Presentation for small businesses talking about social media and digital strategy in their business.

1. Making Your Networks … Work!
Creating Content That Matters
Andrew Sims
Communications Director | Birmingham Association of REALTORS®

2. What are your marketing
commandments for 2015?

4. All media is social.

5. All media is social.
We are creating “evangelists.”

8. Where does all this happen?

10. Tag Mgmt
Chat Real-time
Message/Offers
MARKETING*TECHNOLOGY*LUMAscape * * *"
Mobile Web
Website Creation & Mgmt
Data Warehouses
Sales/ Mktg BI
AB/MV Testing
Visualization
SEO Platforms / Tools
Translation
Social Promotion Platforms
Social Publishing Platforms
Social Marketing Management
DAM Feedback / Surveys
Marketing Data
DB Mktg
Social Login/Sharing
Mktg Automation
Social Content & Forums
Online Video Players
Players
(SMB)
E-Commerce Platform/Storefront (Enterprise) Social Referral
E-Commerce Technology
Merchandising
Payments M-Commerce
Website
Sales Automation
WCM
Community
Website Personalization & Optimization
Landing Pages
B2B
Personalization
Email Service Providers
Recommendation
Loyalty
DMPs
Site Perf/Opt
Web Analytics
Marketing Modeling
Sales & Marketing
Integrated Mktg MgmtEmail Optimization
Predictive
Marketing
Platforms

11. Inbound Marketing is driven by 4 principals
Attract Convert Close Delight (ROI)

12. What is a “social strategy”?
You mean we can’t just DO social media?

14. What does Social Media do?
Social Media levels the playing field for ALL businesses.
Online. Everyone has a voice.

15. Social Content Helps Us …
> cultivate relationships
> increase brand trust and credibility
> A/B test your product, your message, your customers, your platform
> build your audience and your reach
> grow your community
> convert the right customers

16. When searching for businesses and services
65% said they learned through website
55% said they learned through social media
47% said e-newsletters
18% said print
17% said face to face

17. When asked about content ...
74% - cool events
69% - statistics
65% - articles, information, news, photos
61% - volunteer opportunities
47% - video (motivational or informational)

18. We work off of objectives.
Sorting out vanity, from quality business marketing

20. Objectives have a measurable metric.
metric (n) - A system or standard of measurement.

21. Find those KPI’s
A performance indicator or key performance indicator
(KPI) is a type of performance measurement.

22. Find those KPI’s
GOAL 1 — Boost sales 10% in the next quarter. KPIs include daily sales, conversion rate, site traffic.
GOAL 2 — Increase conversion rate 2% in the next year. KPIs include conversion rate, shopping cart
abandonment rate, associated shipping rate trends, competitive price trends.
GOAL 3 — Grow site traffic 20 % in the next year. KPIs include site traffic, traffic sources,
promotional click-through rates, social shares, bounce rates.
GOAL 4 — Reduce customer service calls by half in the next 6 months. KPIs include service call
classification, identify of page visited immediately before the call, event that lead to the call.

23. This is not always how we think ...
as businesses, nonprofits, churches, etc.

24. We must change this ...

25. “Over time, all marketing strategies
result in Crappy clickthrough rates.”
The Law of Crappy Clickthroughs

26. Andrew’s Commandment
Every brand should build a strategy and planned approach
to measuring online success in social and web engagement.

32. Communications Director Justin Dean
said that collectively, Mars Hill's social
media channels are gaining about
>>> 6,000 new followers per week.

33. "Most of that is gained through people
sharing our content with their friends,
which puts us in front of new people who
then follow us"
--- Justin Dean

34. Millie Ray’s Rolls
> new
> trying to find their voice and what works
> what do people care about?
> where we made mistakes
> data fixes mistakes

36. Metrics are provable!

37. This data ....

39. What are we doing wrong?
> No central platform for communications.
> “Auto post hell”
> No numbers = Bad
> Idea that Marketing = Good Graphic Design

40. What should we be measuring?
> share of voice - where are our customers? what do they care about?
> depth of interactions - new members, affiliate networks, drop offs
> commitment to return - like “product”, love culture, love us.
> suggestions for engagement - feedback, reviews, evangelism

41. Baby’s First Steps …
> We are a startup. No discussion.
> Start validating channels. Don’t stop.
> Find the competition.
> Just start peddling the bike. You WILL fail.

42. And eventually …
> Active and responsive blog
> Active website that is actually working FOR us
> Our competition finds us
> Measure, measure, measure (Remember those KPIs?)

43. What’s Happening in 2015
5,035 global marketing professionals asked about their budgets
70% plan to boost spending on social media advertising this year
Same percentage plan to spend more on social media marketing overall
and 67% will spend more on social engagement.

44. What’s Happening in 2015
Facebook reports 750 million active users to date
50% of those users are on mobile phones
Social Engagement is utilizing multiple social media channels for
conversations with customers.

45. What’s Happening in 2015
Don’t. Forget. About. Email
Email marketing was found to continue its dominance in digital marketing.
Nearly three in four per cent of global marketers believe email is core to
their business, with 92% citing a clear ROI.

46. What’s Happening in 2015
Different Channel. Different Voice. Different Strategy.
So many networks means that you have to divide and conquer. You will
have users only on Twitter, or users only on Facebook or Pinterest. Some
will be both places, but you’ll need strategy for each.
But connect them.

48. Creating a Social Strategy 101
1. Start With a Blogging Schedule
2. Find Your Target Audience, and What You Want From Them (KPIs)
3. Outline Your Key Messages (What They Want)
4. Brainstorm Your Calendar (make it simple)
5. Set Your Schedule (1 blog a week, 2 FB posts a day, 4 Tweets a day)
6. Every startup becomes a KEEP UP

49. Creating a Social Strategy 101
Find how your customers consume data and information
A restaurant is different than a REALTOR Association and a sports team
Make the decision making process central. Know you’re creating ROI.
Don’t be afraid to test and fail.
Launch quick. Post fast. Pivot faster.

50. Always find thought leaders ...

51. Make the “Purple Cow”.

52. Questions?

53. Andrew Sims
@ap_sims on the Tweets
andrew@birminghamrealtors.com