Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013

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Twitter, Facebook, Linked In, Pinterest, Google +—how can you use social media tools effectively to promote your book when there are only so many hours in the day? Discover how to plan your social …

Twitter, Facebook, Linked In, Pinterest, Google +—how can you use social media tools effectively to promote your book when there are only so many hours in the day? Discover how to plan your social media outreach to fit your schedule, your budget and your book. You will learn both the nuts and bolts of a successful social media campaign as well as the dynamics involved in creating and nurturing social “billboards.”

Speakers: Mary Agnes Antonopoulos, Viral Integrity; Terry Doherty, The Reading Tub, Inc. and TjD Consulting; Deltina Hay, Plumb Web Solutions IBPAU13

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  • 1. – Session 901: Publishing 302 –Strategies for a WinningSocial Media CampaignDeltina Hay Terry Doherty▪Mary Agnes Antonopoulos
  • 2. Mary Agnes Antonopoulos, Viral Integrity●Social media strategist with 25+ years as freelance writer●Designed 50+successful social media / branding campaigns for avariety of clients●Sought after writer, Youtube Coach and BlogTalkRadio / PodcastProducer.Terry Doherty, The Reading Tub, Inc. and TjD Consulting●Nonprofit Executive, analyst, and life-long writer●Social media coach & trainer●Specialty is social media marketing for small businessesDeltina Hay, Plumb Web Solutions●Author of The Bootstrapper’s Guide to the Mobile Web and The SocialMedia Survival Guide●Web developer, publisher, and small business owner●Teaches many online courses on DeltinaU.comMeet the Panelists
  • 3. Real-WorldContent MarketingReal World ContentMarketingwith Deltina HayPlumb Web Solutions
  • 4. The term “content marketing” is often misinterpreted.I like to think of content marketing as “sucking every ounce of life fromevery bit of content I produce.”Seasoned marketers have been doing this for years – it all comes down togood planning.A Real-World Content Marketing Example
  • 5. For me, the ultimate goal of content marketing is to get my content:In as many different forms as possibleOn as many different platforms as possibleIn front of as many different eyes as possibleThe Goal
  • 6. With these ideas in mind, we can create our content with moreintentionality.Rather than producing the content and applying a plan, consider draftinga plan before delving too far into a project.A little planning can save a lot of time and open new possibilities forgetting your content additional exposure.The Plan
  • 7. The following example demonstrates how we took this approach to themarketing plan for my latest book, The Bootstrappers Guide to theMobile Web, published by Quill Driver Books.Right out of the gate, I knew I wanted to produce a book trailer and, sincethe book has quite a few statistics and how-to elements, I also wanted todevelop an infographic.But if I was going to invest the energy into producing these elements, Iwanted to make sure it was going to be worth the effort.The Example
  • 8. So before investing too much time into production, I drafted a rough“content” plan:Design a set of “infographic-style” graphics to be used or re-purposedthroughout the entire marketing campaign.(Note: Infographics can be great storytelling vehicles for fiction, too)Plan the graphic dimensions carefully so the images can be easilycustomized for each use.Produce edited copy that can be crafted into scripts, presentation copy,blog posts, and articles.The Bootstrappers Guide Plan
  • 9. Based on the proposed content, I drafted a specific “contentmarketing” plan:- Develop seven panels that summarize the main sections of the book.- Create a book trailer video using the panels and scripted copy.- Create an infographic using the panels.- Integrate the panels and copy into the books website.- Create a Slideshare presentation from panels and embedded video.- Add video and infographic to an optimized PRWeb press release.- Contribute articles and blog posts that use panels and infographic.- Develop an online course using the panels as and scripted copy.- Market all of the above heavily on all social media channels.- Cross promote everything!Once I realized the potential of the plan; I moved forward with confidence...The Bootstrappers Guide Plan
  • 10. The Graphic Panels
  • 11. The Graphic Panels
  • 12. The Graphic Panels
  • 13. The Graphic Panels
  • 14. The Graphic Panels
  • 15. The Graphic Panels
  • 16. The Graphic Panels
  • 17. The Book Trailer
  • 18. The Book Trailer
  • 19. The Infographic
  • 20. The Website
  • 21. The Website
  • 22. The Website
  • 23. The SlideShare Presentation
  • 24. The SlideShare Presentation
  • 25. The PRWeb Press Release
  • 26. Guest Blogging Opportunities
  • 27. Guest Blogging Opportunities
  • 28. Free Udemy Online Course
  • 29. Free Udemy Online Course
  • 30. Ongoing Marketing EffortsIn the interest of “sucking every ounce of life from each bit of content,”ongoing marketing efforts are employed.The goal is to keep the content fresh and to increase its reach as far –and for as long - as possible...
  • 31. Social Networking PlatformsAnnounce the freshest content (blog posts, videos, press releases,infographic, presentation, online course, etc.) on Twitter several times aday.Share fresh content daily on Facebook, LinkedIn, Google Plus, and othersocial media platforms.Feature older content periodically to breathe new life into it – specificallythe video, infographic, and online course.
  • 32. PinterestPin graphics from each top level website page onto a Pinterest boardcalled “mobile web marketing.”Pin the infographic from the website onto the “mobile web marketing”board.Pin the infographic onto an “Infographics” board.Create a different board for pinning the infographic and panel imagesfrom each guest post.
  • 33. Cross PromotionFeature the video, infographic, and online course prominently on thewebsite and blog.Include links to website, video, and online course in the bios of guestposts.Cross-promote all social media platforms, blogs, and press releases.Add video and panel images to supporting platforms such as AmazonAuthor pages, Authors Den, and Goodreads.
  • 34. ConclusionHopefully, this will help you uncover new possibilities for getting your owncontent onto additional platforms and in front of a larger audience.Keep in mind, however, that the specific platforms used in this example(YouTube, SlideShare, Pinterest, etc.) were already in place, andplatforms that I use regularly.I do not recommend over-extending for the sake of one contentmarketing plan...
  • 35. Where is theCrowd?And what arethe clouds?All Access Grouphttp://MaryAgnes.com
  • 36. BLOGLinkedin Groups & PPTNewsletter ContentMeetup Groups Event MaterialYouTubeVideosBlogTalkRadioBroadcastsFacebook Notes
  • 37. BLOG= TweetsNewsletter ContentBlogTalkRadio BroadcastsLinkedin Groups & PPTMeetup Groups Event MaterialYouTubeVideosFacebook Notes
  • 38. http://MaryAgnes.com
  • 39. VLOGLinkedin GroupsNewsletter Content TranscriptionsBecomeBlogs!BlogTalkRadioBroadcastsPost to Facebook Notes= Tweets
  • 40. VLOG4 Places to ShareYourVlog1. Post toYouTube2. Post on your Website Blog3. Share on FB with NetworkedBlogs3.Ask your Linkedin Groups for FeedbackPlaces to ShareYourTranscribed BLOG1. Post as a Written BLOG 2. Post as a Facebook NOTE and TAG Friends3. Share with Linkedin Groups as a discussion3. Post it to EzineArticles.com to build your Brand
  • 41. http://MaryAgnes.comKeep it SHORT!When I say 2-3 minutes, I’m not kidding.Time yourself from beginning to end. Ifit’s 3.25, cut something out. If it’s less, is there something vital you could haveadded?Remember, this isn’t JUST for SEO, it’s also to add credibility, knowledge andvalue. You want to build an audience for your product and / or services. So bequick and be useful. One or two tips should do it.Be Searchable!It’s not JUST the tags, use your tags (and your name) in yourTITLES too.It’s Indexable… Remember who ownsYouTube and how their company works!
  • 42. 4 ImportantYouTubeTips1. Put up a Complete Profile2. Keep your videos Short3. Use old Blogs as your scripts / tips4. In EVERYVIDEO ask viewers to SUBSCRIBE
  • 43. 5Ways Sharing to BUILD an Audience1. Auto share with Facebook andTwitter - go to Settings and click Sharing2. Click the Share Button to Send to Linkedin Groups3. Share to your Blog - Click Share + Embed for HTML Code4. Share with your Gmail Contacts. Click Share + Email5. Send Invites onYouTube for FRIENDS
  • 44. 4Ways to Be SUREYou’re ENGAGINGYourYouTube Audience1.Always allow Comments2. Use Annotations to add Links3. Check your Inbox – it’s hiding in your Settings4. Create a Playlist and share a Bulletin
  • 45. The 2-MinuteTip of the DayKeepsYour Audience Coming Back over and over andover….Your nameYour company’s nameYour websiteWhat you do / mission statement (in one or two sentences)NOWYOUR 2-minute script (be interesting!)End with your name, company, website again.(If you have an EVENT or product, useTHAT instead of your website.)End with a PHONE NUMBER
  • 46. SHARE share share.
  • 47. 4Video Blogging Basics1. VLOG once a week - no excuses!2. Share Contact Info on every blog3. Keep yourVlogs Short4. Get yourVLOG Transcribed 
  • 48. BlogTalkRadioMaking itWork for ANYONEBlogTalkRadio is one of the most effective and easy-to useplatforms out there to share your message and build your brandedrecognition as an author and an expert in your field. Know that Itdoes take a little time to build a following for your live broadcasts,but the fact that you can build a library of your calls online is great,and remember that your shows can be easily heard anddownloaded later on.
  • 49. http://MaryAgnes.comThe Wins.#1 Build anaudience#2 On Demand#3 Easy MP3
  • 50. http://MaryAgnes.comStreaming radio is huge.There are over 5,000Individual Streaming RadioChannels.Within only ONE month,my own channel,All Access Radio had3,000 Listens.
  • 51. http://MaryAgnes.comTrust me, you are an expert in your field.It’s just all about finding your voice and youraudience. ~ Kelli RichardsKelli Richards Coaching: I coach people every daywho are oriented toward growth, transformationand expansion. Who have a vision for making ameaningful difference in the world through theirwork, their life, & their unique talents & gifts. 
  • 52. http://MaryAgnes.com• Profile Page• Fan Page• Group• Advertising
  • 53. http://MaryAgnes.com
  • 54. The Four Spaces on Facebook1. Personal Profile2. Fan or Business Page3. A Group built around your brand or product.4. Facebook Advertising
  • 55. Four ImportantThings to Do on Facebook1. Have a Group (whether or not you have a Fan Page)2. Run events through your Group3. Register your Blog with NetworkedBlogs4. Set up your Tweets with SelectiveTweets
  • 56. What is the MOST important thing to do on Facebook? ENGAGE!1.Ask your audience Questions!2. Respond to EVERY post!3. Share Videos 3 times a week.4. Load your blog as a Note and TAG appropriate people.
  • 57. Fan or Business PageThe big win? No 5,000 Friend Limit
  • 58. http://MaryAgnes.com
  • 59. Start a Group: Once you go to the website, the button to start a group is on the top leftof Meetup.com. They’ll walk you through the whole process – it’s massively easy. But dohave your group description written before you get there, just so you can have it thoughtout and effectively written with great keywords chosen. Meetup will pass along an invite toanyone who’s used those keywords within your area. (There is a fee to own a group, butyou can do it for about $15 or less a month.)
  • 60. Coolness and Flexibility: Meetup works a LOT like an online group. To beginwith, you can message all of your members with updates – and you can haveONLINE meetings or teleseminars too – not just live meetings. So be sure toinvite your Meetup Group members to all of your events (whether you are amember OR run the Meetup Group).If a group you belong to doesn’t allow you to email the other members, ask theowner if they’d be gracious enough to share your event with everyone.Owning a Group: One thing you’ll want to do is set up an autoresponderwelcoming all new members – that’s a secondary place where you will provideyour basic bio, product and corporate info, and where to find you (ie, website,book, social networks, etc., etc.).
  • 61. 11,000+ members.Know what heDOESN’T have?A BOOK.
  • 62. Meetup is an online social networking portal that facilitates offline group meetingsin various localities around the world. Meetup allows members to find and joingroups unified by a common interest, such as politics, books, games, movies, health,pets, careers or hobbies. Users enter their ZIP code (or their city outside theUnited States) and the topic they want to meet about, and the website helps themarrange a place and time to meet.NY Entrepreneurs Business Network (NYEBN)Meetup Success Story #1
  • 63. BLOGGING MADE EASYJust a few tips from a writer.#1. List 20 Teaching Points.#2. Pick 4 and write 5 lines about each.#3. Pick 1 of the 4 and write 1 more paragraph.#4. Add an intro, an exit and PS Line.
  • 64. Connect with Mary AgnesMary Agnes on Facebook Find MA on Google+Follow Mary Agnes on Twitter Connect on LinkedInListen to Mary Agnes’ Radio Show on Social Media and Right WritingContact Information:Mary Agnes Antonopoulos, CEO of RockawayWriter.comCMO ofViral Integritywww.MaryAgnes.com / ma@Viralintegrity.comMobile: 845-238-0018Learn more about my Private Social Media Class - By Invite OnlyClass Outline:We meetTuesdays by phone or webinar for 45 minutes (fast). I send you back up notes andhow-to so you can implement everything I teach.We cover a different social network each month.All classes are recorded and sent out with all notes. Week 1. Overview of the Network and Navigation.Week 2.What to DO to make it work for you,Week 3. One-on-One Coaching!Week 4. Live Q&A. If you cant be there, you simply email me your questions and I answer them onthe call.
  • 65. Real-WorldContent MarketingMapping Your SocialMedia Campaignswith Terry DohertyThe Reading Tub
  • 66. Even if you dont like it, you need to do it… consider it part of your business diet!You want the most for your money… think of it as an investment!You want to spend the least amount oftime doing it… just like exercise!Image Credit: Terra Nova Foundation on Flickr.comWhy Social Media Marketing is like Grocery Shopping
  • 67. ●Finding the Right Tools●Matched to your goals●Fit with your style●Writing a Social Media Plan●Why you need one●How to start●SM Leveraging Tools●Work smarter not harder●Create opportunitiesImage Credit :Morguefile.comTerrys THREE Step to Success
  • 68. Twitter – a Marketers Best Friend!69% percent follow others based onrecommendations from friends60% are mobile users92% Retweet when they seeinteresting content26% Retweet just because you asked“please”#1 reason why followers leave:too many updatesTwitterverb: Tweetborn: July 20061 billion user accountsAvailable in 20 languagesTOP FIVE COUNTRIESUS @ 100 millionBrazil 33.3 millionJapan, 29.9 millionUK 23.8 millionIndonesia 19.5 million
  • 69. Why I am a Twitter EvangelistForces me to stay on messageSense of CommunityLooking OUTWARD- trends in my industry- business intelligence- networking with peersLooking INWARD- protect my brand- near-real-time customer service- engage customers & loyalists
  • 70. +1 Button is served > 5 billion times/ daySites with a Google +1 button across their sitegenerate 3.5 times more visits to their Google+Page than those withoutEstablishes your Credibility- Integrates Other Social Profiles- Google AuthorshipComes with its own mobile platformCommunities built around specific interests- Less linear = more sharingGaga for Google PlusGoogle+verb: Plus-1born: June 2011500 million user accountsAvailable in 42 languagesTOP FIVE COUNTRIESUS @ 3,604,760India @ 1,567,410Brazil @ 621,590UK @ 444,160Canada @ 281,600
  • 71. Google+ Makes Engagement EasyImage Credit: Eli | Rose Social Media blog
  • 72. Does [platform] fit into my EXISTINGmarketing strategy?Is this [platform] redundant withanother tool Im using?Will this [platform] add a necessary newdimension to my marketing strategy?A Guide to Help You Chart Your CourseImage Credit: Getty Images
  • 73. - Cross-platform Campaigns●Re-purpose content●Recycle popular content (>6 monthsold)- Fresh Content●Plan for variety●Consider MEMEs●Host guests- Engage with your Audience●“Talk” with followers & Friends●Use Listening Channels●Visit their sitesSocial Media Care and FeedingImage Credit: Grizzman86 onFlickr.comMUSTFeed the Bear!
  • 74. Industry ExpertiseBusiness IntelligenceMarketing IdeasContent IdeasA Social Media MUST: a Listening ChannelHootsuiteBufferTweetdeckSocial Oomph
  • 75. Industry ExpertiseBusiness IntelligenceMarketing IdeasContent IdeasA Social Media MUST: a Listening ChannelHootsuiteBufferTweetdeckSocial Oomph
  • 76. IFTTT.com (If This Then That)●Multi-platform●Automates functions●Pushes informationTWERIOD.com●Analyzes Yours + Follower Tweets●Best time to TweetLIKEALYZER●Measures success of your FB pages●Analyzes potential of your FB pagesThe Social Media Toolbox
  • 77. ●Find the right tools forYour Goals …●Best showcase your Brand |Company | Product●Fit with your Strategy●Make marketing EASIER●Give you the best RoIThe Social Media Toolbox
  • 78. – THANKS FOR JOINING US–Were happy to answer yourquestions!
  • 79. Mary Agnes Antonopoulos, Viral Integrity●Social media strategist with 25+ years as freelance writer●Designed 50+successful social media / branding campaigns for avariety of clients●Sought after writer, Youtube Coach and BlogTalkRadio / PodcastProducer.Terry Doherty, The Reading Tub, Inc. and TjD Consulting●Nonprofit Executive, analyst, and life-long writer●Social media coach & trainer●Specialty is social media marketing for small businessesDeltina Hay, Plumb Web Solutions●Author of The Bootstrapper’s Guide to the Mobile Web and The SocialMedia Survival Guide●Web developer, publisher, and small business owner●Teaches many online courses on DeltinaU.comMeet the Panelists