2. The Business Approach to Social Media
Keely Saye
Inbound Marketing Director
Riggs Partners
3. 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
4. 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.
5. INBOUND MARKETING
• Sell product or service
• Push
• Interruptive
• Money
• Compelling content
• Pull
• Permission
• Time
Outbound Marketing Inbound Marketing
32. CASE STUDY
Hospital
Followers = 2,200
Data from Facebook, January – March 2014
Hospital
Engagement = 2,200
Reach = 235,000
Impressions = 672,500
33. CASE STUDY
Power Company
Followers = 3,500
Data from Facebook, January – March 2014
Power Company
Engagement = 1,400
Reach = 207,600
Impressions = 1,002,000
34. CASE STUDY
Newspaper
Followers = 61,000
Data from Facebook, January – March 2014
Newspaper
Engagement = 692,000
Reach = 4,400,000
Impressions = 32,500,000
Mass communications
On or offline
Traditional channels
Now new channels as well
Compelling content
Easy to find online
Social channels
Facebook Challenge
1,000 to 7,000 followers
Free Burrito Day
Facebook Challenge
1,000 to 7,000 followers
Free Burrito Day
Facebook Challenge
1,000 to 7,000 followers
Free Burrito Day
Facebook Challenge
1,000 to 7,000 followers
Free Burrito Day
The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
USA Today – Nationally published newspaper
Mashable – News, technology and social media website.
Notice how Mashable has changed the main horizontal navigation bar to include the World Cup, obviously a temporary change to accommodate a timely but very popular type of content.
In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
Bottom line = social media reach, impressions and engagement are higher quality and more valuable per metric of measurement because of the microtargeting capabilities.
Bottom line = social media reach, impressions and engagement are higher quality and more valuable per metric of measurement because of the microtargeting capabilities.
Just kidding
Bottom line = social media reach, impressions and engagement are higher quality and more valuable per metric of measurement because of the microtargeting capabilities.
Ultimate goal is to utilize channels to drive website traffic
VK & Facebook
Personal
Entertainment
Education
SEO
Twitter
Ongoing conversation
News
Entertainment
SEO
Pinterest
Virtual pin board for images
Content resource
Increase click through rates
SEO
YouTube
Video publishing and following
Content resource
Increase CTR’s
SEO (2nd largest search engine)
Google+
SEO
Local hospital results from January through March 2014
Local hospital results from January through March 2014
Local hospital results from January through March 2014
Local hospital results from January through March 2014
Bottom line = social media reach, impressions and engagement are higher quality and more valuable per metric of measurement because of the microtargeting capabilities.
Bottom line = social media reach, impressions and engagement are higher quality and more valuable per metric of measurement because of the microtargeting capabilities.