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© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved. …………………………………………………………………………………… Eric Ellis – Deluxe Corporation SOCIAL MEDIA OPTIMIZATION

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Page 1: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

……………………………………………………………………………………

Eric Ellis – Deluxe Corporation

SOCIAL MEDIA OPTIMIZATION

Page 2: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

……………………………………………………………………………………

Who is Deluxe?

Page 3: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

What We’re Known For…

Page 4: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

New Product Innovations

Page 5: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

New Product Services

Small Business Marketing Solutions

Page 6: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

……………………………………………………………………………………

Who am I?

Page 7: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

WHO I AM

Social Media Strategist for Deluxe Corp

Previous: Social Media Analyst for Target

Social Media Strategist for a Cancer Wellness Non-Profit

Multiple years in category management in Grocery Retail

Education MA in Strategic Communication Management

BA in Journalism/Mass Communication

@ericjohnellis

Page 8: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

AGENDA

What is Social Media? Why Social Media Works for

Small Businesses The 5 Key Elements of a Successful Social

Media Campaign Listen Identify Strategize Engage Measure

@ericjohnellis

@deluxecorp

Facebook.com/deluxecorp

www.deluxe.com/blog

Page 9: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

WHAT IS SOCIAL MEDIA?

@ericjohnellis

Page 10: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

WHY ALL THE BUZZ?

Social media sites, 2012-2013% of online older adults who use the following social media websites, by year

PEW RESEARCH CENTERJeffbullas.com

@ericjohnellis

Page 11: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

WHY SOCIAL MEDIA WORKS FOR SMALL BUSINESS

SOCIAL MEDIA = EXPERTISE

EXPERTISE = SALES

@ericjohnellis

Page 12: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

SOCIAL MEDIA OPTIMIZATION

@ericjohnellis

Strategize

Identify

Measure

Engage

LISTENVoice DevelopmentChannel LeveragingContent Planning

Relationship FosteringUpfront, Open and Transparent

Adding to the Conversation

ROI AnalysisData Aggregation

Effort Optimization

Objectives & GoalsSocial Media MappingHabits, Motivations & Influence

Page 13: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

……………………………………………………………………………………

Listen

Page 14: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Strategize

Identify

Measure

Engage

LISTENVoice DevelopmentChannel LeveragingContent Planning

Relationship FosteringUpfront, Open and Transparent

Adding to the Conversation

ROI AnalysisData Aggregation

Effort Optimization

Objectives & GoalsSocial Media MappingHabits, Motivations & Influence

LISTEN

Social MediaOptimization Customers are already talking about your business. Do you

know what they are saying?

Listening Dashboard

@ericjohnellis

Page 15: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

LISTEN

google.com/alerts

@ericjohnellis

Page 16: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

LISTEN

Facebook Graph Search

@ericjohnellis

Page 17: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

LISTEN

twitter.com/search-advanced

@ericjohnellis

Page 18: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

RSS (Real Simple Syndication) allows you to subscribe to any website that has one of these in the address bar. You can then track every site you’re subscribed to without having to go to each individual site.

LISTEN

@ericjohnellis

Page 19: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

LISTEN

socialmention.com

@ericjohnellis

Page 20: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

……………………………………………………………………………………

Identify

Page 21: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

IDENTIFY

Social MediaOptimization

Strategize

Identify

Measure

Engage

LISTENVoice DevelopmentChannel LeveragingContent Planning

Relationship FosteringUpfront, Open and Transparent

Adding to the Conversation

ROI AnalysisData Aggregation

Effort Optimization

Objectives & GoalsSocial Media MappingHabits, Motivations & Influence

Inventory Social Channels Create a Content Hub

@ericjohnellis

Page 22: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

IDENTIFY

What are your Business Goals? Use these goals to develop SMART

objectives:SpecificMeasurableAttainableRealisticTime-Based

Identify

@ericjohnellis

Page 23: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Who is your Audience Who do you need to reach and why? What do you want them to know? What social media tools are they using?

IDENTIFY

@ericjohnellis

Page 24: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

……………………………………………………………………………………

Strategize

Page 25: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

STRATEGIZE

Social MediaOptimization

Strategize

Identify

Measure

Engage

LISTENVoice DevelopmentChannel LeveragingContent Planning

Relationship FosteringUpfront, Open and Transparent

Adding to the Conversation

ROI AnalysisData Aggregation

Effort Optimization

Objectives & GoalsSocial Media MappingHabits, Motivations & Influence

Peek behind scenes Running Q&A Promotions/Contests

@ericjohnellis

Page 26: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

STRATEGIZE

Business Goals Social Media Objective

To make money and to stay in business

Increase “client” base by 10% in next 6 months, recruit new “clients,” draw traffic to website

To increase the number of new “clients”

Keep the local community updated on happenings, discounts, events to increase sales by 5% in the next month

To stay connected with clients and provide better customer service

Understand how “clients” use social media and monitor what “clients” are saying about your company to increase client engagement by 20% year over year

@ericjohnellis

Page 27: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

STRATEGIZE

Facebook ZeroWhy you need to diversify

@ericjohnellis

Page 28: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

STRATEGIZE Four different types of ways Facebook users get served

up content:

1. Followed Branded Content

2. Friends Shared Branded Content

3. Paid Content

4. Friend Updates (cat videos, children pics)

@ericjohnellis

Page 29: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

STRATEGIZE

What would happen if branded content vanished?

@ericjohnellis

Page 30: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

STRATEGIZE

Facebook users said

@ericjohnellis

Page 31: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

STRATEGIZE

Facebook Marketers said

@ericjohnellis

Page 32: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

STRATEGIZE

Facebook said

@ericjohnellis

Page 33: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

STRATEGIZE

Let’s be smart…

@ericjohnellis

Page 34: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

STRATEGIZE

…and even smarter

@ericjohnellis

Page 35: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

INSTEAD Fan Acquisition

Building a larger potential audience increases the likelihood of our content being seen by more people

Creating best in class content & experiences Content and experiences that are best in class equate to

content that is highly shareable, increasing story generation

Pay to play Adding modest spend behind our content and programs

increases our reach from 3% to 98%

Being platform neutral Explore and test other social channels

@ericjohnellis

Page 36: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Twitter Why Twitter wants the

older demographic

STRATEGIZE

@ericjohnellis

Page 37: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

BlogPurpose: Increase

recognition, increase engagement, searchability

STRATEGIZE

@ericjohnellis

Page 38: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

STRATEGIZE

Social Media is not a silo anymoreWhy SEO and Content Strategy should be

integrations

Image Courtesy of www.business2community.com

@ericjohnellis

Page 39: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

STRATEGIZE

Social Media is visualWhy visual content wins every time

Image Courtesy of: www.hubspot.com@ericjohnellis

Page 40: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

STRATEGIZE

What am I missing?What about LinkedIn or Google+?

@ericjohnellis

Page 41: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

STRATEGIZE

What else?

Page 42: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

……………………………………………………………………………………

Engage

Page 43: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

ENGAGE

Social MediaOptimization

Strategize

Identify

Measure

Engage

LISTENVoice DevelopmentChannel LeveragingContent Planning

Relationship FosteringUpfront, Open and Transparent

Adding to the Conversation

ROI AnalysisData Aggregation

Effort Optimization

Objectives & GoalsSocial Media MappingHabits, Motivations & Influence

Pulse of Community Customer Care Policies

@ericjohnellis

Page 44: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

ENGAGE

Time and resources Plan on at least 5 hrs. per week Make sure you have a good work plan in place Identify the need for outside expertise Locate and engage resources needed

for success

@ericjohnellis

Page 45: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Behavior Guidelines Be transparent Be honest Be appropriate Be diplomatic Never comment on legal matters BE SMART

ENGAGE

@ericjohnellis

Page 46: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Converge

ENGAGE

@ericjohnellis

Page 47: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

……………………………………………………………………………………

Measure

Page 48: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

MEASURE

Strategize

Identify

Measure

Engage

LISTENVoice DevelopmentChannel LeveragingContent Planning

Relationship FosteringUpfront, Open and Transparent

Adding to the Conversation

ROI AnalysisData Aggregation

Effort Optimization

Objectives & GoalsSocial Media MappingHabits, Motivations & InfluenceSocial Media

Optimization

@ericjohnellis

Page 49: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

MEASURE

@ericjohnellis

Page 50: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

MEASURE

Social ROI

@ericjohnellis

Page 51: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

……………………………………………………………………………………

Last Thoughts

Page 52: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

LAST THOUGHTS

Being Prepared

@ericjohnellis

Page 53: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

LAST THOUGHTS

Your story is unique Social Media is a great way to share it

Commit and Converge

@ericjohnellis

Page 54: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Your website is your hub

Start by listening

Develop a plan in alignment with your goals

Identify, strategize, engage, measure

Keep adjusting and improving

CONCLUSION

@ericjohnellis

Page 55: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

……………………………………………………………………………………

QUESTIONS?

@ericjohnellis

Page 56: Social Media Optimization

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

THANK YOU

Learn More: Visit www.deluxe.com

Or Connect With Us: Twitter: @deluxecorp facebook.com/deluxecorp youtube.com/deluxecorporation linkedin.com/company/deluxe-corporation

All trademarks are the property of their respective owners.

@ericjohnellis