The Process of Social Media Marketing
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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.

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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  • 1. Pre-Conference Workshop: Social Media & Marketingwww.astekweb.com   ©  Astek  Consul3ng  2011  
  • 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. The  Social  Media  Process   !   Start  Backwards   !   Do  Your  Research   !   Pick  Your  PlaBorms     !   Declare  Your  Process   !   Be  Accountable  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 4. Before  We  Begin   Tradi3onal  Marke3ng   Public  Rela3ons   Editorial   Social  Media  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 5. Start  Backwardswww.astekweb.com   ©  Astek  Consul3ng  2011  
  • 6. Start  Backwards   !   What  are  your  goals?   !   Not  just  your  business  goals   WRITE  THEM  DOWN  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 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. 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. Learn  from  Others  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 10. Learn  from  Others  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 11. Learn  from  Others  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 12. Learn  from  Others  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 13. Do  Your  Researchwww.astekweb.com   ©  Astek  Consul3ng  2011  
  • 14. Search  Engine  Op3miza3on   !   Google  Ad  Words  and  Keyword  Tool   !   Adwords  Editor   !   SEM  Rush  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 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. Pick  Your  PlaBormswww.astekweb.com   ©  Astek  Consul3ng  2011  
  • 17. Possible  PlaBorms  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 18. What  Provides  Beer  ROI  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 19. What  PlaBorms  Are  Growing?  Image  courtesy  of  ComScore   www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 20. Target  Demographic  On  Social  Media  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 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. Research  and  Pick  Your  PlaBorm(s)  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 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. 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. Take  Inspira3on  from  Others  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 26. More  Inspira3on  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 27. Now  That  We  Have  That  Sorted  Out  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 28. Facebook  and  Twier  Should  Be  Last   !   Blog   !   LinkedIn   !   Google+  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 29. Declare  Your  Processwww.astekweb.com   ©  Astek  Consul3ng  2011  
  • 30. PlaBorm  Set-­‐Up   !   Blog   !   Wordpress   !   Squarespace   !   Blogger   !   Tumblr   !   Posterous  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 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. 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. 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. 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. 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. LinkedIn:  Update  Your  Company  Page  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 37. LinkedIn:  Update  Your  Company  Page  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 38. LinkedIn:  Link  Your  Employees  to  Your   Company    Page  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 39. LinkedIn:  Update  Your  Page  Status  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 40. LinkedIn:  Watch  Those  Insights   Increase  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 41. LinkedIn:  Join  3  Groups   !   Join  your  preferred  groups  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 42. LinkedIn:  Join  3  Groups   !   Ac3vate  your  preferred  sepngs   !   Subscribe  to  daily  emails  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 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. 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. LinkedIn:  Your  Personal  Profile  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 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. Google+:  Create  a  Page  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 48. Google+:  A  Local  Page  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 49. Google+:  Op3mize  Your  Website  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 50. Organize  Your  Contentwww.astekweb.com   ©  Astek  Consul3ng  2011  
  • 51. Editorial  Calendar   !  Google  Calendar  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 52. Editorial  Calendar  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 53. Editorial  Calendar  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 54. Editorial  Calendar  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 55. Editorial  Calendar  Sepngs  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 56. Editorial  Calendar  Sepngs   !  Sepngs  Tab     General     Calendars   !  General     Time  zone     Automa3cally  add  invita3ons  to  my  calendar  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 57. Editorial  Calendar  Sepngs   !  Calendars     Details     Share  This  Calendar     No3fica3ons  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 58. Editorial  Calendar  Sepngs   !  Always  make  sure  to  save!  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 59. Finding  What  to  Post   !  Start  with  your  content   !  RSS  feeds   !  Google  Alerts   !  Google  news  search  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 60. RSS  Feeds  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 61. Google  Alerts  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 62. The  Social  Pos3ng  Processwww.astekweb.com   ©  Astek  Consul3ng  2011  
  • 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. Argyle  Social:  Dashboard  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 65. Argyle  Social:  Set-­‐Up  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 66. Argyle:  Set-­‐Up  Checklist   !  Social  Proper3es   !  Analy3cs   !  Rules   !  Users   !  Time  Zone   !  Bookmarklet  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 67. Let’s  Start  Scheduling!  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 68. Let’s  Start  Scheduling!  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 69. Let’s  Start  Scheduling!  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 70. Let’s  Start  Scheduling!  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 71. Let’s  Start  Scheduling!  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 72. Let’s  Start  Scheduling!  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 73. Managing  Your  Posts  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 74. Managing  Your  Posts  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 75. Be  Accountablewww.astekweb.com   ©  Astek  Consul3ng  2011  
  • 76. Social  Media  Policy:  Get  One   socialmediagovernance.com/policies  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 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. Your  Analy3cs   !   Google  Analy3cs   !   LinkedIn  Insights   !   Social  Media  Tool    www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 79. Your  Analy3cs  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 80. Are  You  Mee3ng  Your  Goals?   !   Create  monthly  reports  and  compare  www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 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. Don’t  Forget!www.astekweb.com   ©  Astek  Consul3ng  2011  
  • 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. Thank  You!     Rachel.Yeomans@AstekWeb.com   Twier.com/RachelYeomans   Twier.com/AstekWeb   LinkedIn.com/in/RachelYeomans  www.astekweb.com   ©  Astek  Consul3ng  2011