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Presentation transcript:

Please feel free to tweet today’s tips! #BWCC

Katie B. Roberts January 14, 2011 Integrating Social Media into the Sales & Marketing Facebook.com/Katie.B.Roberts Linkedin.com/in/KatieBRoberts KatieBRoberts.wordpress.com

Online Marketing Strategy

Online Marketing Website SEO/SEM Marketing Social Media Face to Face Trade Shows Events Networking Media & Advertising Press Release Print Advertising Direct Mail Signage Social Media cannot stand on its own; piece of bigger plan

Online Marketing Strategy

Leverage Social Communities “If you build it, they will come…” Does not work here

Leverage Social Communities Ways to attract community members ENGAGE Contests Listen & respond Humanize CONTENT Blogs White papers Product specs GIVE Coupons Rewards Take Action

Leverage Social Communities

Photo contest on Facebook RT content and enter to win… 1 st person to tweet “Great seminar on social wins… [hint]

Leverage Social Communities Brand / industry sentiment Become a thought leader Work to resolve customer issues Listen for needs of existing & potential customers Exact Target vs. Publicaster CASE STUDY:

Leverage Social Communities Honesty Sincerity Transparency Find the “voice” for each community [Skittles] Ensure others in company know “voice” lingo Use real photos instead of logos where possible

Leverage Social Communities Offer exclusive coupons for Facebook Fans Provide links to lunchtime specials on twitter Allow access to exclusive content in Linkedin Groups Specials for checkins & mayors on Foursquare

Promote Social Media Communities

Website signature / newsletter Print collateral Assets / signage Business Cards Twitter directories Linkedin Profile

Promote Social Media Communities Facebook “Like” “Share This” and “Add to Any” Recent Tweets Calls to Action “Read more” in Twitter #hashtags

Why people “Like” Facebook Pages 10. Learn more about company (21%) 9. Referred to by a friend (22%) 8. Access to exclusive content (25%) 7. Looking for fun & entertainment (27%) 6. Want information on future sales (30%) 5. Receive updates on future products (33%) 4. Stay informed (34%) 3. Hope to get something free (36%) 2. Show support for brand/product (37%) 1. Receive discounts or coupons (40%)

Attracting Facebook Fans Be interactive, fun, & helpful Embed videos Use Facebook Landing Pages Facebook Contests (Strutta) Focus Groups / Testing [True Lemon] Introduce new products Virtual Parties [Jeffrey Hayzlett] Trivia! [AMA Baltimore]

Attracting Twitter Followers Participate in the dialog –RT, DM, comment Follow thought leaders Use #hashtags Establish relationships salesAnnounce specials, deals, sales Share blog articles, white papers, Facebook content Live event/conference tweeting Tweet about today’sseminar!

Tips to Consider Identify your tone Know your audience Leverage brand ambassadors Use real-time monitoring tools Build & use editorial calendar Point customers to content (Penn Olson) Use calls to action QUALITY vs quantity

Tips to Consider Give ‘em something to talk about…. And share!

Resources TweetDeck Klout Feedburner Strutta Add This & Share This JitterJam & Radian6 Technorati Google alerts & Google Analytics Social mention / Postling

Websites I Follow Mashable.com TechCrunch.com Social Media Examiner.com Hubstpot.com Marketing Sherpa.com ChrisBrogan.com Harvard Business Review.com Blue Sky Factory.com Penn-Olson.com

Contact Info KatieBRoberts.wordpress.com Twitter.com/KatieBRoberts Linkedin.com/in/KatieBRoberts Facebook.com/Katie.B.Roberts