Smarty Social Media: New Rules of Social Media Marketing
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Presentation created for Association of Spirit Industry Professionals on Social Media best practices to leverage paid, earned, owned
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Smarty Social Media: New Rules of Social Media Marketing
- 1. The New Rules of Social Media Marketing ASIP Conference: 09.17.13
- 2. Jami Eidsvold & Ashley Cline • Social media team at Gold Public Relations & Smarty SM duo • Interactive public relations, social media strategy, content development, community management influencer & WOM programs • Clients such as Invisalign, CoolSculpting, Whole Foods Market & SEMA@jami_bee @ashleycline
- 3. Social Media Smarts: What We’ll Cover • Social Media 2.0: Owned, Earned, Paid • How to Create Good Social Media Content • Social Media Marketing Best Practices for Engagement • Social Media Amplification • Q&A
- 4. Your Social Media Wake Up Call! *Source: Socialnomics by Erik Qualman: http://www.youtube.com/watch?v=QUCfFcchw1w
- 5. PEOPLE ARE USING SOCIAL DIFFERENTLY? Search Share Mobile Social Search Engines Sharing & Recommending Always Connected
- 6. Google is Your New Homepage
- 7. Social Media = SEO SEO: The process of improving the visibility of your online reputation to make your content accessible and lovable for: • Your visitors a.k.a new customers • Search engines Search Engines ―crawl‖ this content, then index and rank it quicker—this is DIRECTLY influenced by social media content and shares. • Authoritative Content (Earned: PR, blogs, news, etc.) • Social Content (Earned: Reviews, shares, likes, comments, etc.) • Visual & Rich Media Content • Google+ is a necessity, purely for SEO
- 8. OPTIMIZING SOCIAL MEDIA FOR SEO 1. Link all your social media pages to your website & vice versa 2. Know your keywords & use them regularly 1. Secure your business name or personal URL on all social media sites 1. Share visual content: Use keywords in the image name & links to your site in the description 2. Calls to action help readers engage with your content 1. Do PR. Start a blog, write for a blog or work with bloggers
- 9. Social Media Marketing 2.0 • Content • Mobile • In Your Feed • Paid • Customers • Conversion Social Media Marketing 1.0 • Content • Desktop • Right-Hand Rail • Viral • Fans • Engagement
- 10. ENTER: P.O.E.M
- 11. Reach Your Audience ―In Stream‖
- 12. Content is KING!
- 13. What is Social Media Content? • Posts, quotes, tips, statistics, • Polls and questions • Thought provokers, conversation builders • Articles, studies, research • Contests, promotions, deals, incentives, coupons, offers • Photos, videos, infographics, charts, graphs • Events
- 14. GOOD CONTENT: • A picture is worth 1,000 words • Optimize images for Web & Search • Pay for great design • OR enlist tools to create your own • Is it worth a like, retweet, pin, +1, etc.? • Every post needs an image Tells a Story Looks Great Is Shareable
- 15. Visual Storytelling • 90% of info transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text • Visual content on Facebook sees 65% higher engagement • Photos are ―liked‖ 2X as much as text only • Consumers are 85% more likely to purchase a product after watching a product video • Post on multiple platforms for different audiences • Ensure that there is a photo or image on every, single post **BONUS STRATEGY: Have fans and influencers post THEIR photos & videos on YOUR pages *Source: HubSpot, 2012
- 16. Content Curation Original>Aggregate>Curate • Themes, holidays, observances • News: Int’l, Nat’l & Local • Conferences & Events • Company milestones & human interest • Industry influencers & thought leaders • Trends: – Google.com/trends – Twitter – Alltop.com – Reddit.com – StumbleUpon.com • Social Search – Keywords & hashtags
- 17. CONTENT CREATION TOOLS • PicMonkey.com—edit photos & add text • MemeMaker.net • Visua.ly—Create your own infographics • SomeECards.com • Creative Commons— Royalty Free Images
- 18. Create a Content Calendar 1. Make your job easier & save time! 2. Plan: Yearly, Quarterly, Monthly, Daily 1. Include seasonal, industry & local topics 1. Keep it simple: Spreadsheet or Google Doc 2. Automate with a Third Party Tool: Hoot Suite, Sprout Social 1. Plan but be prepared to react and engage daily
- 19. Tools: Hoot Suite Features: • Manage multiple social networks: Twitter, Facebook, LinkedIn, Google+, FourSquare, Wordpress • Schedule messages & tweets • Track brand/name mentions • Advanced analytic reporting • HootSuite University • 30-Day free trial then build your own plan: FREE-$100/month
- 20. Tools: Sprout Social Features: • Publish to: Twitter, Facebook, LinkedIn & Google+ • Engage within stream inbox and utilize tasking tools • Unlimited reporting & exporting of analytics • Run competitor Twitter reports • Monitor your brand • CRM w/contact records & editable notes • Collaborate w/internal team • 30-Day free trial then: $39- $99/month
- 22. Take it to the Next Level Engaging your fans into action • Must have=social share buttons on your website & product catalog • Give to get: Fans expect something exclusive – Coupons, special offers, insider info, special access, prizes, contests • Ask for engagement: Strong calls to action – Ask for likes & shares – Ask for comments and opinions and do something with it – Ask for fans/customers to share their stories and pictures • Create a Fan Hub and award advocacy & sharing – Check out Napkin Labs & ePrize
- 23. Sweepstakes & Promotions Try social media promotions for lead generation and engagement! Types of Promotions: • Simple sweeps • User Generated: Photo/video contests, essays • Caption Contests • Instant Win • Pin to Win • Group Offers/Deals • Quiz/Trivial • Multi-Platform **BONUS TIP: The lower the barrier to entry the greater number of entries
- 24. Third-Party Promotional Platforms • WooBox.com • NorthSocial.com • WishPond.com • ShortStack.com *Promotion hosting can cost between: $0-$50/month Collect Likes & Leads w/Promos • Fangate • Mobile-Optimize • Choose a desirable & easy prize to communicate • Cross promote: other networks, at events, on website • Use Promoted Posts & Ads to reach a larger audience • Use Influencers to share • Announce the winner
- 26. Live Events & Social Amplify your social media efforts at Live Events & engage with your audience • Social calls to action & signage • Free Wi-Fi • Encourage & incentivize social ―Check Ins‖ • Use event hashtags • Photo opps & shared photo albums • On-site to social promotions • Event social stream/content hub: – Postano.com – LiveFyre.com – RebelMouse.com **BONUS TIP: Social hubs can serve as exciting feeds on your social platforms and websites
- 27. PAID SOCIAL ADVERTISING Facebook Twitter YouTube • Marketplace Ads • Promoted Posts • Sponsored Stories • Promoted Tweets • Promoted Accounts • Display Ads • Overlay In-Video Ads
Editor's Notes
- Jami
- Show Video: http://youtu.be/ZQzsQkMFgHE
- Jami: Over 70% of users on Facebook & Twitter are accessing it via mobile devices91% of teens share photos of themselves44% of cell owners admit to having slept with their phone next to their bedPeople need and expect to be constantly connectedPew Research Center: http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
- Jami: POWER TIP: Social Media is amazing for getting higher ranking on Google / SEO – these platforms are powerful and updated frequently and create as much content as much possible to show up in people’s searchesINTERACTIVE PROMPT: Google the name of your business or the main product/service you offer: What shows up on the first page of results: THIS IS WHAT YOUR CUSTOMERS ARE LOOKING AT FIRST
- Jami: SEO = art and science of getting placement on Google – but basically game of points – whomever has the most points in the football game winsThings like authoritative content (the importance of PR), social content THAT IS ENGAGING and visual content that is shared/viewed all give you more points or Google Juice
- Jami
- Jami
- Jami
- Jami:Google: In Search StreamFacebook: In News Feed & TimelineTwitter: In Timeline
- Ashley:Why does content matter? Society of content sharingRelevant, useful content that your community wants, needs, is interested to knowContent generated by youContent generated from reliable sources other than yourself (aligned with your ideology and brand)
- Ashley to present: 2013 is the year of the photo-2014 will be the year of the videoPhotos evoke emotions and really do communicate 100+ wordsSource: http://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-Should-Include-Visual-Content-in-Your-Marketing-Data.aspxWhen your fans post on your page – their friends and family see that in THEIR newsfeed – it is an endorsement of youWhen your fans post on your page – their friends and family see that in THEIR newsfeed – it is an endorsement of you2012 - 2013 are the years of the photoPhotos evoke emotions and really do communicate 1000 words
- Ashley to present:
- Ashley to leadCurate content based on themes, timeless, and evergreen content based on your target audienceBenefit of content calendar: third party tools to automate/schedule your posts – anyone in office can schedule this and content goes out on a regular basis