wild wealthy women seminar - social media marketing fundamentals for lean launch entrepreneurs...

Social Media Marketing Fundamentals for Lean Launch Entrepreneurs

Wealthy Wild Women Angela LaGamba March 1, ▪ ▪2015

Today’s Agenda

Social Media Definition Statistics Benefits Best Practices Tactics Inspired Case Studies Events / Resources Q&A

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Social Media Marketing What is it?

Gaining website traffic through social media sites Creating content Attracts attention & encourage sharing by users

How it’s viewed? The next big thing – a temporary fad Very few practical advantages Sharp learning curves

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

A Few Statistics (2014) Hubspot:

92% of marketers claimed that social media marketing was important for their business

80% indicating their efforts increased traffic to their websites

Social Media Examiner: 97% of marketers are currently participating in social

media However, 85% of participants aren’t sure what social

media tools are the best to use

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Social Media Benefits Improved brand recognition

Syndicate your content Increase your visibility

Improved brand loyalty Connect with your audience

More opportunities to convert Ability to interact with new and existing customers Every positive interaction can lead to a conversion

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Social Media Benefits Higher conversion rates

Human element – brands act like people Improve trust, credibility -> social proof

Decreased marketing costs As little as 6 hours / week of effort increased traffic

(Hubspot, 2014) Develop content and syndication strategy Facebook and Twitter advertising are affordable

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Social Media Benefits cont’d Higher brand authority

Interaction with your customers More people talk = more valuable & authoritative you

become

Better search engine results Capture traffic through search engines with optimized

SEO: regular content updates (blog) + title tags + meta descriptions + inbound links

Social media presence also affects your rankings: legitimacy, credibility, trust

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Social Media Best Practices Identify your business goals

What are your company’s needs? How can social media help contribute to your

company’s needs?

Set marketing objectives Specific parameters to define how and when to

achieve your goals Use S-M-A-R-T: specific, measurable, achievable,

relevant and time-bound

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Social Media Best Practices cont’d Identify your ideal customer

What is your customer’s age, occupation, income, interests, pains, problems, obstacles, habits, likes, dislikes, motivations and objections?

What are identifiers – buzz words or mannerisms of this group?

Conduct research What social networks do your top 3 to 5 competitors use? What is their content strategy? Is it funny, promotional? How

do users respond to them?

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Social Media Best Practices cont’d Choose channels and tactics

Be selective and focused Setup and manage 1 or 2 social network sites to start

Create your content strategy Great content marketing & solid social media conversions go

hand-in-hand 3 components:

Type of content – form (text only, images, video, etc.) and context (company voice and tone)

Time of posting – When are your fans and followers online? Frequency of posting – When do fans and followers engage

with you? Don’t over do it!

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Social Media Tactics Social Listening:

Listen to what your audience is saying

Analyze the data to develop better customer insights

Recommended Tools: Hootsuite: Manage Twitter,

Facebook, LinkedIn, WordPress, Google+

TweetReach: Monitoring Twitter reach and implications

Social Mention: Monitors 100+ social media sites to listen to the market

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Social Media Tactics cont’d Your Customer / Buyer Persona:

Write down your primary and secondary audience personas Add to this description as you network, grow your business and validate

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Social Media Tactics cont’d Editorial / Content Calendar:

Plan what content you will be publishing on your social media sites Plan 4 weeks ahead, but leave room for spontaneity Use Word document or Google Docs (for sharing) Include date, topic / headline, author, owner, current status, etc.

Social Media Tactics cont’d Account Connections:

Connect your accounts on your website / blog and in-between social accounts

Shorten URL’s to share new content across channels

Recommended Tools: Bit.ly: Free URL shortener

and analytics SlideShare: Great for

uploading presentations, embedding on your social media accounts and analytics

PicMonkey: Create free photo collages

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Social Media Tactics cont’d Engage and Connect:

Respond when users connect with you online

Be authentic and focus on quality

Facebook: Acknowledge them by name so they see the response

Twitter: Use their first name to reply to a conversation, their handle, or specific hashtag

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Inspired Case Studies Oreo vs. Kit Kat ‘Tic Tac Toe’ Campaign

Initial response from follower on Twitter Fun and quick response from both companies on Twitter

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Inspired Case Studies cont’d

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Inspired Case Studies cont’d Burger King’s ‘Motel King’ Campaign

Chicken Tendercrisp burger Convince people to ‘cheat’ on the Whopper Users check into virtual Burger King Motel, use hashtag #motelBK

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Inspired Case Studies cont’d Marks & Spencer’s

‘Eggceptional’ Campaign

British brand Heavy use of Instagram –

visual photos, quirky videos

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Events / Resources

Events: PodCamp Toronto (February) Dx3 Canada (March) Meetup – L Think – The Power of

Digital Storytelling (March) Digifest (May) NxNw (June) WordCamp (November)

Resources: Meetup Your own network

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Questions?Thank You!

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪

Sources http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/ http://www.socialmediaexaminer.com/essential-elements-social-media-marketing-strategy/ http://www.brandwatch.com/2013/08/top-10-free-social-media-monitoring-tools/ http://contentmarketinginstitute.com/2014/11/content-marketers-checklist-editorial-calendar-essentials/ http://www.searchenginejournal.com/top-10-tools-managing-social-media-

accounts/87843/ http://www.compukol.com/blog/the-best-ways-to-connect-with-your-

audience-on-social-media/ http://mashable.com/2013/03/22/kit-kat-challenges-oreo/ http://www.forbes.com/sites/ilyapozin/2014/03/06/20-companies-you-

should-be-following-on-social-media/ http://mashable.com/2014/10/31/best-social-media-campaigns-2014/ http://www.exacttarget.com/blog/the-30-most-brilliant-social-media-

campaigns-of-2014-so-far/

Angela LaGamba @AngelaLaGamba a.lagamba@gmail.com▪ ▪