Beyond the Buzz

Social Media Marketing

Outbound Marketing

• Traditional Media• Print• Radio• TV• Direct Mail• Telemarketing• Email

Inbound Marketing

• New Media• Blogs• Social Networks• RSS Feeds• Podcasts• SEO• Webcasts• Viral Video• Opt-in Newsletters

Outbound vs. Inbound

• New media• Pull• Permission• Time

• Traditional• Push• Interruptive• $$$

Inbound Marketing

Process

Get Found

• Identify buyer personas• Build an online presence• Follow content resources• Follow online influencers• Microblog THEIR content first• Share interesting and relevant

content

Get Found | Content is King

Consumer-to-Consumer

• Educate• Inspire• Entertain• Insight controversy

Types of Content• Blogs• Industry articles• Videos• eBooks• Whitepapers• eBooks• Webinars• Presentations

Get Found |Your Website

Get Found | SEO

On-Page SEO = 25%• Text• URL• Page title• Page descriptions• Metatags

(keywords)• Alt-text

Off-Page SEO = 75%• Inbound links• Recommendations

Get Found | 10 Tips for Social Optimization

• Integrate your blog into your main domain

• Install share buttons ABOVE each post

• Feature social media icons on every page

• Offer RSS feeds• Offer subscribe to

RSS by email

• Create conversion campaigns quarterly

• Optimize a landing page

• Feature conversion campaign on every possible page

• Use Google Analytics

• Use social media analytics tools

Convert

• Develop a hook• Create a landing page/tab• Simplify form• Call to action• Feature conversion campaign

EVERYWHERE• Integrate traditional advertising and

PR

Convert | Campaigns

Social Media • Contest• Sweepstake• Coupon• Petition• Quizze• Trivia challenge

Website• eBook• White paper• Webinar• Tip sheet• Text message• Event

Analyze

• Traffic growth• Channel optimization• Google Analytics• Facebook Insights

Analyze | Google Analytics

Analyze | Facebook Insights

Analyze | Facebook Insights

Analyze | TwitterCounter

Analyze | TweetReach

Analyze | YouTube Insights

Tools

• Google Apps• Hootsuite• Buffer• ScreenFlow• Animoto.com• Dropbox

• Linkedin Labs • CartoonMe• SocialMention• Grader.com• Wufoo.com• Xtranormal.com

QUESTIONS?