This presentation was given at the Virginia Society for Marketing Professional Services (SMPS) September 2010 Conference for Marketing Planning.

1. Marketing Professional Services with Social Media:
Sally Witzky
All slides © 2010 Traction Group LLC - portions owned by
the respective research and content providers.
Either way - all rights reserved. Slides dated September 30, 2010.
Presented at Society for Marketing Professional Services.

2. R e l e va n c y B u i l d s
R e l at i o n s h i p s

3. Where does Social Media fit within your
strategic marketing plan?
What are your business goals?
Who is your target audience?
Where do they invest their time?

4. Social Media Plan Online Marketing Plan Marketing Plan
LinkedIn Website Brand Development
Twitter Blog Advertising
Facebook Page On-Page SEO (i.e. keywords) Public Relations
YouTube Off-Page SEO (i.e. linkbuilding) Direct Marketing
Effectiveness Tools Content Development Events / Promotions
Social News Releases Article Marketing Sales Support
Slideshare.net Pay-Per-Click (PPC) Online Marketing
Ancillary Tools Email Marketing Mobile Marketing
Key Metrics Analytics Measurement

5.  How can I avoid spending too
much time on social media?
 How can I find ways to simplify
rather than complicate?
 How do I know my efforts are
working?

6.  PRODUCTIVITY
Last time I checked,
social media was
not your full-time
job (or is it?)

7.  Don’t keep checking social
networking sites
 Integrate social data into your
regular work style and routine
 Don’t let it consume you – the data
is either useful or it isn’t
 Always use time-saving tools

8.  Social media dashboards like Hootsuite
 Schedule updates in advance
 Add Facebook, Facebook Page, Twitter,
LinkedIn, Wordpress, Ping.fm, Foursquare
 Post once, update several
 Includes CT reporting
 Mobile application
 Assign users
 Web-based

9.  Social profile tools
like Gist and Xobni
 Works with your
email and contacts
 Not only saves time
but helps build
relationships

10.  Services like Nutshell
Mail from Constant
Contact
 Summarizes social
network updates
 Customized delivery
 Respond through
their email

11.  Automation tools:
 Wordpress plug-ins
 NetworkedBlogs
 RSS Feeds
 SocialOomph
 Many more…

12.  MEASUREMENT
How do I make sense of it all?

13.  Chances are, you won’t know
exactly what effort is working
from a lead generation standpoint
 Feedback is that integrated or
combined efforts are working
 Work toward getting your efforts
working on all cylinders

14.  LinkedIn
 Views of your profile; company “follows”
 Quality of contacts
 # of contacts
 Twitter
 Quality of followers
 # of followers
 Retweets and @replies
 Clicks to your links (Hootsuite)

15.  Facebook Page
 # of Likes
 Engagement – is your content good
enough for people to connect?
 Full analytics with Insights and Email
 Key metrics for YouTube,
SlideShare, Wibiya, others

16.  Website and Blog (if separate)
 Google Analytics at minimum
 View results monthly: use to change
content strategy
 Trend data + comparison data
 Keyword testing with Google PPC
 T e a c h with webinars

17. ASK

18. 1. Be relevant to build relationships
2. Plan:
 Strategy
 Content
 Tactics
 Measurement
3. Be smart about the technology

19.  Twitter.com/sallywitzky
 Twitter.com/tractiongroup
 Facebook.com/tractiongroup
 sally@tractiongroup.com
 http://TractionGroup.com