increasing inbound marketing with a social media strategy 20120429
TRANSCRIPT
Before we startLets get connected, tweeting,
trending and sharing
★ Twitter: @socialfacechat | #socialface @theinternetshow | #internetshowmel
★ Like us – facebook/socialface
Old v’s New Marketing
OLD NEWNewsletters Linkedin
Website Facebook
TV and Radio You Tube
Business Directory Blog
Referrals Webinars / Podcasts
Surveys Forums
Intranet Google+
Other social sites
Why use social media
•It’s free•Its easily accessible•You have access to a HUGE audience•You can target your advertising
•It’s easy to run multiple campaigns to different audiences•It’s a way you can own the front page of google with more real estate•You can engage
The Plan
• Look at your existing marketing strategy and work out where social media can support you.
• Be clear on why you are embracing social media, whats the purpose?
• Know your outcome• Know your target audience, who you are talking too• Develop a content strategy - this is the foundation• Set objectives for your social media to deliver - 3, 6
and 12 months• Start Listening
The Team• Work out who is on your team• Do not relinquish control of your social media to a
junior because you think they know Facebook better than you
• If you would not trust the person to write a press release for you or a newspaper headline, they are not the best person to be your social media manager
• Think carefully about who has the time so their existing work is not effected, if you try and keep it in house.
The Platforms
• Your Website - Foundation• Facebook - Business to Consumer• Twitter - Short messages to everyone• Linkedin - Business to Business• Google + - SEO and ratings• Blog - Content Creation • You Tube - Video Broadcasting
Basics of using social media in marketing
Conversation Styles
Consistency Set clear brand
guidelines to ensure your business looks consistent and your online foundations are solid no matter where people find
you.
Digital Rules apply
• The easier you make it for your customers to interact with you the better - aim one click and get a results on the same page where possible
• Avoid the wild goose chase around digital sites• Take note of the user experience when they interact
with you, is it easy and enjoyable?
Have a clear Call to action
• Add social buttons to your existing marketing (after your pages look great)
• Remember, Social media is best used as an extension to your marketing strategies, not as a stand alone tool
• Integration is everything• Be transparent, let people know what they get from
choosing to interact with you.
Design your content to work with your existing marketing Calendar
• Know and use your business keywords• Build an editorial calendar• Write posts in advance• Build links to drive traffic where you need people to
interact, make decisions and /or buy• Ensure key marketing messages align so you reach
out on as many places as possible• Design the visual component of your campaign to
support more visual platforms
What MYOB says
“The process is an ongoing one, and being successful in the social environment actually requires real discipline. Like any social situation, once engaged in the conversation, you have a responsibility to maintain your side of it - and to leave abruptly or let a question go unanswered is as rude as it would be if you were having that conversation face to face.”
Where to start?• You don’t need to be everywhere• Know where your customers are.• Select the platforms where your demographic hang
out• The most common places Facebook, Twitter,
Linkedin, Google +, Pinterest and instagram• Look at the voice on each platform• When you start you are in
Facebook• Look at the demographic of your facebook
page - use the insights.• This is where people want to be your
friend• They want to see behind the scenes and
get to know you.• Use recommendations and offers• BUT make it fun – boring does not cut it
on facebook
Facebook.com/socialface
Add social widgets to your website and EDM’s to showcase your platforms and following
NEW! Facebook Offers
Just Launched!
Get your pages looking GreatFacebook Timeline Image sizes
• Cover image size 851 pixels wide and 315 pixels high
• Profile image size 160 pixels wide and 160 pixels high *just changed last week
• Custom Photo Tab image sizes 112 pixels wide and 75 pixels high
Facebook Don’ts...
Avoid: the abandoned page
22 months ?!?
19
Avoid: swearing and spam not moderated
20
Avoid: customer service ignored
No Response? ... Fail!
21
automated posts and Liking your own posts
Like clapping your own awesomeness
22
Facebook … please avoid
1. the abandoned page
2. swearing and spam
3. ignoring customer service
along with...
• automated feeds
• liking your own when no-one else is• poor design and positioning
23
24
• Be Popular!... Likes help
24
• Be Popular!... Likes help
• Looking Good ... Design!!!
24
• Be Popular!... Likes help
• Looking Good ... Design!!!
• Fresh is good ... Be current
24
• Be Popular!... Likes help
• Looking Good ... Design!!!
• Fresh is good ... Be current
• Great conversation ... Quality posts
24
• Be Popular!... Likes help
• Looking Good ... Design!!!
• Fresh is good ... Be current
• Great conversation ... Quality posts
• Safe & Secure ... Monitor
24
Mix it up : different types of posts
19
Mix it up : different types of posts
19
Mix it up : different types of posts
19
Mix it up : different types of posts
19
Mix it up : different types of posts
19
Mix it up : different types of posts
19
Tell people you are social• Add social media links to your teams
email signatures• Business cards• Print Marketing• EDM’s• WebsitePeople won’t know where to find you unless you tell them, make it easy.
Words that work and calls to action
Words that seem to generate‘Likes’
• Like• Take• Submit• Watch• Post
26
Words that work and calls to action
Words that seem to generate‘Comments’
• Post• Comment• Tell Us• Check• Like
27
Response, timeliness and monitoring
28
It’s social… ask for feedback, start a conversation
29
www.facebook.com/socialface
Are you ready!
31
PinterestNow the 3rd largest platform behind facebook and linkedin
1. Is your website Pinterest friendly2. Is your strategy involving a heavier use of
images3. Are the images linking to relevant
content that showcase your business (ie your blog)
4. Ask – is this re pinnable? Why would someone want to add this to their personal pinterest board, what value does it add?
5. Does your current strategy need
First things first
Google +• Yes people are there and yes it’s
important BUT not as a social networking tool.
• G+ is useful for SEO and for indexing your brand
• More importantly, if someone +1’s your page or website, your brand will show up in the google “Search + your world” more often, meaning you get in front of your target audience more often
Linkedin• Professional people want to do business hang out
here• Share insights about your company• Add your blog and articles about you using app’s• Think about how can you add value to the people
who find you• Linkedin is where people come to you for “no fluff”
news and practical advice• Use your keywords in your personal tag line• Uniform your teams pages for consistency• These guys mean business, so do not mess them
around with irrelevant content about team drinks or who just got pranked.
• Twitter is a great tool to tie everything together• Its a short blast tool that can push messages out
quickly and be a great traffic driver• Use it to repurpose your blog content• Link back to your website• Share your pinterest pins• Just keep it short and relevant
Know which buttons to pushJust like you would have a different conversation with your grandparents than you would your friends, social media is the same. Know who you are connecting with.
Internet Show Offer• THE SOCIALFACE MAKEOVER PACKAGE• Is your business Facebook page feeling a little unloved and
uninspired despite your best intentions?• Let Socialface give your page the makeover it needs to be
active and attractive in the new financial year! • We’re offering you a fabulous custom design and three months
of consistent, loving upkeep by our team until the end of July 2012.
• Sign up on or before 4th May 2012 and get the Socialface Makeover Package for just $2,980. That’s a saving of $940 AND we will throw in $50 of Facebook Ad’s to get you started
• Of course, you’ll need to hurry. We only have 5 Socialface Makeover Packages at this amazing price. If you sign up before Friday, we will have your page up and running within 2 weeks.
We’re here if you need us
www.socialface.com.au
www.facebook.com/socialface
Still got questions?Post them on our wall!
http://www.facebook.com/socialface