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Whether its B2B, for-profit or nonprofit, people are turning to people like themselves for the information they need to make smart choices.
Social Media Marketing seeks to engage customers in the online social locations where they naturally spend time. Social Business picks up on what they are talking about and what they are interested and connects this back into the business where it can be processed and used to create the next round of customer experiences and conversations.
Consumers are no longer satisfied with advertising and promotional information as a sole source for learning about new products and services.
Consumers have taken to the Social Web in an effort to share among themselves their own direct experiences with brands, products and services to provide a “real” view of their research. And these same consumers are relaying on the experiences of others, BEFORE they make an actual purchase themselves.
Social media marketing give you an unique opportunity to humanize your brand.
WORK TIME::: 10 minutes to look at current profiles (BRANDING CHECKLIST)
To tie your marketing goals into your overall business goals, think about how well your website is performing currently and what the overall online business goals are for the future. Look at each goal, whether its focus is revenue, retention, or service, and then decide how to translate to content.
Think About: How often do you visit a website once you’ve visited for the first time?
Effective social media works similar to that quote. Give first, then receive. Let me explain the title of this blog post… You = Your business Them = Your audience/customers/fans/potential customers/followers/subscribers
You do not need to be on all Social Media sites! Be where your customers are! Ignore the hype of Facebook, Pinterest, Twitter, Google+, etc. Put your focus on your local audience and use the site they are using. Search these four main sites, are your customers there? Then you should be. You should join a location-specific group or create a group of your own on at least on of these social media sites.
Join or participate in niche sites specifically designed for local audiences, such as local magazines, newspapers, blogs, government sites and Chambers of Commerce. Once there, search the header and footer of the site(s) to find ways to participate in blogs, Q&A’s, forums, discussion boards and like the page. Don’t sell your products, create personal relationships with the people on the forums, blogs, and discussion boards. When posting on these sites, include your company information in your signature.
Track Your Progress Social media can be measured and it should be measured. Decide what your goal is — more foot and website traffic, inquiries and ultimately sales. Measure your website traffic using a tool like, Google Analytics. This tool will tell you where your traffic is coming from. Start by reviewing the stats from the social sites you’re using and track your your goals. And don’t forget, when you receive a phone call, ask the caller how they heard about you.
Getting started in social media will take some time. Look at it as an investment in your business. If done right, social media can increase customer satisfaction, create brand loyalty and increase revenue.
There are a lot of tutorials on how to use Google Analytics online. YouTube also has some great videos if you’re more of a visual learner. Just make sure that the article and/or video that you’re using to learn from was created within the last 6 months to a year.
A Social Community
picks up on what
their audience is
talking about and
what they are
interested in and
connects this back
into the business
The Shift …
Customers, donors or stakeholders become
participants rather than viewers
Your customers are willing to take their time
and energy to talk to you & about you in
They have taken a personal interest in what you
bring to the market
Your customers are now part of your marketing
In fact, your customers and what they think
and share with each other form the foundation
of your business.
Get To Know Your Audience
Who is posting about your company, competitor
or about a topic relevant to your company? Search
keywords & #hashtags on:
Facebook Graph Search
Follow People > Start Conversations > Engage
Your Brand On Social Media
Across the various social media platforms, your
brand identity must stay consistent
Optimize Your Profiles
Complete About Pages!
Add a complete address
(Facebook Location and
Google+ Local & Maps)
3 Steps To Success
1. Gain an understanding of what people are
saying about your brand, organization, product
or service (LISTENING)
2. Analyze what you find to extract meaning
(SOCIAL MEDIA ANALYTICS)
3. Develop a response program (ACTIVE
Set Your Objectives
Web page links
Visitors to your website
Visitors to your social
Blog and social content
subscribers, fans, friends
Webinar or other online
Facebook: Share Stories
Nobody wants to be sold
to, but we all love a good
Connect with your
audience, help them
understand who you are
and why they should care
about you and your
How can you inspire and
encourage your audience
to share their stories?
Advertise – Typically $0.50-1.50 per lead/fan
Be social – post as your page on active
Regularly invite your audience to your
Facebook page via email, Twitter, LinkedIn, etc.
Post great content that gets shared
Connect with influencers in your niche
Google+ , Search, YouTube & SEO
Google+ Local Listings
in Search Results
Hangouts On Air
Dominate your name in
Spend time on Google+
Use Ripples to find your tribe
Post your blog links with images
Join or start a Community
Circle influencers in your niche
Connect with established Hangout On Air hosts
& be interviewed
Create your own Hangout on Air show
Include external links to your email capture
Partner with other well-known YouTuber(s) in
Advertise on the top 1% of YouTube videos
Post video on Google+ with extended
How Can You Use Twitter?
Generating TRAFFIC to
organization and products
LISTENING to what is being
said about your company
PROMOTE & SHARE your
blog content, special
offers, events & more
REACH new people daily
Share and get the latest
others who share your
Follow to get followed – use lists, searches,
Tweet with influencers in your niche
Participate in Tweet Chats or create your own
Regularly invite your audience to your
Facebook page via email, Facebook, LinkedIn,
Utilize the Power of LinkedIn
Focus on the quality of your connections, not
Business decision makers are on LinkedIn
Recruit talented, qualified team members
Engage with others in your industry
Build a community
Lead generation tool
Connect with 20-30 new connections per week
Research people and companies
Join Groups and connect with influencers in
Regularly invite your audience to your
Facebook page via email, Twitter, Facebook, etc.
Pick Your Platforms
You do not need to be on ALL Social Media sites
Be where your customers are!
Put your focus on your local audience and what
platforms they are utilizing.
Join location-specific groups or create your own
Don’t sell your products, create personal
Include your company information in your
Share Your Online Presence
You need to tell your
customers and fans
how they can connect
with you online
Add links to
Put out signs
Track Your Progress
Social media can be measured and it should be
What is your goal? — more foot and website
traffic, inquiries or donations?
Measure your website traffic using a tool like,
Each social media platform also has it’s own
version of Analytics.
When you receive a phone call, ask the caller
how they heard about you.
What Can You Measure?
Sales through a mobile
site or app
Number of app
Number of Tweets,
‘Likes’, blog posts, etc.
Google Analytics – What to Watch
Pages / Visits
Duration on Site
Number of New Visits
Think about how you will move forward as a Social Business,
creating communities, brand awareness, leads and donations. You
are welcome to reach out to me for assistance with:
Web Site Audit
Web Site Re-design
Social Media Marketing
Social Media Strategy
Social Media Training
Social Media Management
Online Reputation Management
Social Media Policies
Social Media & Web Site Reports
Email me: firstname.lastname@example.org