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Please feel free to tweet today’s tips! # BWCC # WIB @ KatieBRoberts. Integrating Social Media into the Sales & Marketing Plan. Katie B. Roberts January 14, 2011. @ KatieBRoberts Facebook.com/ Katie.B.Roberts Linkedin.com/in/ KatieBRoberts KatieBRoberts.wordpress.com.

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integrating social media into the sales marketing plan

Integrating Social Media into the Sales & Marketing Plan

Katie B. Roberts

January 14, 2011

@KatieBRoberts

Facebook.com/Katie.B.Roberts

Linkedin.com/in/KatieBRoberts

KatieBRoberts.wordpress.com

online marketing strategy1
Online Marketing Strategy
  • Social Media cannot stand on its own; piece of bigger plan
leverage social communities
Leverage Social Communities

“If you build it, they will come…”

Does not work here

leverage social communities1
Leverage Social Communities

Ways to attract community members

leverage social communities3
Leverage Social Communities

Contests

  • Photo contest on Facebook
  • RT content and enter to win…
  • 1st person to tweet “Great seminar on social media, @KatieBRoberts” wins…

[hint]

leverage social communities4
Leverage Social Communities

LISTEN & RESPOND

  • Brand / industry sentiment
  • Become a thought leader
  • Work to resolve customer issues
  • Listen for needs of existing & potential customers

Exact Target vs. Publicaster

CASE STUDY:

leverage social communities5
Leverage Social Communities

Humanize

  • Honesty
  • Sincerity
  • Transparency
  • Find the “voice” for each community [Skittles]
  • Ensure others in company know “voice” lingo
  • Use real photos instead of logos where possible
leverage social communities6
Leverage Social Communities

Give to Get

  • Offer exclusive coupons for Facebook Fans
  • Provide links to lunchtime specials on twitter
  • Allow access to exclusive content in Linkedin Groups
  • Specials for checkins & mayors on Foursquare
promote social media communities1
Promote Social Media Communities
  • Website
  • Email signature / newsletter
  • Print collateral
  • Assets / signage
  • Business Cards
  • Twitter directories
  • Linkedin Profile
promote social media communities2
Promote Social Media Communities
  • Facebook “Like”
  • “Share This” and “Add to Any”
  • Recent Tweets
  • Calls to Action
  • “Read more” in email
  • Twitter #hashtags
why people like facebook pages
Why people “Like” Facebook Pages

10. Learn more about company (21%)

9. Referred to by a friend (22%)

8. Access to exclusive content (25%)

7. Looking for fun & entertainment (27%)

6. Want information on future sales (30%)

5. Receive updates on future products (33%)

4. Stay informed (34%)

3. Hope to get something free (36%)

2. Show support for brand/product (37%)

1. Receive discounts or coupons (40%)

attracting facebook fans
Attracting Facebook Fans
  • Be interactive, fun, & helpful
  • Embed videos
  • Use Facebook Landing Pages
  • Facebook Contests (Strutta)
  • Focus Groups / Testing [True Lemon]
  • Introduce new products
  • Virtual Parties [Jeffrey Hayzlett]
  • Trivia! [AMA Baltimore]
attracting twitter followers
Attracting Twitter Followers

Tweet about

today’s

seminar!

  • Participate in the dialog
    • RT, DM, comment
  • Follow thought leaders
  • Use #hashtags
  • Establish relationships
  • Announce specials, deals, sales
  • Share blog articles, white papers, Facebook content
  • Live event/conference tweeting
tips to consider
Tips to Consider
  • Identify your tone
  • Know your audience
  • Leverage brand ambassadors
  • Use real-time monitoring tools
  • Build & use editorial calendar
  • Point customers to content (Penn Olson)
  • Use calls to action
  • QUALITY vs quantity
tips to consider1
Tips to Consider

Give ‘em something to talk about….

And share!

resources
Resources
  • TweetDeck
  • Klout
  • Feedburner
  • Strutta
  • Add This & Share This
  • JitterJam& Radian6
  • Technorati
  • Google alerts & Google Analytics
  • Social mention / Postling
websites i follow
Websites I Follow
  • Mashable.com
  • TechCrunch.com
  • Social Media Examiner.com
  • Hubstpot.com
  • Marketing Sherpa.com
  • ChrisBrogan.com
  • Harvard Business Review.com
  • Blue Sky Factory.com
  • Penn-Olson.com
contact info
Contact Info

KatieBelleRoberts@gmail.com

KatieBRoberts.wordpress.com

Twitter.com/KatieBRoberts

Linkedin.com/in/KatieBRoberts

Facebook.com/Katie.B.Roberts