1. Fitting Social Media Into Your Marketing Mix // Kevin Mullett
cirrusabs.com
twitter.com/cirrusabs
facebook.com/cirrusabs
youtube.com/user/cirrusabs
linkedin.com/companies/cirrus-abs

2. Fitting Social Media Into Your Marketing Mix // Kevin Mullett
kevinmullett.com
twitter.com/kmullett
facebook.com/kevinmullett
linkedin.com/in/kevinmullett
just google “kevin mullett”
director of product development

3. // new as perception or reality?
increased adoption or proliferation does not
mean new. the tools and nomenclature are
new but "social media“, websites, and blogging
is not.
@kmullett // #FWSoMe

4. // the “social three”
• social media
take the social out of it and it is good old fashion media
• social networking
business and personal networking, just online
• social marketing
marketing by any other name would spend as sweet
@kmullett // #FWSoMe

5. // social media = tools
@kmullett // #FWSoMe

6. // social networking = visibility
@kmullett // #FWSoMe

7. // social marketing = application
@kmullett // #FWSoMe

8. // are you verifying claims?
there is a lot of misinformation, speculation,
opinion and hype being spread. online
marketing is arguably changing faster than
medicine or law yet who do you seek advice
from?
@kmullett // #FWSoMe

9. // visibility via preferred media
• preferred media not singular media
• specialty and niche social services
• are you talking WITH your audience
where they are
Facebook statistics via socialbakers.com @kmullett // #FWSoMe

10. // but…my privacy!
• formerly found on street corners
• were you unlisted?
• who did we do business with 30 years ago?
@kmullett // #FWSoMe

11. // there is no “trying” in social media
social media works best when you are a willing
participant, see value, & treat it like a lifestyle,
instead of a task.
@kmullett // #FWSoMe

12. // what’s the case for my business?
social media can help with
• winning new business
• enhancing customer experience
• participating in a conversation already occurring
• providing offers and notifications quickly and
inexpensively
@kmullett // #FWSoMe

13. // for my business continued…
what else can it do?
• disseminating press releases and information
• managing brand/identity reputation
• industry awareness and participation
• promoting knowledge experts
• keep tabs on the competition
@kmullett // #FWSoMe

14. // who wins the intent to action war?
• tv
• dm (direct mail)
• radio
• newspaper
• print (brochures/ads)
• email marketing
• social
• SEO
• search marketing
• tradeshows
• sponsorships (nascar etc.)
• yellow pages (not shown)
@kmullett // #FWSoMe

15. // prioritize your marketing efforts
no marketing media channel has 100% eyeballs
or is 100% effective. prioritize based on goals,
resources, and business objectives.
@kmullett // #FWSoMe

16. // are you for or against it?
wait!
are you for social
media or against it?
@kmullett // #FWSoMe

17. // social media, do you own it?
• Ars Technica (suggested copyright infringement?)
• Jonathan Rivera’s page with 47’000 fans (vanity url)
• are you relying on free services?
@kmullett // #FWSoMe

18. // does social media work?
• opportunity
• visibility (2 audiences)
• traffic
• top of mind
• likeability
• expertise
@kmullett // #FWSoMe

19. // why don’t they “like” us?
are we clear with our message?
• is design or action most important?
• what is our call to action?
• what is in it for them?
@kmullett // #FWSoMe

20. // almost #winning?
ugly but descriptive
• i know who they are
• what they want me to do is clear
• i’ll be rewarded
@kmullett // #FWSoMe

21. // action 1
claim LBS listings
• tweak name, address, phone to match always
@kmullett // #FWSoMe

22. // action 2
success is in the details
• make signage
• educate EVERYONE
@kmullett // #FWSoMe

23. // think you can ignore social media?
business who are still trying to avoid social media
or who are being overly selective may not be
getting the entire picture. less discussed are
the SEO, visibility, and traffic value that social
media can provide.
@kmullett // #FWSoMe

24. // social is now in SERPs
how will it change social participation? how will it
change where we click on a SERP page?
- flickr, friendfeed, gmail, facebook, buzz, reader, google
@kmullett // #FWSoMe

25. // what is google +1?
google +1 (date)
• not rolled out to all yet
• in search results and adds
• on sites ala “like” button
• google experimental search
@kmullett // #FWSoMe

26. // what if you could be more visible?
use these to be more
visible!
100’s more?
@kmullett // #FWSoMe

27. // but where is the roi? value?
if you run an ice cream truck and a child drops an
ice cream cone what do you do? where is the
return on investment?
@kmullett // #FWSoMe

28. // action 3
• develop your elevator pitch
• optimize your “what we do” paragraph
then adapt it to fit in various profile areas.
(160 characters in twitter for example)
• photos for personal accounts, logos for businesses
(generally speaking. in some instances you want to use photos)
@kmullett // #FWSoMe

29. // action 4
grab your brand
• mass id check with namechk.com
@kmullett // #FWSoMe

30. // connections are starting points
who enjoys a pushy sales person?
spammy-ness & tricks require churn.
what is your comfort level?
wiifm?
@kmullett // #FWSoMe

31. // but nobody comments or converses?
How many of you who desire comments and
amplification take the time to provide it?
@kmullett // #FWSoMe

32. // action 5
centralize & promote your brand id’s
• mass id listing (like dandyid.org)
• email signitures (like retaggr.com)
@kmullett // #FWSoMe

33. // action 6
network your brand
• join groups/add events on ning.com & linkedin.com
@kmullett // #FWSoMe

34. // social activity optimization
optimize your efforts
• schedule activity during peak times
• use tools for consolidation, tracking, & alerts
@kmullett // #FWSoMe

35. // social team optimization
further optimize by
• delegating responsibility & automate (w/caution)
• monitor keywords, brands, hashtags (twitter)
• create and follow an editorial calendar
@kmullett // #FWSoMe

36. // i’ve nothing to say & no one cares
we hear it all the time. i don’t have anything to say & no one
would care anyway. how do i attract followers / fans.
• friendly & upbeat
• avoid sensitive issues
• be helpful (H.E.L.P)
• listen first
• engaging & funny
@kmullett // #FWSoMe

37. // action 7
posting tips
• use keywords & keyword phrases sparingly
• keywords should be relevant to subject
• avoid spammy words
make money, MLM, work from home, get rich…
unless that is what you do!
• avoid hyperbole
• look informative
• appear conversational
@kmullett // #FWSoMe

38. // where are you sending them?
what is your goal?
• will your social profile(s) or website support conversion best
• which are they more likely to visit daily, amplify message from
• are you sending them to just another link
@kmullett // #FWSoMe

39. // action 8a
facebook pages or groups?
• old groups are going away
• profiles are for people
• to merge or not to merge place with community
• http://www.facebook.com/pages/create.php
or on the right side look for
@kmullett // #FWSoMe

40. // action 8b
• select the category & follow the steps
• now complete your profile & promote it
• once you get 25 followers get your vanity URL
@kmullett // #FWSoMe

41. // make it easy for others to amplify
help those who want to tell others
• visible to their friends timeline (a recommendation)
• each service has unique ways to do it with benefits
• get your geek involved
@kmullett // #FWSoMe

42. // it’s as measurable or more so…
if talking to me about defining ROI of social
media you best be prepared with examples
from your other marketing efforts.
@kmullett // #FWSoMe

43. // action 9
setup a bit.ly URL shortener account
(i know of over 30 other url-shorteners, but bit.ly is trusted & widely used)
@kmullett // #FWSoMe

44. // action 10
http://www.facebook.com/advertising
or click
@kmullett // #FWSoMe

45. // action 11
• setup google profiles for you & your business
google.com/profiles
@kmullett // #FWSoMe

46. // action 12
article awareness, distributing RSS
• social visibility
tell potential visitors
and the search
engines you have
new content
@kmullett // #FWSoMe

47. // measuring the right things
is this the right kind of measurement?
@kmullett // #FWSoMe

48. // social analytics & measurement
am i popular and important yet?
@kmullett // #FWSoMe

49. // how granular do we need to get?
trends, cause, effect, abnormalities…did it work?
@kmullett // #FWSoMe

50. // don’t look at “the score”
People constantly talk about 'the score'. The score
isn't where it is at. Look at the metrics. Good,
do again. Bad, change.
@kmullett // #FWSoMe

51. // what really happened? clues? trends?
measuring brand visibility, engagement, reach…
@kmullett // #FWSoMe

52. // what really happened? clues? trends?
can we find successes and failures in here?
@kmullett // #FWSoMe

53. // action 14
• check google analytics or server logs for:
bounce rates, time on site, pages visited, conversion pages,
confirmation pages (setup advanced filters & funnels)
• monitor contacts, calls, lead sources
• rank checker: firefox add-on
• bit.ly analytics
@kmullett // #FWSoMe

54. // good, better, best approach
• good = know where your competition is, start there,
start small, but start
• better = watch alerts & filters, hashtags jump in
when you can offer help
• best = be an active & responsive participant with
custom posts
be willing to pay professionals
for assistance & advice.
@kmullett // #FWSoMe

55. // remember to H.E.L.P.
HELP = Humanize message, Encourage
conversation, Listen first, Promote Less.
@kmullett // #FWSoMe

56. FREE upcoming events
May 31st
TBD
facebook.com/smbftw
@smbfw
June 14th
Measuring the Right Thing Matters
cirrusabs.com
free education since ??
@kmullett // #FWSoMe

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58. Fitting Social Media Into Your Marketing Mix // Kevin Mullett
cirrusabs.com
twitter.com/cirrusabs
facebook.com/cirrusabs
youtube.com/user/cirrusabs
linkedin.com/companies/cirrus-abs