Tag Archives: media

Social Marketing Strategy 101: Are you ready?

Previously, I highlighted how I used social media. After reading recent posts by Dave Fleet and Social Media Explorer regarding the social media marketing ecosystem and measurement respectively, I wanted to expand upon my thoughts about how to take social marketing to the next level.

One challenge for many marketers isn’t how to get started, rather it’s how to delegate your time to make the most out of your social marketing. This series of posts will look at putting a social marketing strategy together. And where relevant, I’ll add my thoughts in terms of how PR can leverage this information for their strategies as well.

While many may start strong with social media, these efforts may slowly stop without fully evaluating if you’re ready to embark on a social marketing strategy. Here are six questions to ask yourself before starting:

  • Are your executives supporting you? While social marketing is being adopted by corporations, the question is whether your executives understand the value of social marketing to the business. Since results may not be immediate, you’ll want one executive sponsor who can advocate for the program and highlight the long-term benefits.
  • What are your objectives? The tendency is to start setting up pages and accounts before fully understanding what your objectives are. Take a step back and outline what your goals are before setting up accounts.
  • Where is your audience? Along with your objectives, evaluate where your audience congregates. Jeremiah Owyang of Web Strategist Blog calls this “fish where the fish are.”
  • Do you have something to say? Getting started is easy. Maintaining the momentum is difficult. Do you and your company have something to say, consistently? If not, then maybe starting a blog isn’t the best venue for you but maybe slideshare.net where you can post occasional presentations and white papers.
  • How much time do you have to dedicate to this? According to Exhibitor Media Group, 30% of marketing professionals spend 6+ hours on social marketing a week, with 10% spending 21+ hours. Do you have the time to monitor, create content and track metrics for your programs?
  • Who’s doing the work? Ok, you’ve identified someone who has the time, but who is that person? Social marketing is an extension of your corporate brand. You need to have the right individuals in place to evangelize and steward your brand.

Conclusion

By answering the above six questions, you can develop the right approach that fits your company and time. What other questions should one ask before pursuing a social marketing program?

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Optimize Your Tradeshow Presence

"conference hall" by shinemy via Flickr

Exhibiting and sponsoring at trade shows is an important component of the marketing mix.  While physical meetings and conferences experienced a hit in 2009, I believe that more marketers will return to physical events in 2010. Here are five tips to optimize your trade show presence:

Media Alert

Consider issuing a media alert (a smaller version of a press release) one to two weeks before the conference. The purpose is to highlight your participation at the event, why attendees would want to visit your table or booth, and highlight any executives speaking at the conference.

Announce News

Consider announcing significant news at the conference to drive buzz about your company. The news can be a game changer such as a new product, partnership or customer.

Media Outreach

While some conferences will provide you with a media list, don’t completely rely on this as your single source for media. Research local reporters, analysts and bloggers who may be interested in meeting with your executives to learn more about your company.

Social Media

While social media provides marketers more opportunities to directly connect with customers and prospects, it’s critical to engage in the conversation and use it as a listening tool. Monitor the conference hashtag to identify key conversations, consider posting event summaries to your blog or update your Flickr page with images from the show floor.

Consistent Messaging

From the person staffing the booth to your key sales person networking the conference show floor, ensure that everyone is consistent on the key messages you want to communicate at the conference. I recommend creating a one-page cheat sheet that you review with everyone before the conference begins.

What other tips do you have for optimizing your tradeshow presence?