SOCIAL M

EDIA

MARKETING

WE

DN

ES

DA

Y,

AP

RI L

20

, 2

01

1

My background What is social media? Why is social media marketing important? B2B versus B2C Building a social media strategy Case study: Whole Brain Catalog Case study: SmartDraw Software, LLC Other B2B case studies Now what?

MY BACKGROUND

SARAH MARKELS MAYNARD

BACKGROUND Manager of Social Media Marketing at SmartDraw Software, LLC Market Research Analyst at SmartDraw Software, LLC Independent Social Media and Business Consultant Public Relations and Marketing at UCSD Neuroscience Laboratory Biomedical Ontology Research Associate at UCSD Neuroscience Laboratory

SPECIALTIES Research Social Media Marketing Start-ups Business Branding Technical Communication and Web Publishing

HOW DID I GET HERE?

1. I read a lot

2. I asked a lot of questions

3. I wasn’t afraid of a challenge

4. I made mistakes

WHAT

IS S

OCIAL M

EDIA?

SOCIAL MEDIA

Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.

- Wikipedia

SOCIAL MEDIA IS THE MEDIA WE USE TO BE SOCIAL

SOCIAL MEDIA MARKETING

Social media marketing is a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks.

- Wikipedia

SOCIAL MEDIA MARKETING IS THE METHOD WE USE TO BE SOCIAL WITH CUSTOMERS

SOCIAL MEDIA MARKETING IS THE METHOD WE USE TO BE SOCIAL WITH CUSTOMERS

WHY

IS S

OCIAL M

EDIA

MARKETING IM

PORT

ANT?

INTERRUPTION VERSUS PERMISSION

O U T B O U N D M A R K E T I N G I N B O U N D M A R K E T I N G

INTERRUPTION VERSUS PERMISSION

O U T B O U N D M A R K E T I N G

Marketing strategies that focus on finding customers by building brand awareness through advertising and promotion

I N B O U N D M A R K E T I N G

INTERRUPTION VERSUS PERMISSION

O U T B O U N D M A R K E T I N G

Marketing strategies that focus on finding customers by building brand awareness through advertising and promotion

I N B O U N D M A R K E T I N G

Marketing tactics that rely on earning people’s interest instead of buying it

INTERRUPTION VERSUS PERMISSION

O U T B O U N D M A R K E T I N G

Telemarketing

Direct mail

Email blasts

Print ads

Radio and TV ads

I N B O U N D M A R K E T I N G

SEO and SEM

Blogging

Social media

RSS

Viral videos

Free tools and trials

DOES THE TARGET MARKET MATTER?

B 2 C B 2 B

Build relationship with consumers to sell product

Build relationship with consumers to sell business product

BEFORE SOCIAL MEDIA

AFTER SOCIAL MEDIA

CONVERSATIONS HAPPEN WITH OR WITHOUT YOU

P A I D

Internet Advertising

PPC – Search Marketing

Mobile Advertising

Sponsorships

Paid Applications

O W N E D

Brand and Product Websites

Mobile Brand and Product Websites

Customer Care

Proprietary Blogs

E A R N E D

Social Media (Pages and Feeds)

Word of Mouth

User Forums

News, PR, Announcements

Blogger Relationships

BUILDIN

G A S

OCIAL M

EDIA

STRAT

EGY

1. ESTABLISH CLEAR GOALS

Traffic?

Leads?

Reach?

Buzz?

Customer

happiness?

1. ESTABLISH CLEAR GOALS

Traffic?

Leads?

Reach?

Buzz?

Customer

happiness?

Be specific!

2. LISTEN

1. Who is your audience?

2. What is their personality like?

3. How and where do they consume?

4. How and where do they engage?

3. SET UP YOUR NETWORKS

Home Base (corporate

site, blog, Facebook

page, …)

4. ENGAGE

1. Ask questions

2. Participate in conversations

3. Be timely and frequent

4. Be transparent (we are all human!)

5. Connect your audience with valuable content

6. Be relevant to the conversation

5. ANALYZE AND OPTIMIZE

Realize that the social media success equation isn’t big moves on the chess board, it’s little moves made everyday that eventually add up to a major shift.

- @jaybaer, social media strategist

Reach

Frequency and Traffic

Influence

Conversations/transactions

Sustainability

Sentiment

SOCIAL MEDIA IS VERY RARELY THE LAST MARKETING TOUCH POINT BEFORE A CONVERSION. THUS, IT CAN BE DIFFICULT TO ACCURATELY TRACK THE IMPACT OF YOUR SOCIAL MEDIA MARKETING CAMPAIGNS WITH TRADITIONAL WEB TOOLS.

USE TOOLS

U P D A T E

TweetDeck

HootSuite

Co-Tweet

URL shortners

Blogs

L I S T E N /C O N N E C T

TweetGrid

Sprout Social

Social Mention

Radian6

Alterian SM2

M E A S U R E

Google Analytics

Social Mention

Facebook Insights

YouTube Insights

GENERAL SOCIAL MEDIA TIPS

1. Register your brand/name (www.knowem.com)

2. Do your research (platforms, tools, trends, competition)

3. Understand the culture and the etiquette

4. Read and read (and read some more)

5. Choose the tools you want to use, and stick with them

6. Learn the vocabulary (then learn how to say it in human)

7. Encourage broad usage

8. Network

9. Don’t lose hope!

CASE STU

DY: W

HOLE

BRAIN C

ATALO

G

CASE STU

DY: SMART

DRAW

SOFTW

ARE, LLC

OTHER B

2B CASE S

TUDIE

S

MICROSOFT ADVERTISING

http://www.toprankblog.com/wp-content/uploads/2010/02/Social-Media-White-Paper-Microsoft-Advertising.pdf

AMERICAN EXPRESS OPEN

NOW W

HAT?

HOW DID I GET HERE?

1. I read a lot

2. I asked a lot of questions

3. I wasn’t afraid of a challenge

4. I made mistakes

Mashable.com

ReadWriteWeb.com

MarketingProfs.com

HubSpot Webinars

Radian6 Blog

ChrisBrogan.com

The Social Media Bible (Second edition)

The Now Revolution (by Amber Naslund and Jay Baer)

Perspectives on Social Media Marketing (by B. Bonin Bough)

RESOURCES

PREPARING FOR A JOB IN SOCIAL MEDIA

Use social media (don’t wait until you get the job to use it!)

If you have a blog, make sure it is up to date

Do not mention companies to which you are applying on public

forums

Create an optimized LinkedIn Profile

Set up proper Facebook privacy settings

Increase your breadth of knowledge (web publishing, statistics,

writing)

GETTING YOUR FOOT IN THE DOOR

Let people know you are looking

Network (Meetup groups, Twitter, LinkedIn, San Diego Ad Club)

Take initiative to help others with social media related

activities

Volunteer your services to non profits

Start networking before you begin job hunting (Now!)

INTERVIEWING

Practice answering tough questions (use your network!)

Understand the company intimately

Ask questions about the company’s goals

Come prepared with ideas and show your passion!

Always follow up! (Important in social media AND job

searches)

QUESTIONS I WOULD ASK YOU

1. Do you use social media? Important to live in social media in order to understand it! This is

a hands-on sport.2. What is the biggest success and the biggest mistake you have seen

a company make using social media? Test of knowledge and awareness of other activities

3. What do you think we should do first? Shows commitment to job

4. What math classes have you taken? What is your experience in data analysis?

Remember when you thought you would never use math again? Not true!

5. How will you measure your success? Trick question ;) (unless you have already done all the market

research…)

THANK YO

U

sarahmarkels@gmail.com

@sarahmarkels