6 Principles of Social Media Marketing
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Transcript of 6 Principles of Social Media Marketing
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Jeffrey L. Cohen, Manager, Content MarketingSalesforce Marketing Cloud@jeffreylcohen
/in/jeffreylcohen
#MarketingCloud
6 Principles of Social Media Marketing
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Safe Harbor
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- Everyone, everywhere
Social Media is changing everything.
“”
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Social Listening
1
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Social Listening• Your company
• Customers
• Prospects
• Competitors
• Industry
• Online reputation
• Crisis
• New employees
• Influencers
• New market and product opportunities
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Social Listening - Examples
30,000 Twitter mentions per month
Empowering customers
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@JeffreyLCohen
Use Social Listening to solve a business problem or answer a specific question.
“”Tweet This!
#marketingcloud
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Social Content
2
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Social Content• Valuable
• Educational
• Actionable
• Relevant
• Sharable
• Builds trust
• Images
• Videos
• User-Generated
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Social Content - Examples
Marketing Cloud Ebook• 22,000 Views• 2,000 leads
300,000 Likes
110% in Engagement
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@JeffreyLCohen
Social Content needs to provide value and encourage action.
“”Tweet This!
#marketingcloud
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Engagement
3
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Engagement• Make customers feel special
• Tell compelling stories
• Be authentic
• Help customers
• Use multiple channels
• Ask your audience to engage
and share
• Engage across departments
• Use a CRM system
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Engagement - Examples
13,000+resolvedissues
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@JeffreyLCohen
Engagement is about connecting with customers in ways that were never possible before.
“”Tweet This!
#marketingcloud
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Social Ads
4
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Social Ads• Better targeting
• Promote well-performing content
• Amplify storytelling
• Measure effectiveness in real-time
• Increase or decrease spend
• Entice your audience to share your message
• Reduce cost-per-click
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Reduced Cost of Conversion 88%
Increased Sign-ups 620%
Increased Click-throughs 26%
Social Ads - Example
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@JeffreyLCohen
Amplify your company message with Social Ads by promoting successful content.
“”Tweet This!
#marketingcloud
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Measurement
5
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Measurement• Start with business goals
• Metrics vs. tactics
• Testing and optimizing
• Sales and leads
• Customer satisfaction
• Customer service
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@JeffreyLCohen
Establish Measurements of success for your social media activities before beginning.
“”Tweet This!
#marketingcloud
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Workflow & Automation
6
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Workflow & Automation - Example
Actionable Internet Mentions:• Case• Query• Rant• Rave• Lead• RFE• Fraud
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@JeffreyLCohen
Scale your social media efforts in two steps. 1. Create a Workflow. 2. Set up an Automation process.
“”Tweet This!
#marketingcloud
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Social Media Marketing
• Social Listening
• Social Content
• Engagement
• Social Ads
• Measurement
• Workflow & Automation
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Creative Commons Images
• No Software
• Wall Advertisements
• Measurement
• Process
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