understanding social media marketig - greater phoenix score
DESCRIPTION
This was presented by Giselle Aguiar, AZ Social Media Wiz to the SCORE mentors on 12/12/13 so they can better understand inbound, content and social media marketing so they can better advise the small business owners whom they mentor. It is an overview of all the social media networks, how to blog, how content marketing works together with social media and search engine optimization (SEO).TRANSCRIPT
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Giselle Aguiar, Social Media Strategist & TrainerAZSocialMediaWiz.com | @AZSocialNetWiz
Understanding Social Media Marketing
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Outbound vs. Inbound
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Marketing Basics
✦ Target Market: Clearly define - pain points
✦ Research: Which networks are they on? Find industry experts & influencers; follow & share their content
✦ Create a Social Media Strategic & Tactical Plan
✦ Set-up a blog, social accounts & profiles with consistent branding, with SEO & interconnect all with website
✦ Learn how to properly use the tools - each network “drives” differently
✦ Add social to collateral material & email signature!3
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Search Engine Rankings
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Panda & Penguin✦ Google changed the game with the Panda update Feb. 2011
✦ Penguin came out April 2012 as a tweak to Panda
✦ The latest algorithm update: Hummingbird
✦ Lowers the rank of low-quality sites
★ Duplicate content
★ Keyword stuffing
★ Back links on irrelevant sites
✦ Giving the searcher exactly what they’re searching for
✦ Google wants fresh, relevant content written for the human reader in natural language
✦ Follow Google’s rules for search engine optimization (SEO)!5
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It All Works Together
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Social Media Membership
✦ Facebook: 1.2+ billion
✦ Google+: 700+ million (350m active users)
✦ Twitter: 500+ million (215m active users)
✦ LinkedIn: 259+ million
✦ Pinterest: 70+ million
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Learning
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The Major Networks
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Which Network?
✦ Must have a presence in the major ones
✦ Focus where the target market is and
✦ The ones that’s bringing traffic to the website
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Benefits of Social Media✦ Establishes them as an expert in their field
✦ Increases brand visibility
✦ Exposure - The New Word of Mouth
✦ Networking – sharing – social amplification
✦ Lead generation
✦ Aids in SEO & increases website traffic
✦ Reduces marketing costs
✦ Helps promote their fresh, relevant content
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Why Social Media Marketing?✦ People buy from whom they know & trust
✦ Build relationships - get to know the customers as they get to know the business
✦ Engage – 2-way communication
✦ Offer value
✦ Give them something
✦ Customer service
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Buying Power
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“New” Media Marketing
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Blogging is Content Marketing
✦ What they know
✦ Trends/Industry News
✦ Interviews/Commentaries
✦ Success Stories
✦ Hypothetical Situations
✦ “Don’t Let This Happen To You!”
✦ Reviews
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What to Blog About?✦ Lists - 10 ways to….
✦ FAQs
✦ Repurpose Old Articles
✦ Informative/Useful Info
✦ Entertaining/Fun
✦ Guest Blogger
✦ Videos
✦ 300 words
✦ Editorial Calendar
✦ Always add a graphic!16
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How Often?
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Source: Hubspot
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Blog at Least 3x a Week
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Actual client* blogging 1x week
Started blogging 3x a week in June
Monthly Page Views
*US-AfricaGateway.biz
402
1,087
1,691
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Google+✦ A social network run by Google
✦ Public posts & links get indexed in Google search engine instantly!
★ If your business has 100 followers with active engagement, your Google search engine results position can improve by 14 spots.
✦ You must have a personal account with your name to create a business page.
✦ Free video conferencing: Hangouts
✦ Content authorship!19
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Google+ Local
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Google+ Branding
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Square to round logo: 250 x 250 pixels
Verified Local Business
Hi-def Cover: 2120 x 1192 pixels
Verified Website
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YouTube✦ 2nd largest search engine
✦ 1 billion users a month
✦ 6+ billion hours watched per month
✦ 100 hours of video uploaded every minute
✦ YouTube reaches more US adults aged 18-34 than any cable network. (Nielsen)
✦ Owned by Google & YouTube comments will be fueled by Google+
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YouTube Channel
✦ Connects with your Google+ account - make sure it’s the business page!
✦ Defaults - general description with keywords
✦ Links to website & social
✦ In-video branding & call-to-action
✦ Free-use background music
✦ Channel Art - Branding in hi-def!23
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YouTube Channel Art
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Not actual size! YouTube is the most difficult to set up. Hire a graphic designer create it.
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Going Viral
✦ KISS - Keep It Short & Sweet
✦ Make it funny
✦ Tug at the heart strings
✦ Something very useful
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LinkedIn✦ World’s largest professional network
✦ Your virtual roll-o-dex
✦ 200+ countries & 20 languages
✦ 2 new members join every second
✦ 65% Male / 35% Female
✦ Over 75% are college educated
✦ Majority between ages 35 and 54
✦ Avg. household income over $110,000
✦ Over 3 million company pages!26
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The Power Formula✦ For each Unique Relationship in your first level
✦ You will have approx. 100 additional number 2’s
✦ and 4,700 number 3’s
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sYouYour Friends - #1s
Your Friends’ Friends - #2s
Your Friends’ Friends’ Friends #3s
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LinkedIn Groups✦ Best place to
network!
✦ Search groups & find your target market
✦ Private vs. Public groups
✦ Daily vs. Weekly digest emails
✦ Participate & get known
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LinkedIn Company Branding
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✦ Upload a graphic 646 x 220 pixels
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851 x 315 pixels
180 x 180 pixels
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✦ More B2C than B2B
✦ Business pages are separate from personal pages
✦ Fill out the “About” section completely with relative keywords
✦ After 30 likes - check insights
✦ Don’t buy Facebook likes
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Facebook Insights
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Twitter✦ News no longer breaks, it tweets!
✦ A real-time platform
✦ You grow a following by following people, tweeting, retweeting & sharing
✦ Goal is to get folks to RT (retweet) your tweets to their followers
✦ Customer service - monitor your brand & respond to questions
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Twitter Branding
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Header:1252 × 626 px Background: 1288 x 728 px
Note: Take into consideration the different sizes of computer screens when designing your background.
You can also upload a graphic that repeats.
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Twitter Dos & Don’ts
✦ Thank folks for RTing, mentioning you & following
✦ Don’t share just your content
✦ Upload a picture or logo
✦ Don’t tweet the same thing over & over
✦ Follow folks who are worthy
✦ Tweet several times a day
✦ Don’t buy Twitter followers
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✦ A Virtual Pinboard
✦ All Visual - pin pictures & videos
✦ 2.5 million monthly page views
✦ 5 million pins per day
✦ 500,000 business accounts
✦ Promoted pins - coming soon!
✦ Rich pins
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Pinterest Branding
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#Hashtags✦ A hashtag is the pound or number sign
(#) placed in front of a keyword or phrase to make it clickable and searchable.
✦ Hashtags only work with letters & numbers - no spaces between words
★ Yes: #socialmediaNo: #social media
✦ Use them consistently in posts & tweets
✦ Use them to promote events: #Metrocenter40th
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Magic Numbers
✦ LinkedIn - 50 connections + complete profile = “All-Star”
✦ Facebook - 30 likes - Insights
✦ Twitter - 100 followers - get insights with SocialBro
✦ Google+ - 100 “active” followers - increased ranking
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Keep Feeding Them
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10-4-1 Rule
✦ For every 15 posts...
★ 10 are other peoples’ content shared with your followers
★ 4 are your original content or tips
★ 1 is a direct sales post
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Sweat Equity = ROI
✦ Start implementing & building relationships: Engage!
✦ Blog 3x a week, tweet & post several times a day
✦ Send out a Newsletter at least once a month
✦ Monitor brand & measure traffic to the website.
✦ Re-analyze & adjust the efforts based on site statistics!42
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Free Tools✦ Hootsuite.com - schedule posts to LinkedIn updates,
groups, & company pages as well as Google+
✦ TweetDeck.com - schedule posts to Twitter, monitor new followers and interactions
✦ SocialBro.com - monitor Twitter demographics, find the best time to tweet and what time zones your followers are in
✦ Feedly.com - RSS feed reader to curate content
✦ AddThis.com tool bar - makes it easy to share content
✦ Follow & share buttons for your website to make it easy for folks to follow you and share your content
✦ Bookmarking Sites: Digg, Reddit & StumbledUpon
✦ Google Keyword Tool!43
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It Takes Time!
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✦ Don’t expect immediate results
✦ It’s a long-term commitment
✦ 6 months to 2 years to really build an online reputation
✦ Be consistent
✦ To outsource or not to outsource
✦ Constantly changing
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Resources
✦ eMarketer.com
✦ Hubspot.com
✦ MarketingSherpa.com
✦ SocialMediaToday.com
✦ SocialMediaExaminer.com
✦ AZSocialMediaWiz.com
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SCORE
✦ GreaterPhoenixSCORE.org - blog - we need content
✦ twitter.com/SCOREPhx
✦ facebook.com/SCOREphx
✦ plus.google.com/+ScorephoenixORG
✦ pinterest.com/phoenixscore/
✦ www.linkedin.com/company/greater-phoenix-score
✦ www.linkedin.com/groups/Greater-Phoenix-Score-2564681
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Steps to Social Media Marketing1. Analysis
2. Define Your Target Market’s Persona
3. Research
4. Strategic Plan
5. Tactical Plan
6. Set-up & Integration - Optimize for SEO
7. Learn How to Properly Use the Tools
8. Implementation
9. Create & Curate Content & Build a Following
10.Monitor & measure !47
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AZ Social Media Wiz
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@AZSocialNetWiz !LinkedIn.com/giselleaguiar!
!Free 30-minute Phone Consultation & Analysis!
[email protected]!602-738-1700
AZSocialMediaWiz.com