My Keynote Presentation to "Better Business Bureau 2012 Awards Gala & Annual Meeting" based on our original "Social Media Marketing Strategies, Best Practices and Analytics" slides. Condensed and with some new information added. For more extrapolated info, see our original slideshare presentation here: http://www.slideshare.net/talkingfinger/social-media-strategy-basics-best-practices-analytics-11771683

1. Our Focus Is Social Media!
Our Focus Is Social Media!
Social Media Marketing Agency
facebook.com/talkingfinger

2. Erik Granato Who Are We?
Chris Durso Bill DeRosa
Dana Bereza
Social Media Marketing Agency

3. Social Numbers
1 Billion worldwide users (1.67 million in CT!)
150 Million + users
800 Million UNIQUE users per month
10 Million users
158 Million Blogs
165 Million Users
And These are Just the Major Networks!

4. Social Numbers: Mobile Makes the
World Smaller
2

5. Top Aggregated Mobile App Downloads
Based on 20.7 million downloads from iTunes and Google Market

6. Want to reach people when they are not seeing you on
“Traditional” Ad/Marketing platforms?
3
Go Social!

7. The Youth Leads in Social Use...
4
...However ALL Age Groups are Catching Up!

8. SYNERGY
No Longer Can You Survive On One Advertising or
Marketing Initiative.
With Leaps in Technology, Expectations of Prospects
and Clients, and Social Interconnectivity, We Must Have
Multiple Streams of Engagement

9. NO Ad/Marketing Should Be
Living In A Silo
Social Traditional

10. Ad/Marketing Mediums
“Traditional” “Social”
About 14% trust About 78% trust
Rapid exposure Slow exposure
Little Engagement Full Engagement
Difficult to “Share” Based on “Sharing”
General Population Segmented Population
Yin-Yang of Media

11. Let “Traditional” offset social
media’s scale issue and allow
social media to engage
prospects and clients in
Balance
a RELATIONSHIP.
If You Only Use Social,
You Will Lose Marketshare
If You Only Use Traditional,
You Will Lose Marketshare

12. Add social icons
to ALL
newspaper,
magazine and
printed ads...
In fact, it should be on ALL
printed material and literature you
create...Including...

13. Add all icons to your business cards
as well as their URL’s
the same as your phone, email and website
Give people multiple points of contact!

14. Your website needs some love too!
An Up to Date, Clean, SEO Friendly, Branded
Website will ALWAYS be Paramount!

15. It should also be in your email signatures

16. Social Media Success
How Do We Get There?

17. Social Media Marketing Takes Time.
It is *WHAT* You DO With
The Time That Determines
Success or Failure

18. It’s A Marathon...
Not A Sprint...

19. Creating a Social Media
Marketing Strategy

20. 1. Define Your Target Audience
Age Education
Gender
Hobbies
Location
Career/Job
Never Before Could We Gather So
Much InformationAbout People!

21. 2. What Are Your Goals?
Brand Awareness
Building Advocacy
Thought Leader/Authority
More Customers/Clients
Building Strategic Partnerships
PS: INCREASED PROFITS ARE NOT A GOAL,
THEY ARE A RESULT OF GOAL SETTING!

22. 3. How Much Time Per Week
Can You Invest Internally?
Be Realistic!
Be Specific!
How Long Will It Take
To Create Content?
Can You Reduce Other
Marketing Initiatives?
Include ALL Personnel
That Can Contribute How Much To
Outsource?

23. 4. What Other Marketing Initiatives
Are In Place?
List ALL Online Assets List ALL Traditional Assets
-Website
-Newspaper Ads
-Adwords
-Printed Materials
-Shopping Carts
-Magazine
-Enews
-Brochures/Literature
-PR Initiatives
-Trade Shows
List All Current Social Media Assets
-Facebook Pages
-Twitter
-Pinterest

24. Choosing the Right Social Network!
You have defined...
1. Audience
2. Social Goals
3. Amount of Time Available
4. Other Marketing Initiatives
This Helps Determine Which Network
Will Work Best For You
Brief Examples...

25. Broad Demographics
B2C with B2B component
Central Platform
Time Consuming
75% Women
PERFECT for products
Show Your Personality
Somewhat Time Consuming
B2B with B2C Component
Thought Leader/Authority
Continuing Education
Strategic Partnerships

26. The Calendar

27. Immediate Actions
Assess Each Quarter
Monthly Actions
Long Term Initiatives

28. Daily and
Weekly
Actions
On Which
Network
Record Basic Analytics

29. Best Practices For Your Strategy
For Longevity And Best Chance of Full Exposure,
Make Posts About The Same “Topic” In A
“Staggered” Fashion.
Example:
Blog PostBasic General Strategy:
1. Immediately Post To Facebook
2. Tweet Out Two Hours Later
3. Post To Google+ The Next Day
4. Tweet it Out At A Different Time Than Yesterday
5. Post on LinkedIn Profile On Day Three
...so on...

30. CONTENT IS KING
A Good Strategy Includes Good Content!
Engaging
Open Ended Conversation
Interesting
Educational
Fun
Off the wall
Contradictory
ASK QUESTIONS!

31. ANALYTICS!!!
Done monthly across
all platforms to define initiatives. This is the cornerstone of success!

32. Use Analytics to Redefine Strategy
Analytics Tell the “Story” Of What You Post and the
Correlations Of Day, Time, Type Of Post, Virality and
Most Important...
How Your Audience Responds to Your Content!
YOU ALSO START UNDERSTANDING SOCIAL ROI

33. A Basic Formula For Social Media ROI
Dollar investment in “Hardware”
Technical: Apps, Landing Pages
Graphic Design, Branding,
Optimizations
Human investment in “Software”
People: Creating and Curating
Content, Responding, Monitoring

34. A Basic Formula For Social Media ROI
Total sales in dollars resulting directly from efforts.
Hardware + Software = Social Costs
Sales - Social Costs = Social ROI

35. Other “ROI” Metrics
Create and build personal relationships
People do business with people they know
Long term continual engagement

36. Other “ROI” Metrics
Brand loyalty
Brand advocacy and
“cheerleaders”
Trust

37. Everyday Structures For
Success

38. General PointsDo....
Show interest in and listen to others
Be real, be yourself
Take time and do it right
Have fun!

39. General PointsDon’t...
Use platforms to shout your message
Talk about yourself continually
Use auto post programs
POORLY

40. Thank you!
Learn More, Ask Questions, Engage!
facebook.com/talkingfinger