it here - Katie B. Roberts

January 5, 2018 | Author: Anonymous | Category: Arts & Humanities, Communications, Marketing
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Download it here - Katie B. Roberts...

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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

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