On Social Media ... Now What?

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Setting up Social Media accounts isn't the beginning of your social and digital media marketing it's the middle. Businesses should start with developing a Digital or Social Strategy to outline what …

Setting up Social Media accounts isn't the beginning of your social and digital media marketing it's the middle. Businesses should start with developing a Digital or Social Strategy to outline what goals and objectives they are trying to meet and what technologies and communications channels will get them there. Of course they need a Content Strategy to define their target customer and what to say to them while engaging in social and digital marketing. Get tips on defining your customer, creating a Content Strategy, and creating high performing content.

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  • 1. Project Socialize, LLC 2014 © Copyright 2014
  • 2. 2 CEO,  Digital  Media  Strategist,  Consultant,  and  Coach   Cer$fied  Social  Media  Strategist  (CSMS)  by  the  Na$onal  Ins$tute  for   Social  Media  (NISM).     Nikki  Means,  is  CEO  of  Project  Socialize,  LLC  and  instructor  for  the   Ins=tute  for  Social  Media  at  Cincinna=  State.  Project  Socialize   grew  from  Nikki’s  passion  for  Social  Media.  The  interac=on,  the   development  of  community,  the  sharing  of  informa=on,  and   ever-­‐evolving  technologies  fuels  her  passion  daily.  Nikki’s   background  includes  crea=ng  strategy  for  successful  social  media   programs,  while  leveraging  eight  years  of  project  and  process   management  to  ensure  seamless  implementa=on.    Based  on   seven  years  of  immersion  in  social  media  tools  and  online   marke=ng  communica=on  channels,  she  has  found  ways  to  help   companies  achieve  their  business  goals  while  doing  what  she   loves  most  –  Social  Media  Marke=ng.  
  • 3. 1.  Social and Digital Media Marketing is Strategic! 2.  Key Learning#1: Who is Your Customer? 3.  Key Learning #2: Content Strategy 4.  Key Learning #3: Analyze Post Performance 5.  Q&A 3
  • 4. 4   How  did  your   business     Decide  that     social  or  digital   marke9ng     was  the  right     decision?   ‪Photo Credit: www.middlemarketcenter.org
  • 5. HAVE  YOU  ASKED  AND  ANSWERED  …   1.  What  Business  Goals  and  Objec9ves  will  social  and  digital   media  help  us  achieve?   2.  Who  are  the  Customers  we  are  trying  to  connect  with  and  what   are  they  talking  about?     3.  What  Content  will  we  share  with  our  Customers?   4.  What  will  make  our  Customers  come  back  for  more?   5.  What  Metrics  will  we  track  to  analyze  performance?   6.  What  is  our  Budget  for  social  media  marke=ng?   5 AKA Digital Marketing Strategy
  • 6. 6 WHO IS YOUR CUSTOMER?
  • 7. 7 THE SOCIAL MEDIA AUDIENCE If you want to use social media to reach your customers, you need to know where to find them online. Social media isn’t one thing: it’s a sprawling empire made up of many different neighborhoods, each of which attracts its own subset of your customers.
  • 8. 8 THE SOCIAL MEDIA AUDIENCE: AGE AND GENDER Photo Credit: VisionCritical
  • 9. 9 SOCIAL NETWORK USAGE 75% OF SOCIAL MEDIA USERS 18-34 LOG INTO FACEBOOK SEVERAL TIMES A DAY.
  • 10. 10 Photo Credit: VisionCritical
  • 11. 11 TOP ACTIVITIES BY NETWORK Social Media Users engage with different topics on different social networks. People turn to Facebook for humor, human interest stories, arts and entertainment. Photo Credit: VisionCritical
  • 12. 12 TOP ACTIVITIES BY NETWORK People turn to Pinterest People turn to Pinterest for DIY, crafts, food and drink, and fashion and beauty. Photo Credit: VisionCritical
  • 13. 13 TOP ACTIVITIES BY NETWORK People turn to Twitter for news, arts and entertainment. Photo Credit: VisionCritical
  • 14. 14   •  Iden=fy  your  customer  demographics:   •  Age   •  Gender   •  Ethnicity   •  Geographic  loca=on   •  Discover  what  your  customer  do  while  online   •  Shop   •  Play  games   •  Research   •  Find  deals   •  Tap  into  the  conversa=ons  your  customers  have  while   online     •  Don’t  assume  your  customers  use  Facebook,  TwiZer,   LinkedIn,  etc.  …  ask  them.  
  • 15. 15 WHAT IS YOUR BIGGEST CHALLENGE WHEN EXECUTING A SOCIAL OR DIGITAL MEDIA STRATEGY? Photo Credit: www.KimBeach.com
  • 16. 16 Every  business  needs  a  Content  Strategy!     HUH?  A  content  strategy  plans  for  the  crea=on,  delivery  and   governance  of  useful,  usable  content.       Most  business  challenges  are  addressed  by  the  Content  Strategy.   55% The  %  of  consumers  following  companies    on  social  networks  to  receive  general   informa9on    
  • 17. 17   What  should  a  Content  Strategy  Include?     •  Business  Case  i.e.  What  are  you  trying  to  achieve?   •  Define  Your  Audience  and  Create  Personas  –  Who  are  you   customers?   •  Create  Your  Story  and  Core  Messages  –  Who  are  you?     •  Iden9fy  Communica9ons  Channels  –  Social  Media?  Blog?   •  Define  the  Execu9on  Process  –  Who  is  your  team?  When   will  they  post?   •  Measure  and  Analyze  –  Iden=fy  KPIs.  
  • 18. 18 Enter  Social  and  Digital  Media  Marke=ng  on  a  solid  founda=on.   Star9ng  with  a  Strategy  that:     •  Defines  the  people  you  are  trying  to  reach;   •  Includes  a  message  that  is  appropriate  for  your  demographic;   •  Iden=fies  the  Social  Media  pla_orms  where  your  audience   spends  =me;   •  Has  a  process  for  crea=ng  and  cura=ng  content  in  a  24/7/365   digital  world;   •  Outlines  a  schedule  for  regular  pos=ng;   •  Incorporates  the  technology  needed  to  succeed.  
  • 19. 19 WHAT IS HIGH PERFORMING CONTENT? Photo Credit: ‪www5.mercedes-benz.com
  • 20. 20 1.  Content that is SHAREABLE; 2.  Content that is LIKEABLE; 3.  Content that fans INTERACT and ENGAGEMENT with; 4.  Content that REACHES the intended audience. DOES THIS DESCRIBE YOUR CONTENT?
  • 21. 21 WHAT IS SHAREABILITY? It’s what the post does to people – when they see it, do they want to share it? •  GIVE: Offers, discounts, deals or contests that everyone can benefit from; •  ADVISE: Tips, especially about problems that everyone encounters; •  WARN: Warnings about dangers that could affect anyone
  • 22. 22 •  AMUSE: Funny pictures & quotes, as long as they’re not offensive •  INSPIRE: Inspirational quotes •  AMAZE: Amazing pictures or facts •  UNITE: A post that acts as a flag to carry and a way to brag to others about your membership in a group.  
  • 23. 23 WHAT IS LIKEABLE? •  The topic, point of view, or picture in the post trumps all user behavior and determines if someone likes vs shares. •  The CTA (call to action) in the post asks for a LIKE. •  Posts don’t have multiple CTAs. Readers will typically pick one action or another. •  A post that connects with the reader, but not enough for them to share on their personal profile.
  • 24. 24 WHAT  IS  REACH?   •  Organic reach: the number of people who saw your Page post in news feed, ticker or on your Page’s timeline •  Viral reach: the number of people who saw your Page post in a story from a friend •  Paid reach: the number of people who saw your Page post in an ad or sponsored story
  • 25. 25 How  do  you  expand  the  reach  of  your  Content?       •  Create  ENGAGING  Content.  Plan  for  crea=vity.   •  Analyze  Performance  and  Make  Necessary  Changes.     Measure.  Analyze.  Make  Changes.  Repeat.   •  Promote  Posts:    Promote  important  posts  to  help  people   no=ce  them.        
  • 26. 26   Is  your  content  Likeable  and  Shareable?  If  not  …     •  Make  sure  your  posts  are  relevant  to  your  audience  and   business   •  Be  succinct,  friendly  and  conversa=onal   •  Share  photos  and  videos  because  they  tend  to  be  more   engaging   •  Ask  ques=ons  or  seek  input   •  Give  access  to  exclusive  informa=on  and  specials   •  Be  =mely  by  pos=ng  about  current  events,  holidays  or  news   •  Track,  analyze  and  apply  metrics  to  content   •  Rinse  and  Repeat!  
  • 27. 27
  • 28. 28 Nikki J. Means, CEO, Project Socialize Phone: 513-779-2444 Email: info@ProjectSocialize.com Website: http://ProjectSocialize.com Twitter: @ProjectSocializ Facebook: ProjectSocialize