Download it here - Katie B. Roberts...
Please feel free to tweet today’s tips! #BWCC #WIB
@KatieBRoberts
Integrating Social Media
into the Sales & Marketing Plan
Katie B. Roberts January 14, 2011
@KatieBRoberts Facebook.com/Katie.B.Roberts Linkedin.com/in/KatieBRoberts KatieBRoberts.wordpress.com
Online Marketing Strategy
Online Marketing Strategy • Social Media cannot stand on its own; piece of bigger plan Online Marketing • Website • SEO/SEM • Email Marketing • Social Media
Face to Face • Trade Shows • Events • Networking
Media & Advertising • Press Release • Print Advertising • Direct Mail • Signage
Online Marketing Strategy
Leverage Social Communities
“If you build it, they will come…”
Does not work here
Leverage Social Communities Ways to attract community members ENGAGE
•Contests •Listen & respond •Humanize
CONTENT •Blogs •White papers •Product specs
GIVE •Coupons •Rewards •Take Action
Leverage Social Communities
Leverage Social Communities • Photo contest on Facebook • RT content and enter to win… • 1st person to tweet “Great seminar on social media, @KatieBRoberts” wins…
[hint]
Leverage Social Communities • Brand / industry sentiment • Become a thought leader • Work to resolve customer issues • Listen for needs of existing & potential customers CASE STUDY:
Exact Target vs. Publicaster
Leverage Social Communities • Honesty • Sincerity • Transparency • Find the “voice” for each community [Skittles] • Ensure others in company know “voice” lingo • Use real photos instead of logos where possible
Leverage Social Communities • Offer exclusive coupons for Facebook Fans • Provide links to lunchtime specials on twitter • Allow access to exclusive content in Linkedin Groups • Specials for checkins & mayors on Foursquare
Promote Social Media Communities
Promote Social Media Communities • Website • Email signature / newsletter • Print collateral • Assets / signage • Business Cards • Twitter directories • Linkedin Profile
Promote Social Media Communities • Facebook “Like” • “Share This” and “Add to Any” • Recent Tweets • Calls to Action • “Read more” in email • Twitter #hashtags
Why people “Like” Facebook Pages 10. Learn more about company (21%) 9. Referred to by a friend (22%) 8. Access to exclusive content (25%) 7. Looking for fun & entertainment (27%) 6. Want information on future sales (30%) 5. Receive updates on future products (33%) 4. Stay informed (34%) 3. Hope to get something free (36%) 2. Show support for brand/product (37%)
1. Receive discounts or coupons (40%)
Attracting Facebook Fans • Be interactive, fun, & helpful • Embed videos • Use Facebook Landing Pages • Facebook Contests (Strutta) • Focus Groups / Testing [True Lemon] • Introduce new products • Virtual Parties [Jeffrey Hayzlett] • Trivia! [AMA Baltimore]
Attracting Twitter Followers • Participate in the dialog – RT, DM, comment
• Follow thought leaders • Use #hashtags • Establish relationships • Announce specials, deals, sales • Share blog articles, white papers, Facebook content • Live event/conference tweeting
Tips to Consider • Identify your tone • Know your audience • Leverage brand ambassadors • Use real-time monitoring tools • Build & use editorial calendar • Point customers to content (Penn Olson) • Use calls to action • QUALITY vs quantity
Tips to Consider
Give ‘em something to talk about…. And share!
Resources • TweetDeck • Klout • Feedburner • Strutta • Add This & Share This • JitterJam & Radian6 • Technorati • Google alerts & Google Analytics • Social mention / Postling
Websites I Follow • Mashable.com • TechCrunch.com • Social Media Examiner.com • Hubstpot.com • Marketing Sherpa.com • ChrisBrogan.com • Harvard Business Review.com • Blue Sky Factory.com • Penn-Olson.com
Contact Info
[email protected]
KatieBRoberts.wordpress.com Twitter.com/KatieBRoberts Linkedin.com/in/KatieBRoberts Facebook.com/Katie.B.Roberts