developing your unique social media marketing strategy › ... ›...
TRANSCRIPT
Developing Your Unique Social Media MarketingStrategy
Information Management and Technology Assurance Section
Disclaimer
The views expressed by the presenters do not necessarily represent the
views, positions, or opinions of the AICPA or the presenter’s respective
organization. These materials, and oral presentation accompanying them,
are for educational purposes only and do not constitute accounting or
legal advice or create an accountant-client or attorney-client relationship.
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Information Management and Technology Assurance Section
Bobbi BaehnePresident
Think Big Go Local, Inc.
www.thinkbiggolocal.com
877.799.4256
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Information Management and Technology Assurance Section
7 Steps to Developing Your Strategy
But First – A Reality Check on ROI
Define Your Brand
Identify Your Audience
Set Up and / or Optimize Your Platforms
Create Engaging Content
Properly Post Your Content
Respond and Engage with Your Audience
Review and Revise Your Strategy
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Define Your Brand
Who are You?
• What are your core values?
• What is your mission?
• Who do you help?
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Define Your Brand Con’t…
What does Your Visual Brand Look Like?
• Logo or individual
• Colors
• Fonts
• Graphics and images
(for profile, covers and posts)
Why are You Unique?
• Services offered?
• Methods or processes?
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Tieks.com - @tieks
Information Management and Technology Assurance Section
Identify Your Audience
Create Your Ideal Client Avatar
• How old are they? Male or female?
• Where do they live?
• What do they do for fun? What do they read and watch?
• What is their income level?
• Where to they shop? Travel? Workout?
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Audience Con’t…
Where Do They Spend Their Time Online?
• Facebook?
• Twitter?
• LinkedIn?
• YouTube?
• Instagram?
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Audience Con’t…
How Will You Find Them?
• Online groups? Forums? Following other profiles?
How Can You Attract Them as Followers?
• Paid Advertising
• Providing Value
• Consistency
• Standing out
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Set Up and Optimize Social Profiles
Utilize the Proper Type of Profile
• Personal / Business / Group
Create Quality Visuals that Follow Your Brand
Write Bios that Connect with Your Avatar
Create Messaging that Identifies Your Services & Uniqueness
Completely Fill Out Your Profiles
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Set Up and Optimize Social Profiles Con’t...
Verify Your Facebook Page
Utilize Facebook Messaging
Set Up Call-To-Action Buttons
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Create Engaging Content
Think Mobile!
Always Provide Value (at least 90% of the time)
• Education
• Resources
• Industry updates
• Entertainment
• Relevant articles
• Behind the scenes
• Employee spotlights
• Client spotlights
• Charitable / volunteer work
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Create Engaging Content Con’t…
Use Keywords and #Hashtags (appropriately)
Keep These Things in Mind…
• What are my avatars pain points? Where are they struggling?
• How can I help them?
• What is currently happening in the world or your industry that might initiate a
conversation?
• Is my content encouraging engagement?
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Create Engaging Content Con’t…
How Does My Audience Prefer to Consume Content?
• Blogs
• Text with Images
• Video / Live Streaming
• Audio
Is My Content Standing Out in the Newsfeeds?
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Properly Post Your Content
When Your Audience is Online
Organic Posting Versus Using Schedulers
Be Cautious of Automation
Design Content Specifically For Each Platform
Use Post Features to Create Notifications to Others
• Tags (in post or in comments)
• Check-Ins
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Respond and Engage
Determine Who Will be Responsible to Engage
Types of Engagement
• Comments
• Likes
• Reviews
• Tags & check-ins
• Direct messaging
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Respond and Engage Con’t…
Track Notifications
Best Practices for Responding
• Check notifications throughout the day
• Positive comments and reviews
• Negative comments and reviews
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Review and Revise Your Strategy
Perform Monthly Audits
• Analytics and new features
Use Your Platform Analytics
• Determine what is working and what is not
- Timing
- Content topics
- Images vs video vs shared content
Monitor Your Audience
• Is it changing?
Shift as Appropriate
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Downloads to Help You
Checklist of What You Should Have Ready When
You Set Up a New Profile or Optimize an Existing
One.
Monthly Audit Checklist
List of Social Media Resources
• Content
• Image and video creation
• Automation
• Scheduling
• And more!
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One Final Thought
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Socialnomics 2017 – YouTube: equalman