Introduction

Who is SocialMatica What We’re About Why We’re Doing This

Who is Joshua Barnes – Director of Social Strategy Today’s Workshop What You’re Going To Learn

1. How B2B Can Leverage Social 2. How To Find Your Audience 3. What is your "social value" and why does it matter? 4. A Social Marketing Campaign Checklists

How To Tell Your Story (without advertising)

4 case examples Music Media IT/Telecom Accounting

The Breakdown Self-Help Survey Questions Quick Tips To Build An Audience

Pitbull The Artist

B2C Value is self-evident Exposure & credibility biggest issues Timely programs Engagement Music distribution is their link to the consumer

Network Media – Fox, CNN, RT

B2C – but – B2B From an Advertising Perspective Value is self-evident Exposure & credibility

Differentiation Timing Engagement Alternative delivery mechanisms is the connection to the consumer

TV Radio Print Social is secondary

IT/Telecom – Cisco, Scale Computing, Etc

B2B Value is not self-evident Audience is focused Context is necessary

Then Differentiation Exposure Timing

Connection to the consumer is Information they can’t get elsewhere (this is the value)

Accounting – Cbiz, RSM McGladrey

B2B Value is evident Specialized message, language Audience is focused Message is focused and timing is crucial Not entirely social if at all in most cases Context is completely necessary

In Every Case

Context moved from less to greater importantance Timing Is More Essential Value Is Established

What Is My Value?

Your value is the sum of the benefits you provide Not features, Not your product, Not your service, Not your brand

The ability for your prospects to understand that is governed by

Context Timing Relevance

Questions To Ask Of Your Program

What is my value to customers/prospects How is my marketing program describing that

Is it effective?

What channels make the most sense for my value Who are my competitors

Is their message effective?

Am I in context with my audience Who is my audience, what is their social makeup Which websites & topics define the conversation I’m in, or

going to be in What are the social characteristics of my audience

A Mechanism Used To Help Tell The Story

Who are we Why do we exist in business What value do we provide Who is our audience What channels make the most sense for us (given that criteria) Socialify your products/services (socially personify) Create a story around each new social identity

Give people a reason/value to interact

Create a specific engagement strategy for each

Tips For Building The Audience

Curate Content Antagonize the market (contrarian position) Be a leading voice on twitter Create an e-learning channel on youtube Create a fan page tab geared toward content distribution Reward people for engagement, not with toys, but personal

highlighting Interviews Free Tools: AgencySnap…http://agencysnap.socialmatica.com

Questions

The End

Building Blocks Con’td

Four Pillars Content SEO Promotion Community

The Fifth Hidden Pillar (That Everyone Inherently Knows But Doesn’t Live By)

Context You get context wrong – nothing matters.

Integration Example (Software Company)

Twitter Industry Fact Dispensing Application Feature Requests Tweet new videos about altruistic content

Facebook (custom tab) Customer Highlight Section, including FB profile (custom tab) Sweepstakes

Youtube E-Learning Academy for uses of the software Industry breakdowns that referenced other players in the industry How-to’s concerning relevant topics within their industry

How To Implement This (Socially)

White Paper – Free Offer Use free tools – lack context, Klout, Peerindex, etc. Use consultants and manual effort SocialMatica can help…

We identify influencers We track, measure & analyze social media marketing performance

Questions

Align

Align Know who the influencers are Know what they are talking about Know who the media distribution points

How do they affect your brand/message/voice Know how well your competition is performing

In what channels

Measure

Measure Track your social performance Understand the value of each social network to your brand

You do this by understanding the value of the networks to your customers Conversions Social campaign performance relative to your competitors The highest performing media distribution points The highest performing influencers

Analyze, Goals, Efficacy

Crunch all of the data for previously un-yielded insights Set new goals based on performance, not hope Refine your approach to the point of high efficiency, using

better tools and faster processes

The Key To Marketing Integration

Your voice is not your product Just like your customers voice is not their product, but it IS

their value YOU MUST Understand

Context Your Voice Your Competitors Voice Your Customers Voice

You create your voice, Your customer defines it, Your competitor will try to emulate it, You must master it

Marketing(man’s) Creed

This is my voice. There are many like it, but this one is mine. My voice is my best friend. It is my life, in marketing. I must master it as I must master my life. My voice, without me, is useless. Without my voice, I am useless (to my clients).

I must use my voice true. I must speak more accurately than my competitor who is trying to best me.

I must solve my customers problem with my voice, before my competitor can.

I must be vigilant because not only do I have a voice, as does my competitor, but so does my customer.

Their voice is even more important than mine for what they say merely reveals what my voice should echo in capability, responsiveness and action.

What I Assume

You know something about social You know everything about social You know nothing about social You’ve heard of and understand the concept of integrated

marketing