growing your business with social media
DESCRIPTION
interlinkONE and Grow Socially CEO John Foley, Jr. delivered this presentation with Curley Direct's Director of Marketing Donna Vieira at the 2012 ON DEMAND Expo in New York City. During "Growing Your Business with Social Media", John and Donna shared how companies can grow their business through online marketing initiatives, including strategies, plans and tactics for incorporating social media into multi-channel marketing campaigns. Attendees were able to: - Understand how your target audience communicates in the various channels and how getting noticed is most important. - Learn how to drive traffic from your marketing campaigns and how lead generation is done in a multi-channel effort. - Learn from real examples and case studies on how to blend traditional marketing methods with online channels. - You will take away immediate actionable ideas for your business -- for your website, social media channels, email campaigns, and more. - Learn best practices for social networking, SEO, and website design.TRANSCRIPT
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Growing Your Businesswith Social MediaJohn Foley, Jr. and Donna Vieira
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Today’s Overview
► Brief Introductions
► The Evolving World of Marketing
► Case Study: Succeedingwith Social Media
► The Action Plan for You
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Who Are We?
We promise, we’ll be brief!
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Intro: John Foley, Jr.
Grow Socially – Marketing Support Services Strategic Marketing Planning Online Marketing/Social Media Plan, Manage, Execute and
Measure
interlinkONE – Software (SaaS) Enterprise Marketing
Management Software Plan, build, manage, execute and
measure all marketing activities
I love Mar(H)keting!
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
The Book
Strategies, Plans, Case Studies Campaign Ideas, and More.
A guide to help you grow your business!
NewPathToProfit.com
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Printers – Business Transformation
Mailers, Fulfillment providers– Business Transformation
All Businesses – Untethered Communications
The Books
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Intro: Donna Vieira
► Director of Marketing and Communications
► Curley Direct► Boutique Marketing
Firm – Cape Cod, MA► Digital Printing, Direct
Marketing, Social Media, Specialty Products, Small Business Consulting, Coaching and more.
I’m a total marketing and social media geek.
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Keep Your Phone On!
► Feel free to Tweet, Post, Update, Email, take notes, photos, and more!
@JohnFoleyJr @DonnaVieira
#OnDemandExpo
(seriously…we’re not joking!)
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Get Involved!
► Grab your handout card! We want your feedback!
We hope you’ll participate!!
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Ready to Get Involved?
►POLL Question #1:
How many of you currently use social media for your business?
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
The Evolving Worldof Marketing
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Marketing Used to Be “Easier”!
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Inbound Marketing: Game-Changer
Social Media, Websites, SEO!
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Communications Today
• “Kitchen Table Effect”
• Generational Differences
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Social Media Statistics
900 Million Users on Facebook
NOTE: As of June 2012
400 Million Tweets Sent Per Day
72+ Hours of Video Uploaded every minute
150 million users
18 million users… and it’s addictive!40 million users… and sold for $1 billion!
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Stay Involved
►POLL Question #2:
Can you generate leads through Social Media?
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Online Marketing: Social Media & Inbound
Source: http://en.wikipedia.org/wiki/Inbound_marketing
“Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.”
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Content: Essential to Inbound Marketing
Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Inbound Goal: Drive INQUIRIES!
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2012 Grow Socially, Inc. All Rights Reserved.
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Optimize / Social FriendlyeNewsletter Sign-Ups
White PapersOffersEmailsPollsBlogs
Landing Pages
Get Noticed
Engageand
Nurture
Inquiries
Engageand
Nurture
Action – Publish – Engage – Converse – ShareStories, Information, Social Media posts
Blogging Analytics Content Mgmt SEO
Start with MKTG Plan
Product?Service?Asset?
Qualified and Budgeted
Buyers
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Why Should YOU Use Inbound Tactics?
It works!
Increase Awareness & Drive Inquiries
Reach More Customers & Prospects
Sell more things!
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Results --- See Below
650
275
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Results: Thousands of Inquiries
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Results: Thousands of Inquiries
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Results: Prospects Raising Their Hand!
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Case StudyHow One Organization Found
Success with Social Media
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Train to End Stroke: Who Are They
► Train to End Stroke is a fundraising division of the American Stroke Association/American Heart Association.
► Their mission is to raise awareness and funds for the third leading killer in the US – stroke.
► Facebook.com/Train2EndStroke
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Their Goal
Improve recruiting efforts for their Half Marathon in Hawaii
Hesitations Transitions Solutions
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
First Step: Analyzed Current Online Efforts
► What we discovered:
► Previous Tactics: One-size fits all campaigns
► Their social media presence was seriously lacking
► They were not actively updating online content
► Their target audience was active on major social networks
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Our Solution
► Develop a Social Media Strategy
► Utilize Related Content and Repurpose Their Content for Online Promotions
► Make Branding More Interactive
► Invest in Social Media Advertising Opportunities to Target Specific Audience
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Improved Graphics with Calls to Action
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
The Facebook Page (Before Timeline, of course)
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
The Facebook Page (Post-Timeline)
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Generated Word-of-Mouth and REFERRALS
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Put Data to Use: Targeted Advertisements
Facebook Ads allowed for precise data targeting!
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
How Facebook Helped: Stats
Metric Before After (as of 6/1/12)
Likes 783
(2 pages combined)
8,009
Recommendations 0 35
People committed to the Hawaii Half
Marathon
19 31
63% increase!!
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Final Results
► Received exposure to more than 250,000 NEW people on Facebook
► Remarkable daily interactions due to increased engagement, fans and new page
► Tons of new participants committed to raise well over $150,000!
► They raised in excess of $20,000 in the first 2 months that they were actively on Facebook!
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Next Steps
► Looking at other social networks that could help them reach their target audience
► Twitter► Blog
► Integrating online marketing efforts with traditional channels to increase their impact.
► Get the word out!
► “The man who stops advertising to save money is like the man who stops the clock to save time.” - Jefferson
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
The Action Plan For YOU!
Steps to Succeed with Social Media Today
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Steps to Social Media Success
► Create a Strategy (PLAN)
► EXECUTE
► Measure
Remember… Execution TRUMPS Strategy!
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Plan! Strategy before Tactics! Step 1: Describe the Business, Service, Solution
Step 2: Business, Service, Solution Goal
Step 3: Where Is the Audience Cyclically?
Step 4: How Does the Audience Use Social Media?
Step 5: The One Thing
Step 6: How Will You Humanize the Brand
Step 7: Content Resource and Distribution Strategy
Step 8: How Will You Measure Success?
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Align Tactics with Goals
Tactic Goal Key Steps
Facebook Fan page Increase awareness of services, generate leads
Post once a day; Custom Tab for demo registration
Twitter company page Become a thought leader, provide support, share relevant content
Post multiple times daily; share marketing-related news; active listening
YouTube Profile Humanize brand; create demand
Film weekly video of employee(s); create screencasts of customer successes
Pinterest? Drive website traffic! Create boards to highlight portfolio work
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
How to Measure Success?
► Site Traffic► Downloads► eNewsletter Sign-Ups► Comments / Engagement► Questions► Shared Links► Re-Tweets► Followers► Recommendations► Who’s talking about you and how► Show me the money
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
COMPANY WEBSITE
Social Media
SEO
DM/Flyer
Links
Other
Whitepapers,eBooks
Downloads
eNewsletter Sign-Ups
Comments & Questions on
Blog
Info/Inquiries
Webinar Sign-Ups
100 Visitors
2000 Visitors
800 Visitors
3500 Visitors
CRM
Generating Inquiries and Leads
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Tools for Measuring Effectiveness
Link Shorteners iLink.Me TinyURL.com
Google Analytics Website
Insights LinkedIn, Facebook, Twitter, YouTube
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Action Items
► You Need: Commitment Resources Plan
► Prioritize: ► RELEVANT Content Creation► Listening► Engaging
► Measure and Adjust
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
THANK YOU!
Questions?
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Q & A / Contact Me!: http://ilink.me/JR
iFlyMobi.com
QR Code
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
Donna’s Contact Information
Donna VieiraCurley [email protected]
@DonnaVieira *or* Twitter.com/DonnaVieira
LinkedIn.com/in/DonnaVieira
How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012
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