This document summarizes a presentation about building business with social media. The presentation covered:
- Understanding inbound marketing and integrating social media, websites, and other tactics.
- Developing a social media strategy and consistently producing relevant content.
- Tips for success on key social media platforms like LinkedIn, Facebook, Twitter, and YouTube.
- Aligning social media tactics with business goals and measuring results.
- Ensuring websites function as a sales tool rather than just a static brochure.
3. Presentation Information
Presentation Title: Building Business with Social Media
Date: Tuesday, September 25th , 2012
Time: 3:30pm – 5:00pm
Location: Cleveland Downtown Marriott Hotel
Event: Great Lakes Integrated VIP Event
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
4. Building Business
with Social Media
Wednesday, September 26th 2012
Presented by John Foley, Jr.
CEO, interlinkONE & Grow Socially
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
5. First… THANK YOU!
• For Being Here!
• For Being Willing to Learn and Engage!
• For Liking My Boston Accent!
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
6. Today’s Overview
• Brief Introduction
• The Marketing Landscape
• How You Can Find Social Media Success
• Your Website: Static Brochure? Or Sales Tool?
• SEO: Best Practices for Success
• Final Thoughts and Questions
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
8. Intro: John Foley, Jr.
I love
• Grow Socially, Inc. Mar(H)keting!
– Online Marketing/Social
Media
– Plan, Manage, Execute and
Measure
• interlinkONE
– Enterprise Marketing
Management Software
– Plan, build, manage, execute
and measure all marketing
activities
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
9. Accolades
• Jetsetter Status on FourSquare
• Ranked #16 as a Top CMO on Twitter in 2012
• 2nd runner up for this year’s B2B Twitterer of
the Year Award for the B2B “Boss Tweet”
Personality Category
• One of the 50 most influential people in Sales
Lead Management by SLMA in 2012
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
10. The Books
Printers
- Business Transformation
Mailers, Fulfillment Providers
- Business Transformation
All Businesses
- Untethered
Communications
Nov 2012
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
12. Communications Today
• “Kitchen Table
Effect”
• Generational
Differences
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
13. Online Marketing Statistics
955 Million Users on Facebook
400 Million Tweets Sent Per Day
72+ Hours of Video Uploaded every minute
170 million users
12 million users… and it’s addictive!
80 million users… and sold for $1 billion!
2 million searches per minute
NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556
and http://searchengineland.com
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
14. Success: The Three-Legged Stool
• You must:
– Understand Inbound
Marketing
– Integrate everything!
– Develop a Strategy
– Consistently Produce
Relevant Content
– Measure It All
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
15. What is Inbound Marketing?
“Inbound marketing is
a marketing strategy that
focuses on attracting
prospective customers by
offering useful
information.”
http://en.wikipedia.org/wiki/Inbound_marketing
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
16. Content: Essential to Inbound Marketing
Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
17. Inbound Goal: Drive INQUIRIES!
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
19. Integrated Approach to Lead Generation Efforts
COMPANY
WEBSITE
Social Whitepapers,
Media eBooks
3500 Downloads
Visitors
SEO eNewsletter
Sign-Ups
DM/Flyer 2000
Visitors Comments &
Questions on
CRM
E-mail
Blog
800
Links Visitors Info/Inquiries
Other 100 Webinar
Visitors Sign-Ups
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
20. Does That Approach Work? See Below
650
475
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
21. Results: Thousands of Inquiries
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
22. Results: Thousands of Inquiries
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
23. Results: Prospects Raising Their Hand!
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
24. How YOU Can Find
Social Media Success
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
25. Social Media Provides Opportunities For:
• Community Building
• Conversation
• Networking
• Marketing
• Relationships
• Customer Service
• Delivering Immediate Information
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
26. Steps to Social Media Success
• Create a Strategy (PLAN)
• EXECUTE
Remember
• Measure Execution
TRUMPS
Strategy
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
27. Plan! Strategy before Tactics!
Step 1: Describe the Business, Service, Solution
Step 2: Business, Service, Solution Goal
Step 3: Where Is the Audience Cyclically?
Step 4: How Does the Audience Use Social Media?
Step 5: The Key Words
Step 6: How Will You Humanize the Brand
Step 7: Content Resource and Distribution Strategy
Step 8: How Will You Measure Success?
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
28. 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
• Serve up relevant content
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
29. Is everyone interested in the same communication?
I still
I love my
email
mail
I’m on
I use Facebook, Twitter
Twitter &
LinkedIn
I Google for
my
information
Where are your prospects and customers
getting their information.. And when?
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
30. The “Key” Words
Apple = Innovation
Disney = Magic
iPOD, iPhone, iPad, Jobs, Steve Jobs, etc.
Mickey Mouse, Animal Kingdom, Florida,
Roller Coasters, etc.
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
31. Humanize Your Brand
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
32. Let others help spread your story!
• You must have a compelling
story!
• Make it easy for people to
share it.
• Deliver relevant
information, and people will
return the favor by sharing
it.
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
33. How to Measure Success?
• How many
– Downloads
– eNewsletter Sign-Ups
– Blog Comments
– Questions
– Shared Links
– Re-Tweets
– Followers
– Site Traffic
– Show me the money
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
34. Tools for Measuring Effectiveness
• Link Shorteners
– iLink.Me
• Google Analytics
– Website
• Insights
– LinkedIn, Facebook, Twitter, YouTube
• Google Alerts
• Listening Tools
– Viral Heat, Radian6, Sysymos
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
35. Content Resource Library Visit Resources Daily
Content Content
A C
Content
B
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.
36. Next: Specific Business Building Tips
• LinkedIn
• Facebook
• Twitter
• YouTube
• Pinterest
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
37. LinkedIn Overview
• A business-oriented social
networking site
• Provides opportunities to
position you as a thought-
leader
• Contains a number of under-
utilized features!
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
38. LinkedIn Tip: Update your Status Daily!
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
39. LinkedIn Tip: Complete Your Profile
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
40. Facebook Overview
• The most popular social
network by far
• Continues to evolve into a
place where both personal and
professional success can be
found
• Let’s look at a case study!
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
41. Train to End Stroke: Who Are They
• Train to End Stroke is a fundraising
division of the American Stroke
Association/American Heart
Association.
• Their mission is to raise awareness
and funds for the third leading killer
in the US – stroke.
• Facebook.com/Train2EndStroke
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
42. Utilize Cover Image & Timeline!
• Compelling images and posts can help to increase the impact of your story.
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
43. Their Goal
Improve recruiting efforts for
their Half Marathon in Hawaii
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
44. Put Data to Use: Targeted Advertisements
Facebook Ads allowed for precise data targeting!
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
46. How Facebook Helped: Stats
Metric Before After
(as of 6/1/12)
783 8,009
Likes
(2 pages combined)
Recommendations 0 35
People committed to 19 31
the Hawaii Half
Marathon 63% increase!!
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
47. Twitter Overview
• Continues to grow as a
tremendous way to
share content and to
engage with others.
• Features such as Search
and Lists provide
learning opportunities!
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
48. Use Twitter to Spread the Word
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
49. Tip: FollowerWonk.com to Find People
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
50. YouTube Overview
• Allows you to share
personal and professional
videos to highlight your
company and its services.
• It’s also the world’s #2
search engine!
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
51. YouTube: Tips for Success
• Feature variety of
employees, mix
up the tone
• Experiment with
different
backdrops,
scenes, etc.
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
52. What Else? Pinterest
• Visually tell the story of your brand!
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
53. Four Fundamentals of all Networks
1. Find your Audience / Build your network
2. Engage with the network you have built
3. Be consistent
4. Track and analyze
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
54. Align Tactics with Goals
Tactic Goal Key Steps
Facebook Fan page Increase awareness of Post once a day; Custom
services, generate leads Tab for demo registration
Twitter company page Become a thought leader, Post multiple times daily;
provide support share marketing-related
news; active listening
YouTube Profile Humanize brand; create Film weekly video of
demand employee(s); create
screencasts of customer
successes
Pinterest Drive website traffic! Create boards to highlight
portfolio work
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
55. Be Committed
• Social Media often
requires daily
attention
• Prioritize: RELEVANT
Content creation,
listening, & engaging!
• Measure & Adjust
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
56. Your Website: Static
Brochure? Or Sales Tool?
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
57. Problem with Many Websites Today
• They are not updated frequently enough.
• The graphics, product & services listings, and text do
not accurately reflect a brand’s mission statement.
• They are not generating leads.
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
59. Remember: Website is Home Base!
Integrating content creation, distribution, customer
engagement, and measurement of your marketing efforts
can increase campaign effectiveness.
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
60. Website: Take it to the Next Step
• Social-friendly, searchable
• Interactive
– Blogs
– Comments
– Landing Page
– eNewsletter Sign-Ups
– Widgets
• Calls to action for people
to raise their hand
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
61. Use Calls to Action to Collect Data!
• Appealing
to the eye
• Creative
• Interactive
• Different
• Build your
database with
registration
forms
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
62. How To Improve Your Website
• Let’s look at a few practical items that
you can review to identify beneficial
changes.
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
63. Step 1: Your Target Audience
• What benefits them?
– Knowing your story… and seeing that you care about their
situation.
– The solutions & value that you can offer to them.
Photo Credit: http://www.nonprofitmarketingblog.com/
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
64. How Do They Want to Interact?
• 75% of millennials
prefer to donate online
• Are you making it easy
for your target
audience to do
business with you?
Source: http://themillennialimpact.com/
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
65. Step 2: The Change Process
• What is the Process for Making
Changes & Adding Content?
• Do you always need IT (in-house
or outsourced) involvement?
• If so, consider making a change –
CMS, different host provider.
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
66. Step 3: Lead Generation
• How many
inquiries/leads
does your website
today?
• If it’s not enough,
embed more lead-
generation forms!
• Add calls-to-
action to all
pages!
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
67. Step 4: Mobile Optimized
• Do visitors have to tap, zoom, scroll?
• Is there Flash?
• How long is loading time?
• Build a mobile website today!
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
68. Final Thoughts on Your Website
• Do not let it be static or an after-thought!
• Your website needs to be integrated into all of your
marketing efforts, including print, email, social
media, and more.
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
69. SEO: Best Practices
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
70. What is Search Engine Optimization?
• Getting found!
• Using specified keywords
• Consistently updating your
content
• Using links to and from
other pages and websites
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
71. Keyword Usage
• Build a well-researched list of keywords
• Incorporate in your content:
– Page Titles (H1, H2 tags)
– Website copy
– Meta description
– Image Names (Alt tags)
• Use throughout all content distribution
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
72. Content Rules!
• Google rewards fresh content ---
update your website regularly!
• Create & provide content that
informs, helps, and interests your
audience!
• Best way to do this: start
blogging.
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
73. Inbound Links
• You want: inbound links from high-authority
sites (trusted, popular, PR, etc.) with relevant
content.
• How do you get them?
– Create share-worthy & timely content!
– Ask! Link-exchange
– Increase PR strategy and efforts
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
74. Blogs: Crucial to SEO Success
• Humanizing
• Improves SEO
– Keywords
– Links
– Updated Information
• Give Expertise
• Updates on Company
Activities
• Sharing Information
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
75. Be Ready for Mobile Search with a Mobile Site!
• Smartphone ownership and
mobile web viewing continues to
rise!
• Create a mobile website that is
automatically presented to the
growing number of smartphone
owners!
• Tip: Work with the guys from
Great Lakes Integrated!
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
76. Items to Avoid
• Buying Links
• Over-using/forcing keywords – content should sound
natural
• Adding so much content that your page load-times
suffer.
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
77. Don’t Forget!
• Getting found is only half the battle….
… Optimize your landing pages and product/services
pages to drive people down the sales funnel!
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
78. Final Thoughts and Questions
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
80. This Takes Planning: Calendar #1
Announce Mail -
Send out on website Monthly
flyers to
Newsletter
clients
Email
eNewsletter
(Announce)
Tell
Expo Event
colleagues
8AM-6PM
you’re
attending
Send thank Enter new
you cards contacts in
Excel
81. This Takes Planning: Calendar #2
Create Announce Announce on Mail -
Send out Post, Link on website & Monthly
flyers to back to Newsletter
clients website
Comment on Connect with Share event Email
event’s Keynote article on eNewsletter
page Speakers on (Announce)
Announce Tell
Share event Join in on Expo Event
booth # colleagues
article on event’s 8AM-6PM
with you’re
hashtag
video post attending
Send thank Enter new
Follow-Up Share Friend new
you cards contacts in
with speaking contacts on
Excel
Post & Post presentation
Pictures on
82. Wrap Up
• Start with a Plan
• Create an Online Marketing
Strategy (Inbound-Content-
Social, SEO, Website)
• Incorporate Your Social
Media,
SEO and Website
• Measure the Results!
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
83. Action Items: #1
• Social Media: Strategize, Plan,
and Align Tactics with Goals
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
84. Action Items: #2
• Take a hard look at each
component – Website, SEO,
Online Strategy
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
85. Action Items: #3
• Devote time to creating
content, sharing, and
measuring its effectiveness.
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
86. Action Items: #4
• Don’t Wait…
Get Started TODAY!
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
87. Resources for You
• Free White Paper on Inbound Marketing!
http://InboundMarketingWhitePaper.com
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
88. Q & A / Contact Me!: http://ilink.me/JR
QR Code
iFlyMobi.com
Building Business with Social Media
Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012
89. Q&A
Customers Deserve
For more information or to schedule a one-
on-one meeting call your Great Lakes
account executive at 216-634-5120 or email
rfirst@gll.com