Now more than ever associations and non-profit organizations look to online marketing efforts to reach their prospects and customers. This session will tap into the combined power of social media, search engine optimization (SEO) and website analytics. Use this super-power concept to learn more about your community, target marketing efforts in the right direction and advance your mission. Attendees will gain actionable guidance on how a comprehensive online strategy can grow engagement. Let’s find the lurkers, convert them to evangelists and promote brand ambassadors!
Turn Insights into Action: Social Media, SEO, and Your Website
2. Turn Insights
into Action:
Social Media,
SEO, &
Your Website
By John Foley, Jr.
3. First… THANK YOU!
• For Being Here!
• For Being Willing to Learn and Engage!
• For Liking My Boston Accent!
4. Today’s Overview
• Brief Introductions
• The Marketing Landscape
• Steps for Finding Social Media Success
• Your Website: From a Static Brochure to a Sales Tool
• SEO: Getting Found to Make Sales
• Final Thoughts and Questions
6. Intro: John Foley, Jr.
I love
• Grow Socially, Inc. Mar(H)keting!
– Online Marketing/Social Media
– Plan, Manage, Execute and
Measure
• interlinkONE
– Enterprise Marketing
Management Software
– Plan, build, manage, execute and
measure all marketing activities
7. Accolades
• Jetsetter Status on FourSquare
• Ranked #16 as a Top CMO on Twitter in
2012
• 2nd runner up for this year’s B2B
Twitterer of the Year Award for the B2B
“Boss Tweet” Personality Category
• One of the 50 most influential people in
Sales Lead Management by SLMA in
2012
8. The Books
Printers
- Business Transformation
Mailers, Fulfillment Providers
- Business Transformation
All Businesses
- Untethered
Communications
9. Keep Your Phone On!
• Feel free to Tweet, Post, Update,
Email, take notes, photos, and more!
@JohnFoleyJr
#HUGSF12
12. Online Marketing Statistics
One Billion Users on Facebook
400 Million Tweets Sent Per Day
72+ Hours of Video Uploaded every minute
170 million users
19 million users… and it’s addictive!
80 million users… and sold for $1 billion!
2 million searches per minute
NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556
and http://searchengineland.com
13. The Keys to Online Marketing:
Inbound Marketing!
“Inbound marketing is
a marketing strategy
that focuses on
attracting prospective
customers by offering
useful information.”
http://en.wikipedia.org/wiki/Inbound_marketing
14. REMEMBER: WEBSITE IS HOME BASE!
Integrating content creation, distribution, customer
engagement, and measurement of your marketing efforts
can increase campaign effectiveness.
16. How YOU Can Find
Social Media Success
STEPS FOR FINDING
SOCIAL MEDIA SUCCESS
17. How do you view Social Media?
• Community
• Conversation
• Networking
• Marketing
• Relationships
• Customer Service
• Immediate Information
• Platform
18. Optimize / Social Friendly
Get Noticed eNewsletter Sign-Ups
White Papers
Offers
Emails
Polls
Blogs
Landing Pages
Engage
and
Nurture
Engage
and
Nurture
Start with MKTG
Integrated Multi-Channel Marketing Plan
Action - Publish - Engage - Converse - Share - Product?
Social Media - Blogging - Analytics - Service?
Content Mgmt - SEO Asset?
19. Plan! Strategy before Tactics!
Step 1: Describe the Business, Service, Solution
Step 2: Business, Service, Solution Goal
Step 3: Where Is the Audience Cyclically?
Step 4: How Does the Audience Use Social Media?
Step 5: The Keywords/Keyword List/Keyword Storyboard
Step 6: How Will You Humanize the Brand
Step 7: Content Resource and Distribution Strategy
Step 8: How Will You Measure Success?
20. More than PR! Focus on
Conversations
• Twitter
– Hashtags
– Retweets
– Twitter Chats
• Facebook:
– Questions/Polls
– Invite Comments!
• Higher Logic Member Community
– Groups
– Discussions
• Blog
21. How to Measure Success?
• How many
– Downloads
– eNewsletter Sign-Ups
– Blog Comments
– Questions
– Shared Links
– Re-Tweets
– Followers
– Site Traffic
22. Inbound and Outbound Marketing
Work Together
COMPANY
WEBSITE
Social Whitepapers,
Media eBooks
3500 Downloads
Visitors
SEO eNewsletter
Sign-Ups
DM/Flyer 2000
Visitors Comments &
Questions on
CRM
E-mail
Blog
800
Links Visitors Info/Inquiries
Other 100 Webinar
Visitors Sign-Ups
23. Case Study
How One Organization Found
Success with Social Media
CASE STUDY: HOW ONE
ORGANIZATION FOUND SUCCESS
24. Train to End Stroke: Who Are They
• Train to End Stroke is a fundraising
division of the American Stroke
Association/American Heart
Association.
• Their mission is to raise awareness
and funds for the third leading
killer in the US – stroke.
• Facebook.com/Train2EndStroke
25. Their Goal
Improve recruiting efforts for
their Half Marathon in Hawaii
Hesitations Transitions Solutions
26. Step 1: Analyze Current Efforts
• What we discovered:
– Previous Tactics: One-size fits all campaigns
– Their social media presence was seriously lacking
– They were not actively updating online content
– Their target audience was active on major social
networks
27. Our Solution
• Develop a Social Media Strategy
• Utilize Related Content and Repurpose Their
Content for Online Promotions
• Make Branding More Interactive
• Invest in Social Media Advertising
Opportunities to Target Specific Audience
33. How Facebook Helped: Stats
Metric Before After
(as of 6/1/12)
783 8,009
Likes
(2 pages combined)
Recommendations 0 35
People committed 19 31
to the Hawaii Half
Marathon 63% increase!!
34. Final Results
• Received exposure to more than 250,000
NEW people on Facebook
• Remarkable daily interactions due to
increased engagement, fans and new page
• Tons of new participants committed to raise
well over $150,000!
– They raised in excess of $20,000 in the first 2
months that they were actively on Facebook!
35. Next… Business Building Tips
• LinkedIn
• Facebook
• Twitter
• YouTube
• Foursquare
• Pinterest
43. Twitter: Advanced Search Feature
Use the Search Feature
to Monitor:
• Events
• Customers
• Industry Hot Topics
• Competitors
• And more!
https://twitter.com/search-advanced
45. YouTube: Tips for Success
• Feature variety of
employees, mix
up the tone
• Experiment with
different
backdrops,
scenes, etc.
46. Pinterest: Hype or Goal-Achiever?
Visually tell
the story of
your brand!
47. Don’t Forget! Align Tactics with
Goals
Tactic Goal Key Steps
Facebook Fan page Increase awareness of Post once a day; Custom
services, generate leads Tab for demo
registration
Twitter company page Become a thought Post multiple times
leader, provide support daily; share marketing-
related news; active
listening
YouTube Profile Humanize brand; create Film weekly video of
demand employee(s); create
screencasts of customer
successes
Pinterest Drive website traffic! Create boards to
highlight portfolio work
48. Your Website: From a Static Brochure to a Sales Tool
YOUR WEBSITE: FROM A STATIC
BROCHURE TO A SALES TOOL
49. Problems with Many Websites
• They are not updated
frequently enough.
• The graphics, product
& services listings, and
text do not accurately
reflect a brand’s
mission statement.
• They are not
generating leads.
50. How To Improve Your Website
• Let’s take a look at 5 ways
that you can improve your
website to reach business
goals and objectives!
51. #1: Speak to Your Target Audience!
Make a list of
keywords – and
use them!
• What
benefits your
target
audience?
• What value
do you bring?
52. #2: Review The Change Process
• What is the Process for
Making Changes &
Adding Content?
• Do you always need IT
(in-house or
outsourced)
involvement?
• If so, consider making a
change – CMS, different
host provider.
53. #3: Engagement/interactive
Add Lead Generation Forms
• How many leads
does your
website today?
• If it’s not enough,
embed more
lead-generation
forms!
• Add calls-to-
action to all
pages!
54. #4: Create a Mobile Version
• Do visitors have to tap,
zoom, scroll?
• Is there Flash?
• How long is loading
time?
• Build a mobile website
today!
55. #5: Responsive Web Design
Free White Paper on Responsive Web Design!
http://ilnk.me/RWD101
57. What is Search Engine
Optimization?
• Getting found!
• Using specified keywords
• Consistently updating
your content
• Using links to and from
other pages and websites
58. Keyword Usage
• Build a well-researched list
of keywords
• Incorporate in your
content:
– Page Titles (H1, H2 tags)
– Website copy
– Meta description
– Image Names (Alt tags)
• Use throughout all content
distribution
59. Content Rules!
• Google rewards fresh
content --- update your
website regularly!
• Create & provide content
that informs, helps, and
interests your audience!
• Best way to do this: start
blogging.
• YouTube?
60. Inbound Links
• You want: inbound links from high-
authority sites (trusted, popular, PR, etc.)
with relevant content.
• How do you get them?
– Create share-worthy & timely content!
– Ask! Link-exchange
– Comment on other blogs
– Increase PR strategy and efforts
61. Blogs: Crucial to SEO Success
• Humanizing
• Improves SEO
– Keywords
– Links
– Updated Information
• Give Expertise
• Updates on Company
Activities
• Sharing Information
62. Be Ready for Mobile Searches
with a Mobile Website!
• Present mobile content that
is important to visitors on
smartphones and tablets.
• Tip: http://iFlyMobi.com!!!
71. Q & A / Contact Me!:
http://ilink.me/JR
QR Code
iFlyMobi.com
Editor's Notes
Presentation Info:Presentation Title: Turn Insights into Action: Social Media, SEO, &Your WebsiteSubject Matter: Now more than ever associations and non-profit organizations look to online marketing efforts to reach their prospects and customers. This session will tap into the combined power of social media, search engine optimization (SEO) and website analytics. Use this super-power concept to learn more about your community, target marketing efforts in the right direction and advance your mission. Attendees will gain actionable guidance on how a comprehensive online strategy can grow engagement. Let’s find the lurkers, convert them to evangelists and promote brand ambassadors!Date: Tuesday, December 4thTime: 2:30pm – 3:30pmLocation: Walter E. Washington Convention CenterAudience: Associations and Non-Profits
TURN INSIGHTS INTO ACTION: SOCIAL MEDIA, SEO & YOUR WEBSITENow more than ever associations and non-profit organizations look to online marketing efforts to reach their prospects and customers. This session will tap into the combined power of social media, search engine optimization (SEO) and website analytics. Use this super-power concept to learn more about your community, target marketing efforts in the right direction and advance your mission. Attendees will gain actionable guidance on how a comprehensive online strategy can grow engagement. Let’s find the lurkers, convert them to evangelists and promote brand ambassadors!
Now, many of these channels can still be effective. But the point of today’s webinar is that we can no longer solely rely on them to increase awareness, buzz, and generate leads
Ask Matt: what really is inbound marketing? What does it mean for a business?
So here’s where we tie in inbound marketing to business. We are not trying to tell you to just be on Facebook, or Twitter, or to post pictures of your employees and company outings. Those efforts need to be tied into your other marketing/business objectives,.. To generate traffic, inquiries, leads, and sales.If they are not doing that, then something needs to change.This often isn’t the case because someone puts social media in a silo, with someone whose “good with Facebook” but disconnected from the rest of the business.It works!Increase Awareness & Drive InquiriesReach More Customers & ProspectsSell more things!
It really starts with how we view it… Do we just view it as one of these things? Or something else entireley? Perhaps something that’s a way for us to simply share the latest blog post URL.It has to be about more than that.How people communicate, Target like-minded prospects, Communicate with customersWhy use social media?More prospects to sell toGenerate interest in your brandBuild your brandLoyaltyPosition your companyCustomer ServiceAnother Channel
Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
In the past, we worked with them on promoting the event through different print marketing channels and have been slowly transitioning them towards online marketing.To reach their growth potential, they realized the need to embrace “new media” as well.
Good spot to talk about the resources that you need/use to do social media… can’t just be your nephew/Mary.
Hammer home … many social media efforts fail because they don’t have a strategy, a planTalk about how you need to promote content – such as YouTube videos – across other channels.Provide cause updates, other items to connect with people’s passions, interests – stroke, health
Great spot to talk about the importance of why people need a solutions provider… because these social networks change so fast, need a partner to help make changes, guide. They wouldn’t have known what to do in making the change, but we did…
Talk about the cover photo (“doesn’t that make you want to go to HI?!”) – the custom app (Register)
Talking about “the golden referral”, recommendations, engagement….These can tug at the heart strings, provide relevant feedback to the organization (see VMS comment)
Just as you can target with traditional types of direct marketing, you can target with Facebook ads as well. Interests, keywords, etc.Their goal was not to get EXPERIENCED runners, they wanted people who were interested in the cause, health, etc.
Actively being the keyword – social media is not passive. You get out what you put in.
Provide keywords in the Company descriptionAdd your Products & ServicesUpdate the Company Status frequentlyMatt will talk about the various features here… Mention advertisements as well!
Talk about Timeline, cover imagesTalk about the 4 boxes you can highlight… considerations
Talk aobut value of pictures, getting Likes, … how it helpss Edge Rank… which will make your other posts get shownHovering over the # of likes… see organic vs. viral search (matt has slide)
Benefits of facebook ads.. Affordable, most effectiveAsk Matt about specific types of facebook ads that have worked for businessesTarget your competitors
One of the key things that we see when it comes to Twitter success---- you have to engage on a personal and professional level.It’s important to have a company page, but we’ve seen the most success by also having our employees with personal pages . Of course, we want them sharing our content, content that will appeal to our customers and prospects, engaging with our audience, etc… but also building relationships!
Thoughts from matt: companies aren’t creating enogh … not taking the steps tp create and edit and publishPutting the URL in the description up top to drive traffic… and then measureFill out your tags! Keywords in description.Don’t just upload and hope people find it! You have to activelyh promote it and share across other channels, in an integrated campaign !
Pictures of employees, jobs that you’ve produced, on the road shows, apps that you love, etc.Connect with clients that are already therePost pictures of your job samples, creative outputs, marketing collateral, and other pieces that you are proud of.Showcase employees – management and day-to-day!Claim your branded username today!Avoid uploading directly to Pinterest – Pin photos from your website and blog to drive traffic.Focus on creating and sharing helpful content that your customers will benefit from… and that will visually appeal to them!-------Can it drive business? If yoursignifcant other is on Pinterest, check your credit card statements.
This slide wraps up the social media section!
Social-friendly, searchableInteractiveBlogsCommentsLanding PageeNewsletter Sign-UpsWidgetsCalls to action for people to raise their hand
TALK about the importance of mobile here…. Then.Before we leave this slide.. This wraps up our section on WEBSITE improvements.. Here are some wrap-up tipsAnalyze how much time you spend on it today; most likely, it’s not enough!Your website needs to be integrated into all of your marketing efforts, incuding print, email, social media, and more.
Just talk through the Responsive Web Design paragraph here. Be sure to call out Free Whitepaper.
SEO Best PracticesKeyword UsageContent Rules!Inbound LinksMobile
Improves SEONarrows down what your site is aboutThe more, the better
What about items to avoid?Ask Matt what he thinks about these tactics: Buying LinksOver-using/forcing keywords – content should sound naturalAdding so much content that your page load-times suffer.
Smartphone ownership and mobile web viewing continues to rise!Google is rewarding sites that have mobile websites in its AdWords program
Smartphone ownership and mobile web viewing continues to rise!Google is rewarding sites that have mobile websites in its AdWords program