growing your business with social media

How Social Media Marketing Drives Business Results John Foley, Jr.| Grow Socially 2012

Growing Your Businesswith Social MediaJohn Foley, Jr. and Donna Vieira


Today’s Overview

► Brief Introductions

► The Evolving World of Marketing

► Case Study: Succeedingwith Social Media

► The Action Plan for You


Who Are We?

We promise, we’ll be brief!


Intro: John Foley, Jr.

Grow Socially – Marketing Support Services 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

I love Mar(H)keting!


The Book

Strategies, Plans, Case Studies Campaign Ideas, and More.

A guide to help you grow your business!

NewPathToProfit.com


Printers – Business Transformation

Mailers, Fulfillment providers– Business Transformation

All Businesses – Untethered Communications

The Books


Intro: Donna Vieira

► Director of Marketing and Communications

► Curley Direct► Boutique Marketing

Firm – Cape Cod, MA► Digital Printing, Direct

Marketing, Social Media, Specialty Products, Small Business Consulting, Coaching and more.

I’m a total marketing and social media geek.


Keep Your Phone On!

► Feel free to Tweet, Post, Update, Email, take notes, photos, and more!

@JohnFoleyJr @DonnaVieira

#OnDemandExpo

(seriously…we’re not joking!)


Get Involved!

► Grab your handout card! We want your feedback!

We hope you’ll participate!!


Ready to Get Involved?

►POLL Question #1:

How many of you currently use social media for your business?


The Evolving Worldof Marketing


Marketing Used to Be “Easier”!


Inbound Marketing: Game-Changer

Social Media, Websites, SEO!


Communications Today

• “Kitchen Table Effect”

• Generational Differences


Social Media Statistics

900 Million Users on Facebook

NOTE: As of June 2012

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!


Stay Involved

►POLL Question #2:

Can you generate leads through Social Media?


Online Marketing: Social Media & Inbound

Source: http://en.wikipedia.org/wiki/Inbound_marketing

“Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.”


Content: Essential to Inbound Marketing

Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/


Inbound Goal: Drive INQUIRIES!


Questions or Comments?Phone 1.800.948.0113Email [email protected]

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]

Copyright © 2012 Grow Socially, Inc. All Rights Reserved.

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Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersOffersEmailsPollsBlogs

Landing Pages

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Action – Publish – Engage – Converse – ShareStories, Information, Social Media posts

Blogging Analytics Content Mgmt SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified and Budgeted

Buyers


Why Should YOU Use Inbound Tactics?

It works!

Increase Awareness & Drive Inquiries

Reach More Customers & Prospects

Sell more things!


Results --- See Below

650

275


Results: Thousands of Inquiries


Results: Prospects Raising Their Hand!


Case StudyHow One Organization Found

Success with Social Media


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


Their Goal

Improve recruiting efforts for their Half Marathon in Hawaii

Hesitations Transitions Solutions


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


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


Improved Graphics with Calls to Action


The Facebook Page (Before Timeline, of course)


The Facebook Page (Post-Timeline)


Generated Word-of-Mouth and REFERRALS


Put Data to Use: Targeted Advertisements

Facebook Ads allowed for precise data targeting!


How Facebook Helped: Stats

Metric Before After (as of 6/1/12)

Likes 783

(2 pages combined)

8,009

Recommendations 0 35

People committed to the Hawaii Half

Marathon

19 31

63% increase!!


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!


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


The Action Plan For YOU!

Steps to Succeed with Social Media Today


Steps to Social Media Success

► Create a Strategy (PLAN)

► EXECUTE

► Measure

Remember… Execution TRUMPS Strategy!


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?


Align Tactics with Goals

Tactic Goal Key Steps

Facebook Fan page Increase awareness of services, generate leads

Post once a day; Custom Tab for demo registration

Twitter company page Become a thought leader, provide support, share relevant content

Post multiple times daily; share marketing-related news; active listening

YouTube Profile Humanize brand; create demand

Film weekly video of employee(s); create screencasts of customer successes

Pinterest? Drive website traffic! Create boards to highlight portfolio work


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


COMPANY WEBSITE

Social Media

SEO

DM/Flyer

E-mail

Links

Other

Whitepapers,eBooks

Downloads

eNewsletter Sign-Ups

Comments & Questions on

Blog

Info/Inquiries

Webinar Sign-Ups

100 Visitors

2000 Visitors

800 Visitors

3500 Visitors

CRM

Generating Inquiries and Leads


Tools for Measuring Effectiveness

Link Shorteners iLink.Me TinyURL.com

Google Analytics Website

Insights LinkedIn, Facebook, Twitter, YouTube


Action Items

► You Need: Commitment Resources Plan

► Prioritize: ► RELEVANT Content Creation► Listening► Engaging

► Measure and Adjust


THANK YOU!

Questions?


Q & A / Contact Me!: http://ilink.me/JR

iFlyMobi.com

QR Code


Donna’s Contact Information

Donna VieiraCurley [email protected]

@DonnaVieira *or* Twitter.com/DonnaVieira

LinkedIn.com/in/DonnaVieira


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