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Rescigno's Lunch and Learn with John Foley
John Foley, Jr. is a recognized expert in social media and marketing. He has authored a book on business transformation and was ranked highly in various social media awards. The document discusses creating successful social media campaigns, including developing a plan, identifying the right audience, starting a conversation, and measuring results. It also covers tools like Facebook, Twitter, LinkedIn, and YouTube as well as mobile technologies like QR codes.
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Rescigno's Lunch and Learn with John Foley
- 2. John Foley, Jr.- AccoladesJetsetter Status on FourSquareRanked #15 Top CMO on Twitter in 2010 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality CategoryBook titled: “Business Transformation – A New Path to Profit for the Printing Industry” Release Date March 2011One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2010Inducted into NAPL’s Soderstrom Society in 2010Twitter.com/JohnFoleyJrFacebook.com/JohnFoleyJrLinkedIn.com/in/JohnFoleyJr
- 3. Overview – Creatinga successful Social Media…Learn how social media marketing can improve the relationships your business has with its customers. Learn how QR Codes and Mobile Marketing can help your campaignsCreating a Successful Social Media Campaign, non-profits
- 4. PointsSocial Media MarketingPlanEffectively use social mediaIdentify the right audience Start the conversationGet business resultsTools & techniques for implementing effective social media campaignsMeasuring effectivenessMobile Marketing QR CodesNon-Profit example using Social Media
- 5. Marketing PlanIt allstarts with a plan
- 6. Marketing CalendarSend outflyers to clients Announce on websiteMail -Monthly NewsletterEmail eNewsletter (Announce)Tell colleagues you’re attending The Event8AM-6PMEnter new contacts in Excel Send thank you cards
- 7. Improve Marketing withSocial MediaImprove sharing by Adding bookmark links Teach conversational-marketing and business-relationship-building techniqueson your bloghttp://ilnk.me/50ways@chrisbrogan
- 8. What is anEffective Social Media Strategy ?Online/Social Media Marketing PlanEngaging WebsiteSearch Engine OptimizationParticipateOnline Marketing Plan
- 9. Social Media MarketingPlan Describe Business and Its GoalsKnow Your AudienceThe One ThingHumanize Your BrandContent Resource & Distribution Strategy Measure Your SuccessStrategy Before Tactics!
- 10. Know Your AudienceWho Are They?Where Are They Cyclically?How Do They Use Social Media?
- 11. Define Target AudienceProspectingCustomerServicePartner ManagementAudience Acquisition DiscoverEngageGet FoundYour Target Audience – It’s Important
- 12. Is everyone interestedin the same communication?I still emailI love my mailI’m on TwitterI use Facebook,Twitter & LinkedInI Google for my information Where are your prospects and customers getting their information?
- 13. Let Others TellYour StoryWord-of-mouth marketing has expandedIf you have a great company, product or service, people will spread that message for youDeliver relevant information, and people will return the favor
- 14. The One ThingApple= InnovationDisney = Magic
- 15. How Will YouHumanize Your Brand?
- 16. How to MeasureSuccess?How many DownloadseNewsletter Sign-UpsBlog CommentsQuestionsShared LinksRe-TweetsFollowersSite Traffic
- 17. Optimize / SocialFriendlyeNewsletter Sign-UpsWhite PapersLanding PagesOffersEmailsBlogsPollsGet NoticedInquiriesEngageandNurtureQualified LeadsEngageandNurtureSalesIntegrated Multi-Channel MarketingAction – Publish – Engage – Converse – ShareSocial Media Blogging Analytics Content Mgmt SEO Start with MKTG PlanProduct?Service?Asset?$
- 18. Industry Specific ContentMarketingInformationConsistently monitor for customer service Continually post relevant contentEngageLink all pages back to corporate site Secure Branded URLs for each Channel Promote Monthly Newsletters Best Practices
- 19. Content Resource LibraryVisitResources DailyContent AContent CContent BPush Content OutPull ContentMake Links MeasurableContent Distribution StrategyResources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.
- 20. Contact DatabaseSocial MediaCompilerContactMatch and Sync
- 21.
- 22. Why Use SocialMedia More prospects to sell toGenerate interest in your brandBuild your brandLoyaltyPosition your companyCustomer ServiceAnother Channel
- 23. Take Your Websiteto the Next StepSocial-friendly, searchableInteractiveBlogsCommentsLanding PageeNewsletter Sign-UpsWidgetsOffers/Calls to action for people to raise their hand
- 24. WidgetsAppealing to theeyeCreativeInteractiveDifferentCan be a call to action
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- 27. Getting foundUsing specifiedkeywordsConsistently updating Using links to other pages of site or other websites What is Search Engine Optimization?
- 28. Inbound and OutboundMarketing Work TogetherCOMPANY WEBSITEWhitepapers,eBooks DownloadseNewsletter Sign-UpsComments & Questions on BlogInfo/InquiriesWebinar Sign-UpsSocial MediaSEODM/FlyerE-mailLinksOther3500 VisitorsCRM2000 Visitors800 Visitors100 Visitors
- 29. Use Social MediaEffectivelyStart with a PlanAddress GoalsMake a ScheduleKnow What You Want to Do Cross Promote Across All PagesIntegrate with WebsiteInclude in Offline Marketing Efforts
- 30. Identify the RightAudience Which industries?Are existing clients online?Connect with people you meetInclude keywords on your profilesEngage with target audiences
- 31. Start the ConversationTwitterHashtagsRetweetsTwitterChatsLinkedInGroupsDiscussionsBlog
- 32. Get Business ResultsHaveSales Reps OnlineShare Case Studies OnlineAnswer QuestionsSend Requested InformationFollow UpConnect
- 33. ToolsSocial Media PagesBlogTeamApproachCameras, Video CamerasLink ShortenersSoftware – HootSuite, Topsy, Tweedeck, Googl AnalyticsTechniquesTools & Techniques for Implementing Effective Social Media CampaignsDaily Management Consistent MonitoringIntegration of Social Media and Multi-Media ChannelsConsistent Online Look
- 34. Tools for MeasuringEffectivenessLink ShortenersiLink.MeTinyURL.comGoogle AnalyticsWebsiteInsightsLinkedIn, Facebook, Twitter, YouTube
- 35.
- 36. Tools to MeasureSuccess www.ilnk.me
- 37. What Are TheseSites, Anyways?
- 38. Possibly the Top4 ChannelsTwitter: Block PartyFacebook: House party with a business effectYouTube: Your own TV StationLinkedIn: Chamber of Commerce networking event
- 39. What is Twitter?Sharewhat you are doing in 140 characters or lessA free social messaging utility for staying connected in real-time
- 40.
- 41. What is Facebook?Afree social network used by people & companiesCompanies can host pages and groups to self-promote
- 42. Get Yourself OutThereCreating a page simply involves:LogoNameContent
- 43. What is YouTube?Video-sharingwebsite on which users can upload and share videos.
- 44. Big ProductionVSBusiness CasualMore approachable, more interesting, more diversified, more updates!
- 45. What is LinkedIn?Abusiness-oriented social networking site Mainly used for professional networkingHas more than 43 million registered users, spanning 170 industries
- 46.
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- 48. HumanizingImproves SEOKeywordsLinks UpdatedInformationGive ExpertiseUpdates on CompanyActivitiesSharing InformationBlogs
- 49. Four Fundamentals ofAll Five SitesBuild your networkEngage with the network you have builtBe consistentTrack and analyze
- 50. KeywordsImproves SEONarrows downwhat your site is aboutThe more, the better
- 51. YouYour Website isHomebase
- 52. Engage and Nurture– The Ongoing Conversation QR Search Social Codes E-mail Website RSS Flash Banner Engines MediaDirect MailRadio/TVMagazinesPostersFlyersLabelsOtherPersonalization Campaign Management Reporting Administration AutomationYour WebsiteSMS MMS PDA Blackberry
- 53. Create Marketing CampaignsIntegratingcontent creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness.
- 54. Marketing CalendarCreate Post,Link back to websiteMail -Monthly NewsletterAnnounce on websiteAnnounce on &Send out flyers to clients Connect with Keynote Speakers onEmail eNewsletter (Announce)Comment on event’s pageShare event article onTell colleagues you’re attending Expo Event8AM-6PMShare event article onJoin in on event’s hashtagAnnounce booth # with video postShare speaking presentation onFollow-Up with Post & Post PicturesEnter new contacts in Excel Friend new contacts onSend thank you cards
- 55. QR Codes++=Connection /Inquiry!QR Code Readers can be downloaded for free on your smart phone.
- 56. QR Codes connectto the mobile audience
- 57. Direct Your QRCodes to Information
- 58. Types of MobileAdvertising
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- 61.
- 62. Location-Based Marketing BenefitsAcapturedtarget. They are near you NOW!Increased Impulse buying. Real time delivery = immediate response of advertising prompting benefits of immediate response. Example; Come in within the next 30 minutes and receive 20% off your meal.Development of one-to-one relationship marketingDirect marketing spending effectivenessMaterials are delivered electronically Psychological NurturingIncreased ROI, repeat or additional consumer purchases during a visithttp://www.metamend.com/article-location-search.html
- 63. PromotionsText to WinTextto GiveLoyaltyBluetoothQR Codes
- 64. Social Media forNon ProfitsBrandflakesforbreakfast.com
- 65. 5 Rules ofSocial Media in Non-ProfitsListenGet InvolvedThey are in controlBe honestThink long term
- 66. Case Study SocialMedia in a Non Profit event
- 67. Castaway’s For aCureA team participating in a 3-day-walk for breast cancer awareness in July 2011Launched a social media marketing campaign 2 months prior to fundraiser eventGoals for social media presence:Create awarenessBuild networkEncourage attendance Collect donations
- 68. Created Facebook PresenceUpdatedFacebook on a consistent basis with a variety of contentUsed YouTube to incorporate team members into marketing planStayed in front of their Facebook fansCreate Awareness/Build Network
- 69. Created Facebook EventStayedin the side border of attendees’ Facebook page for a reminderAllowed guests to interact on Facebook wallEvent information was easily accessibleEncouraged Attendance
- 70. eCommerce TabAllowed peopleto donate directly through Facebook pageProvided convenience and accessibilityRaised over $5,000in 2 months with TabCollect Donations
- 71. Raised $12,500.00$5,500 directlyfrom Facebook tabsResults
- 72. Wrap UpStart witha Plan = Create an Online Marketing StrategyBe sure you have all three working - Social Media, SEO and WebsiteMeasure the Results!
- 73. Wrap UpBuild yournetwork with Social MediaNurture Them by engaging them thru the funnelConnect Via Mobile with QR Codes and Text Messaging
- 74.
- 75. Q & A/ Contact Me! - http://ilink.me/JRQRCode – Scan it!iFlyMobi.com
- 76. John Foley, Jr.CEO/CMOOffice: (978) 674-8081Cell: (978) 337-1891www.GrowSocially.comEmail: [email protected]/JohnFoleyJrFacebook.com/JohnFoleyJrLinkedIn.com/in/JohnFoleyJrQ & A or Contact Me!
Editor's Notes
- #5 While everyone is talking about social media, marketers are looking for tools and techniques to implement an effective social media campaign. Discuss “how to” approaches for effectively using social media. Participants learn how to identify the right audience in the sea of social networks; techniques for getting and keeping the conversation going; options for translating the conversation into business results; and the right tools for measuring effectiveness.
- #11 Where Are They Cyclically?StudentsHow Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale.
- #15 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.
- #16 Personal – Human Side of yoru business. 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?
- #17 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.
- #22 How people communicate, Target like-minded prospects, Communicate with customers
- #37 Here is how Tiwtter is used to promote a white paper…..
- #40 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).
- #41 Here is how Tiwtter is used to promote a white paper…..
- #45 Exposes the personal side of your business
- #52 Chris brogan analogy
- #63 From a marketer’s perspective, the following list provides some of the advantages of location-based internet marketing:*Capturing your target. The consumer is, in theory, already in or near your place of business.*Real-time advertising benefits. Run special on-the-spot offers to attract customers to your nearby shop and reward them for stopping by.*Foster one-to-one relationships with your customers. Future marketing messages can be tailored to cater your existing customer base. By doing so, the customer feels like you know him and know exactly what he/she wants. In result, the customer will feel like more than just a customer and you will be building on brand equity and most importantly, customer loyalty.*Effective direct marketing spending. Deliver the right promotional materials to the right customer. No excess material or waste.*Accumulation of valuable customer data. An opportunity for you to gather useful data about current and prospective customers, analyze it and look for ways to generate sales.*Increased return on investment (ROI) Customer comeback and purchases increase 77 Labsby Robert McCourtyMetamendning your marketing efforts toward this newest wave of e-commerce means preparing well in advance. Implementation of a professional search engine optimization (SEO) campaign for your site is absolutely critical. Whether in-house or outsourced this aspect must be taken into consideration when pricing a marketing campaign. Not only will the web site need to be properly indexed and found within the general Internet's top search engines, soon it will also need to be found by physical, geographic, location as well. Specific key words and phrases will need constant tweaking to reflect the search patterns of mobile consumers in a wireless world. People may not necessarily search by the exact name of the business but rather by general terms, (Italian Restaurant) but you still want them to find you. This will require vigilance by you or your marketing company. Success will depend upon the ability to constantly extrapolate information from your web site statistics and apply those results back into your marketing equations.You should be also prepared for your marketing budget to go through some changes as the location-based phase of Internet marketing begins to expand. Flexibility will be key. Additional costs such as subscribing to a "streaming" service to feed your site into those search results should be included. This aspect of service delivery could prove to be an escalating expense if based on a 'price-per-clickthrough' scenario.