2. Lay of the Land Trip Planning Objectives and Metrics Decision Time Create, Participate and Evaluate Strategy and Tactic Development
3. Trip Planning Look at what you have now Website? Who owns it? Does it work? Resources available Budget Human resources Technical resources Is social media right for us now?
4. Trip Planning Indentifying the Camilion Online Market Made sure everything was in place Got some direction Monitored keywords Searched for blogs and conversations Observed trends/competition
5. Trip Planning Resource Options Hire someone Leverage an existing expert Self serve portals Agency Do it yourself
6. Trip Planning The Camilion Way Hired one of the world’s top ranked Online Marketing experts Leverage our own internal experts Marketing Associate Director VP Leverage internal stakeholders
7. Lay of the Land Who do we need to reach? Target audience Headache sufferers Decision makers
8. We knew that key influencers include CTOs CEOS and CIOs (c-levels) Analysts Underwriters Competitors Lay of the Land - Who
13. Lay of the Land Key questions we asked: Where are the key people you are looking for hanging out online already? Once we found them we observed what they were doing
14. Where is our competition? Are they here? Where are they? What are they saying? Lay of the Land
15. Lay of the Land Finding Competitors SpyFu is a great tool (for SEO & PPC) Social Media Badges (shortcut) Twitter (leverage their followers) Twitter Search (http://search.twitter.com/) Google Search (Google your competitors) – organic and ppc Look for PPC ads LinkedIn Groups (companies) Facebook Pages Hootsuite (social media accounts connect to each other) Shortcut: Visit a competitors website and look for badges
16. What are we trying to achieve? Leads? Product Awareness? Better Customer Service? Increase Site Visits? Warm vs. Cold Calls? Take an honest approach and ask what your goal is. Must define your goal as specifically as you can. Objectives & Metrics
17. What are we trying to achieve? Goal: To increase qualified traffic to our corporate website while capturing lead information with the use of forms. Providing informative white papers to our readers. To spread brand awareness to key prospects, analysts and influencers using online media. Objectives & Metrics
18. Some of Camilion’s Objectives Provide something of value to our prospects Develop an online presence To provide timely information to our partners, analysts and prospects To be a thought leader in our industry
19. Camilion’s Metrics Increased qualified traffic to our site Increased organic traffic to our site and blog Increases in white paper downloads Video views and analytics Tweets that are re-tweeted and spread through the community Tynt (copy and paste)
20. More Metrics to consider Customer service Customer service issues reduced FAQs improved Positive testimonials online Sales Direct increase in sales Leads Direct increase in leads Pipeline increase Brand Awareness Increased reach, Hubspot has a reach tool PR Article picked up online Traffic sent from PR sites to your site Advertising PPC SEO – links, rankings
22. What we know now Google integrating instant searches in their algorithms Google rehauling their algorithm in large, significant ways with emphasis on quicker results LinkedIn integrated status updates with Twitter Facebook created a Newsfeed Twitter implementing sponsored profiles
23. Is social media STILL right for us? Are our customers there? Do we have an idea of what our competitors are doing? Do we know how it will integrate with our current activities? Are the budget and resources available?
24. Content Strategy C ontent ommunity onversion onnections C Keep this equation in mind: C CwC + R2B = $$$ C
25. ontent C Create valuable content You know where your audience is, now keep listening! Carefully plan content for the first 6-8 weeks Build on content Comment on blogs Retweet with new/additional info Contribute to conversations
26. ontent C Create valuable content Create an ongoing content schedule Who will post, where and when Create your own content – become an expert
27. ontent is King Creating consistent, relevant content is key to increasing your online presence Being prepared is critical Blogging is huge! C
28. Not all content is created equal Marketing will have to create content (50%) Internal Staff can write content (10%) Article Summaries and links to external content (10%) Post videos, podcasts, pics, polls and more (10%) Re-purpose your existing content (10%) Misc (10%)
29. 52 in 52: an editorial calendar 52 blog posts 94 indexed pages 1200 visitors in 5 months 25% organic traffic Publish with a Blog, Twitter, LinkedIn, Facebook, etc.
30. onnections Both quality and quantity matter Be relevant The content you create and share will determine the quality of your connections C
31. ommunity This is the hardest part – start by joining others before you build your own. Level of community is measured by amount of discussion. Content drives discussion. Use content to start a discussion but keep it short – Twitter is 140 characters. Community does not happen immediately, it takes time and commitment. C
32. onversion Think about the reaction/action you want people to have to your participation. What content do you have to provide to meet your objectives? C
33. Strategy & Tactic Development What tools will we use? You know where your customers are, start there. Twitter Facebook Video Photos LinkedIn Message boards Blogs Custom communities
40. Evaluate & Monitor Brand Awareness/PR Social media version of ‘eyeballs’ is: Fans, Followers, Subscribers Reach Can either track manually or through service like Hubspot Track retweets and shares Followers of your followers = secondary reach Add up follower/friend count of those that share your info for reach estimate
41. Evaluate & Monitor Strength of Referrals Monitor for brand mentions Direct Referral Response to a request for information or referral from the community Implied Referral Mentions with positive sentiment Inbound Links Google Analytics Compete.com (for comparing to competitors) Social Bookmarks Sharing tools/widgets/plugins can help you track Traffic from Shortened Links
42. Evaluate & Monitor Leads, Conversions & Sales Direct Cause Work in one channel primary driver of revenue. Correlation Compare online sales or leads generated to activity in social media When both rise = social media is working If they don’t = circle back and rethink social media strategies
43. Evaluate & Monitor Lead Generation Include field on contact form for how they found you Path referral traffic from social media Unique URLs Track requests for content download (whitepapers) Shortened URLs Cross reference fans and leads
44. Evaluate & Monitor Value Per Fan Revenue divided by number of fans Start by tracking revenue generated by leads/traffic from specific tools (Facebook, Twitter, LinkedIn, etc) Custom landing pages Shortened URLs Track referral traffic Track percentage of referrals to leads Follow up with sales to track those that become customers
45. Evaluate & Monitor Conversions Conversion to what you qualify as a ‘successful interaction’ Not necessarily a sale Look at all of your social media efforts together to assess, not specific channels Social Media needs to be a strategic overall effort, not focusing on just 1 tool How to track Website traffic from social media Set up website goals in analytics platform Thanks for downloading; customer receipt; contact info submission; etc. Measure percentage of conversions that come from social media
1. Website stronger, automated lead capture process, 4Q 80%2. Hubspot grader, Hubspot demo, Installed Google Analytics and monitored Google Alerts3. Monitored keywords with SpyFu and Google Keywords, complete keyword research phase4. Searched for blogs and conversationsPut together a business case for a blog and found analysts and competitor blogs5. Observed trends/competitionSaw competitors were Tweeting so we put together a Twitter plan
Hire Someone-fulltime online marketer, social media expert, make business case- ppl have AdWords experienceppl have online experienceask them if they have some immediate ideas that they would want to implementLeverage your co-worker If you have a small team, see if there is an online person who is multi-faceted Lots of online guys have IT, web design, web development, backgroundPR professionals and online go hand in handLook for communications experts Is there someone in your company that is proficient at online or would like to get into itI have no time Zye- Hubspot can help by automating- gShift Labs, automated software- Still requires time and resourcesAgencyHire an agency to take care of your social media needsPPC agencies expensive but in the right market can have high returnsLead MarketerTry to set aside an hour a week and do some tasks on your ownTackle one network that you are familiar with and optimizeMake your way up
For Camilion Solutions we knew that our target industry is large enterprise Insurance Carriers in the IT sectorWe knew that key influencers includeCTOsCEOS and CIOs (c-levels)AnalystsUnderwritersCompetitors
Find people who are online already and look for activitySet up clues like Google Alerts Visit social media sites, do searchesGoogle Search (Google your competitors) – organic and ppcLook for PPC adsLinkedIn Groups (companies)Twitter Search (http://search.twitter.com/)Facebook PagesHootsuite (social media accounts connect to each other)Shortcut: Visit a competitors website and look for badgesAre they even online? If they aren’t then this presentation is overIs there benefit to take the lead?ListenSee what’s happening alreadyAre conversations frequentCan you participate in conversationsDo they like sales and marketing people?
Google Search (Google your competitors) – organic and ppcLook for PPC adsLinkedIn Groups (companies)Twitter Search (http://search.twitter.com/)Facebook PagesHootsuite (social media accounts connect to each other)Shortcut: Visit a competitors website and look for badges
What are some online goals?Is it lead gen?Customer Service?Brand Awareness?Is it sales?If your company is in the business of doing online sales then you should definitely be onlineIf you decide to use online, you should ask yourself what is the potential quality of your interactions?
Create collateral of value develop an online presence provide instant information be a source of research
Key: Once you know what your goal is make sure you have a way to measure your goal
evolving, which technology do you choose? can be fickle, requires observation and instinct- Being an early adapter can have advantages Twitter example didn’t know immediate benefit traffic was low for Twitter, only 8 months ago
Even after the huge spike in traffic there are still skepticsIt evolves continuouslyGoogle integrating instant searches in their algorithmsGoogle rehauling their algorithm in large, significant ways with emphasis on quicker resultsLinkedIn integrated status updates with TwitterFacebook created a NewsfeedMy point is, get on some of these platforms while they are gaining momentum and while they are still free
Blogging is a great example of how you can create content and get it out there Reasons for blogging:For SEO reasons it’s pretty hugeIncrease your indexed pages in GoogleInstant searches are becoming more and more prominentDevelops more inbound linksMakes you the authority in your spaceThe key to a good blog is consistency. Don’t fall in to the trap of being front end heavy! It’s easy to get caught up in the excitement of launching your blog and having a lot of posts published. But that usually dies out quickly. Better to be prepared and have a good editorial calendar. Put more effort in your calendar. That ties back to having your content ready.
Where do we get content? Re-purpose content like there is no tomorrow. You get all the SEO credit of someone else’s content. Win-win since you’re promoting that content for that person. For example, if there is an article you like, then you can quickly compose a one paragraph summary using industry relevant keywords and include a link to that article to read more about it. Marketing will have to create content (50%)Internal Staff can write content (10%)Article Summaries and links to external content (10%) (newsletters)Post videos, podcasts, pics, polls and more (10%)Re-purpose your existing content (10%)Misc (10%)
52 blog posts94 indexed pages1200 visitors in 5 months25% organic trafficOn a blogging side note:Instant RankingTalk about JasonWhat’s the best way to rank for a phrase?Write a blog post about that phraseInclude the phrase in your titleHigh light the phrase in your content and headingsYou can see results in an hour!Good editorial calendar + good content = success use the tools as distribution- 30 in 30 with Twitter
Tool: BlogBenefits: organic search results huge, great for being a thought leader, you’re more important than you think, huge for SEOWatch Out! – don’t be a victim of a front-end heavy blogFirst Step: Create an editorial calendar. Find a platform. Obtain your subdomain. Tool: TwitterBenefits: great customer service tool, instant, quick, great for conversing with customers, partners, contacts, it’s like word of mouth onlineWatch Out! – keep your communications professional and don’t be Sir Spam A LotFirst Step: Grab your username and start following people in your industry.
Tool: FacebookBenefits: great for B2C and B2B, passionate brands are on FB, great for disseminating entertainment/information, or use for contests, advertise your blog with a fan page (IQ Partners example). If you are a business that has a large following offline and customers who advocate your product, you need a fan page! Give your ambassadors a venue to promote you. People love talking about companies that do good/interesting/fun things.Watch Out! – FB is less formal and is associated with a user’s personal space. Becareful not to infringe.First Step: Create your Facebook fan page and market it.Tool: LinkedIn – Great for B2B. Your leads and contacts are on LinkedIn. Easy to spread information quickly. Large reach.Watch Out – sensitive network so you don’t want to spam here. Only provide high quality resources if you’re forming a group.First Step; Create a LinkedIn Group in your industry, and invite people. Start sharing content.
Tool: PPCBenefits: creates immediate traffic. A well thought out PPC plan can impact sales and leads significantly.Watch Out – can get expensive. Takes lots of planning, research and trial and error. Competitive!First Step: Make a list of all your keywords and organize them. Sign up. Set a budget. Refine.Tool: SEO – attracts quality and qualified traffic. High positions will make you the authority in an industry.Watch Out- require patience and a long learning curve. Might not see immediate results. Holistic.First Step: Find out how well your most pertinent keyword is ranking. Find out your most important page on your site. Optimize that page for your keyword.
Tool: VideoBenefits: a great way to craft your message in an easy to digest format. Cheap to produce video these days and websites/computers are fast enough now to render video. Youtube will host your video for free! All you need is a camera ($400) and a subject.Watch Out! – Video takes practice. People get stage fright. Low quality videos can look unprofessional if the message is not intriguing enough to overcome the quality. Video editing is time consuming.First Step: Buy a camera and some editing software. Or find a company who will create your video. In that case, write a script.Tool Foursquare: Great for small business, local business. Track people that are at your venue. Emerging technology.Watch Out – people might already be talking about your restaurant. Do you know what they’re saying? Unfamiliar ground, territory.First steps- create an account and review your company reviews
Tool: VideoBenefits: a great way to craft your message in an easy to digest format. Cheap to produce video these days and websites/computers are fast enough now to render video. Youtube will host your video for free! All you need is a camera ($400) and a subject.Watch Out! – Video takes practice. People get stage fright. Low quality videos can look unprofessional if the message is not intriguing enough to overcome the quality. Video editing is time consuming.First Step: Buy a camera and some editing software. Or find a company who will create your video. In that case, write a script.Tool Foursquare: Great for small business, local business. Track people that are at your venue. Emerging technology.Watch Out – people might already be talking about your restaurant. Do you know what they’re saying? Unfamiliar ground, territory.First steps- create an account and review your company reviews
For Camilion Solutions, we run a monthly Ops report on all our social media initiativesTrafficTraffic sourcesReach – is our reach increasingAmount of Tweets, clicks, Re-Tweets, followersOrganic traffic to our siteKeywords that users are finding us withBlog posts tweeted out# of comments on our blogNumber of inbound links created by our blog
