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Bryant university
The document discusses integrating social media into a business marketing plan. It provides information on developing a marketing plan and calendar, online marketing including search engine optimization and social media. It discusses best practices for social media platforms like Facebook, Twitter, YouTube, and LinkedIn. The key aspects covered are developing social media strategies for different business goals, understanding your target audience, creating engaging content, and measuring the success of social media marketing efforts.
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- 1. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Integrating Social Media into Your Business Marketing Plan By John Foley, Jr.
- 2. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. How we will get there ► Marketing Plan/ Calendar ► What is Online Marketing ► Inbound Marketing ► Social Media Marketing
- 3. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. MARKETING PLAN It all starts with a plan
- 4. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Expo Event 8AM-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 Marketing Calendar
- 5. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. What is Online Marketing? ► Website ► Search Engine Optimization ► Search Engine Marketing ► Social Media 2010 NAQP Conference
- 6. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Search Engine Optimization ► Becoming more searchable ► Using specified keywords ► Consistently updating ► Using links to other pages of site or other websites Search Engine Marketing ► Pay-Per-Click What is…?
- 7. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. ► Community ► Conversation ► Networking ► Marketing ► Relationships ► Customer Service ► Immediate Information ► Platform What is Social Media?
- 8. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Why Use Social Media ► More prospects to sell to ► Generate interest in your brand ► Build your brand ► Loyalty ► Position your company ► Customer Service ► Another Channel
- 9. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Take Your Website to the Next Step ► Social-friendly, searchable ► Interactive ► Blogs ► Comments ► Landing Page ► eNewsletter Sign-Ups ► Widgets ► Calls to action for people to raise their hand
- 10. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Widgets ► Appealing to the eye ► Creative ► Interactive ► Different ► Can be a call to action
- 11. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Widgets
- 12. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Widgets
- 13. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. COMPANY WEBSITE Social Media SEO DM/Flyer E-mail Links Other Inbound and Outbound Marketing Work Together Whitepapers, eBooks Downloads eNewsletter Sign-Ups Comments & Questions on Blog Info/Inquiries Webinar Sign-Ups 100 Visitors 2000 Visitors 800 Visitors 3500 Visitors CRM
- 14. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Social Media Marketing Plan ► Describe Business and Its Goals ► Know Your Audience ► The One Thing ► Humanize Your Brand ► Content Resource & Distribution Strategy ► Measure Your Success Strategy Before Tactics!
- 15. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Know Your Audience ► Who Are They? ► Where Are They Cyclically? ► How Do They Use Social Media?
- 16. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Define Target Audience ► Prospecting ► Customer Service ► Partner Management Audience Acquisition ► Discover ► Engage ► Get Found Your Target Audience – It’s Important
- 17. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Is everyone interested in the same communication? I’m on Twitter I still email I use Facebook, Twitter & LinkedIn I love my mail I Google for my information Where are your prospects and customers getting their information?
- 18. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Let Others Tell Your Story ► Word-of-mouth marketing has expanded ► If you have a great company, product or service, people will spread that message for you ► Deliver relevant information, and people will return the favor
- 19. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Apple = Innovation Disney = Magic The One Thing
- 20. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. How Will You Humanize Your Brand?
- 21. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. How to Measure Success? ► How many ► Downloads ► eNewsletter Sign-Ups ► Blog Comments ► Questions ► Shared Links ► Re-Tweets ► Followers ► Site Traffic
- 22. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. www.ilink.com
- 23. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Tools to Measure Success www.ilnk.me
- 24. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. HOW IT WORKS A more visual perspective
- 25. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved.25 Questions or Comments? Phone 1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Questions or Comments? Phone 1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. 25 $ $ $ $ Optimize / Social Friendly TOOLS Get Noticed Nurture Engage Conversation Landing Pages Offers Emails Polls Nurture Engage Conversation Convert Convert Action - Publish - Engage – Converse - Share Convert / Measure Product? Service? Asset? Integrated Multi-Channel Marketing Direct Mail, Magazines, Internet Ads, E-Mail
- 26. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. ► Industry Specific Content ► Marketing Information ► Consistently monitor for customer service ► Continually post relevant content ► Link all pages back to corporate site ► Secure Branded URLs for each Channel ► Twitter.com/YourCompany ► Promote Monthly Newsletters Best Practices
- 27. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. What Are These Sites, Anyways?
- 28. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Top 4 Channels for PSPs ► LinkedIn: Chamber of commerce networking event ► Facebook: House party with a business effect ► Twitter: Block Party ► YouTube: Your own TV Station
- 29. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. TWITTER Sharing information to the masses
- 30. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. What is Twitter? ► Share what you are doing in 140 characters or less ► A free social messaging utility for staying connected in real-time ► www.Twitter.com
- 31. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Spread the Word
- 32. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. FACEBOOK Connect and share with the people in your life
- 33. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. What is Facebook? ► A free social network used by people & companies ► Companies can host pages and groups to self-promote ► www.Facebook.com
- 34. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. PROS of Facebook ► Can be used as extension of Company Website ► Put forth the “human” side of your company ► Post articles, videos, pictures, and more ► Stay on “top of the mind” ► Event Promotion: Open House? Webinar? ► Discussion Boards: Get involved in conversations
- 35. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Get Yourself Out There Creating a page simply involves: ► Logo ► Name ► Content
- 36. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. YOUTUBE Broadcast yourself, broadcast your work.
- 37. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. What is YouTube? ► Video-sharing website on which users can upload and share videos. ► www.YouTube.com
- 38. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Set up a Gallery
- 39. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Big Production VS Business Casual More approachable, more interesting, more diversified, more updates!
- 40. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. LINKEDIN A place to exchange information, ideas, and opportunities
- 41. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. What is LinkedIn? ► A business-oriented social networking site ► Mainly used for professional networking ► Has more than 43 million registered users, spanning 170 industries ► www.LinkedIn.com
- 42. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. LinkedIn.com Dashboard
- 43. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Profile
- 44. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. ► Humanizing ► Improves SEO ► Keywords ► Links ► Updated Information ► Give Expertise ► Updates on Company Activities ► Sharing Information Blogs
- 45. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Four Fundamentals of All Five Sites 1. Build your network 2. Engage with the network you have built 3. Be consistent 4. Track and analyze
- 46. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Keywords ► Improves SEO ► Narrows down what your site is about ► The more, the better
- 47. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. You Your Website is Homebase
- 48. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Engage and Nurture – The Ongoing Conversation QR Search Social Codes E-mail Website RSS Flash Banner Engines Media Personalization Campaign Management Reporting Administration Automation SMS MMS PDA Blackberry Direct Mail Radio/TV Magazines Posters Flyers Labels Other Your Website
- 49. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness.
- 50. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Expo Event 8AM-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 Marketing Calendar
- 51. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Expo Event 8AM-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 Marketing Calendar Create Post, Link back to website Announce on & Comment on event’s page Connect with Keynote Speakers on Announce booth # with video post Join in on event’s hashtag Follow-Up with Post & Post Pictures Share speaking presentation on Friend new contacts on Share event article on Share event article on
- 52. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. COMPANY WEBSITE Social Media SEO DM/Flyer E-mail Links Other Inbound and Outbound Marketing Work Together Whitepapers, eBooks Downloads eNewsletter Sign-Ups Comments & Questions on Blog Info/Inquiries Webinar Sign-Ups 100 Visitors 2000 Visitors 800 Visitors 3500 Visitors CRM
- 53. Questions or Comments? Phone1.800.948.0113 Email [email protected] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Questions? Contact me at: •[email protected] •978-674-8081 •Twitter.com/JohnFoleyJR •Facebook.com/JohnFoleyJr •YouTube.com/GrowSocially •LinkedIn.com/in/JohnFoleyJr
Editor's Notes
- #8 How people communicate, Target like-minded prospects, Communicate with customers
- #16 Where Are They Cyclically? Students How Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale.
- #20 What’s Your One Thing? What’s the soul of your brand. What’s the one thing that defines you – and it’s not features and benefits. Volvo = Safety. Apple = Innovation. Disney = Magic. What’s on the other side of your = sign? Note: This is not easy to figure out. You may need to engage in some brand anthropology, and have an agency help you find your one thing.
- #21 Social media is about people, not logos. How will you let down your guard? If you’re a small company, congratulations, this should be pretty easy. If you’re a big company, how can you act small again?
- #22 Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
- #24 Here is how Tiwtter is used to promote a white paper…..
- #26 Basically this chart tells it all. The idea is to get noticed and drive traffic to your website where folks can join in and engage with you. How do you do that? We first identify who we are and what we offer. What golas do we want from these marketing efforts? We then identify the target audience of our product or service. We then choose the tools that we feel can best reach the target audience and then later what tools we can use to nurture and continue engagement (touches) of the prospect while in the pipeline. As you can see there are many different tools for offline and also online including the many social media sites available today. Start with a few and expand from there. Also remember that continuous engagement is essential to success. So once someone “raises their hand” i.e. maybe signs up for your e-newsletter or downloads a whitepaper be sure to continue to engage them in the channels they are participating in.
- #31 Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers).
- #32 Here is how Tiwtter is used to promote a white paper…..
- #48 Chris brogan analogy