Optimizing Social Media for Business DMACC Feb13
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Social Media in the context of the brand and integrated with marketing strategy.
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Optimizing Social Media for Business DMACC Feb13
- 1. OPTIMIZING SOCIAL MEDIA FOR BUSINESS Laura Gaulke, Marketing Strategist, Gannett Client Solutions February 13, 2013
- 2. Part One Strategy and planning
- 3. SOCIAL MEDIA, BRANDING AND YOUR PERSONAL BRAND What the Heck is Social Media? Tell About Yourself and Your Business Branding, It’s Not Just a Logo
- 4. SOCIAL MEDIA – WHAT THE HECK IS IT REALLY AND WHY USE IT IN MARKETING? • In-Bound Marketing • Many Different Reasons…
- 5. WHY USE SOCIAL MEDIA FOR BUSINESS • *Social Media for… – Brand Awareness – Customer Support – Event Marketing – Product Introductions – Build the Sales Pipeline *Source: Social Media Pocket Guide by Spreadfast.com
- 6. BRANDING, IT’S NOT JUST A LOGO “Brands are a critical element in today’s marketing mix. They deliver a level of consistency and knowledge that go beyond a logo. Brands provide personality, stories and consistency.”
- 7. BRANDING, IT’S NOT JUST A LOGO • With limited resources, consistent messages are key. • Brands create short hand messages that customers recognize. • Brands cut through message clutter because it provides hooks that the public is familiar with. • In a communications filled environment, brands set you apart from the competition. • Often brands are intricately intertwined with marketing strategy.
- 8. BRANDING, ITS NOT JUST A LOGO Brands are intangible promises made tangible through recognizable signs. • Brand Elements reinforce the “tenets” of the brand and are grouped as: – Intangibles = Specific promise, positioning, personality and emotion. – Tangible = Identifiable symbols (logos, graphics, colors, fonts, sounds, jingles) • Positioning Statement and Messaging • The Elevator Pitch
- 9. PERSONAL BRANDING • Leverage your personal brand to support your business brand • Profile is everything • What is your personal elevator pitch? What are your passions? • Link to your website or have a personal branding page
- 10. INTRODUCE YOUR SELF, YOUR BUSINESS • Your personal brand • Your business name, type, “elevator” speech • Your social media experience/what you use now • What you hope to learn about/accomplish with social media • Take short survey
- 11. MARKETING STRATEGY AND SOCIAL MEDIA CONTEXT 8:45-10:30am
- 12. SOCIAL MEDIA IN THE MARKETING CONTEXT • What is Marketing Strategy? • Types of Marketing: Inbound Versus Outbound – Examples of Inbound – Examples of Outbound • Types of Media – Owned, Earned, Paid and Converged • Content Marketing Strategy – Content Marketing Goals – Content Strategy Before Social Strategy • Social Media Strategy
- 13. Brand Strategy Versus Marketing Strategy Versus Marketing Plan Versus Marketing Tactics
- 14. SOCIAL MEDIA IN THE MARKETING CONTEXT • Marketing Strategy, Marketing Plan, Marketing Tactics • Inbound Versus Outbound Marketing • Marketing Types: Content, WOM, Experiential, Social • Content Marketing – for Inbound Marketing Only? • Owned, Paid, Earned and Converged Media
- 15. SOCIAL MEDIA IN THE MARKETING CONTEXT • Inbound Marketing Definition (pull strategy) • Outbound Marketing Definition (push strategy) • Inbound versus Outbound Marketing
- 16. Both Inbound and Outbound are Relevant (they serve different audiences and different types of brands) THINK SUPERBOWL…
- 17. Content Marketing - For Inbound Marketing Only?
- 18. • PAID = Digital Advertising, banners, Adwords, overlays • PROMOTED = In stream or social paid promotions vehicles • OWNED = Created assets, custom content • SHARED = Open platforms or communities where customers co-create and collaborate with brands • EARNED = Brand- related conversations and user-generated content
- 19. Owned, Earned, Paid, Converged Media is Social Media
- 20. OWNED, PAID AND EARNED MEDIA TYPES
- 21. SOCIAL MEDIA IN CONTEXT Advertising = Paid search, display ads, Paid affiliate marketing, digital signage Media Paid Placements (Navitve advertising) Automatization of content into ads Partner Networks = Publisher editorial, Owned Earned influencer outreach, word-of-mouth, Media Media social networks Digital Properties = Website(s), blogs, mobile apps, social presence Automatization of conversations through shared API’s and social widgets
- 22. SOCIAL MEDIA IN THE MARKETING CONTEXT • Marketing Strategy Supports the Brand and Achieves the Goals – Goal Types – Business Goals, Strategy Goals, Tactical Goals • A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use. – Sample Marketing Plans
- 23. INTEGRATED MARKETING PLAN = BRINGING IT ALL TOGETHER
- 24. SOCIAL MEDIA IN THE MARKETING CONTEXT • Social Strategy – Social Stats – (Dice Video) – Why Choose Social Media as Part of Your Marketing Plan – Sponsored Facebook Graph Search • The Platforms: Which is Best for What and Why • Advertising on Social Media – Advertising Media Choices – Types of Social Media Advertising • Social Media for SEO
- 25. Social Strategy Versus Social Plan Versus Social Tactics Case Study and Facts: Dice Social Facts
- 26. FACEBOOK GRAPH SEARCH MAKES FACEBOOK = MORE RELEVANT TO BUSINESS
- 27. PLATFORMS: WHICH IS BEST FOR WHAT AND WHY Social Media Platforms – Considerations • Types of Content, Businesses, Goals • The Platforms: • Main: Facebook, Twitter, Pinterest, YouTube, Google+, LinkedIn, FourSqaure • Niche and Specialty Platforms – Houzz, Pose • Other Platforms – Tumblr, Instagram, Vine • Which are Best for Your Business • Source: http://socialmediatoday.com/james-debono/827961/which-social- media-platform-right-your-business • Ebook Reviews: Spreadfast Social Media Pocket Guide and Social Media Textbook
- 28. ADVERTISING ON SOCIAL MEDIA PLATFORMS Advertising Media Choices Social Media and Digital Online Media Behavioral Targeting and Retargeting Types of Social Media Advertising • Behavioral Display Ads • Native Advertising: Promoted Tweets on Twitter, Sponsored Stories on Facebook, Digital News Content
- 29. SOCIAL MEDIA AND SEARCH ALGORITHMS Google SEO Algorithm = Getting Found on the Web Facebook EdgeRank Algorithm
- 30. SOCIAL MEDIA AND SEARCH ALGORITHMS SOCIAL MEDIA CONTENT AND SEO • Backlinks to website/blog • Key words strategy • Fresh content • Engagement, activity • Use of Video and photos in content
- 31. EMERGENCE OF “MICRO” VIDEO CHAT AND WHY CONSIDER VIDEO? • Twitter Vine, Snapchat, Tout = emergence of short, concise “micro” videos • Audience curated video = Importance 2013 • Capitalizing on video for business – YouTube is the No 2 search engine – Google can read video content now – but not flash on websites – Video is engaging content – more likely to be interacted with Examples of businesses using Vine
- 32. Part Two Execution and Measurement
Notas do Editor
- This slide can be used as a background before the presentation begins.
- Brand elements can be grouped into:Intangibles: relate to the specific promise, personality, positioning and emotion. Tangibles: are identifying symbols such as logos, graphics, colors and sounds such as music, jingles and voice.Brands assure customers of consistent performance and trust. They create emotional rather than rational bonds. They’re a promise between the product/service and the customer that contains implicit assurance of quality in every encounter with the organization. Brands are about the total experience.
- Marketing Strategy, Platform Strategy, Social Media Tactics Inbound Versus Outbound MarketingContent Marketing – for Inbound Marketing Only?Owned, Paid, Earned and Converged MediaAdvertising on Social Media
- Share (hand out) a marketing plan that has types of goals, types of marketing strategy, that shows marketing tactics and different strategy by platform.
- Share (hand out) a marketing plan that has types of goals, types of marketing strategy, that shows marketing tactics and different strategy by platform.
- (quote about both being needed)… here from springpad
- Both Inbound and Outbound are Relevant (they serve different audiences and different types of brands)
- Share (hand out) a marketing plan that has types of goals, types of marketing strategy, that shows marketing tactics and different strategy by platform.
- Share (hand out) a marketing plan that has types of goals, types of marketing strategy, that shows marketing tactics and different strategy by platform.
- Blogger LoungeVideo InterviewsPhoto SharingThought Bubble EngagementSHRM, SXSW, Facebook Events
- Share (hand out) a marketing plan that has types of goals, types of marketing strategy, that shows marketing tactics and different strategy by platform.
- http://blog.hubspot.com/blog/tabid/6307/bid/34144/How-15-Real-Businesses-Are-Getting-Creative-With-Vine-for-Marketing.aspx
- This slide can be used as a background before the presentation begins.