social media strategy - target your audience & build your voice
DESCRIPTION
How can your early stage startup develop a successful social media strategy? Are you trying to find your audience online but don't know how? Should your brand be 'LOL'ing all over Facebook? With interactive case studies, we'll explore how your startup can find target users on social media, as well as develop your brand's personality and voice. If you don't know where to start with social media or just need to amp up your user acquisition, this class is for you.TRANSCRIPT
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SOCIAL MEDIA STRATEGY:
TARGET YOUR AUDIENCE & BUILD
YOUR VOICE
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Where You Can Find Today’s Slides!
http://www.bit.ly/emetelka!
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Introductions!☐ Name!
☐ What you’re working on!
☐ Goals for today!!!
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I'm Eric Metelka, User Acquisition Manager at G2 Crowd. I am a former management consultant and the former digital marketing manager at BestVendor.!
@eric3000!
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My Goals for Today!Ø You understand which social media
platform is best for you!Ø You are able to find social media
influencers in your vertical!Ø You can create a brand voice document
that defines how you talk to your audience!
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What I’m Going to Cover!☐ Introduction – 10 mins!☐ Understand Social Platforms – 20 mins!☐ Find Your Audience – 30 mins!☐ Develop Your Voice – 20 mins!☐ Conclusion/Questions – 10 mins!!
✔
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UNDERSTAND SOCIAL PLATFORMS!
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< 15% OF INBOUND TRAFFIC!
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What Google Cares About!
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What Google Cares About!
GOOGLE+
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Facebook Is the Most Popular!
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Pinterest Users Purchase More!
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Pinterest Is Growing Revenue Share!
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Heavily Engaged Communities on Twitter!
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FIND YOUR AUDIENCE!
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Audience Targeting!
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Audience Targeting!
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How Would You Use Social Media to Find Travefy’s Audience?!
!!• Which platforms would you use?!• How would you identify influencers?!• Would you use any paid ads?!
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Where Is My Audience?!• Form hypotheses of possible targets -
personas!• Find a micro-community of the target and
engage with them!
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Who Follows Your Competitors!
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Sort by Authority!
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How to Measure Authority!• Number of followers!• Number of retweets!• Klout score!• Kred score!
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Double-Sort by Retweets of Others!
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DON’T JUST PROMOTE YOURSELF!
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Tools!
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DEVELOP YOUR VOICE!
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HERO
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HERO JOKER
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HERO MENTOR JOKER THE
LOVERS
REBEL
HERO
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Personality Archetypes!
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@eric3000 UBER
LYFT
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How Does Your Personality Manifest?!
!!• Use your own company brand!• What is your personality archetype?!• Write an example tweet or Facebook post!
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Personality Archetypes!
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A WELL DEFINED VOICE BREEDS CONSISTANCY AND
HELPS MAKE CONTENT ENGAGING!
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Voice Document Outline!• Brand – Value Prop & Archetype!• Target Audience!
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Voice Document Outline!• Brand – Value Prop & Archetype!• Target Audience!• Personality Traits!
• What is your brand passionate about?
• What is it striving for? • What does it find fascinaGng?
• What books are on its coffee table? • What are its guilty pleasures? • Who are its friends?
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Voice Document Outline!• Brand – Value Prop & Archetype!• Target Audience!• Personality Traits!• Language – Words to use and not to use!
• Does your brand use contracGons? • Does it use Slang? • Does your brand “love” or hate”
things?
• Does your brand whisper or shout? • Is your brand smiling, smirking or
yawning? • What punctuaGon does your brand
use?
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Voice Document Outline!• Brand – Value Prop & Archetype!• Target Audience!• Personality Traits!• Language – Words to use and not to use!• Content Examples!
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Engaging
Listening
CreaDng Sharing
Curator The brand surfaces and shares the most interesGng content shared by its audience who appreciates the chance to reach a large audience
Tastemaker The brand creates engaging content that dictates trends to its fans and a
broader audience
ConversaDonalist The brand is great at conversing with its audience which is looking for two-‐way communicaGon and customer
service
Explorer The brand is experimenGng with
ways to interact with its audience by seeing what content creates
engagement
Social Media Brand Personality Matrix!
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CONCLUSION!
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USE THE CORRECT SOCIAL PLATFORMS FOR YOUR
AUDIENCE!
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TARGET AND ADD VALUE TO MICRO-COMMUNITIES OF
POTENTIAL USERS!
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KNOW AND UNDERSTAND YOUR BRAND VOICE!
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CREATE A VOICE DOCUMENT TO BUILD A CONSISTENT
BRAND PERSONALITY!
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Questions?!
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Digital Marketing Reading List!Ø Kissmetrics Blog -http://blog.kissmetrics.com/!Ø Andrew Chen – http://andrewchen.co!Ø Rand Fishkin – http://moz.com/rand!Ø SEOMoz blog – http://SEOmoz.org/blog!Ø Inbound – http://inbound.org!Ø Slideshare - http://www.slideshare.net/!
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Email: [email protected]!Twitter: @eric3000!LinkedIn: /in/emetelka!Facebook: /e.metelka!!Download Slides: www.slideshare.net/emetelka/!
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