digital leverage: social media strategies for business
DESCRIPTION
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 who like and do similar things that you like and do A place to have a CONVERSATION with colleagues, - PowerPoint PPT PresentationTRANSCRIPT
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