social media: fitting social media into your marketing mix
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Powered by Cirrus ABS and Element Three
DISCOVERELEMENTTHREE.COM & CIRRUSABS.COM
FITTING SOCIAL MEDIA INTO YOUR MARKETING MIX AND MAKING IT WORK…
May 18th, 2011
Powered by Cirrus ABS and Element Three
kevinmullett.comtwitter.com/kmullettfacebook.com/kevinmullettlinkedin.com/in/kevinmullettjust google “kevin mullett”
director of product development
Fitting Social Media Into Your Marketing Mix
// NEW AS PERCEPTION OR REALITY?
increased adoption or proliferation does not mean new. the tools and nomenclature are new but "social media“, websites, and blogging is not.
@kmullett // #IndySoMe
// THE “SOCIAL THREE”
social media
take the social out of it and it is good old fashion media social networking
business and personal networking, just online social marketing
marketing by any other name would spend as sweet
@kmullett // #IndySoMe
// SOCIAL MEDIA = TOOLS
@kmullett // #IndySoMe
// SOCIAL NETWORKING = VISIBILITY
@kmullett // #IndySoMe
// SOCIAL MARKETING = APPLICATION
@kmullett // #IndySoMe
// ARE YOU VERIFYING CLAIMS?
there is a lot of misinformation, speculation, opinion and hype being spread. online marketing is arguably changing faster than medicine or law yet who do you seek advice from?
@kmullett // #IndySoMe
// VISIBILITY VIA PREFERRED MEDIA
@kmullett // #IndySoMe
Facebook statistics via socialbakers.com
preferred media not singular media specialty and niche social services are you talking WITH your audience
where they are
// BUT…MY PRIVACY!
formerly found on street corners were you unlisted? who did we do business with 30 years ago?
@kmullett // #IndySoMe
// THERE IS NO “TRYING” IN SOCIAL MEDIA
social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.
@kmullett // #IndySoMe
// WHAT’S THE CASE FOR MY BUSINESS?
social media can help with winning new business enhancing customer experience participating in a conversation already occurring providing offers and notifications quickly and
inexpensively
@kmullett // #IndySoMe
// FOR MY BUSINESS CONTINUED…
what else can it do? disseminating press releases and information managing brand/identity reputation industry awareness and participation promoting knowledge experts keep tabs on the competition
@kmullett // #IndySoMe
// WHO WINS THE INTENT TO ACTION WAR?
tv dm (direct mail)
radio newspaper print (brochures/ads)
email marketing social SEO search marketing tradeshows sponsorships (nascar etc.)
yellow pages (not shown)
@kmullett // #IndySoMe
// PRIORITIZE YOUR MARKETING EFFORTS
no marketing media channel has 100% eyeballs or is 100% effective. prioritize based on goals, resources, and business objectives.
@kmullett // #IndySoMe
// ARE YOU FOR OR AGAINST IT?
wait!
are you for social
media or against it?
@kmullett // #IndySoMe
// SOCIAL MEDIA, DO YOU OWN IT?
@kmullett // #IndySoMe
Ars Technica (suggested copyright infringement?) Jonathan Rivera’s page with 47’000 fans (vanity url) are you relying on free services?
// DOES SOCIAL MEDIA WORK? opportunity visibility (2 audiences)
traffic top of mind likeability expertise
@kmullett // #IndySoMe
// WHY DON’T THEY “LIKE” US?
@kmullett // #IndySoMe
are we clear with our message? is design or action most important? what is our call to action? what is in it for them?
// ALMOST #WINNING?
@kmullett // #IndySoMe
ugly but descriptive i know who they are what they want me to do is clear i’ll be rewarded
// ACTION 1
@kmullett // #IndySoMe
claim LBS listings tweak name, address, phone to match always
// ACTION 2
success is in the details make signage educate EVERYONE
@kmullett // #IndySoMe
// THINK YOU CAN IGNORE SOCIAL MEDIA?
business who are still trying to avoid social media or who are being overly selective may not be getting the entire picture. less discussed are the SEO, visibility, and traffic value that social media can provide.
@kmullett // #IndySoMe
// SOCIAL IS NOW IN SERPS
@kmullett // #IndySoMe
how will it change social participation? how will it change where we click on a SERP page?
- flickr, friendfeed, gmail, facebook, buzz, reader, google
// WHAT IS GOOGLE +1?google +1 (date?) not rolled out to all yet in search results and adds on sites ala “like” button google experimental search
@kmullett // #IndySoMe
// WHAT IF YOU COULD BE MORE VISIBLE?
use these to be more visible!
100’s
more?
@kmullett // #IndySoMe
// BUT WHERE IS THE ROI? VALUE?
if you run an ice cream truck and a child drops an ice cream cone what do you do? where is the return on investment?
@kmullett // #IndySoMe
// ACTION 3 develop your elevator pitch optimize your “what we do” paragraph
then adapt it to fit in various profile areas. (160 characters in twitter for example)
photos for personal accounts, logos for businesses(generally speaking. in some instances you want to use photos)
@kmullett // #IndySoMe
// ACTION 4grab your brand mass id check with namechk.com
@kmullett // #IndySoMe
// CONNECTIONS ARE STARTING POINTS
who enjoys a pushy sales person? spammy-ness & tricks require churn. what is your comfort level? wiifm?
@kmullett // #IndySoMe
// BUT NOBODY COMMENTS OR CONVERSES?
How many of you who desire comments and amplification take the time to provide it?
@kmullett // #IndySoMe
// ACTION 5centralize & promote your brand id’s mass id listing (like dandyid.org) email signitures (like retaggr.com)
@kmullett // #IndySoMe
// ACTION 6network your brand join groups/add events on ning.com & linkedin.com
@kmullett // #IndySoMe
// SOCIAL ACTIVITY OPTIMIZATION
optimize your efforts schedule activity during peak times use tools for consolidation, tracking, & alerts
@kmullett // #IndySoMe
// SOCIAL TEAM OPTIMIZATION
further optimize by delegating responsibility & automate (w/caution) monitor keywords, brands, hashtags (twitter) create and follow an editorial calendar
@kmullett // #IndySoMe
// I’VE NOTHING TO SAY & NO ONE CARES
we hear it all the time. i don’t have anything to say & no one
would care anyway. how do i attract followers / fans.
friendly & upbeat avoid sensitive issues be helpful (H.E.L.P) listen first engaging & funny
@kmullett // #IndySoMe
// ACTION 7
posting tips use keywords & keyword phrases sparingly keywords should be relevant to subject avoid spammy words
make money, MLM, work from home, get rich…unless that is what you do!
avoid hyperbole look informative appear conversational
@kmullett // #IndySoMe
// WHERE ARE YOU SENDING THEM?
@kmullett // #IndySoMe
what is your goal? will your social profile(s) or website support conversion best which are they more likely to visit daily, amplify message from are you sending them to just another link
// ACTION 8A
facebook pages or groups? old groups are going away profiles are for people to merge or not to merge place with community http://www.facebook.com/pages/create.php
or on the right side look for
@kmullett // #IndySoMe
// ACTION 8B
select the category & follow the steps now complete your profile & promote it once you get 25 followers get your vanity URL
@kmullett // #IndySoMe
// MAKE IT EASY FOR OTHERS TO AMPLIFY
@kmullett // #IndySoMe
help those who want to tell others visible to their friends timeline (a recommendation) each service has unique ways to do it with benefits get your geek involved
// IT’S AS MEASURABLE OR MORE SO…
if talking to me about defining ROI of social media you best be prepared with examples from your other marketing efforts.
@kmullett // #IndySoMe
// ACTION 9
@kmullett // #IndySoMe
setup a bit.ly URL shortener account(i know of over 30 other url-shorteners, but bit.ly is trusted & widely used)
// ACTION 10
http://www.facebook.com/advertising
or click
@kmullett // #IndySoMe
// ACTION 11
setup google profiles for you & your businessgoogle.com/profiles
@kmullett // #IndySoMe
// ACTION 12article awareness, distributing RSS social visibility
@kmullett // #IndySoMe
tell potential visitors
and the search
engines you have
new content
// MEASURING THE RIGHT THINGS
is this the right kind of measurement?
@kmullett // #IndySoMe
// SOCIAL ANALYTICS & MEASUREMENT
am i popular and important yet?
@kmullett // #IndySoMe
// HOW GRANULAR DO WE NEED TO GET?
@kmullett // #IndySoMe
trends, cause, effect, abnormalities…did it work?
// DON’T LOOK AT “THE SCORE”
People constantly talk about 'the score'. The score isn't where it is at. Look at the metrics. Good, do again. Bad, change.
@kmullett // #IndySoMe
// WHAT HAPPENED? CLUES? TRENDS?
@kmullett // #IndySoMe
measuring brand visibility, engagement, reach…
// WHAT HAPPENED? CLUES? TRENDS?
@kmullett // #IndySoMe
can we find successes and failures in here?
// ACTION 13 check google analytics or server logs for:
bounce rates, time on site, pages visited, conversion pages, confirmation pages (setup advanced filters & funnels)
monitor contacts, calls, lead sources rank checker: firefox add-on bit.ly analytics
@kmullett // #IndySoMe
// GOOD, BETTER, BEST APPROACH
be willing to pay professionals
for assistance & advice.
• good = know where your competition is, start there, start small, but start
• better = watch alerts & filters, hashtags jump in when you can offer help
• best = be an active & responsive participant with custom posts
@kmullett // #IndySoMe
// REMEMBER TO H.E.L.P.
HELP = Humanize message, Encourage conversation, Listen first, Promote Less.
@kmullett // #IndySoMe
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