Develop a social media marketing roadmap for your organization plus tips on blog marketing and Twitter from TopRank Online Marketing CEO Lee Odden.
Presentation from ClickZ OMS event in Minneapolis 2009.
34. Starting with social tactics spells disaster Social mediaputs buyers, not marketers, in control “Build it, they will come” seldom works Social Media tool choices are secondary — start with audience first Forrester Research “Using Buyer Social Behavior To Boost B2B Social Media Success”
35. Start with a destination & direction. Get to know the terrain and tools.
36. Technology and platforms that facilitate: Conversations Connections Sharing Influence Customer Relationships Opportunity to listen, engage & be useful What Social Media IS
37. Direct marketing Controllable A campaign Easy to measure (in the same old ways) Social Media is Not Just Another Place to Publish Advertising What Social Media IS NOT
38. The first step in a social media engagement is listening.
39. Insights on what customers are saying about your brands, company, products and executives Gather information for profiling customers on the social web Identify influentials Competitive research Keyword research for social media optimization Measure effects of blogger outreach & social media marketing efforts Why Listen?
40. What to Monitor? Brands Products Company Business Units Executives Thought leaders Competitors Include sentiment: “sucks” “scam” “kudos”
41. Types of Content to Monitor News Blogs Social Tags Forums Twitter Comments Video MSM
42. Types of Monitoring Tools Data Aggregation blogpulse.com trackur.com Source Data Data Analysis radian6.com techrigy.com search.twitter.com blogsearch.google.com
45. Social Media Best Practices Create a strategy Match metrics to objectives Commit resources & time Welcome participation, feedback, co-creation Be transparent with intentions & identity Understand you do not control the message “Give to get”
46. Social Media Worst Practices Being fake – in any way Not listening Being pushy, salesy Oblivious to formal & unwritten social rules Expect traditional marketing outcomes Using social media solely as a dumping ground for traditional ads
78. Content management system Search engine friendly Opens doors to blogging community Creates opportunity for customer dialog Capture customer feedback, crowdsource ideas Conversational publishing channel Enables additional distribution via RSS Facilitates both Push and Pull content interaction Facts About Blogging
93. Blog Content & Logistics Align blog goals with content strategy Identify blog champ & authors Define topics & categories Create a blogging calendar Establish blogging policies Establish rules of engagement Forecast time to manage comments Forecast time to: research, write and promote
102. Top 10 Uses of Twitter Sharing links Network prospecting Reinforcing relationships Promotion Re-post blog content Personal updates Crowdsourcing Group communication Microblogging events Pitching journalists
115. Next Steps Considerations: Who needs to “buy in” to get it started? Who will “own” it? At what level will you engage? Corporate vs product How will you work with community relations, monitoring, responding? How much should you spend?
116. Next Steps Listen First Set Goals Make a Plan Get Help
117. Contact: Lee Odden, CEO TopRankMarketing.com Twitter: @leeodden lee@toprankmarketing.com 1-877-872-6628 Thank you TopRankBlog.com
Learn about social media, tools and business impact:
Worst practices
Young & Free Alberta by Common Wealth Credit Union. A credit union in Alberta started a campaign to generate more young customers. They conducted a contest to find a young spokesperson, who then used a blog, YouTube, and Facebook to connect with other young people in Alberta. Result: 2 million impressions, 2,300 new accounts, and $4 million Canadian in new deposits.
Young & Free Alberta by Common Wealth Credit Union. A credit union in Alberta started a campaign to generate more young customers. They conducted a contest to find a young spokesperson, who then used a blog, YouTube, and Facebook to connect with other young people in Alberta. Result: 2 million impressions, 2,300 new accounts, and $4 million Canadian in new deposits.
Modeled after the Forrester POST Method of developing a social media strategy
Modeled after the Forrester POST Method of developing a social media strategy
Modeled after the Forrester POST Method of developing a social media strategy
Modeled after the Forrester POST Method of developing a social media strategy
Modeled after the Forrester POST Method of developing a social media strategy
build this out as the workshop flows, show this slide as the workshop progresses
http://checkoutblog.com/
Add a flowchart to compliment
Twitter serves as status update & point of contact for offline/online networking 140 character or less ensures quick digestion Able to monitor via keywords/brand name to respond to any questions/concerns immediately Posting links is a great opportunity for promotions Brand Management opportunities
Twitter serves as status update & point of contact for offline/online networking 140 character or less ensures quick digestion Able to monitor via keywords/brand name to respond to any questions/concerns immediately Posting links is a great opportunity for promotions Brand Management opportunities