The Process of Social Media Marketing

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Astek's Rachel Yeomans walks through the process of creating an effective social media strategy for attendees at the Specialized Information Publishers Association conference in Miami Beach.

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The Process of Social Media Marketing

  1. 1. Pre-Conference Workshop: Social Media & Marketingwww.astekweb.com   ©  Astek  Consul3ng  2011  
  2. 2. Table  of  Contents   !  Social  Media  Best  Prac3ces     Social  Media  Language     PlaBorms   !  Rou3ne   !  Tool  &  PlaBorm  Set-­‐Up   !  Publish   !  Measure  www.astekweb.com   ©  Astek  Consul3ng  2011  
  3. 3. The  Social  Media  Process   !   Start  Backwards   !   Do  Your  Research   !   Pick  Your  PlaBorms     !   Declare  Your  Process   !   Be  Accountable  www.astekweb.com   ©  Astek  Consul3ng  2011  
  4. 4. Before  We  Begin   Tradi3onal  Marke3ng   Public  Rela3ons   Editorial   Social  Media  www.astekweb.com   ©  Astek  Consul3ng  2011  
  5. 5. Start  Backwardswww.astekweb.com   ©  Astek  Consul3ng  2011  
  6. 6. Start  Backwards   !   What  are  your  goals?   !   Not  just  your  business  goals   WRITE  THEM  DOWN  www.astekweb.com   ©  Astek  Consul3ng  2011  
  7. 7. Now  What   !   Goals:  Pick  3   !   Be  measurable   !   Be  realis3c   !   Be  flexible   MAKE  YOUR  NEW  LIST   AND  KEEP    www.astekweb.com   UPDATING  IT   ©  Astek  Consul3ng  2011  
  8. 8. Make  Sure  Others  Know   !   Communicate   !   Who  needs  to  know?   !   How  oXen  should  they  be   updated?   !   How  oXen  should  you  be  updated?   CREATE  YOUR     PHONE  TREE  www.astekweb.com   ©  Astek  Consul3ng  2011  
  9. 9. Learn  from  Others  www.astekweb.com   ©  Astek  Consul3ng  2011  
  10. 10. Learn  from  Others  www.astekweb.com   ©  Astek  Consul3ng  2011  
  11. 11. Learn  from  Others  www.astekweb.com   ©  Astek  Consul3ng  2011  
  12. 12. Learn  from  Others  www.astekweb.com   ©  Astek  Consul3ng  2011  
  13. 13. Do  Your  Researchwww.astekweb.com   ©  Astek  Consul3ng  2011  
  14. 14. Search  Engine  Op3miza3on   !   Google  Ad  Words  and  Keyword  Tool   !   Adwords  Editor   !   SEM  Rush  www.astekweb.com   ©  Astek  Consul3ng  2011  
  15. 15. Search  Engine  Op3miza3on   !   Pick  your  final  keywords  and  commit   to  them   MEDIUM  -­‐  LOW   COMPETITION  AND  BE   SPECIFIC  www.astekweb.com   ©  Astek  Consul3ng  2011  
  16. 16. Pick  Your  PlaBormswww.astekweb.com   ©  Astek  Consul3ng  2011  
  17. 17. Possible  PlaBorms  www.astekweb.com   ©  Astek  Consul3ng  2011  
  18. 18. What  Provides  Beer  ROI  www.astekweb.com   ©  Astek  Consul3ng  2011  
  19. 19. What  PlaBorms  Are  Growing?  Image  courtesy  of  ComScore   www.astekweb.com   ©  Astek  Consul3ng  2011  
  20. 20. Target  Demographic  On  Social  Media  www.astekweb.com   ©  Astek  Consul3ng  2011  
  21. 21. ASK…    Are  YOUR  partners  and  customers   engaging  on  those  plaBorms?   AND    Are  your  POTENTIAL  partners  and   customers?  www.astekweb.com   ©  Astek  Consul3ng  2011  
  22. 22. Research  and  Pick  Your  PlaBorm(s)  www.astekweb.com   ©  Astek  Consul3ng  2011  
  23. 23. Before  You  Get  PlaBorm-­‐Happy          Where  is  your  social  content  going?   And  does  your  website  show  it?   www.astekweb.com   ©  Astek  Consul3ng  2011  
  24. 24. Your  Website  SHOULD  Be  Here   Expert   Resource’s   Resource   Website   Webinar   Webinar   Social   Host’s   Social   Website   Media   Media   Audience   Online   News   News   Website  www.astekweb.com   ©  Astek  Consul3ng  2011  
  25. 25. Take  Inspira3on  from  Others  www.astekweb.com   ©  Astek  Consul3ng  2011  
  26. 26. More  Inspira3on  www.astekweb.com   ©  Astek  Consul3ng  2011  
  27. 27. Now  That  We  Have  That  Sorted  Out  www.astekweb.com   ©  Astek  Consul3ng  2011  
  28. 28. Facebook  and  Twier  Should  Be  Last   !   Blog   !   LinkedIn   !   Google+  www.astekweb.com   ©  Astek  Consul3ng  2011  
  29. 29. Declare  Your  Processwww.astekweb.com   ©  Astek  Consul3ng  2011  
  30. 30. PlaBorm  Set-­‐Up   !   Blog   !   Wordpress   !   Squarespace   !   Blogger   !   Tumblr   !   Posterous  www.astekweb.com   ©  Astek  Consul3ng  2011  
  31. 31. Blog:  What  Your  Web  Developer  Needs   !   A  URL   !   Your  preferred  plaBorm   !   List  of  plug-­‐ins   !   Access  to  your  website  design   template   !   A  deadline  www.astekweb.com   ©  Astek  Consul3ng  2011  
  32. 32. Blog:  Wordpress  Plug-­‐Ins   !  ShareThis   !  Akismet   !  Google  Analy3cs  for  Wordpress   !  Google  XML  Sitemaps   !  Pla3num  SEO  Pack   !  Yoast   !  Wordpress.com  Popular  Posts   !  Outbrain  or  LinkWithin   !  Livefyre   !  For  when  you  start  with  Twi8er   !   WP  to  Twier   !   Tweet  Old  Post  www.astekweb.com   ©  Astek  Consul3ng  2011  
  33. 33. Blog:  What  You  Need   !   An  editor   !   Writer(s)   !   A  required  (and  realis3c)  editorial   calendar   !   A  quick  Wordpress  tutorial  for  best   prac3ces   !   Buy-­‐in  from  upper  management   !   Your  keyword  list  www.astekweb.com   ©  Astek  Consul3ng  2011  
  34. 34. LinkedIn:  What  You  Need   !   An  updated  company  page   !   An  updated  personal  profile   !   Group  involvement   !   Content  that  drives  people  to  your   website  www.astekweb.com   ©  Astek  Consul3ng  2011  
  35. 35. LinkedIn:  Update  Your  Company  Page   !  Media:   !   Profile  Company  Banner:  646px  x  220px   Careers  Company  Banner:  646px  x  220px   Products  Company  Banner:  646px  x  220px   Profile  Company  Logo:  100px  x  80  px   Mobile  Company  Logo:  50px  x  50px   Square  “Services”  icon:  100px  x  80px  (unique  for  each  service  listed)   Youtube  Profile  Video   !  Copy:   !   List  of  company  special3es/Keywords  <  45  characters)   List  of  Services  <  45  characters   Service  Descrip3ons  <  250  characters   Disclaimer  <  400  characters  (If  needed)   Profile  Video  Title   Company  Service/Products  Summary  Title  <  100  characters   Company  Service/Products  Summary  Descrip3on  <  400  characters   !  Other:     !   Recommenda3ons  from  clients  (by  invite  once  page  is  complete)  www.astekweb.com   ©  Astek  Consul3ng  2011  
  36. 36. LinkedIn:  Update  Your  Company  Page  www.astekweb.com   ©  Astek  Consul3ng  2011  
  37. 37. LinkedIn:  Update  Your  Company  Page  www.astekweb.com   ©  Astek  Consul3ng  2011  
  38. 38. LinkedIn:  Link  Your  Employees  to  Your   Company    Page  www.astekweb.com   ©  Astek  Consul3ng  2011  
  39. 39. LinkedIn:  Update  Your  Page  Status  www.astekweb.com   ©  Astek  Consul3ng  2011  
  40. 40. LinkedIn:  Watch  Those  Insights   Increase  www.astekweb.com   ©  Astek  Consul3ng  2011  
  41. 41. LinkedIn:  Join  3  Groups   !   Join  your  preferred  groups  www.astekweb.com   ©  Astek  Consul3ng  2011  
  42. 42. LinkedIn:  Join  3  Groups   !   Ac3vate  your  preferred  sepngs   !   Subscribe  to  daily  emails  www.astekweb.com   ©  Astek  Consul3ng  2011  
  43. 43. LinkedIn:  Join  3  Groups   !   Contribute  to  each  group  by  pos3ng  a   status  update  or  commen3ng  on   posts  at  least  three  3mes  per  week  www.astekweb.com   ©  Astek  Consul3ng  2011  
  44. 44. LinkedIn:  Personal  Profile  Check-­‐List   !   Get  your  keyword  list  out   !   Install  the  following  plug-­‐ins   !   Skills  &  Exper3se   !   Blog  Link  by  Typepad   !   Slideshare  (if  applicable)   !   Box.net  www.astekweb.com   ©  Astek  Consul3ng  2011  
  45. 45. LinkedIn:  Your  Personal  Profile  www.astekweb.com   ©  Astek  Consul3ng  2011  
  46. 46. Google+:  Create  a  Page   !   Create  page  using  a  company-­‐specific   Gmail  address   !   Create  necessary  assets   !   Google  Cover:  940×180   !   Google  Profile  Photo:  260px  X   260px   !   Fill  out  the  appropriate  informa3on   !   Update  the  page  status  daily  www.astekweb.com   ©  Astek  Consul3ng  2011  
  47. 47. Google+:  Create  a  Page  www.astekweb.com   ©  Astek  Consul3ng  2011  
  48. 48. Google+:  A  Local  Page  www.astekweb.com   ©  Astek  Consul3ng  2011  
  49. 49. Google+:  Op3mize  Your  Website  www.astekweb.com   ©  Astek  Consul3ng  2011  
  50. 50. Organize  Your  Contentwww.astekweb.com   ©  Astek  Consul3ng  2011  
  51. 51. Editorial  Calendar   !  Google  Calendar  www.astekweb.com   ©  Astek  Consul3ng  2011  
  52. 52. Editorial  Calendar  www.astekweb.com   ©  Astek  Consul3ng  2011  
  53. 53. Editorial  Calendar  www.astekweb.com   ©  Astek  Consul3ng  2011  
  54. 54. Editorial  Calendar  www.astekweb.com   ©  Astek  Consul3ng  2011  
  55. 55. Editorial  Calendar  Sepngs  www.astekweb.com   ©  Astek  Consul3ng  2011  
  56. 56. Editorial  Calendar  Sepngs   !  Sepngs  Tab     General     Calendars   !  General     Time  zone     Automa3cally  add  invita3ons  to  my  calendar  www.astekweb.com   ©  Astek  Consul3ng  2011  
  57. 57. Editorial  Calendar  Sepngs   !  Calendars     Details     Share  This  Calendar     No3fica3ons  www.astekweb.com   ©  Astek  Consul3ng  2011  
  58. 58. Editorial  Calendar  Sepngs   !  Always  make  sure  to  save!  www.astekweb.com   ©  Astek  Consul3ng  2011  
  59. 59. Finding  What  to  Post   !  Start  with  your  content   !  RSS  feeds   !  Google  Alerts   !  Google  news  search  www.astekweb.com   ©  Astek  Consul3ng  2011  
  60. 60. RSS  Feeds  www.astekweb.com   ©  Astek  Consul3ng  2011  
  61. 61. Google  Alerts  www.astekweb.com   ©  Astek  Consul3ng  2011  
  62. 62. The  Social  Pos3ng  Processwww.astekweb.com   ©  Astek  Consul3ng  2011  
  63. 63. The  Publishing  Kitchen  Sink   !   Analy3cs   !   Listening  Tools   Dashboards   !   Radian6   !   Google  Analy3cs   !   Sysomos   !   Omniture   !   SM2   !   Webtrends   !   CustomScoop   !   Argyle  Social   !   SproutSocial   Complete  List:  hp://bit.ly/stmjRF  www.astekweb.com   ©  Astek  Consul3ng  2011  
  64. 64. Argyle  Social:  Dashboard  www.astekweb.com   ©  Astek  Consul3ng  2011  
  65. 65. Argyle  Social:  Set-­‐Up  www.astekweb.com   ©  Astek  Consul3ng  2011  
  66. 66. Argyle:  Set-­‐Up  Checklist   !  Social  Proper3es   !  Analy3cs   !  Rules   !  Users   !  Time  Zone   !  Bookmarklet  www.astekweb.com   ©  Astek  Consul3ng  2011  
  67. 67. Let’s  Start  Scheduling!  www.astekweb.com   ©  Astek  Consul3ng  2011  
  68. 68. Let’s  Start  Scheduling!  www.astekweb.com   ©  Astek  Consul3ng  2011  
  69. 69. Let’s  Start  Scheduling!  www.astekweb.com   ©  Astek  Consul3ng  2011  
  70. 70. Let’s  Start  Scheduling!  www.astekweb.com   ©  Astek  Consul3ng  2011  
  71. 71. Let’s  Start  Scheduling!  www.astekweb.com   ©  Astek  Consul3ng  2011  
  72. 72. Let’s  Start  Scheduling!  www.astekweb.com   ©  Astek  Consul3ng  2011  
  73. 73. Managing  Your  Posts  www.astekweb.com   ©  Astek  Consul3ng  2011  
  74. 74. Managing  Your  Posts  www.astekweb.com   ©  Astek  Consul3ng  2011  
  75. 75. Be  Accountablewww.astekweb.com   ©  Astek  Consul3ng  2011  
  76. 76. Social  Media  Policy:  Get  One   socialmediagovernance.com/policies  www.astekweb.com   ©  Astek  Consul3ng  2011  
  77. 77. Measure  Your  Results  and   Remember…   !   Your  business  is  different   !   Your  website  is  different   !   Your  site  visitors  interact  and  transact   differently   !   Choose  YOUR  goals  and  set  your  own   form  of  measurement  www.astekweb.com   ©  Astek  Consul3ng  2011  
  78. 78. Your  Analy3cs   !   Google  Analy3cs   !   LinkedIn  Insights   !   Social  Media  Tool    www.astekweb.com   ©  Astek  Consul3ng  2011  
  79. 79. Your  Analy3cs  www.astekweb.com   ©  Astek  Consul3ng  2011  
  80. 80. Are  You  Mee3ng  Your  Goals?   !   Create  monthly  reports  and  compare  www.astekweb.com   ©  Astek  Consul3ng  2011  
  81. 81. You  Have  Data:  Now  What?   !   What  Worked?   !   What  Didn’t?   !   Who’s  Doing  it  Beer?   !   Declare  Next  Steps  and  Updated   Goals  (if  applicable)   START  THAT   BACKWARDS  PROCESS  www.astekweb.com   ALL  OVER  AGAIN   ©  Astek  Consul3ng  2011  
  82. 82. Don’t  Forget!www.astekweb.com   ©  Astek  Consul3ng  2011  
  83. 83. The  Social  Media  Mantra   !   Have  goals  and  expecta3ons   !   It’s  about  the  goals,  not  the  plaBorms   !   Be  authen3c   !   Be  realis3c  and  accountable   !   Be  prepared  to  change  your  course   !   Be  human  www.astekweb.com   ©  Astek  Consul3ng  2011  
  84. 84. Thank  You!     Rachel.Yeomans@AstekWeb.com   Twier.com/RachelYeomans   Twier.com/AstekWeb   LinkedIn.com/in/RachelYeomans  www.astekweb.com   ©  Astek  Consul3ng  2011  
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