Let's Get Social: Social Media as a Business Growth Tool

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Social media marketing workshop presented at Westchester's Grow 2.0 Conference (2014)

Published in: Social Media, Business, Technology
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Let's Get Social: Social Media as a Business Growth Tool

  1. 1. Let’s Get Social: Social Media as a Business Growth Tool Presented by: Danielle M. Cyr, Vice President of Integrated Marketing Co-Communications
  2. 2. make yourself Getting Started
  3. 3. make yourself 1. Social Media Marketing works best as part of an integrated sales and marketing strategy 2. You need a strategy and specific, measurable goals for each platform 3. Don’t sacrifice opportunities for interaction and engagement by scheduling all updates in advance 4. Driving traffic to social content should be a key part of your strategy 5. You need to monitor the platforms on which your brand is present as well as those on which it does not have a presence 5Things to Remember
  4. 4. make yourself Common Oversights • Not enough time spent on strategy • Quantity of platforms over quality • Unrealistic about bandwidth • Talking versus interacting • Cocktail party etiquette • Brand monitoring
  5. 5. make yourself Creating a Strategic Roadmap Situational Assessment • Where are you now and where are you headed? UniqueValue Proposition • Why do business with your organization? SWOT Analysis Target Audiences • Who impacts the success of your organization? Objectives • What are your social media goals?
  6. 6. make yourself Creating a Strategic Roadmap Key Message Points • What motivates your target audiences to take action? Tactics • How will these goals be achieved? Optimization Plan • How will people find your content? Timeline Measurement • How will you evaluate success?
  7. 7. make yourself Ask yourself… • How can social media marketing help achieve my strategic goals? • What other marketing and sales tools will be integrated with social media marketing to achieve success? • Which platforms will reach my target audiences? (Hint: start with a stakeholder survey) • When will I measure? How will I measure? • What percentage of my marketing budget will be allocated to social media (and other online content)? Goal-Setting Best Practices
  8. 8. make yourself On- and Off-line, the Basics Still Apply • Develop a strategic roadmap to guide your efforts • Meet people where they are • Know your audience(s)…and your unintended audiences • Look for natural conversation starters • Build a relationship • Build loyalty
  9. 9. make yourself A Snapshot of Social Media in 2014
  10. 10. make yourself Social Media MarketingTrends in 2014 • All about the visuals • Real-time reigns supreme • A keen focus on CSR • Increased attention being given to social listening • Social advertising is on the rise • 57% of marketers used social advertising in 2013…80% plan to use it in 2014
  11. 11. make yourself Our Social Media Philosophy Be selective Be strategic Be realistic Be present Be consistent Be creative Then. . . become integrated!
  12. 12. make yourself At a Glance: Picking Platforms Blogs: for starting a dialogue with key audiences Facebook: for engaging with audiences, building community and sharing photos Flickr: for sharing event photos LinkedIn: for growing your network Twitter: for driving traffic and sharing snippets YouTube: for sharing event footage, testimonials and more
  13. 13. make yourself Picking Platforms – Part II Pinterest: for telling your organization’s story through pictures Google+: for enhancing your search engine optimization Instagram: for capturing moments through photos Vine: for creating short, fun videos
  14. 14. make yourself Blogs For creating and sustaining a dialogue
  15. 15. make yourself Blogging Best Practices • Optimize your posts with website keywords • Include multimedia content • Invite strategic partners to guest post • Post consistently • Include links to relevant third-party articles and your own content • Seek opportunities to guest post on relevant industry blogs
  16. 16. make yourself Cultivating a Community of Supporters
  17. 17. make yourself Facebook Best Practices • Update consistently • Maintain a cohesive brand voice • Diversify content – text, links, photos and videos • Engage the community • Choose a ‘Cover’ that is reflective of your organization • ‘Use Facebook As’
  18. 18. make yourself Why It Works…
  19. 19. make yourself Communicating with your target audiences in 140 characters or less
  20. 20. make yourself Twitter Best Practices • Leave room for RTs • Tweet consistently • Include links to your website and other social media platforms • Share easy-to-digest snippets • Share statistics • Optimize your tweets • Retweet updates from relevant and credible sources
  21. 21. make yourself Twitter Best Practices • Use hashtags purposefully • ‘Favorite’ appropriately • Follow the 4-1-1 Rule • For every one self-serving tweet you should retweet one relevant tweet and share four pieces of relevant content written by other users
  22. 22. make yourself Why It Works…
  23. 23. make yourself More than 100 million users in the U.S. and growing
  24. 24. make yourself LinkedIn Best Practices • Grow brand awareness by sharing information from/about your business through your profile status • Use your ‘Status Update’ to promote upcoming events,highlight promotions and share company news • Encourage other brand ambassadors (i.e. staff, partners) to share info through their personal profiles • Use one of the three websites on your profile to link to the company website • Display the name of the Group(s) in the ‘groups and associations’ section
  25. 25. make yourself What’s New with LinkedIn • Publishing • LinkedIn Pulse • Trending Content • Content Marketing Score • Sales Program
  26. 26. make yourself The #2 Search Engine in theWorld 72% of online adults in the U.S. use video sharing sights…what are they learning about your organization?
  27. 27. make yourself YouTube Best Practices • Brand your channel • Tag your video(s) carefully • Include keywords and phrases in your video description(s) • Limit video that isn’t professionally produced to 1 minute • Focus your video(s) around a central character • Cross promote your content
  28. 28. make yourself Why It Works…
  29. 29. make yourself Telling your organization’s story through photos
  30. 30. make yourself Telling your organization’s story through photos Instagram
  31. 31. make yourself Telling your story through 6-second (or shorter) videos Vine
  32. 32. make yourself A virtual bulletin board about your organization Sharing inspiration visually
  33. 33. make yourself • 70 million active users • Trying to reach women? 68% of Pinterest users are female • Great for fashion, recipes, décor, weddings and other lifestyle categories Why Pinterest?
  34. 34. make yourself PromotingYour Platforms tips for driving traffic • Include widgets on the home and contact pages of your website, and in the footer (if possible) • Include widgets in e-newsletters and e-blasts • Add links to your team’s email signatures • Talk up your presence in real life
  35. 35. make yourself
  36. 36. make yourself ManagingYour Social Media Program
  37. 37. make yourself Making Time…Saving Time • How much time should you allocate? • When should you be disseminating updates? • Which platforms should you focus on? • Which audiences should you be trying to reach? • How often should you update?
  38. 38. make yourself Time SavingTips • Develop a list of 5-10 sources that you can rely on for credible and relevant third-party content • Repurpose existing content…without diluting the message • Setup Google and/orTalkwalker Alerts for your organization, key staff and relevant topics • Use a management console such as HootSuite orTweetDeck to streamline the updating process. • Can update multiple platforms from one console • Built-in link shrinking tools • Ability to sort audiences into manageable groups • HootSuite has basic reporting capabilities
  39. 39. make yourself TOFU, MOFU and BOFU Metrics Social Media Marketing andYour Sales Funnel
  40. 40. make yourself • What does your social media conversion path look like? • What are the key motivators that will consistently move people down the path? • What is the incentive for converting? • What happens after people convert? Driving Conversion
  41. 41. make yourself To increase sales by 7% you decide to leverage: • Facebook to boost e-newsletter signups and offer a discount code for redemption on an future purchase • Twitter to raffle of a gift certificate or service voucher • e-Newsletters to offer purchase incentives to current subscribers • A tradeshow booth to offer free consultations to booth visitors • Google AdWords to drive e-commerce sales • Banner ads on key websites visited by your target audiences/key buyer personas to promote a specific product or service How do you know where the sales came from, what was most successful and what to refine? Data, data and more data. Aligning Social & Business Goals
  42. 42. make yourself Tools for Monitoring & MeasuringTOFU Metrics Where do I measure? • IceRocket.com • Google Analytics • HubSpot Graders • Google Alerts •TalkWalker Alerts • SocialMention.com • HowSociable.com
  43. 43. make yourself Measuring the Buzz – Part II – TOFU & MOFU Metrics • Twilert – delivers tweets containing your brand name and/or selected keywords to your Inbox for free • Twiangulate – helps you discover the connections among your Twitter followers that can help you connect with journalists that you want to build relationships with • Muck Rack – monitor trending topics among journalists and see who’s writing about what through an aggregate of journalistsTwitter streams • Crowdbooster – monitors total reach, impressions and engagement to generate analytics that help refine your brand’s Twitter and Facebook strategies • BlogPulse – monitors popular topics in the blogosphere
  44. 44. make yourself Measuring the Buzz – Part II – TOFU & MOFU Metrics • Twilert – delivers tweets containing your brand name and/or selected keywords to your Inbox for free • Twiangulate – helps you discover the connections among your Twitter followers that can help you connect with journalists that you want to build relationships with • Muck Rack – monitor trending topics among journalists and see who’s writing about what through an aggregate of journalistsTwitter streams • Crowdbooster – monitors total reach, impressions and engagement to generate analytics that help refine your brand’s Twitter and Facebook strategies • BlogPulse – monitors popular topics in the blogosphere
  45. 45. make yourself Measuring the Buzz – Part III – BOFU Metrics • Lead sources • Lead time to generate ROI by platform/marketing channel • Strategic partnerships secured • Sales conversions – by platform/marketing channel and lead source Analyze all of the above for trends and identify opportunities to replicate successes
  46. 46. make yourself • Gone are the days of 5-year marketing plans – you need a nimble strategy and quantitative data to inform the refinements you make • Be sure to give things long enough to percolate • Don’t throw the baby out with the bath water • Embrace the concept, not the medium • Know your audience…cater to their buyer personas Refining the Plan
  47. 47. make yourself Thank you! Contact us: Danielle M. Cyr @DanielleCyr 860.676.4400 danielle@cocommunications.com

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