the secret to social media success in 10 easy steps
TRANSCRIPT
The Secret To Social Media
Success�in �
10 Easy Steps�
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Heidi Cohen Actionable Marketing Guide
February 23, 2015 #SMSecrets
HEIDI COHEN �Actionable Marketing Guide &�Riverside Marketing Strategies
For more information: http://HeidiCohen.com
Select Experience / Clients Top Lists Teaching / Speaking
AccuWeather
Seen in: New York Times, Harvard Business Review, ClickZ, Business 2 Community
The Current Social Media Landscape
Source: http://heidicohen.com/social-media-behavior-in-2015/
Customers �active �
on �2.8 �
social networks
Customers seek
purchase information �on their own
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#SMSecrets
• 66%-90% of the way through purchase process before they contact you. (Forrester)!
• Check 10.4 pieces of content (Google)!
Consumer context matters!
Social Media
Content Marketing
Mobile & Devices
Source: http://HeidiCohen.com/?p=19627 @HeidiCohen
ActionableMarketingGuide.com
Context
The Secret To Social Media
Success�in �
10 Easy Steps
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ActionableMarketingGuide.com
Get the checklist: http://heidicohen.com/2015-social-media-marketing-checklist/
#1 Define your social media strategy
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• What do you want to achieve?!• Who do you want to attract?!• What do you want to sell?!• Where do you want to engage?!• When does your audience engage?!
@HeidiCohen #SMsecrets ActionableMarketingGuide.com
Photo: http://www.pexels.com/photo/2207/
#2 Develop social media positioning
• Select your social media message.!• Consider your social media voice.!• Modify your brand attributes for social media.!
@HeidiCohen #SMsecrets ActionableMarketingGuide.com
#3 Create your social media content
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• Use a combination of original content, evergreen content & third party content.!
• Utilize a combination of content types!• Develop different content formats. !
@HeidiCohen #SMsecrets ActionableMarketingGuide.com
#4 Optimize your �social media content�
(Or it won’t get found in the noise!!!)
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@HeidiCohen #SMSecrets ActionableMarketingGuide.com
TEST headlines—then choose
Source: http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding?ref=http://blog.upworthy.com/post/37624725017/our-friends-at-the-new-organizing-institute-let-us
@HeidiCohen #SMsecrets http://HeidiCohen.com
Avoid TH;DR
• Use bolding. • Short paragraphs. • Outline with bullet
points. • Edit for 8th grade
reading.!
@HeidiCohen #SMsecrets http://ActionableMarketingGuide.com Article: http://heidicohen.com/social-media-35-brand-
attributes-to-consider/
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#5 Build your social media presence
How will you represent business/employees on social media?!• Name. Will you use your company name? !• Imagery. What icons, brand logos & photos will you use?!• Keyword rich description. !• Links. Where will you link to? !
@HeidiCohen #SMSecrets ActionableMarketingGuide.com
Google+
#6 Remember the marketing basics
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• Phone number. !• Physical address (if you
have one).!• Email inquiry. !• Landing page!• Email capture. !• Website or blog. !
@HeidiCohen #SMSecrets ActionableMarketingGuide.com
#7 Distribute your social media content
Photo: http://www.pexels.com/photo/790/
• Post new content. !• Re-promote older content. !• Curate third party content. !• Work with influencers. !• Get a social media buddy. !
@HeidiCohen #SMSecrets ActionableMarketingGuide.com
Create social media editorial calendar
Source: http://www.slideshare.net/Slideshare/slideshare-uploadcampaignscalendar2015
#8 Develop relationships
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• Followers • Influencers • Prospects • Customers • Fans
@HeidiCohen #SMSecrets ActionableMarketingGuide.com
Involve influencers
Get customers to participate
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#9 Integrate across organization
• Set social media guidelines for employees. !• Train employees to be active on social media. !• Encourage employees to copy marketing
when answering customer questions. !• Provide content support. !• Let employees know when new content is
published. !
@HeidiCohen #SMSecrets ActionableMarketingGuide.com
#10 Measure results
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• Track results back to business objectives. • Test every element of your social media to maximize results. • Revise social media activity based on tests & results.
@HeidiCohen #SMSecrets ActionableMarketingGuide.com
Define strategy
Develop positioning
Create content
Optimize content
Build presence
Remember basics
Distribute content
Develop relations
Integrate across firm
Measure results
The �Social �Media �
Marketing �Cycle
Source: ActionableMarketingGuide.com ©2015 Heidi Cohen-All rights reserved
Get Social Media Checklist: http://heidicohen.com/2015-social-media-marketing-checklist/
Thank you �[email protected]�
http://ActionableMarketingGuide.com�@HeidiCohen
Get Your FREE Social Media Checklist: http://heidicohen.com/2015-social-media-marketing-checklist/