Building an audience on your social channels isn’t the only goal you should have for your social media efforts. Learn how you can integrate your social media posts into your existing marketing campaigns so that you can provide better support your sales team and drive more inbound leads to your funnel. You'll learn: How to use social ads to warm up the sales pipeline What kinds of content to create—and where to post it—to generate potential leads on social channels How to incorporate social posts into an integrated marketing campaign—what, who, where, and why

1. Beyond The Likes
How to incorporate social media into
your real-life marketing campaigns

2. Ryan Robertson
Introductions
Director of Account Service
emfluence Digital Marketing
@RyanLeighRob

3. Practical ideas that you can implement
today into your campaigns.
Today you will take away ideas that can
be executed efficiently and effectively
What I want to talk about...
@RyanLeighRob

4. In today's marketing world, there are many different roles
with many different goals but all responsible for engaging
with your customer on behalf of your brand.
All the roles...
Social Media Manager Email Marketing Manager Marketing Director or Strategist
@RyanLeighRob

5. You're all of those roles
Or sometimes....
@RyanLeighRob

6. But at the end of the day
Conversions are what matter.
Incorporating social media and strategically
creating targeted audiences and a content plan
that addresses them allows you to better support
your marketing plan, your sales team and cam
help drive more inbound leads into your funnel.
@RyanLeighRob

7. #1 Use social to get them re-engaged
Keep your audience engaged, and use social to your advantage by
targeting those who have gone cold on email through social ads.
@RyanLeighRob
Social ads are a great support
for your email series!

8. #2 Give them something they need
Solution:Use targeted social ads to engage with a specific audience
#2 Give them something they need
Create content that is relevant and valuable to an industry that you
are wanting to talk to.
@RyanLeighRob
Problem:You want to get information to a specific audience, but don't
know where to connect with them?

9. #2 Give them something they need
Get specific with targeted
audience planning

10. #3 Crowdsource to get what you want
When looking for information or content, the best place is to reach
out to your audience and get them to get you what you're looking for.
#1: Ask for feedback #2: Use a survey #3: Get users to generate
your content
@RyanLeighRob

11. #3 Crowdsource to get what you want
@RyanLeighRob
Askforfeedback:
1. Collect Product Feedback
2. Host a Focus Group (Facebook thread, Twitter Chat with a hashtag)
3. Get real time answers to how you're doing to something specific
Useasurvey:
1. Conduct a poll on Facebook
2. Utilize a survey form from your marketing automation platform (bonus if you give
them something in return!)

12. #3 Crowdsource to get what you want
@RyanLeighRob
Getuserstogenerateyourcontent-butpleaseremember,thereneedstobeaPURPOSE
1. Done through a hashtag (Twitter, Facebook or Instagram)
brands that utilize user generated content have 6.9x higher engagement rate than brand generated
content on Facebook.
2. Post content to a outside site (YouTube, private site created for contest)

13. #4 Plan out social via content calendar
While being spontaneous on social is important, map out your month
ahead of time so it doesn't take up to much of your daily time.
@RyanLeighRob

14. #4 Plan out social via content calendar
@RyanLeighRob

15. #5 Use social to build your email list
Utilize social media to entice your audience to let you in their inbox!
@RyanLeighRob
Therearesomanycoolnewwaysthatyoucanapproachthis!
1. Facebook and LinkedIn Groups: Build a relationship with your community and
offer them additional value outside of the social platform
2. Include a Sign Up button on your Facebook page
3. Create posts that promote your service/product that offer valuable downloads
4. Use SnapChat and Instagram to linkup to your newsletter
5. Entice them with an offering they can't resist!

16. #5 Use social to build your email list
Your content is a commodity. Treat those who have signed up to
receive your emails as the special people they are!
@RyanLeighRob
1. Do you have something to offer them that is valuable
OUTSIDE of social media?
2. Give them access to content BEFORE you post on social
3. Segment your audience (via email) and send them special
content that relates just to them

17. So, what did we just talk about?
1. Use social to get them re-engaged
2. Give them something they need
3. Crowdsource to get what you want
4. Plan out social via content calendar
5. Use social to build your email list
@RyanLeighRob

18. Final point
When you’re putting together your social media strategy, ask
yourself: are you truly connecting with your audience? Are
you engaging them by giving them what they expect from
you and integrating them into your sales funnel?
At the end of the day, you need to get beyond a “like” and get
them to be a conversion and to be your business’ champion.
@RyanLeighRob

19. Thank you!
Questions?
Ask now, or tweet at me
@RyanLeighRob
Want to get the Content Calendar template? Tweet us @emfluence