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marketo 2014 - social media tactical plan

2014 Social Media Tactical Plan from Marketo (an uber.la quickie)

marketo 2014 - social media tactical plan

[An uber.la quickie is a streamlined takeaway from today’s best marketing sources]

Ah the free tactical plan, sounds like a winner. And from Marketo, one of the leaders in marketing automation (the process of triggering marketing engagements automatically as the result of some activity on your website), this should have some healthy tidbits, if it’s actually a plan. Um, that “sample” has me a bit worried, though. Let’s jump right in and see what we find.

Right away, we’re given the full overview on the table of contents. And, sorry to say it, that’s about all you need to read. Unless you truly are a beginner and need to know what a social network is, or what the “other” social networks are. My guess is you already know the difference between Pinterest and Slideshare. If you don’t, here the link to the full ebook.

Screen Shot 2014-07-11 at 10.38.11 AM


Here’s the nutshell.

Blog. It’s good content. And without content you have nothing to share.

The major networks are where you should spend 90% of your time. These include (Twitter, Facebook, Linkedin, Google+, they include Pinterest, but I’d put them in other, for being useful in some very specific vertical areas like: food, furniture, home furnishings, witty sayings to share)

Online video is a big deal. YouTube is the second largest search engine in the world. Your milage may vary on your efforts.

Photosharing sites are big for very specific uses, but in general do not drive business or branding unless they are wrapped in the container of one of the big networks and perhaps the blog.

Presentation sharing is a big deal, for B2B. For reaching businesses who are researching specific tactics or strategies in marketing. If you’re a marketer you should have your best marketing presentations on Slideshare. Period. Here’s my post on Why Slideshare is Important.

That’s it. You’re welcome. You can now have the 20 minutes back that it would’ve taken for you to fill out the contact form, download and read all the pages of this Tactical Plan.

Let me know if there is anything I can help you with in digital marketing.

Source: 2014 Tactical Social Media Marketing Plan from Marketo (creative commons usage)

@jmacofearth (also seen on Google+: jmacofearth)
permalink: http://uber.la/2014/07/2014-social-me…-tactical-plan/ ‎

Check out the Strategist’s Notebook page and these other posts about online marketing:

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Become a Social Media Rockstar, Strategist, Thought Leader: The Quick Path

Social Media Rockstar - Let's Get Social

Rockstar, expert, evangelist, strategist, thought leader: all overused terms that say nothing but “hey, check me out, I’m awesome.” Yesterday I laughed when I saw a post in a Linkedin Group. The Quickest Way to Become a Social Media Rockstar. Um… Wait a second. Let’s dig into this concept a bit.

Today social media is like desktop publishing was in the 9o’s and web design was in the 2000’s. Anyone can do it, the cost barrier to entry is low, and it’s easy to get set up and pitching for business. Everyone is a social media strategist. It’s probably the most overused title on Linkedin. And it’s meaningless. I’ve used it. I still use it. Job descriptions are full of Strategist titles. But it’s cliché and not very helpful in defining a role or responsibility.

In fact in a lot of conversations I have to downplay the social and report on the other “hard” skills I have with email systems or building Google AdWords campaigns. I love the 7% solution, it is what I evangelize too. But social media is not how I pay the bills, it’s how I open the doors.

We are all social media strategists. If you are reading this blog, you are a social media marketer/strategist/specialist. Congratulations. You are now fighting for ground on the same playing field as Chris Brogan, Malcolm Gladwell, and Seth Godin. All these programs claiming to set you up as a social media strategist leave out one really important part. The minute you hang up your shingle or mint your new certificate you are going to be in competition, not only with the person who wrote the course, but with me and all the strategists behind me. I’m sure you’ve got great ideas.

“Let’s collaborate and do some business together.” A phrase you are likely to hear but unlikely to fulfill. You see, at every level we are hawking our skills to say alive. The business climate not all that friendly to consultants or strategists. It’s okay, but it’s hard. I’m less likely to have enough business for myself. And while I’d love to pitch some business together, I’m more likely to try to win the gigs alone. Sure, if you’ve got some leads let’s do them together. But what’s your super skill again? Oh, social media… Um… Yeah…

Social media is a fraction of the digital marketing landscape. In the demand generation/biz dev toolbox, social media accounts for about 7% of the budget. (see: Death of the Social Media Strategist) So if you’re going to be “social media” specific, you’re going to need some real-world examples of what you’ve done, what kind of numbers you’ve achieved in driving business. And I’m letting you know it’s not going to come from Facebook activity or community management. The Return on social media comes from the sales of services and goods. That’s it. Got sales?

So the idea of becoming a social media rockstar is a bit daunting. Even for consultants who have years of experience with big clients like Microsoft, Intel, and Amazon, the “consultant” title is a bit of a handicap. The title with “social media” in it brings with it even more disadvantages. Let’s take the view of a Marketing Manager for a medium-sized business, and see how their needs match up with yours.

  • Email marketing
  • Google analytics
  • Landing page optimization
  • eCommerce/shopping cart fluency

+++ Your Social Tool Box

  • Content Marketing (generating good sharable content and socializing it – show me a well-designed editorial content calendar you’ve built)
  • Social Marketing (driving demand and engagement using the vertical channels – you know what those are, right?)

Is that a little clearer, about how the pigeon hole of “social” might be a limiting title when talking about the integrated digital marketing role? And then, even if you can up your game to rockstar status, you’re still going to be up against published consultants with years of examples and content calendars under their belts. So it’s a tough marketplace out there: first to convince a business that they need social media; second to  convince them that you and your $1,000 per month budget are going to drive the same revenue as a $1,000 PPC spend on Google. The numbers are in Google’s favor every time. I’m sorry to break this to you.

But get it straight that social is a small portion of the digital marketing landscape, and very few companies actually pay for social media by using outside resources.

And then we come to the Short Path to becoming a social media consultant. It’s a joke. There’s no short path. Can you build a robust Linkedin profile in six months? When you’re asked to show your portfolio of work, can you give examples of successes you’ve had? The rockstar is really not what they want anyway. What they want is R. And if you can’t show examples of how your work (hands-on work, btw) generated sales — numbers are better than fancy or creative descriptions–you’re not going to get very far.

So rip it up. Get after the social media marketplace and set up yourself as a social media strategist. I’m here to help where I can, as long as it means money or leads to me for my business. But get it straight that social is a small portion of the digital marketing landscape, and very few companies actually pay for social media by using outside resources. Today social media in the small to medium business is handled by existing staff who are also holding down other marketing tasks. And really, that’s the place to start. Get in the door. Do some work. Become an SEO specialist with some real numbers to back up your claims. And then DO social media.

That’s why I’ve stopped leading with social media. In fact in a lot of conversations I have to downplay the social and report on the other “hard” skills I have with email systems (drip campaigns, waterfalls, bounces, list building) or building Google AdWords campaigns. I love the 7% solution, it is what I evangelize too. But social media is not how I pay the bills, it’s how I open the doors.

And the Business Insider inclusion that helped. A lot! The Death of the Social Media Strategist – Business Insider

@jmacofearth (also seen on Google+: jmacofearth)

16 Ideas to Define Your Social Media “Thought Leadership”

uber.la thought leadership

Thought leadership without the doing is just thinking.

The I’ve been trying to answer the question what makes a thought leader? What is “thought leadership?” How does someone become a thought leader? One of my mentors told me, “It’s all about how you share the information. Are you sharing it to teach people, or to hear yourself?”

Here are 16 ideas of how to contribute your thinking. Leading is a bit more of an audience participation thing, but you CAN focus on yourself and refining your message.

  1. Blog -If you are not putting your “thinking” and “doing” down in writing, Google is not going to to know you exist.
  2. Twitter – It’s fine, but make sure you know what you want from twitter, to me, Twitter is about establishing a “voice” rather than shouting a sales message.
  3. Participate – Where do you spend time online? What sites do you visit frequently? What is it about Facebook that has made it the 2nd largest destination site in the world? (Do you know who is #2? Hint: The site is owned and operated by a telecom and they don’t speak English anywhere on it.)
  4. Infuse your imagination
    1. read (rss feeds, tech magazines (wired, fast company, inc),
    2. follow some interesting tweeters (who do you look up to?),
    3. play the game (and games online),
    4. share your “thoughts,”
    5. get experience by doing some work.
  5. Go mobile – How does your phone influence your online experience, how do you share with your phone that is different than wifi-accessed computer sharing? (80% of Tweets are generated via mobile apps and mobile sites.)
  6. Set goals – It’s easy to say “be everywhere” but harder to make decisions about where to spend your time online.
  7. Embrace the long view – You can’t gain 1,000 followers in 10 days, and if you could would they be followers that you wanted? Your linkedin profile is developed over years of experience.
  8. Beyond Facebook – How do you stay in touch? Where do you go to catch up on what your friends are doing? LinkedIn weekly updates? LinkedIn Groups? Friendfeed?
  9. Celebrate the amazing – The iPod and iPhone were industry changing products – study what made them special and what keeps them ahead of ALL the competition.
  10. Smart friends – gather with other online thinkers, find ways to do it differently within your peer group, your company.
  11. Network with new people – Blast beyond your close network and force yourself to attend a Tweetup, a BarCamp, an industry conference.
  12. Learn, study, build – There is no excuse for not expanding your toolbox. (Lynda.com / Inbound Marketing University / classes and workshops)
  13. Be fierce with your competition – “New business is not about fairness.” (What are they doing that we are not? What do you need to do better? How will you stand out in the crowd of smart companies, or in a company of smart people?)
  14. Connect in Real Time – The online world of social media is expanding the reach and influence of every one, time online, emails, chats, tweets are all good examples of connecting online, but don’t forget, often business is done with a handshake and a face to face meeting. Look to add one personal meeting per week to your schedule (lunch, coffee, tennis, tweetup).
  15. Lead – Don’t do anything tentatively. If you’re going to get involved, do it with passion. If you don’t have a passion for what you are doing you cannot fake it. In Seth Godin’s Tribes he says, “Nobody forwards a boring email.” Make sure you are injecting energy and thought into your participation.
  16. Write – If you are not capturing it, no one is going to do it for you. And how will you remember all that you learned and all you’ve yet to explore?

Thought Leadership Is About Participating, and Then Sharing Your Learnings With the Rest of Us. 

I look forward to hearing more ideas for this list in your comments or emails. And I look forward to hearing (reading actually) you getting out there and leading.

@jmacofearth (also seen on Google+: jmacofearth)

DEEP SIGNALS - 2-years of top posts

Content Marketing – Amplifying Social Signals

Quick, Name Your Most Successful Post Ever. Now…

How did you do? Do you know what post has gotten you more new viewers than any other post you’ve ever written? You don’t? You might want to look into that.

You know the Top 10 lists everyone posts, they post them for a reason, they are easy to do, AND they recycle your best content for the search engines and potential highlighting by others on social media.

Do you know what Tweets of yours have been retweeted? Um, you might need to know that.

Here’s a social media learning: Our success in social media is dependant on the sharing and promotion of others. Our individual footprints are only so large. And a #hashtag can multiply your reach for the audience that is searching on that hashtag, but the SHARE and RT are the biggest goal of going social with your content.

One of the biggest thrills in blogging or content marketing is to see one of your posts go viral. Double your monthly volume in one day, that’s big news. What you need to figure out is how it happened, what triggers caused the post to get spread around, and learn how you can repeat the process.

DEEP SIGNALS – The long-tail of blogging is worth digging for.

DEEP SIGNALS - 2-years of top posts

*stats from Google Analytics

What can we learn from our overall top pages of all-time? Are there opportunities to refresh our “best” content and reignite the love? Knowing what performs well over the long-term can give you inspiration for what to write about next.

HOT WEEKLY SIGNALS – What’s being shared and read this week

What's Trending on your blog?

* stats from Jetpack’s Stats

Who’s reposting or promoting your content this week? Are there any posts that are older that have shown up again? What can you do to amplify the signals of the posts that are rising?

DAILY SIGNALS – What’s UP today?

Counts Per Day Stats

*stats from Count Per Day plugin

What’s going on right now? Has one of your posts started getting shared? Can you ReTweet the people who promoted your post? How can you take action to extend the lift of your content today?

Blogging is also knowing what’s working and what’s not working for the audience who have managed to find your blog. If you know what’s working you can refine, repeat, and revise. If you know what’s worked time-and-again on your blog over the last two years, but you’re having a stall for content ideas, go back and look at what’s worked before. Can you refresh the most popular posts? Is there a new spin on one of your key topics that would be good for a complete rewrite of your most coveted topic?

Content marketing is all about momentum. When you have rising signals you need to do what you can with social media to amplify, or boost, the rise. If you post and go to sleep until the next post, you are missing a lot of the social that can help you move from 10 views per day to 100. And eventually you will get a process, a few signals you like to look at throughout the day. I really love Gaug.es. I can see, at a glance how my top client blogs are doing. And if there are UP signals I can jump on, I can see them all in one place.

Find your process. Check your signals. Grow your influence. Be successful at content generation. We need your voice.

@jmacofearth (also seen on Google+: jmacofearth)
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