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Building  a  SOCIAL  MEDIA  Marke6ng  S T R A T E G Y    

What  to  expect  today  

•  How  is  marke3ng  changing?  •  What  are  the  main  social  networks  and  do  

you  need  to  use  them?  •  How  do  you  build  a  social  media  strategy  

for  your  company?  

Media  Use  is  Changing  

New  Marke6ng  Tac6cs  

How  do  your  customers  

FIND  YOU?  

THE  QUESTION  USED  TO  BE:  

     NOW  IS:      

WHERE  do  your    current  and  future  customers  find    

WHAT  THEY  NEED?  

hCp://www.youtube.com/watch?v=QUCfFcchw1w  

Building  brand  awareness  and  customer  rela3onships  

SOCIAL:  

Relevant  Content  is  King  •  Can  you  establish  yourself  as  an  expert  and/or  resource?  

•  Blog  sugges3ons:  •  Top  10  FAQ  about  your  business  •  Overcome  objec3ons  •  Consider  –  what  do  people  type  in  to  search  engines  that  you  can  answer?  

•  PLAN!  

•  Why  a  content  plan  is  important  •  What’s  in  a  plan?  •  Your  voice  •  Important  brand  messages  •  What  will  be  posted  where,  when  •  Standards  for  your  content  mix  (marke3ng  and  promo3on,  conversa3on,  listening)  –  balance  is  CRITICAL  

•  Promo3ons  /  strategies  for  fan  base  growth  

Developing  your  marke6ng  plan  

Facebook  now  has  more  than      1.2  Billion    

ACTIVE  users  

Facebook  

Facebook:  Sta6s6cs  •  More  than  50%  of  ac3ve  users  log  in  EACH  DAY  •  Average  age  of  users  is  38  and  200  friends  •  People  spend  over  700  BILLION  MINUTES  per  month  on  Facebook  

•  2.7  BILLION  POSTS  are  “liked”  or  commented  on  each  day  

•  250  MILLION  PHOTOS  are  shared  each  day  •  1  BILLION  video  views  each  DAY  •  1  MILLION  BUSINESS  PAGE  “LIKES”  are  happening  each  

day  –  and  that  is  shared  with  all  of  their  friends  

Source: Facebook

Do  Facebook  (and  any  network)  -­‐  WELL  •  PROFESSIONALLY  designed  page  •  Thoughbul  content  strategy  that  incorporates  the  personal  touch,  sales  and  marke3ng,  and  outbound  marke3ng  strategy  

•  LISTEN  AND  RESPOND,  s3mulate  conversa3on  •  Build  ENGAGEMENT  with  your  content  •  Remember  these  pages  are  like  the  TELEPHONE  –  answer!    

•  WOW  your  fans!  

What  does  it  take?  

 Listening  

LISTENING  IS  content  

What  does  it  take?  CONNECTING  

#hashtags,  RT,  Like,  Favorite,  Reply  

OUTREACH  IS  content  

CUSTOMER  SERVICE  is  content  

Your  Story  IS  CONTENT  

Your  Customer’s  Story  

IS  CONTENT  

The  Key  is  to  build  ENGAGEMENT  #notaonewaystreet  

Going  BEYOND  LIKES    takes  CREATIVE  

CONTENT  that  CAPTURES  people  

Being  a  RESORCE  is  content  

Twiber  

LinkedIn  

Foursquare  /  Swarm  

Pinterest  

Google+  (G+)  

YouTube:  2nd  largest  search  engine  

(Professionally  designed  page)  

Post  6ps  •  Know  your  audience  and  your  channel  •  Timing  is  important  •  Clarity  •  Mix  it  up  and  create  balance  •  Encourage  conversa3on  •  Encourage  sharing  /  tagging  •  LISTEN!  Respond!  •  U3lize  photos  and  videos  regularly  >  60%  lih!    

Fan  Base  Growth:  Promote  your  pages  

•  On  your  web  site    •  Email  signatures  •  Signs  in  loca3on,  on  vehicles  •  Sta3onary  •  All  marke3ng  –  when  in  doubt  of  what  to  promote,  promote  Facebook  •  Also  promote  review  sites!!    

What  you  should  monitor  and  how  

•  How  are  people  finding  your  web  site  and  how?  (Google  Analy3cs)  

•  What  demographics  are  you  reaching  on  social  media  (Facebook  insights,  social  media  monitoring  tools)  

•  How  is  your  audience  trending?  (Fan  base  counts)  •  What  members  of  my  audience  are  influencers  and  how  should  I  target  them?  (social  media  analysis)  

 

What  you  should  monitor  and  how  

•  How  engaged  is  your  audience?  (social  media  monitoring,  response  3mes,  3me  of  day,  content  type)  •  How  can  you  drive  leads?  (combina3on  of  tools  and  measure  conversion  rates  of  content)  •  How  well  do  you  show  up  on  search  engines?  And  how  to  fix  it?  (Reputa3on  Management)  

 

What  you  should  monitor  and  how  

•  When  is  my  brand  men3oned  online  &  how  do  I  respond?  (Reputa3on  Management)  

•  What  is  my  share  of  voice  amongst  compe3tors  for  key  phrases?  (Reputa3on  Management)  

•  What  keywords  should  I  op3mize  for?  (Keyword  analysis  with  predic3ve  trends)  

•  Should  I  buy  PPC  adver3sing,  and  if  so,  what  business  is  it  driving?  

 

70%  of  people  trust  online  reviews  

by  strangers  

90%  of  people  trust  online  reviews  

by  people  they  know  

The  key  is  REPUTATION  MANAGEMENT…  

               And  you  need  it  now  more  than  EVER!  

Don’t  have  3me  to  establish  a  presence  on  SOCIAL  MEDIA  CHANNELS?  

 Not  sure  where  to  start?  

 

The  Explore  Digital  team    here  can  help.  

Expert  help  to  get  you  there  

•  Social  Media  strategy  development  

•  Social  media  page  design,  management  

•  Reputa3on  Management  

•  Blog  development  and  content  crea3on  

•  …and  more!  

•  A  News  Outlet  –    content,  photos,  etc  

•  Custom  Service  •  Main  communica3on  

hub  •  Promo3on  and  PR  •  A  concierge  •  Head  cheerleader  •  The  BRAND  •  24  -­‐  7  

What  does  it  take  to  be  SUCCESSFUL?    

Remember  you  are  MORE  than  marke3ng,  you  are:  

THANK  YOU  for  aCending!  

Shannon  Kinney,  Dream  Local  Digital  shannon@dreamlocal.com  TwiCer:  @shannonkin  

Facebook:  facebook.com/shannonkinney,  facebook.com/dreamlocal  Foursquare:  Shannonkin  

LinkedIn:  www.linkedin.com/in/shannonkinney  Google+  www.gplus.to/shannonkinney  

www.dreamlocal.com