staying sane as a one-person social media department … · audience community building attracting...
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Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
StayingSaneas a
One-PersonSocial Media Department
Mike Brown – The Brainzooming Group
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
We help make smart organizations more successful by rapidly:
• Expanding theirstrategic options and
• Creating innovativeplans they canefficiently implement.
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummitBrainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
I’m Mike and I’m an SSMPBlogging ReligiouslyTwitter Constantly – 24/7Facebook Daily Posts, Lots of >^..^< PicturesLinkedIn Daily Posts, Should Do MoreGoogle+ Kicking and ScreamingSlideshare Occasionally (and get a few leads)Instagram, Pinterest
Hardly Never
YouTube Would Benefit from Doing MorePodcast Occasional GuestInfographics Self-createdTop Tools Hootsuite, Crowdbooster, Hubspot
(just starting)
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Go out NOW and get your eBook with 25 pages of tools, tips, and ideas for Solo
Social Media Professionals.
It will be gone byFeb. 20, 2015!
Get the handout at:Brainzooming.com/Solo2015LV
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
StrategyTrying to Develop Strategy AND Do
the Work
Lack of Time
Pulled Between Competing Priorities
Producing Enough Content
Creating Social Campaigns that Produce Business
ResultsLack of Budget
Performance Resources
Are these SSMP challenges familiar?
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Time Savings Strategic Focus Improve Performance
Greater Efficiency More Productive
Impacts that Help Preserve Sanity
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Trying to Develop Strategy AND Do
the Work
Pulled Between Competing Priorities
Creating Social Campaigns that Produce Business
Results
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
• Integrate with overall business objectives andthe selling process
• Produce metrics to monitor performance
• Fit with both brand & social media personalities
• Target audience content interests & needs
• Bring continuity to the brand
• Activate efficiently and effectively
Social strategy should deliver a lot . . .
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Solidifying Strategy Yields Benefits
• Articulate and document the strategy
• Stick to it – change for a reason, not boredom or corporate amnesia
• Take some of the daily guess work out of social activities
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
SSMP Tip
“Learn to say no.”
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Even If You’re an SSMP, You Have One Other Outstanding* Team Member
“What are we trying to achieve?”
* This team member will help you create strategy, prioritize tasks, focus your work, say “no,” produce metrics, gain supporters,
and grow in influence.
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Linking Business and Social StrategyBusiness Objective
Social Strategy
Strategy Overview Typical Tactics
IncreasingSales
Sales Focused Extend offers or reward purchase continuity through retail – whether online or offline.
• Exclusive online offers• Driving traffic to online purchase sites• Relationship building supporting direct selling
GeneratingLeads
Content Marketing
Original content online used to build leads. Can extend to audience generated content or content aggregation.
• Creating new (and curating) content• Offering downloadable assets• Inbound marketing + email and other follow ups
Building an Audience
Community Building
Attracting followers through common ties and interests, integrated into a content marketing and/or advertising approach.
• Targeting an audience via their high interest areas• Featuring content of general interest (not brand‐specific)
• Promoting branded content and sign‐up opportunities
Growing Awareness
“Lifestyle"Focused
Targeted outreach to a specific important audience group to attract them with regularity and frequency.
• Selecting a high‐interest topic• Creating engaging content on the lifestyle topic• Promoting engagement and incentives
Improving Customer Service
Consumer Engagement
Integrating social media into customer service and direct contact channels to build retention and strengthen relationships.
• Using aggressive social listening• Interacting with the audience using clear response standards
• Developing a social media command center
StrengtheningPerceptions
Cause Marketing
Linking social media and networking toward a common cause and future opportunities to share your message.
• Developing broad partnerships with experts related to a cause
• Integrating social and other public affairs activities• Offering its brand voice to amplify cause‐related messages
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Unpack your #SMSSummit learnings and share them strategically when you get back to work. Via @Brainzooming
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Quantitative
# of posts
Update frequency
# of content assets
Questions answered
# of comments
# of Followers / Fans
Audience downloads
Amount of user content
# of customer service issues handled
# of qualified leads
$ sales / # of units
Qualitative
Comments Audience sentiment
Learnings
User content‐various types
Success stories
Audience‐generatedmarketing
Learnings
ReturnsInteractionActivity
Work on Whole Brain Metrics First!Start with “Returns” Metrics
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Brand Strategy Drives Social
• Brand Promise• Brand Experience
• BIG Brand Statements
• Audience Targets
• Social Personality
• Integrated Content
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Questions – From Brand to Social• Brand Promise
– Who are our customers and how would we describe them?– What do we tell customers and prospects that we offer them (features and benefits)?
• Brand Experience– What type of experience do we promise customers?
• Brand Statements– What’s most important for our brand?– Where is our brand headed?
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Talk strategy with executives to get buy in and focus #socialmedia activities. @Brainzooming #SMSSummit
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Brainzooming.com/Content2015LV
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
The CMO’s Guide to Social LandscapeCustomer
Communication Brand Exposure Driving Site Traffic SEO
YouTube
Flickr
Blogging
SlideShare
Google+
Good! OK BadBrainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Prioritized Social Platforms Must Align withBusiness Objectives and Communications Strengths
Corporate Campfire
Television Networking Events
Home Movies
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
A Build as You Go Social Strategy Plan
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummitBrainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
It’s not about being less strategic . . .
• Spend less unproductive time on strategy
• Spend less time changing strategy or fumbling for a strategy
• Make the time you do spend on strategy more productive and likely to create impact
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
PerformancePerformance
Lack of Time Producing Enough Content
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Improving Performance Fundamentals
• Produce content once, use it multiple times
• Speed up producing content
• Focus on strongest impact per use activities
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Hens and Hacks
Brainzooming™
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Produce Once, Use Multiple Times
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Create EvergREen Content
• Stick with what sticks for longer• Create a broader view for your content• Link to what will change• Reference specific dates – or leave them out
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
REwrite What You’ve Written1. What would someone need to know before
reading the original blog?
2. What would someone still need to do after theyread the other blog?
3. How can you go into more detail with moresteps?
4. How can you simplify the topic to feature fewersteps than the original blog?
5. How might you reinforce the article’s valuewith new points of agreement?
6. What would you talk about as the oppositepoint of view (i.e., you don’t HAVE to do any ofthese steps)?
7. What links can you feature to previous storiesyou’ve written on the original blog’s topic?
8. What links can you share to stories otherauthors have already written on the topic?
9. What would it look like to rewrite the articlewith the same subject but a different headlineand a new point of view in the copy?
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
The Math of (dis) AgREgating Content1. Blog Post / 140 characters > 10 Tweets2. Tweet + Instagram = Facebook Post3. Blog Post – Words + Images = Infographic4. Blog Post + “On Camera Talent” + Camera = Video5. (Blog Post Links + Blog Title) * 10 = Compilation Blog Post6. Video / Capturing Individual Frames > 15 Images7. 1000 Word Blog Post / 3 = 3 Days of Digestible Blog Posts8. 1 Video Interview > 1 Podcast Segment + 1 Blog + 3 Images9. 1 Audio Recording of a Presentation = 2 Podcast Segments + 10 Graphics + 4 Blog Posts10. Website ImageSocial Sharing Button = Pinterest Post11. (Blog Post x 10) + Intro + Close + Call to Action = Downloadable Asset12. Infographic + Blog Post = Downloadable Asset13. (PowerPoint Presentation + “Voice Talent”)Screenr.com = Video14. Live WebinarJoin.me = Video15. (Customer Event x Capturing Content) / Editing > Weeks of Social Media Content16. Rambling Blog Post that’s Not Working – Parts Not Working = Tighter, Working Blog Post
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
SSMP – Social Platform Heavy Use
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Twitter Facebook Instagram YouTube Pinterest LinkedIn Google+ SlideShare Vimeo Vine
Percent of Respondents Heavily Using Each Platform
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
+ =
#2 Tweet + Instagram = Facebook Post
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
#3Blog Post– Words+ Images
= Infographic
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
#5(Blog Post Links + Blog Title) * 10 =
Compilation Blog PostBrainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
“You get 60 to 90 seconds of my time every morning.”
Translation:“I’ll read 250 to 400 words of yours every morning.”
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
#71000 Word Blog Post / 3 =
3 Days of Digestible Blog Posts
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
#81 Video Interview > 1 Podcast Segment + 1 Blog + 3 Images
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
#10Website ImageSocial Sharing Button =
Pinterest Post (or other Social Posts)
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
#13(PowerPoint Presentation +
“Voice Talent”)Screenr.com = Video
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
#14Live WebinarJoin.me = Video
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Joe 3:16 “For where two or threeare gathered together in a brand’sname, there content will be in themidst of them.”
#15(Customer Event
x Capturing Content) / Editing > Weeks of Social Media Content
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Simplest Content Calendar Starter
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Curate Content Like a TV Entertainment Show
• Shoot and run lots of video interviews
• Repackage previous material
• Tease stories before they run
• Space stories over multiple days
• Take the discussion to Facebook and Twitter
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Performance FundamentalsSpeed up what you produce!
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Heard enough on PERSONAS?
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
1
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3
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5
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9
10
How old is this person?
What is his/her demographic profile?
What are the person’s job title, role, goals, challenges?
What are the range of responsibilities they have?
What’s on their professional frontier?
What lifestage is this person in?
What is this person passionate about?
What personal aspirations and issues are top of mind?
What topics are of greatest interest to them?
What activities do they enjoy?
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummitBrainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
SSMP Tip: ABC Content
Capturing
Creating
Curating
Checking
Always Be
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Prooflistening
Brainzooming™
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SEO Tools
Scribecontent.com
Also take a look at
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
SSMP Tip
“It’s smart to shift as much content creation out of real time as possible; doing so
provides valuable thinking and review time.”
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Time Savings from a Dashboard Application
Brainzooming™
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Bulk Uploading
Brainzooming™
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Today’s Best Hack
IMO
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
=C4+$C$2/1440
=E4+MROUND(RANDBETWEEN(30,45)/1440,0.00347222222222)
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummitBrainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Performance Fundamentals
Focus on the strongest impact per use
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Reuse High Interaction Tweetsand Facebook Posts with Crowdbooster
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Reuse High Interaction Tweetswith Twitter Analytics
Brainzooming™
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During Initial Exploration• What should I know about the product category, but might easily overlook?• Why are some features more important than others to get desired benefits?• Is there one place where I can get all the information on trends, how‐tos, and other
important facts for this product category?• When will this be the most important, beneficial, or valuable for me?
Seeking More Information• What case studies show how this is being done in new and successful ways?• Is there anything important I should know about the various providers in this category?
Making Comparisons• What are important buying criteria to explore?• Are there short cuts I can take in looking at all the options?• Does anyone have a graphic that shows all the important features, performance levels,
and benefits of all the choices?
Justifying the Product Recommendation or Decision• If I pay more for a promise of larger benefits, how will I justify the investment?• Are there tools to evaluate the benefits of making the right selection?
Tie Content to the Buying Process
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
• Non‐exclusive offers (A deal for everybody)• Giveaways (Something for engaging)
• Sharing content for information (Permission to keep talking)
• Peaking interest (Sneak looks at product)• Micro‐advertising (Links to ads)• Exclusive offers (Deals for those acting)• Direct response (Click the link to buy)• Proactive outreach (We can meet your need)
• All Deals, All the Time (Dell – nothing but deals)
Social Sales Continuum
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Lack of BudgetLack of Budget
Brainzooming™
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Engaging “Free” Resources
• Recruiting a Volunteer Team
• Identifying Guerrilla Marketing Resources
• Making the Case for Resources
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Recruit a Volunteer Team
Brainzooming™
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Create 6‐Point Team Member Descriptions
• Social Sharer– You are . . .
• Active on social media regularly• Connected on social networks to members of our audience• Willing to track our social content
– The role involves . . . • Staying alert for when we release new content on social channels• Re‐sharing our content within your networks• Continuing to grow your network with audience members
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Social Media Activation Toolkit
CONTENT• Pre‐existing content• Messages• Keywords
PARTICIPANTS• Want to reach audience• Audience influencers• Content producers
PERSONAL INTEREST & NEEDS• Support audience success• Audience motivators• Topics of interest
ACTIVATION• Pre‐existing communications• Current interactions• Tools to borrow
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Social Media Activation Questions• Who are the best storytellers in the company?• Who is creating content inside the company that’s not getting as much attention as it should?• Who is interacting with customers on daily basis?• What events, promotions, sales, campaigns, offers, etc. do we feature on a recurring basis,
whether that’s monthly, quarterly, or annually?• What am I doing with social media that seems to be a waste of time?• What am I doing with social media that seems to take too much time, and why is that?• Which parts of the company might have available budget? Could offering to support them on
social media open up access to new resources?• Who are the people in the organization active on social media personally?• Who are the people in the company that are good photographers?• Who are the people in the company that are good at taking video?• Are there any social media tools / apps that could help another department (that has budget)
save time or expand what they do?
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Getting More Investment?Demonstrate ROI
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
• Integrating Strategy, Priorities, and Tactics to Drive Results
• Producing and Distributing More of the Right Content in Less Time
• Engaging “Free” Resources to Extend Your Social Media Impact
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Questions?
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
The Best SSMP Tip
“Always carry a second admin in case you are struck by lightning and have the only keys to your organization’s social media kingdom.”
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummitBrainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
Go out NOW and get your eBook with 25 pages of tools, tips, and ideas for Solo
Social Media Professionals.
It will be gone byFeb. 20, 2015!
Get the handout at:Brainzooming.com/Solo2015LV
Brainzooming™
©2015, The Brainzooming Group @Brainzooming #SMSsummit
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Email: [email protected]: @BrainzoomingPhone: 816‐509‐5320