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Social Media & Digital Marketing

Jillian Guzinski

Social Media Manager

Max Rielly

Digital Marketing Specialist

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About Nowspeed

“Nowspeed is a remarkable Digital Marketing Agency. David Reske and his team are top notch

professionals and among the hardest working, most creative and innovative people - They know

their stuff, inside and out and have consistently delivered amazing results to us over the past 5

years. I highly recommend their services.”

Lance Young-Ribeiro, Director of Marketing, Corporate Technologies, Inc.

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Team Bios

Jillian is the Social Media Manager at Nowspeed. She is primarily responsible for planning and executing effective social media & marketing automation strategies for multiple B2B and B2C clients of various industries and sizes. She keeps up-to-date on all new technologies, trends and applications to help grow her client’s brands.

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Jillian Guzinski

Max is a Digital Marketing Specialist at Nowspeed. He has experience in many aspects of digital marketing, including SEO, digital advertising, and social media marketing. Max received his B.A. from Assumption College, majoring in organizational communication with concentrations in both marketing and management.

Max Rielly

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Integrated Digital Marketing

Inbound

Content Marketing

Outbound

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Social Media Users

5

0

200

400

600

800

1,000

1,200

1,400

1,600

Facebook Instagram Twitter Snapchat Pinterest LinkedIn

NUMBER OF USERS (IN MILLIONS)

Over 75% of all Internet users use Social Media

Source: http://www.makeuseof.com/tag/12-social-media-facts-statistics-know-2016/

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Why Use Social Media Marketing

Your Market is Using it

Nurture relationships with content

Event, Media and

Analyst Impact

Engagement

Enables Social Media

Advertising

Bring personality to

the Brand

Build brand credibility

and thought leadership

Social Media is

Inescapable

Social Media

puts a “voice” to the brand

Social Media

provides prospects exposure to your

content

Social Media

extends the value

of your Analyst,

Event and Media

Programs

Social Media ads

drive engagement

and leads

Social Media

generates website

traffic, views,

shares and clicks

Social Media

positions you as

an industry

leader

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Social Media Supports all Marketing Channels

PR AR Events Website

Connect directly with reporters

and media

Engage directly with analysts

Get more impact from events.

Drive traffic and leads

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Nowspeed Social Media Methodology

• Audience, Objectives, Strategy & Platforms Goals

• Editorial Calendar and Posting Strategy Strategy and Plan

• Key Industry Influencers, Blogs, News Listening

• Educate Teams and Create Policies Team

• Optimize for Design and Content Create Platforms

• Create Branded + Industry Content Syndicate Content

• Moderation Services and Active Followings Engage

• Evaluate Progress Towards Objectives Evaluate

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Situation Analysis – How Are You Doing Right Now

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Who is your Audience?

Who are your competitors?

Who are your Partners?

What platforms do

you own? • Customers • Influencers • Partners • Prospects • Keywords used to describe their industry

• Content on site & social channels • Gated Offers • How do they respond to public comments? • Fans & Followers

• What’s your relationship like? • Do they share your content? • Do you appear at events with them?

• Do you have SMM Platforms created? • Are your platforms optimized to generate conversations & leads? • Do you know which platforms get the most engagement & visits back to your website?

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Objectives – What Are Your Goals & How Do You Measure Success?

• Important to define clear, measurable social media goals from the very beginning in order to keep track of what works and what doesn’t work.

• As you progress in your social campaign, you may find your objectives changing.

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Reach

Metrics:

Total # of fans & followers acquired over specified time

Key Takeaway:

Record your total audience growth rate year over year. Take notes on which events matched up to the highest growth-rate periods.

Engagement

Metrics:

Mentions, comments, shares, retweets, clicks

Key Takeaway:

Make sure you are speaking to the right people & the right people are listening.

Website Visits

Metrics:

CTR on social posts, frequency and # of social visits back to site

Key Takeaway:

Keep track of which channel contains the most visitors to your website. Optimize target new and return visitors differently.

Conversions

Metrics:

webinar registrants, white paper downloads, contact us form submissions, add to cart purchase

Key Takeaway:

Directly connect social media data with business leads & profits.

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Nowspeed Social Media Strategy

Reach

• Organic Followers

• Targeted Advertising

• Influencer Outreach

Content • Branded • Industry • Events • Call-to-

Action • Keywords

Platforms Engage

• Listening • Moderation • Team

Training

Strategy: How can you achieve your goals?

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Business Value of Social Media Brand, Impressions, Visits, Leads, Nurture

Followers Content Posts

Offer – Call to Action

Website Traffic and

Leads

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500 Followers X 20 Posts / Month = 10,000 Impressions/mo 10,000 Followers X 200 Posts/mo = 2 Million Impressions/mo

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Social Strategy Plan: Platforms

• Optimize for Design and Content Platforms

Audit all channels are set-up using best practices to get the most social success for your company. Items we look for: • Vanity URL • Strong Bio • Good Visuals • Great Call To Actions • Awesome Reviews

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Social Strategy Plan: Content

Branded Content

Website Copy

Events

White Papers

Press Releases

Articles

E-Books

Videos

Photos

Podcasts

Testimonials

News and Opinions

Content is distributed across all platforms

Industry Content

Industry Blogs Publications

Journals Analyst Articles

News Customer Partner

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Content Plan

Content Strategy

Personas Messaging Creative

Due Who Buying Stage Persona Type Topic Execution

Jan. 1

Nowspeed Awareness Chloe -20s Blog Small Business Tax Planning

Blog, Social Media

Jan. 7

Nowspeed Awareness Joe & Deb - Married

Blog 529 Plans for Employees

Blog, Social Media

Jan. 15

Nowspeed Awareness Harry & Sally – 50x

Blog Surviving an Audit

Blog, Social Media

Jan. 23

Nowspeed Awareness Jeff - CEO Blog Year End Tax Planning

Blog, Social Media

Jan. 23

Nowspeed Purchase All Newsletter Company Success

Email to House List

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Social Media Services: Engagement

• Moderation Services and Active Followings Engage

• Review comments, mentions, retweets daily •Respond to questions and feedback • Personally reach out to new social users & influencers • Ask questions, poll the audience, comment on blogs or LinkedIn groups

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Social Media Follower Building Strategy

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Followers

Followers

Clicks

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Social Strategy Plan: Paid Growth

1) Twitter Cards

2) Promoted Twitter Accounts

3) LinkedIn Sponsored Updates

4) Facebook Likes Campaign

5) Facebook Conversions Campaign

6) Instagram Ads

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Event Promotions

• Effective promotion can make or break your event participation.

• Great alternative or addition to email marketing invitations.

• Easy and budget-friendly way to get the word out about your upcoming webinar or trade show.

• Blog about topic and point to the registration page – Great SEO visibility!

• Run Twitter Ads on Event #Hashtag

• Facebook Live, Periscope

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Social Media for Events: 10 Best Practices

Pre-Event Teasing

1. We want to build excitement for the event and what we will provide

2. We want to highlight who will be speaking at the event and when

3. Get your mobile apps and bookmarks in order

Live Content Posting

4. We want to show excitement around our products and solutions

5. Multimedia Rocks: Photos, Live Videos, Interviews

6. Provide Context, Energy and Success in your posts

7. Details Rock: Include Hashtags, Booth Numbers, Times, Room Numbers

8. Retweet COMPANY and Event Hashtag Tweets

9. Follow Influencers who are using the Event Hashtags

Recap Summary

10. Provide Tweets/Blog Posts to your and others recaps of the event

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Employee Engagement

• Employee Engagement = Free Impressions!

• Shares, retweets, likes expose your whole network to the post

– Grow reach exponentially

– Ex. If 10 employees each share with their 100 followers = 1,000 impressions

• Simple click of the mouse

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Employee Shares

Increased Post

Reach

More Website

Visits

More Web Leads

More Sales

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What Your Personal Profiles Should Have

Twitter • Solid bio

– 160 Characters

– Job Title

– Be sure to include company @, job title and any relevant #’s

• #’s help you become searchable to other people who may be interested in your area

– Link to company website

• Follow People

– An account that isn’t following anyone looks like a bot

– Follow people based on keywords, customers, influencers, etc.

Facebook • Job Title

• Company

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LinkedIn

• Job Title

• Job Description

• Company

– Be sure this links back to company LI page

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Who should I follow on Twitter?

1) Your Company

2) Customers

3) Influencers

4) Tweet Content – Run a keyword search on a particular

hashtag in the search bar to discover other Twitter user’s who are talking about the same trends that you are. i.e. #lifeinsurance

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Who should I follow on Twitter? (continued)

4) People Search

Run a “people” search if you have specific colleagues or companies in mind that you’d like to find on Twitter.

5) “Who to Follow” Section

Refer to “Who to Follow” section on your Twitter account. Twitter automatically makes recommendations on who you should follow based on who you are already connected with and your tweets.

6) Subscribe to lists

Look at other Twitter user’s public lists and subscribe to lists that you are interested in.

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What are Hashtags? Why should I use them?

• Definition: The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. It was created organically by Twitter users as a way to categorize messages.

– Hashtags are extremely important when trying to appear on first page search results for particular keyword searches.

– Hashtags can let you be seen by a lot more people and increase your chance of being followed and retweeted.

• Examples of good hashtags:

– #Insurance

– #AutoInsurance

– #LifeInsurance

– #FloodInsurance

– #BusinessInsurance

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How Should I Use Facebook Professionally?

• Like your company page

• Review & Rate your company

• Like, Comment or Share status updates with your friends

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LinkedIn- Connecting With Others

LinkedIn will not allow you to connect with just anyone.

• If you choose Colleague, Classmate, We've Done Business Together or Groups:

– You will be asked to pick from a dropdown list of jobs or schools or LinkedIn groups you've listed on your own profile and that information will be used in the message that goes to the person you're inviting.

• If you pick Friend,

– You won't have to pick anything but, again, the email they receive will say that you have said they were a friend.

– If you're not, that person may not really want to connect with you after you've lied about your relationship.

• If you say Other (e.g. maybe you met at an event)

– You will be asked to provide that person's email address to prove that you really have connected somehow with that person.

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How to use LinkedIn Groups

Importance: Connect with other business professionals

• Join relevant groups

• Look at how many members are in each group

• Be selective, start with 1-3 groups

• Be an active member

• Read group discussions and add conversation to existing topics

• Listen first, talk second

• Ask questions

• Provide examples of how your business can help

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Summary- Supporting Your Company on SM

• Follow the company Linkedin Page

• Build relevant followers, leverage groups

• Like, share, or comment on status updates

• Follow “@YourCompany” on Twitter • Search & Follow Customer & Influencer Twitter Accounts

• Retweet any tweets from company twitter account.

• Mention using “@YourCompany”, so it shows up in their feed.

• Follow the company Facebook page

• Like, comment or share status updates with your friends

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Social Media Marketing & SEO

• Google indexes social media content

• Why not own as much real estate on SERP?

• External links to your site are critical for SEO

– Social Media encourages others to link to your site

• People use SM platforms as search engines

– Use keywords

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SMM & SEO: Google +

• Add or claim your business on Google My Business – (google.com/business)

• Verify via postcard

• Show accurate location, hours, phone #, photos

• Multiple locations? G+ for each & link to your site

• Visibility in local map results

• Get Reviews!

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Tracking Tools

• Twitter Analytics

– Top Tweets, Clicks, RTs, @Mentions, Impressions

– Interests, Demographics

• FB Insights

– Top Posts, Reach, Likes, Clicks,

– People, demographics

• LI Analytics

– Top Updates, Impressions, Clicks, Shares, Followers Acquired

– Job Titles, Industry, Company Size

• Google Analytics

– Place tracking code on your website

– Social referral traffic, ppv, bounce rate, time on site, etc.

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Thank You!

Questions?

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Helpful Links

• Add or claim a local business on Google

– https://support.google.com/business/answer/2911778?hl=en

• Getting started with Google Analytics

– https://support.google.com/analytics/answer/1008015?hl=en

• Creating Your Facebook Business Page

– https://www.facebook.com/business/learn/set-up-facebook-page

• Creating Your Twitter Page

– https://business.twitter.com/basics/create-a-profile-for-your-business

• Creating Your LinkedIn Company Page

– https://business.linkedin.com/marketing-solutions/company-pages/get-started

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