Slide share for the Social Media Marketing session for NECINA.org

1. CONFIDENTIAL Copyright © 2013 MarketMeSuite, LTD
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2. Building a Successful
Following
Tammy Kahn Fennell
CEO
MarketMeSuite

3. Agenda
Intro
Initiate
Execute
• Social Media Engagement Problem
• Key Elements
• Engagement
• Measure Effectiveness
• Key Takeaways
Measure

4. The Social Media Engagement Problem
• How do I build a targeted
following?
• How do I find people who
need my product or service?
• How do I get attention from
the media, influencers and
potential partners?

5. Why Did We Build MarketMeSuite?
In our own businesses, we needed a better way to find quality
conversations, influencers, and convert followers into paying
customers…

6. Setting up a campaign
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7. There are Social Marketing Rules
Understanding the basics.
• The same rules apply to social media
situations as real life ones. Be real, be
relevant, be useful, and people will want to
talk to you.
• Don’t be a Social Media streaker. If you're
the crazy person shouting randomness at
no one in particular, you aren't going to get
a lot of traction in offline situations (or at
least not the right attention!).
• The same holds true for online situations:
Find your customers, talk to them, find out
what they want, and interact.

8. 4 Key Elements For Social Marketing
Take a 4-step approach:
Manage
Measure
Curate
Engage

9. Get Organized!
Management Filters out the noise
• Separate accounts
o One “Main” account
o One Help account
o Personal account
o Team members
• Pull all your social marketing into one place
o Cross posting
o Load sharing across team
• Focus on actionable content
o @Replies
o DMs
o Relevant Searches

10. Do You Know Your Audience?
Let’s stop and think for a moment.
The more you know about your niche, the greater
the impact of Social Media Marketing.
Write it down.
• What is your niche?
• List 10 keywords and phrases related to your
business
• Who are your customers?
Where are they located?
• What can you offer to HELP the customer
•Advice
•Support
•Discounts
•Recommendations
Knowledge = effectiveness

11. Campaign Execution
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12. Put Yourself Out There
Set-up your profile.
•
•
•
It’s the first impression people get of you
Include an appropriate pictures in each allotted area
Your description = your message
Express Yourself
•
Display your handle anywhere you can
• Business cards
• Storefront
• Twitter button on your website
• Embedded “follow” button in emails
Content is King
•
•
•
•
Schedule and share
Repurpose content
Comment on relevant news
Retweet

13. It Doesn’t Take All Day!
You can’t be there 24/7
We’ve established that you:
• Need a real presence (your SMB secret weapon)
• Cannot completely automate
There are some tricks!
•
Scheduling
o
•
Auto DM
o
o
•
Florist who gets the Twitter handle of all customers, and
schedules up tweets leading up to, on, and just after the
wedding, ensuring maximum engagement all organized in
advance (Great for birthdays too)
Can be controversial, but great way to welcome new
followers
“Thanks for following me, use this code at checkout and get
10% off”
RSS
o
o
Have a blog? Automatically hook it up to your social media
accounts
Tweet out industry posts as well, but give them credit

14. How Chris Brogan Got Us In This Book
You have something that larger companies wish
they had (and pay a lot to emulate).
Realness and ability to react quickly.
Engagement = business.
How Chris Brogan Landed us in this book…
•
•
•
•
•
Someone tweeted “Chris Brogan is at the
CIC”
I tweeted him saying “hey, if you’re on the
9th floor, you need to pass the 5th on your
way out”
He came to see our space
He tweeted that he was “Checking out
@MarketMeSuite at the CIC”
Aliza Sherman, author of this book, saw
it, and included us in a list of the best
engagement tools!

15. Staying the Course
• It's rare to catch a 5
pound fish just after
you've dipped your
pole in the water
• Like SEO, it needs
time
• Stay the course

16. Measure
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17. What Should I Measure?
• Engagement
• Likes and favorites
• Retweets and shares
• Replies and comments
• Clicks
• Time
• When time do you get the
most engagement?
• Where engagement occurs
• Response
• Support?
• Promotions?
• Suggestions?
• Content (clicks, shares, insights)

18. People Will Speak Their Minds!
• Don’t be surprised to hear
strong opinions – it’s a good
measurement metric!
• Engaging is important for both
negative and positive
comments
• Engage with people who make
suggestions
.

19. Did It Work?
The top reason businesses stop using
Social Media Marketing?
They can’t figure out if it’s working.
A few things you have to accept about Social
Marketing:
• It isn’t an exact science
• There is going to be trial and error
• You can’t put it on complete auto pilot
(more on that in a second)
There are tools to help!
• MarketMeSuite shows you what you’ve
done and who has done it, so you can
start to track what is working best

20. What’s Harder To Track
Generals
• “engagement”
• “reach”
• “impressions”
Individuals
•“a segment of one”
Word of mouth
•“I heard from a
friend”….you saw on social
media….
Get your hands dirty and stay as close as possible
to what’s going on in your market

21. Let’s Review!
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22. Key Takeaways
It can be done!
Today you’re expected to navigate through the social sphere
looking, hoping, you can find people willing to pay you money for
your product or service…
With these 3 steps, you can!
•
•
•
Initiate
o Strong management helps you cut through the noise
you can be effective
Execute
o Don’t suffer from social content overload, filter for the
stuff that really matters
o Convert leads by engaging, leveraging that “realness”
you can provide
Measure
o Use tools to figure out what’s working and keep going!
Then, set it in motion and save time using automation tricks

23. MarketMeSuite Can Help
Our Inbox For Social gives our customers the tools they need to Organize,
Prioritize, Engage and Grow!
Go to www.MarketMeSuite.com for a free trial!

24. Let’s Connect!
Connect with me:
Tammy Kahn Fennell
tammy@marketmesuite.com
@tammykfennell
@marketmesuite
@marketmehelp