Managing Social Media for Your Business
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Running your business can be a big challenge, especially when you're the CEO, CFO, Marketing Director and Community Manager all-in-one. Social Media is a huge part of your digital marketing efforts and something that cannot be ignored, especially when your competitor is already out there. Yet which network do you choose to be active in?
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Managing Social Media for Your Business
- 2. Background information Working in Social Media/SEO/Content Marketing for 9 years Digital Content Strategist for Florida Blue
- 3. Where you can find me Twitter - @TallChickVic LinkedIn - LinkedIn.com/in/VictoriaLEdwards Email – Victoria.Edwards@FloridaBlue.com Website – Victoria-Edwards.com
- 4. When I am not working…
- 5. Overview A breakdown of social media networks Why do I need social media? Determining what social media networks is best for your business How to develop effective content for your social media efforts "How to” social media in a day
- 6. Social media networks - Facebook A social networking website that makes it easy for you to connect and share with your family and friends online. Permission needed for friend request Can Follow someone with friend requesting them Follow = only sees publically shared updates Can “like” any public pages (company, brand, place and so on)
- 7. Social media networks - Twitter Micro-blogging format that lets users send messages in 140 character posts or messages called “tweets.” Can follow anyone on Twitter without permission needed
- 8. Social media networks - LinkedIn Business social networking site Designed specifically for professional networking -- finding a job, discovering sales leads, connecting with potential business partners
- 9. Social media networks - Instagram Online mobile photo and video sharing social network Hashtags usage very common to help users discover areas of interest.
- 10. Social media networks - Pinterest Is a web and mobile application company that offers a visual discovery, collection, sharing, and storage tool. Users create and share the collections of visual bookmarks (boards).
- 11. Social media networks – Google My Business Google My Business puts your business info in the search engine, in Google Maps and Google+ so that customers can find your business. Geo-targeted awareness Let’s your customers find you as they’re in your area
- 12. Why do I need social media?
- 13. Why do I need social media? Increases brand awareness Increases traffic to your site Increases overall reach (target demographic) Helps with research your target demographic Great communication tool with your customers/audience
- 14. Why do I need social media? Your competitor is already there! Helps with SEO (search engine optimization)
- 16. Do NOT Sign Up Everywhere! You don’t have the time! It may not be where YOUR business needs to be Start slow…
- 17. Do your research Where are your competitors? Where is your audience? Where can your digital marketing goals be met?
- 18. How to find out where to be in social media Make a list between 5-10 competitors Go to their websites Find their social handles (should be on site) Look at the conversations within social media
- 19. How to find out where to be in social media Just because they are there, still does not mean you should be there Your competitor list should help nail down where to be
- 20. Questions to ask yourself
- 21. Questions to ask yourself How much time can I commit to these networks? Can I commit on an ongoing basis? Is my target customer/demographic in this space?
- 22. Questions to ask yourself What type of value could I get from this space? Does my business product or service fit in this space?
- 23. What various social media networks can accomplish
- 24. What various social media networks can accomplish Facebook Twitter LinkedIn Pinterest Google My Business
- 25. Facebook Increase sales through advertising Increase brand awareness through content promotion (promoted posts) Assist in customer service by creating a community hub Aid in customer retention by offering support where your customers socialize
- 26. Twitter Increase sales through advertising Increase brand awareness through content promotion Assist in customer service by creating a community hub Assist in customer retention by offering support where your customers socialize
- 27. LinkedIn Increase leads through introductions Boosting client retention by maintaining relationships Assist in company and personal brand awareness
- 28. Pinterest Boost brand awareness as an online portfolio Enhance product awareness as an online portfolio Boosting sales numbers through product promotion Helps with conversion with promoted pins
- 29. Instagram Increase brand awareness Increase conversion by promoting sales and products Increase engagement (higher engagement compared to Twitter)
- 30. Google My Business Increase foot traffic through inclusion in Google’s local results Increase website traffic through inclusion in Google’s local results Increase conversion rates through reviews, which inspire confidence to buy Increase brand awareness
- 31. How to develop effective content for your efforts Develop a plan for your content What do you want the content to do? Generate leads Generate downloads Increase traffic Increase conversion Not all content will do everything, so have a clear goal
- 32. How to develop effective content for your efforts Develop personas / ideal audience Define your existing audience
- 33. How to develop effective content for your efforts
- 34. How to develop effective content for your efforts Develop a blog or some platform on your site where you can write and share content
- 35. How to develop effective content for your efforts Research your competitors: What type of content topics do they develop? What type of content do they create (video, PPT, blogs, podcasts, whitepapers)? What’s the engagement like of that content?
- 36. How to develop effective content for your efforts Develop content around the lifestyle of your product or service Health care examples: Education around health care 101 Diet and nutrition Recipes Innovation in health care technology
- 37. How to develop effective content for your efforts Types of content topics you can create: How to’s FAQ’s Interview experts in your industry Interview internal experts in your company Case studies And more (see resources section)
- 38. How to develop effective content for your efforts Ask your audience what they want to read about Surveys Emails On social media
- 39. “How to” social media in a day Look at the industry publications you get emails from Look at the industry news your read Find 2 news items that you found of interest Find the authors & their Twitter handle (usually next to their author byline)
- 40. “How to” social media in a day Then follow, share, like, tweet Tell the publication you appreciated the content And / Or Tell the author the same thing
- 41. “How to” social media in a day Ask your social media community what they thought of the article ENGAGEMENT
- 42. “How to” social media in a day - tools Summarize the content in a blog post, then link to the actual news piece or article Take that content and SHARE! Mention the authors when you do so!
- 43. “How to” social media in a day - tools Monitor your comments If someone posted a comment on your wall, reply Listening Tools that are free: Google Alerts Tweet Deck Topsy Social Mention
- 44. “How to” social media in a day - tools Use tools like Followerwonk to find people or subject matter experts in your industry Follow them in social media and then send a quick hello!
- 45. “How to” social media in a day - tools Utilize LinkedIn groups (if they’re of value) Not sure where they are?
- 46. Then…
- 47. Questions?
- 49. Thank You!