how to reach your customers through social media
TRANSCRIPT
How to Reach Your Customers Through Social
Media
Welcome!• Zach Thomas• Program Coordinator at SCORR Marketing• Social Media Consultant:• Complete Weddings + Events• Kearney Combat Sports Fitness• Nick’s on the Bricks (KNOB)
• Previously: Yamaha Corporation of America• #YamahaGOTW• #YamahaPASIC
Agenda• Personal Philosophy• Blogs• Facebook• Twitter• Instagram
•Tracking / Tools• Other Platforms To Watch• Takeaways•Contact
Website
FacebookInstagram
Blog Twitter
My Personal SMM Philosophy/Rules• Your account’s primary purpose is not for sales.• They are to nurture and find leads!
• Your business accounts are not your personal accounts.• You do not (should not) need to be on every single platform.• Don’t focus on Page likes, focus on content engagement.
Blogs
Blogs: Why have an updated blog?
◦ Having a current blog establishes:◦ Thought leadership in your industry◦ On average 97% more clicks to your website1
◦ On average 67% more leads compared to non-blogging sites2
What do I write about?◦ Answer common questions in your industry◦ Length:
◦ Don’t worry about it, worry about conveying your message effectively.
Where do I blog?◦ Basic – Tumblr.com / LinkedIn.com◦ Intermediate – Squarespace.com / Posthaven.com◦ Advanced – Ghost.org / Wordpress.com
Facebook is your home base:If you don’t have a website
• Blog posts
• Contact info
• Reviews
• Direct Messages
• Groups
• Paid Ads
• Establishing a customer persona
Benefits of Paid Advertising • 95.8% - Facebook provides the most
Return on Investment (ROI)• 1.39 Billion active users per month• Can be as little as $5 a day• Most used CTA?• Shop Now
Benefits of Paid Advertising • 95.8% - Facebook provides the most
Return on Investment (ROI)• 1.39 Billion active users per month• Can be as little as $5 a day• Most used CTA?• Shop Now
Getting to know your customer• Use Facebook’s extensive targeting options to obtain an interested audience for your ads.• The Question…• “Pages liked by people who like _______”• “Groups”• “Music”
The Best Way to Know Your Customer• Twitter Advanced Search (AKA The Holy Grail) • Search keywords to find potential leads• Follow influencers• Location Based!• Engage in conversations
https://twitter.com/search-advanced
Hashtags #• NO MORE IRRELAVENT HASHTAGS!!!
• #s are used to categorize content to a larger audience.
• Use hashtags to place your content where it logically fits
Hashtag Research Start building a list of common – uncommon #s in your industry Ask yourself:
◦ What hashtags are influencers in my industry using?◦ What hashtags are trending? Can I make this fit my brand?◦ Do I need a branded hashtag?
Hyper Stylized, Hashtag Heavy, and Content Driven
Crisp, artist imagery that represents your brand’s identity◦ Glamour shots
◦ Scenery◦ Lighting ◦ Audio (for video, currently 60 sec.)
Up to 30 Hashtags, no character limit◦ Use this available space to place your content in as many categories as deemed appropriate. ◦ Use influencers from both Twitter and Instagram to develop this list
Recently updated algorithm ◦ Boosts content from creators most engaged with by user◦ Same as Facebook
Tracking and Tools
What Worked? Track – Likes, Comments, Shares, Retweets, Clicks, EVERYTHING
1. Place every post in an Excel spread sheet.2. After 24 - 48 hours, record where the post sits.3. Add up all sharing metrics / Total number of Followers = Engagement
Rate◦ Average engagement rate of .08%
4. Find out what posts have the highest engagement rate and keep on that editorial path.
ToolsBit.ly - a URL shortener that tracks each time that link is clicked.
Use for all Blog posts, On Facebook/Twitter/Instagram Profile
Hashtag Researching ToolsHashtagify.me Lists popularity and other hashtags
associated with the supplied hashtag.RiteTag Lists popularity of Hashtag and possible
viewers.Keyhole Tracks usage of Hashtags in real time
TagsForLikes – Mobile App Supplies popular Hashtags for specific categories.
Social Media Monitoring ToolsHootsuite Schedule posts in advance, create
streams for #s, lists, accounts. – For almost all platforms
Tweetdeck Schedule posts in advance, create streams for #s, lists, accounts. – For Twitter
Photo Editing
SnapSeed Full photo editing - Filters, color correction, formatting
Hyperlapse Speeds up video – great for “set up” videos
Repost Repost other users Instagram photos to use on your own page.
Boomerang Make quick GIFs for Instagram
InShot Instagram Photo Formatting
Instagrid Used to make large scale grid pictures.
Other Platforms
Snapchat• “Hottest” platform for Business engagement• Sposored GeoFilters• Low Production Cost• Recent Age-Up of user base• Highest open rate of 90%• 2nd in 2015 was email at 29% 3
Musical.ly• Lip Syncing App
• Most popular influencers have 7+ Million followers
• Music Stars are using for user generated contests
Peach / After School / Anchor Peach – Messaging App that integrates:
◦ Seamless Web Browsing◦ GIFS◦ Drawings◦ Pictures
After School◦ Individualized chat rooms for Middle/High Schools
Anchor◦ Branded as Audio led Twitter
Takeaways Blog
◦ Use to drive traffic to your Website/Facebook◦ Write about topics that interest you and your potential customers
Facebook◦ Optimize to be your home base◦ Paid Advertising has a massive ROI
Twitter◦ Use to find out more information about:
◦ Leads◦ Influencers◦ Hashtags
Takeaways Instagram
◦ No character limit◦ Use those hashtags!
Tracking/Tools◦ Use Bit.ly codes to track clicks◦ Place everything in an Excel document◦ Start using a social media monitoring tool
◦ Hootsuite / TweetDeck
Let’s Continue the Conversation!
www.Linkedin.com/in/zachjthomas
www.zachjthomas.com