Strategic Social Media Marketing
Post on 09-Dec-2014
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Brett Greene@brettgreeneLinkedIn.com/in/BrettGreeneBrett.Greene@HipChameleon.com
Betsy Chase@BetsyChaseLinkedIn.com/in/BetsyRChaseBetsy.Chase@gmail.com
Agenda
What are your goals?
Setting expectations
Measuring your efforts and proving value
Integrating Social Media with the marketing plan
Working with Social Media service providers
Open Forum
WHY ARE YOU DOING THIS?Setting Goals
What Is the Goal?
What Is the Goal?
•Crisis management•Build thought leadership•Increase brand awareness•Improve company image•Brand engagement•Increase website traffic
What Is the Goal?
•Introduce marketing assets (white papers, webinars, buyers guides)•Offer sales promotions•Exclusive offers/discounts•Qualify leads•Proactive customer contact
What Is the Goal?
•Open channel for solving customer problems•Allows the customer to feel heard•Opportunities for customer saves•Residual good will impact•Make customers feel special•24 x 7 operations•Customer engagement
What Is the Goal?
•Informal, low cost way to gather directional data•Float new product features/additions•Get quick customer feedback•Competitive analysis
What Is the Goal?
• Takes advantage of web as a low cost channel
• Cheaper than a press release
• CPA, cost to serve lower• Removes research
intermediary
Key Performance Indicators
Social Media Integration
Social Media & the Marketing Plan
Integrated marketing is like a ping-pong game between channels
— Gary Vaynerchuk
The Thank You Economy
http://www.youtube.com/watch?v=qt6iEGzLPjg
http://www.youtube.com/watch?v=fD1WqPGn5Ag
How was it integrated?
Working with Social Media Service Providers
It’s Not About You
How are you going to make them feel special?
What’s in it for them?
StrategyStrategyToolsToolsTrainingTraining
Marketing Marketing
GoalsGoals
Business Business
GoalsGoalsResultsResults
Agency Deliverables
EXAMPLES
OPEN FORUM
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