OUR DIGITAL WORLD

Provide a high-level overview of

the digital marketing space

Share best practices for B-to-B

and B-to-C

Inspire you to optimize your

investment of time & resources

TODAY’S JOURNEY

© 2013

ONE GIANT CIRCLE OF INFLUENCE

© 2013

SM is the foundation for all personal,

social, political, and consumer

conversations.

SM is where all conversations either

begin or end in today’s hyper-social

sharing climate.

WHAT IS SOCIAL MEDIA?

© 2013

WHY SHOULD YOU CARE?

Simply because your customers, employees,

recruits, partners, governments, vendors, and

the media all do.

© 2013

YOUR CUSTOMERS…

INFLUENCED OR MERELY INFORMED ?

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CONFUSED?

© 2013

© 2013

© Nielsen 2012

WHERE?

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© 2013

THE SEVEN KEYS TO

SOCIAL MEDIA SUCCESS

1. Be proactive

2. Market your SM efforts everywhere

3. Make a real investment to see tangible

results

4. Integrate. Integrate. Integrate.

5. Make mistakes

6. Speed kills (the lack thereof)

7. Empathy will endear you when you need it

most

© 2013

NOW WHAT?

1. Re-evaluate what you’re currently doing – from costs

(staff & cash) to KPIs to your ROI

2. Thoroughly audit your specific business category and

key competitors

3. Research best practices and successful case-studies

4. Review your over-arching marketing plan

5. Integrate SM into your plan – and sometimes, when

appropriate, let SM lead your plan or marketing

campaign

6. Re-set KPIs and expectations

7. Launch. And be ready to change paths at a moment’s

notice

© 2013

I’M B-to-B. IS SOCIAL MEDIA FOR ME?

1. LinkedIn

2. Monitor your online brand reputation (news, blogs,

forums, etc.)

3. Influence your online brand reputation (PR, blog,

& guest editorial)

4. Make sure you have a company SM plan in place

5. SEO – Google loves a blog post, social bookmark,

and Tweet

© 2013

Intern Solid business description,

contact info, and images

Evaluate & recruit

prospects

Add LinkedIn icon to

company website

Coordinator Post open jobs

Post company updates -

news, blog posts, staff

achievements, etc.

Encourage your staff to

update their LinkedIn

profiles

Manager Highlight products & services

Encourage customers and

vendors to post

recommendations

Run targeted LinkedIn ads for

recruitment and general B-to-B

promotion

CEO Fully build-out your

Careers page to include

videos, featured jobs, and

testimonials

Establish customer and

partner Groups

Track page and follower

analytics © 2013

© 2013

Company Page Company Careers Page

Recent

Job Post

News

Coverage

CTA to Visit

Careers

Featured

Products Company

Culture

Video

Employee

Profiles

CTA to Apply Featured

Job Posts

Curated content

Peer-driven engagement

Smart brands play outside of their arena

They come, they stay, they play – and they buy! © 2013

-Photos-only

-Artistic expression

-Niche channel

-No rev model

-Peer-to-peer mobile-only

“moment” sharing

-Upon review, poof – “Sexting”

-Massive tween/teen adoption

-Free popular music radio

and playlists

-Directly competes with

Pandora

- “Social” media

consumption

-Deep integration with FB

-Geo-location “check-in”

mobile application

-Discounts for customers,

promotion for businesses

-Faux peer gamification

© 2013

1. Search

2. Listen

3. Learn/Insights

4. Plan & adopt

5. ENGAGE & test

1. Be human

2. Transparent

3. Empathetic

4. Take it offline

5. Stop before you GO!

Rules of Engagement – B-to-B & B-to-C

© 2013

“I love using Mama

Mary’s Pizza

crusts…”

POWERED BY

“Basically three

brands of pre-made

thin…Boboli, Mama

Mary’s and Roma.” “Mama Mary’s

edge was

crispier, but

still chewy”

© 2013

“Don’t like

Bobolis..”

POWERED BY

Blogger outreach and

Facebook advertising

will lead to more posts

& conversations

Mama Mary’s posts show

a higher % of positive

sentiment. Engagement

levels are similar

© 2013

© 2013 POWERED BY

SEVEN KEYS TO SOUND

WEB DEVELOPMENT

1. Always build with the customer’s user-experience in mind

2. Choose easy-to-consume, relevant content over functionality & frills

3. 2nd only to intuitive navigation is site speed. Aim for less flash, better

servers

4. Make it painfully easy for customers to contact you

5. Band-aiding a site will almost always negatively affect your Search Engine

Optimization (SEO)

6. Don’t ask your friends and co-workers how to improve your site, ask your

customers & partners – ask the people who need to have a positive site visit

experience

7. Place an emphasis on SM and engagement elements: blogs, SM icons,

videos/YouTube media players, reviews, etc. Google loves this, and the

public has grown accustomed to it

© 2013

THE “SCIENCE OF SEO”

1. There is no science

2. Make sure your site has a structurally sound code base

3. Google loves fresh content

4. Quality PR - both traditional and online-only (blogs) - will be #1 influencer

of your search results

5. Social cues – product reviews, Facebook Likes, Tweets w/links, Pinterest

Pins – not only give you street cred but also are beloved by algorithms

6. Maintain a fast site

7. Make it easy for people to locate the information they are looking for on

your site – Google knows. Somehow, Google knows

8. “On-page” SEO is an ongoing process - focus on keyword research &

keyword optimization

© 2013

THE FUTURE OF SOCIAL

1. The SM experience chasm between young and older generations will only

become greater – marketers will need to become smarter and work harder.

2. The first to the party will always get asked to dance first – early adoption will

continue to lead to earned media and street cred.

3. Backlash and attrition due to advertising may lead to the big boys offering

both a freemium and ad-free model.

4. Pinterest will continue to explode as new features are released – will be the

most expensive web/social acquisition in 2013.

5. People will perpetuate the trend of consuming social media away from their

computers - while shopping and driving and everywhere in between.

© 2013

THE FUTURE OF WEB

1. Google Search will continue to lose market share to Bing (and the wildcard

Facebook), to the benefit of those who want Search to lead to action, and

not just browsing.

2. SEO is no longer a science, nor beatable. Smart practices will directly lead

to better return.

3. Internet Explorer and Firefox will continue to lose market share to Chrome.

Coupled with the influx of mobile internet, most current websites will be

rendered obsolete.

4. Those who don’t fully embrace mobile commerce will be left behind, and

may never catch up.

5. Responsive web design will become more relevant and pervasive than

native app development – adaptability will overrule functionality.

© 2013

KEY TAKEAWAYS

1. Everything you do online impacts your

business success

2. Everything you are not doing will impact your

business success

3. Everything you do online impacts your SEO

results

4. You can only truly test if you make a

sufficient investment of time and resources

5. Empathy. Empathy. Empathy.

6. A mistake is merely an opportunity to do

things right the next time

© 2013

Thank You

&

GOOD LUCK