it here - Katie B. Roberts

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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
[email protected]
KatieBRoberts.wordpress.com
Twitter.com/KatieBRoberts
Linkedin.com/in/KatieBRoberts
Facebook.com/Katie.B.Roberts
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