another Facebook or Twitter
friend, but a valuable resource to your
community of followers and a brand that is
in tune with the needs of your customers.
2. We provide strategy recommendations. Based on what we have learned about your company
and your goals, we develop a comprehensive Social Media Marketing strategy that is designed
to maximize your presence and impact in the Social Media world. This strategy is a guide to
accomplish (and hopefully exceed) your stated goals. Because the landscape of Social Media and
business in general is ever-changing, your Social Media strategy is fluid enough to be instantly
responsive to changes and events that affect your brand.
3. We build a community. Based on your Social Media Marketing strategy, we develop your Social
Media presence in a way that builds a community around your brand. This step in the process
typically includes the following action items:
a. Establish a Facebook company page – If your company does not currently have a
Facebook page, we will establish one for you. With over 800 million people on Facebook,
you can be assured that your potential customers are using this medium regularly. And just
as importantly, you can be pretty sure your competition is there too. We will build and
engage your Facebook community on a continual basis.
Chris Rivait | P: 289-619-3848 | E: Chris@Arrivait.com
Arrivait Marketing & Consulting | Arrivait.com
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3. b. Establish a Twitter account – If your company does not have a Twitter account, we will
create this account as well. We know that today Twitter is a necessary component of any
comprehensive Social Media strategy. We use this feed to post updates about your
company and industry, notices of new blog posts, and to engage with your audience.
Engagement is enhanced by the use of scanning tools which allow us to find and
participate in Twitter conversations relevant to your industry. We also post related
industry content to this stream to establish your Twitter feed as a useful resource to your
audience.
c. Promote your Social Media channels on your company website – These days, when
someone comes to your website, they expect to see links to your Social Media channels
displayed. If you do not have these links, or if they are not placed strategically, we will help
you to correct this. We also recommend adding these links to your company’s email
signatures.
d. Create custom social media graphics – In order to maximize your brand impact, it is
imperative that you communicate your brand consistently across all channels. Your
website, Facebook page, YouTube channel page, and Twitter page all need to
communicate your brand message effectively. So, we customize your Twitter background
and create custom landing tabs and timeline banners for your Facebook page. This
strengthens your brand message and displays a consistent, professional presence to your
community. The more someone feels they know you and your business, the more likely
they are to visit your website, walk through your door, make a purchase, or recommend
you to friends. A consistent, custom brand message across all Social Media channels helps
accomplish that level of connection.
e. Other strategies – Your Social Media Marketing strategy might also include the use of
YouTube, Google+, and, in some cases, Flickr. We will establish, manage, and optimize
these accounts for you as well, as appropriate.
4. We engage! When it comes to effective Social Media Marketing strategy, engagement is
“where the rubber meets the road.” Once all your Social Media accounts are active and we have
a good grasp of what we need to know about your company, we use all these tools to actively
engage in meaningful, ongoing interactions with your growing community. Posting interesting,
relevant content, asking intriguing questions, and joining pertinent discussions about your
industry – or your company – are all part of the engagement process. This is where relationships
are cultivated, and where your Social Media community is truly built. Because leads and sales
Chris Rivait | P: 289-619-3848 | E: Chris@Arrivait.com
Arrivait Marketing & Consulting | Arrivait.com
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4. are generated from that community, this is obviously a critical step in the process, and it is
where we focus the largest percentage of our attention and resources. At the same time, we
also monitor your brand (and your competition) across the Internet closely, using several cutting
edge tools. Any time your company is mentioned online, you can be sure we know about it and
are building trust and credibility and strengthening relationships.
5. We measure and adjust. Through our monitoring and reporting software, we pay close
attention to which messages resonate and where they appear throughout the Internet. We then
follow your message throughout the different platforms, so we can determine the appropriate
messages for each platform and adjust your Social Media strategy to maximize the value of
each. We also look at the growth of your social networks and report to you and use this
information to further tailor your Social
Media strategy to your needs and goals.
The Results
At the end of the day, demonstrating results is what
really matters. Because each client’s goals are
unique, it is difficult to establish a set of “typical”
results. We can talk about results to be expected
overall however, which include a significant
increase in the size of your online community across
all channels as well as an increase in interactions on
all Social Media platforms. Again, we take care to
build your community to primarily include those
within your target audience, so it is the increase in
size in combination with the quality of your followers that is most impactful. While community “quality”
is not a measurable metric in itself, it results in higher traffic and conversion, which of course is the
ultimate goal of your Social Media Marketing efforts.
Conclusion
While anyone can participate in Social Media Marketing, it takes time and expertise to see meaningful
results. The fact is the majority of companies utilizing Social Media are not taking full advantage of its
potential for community creation and increased leads. This is good news for anyone ready to take their
Social Media Marketing seriously and optimize this incredible marketing medium. Our job as your Social
Media Marketing Partner is to put our know-how and full attention into maximizing your ROI for your
Social Media Marketing activities. We take this role seriously, and our results reflect our commitment.
Chris Rivait | P: 289-619-3848 | E: Chris@Arrivait.com
Arrivait Marketing & Consulting | Arrivait.com
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