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MakingSocial
MediaWorkfor
YourBusiness
May18,2018
Contact:[email protected]
Follow:@PMGTweets@SusanL_D
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AnswertheQuestions
☐ WhatdoIneedtothinkabouttobesuccessfulwithsocialmedia?
☐ WhatdoIneedtodotocreateastrongfoundation?
☐ HowdoIinteracteffectively?
☐ HowdoImeasureresults?
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WhatDoesWorkingMean?
□ Traffic
□ Revenue
□ Visibility
□ Engagement
□ Growth
□ On-sitebehavior
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WhyBeonSocialMedia
□ Directconnectiontoclientsandprospects
□ Potentialforimmediatefeedbackandcustomerengagement
□ Drivestraffictosite
□ Expandsbrandvisibility
□ Helpsyourbusinessshowupinsearch
□ Let’syoulearnaboutyourmarket/audience
□ Makesyourbusinessmodern,currentandrelevant
□ Candriverevenue
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GeneralBestPractices
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BeforeYouBegin- Audience
☐ Defineyouraudience
☐ Understandtheirpainpoints
☐ Knowwhattheysearchon
☐ Identifywherethey“hangout”
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It’sNotAllAboutYou
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YouNeedPersonas
☐ Fictionalcharacterstorepresentdifferentusers☐ Createscohesivethoughtandunderstanding☐ Guidesdecisions
Who– What– When– Where– Why- HowWho– What– When– Where– Why- How
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CreatingPersonas
☐ Namehim/her
☐ Picture
☐ Age
☐ Currentsituation
☐ Education
☐ Financialsituation
☐ Beliefs/Morals
☐ Motivations– GoalsandAspirations
☐ PainPoints
☐ Quote
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BeforeYouBegin- Brand
§ Actualname§ Username§ Image
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UnderstandYourCurrentBrand
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Reality
Youcannotcompletelycontrol youronlineimage,butyoucanparticipateinit.
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GettheWordOut!OnceisNOTEnough!
• Emailsignature
• Addbuttonsonyoursite
• Othersocialaccounts
• Newsletter
• Signage
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SpecificBestPractices
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SetAPurposeForEachChannel
ForInstagramwewillsharephotosthatcommunicateourcompanyculture.Wewilldothisbyposting3photosaweekthat
willachieve30likesplus10commentseach.
ForInstagramwewillsharephotosthatcommunicateourcompanyculture[tohelpusattractandretaintoptechnicaltalent].Wewilldothisbyposting3photosaweekthatwill
achieve30likesplus10commentseach.
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☐ 3.1billionregisteredTwitterusers
☐ 46%ofusersloginATLEASTonceperday
☐ Highvolume,fast-paced
☐ Skewtowardsyoungercrowd
☐ 38%ofmillennialsintheU.S.haveaTwitteraccount
☐ Mostuserscontinuetheireducationbeyondtheirhighschooldiplomas
http://sproutsocial.com/insights/new-social-media-demographics/#facebook
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BestPractices
□ Keepitshort
□ Getlinksinearly
□ Bethoughtfulwithwhoyoufollow
□ Listshelpwithmonitoring
□ Hashtags
□ Lookatanalytics
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BestPractices
□ Optimizebio,photoandlinkforSEO
□ SharelinktoTwitteroneverychannel
□ Engage
§ Tagpeople□ Beconsistent
□ Includevideo
§ https://twitter.com/Starbucks/status/736262173366722560
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InfographiccreatedbyHubSpotwithdatacollectedbyCoSchedule
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http://sproutsocial.com/insights/new-social-media-demographics/#facebook
1.86billionmonthlyactiveusers
48%ofallFacebookusersloginonanygivendayAveragetimespendonFacebookpervisit=18minutesEvery20minutesonFacebook:§ 1millionlinksareshared§ 2millionfriendsrequested§ 1millionmessagessent
BiggestintheUS,ChinaandBrazil
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BestPractices
□ Knowalltheformatsforcontent
§ Stories,Live,images,posts,video,links§ Varyyourcontenttypes
□ Focusonengagement
§ Shorterisbetter§ Askspecificquestions§ Fillin-the-blank§ Givedirection
□ 80%ofpostsshouldbenon-promotionalbutrelevant
□ Leverageads
□ Pinpostsforgreatervisibility
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BestPractices
□ Respondlikeahuman
§ Postattributionsettings□ Hashtags
□ UseInsights(analytics)
□ Considercontests– withcaution
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InfographiccreatedbyHubSpotwithdatacollectedbyCoSchedule
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☐ Professionalnetworkingsite
☐ 467millionusersinover200countriesandterritories
☐ Addingaprofessionalphototoyourprofilemakesyou14timesmorelikelytobefound
☐ Userswholistskillsontheirprofileare13timesmorelikelytobeviewed
☐ Presspagehasmapofuserlocations
http://sproutsocial.com/insights/new-social-media-demographics/#linkedin
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BestPractices
□ Contentthatconnects§ IndustryInsights§ CompanyNews
□ UseSponsoredupdates&LeadGenforms
□ Pinupdatestothetopofyourcompanypage
□ Leverageemployees
□ Personalprofilepostingcanhelp§ Don’tjustpost,publish
□ ParticipateinGroups
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InfographiccreatedbyHubSpotwithdatacollectedbyCoSchedule
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☐ 500milliondailyactiveusers
☐ 60%ofuserslogineveryday
☐ Onaverage,80millionphotosareshareddaily
☐ 8%ofaccountsarefake
☐ 60%+ofbrandsareonInstagram.
☐ Instagramgets3.5billion“likes”everyday
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BestPractices
□ Greatvisualsareamust
□ Changeisaconstant,stayup-to-date
□ Directmessagingontherise
□ Postusergeneratedcontent(ifappropriate)
□ Tellstories
□ Tagpeople,usehashtags
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InfographiccreatedbyHubSpotwithdatacollectedbyCoSchedule
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http://sproutsocial.com/insights/new-social-media-demographics/#facebook
☐ 175millionmonthlyactiveusers(75mUS)
☐ 81%ofusersarefemale
☐ Hasbecomearesourceforconsumerbrands
☐ 75%ofusageisonmobile
☐ 65%ofusersareundertheageof40
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BestPractices
□ Aplacetohavefun§ Beinspirationalandaspirational
□ Set-updifferentpinboards§ Whatcollectionsarerelevanttoyouraudience?
□ Beagoodcommunitymember§ Repinother’spins
□ Usecontests§ “PinIttoWinIt”
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BestPractices
□ Addsavebuttonstoyoursite
□ Writewelloptimizedcopy
□ Usemultipleimagesinapin§ Canva
□ Pinconsistently
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InfographiccreatedbyHubSpotwithdatacollectedbyCoSchedule
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YouTube
☐ 1.3billionpeopleuseYouTube
§ Male– 55%§ Female– 45%
☐ 5billionvideoviewsonYouTubeperday
☐ Bulkofaudienceisunder55
§ 25-44yearolds makeup49%☐ 80%YouTubeviewsareoutsideUS
☐ 9%ofUSsmallbusinessesuseYouTube
□ Videosmustbeoptimized
□ Advertisingishavingaverypositiveimpact
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Content
□ Influencedby§ Channel§ Goals§ Audience
Weneedtostopinterruptingwhatpeopleareinterestedin&bewhatpeopleareinterestedin.”
CraigDavisChiefCreativeOfficerWorldwide
J.WalterThompson(World’s4th LargestAdAgency)
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You’veDefinedWho…NowDefineWHAT
☐ Whatdoesyouraudiencesearchfor
☐ Searchenginegoal
§ Makethebestmatchbetweenwhatsomeoneissearchingonandwhatisservedup
☐ Tools§ GoogleKeywordPlanner§ Kwfinder§ BuzzSumo§ Ubersuggest
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ContentBuildsBrands…AndRelevance
□ Whatdoesyouraudiencecareabout?
□ Curatecontent§ Addictomatic§ Deeperweb
□ Joingroups□ Studythesuccesses□ Createmulti-usecontent□ Give,Give,Give
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ContentPlanning
☐ Useacontentplanningtool§ Createacalendarthathelpsscheduleandorganizeyour
content☐ Goalsofthecontentplanningcalendar
§ Makenoteofkeyevents§ Planaroundseasonalevents/celebrations/importantdates§ Ensureyouarecreatingavarietyofcontentdistributedthrough
allchannels§ Allowforotherstocontributetothecontentplanning§ Avoidprocrastinationandrushtogetcontentoutthere
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PrepareYourContent
5questionstoaskyourselfasyouarepreparingcontenttopublishonSocialMedia
1. Whatdoesmyaudiencewanttoknow/careabout?
2. Wherewillmycontentcomefrom?
3. Whocancontribute/help?
4. WhatplatformwillIchoosetopresentthiscontent?
5. HowwillImeasuresuccess?
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5/31/18 44
Ahhh! Thatwaseasy!!!Here’sanexampleofcontentplanningcalendar.
YoucanfindmanytemplatesonlineforcustomizationWeek Of: Channel Content/Typ
eTopic/Title Keywords Author Time/Occasi
on
Sunday March 2nd
Facebook Blog Post/ Article
Marketing Fail: When you don’t know your audience
“Marketing Fail”
Susan LaPlante-Dube
Noon – no specific occasion
Monday March 3rd
Twitter -PMGTweets
Tweet with blog post attached
Happy 10 years PMG!
“Marketing Anniversary”
Maureen Condon
PMG anniversary
Tuesday March 4th
Wednesday March 5th
Thursday March 6th
Friday March 7th
Saturday March 8th
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ToolsforSuccess- SchedulingYourContent
☐ HootSuite☐ Buffer☐ HubSpot☐ EveryPost☐ Bit.ly☐ AgoraPulse☐ SocialOomph☐ SproutSocial☐ CrowdBooster☐ SocialBro☐ Tailwind
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Thankyou.Weappreciatetheopportunity.
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BestTimetoPostSources
Infographiccanbefoundatblog.hubspot.com/marketing/best-times-post-pin-tweet-social-media-infographic