tcda social media workshop nov 14, 2012
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Starting or Enhancing Your Social Media
Strategy
By Angela KeyserAK Communications
[email protected]: 715-212-2910
Twitter: @Angela_Keyser
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Before We Begin…
“To succeed, we first must believe we can.” -Michael Korda
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Todays’ Goal
From this
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Todays’ Goal
To this
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Overview
1. Why social media is important2. How to get started3. Overview of top five social media networks4. Tools and tips for managing social media5. Measuring what matters6. Top tips for blogging, videos, contests7. Resources
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A Little Bit About Me
Where it all began…
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A Little About Me
B.S. Animal Science & International Agribusiness
Spent the last 10 years working in food & agriculture marketing & public relations
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A Little About Me
Military SpouseNew MomDifficult to grow
career given transient nature of the military
Started AK Communications in fall 2011
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Coaching, Consulting + Freelancing Marketing Strategy Advertising Public Relations Events/Tradeshows Websites Branding Social Media Copy + Content Writing Sales Tools
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Why Social Media?
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Why Social Media?
What are the top 3 most visited websites?
A. Amazon, Yahoo!, Facebook
B. Wikipedia, Google, YouTube
C. Google, Facebook, YouTube
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Why Social Media?
What is the most popular
online activity?
A. Google-ing
B. Social Networking
C. News Reading
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Why Social Media?
What website drives more
referrals than Google+,
LinkedIn & YouTube?
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Why Social Media?
What is the fastest growing demographic on
Facebook?
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Why Social Media?
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Why Social Media?
Social networks and blogs reach what percentage of the
active U.S. internet users?
A. 33%B. 55%C. 80%
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Why Social Media?
Last year, the followers on this network claimed it had 24%
influence on purchase behavior.
This year, the followers of that same network claim it has a 47%
influence on purchases.
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Why Social Media?
Other Important StatisticsThe ‘check-in’ trend never existed22% of Americans check social sites several times/dayB2C companies who blog regularly see an 88% increase in median monthly leads (B2B see 67% increase)
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Why Social Media?
Other Important StatisticsHalf of all local searches are performed on a mobile device49% of smartphone users use their device for social networkingMobile & video are the fastest growing areas in marketing Social media helps your SEO
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Why Social Media?
In one minute online there are:100 new accounts created on LinkedIn100,000 tweets sent on Twitter277,000 log ins on Facebook2.8 million videos viewed on YouTube
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How to Get Started
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“Begin with the end in mind” Habit #2 of The 7 Habits of Highly
Effective People
How to Get Started
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How to Get Started
Going Back to Business Basics Do you have an existing marketing plan? If so, revisit it. If not, develop one.What is your brand image?
Fun, sophisticated, adventurous, creative, wholesome, family-focused?
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Market Research Who are your target
customers? Ages? Lifestyles? Where do they spend their free
time? What needs/wants do they have? Where do they go for information? What challenges do they have that
you could help out with?
How to Get Started
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Market Research Who are your competitors?
What are their strengths? What are their weaknesses?
What’s your competitive advantage? What are your strengths? What are your weaknesses? How are you different/better?
How to Get Started
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Product What are you selling?
What adjectives can you use to describe your product?
What are the tangible things you sell? What are the intangible things you sell? What are the benefits of your product? How does your product make your
customer’s life better/easier?
How to Get Started
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What are your company’s core values & key messages?
How to Get Started
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What is your annual marketing activity calendar? Review social media Gantt chart
How to Get Started
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The Top 5 Social Networks
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The Top 5 Social Networks
Twitter Facebook YouTube Google+ Pinterest
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Top 5 Social Networks
Over 1 billion monthly users globally47% male, 53% femaleTraffic is highest mid-week btwn 1-3pmEngagement is 18% higher on Thurs &
FriBrand engagement in 2011 increased by
176%
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Top 5 Social Networks
77% of B2C companies acquired customers from FB (43% of B2B)
9:1 ratio of views to sharesAuto-posting to FB decreases likes
and comments by 70%95% of all wall posts are not
answered by brands
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Top 5 Social Networks
Is it right for you? Most likely should be #1 SM priority if you’re a B2C businessAre you willing to commit to posting dailyDo you have the capability to answer all wall posts?Can you identify at least 1 other person that can help?
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Top 5 Social Networks
How to get started Watch & Listen
Identify 3-5 pages you admire/are similar to your business and study them
Notice what comments get the most engagement and which ones don’t
Pay attention to how the brand words things
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Top 5 Social Networks
How to get startedStart Your Page
Fill in as much company information as possible Post several pictures/videos Make several posts before you make your page
public
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Top 5 Social Networks
How to get startedLaunching & Engaging
After making your FB page public, let everyone know Share in your eNewsletter, advertising, website, brochures, etc. Don’t focus on number of followers, focus on engagement Use your platform for a variety of things:
Promoting your services/products (sales, promotions) Product education Market research Product development
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Top 5 Social Networks
How to get startedFine-Tuning & Exploring
Multiple postings per day Posting at different times of day Focus on call-to-actions Less is more (photos, short videos & short posts) Partner up with other like-minded pages Using apps Develop contests
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Facebook Contest Tips
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Facebook Contest Tips
Contest TipsKnow the rulesWhat is your goal/why are you doing this?What type of contest are you having?
Sweepstakes, essay, photo, video
What’s the prize? Needs to be enticing Ideally promotes your brand, product, service
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Facebook Contest Tips
Contest TipsKeep it simplePromote it everywhereUse it to gather information/insightResources
ShortStack.com for 3rd party Facebook apps HubSpot.com’s – How to Master Facebook Marketing in 10 days SocialMediaExaminer.com’s – 9 Tips for Running Successful
Facebook Contests
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Top 5 Social Networks
MeasureTrack Monthly LikesPay attention to which posts get most engagementAsk for feedback from followersReward most engaged followers
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Top 5 Social Networks
500 years of YouTube video are watched on Facebook every day
4 billion YouTube videos are viewed per day800 million unique visitors a month700 YouTube videos are shared on Twitter
each minuteTraffic from mobile devices tripled in 2011
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Top 5 Social Networks
YouTube was bought by Google so you can access YouTube through your Google account
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Top 5 Social Networks
To create a channel Log into Google Click on YouTube along top of window Sign In on YouTube Go to upper right hand corner where your picture or a
blue picture icon is and click on the drop down menu Click on ‘Advanced’ underneath your name and email Under Channel Settings, click on ‘Rename Channel’
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Top 5 Social Networks
How to get startedWatch and learnWhat is your purpose, goal, expected customer action?Does the content fit/support/complement your brand image, marketing plan activities & goals?Who will be your spokesperson/actor?
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Top 5 Social Networks
How to get startedDo you have a suitable set?
No background distractions Pleasing to the eye and complementing the actor Ideally showcasing your product, service, brand
in an indirect way
Would an animated slide show better communicate your information?
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Top 5 Social Networks
How to get startedDo you have all the tools?
Camera SD Card Tripod Lights Microphone Video editing software
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Top 5 Social Networks
How to get startedIs you ‘actor’ comfortable speaking in front of the camera?What are your talking points?Do you need a script?Do you have the appropriate props to best tell the story?
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Top 5 Social Networks
How to get startedKeep it short: less than 3 minutesFocus on product education vs self-produced advertisementKeep it entertaining
Action shots but not too much action Use simple sets, images, demonstrations Show that you’re human! Give the viewer something to do (Call-to-Action)
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Top 5 Social Networks
What’s trending on Twitter today often becomes tomorrow’s newsIt’s becoming search-engine-likeOver 60% are womenGreat place to network with
Media Follow magazines/news/influencers People you would otherwise never meet
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Top 5 Social Networks
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Top 5 Social Networks
How to get startedYour handle (@Angela_Keyser) should be consistent with your brand nameUse key words and your website in your profile descriptionMake sure your profile image reflects your logo or brand imageDON’T tweet on someone’s behalf unless you publicly notify your followers
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Top 5 Social Networks
How to get startedWatch, listen and learnStart following like-minded people & organizationsUse key words, phrases used in other marketing communicationsUsing a hashtag (#) directly before a word (#twitter) gives your tweet stronger searchabilityFocus on direct messaging and mentioning people vs. always blasting out information
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Top 5 Social Networks
How to get startedOne of the best networks for news sharingMake sure you site your sourcesThe information can be overwhelming so learn to use lists or social aggregatorsLimit your timeMake sure you determine your goal every time you hop on the network
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Top 5 Social Networks
Third most popular social network in regards to traffic
10.4 million usersSpend 97.8 minutes per visit80% femalePrimarily crafts, gifts, hobbies, interior
design, fashion, recipes
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Top 5 Social Networks
Best time to pin in the day: 2-4pm ESTBest time to pin in the evening: 8pm-1am ESTRemember the focus is on imagesHow to Get StartedGo to Pinterest.com and request permission to
sign-upOnce you are granted permission, start
following people or companies to learn the ropes
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Top 5 Social Networks
170 million usersUsers spend 3.3 minutes each time they visitPrimary users are college students and
software developersPrimarily maleThink of Facebook on steroids that hasn’t
caught on yet.
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Top 5 Social Networks
How to get startedYou need a Google accountSign up for Google+ on the top left hand corner of the Google account home screenBegin searching for people and adding them to self-determined circlesGreat for organizing your friends and pages into more manageable groupsCan really help your SEO b/c backed by Google
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Don’t Forget…
BloggingCompanies that blog have 55% more web visitors than those that don’tOne of the most valuable social media activities yet the most often under utilized b/c of time investment60% of blogs are updated twice a week
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Blogging TipsDetermine the blog leader and 1-2 people to
supportDevelop a list of blog topics that compliment your
marketing plan and expertiseSet aside a chunk of time weekly or bi-weekly to
write several blog postsPost on a regular basisFocus on call-to-actions and engagementIf possible, integrate your blog with your websitePromote the content on all social media networks
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Blogging TipsVary the content: slide shows, videos, guest
posts, interviews, reviews, commentaryKeep it shortPay attention to what drives engagement and
what doesn’tChoose headlines wisely (look to newspaper,
magazine and other blog headlines for guidance)
Remember to tag your postsUse Blogger (Google) or Wordpress.com for
blogging
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Don’t Forget…
LinkedInMore than 135 million usersB2B companies experience a 61% success rate with customer acquisitions from LinkedIn75 out of the Fortune 100 companies use LinkedIn to hireGroups are hit and miss but overall networking is extremely effective
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Managing Social Media
Social Media AggregatorsHelp you manage everything in one placeAllow you to gather and track more specific data
TweetDeck.com HooteSuite.com VerticleResponse.com
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Measuring What Matters
Measure based on goalsEstablish benchmarksBe patient – it’s a social scienceFocus on quality vs. quantity
Engagement vs number of followers Your target audience activity vs random visitor activity
As soon as possible, try to track conversion rates Click-through rates Clicks that result in purchases
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Sources & Resources
MediaBistro.comSocialMediaExaminer.
comMashable.comHubSpot.comLinkedIn.com
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Conclusion
Social media is completely doable given the right plan, focus and daily dedication
Don’t go it alone, find a partnerKeep up with the changes – find a social
media resource you like and try to read their information regularly. Or, meet with someone that does and get the download on a regular basis.
Remember, it’s a marathon, not a sprint. Slow and steady wins the race
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Questions?
By Angela KeyserAK Communications
[email protected]: 715-212-2910
Twitter: @Angela_Keyser