Develop a Social Media Strategy
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Develop a Social Media presentation by Mouneeb Shahid of www.2webdesign.com from workshop June 10th at Women Entrepreneurs of Saskatchewan Inc. Selecting a social media channel for your business, creating content your audience will love, and defining metrics and understanding analytics. Please check out the associated workbook at http://www.2webdesign.com/blog/develop_a_social_media_strategy
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Develop a Social Media Strategy
- 1. Presented by 116-116 Research Dr, Saskatoon SK, S7N 3R3 306.664.2932 info@2webdesign.com Develop a Social Media Strategy
- 2. What is Social Media Strategy? @2webdesign @2webdesign Outline
- 3. What is Social Media Strategy? @2webdesign @2webdesign Outline How do I use Social Media?
- 4. What is Social Media Strategy? @2webdesign @2webdesign Outline How do I use Social Media? How do I measure Social Media?
- 5. @2webdesign What is social media strategy?
- 6. • Understanding Social Media strategy ! • Social Media Options for Your Business ! • Selecting Social Media Networks What is social media strategy? @2webdesign
- 7. @2webdesign Understanding Social Media Strategy SOCIAL MEDIA “websites and applications that enable users to create and share content or to participate in social networking”
- 8. @2webdesign SOCIAL MEDIA “websites and applications that enable users to create and share content or to participate in social networking” STRATEGY “plan of action designed to achieve goals” Understanding Social Media Strategy
- 9. @2webdesign Getting Started Understanding Social Media Strategy 1
- 10. @2webdesign GETTING STARTED “Where are we now?” • What social media networks are we currently utilizing? ! • What is our goal? ! • Who is in charge?
- 11. @2webdesign Understanding Social Media Strategy Plan & Implement 1 2 Getting Started
- 12. @2webdesign PLAN & IMPLEMENT “Where do you want to be?” • How can social media help contribute to your business goals? ! • What are your business goals? • Increase traffic to website, improve customer service, increase sales, enhance brand, improve conversion rates, • S.M.A.R.T/ goals • measurable ! • What do you have the capabilities / resources to accomplish? ! ! ! !
- 13. @2webdesign PLAN & IMPLEMENT “Where do you want to be?” • What will you post? • types of content • formats of content ! • Using which tools? ! • How often will you post? ! • Onto which social networks? ! • What’s the best time to post? • during commutes, coffee breaks ! !
- 14. @2webdesign Plan & Implement Execute Understanding Social Media Strategy 1 2 3 Getting Started
- 15. @2webdesign EXECUTE “Getting there” • Publish content calendar ! • Engage ! • Interact
- 16. @2webdesign Execute Measure Understanding Social Media Strategy Plan & Implement 1 2 3 4 Getting Started
- 17. @2webdesign MEASURE “How will we know if we’re successful?” • Set KPI’s to benchmark progress against • activity, reach, engagement, acquisition, conversion ! • Collect data ! • Analyze and report ! • Not size of following but engagement and interaction ! ! !
- 18. @2webdesign OptimizeExecute Measure Understanding Social Media Strategy Plan & Implement 1 2 3 4 5 Getting Started
- 19. @2webdesign OPTIMIZE “How can we do this better next time?” • Make adjustments as necessary to improve strategy next time ! • A/B Testing !
- 20. @2webdesign Social Media Options for Your Business
- 21. @2webdesign Social Media Options for Your Business Facebook TwitterLinkedIn
- 22. @2webdesign Google +Pinterest Youtube Social Media Options for Your Business Facebook TwitterLinkedIn
- 23. Facebook • B2C • industry: “kitchen-sink” @2webdesign
- 24. Facebook Demographics: • educated • women • ages: 18-29 • suburban • income: less than $30,000 year @2webdesign • B2C • industry: “kitchen-sink”
- 25. LinkedIn • B2B • recruiters, job-seekers • professionals • industries: technology, finance, manufacturing @2webdesign
- 26. LinkedIn Demographics: • men • ages: 30-49 • educated • income: $75,000 • urban @2webdesign • B2B • recruiters, job-seekers • professionals • industries: technology, finance, manufacturing
- 27. Twitter • news, breaking info, in the moment, up-to-date • industries: marketing, sports, news, technology @2webdesign
- 28. Twitter Demographics: • men • ages: 18-29 • educated • income: $50,000-75,000+ • urban @2webdesign • news, breaking info, in the moment, up-to-date • industries: marketing, sports, news, technology
- 29. Pinterest, Google+, YouTube @2webdesign • visual • industry: fashion, design, travel, food, home hardware, diy • female Pinterest
- 30. Pinterest, Google+, YouTube • visual • industry: fashion, design, travel, food, home hardware, diy • female • video • short • industry: media, communication, information • demonstrate expertise • SEO friendly @2webdesign Youtube Pinterest
- 31. Pinterest, Google+, YouTube • visual • industry: fashion, design, travel, food, home hardware, diy • female • SEO friendly • authorship • industry: technology, engineering • B2B • video • short • industry: media, communication, information • demonstrate expertise • SEO friendly @2webdesign Google +Pinterest Youtube
- 32. Vast Social Media Landscape • Instagram • Snapchat • Vimeo • TripAdvisor • Urbanspoon • Yelp • Foursquare • Tumblr • Stumbleupon • Delicious • Digg • Reddit • Itunes • Flickr @2webdesign
- 33. Selecting Social Media Networks • Where are you currently active? ! • Where are your customers active? ! • Where is your competition active? ! • What makes sense for you? ! • Where are you interested in posting? What might be ‘fun’?! @2webdesign
- 34. @2webdesign How do I use Social Media Platforms?
- 35. @2webdesign How do I use Facebook?
- 36. @2webdesign How do I use Facebook? • Get found by visitors searching for your company or products ! • Promote your marketing offers to convert followers into leads and customers ! • Create a community to connect and engage with • current and potential followers ! • Attracting customers ! ! !
- 37. @2webdesign How do I use Facebook? • Create new/update existing account • address, description ! • Customize with branding • high quality cover photo • url: facebook.com/2webdesign ! • Learn language • notification, status update, friend, timeline, like, tag, comments, edge rank, fan, insights ! ! !
- 38. @2webdesign How do I use Facebook? • Post consistently ! • Create engaging/interactive content with CTA’s • articles, blogs, white papers ! • Include keywords in image ALT tags, tags, descriptions, file names ! • 80/20 Rule ! • Be human and have fun! Converse! • open ended questions, polls, respond to comments
- 39. @2webdesign Measuring Facebook Effectiveness • Tools: Facebook Insights ! • Insights appear when pages have 30+ likes ! • Breakdown of page likes, post reach, engagement, demographics, and location ! • What’s working and what isn’t!?
- 40. @2webdesign How do I use LinkedIn?
- 41. @2webdesign How do I use LinkedIn? ! • Growing your reach ! • Increasing awareness ! • Optimizing for search ! • Generating more leads !
- 42. @2webdesign How do I use LinkedIn? ! • Create new/update existing account • address, description, company info ! • Customize with branding • profile picture, cover image • url: linkedin.com/company/2webdesign-com ! • Learn language • profile, connection, recommendation, endorsement, recruiter !
- 43. @2webdesign How do I use LinkedIn? • Post consistently • stellar content to position you as a thought leader ! • Find Contacts • search, advanced search, email, groups • send personalized messages to really connect! ! • Join groups • comment, respond, post ! • Engage
- 44. @2webdesign Measuring LinkedIn Effectiveness • Tools: LinkedIn Analytics ! • Breakdown of impressions, clicks, interactions, followers acquired, engagement, follower demographics, page views, unique visitors
- 45. @2webdesign How do I use Twitter?
- 46. @2webdesign How do I use Twitter? • Relationship building ! • Relationship management ! • Customer service tool ! • Driving traffic to website ! • Create buzz about events ! !
- 47. @2webdesign How do I use Twitter? • Create new/update existing account • address, description ! • Customize with branding • header photo, background, bio, branded avatar • url: twitter.com/2webdesign • handle: @2webdesign ! • Learn language • tweet, RT/retweet, #hashtag, @, DM/direct message, ICYMI, favorite, follow, list, mention, reply ! !
- 48. @2webdesign How do I use Twitter? • 2/3 rule ! • Post short, sweet, and often • use images/audiovisual content to encourage interaction • include images, links • Include CTA’s with content • ask to RT • Direct and Indirect lead-gen tweets ! • Respond in real time ! ! ! !
- 49. @2webdesign Measuring Twitter Effectiveness • Tools: Twitter Analytics ! • Breakdown of tweets, impressions, profile visits, mentions, followers, top tweets, top mentions, top followers, monthly tweet highlights ! • View tweet details: time of impressions
- 50. @2webdesign How do I use YouTube?
- 51. @2webdesign How do I use YouTube? • Demonstrating products/expertise ! • Creating community ! • Leveraging events ! • Learn, watch, and entertain ! ! ! ! !
- 52. @2webdesign How do I use YouTube? ! • Create new/update existing account • address, description ! • Customize with branding • channel icon/name, info, description, tags • channel url ! • Learn language • subscribers, cards, videos, likes/dislikes, channel, community ! ! !
- 53. @2webdesign How do I use YouTube? • Short 60-90 second videos ! • SEO optimize video: description, file name, tags ! • In video branding ! • Training, customer support, sales, promotion, testimonials ! • Update content regularly ! • Link content to website ! ! !
- 54. @2webdesign Measuring YouTube Effectiveness • Tools: YouTube Analytics ! • Breakdown of views, demographics, traffic sources, devices, engagement, subscribers, likes, dislikes, comments, cards ! • Audience retention report
- 55. @2webdesign How do I use Blogging?
- 56. @2webdesign How do I use Blogging? • Set up blog • About us, description, bio ! • Customize with branding • custom URL if possible ! • Learn language: blog feed/RSS, alt tag, anchor text, article/post, author, category/tags, CMS, comments, favicon, header tags, hyperlink, keywords, meta description/keywords, permalink, ! • Determine schedule ! • Determine what to post through keyword research !
- 57. @2webdesign How do I use Blogging? • Create content • ebook, whitepaper, guides, templates, checklists, blog posts, webinars ! • SEO optimize content with meta tags/alt tags ! • Publish content ! • Disseminate content through social media networks ! • Capture subscribers/leads through landing pages ! ! !
- 58. @2webdesign Measuring Blogging Effectiveness • Tools: Google Analytics, Coschedule ! • Breakdown blog traffic, referral sources, individual post views, top performing posts, leads, page views, comments, shares, subscribers
- 59. @2webdesign Paid Advertising • Twitter Ads • promoted tweets • targeted • LinkedIn Ads • sponsored updates • targeted • Facebook Ads • boosted posts • targeted Facebook TwitterLinkedIn
- 60. @2webdesign Additional Measuring Tools ! • Google Analytics • Social Network referral traffic ! • bit.ly • shortening links • tracking links ! • HootSuite • manage multiple accounts • monitor mentions ! • Klout • influencer score ! ! !
- 61. w 116-116 Research Dr, Saskatoon SK, S7N 3R3 306.664.2932 info@2webdesign.com Any questions? Thank you!