social media: answering the 5 key questions

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Social Media Answering 5 Key Questions

March 27, 2014

Twitter: @topfloortech

Wi-Fi accessNetwork SSID: BBB GuestPassword: bbbgu3st

+AgendaIntroductions of SpeakersAbout Top Floor Technologies Overview of Social MediaAnswering 5 Key Questions


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Presenters:

Denny YunkDirector of Marketing

@dennyyunk

Cal FidlerContent Marketing

Specialist

@Cal_Fidler


+ Top Floor Technologies

Marketing Strategy

We create strategic marketing plans to help our clients accomplish their business goals.

Branding & Positioning

We help companies define and communicate what makes them unique.

Web Design &

Development

We create attractive, user-friendly websites that generate leads.

Search Marketing

We drive traffic to our clients' websites by getting them top rankings in search engine

results.

Content Marketing

We help clients create interesting, valuable content that attracts new customers and

engages existing customers.

+Why Go Social?

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Source of leads for B2B websites:

Email11%

Organic search27%

Other3%

Social5%

Referral13%

Direct URL33%

Paid search9%

Source: AMR International

Why Go Social?

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Source: quicksprout.com

Why Go Social?

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Social Media GoalsWhy are you investing in social media? What do you hope to get out of it?

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Social Media Goals

Brand awareness

Brand affinity

Lead generation

Customer retention

Recruiting

Customer service

Reputation management

Prospecting

Social proof (referrals)

News-gathering

Competitive intel

Why are you investing in social media? What do you hope to get out of it?

+Answering the 5 Key QuestionsWhat should I say?How do I build an audience?How do I connect with key influencers?Does my organization need a social media policy?How do I measure the effectiveness of my social media efforts?

Question 1:

What should I say?


+Question 1: What Should I Say?

Develop audience personas

Understand why each persona is following you

Remember, it’s about your audience, not about you.

Facebook Twitter0%

20%

40%

60%

80%

100%

33% 24%

37%44%

6% 6%

18% 23%5% 4%

Service, support, or product newsInteresting or Entertaining contentFriends are fans of the brandSpecial offers/dealsCurrent Customer

Source: http://mashable.com/2011/06/29/why-people-follow-brands/



Brief

Timely

Funny

Informative

Surprising

Be at least one of these things:

Inspiring

Helpful

Generous

Encouraging

Ask yourself, “what’s in it for my for my audience?”



Facebook Job seekers are a key audience. Current employees are also

important. Great for giving an “insider’s view”

into your company. Funny, casual content goes best

here.

Twitter Engage with influencers. Share your expertise. Interact one-on-one.

Understand the differences between different networks.

LinkedIn Strictly business. Participate in group discussions. Be a source for news.

Google Plus Contrarians and thought leaders. Focus on keywords and driving

content to landing pages.

Pinterest Primarily B2C. Images are a must.



Identify the need of your audience that you can satisfy with content.

Use current events that are relevant to your customers’ business.

Incorporate keywords for which you want to rank highly.

Use Google Analytics to see what search terms are bringing people to your website.

Use Twitter, Facebook, and Google Trends to see what people are talking about.

Answer FAQ’s.

Give an insider’s perspective into your business.

Choosing topics



River Pools & Spas

In 2009: #5 in Virginia market $4 million annual sales $250,000 marketing

budget

In 2011: #1 in North America $5 million annual sales $40,000 marketing

budget

Answering FAQs – a case study

Source: “Epic Content Marketing”, Joe Pulizzi


+Question 1: What Should I Say?Sway app


+Question 1: What Should I Say?Google, Twitter, and Facebook trends

+Question 1: What Should I Say?HubSpot Topic Generator

www.hubspot.com/blog-topic-generator

http://www.hubspot.com/blog-topic-generator


+Question 1: What Should I Say?Follow the “Social Media 4-1-1” rule

Question 2:

How do I build an audience ?

+Question 2: How Do I Build an Audience?

Quality over Quantity Focus on building a community of engaged followers.


+Create a Community of InsidersPeople like to be in the know of what is going on in your business

Question 2: How Do I Build an Audience?

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Add Social Media Icons Add them to your website In your emails and newsletters


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Respond to Everyone Whether the comments are negative or positive, you need to respond accordingly.


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Content is Key Post content that is strong, conversational, and evokes interest to build

engagement. Be relevant and timely.

Cadbury Eggs: 250,000 people actively involved in the campaign with a bonus of 40,000 new fans gained. http://www.postano.com/blog/12-best-social-media-campaigns-of-2012#sthash.QtwlKzam.dpuf


Question 3:

How do I connect with key influencers?


+Question 3: How do I connect with key influencers?

1.Find them

2.Follow them

3.Interact with them


+Question 3: How do I connect with key influencers?Step 1: Find them

Your industry’s influencers

Your customers’ influencers

Your customers’ customers’ influencers



1. Trade media

2. Your customers

3. Your suppliers

4. Your competitors

Step 1: Find them



Tools for finding influencers: Topsy.com Followerwonk.com getlittlebird.com Klout.com

Step 1: Find them



Start with 10-20 per market segment or topic

Create lists in Twitter, Facebook, and Google+. Lists are not available in LinkedIn. Use RSS readers like Feedly to follow blogs.

Periodically evaluate and “prune”

Step 2: Monitor them



Pick 5-10 influencers

Promote their content Like Share Retweet +1

Comment on their posts

Create content for them

Step 3: Engage with them


FindThe usual suspects:• Industry media• Customers• Suppliers• Competitors

Use these services:• Topsy.com• Followerwonk.com• Getlittlebird.com• Klout.com

Denny Yunk

This should probably be the top bubble.

Denny Yunk

Talk about setting up lists in FB & Twitter

Question 4:

Does my company need a social media

policy?

+ Question 4: Does my company need a social media policy?

Define “Social Media”

Have a Social Voice

Know Your Audience

Use Good Judgment

Follow the Law

Protect Internal and Confidential Material

Create a Balance

Fit Within your Organization

Focus on what Employees can do on Social Media

Create Clear Sets of Expectations


http://socialmediagovernance.com/policies.php

+Question 4:

Does My Company need a Social Media Policy?

Taco Bell Employee Posts Photo

Question 5:

How do I measure the effectiveness of my

social media efforts?

+Question 5:

How do I measure the effectiveness of my social media efforts?


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Reach

Connections on LinkedIn

Followers on Twitter

Likes on Facebook

Views on Youtube

+1s on Google+

Question 5: How do I measure the effectiveness of

my social media efforts?

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EngagementClicks on Links within Posts

Retweets, Mentions, DM on Twitter

Shares on Facebook & LinkedIn

Comments on Posts

Ratings on YouTube Video

www.simplymeasured.com



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ConversionPurchased a Product

Registration for Events

Signed up for your newsletter

Online Lead Generation

Filled out RFQ or RFP on website

Referred your Business



Suggested Social Media Analytical Tools

• Simplymeasured.com

• Google Analytics

• Platform Analytics

• Hootsuite or Social Sprout

+Q & A


social media: answering the 5 key questions

Marketing

social media goals twitter

marketing budget twitter

business question

topfloortech google

key questions twitter

social media policy

social media efforts

social media icons