Topics in Technology and Marketing Social Media Marketing

1. Topics in Technology and Marketing Social Media Marketing

2. An Invocation For Beginnings

3. 4 laziest words in social marketing • “Follow me on Twitter” WHY?!

4. ATTRACT ENGAGE CONVERT Social Marketing • Like traditional marketing, Social Media attempts to: • Deliver the right message to the right person at the right time • Nurture relationships with those not ready to purchase • Support conversion for those ready to buy Attract Presence, Advertising, and Content Syndication programs deliver additional strength to top of funnel efforts. Engage Content Syndication and Community Participation offer alternative methods for engaging/qualifying MAL/MQL. Convert Community Participation and Influencer Outreach establish independent validation for purchasing decisions.

5. The power of social marketing • Why is Social Media marketing so powerful? • Improves search engine visibility • Improves reach • Is immediate • Is authentic • Is FREE!

6. Social Marketing success • Requires: • Passion - community must be passionate about their common interest • Discretion – marketer must understand and follow community norms • Missteps can yield brutal responses • http://www.slideshare.net/socialmediainfluence/social-media-screw-ups

7. Ways to think about Social • Social (conversation) versus traditional advertising (broadcast)

8. Ways to think about Social • Casanova (seduction) versus Caveman (brute force)

9. Ways to think about Social • Offense versus Defense

10. Don't make this mistake • Using traditional media tactics in social

11. Not all businesses are a fit Customer characteristics Significant population in service area Have opinions and want to share them Want emotional connections to others Are online Business characteristics Wide service area Entrepreneurial business culture Minimally regulated

12. How to kill a Social Media promotion • Make sure no one knows about it: Don’t worry about actually promoting it. Your customers will use their magic to find it. • Be unsure about it yourself: Don’t worry about having a specific marketing goal in mind or setting up metrics to track what you’re doing. That stuff will just naturally fall into place. • Don’t do any research about prior promotions: You’re smarter than everyone else who came before you. • Pick a really uninteresting prize: Make sure you pick something completely uninteresting and, if you can, really self-serving (like a free copy of your book).

13. How to kill a Social Media promotion • Make it impossible to enter: Require that they give you their full name, address, phone number, email address, social security number, shoe size, and at least offer legal rights to your first child. • Don’t highlight entrants: Don’t bother highlighting your latest entrants or let anyone else know what’s going on or the excitement that’s taking place. • Don’t use analytics. At all: Your brand will probably see a spike in mentions, retweets, traffic and other measurable data points during your promotion. Don’t bother actually tracking any of this data or looking for where the spikes are coming from. How To Kill Your Next Social Media Promotion

14. Twitter Promotion Example

15. Social Technographics Publish blogs Publish web pages Create/upload videos Create/upload audio/music Write/post articles/stories • Creators • Critics • Conversationalists • Collectors • Joiners • Spectators • Inactives Post reviews of products/services Comment on others' blogs Contribute to online forums Contribute/edit articles in wikis Update status on social networking site Post updates to Twitter Subscribe to blogs Vote online for websites Tag web pages or photos Maintain profiles on social networking sites Visit social networking sites Read blogs Listen to podcasts Watche others' videos Read online forums Read product/service reviews Read Tweets

16. Influencers Consumers Social Technographics • Creators • Critics • Conversationalists • Collectors • Joiners • Spectators • Inactives The Global Social Takeover

17. Playing Offense • Proactively developing and publishing content • Priming the conversation • Two requirements of offensive social marketing • You must have something of value to say • You must be authentic

18. Establish credibility • Wikis • Wikipedia, Aboutus.org • LinkedIn (Groups, Answers, Company Page) • Regular Twitter posts (e.g. Tip of the Day) • Blogging • Original content (opinions/advice/information) • Comments on related blogs • Create/actively participate in forums • Webinars/podcasts

19. Establish credibility • Content communities (written/video) • Scribd, DocStoc, SlideShare, YouTube, Vimeo, Flickr, Pinterest, Photobucket

20. Influencer Marketing • Targeting and building relationships with key individuals that have influence a your target segment • Who has influence? • High-profile customers, power users, thought leaders, journalists, or well-known bloggers • People who wield outsized influence in market - their opinions matter

21. Why Influencer Marketing? • Influencers have credibility – marketers don't • Influencers - independent subject matter experts, beholden to no one • Marketers - lying weasels who will say or do anything to make a sale • Influencers often have a loyal following or sizable audience

22. Tips for Blogger Outreach • Know your objective • What do you want to happen? • A mention? A video or infographic embed? A link? • Do your research • Never pitch a blogger whose blog you haven’t read • Read their About page, know what they regularly post about, where they guest post, what they like and don’t like • Build relationships • Building relationships takes time • Success is defined by the quality of relationships, not the quantity

23. Tips for Blogger Outreach • Write a great pitch email • Be authentic • Be clear about how the information will benefit their readership • Don’t sound like a press release • Target your pitch, and show that you’ve actually read a few of the blog posts • Include links that relate to your pitch • Show a bit of your personality, while remaining professional and direct • Keep it brief For additional information, see: A detailed analysis of a perfect blogger pitch

24. Tips for Blogger Outreach • Find common ground • Comment on their blog, follow them on Twitter, retweet their posts that you like, reply to personal tweets • Do this before you pitch them • Be likeable • Show that you’re trustworthy – honestly tell them who you are, and what you want to accomplish • Let them know you can also be a valuable resource for them

25. Tips for Blogger Outreach • Always give a CTA • Be crystal clear when asking for what you want • Encourage them to contact you if they want more information • Follow-up • “No” is the only thing that means no • Persistence can often overcome reluctance • “No” means no – at least for the time being Complete article: 9 Essential Tips for Warm Blogger Outreach Pitches

26. Tips for Twitter Outreach • Know your objective • Be worth following – Part I • Profile - Twitter handle, bio, photo • Post regularly and consistent with the objective • Original ideas and comments • Curation • Follow those worth following • Consistent with the objective – check profile and posts • Some will follow back right away, others won't

27. Tips for Twitter Outreach • Be worth following – Part II • Post regularly and consistent with the objective • Original ideas/comments/content • Curation – including links to followers' blog posts, etc. • Mostly NOT about you • RT frequently, consistent with the objective • Acknowledge everyone • DM new followers • Reply (@handle) to those who RT

28. 1400 Tips for Twitter Outreach • Pay attention to the Big Kahunas • RT/Mention frequently, consistent with the objective • Build relationships • Monitor your RTs/Mentions

29. Twitter Outreach Example Content Curation 2,572 Tweets 542 Following 572 Followers Big Kahuna 14,218 Tweets 1,660 Following 2,696 Followers

30. Other tips for Influencers • Give them the VIP treatment • Advance notice • Access to executives, events • “Backstage passes” • Invite them to collaborate • Seek their opinions and suggestions • Ask them to Beta test

31. Playing Defense • Respond to others' conversations about: • Your industry • Your company • Your products • Create an Early Warning System • Google Alerts • Twitter #hashtags or search

32. Playing Defense • Seek to identify and immediately address customer issues • Your customers • E-brokerages tap social media for faster service • Comcast, Twitter And The Chicken • Your competitors' customers • Address customer complaints – yours and your competitors' • Immediately • Offline

33. The Ultimate Social Media Glossary

34. Questions?