Global Summit of Women 2014 “Using sing Social Media Effectively to Market Your Business” Rose Harr CEO - BlueWare Group of Company Founder - Compass Rose Foundation www.bluewaregroup.com rose@blueware.net

Why is social marketing so important? Why social networking works? Resources you’ll need to get started Establishing Thought Leadership Lead Generation Techniques

Your Customers Spend 3 hours a day on Social Media – at least Americans do Twitter Facebook Blogs LinkedIN So… if you want on connect with your customers you will need to…

Consumers use Social Media to make purchase decisions 50% purchasers seek referral information on social networks when making a purchase decision So… that means your brand needs to have a presence on social networking sites So… you can be a part of that conversation

Important social marketing objectives Understand Social Sentiment Have a clear view of conversations taking place and be a part of the conversation around the WEB! Establish Trust and Thought Leadership This is typically done thru content marketing Generate Leads So that your social marketing are connected to your sales goals and have a good impact to your bottom line.

Social Sentiment First and Foremost People come to social networking sites to DISCOVER Content and connect with other people not to Shop Be an observer TWITTER and Facebook - Start by following hash tags like #healthcare and start to understand conversations that are already occuring, things related to your industry, prominent companies, Competitors and People LinkedIN – Look at what people are talking about Common themes and areas of interest

Social Sentement cont. What are people talking about like hot topics Understand common opinion Make content that will resonant Know the rules of the road Don’t break these rules Observe the rules and follow them

Expertise and Trust High Quality Content White Paper Blog Content marketing creates credibility Content marketing used by70% view buyers 70% useful info lead generation B to B 67% more sales lead

How to create good content 1-Helping –does your content help… the new phase is ‘always be helping’ instead of ‘always be closing’ 2 – Be Relevant 3 – Be Highly Interruptive 4 – Be Entertaining 5 – Be Shareable 6 – Be Targeted to your customers journey 7 – Be Verstile 8 – Be Crowdsourced, meaning spirit of cooperation 9 – Efficient – Easy to consume/understand 10 – Integrated with your image

Mix it UP with a Wide Variety of Media Types – WIDE VARIETY Blog Posts Info Graphics Video Posts Whitepapers

A Simple Publishing Framework for Success and Best Results Plan Create Publish Distribute Analyze Only Publish content that supports the buying experience Get other people to create your content aka customers, sales team and vendors Copy the publishing industry's content with sited sources Distribute where and when your customers are

Measuring Return on Investment Attract People to your sites, FACEBOOK and Twitter Connect Content Marketing to your Inbound Lead Generation Tunnel… Convert Visitors to Leads Sell - Leads to Customers

Create a Call to Action in your Content Leverage the Content by encouraging to take the buying steps Gating the Content Use a mixture of Gated and Website is the center of of your content Universe Place Lead generation forms on a side bar --- this is called gating content. Share more ungated versus gate

Calculate ROI with Revenue Impact Report… Quick Example We generated 1000 social media clicks to our website Of these 500 of them became leads by taking a lead form (gating) And 100 make a purchase In the example: We have converted Traffic to lead ratio is 50% Lead to Sales is 20% We track all the way thru so we can add up revenue and cost of social media.. Predictive analytics

What type of Content drew in the leads…. Content A 500 clicks 250 leads 80 buyers Content B 500 clicks 250 leads 20 buyers

Why is there differences – lets predict and create a better ROI Maybe…. What type of content really impacts our bottom line. Which content is performing well. Track the campaigns by the difference content Why is it not attracting the right audience Look and pin point problems and take immediate action Weak areas if you are tracking your social followers Will have a big impact on your revenue.

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Questions & Answers Rose Harr rose@blueware.net Bluewaregroup.com