digital leverage: social media strategies for business

Digital Leverage: Social Media Strategies for Business

Presented by: Tom Jackson, Sale Fish Marketing

What is Social Media Marketing

An ONLINE COMMUNITY shared with people wholike and do similar things that you like and do

A place to have a CONVERSATION with colleagues,fellow consumers, and customers

A place where people GIVE and GET informationabout things that interest them

Social Media is simply people COMMUNICATINGthrough new technologies

Traditional Marketing

SisyphusSisyphusGreek God of Marketing

TV Ads eMail Blasts

Direct Mail

TelemarketingTradeshows

Why Social Media

TV Ads

eMail Blasts

Direct Mail

Telemarketing Tradeshows

Web versus Internet

Google ”only .004% on content is indexed” Google’s #1 Fear…Social Media

Prince: Web is Dead

Web is Dead, Long Live the Internet

http://www.wired.com/magazine/2010/08/ff_webrip/all/1

Web23%

Internet77%

The Search Page

Natural Search Results

Paid Search ResultsSearch Term

Web Page- SEO

“Banner Blindness”, People do not focus on the paid ads.

Web Page - SEOWhat is the ROI?

•Paid links have little activity•Inorganic links have about 50%•Organic links have the remaining 50%

Web Page

Google bought Urchin ‘05 for $30MM(aka Google Analytics) Now Free?

Is it Google.org ???

SEO Optimization June 8th 2010

=

NEW! Ranking Triad

Paid traffic is EXPENSIVE- ad budgets are shifting

Paid traffic is HARD- Goolge “slaps”, quality, increased competition

Paid traffic is declining…rapidly

Key to Social Media Optimization (SMO)

1: Do Not be Unique2: Be Consistent3: Be Relevant

Digital Brand

Websites = CompaniesKeywords are Product focusedResource: Google Adwords

Social Media = PeopleKeywords are skill focusedResource: ?

Social Media for Business

Brand Leadership

Thought Leadership

Secret of SMO

What is it You and your Company do?Who are the Clients you are Targeting?

Relevancy and Consistency

What People Think of Social Media

Punching Through the Noise

To get ‘heard’ think Baseball game

Digital Branding – Branding Digitally

What do these three items have in common?

Start with your business card.What is your Job Title?What is your Name?

Digital Brand - LinkedIn

Acme TechnologyDallas, TX

Bob SmithSenior Account ExecutiveSolutions Analyst

Information TechnologyAccount Executive=Products: Software / Hardware

Using LinkedIn's Advanced Search page. Find your relevant job title(s). As an example type in ‘Information Technology’.

What is another word for Information Technology?

Digital Brand - LinkedIn

100,000

Let’s try ‘IT’ instead of Information Technology

Now you are 1 of 1,000,000

Digital Brand - LinkedIn

1.1Million

Type in your title ‘Account Executive’

Account Executive may be what your company calls you.What does your spouse, neighbors or friends say you do??

Digital Brand - LinkedIn

620,000

How about ‘Sales’

However, who is really looking to hire a….- IT Person?-Sales Person?-Project Manager?-Engineer?

Nobody!

Digital Brand - LinkedIn

3.7 Million

Take IT (>1M) plus Sales (>3M) you get…..

You become 1 IN a 1,000,000 by utilizing Key Skill Title Combinations.

People are looking for IT SALES

IT SALES with 34,250Digital Brand - LinkedIn

Search Engine - Matrix

TIP:Think word re-use. More search terms with fewer characters

Business DevelopmentSales Operations

Strategic MarketingEngineer

Strategic SalesBusiness Operations

Sales Engineer

Targeted Titles

Matrix Titles

Putting the Pieces Together

Social Media Image

Separate Business and Pleasure

Linked should always be Professional

Facebook (personal) now has Fan Pages (business)

Twitter have Multi ‘usernames’ (personal / business)

Social MediaALL Social Media sites share a common thread….

1: Your Name- Thomas not Tom

2: Your Brand - Your LinkedIn ‘Headline’

3: Your Email - One you are using

Facebook: >500 Million users- 50% of users log in daily- If Facebook were a country – would be 3rd largest- People spend 500 Billion minutes per month on Facebook

Twitter: >100 Million users- Adding 300K users per day- >75% of Twitter traffic comes from external sites- >600 Million search request per day

LinkedIn: >75 Million users- 60% High Income users, $100K +- Incomes of $200K to $300K are 7X more likely to

have over 150 connections- Traffic Up 323% in one year

Social Media

Social Media – “the numbers game”

Somewhere betweenMetcalfe’s Law

20 People190 Connections

500 People124,730 Connections

Social Marketing – LinkedIn

Imbed

EmployeesOf the

Company

LinkedInConnections

Link

LinkedInUpdates

Company’sSocial Media

Sites

These are people you “know”This is your referral network

Referral Strategy

Social Marketing Strategy – Twitter

Twitter Jump Start – News Reader

Scan the ‘Headline’ and RE-Tweet what you like and what is consistent with your message.

Social Marketing Content Strategy

ContentDepth

Frequency of Interaction

Website

Email Marketing

High

HighLow

Low

Social Marketing Content

ContentGeneration

ContentDistribution

Social Marketing is all about TRUST

InformEntertainInteractConvertInformEntertainInteractConvertInformEntertainInteractConvert

InformEntertainInteractFootball scoreInformEntertainInteractGreat movieInformEntertainHeard this jokeConvert

Leveraging Social Media & Your Website

Social Media Attracts and Drives Web Traffic

Leverage Your Digital AssetsWebpage is critical

- You own it- ‘Engage’ - Landing Page

Content already exists- Newsletters- Collateral, Brochures

Outbound marketing grows- Inbound traffic data - CRM

‘ROE’ Return on Engagements

What does Social Media Cost?

Social Media is as Free as a Puppy…..• You must care for it daily• You must feed it daily• You sometimes have to clean up after it

10 Social Media Traps1. Set up ALL social media under company email

2. Define a Social Media guidelines with HR

3. Outline what is appropriate to say via Social Media

4. Assign who can use Social Media

5. You will attract some ‘bad press’, respond accordingly

6. Once you start do not stop

7. Filtering out followers

8. Setting security too high

9. Replacing other forms of marketing with Social Media

10. Trying to sell

Marketing Traps

Define Digital BrandSocial Media PlumbingStart Publishing, Build Up a Body of WorkEducate, InformTiming: <1 month

Continue Publishing & RecyclingComment on Industry BlogsGrow Followers………….Educate, InformTiming: <3 months

Continue Publishing and GrowingEngageEducate, InformEngageEducate, Inform

Social Marketing 3 Step Approach

To be ‘Followed’ you must ‘Lead’Define your ‘Digital Brand’ - Simple relevant and consistent message - Simple single search term (SST) - Simple theme: Educate, Inform, Engage

Questions

By Tom JacksonSale Fish Marketing972.740.7367Tom@SaleFishMarketing.comwww.SaleFishMarketing.comwww.linkedin.com/in/thomasjacksonjr

(10-2010)

Digital Leverage: Social Media Strategies for Business