digital leverage: social media strategies for business

44
Digital Leverage: Social Media Strategies for Business Presented by: Tom Jackson, Sale Fish Marketing

Upload: risa-sargent

Post on 01-Jan-2016

30 views

Category:

Documents


3 download

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 Presentation

TRANSCRIPT

Page 2: Digital Leverage:  Social Media Strategies for Business

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

Page 5: Digital Leverage:  Social Media Strategies for Business

Web versus Internet

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

Prince: Web is Dead

Page 6: Digital Leverage:  Social Media Strategies for Business

Web is Dead, Long Live the Internet

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

Web23%

Internet77%

Page 7: Digital Leverage:  Social Media Strategies for Business

The Search Page

Natural Search Results

Paid Search ResultsSearch Term

Page 8: Digital Leverage:  Social Media Strategies for Business

Web Page- SEO

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

Page 9: Digital Leverage:  Social Media Strategies for Business

Web Page - SEOWhat is the ROI?

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

Page 10: Digital Leverage:  Social Media Strategies for Business

Web Page

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

Is it Google.org ???

Page 11: Digital Leverage:  Social Media Strategies for Business

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

Page 13: Digital Leverage:  Social Media Strategies for Business

Digital Brand

Websites = CompaniesKeywords are Product focusedResource: Google Adwords

Social Media = PeopleKeywords are skill focusedResource: ?

Page 14: Digital Leverage:  Social Media Strategies for Business

Social Media for Business

Brand Leadership

Thought Leadership

Page 15: Digital Leverage:  Social Media Strategies for Business

Secret of SMO

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

Relevancy and Consistency

Page 16: Digital Leverage:  Social Media Strategies for Business

What People Think of Social Media

Page 17: Digital Leverage:  Social Media Strategies for Business

Punching Through the Noise

To get ‘heard’ think Baseball game

Page 19: Digital Leverage:  Social Media Strategies for Business

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

Page 20: Digital Leverage:  Social Media Strategies for Business

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

Page 21: Digital Leverage:  Social Media Strategies for Business

Let’s try ‘IT’ instead of Information Technology

Now you are 1 of 1,000,000

Digital Brand - LinkedIn

1.1Million

Page 22: Digital Leverage:  Social Media Strategies for Business

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

Page 23: Digital Leverage:  Social Media Strategies for Business

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

Page 24: Digital Leverage:  Social Media Strategies for Business

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

Page 25: Digital Leverage:  Social Media Strategies for Business

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

Page 26: Digital Leverage:  Social Media Strategies for Business

Putting the Pieces Together

Page 27: Digital Leverage:  Social Media Strategies for Business

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)

Page 28: Digital Leverage:  Social Media Strategies for 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

Page 29: Digital Leverage:  Social Media Strategies for Business

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

Page 30: Digital Leverage:  Social Media Strategies for Business

Social Media – “the numbers game”

Somewhere betweenMetcalfe’s Law

20 People190 Connections

500 People124,730 Connections

Page 32: Digital Leverage:  Social Media Strategies for Business

Social Marketing Strategy – Twitter

Page 33: Digital Leverage:  Social Media Strategies for Business

Twitter Jump Start – News Reader

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

Page 34: Digital Leverage:  Social Media Strategies for Business

Social Marketing Content Strategy

ContentDepth

Frequency of Interaction

Website

Email Marketing

High

HighLow

Low

Page 36: Digital Leverage:  Social Media Strategies for Business

Social Marketing is all about TRUST

InformEntertainInteractConvertInformEntertainInteractConvertInformEntertainInteractConvert

InformEntertainInteractFootball scoreInformEntertainInteractGreat movieInformEntertainHeard this jokeConvert

Page 37: Digital Leverage:  Social Media Strategies for Business

Leveraging Social Media & Your Website

Social Media Attracts and Drives Web Traffic

Page 38: Digital Leverage:  Social Media Strategies for Business

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

Page 39: Digital Leverage:  Social Media Strategies for Business

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

Page 40: Digital Leverage:  Social Media Strategies for Business

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

Page 41: Digital Leverage:  Social Media Strategies for Business

Marketing Traps

Page 42: Digital Leverage:  Social Media Strategies for Business

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

Page 43: Digital Leverage:  Social Media Strategies for Business

Questions

Page 44: Digital Leverage:  Social Media Strategies for Business

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

(10-2010)

Digital Leverage: Social Media Strategies for Business