1

Maximize the Power of Maximize the Power of your social media with your social media with

SherpaSherpaMaking the most of your investment

2

Jodi M Sauerbier, Publisher

Sherpa Sales manager~ Triangle Division

j_sauerbier@nci.com

3

Agenda

• Social Media Marketing explained• What is DigitalSherpa?• Top reasons for Sherpa• What to expect• How metrics show success• Supercharge your Sherpa!

What’s Social Media Marketing?

Process of promoting your business through social media channels (Your blog, Facebook, Twitter, etc.)

Powerful strategy that will get you links, attention and increased traffic Dynamic force that will drive

activity that makes your business more profitable over

time

Social Media Marketing =Social Networking• Build core group of

supporters• Built in audience for

content distribution and referral traffic

• Enhance client retention• Brand development• Develop new business

partnerships• Turbo-charge word of

mouth• Monitor brand sentiment

Content Marketing• Improve Google visibility• Get discovered by

customers, clients and prospective buyers using their search terms

• Address all segments of the buying cycle: researchers, shoppers, and buyers

• Message distributed and redistributed across social media networks and internet search engines

+

People you don’t know yet, but want to know (acquisition)

People you already know – your

customers and known prospects

(retention)

6

Agenda

• Social Media Marketing explained

•What is DigitalSherpa?What is DigitalSherpa?• Top reasons for Sherpa• What to expect• How metrics show success• Supercharge your Sherpa!

7

What’s DigitalSherpa?

8

Agenda

• Social Media Marketing explained• What is DigitalSherpa?

•Top reasons for SherpaTop reasons for Sherpa• What to expect• How metrics show success• Supercharge your Sherpa!

9

Top reasons for buying Sherpa

1. Attract online traffic

2. Find new customers

3. Content creation

4. Generate leads

5. Social media presence

10

#1 - Attract Online Traffic

Social media pushes relevant content

out to people

We create relevant content

Relevant content pulls people to you from:

•Social networks•Search engines•Other sites

11

#2 – Find New Customers90% of Consumers use

Search Engines when shopping for local

products & services*• Information• Insight• Entertainment• Solution to a problem

Understand what your customersare searching for and deliver it to them

in a relevant and compelling way

Content Marketing Strategy* BIA/The Kelsey Group, 2010

12

#3 - Content CreationConsistent in Frequency – Varied in Subject Matter• Appeal to a broader, yet targeted

audience

• Attract buyers at any point in the decision cycle

• Build local connections

• Become a trusted expert

• Get discovered as prospects find the information they are searching for

13

#4 - Generate Leads

• Direct emails & phone calls from the blog

• Visits to the blog (pageviews)

• Conversations on social media

• Increased traffic to your company site

• Strong online presence… “I see you everywhere.”

Sherpa analytic reports track blog pageviews and unique visits

Leads Come in Many Flavors…

14

Jump Start Social Connections• Create Facebook Page for your

business• Help obtain Facebook Vanity URL• Create Twitter profile• Push blog content to both social

networks• Assist in recruitment

(How? We will help you learn!)

#5 - Social Media Presence

15

Agenda

• Social Media Marketing explained• What is DigitalSherpa?• Top reasons for Sherpa

•What to expectWhat to expect• How metrics show success• Supercharge your Sherpa!

16

I’m On Board, Now What?

Setup Process

Launch / Go Live

Build Online Reputation

Measure, Analyze, Adjust, Repeat

Moving Through the First Few Months

17

Measure

Build

Launch

Setup

The Setup Process

Our Tasks • Blog design layout

• Verify technical details

• Introduce SEO content strategy

• Confirm social media profiles • Ask lots of questions about your business and your customers

Your Tasks• Be responsive and

available

• Tell us how you differentiate your business

• Describe your prospects and customers. What are they interested in?

What to Expect We will contact you to walk you through the whole process from designing the look and feel to developing your content strategy

18

Why So Many Setup Questions?

Understand what your customersare searching for and deliver it to them

in a relevant and compelling way

Content Marketing Strategy

Blog posts in broad categories work here

Optimize site to best match search query

Ready for specific features and details

19

Launch – Go Live What to Expect After about 45 days your social media marketing program is ready to go live!

Your Tasks• Tell your friends and

customers about site

– Email announcements

– Link from your webpage

– Word of mouth

• Build connections on social media networks

Measure

Build

Launch

Setup

Our Tasks• Turn the blog and the social

media profiles on

• Begin writing blog posts

• Push content to social media profiles

20

Measure

Build

Launch

Setup

Build Online ReputationYour Tasks• Get the word out: Social

identities listed everywhere!• Provide blog post content ideas –

themes, events, news & awards, photos, links you discovered

• Interact by reaching out on social platforms

• Comment and participate in the online discussions

• Start online connection and redistribute content with comments

• Build connections in Facebook and Twitter

Our Tasks• Publish content on your

blog

• Distribute content to social media networks

• Moderate comments

Building a reputationtakes time and

consistency

What to Expect On average, it takes 3-6 months to build your online reputation and begin to realize benefits of your social media marketing

21

Your Tasks• Provide content suggestions

• Expect upward trends with natural peaks & valleys

• Comment and participate in the online discussions

• Reap the benefits of your Sherpa program!

Measure, Analyze, Adjust, Repeat

Measure

Build

Launch

Setup

Our Tasks• Track key data and analyze

progress

• Compile reports and share findings with you

• Adjust content strategy as needed

What to Expect An iterative process of regularly posting content, measuring progress, reviewing analytics and adjusting content strategy to drive results

22

Agenda

• Social Media Marketing explained• What is DigitalSherpa?• Top reasons for Sherpa• What to expect

•How metrics show successHow metrics show success• Supercharge your Sherpa!

23

How do I know if it’s working?

24

How Do You Know It’s Working?

Measuring Your Sherpa Success• Monthly reports give you information about your

Sherpa program’s performance

• 6 reports + 1 explanation page in a single PDF emailed to you monthly (or available via your account manager)– Top Content / Referring Sites– Keywords / Landing Pages– Activity– Traffic Sources– Leads– Social Networking

Measuring Your Sherpa Program

The 5 Goals Metrics#1 - Attract online traffic Page views, Visits, Unique

Visits

#2 - Find new customers Keywords , Organic Traffic, Referring Sites, Landing Pages

#3 - Content creation Top content, Landing Pages

#4 - Generate leads Phone & email leads, increased online traffic (visits & pageviews)

#5 - Social media presence Social Networking Report

““You cannot manage what you cannot You cannot manage what you cannot measure.” measure.”

Metrics demonstrate progress of your Sherpa program

26

Agenda

• Social Media Marketing explained• What is DigitalSherpa?• Top reasons for Sherpa• What to expect• How metrics show success

•Supercharge your Sherpa!Supercharge your Sherpa!

27

Supercharge your Sherpa Investment

28

You choose how much to participate

It’s all up to you

Turn-Key…

or with a little extra effort you can

…Supercharge your Sherpa!

#1 - Attract Online TrafficSupercharge your Sherpa!

• Email announcements to your email list

• Add links to your email signature

• Send postcards to friends & customers

• Post signs or window decals at business

• Include blog address on print media

• Build social media network connections

• Encourage customers to subscribe to blog• Run promotions and events through your blog and

social networks

30

#2 – Find New CustomersSupercharge your Sherpa!

• Provide good information during Setup and updates as needed

– What makes you and your business special?– How do your customers make buying

decisions?– When prospective customers start a Google

search, what do they type?

• Actively engage social media connections• Claim your business on Google Places &

Facebook Places

31

#3 - Content CreationSupercharge your Sherpa!

• Take 10 minutes each week to send your links and likes

• Send top 10 questions customers ask• Feel free to add your own content• Snap photos on phone & email right away

– local business openings, trade shows, networking events, open houses, antique shopping trips – it’s okay to be spontaneous

• Tell how you solved a customer problem

32

#4 - Generate Leads

Supercharge your Sherpa!• Be responsive to all communication

• Online contacts expect immediate responses

– Set up email or phone notification alerts for Facebook and Twitter

– Add social media applications to your phone

• Engage your fans and followers on social media sites

33

#5 - Social Media Presence

• Create Facebook profile to administrate fan page

• Ask friends to ‘Like’ and follow you– Ask your friends to ask

their friends…

• Be a real person behind the brand

• Build connections with friends and followers

• Generate status updates

• Reply to comments

• Schedule 5 minutes twice a day to monitor

• Add value and engage in conversation

• Participate in TweetChats

Supercharge your Sherpa!

34

Whew! Only a Few More Points

Now You Know More About…• Social Media Marketing • Top reasons businesses engage in

Social Media Marketing• How to know Sherpa is working for

you• How you can supercharge your

Sherpa

35

Next Steps

• Take action! • Want to learn more?

– DigitalSherpa Customer site coming soon!– Online resources, How To’s, FAQ’s, videos,

etc.• Tips to Market Your Business with Facebook• Twitter? Oh, Now I Get It!• Decoding your Sherpa Analytic Reports• More to come!

36

Thank you!!Thank you!!

Questions or Feedback?We want to hear from you!• Email me

– Jodi Sauerbier– Sales Manager~ Triangle Division– j_sauerbier@nci.com