branding and building a business using social media marketing by the sutter group
TRANSCRIPT
3 STEPS FOR BRANDING AND BUILDING YOUR BUSINESS
presented by
Rebecca Lombardo
ON
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INTRODUCTIONS
• Journalism Major, M.A. in Liberal Studies
• 13 years of magazine industry experience
• Launched largest services division at Vocus (now Cision) of marketing consultants
• Created “The State of the Media Report”
• Freelancer for Huffington Post
• Helped clients bring in more than $2 million in leads
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I. Social Proof
II. Choosing Social Media Channels
III. Social Media Marketing in Under 10 minutes/daya. Appsb. Sourcesc. Content
IV. Tracking & Attribution for Social Media ROI
OUTLINE
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• Before social media existed, how did small businesses get more clients/customers?
• What was that called? Where / how did that happen?
SOCIAL PROOF
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Social content shows up in search
SOCIAL PROOF
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Social content shows up in search
SOCIAL PROOF
CHOOSE THE RIGHT SOCIAL MEDIA CHANNEL
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• Choose 2 core platforms, maybe 2 or 3 “accent pieces”
• Reformat your logo, value proposition, marketing campaigns to fit their specs
• Write and distribute your social media usage guidelines among employees
BRANDING YOUR BUSINESS ON SOCIAL MEDIA
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SELECTING THE RIGHT SOCIAL MEDIA CHANNELS
Among online adults, the % who use Instagram
INSTAGRAM USERS
18 – 29 30 – 49 50 – 64 65+
WomenMen $30k – $49.9k
Among online adults, the % who use Pinterest
PINTEREST USERS
18 – 29 30 – 49 50 – 64 65+
WomenMen $75k+
Among online adults, the % who use Facebook
FACEBOOK USERS
18 – 29 30 – 49 50 – 64 65+
WomenMen $30k – $49.9k
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REVIEWING SOCIAL SHARING & CHANNELS
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MOBILE APPS FOR MANAGEMENT
Don’t stretch or abbreviate your logo, name, or elevator pitch. Recreate it to fit appropriately!
REFORMATTING YOUR BRAND ON SOCIAL
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SOCIAL MEDIA IN UNDER 10 MINUTES A DAY
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DON’T SELL…PUBLISH
Your Business Type Your Social Content
Restaurant Food / Recipes / Dining
Event Planner Party décor / Planning tips
Life Coach Advice columnist
Photographer Photography / shooting tips
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DON’T SELL…PUBLISH
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DON’T SELL…PUBLISH
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“Ramp Up” Mode
100% of Posts
• 50% – original content –50%: links to your original content (blogs, etc.)–25%: discounts, deals, offers from your business–25%: real time engagement
• 35% – sharing other people’s content (blogs, etc.)
• 15% – sharing news
DON’T SELL…PUBLISH
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“Guru” Mode
100% of Posts
• 85% – original content –50%: links to your original content (blogs, etc.)–20%: discounts, deals, offers from your business–30%: real time engagement
• 5% – replies
• 10% – sharing news
DON’T SELL…PUBLISH
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Sources for Your Original Content:
• Your Website (blog is best)
• Your Google Adwords
• Your clients
• Your sales team
CONTENT PLANNING
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Sources for Your Discounts, Deals:
• Current Events / National Holidays
• Your customers / ideal clients
• Your competitors
CONTENT PLANNING
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Saturday
15 minutes
• Study analytics & learn something
• Review posts with most engagement
• Look at new fans/followers
CONTENT PLANNING
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Sunday
1 hour
• Find holidays, events, anniversaries
• Make a routine out of days of the week (Throwback Thursday)
• Schedule 1 post/day on main 2 channels
CONTENT PLANNING
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Monday
2 minutes
• read, read, read
• respond
• share the moment (use a hashtag)
CONTENT PLANNING
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Amy’s Baking Company
Lesson: Don’t live post when emotional
SOCIAL MEDIA FAILS
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Entenmann’s
Lesson: Inappropriate Hashtag Hijacking
“Who’s #notguilty about eating all the tasty treats they want.”
SOCIAL MEDIA FAILS
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Progressive Insurance
Lesson: Autoresponders Gone Wrong
SOCIAL MEDIA FAILS
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SOCIAL MEDIA DO’S
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SOCIAL MEDIA DO’S
Maes Beer
• Over 7,000 people changed their Facebook name to Maes
• Facebook App attracted over 500,000 people in 6 weeks
• +75,000 Facebook likes in 1 day
• The Facebook fanpage made it into the 6% most active pages worldwide
• 1 out of 20 Belgians visited the website and the amount of fans tripled in 1 day
KNOW HOW TO TRACK AND ATTRIBUTE SOCIAL MEDIA ACTIVITY
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Alerts!
• Google News Alert
• Tweetdeck Search Columns
• TweetReach
• SocialMention
• Hootsuite
• Tailwind (Pinterest Only)
• Bitly
TRACK IT…MEASURE IT…LOVE IT
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Metrics
• Retweets / Repins
• Shares
• Favorites
• Comments
• Email / Blog Sign Ups
TRACK IT…MEASURE IT…LOVE IT
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Easy:
• Coupon Codes exclusive to Facebook Fans
• Email Marketing Only offers
• Rewards Programs (current clientele)
TRACK IT…MEASURE IT…LOVE IT
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Hard:
• Google Analytics: –Social media referral traffic–Conversion tracking ($ value)–Shopping cart value per purchase
• Google Adwords: –View through rates–Click to call conversions–Landing page conversions
TRACK IT…MEASURE IT…LOVE IT
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Conversion Tracking:
TRACK IT…MEASURE IT…LOVE IT
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Conversion Tracking:
TRACK IT…MEASURE IT…LOVE IT
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