Social Media
Marketing
Are you ready to learn?
Ready to play well with others?
Get Ready to Tweet, Check-In, Like,
and Share …

Mindshare
Both by:
Community
And
Traditional Tactics!

Be Seen –
Don’t expect to be found!!

Take A Risk – Show some Personality

Sea of Shared Knowledge
I had (and still have) a dream that the web could be
less of a television channel and more of an
interactive sea of shared knowledge. I imagine
it immersing us as a warm, friendly environment
made of the things we and our friends have
seen, heard, believe or have figured out. I would like it
to bring our friends and colleagues closer, in
that by working on this knowledge together we can
come to better understandings.
Tim Berners-Lee (1995 @MIT)

“If you don’t know HOW to
USE Social Media as a Networking
Tool,
Then
You are probably not very
marketable in the first place…..”
- anonymous

“To compete for consumers’ time and divided attention, brands must also find ways to
better resonate with their audiences.”
“Building a successfulmultichannel
marketing campaign requires the right mix of
channels that offer brands the ability to
reach and engage consumers,”

Major segments of a marketing organization:
Corporate marketing – branding, messaging, corporate events, analyst relations, public/media
relations, website, SEM, collateral, success stories, etc.
b) Product marketing – product requirements, product positioning, product launch, messaging,
targeting, product collateral, etc.
c) Demand marketing – lead generation, events, seminars/webinars, trade shows,
targeting/segmentation, SEO, social media, analytics, etc.
d) Channel marketing - co-marketing with partners, partner promotion, partner events, partner
collateral, lead generation, etc.
e) Field marketing - field support, lead generation, targeting/segmentation, local trade
shows/conferences, local events, etc.

Direct mail campaign management
Lead identification and discovery
Market segmentation analysis
Webinar and online event management
Guerilla field marketing
Event marketing and sales lead integration
Inter-department message integration
Cross-functional training
Market analyses

Funnel – “Social Word of Mouth”
– Dave Evans

Google your name and your
company!

People Search / Company
Search

Online Marketing & Promotion
• Search engines: your primary marketing tool
• Almost 90% of Internet users today use search engines to find
information.
• Utilize “local” search function on search engines.
•
• What are people searching for? (Keywords)
• How does your website rank?
• Monitor your search engine rankings.

Reach
Relevance
Repetition
RELATIONSHIPS!

Reach
Relevance
Repetition
RELATIONSHIPS!

Small Business Is ABOUT
Relationships
• Compete with the big dogs
• You know your Customers know
Personally
• Your business DEPENDS
on that relationship…
• Social media deepens
relationships…
• YOU have the advantage in Social
Media!

Help
People
Come
Together!

Social Media
Profiles

4 Guys – 1 Taco Blog
=> New York
Times!

Keywords and Twitter Together
Easy to get started .. Start
by Listening and …
Search for your keywords in
Austin at:
search.twitter.com
If you don’t get any results,
try broader or different
keywords or start a new
conversation ..

LinkedIn – Overlooked yet
Powerful

Write a Bio! Short and Sweet!
Positive, people-oriented, and performance-driven Market
Detective, collaborator, consultant, and speaker who focuses on
understanding the customer perspective. Consulting on a variety of
topics, which include web technologies and strategies, social
business and media, product management and marketing. With
broad-base experience in multiple industries including both
aerospace and IT industries, an expert communicator who can
effectively explain complex concepts in understandable terms.
Recognized for strong interpersonal skills and delivering high-
quality creative solutions to ensure product and customer success.
Additionally, actively involved in the community with interests ranging
from both the technical and business arenas.
Finished an MBA program at UT-Austin which allowed me to
develop additional skills to define what makes a project successful
while focusing on understanding, measuring, improving individual,
team, and organizational performance all while understanding
customer and market needs.
What Are Your Keywords?

Content: Not just words
Content: Any form of published information
Not just what is written in the
paper!
Don’t expect PRIVACY IN SOCIAL MEDIA!!!

Secret to Content that sticks!
Have a consistent, relevant and valuable message
to a targeted group of people.
Content is King but has to connect with your
customers!!!

PIRATE: Person who commits warlike acts at sea without
STICKY!!! the authorization of any nation.
PATRIOT: Someone who feels a
strong support for his or her country
COMMUNITY!!!

Connect with Objectives
• E - ENTERTAINING
• I - INFORMATIONAL
• E - EDUCATIONAL
• I - INSPIRATIONAL
• O – OBJECTIVE:
What was the point
of doing all the
work?
Source: https://nutlug.wordpress.com/2010/09/24/old-macdonalds-method-for-creating-engaging-content/

Unburritable!

Engagement – Not just a ring

Engagement
Commitment
Relevant (Timely Time and resources are
and interesting) devoted to building a
The audience cares foundation –
about and enjoys this content, community, feedb
content ack
Messages are on Talkable: Have a The internal team is
Connection: Build
brand and reflect the conversation your community invested in the effort, helps
core benefits of the People are interacting generate conversation and
organization in audience more frequently, or more Builds connections: feels the benefits of a
perspective People are sharing and growing community
deeply make recommendations
daily
People try things from
peer recommendations
38

Creating Advocates
INSPIRE EQUIP MOBILIZE
Inspire people to take action Equip people with skills, Mobilize people & networks to
that changes the world knowledge & abilities take action.
•Engage
•Passion •Educate •Call to Action
•Story •Skills •Resources
•Create Possibilities •Abilities •Step by step
•Connect •knowledge •Online/offline Transition
•Open Doors •Information • Incentives
•Be Relevant •How to’s •Create Advocates
•Diverse & Inclusive •Leadership
•Innovate •Talking Points
•Create Relationships
Source: Cultural Strategies - www.cultural-strategies.com
Armando Rayo, VP, Engagement - arayo@cultural-strategies.com

Online Marketing & Promotion
• Start with a descriptive domain name.
• Submit to the top engines
• Focus on a great homepage.
• Create Landing Pages for each campaign
• Develop a content rich pages.
• Keep an eye on your competition.
• Let other sites know about your site and how to link to it.
• Consider "pay per click" strategies. Both Google & Facebook
• Review your Activity logs or "server statistics”.

# 1: Never the product always the
passion!!
• Reframe conversation
• Not about the product
• Is about the customer
• What role does
product play in
customer lives?

# 2: Never is it just online
• Buzz is not Twitter
• Tweets don’t matter
• Find all Customer
Touch Points
• People believe those
recommendations
from peeps they
know, like, and trust!

# 3: Make your advocates feel like
Rock Stars!!
• Lift up your customers
• Show your
appreciation by
acknowledgment
• Say
“Gracias, Merci, …”
• Not just free trips on
American Airlines

Remind Customers
What We Do and Want
Them TO DO …

Tools and More Tools
• Google Alerts
• Alterian – SM2
• Bing
• Technorati
• Bit.ly Budurl.com Tiny.url
• BuzzStream
• Radian6 (NOT FREE!!!)
• Hubspot – check out all their tools
• Hootsuite
• SproutSocial
• monitter
• Trendrr
• Klout
• PeerIndex
• Twitalyzer
• Tracker
• Get Satisfaction

Develop Relationships and participate in chats!
Interact with thought leaders in industry, professional,
Or Common Interests!

Be Interesting ….
or Be Invisible
Marketing is Easy ..
Earn the respect of your customers
They will do the marketing for you.
Customers are already talking ..
Only Option is to …
Join the Chat!

Key Takeaway:
Measuring Social Media ROI is
just the start of the answer
to the broader question:
"How do I measure it?"
Ultimately, you need to start
with figuring out your
business objectives and
then apply these metrics
accordingly.