social media optimization
DESCRIPTION
Small business perspective of social media.TRANSCRIPT
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Eric Ellis – Deluxe Corporation
SOCIAL MEDIA OPTIMIZATION
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Who is Deluxe?
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
What We’re Known For…
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
New Product Innovations
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
New Product Services
Small Business Marketing Solutions
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Who am I?
© 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
© 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
WHAT IS SOCIAL MEDIA?
@ericjohnellis
© 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
© 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
© 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Listen
© 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
LISTEN
google.com/alerts
@ericjohnellis
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
LISTEN
Facebook Graph Search
@ericjohnellis
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
LISTEN
twitter.com/search-advanced
@ericjohnellis
© 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
LISTEN
socialmention.com
@ericjohnellis
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Identify
© 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
© 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
© 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Strategize
© 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
© 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
STRATEGIZE
Facebook ZeroWhy you need to diversify
@ericjohnellis
© 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
© 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
STRATEGIZE
Facebook users said
@ericjohnellis
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
STRATEGIZE
Facebook Marketers said
@ericjohnellis
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
STRATEGIZE
Facebook said
@ericjohnellis
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
STRATEGIZE
Let’s be smart…
@ericjohnellis
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
STRATEGIZE
…and even smarter
@ericjohnellis
© 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
© 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
BlogPurpose: Increase
recognition, increase engagement, searchability
STRATEGIZE
@ericjohnellis
© 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
© 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
© 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
STRATEGIZE
What else?
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Engage
© 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
© 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
© 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Converge
ENGAGE
@ericjohnellis
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Measure
© 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
MEASURE
@ericjohnellis
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
MEASURE
Social ROI
@ericjohnellis
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Last Thoughts
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
LAST THOUGHTS
Being Prepared
@ericjohnellis
© 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
© 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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QUESTIONS?
@ericjohnellis
© 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