How to Implement a Social Media Marketing Strategy Marcus R. Tewksbury Director of Customer Intelligence
Jul 15, 2015
How to Implement a Social Media Marketing Strategy
Marcus R. TewksburyDirector of Customer Intelligence
Gifts!Specific takeaways that will be covered in today’s session
• “4 Be” Framework (not “to Be” that’s Shakespeare) an approach that
covers everything from A-Z you will need to know to launch
a social media marketing strategy
• Templates, Checklists, and Samples you can use to help
guide you through each step
• Detailed explanation of how to quantify social media and
tie it’s impact to demand & revenue generation
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IS SOCIAL MEDIA A FAD?
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What worked in the past …Traditional approaches were based upon broad based access to customers
DirectBrand
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Time Shifting Filtering
• Legislation
• Technology
• Social Norms
… is becoming marginalized.Demand generation has gotten harder, more expensive, and is producing declining returns
Brand Direct
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Find new ways to feed the funnelSocial media can unlock a multitude of inexpensive, or free channels
Are growing the channels used to fuel your funnel?
TraditionalSocial
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Social media can drive conversionIt reaches all stages of the buying cycle with multiple voices
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HOW DO YOU UNLEASH
THE POWER OF SOCIAL MEDIA?
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The 4 B’s of Social Media MarketingHow to Implement a Social Media Marketing Strategy
1. Be Interesting
2. Be Accessible
3. Be Findable
4. Be Accountable
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STEP 1 – BE INTERESTING
Effective social media marketing begins and ends
with the CONTENT. If you don’t have something
interesting to say all the distribution in the world
won’t matter. It’s all about the CONTENT.
Questions? Click for answers!
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Buyer ProfilesBe Interesting
DO YOU KNOW THEM? OR WHAT KEEPS THEM UP AT NIGHT?
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Narrow AudienceBe Interesting
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Research key phrasesBe Interesting
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Conduct InterviewsBe Interesting
TARGET YOUR TOP SALES PEOPLE AND SELECT CUSTOMERS
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Understand their buying cycleBe Interesting
4. And then begin describing what that means to each role throughout the buying
cycle.
2. Identify the roles you commonly encounter
1. Start by laying out the simple stages3. Start by laying out the critical issues faced by the
customer…
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Establish content mapBe Interesting
THINK OF YOUR CONTENT AS ASSETSQuestions?
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Develop a taste for good contentBe Interesting
You'll see..
•how one retailer lifted sales by 15% with a twitter promotion•a case study of how an attorney is using social media and blogging to attract small business clients•how to "prime" the sales pump by giving "early warning" of offers to your FB fans before the public sees them“
Ken RobbinsPresident – Response Mine Interactive
• Focused audience
• Top of mind pains
• Storytelling
• Lots of specific examples
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STEP 2 – BE ACCESSIBLE
In social media distribution is cheap. Deploy and test
as many new CHANNELS as you can. Doing
so enables your customer to choose the time and
place of engagement.
Questions? Click for answers!
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Leverage multiple asset formatsBe Accessible
Extend your asset’s reach
Tweet key takeaways
Start a discussionRepackage as presentation
Add voice for video
Chop into episodic posts
Deploy as formal release
Questions? Click for answers!
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Respect the power of the networkBe Accessible
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Branding and Call to Action are keyBe Accessible
Don’t be afraid to brand Enable all relevant
forms of
communication:
• Call Back
• Fax
• Forms
• Live Chat
• Message Board
• SMS
• Toll Free
Test your forms for length and personal questions
Constantly work your copy and call to actions
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Learn how to swimBe Accessible
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By diving in!Be Accessible
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Location, Location, LocationBe Accessible
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Asset Deployment MatrixBe Accessible
Layout asset types on horizontal
Identify which assets are deployed via which channel
Layout Channels on Vertical
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STEP 3 – BE FINDABLE
You can boost your accessibility by making sure
your deployed assets are findable by your
customers. Ensure your content and deployment
strategy are as SEARCH friendly as possible.
Questions? Click for answers!
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Organic versus PPCBe Findable
PPC accounts for 25% of clicks
Organic accounts for 75%
Fold
“It’s free, higher performing, and reaches to all forms
of search. Basically, it’s a no-brainer.”Questions?
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Understand the SpiderBe Findable
Questions? Click for answers!
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Spider foodBe Findable
1.
Key Word
Strategy
2.
Structural
Elements
3.
Linkback
Theory
+ +
Questions? Click for answers!
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Plant the seeds (EVERYWHERE)Be Findable
LEAD WITH KEYWORDSKeep
the list
handy!!!Questions?
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Structural elementsBe Findable
1. Page Titles
2. File Names
3. 3x in Body
4. Meta Description
5. ALT Image Tags
6. Make use of Bold
7. H1 Tags
8. Keyword heavy bulleted list
9. Be wary of content hiding scripting
10. Valid HTML & CSS per W3C Guidelines
“THE BASICS” TOP 10
ADAPT AND APPLY TO ASSETS
STRUCTURAL ELEMENTS ACCOUNT FOR 25% OF RANKINGS(The blocking and tackling – 100% in your control – get it right)
Questions? Click for answers!
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It’s all about the linksBe Findable
INBOUND LINKS ACCOUNT FOR 75% OF RANKINGS(…but not all links are created equal)
GETTING “JUICED”
The amount of Google Juice you earn for a link is determined by a closely guarded secret… that we’ve pried from a cold clammy hand to deliver to you here:
Popularity: Old school page ranking. The higher rated a referring site, the more juice you will earn. Translation – target popular sites.
Relevance: Google will also compare the content between your and referring site. The more similar the content, the more juice.
Link Text: Often overlooked, but very powerful. The actual content of the anchor text itself will impact SEO. Make sure to use your tag words in the link itself.
“HR KING ANNOUNCES NEW CAREER AS SEM MANAGER! WE WONDER WHY?”
Questions? Click for answers!
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It’s a Popularity ContestBe Findable
Do’s / Don’ts
Absolutely don’t astroturf
Light Link Ninja-ing
Become a vocal member of your community
Contribute to discussion
Post Comments
Answer / Ask Questions
CREATE / AFFILIATE WITH RELEVANT AUTHORITIES
BUILD INDIVIDUAL BRANDSQuestions?
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Spin your own webBe Findable
Questions? Click for answers!
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STEP 4 – BE ACCOUNTABLE
What makes marketing accountable is the ability to
RELATE ACTIVITY TO REVENUE.
This makes it possible to optimize channel selection
and evaluate asset performance.
Questions? Click for answers!
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Extending the funnelBe Accountable
follow a lead from first contact to eventual
conversion
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Paint the target…Be Accountable
FREELY DISTRIBUTED
HIGH VALUE CONTENT
SOCIALLY SHARED
COMMUNITY CONTRIBUTION
LINKS OF INTEREST
ATTEND EVENT
Questions? Click for answers!
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… using asset level analytics software …Be Accountable
CUSTOMER
ASSET
CHANNEL
Questions? Click for answers!
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Assets engaged on your site/sBe Accountable
USER SCROLLS...
... TO THE “WATCH ONLINE” SECTION...
... IS SHOWN THIS DYNAMIC CONTENT ...
... NOT INCLUDING MY FAVORITE ...
... BUT HOVERS
OVER “WMD.”
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Program: 300 Spartans Little Book of Integrated Marketing
… or assets out in social spaceBe Accountable
Link Asset Channel Destination URL IMP MQL SAL OPS1 Little Book of Integrated Marketing YouTube http://www.youtube.com/user/EngagingTimesLive 2150 712 365 37
2 Little Book of Integrated Marketing EngagingTimes http://www.engagingtimes.com/2009/12/14/monitoring-social-media-%E2%80%93-google-that/
980 105 78 15
3 Little Book of Integrated Marketing A4A.com http://www.alterianforagencies.com/free_stuff/videos__presentations.aspx
877 24 23 12
4 Little Book Banner (09A) SlideShare http://www.slideshare.net/alterian 654 44 18 55 Little Book Banner (09A) MarketingMojo http://themarketingmojo.com/2009/12/08/decembe
r-webinar-how-to-implement-a-social-media-marketing-strategy/
312 35 23 4
6 Little Book Banner (09A) LinkedIn http://www.linkedin.com/groups?gid=1823072&trk=myg_ugrp_ovr
265 11 8 2
7 Little Book Banner (09A) StumbleUpon http://www.stumbleupon.com/su/22Vfi9/www.alterian.com/
201 5 5 0
+
+
+
++
+
+Questions?
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© 2009 Alterian
Identify which assets move the needleBe Accountable
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Evaluate quantifiable performanceBe Accountable
IMPRESSIONS
MARKETING QUALIFIED
SALES ACCEPTED
OPS
# %
6,780
1,129 16.6
688 60.9 / 10.1
89 12.9 / 1.3
ASSET:Little Book of IM
TYPE:eBook
DATE OF BIRTH:12/1/2008
COST:
₤6.6k $10k AUTHOR:
Bob Barker
Channel IMP MQL SAL OPSAlterian.com 2150 712 365 37
EngagingTimes 980 105 78 15A4A.com 877 24 23 12
SlideShare 654 44 18 5MarketingMojo 312 35 23 4
LinkedIn 265 11 8 2StumbleUpon 201 5 5 0
@LindaJVetter 154 12 6 3ACM-Alt.com 87 23 20 9
YouTube 79 5 1 0
KPI Basket
MTD MoM ∆ ITD BENCH + / -
IMP 780 -116 6780 1112 5668
MQL 97 -33 1129 607 522
SAL 85 -5 688 91 597
OPS 5 1 89 16 73
Channels 12 -2 17 7 10
Campaigns 1 -1 13 3 10
Revenue $ 5,250,000
Revenue + Pipe $ 9,682,000
Projected ROA 968
Return on Asset 525
Asset Scorecard
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© 2009 Alterian
TAKE YOUR FIRST STEPS
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Strive to Make Mistakes…Take your first steps
… in a measured, CONTROLLED manner.Questions?
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© 2009 Alterian
Remember your frameworkTake your first steps
3. Be Interesting
4. Be Accessible
5. Be Findable
6. Be Accountable
The 4 B’s of Social Media Marketing
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© 2009 Alterian
Thank You!
Marcus R. TewksburyDirector of Customer IntelligenceBlog: theMarketingMojo.comEmail: [email protected]: @tewksbumCell: 312.404.4835 Questions?
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