red letter marketing social media for business
TRANSCRIPT
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Social Media for Business
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Introduction Does Social Media Really Work?
Which Channels are Right for My Business?
How Do I Begin?
What Kind of Content Should I Post?
What is This Hashtag Stuff?
Analysis
Summary
Resources
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Does social media really work?
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• Awareness• Traffic• SEO• Reputation• Leads
Yes.
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• Silver Bullet• Free• Autopilot• Fix • ROI
No.
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Digital Ecosystem
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Which social media is rightfor my business?
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What is Your Objective?
• Awareness• Engagement• Take action
• Drive to website• Landing page• Sales promotion
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The Sales Funnel• Creating a customer
journey
Awareness
Discovery
Consideration
Decision &
Purchase
Post-Purchase
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Who is Your Target Audience?
• Demographics• Psychographics• Hot buttons• Filters• Influencers vs.
customers
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62% of Facebook users are 35+
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13http://www.marketingcharts.com/wp-content/uploads/2015/05/SocialMediaExaminer-Most-Important-Social-Platform-B2B-v-B2C-May2015.png
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Leading Social Channels for Businesses
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LinkedIn• B2B• Recruiting• Reputation• Networking
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Facebook• Personal• B2C• B2B (employees,
community)• Credibility• Reputation• Referral
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Twitter• Community• Networking• Influencers
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YouTube• SEO• Demonstration• Familiarization
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Houzz• B2C• Reputation• Awareness
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Pinterest• B2C• Inspiration• Discovery
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Instagram• B2B• B2C• Awareness
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How do I begin?
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Make a Plan• S.M.A.R.T. Goals
• Strategic• Measurable• Achievable• Realistic• Time related
Zenith Rocket Boosters Social Media PlanGoals
Content
Channels
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Make a Plan• Focus
• Which channel(s)?
• Content• What kind, what topics?• Links to website or landing pages
• Schedule• Frequency
• Monitor• Integrate with other media• Tools
• Google Analytics• Other – Hootsuite, SproutSocial,
etc.
Zenith Rocket Boosters Social Media PlanGoals
Content
Channels
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• Strategy• Planning• Tracking• Analysis
• Content• Developing• Posting
• Promotion• Links• Shares
Plan Your Time
50% Content
40% Strategy
10% Promotion
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Analytics
INFORM STRATEGY WITH DATA
Content Strategy
SET THE ROAD MAP FOR EXECUTION
Content Development
BRING CONTENT TO LIFE
Publishing/Monitoring
REAL-TIME EXECUTION & RESPONSIVENESS
The Process
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The ProcessContent Strategy
Content Development
Publishing/Monitoring
Analytics
SET THE ROAD MAP FOR EXECUTION
BRING CONTENT TO LIFE REAL-TIME EXECUTION & RESPONSIVENESS
INFORM STRATEGY WITH DATA
• Prioritize messaging
• Create Content Calendar – campaign-based, event-based, serial content
• Define purpose of content, intended audience, tone of voice, content types
• Define links/exit points/progression of user experience from Social post
• Research Competitors
• Communicate across teams for awareness of upcoming events, stories, activities, case studies that might inspire content ideas – including coordination with Sales team for Tradeshow campaign planning.
• Curate content from partners/3rd parties
• Creative Execution • Graphic Design• Copywriting• Video production/editing
• Review/Approval Process – define different levels of required approval based on different content types/channels and involvement of key team members.
• Schedule/publish posts and set up promoted posts
• Publish updates to profile pages as needed.
• Social listening/monitoring/ responding. Dedicated person to monitor accounts for positive/negative mentions and engagement opportunities
• Address real-time, responsive, spontaneous opportunities and call on other resources as needed. Needs to be trusted to post/respond without approval
• Respond to inquiries in a timely manner, engage in conversations
• Monitor daily/weekly analytics
• Set up of necessary tools and goal/event tracking
• Weekly/Monthly/Quarterly analysis and reporting of analytics to share progress and inform future strategy
• Competitor monitoring and research
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1. Main Lead/Manager Central point of contact, responsibility to oversee and connect the entire process.
2. Content Strategist/Planner
3. Content Creation TeamWill vary by type/amount of content, combination of designers and writers
4. Review/Approval
5. Publisher + Channel Monitor and Responder
6. Analytics Lead
Resource Allocation Roles
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What kind of content should I post?
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It’s not me, it’s you.(Repeat.)
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What are they looking for?
• Valuable• Relevant• Helpful• Easy• Visual
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Think About Your Content Mix
1. Helpful information 45%
2. Inspiration 45%3. Interest -
entertainment & personality 10%
I + I + I = Appreciation
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Content Plans Make It Easier
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Hashtags?
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Do
• Use strategically• Use sparingly
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AnalysisIs it working?
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Measure against your goals
Goal No. 3: Increase brand awareness• Social media metrics to
measure: Follower growth rate, percentage change over time in followers, Twitter sentiment, reach by region, clicks by region
Goal No. 1: Increase social media engagement• Social media metrics to
measure: Likes, Shares, Comments, Retweets, Mentions, Favorites
Goal No. 2: Increase customer acquisition on your website• Social media metrics to
measure: URL clicks and traffic from social media
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61 https://blog.hootsuite.com/tracking-social-media-in-google-analytics/
• Traffic from social channels• Conversions• Content• Network referrals• Landing pages• Trackbacks• Plugins are needed to track
which content is being shared, and in which channel
• Visitors flow
Google Analytics
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Tools• Hootsuite• SproutSocial• HubSpot• Simply Measured• Google Analytics• Plugins to your
website
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Social Media Advertising?
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Summary
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Social is only one part of the digital ecosystem.
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Do
• Make a plan• Execute consistently • Quality content • Respond promptly• Measure• Adjust• Patience
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Don’t
• Abandon• Ignore• Dodge• Control• Sell• Spew
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Helpful Resources are in the Appendix
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Thank you.
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Helpful Resources
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Helpful Resources
Social Media Examiner • http://www.socialmediaexaminer.com/• http://www.socialmediaexaminer.com/social-media-marketing-industry
-report-2015/
Hubspot http://www.hubspot.com/
Hootsuite • https://hootsuite.com• https://blog.hootsuite.com/measure-social-media-roi-business/
Buffer https://buffer.com/
How to Rule Social Media
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http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2015/
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http://blog.hubspot.com/marketing/social-advertisement-sizes-facebook-twitter-linkedin#sm.00000nx4vnmblhe83q5lkbh8fqzy1
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75https://blog.hootsuite.com/boost-social-media-presence-customer-testimonials/
https://blog.hootsuite.com/social-media-news-need-know-april-2016-roundup/
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https://blog.bufferapp.com/how-to-create-engaging-images
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https://blog.bufferapp.com/social-media-report
http://www.socialmediaexaminer.com/social-media-roi-report/
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https://blog.hootsuite.com/measure-social-media-roi-business/