beyond 'likes': planning and measuring social media

Growing Your Business with Social Media

Beyond ‘Likes’

Jeff Widmer

• PR & Social Media Marketing

• Create, implement strategies

• Crayola

• National Penn Bank

• Mack Trucks

• Lehigh Valley Economic Development Corp.

So Many Sites . . .

. . . So Little Time

1. Plan

2. Implement

3. Measure

3 Keys to Social Media Marketing

Plan

1. Social media audit

What are you doing?

What are your competitors doing?

Plan

2. Define your audience

Who is your customer?

Who are your future customers?

Where do they get news and recommendations?

Plan

3. Choose your media

• Facebook as surrogate website (retail)

• Pinterest, Instagram, Flickr (fashion, food, jewelry, real estate)

• Twitter as newsfeed (professional services)

• LinkedIn, SlideShare (professional services)

• Yelp, Foresquare (restaurants, retail)

• YouTube (all)

The Crayola Factory

Client

Competition

Opportunities

Implement

1. Prioritize your channels

What do customers prefer?

2. Allocate resources

Who creates the strategy?

Who runs the program?

3. Follow influential people

Invite them to follow you

Implement

4. Create & Curate Content

• Create

• Make it relevant

• Make it valuable

• Make it fresh

• Curate

• Forward links

• Retweet posts

• Make sure content is relevant, safe

Measure

Measure things that impact sales

• Goal is to build loyalty to brand

• Measure engagement

Measure

‘Likes’ on Facebook but don’t stop there

• Number and quality of comments

• Number of times people repost

• Number of retweets

• Number of times your coupons are redeemed

Summary

• Create a social media plan

• Integrate it with your marketing strategy

• Define your audience

• Focus resources on sites they prefer

• Measure what counts for your business

• Monitor your efforts & competition

Contact

jeffwidmer.com

[email protected]

facebook.com/jeff.widmer

linkedin.com/in/jeffwidmer

@jrwidmer