01/20/14 Confidential - NOT TO BE DISTRIBUTED withou
t written consent
1
Overview
BEFORE You Start Your
Social Media Marketing

01/20/14 Confidential - NOT TO BE
DISTRIBUTED without wri
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2
First - Traditional Marketing

Don’t just jump into social
media

Form “old-school” marketing
planning to maximize
communication and influence
to your target market
Marketing
Plan
Your
Customers
“Fail to plan, plan to fail.”
01/20/14 Confidential - NOT TO BE
DISTRIBUTED without wri
tten consent
3
Triple Jump - Hop, Step, Jump


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6
Benefits of Market Leadership

Public recognition

Premium price margins

Shorter sales cycles, lower cost of sales

Free 3rd party support

Lots of free publicity

Long product life cycles

Easy recruiting

Access to decision-makers

Customer loyalty and retention

Previews of new technology, customer plans

Most favorable distribution terms
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
Increase website traffic

Invoke positive user behavior (external and internal tracking)

Increase page views

Grow mindshare and brand awareness

Create a positive brand association and keep it sticky

Increase customer interaction and ultimately advocacy

Long term - conversion and sales
George Benckenstein
01/20/14 Confidential - NOT TO BE
DISTRIBUTED without wri
tten consent
9
Notes

Excerpts from the Social Media Marketing Plan

Steve Goldner



www.linkedin.com/in/stevengoldner

www.twitter.com/SocialSteve