modern marketing on a budget

Your Social Media Guide Toby Bloomberg - @tobydiva CMG, Director of Social Media Integration 2012

Modern Marketing On A Budget

4 Steps To Social Media Success


1. Customers


2. Content


3. Care


4. Communicate

People like to do business with people they like.

“People-based relationships and performance will continue to be

the most important formula for success.” Lorraine Tribe, Quest Personnel

Source: Forrester Research

Then

Source: Forrester Research

Now

Social Media/Networks: -Facebook

Content Sharing work

Research

Share

Conversation

Educate

Emotional Connection

Entertain

Relevant

Teacher

PTA

Social Media/Network: Twitter

Content Professional

opportunity

Share

Conversation

Twitter: Principal

Twitter: During Class

Students can ask questions as you teach

Students can answer each other’s questions when they

arise

Classrooms can collaborate by giving each other advice

on different topics: test prep advice, grammar tips, etc…

Students can summarize larger pieces of text in 140

characters or less

Classrooms can share rules for specific subjects

Students can ask questions/answer questions from

students in other rooms, schools, states, etc…

Students can use it as a publicly written Think Aloud

Teachers can invite community members and parents to

view a window into your classroom during a specific time

From twitter4teachers

Thinking Aloud

Social Media/Networks: LinkedIn

Content Member

question

Share

Conversation

What’s A Blog?

An online journal which produces fame

without wealth for pajama-clad scribes,

known as bloggers, who write so well

they don’t need editors and survive by

eating ramen noodles and Tang

powder from a spoon. Heard if from Scrappleface

blog

Social Media/Networks: Blog

Content Thought

leadership

through

social networking

crowd sourcing

Share Conversation

Blog: Classroom Teacher + Students

Blogs: Principals & School BusDrivers

Social Media/Networks: Pinterest

Content: Pins

Share

Conversation

Bio Boards

Benefits

• Personal branding

•Thought leadership

• Subject matter expert

• Look behind the resume

• Highlight what’s

important

Pinteres t Case

Microsoft Product Launch Contest

“Since we had such great artists that designed amazing art on our

mice, Pinterest proved to be a great vehicle to promote this initiative.” BJ O’Hare, Microsoft

Pinterest Contest: Product Design Launch

Microsoft – Case Study

Why Pinterest • New mouse designs expressive and appeal to people

looking for ways to personalize their everyday life.

• Use Microsoft designer mouse pins to “decorate” boards

Goals • Generate awareness of the new colors and artist designs

through engagement with an audience

• Increase followers of Microsoft boards

• Generate repins

Awareness

•Microsoft social networks: Facebook, Twitter,

blogs, TechTuesday tweet chat (#winchat/@windows)

Pinterest Contest: Product Design Launch

Microsoft – Case Study

Engagement Tactic

• Added new images every few are

fresh pins for people to use

Research Analysis

• Designs vs color images

pinned

• Rerepinning the contest pin

• Pin & board descriptors

• Group of images vs single

item images

• Product images vs lifestyle

images.

From Diva Marketing Interview with BJO’Hare

http://bit.ly/1rXcHGZ



Before You Begin To Pin 1. How can you leverage and integrate social visual

communications to support your brand story?

• Goals

• Brand values

• Brand promise

5. What is Success?

• What are your metrics?

6. How will you manage social visual challenges?

• What to pin e.g. images & sites

• What not to pin e.g. images & sites

• Watermarks

• Key words

7. How will you create awareness?

Return On Social Media Define success – based on goals and objectives • ROI/revenue

• ROO/return on objectives

• ROE/return on engagement

• Such as: Reinforce branding Improve customer service/product support Lead generation/new business opportunities Loyalty marketing Customer feedback Search engine rankings Sharing internal knowledge Executive leadership Increased awareness Media attention Learnings

Objectives

Goals

Identify target audience

Who

Where are they online?

What are they doing?

How do they want to engage with the (people of) brand

Determine tactics

Listen to digital conversations

How will social media tactics integrate into current and future initiatives?

Determine metrics for success

Quantitative: Web analytics, followers, friends, likes, shares,

Go Behind The Numbers New Value: longevity of digital, halo effect of influencers,

Determine awareness program

Social Media Planning Guide

1:00p

Social Media

Platform

Who will you friend,

follow, connect, etc.*

Personal Sharing

Scale of 1-5

Blog

Facebook

Twitter

Podcast

Video

Google+

LinkedIn

Pinterest

*Colleagues, clients, friends, vendors, media, etc.

** Scale of 1-5 where 1 means no personal sharing, 5 means a lot.

Getting Started: On Your Terms

Top 11 Blog Post Ideas

1. Instructional - How to do

2. Informational – Passing along information

3. Top List – a la David Letterman’s

4. Profiles – Highlight employees

5. Interviews – Customers, parents, students

6. Inspirational - Success stories

7. Book Reviews

8. Survey/ polls

9. Resources

10. Video - Incorporate videos into a text


1. Customers 2. Content

3. Care 4. Communicate

Without leaps of imagination or

dreaming, we lose the excitement of

possibilities. Gloria Steinem

Join The Conversation With Me!

www.Divamarketingblog.com

@tobydiva

http://www.pinterest.com/tobydiva/my-bio-a-little-beyond

http://about.me/tobybloomberg

www.linkedin.com/in/tobybloomberg/

Social Media GPS .. a free eBook

A Guide To Social Media 1 Tweet At A Time http://www.box.net/shared/0n18eeycl4

Reach out if I can help with your social media strategy

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