social media marketing strategy development and implementation

Steve Farnsworth

Jolt Digital Marketing Email Joltsocialmedia@gmail.com Phone 650-331-0594 Twitter @Steveology The @Steveology Blog

Creating And Implementing Creating And Implementing A Successful Social A Successful Social Marketing StrategyMarketing Strategy

About Steve 20+ Years Marketing and Communications

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Lead Generation

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Public Relations

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Digital Marketing Strategist Apple, Electronic Arts, Intel, Cisco, Stanford Forbes magazine Top 50 Social Media Power

Influencers

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#1 Most Real Twitter Followers (95%) of 72,000 Blogger at The @Steveology Blog

Agenda Research Strategy &

Goal Setting Identifying

Influencers Content Creation Metrics Case Studies Q & As

What Did I Forget?

For Business, Are You On

One Or More? Facebook Google Plus Twitter YouTube Corporate Blog Instagram Pinterest

Social Media Is Dead

Baked In To Marketing

“Every Company Is A Media Company” - Tom Foremski

Talk Directly To Customers

and Influencers

Workshop Exercise

The Smartest Marketing

Geek In The World

The David Meerman Scott Experiment

In last 1 to 2 months, in order to research a product or service you might want to buy, either personally or professionally, have you…

In last 1 or 2 months, in order to research a product

or service used• Direct mail?

• Yellow pages?

• Trade Show as a non-vendor?

• Mainstream media?

In last 1 or 2 months, in order to research a product

or service used

• Asked via your social network (email/Facebook) for advice and they sent you a link?

• Google or other search engine?

In last 1 to 2 months, in order to research a product or service

•Direct mail ad 2%

•Yellow pages 5%

•Trade Show as a non-vendor 5%

•Mainstream media 20%

In last 1 to 2 months, in order to research a product or service

•Asked via social network (email/Facebook) for advice and they sent you a link 95%

•Used Google or other search engine ~100%

Does That Reflect How Your Marketing Is Budgeted?

What Did We Learn?

Rebalancing Your Marketing Mix

Effectiveness Of Content

Source: Altimeter Group

8 To Be Great7. Measurement 3. Solutions

4. Inclusion 6. Consistency

1. Knowledge

2. Goals8. Evolution

5. Responsiveness

1. Knowledge

Learn A Lot About You Customers' Digital Body Language

Workshop Exercise

Answer These Questions Now

Whose Actually Going To Buy Your Product?

Who Are The

Customer-Side People (By Title) In The Buying Process?

Who's Part Of The Buying Cycle?

Influences? Will use? Recommend? Review? Demo or evaluate? Budget sign off?

What Pain Points Do They Have That Your Domain

Expertise Can Help

Solve?

Workgroups of 3 or 4

Ask Sales and

Customers

Survey

Questions You Might Ask

What bloggers do you read most often? What's most frustrating about [Blank]? What kind of training would help you sell more

[Blank]? What is your biggest challenge at your

company? What do you want to learn more about to be

more successful at [Blank]?

REMEMBER

The Fewer Questions You Ask,

The More People Will Respond

0:30

Survey Monkey

Poll Daddy

Google Docs Forms

Workshop Exercise

What Question Can You Ask That Will Tell You The Most?

Workgroups of 3 or 4

Other Free Resources

Google Analytics

Google Trends

Google Adwords

Alexa.Com

Wordtracker

Top B2B on Twitter

1. Hubspot (@Hubspot)

2. Forrester (@Forrester)

3. eMarketer (@eMarketer)

4. CME Group (@CMEGroup)

5. comScore (@comScore)

6. Cisco (@CiscoSystems)

7. Gartner (@Gartner_Inc)

8. Oracle (@Oracle)

9. radian6 (@radian6)

10. Intel (@Intel)

CME Group

Cisco Twitter

Oracle Twitter

2. Goals

What Will Be Different In 6, 12, or 18 Months?

How Does That Align With Your Marketing Goals?

Most Common Goals

Increase Brand Awareness

Increase Positive Brand Sentiment

Build Relationships With Influencers

Increase Traffic

Improve Customer Retention/Satisfaction

S.M.A.R.T.

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Specific

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Measurable

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Aligned

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Results-focused

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Time-bound

S.M.A.R.T. vs. Un-Smart Goal

Un-Smart Goal

We want to have grow our Twitter followers and Facebook fans by 10,000.

S.A.M.R.T. Goal

Increase marketing content downloads of case studies by 50% in the next 6 months.

Workshop Exercise

Write Down One Of Your Most Important Goals

Workgroups of 3 or 4

Goals Should

Suggest Strategy

1:00

Social Marketing Examples

Facebook Top 10 Ranked by “Likes”1. Coca-Cola: 34m

2. Starbucks: 25m

3. Oreo: 23m

4. Red Bull: 22m

5. Converse All Star: 20m

6. Converse: 20m

7. Skittles: 19m

8. Playstation: 17m

9. Pringles: 13m

10. Victoria’s Secret: 15mSource: BIGSPACESHIP

Facebook Top 10 Ranked by “Talked

About”1. Starbucks: 508,526

2. Coca-Cola: 220,867

3. Victoria’s Secret: 145,125

4. Skittles: 137,558

5. Oreo: 114,454

6. Red Bull: 112,051

7. Playstation: 104,837

8. Converse: 52,866

9. Pringles: 50,488

10. Converse All Star: 40,858

What Facebook Talks About

Applied Materials

Morgan Stanley Smith Barney

CITI Ask

Aviva

Cree

3. Solutions

Impact Of Blog Posts On Leads

0-11 12-23 24-51 52+0

5

10

15

20

25

910

13

23

30% Increase

77% Increase

Source HubSpot

Content impact leads because...

• Grow indexed pages in Google

• Increase the number of keywords you're ranked for by Google

• Generate inbound links (A key factor in Google's organic search ranking.)

We Trust People Who Help Us

We Like People Who

Make Us Successful

We Want To Work With

People Who Make Us Happy

Where Does It Hurt?

Talk About What You Know, Not About What You Sell

ChaaCreak

What Is Your Domain Expertise?

Workshop Exercise

What Would Your Customers Want To Know More About?

Workgroups of 3 or 4

Brand Journalism

Threatpost

Intel Free Press

American Express Oen

Content Creation

Who are Your Internal Experts?

Blog Booth

Recorded Phone Interviews

Video Interviews

Inexpensive Studio

What Are You Working On?

TranscribeTranscribe

What Do We Have?

eBook?

Blog Post? Series?

White Paper?

Article?

Podcast?Video?

1:30

Staggered Publishing

8:00 Blog

9:00 Twitter

10:00 Facebook

11:00 LinkedIn

Next Day – SldeShare

Newsletter

Steveology Blog Newsletter

Mail Chimp Signup

Mail Chimp

4. Inclusion

Let Employees Know How They Can Participate

Promoting Your Social Channels

Email Signatures

WiseStamp.Com

Social Follows Icons

Social Follows Icons

Social Sharing Icons

Social Sharing Icons

Mashables Header

Mashables Shares

Connecting With Influencers

Google Alerts

If they have a blog, thoughtfully comment on two or three posts.

If they are on Twitter, RT their tweets and tweet several blog posts

being sure to include their Twitter @Name

Add A Comment

Success With Influencers

Offer them something unique to do or see Talk to them from their perceptive Engage with them before you need them

Success With Influencers

Build a relationship that outlasts the campaign.

Be human and candid in your conversations

Let them tell your story in their own words

5. Responsiveness

When Happy and Unhappy

Customers Talk, You Must Respond Quickly

2:00

73% Of Customers Have Spent More With A Company Because Of A

History Of Good Customer Service

Integrate Into Your Existing Customer Service System

Include Your Customer Service

Manger On Social Team

6. Consistency

How Often To Post

Don’t Post Too Many Times in

a Day

Facebook users engage 40% more with less than three Posts a day from a given brand.

Short Posts Work Best

Posts with 80 characters or less receive 66% higher engagement

Twitter

10 to 15 Updates A Day

7. Measurement

Most Important Measurements

Measure Results

Top Down Measurement

Bottom Up Measurement

Tools

Hootsuite

Buffer

Crowdbooster

SproutSoical

Value Beyond Revenue

8. Evolution

Review, Adapt, and Improve

Test and Experiment

Watch Competitors and Brand Leaders

FINAL

Workshop Exercise

Exchange Business Cards

What Do You Commit To Do After You Leave Here?

Workgroups of 3 or 4

Steve Farnsworth

Jolt Digital Marketing Email Joltsocialmedia@gmail.com Phone 650-331-0594 Twitter @Steveology The @Steveology Blog

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http://stevefarnsworth.wordpress.com/