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Cnfidential MarketingXLerator
(Social Media) Marke/ng for Startups
Natascha Thomson January 27, 2014
#PITME
Cnfidential MarketingXLerator
How Do You Get To Know Somebody,
Virtually?
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How Do You Get To Know Somebody,
Virtually?
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Connec/ng People for Business Impact.
Natascha Thomson NaThomson@Marke6ngXLerator.com @NaThomson +1 (925) 519-‐8111
Over 15 years of B2B marke/ng experience in Global 2000 and startup companies. Customers include SAP, EMC, Matrix Precise, Cen6gon Solu6ons, EV Technologies.
• Strategy Development • Channel Op6miza6on • Integrated Campaigns (Organic & Paid) • ROI Repor6ng • Training (1:1 & Workshops) • Blogging / Wri6ng
(SOCIAL MEDIA) MARKETING CONSULTING SERVICES
Accolades • A Top Marke6ng Author on Twiaer
Top marke6ng book authors on Twiaer • A Top Webinar on BrightTalk
Top 5 marke6ng webinars on BrightTalk • A Woman in Social Media who Rocks
25 social media rock stars
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Your Social Media Profile = Your Virtual Business Card
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1. Marke6ng Basics 2. Social Media for Promo6on 3. Strategy Planning
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Cnfidential MarketingXLeratorSource: hap://en.wikipedia.org/wiki/Marke6ng
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Impact: How do You get Your message to Your audience? n Iden6fy channels
Email Social Media
n Define tac6cs Webinars SEO
n Create Content (Calendar) Blogs Videos
Deliverables:
- Detailed Plan - Execu6on
The 3 Marketing Pillars
Brand Posi/oning / Message Promo/on
Portray: Who is Your Company? n Iden6ty n Promise/Differen6ator
Deliverables: Crea6ve Brief For n Look & Feel n Style n Colors n Fonts n Pictures
Convince: Why does it ma_er? n Clear understanding of target audience and needs
n Unique Selling Point n Differen6ators n Products & Services
Deliverables: n Copy n Assets
Awareness, Engagement, Conversion
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Do Your Homework: Marke6ng Plan Template
I. Execu6ve Summary II. The Challenge III. Situa/on Analysis
– Company Analysis – Customer Analysis – Compe6tor Analysis – Collaborators – Climate – SWOT Analysis
IV. Market Segmenta/on V. Marke/ng Strategy
– Product – Place – Price – Promo/on
14 Source: Quick MBA or Download from Slideshare
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Source: Danielle Herzberg, Hubspot
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Push Marke/ng (Outbound)
vs. Pull Marke/ng (Inbound)
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• Used to instant gra6fica6on • Expects relevant content at every stage • On average, 60% through sales cycle before engaging with
sales Marketer moves buyer through buying process, not sales.
Source: The New Breed of B2B Buyer
Today’s B2B Buyer
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Why Social Media?
EMC Employee Training Video
18 Source: EMC YT
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5 Reasons to Be on Social Media
1. If you can’t be found, you don’t exist 2. Be where your audience is 3. Reduce risk: Listen 4. Learn 5. Ask ques6ons
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B2C and B2B are Different
20 Source: Social Media Examiner: Social Media Marke6ng Industry Report 2013
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Approximately 46% of online users
count on social media when making a purchase decision.
Source: Nielsen
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85% of business decision-‐makers:
“At least one social media channel is important when making technology purchase decisions”.
Source: Forrester
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hap://techcrunch.com/2014/01/21/instagram-‐is-‐the-‐fastest-‐growing-‐social-‐site-‐globally-‐mobile-‐devices-‐rule-‐over-‐pcs-‐for-‐social-‐access/?ncid=tcdaily
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Owned vs. Earned vs. Paid • Owned
– Channels you “run”; your strategy • Earned / Organic
– Channels you don’t own but can leverage, e.g. LinkedIn Groups, Blog syndica6on, comments on other’s blogs.
• Paid – Channels you don’t own & have to pay
to play in. E.g. Forbes advertorial, LI ad, FB promoted story.
Source: SmartInsights.com
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Social Plaqorm Focus Areas
• Facebook: B2C • LinkedIn: B2B • Google+: B2B • Slideshare: B2B • Twiaer: B2B • Pinterest: B2C • Instagram: B2C
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BLOGS • Fresh Content Helps
with SEO
• Builds Thought Leadership
• Content for Social Media
• Enables Calls to Ac6on
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Good Content is the Best Recipe
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To maximize engagement with your brand, you need to understand what informa6on the audience wants as well as what they do with it once they get it.
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Steps to a (Social Media) Marke6ng Strategy
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1. Define Your Brand & Core Messaging 2. Set your objectives 2. Know your target audience 3. Identify the right “watering holes” 4. Create tactics 5. Execute (and experiment) 6. Monitor & Fine-Tune
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“A mediocre strategy well executed is be:er than a great strategy poorly executed.”
Source: HBR.org
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Social Media E6queae 1. Never blatantly pitch your company or product 2. Listen to “conversa6ons” before you “talk” 3. Be respecqul, kind, and add value 4. Imagine your posts will appear on the front page of the NYTimes
(they could) 5. If somebody gets “nasty”, don’t engage in an online argument.
Ideally, try to work it out “off-‐line”. 6. Don’t men6on religion, race, poli6cs, sex
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What to Measure: Example
REACH (how many poten6al eyeballs?)
ENGAGE (how many interac6ons?)
ACT (response to call to ac6on)
ADVOCATE & SHARE (sa6sfac6on and loyalty)
AWARENESS Volume (e.g., # of fans, followers)
Interac6on (e.g., # of retweets or shares)
Click-‐Thru ( e.g., click-‐thru on bit.ly links)
Shares (e.g., # of shares or # of repeat visits)
INTERACTION Volume (e.g., # of visits to company blog)
Interac6on (e.g., # of comments per post)
Conversion (e.g., # of downloads of solu6on whitepaper)
Referral (e.g., # of referrals to friends)
INTENT Contact (e.g., # opt-‐ins for newsleaer)
Depth (e.g., # of click-‐thru on 2nd level links)
Conversion (# of leads generated)
Reten6on (e.g., # of inquiries from installed base)
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Cross-‐Channel Management Tools • Google Alerts – See if your blog or ar6cle gets picked up by Google • BuddyMedia -‐ to schedule updates to mul6ple channels; part of Salesforce Mkgt Cloud • Hootsuite – schedule posts from mul6ple channels & get reports • BufferApp.com – schedule your updates to mul6ple channels
Twi_er Tools • Bit.ly – Clicks on URLs • Klout.com -‐ influencer score • Crowdbooster – impressions, RTs, Men6ons, Favorites (for fee) • Twitonomy.com – good Twiaer management tools for unfollowing & stats Facebook Tools • See admin dashboard “Insights” (Likes, Shares, clicks etc.)
LinkedIn Tools • Number of interac6ons with posts (likes, shares, comments; manual count) • Growth of membership • Dashboard for paid content
Measure & Fine-‐Tune
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Video by Exact Target / Salesforce.com
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Social Media Resources
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Marke6ngXLerator.com Natascha Thomson
NaThomson@Marke6ngXLerator.com
@NaThomson
+1 (925) 519-‐8111
Copyright Marke6ngXLerator All Rights Reserved
Cnfidential MarketingXLerator
Connec/ng People for Business Impact.
Natascha Thomson NaThomson@Marke6ngXLerator.com @NaThomson +1 (925) 519-‐8111
Over 15 years of B2B marke/ng experience in Global 2000 and startup companies. Customers include SAP, EMC, Matrix Precise, Cen6gon Solu6ons, EV Technologies.
• Strategy Development • Channel Op6miza6on • Integrated Campaigns (Organic & Paid) • ROI Repor6ng • Training (1:1 & Workshops) • Blogging / Wri6ng
(SOCIAL MEDIA) MARKETING CONSULTING SERVICES
Accolades • A Top Marke6ng Author on Twiaer
Top marke6ng book authors on Twiaer • A Top Webinar on BrightTalk
Top 5 marke6ng webinars on BrightTalk • A Woman in Social Media who Rocks
25 social media rock stars
Cnfidential MarketingXLerator
Social CRM
Engage the customer in a collaborative conversation in order to provide mutually beneficial value
in a trusted and transparent business environment.
Paul Greenberg, Owner, The 56 Group
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59% of Twi_er users have visited B2B tech brand sites,
compared to 40% for the average Internet popula/on.
Source: Compete and Twiaer
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