Published on March 5, 2014
Michael Stelzner CEO, Social Media Examiner Lee Odden CEO, TopRank Marke2ng Are you ready? As a preview to Social Media Marke3ng World, TopRank Marke3ng and Social Media Examiner have partnered to bring you this surf-‐ themed collec3on of awesome social media 2ps from #SMMW14 speakers. From top social brands like IBM, LinkedIn and Whole Foods to social media industry thought leaders Mari Smith, Jay Baer, and Mark Schaefer, you’ll ﬁnd a mix of prac3cal insights and advice to guide you towards the perfect social media wave. Want more? Then make sure you’re registered for Social Media Marke2ng World 2014 -‐ hKp://socialmediaexaminer.com/smmworld/ @Mike_Stelzner and @LeeOdden
In addi2on to a great group of industry thought leaders, thank you to the following social media savvy brands for contribu2ng their 2ps for this eBook.
Mark Schaefer Michael Stelzner Connie Bensen Cliﬀ RavenscraV Viveka von Rosen J Jantsch Jay Baer Amy Porterﬁeld MaK Gen3le Mari Smith Michelle Lapierre Brian Clark Charles Kautz Jus3n Levy Neal Schaﬀer Brian Carter Dan Gingiss Tom Mar3n Jason Miller Jill Rowley Cynthia Sanchez Lee Odden Tim Washer Azure Collier Joe Pulizzi Laura FiKon Todd Wheatland Gini Dietrich Michael Aaron Bepko Michael Delgado Andrew Grill Maria Poveromo Marcus Sheridan Lewis Bertolucci Becky Carroll Dennis Yu Andrea Vahl Mar3n Jones
Get More Information socialmediaexaminer.com/smmworld/ Click to Register
“There is something very simple, something very fundamental, that will set a chosen few apart: Are you human?” @MarkWSchaefer #SMMW14
#SMMW14 Where Is Social Media Going? We can debate the pressures on pla`orms, distribu3on of content, and the resources needed to keep up with the latest technology, but I think there is something very simple, something very fundamental, that will set a chosen few apart: Are you human? Isn't that the essence of how this online world started, why we love social media, and what people expect if you are going to build trust and loyalty? And yet, this is gebng increasingly lost in a world preoccupied with traﬃc, search rankings and automated marke3ng soVware. Can you make a real connec3on that will stand out in an increasingly noisy world? That is a key to business success in the future, as it always has been in the past. Mark Schaefer Execu3ve Director Schaefer Marke2ng Solu2ons @markwschaefer businessesgrow.com Topic: Industry Trends Track: Social Strategy Presenta2on at #SMMW14 The Future of Social Media: What Businesses Need to Know
#SMMW14 Customize Tweets to Share: Do you want to encourage your customers to get the word out on TwiKer once they've made a purchase? Use a custom tweet! Here's how: All you need to do is use a service like ClickToTweet.com. Paste your Tweet text and link into ClickToTweet to create a URL that you can embed on a page aVer a purchase. Doing so will encourage others to click and share with their friends. For example, we have a page that says "Tweet your excitement! Click here to tweet that you are aKending SMMW14" The end result is a Tweet that goes into your customer's TwiKer stream promo3ng whatever they just purchased. Michael Stelzner CEO & Founder Social Media Examiner @mike_stelzner socialmediaexaminer.com Topic: Industry Research Track: Keynote Presenta2on at #SMMW14 Social Media Marke3ng in 2014: What the Newest Research Reveals
#SMMW14 Optimize LinkedIn for Lead Gen: LinkedIn can be more eﬀec3ve than TwiKer and Facebook for B2B lead gen with these 3ps: Relevant and 3mely content. Leverage LinkedIn's demographic segmenta3on features to develop content for various audiences and deliver it on 3me for maximum sharing. Engage frequently and directly. Post and respond to comments. This will help build your company's inﬂuence and the targeted communica3on fosters trust and loyalty. Post company updates and news. People enjoy reading new informa3on about their favorite brands. Post frequent status updates to keep your customers up-‐to-‐date on events and oﬀers. Great examples to learn from include: Dell, Salesforce, Hubspot, and Zipcar. Connie Bensen Global Social Strategy & Governance Dell @cbensen dell.com Topic: Big Brand LinkedIn Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 How Brands Are Beneﬁ3ng from LinkedIn
#SMMW14 Podcasts: Greatest Investment Crea3ng an audio podcast is the single greatest investment that you can make to take your online marke3ng to the next level. There are so many beneﬁts to an audio podcast that no other online pla`orm comes close. One of my favorites is that there is “No Screen-‐ Time Required.” Over 97 million people drive to work alone every day and over 47 million own a gym membership. What this means is that people can be 100% focused on every single word you speak in your audio podcast and s3ll be 100% focused on driving, jogging, walking the dog, etc. Give it a try. Start by subscribing to Mike Stelzner’s Social Media Marke3ng podcast and have a listen on your next commute or walk. Cliﬀ RavenscraV Podcast Producer PodcastAnswerMan @gspn PodcastAnswerMan.com Topic: Podcas3ng Track: Content Marke3ng Presenta2on at #SMMW14 Six Reasons Why Podcas3ng Is The Best Investment For Building Your Pla`orm
#SMMW14 You Won’t Sell Stuff on LinkedIn: The key to successful selling on LinkedIn is moving from people “knowing” you to “liking and trus3ng” you. • Make sure your proﬁle accurately represents you and your brand. • Establish connec3ons with your target market. • Share useful content through the use of updates, group discussions and messages. Do this and stay top of mind with your connec3ons and before you know it, your prospects will be coming to you! Viveka von Rosen Founder Linked Into Business @LinkedInExpert linkedintobusiness.com Topic: LinkedIn Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 How to Find Prospects on LinkedIn: Advances Strategies
#SMMW14 Re-Live Your Best Waves : Give your best content a new wave to ride. Most people amplify their most recent content in social channels. But don’t forget to go back and re-‐promote your best posts from the past. Social media exposure is short lived. Give new life to old posts. John Jantsch Author, Speaker, Founder Duct Tape Marke2ng @ducKape ducKapemarke3ng.com Topic: Integrated Social Track: Social Strategy Presenta2on at #SMMW14 How Businesses Are Integra3ng Inbound and Outbound Marke3ng and Sales to Win Customers for Life
“Smart companies realize that social media is about people, not logos.” @JayBaer #SMMW14
#SMMW14 Tap Collective Social Power: Jay Baer Speaker, Consultant, Author Convince & Convert @jaybaer convinceandconvert.com Topic: Employee Marke3ng Track: Social Strategy Presenta2on at #SMMW14 How to Turn Your Employees Into Your Best Social Media Advocates Smart companies realize that social media is about people, not logos. Collec3vely, your employees have far more social connec3ons than your company is ever likely to accrue. So, the path to broadening your organiza3on's reach and engagement in social media should start inside your own walls, by surveying your team to determine where and how they are already ac3ve in social media.
#SMMW14 It’s All About the List: Amy Porterﬁeld Consultant Amy Porterﬁeld @amyporterﬁeld amyporterﬁeld.com Topic: Facebook Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 How to Grow Your Email List With Facebook: 7 Easy to Implement Strategies The energy of your business is directly 3ed to your email list. Facebook ads are one of the most powerful lead genera3ng pla`orms for small businesses today. Speciﬁcally, "Page Post ads" that drive traﬃc to a free, valuable giveaway (such as a free video training, eBook, or cheat sheet) are extremely eﬀec3ve. These ads are inexpensive, highly-‐targeted and can be completely automated. It may take a liKle trial and error, but once you ﬁnd that sweet spot where your ads are consistently producing results, you'll be hooked!
#SMMW14 Learn & Manage Brand Voice MaZ Gen2le Global Director, Social Media Century 21 @MaKGen3le thesocialguyblog.com Topic: Big Brand Strategy Track: Social Strategy Presenta2on at #SMMW14 Social Strategy for Big Business How do you learn the voice of a brand and how do you manage it? It starts by understanding the culture, history, mission and vision of the company. It is the people who make up the brand’s voice from the mailroom to the boardroom. To do it well, it requires commitment, 3me and the ability to listen. Today’s consumer demands authen3city, you can’t fake it. Understanding your audience is key to managing the brand voice. If you understand your audience, then you will understand what your message means to your audience on each social network where you engage. Use a social media management pla`orm to op3mize your eﬀorts and empower everyone in the organiza3on to use it.
#SMMW14 Amp Up Facebook Organic Reach: Mari Smith Social Media Consultant, Speaker, Trainer @marismith marismith.com Topic: Facebook Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 Proﬁtable Facebook Marke3ng: A Step-‐by-‐Step Guide To Turning Fans Into Paying Customers Consider increasing the frequency of your Facebook Page posts to boost your organic reach. If you typically post 2x a day, try doubling that to 4x. Make sure your posts are top QUALITY, relevant and 3mely. Include periodic invita3ons to sign up for oﬀers, but craV the wording in a warm, personal way that your audience can connect with. Plus, engage at every opportunity. Great examples to study include: Richard Branson, Dr. Wayne W. Dyer, KLM, and Sprint.
#SMMW14 Speak Customer: Michelle Lapierre Senior Director, Customer Experience & Social Media MarrioZ Rewards marrioK.com Topic: Social Care Track: Community Management Presenta2on at #SMMW14 Social Care: How Social Media Marke3ng and Customer Service Form a Winning Team If you’re really, truly into customer engagement, stop sounding like a s3nkin’ sales brochure. Customers could care less about how YOU see your features & beneﬁts (they won’t believe you anyway) so why not drop that silly talk and speak with them honestly. You’re trying to be pals, and pals never say “Hey pal, let me tell you about my new enhanced feature!”. At least my pals don’t say that…
#SMMW14 Building An Audience: Brian Clark Founder & CEO Copyblogger Media @brianclark copyblogger.com Topic: Blogging Track: Content Marke3ng Presenta2on at #SMMW14 How to Build a Mul3-‐Author Blog for More Visibility and Sales Building an audience is like surﬁng … you’re riding the waves of aKen3on to get you where you want to go. When adding other writers, ask yourself – is this person’s voice going to help me ride bigger waves, or am I heading for a wipeout?
“A beginner’s mindset goes a long way to bring an audience, vibrantly, somewhere they can’t go.” @CharlieKautz #SMMW14
#SMMW14 Kid Smart In Real-Time: If your job is to provide social coverage for an event in real 3me, say, a new or exclusive environment, experience or sebng, approach it like a kid at an amusement park. A beginner’s mindset goes an incredibly long way in trying to bring an audience, vibrantly, somewhere they can’t go. Check your assump3ons at the door for what’s interes3ng; let your ﬁve senses guide you. Charles Kautz Global Marke3ng / Special Projects TaylorMade-‐adidas Golf @CharlieKautz hackgolf.org Topic: Real-‐Time Engagement Track: Social Strategy Presenta2on at #SMMW14 Real-‐3me Marke3ng: How Big Brands Engage Fans in the Moment
#SMMW14 Guide Your Social Foundation: Don’t forget about social media guidelines. These guidelines provide the founda3on for your employees as they engage through social media channels. They shouldn’t be too long or hard to understand. There are a number of great examples, including from respected brands such as Coca-‐Cola and Intel, that you can use as the basis for developing your guidelines. If you represent a global company, considera3on will need to be provided for how these guidelines are received in various regions. Jus2n Levy Director, Social Marke3ng Citrix @jus3nlevy jus3nrlevy.com Topic: Social Media Guidelines Track: Social Strategy Presenta2on at #SMMW14 How to Deploy Social Media Guidelines Across the Enterprise
#SMMW14 Social Selling With LinkedIn: LinkedIn, more than any other pla`orm, is most eﬀec3ve when your en3re company is behind your eﬀorts. Don't just stop at marke3ng your Company Page: Get your salespeople involved with using LinkedIn for Social Selling. Get your employees involved as part of an Employee Advocacy program. Don't forget the targeted status update opportuni3es you have for Paid Social on LinkedIn too! Neal Schaﬀer Author, Founder Maximize Social Business @NealSchaﬀer maximizeyoursocial.com Topic: Social Strategy Track: Social Strategy Presenta2on at #SMMW14 9 Ways to Stand Out From Your Compe3tors Using Social Media
#SMMW14 Home Run Social Media: Successful social media requires a cohesive digital marke3ng approach. Digital marke3ng channels are all diﬀerent and each have strengths and weaknesses. They work together like players on a baseball team. You don't always need your catcher to hit home runs. But you can't win if all your players are catchers. Make sure you have all the pieces you need to win with your social media and digital marke3ng. Brian Carter CEO The Carter Group @BrianCarter briancarteryeah.com Topic: Customer Loyalty Track: Social Strategy Presenta2on at #SMMW14 How to Increase Customer AKen3on, Sales & Loyalty: The Perpetual Promo3on Machine
#SMMW14 Winning @ Social Service: Doing customer service well in social media is a breeze if: a) You already have a superior product or service b) You already have outstanding customer service. But if you are missing either one of those or both, you need to address those weaknesses before even aKemp3ng social service. Dan Gingiss Director, Digital Customer Experience & Social Media Discover Financial Services @dgingiss discoverﬁnancial.com Topic: Social Care Track: Community Management Presenta2on at #SMMW14 Social Care: How Social Media Marke3ng and Customer Service Form a Winning Team
#SMMW14 Go To The Wave With Content: Using content to painlessly prospect for sales leads is a lot like surﬁng. You goKa go to the wave. Whether that means ﬁnding the best surﬁng beaches or paddling out to the best waves… the waves don’t come to you, you go to the waves. So instead of focusing all of your content marke3ng eﬀorts on winning surfers hearts and clicks via Page One of Google, use social pla`orms like TwiKer to locate your prospects’ favorite beaches and then show up there oVen to say “Hey Dude”. Tom Mar2n Author, Founder Converse Digital @TomMar3n conversedigital.com Topic: Social Selling Track: Social Strategy Presenta2on at #SMMW14 How To Painlessly Prospect For Customers with Social Media
“Organic is good. Paid is better.” @JasonMillerCA #SMMW14
#SMMW14 Organic Is Good. Paid is Better: Jason Miller Senior Manager, Content Marke3ng, Marke3ng Solu3ons LinkedIn @JasonMillerCA rocknrollcocktail.com Topic: LinkedIn Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 7 Tac3cs for Integra3ng LinkedIn into Your Marke3ng Strategy We all want to believe that organic posts on social networks are all we need to spark engagement. But your promo3onal strategy must include paid placements as well. Relying only on organic strategies to drive results is analogous to hanging out with the same high school group your en3re life. To grow, you have to expand beyond your immediately-‐familiar community and break through to those coveted second-‐ degree connec3ons.
#SMMW14 Optimize Your Reputation: Jill Rowley Social Selling & Social Business Evangelist Oracle Eloqua @jill_rowley linkedin.com/in/jillrowley Topic: Big Brand LinkedIn Marke3ng Track: Social tac3cs Presenta2on at #SMMW14 How Brands Are Beneﬁbng From LinkedIn 2014 is the year of #ProfessionalBranding and the #SocialEmployee. It’s 3me to move from using LinkedIn as a resume to using LinkedIn for your online reputa3on. If you’re in Sales, op3mize your proﬁle for the Buyer versus the Recruiter. Eliminate the #QuotaCrusher #ExpertNego3ator language. Include rich content (videos, infographics, podcasts, eBooks, blog posts) that inform your buyer and helps establish your subject maKer exper3se. Always be connec3ng & cura3ng quality content!
#SMMW14 Social Pictures That Engage: Cynthia Sanchez Founder, Strategist Oh So Pinteres2ng @OSPinteres3ng ohsopinteres3ng.com Topic: Pinterest Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 How to Grow a Loyal Pinterest Following We’ve all heard that a picture is worth 1,000 words and in social media pictures play an even bigger role. Keep in mind that pictures are open to interpreta3on by the viewer. Before using an image on social media and even on your blog, ask yourself does this image communicate my message well and can it easily be misinterpreted? A simple text overlay might be all that is needed to help clarify your message and help you to engage your audience.
#SMMW14 Influence Is Action: Lee Odden Author, CEO TopRank Online Marke2ng @LeeOdden toprankmarke3ng.com Topic: Inﬂuencer Marke3ng Track: Social Strategy Presenta2on at #SMMW14 How Content Plus an Inﬂuencer Network Can Grow Your Business Growing a network of high proﬁle contacts with inﬂated social media counts isn’t worth much unless those connec3ons can inspire ac3on. Even then, that ac3on can be ﬂee3ng. Appealing to an inﬂuencer’s ego will make them your friend for a day. But helping a talented person become an inﬂuencer makes them a friend for life. Go beyond “borrow to build” tac3cs with inﬂuencers and work to help others develop their visibility and industry authority. Make connec3ons and create value in a way that helps both famous and emerging experts become inspired to help you.
#SMMW14 Connect Through Video: Tim Washer Senior Marke3ng Manager, Social Media Cisco @3mwasher 3mwasher.com Presenta2on at #SMMW14 Track Leader Produce a mini-‐documentary about your industry on a shoestring budget. Here’s how: Recruit an author, blogger, or museum curator to tell a few tales about the pioneers’ moments of inspira3on, and failure, that birthed inven3on. A local college can provide a narra3ng professor, a crew of ﬁlm students and equipment, and a library of archival footage/images. A half-‐day shoot can yield a series of short videos. Find a giVed editor who can add b-‐roll, images and music to create an emo3onal connec3on with your audience.
#SMMW14 Pin Your Way to Being Helpful: Azure Collier Social Media Educa3on Developer Constant Contact @AzureCollier azurecollier.com Topic: Pinterest Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 How Brands Use Pinterest to Gain Loyal Customers You don’t have to be a retail business to make the most of Pinterest for your business. All you need is helpful content that oﬀers solu3ons to your audience’s problems. By pinning content from your blog, digital assets from your website (like guides and whitepapers), as well as quality informa3on from across the web, you can use Pinterest to establish you and your brand as an expert in your ﬁeld.
“Find your sweet spot - the intersection between what you know as a company and what your customers need to know.” @JoePulizzi #SMMW14
#SMMW14 Find Your Purpose: Dude...for true success in social media, ﬁnd your higher purpose. First, ask "why" you are using the channel, whether it be Facebook, TwiKer or SlideShare. Second, ﬁnd your sweet spot -‐ the intersec3on between what you know as a company and what your prospects and customers need to know. Once you ﬁnd your purpose, this becomes 100% of the content you create and share with social media tools. It will, over 3me, posi3on you as the leading informa3onal resource over that par3cular area. You will be a true helper and make real impact in your customers' lives and jobs. Hang Loose! Joe Pulizzi Author, CEO Content Marke2ng Ins2tute @joepulizzi contentmarke3ngins3tute.com Topic: Content Marke3ng Track: Content Marke3ng Presenta2on at #SMMW14 5 Content Marke3ng Prac3ces that Most Businesses Ignore, but Shouldn’t
#SMMW14 Be On A Mission: Forget more followers, use TwiKer to get more business! To consistently aKract valuable prospects start with a simple ""mission"" for your TwiKer account: @Username is where ____________ (describe your best prospects) know they will always get ___________ (what's in it for them to follow your account?). This should be very simple -‐ something compelling your parents could repeat at a dinner party if they were sibng next to a good prospect for you. Laura FiZon Inbound Marke3ng Evangelist HubSpot @pistachio hubspot.com/pistachio Topic: TwiKer Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 TwiKer Marke3ng: What the World’s Most Eﬀec3ve Businesses Are Doing
#SMMW14 Don’t Rush on Slideshare: On your SlideShare lead forms, don't ask someone if they want more informa3on, or a salesperson to call them. They're already enjoying your great content – go soV-‐sell and oﬀer them the chance to be the ﬁrst to receive your latest updates. You’ll s3ll receive the lead, and people will be less hesitant to give up their email address since there's a communicated beneﬁt involved. Todd Wheatland Global Head of Marke3ng KellyOCG @toddwheatland 3ltmarket.com Topic: SlideShare Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 How to Use SlideShare for Business: The Success Formula
#SMMW14 Community: It's Personal: "Go build a community” isn’t as easy as it sounds, but it sure is worth every liKle bit of elbow grease you put into it. You are building rela3onships with human beings so a personal touch goes a very long way. Think about things such as handwriKen thank you notes, personalized videos, a featured blog post, or a personal introduc3on to someone in your network. By making people feel special, you’ll have loyal advocates. Gini Dietrich Author, CEO Arment Dietrich @twiKer spinsucks.com Topic: Community Building Track: Community Management Presenta2on at #SMMW14 Building an Online Community: A Hard Look at the Good, the Bad, and the Ugly
#SMMW14 Passion With Pinterest: Are you paying aKen3on to Pinterest? The poten3al for cul3va3ng community around topics that are relevant to your brand are endless. Not to men3on, compelling storytelling through imagery and photos allows for a deep connec3on around passion points and provides tremendous insight into which types of content resonate best with your audience. My sugges3on? Explore, experiment, observe and react… You'll be amazed at how this social pla`orm can help you op3mize content eﬀec3veness, both online and oﬀ. Michael Aaron Bepko Global Community Manager Whole Foods Market @bepkoboy wholefoodsmarket.com Topic: Pinterest Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 How Brands Use Pinterest to Gain Loyal Customers
#SMMW14 Community - People & Content: If you want to build community, stop pitching your products and start promo3ng your people. Community managers need to share thumb-‐worthy content -‐ this means it's likeable and worth thumbing through on a mobile device. Michael Delgado Social Media Community Manager Experian North America @mikedelgado mikedelgado.org Topic: Big Brand Community Building Track: Community Management Presenta2on at #SMMW14 How to Develop Real Communi3es: It’s Not Just About Facebook
#SMMW14 The Art Of The E-Tap: Before you meet someone new, do your research using TwiKer and LinkedIn. At the same 3me give them a simple “e-‐ tap” on the shoulder to show them that you’ve done your homework before you meet. This simple ac3on may be all it takes to put your name and company ahead of your compe3tors. Andrew Grill Global Partner, Social Business IBM @AndrewGrill londoncalling.co Topic: Big Brand TwiKer Track: Social Tac3cs Presenta2on at #SMMW14 How Big Brands Create Engaging TwiKer Conversa3ons
“If perception is everything, then measurement defines your social program’s value.” @MariaPovermo #SMMW14
#SMMW14 Measure What's Actionable: Maria Poveromo Senior Director, AR, PR and Social Media Adobe @MariaPoveromo adobe.com Topic: Social Media Management Track: Social Strategy Presenta2on at #SMMW14 How Brands Organize Their Social Media Marke3ng Eﬀorts: Lessons from the Pros Measure, measure, measure. If percep3on is everything, then measurement deﬁnes your social program’s value. Social Media delivers more value than just ROI. How do you deﬁne the value of a rela3onship? And yet social media also helps drive leads and revenue, buzz and awareness, it reduces call center volume, supports recrui3ng and can research and development innova3on. Start with your business objec3ves, deﬁne how social media can help you reach those objec3ves, then measure those social programs relentlessly. Measure what moves the needle for your business and avoid data overload. Iden3fy a few main KPIs and focus. Use suppor3ng metrics for insights to inform your strategy.
#SMMW14 5 Things Customers Care About: Marcus Sheridan President The Sales Lion @TheSalesLion thesaleslion.com Topic: Blogging Track: Content Marke3ng Presenta2on at #SMMW14 How to Grow Your Sales With Blogging In every industry (It doesn't maKer what you sell), there are 5 subjects that move the needle, as they are the 5 subjects consumers are most concerned with. They are: • Cost/Price ques3ons • Problems/Issues ques3ons • Vs/Comparison ques3ons • Review-‐based ques3ons • Best of ques3ons When consumers research, these are the 5 subjects they care about, yet most companies are afraid to address them. The moral: Don't be afraid to address topics that consumer truly care about as eventually they'll move the needle more than any other content you could produce.
#SMMW14 Social ROI That Moves the Needle: Lewis Bertolucci Head of Social Media Humana Digital @Lewis502 limewedge.net Topic: Social Measurement Track: Social Strategy Presenta2on at #SMMW14 Brands Pull Back the Curtain on Measuring Social Media ROI Social media measurement con3nues to evolve from basic social metrics to social data. Passing social data and tagging these engaged social users in your CRM allows you to isolate this group and iden3fy what truly moves the needle. Understanding how shared content inﬂuenced that user’s path to purchase is cri3cal. Solu3ons like TRKS.IT enable brands to do just that, while ensuring that social remains relevant within the integrated marke3ng mix.
#SMMW14 Scale Social Service: Becky Carroll Director of Social Media and Customer Impact Consul3ng PriceWaterhouseCooper @bcarroll7 customersrock.net Topic: Social Care Track: Social Strategy Presenta2on at #SMMW14 Social Care: How Social Media Marke3ng and Customer Service Form a Winning Team One of the most challenging parts of social customer service is handling the volume of queries. Iden3fy, recognize, and enable your most ac3vely contribu3ng fans and advocates to help address long-‐tail content crea3on and answer other customers' ques3ons. This is one of the best ways to scale social customer service eﬀorts.
#SMMW14 Social Force Multiplier: Dennis Yu CTO BlitzMetrics @dennisyu blitzmetrics.com Topic: Facebook Adver3sing Track: Social Tac3cs Presenta2on at #SMMW14 Advanced Facebook Adver3sing: How to Maximize Your Impact Social media marke3ng, email marke3ng, and website retarge3ng are all the same thing. You're following around users who have visited you, regardless of whether the tracking mechanism is a pixel, email address or Facebook user id. Consider mul3plying upon your strengths by gebng your email subscribers to be fans, your fans to to visit your site, your web visitors to be fans, your web visitors to be email subscribers and so forth. Try Facebook Website Custom Audiences and Google Remarke3ng and you'll be on your way.
#SMMW14 The New Facebook Marketing: Andrea Vahl Social Media Coach Andrea Vahl @AndreaVahl andreavahl.com Topic: Big Brand Facebook Track: Community Management Presenta2on at #SMMW14 How Successful Facebook Communi3es Thrive: Advice From the Pros For marketers looking to adjust to Facebook's new algorithm changes and decreased organic reach, a shiV in mindset is needed. Think of Facebook as a subscrip3on-‐based marke3ng service vs. a free pla`orm. Facebook ads on an ongoing basis are inevitable. Divide your monthly Facebook ad spend between boos3ng posts for increased reach and ads to drive traﬃc directly to your website. Spend a small amount on increasing your fan base as well. None of this ad spend needs to break the bank. Work on eﬀec3ve ads so that you spend as liKle as possible for the biggest bang.
#SMMW14 The Real Value of LinkedIn: Mar2n Jones Senior Marke3ng Manager Cox Communica2ons @Mar3nJonesaz coxblue.com/author/mar3njonesaz/ Topic: Big Brand LinkedIn Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 How Brands Are Beneﬁbng From LinkedIn No single social pla`orm will deﬁne your personal brand and clarify the unique value that you bring to an organiza3on or project as well as LinkedIn. Use your personal proﬁle page to tell your story, and do so in a way that is clear, concise and engaging. LinkedIn is a powerful pla`orm for establishing your personal brand, but only if you take the 3me to learn it, op3mize it and use it.
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A BIG THANKS goes to all the #SMMW14 speakers who par2cipated in this eBook and to the team at TopRank Marke2ng for pugng it together. If your business needs smart, crea2ve, results-‐focused content marke2ng solu2ons, contact us! 1-‐877-‐872-‐6628 TopRankMarke2ng.com @TopRank
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