Your Speakers. Sanjay Dholakia. #DG2SM. Chief Marketing Officer. VP and Co-Founder

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2 Your Speakers Sanjay Dholakia Chief Marketing Jon Miller VP and

3 Quick Housekeeping Chat box is available if you have any questions There will be time for a Q&A at the end We will be recording the webinar for future viewing All attendees will receive a copy of the slides/recording Twitter hashtag:

4 Today s Topics Part One: Why Does My Business Need Social Marketing? Part Two: Laying The Foundation Part Three: Peer-to-peer Social Sharing Part Four: Social Media Channels And Tactics Part Five: Tools For Social Marketing Success Part Six: Incorporating Social Marketing Into Every Stage Of Your Funnel Next Week: Measuring Social Marketing

5 Why Do We Need Social Marketing

6 Social has become a disruptive force Where People Spend Their Time Where They Are Online Social Networks TV Online Games Online Portals Radio Instant Messaging Videos/Movies Print Search 0% 5% 10% 15% 20% 25% 30% 35% 0% 5% 10% 15% 20% 25% Source: Morgan Stanley; Neilsen

7 And, if we had any doubt!

8 Golden Rules of Social Marketing 1. Don t take yourself too seriously 2. You must have good content and solid offers 3. Inbound is not enough 4. You will need a strong call to action 5. Don t DO social; BE social! 6. Never forget that social is a two-way street 7. Always add value

9 Laying The Foundation

10 Create Your Social Marketing Plan Who are you targeting (personas)? How will you measure success? What are you goals? What specific tactics and actions will you take? case sensitive

11 Building the Team Governance Board Executives, Subject Matter Experts, and key stakeholders Meet monthly or quarterly Set goals, coordinate policies and training Dedicated Staff Depends on goals, business complexity Minimum have one dedicated headcount; add one for content Hiring: focus on digital natives more than subject matter experts At Marketo 15% of marketing headcount is focused on social, content, and inbound.

12 Organizational-Wide Participation Show them the WIIFM Social profile updates Professional photos Training Social media policy

13 Social Media Policy Covers Social Media, Ethics, Word of Mouth Marketing, and Disclosure Enforced in every social promotion

14 Content Social

15 Content Mix Pyramid

16 Peer-to-peer Social Sharing

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18 Focus has been on Company-to-Buyer Acme Bikes Come on down to Acme this Saturday for 20% off. We have the best bikes and prices in town! Trust us!

19 And, Tweeting or Posting More Won t Help

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23 Engagement & Advocacy Are the Key Jane Smith Jane Smith

24 Key #1: Use Social Apps To Create Compelling Reasons to Engage and Share Promotion Referral Engagement

25 Let the Crowd Amplify Every Campaign Make every touch point social Jane spreads the word You get new customers! (and build a powerful new database) Jane s friends respond

26 Key #2: Create Authentic Engagement to Motivate Sharing Five Main Motivations for the Currency of Sharing 1. Reputation 2. Access to Something Exclusive 3. Co-creation 4. Competition and Winning 5. Altruism

27 Key #3: Make Every Campaign & Channel Social Website Landing Pages Paid Ads Facebook Pages Put the Applications Everywhere

28 Reach & Engagement Social Lift Social Lift Social Lift Social Lift Social Lift Social Lift Think of It As An Integrated Part of Everything Website Content Paid Ads Facebook Pages Events

29 Your Turn! bit.ly/dg2smshare case sensitive

30 Key #4: Use Analytics to ID Influencers & Advocates Website Landing Pages Behind Display Ads Facebook Pages Social Profiles Captured And Added To Database

31 Segment and Target based on Social Data

32 Test & Tune With Social Funnel Metrics Key #5: Make Sharing Measurable

33 Social Media Channels And Tactics

34 Facebook and EdgeRank Time Decay Weight Affinity

35 Frequent, Visual Content to Raise Affinity

36 Facebook Timeline Campaigns

37 Twitter Tips Custom background and pinned posts rule Influencer relations Follow customers and prospects Have conversations and be social! Nice Twitter Tools wefollow.com twibes.com tweepi.com friendorfollow.com untweeps.com refollow.com foller.me

38 Twitter Promoted Tweets Combination of search & timeline campaigns $109k invested 2,995 Prospects $ per Prospect: $37 $367k pipeline to date

39 LinkedIn Definitely Build out Company and Product Pages Drive Followers Share Status Updates and Links Encourage Employees to Participate Participate in Groups Answer Questions Consider Paid Advertising with Amazing Targeting Marketo s initial tests not attractive

40 Slideshare $5k invested 2,765 names 57 new prospects $ per Prospect: $94 $148k pipeline to date

41 Also See Definitive Guide for Instagram, Q&A Sites (Quora), Influence Tracking Sites (Klout), Blogging, Bookmarking, Podcasting, SEO

42 Tools for Social Marketing Success

43 By 2017 the CMO will Spend More on IT Than the CIO - Laura McLellan In 2011, B2B and B2C marketing budgets as a percentage of revenue were almost three times as high as IT budgets 2012 IT budgets expected to grow 4.7% vs. 9% for marketing 30% of named marketing-related technology is bought by marketing already and, now influences almost 50% of all purchases

44 A Noisy Landscape

45 A Simpler View Publishing Push your message to multiple networks via a central interface. Presence Management Create and manage pages across social networks. Listening Monitor when your prospects are talking about your brand. Social Campaigns Engage your prospects with interactive social apps.

46 Incorporating Social Into Every Stage Of Your Funnel

47 Traditional Lead Nurturing Requires contact information Confined to the inbox Potential customers on only 8.3% of the time what about the other 91.7%?* Missed Opportunity 90% Blind Traditional Nurturing Reach * What Americans Do Online: Social Media and Games Dominate Online Activity, NielsenWire, August 2, 2010

48 Prospect Lead The New Revenue Cycle Awareness Friend Known Names Opportunity Customer Nurturing Database Traditional Brand Generating Like Developing Relationships ( , Social, Offline)

49 Social Signals and Listening Segment campaigns based on social interactions Trigger follow-up campaigns based on social media interactions Adjust lead scoring to reflect social conversations Notify sales reps when prospects & customers make interesting comments Social Activity Lead Score is Liked on Facebook +35 Social Scoring

50 Social Nurturing Social nurturing is the process of building relationships with prospects and customer over channels besides Engaging / Nurturing On Your Site Off Your Site Online media Social media Dynamic content / personalization Sharing content (e.g. Facebook Wall, Twitter) Retargeting

51 Next: Measuring Social Marketing Wednesday, October 10, :00AM PT / 1:00PM ET

52 Key Takeaways 1. Don t do social BE social 2. Social in the Yin to your content Yang 3. Leverage peer-to-peer influence with authentic, compelling reasons to share 4. Make every campaign & channel social 5. Optimize Facebook EdgeRank to nurture relationships socially 6. Listen for social buying signs to adjust scoring and segmentation

53 Question and Answer Sanjay Dholakia Chief Marketing Jon Miller VP and