BUILDING A SUCCESSFUL SOCIAL MEDIA STRATEGY

Today’s Goals

Understand what social media is Understand why a strategy is so critical Overview of major tools Help start your strategy

Please Remember:

The goal is NOT to be good at using social media tools

The goal is to be good at Business, thanks to social media

Why listen to me?

13 years of experience sharing stories Work with a team of eight experts skilled

at telling stories that convert: Social Media Search Engine Optimization Converting Visitors 2 Viral Posts

Set Specific Goals/Benchmarks

Lead Generation: More sales or donations Customer Service: Reviews Brand Awareness: More time spent with

brand Education: Time on website, contact

requests Unfiltered Customer Feedback or insights Media Relations: Positive press Recruiting: Better applicants

Who is your audience?

Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Lead Generation Funnel

What are people saying?

What are people saying?

Reputation Management

Perform keyword research

Google Wonder Wheel http://www.google.com/insights/search/# Google Keyword Tool https://freekeywords.wordtracker.com/ http://www.keyworddiscovery.com/

“Wish they had” “Really needs” “Does anyone know” + industry keywords

Listen to your industry

http://www.google.com/alerts http://www.kurrently.com/ http://news.google.com http://blogsearch.google.com/ http://www.socialmention.com http://www.search.twitter.com http://www.Linkedin.com/signal http://www.samepoint.biz.com Full list of listening tools

Create a monitoring dashboard

Listening: http://www.google.com/reader Listening: http://www.rssowl.org/ Responding: http://www.hootsuite.com Responding: http://www.tweetdeck.com How to create a dashboard

Silence? Create Your Own Content

Content Fuels Social Media

But We Are Drowning In Content!

Inbound = Social Media

Be informational and entertaining

Infotainment

Relevant to your audience

http://www.themartellexperience.com/

Relevant to your audience

Reinvent Your Content

Which tools are right for you?

Town square tools to get the word out: E-mail remains perhaps the best “social” tool Facebook is like a BBQ LinkedIn is geared for business professionals Twitter is filled with more tech-savvy business

professionals, but not good for local-only businesses

You do not own them, but have access to them

Which tools are right for you?

Tools to make your content spreadable: Video content using YouTube or Vimeo Slides on SlideShare PDF E-book or white paper on Scribd Audio: Cinch or iTunes Webinars: Go To Webinar Screen capture presentations or

instructional videos Screenflow for MAC Camtasia for PC

Start with E-mail

Resources for Doing It Yourself Recommendations for Doing It Yourself:

http://www.ExploringSocialMedia.com http://www.hubspot.com/marketing-resources/ Social Marketing for the Business Customer by Paul

Gillian and Eric Schwartzman The Now Revolution by Jay Baer and Amber Naslund Creating a Facebook Page:

http://www.facebook.com/pages/create.php

Questions?

Patrick.garmoe@puredriven.com http://www.puredriven.com Twitter: @Garmoe Recommendation’s welcomed at:

http://www.linkedin.com/in/patrickgarmoe

Social Policies/Legal Hurdles

Write policies for dealing with negative criticism

Policy for comments by the public If your industry is subject to compliance

issues or must collect data: http://www.cloudpreservation.com/

Excellent Examples: socialmediagovernance.com

Examples of great content

http://www.youtube.com/watch?v=Tn1D9OVkruMhttp://flowersdesmoines.com/http://www.themartellexperience.com/http://www.fohboh.com

Photo Credits

“No Begging” by Annie Mole http://www.flickr.com/photos/anniemole/

“Man flooded with paperwork” by Mike Spasoff http://www.flickr.com/photos/clownfish/5020579385

“Crowd Shot” by Kheel Center Cornell University http://www.flickr.com/photos/kheelcenter/5279081507/in/photostream

“Street Performer” by Jerry Swiatek http://www.flickr.com/photos/jerthebear/3639957425

“Social Media Icons” by Webtreats http://www.flickr.com/photos/webtreatsetc/4520808115

“See-Saw” by Gabriel Pollard http://www.flickr.com/photos/nzgabriel/2607065194