Planning Have goals and objectives Use metrics Commit time and resources Know your audience
Content is King Fresh, unique, authentic – how? How much content? Don’t spam Content calendar Follow etiquette rules for the tool Shareable and linkability
Content Ideas Exclusive discounts & promotions Product tutorials & demonstrations Customer and employee interviews Behind-the-scenes look Industry news Responses to customer questions Questions & polls for market research Reviews Lists Discussion of industry event, news, trend, etc. Personal insight or opinion Thank yous Guest blog posts
Participation and Feedback Allow comments Listen It is about the conversation not sales Acknowledge and respond to feedback, especially negative feedback. Apologize even if it is not your fault.
Why do people “like” businesses? http://socialmediachimps.com/wp- content/uploads/2012/03/why-people-follow- brands-social-media-infographic.jpg http://www.dr4ward.com/.a/6a00e54fd9f0598833 0163036219b1970d-pi
Negative Feedback Ignore It Respond to It Bury It
Written Rules of Social Media Marketing Copyright, Fair Use and Creative Commons Trademarks Libel Laws Governing Reviews and Endorsements Site Policies Guidelines for Employees’ Social Media Participation IBM American Red Cross
Unwritten Rules Don’t overpromote Don’t spam Ply nice Acknowledge Other People Be personable Be honest
Return On Investment (ROI)A performance measure used to evaluate the efficiency of an investment or tocompare the efficiency of a number of different investments. To calculate ROI,the benefit (return) of an investment is divided by the cost of the investment;the result is expressed as a percentage or a ratio.The return on investment formula:(Gain from Investment – Cost of Investment)/(Cost of Investment)In the above formula "gains from investment", refers to the proceeds obtainedfrom selling the investment of interest. Return on investment is a verypopular metric because of its versatility and simplicity. That is, ifan investment does not have a positive ROI, or if there are other opportunitieswith a higher ROI, then the investment should be not be undertaken.http://www.investopedia.com/terms/r/returnoninvestment.asp/#axzz20HsjN7nC
ROI Example Facebook marketing campaign to sell your books. You post a coupon for $1 off of your $11 book. Your employee spends 10 hours on this campaign for a total cost $200. You sell 50 books for a total of $500. (500-200)/200= 1.5 = 150%
SEO Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engines "natural," or un-paid ("organic" or "algorithmic"), search results. For blogs and websites
Google’s Search Engine Optimization Starter Guide Create unique and accurate page titles Make use of the description “meta” tag Improve the structure of your URLs Make your site easier to navigate Offer quality content and services Write better anchor text Notify Google of mobile sites Promote your website in the right ways Make use of free webmaster tools
SEO Search Engine Reputation Management Keyword Research AdWords Create Content Using Keywords SEO Penalizations Build Relationships
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