pop! media studio webinar on social media strategy & analytics
Post on 21-Oct-2014
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DESCRIPTION
Are you in charge of social media marketing at your company? It’s a pretty fun job, right? You get to tweet and retweet, post fun content to Facebook, start interesting discussions on LinkedIn, and more. Or, maybe it’s not so fun anymore because you feel like you’re winging it and don’t have time to find, schedule, and post good content? Not to mention the time required to analyze results (the not-so-fun part) to know if your dedicated, yet Herculean efforts are paying off. If you're already using social media, or realize you've gotta get started, check out our webinar slides and contact POP! media studio with questions! POP! content has personality, is outstanding, and purposeful....because life's too short for vanilla ice cream, and boring is death!TRANSCRIPT
[Webinar] Got Strategy? Awesome Social Media Marketing Doesn’t Just Happen—Do it with Purpose and Goals to Increase Your ROI
www.boulderseomarketing.com | www.popmediastudio.com
March 19, 2014
Beth Powell
Content Strategy, Copywriting, PR Specialist
POP! media studio
Chris Raulf
Online Marketing Expert & Founder
Boulder SEO Marketing
Agenda
• The Big Picture Overview• Social Media Strategy• How Does Social Media Fit Into SEO• Customer Engagement and Workflow Options• Templates, Process and Tools• Success: Define and Measure• Case Studies• Questions & Answers
www.boulderseomarketing.com | www.popmediastudio.com
Quick Poll
• I am a solopreneur• Small business (2-50 employees)• Medium business (51-500 employeess)• Large business (501+ employees)
www.boulderseomarketing.com | www.popmediastudio.com
Quick Poll
• I handle all MarCom and want to outsource social media
• I handle all MarCom and do my own social media
• I already outsource my social media activities
www.boulderseomarketing.com | www.popmediastudio.com
The Big Picture: Why You’re Here
• Meeting You Where You’re At• A Social Media Presence is Necessary• 3 goals: Anticipate needs, give them reasons to do
business with you, foster loyalty to your brand• MarCom - Content Marketing - Social Media• Options for content creation & implementation• SEO & Analytics
www.boulderseomarketing.com | www.popmediastudio.com
Assumptions
• You have a website and a product or service• You’re a SMB owner or SMB Marketing pro• You know your top three competitors• You know your top 2-3 buyer personas• On the importance of buyer personas
www.boulderseomarketing.com | www.popmediastudio.com
Social Media Strategy: Getting Started
• Situational Assessment• Goal-Setting (Strategic & Tactical)
– S: Brand awareness, leads, promote execs– T: 200 Twitter followers by May, 100% increase in
referral traffic from LinkedIn, 500 email addresses in 6 months
• Setting Expectations Internally– Lead Gen vs. Closing the Sale– Website & customer journey needs to be awesome
www.boulderseomarketing.com | www.popmediastudio.com
Social Media Strategy: Social Brand Guidelines
• Review social profiles from a brand consistency perspective
• Personality! Human face to the world!• Develop your ‘voice’ (informal/formal tone, etc.)• Top 15-30 keywords/phrases (integral for
optimizing content & better SEO)• How you’ll use imagery in your posts• How you’ll involve employees/colleagues in
content development• Who ‘owns’ the customer service engagements?
www.boulderseomarketing.com | www.popmediastudio.com
Social Media Strategy: Like a Good Press Release
Your Strategy Outlines the:• Who• What• Where• When• How• Why (You Know This One!)
www.boulderseomarketing.com | www.popmediastudio.com
Social Media Plan
www.boulderseomarketing.com | www.popmediastudio.com
Source: www.socialmediaexaminer.com/social-media-marketingindustry-report-2012/
Process, Templates and Tools
• High quality content • Editorial Calendar• Post individually or use tools
www.boulderseomarketing.com | www.popmediastudio.com
Measuring Your Social Media Marketing Success
www.boulderseomarketing.com | www.popmediastudio.com
Measuring Your Social Media Marketing Success
www.boulderseomarketing.com | www.popmediastudio.com
www.boulderseomarketing.com | 720.263.1736 | [email protected]
Case Studies and Success Stories• Bi-monthly Webinar
or Web Panel• Weekly blog post• 2 personal LinkedIn
status updates per day
• 1 LinkedIn company page status update per day
• 2 LinkedIn group postings per day
• 1 FB / G+ post per day
• 2 Tweets per day
www.boulderseomarketing.com | 720.263.1736 | [email protected]
Case Studies and Success StoriesResults in addition to increased referral traffic from social media:• ~15-20% organic growth rate of social media followers per month• 150-250 Webinar / Web Panel registrants• ~ 35-40% new leads per online event (deployed LinkedIn lead
generation campaign)• 4-5 new and optimized pieces of content for website per event• Press release strategy• Increased brand recognition; perception as industry thought leader• Recording of online event repurposed as on-demand content on
the website; ‘recording request’ pages generate 60-80 new requests per month
Got Strategy? Awesome Social Media Marketing Doesn’t Just Happen—Do it with Purpose and Goals to Increase Your ROI
Questions?
Connect with Beth Powell / POP! media studio:
Facebook: https://www.facebook.com/shareworthycontent LinkedIn: http://www.linkedin.com/in/shareworthycontentTwitter: https://twitter.com/PowellBeth
Connect with Chris Raulf / Boulder SEO Marketing:
LinkedIn: http://www.linkedin.com/company/boulder-seo-marketing Twitter: https://twitter.com/MarketingSEOWiz Facebook: https://www.facebook.com/BoulderSEOMarketing Google+: https://plus.google.com/+Boulderseomarketing
www.boulderseomarketing.com | www.popmediastudio.com