Social Media in the context of the brand and integrated with marketing strategy.

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