Tag Archives: Social Media Marketing

What Is Your Social Plan of Attack?

When working with businesses on putting together a social media campaign, I often find that the number one issue that they face is simply just being too “confused.”

What I mean by that is, many of these businesses have the intelligence, determination, money, employees and plan of action to bring together a strong social media campaign. However, what they all seem to lack is a solid plan on who actually is going to what, and when they are going to roll out their campaign.

For example, one company…let’s name it, “Company XYZ” knew exactly what they wanted to do. They knewthey wanted to begin to use Twitter on an daily basis and even what they wanted to tweet about. They also knew they had to use other social media sites like, Facebook and Linkedin and the other groups associated with their business, along with posting to a blog.

Trouble began however when I asked them, “Okay, so who exactly is going to do what?”

This is the response I got:

“Well Barbara will gather the information for the tweets and send it off to Bob who will then tweet it on twitter. Brad can then do the random tweets about different things and we can see how that works…” Kathrine can write up some blogs, send them to Matt to check and then after Steve is done he can post it, but we can also have Scott re-check the blog once its posted and make sure there are no further mistakes..” Karen should be checking LinkedIn once a week and explore the area and then report back to Bill for suggestions…” and then Facebook can be maintained by…”

Okay, I think you get the idea: It was a mess, actually more like a hurricane moved in.

My recommendation to all businesses who are thinking about or already using social media tools, is to pick one or two people who are passionate, who can maintain the voice of the company, and knows how to already work and monitor these tools. Those 1 or 2 employees should be your go to social media gurus.

To keep everything in check it is wise to give these duties over to two people whom are trust worthy and will get the job done accurately.

But there are many people out there that are one man or one woman shows, and wear many hats. But they still need a well thought out plan of action. There are just so many hours in a day, and some times it can be very time consuming.

What is your plan of action, and how do you plan out your social media campaigns?


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Optimisation through the use of social media

Optimisation and social media are all buzz words within the online marketing media. Social networking has been in the news markedly of late. Some have even been lead to remark do people socialise in reality any more or is it all done online? You Tube, Facebook, Del-icio.us, Twitter, My Space the list goes on. All of these give you a ‘presence’ in the virtual world. More and more people are using the social media route to optimize and advertise their presence through the internet.
Social Media Considerations
Most bloggers and webmasters use social bookmarking sites such as Digg.com, StumbleUpon and Del-icio.us. These sites work by providing feedback on submitted articles via a judging and voting system. A well received article can bring a multitude of visitors to your site.

When considering your Search Engine Optimisation strategies it is best to choose one maybe two of the social media sites. All will help create further web presence and can bring traffic to your site, each work in a slightly different way. StumbleUpon can give a good influx of traffic from just a few votes; Digg however needs far more votes to help lift your article to the front page, once there your stats will show a huge traffic peak or spike. Social media sites can help boost your exposure throughout the web which will help considerably with optimisation objectives. The more traffic the search bots encounter visiting a site the higher up the rankings it will go. When aiming to build the popularity of your work not only do you want those tell tale spikes in your stats leagues you also want a loyal audience that read your work because they enjoy it.

Here is where social networking sites come into their own. By building up a large network of likeminded people you have a good start to a ‘reader list’ you know these people enjoy similar ideologies as yourself why else would they be within your network or circle. By simply building an enormous list for list sake’ you run the risk of putting the worrying thought of spam into people’s minds. Large communities or networkers can still easily be built but you need to constantly keep your reasons for building uppermost in your mind.

Key Points for Consideration
When writing content or articles and considering search engine optimisation alongside social media exposure the key points to keep in mind are:

What is your aim with the piece?
Who is your target audience?
Which keywords you are aiming to optimise?
Have you included well placed links throughout your article to include internal and external links?
Do your paragraphs elicit narrative greed, grabbing the audience with short, punchy remarks?
Is your content styled to aid ease of reading? This could include:
Bulleted points
Clearly defined subheadings (search engines appreciate this to help with indexing as well as any reader being able to grasp the articles intention from an initial skim reading)
Key points and interesting quotes
Do you emulate the feeling of community through your prose?
Is your article informative or educational?
Does your title give the relevant impression for those following through RSS feeds?

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Four Ways To Use Financial Social Media Marketing to Close the Sale

Being a thought leader may be easier than you think when you identify your unique characteristics and articulate them to your constituency.

It only takes minutes to sign up for social networking.

In a similar vein, when an advisor knows a prospective client’s social networking interests, they will likely uncover a rich source of voluntary, accurate and timely information at their fingertips – market intelligence that may well have a place in a closing presentation.

In preparing an investment policy statement or proposal, how much would it be worth to you to have access to a reliable record of a prospective client’s likes, dislikes and goals?

Advisors who wish to untap the market intelligence in their prospect’s social networking habits should consider trying four steps to testing the social media marketing waters for themselves.

1. Engaging your audience It takes only a few minutes to sign up and gain access to most social networking sites. Whether you are preparing for a family office meeting or an institutional presentation, knowing more about the influencers and decision-makers in your proposal approval process can prove invaluable.

2. Identify and articulate your areas of thought leadership What are the particular challenges your prospect is confronting that can be met by your professional expertise? Establishing thought leadership expands an advisor’s presence, while accelerating client qualification. After drafting an article about the refundable AMT credit that was mostly overlooked in last year’s stimulus bill, one advisor we know posted the article through a number of blogs dedicated to financial social media marketing. The effort resulted in many repeat visits to his web site, requests for more information and increased business.”

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Measuring Social Media Marketing

Our 8 Questions

In working with clients, I have eight questions that I like to ask to get a sense of what we might be able to do to improve business:

  1. How can we fill your sales funnel?
  2. How can we improve engagement?
  3. How can we improve exposure and coverage?
  4. How are we empowering your community to interact?
  5. How do we grow sales from your community?
  6. How can we build a voice and a new stage for your ideas?
  7. How do we bridge your offline experiences with your online presence?
  8. How are we extending to the mobile environment?

These questions don’t always line up with what our clients are seeking for help, but they always get the conversation going in the direction of finding goals that will drive needles to move. Not all eight have to be answered, but you can see the measurements that would determine whether we’ve hit the mark on the above goals. Some are rooted in PR-type practice. Others are more marketing-minded. Still others are sales-focused. That’s intentional. I don’t purify when I work. I want the holistic approach. (Sometimes, this is an issue when dealing with clients, as they have one budget from which to pay us, and I often want to work on things that will improve other groups who aren’t paying.)

What We Seek for Each Engagement

Again, these aren’t hard, fast rules, but we try to build the following into every engagement:

  • Measurement (dashboard)
  • Methods (our approach)
  • Materials (people and digital resources)
  • Database (are we growing the client’s database/list?)
  • Effort (what goes into the project)
  • Education (we never give people fish)
  • Interfaces (which parts of the business do/can we touch)
  • Crisis (if something goes wrong, then what?)
  • Deep Wiring (can we build beyond just “marketing?”)

When building our projects, we seek to work more like partners and channel developers than an agency. We’re not there to come up with ideas and let others do all the work. We want to work side-by-side with our clients, and become partners in success. Having the above all answered helps us out in this regard.

But what about measuring?


I’m fond of saying that my favorite measurement is the one with a dollar sign attached. I like helping companies find revenue. Barring that, or around that, we look at different measures for different projects. It depends on what the goals were, and the strategy we used to get there. Here are some sample measurements we’ve used at New Marketing Labs in the past:

This is is by NO MEANS inclusive of all the things we track.

  • % of online conversation (versus competitor).
  • % of coverage improvement.
  • # of new subscribers/attendees/buyers via tracking links.
  • # of new threads, comments, conversations for engagements.
  • # of actions taken (for instance, on email newsletters).
  • increase in $ per visitor, monthly average.
  • # of leads
  • # of sales call conversions
  • unique visitors (all those basic web metrics)
  • more

It depends what we’re aiming for as to what we can work on delivering. To me, there are dozens and dozens of other ways to do metrics. (Resources are below.)

So Far, So Good

Our goal when we launched NML was to help companies figure out how to be human at a distance and what it means for business communications, including sales, marketing, PR, customer service, and internal collaboration. We work like a lab. We try things, we experiment, we do things differently than the traditional teams that are out there. So far, we’ve had mostly good response for our efforts (no one gets 100% success).

I’m proud of the work we’ve done, and looking forward to what we’ve got ahead of us in 2010. In writing this up, I just wanted to talk a bit about how I think metrics and measurements can be attained for social media efforts. It’s not rocket surgery (to quote the smart Boston folks who coined that at IMS Boston). We find goals for our clients, we find ways to measure our efforts, and we work to succeed. Repeat as necessary. Make sense?

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