Social Media Strategy Basics

How Social Media Fits Into Online Marketing

Andrew Bates, Director of Social Media

Online Marketing Goals• Gain Attention From The Right Audience

• Grow Brand & Share Of Voice Within That Community

• Drive Business!– Traffic & Inbound Qualified Leads– Newsletter & Email, Contact Form, Whitepaper,

eCommerce, Event Registration…– Grow Active Community With Follows, Likes, Comments,

Referrals, Sharing2

How Does Social Media Play A Part?• Cost Effective Market & Audience Research• Competitive Business Intelligence• Marketing Approach & Sales Pitch• Body Copy, PR & Content• Inbound Qualified Traffic & Conversion• SEO & PPC• Digital Advertising• Sentiment, Customer Care & Tech Support• Event Marketing• Measurement & Analytics

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Cost Effective Market & Audience Research

• Social Media Monitoring & Market Research Is Cheap!

• Learn The Interests, Pain Points & Other Ways To Influence Purchasing Decisions

• The Dell Example – The Dell Mini

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Competitive Business Intelligence

• Learn What Your Core Competitors Are Doing Online & In The Social Sphere

• Justify Levels Of Investment & Marketing Efforts

• The DuPont Example – 3M & Dow

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Your Marketing Approach & Sales Pitch

• Watch & Learn From The Activities Of The Audience

• Utilize & Maximize User Generated Content

• The Bushnell Example - Riflescopes

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Body Copy, PR & Content

• Examine The Conversation

• Find The Topics Of Interest

• The American Cancer Society – Donations vs. Finding A Cure

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Inbound Qualified Traffic & Conversion

• Likes, Shares, Comments, Tweets & Links

• Syndicating Marketing Campaigns To A Broader Community

• Linking & Driving Traffic Back To The Site

• The Penton Media Example – Windows IT Pro

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Search Engine Marketing - SEO & PPC

• Social SEO & Temporal Relevance

• Conversations = Keywords

• The Chevron Example – Techron

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Digital Advertising• Find Your Community – Social Networks, Websites,

Forums…

• Only Show Ads To A Qualified Audience – Impressions & Clicks Cost Your Organization Money

• The Rack Room Shoes Example – Limited Budget

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Sentiment, Customer Care & Tech Support

• Grow Brand Advocates & Influencers

• Improve Response Time & Reduce Costs

• Gain Positive Sentiment

• The Network Solutions Example- A Large Organization With A Personal Touch

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Event Marketing

• Social Media IS The Key!

• Promote Before, During & After

• Utilize Location Based Services Like Foursquare

• The SXSW Example – Drive Attendance & Interaction

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Measuring Social Media SuccessMove the needle and show the value• On Page

– Credibility and Content Relevance - Likes, Google+1, Comments– Sharing - Retweets, Facebook, LinkedIn, YouTube other social syndication– Conversion – User Logins, RSS, Newsletter, Email and Event signups

• On Profiles– Follows, Fans, Likes, Comments, Facebook Sharing and Retweets

• SEO– More Traffic to the Website from Social Networks– Increased Time On Site and Page Views– Improved Search Engine Rankings for the Web Site and Social Profiles

• Mentions and Share of Voice– Increased Brand Mentions– Higher Share of the Conversation vs. Competitors– Improved Brand Sentiment

Andrew Bates Director of Social Media P - (202) 747-1818 (ext.117) M - (703) 231-1201 Andrew.Bates@penton.com @PentonMKTG www.Facebook.com/ PentonMarketingServices www.PentonMarketingServices.com