bootstrapping social media sales
TRANSCRIPT
Marty Weintraub | @martyweintraub @aimClear
BOOTSTRAPPING SOCIAL MEDIA SALES, B2B, B2C REALITY & REVENUE
© 2014 aimClear® All Rights Reserved
Marty Weintraub | @martyweintraub
TODAY’S FARE
• Social Media Myths Debunked • #WTF, What Is Social For Anyway? • Common Barriers To Success • Make $$ w Social, 8 Attainable Steps
Basic Advanced
CLASSIC SOCIAL MYTHS
“IF YOU BUILD IT, THEY WILL COME”
“SOCIAL IS WORTHLESS FOR B2B”
“NOT VIRAL,
NOT COOL”
“COMMUNITIES ARE ALWAYS VALUABLE”
“TWITTER ONLY WORKS FOR
CELEBRITIES & BIG BRANDS”
…WITH THE MOST FOLLOWERS WINS!
“BLOGGING IS A WASTE OF TIME”
“CAN’T MEASURE SOCIAL””
“MY CUSTOMERS ARE NOT ON SOCIAL”
“IT TAKES A TON OF CONTENT”
“I DON’T HAVE TIME TO MANAGE SOCIAL”
“NEGATIVE COMMENTS
WILL EAT MY BUSINESS”
“JOIN AS MANY NETWORKS AS POSSIBLE!”
“SOCIAL IS ONLY
ABOUT FLUFFY SHIT”
“SOCIAL IS NOT POSSIBLE IN MY
REGULATED ENVIRONMENT”
“I HAVE TO RESPOND TO
EVERYTHING IMMEDIATELY”
“SCHEDULING POSTS, BAD IDEA”
“USE INTERNS TO MANAGE SOCIAL”
“SOCIAL & DISPLAY ADVERTISING:
VALUELESS”
“POST THE SAME CONTENT OFTEN FOR MORE RESULTS”`
“PAID SOCIAL WALL AMPLIFICATION
IS A WASTE OF MONEY”
MYTHS DEBUNKED!
WHAT IS SOCIAL FOR?
INTENTIONAL COMMUNITY BUILDING?
PISSED OFF CONSUMER,
BAD REVIEW AVOIDANCE PATROL?
SALES? YE$
CUSTOMER SUPPORT?
CROWD SOURCING
PRODUCTS & CONTENT?
EVENTS & PROMOTIONS?
DISPLAY ADVERTISING?
IN-SOCIAL ECOMMERCE & OTHER DIRECT ROI?
• Thought Leaders
• High Authority Users
• Vertical Media Roles
INFLUENCER MARKETING?
WHAT IS AN “INFLUENCER?”
MEDIA INFLUENCERS
VERTICAL WORKPLACE BLOGGERS!
VERTICAL INTERESTS JOURNALISTS
SOCIALLY AMPLIFIED PR DISTRIBUTION?
• Customer Relations
• Media Relations
• Internal Relations
• Investor Relations
• Crises Management
• Community Relations
SEO, HIGHER GOOGLE RANKINGS?
• Profiles Rank In Google
• Social Signals Count For SEO
• Google+, s An Entirely Different Animal
REPUTATION MANAGEMENT,
IMAGE CONTROL?
EMPOWER SALES TEAM NETWORKING?
THOUGHT LEADERSHIP MARKETING?
Quantifiable Branding Actions?
OF COURSE
CONTENT
DISTRIBUTION?
BARRIERS TO ENTRY
LIMITED RESOURCES
MESSY TAO OF PERSONAL VS.
CORPORATE PROFILES
@MARTYWEINTRAUB
77
NO APPARENT PATHWAY TO REVENUE
MISUNDERSTANDING OF SOCIAL
IN THE MARKETING MIX
NOT SURE WHAT TO DO FIRST!
MAKE MONEY USING $OCIAL
MEDIA IN 8 ATTAINABLE STEPS!
Basic Advanced
1: SEGMENTED LISTENING &
RESPONSE PLAN
Basic Advanced
SOCIAL IS A COMMUNICATIONS
CHANNEL FIRST
VERTICAL SHARING STOCK
Reputation Vs. Content Monitoring Listening
COMPLIMENTARY & NON-COMPETITIVE
LISTENING TOOLS
• Google Alerts Free
• HootSuite $
• Mention $$
• Sysomos Heartbeat $$$$
• Radian6 $$$$
2: CHERRY-PICK CHANNELS
Basic Advanced
FACEBOOK, LINKEDIN, TWITTER,
GOOGLE+, EVERYONE
• Effect On Google, Street Cred’ & Target Density
• Badass Psychographic Display Traffic Driver
CONSUMER AND/OR TRADE-
SPECIFIC BLOGS, FORUMS,
COMMUNITIES
3: DETERMINE AVATAR VOICE
Basic Advanced
OWNERSHIP, TRANSPARENCY
& LEGALITIES
CHANNELS’ MODELS
4: ACHIEVE CREDIBLE DENSITY
Basic Advanced
Design Research Network
BRANDED PROFILES
OPTIMIZE PROFILES • Scour Privacy Settings, Fill Out Fields
• Be Discoverable
• Link To Profiles From Websites
NETWORK JUST ENOUGH
RESEARCH, ENGAGE
FOLLOW INFLUENCERS
• Follow
• Rebroadcast
• Reply With Question
• Thanks, Congrats, Bummer
• Engage!
• Do NOT Be Gratuitous
SHED MOST USERS WHO DON’T FOLLOW BACK
5: PURPOSEFUL MODERATION DEPTH
Basic Advanced
Introvert
Business
Goals
Extrover
t
WALLFLOWERS
HEALTHILY ASSERTIVE OUTREACH
6: PRIORITIZE BUSINESS GOALS
7: DEFINE SOCIAL CONTENT STRATEGY
Basic Advanced
WHAT IS
CONTENT
ANYWAY?
ALL-THE-WORLD’S-A-URL
TRAFFIC TO SITES WE OWN
“MECHANICALS,” VANITY
BAIT & EVERYDAY SLOW-
MOTION HOMERUNS
THE POWER OF DISRUPTIVE,
REVOLUTIONARY CONTENT
TYING IT ALL TOGETHER: EDITORIAL CALENDAR
8: SOCIAL DISTRIBUTION
Basic Advanced
SOCIAL TARGETING, COOL
LIKE SEARCH
TARGETING IS EXPLICIT
PSYCHOGRAPHICS
Interests, Affinities, Proclivities, Biases, Predispositions, Religion, Sexuality, Occupation, Education, Workplace, Preferences, Age, Gender, Likings, Age, Predilections,
Attractions, Medical Condition, Economic Status, Peccadilloes, Desires, Correspondences, Empathies,
Relationships, Appetites, Weaknesses, Tastes, Inclinations, Corporate Loyalties
HUMAN LIFE CYCLES
PSYCHOGRAPHICS
Birth Child Death Spouse Death Illness Or Injury New Job Loss Of Job HS Grad College Grad Immigration Pregnancy Loss Of Pregnancy Imprisonment Career Change
Holidays Falling In Love Engagement Marriage Separation Divorce State Move City Move Cheating Buying A Home Bat/Bar Mitzvah First Communion
Baptism Making Sports Team Sweet 16 21 Year Old Birthday Retirement Planning In Retirement Adoption Name Change Auto Accident Sexual difficulties
Conversion, SEO & Friendship
aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
THE GREAT 2013 SOCIAL MEDIA
BUZZ KILL
FREE SOCIAL DISTRIBUTION SPAYED
aimClear®, an integrated social, search, PR, & display Marketing Agency
© 2014, is a publication of aimClear®
SOCIAL PSYCHOGRAPHIC DISTRIBUTION
Example
Case
aimClear®, an integrated social, search, PR, & display Marketing Agency
© 2014, is a publication of aimClear®
“SOCIAL PACKAGING”
Mobile Feed Ad
Organic Only
KPI: WEB TRAFFIC/ EXTERNAL CONTENT KPIS
$300.00
Layered Actions
TAKEAWAYS • Don’t Buy Into Myths
• Know What Social Is Good For
• Solve Common Barriers
• Make Money With Social
• Listen For Reputation & Sharing
• Choose The Right Channels
• Intentional Voice & Person
TAKEAWAYS TWO
• Invest In Credible Density
• Purposeful Moderation Depth
• Prioritize Business Goals
• Achievable Social Content Strategy
• Psychographic Targeting
• Paid-Organic Looking Social Distribution
THANK YOU! Marty Weintraub Founder & Evangelist
© 2014 aimClear® All Rights Reserved