how tomakemoneywithsocial
TRANSCRIPT
How to Make Money with Social Media
Jamie TurnerChief Content Officer
The 60 Second Marketer, the Online Magazine of BKV Digital and Direct Response
Follow Jamie on Twitter @60SecondTweets
Let’s Kick Things Off
Let’s Kick Things Off
• Visit www.twtpoll.com/dg8wps
Visit www.twtpoll.com/dg8wps
• Have helped AT&T, CNN, The Coca-Cola Company and Cartoon Network grow sales and revenues with new and innovative marketing programs.
• Chief Content Officer of the 60 Second Marketer, the Online Magazine for BKV Digital and Direct Response.
• Profiled in the world’s best-selling advertising and promotions textbook.
• Husband to Dayna and father of McKensie, Grace and Lily
Visit www.twtpoll.com/dg8wps
AN INSIDER'S GUIDE ON
HOW TO MAKE NEW
AND EMERGING MEDIA
WORK FOR YOU
JAMIE TURNER RESHMA SHAH
PROFITS
PROMOTIONNETWORK
ROIENGAGEMENT
TRAFFIC
CONVERSION LEADS
RANKINGBUZZ
HOW TOMAKE MONEY
with
SOCIAL MEDIA
Visit www.twtpoll.com/dg8wps
AN INSIDER'S GUIDE ON
HOW TO MAKE NEW
AND EMERGING MEDIA
WORK FOR YOU
JAMIE TURNER RESHMA SHAH
PROFITS
PROMOTIONNETWORK
ROIENGAGEMENT
TRAFFIC
CONVERSION LEADS
RANKINGBUZZ
HOW TOMAKE MONEY
with
SOCIAL MEDIA
• A step-by-step program on setting up, launching and running a social media campaign
Visit www.twtpoll.com/dg8wps
AN INSIDER'S GUIDE ON
HOW TO MAKE NEW
AND EMERGING MEDIA
WORK FOR YOU
JAMIE TURNER RESHMA SHAH
PROFITS
PROMOTIONNETWORK
ROIENGAGEMENT
TRAFFIC
CONVERSION LEADS
RANKINGBUZZ
HOW TOMAKE MONEY
with
SOCIAL MEDIA
• A step-by-step program on setting up, launching and running a social media campaign
• To be published by the Financial Times Press in October, 2010
Visit www.twtpoll.com/dg8wps
AN INSIDER'S GUIDE ON
HOW TO MAKE NEW
AND EMERGING MEDIA
WORK FOR YOU
JAMIE TURNER RESHMA SHAH
PROFITS
PROMOTIONNETWORK
ROIENGAGEMENT
TRAFFIC
CONVERSION LEADS
RANKINGBUZZ
HOW TOMAKE MONEY
with
SOCIAL MEDIA
• A step-by-step program on setting up, launching and running a social media campaign
• To be published by the Financial Times Press in October, 2010
• Download a free chapter at 60SecondMarketer.com/FreeChapter
Let’s Kick Things Off
• Visit www.twtpoll.com/dg8wps
Is Social Media Right for You?
The Gartner Hype CycleSocial Media
is Here.
Evolution of Marketing
Agency Power Company Power Retailer Power Customer Power
Madison Avenue Research Companies Finance Public
1950s to 1970s 1980s 1990s 2000s
Creative Strategy Value Reputation
Source: Reshma Shah, Ph.D., Emory University
Evolution of Marketing
Agency Power Company Power Retailer Power Customer Power
Madison Avenue Research Companies Finance Public
1950s to 1970s 1980s 1990s 2000s
Creative Strategy Value Reputation
Source: Reshma Shah, Ph.D., Emory University
Evolution of Marketing
Agency Power Company Power Retailer Power Customer Power
Madison Avenue Research Companies Finance Public
1950s to 1970s 1980s 1990s 2000s
Creative Strategy Value Reputation
Source: Reshma Shah, Ph.D., Emory University
Evolution of Marketing
Agency Power Company Power Retailer Power Customer Power
Madison Avenue Research Companies Finance Public
1950s to 1970s 1980s 1990s 2000s
Creative Strategy Value Reputation
Source: Reshma Shah, Ph.D., Emory University
Evolution of Marketing
Agency Power Company Power Retailer Power Customer Power
Madison Avenue Research Companies Finance Public
1950s to 1970s 1980s 1990s 2000s
Creative Strategy Value Reputation
Source: Reshma Shah, Ph.D., Emory University
Agency Power Company Power Retailer Power Customer Power
Madison Avenue Research Companies Finance Public
1950s to 1970s 1980s 1990s 2000s
Creative Strategy Value Reputation
Evolution of Marketing
Source: Reshma Shah, Ph.D., Emory University
Agency Power Company Power Retailer Power Customer Power
Madison Avenue Research Companies Finance Public
1950s to 1970s 1980s 1990s 2000s
Creative Strategy Value Reputation
Evolution of Marketing
Source: Reshma Shah, Ph.D., Emory University
Yesterday: The Good Old Days
Today
Today
Is Social Media Right for You?
Casual Professional
Infrequent Updates
Frequent Updates
Is Social Media Right for You?
Casual Professional
Infrequent Updates
Frequent Updates
Is Social Media Right for You?
Casual Professional
Infrequent Updates
Frequent Updates
Is Social Media Right for You?
Casual Professional
Infrequent Updates
Frequent Updates
Is Social Media Right for You?
Casual Professional
Infrequent Updates
Frequent Updates
Is Social Media Right for You?
Casual Professional
Infrequent Updates
Frequent Updates
Is Social Media Right for You?
Casual Professional
Infrequent Updates
Frequent Updates
Social Media Overview
1. Blogs2. Bookmarking and tagging3. Content aggregation4. Crowdsourcing and voting5. Discussion boards and forums6. Events and meetups7. Photosharing8. Podcasting9. Presentation sharing10. Ratings and reviews11. Virtual worlds12. Widgets13. Wikis14. Email marketing
Source: Mashable
How the Fortune 500 Make Money with Social Media
One More Shameless Plug
AN INSIDER'S GUIDE ON
HOW TO MAKE NEW
AND EMERGING MEDIA
WORK FOR YOU
JAMIE TURNER RESHMA SHAH
PROFITS
PROMOTIONNETWORK
ROIENGAGEMENT
TRAFFIC
CONVERSION LEADS
RANKINGBUZZ
HOW TOMAKE MONEY
with
SOCIAL MEDIA
Social Media Business ModelsBranding: Use social media as a branding tool to build awareness and connect with customers
Social Media Business Models
E-Commerce: Drive prospects to an e-commerce landing page and convert those prospects to customers
Social Media Business Models
Research: Use social media as a research tool to generate customer input and feedback
Social Media Business Models
Customer Retention: Use social media as a customer retention tool to reduce churn
Social Media Business ModelsLead Generation: Drive leads to a website and re-market to those leads, ultimately converting them to customers
E-NewsletterWebsite
YouTube Videos
Speeches
Events
Blog Postings
Webinars
eBooks
Forums
Buzz Book
Your Company
Social Media Case Study
E-Newsletter
60 Second Marketer Website
YouTube Videos
Speeches
Events
Blog Postings
Online Seminars and Webinars
eBooks
Forums
:60 Online University Blog
:60 Online University Articles
Social Media Case Study
How to Measure the Success of Your Social Media Campaign
How to Measure the Success of Social Media
How to Measure the Success of Social Media
Calculating Customer Lifetime Value
Calculating Customer Lifetime Value
Tracking Your Success
10 Step Action Plan to Set Up and Manage a Social Media Campaign
Where to Download this Presentation
www.60SecondMarketer.com/pdf
Social Media Action Plan
1. Competitive Assessment: What are your competitors doing in this space already? What can you borrow from them?
2. Internal Situation Analysis: How much awareness is there of social media within your company? Is there an understanding that it can be measured and create a positive ROI?
3. Major Objectives: What are you trying to accomplish with your social media campaign?
4. Consumer Thought Process: What is the typical sales cycle for your product? How much trust do you need to build before you can make a sale? (Hint: The more expensive the product, the more trust needs to be built.)
5. Key Strategies: What approach are you going to take in order to have a successful program?
Social Media Action Plan
6. Brand Essence: What is your brand essence and how are you going to communicate that using Social Media?
7. Positioning: How is your brand currently positioned in the marketplace? Where do you want it to be positioned as a result of your social media campaign?
8. Essential Message: What is the essential take-away you want customers and prospects to have after engaging with your brand via Social Media?
9. Tactical Plan Overview: Which Social Media platforms are you going to use for your program? Which tools are you going to use to measure the success of your program?
10. Executional Roadmap: What are your SMART Goals for this plan? How are you going to be held accountable for them?
Key Points to Remember
Key Points to Remember
• Consumers today expect to have multiple channels to connect with your brand
Key Points to Remember
• Consumers today expect to have multiple channels to connect with your brand
• If you set up your social media program properly, it can be measured
Key Points to Remember
• Consumers today expect to have multiple channels to connect with your brand
• If you set up your social media program properly, it can be measured
• There are 10 different ways to measure the success of a social media campaign
Questions
• Jamie Turner, Chief Content Officer for 60 Second Marketer, the online magazine of BKV Digital and Direct Response
• Twitter.com/60SecondTweets
• PH: 404-233-0332
• Download a free chapter from How to Make Money with Social Media here:
www.60SecondMarketer.com/FreeChapter
Questions and Answers
Additional content available for those who download PDF at:
60SecondMarketer.com/pdf