Please feel free to tweet today’s tips! #BWCC #WIB @KatieBRoberts Integrating Social Media into the Sales & Marketing Plan Katie B. Roberts January 14, 2011 @KatieBRoberts Facebook.com/Katie.B.Roberts Linkedin.com/in/KatieBRoberts KatieBRoberts.wordpress.com Online Marketing Strategy Online Marketing Strategy • Social Media cannot stand on its own; piece of bigger plan Online Marketing • Website • SEO/SEM • Email Marketing • Social Media Face to Face • Trade Shows • Events • Networking Media & Advertising • Press Release • Print Advertising • Direct Mail • Signage Online Marketing Strategy Leverage Social Communities “If you build it, they will come…” Does not work here Leverage Social Communities Ways to attract community members ENGAGE •Contests •Listen & respond •Humanize CONTENT •Blogs •White papers •Product specs GIVE •Coupons •Rewards •Take Action Leverage Social Communities Leverage Social Communities • Photo contest on Facebook • RT content and enter to win… • 1st person to tweet “Great seminar on social media, @KatieBRoberts” wins… [hint] Leverage Social Communities • Brand / industry sentiment • Become a thought leader • Work to resolve customer issues • Listen for needs of existing & potential customers CASE STUDY: Exact Target vs. Publicaster Leverage Social Communities • Honesty • Sincerity • Transparency • Find the “voice” for each community [Skittles] • Ensure others in company know “voice” lingo • Use real photos instead of logos where possible Leverage Social Communities • Offer exclusive coupons for Facebook Fans • Provide links to lunchtime specials on twitter • Allow access to exclusive content in Linkedin Groups • Specials for checkins & mayors on Foursquare Promote Social Media Communities Promote Social Media Communities • Website • Email signature / newsletter • Print collateral • Assets / signage • Business Cards • Twitter directories • Linkedin Profile Promote Social Media Communities • Facebook “Like” • “Share This” and “Add to Any” • Recent Tweets • Calls to Action • “Read more” in email • Twitter #hashtags Why people “Like” Facebook Pages 10. Learn more about company (21%) 9. Referred to by a friend (22%) 8. Access to exclusive content (25%) 7. Looking for fun & entertainment (27%) 6. Want information on future sales (30%) 5. Receive updates on future products (33%) 4. Stay informed (34%) 3. Hope to get something free (36%) 2. Show support for brand/product (37%) 1. Receive discounts or coupons (40%) Attracting Facebook Fans • Be interactive, fun, & helpful • Embed videos • Use Facebook Landing Pages • Facebook Contests (Strutta) • Focus Groups / Testing [True Lemon] • Introduce new products • Virtual Parties [Jeffrey Hayzlett] • Trivia! [AMA Baltimore] Attracting Twitter Followers • Participate in the dialog – RT, DM, comment • Follow thought leaders • Use #hashtags • Establish relationships • Announce specials, deals, sales • Share blog articles, white papers, Facebook content • Live event/conference tweeting Tips to Consider • Identify your tone • Know your audience • Leverage brand ambassadors • Use real-time monitoring tools • Build & use editorial calendar • Point customers to content (Penn Olson) • Use calls to action • QUALITY vs quantity Tips to Consider Give ‘em something to talk about…. And share! Resources • TweetDeck • Klout • Feedburner • Strutta • Add This & Share This • JitterJam & Radian6 • Technorati • Google alerts & Google Analytics • Social mention / Postling Websites I Follow • Mashable.com • TechCrunch.com • Social Media Examiner.com • Hubstpot.com • Marketing Sherpa.com • ChrisBrogan.com • Harvard Business Review.com • Blue Sky Factory.com • Penn-Olson.com Contact Info KatieBelleRoberts@gmail.com KatieBRoberts.wordpress.com Twitter.com/KatieBRoberts Linkedin.com/in/KatieBRoberts Facebook.com/Katie.B.Roberts