let's get social: social media as a business growth tool

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Social media marketing workshop presented at Westchester's Grow 2.0 Conference (2014)

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  • 1. Lets Get Social: Social Media as a Business Growth Tool Presented by: Danielle M. Cyr, Vice President of Integrated Marketing Co-Communications

2. make yourself Getting Started 3. make yourself 1. Social Media Marketing works best as part of an integrated sales and marketing strategy 2. You need a strategy and specific, measurable goals for each platform 3. Dont sacrifice opportunities for interaction and engagement by scheduling all updates in advance 4. Driving traffic to social content should be a key part of your strategy 5. You need to monitor the platforms on which your brand is present as well as those on which it does not have a presence 5Things to Remember 4. make yourself Common Oversights Not enough time spent on strategy Quantity of platforms over quality Unrealistic about bandwidth Talking versus interacting Cocktail party etiquette Brand monitoring 5. make yourself Creating a Strategic Roadmap Situational Assessment Where are you now and where are you headed? UniqueValue Proposition Why do business with your organization? SWOT Analysis Target Audiences Who impacts the success of your organization? Objectives What are your social media goals? 6. make yourself Creating a Strategic Roadmap Key Message Points What motivates your target audiences to take action? Tactics How will these goals be achieved? Optimization Plan How will people find your content? Timeline Measurement How will you evaluate success? 7. make yourself Ask yourself How can social media marketing help achieve my strategic goals? What other marketing and sales tools will be integrated with social media marketing to achieve success? Which platforms will reach my target audiences? (Hint: start with a stakeholder survey) When will I measure? How will I measure? What percentage of my marketing budget will be allocated to social media (and other online content)? Goal-Setting Best Practices 8. make yourself On- and Off-line, the Basics Still Apply Develop a strategic roadmap to guide your efforts Meet people where they are Know your audience(s)and your unintended audiences Look for natural conversation starters Build a relationship Build loyalty 9. make yourself A Snapshot of Social Media in 2014 10. make yourself Social Media MarketingTrends in 2014 All about the visuals Real-time reigns supreme A keen focus on CSR Increased attention being given to social listening Social advertising is on the rise 57% of marketers used social advertising in 201380% plan to use it in 2014 11. make yourself Our Social Media Philosophy Be selective Be strategic Be realistic Be present Be consistent Be creative Then. . . become integrated! 12. make yourself At a Glance: Picking Platforms Blogs: for starting a dialogue with key audiences Facebook: for engaging with audiences, building community and sharing photos Flickr: for sharing event photos LinkedIn: for growing your network Twitter: for driving traffic and sharing snippets YouTube: for sharing event footage, testimonials and more 13. make yourself Picking Platforms Part II Pinterest: for telling your organizations story through pictures Google+: for enhancing your search engine optimization Instagram: for capturing moments through photos Vine: for creating short, fun videos 14. make yourself Blogs For creating and sustaining a dialogue 15. make yourself Blogging Best Practices Optimize your posts with website keywords Include multimedia content Invite strategic partners to guest post Post consistently Include links to relevant third-party articles and your own content Seek opportunities to guest post on relevant industry blogs 16. make yourself Cultivating a Community of Supporters 17. make yourself Facebook Best Practices Update consistently Maintain a cohesive brand voice Diversify content text, links, photos and videos Engage the community Choose a Cover that is reflective of your organization Use Facebook As 18. make yourself Why It Works 19. make yourself Communicating with your target audiences in 140 characters or less 20. make yourself Twitter Best Practices Leave room for RTs Tweet consistently Include links to your website and other social media platforms Share easy-to-digest snippets Share statistics Optimize your tweets Retweet updates from relevant and credible sources 21. make yourself Twitter Best Practices Use hashtags purposefully Favorite appropriately Follow the 4-1-1 Rule For every one self-serving tweet you should retweet one relevant tweet and share four pieces of relevant content written by other users 22. make yourself Why It Works 23. make yourself More than 100 million users in the U.S. and growing 24. make yourself LinkedIn Best Practices Grow brand awareness by sharing information from/about your business through your profile status Use your Status Update to promote upcoming events,highlight promotions and share company news Encourage other brand ambassadors (i.e. staff, partners) to share info through their personal profiles Use one of the three websites on your profile to link to the company website Display the name of the Group(s) in the groups and associations section 25. make yourself Whats New with LinkedIn Publishing LinkedIn Pulse Trending Content Content Marketing Score Sales Program 26. make yourself The #2 Search Engine in theWorld 72% of online adults in the U.S. use video sharing sightswhat are they learning about your organization? 27. make yourself YouTube Best Practices Brand your channel Tag your video(s) carefully Include keywords and phrases in your video description(s) Limit video that isnt professionally produced to 1 minute Focus your video(s) around a central character Cross promote your content 28. make yourself Why It Works 29. make yourself Telling your organizations story through photos 30. make yourself Telling your organizations story through photos Instagram 31. make yourself Telling your story through 6-second (or shorter) videos Vine 32. make yourself A virtual bulletin board about your organization Sharing inspiration visually 33. make yourself 70 million active users Trying to reach women? 68% of Pinterest users are female Great for fashion, recipes, dcor, weddings and other lifestyle categories Why Pinterest? 34. make yourself PromotingYour Platforms tips for driving traffic Include widgets on the home and contact pages of your website, and in the footer (if possible) Include widgets in e-newsletters and e-blasts Add links to your teams email signatures Talk up your presence in real life 35. make yourself 36. make yourself ManagingYour Social Media Program 37. make yourself Making TimeSaving Time How much time should you allocate? When should you be disseminating updates? Which platforms should you focus on? Which audiences should you be trying to reach? How often should you update? 38. make yourself Time SavingTips Develop a list of 5-10 sources that you can rely on for credible and relevant third-party content Repurpose existing contentwithout diluting the message Setup Google and/orTalkwalker Alerts for your organization, key staff and relevant topics Use a management console such as HootSuite orTweetDeck to streamline the updating process. Can update multiple platforms from one console Built-in link shrinking tools Ability to sort audiences into manageable groups HootSuite has basic reporting capabilities 39. make yourself TOFU, MOFU and BOFU Metrics Social Media Marketing andYour Sales Funnel 40. make yourself What does your social media conversion path look like? What are the key motivators that will consistently move people down the path? What is the incentive for converting? What happens after people convert? Driving Conversion 41. make yourself To increase sales by 7% you decide to leverage: Facebook to boost e-newsletter signups and offer a discount code for redemption on an future purchase Twitter to raffle of a gift certificate or service voucher e-Newsletters to offer purchase incentives to current subscribers A tradeshow booth to offer free consultations to booth visitors Google AdWords to drive e-commerce sales Banner ads on key websites visited by your target audiences/key buyer personas to promote a specific product or service How do you know where the sales came from, what was most successful and what to refine? Data, data and more data. Aligning Social & Business Goals 42. make yourself Tools for Monitoring & MeasuringTOFU Metrics Where do I measure? IceRocket.com Google Analytics HubSpot Graders Google Alerts TalkWalker Alerts SocialMention.com HowSociable.com 43. make yourself Measuring the Buzz Part II TOFU & MOFU Metrics Twilert delivers tweets containing your brand name and/or selected keywords to your Inbox for free Twiangulate helps you discover the connections among your Twitter followers that can help you connect with journalists that you want to build relationships with Muck Rack monitor trending topics among journalists and see whos writing about what through an aggregate of journalistsTwitter streams Crowdbooster monitors total reach, impressions and engagement to generate analytics that help refine your brands Twitter and Facebook strategies BlogPulse monitors popular topics in the blogosphere 44. make yourself Measuring the Buzz Part II TOFU & MOFU Metrics Twilert delivers tweets containing your brand name and/or selected keywords to your Inbox for free Twiangulate helps you discover the connections among your Twitter followers that can help you connect with journalists that you want to build relationships with Muck Rack monitor trending topics among journalists and see whos writing about what through an aggregate of journalistsTwitter streams Crowdbooster monitors total reach, impressions and engagement to gen