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Social Media Marketing

o c i a l M e d i a M a r k e t

The MarketingSavant Group

The MarketingSavant Group

i n g The MarketingSavant Group The MarketingSavant Group The MarketingSavant Group www.marketingsavant.com

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After-Event Slides & Resources

After-Event Slides & Resources • The slides and resource links are available electronically after the event:

The slides and resource links are available

electronically after the event:

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How About That Social Media?

How About That Social Media?  What do YOU think social media is all about? 

What do YOU think social

media is all about? What are you doing with

social media & marketing

technology today?

What do you expect to be

able to DO with social

media? How should success LOOK, FEEL and SOUND?

social media?  How should success LOOK, FEEL and SOUND? Group The MarketingSavant Group The MarketingSavant

Group

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Presentation Outline

Fundamentals

Presentation Outline • Fundamentals 1) Social Media Fundamentals for Bicycle Tour 2) Directors Social Media

1)

Social Media Fundamentals for Bicycle Tour

2)

Directors Social Media Engagement

3)

Social Media Tactics for Tour Directors

4)

Saving Time on Social Media

5)

Build Your Social Media Strategy

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Social Media for Tour Directors

Social Media for Tour Directors Pre-Ride During Ride Post-Ride Per-Event Year-Round Group The MarketingSavant Group The

Pre-Ride

During Ride

Post-Ride

Per-Event

Year-Round

Group

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Already Embrace It

Already Embrace It Just Jumped on Board The MarketingSavant Group Still Need Convincing 37% of marketers

Just Jumped on Board

The MarketingSavant Group

Embrace It Just Jumped on Board The MarketingSavant Group Still Need Convincing 37% of marketers still
Embrace It Just Jumped on Board The MarketingSavant Group Still Need Convincing 37% of marketers still

Still Need Convincing

on Board The MarketingSavant Group Still Need Convincing 37% of marketers still do not include social

37% of marketers still do not include social media as part of their marketing.

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Don’t Commit Random Acts of

Social Media Marketing!

Don’t Commit Random Acts of Social Media Marketing! Group The MarketingSavant Group The MarketingSavant
Don’t Commit Random Acts of Social Media Marketing! Group The MarketingSavant Group The MarketingSavant

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Define the Social Media Plan

Define the Social Media Plan 1. Outline Your Objectives 2. Risk Profile 3. Define Your

1.

Outline Your

Objectives

2.

Risk Profile

3.

Define Your

Audience(s)

4.

Social Media Content

5.

Determine Integration Points

6.

Policy / Protocols

7.

Choose Social Channels (Tools &

Tactics)

8.

Capacity and Commitment

9.

Social Media Systems

10.

Measurement

Group

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What Is Social Media?

More Simply Put:

More Simply Put: “Social Media is starting conversations with people and encouraging them to pass it

“Social Media is

starting conversations

with people and

encouraging them to

pass it on.”

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Hosting Conversations

Hosting Conversations Personal or “beginner” social media is about creating relationships and engaging in online

Personal or “beginner”

social media is about

creating relationships and engaging in online

social media. For your

organization, social media is really about hosting relevant conversations that engage your target audiences.

relevant conversations that engage your target audiences . The MarketingSavant Group www.marketingsavant.com

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More Simply Put:

More Simply Put: “Facebook or Twitter shouldn’t be the end goal of a social media strategy

“Facebook or Twitter shouldn’t be the end goal of

a social media strategy any

more than a telephone

should be the end goal of a

communications plan.”

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Top 10 Social Media Barriers

Top 10 Social Media Barriers 1. Lack of internal resources/time 2. Lack of knowledge/expertise 3. Not

1.

Lack of internal resources/time

2.

Lack of knowledge/expertise

3.

Not convinced about the value/ROI

4.

Lack of clear guidelines/policies

5.

Lack of awareness of social media within company

6.

Lack of budget

7.

Social media not appropriate for company/brand

8.

Fear negative reaction from customers

9.

Lack of global reach/scale

10.

Lack of appropriate agency partner

reach/scale 10. Lack of appropriate agency partner Source: PR Week Group The MarketingSavant Group The

Source: PR Week

Group

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Who’s Out There in Social Media?

Understand Your Audience

Understand Your Audience Millennials have shifted a lot of their communication with friends to social media.

Millennials have shifted a lot of their communication with friends to social media. 84% are email subscribers, 46% are Facebook fans, 6% are Twitter followers.

46% are Facebook fans, 6% are Twitter followers. The MarketingSavant Group Social networking use among those

The MarketingSavant Group

Social networking use among those ages 50 and

older nearly doubled over the past year. Half (47%) of internet users ages 50-64 and one in four (26%) users age 65 and older now use social networking sites.

50-64 and one in four (26%) users age 65 and older now use social networking sites.

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If You’re Online…You’re In Social

Media

If You’re Online…You’re In Social Media Source: Universal McCann Social Media Tracker Wave 3 The MarketingSavant
If You’re Online…You’re In Social Media Source: Universal McCann Social Media Tracker Wave 3 The MarketingSavant

Source: Universal McCann Social Media Tracker Wave 3

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where 73% of those polled said they will increase their budgets this year. “Off-site” means
where 73% of those
polled said they will increase their budgets this year.
“Off-site” means taking campaigns to the Facebooks
and YouTubes of the world
ExactTarget, Marketing Budgets 2010
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Connecting Content

with Consumers

Connecting Content with Consumers Source: Ogilvy Group The MarketingSavant Group The MarketingSavant
Connecting Content with Consumers Source: Ogilvy Group The MarketingSavant Group The MarketingSavant

Source: Ogilvy

Group

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But…It Can Be…“Complicated”

Social Media More Than Just

a Set of Tools…

Social Media More Than Just a Set of Tools… The MarketingSavant Group Group The MarketingSavant 
Social Media More Than Just a Set of Tools… The MarketingSavant Group Group The MarketingSavant 

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Group

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Blogs

Widgets

Micro Blogs

Online Chat

RSS

Social Networks

Social Bookmarks

Message Boards

Podcasts

Video Sharing Sites

Photo Sharing Sites

Virtual Worlds

Wikis

Local Search (just to name a few)

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WHAT IS SOCIAL MEDIA?

How people use decentralized, people-

based networks to get

the things they need from each other.

BOTTOM LINE:

Social media isn’t just

a list of destinations.

It’s a new standard of

expectations.

The MarketingSavant Group

destinations. • It’s a new standard of expectations. The MarketingSavant Group www.marketingsavant.com 888.989.7771

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The Social Media Channels

The Social Media Channels BLOGS Social Content EVENTS and CALENDARS MICROBLOGS VIDEOS EMAIL PHOTOS AUDIO (BACN)
BLOGS Social Content EVENTS and CALENDARS MICROBLOGS VIDEOS EMAIL PHOTOS AUDIO (BACN) (PODCAST) STATUS UPDATES
BLOGS
Social Content
EVENTS and
CALENDARS
MICROBLOGS
VIDEOS
EMAIL
PHOTOS
AUDIO
(BACN)
(PODCAST)
STATUS
UPDATES
WIKIS
SMS and TEXT
BRANDED SOCIAL
WHITE-LABEL
NETWORKS
SOCIAL NETWORKS
Social Interactions
Social Platforms
Social media is created and shared within social platforms: status updates and
similar interactions drive participation by increasing visibility of use.

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Question the Answers

Question the Answers But…what should we do next? Source: Ogilvy Group The MarketingSavant Group The MarketingSavant

But…what should we do next?

Source: Ogilvy

Group

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Your Website

Your Website Group The MarketingSavant Group The MarketingSavant • Your “home base” • Sets the tone,

Group

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The MarketingSavant

Website Group The MarketingSavant Group The MarketingSavant • Your “home base” • Sets the tone, authority

Your “home

base”

Sets the tone, authority and

mission

needs to be

“perfect”

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The MarketingSavant Group Everything should have at least two homes (if not more) • The
The MarketingSavant Group Everything should have at least two homes (if not more) • The

The MarketingSavant Group

The MarketingSavant Group Everything should have at least two homes (if not more) • The first,

Everything should have

at least two homes (if not more)

The first, where it

originated, the second the overall home, which is your

website/blog

Network tools should connect believers and tell the world where

to find your

information

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Get Blogging (Transparency)

You “almost need a blog”

Dynamic vs. static content

Audiences ‘connect’ with blogs

Metaphor for:

Transparent communication

Authenticity

Responsibility

Reputation

– Authenticity – Responsibility – Reputation • “Connectable platform” ( Wordpress, Typepad) The
– Authenticity – Responsibility – Reputation • “Connectable platform” ( Wordpress, Typepad) The

“Connectable platform” (Wordpress, Typepad)

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Group

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Create PAGES NOT PROFILES

Create PAGES NOT PROFILES Facebook Says: • Facebook profiles are meant to represent a single individual.

Facebook Says:

Facebook profiles are meant to represent a

single individual. Organizations of any type are not permitted to maintain an account under the name of their organization. We have created Facebook Pages to allow organizations to have a presence on

Facebook. These Pages are distinct

presences, separate from user profiles, and optimized for an organization’s needs to communicate, distribute information/content, engage their fans, and capture new audiences virally through their

fan’s recommendations to their friends.

Facebook Pages are designed to be a media rich, valuable presence for any artist, business or brand.

If you create a profile for your business, your account may be disabled for violating our Terms of Use. If you have questions about how to best leverage your Facebook Page, please check out our Insider’s Guide or FAQ.

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ge, please check out our Insider’s Guide or FAQ . The MarketingSavant Group www.marketingsavant.com 888.989.7771

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Page vs. Profile

Page vs. Profile Key Feature Facebook Page Facebook Group/Profile “Ugly” URLs No Yes Hosting a

Key Feature

Facebook Page

Facebook Group/Profile

“Ugly” URLs

No

Yes

Hosting a discussion

Yes

Yes/No

Discussion wall, and discussion forum

Yes

Yes/Sort of

Extra applications added

Yes

No/Yes

Messaging to all members

Yes (via updates)

Yes (via PMs)/Yes(Via Friends)

Visitor statistics

Yes (“Page insights”)

No

Video and photo public exchange

Yes

Yes/No

“Related” event creation and invitation

Yes

No

Promotion with social ads

Yes (never tried it)

No

Legitimate Business Use

Yes

Yes / NO!

Group

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Integrate Social Media with Print

Integrate Social Media with Print Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com
Integrate Social Media with Print Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com
Integrate Social Media with Print Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com

Group

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The MarketingSavant

Print Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com 888.989.7771

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Brooklyn Museum/ Integration

Brooklyn Museum/ Integration • Feature: The Brooklyn Museum TV and Radio Magazines Integrated Social Media

Feature: The Brooklyn Museum

TV and Radio Magazines Integrated Social Media Campaigns Direct Online Mail Advertising
TV and
Radio
Magazines
Integrated
Social
Media
Campaigns
Direct
Online
Mail
Advertising

Group

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The MarketingSavant

Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com 888.989.7771

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THE ROI OF FACEBOOK Dholakia and Durham surveyed customers of Dessert Gallery (DG) , a
THE ROI OF FACEBOOK Dholakia and Durham surveyed customers of Dessert Gallery (DG) , a

THE ROI OF FACEBOOK

Dholakia and Durham surveyed customers of Dessert Gallery (DG), a popular Houston-based café chain. Prior to the study, DG did not have a Facebook presence.

The study, based on surveys of more than 1,700 respondents over a three-month

period, found that compared with typical Dessert Gallery customers, the company's

Facebook fans:

Made 36 percent more visits to DG's stores each month.

Spent 45 percent more of their eating-out dollars at DG.

Spent 33 percent more at DG's stores.

Had 14 percent higher emotional attachment to the DG brand.

Had 41 percent greater psychological loyalty toward DG.

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Ad Preparation

Great offer

Demographic

research- if you have nothing, check

Quantcast or Google

AdPlanner

Compelling ads

(images and copy)

Commitment to frequent testing and

ad rotation

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Group

rotation The MarketingSavant The MarketingSavant Group Group 1. Great Offer 2. Demo/Affinity 3. Fresh Ads 4.
1. Great Offer 2. Demo/Affinity 3. Fresh Ads 4. Testing
1. Great Offer
2. Demo/Affinity
3. Fresh Ads
4. Testing

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Know Your Audience

Know Your Audience • QuantCast • Free code that you put on your site • Gives

QuantCast

Free code that you put on your

site

Gives you the “Lookalikes” from

your current

audience

Gives you the “Lookalikes” from your current audience Group The MarketingSavant Group The MarketingSavant

Group

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Compelling Images

Compelling Images • Amateur look • Shocking • Celebrities • Animals • Freaks • Women •
• Amateur look • Shocking • Celebrities • Animals • Freaks • Women • Smiling
• Amateur look
• Shocking
• Celebrities
• Animals
• Freaks
• Women
• Smiling people
• Locally recognizable if Geotargeting
• Borders in colors that contrast with FB blue
• Relevancy; you’ll be disapproved just for using the
hot woman if not relevant to your ad or offering
• Off the wall stuff even you don’t think will work
• Picture of their goal/dream
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Awesome Copy

Questions

Testimonials

Special characters

Ego play

Reflect demographics

Calls to action

Study the copywriting greats

Robert Bly

Dan Kennedy

The MarketingSavant Group

Group

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Kennedy The MarketingSavant Group Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com 888.989.7771
Kennedy The MarketingSavant Group Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com 888.989.7771
Kennedy The MarketingSavant Group Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com 888.989.7771
Kennedy The MarketingSavant Group Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com 888.989.7771

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Ad Best Practices I

Ad Best Practices I • Always test multiple ads at same time – Pause ads that

Always test multiple ads at same time

Pause ads that never perform

Pause ads that dip in performance; try them again in a couple weeks

Look how much CTR and CPC can vary
Look how
much CTR and
CPC can vary
again in a couple weeks Look how much CTR and CPC can vary Group The MarketingSavant

Group

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Advanced Social Media Engagement

Do the Facebook Combo

Do the Facebook Combo Page + Events + Ads + Fans = Success Group The MarketingSavant

Page + Events + Ads + Fans = Success

Do the Facebook Combo Page + Events + Ads + Fans = Success Group The MarketingSavant
Do the Facebook Combo Page + Events + Ads + Fans = Success Group The MarketingSavant

Group

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Change Up Your Imagery

Change Up Your Imagery • Change it up weekly/monthly/sports/ seasons/events • Based it on a student

Change it up

weekly/monthly/sports/

seasons/events

Based it on a student

contest (make them famous + parents share)

Work with a graphically

talented student

(parent?)

• Work with a graphically talented student (parent?) The MarketingSavant Group Group The MarketingSavant

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Group

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Embed Widgets on Your Site

Facebook

Twitter

Blog

Video

Podcast

The MarketingSavant Group

Widgets on Your Site Facebook Twitter Blog Video Podcast The MarketingSavant Group www.marketingsavant.com 888.989.7771

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Don’t Forget The Email

Don’t Forget The Email Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com

Group

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The MarketingSavant

Email Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com 888.989.7771

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Make a Compelling Welcome Page/Video

Video content Call to action Tell you story Encourage everyone to become a fan

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to action Tell you story Encourage everyone to become a fan The MarketingSavant Group www.marketingsavant.com 888.989.7771

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Celebrate Your Fans

Celebrate Your Fans Do something special for fan & follower milestones Group The MarketingSavant Group The

Do something special for fan & follower

milestones

Fans Do something special for fan & follower milestones Group The MarketingSavant Group The MarketingSavant

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Follow the Locals

Follow the Locals • Twellow.com • Twitaholic.com • Twitterlocal.net Group The MarketingSavant Group The
• Twellow.com • Twitaholic.com • Twitterlocal.net
• Twellow.com
• Twitaholic.com
• Twitterlocal.net

Group

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Share Things

Like Photos…

Share Things Like Photos… Group The MarketingSavant Group The MarketingSavant …and Videos www.marketingsavant.com

Group

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The MarketingSavant

…and Videos

The MarketingSavant Group The MarketingSavant …and Videos www.marketingsavant.com www.marketingsavant.com 888.989.7771
The MarketingSavant Group The MarketingSavant …and Videos www.marketingsavant.com www.marketingsavant.com 888.989.7771

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Create Podcasts & Vodcasts

Create Podcasts & Vodcasts • More human & emotional than blogging • Be found on Google

More human &

emotional than blogging

Be found on Google

Low investment

Easy distribution

Differentiator

Share more than text

distribution • Differentiator • Share more than text Group The MarketingSavant Group The MarketingSavant

Group

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Engage, Engage, Engage

Engage, Engage, Engage • Engage with questions, trivia, history, “are you smarter than a 5 t

Engage with questions, trivia, history, “are you smarter than a 5 th grader test questions” and so on to drive repeat traffic

Weekly Polls & Surveys and reports on the results…

Host a local tweet-up & educate parents on social media

Mobilize every department of the district on social media

(Theater, sports, guidance dept, student council, etc.)

Live sports tweets from all events

Make use of tabs for events, open enrollment, Rules of

Engagement, etc.

Ask your Likers to "Suggest to Friends" on a monthly basis

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Group

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What’s a Tour

Director to Do?

(56 things, actually)

Who’s Leading by Example?

Two Tarts Bakery (TTB)

Two Tarts Bakery (TTB) What they did • Facebook: TTB created a Facebook page and linked

What they did

Facebook: TTB created a

Facebook page and linked their

blog entries and twitter conversation to the content updater.

Events and PR: TTB used

Upcoming.com, Google Calendar, and PR to spread the word about new cookies, classes and partners they are working with.

Yelp: TTB has used Yelp announcements for new recipes

Lesson - Awareness

Starting small, TTB has been able

to create a cult following and

increase sales by over 800% in 10 months. Classes sell out quickly,

retail traffic has grown and online

chatter has been overwhelming.

Online chatter has led to 2 major magazine articles and 3 local newspaper write-ups.

(Keep in mind, this is a tiny bakery with a limited budget and they made an effective campaign)

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Two Tarts Bakery Examples

Two Tarts Bakery Examples Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com
Two Tarts Bakery Examples Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com
Two Tarts Bakery Examples Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com

Group

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The MarketingSavant Group www.marketingsavant.com 888.989.7771
The MarketingSavant Group www.marketingsavant.com 888.989.7771

The MarketingSavant Group

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The MarketingSavant Group www.marketingsavant.com 888.989.7771
The MarketingSavant Group www.marketingsavant.com 888.989.7771

The MarketingSavant Group

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The MarketingSavant Group www.marketingsavant.com 888.989.7771

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Social Media Listening

Social Media Listening • What are people saying about your organization? • Your competitors? • Your

What are people saying about your

organization?

Your competitors?

Your tribe?

Your peers?

Services to try: Radian6, TweetBeep, TweetAlert, Google Alerts

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Comcast provides support via Twitter

Comcast provides support via Twitter Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com
Comcast provides support via Twitter Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com
Comcast provides support via Twitter Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com
Comcast provides support via Twitter Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com

Group

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Customer Community

Small business focused credit card

company is changing the business

financing discussion through ideas

Created ideablob.com to stir the conversation about what it stands for

Positioning itself as the most helpful credit card company to small business

Involved in other small business related causes to help developing countries

Online resources for small business owners just getting started

The MarketingSavant Group

resources for small business owners just getting started The MarketingSavant Group www.marketingsavant.com 888.989.7771
resources for small business owners just getting started The MarketingSavant Group www.marketingsavant.com 888.989.7771

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Local Coffee Shops Run

on Facebook

Local Coffee Shops Run on Facebook Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com
Local Coffee Shops Run on Facebook Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com

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Driving Conversations • American Cancer Society • “More Birthdays” Group The MarketingSavant Group The
Driving Conversations • American Cancer Society • “More Birthdays” Group The MarketingSavant Group The

Driving Conversations

American Cancer Society

“More Birthdays”

• American Cancer Society • “More Birthdays” Group The MarketingSavant Group The MarketingSavant
• American Cancer Society • “More Birthdays” Group The MarketingSavant Group The MarketingSavant
• American Cancer Society • “More Birthdays” Group The MarketingSavant Group The MarketingSavant

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Social Media Overkill?

Social Media Overkill? Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com
Social Media Overkill? Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com

Group

The MarketingSavant Group

The MarketingSavant

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888.989.7771 888.989.7771

Brooklyn Museum/ Integration

Brooklyn Museum/ Integration • Feature: The Brooklyn Museum TV and Radio Magazines Integrated Social Media

Feature: The Brooklyn Museum

TV and Radio Magazines Integrated Social Media Campaigns Direct Online Mail Advertising
TV and
Radio
Magazines
Integrated
Social
Media
Campaigns
Direct
Online
Mail
Advertising

Group

The MarketingSavant Group

The MarketingSavant

Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com 888.989.7771

www.marketingsavant.com

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888.989.7771 888.989.7771

Toolkit Blog Facebook fan page YouTube Videos Twitter stream SmugMug photos* Martell Home Builders
Toolkit Blog Facebook fan page YouTube Videos Twitter stream SmugMug photos* Martell Home Builders
Toolkit Blog Facebook fan page YouTube Videos Twitter stream SmugMug photos*
Toolkit
Blog
Facebook fan page
YouTube Videos
Twitter stream
SmugMug photos*
Martell Home Builders uses social media to connect with home buyers
Martell Home Builders uses social media to connect with home buyers

The MarketingSavant Group

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888.989.7771

Martell Home Builders

3 Lessons:

1) Be Transparent

2) Holistic Strategy

3) Human Relationships

Group

The MarketingSavant Group

The MarketingSavant

Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com 888.989.7771

www.marketingsavant.com

www.marketingsavant.com

888.989.7771 888.989.7771

Toolkit Blog Facebook fan page YouTube Videos Twitter stream eBay sales page
Toolkit
Blog
Facebook fan page
YouTube Videos
Twitter stream
eBay sales page
Goodwill uses social media to increase sales of its high-end merchandise
Goodwill uses social media to increase sales of its high-end merchandise

The MarketingSavant Group

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888.989.7771

Integrated Social Media Strategy

Goodwill Repositioning

Integrated Social Media Strategy Goodwill Repositioning Blog YouTube MySpace ebay Store Group The MarketingSavant Group
Integrated Social Media Strategy Goodwill Repositioning Blog YouTube MySpace ebay Store Group The MarketingSavant Group

Blog

YouTube

MySpace

ebay Store

Group

The MarketingSavant Group

The MarketingSavant

www.marketingsavant.com

www.marketingsavant.com

888.989.7771 888.989.7771

A Few Good Stats

A Few Good Stats • Over 11,500 unique visitors to the virtual fashion show 9/12 launch

Over 11,500 unique visitors to the virtual fashion show 9/12 launch

Over 42,000 page views

16% of fashion show visitors have been converted into online Goodwill shoppers

Fashion Show Visitors from 31 countries and 48 states plus DC

48% of fashion show visitors are from the DC, MD, VA region (the area

we serve)

Blog is averaging between 600 & 700 visitors a week

5.6% of blog visitors are being converted into online Goodwill shoppers

Blog visitors from 77 countries and all 50 states

Brick & mortar stores during the two weeks following the launch of the fashion show:

Customer count

+ 6.6%

Rack sales (clothing)

+ 16.5%

Total sales

The MarketingSavant Group

Group

The MarketingSavant

+ 8.275%

www.marketingsavant.com

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888.989.7771 888.989.7771

Goodwill of Greater Washington

3 Lessons:

Goodwill of Greater Washington 3 Lessons: 1) Incorporate Into Marketing Strategy 2) Regional Execution 3) Entertainment

1) Incorporate Into Marketing Strategy

2) Regional Execution

3) Entertainment + Trust = Desire to Shop

Group

The MarketingSavant Group

The MarketingSavant

www.marketingsavant.com

www.marketingsavant.com

888.989.7771 888.989.7771

Social & Thought Leadership Toolkit Blog Twitter (rates) RSS feeds Podcasts Business Pulse Survey
Social & Thought Leadership Toolkit Blog Twitter (rates) RSS feeds Podcasts Business Pulse Survey
Social & Thought Leadership Toolkit Blog Twitter (rates) RSS feeds Podcasts Business Pulse Survey
Social & Thought Leadership Toolkit Blog Twitter (rates) RSS feeds Podcasts Business Pulse Survey
Social & Thought Leadership Toolkit
Blog
Twitter (rates)
RSS feeds
Podcasts
Business Pulse Survey
VOC community center
Nicolet uses a blog and social media to educate and connect with their tribe
Nicolet uses a blog and social media to educate and connect with their tribe

The MarketingSavant Group

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Nicolet National Bank

4 Lessons:

Nicolet National Bank 4 Lessons: 1) Leverage Transparency & Thought Leadership 2) Unfiltered Conversation 3) Content

1) Leverage Transparency & Thought Leadership

2) Unfiltered Conversation

3) Content Matters 4) Education = Trust

Group

The MarketingSavant Group

The MarketingSavant

www.marketingsavant.com

www.marketingsavant.com

888.989.7771 888.989.7771

Social Media Marketer:

Adams Magnetic

Goal: Separate themselves as

thought leaders in the industrial magnets market to drive new direct business

First to hold the “market conversation”

Building the community around industrial magnets

through blogging, conference

appearances and thought leadership articles

New leads attributed to TLM

activities

Bested their competitors in growing website traffic

The MarketingSavant Group

Group

The MarketingSavant

traffic The MarketingSavant Group Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com 888.989.7771
traffic The MarketingSavant Group Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com 888.989.7771

www.marketingsavant.com

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888.989.7771 888.989.7771

The Social Media Restaurant

The Social Media Restaurant • Caminito Argentinean Steakhouse is a single- location restaurant in Northampton, Mass
The Social Media Restaurant • Caminito Argentinean Steakhouse is a single- location restaurant in Northampton, Mass

Steakhouse is a single- location restaurant in

Northampton, Mass

Using a website, local

ads, blogging, video,

Twitter, MySpace and other digital tools to

drive business

Group

The MarketingSavant Group

The MarketingSavant

www.marketingsavant.com

www.marketingsavant.com

888.989.7771 888.989.7771

Caminito’s World…

Caminito’s World… Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com

Group

The MarketingSavant Group

The MarketingSavant

World… Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com 888.989.7771
World… Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com 888.989.7771

www.marketingsavant.com

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888.989.7771 888.989.7771

Getting Social Media Done

Time Commitment

Time Commitment Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com
Time Commitment Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com

Group

The MarketingSavant Group

The MarketingSavant

www.marketingsavant.com

www.marketingsavant.com

888.989.7771 888.989.7771

The MarketingSavant Group

The MarketingSavant Group www.marketingsavant.com 888.989.7771

www.marketingsavant.com

888.989.7771

Marketing Map

Marketing Map Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com
Marketing Map Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com

Group

The MarketingSavant Group

The MarketingSavant

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888.989.7771 888.989.7771

• •
• • It Can Also Be Distracting… Why you must have a strategy in place Mobilize

It Can Also Be

Distracting…

Why you must have a strategy in place

Mobilize your

volunteers, donors, advocates and everyone else to help

with social media efforts

The MarketingSavant Group

www.marketingsavant.com

888.989.7771

Social Media ROI

Social Measures

Participation

Sales

Registrations

Referrals

Links (the currency of the social web)

Votes

Reduction in costs and processes

Decrease in customer issues

Lead generation

Conversion

Reduced sale cycles

Inbound activity

The MarketingSavant Group

Group

The MarketingSavant

activity The MarketingSavant Group Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com 888.989.7771
activity The MarketingSavant Group Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com 888.989.7771

www.marketingsavant.com

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888.989.7771 888.989.7771

PARTICIPATION

PARTICIPATION The Global Social Media Check-up, Burson-Marsteller, 2010 The MarketingSavant Group www.marketingsavant.com
PARTICIPATION The Global Social Media Check-up, Burson-Marsteller, 2010 The MarketingSavant Group www.marketingsavant.com
PARTICIPATION The Global Social Media Check-up, Burson-Marsteller, 2010 The MarketingSavant Group www.marketingsavant.com
PARTICIPATION The Global Social Media Check-up, Burson-Marsteller, 2010 The MarketingSavant Group www.marketingsavant.com
PARTICIPATION The Global Social Media Check-up, Burson-Marsteller, 2010 The MarketingSavant Group www.marketingsavant.com
PARTICIPATION The Global Social Media Check-up, Burson-Marsteller, 2010 The MarketingSavant Group www.marketingsavant.com

The Global Social Media Check-up, Burson-Marsteller, 2010

The MarketingSavant Group

www.marketingsavant.com

888.989.7771

Social Media is About ROI!

Social Media is About ROI! • The relationship is apparent and significant : socially engaged companies

The relationship is apparent and significant: socially engaged companies are in fact more financially successful. So now we know it pays to be social, but it is important to note that by “social,” we’re talking about deep engagement, not merely having a presence. (Altimiter ENGAGEMENTdb study)

merely having a presence. (Altimiter ENGAGEMENTdb study) The MarketingSavant Group www.marketingsavant.com
merely having a presence. (Altimiter ENGAGEMENTdb study) The MarketingSavant Group www.marketingsavant.com

The MarketingSavant Group

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888.989.7771

Social Media Dashboard

Social Media Dashboard SOCIAL MEDIA IMPACT Source: Oliver Blanchard “The Basics of Social Media ROI” Group
SOCIAL MEDIA IMPACT Source: Oliver Blanchard “The Basics of Social Media ROI”
SOCIAL MEDIA IMPACT
Source: Oliver Blanchard
“The Basics of Social Media ROI”

Group

The MarketingSavant Group

The MarketingSavant

www.marketingsavant.com

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888.989.7771 888.989.7771

For Tomorrow…

1.

Outline Your

Objectives

2.

Risk Profile

3.

Define Your

Audience(s)

4.

Social Media Content

5.

Determine Integration Points

Group

The MarketingSavant Group

The MarketingSavant

Points Group The MarketingSavant Group The MarketingSavant 6. Policy / Protocols 7. Choose Social Channels

6.

Policy / Protocols

7.

Choose Social Channels (Tools &

Tactics)

8.

Capacity and Commitment

9.

Social Media Systems

10.

Measurement

www.marketingsavant.com

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888.989.7771 888.989.7771

Claim Your Name!

Claim Your Name! • Go to namechk.com • Type in your district “handle” or “ shortname

Go to namechk.com

Type in your district “handle” or “shortname

Reserve your name on

important sites

Group

The MarketingSavant Group

The MarketingSavant

sites Group The MarketingSavant Group The MarketingSavant www.marketingsavant.com www.marketingsavant.com 888.989.7771

www.marketingsavant.com

www.marketingsavant.com

888.989.7771 888.989.7771

After-Event Slides & Resources

After-Event Slides & Resources • The slides and resource links are available electronically after the event:

The slides and resource links are available

electronically after the event:

www.marketingsavant.com/nbtda

The MarketingSavant Group

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888.989.7771

Social Media Marketing

o c i a l M e d i a M a r k e t

The MarketingSavant Group

The MarketingSavant Group

i n g The MarketingSavant Group The MarketingSavant Group The MarketingSavant Group www.marketingsavant.com

The MarketingSavant Group www.marketingsavant.com

888.989.7771

dana@marketingsavant.com

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888.989.7771