part 2 - making social media a business asset
TRANSCRIPT
Link Your Website to Social Media
Link Your Website to Social Media
Make it easy for people to “Follow” you and “Share” your content.
Link Your Website to Social Media
Follow Buttons● Where should the buttons be on the website?
● Do you want them out of the way, or featured and prominent?
Link Your Website to Social Media
Share Buttons● What on your website is share-able?● Products, offers, news, images, videos, etc...
Link Your Website to Social Media
Talk to your web developer, or...
Use free modules or plugins:Addthis.com
Sharethis.com
Link Your Website to Social Media
“Should I put a Twitter timeline or Facebook newsfeed on my website?
● Are you getting a lot of good feedback from followers?
● Are you sharing ideas or having conversations that aren't being shared on your website?
Link Your Website to Social Media
Facebook Comment Feed or Like Box
https://developers.facebook.com/docs/plugins
Link Your Website to Social Media
Twitter Timeline, Favourites, and Search Widgets
From your Twitter profile...
Link Your Website to Social Media
Link Your Website to Social Media
Link Your Website to Social Media
Pinterest Board Widget
https://business.pinterest.com/en-gb/widget-builder#do_embed_board
Link Your Website to Social Media
Linking your website to your social media profiles adds credibility to your posts and makes your website more interactive.
Promoting Offers on Social Media
Promoting Offers on Social Media
When you're brainstorming your next campaign, think about how social media can help you out.
Promoting Offers on Social Media
Social Promo Basics:
Attractive ImageGripping HeadlineIrresistible OfferEasy Next Step
Promoting Offers on Social Media
Promoting Offers on Social Media
● You have to have more than 50 Likes, and your pages must be more than a month old
● You don't pay anything to create the offer, but you pay to promote it.
Promoting Offers on Social Media
Promoting Offers on Social Media
Promoting Offers on Social Media
Social Promo: Indigo Case Study
Indigo Case Study
Facebook: 425K LikesTwitter: 110K FollowersPinterest: 12K FollowersInstagram: 45K Followers
Social Promo: Indigo Case Study
Social Promo: Indigo Case Study
Social Promo: Indigo Case Study
Indigo Instagram
● Photos of products get better attention than images advertising sales.
● Use the comments a market research!
Social Promo: Indigo Case Study
Social Promo: Indigo Case Study
Social Promo: Indigo Case Study
Indigo Pinterest
● Collaboration gave Indigo a boost in exposure, even though they're a big brand.
● Indigo has boards for personas.
Market ResearchSocial Media Market Research
Social Media Market Research
● What problems are your customers having?● What language do they use when they talk
about this problem?● What do your customers hope for?● What do they expect?
Social Media Market Research
● Pay attention to comments.● When a post is shared, do they add
anything to it?● What are the most popular posts or
discussions right now?
Social Media Market Research
● Search specific terms.● Use synonyms and emotions.● Use words like “review, alternative,
best, good, worst, experience...”● Subtract words that get in your way.
Social Media Market Research
Read Customer Reviews
● Search reviews about your products and competitors' products.
● Pay close attention to the worst and the best reviews.
Social Media Market Research
Search Twitter
● Search @ mentions, keywords, hashtags and smiley / frowny faces.
● Look for conversations, debates, chats, and user interaction with competitors.
● Use -fliter:links to leave linked articles out of your search.
Social Media Market Research
LinkedIn Group Search
● Find the popular discussions in active groups.
● Read comments on LinkedIn Posts● Find more groups from the profile
pages of “Top Contributors.”
Social Media Customer Service
Social Media Customer Service
● Be responsive● Take the conversation off of social
media.● Bad reviews aren't always bad news.● Normal customer Service rules apply.
Social Media Customer Service
Social Media Customer Service
Social Media Customer Service
Team Up on Social Media
● Run promos with other business in your community.
● Cross share content.● Connect with bloggers in your industry.● Offer package deals with partner businesses.
Team Up on Social Media
Social Media Standards and Values
It may be smarter to hire someone else to handle your social media, or make an existing employee responsible for it.
Define the role of a Social Media Manager to make it easier and your social accounts will be maintained to your standards.
Social Media Standards and Values
Values
What kind of tone/personality?● Your business has a personality. It's what
your customers enjoy. That should be experienced on social media as well.
● Funny, serious, precise, casual, technical, emotional, etc.
Social Media Standards and Values
Values
What qualities are important to you and your customers?● Humility, honesty, confidence, luxury,
reliability, etc.
Social Media Standards and Values
Keywords
What terms or phrases do you want to be recognized for on search engines?
What are people searching for?
Social Media Standards and Values
Keywords
“flower arrangements in North Bay”“good food in Mattawa”“cute women's clothes”
“small business accounting”
Social Media Standards and Values
Post Structure
Structure each post so that they are easy to read and recognizable. For example:
[message] [hashtag]
[call to action] [link]
Social Media Standards and Values
Post Structure
Social Media Standards and Values
Frequency
How often does your audience expect content to be posted?
Social Media Standards and Values
Content Mix
Decide on a preferred mix of visual, written, or video content. Also, determine a mix between promotional and non-promotional content.
For example: 60% Visual, 40% Articles. 20% promotional, 80% non-promotional.
Social Media Standards and Values
Content Sources
Create a list of approved content sources (Mashable, Forbes, niche blogs) that your social media manager can share content from.
Social Media Standards and Values
What do they retweet/share and what do they like/favourite?
Usually you share or retweet content that your audience would enjoy, then like or favourite positive comments or posts about your business.
Social Media Standards and Values
Success Metrics
How do you define a successful Social Media Effort?● Likes, followers, retweets, shares, click-
through, time on page, leads, sales, etc.
Social Media Standards and Values
Tracking Structure
How do you track that success?
Do you use analytics and reporting software?
Do you have an Excel spreadsheet that your manager can record metrics in?
Social Media Standards and Values
General Employee Social Media Conduct
Make employees responsible for how they wield your brand on social media.
● They can become brand advocates.● They will watch their attitude when they
talk about your brand online.
The Business Value of Blogging
The Business Value of Blogging
● 61% of consumers have made a purchase because of a blog post.
● Small businesses with blogs generate 126% more leads.
The Business Value of Blogging
Owned Media
Your posts. Your content. Your web space.
The Business Value of Blogging
Your Digital Library
● Central location for all your communication.
● Share blog content.● Drive traffic to your website.● Your website becomes a go-to resource.
The Business Value of Blogging
Create content that serves more than sells.
● How To's ● Lists● News and commentary● Expert Insight● Tell your customers' stories.
The Business Value of Blogging
But selling is good too!
● Gauge your audience.● Use stories to make offers look
more attractive.● Use articles to add legitimacy to
your brand and products.● Build trust, confidence, and
credibility in your audience. All essential to selling.
● Ask for the sale.
The Business Value of Blogging
Talk to you developer about launching a blog.OR
● Wordpress is the easiest way to run a blog.● Many themes for other platforms (Drupal,
Joomla, etc) have blog modules built in.● Blogs usually do better when a part of your
business website, but not always (niche blogs).
Social Media Tools
Free Social Media Tools
Google Keyword Plannerhttps://adwords.google.com/KeywordPlanner
Free Social Media Tools
Open Site Explorerhttps://moz.com/researchtools/ose/
Advertising on Social Media