navigating social media in 2015 - presentation (blank page consulting)
TRANSCRIPT
● Planning● Choosing your destination● Choosing your crew● How will you get there?
Navigating Social
Message Map
Utilizing Your Message MapYour core message should be your WHY statement - or a central statement that encapsulates your business, and which remains the same, regardless of your audience. Keep it as short as is reasonable. - why you do what you do. Supporting points are WHAT you do. Identifying these themes at the outset will allow you to focus your content in these areas. Once completed, this tool can be used to determine your website organization, your social media content schedule, your blog topics - and it can even serve as your litmus test for what projects you take on.
Core Message
Business solutions to move you
forward.
Marketing
Accounting
Business Consulting
Supporting Points
Quick PitchBlank Page Consulting provides business solutions to help companies grow - including marketing, business consulting and accounting services.
Message Map
Consider the following as you develop your message map:
● What do you do NOW?● What do you want to do?● The message map should remain the same, but the messages it produces may vary based on audience.
Core Message
Supporting PointsQuick Pitch
____________________________________________________________________________________________________________________________________Consider how this varies for:
● Clients● Prospective Clients● Community● Investors● Board
Message Map
Consider the following as you develop your message map:
● What do you do NOW?● What do you want to do?● The message map should remain the same, but the messages it produces may vary based on audience.
Core Message
Supporting Points
Utilizing Your Message MapYour core message should be your WHY statement - or a central statement that encapsulates your business, and which remains the same, regardless of your audience. Keep it as short as is reasonable. - why you do what you do. Supporting points are WHAT you do. Identifying these themes at the outset will allow you to focus your content in these areas. Once completed, this tool can be used to determine your website organization, your social media content schedule, your blog topics - and it can even serve as your litmus test for what projects you take on.
Business solutions to move you
forward.
Marketing
Accounting
Business ConsultingNow that you have your core areas of business, set goals for your
communications that serve all of those areas.
Marketing Services Accounting Services Business ConsultingMore clients Awareness of new service More coaching sessionsExpert reputation 10 clients by end of year Speaking opportunitiesReferrals from clients Referrals by biz partners Engaged audience for book
Goals
Map your goals to measurements.
Marketing Services More clients Expert reputationReferrals from clients
Wayfinding
Goal Platform Measurement Tool
SALES ALL Varies
Facebook (Ads)Offline SalesConversions-to-Clicks Custom Audiences
Pinterest/Other Sources
Conversions on Site linked to Pin via Google Analytics - Traffic Sources > Referrals > Detail Google Analytics
AWARENESS FacebookReach (Ind)Impressions (Views - Multiple) Facebook Insights
Twitter Tweet Impressions Twitter Analytics
Search Traffic/Website Visits
PageviewsUsers Google Analytics
Avg Daily ImpressionsAvg Monthly ViewersAvg Daily Viewers Pinterest Analytics
ENGAGEMENT Facebook
Clicks (Click-Thru Rate/CTR), Shares, People Talking About This, Actions Facebook Insights
TwitterMentions, Retweets, Favorites, Hashtag Usage Twitter Analytics
Pinterest Avg. Monthly Engaged Pinterest Analytics
Search Traffic/Website Visits
Interactions/Actions (Expand, Click, Return visit, Page Views (per Visit) Views, Subscribes, Backlinks
Real world impact
Event attendance, Sales Conversions, Password of the Day (Steve’s), Promo Redemptions, Loyalty, Vote for an issue, Advocate/Share
What are your audiences that can help you deliver on these goals?
Primary audiences deliver directly on your business goals.Secondary audiences may contribute in less direct ways to your business goals.
Develop a profile or picture of your audiences.
Routes
Routes
Audience 1 - Nonprofit Marketing Directors
Demographic Data: Primarily female audience
Motivation:Sense of overwhelm in marketing - demands for fundraising, lack of resources
Best ways to reach them:FacebookLinkedInReferralsPinterest
Messages they might react to:Marketing partnerManageable/affordable solutionsPassion for our workDemonstrated NPO successes.
Benefits of Content Marketing
● Higher Search Engine Ranking● Visibility for extremely specific
requests/searches (authority)● Increase web traffic● Become a thought leader● Increase quality of leads
Shareable Content for SocialBlogs & ArticlesPhotos & VideosPress ReleasesGuidesInfographicsFB BannerTwitter UpdatesTwitter Graphics, Photos, VideoEmail Newsletter
Roadblocks & ChallengesSMALL BUSINESS CHALLENGES● Taking pictures of events &
programs● Creating stories● Planning content● Negotiating business + PR
priorities● IT● Handling media inquiries● Designing print collateral● Serving your customers● Business administration
TIME
Swipe File
Develop a scrapbook of excellent marketing● Evernote● Paper File● Bookmarks
Consider what’s adaptable about the things that work● _____may be causing you to
lose out on ____● _____ may be dangerous to your
______● 5 Ways to help _____● 10 new fundraising ideas
Expand & Contract● Blog Posts → EBook● EBook → Blog Posts● Annual Report → SlideShow● Slideshow → Infographics● Old Presentation Transcribed →
Ebook/Blog Posto Rev.com -- Inexpensive
Transcription● Infographics → Tear Sheets● Image from blog post → Pinterest Post
(250 x 250)
7 factors to content marketing success
1. Document your content strategy. Put someone or some group in charge of content marketing and make them accountable for content marketing success.
2. Publish quality content consistently.3. Map content to consumer journey. 4. Balance paid, owned, and earned media. The best content marketers start with
owned content to see what resonates on social and creates customer engagement. Then they bet on the winners with paid media.
5. Focus on subscriptions. Subscriptions are like magic. 6. Track content marketing ROI. It makes sense that those who are able to show ROI
start with a strong business case and then simply commit to measuring their progress.
7. Find your voice + multiply it.