interlinkONE and Grow Socially CEO John Foley, Jr. delivered this presentation with Curley Direct's Director of Marketing Donna Vieira at the 2012 ON DEMAND Expo in New York City.
During "Growing Your Business with Social Media", John and Donna shared how companies can grow their business through online marketing initiatives, including strategies, plans and tactics for incorporating social media into multi-channel marketing campaigns.
Attendees were able to:
- Understand how your target audience communicates in the various channels and how getting noticed is most important.
- Learn how to drive traffic from your marketing campaigns and how lead generation is done in a multi-channel effort.
- Learn from real examples and case studies on how to blend traditional marketing methods with online channels.
- You will take away immediate actionable ideas for your business -- for your website, social media channels, email campaigns, and more.
- Learn best practices for social networking, SEO, and website design.
1. Growing Your Business
with Social Media
John Foley, Jr. and Donna Vieira
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
2. Today’s Overview
► Brief Introductions
► The Evolving World of Marketing
► Case Study: Succeeding
with Social Media
► The Action Plan for You
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
3. Who Are We?
We promise, we’ll be brief!
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
4. Intro: John Foley, Jr.
Grow Socially – Marketing
Support Services I love Mar(H)keting!
Strategic Marketing Planning
Online Marketing/Social Media
Plan, Manage, Execute and
Measure
interlinkONE – Software
(SaaS)
Enterprise Marketing
Management Software
Plan, build, manage, execute
and measure all marketing
activities
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
5. The Book
Strategies, Plans, Case
Studies Campaign
Ideas, and More.
A guide to help you grow
your business!
NewPathToProfit.com
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
6. The Books
Printers – Business
Transformation
Mailers, Fulfillment
providers– Business
Transformation
All Businesses –
Untethered
Communications
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
7. Intro: Donna Vieira
► Director of Marketing
and Communications
I’m a total
► Curley Direct marketing
► Boutique Marketing and social
Firm – Cape Cod, MA media geek.
► Digital Printing, Direct
Marketing, Social
Media, Specialty
Products, Small Business
Consulting, Coaching and
more.
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
8. Keep Your Phone On!
► Feel free to Tweet, Post, Update, Email, take
notes, photos, and more!
@JohnFoleyJr @DonnaVieira
#OnDemandExpo
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
9. Get Involved!
► Grab your handout card! We want your feedback!
We hope you’ll participate!!
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
10. Ready to Get Involved?
► POLL Question #1:
How many of you currently use
social media for your business?
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
11. The Evolving World
of Marketing
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
12. Marketing Used to Be “Easier”!
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
14. Communications Today
• “Kitchen Table
Effect”
• Generational
Differences
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
15. Social Media Statistics
900 Million Users on Facebook
400 Million Tweets Sent Per Day
72+ Hours of Video Uploaded
every minute
150 million users
18 million users… and it’s addictive!
40 million users… and sold for $1 billion!
NOTE: As of June 2012
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
16. Stay Involved
► POLL Question #2:
Can you generate leads through
Social Media?
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
17. Online Marketing: Social Media & Inbound
“Inbound marketing is
a marketing strategy
that focuses on
attracting prospective
customers by offering
useful information.”
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
Source: http://en.wikipedia.org/wiki/Inbound_marketing
18. Content: Essential to Inbound Marketing
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
19. Inbound Goal: Drive INQUIRIES!
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
21. Why Should YOU Use Inbound Tactics?
It works!
Increase Awareness & Drive Inquiries
Reach More Customers & Prospects
Sell more things!
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
22. Results --- See Below
650
275
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
23. Results: Thousands of Inquiries
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
24. Results: Thousands of Inquiries
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
25. Results: Prospects Raising Their Hand!
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
26. Case Study
How One Organization Found
Success with Social Media
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
27. Train to End Stroke: Who Are They
► Train to End Stroke is a fundraising
division of the American Stroke
Association/American Heart Association.
► Their mission is to raise awareness and
funds for the third leading killer in the US
– stroke.
► Facebook.com/Train2EndStroke
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
28. Their Goal
Improve recruiting efforts for
their Half Marathon in Hawaii
Hesitations Transitions Solutions
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
29. First Step: Analyzed Current Online Efforts
► What we discovered:
► Previous Tactics: One-size fits all campaigns
► Their social media presence was seriously lacking
► They were not actively updating online content
► Their target audience was active on major social
networks
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
30. Our Solution
► Develop a Social Media Strategy
► Utilize Related Content and Repurpose Their Content
for Online Promotions
► Make Branding More Interactive
► Invest in Social Media Advertising Opportunities to
Target Specific Audience
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
31. Improved Graphics with Calls to Action
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
32. The Facebook Page (Before Timeline, of course)
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
33. The Facebook Page (Post-Timeline)
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
34. Generated Word-of-Mouth and REFERRALS
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
35. Put Data to Use: Targeted Advertisements
Facebook Ads allowed for precise data targeting!
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
36. How Facebook Helped: Stats
Metric Before After
(as of 6/1/12)
783 8,009
Likes
(2 pages combined)
Recommendations 0 35
People committed 19 31
to the Hawaii Half
Marathon 63% increase!!
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
37. Final Results
► Received exposure to more than 250,000
NEW people on Facebook
► Remarkable daily interactions due to
increased engagement, fans and new page
► Tons of new participants committed to raise
well over $150,000!
► They raised in excess of $20,000 in the first 2
months that they were actively on Facebook!
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
38. Next Steps
► Looking at other social networks that could help
them reach their target audience
► Twitter
► Blog
► Integrating online marketing efforts with traditional
channels to increase their impact.
► Get the word out!
► “The man who stops advertising to save money is like
the man who stops the clock to save time.” - Jefferson
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
39. The Action Plan For YOU!
Steps to Succeed with Social Media Today
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
40. Steps to Social Media Success
► Create a Strategy (PLAN)
Remember…
► EXECUTE Execution
TRUMPS
Strategy!
► Measure
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
41. Plan! Strategy before Tactics!
Step 1: Describe the Business, Service, Solution
Step 2: Business, Service, Solution Goal
Step 3: Where Is the Audience Cyclically?
Step 4: How Does the Audience Use Social Media?
Step 5: The One Thing
Step 6: How Will You Humanize the Brand
Step 7: Content Resource and Distribution Strategy
Step 8: How Will You Measure Success?
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
42. Align Tactics with Goals
Tactic Goal Key Steps
Facebook Fan page Increase awareness of Post once a day; Custom Tab
services, generate leads for demo registration
Twitter company page Become a thought leader, Post multiple times daily;
provide support, share share marketing-related
relevant content news; active listening
YouTube Profile Humanize brand; create Film weekly video of
demand employee(s); create
screencasts of customer
successes
Pinterest? Drive website traffic! Create boards to highlight
portfolio work
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
43. How to Measure Success?
► Site Traffic
► Downloads
► eNewsletter Sign-Ups
► Comments / Engagement
► Questions
► Shared Links
► Re-Tweets
► Followers
► Recommendations
► Who’s talking about you and how
► Show me the money
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
44. Generating Inquiries and Leads
COMPANY
WEBSITE
Social Whitepapers,
Media eBooks
3500 Downloads
Visitors
SEO eNewsletter
Sign-Ups
DM/Flyer 2000
Visitors Comments &
Questions on
CRM
E-mail
Blog
800
Links Visitors Info/Inquiries
Other 100 Webinar
Visitors Sign-Ups
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
45. Tools for Measuring Effectiveness
Link Shorteners
iLink.Me
TinyURL.com
Google Analytics
Website
Insights
LinkedIn, Facebook, Twitter, YouTube
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
46. Action Items
► You Need:
Commitment
Resources
Plan
► Prioritize:
► RELEVANT Content Creation
► Listening
► Engaging
► Measure and Adjust
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
47. THANK YOU!
Questions?
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
48. Q & A / Contact Me!: http://ilink.me/JR
QR Code
iFlyMobi.com
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
49. Donna’s Contact Information
Donna Vieira
Curley Direct
dv@curleydirect.com
@DonnaVieira *or* Twitter.com/DonnaVieira
LinkedIn.com/in/DonnaVieira
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
50. !
How Social Media Marketing Drives Business Results
John Foley, Jr.| Grow Socially 2012
Notas do Editor
Grow Socially, Inc. – Support ServicesOnline Marketing/Social MediaPlan, Manage, Execute and MeasureinterlinkONE – Software (SaaS)Enterprise Marketing Management SoftwarePlan, build, manage, execute and measure all marketing activities
During this slide, you would talk about the beginning part of your book… where you have stories about how your wife, kids, Dad, etc. react to different medias.
In the past, we worked with them on promoting the event through different print marketing channels and have been slowly transitioning them towards online marketing.To reach their growth potential, they realized the need to embrace “new media” as well.
Good spot to talk about the resources that you need/use to do social media… can’t just be your nephew/Mary.
Hammer home … many social media efforts fail because they don’t have a strategy, a planTalk about how you need to promote content – such as YouTube videos – across other channels.Provide cause updates, other items to connect with people’s passions, interests – stroke, health
Great spot to talk about the importance of why people need a solutions provider… because these social networks change so fast, need a partner to help make changes, guide. They wouldn’t have known what to do in making the change, but we did…
Talk about the cover photo (“doesn’t that make you want to go to HI?!”) – the custom app (Register)
Talking about “the golden referral”, recommendations, engagement….These can tug at the heart strings, provide relevant feedback to the organization (see VMS comment)
Just as you can target with traditional types of direct marketing, you can target with Facebook ads as well. Interests, keywords, etc.Their goal was not to get EXPERIENCED runners, they wanted people who were interested in the cause, health, etc.
Actively being the keyword – social media is not passive. You get out what you put in.
Quote Never stop marketing/advertising, no matter how well off you think you are. Always continue to develop your marketing plan. How can you achieve success for you or your clients? You need an action plan (JOHN…)
Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
The same principles apply to generating leads from social media as they do from other channels… You need to target people in that vertical, drive them to your website, get them to raise their hand an interact, then get them in the sales funnel!
Social Media: Strategize, Plan, and Align Tactics with GoalsIncrease commitment to promoting yourself!Devote time to creating content, sharing, and measuring its effectiveness.Get Started TODAY!