How to Market Anything through

Social MediaA presentation for

Sterling Cooper

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About Bryan

• Writes the Burb’s Eye View column each Wednesday• Professional marketing manager

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Enough about me …What is Sterling Cooper?

Transforming Outreach at Stough Canyon

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A traditional company …Bert Cooper

Roger Sterling

Don Draper

Employees

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…with traditional problems

How do we market our company?

How do we market our clients?

How do we market ourselves?

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Don Draper’s OfficeSomething’s missing …

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Don Draper’s OfficeRight! A computer! Now we can start with Social Media …

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The online storefront

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Why bother with Social Media?

COMPANIES WITH >50 EMPLOYEES SAW THE

BIGGEST TRAFFIC GAINS FROM GROWING THEIR

FACEBOOK REACH.

Source: 2013 Survey of 7,000 Hubspot customers

185%

Average increase in website hits after crossing 1,000 Likes.

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Why bother with Social Media?

B2C COMPANIES EXPERIENCE A LARGER

INCREASE IN TRAFFIC THAN B2B COMPANIES

AFTER CROSSING 1,000 TWITTER FOLLOWERS.

Source: 2013 Survey of 7,000 Hubspot customers

106%

More web traffic for companies with 51 to 100 followers over those with 25 or fewer.

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Top reasons for Retweets

Inte

rest

ing

Conte

nt

Pers

onal

Con

nect

ion

Humor

Ince

ntive

RT re

ques

ts

Celeb

rity

stat

us0

20

40

60

80

100

Source: Infographic labs report 2012

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Why people follow you

Sugg

este

d by

frie

nds

Onlin

e Se

arch

Twitt

er sug

gest

ion

Prom

otio

ns0

10203040506070

Source: Infographic labs report 2012

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TWITTER AND YOUR BLOG How to self-market your business

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Twitter is good for …

• Microblogging

• Quick answers / feedback

• Trend searches

• Celebrity / team stalking

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Your very own publishing house

• Offer insight

about your

industry

• Display your

expertise

• A home for

major pieces of

content that help

with SEO

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FACEBOOK & INSTAGRAMHow to interact with consumers

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THE Social Network

• Photo gallery

• Stay in touch with

family

• Share content -

Links

• Keep

appointments

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Visual Collaboration

• Editing photos

• Sharing photos

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LINKEDIN & PINTERESTHow to build your personal brand

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Linked In includes …

• Your online resume

• A place to connect

and share expertise

• Curated communities

like Twitter but with a

more robust profile

feature to validate

experience

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The Virtual Collage

• Helps share visual content (photos, video)• Acts as a virtual pinboard – a scrapbook of things that interest you

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PUTTING YOURSELF OUT THERE

How to win friends and influence influencers

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Pete Campbell

• Talks about himself a lot• Multiple-tweet rants about politics, religion, women’s place in the home• Talks about his big-name clients in inappropriate mentions• Shares competition-sensitive information in meetings on Facebook, Twitter where competitors can see• Shares photos of his lunch that are out of focus• Tells people to Like Facebook page, without a link to it• Goes weeks just retweeting; no original content • Invites everyone to play every Facebook game ever

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Joan Harris

• Has whole conversations with clients about service issues• Retweets followers all the time• Keeps Facebook calendar updated • Creates contests on Facebook, Instagram and promotes them 3x a day • Reads blogs from the firm’s top clients and shares their content• Recruits Don and Roger to write posts about ad strategy; asks clients to RT• Takes photos that are in focus and are NOT the backs of people’s heads; they’re also framed well and interesting

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THE SOCIAL FLOWBringing it all together

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The social circle

Biz to Biz

Business to

Consumer

Personal

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Organize your work• HootSuite• TweetDeck• Threadsy• Rignite• Unilyzer• Spredfast• MediaFunnel• CoTweet• Seesmic• Netvibes• Brizzly

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Social Etiquette

• Treat people online as if you’d treat them in person.• Message people often, and repeatedly.• Reward people for your call to action/encourage the

behavior you want• Decide early what your online persona is. • Pull in, don’t push out. (Make people want to interact

with you)• Give more than you get (put things on people’s walls,

retweet and promote their stuff too)• Not every platform is appropriate for every message.• Engage, listen and learn.• Create Social Proof of your expertise, skills and

products (through users’ testimonials and interactions)

Thank you.

Questions?

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Bryan on the WebYour goal should also be to obtain the first four or five things on a Google search.