How Social Media Works for the Channel

By John Foley, Jr.CEO, Grow Sociallyand interlinkONE

First… THANK YOU!

• For Being Here!

• For Being Willing to Learn and Engage!

• For Liking My Boston Accent!

Today’s Overview

• Brief Introduction

• The Marketing Landscape

• How You Can Find Social Media Success

• Final Thoughts and Questions

Brief Introduction

• Grow Socially, Inc. – Online Marketing/Social Media– Website Design & Hosting– Email Marketing– Booth 1072

• interlinkONE– Enterprise Marketing

Management Software– Plan, build, manage, execute

and measure all activities– Booth 1071

Intro: John Foley, Jr.

I love Mar(H)keting!

Accolades• Jetsetter Status on FourSquare

• Ranked #16 as a Top CMO on Twitter in 2012

• 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category

• One of the 50 most influential people in Sales Lead Management by SLMA in 2012

Printers - Business Transformation

Mailers, Fulfillment Providers- Business Transformation

All Businesses- UntetheredMarketing

The Books

The Marketing Landscape

Communications Today

• “Kitchen Table Effect”

• Generational Differences

Online Marketing Statistics

NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556and http://searchengineland.com

400 Million Tweets Sent Per Day

72+ Hours of Video Uploaded every minute

170 million users

12 million users… and it’s addictive!

80 million users… and sold for $1 billion!

955 Million Users on Facebook

But Wait!!!

• All of the statistics and charts in the world do not really mean anything unless you can turn them into business.

• Social media success startshere ---> Understand Inbound Marketing.

Inbound Marketingis a Game-Changer!

http://en.wikipedia.org/wiki/Inbound_marketing

“Inbound marketing is a strategy that focuses on attracting prospective customers by offering useful information.”

Social media is a huge part of inbound marketing!

Content: Essential to Inbound/Social Efforts

Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/

When Done Right, These Efforts Drive INQUIRIES!

Questions or Comments?Phone 1.800.948.0113Email Support@GrowSocially.com

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email Support@GrowSocially.com

Copyright © 2012 Grow Socially, Inc. All Rights Reserved.

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Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersOffersEmailsPollsBlogs

Landing Pages

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Action – Publish – Engage–Converse – Share

Stories, Information, Social Media posts Blogging Analytics

Content Management SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified and Budgeted

Buyers

Let’s Get the Big QuestionOut of the Way:

• Can social media and inbound marketing actually work for Channel Sales?

• The answer is YES – Here are three reasons why that’s true…

Reason #1

• Social media works best when people connect directly around topics they are passionate about.

… Channel Relationships are often on focused on specific areas. People are often passionately looking for answers & solutions about those items.

Reason #2

• Social Media communities thrive around joint-learning versus overt sales pitches.

… Channel partners have insight. They also have an independence that provides both authority and authenticity.

Reason #3

• Social Media success is often connected to positioning oneself as a thought-leader.

…Channel partners know their niche and know their clients! They can deliver the right information at the right time.

Example:• “VMware sees a huge opportunity with social

networks. Our partners know better than anyone the substantial savings end-users get from leveraging VMware’s offerings, so the more they are out talking about the success they’ve had and answering people’s questions, the better it is for everyone.”

Lisa Caratozzolo,Partner Communications Manager, VMWare

How This Process Can Work• Content is provided to

channel partners on an ongoing basis (some created by partner).

• Partners push content to their social networks, as if they had written it themselves.

• Partners follow up on the discussions that ensue.

Image Credit:http://socialmediab2b.com/2012/02/b2b-social-media-channel-partners/

How YOU Can Find Social Media Success

Social Media Provides Opportunities For:

• Community Building & Relationships

• Conversation

• Networking

• Marketing

• Customer Service

• Delivering Immediate Information

Steps to Social Media Success

• Create a Strategy (PLAN)

• EXECUTE

• Measure

Remember Execution TRUMPS Strategy

Plan! Strategy before Tactics!

Step 1: Describe the Business, Service, Solution

Step 2: Business, Service, Solution Goal

Step 3: Where Is the Audience Cyclically?

Step 4: How Does the Audience Use Social Media?

Step 5: The Key Words

Step 6: How Will You Humanize the Brand

Step 7: Content Resource and Distribution Strategy

Step 8: How Will You Measure Success?

Key Social Media Element: Content• Use social media as more

than a place to post Press Releases….

• Rather, serve up relevant content that can help your audience find answers to their questions!

Content Resource Library Visit Resources Daily

Pull Content Make Links Measurable Push Content Out

Content Distribution Strategy• Resources are monitored. Content is identified and pulled,

made trackable, and pushed out across platforms.

Content A

Content B

Content C

The “Key” Words

Apple = Innovation

iPOD, iPhone, iPad, Jobs, Steve Jobs, etc. Mickey Mouse, Animal Kingdom, Florida, Roller Coasters, etc.

Disney = Magic

Humanize Your Brand

How to Measure Success?• How many

– Downloads– eNewsletter Sign-Ups– Blog Comments– Questions– Shared Links– Re-Tweets– Followers– Site Traffic– Show me the money

Tools for Measuring Effectiveness

• Link Shorteners– iLink.Me

• Website Traffic– Google Analytics

• Insights– LinkedIn, Facebook, Twitter, YouTube

• Listening Tools– Viral Heat, Radian6, Google Alerts

Next: SpecificBusiness Building Tips

• LinkedIn• Facebook• Twitter• YouTube

LinkedIn Overview

• A business-oriented social networking site

• Provides opportunities to position you as a thought-leader

• Contains a number of under-utilized features!

LinkedIn Tip:Update your Status Daily!

LinkedIn Tip: Complete Your Profile

Facebook Overview

• The most popular social network by far

• Continues to evolve into a place where both personal and professional success can be found.

Facebook Tip:Personal and Professional Content

Twitter Overview• Continues to grow as

a tremendous way to share content and to engage with others.

• Features such as Search and Lists provide learning opportunities!

Use Twitter to Spread the Word

Twitter Tip: Engage & Connect!

• Find your audience in #PrintChat, #FuturePrint, and more.

• Share info to become a thought-leader!

Tip: FollowerWonk.comto Find People

YouTube Overview

• Allows you to share videos that highlight you what you offer – products, services, and knowledge.

• It’s also the world’s #2 search engine!

YouTube: Tips for Success• Discuss topics that you are an expert on…

and that your audience is looking for answers on. Be consistent!

1. Find your Audience / Build your network

2. Engage with the network you have built

3. Be consistent

4. Track and analyze

Four Fundamentals of all Networks

Align Tactics with GoalsTactic Goal Key StepsFacebook Fan page Increase awareness of

services, generate leadsPost once a day; Custom Tab for demo registration

Twitter company page Become a thought leader, provide support

Post multiple times daily; share marketing-related news; active listening

YouTube Profile Humanize brand; create demand

Film weekly video of employee(s); create screencasts of customer successes

Pinterest Drive website traffic! Create boards to highlight portfolio work

Be Committed

• Social Media often requires daily attention

• Prioritize: RELEVANT Content creation, listening, & engaging!

• Measure & Adjust

Final Thoughts and Questions

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in Excel

Mail -Monthly Newsletter

This Takes Planning: Calendar #1

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in Excel

Mail -Monthly Newsletter

Create Post, Link back to website

Announce on &

Comment on event’s page

Connect with Keynote Speakers on

Join in on event’s hashtag

Share speaking presentation on

Friend new contacts on

Share event article on

Share event article on

Announce booth # with video post

Follow-Up with Post & Post Pictures

This Takes Planning: Calendar #2

Wrap Up

• Start with a Plan & Strategy

• Find, Create, and Share Content that is Relevant to your Audience.

• Be Ready to Follow-up!

• Measure the Results!

Action Items: #1

• Social Media: Strategize, Plan, and Align Tactics with your Goals.

Action Items: #2

• Spend time finding your audience across various social networks --- and start engaging.

Action Items: #3

• Devote time to creating content, sharing, and measuring its effectiveness.

Action Items: #4

• Don’t Wait…

Get Started TODAY!

Resources for You

• Free White Paper on Inbound Marketing!

http://InboundMarketingWhitePaper.com

Q & A / Contact Me!: http://ilink.me/JR

iFlyMobi.com

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Thank You!

Visit us at Booth 1071 and 1072!