smart strategies for social media
TRANSCRIPT
2
0.0
0.1
0.2
0.3
0.4
0.5
0.6
0.7 69.2%
23.1%
NONE
100%
17.9%
100%
2.6%
100%
23.1%
66.7%
33.3%
20.5%
50%
50%
48.7%
9.1%
90.9%
ONLINE HABITS What social media channels are you on? Of those that you are active, which do you use for
personal matters and for professional matters?
PROFESSIONAL USE
PERSONAL USE
FROM SMARTEGIES OWNER SURVEY RESULTS
3ONLINE HABITS
IN THE PAST 12 MONTHS HAVE YOU
DOWNLOADED AN EBOOK OR A WHITEPAPER?
FROM SMARTEGIES OWNER SURVEY RESULTS
IN THE PAST 12 MONTHS HAVE YOU READ A
BLOG POST RELATED TO YOUR INDUSTRY?
74.5%
25.6%71.8%
28.2%
YESYES
NONO
RANKED #1 for professionally relevant content by executives
91% LinkedIn64% Online News Sites29% Twitter27% Facebook16% Google+
Mission: Connect the world’s professionals to make them more productive & successful
A SMART LOOK AT LINKEDIN
MILLION registered LinkedIn users
SIXTY-ONE MILLIONSenior-level influencers
FORTY MILLION Decision makers
SEVEN MILLION C-Level Execs
2 NEW members join LinkedIn every second.
Join
LINKEDIN’S USERBASE IS 57% MALE
OF SOCIAL MEDIA B2B LEADS COME FROM LINKEDIN
0.21%
80.33%
12.73%
6.73%
80%
have the most represented profession.
ENGINEERS
LINKEDIN DRIVES MORE TRAFFIC TO B2B BLOGS & SITES90% of social traffic was driven by the big three networks, with HALF of it coming from LinkedIn
40% check LinkedIn daily
59% don’t use Twitter
13% don’t own a Facebook account
83% don’t use Pinterest
LINKEDIN USERS #1 CHANNEL
to distribute content by B2B Marketers
94% 89% 77% 77%61%
5
7MAXIMIZING YOUR LINKINEDIN PROFILE
• Use a professional headshot
• Write your summary to be in first person and have it be authentic to you
• Fill in employment history and add project photos if applicable
• Keep profile up to date
• Export your LinkedIn Contacts to build a CRM or mailing list
8LINKEDIN BEST PRACTICES• Follow your company page and share relevant news with your
followers
• Follow your client’s pages
• Connect with your co-workers, project partners, clients and industry friends
• Join discussion groups on topics you are interested in
• Stay active, log in once a week to stay engaged
• Remember – LinkedIn is NOT faceboook for work
10
APPROACHES SOCIAL MEDIA
10
2Promotional “Look At Me” PR Focus
Strategic Targeted Campaigns Sales Focus
VS
11
ADOPT A SMART DIGITAL STRATEGY
�Why Social Media? � Publicity and Leads � Personal vs. Business � “Look at me” Content isn’t Appealing �Organic + Paid � InBound + Outbound � Social Listening
1212
OUR PHILOSOPHY IS SIMPLE
If you are spending time, effort & money on it, social media should:
SUPPORT STRATEGIC GOALS
BE MEASURABLE
DRIVE YOUR BOTTOM LINE
1313
COMMON SOCIAL MEDIA GOALS
BrandAwareness
Customer Engagement
Increased Thought
Leadership
AttractTalent
LeadGeneration
Crisis Management
Demand Generation
EventSupport
Employee Engagement
Industry Advocacy
15
PRACTICE SOCIAL LISTENING
BRAND AWARENESS
LEAD GENERATION
MARKET RESEARCH / COMPETITIVE INTELLIGENCE
RESEARCH
NETWORKING
THOUGHT LEADERSHIP
2020
DIGITAL MEDIA TRIFECTA EARNED, OWNED & PAID MEDIA
EARNED MEDIA
OWNEDMEDIA
PAIDMEDIA
ADVERTISINGPay Per ClickDisplay AdsRetargetingPaid InfluencersPaid Content Promotion
SEO & Brand Content Drive Earned Media
(Sharing) & Traffic Leverage Owned, Earned & Paid Media for a Comprehensive Marketing Strategy
Gain More Exposure To Web Properties With SEO & PPC
WEB PROPERTIESWebsite
Mobile SiteBlog Site
Social Media Channels
SHARINGMentions
SharesRepostsReviews
2121
HOW DOES TARGETING WORK?
LINKEDINCOMPANY NAMES, INDUSTRY, JOB
TITLE, SENIORITY, GROUPS, ALUMNI
CUSTOM AUDIENCESUPLOAD EMAIL LIST
LOOK-ALIKES
INTERESTS
GEOGRAPHY
DEMOGRAPHICS
KEYWORDS / CONTEXTUAL
COOKIED DATA / BEHAVIOR
RETARGETING
Your estimated target audience.
57,000+ LinkedIn members
How do I target the right audience?
2222
LINKEDIN PAID SPONSORED CONTENT
CPM:~$25-$35per1,000impressions
MonthlyMediaBudget/Reach/Frequency$500Monthly/~15,000/1x-3x
PaidSponsoredContent
COST PER IMPRESSION (CPM):~$25-$35 PER 1,000 IMPRESSIONS
MONTHLY MEDIA BUDGET$500
REACH~15,000
FREQUENCY:1X-3XCPM:~$25-$35per1,000impressions
MonthlyMediaBudget/Reach/Frequency$500Monthly/~15,000/1x-3x
PaidSponsoredContent
2424
LINKEDIN PAID INMAIL TARGETING
Your estimated target audience.
4,000+ LinkedIn members
How do I target the right audience?
CPS:~.75centsDailyMinimumBudget:$1013DailyInMails,~400MonthlyMonthlyMediaBudget:$300
PaidInMailTarge4ng
CPS:~.75centsDailyMinimumBudget:$1013DailyInMails,~400MonthlyMonthlyMediaBudget:$300
PaidInMailTarge4ng
CPS:~.75centsDailyMinimumBudget:$1013DailyInMails,~400MonthlyMonthlyMediaBudget:$300
PaidInMailTarge4ng
CPS:~.75centsDailyMinimumBudget:$1013DailyInMails,~400MonthlyMonthlyMediaBudget:$300
PaidInMailTarge4ng
CPS:~.75centsDailyMinimumBudget:$1013DailyInMails,~400MonthlyMonthlyMediaBudget:$300
PaidInMailTarge4ng
CPS:~.75centsDailyMinimumBudget:$1013DailyInMails,~400MonthlyMonthlyMediaBudget:$300
PaidInMailTarge4ng
CPS:~.75centsDailyMinimumBudget:$1013DailyInMails,~400MonthlyMonthlyMediaBudget:$300
PaidInMailTarge4ng
COST PER SEND:~.75CENTS
DAILY MINIMUM BUDGET: $10, 3 DAILY INMAILS, ~400 MONTHLY
MONTHLY MEDIA BUDGET:$300
2525
LINKEDIN PAID INMAIL TARGETING
COSTPER
SEND:
~.75 CENTS
Your estimated target audience.
11,000+ LinkedIn members
How do I target the right audience?
CPS:~.75cents
PaidInMailTarge4ng CPS:~.75cents
PaidInMailTarge4ng
2626
IN SUMMARY
» Social Media is a tool for digital marketing. » Owners are on Social Media. » LinkedIn is a powerful tool. » Organic is good, paid is better.
CONTINUE THE CONVERSATION!
smartegies.com linkedin.com/company/smartegies-llc twitter.com/smartegies facebook.com/smartegies
SUBSCRIBE TO OUR BLOG
LIKE US ON FACEBOOK
FOLLOW US ON TWITTER
FOLLOW US
JOIN OUR GROUP
CONTINUE THE CONVERSATION!
smartegies.com
linkedin.com/company/smartegies-llc
linkedin.com/groups/6785372 twitter.com/smartegies facebook.com/smartegies