topics in technology and marketing social media marketing

Topics inTechnology and Marketing

Social Media Marketing

An Invocation For Beginnings

4 laziest words in social marketing

“Follow me on Twitter”

WHY?!

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

SM Presence SM Advertising Content Publishing

Community Participation

Influencer Outreach

AttractPresence, Advertising, and Content Syndication programs deliver additional strength to top of funnel efforts.

EngageContent Syndication and Community Participation offer alternative methods for engaging/qualifying MAL/MQL.

ConvertCommunity Participation and Influencer Outreach establish independent validation for purchasing decisions.

ATTRACT

ENGAGE

CONVERT

The power of social marketing

Why is Social Media marketing so powerful? Improves search engine visibility

Improves reach

Is immediate

Is authentic

Is FREE!

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

Ways to think about Social

Social (conversation) versus traditional advertising (broadcast)


Casanova (seduction) versus Caveman (brute force)


Offense versus Defense

Don't make this mistake

Using traditional media tactics in social

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

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).

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

Twitter Promotion Example

Social Technographics

Creators

Critics

Conversationalists

Collectors

Joiners

Spectators

Inactives

Publish blogsPublish web pagesCreate/upload videosCreate/upload audio/musicWrite/post articles/stories

Update status on social networking sitePost updates to Twitter

Post reviews of products/servicesComment on others' blogsContribute to online forumsContribute/edit articles in wikis

Subscribe to blogsVote online for websitesTag web pages or photos

Maintain profiles on social networking sitesVisit social networking sites

Read blogsListen to podcastsWatche others' videosRead online forumsRead product/service reviewsRead Tweets

Social Technographics

Creators

Critics

Conversationalists

Collectors

Joiners

Spectators

InactivesThe Global Social Takeover

Influencers

Consumers

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

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

Establish credibility

Content communities (written/video) Scribd, DocStoc, SlideShare, YouTube, Vimeo, Flickr, Pinterest, Photobucket

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

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

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


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


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


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

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


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


Pay attention to the Big Kahunas RT/Mention frequently, consistent with the objective

Build relationships

Monitor your RTs/Mentions

1400

Twitter Outreach Example

Big Kahuna 14,218 Tweets

1,660 Following 2,696 Followers

Content Curation2,572 Tweets

542 Following 572 Followers

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

Playing Defense

Respond to others' conversations about: Your industry

Your company

Your products

Create an Early Warning System Google Alerts

Twitter #hashtags or search

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

The Ultimate Social Media Glossary

Questions?

topics in technology and marketing social media marketing

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