@eric3000
SOCIAL MEDIA STRATEGY:
TARGET YOUR AUDIENCE & BUILD
YOUR VOICE
@eric3000
Where You Can Find Today’s Slides!
http://www.bit.ly/emetelka!
@eric3000
Introductions!☐ Name!
☐ What you’re working on!
☐ Goals for today!!!
@eric3000
I'm Eric Metelka, User Acquisition Manager at G2 Crowd. I am a former management consultant and the former digital marketing manager at BestVendor.!
@eric3000!
@eric3000
My Goals for Today!Ø You understand which social media
platform is best for you!Ø You are able to find social media
influencers in your vertical!Ø You can create a brand voice document
that defines how you talk to your audience!
@eric3000
What I’m Going to Cover!☐ Introduction – 10 mins!☐ Understand Social Platforms – 20 mins!☐ Find Your Audience – 30 mins!☐ Develop Your Voice – 20 mins!☐ Conclusion/Questions – 10 mins!!
✔
@eric3000
UNDERSTAND SOCIAL PLATFORMS!
@eric3000
@eric3000
< 15% OF INBOUND TRAFFIC!
@eric3000
What Google Cares About!
@eric3000
What Google Cares About!
GOOGLE+
@eric3000
@eric3000
@eric3000
Facebook Is the Most Popular!
@eric3000
Pinterest Users Purchase More!
@eric3000
Pinterest Is Growing Revenue Share!
@eric3000
Heavily Engaged Communities on Twitter!
@eric3000
FIND YOUR AUDIENCE!
@eric3000
Audience Targeting!
@eric3000
Audience Targeting!
@eric3000
@eric3000
How Would You Use Social Media to Find Travefy’s Audience?!
!!• Which platforms would you use?!• How would you identify influencers?!• Would you use any paid ads?!
@eric3000
@eric3000
@eric3000
Where Is My Audience?!• Form hypotheses of possible targets -
personas!• Find a micro-community of the target and
engage with them!
@eric3000
Who Follows Your Competitors!
@eric3000
Sort by Authority!
@eric3000
How to Measure Authority!• Number of followers!• Number of retweets!• Klout score!• Kred score!
@eric3000
Double-Sort by Retweets of Others!
@eric3000
DON’T JUST PROMOTE YOURSELF!
@eric3000
Tools!
@eric3000
DEVELOP YOUR VOICE!
@eric3000
@eric3000
HERO
@eric3000
HERO JOKER
@eric3000
HERO MENTOR JOKER THE
LOVERS
REBEL
HERO
@eric3000
Personality Archetypes!
@eric3000
@eric3000
@eric3000
@eric3000
@eric3000 UBER
LYFT
@eric3000
@eric3000
@eric3000
How Does Your Personality Manifest?!
!!• Use your own company brand!• What is your personality archetype?!• Write an example tweet or Facebook post!
@eric3000
Personality Archetypes!
@eric3000
A WELL DEFINED VOICE BREEDS CONSISTANCY AND
HELPS MAKE CONTENT ENGAGING!
@eric3000
Voice Document Outline!• Brand – Value Prop & Archetype!• Target Audience!
@eric3000
Voice Document Outline!• Brand – Value Prop & Archetype!• Target Audience!• Personality Traits!
• What is your brand passionate about?
• What is it striving for? • What does it find fascinaGng?
• What books are on its coffee table? • What are its guilty pleasures? • Who are its friends?
@eric3000
Voice Document Outline!• Brand – Value Prop & Archetype!• Target Audience!• Personality Traits!• Language – Words to use and not to use!
• Does your brand use contracGons? • Does it use Slang? • Does your brand “love” or hate”
things?
• Does your brand whisper or shout? • Is your brand smiling, smirking or
yawning? • What punctuaGon does your brand
use?
@eric3000
Voice Document Outline!• Brand – Value Prop & Archetype!• Target Audience!• Personality Traits!• Language – Words to use and not to use!• Content Examples!
@eric3000
Engaging
Listening
CreaDng Sharing
Curator The brand surfaces and shares the most interesGng content shared by its audience who appreciates the chance to reach a large audience
Tastemaker The brand creates engaging content that dictates trends to its fans and a
broader audience
ConversaDonalist The brand is great at conversing with its audience which is looking for two-‐way communicaGon and customer
service
Explorer The brand is experimenGng with
ways to interact with its audience by seeing what content creates
engagement
Social Media Brand Personality Matrix!
@eric3000
CONCLUSION!
@eric3000
USE THE CORRECT SOCIAL PLATFORMS FOR YOUR
AUDIENCE!
@eric3000
TARGET AND ADD VALUE TO MICRO-COMMUNITIES OF
POTENTIAL USERS!
@eric3000
KNOW AND UNDERSTAND YOUR BRAND VOICE!
@eric3000
CREATE A VOICE DOCUMENT TO BUILD A CONSISTENT
BRAND PERSONALITY!
@eric3000
Questions?!
@eric3000
Digital Marketing Reading List!Ø Kissmetrics Blog -http://blog.kissmetrics.com/!Ø Andrew Chen – http://andrewchen.co!Ø Rand Fishkin – http://moz.com/rand!Ø SEOMoz blog – http://SEOmoz.org/blog!Ø Inbound – http://inbound.org!Ø Slideshare - http://www.slideshare.net/!
@eric3000
Email: [email protected]!Twitter: @eric3000!LinkedIn: /in/emetelka!Facebook: /e.metelka!!Download Slides: www.slideshare.net/emetelka/!
Sign up for
