Social Media Best Practices for 2015

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
……………………………………………………………………………………
Adam Dince @adamdince
Deluxe Corporation

 Introduction
 Best Practices
 Summary

……………………………………………………………………………………

 Adam Dince @adamdince
 Director of Earned Media
 More than 14 years of experience in online marketing and Web
development, both B2B and B2C, and has helped dozens of Fortune 100
companies and business owners create winning strategies.
Contributor To:

@deluxecorp Facebook.com/deluxecorp
www.deluxe.com/blog

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Source: www.zeromomentoftruth.com
Social Media

Social media has the opportunity to influence
consumers from a variety of sources
Source: fleishmanhillard.com

Let’s look at a few best practices that we can align
with the data
Build brand
awareness and
community
Build strategic
partner
relationships
Engage with your
audience
Engage with the
Media
Carefully use
sponsored content
to drive results
Engage with the
media and local
figures

Build brand
awareness and
community

 58% of people are influenced by a friend in their
network
 The larger and more relevant your audience is, the
deeper reach you have
 If your brand is likeable and integrated in the social
conversation, the more you’ll stand out from the
noise

https://rapportive.com/install
https://www.fullcontact.com/gmail/

https://www.facebook.com/business/a/online-sales/custom-audiences

User visits Website
and a retargeting
cookie is dropped
Same users are
retargeted on Twitter
with content &
possibly “follow” you
Same users are
retargeted on Facebook
with content & possibly
“Like” you.
http://www.adroll.com

Build strategic
partner
relationships

 51% of people are influenced by trusted group or
organization
 The more relevant partners you have, the more
likely you are to be recommended by a trusted
source
 If your brand is likeable and integrated in the social
conversation, the more you’ll stand out from the
noise

 Vendors
 Retailers
 Event locations
 Manufacturers
 B2B customers
 Non-profit organizations

Source: www.bestlegalresource.com

Engage with
your audience

 38% of people are influenced by companies they
follow
 Improves your business’s chances of being top-of-
mind for consumers
 Gives your business the chance to influence
purchase behavior

 Asking our social networks
to keep up with us on a
regular basis is not a small
favor.
 Reward them with showing
that you’re just as interested
in them as they are in you
 They may well reward you
with loyalty and business

 Mix your sales and promotional
content with informative and
useful content
 Research your audience, find
out what they’re interested in
and share content related to
them
 You don’t have to write the
content—you can share helpful
information from 3rd party
Websites

 We like to ask our
networks to SHARE our
content (which helps us)
 How are we reciprocating?
 Why would our audience
care about our success if
we don’t care about theirs?
 What if you were able to
build up mutual admiration
with your audience?

Engage with
the media and
local figures
Engage with
the media and
local figures

 29% of people are influenced by media social feeds
 Improves your business’s chances of being top-of-
mind for consumers
purchase behavior

 Grand openings
 Great opportunity to share your business story with the local news
 Weekly newspapers and radio news outlets will cover business grand openings and
give the owners a chance to talk about their business to a larger audience
 Invite local celebrities to attend
 Calendars
 Most communities have news outlets with weekly calendars
 In their best interest to let the local community news outlet know to include in the
calendar of activities
 Make yourself an expert
 Providing your experience and expertise to local news outlets will help shape the
public’s opinion of your business
 Example: Accountants giving advice on key tax write-offs for business owners
 Calling local newspapers or radio stations to see if they will be writing stories on
these topics can insert your business into the overall media mix
 Give back to the community
 The media loves feel good stories. So when you do something positive in your
community, make sure that the press is aware of it

Carefully
use sponsored
content to drive
results

 21% of people are influenced by sponsored content
 Using paid social advertising can:
 Position timely promotions and offers in front of your target
audience
 Build brand awareness
 Educate your audience on relevant issues
purchase behavior

https://ww.deluxe.com/small-business/social-media/coupons

Disclaimer:
I’m not a fan of Twitter ads.
Test it, measure results and if
you’re not finding value, spend
your money elsewhere

Promoted pins perform as well as (and sometimes better than) organic pins.
Engagement with promoted pins is just as high as it is with the average pin, and brand
advertisers achieved about a 30 percent increase in earned media from their
campaigns.
Promoted pins still perform well even after a campaign ends. In fact, many brands
saw an extra 5 percent increase in earned media in the month following the end of a
campaign.

 The best practices
 Build brand awareness and community
 Build strategic partner relationships
 Engage with your audience
 Engage with the media and local figures
 Carefully use sponsored content to drive results
 Make sure you’re dedicating the right number of
resources
 Get expert help where you need it

 Need Help With Social Media?
 Contact Carmen Smith
 913-541-7943
 carmen.smith@deluxe.com
 Or Connect With Us:
 @deluxecorp
 facebook.com/deluxecorp
 youtube.com/deluxecorporation
 linkedin.com/company/deluxecorporation

Social Media Best Practices for 2015

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