The Social Media Pocket Guide 6 Ways Marketers Should Use Social Media with Proven Tactics to Achieve Success Jim Rudden - @jimrudden Jordan Viator - @jordanv #AMASpredfast
The Social Media Landscape
The Social Media Landscape! Social is now part of the marketing mix.! No one relies on just one network requires a mix for continued success.! Social programs focused on objectives.! Increasing need for scalability. 48% of interactive marketers plan to increase social media spending in 2011 Forrester Research, Inc.
Today s Discussion! An understanding of the six most important objectives each marketer should for social media marketing initiatives.! How social media ties into to existing organizational goals.! Proven tactics to use with each objective that you can start implementing today.
Objective #1: Building Brand Awareness
Brand Awareness + Social! Reach more people through extensive networks.! Drive traffic to other corporate channels.! Deliver messages to new audiences that you otherwise would not reach.! Expertise sharing and positioning.
Details About Company!! People follow brands to learn more about them. Share content about: Culture Company news Employees Products or services
Thought Leadership! Promote content illustrating your domain expertise that also provides value.! Share whitepapers, stance on industry trends, pictures and infographics.
Objective #2: Making Customer Service Personal
Customer Service + Social! Immediate response and interaction with customers.! Helpful communications illustrate responsive nature of company.! Discover new customers and issues on social channels.! Make the experience personal with actual responses from team.
Customer Education! Give customers the tools to use the full extent of your product.
Customer-Centric Announcements! Share real time updates to keep your customers informed.! Pre-empt questions or concerns.
Objective #3: Event Marketing
Event Marketing + Social! Promote event details, activities and news broadly.! Real-time updates, alerts and reminders.! Audiences can participate more easily and more often.! Community sharing of content and ideas helps amplify buzz and attendance.
Reminders & Notifications! Share real-time reminders and updates to ensure your network has every opportunity to be in the right place at the right time.
Share Content from Event! Use events as opportunities to generate thought leadership and connect with community members who aren t present.
Objective #4: Product Launches
Product Launches + Social! Affordable channel to reach huge, active audience.! Enhance other media spends by reinforcing messages and increasing impressions.! Build excitement by seeding network with information and offering exclusive deals.! Grow adoption opportunities by reaching a large, interactive audience at launch.
Product Demonstrations! Don t just tell people what s in a new product - show them with compelling demonstrations.
Contests! Increase opportunities for engagement and participation around product launches with interactive activities.
Objective #5: Building Sales Pipeline
Sales Pipeline + Social! Social media is where your prospects are spending time.! Effective in driving traffic to your home base your website.! Enhance inbound marketing with traffic driven.! Unknown opportunities can be discovered and addressed.
Provide Calls to Action! Build an initiative to generate leads and develop Sales prospects by giving your network something to do.
Drive People to Website! Your website is where the magic happens. Lead people here to learn about products and either make a purchase or convert into a lead.
Objective #6: Community Activation
Community Activation + Social! Interactivity naturally drives action.! Closer connection between brand and community.! Pass along rate increases and provides potential for exponential growth of activity.! Timely distribution of messages drives immediate action.
Provide Incentives! Often, people take action because there is an incentive to their involvement.
Provide Pre-Packaged Content! If you aren t making it easy for your network to share content on your behalf, you are losing opportunities to leverage your community to further bolster your brand.
Where Social CRM Comes In! Social is part of the marketing mix: more activity requires more structure.! No one relies on just one network: a Social CRM helps manage these.! Increasing need for scalability: Social CRM systems are designed specifically to help scale and grow programs.
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