the rudder group social marketing & services

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SOCIAL MARKETING

The Rudder Group

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The Rudder GroupGrowth Strategies & Mentor Capital

SOCIAL MARKETING INTRODUCTION

While Social Marketing is not the silver bullet that many pundits claim it to be, it is an extremely important & relatively low cost touch point that has a direct impact on sales acquisition and customer satisfaction.

Social Marketing isn’t a fad. It’s a revolution.

The future is a different place, where businesses at all levels will be engaging via social media. The question is who will drive the adoption and who will miss out.

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It’s a New Marketing Era… Think Social

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New Marketing… Go Social

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So Many Choices and Too Little Time

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SOCIAL MEDIA ADOPTION

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Social Media Adoption

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SOCIAL MEDIA ADOPTION- DRIVE BRAND AWARENESS -

SIX ACTIONS MARKETERS CAN TAKE TO UTILIZE SOCIAL MEDIA AS A BRAND BUILDING TOOL IN THE CONNECTED WORLD ARE:

• Articulate – Define your brand’s social identity and communicate it with a compelling and unique voice.

• Connect – Find your best and most likely customers and give them a reason to like or follow you in social channels.

• Engage – Interact with people by making brand communications and content more interesting, personally relevant and participatory.

• Influence – Inspire people to share stories about your brand and make it easy for them to do so.

• Integrate – Build a social element into the brand and product experience across different channels.

• Rejuvenate – Use insights from social channels to continuously monitor your brand’s health and improve the brand experience.

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SOCIAL MEDIA DRIVES BRAND AWARENESS

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SOCIAL MARKETING BENEFITS

Improved Sales

Reduced Marketing Expenses

Grew Business Partnerships

Improved Search Rankings

Generated Leads

Developed Loyal Fans

Provided Marketplace Insight

Increased Traffic

Increased Exposure

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

40%

46%

51%

55%

58%

58%

65%

69%

85%

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• Increases Traffic to Your Website

• Improves your Search Engine Optimisation

• Amplifies Your Message through ‘World Of Mouth’

• Position company brands as thought leaders in your niche

• Communicates and Engages with Your Customers

• Spreads Your Content

• Spreads Your Ideas

• Major Marketing Cost Savings

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Less than 6 months

6 to 12 months

1 to 3 years

More than 3 years

0.0% 22.5% 45.0% 67.5% 90.0%

Strongly Agree Agree

INCREASED WEB TRAFFIC

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Increases Traffic to Your Website = More Sales


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Increases Traffic to Your Website

• Twitter with links drives traffic to special landing pages• Blog with links to website• Facebook with links to landing pages, resources • LinkedIn Optimized with Links and Plugins• YouTube with links back to your website and blog• Inbound links from sites that value, link and embed your

content


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Increases Traffic to Your Website


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Increases Traffic to Your Website from Inbound Links & Tagging

What are Inbound Links?

• Websites, social sites or blogs linking to your website or blog

• The more links the better

• Websites that are ranked high in Google is better

• Google loves links - it gives your site authority


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Improves your Search Engine Optimisation: Found = More Leads = More Sales

SOCIAL MARKETING SOCIAL MARKETING BENEFITS

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Improves your Search Engine Optimisation


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Improves your Search Engine Optimisation

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The Rudder GroupGrowth Strategies & Mentor Capital20‹#›

Amplifies Your Message through ‘World Of Mouth’


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Amplifies Your Message through ‘World Of Mouth’

Example From One Post…

• Facebook: 176 Facebook Shares Multiplied by 200 Friends on each site - Sub-Total 35,200

• Twitter: 308 Tweets Multiplied by 500 followers per Twitter account - Sub-Total 154,000

• Potential Audience Reach (Impressions): Total 189,200


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Communicates & Engages with You Prospects & Customers

• Facebook: Updates, Comments, Messages, Competitions

• Twitter: ReTweets, Comments, Direct Messages, Links

• Blogs: Comments, Polls, Votes

• LinkedIn: Messages, Updates, Q&A

• YouTube: Comments, subscribe


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Spreads Your Content & Messaging

Your Message

SEO

Email

White Papers

Social Media

WebinarsPod Casting

Online Video

Comment Marketing

Blogs

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Social Marketing Benefits

Spreads Your Content & Messaging

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A Lot Less Expensive Than Traditional Marketing

More Leads For Less Budget

Average Social Marketing Costs 61% Less Per Lead Than Traditional, Outbound Marketing.

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A Lot Less Expensive Than Traditional Marketing

More Leads For Less Budget

Average cost/lead for outbound Marketing: $346

Average cost/lead for inbound marketing: $135

Leads from inbound links are 5x more likely to close in sales than outbound leads

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PRIMARY B2B SOCIAL MEDIA CHANNELS

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MOST USED SOCIAL MEDIA TOOLS

Daily Deals

Geo-location

Social bookmarking/news sites

Forums

Photo sharing sites

Google+

YouTube or other video

Blogs

Linked In

Twitter

Facebook

6%14%16%

19%21%

40%57%

61%73%

82%92%

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SOCIAL MEDIA CHANNELS

Why Linkedin?

The social network business people may be most familiar with is LinkedIn. This network of over 150 million business users is a major player in the lead generation game (especially for B2B companies).

• Over 150 Million professionals are members worldwide

• Great for networking professionally

• Positioning your company and managers as an expert and thought leader in its niche

• Especially valuable for technical sales

• Integrate your other sites including company, blog and Facebook

• Average income of LinkedIn member is over $130,000

• Think of it as a business cocktail party

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Why Twitter?

Twitter is a social network on which people share 140-character mess sages. Users “follow” or subscribe to each other’s updates and can receive messages via multiple technology devices, including desktop computers, smart phones, and text messages.

• Communicate quickly and virally• Distribute and promote your content• Target geographically • Target by user type through directories• Connecting to peers and opportunities• Simple to use• Wide range of tools• Promoting Facebook, Blogs, Websites • Real time search• Over 180 Million visitors a month• Can be automated

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TWITTER EXAMPLES

Use Your Background To List Key Features/Services of Your Product

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Why Blog?

• Position you company as a thought leader in your niche• Establishes authority• Google likes fresh unique content • Drives inbound links, improving SEO• Talk in the language of your audience • Easy to use• Great for branding and messaging

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BUSINESS BLOGGING

40%of B2B

companies use blogs for

marketing

55%More website

visitors.

67%More

leads/month than those who

don’t blog.

Blogging nets highest ROI out of social media

channels

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BUSINESS BLOGGING

• Nearly 40% of US companies use blogs for marketing purposes

• Companies that blog have 55% more website visitors

• B2B companies that blog get 67% more leads/month than those who don’t blog

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Why Facebook?With more than 800 million monthly active users, Facebook has become the major player in the social media industry. From a marketing perspective, Facebook serves as a powerful platform for building a community of advocates and in- creasing word-of-mouth marketing.

• Growing at over 600,000 users per day with over 800 million users

• Broad demographics• Gen Y uses it extensively• Generating fans spreading your unique content, blogs, videos• Pages and Groups for companies• Multi-media rich• Easy to use• Think of it as the backyard barbeque


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FACEBOOK EXAMPLES

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Why YouTube and Online Video?

• Second largest search engine in the world• 10 times easier to rank higher in organic search• Important if you are connecting to “Gen Y”• Capable of becoming viral• Video reviews for products increases conversion 6 - 30%• Free• Easy to use

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MONITORING SOCIAL MEDIA

• Google Alertsset up multiple Google Alerts for your company, brand, products, leaders, industry terms, etc. The alerts will get delivered directly to your email inbox at the frequency you indicate (e.g., daily or as they happen) and they are a great way to track mentions of your brand and relevant keywords on the web.

• HubSpotHubSpot’s social media monitoring tool enables you to set up filters in the key so-cial media networks and track conversations relevant to your brand and industry.

• HootSuiteUsing a tool like HootSuite allows you to save keyword searches as a live stream so you won’t miss out on what’s being said about your brand, your industry and your products.

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INTEGRATED MARKETING

Search – Display - Social

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SOCIAL MARKETING TRENDS

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SOCIAL MEDIA TRENDS

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ENGAGEMENT PEAKS

Business & Finance Industry

Most posts are published Monday – Friday but engagement rates don’t spike until Wednesday and Thursday, dropping again sharply on Friday – Tuesday.

Look to post on Wednesday & Thursday, when engagement rates are highest.

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KEYWORDS

What is a Keyword? A keyword is a word or phrase that a person uses to gather information on a topic online. People can enter keywords into search engines like Google and Bing or social media sites like Facebook, Twitter, and LinkedIn.

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Why Build A Keyword Strategy

• Increase your chances of getting found by customers searching with those keywords, which will drive more and better quality traffic to your business website.

• There are ways to determine the popularity and competitiveness of certain keywords.

• You can also test and analyze how effective different keywords are in drawing visitors to your site.

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Optimize Your Site

What You Should Know About SEO

• On-Page SEOHow well your website’s content is presented to search engines. This can often be improved immediately.

• Off-Page SEOSite’s overall “authority” on the web, which is determined by what other websites say about your site. This can take time to improve.

Even though on-page SEO accounts for only about 25% of how search engines score and rank your website, it’s worth tackling first since it can be improved quickly.

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Optimize Your Site

• Set Up MobIle Redirect

Create an entirely different version of your website that is targeted for mobile

viewers, and set up a mobile redirect. (most likely, your web hosting service will

be able to build a browser redirect feature into your website.) Through this

feature, a line of code is placed on your website’s homepage to determine the

size of a visitor’s browser screen. based on each screen’s size, the visitor is either

directed to the mobile site, or they stay put.

• Use MobIle CSS

In addition to the redirect option, you can use mobile css to make your website

mobile-friendly. the css basically allows you to change the way your web site is

organized and displayed just on mobile devices.

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Methods For Site Optimization

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CRITICAL ELEMENTS TO OPTIMIZE FOR MOBILE

• Emails

• Call-T-Action & Landing Pages

• Downloads

• Video

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METRICS TO TRACK & REPORT ON

• Marketing Grade• Traffic• Leads• Customers• Traffic, Leads & Sales By Keywords• Customer Acquisition Costs• New vs Repeat Visitors• Effectiveness by Channel

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SOCIAL MARKETING CONCLUSION

• Customers share, read and engage more with content when it is surfaced through people they know and trust

• Buyers are changing

• Social Marketing is turning brand awareness into brand preference and ultimately into leads and revenue

• It’s about creating interesting and informative content optimized and distributed so it can be found by and engage the prospective buyers and existing customers

• Many customers correlate high organic search rankings with trust and brand leadership

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SOCIAL MARKETING

The Bottom Line:

Social Marketing Influences Customer Acquisition, Customer Satisfaction & Customer Retention…

It’s Time To Go Social!

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SOCIAL MARKETING SERVICES

The Rudder Group

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TACTICAL GO-TO-MARKET STRATEGY & EXECUTION

THE RUDDER GROUP SERVICES

Market Velocity

Demand Generation

Channel Outreach

Analyst & Media

• Positioning, Branding and Messaging

• Demand Generation Programs

• Digital Media & Social Marketing

• Product Launch

• Product Marketing

• Lead Generation Campaigns

• Website Development & Content Creation

• Collateral & Sales Tool Development

• Webinars

• Public Relations (Industry Publications, Media & Analysts)

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THE RUDDER GROUP SOCIAL MARKETING SERVICES

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INTEGRATED MARKETING PLAN


Social Media Awareness Campaigns

Customer Acquisition

Conversion Metrics

• Social Media

• Email

• Blog

• Whitepapers

• Podcast

• Webinars

• Website & Landing Pages

• SEO

• Online Video

• Content Development

• Lead Nurturing

• Video Interviews

• Subject Matter Expert Commentary

• Listening Posts

• Website Traffic

• Local & Paid Search

• Call To Action

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Your Message

SEO

Email

White Papers

Social Media

WebinarsPod Casting

Online Video

Comment Marketing

Blogs


INTEGRATED MARKETING PLAN

the rudder group social marketing & services

Business

rudder group20

social marketing isnt

social channels

social sites

social element

brands social identity

reduced marketing expenses

links drives traffic