1. 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

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

3. 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…

4. 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

5. 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.

6. 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

7. 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

8. 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

9. 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

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

11. 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

12. 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

13. 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

14. 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

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

16. 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.

17.  
Website Visitor Tracking 
Lead Management 
Social Media 
CRM 
Reports & Analytics 
Webinars & Events 
Administration & Privileges

18. Questions & Answers
Rose Harr
Bluewaregroup.com