Marc Campman
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30+ years of marketing, branding, advertising & PR
experience. 12+ years online marketing/social media
Founder of Marccampman.com and co-owner of
LoveSocialMedia
Author of “FLIRTONOMICS, how to entertain, date and
love your customers on Social Media”
Social media strategy & execution since 2007
The Social Media Revolution
What is Social Media?
FLIRTONOMICS – 3 Cs of Social Media
What is Social Media
Social Media earns
online and offline coverage
Digital Marketing buys
online and offline coverage
Social Media Vs. Website
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Social media sends to website, creates prospects
and builds relationships.
Social Media Vs. Website
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Website converts prospect from social media and
advertising into sale or lead
Social Media Vs. Website
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Social media holds onto customer, prompts them to
buy again and helps them refer
Social Media Truths
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Truth #1: Your business must operate at the speed of social
Truth #2: The Crowd will define you (if you let it)
Truth #3: Both Opportunities and Attacks can come from
anywhere, anytime
Truth #4: Being Proactive is the new normal
United Breaks Guitar
Igniting the Spring Revolution
What’s trending today?
The Truth
“You can buy attention (advertising). You can beg for
attention from the media (PR). You can bug people
one at a time to get attention (sales). Or you can
earn attention by creating something
interesting and valuable and then publishing it online for
free.”
David Meerman Scott
Social Networking Sites
Websites that allow
users to build online
profiles, share
information and
connect with people
who share interests.
Sites usually consist of a
profile of each user,
his/her social links, and
a variety of other
services.
Blogs
Short for ‘web log’, a
blog is an online
diary—a website
maintained by an
individual that features
regular entries of
commentary,
descriptions of events,
or other material such
as graphics or video.
Microblogs
Like blogs, microblogs are
platforms for people to post
thoughts about topics but on a
much smaller scale. A
microblog entry could consist of
nothing but a short sentence
fragment, or an image or
embedded video.
Podcasts
The term podcast is a
combination of the words
"iPod" and "broadcast”.
It’s an audio recording that is
distributed via the internet.
Downloaded and listen to via
a PC or a mobile device.
Social Bookmarking
Sites where a user can
share, organize, search,
and manage
bookmarks of web
resources. Unlike file
sharing, the resources
themselves aren't
shared, merely
bookmarks that
reference them.
Video & Photo Sharing
Websites or software
that allow users to
share and distribute
video clips and
photos.
Videos/photos can
be associated with a
“channel” or “album”
by user or company
name.
An Example
Forums
An online message board or an
online discussion site where users
gather to discuss subjects or
topics. There can be hundreds of
topics being discussed on one
forum and there is usually a
moderator that sets guidelines for
posting.
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Fodors, The Fashion Spot, Mac
Rumors, Bodybuilding.com
Review & Opinion Sites
A site where users can
post product or service
reviews and share
personal experiences
they’ve had with
companies.
Article Distribution Sites
A directory or collection of
topical articles posted for
other sites to use and
distribute as content.
Articles normally include a
slugline at the end that
includes a description of
the author and link to their
site.
Presentation sharing site
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SlideShare is the world's largest
community for sharing presentations.
Upload and share on blogs, Twitter,
Facebook or LinkedIn. Over 60 million
people use SlideShare every month for
research, sharing ideas, connecting with
others, and generating business leads.
SlideShare also supports documents,
PDFs, and videos.
Wikis
A website that allows
the easy collaborative
creation and editing of
information on a topic,
list or any number of
interlinked web pages
via a web browser.
Social Media Tools
Online tools are made to
help you set up, manage
and measure your social
media efforts with a
minimum amount of cost,
time and risk.
SOCIAL MEDIA ROADMAP
A 5-STEP APPROACH TO ATTRACT, DATE AND
LOVE YOUR CUSTOMER ON SOCIAL MEDIA
Social Media for Sales
FOCUS
The Executive point of view
The Cluetrain Manifesto
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A powerful global conversation
has begun. Through the Internet,
people are discovering and
inventing new ways to share
relevant knowledge with blinding
speed.
As a direct result, markets are
getting smarter—and getting
smarter faster than most
companies.
The Cluetrain Manifesto
These markets are
conversations. Their
members communicate in
language that is natural,
open, honest, direct, funny
and often shocking.
Whether explaining or
complaining, joking or
serious, the human voice is
unmistakably genuine. It
can't be faked.
Most companies only know
how to talk in the soothing,
humorless monotone of the
mission statement,
marketing brochure, and
your-call-is-important-to-us
busy signal. No wonder
networked markets have
no respect for companies
unable or unwilling to
speak as they do.
The Cluetrain Manifesto
What is it NOT for business
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A bulletin board for marketing & PR messages.
A cheap way of advertising.
One-sided.
About self-promotion.
A place for you to vent about your competition.
The only way to market your business.
The answer to your prayers.
What is it for Business…
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Word of Mouth on Steroids
New lead generation tool
Brand awareness multiplier
Ideas and insights engine
Positioning stimulator
New recruitment channel
Global and immediate news broadcaster
Community builder
“Social Media is the
biggest change in
business I have seen
in my corporate
career.”
Marc Campman
March 2012
SOCIAL MEDIA STRATEGY
Social Media Strategy - Basic
Social Media Strategy - Advanced
Social Media Strategy – Top 3
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Customer Analysis – Personas
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Focus Area – Positioning Statement
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Key Messages - Keywords
Buyer Personas
Why are they important?
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Personas put a face on the customer.
Personas remove the tendency to think of yourself
as the customer.
Act as a guide throughout the process of developing
marketing communications programmes.
Keeps designers, copywriters, programmers on track
and avoids waste by remaining focused on the
customer.
Why are they important?
PERSONAS MAKE YOUR
CONTENT RELEVANT
Online Personas Creator
http://usabilitytools.com/persona/
http://www.upcloseandpersona.com/index.html
Online Personas Creator
The Power of Positioning
Where to Start?
Start with why
ELEVATOR TEST
Your Positioning statement
FOR …..
WHO NEEDS …..
MY PRODUCT/SERVICE IS …..
THAT DOES …..
UNLIKE …..
MY PRODUCT/SERVICE DOES …..
Tortuga Backpacks
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For international travelers
Who are tired of the shortcomings of largecapacity backpacks,
The Tortuga is a travel backpack
That provides the security and easy access travelers
need.
Unlike hiking backpacks
The Tortuga is designed specifically for urban
travel.
Tortuga Backpacks
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For international travelers
Who are tired of the shortcomings of largecapacity backpacks,
The Tortuga is a travel backpack
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That provides the security and easy access
travelers need.
Unlike hiking backpacks
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The Tortuga is designed specifically for urban
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travel.
Understanding your Keywords
Your Keywords
Apple – Press Release Boiler Plate
Apple Word Cloud www.wordle.net
The Long Tail effect
Define your keywords
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Understanding the keyword universe for your
business
Identify keywords that define the value you provide
to prospects
Start with accessible, longtail terms (i.e. Fire
Extinguisher Vandalism, Fire Extinguisher Violations,
Fire Extinguisher Monitoring)
Build towards generic terms over time
Top 5 tools for finding keywords
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Google Adwords
Wordpot.com
Google Trends
Wordtracker
Trellian
Google Suggest
Soovle
Google Adwords adwords.google.com
Wordpot.com
Google Trends
Wordtracker
Trellian
Google Suggest
Soovle www.soovle.com
Youtube ads.youtube.com/keyword_tool
Integrated Social Media strategy
Dove Real Beauty Sketches
KFC - India
NASA
ISM Episode 17: NASA Social Media Head, John Yembrick
Posted by Rick Mulready
NASA
Mobinil Me - Social Media strategy