Rebecca Murtagh's 2013 Pubcon Presentation: Social Media in the Overall Marketing Plan. How to leverage owned, earned and paid media to reach target audiences, increase visibility in search, promote social sharing, appeal to Google Knowledge Graph and more...

1. #PubCon Rebecca Murtagh @VirtualMarketer

2. #PubCon Rebecca Murtagh @VirtualMarketer

3. #PubCon Rebecca Murtagh @VirtualMarketer

4. You
+ Your Audience
= Influence
#PubCon Rebecca Murtagh @VirtualMarketer

5. 2008 : The Way We Were
website
#PubCon Rebecca Murtagh @VirtualMarketer

6. 2013 : The Way We Are Now
website
blog
blog
blog
blog
#PubCon Rebecca Murtagh @VirtualMarketer

7. #PubCon Rebecca Murtagh @VirtualMarketer

8. The
Knowledge
Graph
#PubCon Rebecca Murtagh @VirtualMarketer

9. Meet Google Half-Way
Deliver Quality Content that puts your brand
in context of:
• People
• Places
• Things
#PubCon Rebecca Murtagh @VirtualMarketer

10. • People
Authorship, blogging, one-to-one
engagement on the website and
all relevant, PROVEN, social
platforms.
Remember:
You are out to Win Hearts and Minds!
#PubCon Rebecca Murtagh @VirtualMarketer

11. • Places
Geo-location, competitive positioning,
engaging where QUALIFIED audiences
are active and proven to respond to the
brand and become customers.
#PubCon Rebecca Murtagh @VirtualMarketer

12. • Things
Offer compelling, thorough,
customer-centric information on all
products and services in every format
(text, photos/images, video, etc.).
Be human friendly first.
Then optimize for search, social
media and conversion.
#PubCon Rebecca Murtagh @VirtualMarketer

13. The Website
MUST be the #1
resource and authority
on your brand and all
offerings.
(Google will reward you)
#PubCon Rebecca Murtagh @VirtualMarketer

14. Social media is not
an after-thought,
It must be
considered in every
phase of marketing.
#PubCon Rebecca Murtagh @VirtualMarketer

15. Strategically
integrate
social media
into each
of the
P’s of
Marketing.
#PubCon Rebecca Murtagh @VirtualMarketer

16. PRODUCT
Use social media to educate,
inform & support offerings.
•
•
•
•
•
•
•
Product/Service Integration
Sales Support
Building Community
Sharing
Reviews
Competitive comparisons
Customer support
#PubCon Rebecca Murtagh @VirtualMarketer

17. PRICE
Maintain awareness of
competitive pricing &
use social for sale/offer
promotion.
•
•
•
•
•
Benchmark
Comparison
Implement Tools
Monitor Competition
Deliver Timely Offers – Calls to Action
#PubCon Rebecca Murtagh @VirtualMarketer

18. PLACE
Target and engage
customers in marketplaces
through social media.
•
•
•
•
•
•
Product Integration
Building Community
Sharing
Reviews
Customer support
Media
#PubCon Rebecca Murtagh @VirtualMarketer

19. PROMOTION
Engage strategically to
create brand champions and
influence, 1 person at a time.
•
•
•
•
•
•
Coordinate with Sales
Balance Communication
Optimize! (SEO, Authorship, etc.)
Build Relationships
Deploy Tools
Assess, Optimize – Repeat!
#PubCon Rebecca Murtagh @VirtualMarketer

20. Credit: Business2Community.com
#PubCon Rebecca Murtagh @VirtualMarketer

21. ‘Time Spent’
does not necessarily
= a new customer.
you)
#PubCon Rebecca Murtagh @VirtualMarketer

22. Website Related
Website Related
Social Media
Social Media
notations by Rebecca Murtagh
#PubCon Rebecca Murtagh @VirtualMarketer

23. #PubCon Rebecca Murtagh @VirtualMarketer

24. #PubCon Rebecca Murtagh @VirtualMarketer

25. Leverage 3 Types of Content:
• Owned
• Paid
• Earned
#PubCon Rebecca Murtagh @VirtualMarketer

26. Owned, Paid & Earned Media
#PubCon Rebecca Murtagh @VirtualMarketer

27. Content
• The source AND destination for
social engagement
• #1 Authority for brand
• Reach & Frequency (via social)
• rel=author, rel=publisher
• Keep it FRESH!
(Google Bing and Yahoo will reward you)
#PubCon Rebecca Murtagh @VirtualMarketer

28. ©2013 MillionDollarWebsite.TV
#PubCon Rebecca Murtagh @VirtualMarketer

29. Never forget
there is a
human
behind the
device!
#PubCon Rebecca Murtagh @VirtualMarketer

30. Owned + Earned = Authority
Brands earn authority,
gain visibility
and drive results by
strategically leveraging the
relationship between
owned and earned assets...
#PubCon Rebecca Murtagh @VirtualMarketer

31. . . . always leading
‘Home’
to the website.
#PubCon Rebecca Murtagh @VirtualMarketer

32. Repeat after me:
#PubCon Rebecca Murtagh @VirtualMarketer

33. There’s no place like home,
There’s no place like home,
There’s no place like home.

34. Download this Free eBook!
Visit KarnerBlueMarketing.com

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