social media: fitting social media into your marketing mix

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FITTING SOCIAL MEDIA INTO YOUR MARKETING MIX AND MAKING IT WORK…

May 18th, 2011

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director of product development

Fitting Social Media Into Your Marketing Mix

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// 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


// SOCIAL MEDIA = TOOLS


// SOCIAL NETWORKING = VISIBILITY


// SOCIAL MARKETING = APPLICATION


// 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?


// VISIBILITY VIA PREFERRED MEDIA


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?


// 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.


// 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


// 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


// 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)


// PRIORITIZE YOUR MARKETING EFFORTS

no marketing media channel has 100% eyeballs or is 100% effective. prioritize based on goals, resources, and business objectives.


// ARE YOU FOR OR AGAINST IT?

wait!

are you for social

media or against it?


// SOCIAL MEDIA, DO YOU OWN IT?


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


// WHY DON’T THEY “LIKE” US?


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?


ugly but descriptive i know who they are what they want me to do is clear i’ll be rewarded

// ACTION 1


claim LBS listings tweak name, address, phone to match always

// ACTION 2

success is in the details make signage educate EVERYONE


// 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.


// SOCIAL IS NOW IN SERPS


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


http://www.google.com/experimental/

http://www.google.com/experimental/

// WHAT IF YOU COULD BE MORE VISIBLE?

use these to be more visible!

100’s

more?


// 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?


// 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)


// ACTION 4grab your brand mass id check with namechk.com


http://namechk.com/

// CONNECTIONS ARE STARTING POINTS

who enjoys a pushy sales person? spammy-ness & tricks require churn. what is your comfort level? wiifm?


// BUT NOBODY COMMENTS OR CONVERSES?

How many of you who desire comments and amplification take the time to provide it?


// ACTION 5centralize & promote your brand id’s mass id listing (like dandyid.org) email signitures (like retaggr.com)


http://www.dandyid.org/

http://www.retaggr.com/

// ACTION 6network your brand join groups/add events on ning.com & linkedin.com


http://www.ning.com/

http://www.linkedin.com/groupsDirectory

// SOCIAL ACTIVITY OPTIMIZATION

optimize your efforts schedule activity during peak times use tools for consolidation, tracking, & alerts


// SOCIAL TEAM OPTIMIZATION

further optimize by delegating responsibility & automate (w/caution) monitor keywords, brands, hashtags (twitter) create and follow an editorial calendar


// 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


// 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


// WHERE ARE YOU SENDING THEM?


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


http://www.facebook.com/pages/create.php

// ACTION 8B

select the category & follow the steps now complete your profile & promote it once you get 25 followers get your vanity URL


http://www.facebook.com/username/

// MAKE IT EASY FOR OTHERS TO AMPLIFY


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.


// ACTION 9


setup a bit.ly URL shortener account(i know of over 30 other url-shorteners, but bit.ly is trusted & widely used)

http://bit.ly/

// ACTION 10

http://www.facebook.com/advertising

or click


http://www.facebook.com/advertising

// ACTION 11

setup google profiles for you & your businessgoogle.com/profiles


http://www.google.com/profiles

// ACTION 12article awareness, distributing RSS social visibility


tell potential visitors

and the search

engines you have

new content

http://tumblr.com/

http://www.jumptags.com/

// MEASURING THE RIGHT THINGS

is this the right kind of measurement?


// SOCIAL ANALYTICS & MEASUREMENT

am i popular and important yet?


// HOW GRANULAR DO WE NEED TO GET?


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.


// WHAT HAPPENED? CLUES? TRENDS?


measuring brand visibility, engagement, reach…

// WHAT HAPPENED? CLUES? TRENDS?


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


http://tools.seobook.com/firefox/rank-checker

http://tools.seobook.com/firefox/rank-checker

// 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


// REMEMBER TO H.E.L.P.

HELP = Humanize message, Encourage conversation, Listen first, Promote Less.



MARKETING, YOUR BUSINESS AND THE WEB

SESSION FOUR, JUNE 22ND MEASURING THE RIGHT THING MATTERSHTTP://MARKETINGANDTHEWEB.EVENTBRITE.COM/

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social media: fitting social media into your marketing mix

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