socialmediaforbusiness_hanspaugh
TRANSCRIPT
Introduction toSocial Media For Business
July 18 2014
copy Heidi Anspaugh
2
Overview of Social Media
Part I
Social Media Quick Stats 93 of marketers use social
media for business ndash Fast Company
79 of businesses are using or planning to use social media ndash of these 58 are currently using it and 21 are preparing to launch initiatives ndash Harvard Business Review
The fastest growing demographic on Twitter is the 55ndash64 year age bracket - Buffer
189 million of Facebookrsquos users are mobile only amp 30 of Facebookrsquos ad revenue comes from mobile - Buffer
Social Channel Overview Social networking platforms
Facebook Google+ Professional networks LinkedIn
Micro-blogging Twitter
Photo amp Video Sharing YouTube Instagram Vine
Social bookmarkingcuration Pinterest Stumbleupon
Brand Examples ndash The Good Timely amp Topicalo OreoStrategy Respond in real-time to events almost like a news source
Ex Super Bowl 2013 Blackout
Results 15778 Retweets 6514 Favorites on Twitter 5500 shares and 19000 likes on Facebook
= major brand recognition at minimal cost
Brand Examples ndash The Good Personal and engagingo Coconut BlissStrategy Post interesting photos on the homepage of their website showing people enjoying their products and cross-promote on Twitter and Facebook
Results Engaging photos integrated
across all social platforms helps grow
their fanbase
= Increased brand awareness and product sales
Brand Examples ndash The Goodbull Good visual
representation of brandrsquos message
o Amnesty InternationalStrategy Inspire and engage people with calls to action for human rights campaigns Boards are well thought out and promote specific causes ie ldquoFair Traderdquo and keep the focus on inspiration ldquoInspiring Quotes and Peoplerdquo ldquoAmnesty Activists in ActionrdquoResult Images are highly shareable which encourages people to help spread their brand message
Brand Examples ndash The Bad Out-of-touch with brand imageo JP MorganMistake Scheduling a live QampA Twitter chat without understanding what the current sentiment was toward their brand
Results From the first announcement of the planned QampA their corporate Twitter account was bombarded with negative derisive questions They ended up canceling the chat
Takeaway Always research and measure brand sentiment and know your customer climate before planning live public events
Brand Examples ndash The Bad Rogue hashtagging
o HabitatUK
Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags
Result They made
themselves look amateurish and spammy
10
Part II
Getting Started
Social Set-up Checklist
1 Determine Your Goals amp KPIs
2 Set Social Strategy
3 Select Channels amp Platforms
4 Channel Set-up
1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there
Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility
Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data
2 Set Social Strategy Your social strategy is the single most important part of your social
media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care
To-Do List
1 Social Media Audit
2 Demographics Research
3 Competitor Study
4 Content Buckets
3 Select Channels amp Platforms Stick to Basics
Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52
of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong
to at least one group Over 3 million LinkedIn Company pages
B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging
4 Channel Set-up
1 Determine preferred handle name amp stick with it
2 Make sure itrsquos available httpnamechkcom
3 Secure your brand name httpknowemcom
4 Create accounts on every platform
5 Create the appropriate size logos and headers
6 Make sure you have brand consistency across all channels
16
Part III
Content Curation amp Creation
Types of Content
Curated Material culled edited and shared
from other sources
Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience
Examples-Interesting industry articles fascinating facts quotes or shocking statistics
Original Content created in-house to
demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos
Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
2
Overview of Social Media
Part I
Social Media Quick Stats 93 of marketers use social
media for business ndash Fast Company
79 of businesses are using or planning to use social media ndash of these 58 are currently using it and 21 are preparing to launch initiatives ndash Harvard Business Review
The fastest growing demographic on Twitter is the 55ndash64 year age bracket - Buffer
189 million of Facebookrsquos users are mobile only amp 30 of Facebookrsquos ad revenue comes from mobile - Buffer
Social Channel Overview Social networking platforms
Facebook Google+ Professional networks LinkedIn
Micro-blogging Twitter
Photo amp Video Sharing YouTube Instagram Vine
Social bookmarkingcuration Pinterest Stumbleupon
Brand Examples ndash The Good Timely amp Topicalo OreoStrategy Respond in real-time to events almost like a news source
Ex Super Bowl 2013 Blackout
Results 15778 Retweets 6514 Favorites on Twitter 5500 shares and 19000 likes on Facebook
= major brand recognition at minimal cost
Brand Examples ndash The Good Personal and engagingo Coconut BlissStrategy Post interesting photos on the homepage of their website showing people enjoying their products and cross-promote on Twitter and Facebook
Results Engaging photos integrated
across all social platforms helps grow
their fanbase
= Increased brand awareness and product sales
Brand Examples ndash The Goodbull Good visual
representation of brandrsquos message
o Amnesty InternationalStrategy Inspire and engage people with calls to action for human rights campaigns Boards are well thought out and promote specific causes ie ldquoFair Traderdquo and keep the focus on inspiration ldquoInspiring Quotes and Peoplerdquo ldquoAmnesty Activists in ActionrdquoResult Images are highly shareable which encourages people to help spread their brand message
Brand Examples ndash The Bad Out-of-touch with brand imageo JP MorganMistake Scheduling a live QampA Twitter chat without understanding what the current sentiment was toward their brand
Results From the first announcement of the planned QampA their corporate Twitter account was bombarded with negative derisive questions They ended up canceling the chat
Takeaway Always research and measure brand sentiment and know your customer climate before planning live public events
Brand Examples ndash The Bad Rogue hashtagging
o HabitatUK
Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags
Result They made
themselves look amateurish and spammy
10
Part II
Getting Started
Social Set-up Checklist
1 Determine Your Goals amp KPIs
2 Set Social Strategy
3 Select Channels amp Platforms
4 Channel Set-up
1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there
Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility
Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data
2 Set Social Strategy Your social strategy is the single most important part of your social
media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care
To-Do List
1 Social Media Audit
2 Demographics Research
3 Competitor Study
4 Content Buckets
3 Select Channels amp Platforms Stick to Basics
Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52
of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong
to at least one group Over 3 million LinkedIn Company pages
B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging
4 Channel Set-up
1 Determine preferred handle name amp stick with it
2 Make sure itrsquos available httpnamechkcom
3 Secure your brand name httpknowemcom
4 Create accounts on every platform
5 Create the appropriate size logos and headers
6 Make sure you have brand consistency across all channels
16
Part III
Content Curation amp Creation
Types of Content
Curated Material culled edited and shared
from other sources
Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience
Examples-Interesting industry articles fascinating facts quotes or shocking statistics
Original Content created in-house to
demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos
Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
Social Media Quick Stats 93 of marketers use social
media for business ndash Fast Company
79 of businesses are using or planning to use social media ndash of these 58 are currently using it and 21 are preparing to launch initiatives ndash Harvard Business Review
The fastest growing demographic on Twitter is the 55ndash64 year age bracket - Buffer
189 million of Facebookrsquos users are mobile only amp 30 of Facebookrsquos ad revenue comes from mobile - Buffer
Social Channel Overview Social networking platforms
Facebook Google+ Professional networks LinkedIn
Micro-blogging Twitter
Photo amp Video Sharing YouTube Instagram Vine
Social bookmarkingcuration Pinterest Stumbleupon
Brand Examples ndash The Good Timely amp Topicalo OreoStrategy Respond in real-time to events almost like a news source
Ex Super Bowl 2013 Blackout
Results 15778 Retweets 6514 Favorites on Twitter 5500 shares and 19000 likes on Facebook
= major brand recognition at minimal cost
Brand Examples ndash The Good Personal and engagingo Coconut BlissStrategy Post interesting photos on the homepage of their website showing people enjoying their products and cross-promote on Twitter and Facebook
Results Engaging photos integrated
across all social platforms helps grow
their fanbase
= Increased brand awareness and product sales
Brand Examples ndash The Goodbull Good visual
representation of brandrsquos message
o Amnesty InternationalStrategy Inspire and engage people with calls to action for human rights campaigns Boards are well thought out and promote specific causes ie ldquoFair Traderdquo and keep the focus on inspiration ldquoInspiring Quotes and Peoplerdquo ldquoAmnesty Activists in ActionrdquoResult Images are highly shareable which encourages people to help spread their brand message
Brand Examples ndash The Bad Out-of-touch with brand imageo JP MorganMistake Scheduling a live QampA Twitter chat without understanding what the current sentiment was toward their brand
Results From the first announcement of the planned QampA their corporate Twitter account was bombarded with negative derisive questions They ended up canceling the chat
Takeaway Always research and measure brand sentiment and know your customer climate before planning live public events
Brand Examples ndash The Bad Rogue hashtagging
o HabitatUK
Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags
Result They made
themselves look amateurish and spammy
10
Part II
Getting Started
Social Set-up Checklist
1 Determine Your Goals amp KPIs
2 Set Social Strategy
3 Select Channels amp Platforms
4 Channel Set-up
1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there
Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility
Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data
2 Set Social Strategy Your social strategy is the single most important part of your social
media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care
To-Do List
1 Social Media Audit
2 Demographics Research
3 Competitor Study
4 Content Buckets
3 Select Channels amp Platforms Stick to Basics
Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52
of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong
to at least one group Over 3 million LinkedIn Company pages
B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging
4 Channel Set-up
1 Determine preferred handle name amp stick with it
2 Make sure itrsquos available httpnamechkcom
3 Secure your brand name httpknowemcom
4 Create accounts on every platform
5 Create the appropriate size logos and headers
6 Make sure you have brand consistency across all channels
16
Part III
Content Curation amp Creation
Types of Content
Curated Material culled edited and shared
from other sources
Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience
Examples-Interesting industry articles fascinating facts quotes or shocking statistics
Original Content created in-house to
demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos
Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
Social Channel Overview Social networking platforms
Facebook Google+ Professional networks LinkedIn
Micro-blogging Twitter
Photo amp Video Sharing YouTube Instagram Vine
Social bookmarkingcuration Pinterest Stumbleupon
Brand Examples ndash The Good Timely amp Topicalo OreoStrategy Respond in real-time to events almost like a news source
Ex Super Bowl 2013 Blackout
Results 15778 Retweets 6514 Favorites on Twitter 5500 shares and 19000 likes on Facebook
= major brand recognition at minimal cost
Brand Examples ndash The Good Personal and engagingo Coconut BlissStrategy Post interesting photos on the homepage of their website showing people enjoying their products and cross-promote on Twitter and Facebook
Results Engaging photos integrated
across all social platforms helps grow
their fanbase
= Increased brand awareness and product sales
Brand Examples ndash The Goodbull Good visual
representation of brandrsquos message
o Amnesty InternationalStrategy Inspire and engage people with calls to action for human rights campaigns Boards are well thought out and promote specific causes ie ldquoFair Traderdquo and keep the focus on inspiration ldquoInspiring Quotes and Peoplerdquo ldquoAmnesty Activists in ActionrdquoResult Images are highly shareable which encourages people to help spread their brand message
Brand Examples ndash The Bad Out-of-touch with brand imageo JP MorganMistake Scheduling a live QampA Twitter chat without understanding what the current sentiment was toward their brand
Results From the first announcement of the planned QampA their corporate Twitter account was bombarded with negative derisive questions They ended up canceling the chat
Takeaway Always research and measure brand sentiment and know your customer climate before planning live public events
Brand Examples ndash The Bad Rogue hashtagging
o HabitatUK
Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags
Result They made
themselves look amateurish and spammy
10
Part II
Getting Started
Social Set-up Checklist
1 Determine Your Goals amp KPIs
2 Set Social Strategy
3 Select Channels amp Platforms
4 Channel Set-up
1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there
Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility
Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data
2 Set Social Strategy Your social strategy is the single most important part of your social
media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care
To-Do List
1 Social Media Audit
2 Demographics Research
3 Competitor Study
4 Content Buckets
3 Select Channels amp Platforms Stick to Basics
Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52
of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong
to at least one group Over 3 million LinkedIn Company pages
B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging
4 Channel Set-up
1 Determine preferred handle name amp stick with it
2 Make sure itrsquos available httpnamechkcom
3 Secure your brand name httpknowemcom
4 Create accounts on every platform
5 Create the appropriate size logos and headers
6 Make sure you have brand consistency across all channels
16
Part III
Content Curation amp Creation
Types of Content
Curated Material culled edited and shared
from other sources
Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience
Examples-Interesting industry articles fascinating facts quotes or shocking statistics
Original Content created in-house to
demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos
Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
Brand Examples ndash The Good Timely amp Topicalo OreoStrategy Respond in real-time to events almost like a news source
Ex Super Bowl 2013 Blackout
Results 15778 Retweets 6514 Favorites on Twitter 5500 shares and 19000 likes on Facebook
= major brand recognition at minimal cost
Brand Examples ndash The Good Personal and engagingo Coconut BlissStrategy Post interesting photos on the homepage of their website showing people enjoying their products and cross-promote on Twitter and Facebook
Results Engaging photos integrated
across all social platforms helps grow
their fanbase
= Increased brand awareness and product sales
Brand Examples ndash The Goodbull Good visual
representation of brandrsquos message
o Amnesty InternationalStrategy Inspire and engage people with calls to action for human rights campaigns Boards are well thought out and promote specific causes ie ldquoFair Traderdquo and keep the focus on inspiration ldquoInspiring Quotes and Peoplerdquo ldquoAmnesty Activists in ActionrdquoResult Images are highly shareable which encourages people to help spread their brand message
Brand Examples ndash The Bad Out-of-touch with brand imageo JP MorganMistake Scheduling a live QampA Twitter chat without understanding what the current sentiment was toward their brand
Results From the first announcement of the planned QampA their corporate Twitter account was bombarded with negative derisive questions They ended up canceling the chat
Takeaway Always research and measure brand sentiment and know your customer climate before planning live public events
Brand Examples ndash The Bad Rogue hashtagging
o HabitatUK
Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags
Result They made
themselves look amateurish and spammy
10
Part II
Getting Started
Social Set-up Checklist
1 Determine Your Goals amp KPIs
2 Set Social Strategy
3 Select Channels amp Platforms
4 Channel Set-up
1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there
Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility
Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data
2 Set Social Strategy Your social strategy is the single most important part of your social
media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care
To-Do List
1 Social Media Audit
2 Demographics Research
3 Competitor Study
4 Content Buckets
3 Select Channels amp Platforms Stick to Basics
Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52
of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong
to at least one group Over 3 million LinkedIn Company pages
B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging
4 Channel Set-up
1 Determine preferred handle name amp stick with it
2 Make sure itrsquos available httpnamechkcom
3 Secure your brand name httpknowemcom
4 Create accounts on every platform
5 Create the appropriate size logos and headers
6 Make sure you have brand consistency across all channels
16
Part III
Content Curation amp Creation
Types of Content
Curated Material culled edited and shared
from other sources
Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience
Examples-Interesting industry articles fascinating facts quotes or shocking statistics
Original Content created in-house to
demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos
Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
Brand Examples ndash The Good Personal and engagingo Coconut BlissStrategy Post interesting photos on the homepage of their website showing people enjoying their products and cross-promote on Twitter and Facebook
Results Engaging photos integrated
across all social platforms helps grow
their fanbase
= Increased brand awareness and product sales
Brand Examples ndash The Goodbull Good visual
representation of brandrsquos message
o Amnesty InternationalStrategy Inspire and engage people with calls to action for human rights campaigns Boards are well thought out and promote specific causes ie ldquoFair Traderdquo and keep the focus on inspiration ldquoInspiring Quotes and Peoplerdquo ldquoAmnesty Activists in ActionrdquoResult Images are highly shareable which encourages people to help spread their brand message
Brand Examples ndash The Bad Out-of-touch with brand imageo JP MorganMistake Scheduling a live QampA Twitter chat without understanding what the current sentiment was toward their brand
Results From the first announcement of the planned QampA their corporate Twitter account was bombarded with negative derisive questions They ended up canceling the chat
Takeaway Always research and measure brand sentiment and know your customer climate before planning live public events
Brand Examples ndash The Bad Rogue hashtagging
o HabitatUK
Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags
Result They made
themselves look amateurish and spammy
10
Part II
Getting Started
Social Set-up Checklist
1 Determine Your Goals amp KPIs
2 Set Social Strategy
3 Select Channels amp Platforms
4 Channel Set-up
1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there
Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility
Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data
2 Set Social Strategy Your social strategy is the single most important part of your social
media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care
To-Do List
1 Social Media Audit
2 Demographics Research
3 Competitor Study
4 Content Buckets
3 Select Channels amp Platforms Stick to Basics
Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52
of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong
to at least one group Over 3 million LinkedIn Company pages
B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging
4 Channel Set-up
1 Determine preferred handle name amp stick with it
2 Make sure itrsquos available httpnamechkcom
3 Secure your brand name httpknowemcom
4 Create accounts on every platform
5 Create the appropriate size logos and headers
6 Make sure you have brand consistency across all channels
16
Part III
Content Curation amp Creation
Types of Content
Curated Material culled edited and shared
from other sources
Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience
Examples-Interesting industry articles fascinating facts quotes or shocking statistics
Original Content created in-house to
demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos
Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
Brand Examples ndash The Goodbull Good visual
representation of brandrsquos message
o Amnesty InternationalStrategy Inspire and engage people with calls to action for human rights campaigns Boards are well thought out and promote specific causes ie ldquoFair Traderdquo and keep the focus on inspiration ldquoInspiring Quotes and Peoplerdquo ldquoAmnesty Activists in ActionrdquoResult Images are highly shareable which encourages people to help spread their brand message
Brand Examples ndash The Bad Out-of-touch with brand imageo JP MorganMistake Scheduling a live QampA Twitter chat without understanding what the current sentiment was toward their brand
Results From the first announcement of the planned QampA their corporate Twitter account was bombarded with negative derisive questions They ended up canceling the chat
Takeaway Always research and measure brand sentiment and know your customer climate before planning live public events
Brand Examples ndash The Bad Rogue hashtagging
o HabitatUK
Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags
Result They made
themselves look amateurish and spammy
10
Part II
Getting Started
Social Set-up Checklist
1 Determine Your Goals amp KPIs
2 Set Social Strategy
3 Select Channels amp Platforms
4 Channel Set-up
1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there
Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility
Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data
2 Set Social Strategy Your social strategy is the single most important part of your social
media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care
To-Do List
1 Social Media Audit
2 Demographics Research
3 Competitor Study
4 Content Buckets
3 Select Channels amp Platforms Stick to Basics
Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52
of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong
to at least one group Over 3 million LinkedIn Company pages
B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging
4 Channel Set-up
1 Determine preferred handle name amp stick with it
2 Make sure itrsquos available httpnamechkcom
3 Secure your brand name httpknowemcom
4 Create accounts on every platform
5 Create the appropriate size logos and headers
6 Make sure you have brand consistency across all channels
16
Part III
Content Curation amp Creation
Types of Content
Curated Material culled edited and shared
from other sources
Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience
Examples-Interesting industry articles fascinating facts quotes or shocking statistics
Original Content created in-house to
demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos
Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
Brand Examples ndash The Bad Out-of-touch with brand imageo JP MorganMistake Scheduling a live QampA Twitter chat without understanding what the current sentiment was toward their brand
Results From the first announcement of the planned QampA their corporate Twitter account was bombarded with negative derisive questions They ended up canceling the chat
Takeaway Always research and measure brand sentiment and know your customer climate before planning live public events
Brand Examples ndash The Bad Rogue hashtagging
o HabitatUK
Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags
Result They made
themselves look amateurish and spammy
10
Part II
Getting Started
Social Set-up Checklist
1 Determine Your Goals amp KPIs
2 Set Social Strategy
3 Select Channels amp Platforms
4 Channel Set-up
1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there
Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility
Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data
2 Set Social Strategy Your social strategy is the single most important part of your social
media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care
To-Do List
1 Social Media Audit
2 Demographics Research
3 Competitor Study
4 Content Buckets
3 Select Channels amp Platforms Stick to Basics
Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52
of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong
to at least one group Over 3 million LinkedIn Company pages
B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging
4 Channel Set-up
1 Determine preferred handle name amp stick with it
2 Make sure itrsquos available httpnamechkcom
3 Secure your brand name httpknowemcom
4 Create accounts on every platform
5 Create the appropriate size logos and headers
6 Make sure you have brand consistency across all channels
16
Part III
Content Curation amp Creation
Types of Content
Curated Material culled edited and shared
from other sources
Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience
Examples-Interesting industry articles fascinating facts quotes or shocking statistics
Original Content created in-house to
demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos
Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
Brand Examples ndash The Bad Rogue hashtagging
o HabitatUK
Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags
Result They made
themselves look amateurish and spammy
10
Part II
Getting Started
Social Set-up Checklist
1 Determine Your Goals amp KPIs
2 Set Social Strategy
3 Select Channels amp Platforms
4 Channel Set-up
1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there
Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility
Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data
2 Set Social Strategy Your social strategy is the single most important part of your social
media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care
To-Do List
1 Social Media Audit
2 Demographics Research
3 Competitor Study
4 Content Buckets
3 Select Channels amp Platforms Stick to Basics
Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52
of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong
to at least one group Over 3 million LinkedIn Company pages
B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging
4 Channel Set-up
1 Determine preferred handle name amp stick with it
2 Make sure itrsquos available httpnamechkcom
3 Secure your brand name httpknowemcom
4 Create accounts on every platform
5 Create the appropriate size logos and headers
6 Make sure you have brand consistency across all channels
16
Part III
Content Curation amp Creation
Types of Content
Curated Material culled edited and shared
from other sources
Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience
Examples-Interesting industry articles fascinating facts quotes or shocking statistics
Original Content created in-house to
demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos
Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
10
Part II
Getting Started
Social Set-up Checklist
1 Determine Your Goals amp KPIs
2 Set Social Strategy
3 Select Channels amp Platforms
4 Channel Set-up
1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there
Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility
Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data
2 Set Social Strategy Your social strategy is the single most important part of your social
media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care
To-Do List
1 Social Media Audit
2 Demographics Research
3 Competitor Study
4 Content Buckets
3 Select Channels amp Platforms Stick to Basics
Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52
of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong
to at least one group Over 3 million LinkedIn Company pages
B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging
4 Channel Set-up
1 Determine preferred handle name amp stick with it
2 Make sure itrsquos available httpnamechkcom
3 Secure your brand name httpknowemcom
4 Create accounts on every platform
5 Create the appropriate size logos and headers
6 Make sure you have brand consistency across all channels
16
Part III
Content Curation amp Creation
Types of Content
Curated Material culled edited and shared
from other sources
Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience
Examples-Interesting industry articles fascinating facts quotes or shocking statistics
Original Content created in-house to
demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos
Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
Social Set-up Checklist
1 Determine Your Goals amp KPIs
2 Set Social Strategy
3 Select Channels amp Platforms
4 Channel Set-up
1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there
Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility
Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data
2 Set Social Strategy Your social strategy is the single most important part of your social
media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care
To-Do List
1 Social Media Audit
2 Demographics Research
3 Competitor Study
4 Content Buckets
3 Select Channels amp Platforms Stick to Basics
Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52
of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong
to at least one group Over 3 million LinkedIn Company pages
B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging
4 Channel Set-up
1 Determine preferred handle name amp stick with it
2 Make sure itrsquos available httpnamechkcom
3 Secure your brand name httpknowemcom
4 Create accounts on every platform
5 Create the appropriate size logos and headers
6 Make sure you have brand consistency across all channels
16
Part III
Content Curation amp Creation
Types of Content
Curated Material culled edited and shared
from other sources
Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience
Examples-Interesting industry articles fascinating facts quotes or shocking statistics
Original Content created in-house to
demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos
Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there
Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility
Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data
2 Set Social Strategy Your social strategy is the single most important part of your social
media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care
To-Do List
1 Social Media Audit
2 Demographics Research
3 Competitor Study
4 Content Buckets
3 Select Channels amp Platforms Stick to Basics
Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52
of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong
to at least one group Over 3 million LinkedIn Company pages
B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging
4 Channel Set-up
1 Determine preferred handle name amp stick with it
2 Make sure itrsquos available httpnamechkcom
3 Secure your brand name httpknowemcom
4 Create accounts on every platform
5 Create the appropriate size logos and headers
6 Make sure you have brand consistency across all channels
16
Part III
Content Curation amp Creation
Types of Content
Curated Material culled edited and shared
from other sources
Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience
Examples-Interesting industry articles fascinating facts quotes or shocking statistics
Original Content created in-house to
demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos
Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
2 Set Social Strategy Your social strategy is the single most important part of your social
media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care
To-Do List
1 Social Media Audit
2 Demographics Research
3 Competitor Study
4 Content Buckets
3 Select Channels amp Platforms Stick to Basics
Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52
of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong
to at least one group Over 3 million LinkedIn Company pages
B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging
4 Channel Set-up
1 Determine preferred handle name amp stick with it
2 Make sure itrsquos available httpnamechkcom
3 Secure your brand name httpknowemcom
4 Create accounts on every platform
5 Create the appropriate size logos and headers
6 Make sure you have brand consistency across all channels
16
Part III
Content Curation amp Creation
Types of Content
Curated Material culled edited and shared
from other sources
Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience
Examples-Interesting industry articles fascinating facts quotes or shocking statistics
Original Content created in-house to
demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos
Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
3 Select Channels amp Platforms Stick to Basics
Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52
of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong
to at least one group Over 3 million LinkedIn Company pages
B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging
4 Channel Set-up
1 Determine preferred handle name amp stick with it
2 Make sure itrsquos available httpnamechkcom
3 Secure your brand name httpknowemcom
4 Create accounts on every platform
5 Create the appropriate size logos and headers
6 Make sure you have brand consistency across all channels
16
Part III
Content Curation amp Creation
Types of Content
Curated Material culled edited and shared
from other sources
Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience
Examples-Interesting industry articles fascinating facts quotes or shocking statistics
Original Content created in-house to
demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos
Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
4 Channel Set-up
1 Determine preferred handle name amp stick with it
2 Make sure itrsquos available httpnamechkcom
3 Secure your brand name httpknowemcom
4 Create accounts on every platform
5 Create the appropriate size logos and headers
6 Make sure you have brand consistency across all channels
16
Part III
Content Curation amp Creation
Types of Content
Curated Material culled edited and shared
from other sources
Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience
Examples-Interesting industry articles fascinating facts quotes or shocking statistics
Original Content created in-house to
demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos
Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
16
Part III
Content Curation amp Creation
Types of Content
Curated Material culled edited and shared
from other sources
Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience
Examples-Interesting industry articles fascinating facts quotes or shocking statistics
Original Content created in-house to
demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos
Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
Types of Content
Curated Material culled edited and shared
from other sources
Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience
Examples-Interesting industry articles fascinating facts quotes or shocking statistics
Original Content created in-house to
demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos
Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
Organizing Content I Create a Social Media Editorial Content Calendar
Streamline your daily posting schedule by planning in advance
o What yoursquore going to post
o Frequency of posts
o Which channels yoursquoll post on daily weekly monthly
II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting or duplicate posts
o Prevent missed posts
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
20
Part IV
Measurement amp Reporting
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
Why Measure
Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social
Defines success
Determines next steps
Identifies barriers to success
Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth
Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
Tools amp Resources For weekly social stats reporting
(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)
Basic analytic tools (free or low-cost)
o Hootsuite
o Sprout Social
o Twitter-specific Twitter Counter Twitter Ads Social Bro
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
Other Useful Tools amp Sites Time-saving apps and tools
Buffer (content curation) - httpsbufferappcom
Tchat (Twitter chat tool) ndash httpwwwtchatio
Disqus (blog comment mgt) ndashhttpswwwdisquscom
Bitly (link shortener) ndashhttpsbitlycom
Shutterstock (stock photos) ndash wwwshutterstockcom
Social mediacommunity blogs
bull wwwsocialmediaexaminercom
bull wwwsocialmediatodaycom
bull wwwmashablecomcategorysocial-media
bull wwwrazorsocialcomblog
bull wwwsimplymeasuredcomblog
bull wwwthecommunitymanagercom
bull wwwweb-strategistcomblog
bull httpslibraryhubspotcom
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
Get in Touch
Heidi Anspaugh
Marketing Creative amp Founder Cipher Collective
wwwciphercollectivecom
Email hanspaughgmailcom
LinkedIn httpwwwlinkedincominheidianspaugh
Twitter httptwittercom_anspaugh_
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-
Thank You
- Introduction to Social Media For Business
- Overview of Social Media
- Social Media Quick Stats
- Social Channel Overview
- Brand Examples ndash The Good
- Brand Examples ndash The Good (2)
- Brand Examples ndash The Good (3)
- Brand Examples ndash The Bad
- Brand Examples ndash The Bad (2)
- Slide 10
- Social Set-up Checklist
- 1 Determining Goals amp KPIs
- 2 Set Social Strategy
- 3 Select Channels amp Platforms
- 4 Channel Set-up
- Slide 16
- Types of Content
- Original Content Example
- Organizing Content
- Slide 20
- Why Measure
- Tools amp Resources
- Other Useful Tools amp Sites
- Get in Touch
- Thank You
-