take your business to the next level with a social media
DESCRIPTION
An in-depth overview of the steps to take in order to start using social media strategically and effectively for business purposes.TRANSCRIPT
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COLDWATER SOCIAL MEDIA SEMINAR:TAKING YOUR BUSINESS TO THE NEXT LEVEL WITH SOCIAL MEDIANIKKI LITTLE | IDENTITYPR.COM | @NIKKI_LITTLE
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WHAT WE’LL DISCUSS:o Current statso Good and bad examples of companies using social mediao Planning process – internal and externalo How to use social media for business strategically and effectivelyo Tools and platformso Strategies/resources for coming up with contento How to grow your company’s presence onlineo Measuring successo Where social media is going in the futureo Q&A
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There are more than 1 billion people on Facebook. (Facebook)
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30% of the world’s entire population is online, with users spending 22% of time on social networks. (MindJumpers)
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Companies that blog have 434% more indexed pages. (Search Engine Journal)
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LinkedIn generates more leads for B2B companies than Facebook, Twitter and blogs. (Social Media B2B)
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SOCIAL MEDIA USE FOR BUSINESS IS ON THE RISE, BUT…
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COMPANIES STILL STRUGGLE WITH HOW TO USE IT STRATEGICALLY & EFFECTIVELY
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DON’T START A SOCIAL PROGRAM WITHOUT FIRST SETTING GOALS!
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SOCIAL MEDIA SHOULD NOT OPERATE IN ITS OWN BUCKET
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COMPANIES DOING A GREAT JOB WITH SOCIAL MEDIA…
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BIGGBY COFFEE
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GARDEN FRESH GOURMET
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COMPUWARE
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HERMAN MILLER
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COMPANIES MAKINGSOCIAL MEDIA/ONLINE MISTAKES…
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NO RESPONSE TO COMPLAINTS
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TOO MUCH SELF PROMOTION & SYNCING TWITTER WITH FACEBOOK
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WRITING ONLY FOR SEO & DIRECTING PEOPLE TO NON-WORKING SITE
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THE SOCIAL MEDIA PLANNING PROCESS
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SOCIAL MEDIA PLANNING – INTERNAL o Get leadership approval/support/commitment from day one o Build your support team – who will help get info you need,
address problems, give approvals?
o Access to existing channels to clean up/edit and website analytics
o Social media policy and additional guidelines (if needed)
o Determine – encouraging employees to interact on company social channels?
o Determine strategy for announcing new program to employees (email, newsletter, meeting, etc.)
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SOCIAL MEDIA PLANNING – EXTERNAL o Online audit (what company is doing right/wrong in social
media, website/SEO/online advertising review, where customers are talking about company online, competitor social media activity review, opportunities and recommendations for next steps)
o Put monitoring plan in place
o Program plan – Goals and objectives, strategy, tactics, metrics for success, tools and platforms, voice and tone, personas
o Response flow chart and crisis plan
o Clean up current profiles, build new ones, build editorial calendars, start populating channels
o Launch strategy – roll out all at once, staggered roll out?
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USING SOCIAL MEDIA FOR BUSINESS SUCCESS
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BEST PRACTICESo Treat each network separately, no channel syncing!o Find a way to stand outo Give specific calls-to-actiono Keep SEO in mind, but write for humanso Know your customers/audienceo Respond as soon as possibleo Make sure leadership understands what you’re doing
and why and understands the resultso Combine qualitative and quantitative measurementso Voice online must match company values – don’t try to
be something you’re noto Respond to the negative comments and complaints,
take offline when appropriateo Use feedback/insights to improve your business
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THE TOOLS
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MONITORINGo Third party Twitter tools like Tweetdeck
and Hootsuiteo Google alertso Social Mentiono Newsleo Addict-o-matico Twitter Searcho Google Reader & Flipboard
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RESEARCHoTwellowoStumbleUponoAlltopo IcerocketoGoogle News/Blog search
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PUBLISHINGo Storifyo Slideshareo ScribdoWordPresso Tumblro Posterouso PitchEngine
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ANALYTICS/TRACKINGo Google Analyticso Clickyo Mail Chimpo Tweetreacho Viralheato Facebook Insightso Feedblitzo Google Analytics URL Buildero Buffero Bit.ly
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ENTERPRISE TOOLSo Omnitureo Salesforce and Radian6o Sysomoso Sprout Socialo Spiral 16o Social Engageo ArgyleSocial o SEOmozo Wildfireo PageLever
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COMING UP WITH CONTENT – SOURCES OF INSPIRATION
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CONTENT SOURCESo Your customers/clients – What questions
are they asking? What do they care about?o Your employeeso Keywords that bring people to your site
(look in your analytics program) and AdWords Keyword Tool
o Multimedia – particularly for Facebooko Company news and positive media
coverageo Eventso Your culture
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CONTENT SOURCESo LinkedIn Answers, Quorao News and blogs related to your industry
– build off their content (don’t copy – add something new)
o Book reviews, recaps of conferences/events/Webinars/seminars
o Advice, how-tos, list posts – valuable/helpful information
o Good old Google
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KNOW YOUR AUDIENCE!
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HOW TO GROW YOUR ONLINE PRESENCE
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OWNED MEDIAo Blogging
o Website – optimize for SEO
o Company newsroom on website
o Email marketing
o Company newsletter (print, online or email)
o Whitepapers and e-books
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IDENTITY QUARTERLY NEWSLETTER
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VERIZON WIRELESS MIDWEST AREA BLOG – IDENTITY CLIENT
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EARNED MEDIAo Guest blogging and commenting on
relevant blogs
o Media coverage
o Blog coverage
o Speaking opportunities
o Participation in podcasts and webinars
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PAID MEDIAo Online advertising (media outlets, websites,
forums)
o Social media advertising – LinkedIn ads, Facebook ads, Facebook promoted posts, Twitter promoted posts
o Blog advertising
o Blogger sponsorships
o Event sponsorships
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MEASURING & PROVING RESULTS
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DON’T FALL IN THE ROI BUZZWORD TRAP – ROI ONLY APPLIES TO $
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GREAT ADVICE FROM JASON FALLS IN “NO BULLSHIT SOCIAL MEDIA”
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BUSINESS DRIVERS OF SM MARKETING (AND WHAT TO MEASURE)o Enhance branding and awareness
o Protect your reputation
o Enhance public relations
o Build community
o Enhance customer service
o Facilitate research and development
o Drive sales and leads
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THE FUTURE OF SOCIAL MEDIA
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SOCIAL MEDIA IN THE FUTURE
o More convergence with search
o More focus on true integration
o More budget allotted
o Combination of paid, owned and earned media
o Driving smarter business and marketing decisions
o Visuals and images
o Mobile
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NIKKI LITTLE
Social Media Manager | Identity
@NIKKI_LITTLE
WWW.IDENTITYPR.COM
WWW.IDENTITYPR.COM/BLOG
WWW.NIKKILITTLE.COM
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Photo Sources:http://www.flickr.com/photos/36932129@N07/3781127948/http://www.flickr.com/photos/altimetergroup/7585322178/http://www.rainbowreaders.com/carols-research/reading-buddy-programhttp://www.slice-works.com/sliceblog/2012/01/18/social-media-lessons-learned-planning/http://www.flickr.com/photos/71812313@N00/85911467/http://www.flickr.com/photos/40145521@N00/460270581/http://thestrategyguysite.com/people-leadership-development/leadership-quick-tip-motivation-comes-from-inspiration/http://www.flickr.com/photos/45409431@N00/7968954274/http://www.flickr.com/photos/26707655@N03/3429742001/http://www.flickr.com/photos/34691277@N00/4201437178/http://www.flickr.com/photos/22434330@N00/6050820137/http://www.flickr.com/photos/69699012@N00/130537193/http://thebaochi.com/2012/05/03/social-media-luminary-jason-falls-no-bullshit-social-media/http://mediacorpus.com/predicted-web-trends-future/http://www.flickr.com/photos/47691521@N07/5556249000/