Post on 18-Oct-2020
Using Social Media to Grow Your
Brand & Business
October 6, 2011
Presented by:
Leslie Vickrey & Michelle Krier Confidential information.
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About ClearEdge Marketing
About ClearEdge Marketing
Founded in 2006, ClearEdge is an award-winning marketing firm headquartered in Chicago, IL
Clients are professional services, software and staffing firms
Operate on a unique and flexible outsourced marketing model o Become virtual department on a monthly retainer or project basis
o Special forces for internal marketing when bandwidth needs arise
o Offer growth companies an opportunity to invest in marketing without carrying the overhead of an entire department
Team of strategic and tactical marketing professionals with experience managing global marketing operations
o Strategists, Project Managers, Writers, Designers, Developers
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Having a Little Fun: Social Trivia
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Having a Little Fun: Social Trivia
POLL
HOW “IN” TO SOCIAL MEDIA ARE YOU?
D. NOT IN: I do not use social media at all
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Social Media
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Defining Social Media
Internet-based technologies that facilitate
shared community experiences. • Abridged from technology in translation™
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Social Media is
+ If Facebook were a country it would be the
world’s 3RD LARGEST
– Social Media Today
+ Social networks and blogs reach 80% of
active U.S. internet users – Nielsen
+ Facebook’s user base is 2X’S THE SIZE of the U.S. population
+ Social networks and blogs count for
nearly a quarter of the time
spent on the Internet in the U.S.
+4 Billion: pieces of information shared on
Facebook each day
+10,000:number of YouTube
brand partners
+381,576,305: number of Foursquare
check-ins in 2010
– Mashable Infographics 2011
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The POWER of Social Media
The individual AT THE CENTER of the world.
+ Tools to share and broadly
distribute content and media.
+ Forums for easy, regular and
low-cost communication and
congregation
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People Trust People
78% of consumers
trust people (even
strangers) over
traditional marketing
and advertising.
CrowdSPRING
POLL
Which of the BIG social media sites is your business on?
D. All
The BIG Three
1 2 3
POLL
How many active users does Facebook have?
POLL
How many active users does Facebook have?
+ Every month, more than 500
million people use an app
on Facebook
+ More than 2 billion posts are
liked and commented on per
day – B2B Online
+ More than 300,000
businesses have a
Facebook presence
+ Average user: 130 friends,
connected to 80 community
pages, groups and events
The Stats…
Infographic Insights
– Infographic and Data Source: OnlineSchools.org
2011
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Facebook Marketing Examples
DO run contests –
12 comments re:
winners…
DO respond to
comments…
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Facebook Marketing Examples
DO engage your
community…
DO utilize the
photo strip to
promote products…
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Facebook Marketing Examples
DO promote and encourage reviews…
DO run specials…
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Facebook Marketing Examples
DO take advantage of relevant
mainstream media to drive traffic into the
storefront (online or in person)…
DO build credibility,
post pictures…
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Key Takeaways – Facebook
Make your page about something bigger than just your products
or services
Give fans a reason to “like” your page (discounts, insider news,
giveaways, contests, etc.)
Ask questions to increase engagement
Monitor for customer service inquiries
Find creative ways to keep fans on your page (games, apps,
videos, etc.)
Ask fans to join your mailing list or register for deals
Integrate across multiple marketing channels
The BIG Three
1 2 3
+ More than 120 million
members in over 200
countries
+ B2B marketers cite LinkedIn
as their most important
social channel -B2B Online
+ There were nearly two
billion people searches on
LinkedIn in 2010
+ The world’s largest
professional network
The Stats…
POLL
How quickly do professionals (new members) join LinkedIn?
POLL
How quickly do professionals (new members) join LinkedIn?
Infographic Insights
LinkedIn March 2011
LinkedIn March 2011
LinkedIn September 2011
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LinkedIn Marketing Examples
DO have employees link
to your website and blog…
DO set up your company
profile completely…
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LinkedIn Marketing Examples
DO try to
demonstrate a
common theme
among employees
DO try to solicit
recommendations for
your products/services
DO set up the news feed
for your company
profile (blog, twitter,
etc.)…
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LinkedIn Marketing Examples
DO ask questions to engage
your community…
DO create actionable,
targeted ads…
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LinkedIn Marketing Examples
DO take advantage of highlighting your
company’s products or services…
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Key Takeaways
Fill out your company profile completely
Have your employees link to your website
Link content via applications (blog, Twitter feed, etc.)
Post events – and invite connections
Join groups and participate
Ask for recommendations (and give recommendations!)
Integrate across multiple marketing channels
Consider advertising
The BIG Three
1 2 3
POLL
About how many Tweets go out per day?
POLL
About how many Tweets go out per day?
+ More than 200 million
registered accounts
+ Twitter traffic (Tweets
processed) has increased
by 110% since January
2011
+ More than 100 million active
users (logged in within the
last month)
+ World’s biggest
microblogging service
The Stats…
Infographic Insights
– Infographic and Data Source:Lab42 2011
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Twitter Marketing Examples
DO cross promote via multiple marketing channels…
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Twitter Marketing Examples
DO thank partners, promote
contests, encourage
participation
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Twitter Marketing Examples
DO live tweet/promote hash
tags for events, post
pictures
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Twitter Marketing Examples
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Twitter Marketing Examples
DO use
Twitter’s
advanced
search to find
people who
meet the
profile of your
target audience
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Twitter Marketing Examples
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Key Takeaways
Grab your company name if you haven’t already
Share information — promote your business, RT others, respond
Monitor customer service inquiries (and know how to look for DMs,
who’s tweeting your tweets, etc.)
Use advanced search options to locate opportunities
Integrate across multiple marketing channels
Use a Twitter management tool (HootSuite, TweetDeck)
Social Media’s Branding and Marketing
Opportunities
People are talking about your brand.
ARE YOU LISTENING?
Free Listening & Monitoring Tools
General
+ Google Reader/Google Alerts
+ Social Mention and/or Alecta
+ Feed Informer
+ BackType Alerts
Blogosphere
+ BlogPulse
+ Technorati
+ Google Advanced Blog Search
+ IceRocket
+ Twilert
+ Tweetdeck
+ Tweetbeep
+ Twitter Analyzer
+ Facebook Search
+ Openbook
What to Listen For
Products and services Your events/news/PR
Campaigns you’re managing
The competition
The things your customers, competitors, investors, etc. think you are doing right
Ways to improve – learn to look at negative social media feedback as a gift
Ideas for new promotions, products, services and events
What industry peers, leading thinkers and subject matter experts are talking about
What to You Will Learn
Listening in Action: B2C
• Blogger tries App, thinks it clunky
• Writes a blog, posts a video
• Stride social media team responds within a day
• Kindly acknowledges issues and changes coming
• Sends box of product
• Blogger blogs story again to thousands
• PR and brand win!
Listening in Action: B2B
• Listen for Leads program
• Massive network of company blogs
• Leading builder of SM analytics
ARE YOU SHARING?
How to Share
+ Post & Update: Sites, networks, groups and fan pages
+ Blog: Identify SMEs, company voices and let them blog
+ Diversify: Video, presentations, slide decks (SlideShare), articles, etc.
+ Reward: Coupons, discounts, events, contests, congrats, etc.
Share the Content Followers Want Will it benefit them (learning, laughter, etc.?)
Be Authentic in Voice and Activity Use one voice and make the content real
Update Frequently
Respond to Comments, Questions, Likes, etc.
Collaborate with Experts Good Content Comes from Good Partnerships
Best Practices in Sharing
Sharing in Action: B2C
• Built Social Community: HDTalking
• Content comes from owners and users
• Photos, jokes, parts and model advice
• Mechanics on call 24/7
ARE YOU EXPANDING
YOUR BRAND?
Leverage Alternative Social Networks Stake out new ground away from your competitors
Content Syndication Get partners, industry groups, etc. to share and post your content
Create Dynamic Communities
Bring experts, consumers, fans, etc. together under your brand banner
Create Fans by Engaging Genuinely & Creatively Invite to share, engage, play, visit, comment. Give an active role
Best Practices in Brand Expansion
Branding in Action: B2C
• Huge Twitter & Facebook Presence
• YouTube Channel
• My Starbucks Idea – customers share
• Ideas in Action – employees share
Branding in Action: B2B
+ Creation of interactive
social network for
promoting LED use, not
the brand, company or
its products
+ Includes blog posts,
photo sharing, contests
and humorous videos
ARE YOU GROWING YOUR BUSINESS?
Best Practices in Growing the Business
+ Treat Social Media Like a Lead Generation Tool
+ Identify, listen to and engage prospects
+ Boost SEO and Search Rankings
+ It’s competitive: without strong SM tools and presence it will be hard to hold high
SEO rankings and build traffic
+ Find New Customers, Maintain Old Ones
+ Create social sites and content that will attract potential customers and keep
existing ones engaged and loyal
+ Target, Target, Target
+ Use social media sites and advertising tools to narrowly focus on key audiences
and improve marketing spend
What Are Small Businesses Doing?
– Mashable Infographic 2011
What Are Small Businesses Doing?
– Mashable Infographic 2011
In Action
+ Sr. Account & Business
Development Executive
+ Joined LinkedIn, active in user groups
+ Goal: To promote events (and brand) on group sites
+ Sample event posting to promote Annual User Conference on industry group page
In Action
+ After 1 Posting:
+ Two unsolicited testimonials re: event
+ One prospect attended based on post
+ Another LinkedIn group member recommended an MK solution to a mutual client
Ready to Take Action?
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Identify and Target places where clients, prospects,
industry experts, candidates
and partners are meeting,
interacting and networking.
Find Out What Is Being Said
by clients, candidates, alumni, competitors,
pundits, prospects, the media, etc.
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Build Presence on Key Sites Begin with the sites that matter most for
your business.
The BIG Three +
+ Industry &
Niche Sites + +
Identify & Leverage Team Members
who can contribute thought leadership, industry insights,
community knowledge, fun engaging content, etc.
Measure & Monitor
Use today’s myriad of free monitoring tools
measure and analyze how you’re doing.
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Lessons Learned
+ You can’t jump in. Listen, learn, target and engage
+Build communities with care. If you want to succeed you need the
right audience
+ Measure for success
+ Engage employees for content and insight
+ Focus on quality not quantity
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Having a Little Fun: Social Trivia
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Having a Little Fun: Social Trivia
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It’s Your Turn…
Questions? Comments?
Contact Us Anytime!
Leslie Vickrey, President of
ClearEdge Marketing Tel: 312.731.3149
Email: lvickrey@clearedgemarketing.com
Twitter: @lvickrey
LinkedIn: www.linkedin.com/in/lvickrey
Facebook: www.twitter.com/clearedgemktg
Michelle Krier, Sr. Director –
Marketing & Social Media Tel: 414.617.3103
Email: mkrier@clearedgemarketing.com
Twitter: @michellekrier
LinkedIn: www.linkedin.com/in/michellekrier
Facebook: www.twitter.com/clearedgemktg
Copyright ClearEdge Marketing
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Resources
• http://www.nten.org/blog/2011/03/03/five-free-tools-social-media-listening-and-how-start-responding - info on
free social media listening tools
• http://www.socialbrite.org/2011/01/11/guide-to-free-social-media-monitoring-tools/ - more notes on social
media listening tools
• http://www.netwitsthinktank.com/marketing-and-communication/social-media-monitoring-in-30-minutes-or-
less.htm - social media - what to listen for
• http://www.emarketer.com/blog/index.php/case-study-ibm-drives-millions-dollars-worth-sales-leads-social-
media/ - IBM listening for leads
• http://www.btobonline.com/apps/pbcs.dll/article?AID=/20110404/SOCIAL02/110409989 - CISCO case study –
viral video
• http://mashable.com/2011/02/14/small-business-social-media-infographic/ - small business infographic
• http://mashable.com/2009/02/06/social-media-smartest-brands/ - smartest brands in social media article
• http://socialmediatoday.com/pammoore/239768/social-listening-done-right-stride-gum-case-study - STRIDE gum
case study – listening in action
• http://barnraisersllc.com/?p=2460 –Harley Davidson case study
• http://thenextweb.com/2010/01/11/starbucks-formula-social-media-success/ - Starbucks case study
• http://www.toprankblog.com/2010/02/b2b-social-media-winners/ - CREE case study
• http://www.scribbal.com/2011/09/infographic-how-small-businesses-utilize-social-media/ - Infographic on social
media strength
• http://mashable.com/2011/02/07/strengthen-social-media-voice/
• http://adage.com/article/cmo-strategy/expand-brand-community-online/122867/
• http://www.mindjumpers.com/blog/2011/09/facebook-marketing-techniques/