content marketing series: grow your business through social media
DESCRIPTION
As the third part of the content marketing workshop series from SCORE-Austin, this presentation provides a high level overview of what social media is, what it can do, and how to initiate its use on behalf of your own business.TRANSCRIPT
Grow Your Business Through Social Media
For SCORE Austin
2014 Content Marketing Workshop Series
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.2
About Tommy Landry
President, Return On NowSpecialty: Internet Marketing
SEO, SEM, Content, Social, Websites, Online Advertising, Web Analytics, Metrics
20+ Years Marketing14 Years SEO
10 Years SEM
Lifetime of Content & Social
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.3
Where to Find Me
TwitterMe: @tommy_landryBusiness: @ReturnOnNow
LinkedIn: www.linkedin.com/in/tommylandry/
Google+: Return On Now
Email: [email protected]
Website: http://ReturnOnNow.com
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.4
What Is Social Media?
Social Media is any platform or technology that allows real people to interact, exchange ideas, have conversations, or otherwise be “social” in a virtual environment.
Image Source: Brian Solis on Flickr Under Creative Commons Attribution License
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.5
Types of Social Media
Social Networking (Facebook)
Social Bookmarking (StumbleUpon)
Blogging
Micro Blogging (Twitter)
Media Sharing (YouTube, SlideShare)
Gamification / Social Gaming
Content Curation Sites (Scoop.it)
Any Online Community
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.6
Why Social Media for Marketing?
• 92% of Marketers Say Social Media Is Important for Business
• Increases Awareness Among Target Communities / Audiences
• Builds Expertise Before Clients Are Ready to Buy
• Drives Demand, and in Turn, Leads
• Helps Increase Overall Website Traffic and Revenue Over Time
Serves a CRITICAL Role In Content Promotion
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.7
The Roles of Social Media
Build a Network of Fans and Followers
Stimulate Word of Mouth
Provide a Vehicle to Promote Content Marketing Efforts / Assets
Amplify Messages to a Wider Audience
Build Awareness and Brand Preference
Drive Engagement In Your Community or Segment
Image Source: Wikipedia.org Under Creative Commons Attribution License
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.8
Refresher: The Customer Lifecycle
Awareness Familiarity Consideration Purchase
Awareness Response Evaluation Commitment
Psychological Model
“Buyer’s Journey” in web circles
Simple version:
Dated version:
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.9
Customer Lifecycle: No Longer Linear
SOURCE: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.10
Demand Gen vs. Lead Gen
Demand GenAwareness
Familiarity
Consideration
Purchase
Lead Gen
Social Media primarily plays in the Demand Gen areas.
It sets up interest for Lead Gen to be successful once a need for your product or service is clear.
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.11
How to Know Where To Be
What Content Or Conversation Will You Be Starting?
Where To Find Your Target Audience?
Where Is Your Focal Topic Relevant?
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.12
Social + Content = InseparableSocial Requires Content to Truly Succeed
Content Provides Social With Something To Promote
The Conversation Is Not Just About Talking…• Creating New Ideas!
• Stimulating Conversation
• Driving Knowledge
Image Source: TopRankBlog on Flickr Under Creative Commons Attribution License
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.13
Setting Goals for Social Campaigns
By Content Item (Whitepaper, Blog Post)
By Tactic (Tweet, Share, Pin)
By Program
By Topic
By Source (Twitter, LinkedIn, reddit – separate free vs. Paid placements)
By Audience
By Leads
By Revenue
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.14
How to Set a Social Marketing Strategy
Start with SMART GoalsSpecificMeasurableActionableRealisticTime-Bound
Objectives → Strategies → TacticsImage Source: Wikimedia.org Under Creative Commons Attribution License
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.15
How Deep is too Deep?
Spend 80% of Time On Strategy and Direction
Get It Right Up Front Before Execution Starts
Do Not Micromanage: Trust Tactical Managers to Deliver
Schedule Regular Check-ins
Know When To Say When Based On Results
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.16
Social Media Rollout Tips
Establish Social Media Presence (claim accounts)
Understand Your Business In and Out; Have a Purpose
Understand Why Your Audience Shares / Engages
Listen More Than You Talk (especially at first)
Provide Value – No Chest Beating!
Content Is the Key to Success – Build Into Your Plan
Test, Iterate, Evolve, and Test Again
Remember: It’s All About People
Hat Tip to Referral Candy (source of expert research cited above)
Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved.
17
Tips For Leading Platforms
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6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.18
Tips by Platform: Twitter
Mix Up Content SharedPost 10 Others’ Content For One of Your OwnGood for Getting Foot in DoorVery Short Attention Spans
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.19
Tips by Platform: Facebook
Pictures and Videos Perform BestMuch Better for B2C than B2BReach Is Dwindling – IntentionalDon’t Overinvest Too FastCareful With Fake Like’s – Especially On Paid Clicks
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.20
Tips by Platform: Google+
More Useful for Author Markup Than SocialEveryone Should Be On It for SEO PurposesFind Good CommunitiesGet Familiar With Advanced FeaturesBe Smart About Time Spent on G+
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.21
Tips by Platform: Pinterest
Always Include Images on Blog Posts / Web PagesPin Every One of ThemBuild Assortment of Related Boards and CurateLike Other Boards, Give BackEspecially Useful for Visual Products, eCommerce, Designers, and Bloggers
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.22
Tips by Platform: LinkedIn
Best B2B Social Platform AvailableKeep The Conversation Professional and On PointClaim Your Company PageParticipate in Groups – Key FeatureOptimize Your Personal Profile – People Will LookPost Periodic Status Updates For Targets
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.23
Tips by Platform: Social Bookmarking
Select a Manageable Number And Focus On ThemIgnore Fads – Use Established SitesParticipate In The Community Bookmark All Content You Create
Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved.
24
Let’s Look At The Top PlatformsTime Permitting…
6/18/2014
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.25
A Note On Paid Placement
Can Boost Likes / Followers Quickly
Can Also Blow Money Quickly
Test Small, Adjust, Then Expand
Patience is a Virtue
Expect this to Take Time – no shortcuts to true engagement
Caveat - Can Drive Quick Exposure For Premium Content Assets
Image Source: Business2Community Under Creative Commons Attribution License
Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved.
26
Pulling It All Together
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6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.27
Productivity: Prioritizing Your Time
Pick Your Battles: Avoid Social Media Overload
Make Intelligent Tradeoffs
You Don’t Have to Be Everywhere All The Time
Build Into Overall Priorities From the Start
Only Dedicate What It Deserves – Adjust As You Learn More
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.28
When To Back Off of Social
Audience Ignores You
You Start Getting Unfollowed / Defriended
You Start to Get Stressed Out
You Lose the Motivation To Keep Doing It
Metrics Tell You To Go Another Direction
Image Source: Wikimedia Under Creative Commons Attribution License
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.29
Adapting to Results / Feedback
Use Social Results to Inform Content Decisions
Use Content Decisions to Better Manage Social
Use Both To Drive Social SEO Strategies
Remember: Nothing Is Set In Stone; Adaptation is Expected
Image Source: Wikipedia Under Creative Commons Attribution License
6/18/2014Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.30
Thank you!
Questions?
Connect with me:Tommy P. Landry, President
Return On Now
http://ReturnOnNow.com
Twitter: @tommy_landry