Optimizing Social Media for BusinessLaura Gaulke, Marketing Strategist, Gannett Client Solutions February 13, 2013

1Part One Strategy and planningThis slide can be used as a background before the presentation begins. 2Social Media, Branding and Your Personal Brand3Social Media What the Heck Is It Really and why use it in marketing?

In-Bound MarketingMany Different Reasons

4Why use social media for business*Social Media forBrand AwarenessCustomer SupportEvent MarketingProduct IntroductionsBuild the Sales Pipeline*Source: Social Media Pocket Guide by Spreadfast.com

5Branding, its not just a logoBrands are a critical element in todays marketing mix. They deliver a level of consistency and knowledge that go beyond a logo. Brands provide personality, stories and consistency.

6Branding, Its not just a logoWith limited resources, consistent messages are key.Brands create short hand messages that customers recognize.Brands cut through message clutter because it provides hooks that the public is familiar with.In a communications filled environment, brands set you apart from the competition.Often brands are intricately intertwined with marketing strategy.

7Branding, its not just a logoBrands are intangible promises made tangible through recognizable signs.

Brand Elements reinforce the tenets of the brand and are grouped as:Intangibles = Specific promise, positioning, personality and emotion.Tangible = Identifiable symbols (logos, graphics, colors, fonts, sounds, jingles)Positioning Statement and MessagingThe Elevator Pitch

Brand elements can be grouped into:Intangibles: relate to the specific promise, personality, positioning and emotion.Tangibles: are identifying symbols such as logos, graphics, colors and sounds such as music, jingles and voice.Brands assure customers of consistent performance and trust. They create emotional rather than rational bonds. Theyre a promise between the product/service and the customer that contains implicit assurance of quality in every encounter with the organization. Brands are about the total experience.

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Leverage your personal brand to support your business brandProfile is everythingWhat is your personal elevator pitch? What are your passions?Link to your website or have a personal branding page

Personal Branding9Introduce your self, your businessYour personal brandYour business name, type, elevator speechYour social media experience/what you use nowWhat you hope to learn about/accomplish with social mediaTake short survey

10Marketing Strategy And Social media Context

8:45-10:30am

Marketing Strategy, Platform Strategy, Social Media Tactics Inbound Versus Outbound MarketingContent Marketing for Inbound Marketing Only?Owned, Paid, Earned and Converged MediaAdvertising on Social Media11Social Media in the Marketing ContextWhat is Marketing Strategy?Types of Marketing: Inbound Versus OutboundExamples of InboundExamples of OutboundTypes of Media Owned, Earned, Paid and ConvergedContent Marketing StrategyContent Marketing GoalsContent Strategy Before Social StrategySocial Media Strategy

Share (hand out) a marketing plan that has types of goals, types of marketing strategy, that shows marketing tactics and different strategy by platform.12

Brand Strategy Versus Marketing Strategy Versus Marketing PlanVersusMarketing Tactics13Social Media in the Marketing ContextMarketing Strategy, Marketing Plan, Marketing TacticsInbound Versus Outbound MarketingMarketing Types: Content, WOM, Experiential, SocialContent Marketing for Inbound Marketing Only?Owned, Paid, Earned and Converged MediaShare (hand out) a marketing plan that has types of goals, types of marketing strategy, that shows marketing tactics and different strategy by platform.14Social Media in the Marketing ContextInbound Marketing Definition (pull strategy)Outbound Marketing Definition (push strategy)Inbound versus Outbound Marketing

(quote about both being needed) here from springpad

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Both Inbound and Outbound are Relevant (they serve different audiences and different types of brands) THINK SUPERBOWL

Both Inbound and Outbound are Relevant (they serve different audiences and different types of brands)

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Content Marketing- For Inbound Marketing Only?17

PAID = Digital Advertising, banners, Adwords, overlaysPROMOTED = In stream or social paid promotions vehiclesOWNED = Created assets, custom contentSHARED = Open platforms or communities where customers co-create and collaborate with brandsEARNED = Brand-related conversations and user-generated content18

Owned, Earned, Paid, Converged Media is Social Media19Owned, paid and earned media types

20Social Media in Context

Advertising = Paid search, display ads, affiliate marketing, digital signage Paid Placements (Navitve advertising)

Automatization of content into ads Partner Networks = Publisher editorial, influencer outreach, word-of-mouth, social networks Digital Properties = Website(s), blogs, mobile apps, social presence Automatization of conversations through shared APIs and social widgets21Social Media in the Marketing ContextMarketing Strategy Supports the Brand and Achieves the GoalsGoal Types Business Goals, Strategy Goals, Tactical GoalsA marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use.Sample Marketing Plans Share (hand out) a marketing plan that has types of goals, types of marketing strategy, that shows marketing tactics and different strategy by platform.22Paid MediaOwned MediaFully Integrated Marketing PlanEarned MediaYour Business Needs, Goals and ObjectivesIntegrated marketing plan = Bringingit all together23Social Media Strategy, Platformsand why

8:45-10:30am24Social Media in the Marketing ContextSocial Strategy Social Stats (Dice Video)Why Choose Social Media as Part of Your Marketing PlanSponsored Facebook Graph SearchThe Platforms: Which is Best for What and WhyAdvertising on Social Media Advertising Media ChoicesTypes of Social Media AdvertisingSocial Media for SEOShare (hand out) a marketing plan that has types of goals, types of marketing strategy, that shows marketing tactics and different strategy by platform.25

Social Strategy Versus Social Plan Versus Social Tactics

Case Study and Facts: Dice Social Facts Blogger LoungeVideo InterviewsPhoto SharingThought Bubble EngagementSHRM, SXSW, Facebook Events26Facebook Graph Search makes facebook = more relevant to business

27Platforms: Which is Best for What and WhySocial Media Platforms ConsiderationsTypes of Content, Businesses, GoalsThe Platforms: Main: Facebook, Twitter, Pinterest, YouTube, Google+, LinkedIn, FourSqaureNiche and Specialty Platforms Houzz, PoseOther Platforms Tumblr, Instagram, VineWhich are Best for Your BusinessSource: http://socialmediatoday.com/james-debono/827961/which-social-media-platform-right-your-business Ebook Reviews: Spreadfast Social Media Pocket Guide and Social Media Textbook

Share (hand out) a marketing plan that has types of goals, types of marketing strategy, that shows marketing tactics and different strategy by platform.28Advertising on social media platformsAdvertising Media ChoicesSocial Media and Digital Online MediaBehavioral Targeting and RetargetingTypes of Social Media AdvertisingBehavioral Display AdsNative Advertising: Promoted Tweets on Twitter, Sponsored Stories on Facebook, Digital News Content29Social media and search algorithmsGoogle SEO Algorithm = Getting Found on the WebFacebook EdgeRank Algorithm

30Social media and search algorithmsSOCIAL MEDIA CONTENT AND SEOBacklinks to website/blogKey words strategyFresh content Engagement, activityUse of Video and photos in content

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Twitter Vine, Snapchat, Tout = emergence of short, concise micro videosAudience curated video = Importance 2013Capitalizing on video for businessYouTube is the No 2 search engineGoogle can read video content now but not flash on websitesVideo is engaging content more likely to be interacted with

Examples of businesses using Vine

Emergence of Micro Video Chat and why consider video?http://blog.hubspot.com/blog/tabid/6307/bid/34144/How-15-Real-Businesses-Are-Getting-Creative-With-Vine-for-Marketing.aspx

32Part Two Execution and MeasurementThis slide can be used as a background before the presentation begins. 33