SOCIALMEDIAWORKSHOP MOSCOW – ST. PETERSBURG

The Business Approach to Social Media

Keely SayeInbound Marketing DirectorRiggs Partners

TRADITIONAL MARKETING

Outbound Marketing – The process of communicating the value of a product or service to consumers for the purposes of selling that product or service.

• Sell product or service• Push• Interruptive • Money

NEW MARKETING

• Earn audience attention• Pull• Permission• Time

Inbound Marketing – Marketing activities that bring visitors in, rather than pushing marketing messages out to the consumer.

INBOUND MARKETING

• Sell product or service• Push• Interruptive • Money

• Compelling content• Pull• Permission• Time

Outbound Marketing Inbound Marketing

CONTENT STRATEGY

Compelling Content – Content evoking interest, attention, or admiration.

CONTENT STRATEGY

Know Your Audience

CONTENT STRATEGY

Know Your Audience

• What are the problems customers are trying to solve?

• What does he or she need the most?

• What information are they searching for?

www.buyerpersona.com

PROCESS

SOCIAL MEDIA

Social Media

VK

Facebook

Twitter

Linkedin

Instagram

Pinterest

YouTube

Google+

SOCIAL MEDIA

Website

Social Medi

a

SEO

EmailAds

PR

CONTENT

http://bit.ly/marketo-contagiouscontent

Contagious Content Ideas

• Give• Advise• Warn• Amuse• Inspire• Amaze• Unite

CONTENT

http://www.slideshare.net/PiepersAV/crush-competitorssocial-media30days-15907253

Killer Content Ideas

• Repurpose presentations• Templates • Checklists• Photos• Memes• Infographics• Cartoons• Videos

CONTENT

http://www.slideshare.net/laulopes1/55-brands-rocking-social-media-with-visual-content-13937459

PROCESS

SOCIAL MEDIA CAMPAIGN

SOCIAL MEDIA CAMPAIGN

SOCIAL MEDIA CAMPAIGN

SOCIAL MEDIA CAMPAIGN

TARGETING CONTENT

TARGETING CONTENT

Question: How many Twitter users who live in Russia are interested in soccer?

TARGETING CONTENT

Answer: 256,000

Sample Twitter Ad

“Soccer”

“Russia”

PROCESS

CASE STUDY

HospitalFollowers = 2,200

Data from Facebook, January – March 2014

HospitalEngagement = 2,200Reach = 235,000Impressions = 672,500

CASE STUDY

Power CompanyFollowers = 3,500

Data from Facebook, January – March 2014

Power CompanyEngagement = 1,400Reach = 207,600Impressions = 1,002,000

CASE STUDY

NewspaperFollowers = 61,000

Data from Facebook, January – March 2014

NewspaperEngagement = 692,000Reach = 4,400,000Impressions = 32,500,000

CASE STUDY

USA TodayFollowers = 2,300,000

USA TodayEngagement = ???Reach = ???Impressions = ???

RESOURCES

• Animoto• Visual.ly• Infogram• Piktochart• oDesk• Constent Content

Social Media Tools• Social Mention• Tweet Reach• Twitter Counter• Klout• Storify• Shortstack

Content Development

THANKSFORATTENDING MOSCOW – ST. PETERSBURG