EXHIBITOR2011 - Social Media Marketing 101 - Getting Your Feet Wet

transcript

Welcome Cell phones should be silenced when the session starts.

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leave the room. See the second page of your handout for instructions on

submitting your quiz answers.

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11:30 AM – 3:30 PM.

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open Monday – Wednesday from 11:30 AM – 3:00 PM. Cash, credit

cards and lunch vouchers are accepted.

Session #303Social Media Marketing 101 –

Getting Your Feet Wet

Jim Redmile – Marketing and Social Media Specialist – Accuform Signs

Table of Contents

ELC #1……………………………………Page 5

ELC #2……………………………………Page 18

ELC #3……………………………………Page 45

ELC #1

Social Media is a viable, useful

and necessary tool for marketing:

•It’s about the conversation

•It’s about educating

•It’s about creating loyalty

•It’s about word of mouth

ELC #2 Choosing the right platform(s) for your social media campaign – what we did:

Twitter

YouTube

Facebook

Webinars

ELC #3

ROI - measured two ways:Indirect:

•Being an industry leader•Awareness•Touches

Direct: SEO

Many of us wear several different hats in the marketing

department.

Perhaps you’ve been asked to create a social media program,

or want to pitch the idea to your boss.

I am one of the lucky ones. I was hired to create and

manage an ongoing social media program from scratch,

launched by a supervisor with (at least) minimal CEO buy-in.

My background:•Writing

•Management

•Management•Customer Service

•Inside and Outside Sales

Social Media Marketing 101 –Getting Your Feet Wet

ELC #1 - Social Media is a viable,

useful and necessary toolto market a product, service or

company – and it’s free!*

Social Media•It’s about the conversation

•It’s about educating

•It’s about educating•It’s about creating loyalty

•It’s about educating•It’s about creating loyalty•It’s about word of mouth

Researching the history of social media allows you to

better understand the platforms suited to your needs

History•Message forums

Web-based 1994

•Chat rooms

•Chat rooms•Early blogging

Who’s who in social media today

•Brian Solis

•Brian Solis•Chris Brogan

•Brian Solis•Chris Brogan•Seth Godin

•Guy Kawasaki

Social Media Outlets

Social Media Outlets•Mashable

•Social Media Today

•Social Media Today•Social Media Examiner

•Social Media Today•Social Media Examiner•iMedia Connection

•AllFacebook

Social Media Crawlers search multiple social networks to

capture public customer postings about your company

Social Media Crawlers•Social Miner

•Collecta

•Collecta•48ers

ELC #2 - Choosing your platform – what we’re doing

BlogTwitter

YouTubeLinkedInFacebookWebinars

Blog•Become an industry educator

•Talk about products

•Talk about products•Great for organic search

•Talk about products•Great for organic search•Tool for sales managers

Blogger

Twitter a blog of 140 characters or less

Twitter•Links to website - blog

•Hashtags

•Hashtags•The Twitterverse

Blogger

YouTube

YouTube•Great for SEO

YouTube•Great for SEO•Differentiator

•Increases the “WOW” factor

•Increases the “WOW” factor•Some people just don’t read

Blogger

YouTube•Great for SEO

LinkedIn•Post resume

•Contact others in your field

•Contact others in your field•Used by HR

Blogger

•Business Conversation

Facebook

Facebook•Most social site

Facebook•Most social site•Profiles vs. Pages

Blogger

•Continuously changing

•Continuously changing•Over 500,000,000 accounts

Webinars

Webinars•Educating listeners

Webinars•Educating listeners•Can be interactive

•Creates several forms of searchable content

•Creates several forms of searchable contentSlidesharing

•Creates several forms of searchable contentSlidesharingPodcast

Webinar listings

•Creates several forms of searchable contentSlidesharingPodcast

Webinar listings

Alternatives

Alternatives•Bookmarking sites

Alternatives•Bookmarking sitesDigg & Stumbleupon

•Photo sites

•Photo sitesFlickr & Tumblr

•Photo sitesFlickr & Tumblr•whitepapers

Planning Content

Planning Content•Create a blog calendar

•Guest bloggers

Planning Content•Create a blog calendar

•Guest bloggers•Timely content

Managing Accounts

Managing Accounts•Regular intervals

Managing Accounts•Regular intervals•Adapt and change

Managing Accounts•Regular intervals•Adapt and change•Track progress

Plan Mapping

Plan Mapping•set goals

•Interdepartmental responsibilities

Plan Mapping•set goals

•Interdepartmental responsibilities

•1 medium per day?

Accuform SignsAs a case study

Accuform Signs•B2B vs. B2C

•Social media in a niche industry

•Social media in trade shows

ELC #3 - ROI

ROI•Being an industry leader

•Awareness

•Awareness•Touches

8,500 blog – unique visitors7,500 youtube - downloads4,800 tweets x 1,800 followers

20,800 touches/impressions!

Not counting channel viewsFacebook postingsWebinar attendance

•SEO

Thank You!

Appendixwww.accuform.com http://accuform.blogspot.comhttp://personalizedandcustomsigns.blogspot.com http://twitter.com/Accuformhttp://www.linkedin.com http://www.youtube.com/accuformsignsmanufhttp://www.briansolis.com http://www.chrisbrogan.comhttp://www.sethgodin.com/sg http://www.guykawasaki.comhttp://alltop.com http://mashable.comhttp://socialmediatoday.com http://www.socialmediaexaminer.comhttp://www.imediaconnection.comhttp://www.allfacebook.comhttp://www.cisco.com/web/mobile/prod/voice/social_miner/index.html http://collecta.comhttp://www.48ers.com http://www.facebook.com/#!/accuformhttp://www.facebook.com/#!/accuformfanshttp://www.facebook.com/press/info.php?statistics http://www.slideshare.net

Appendixhttp://www.webinarlistings.com http://digg.com/newshttp://www.stumbleupon.com http://www.flickr.comhttp://www.tumblr.comhttp://www.epromos.com/education/calendars

http://www.btobonline.com/#seenithttp://www.opm.gov/Operating_Status_Schedules/fedhol/2010.asphttp://bacchusgamma.org/events.asphttp://www.thesocialcmo.com/blog/2010/10/b2c-vs-b2b-marketing-do-the-differences-really-matterhttp://www.skylinetradeshowtips.com/how-to-use-social-media-more-effectively-in-trade-show-marketinghttp://nymag.com/news/media/15971/