mass transmit: getting started in social media

GETTING STARTED IN SOCIAL MEDIA

TABLE OF CONTENTS

PREPARING FOR SOCIAL MEDIA

EXECUTING YOUR PLAN

CHOOSE YOUR CHANNELS

PARTICIPATE

MEASURE

CASE STUDIES

PREPARING FOR SOCIAL MEDIA

How Marketing is changing…

OLD: OUTBOUND MARKETING

• Telemarketing

• Direct Mail

• TV/Radio

• Print Ads

How Marketing is changing…

NEW: INBOUND MARKETING

• Blogs

• Social Media channels

• Search (SEO & SEM)

• RSS & Email Subscriptions

INBOUND MARKETING = being found by those looking for your products or services

You are not late to the game

69% have been using social media “a few months” or less

Why use social media?

93% of Americans believe a company should have a social media presence

Social Media Benefits

73.8% say social media has helped them close business

Define your Goals

Start with a Plan

Identify Your Audience

Over 90% of B2B buyers are using social media channels to research purchases

Create Guidelines and Schedules

Guiding Principles

EXECUTING YOUR PLAN

Choose Your Identity

• Pick a name to use on all channels

• Pick a graphic avatar/icon

• Create a social media style guide

Listen

• What is being said?

• Who is saying it?

• Where are they saying it?

• Is it positive or negative?

• How much reach or impact does it have?

Listening/Monitoring Tools

FREE TOOLS:

• Google Alerts (google.com/alerts)

• Social Mention (socialmention.com)

• Twitter search (search.twitter.com)

Tip: subscribe to a Twitter search result or Social Mention alert via RSS

Listening/Monitoring Tools

ENTRY-LEVEL TOOLS:

• Trackur (trackur.com)

• ViralHeat (viralheat.com)

• Sysomos Heartbeat (sysomos.com)

• UberVU (ubervu.com)

Listening/Monitoring Tools

SOPHISTICATED TOOLS:

• Radian6 (radian6.com)

• Sysomos (sysomos.com)

• Scout Labs (scoutlabs.com)

• Alterian SM2 (alterian.com)

Other Social Media Tools

ADDITIONAL USEFUL TOOLS:

• Flowtown (flowtown.com) - turn an email address into a full social profile

• Rapleaf (rapleaf.com) - data to help round out customer contact profiles

• Swix (swix.com) - helpful tool for determining social media ROI

• Addict-o-matic (addictomatic.com) - create a custom web page with the latest buzz on any topic

• HowSociable? (howsociable.com) - Measure your brand’s visibility on social channels

Social Media Management Systems (SMMS)

WHAT IS AN SMMS?A SMMS is a tool that allows you to manage, monitor and measure your social media activity in one place.

SMMS OPTIONS:

• HootSuite (hootsuite.com)

• Social Talk (socialtalk.com)

• Spredfast (spreadfast.com)

• Awareness Social Marketing Hub

(awarenessnetworks.com)

CHOOSE YOUR CHANNELS

Blogs

Blogs are the cornerstone of social marketing. Nearly all of your social media efforts will point back to your blog.

Blogs

Blogs

Blogs

Blogs

Twitter

• 85% of large businesses will be increasing their Twitter activities

• 87% of Americans familiar with Twitter in 2010, up from 5% in 2008

Twitter

http://search.twitter.com/advanced

Twitter

B2B Highlight:

IBM used Twitter to generate 40% of their event registration goals within 72 hours via social channels.

Facebook

• 85.4% of large businesses plan on increasing Facebook activity

• Average value of a fan is $3.60

Facebook

B2B Highlight:

Hubspot uses Facebook to create leads through a variety of free offerings such as webinars, trials of services, marketing kits, whitepapers, etc.

http://facebook.com/hubspot

How B2B uses Facebook

B2B Facebook Page Examples:

Cintashttp://facebook.com/cintas

SalesForce.comhttp://facebook.com/salesforce

Forrester Research: http://facebook.com/forrester

Sodexo (Careers example):http://facebook.com/sodexocareers

Linkedin

• 50% are business decision makers

• 7.8% are C-level executives

• 72% of B2B companies plan on increasing use of LinkedIn

YouTube

• YouTube generates 90% of online video consumption

• YouTube Search is the world’s 2nd largest search engine

• 73% of marketers plan on increasing YouTube/video marketing

YouTube

Social Communities

Social Communities can be a great way for businesses to facilitate and manage a social environment. Communities can provide the social tools which drive visitor engagement all while managing and moderating the community content.

Social Media Tools people want to learn more about:

Delicious

Delicious is a Social Bookmarking tool. Catalog the articles, sites, pages, etc. you enjoy, tag them and share with your network. Easily search your bookmarks by tag when you need to find relevant content.

Slideshare

Slideshare is the world’s largest community for sharing presentations, documents and PDF files.

Flickr

Flickr is a web-based photo management and sharing application. Users can upload photos and video, tag them, share with connections, and comment on other photos.

Check-in Geo-location Apps

BENEFITS:

• Opportunities for location-based marketing

• Promote your business through check-ins

• Generate on-site/in-store traffic

• Generate awareness through friend activity

Check-in Geo-location Apps

PARTICIPATE

Create Conversation and Engage

Maintain Your Channels

• Be Original

• Be Helpful

• Be Passionate

• Be Respectful

• Be a Motivator

• Be a Leader

What Not To Do

• DON’T only talk about yourself/your business

• DON’T oversell

• DON’T force it

• DON’T be inconsistent in approach or timing

• DON’T do anything that doesn’t help achieve goals

Marketing Your Social Media Channels

Add your social media channels to your online and offline communications/collateral

• Emails

• Web Site

• Direct Mail

• Ad Units

• Packaging

• Business Cards

• Print Ads

• Radio/TV

MEASURE

MEASURE: Awareness

• Social mentions

• Fans/Followers/Friends

• Web site traffic

• Search rankings

• Reach

MEASURE: Lead Generation

• Opt-Ins/Database Growth

• Offer redemptions

• Repeat Visits

• Inquiries

MEASURE: Retention

• Increase in positive sentiment

• Increase in feedback (comments, mentions, etc.)

• Decrease in churn rate

• Reduction in support channels

Social Medium ROI

Twitter • 10% of traffic to site from Twitter generate opt-ins• Customer Service calls down by 20%

Facebook • Webinar attendance up 20%• Event sold-out due to 150 Facebook fans signing up

LinkedIn • Reduced costs of talent acquisition by 50%• Helped find targeted audience at $0 cost

YouTube • 50 product sales originated from YouTube.com• Generated 100 new opt-ins

Blogging • SEO improvements generated additional web traffic• Generated 250 leads via whitepaper download

Slideshare • 20% increase in service inquiries• 50 new opt-ins

MEASURE: ROI

84% of social media professionals

DO NOT measure ROI

OUTSOURCING25.7% of large businesses are outsourcing social media. That number is expected to double in the next year.

What You Should Consider Outsourcing:• Consulting/strategy

• Profile setups

• Getting listed

• Automated status updates

• Automated tasks

• Assistance with generating content

What You Should Not Outsource:• Conversation

• Business content development

• Support

B2B SOCIAL MEDIA CASE STUDIES

INDIUM

Indium manufactures electronic components. They use social media as one of the pillars of

its thought leadership program. They use a network of blogs (14 bloggers, 70 blogs),

Facebook, Twitter, Linkedin and YouTube. They strive to be considered the best, most

authoritative trusted source in their industry.

Results: • Increase in customer contacts

• Significant increase in leads

• 25% reduction in marketing costs

INTEL SOFTWARE PARTNER PROGRAM

Challenge: Intel’s Software Partner Program wanted to attract new participants

Goal: Increase program participations by 25%

Solution: Coordinate a consistent brand experience across all channels. ISPP created blog

guidelines and topics, generated fresh content, and then announced it via Twitter, Facebook

and LinkedIn using automation tools. ISPP also utilized the blog content for email newsletters

and added social sharing links to their email campaigns.

Results: • 400% increase in Twitter followers

• LinkedIn Group increase of 100%

• Facebook Fan increase of 2000%

• Overall program participation increase of 32%

INTEL SOFTWARE PARTNER PROGRAM

AMEX OPEN Forum

AMEX Open is an online community of business owners. It gives users tools to connect and

collaborate. The social site includes the Idea Hub, a digital trading post of ideas and

insights from industry experts and owners. It includes articles, videos, discussion boards

and event listings as well as a lead generation tool.

Results: • Increased users 525% in one year, from 160,000 in December 2008 to over 1 million in

December 2009

THANK YOUAdam Q. Holden-Bache8701 Mallard Creek Dr.

Charlotte, NC 28262704-706-2670 x200

adam@masstransmit.com

Twitter: @adamholdenbache