More Related Content Similar to AuroIN SEO - Social Media Strategies (20) AuroIN SEO - Social Media Strategies1. Questions or Comments?
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Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Social Media:
Strategy before
TacticsJohn Foley, Jr.
CEO/CMO, Grow Socially, Inc.
1
2. Questions or Comments?
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Thank you to our Sponsors – Applause!
2
Offering End to End Digital Marketing Services
Queens University of Charlotte provides educational
experiences that transform students' lives and foster personal
and professional success.
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Before I Begin …
► Please Turn Your Phone ON!
3
@johnfoleyjr
ON PLEASE!
SILENT but ON!
http://www.slideshare.net/growsocially
Find presentation here:
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► Grow Socially, Inc – Support Services
► Online Marketing/Social Media
► Plan, Manage, Execute and Measure
► interlinkONE – Software (SaaS)
► Enterprise Marketing Management
Software
► Plan, build, manage, execute and measure
all marketing activities
15 Years Woot!
I love
Mar(H)keting!
John Foley, Jr.
CEO/CMO Grow Socially / CEO – interlinkONE
5. Questions or Comments?
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John Foley, Jr. - Accolades
• Jetsetter Status on FourSquare
• Mayor of iStrategy
• Ranked #16 as a Top CMO on Twitter in 2010
• 2nd
runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet”
Personality Category
• Book titled: “Business Transformation – A New Path to Profit for the Printing Industry”
Release Date March 2011 - http://ilink.me/booksite
• One of the 50 most influential people in Sales Lead Management by Sales Lead Management
Association in 2010 - http://ilnk.me/SLMA50
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John Foley, Jr.
Accolades and Accomplishments
Book titled: “Business Transformation – A New Path to Profit for the
Printing Industry” Release Date April 2011 - http://ilnk.me/lulubook
Facebook.com/johnfoleyjr
Twitter.com/johnfoleyjr
@johnfoleyjr
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Overview
► What’s going on?
► Social Media Marketing Plan
► Effectively use social media
► Identify the right audience
► Social Media – What and
Why?
► Tools & techniques
► Measuring effectiveness
► Wrap – Q&A
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Revolution
► Erik Qualman - Socialnomics
8
9. Questions or Comments?
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MARKETING PLAN
It all starts with a plan
10. Questions or Comments?
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Expo Event
8AM-6PM
Send out
flyers to
clients
Announce
on website
Email
eNewsletter
(Announce)
Tell
colleagues
you’re
attending
Send thank
you cards
Enter new
contacts in
CRM
Mail
-Monthly
Newsletter
Marketing Calendar
11. Questions or Comments?
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Social Media Marketing Plan
► Describe Business and Its Goals
► Know Your Audience
► The One Thing
► Humanize Your Brand
► Content Resource &
Distribution Strategy
► Measure Your Success
Strategy
Before
Tactics!
12. Questions or Comments?
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Know Your Audience
► Who Are They?
► Where Are They
Cyclically?
► How Do They
Use Social
Media?
13. Questions or Comments?
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Define Target Audience
► Prospecting
► Customer Service
► Partner Management
Audience Acquisition
► Discover
► Engage
► Get Found
Your Target Audience – It’s Important
14. Questions or Comments?
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Is everyone interested in the same communication?
I’m on
Twitter
I still
email
I use Facebook,
Twitter &
LinkedIn
I love my
mail
I Google for
my
information
Where are your prospects and customers getting their information?
15. Questions or Comments?
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Let Others Tell Your Story
► Word-of-mouth marketing
has expanded
► If you have a great
company, product or
service, people will spread
that message for you
► Deliver relevant
information, and people will
return the favor
16. Questions or Comments?
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Apple = Innovation
The One Thing
Disney = Magic
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How Will You Humanize Your Brand?
18. Questions or Comments?
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Content Resource Library Visit Resources Daily
Pull Content Make Links Measurable Push Content Out
Content Distribution Strategy
Resources are monitored. Content is identified and pulled, made
trackable, and pushed out across platforms.
Content
A
Content
B
Content
C
19. Questions or Comments?
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Social
Media
Compiler
Contact
Match
and Sync
Contact
Database
20. Questions or Comments?
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How to Measure Success?
► Site Traffic
► Downloads
► eNewsletter Sign-Ups
► Blog Comments
► Questions
► Shared Links
► Re-Tweets
► Followers
► Who’s talking about you and
how?
21. Questions or Comments?
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$
Optimize / Social Friendly
Blogs
eNewsletter Sign-Ups
White Papers
Landing Pages
Offers
Emails
Polls
Get Noticed
Engage
and
Nurture
Inquiries
Engage
and
Nurture
Integrated Multi-Channel Marketing
Action – Publish – Engage – Converse – Share
Social Media Blogging Analytics
Content Mgmt SEO
Start with MKTG
Plan
Product?
Service?
Asset?
Qualified
Leads
Sales
22. Questions or Comments?
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What is an Effective Social Media Strategy ?
► Online/Social Media Marketing Plan
► Website
► Search Engine Optimization
Online Marketing Plan
23. Questions or Comments?
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► Community
► Conversation
► Networking
► Marketing
► Relationships
► Customer Service
► Immediate
Information
► Platform
What is Social Media?
24. Questions or Comments?
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Why Use Social Media
► Your Company's -Brand and Awareness
► Website Traffic
► More prospects to sell to
► Generate interest in your Product/Service
► Loyalty
► Position your company
► Customer Service
► Another Channel
25. Questions or Comments?
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What’s your website have to do with it?
► Social-friendly,
searchable
► Interactive
► Blogs
► Comments
► Landing Page
► eNewsletter Sign-Ups
► Widgets
► Whitepaper downloads
► Calls to action for people
to raise their hand
MUST BE ENGAGING!
26. Questions or Comments?
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Websites and Widgets
27
27. Questions or Comments?
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Websites and Widgets
► Appealing
to the eye
► Creative
► Interactive
► Different
► Can be a call
to action
28. Questions or Comments?
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Websites and Widgets
29. Questions or Comments?
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Websites and Widgets
30. Questions or Comments?
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► Get found
► Using specified keywords
► Consistently updating
► Using links to other pages
of site or other websites
What is Search Engine Optimization?
31. Questions or Comments?
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COMPANY
WEBSITE
Social
Media
SEO
DM/Flyer
E-mail
Links
Other
Inbound and Outbound Marketing Work
Together
Whitepapers,
eBooks
Downloads
eNewsletter
Sign-Ups
Comments &
Questions on
Blog
Info/Inquiries
Webinar
Sign-Ups
100
Visitors
2000
Visitors
800
Visitors
3500
Visitors
CRM
32. Questions or Comments?
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Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Use Social Media Effectively
► Start with a Plan
► Address Goals
► Make a Schedule
► Know What You Want
to Do
► Cross Promote
Across All Pages
► Integrate with Website
► Include in Offline
Marketing Efforts
33. Questions or Comments?
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Identify the Right Audience
► Which Industries?
► Are existing clients
online?
► Connect with people
you meet
► Include keywords on
your profiles
► Engage with target
audiences
34. Questions or Comments?
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Start the Conversation
► Twitter
► Hashtags
► Retweets
► Twitter Chats
► LinkedIn
► Groups
► Discussions
► Blog
35. Questions or Comments?
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Get Business Results
► Have Sales Reps Online
► Share Case Studies Online
► Answer Questions
► Send Requested
Information
► Follow Up
► Connect
36. Questions or Comments?
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Tools & Techniques for Implementing Effective Social
Media Campaigns
Tools
► Social Media Pages
► Blog
► Team Approach
► Cameras, Video Cameras
► Link Shorteners
► Platforms – Hoot Suite –
Tweetdeck
► Listening – Radian6,
Sysomos, Viral Heat
Techniques
► Daily Management
► Consistent Monitoring
► Integration of Social
Media and Multi-Media
Channels
► Consistent Online Look
37. Questions or Comments?
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► Listen
► Share Relevant Content
► Industry Specific
Content
► Marketing Information
► Consistently monitor for
customer service
► Continually post
relevant content
► Link all pages back to
corporate site
► DON’T talk about
yourself all the time
► Secure Branded URLs
for each Channel
► Promote Monthly
Newsletters
► Listen More
Best Practices
38. Questions or Comments?
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Tools for Measuring Effectiveness
► Link Shorteners
► iLink.Me
► TinyURL.com
► Google Analytics
► Website
► Insights
► LinkedIn, Facebook, Twitter, YouTube
39. Questions or Comments?
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Tools for Measuring Effectiveness - Listening
40. Questions or Comments?
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http://ilink.me
41. Questions or Comments?
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Tools to Measure Success
www.ilnk.me
42. Questions or Comments?
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What Are These Sites, Anyways?
43. Questions or Comments?
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Top 4 Channels/Medias for (Most)
Marketers
► Twitter: Block Party
► Facebook: House party with a business effect
► YouTube: Your own TV Station
► LinkedIn: Chamber of Commerce networking event
44. Questions or Comments?
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What is Twitter?
► Share what you are
doing in 140 characters
or less
► A free social messaging
utility for staying
connected in real-time
45. Questions or Comments?
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Spread the Word
http://ilnk.me/7dde
46. Questions or Comments?
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Company
47
47. Questions or Comments?
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What is Facebook?
► A free social network
used by people &
companies
► Companies can host
pages and groups to
self-promote
48. Questions or Comments?
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Get Yourself Out There
Creating a page involves:
► Logo
► Name
► Content
49. Questions or Comments?
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Company Page
50
50. Questions or Comments?
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What is YouTube?
► Video-sharing website
on which users can
upload and share
videos.
51. Questions or Comments?
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Set Up a Gallery
52. Questions or Comments?
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Big Production
VS
Business Casual
More approachable, more interesting, more diversified,
more updates!
53. Questions or Comments?
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What is LinkedIn?
► A business-oriented social
networking site
► Mainly used for
professional networking
► Has more than 43 million
registered users, spanning
170 industries
54. Questions or Comments?
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LinkedIn.com Dashboard
55. Questions or Comments?
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Profile – Connect – Chris Talley
56. Questions or Comments?
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Company - Profile
57. Questions or Comments?
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Blogs
► Humanizing
► Improves SEO
► Keywords
► Links
► Updated Information
► Give Expertise
► Updates on Company
Activities
► Sharing Information
58. Questions or Comments?
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Four Fundamentals of All Five Sites
1. Build your network
2. Engage with the network you have built
3. Be consistent
4. Track and analyze
59. Questions or Comments?
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Customer Service: The complaint
60. Questions or Comments?
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Customer Service: To Reply
61. Questions or Comments?
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Customer Service: To Reply
62. Questions or Comments?
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Keywords
► Improves SEO
► Narrows down
what your site
is about
► The more,
the better
63. Questions or Comments?
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You
Your Website
is Homebase
64. Questions or Comments?
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Create Marketing Campaigns
Integrating content creation, distribution, customer
engagement, and measurement of your marketing efforts
can increase campaign effectiveness.
65. Questions or Comments?
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Expo Event
8AM-6PM
Send out
flyers to
clients
Announce
on website
Email
eNewsletter
(Announce)
Tell
colleagues
you’re
attending
Send thank
you cards
Enter new
contacts in
Excel
Mail
-Monthly
Newsletter
Marketing Calendar
Create
Post, Link
back to
website
Announce on
&
Comment on
event’s
page
Connect with
Keynote
Speakers on
Join in on
event’s
hashtag
Share
speaking
presentation
on
Friend new
contacts on
Share event
article on
Share event
article on
Announce
booth #
with
video post
Follow-Up
with
Post & Post
Pictures
66. Questions or Comments?
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Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Wrap Up
► Start with a Plan
► Create a Online
Marketing Strategy
► Incorporate Your
Social Media,
SEO and Website
► Measure the Results!
67. Questions or Comments?
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Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Q & A / Contact Me! http://ilink.me/JR
iFlyMobi.com
QRCode
Editor's Notes 15 Years
Business Management
Author
Whitpapers
All you have to do is be one of the first too either post on my Facebook wall facebook.com/johnfoleyjr (5) or tweet about todays session and refer to me @johnfoleyjr (5)
While everyone is talking about social media, marketers are looking for tools and techniques to implement an effective social media campaign. Discuss “how to” approaches for effectively using social media. Participants learn how to identify the right audience in the sea of social networks; techniques for getting and keeping the conversation going; options for translating the conversation into business results; and the right tools for measuring effectiveness.
Where Are They Cyclically?
Students
How Do They Use Social Media?
Older audience may not want to engage in “make a video” contest
Older audiences appear low on “Creator” scale.
What’s Your One Thing?
What’s the soul of your brand. What’s the one thing that defines you – and it’s not features and benefits.
Volvo = Safety.
Apple = Innovation.
Disney = Magic.
What’s on the other side of your = sign?
Note: This is not easy to figure out. You may need to engage in some brand anthropology, and have an agency help you find your one thing.
Social media is about people, not logos. How will you let down your guard? If you’re a small company, congratulations, this should be pretty easy. If you’re a big company, how can you act small again?
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.
How people communicate, Target like-minded prospects, Communicate with customers
Here is how Tiwtter is used to promote a white paper…..
Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers).
Here is how Tiwtter is used to promote a white paper…..
Complaints roll in….. But… instead of sitting out there….
Chris brogan analogy