1. Developing A Social Media Strategy Around LinkedIn by Chris Raulf

2. Agenda Got Social Media Marketing Strategy? The Power of LinkedIn as a Search, Branding and Lead Generation Tool Case Studies and Success Stories Q&A www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

3. Social Media Marketing Do you have a formal strategy in place? www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

4. About Me: LinkedIn: http://www.linkedin.com/in/chrisraulf Twitter: https://twitter.com/swisschris Facebook: https://www.facebook.com/chris.raulfhttp://www.linkedin.com/in/chrisraulfhttps://twitter.com/swisschrishttps://www.facebook.com/chris.raulf

5. Source: www.socialmediaexaminer.com/social-media-marketingindustry-report-2012/

6. Social Media Strategy: Getting Started Situational Assessment Goal-Setting (Strategic & Tactical) – I.e.: Increase brand awareness, leads, promote execs, 200 new Twitter followers by May, 100% increase in referral traffic from LinkedIn, 500 email addresses in 6 months, etc. Setting Expectations Internally – Lead Gen vs. Closing the Sale – Website & customer journey needs to be awesome www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

7. Social Media Strategy: Social Brand Guidelines Review social profiles from a brand consistency perspective Personality! Human face to the world! Develop your ‘voice’ (informal/formal tone, etc.) Top 15-30 keywords/phrases (integral for optimizing content & better SEO) How you’ll use imagery in your posts How you’ll involve employees/colleagues in content development Who ‘owns’ the customer service engagements? www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

8. Social Media Marketing Requires Teamwork Content Creator & Curator – Write blogs & social media content; curate content Client interface/SEO Analyst/PM – Optimize blog articles with meta & other tags – Schedule/post social media messages – Perform analytics & report to client/manager www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

9. Social Media Marketing Cycle Who What Where When How Why www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

10. Process, Templates and Tools High quality content Editorial Calendar Post individually or use tools www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

11. Integrating Social Media

12. The 10-4-1 Rule 10-4-1 Rule (B2B Social Media Book by Kipp Bodnar and Jeffrey L. Cohen) Out of every 15 social media messages… -10 should be information about other people's content -4 should be about your content (blog, article, etc.) -And 1 should be a landing page on your site (webinar request page, white paper download, etc.) www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

13. Use Google Docs to Manage your Social Media Messages www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

14. Measuring Your Social Media Marketing Success

15. Ways to Measure Your Social Media Marketing Success www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

16. The Power of LinkedIn as a Search, Branding and Lead Generation Tool Are you… www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

17. Source: LinkedIn

19. LinkedIn Solutions Overview www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

20. www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

21. Using LinkedIn Company Pages to Drive Traffic to Your Site www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

23. Using LinkedIn Company Pages for Off-Page SEO www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

25. www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

26. LinkedIn Company Page Status Updates are Indexed on Google www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

29. http://business.linkedin.com/marketing-solutions/c/14/3/products-and-services-tab-retirement.html

31. Content Marketing on LinkedIn www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

32. Content Marketing on LinkedIn Solutions for delivering relevant content to your target audience: Personal Profile: – Status Updates – Long-Form Posts – Groups Company Pages: – Showcase Pages, Follow Company Ads and Company Status Updates Sponsored Updates Content Ads Content Marketing Score and Trending Content SlideShare www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

33. Become An Influencer

34. Apply at: http://specialedition.linkedin.com/publishing http://specialedition.linkedin.com/publishing

37. SlideShare: The Ultimate Doc Sharing Site

40. Case Studies and Success Stories Example: Bi-weekly blog post 1 personal LinkedIn status update per day 1 LinkedIn and Google+ company page status update per day 2 Tweets per day 2 LinkedIn group postings per day www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

41. Case Studies and Success Stories www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

42. Campaign Based Content Marketing, Search Engine Optimization and Social Media www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

43. Campaign Based Content Marketing, Search Engine Optimization And Social Media Campaign

44. Bi-monthly online event Press release Weekly blog posts 2 personal LinkedIn status updates per day 1 LinkedIn company page status update per day 2 LinkedIn group postings per day 1 FB / G+ post per day 2 Tweets per day Campaign Based Content Marketing, Search Engine Optimization And Social Media Campaign www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

45. Results Of A Campaign Based Content Marketing, Search Engine Optimization And Social Media Campaign 150% increase in organic search traffic from Google ~15-20% organic growth rate of social media followers per month 150-250 Webinar / Web Panel registrants ~ 35-40% new leads per event (LinkedIn lead gen campaign) 4-5 new and optimized pieces of content for website per event Press release strategy Increased brand recognition; industry thought leader Recording of online event repurposed as on-demand content on the website; ‘recording request’ pages generate 60-80 new requests per month www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com

46. THANK YOU Questions? www.c1-partners.comwww.c1-partners.com | www.boulderseomarketing.comwww.boulderseomarketing.com