Anvil Media's Kent Lewis presented at the February 2017 pdxMindShare career-focused workshop on building your online brand. He talked about how to use various social media platforms to effectively build a professional online presence. Attendees networked at the concludion of the workshop.

1. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Building Your Online Presence (via
Social Media)
pdxMindShare Workshop
February 15th, 2017
Kent Lewis
President & Founder
@AnvilMedia & @pdxMindShare
@KentjLewis

2. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Agenda
Profile Configuration
Content Strategy
Management Tools
Setting a Schedule
Best Practices
Resources
Q&A
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3. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.3
Claim & Optimize Social Profiles

4. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Build Your Followers
Identify industry influencers and follow them
Follow-back your new followers
Jump on the hashtag bandwagon
Create compelling & engaging content
Engage in conversation
Boost posts, but be wary or “buying” followers
Share timely news and information from key sources
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5. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Content Strategy: Finding a Voice
Benchmark your network, competition & industry
Ask your constituents what they want from you
Review platform analytics for insights
Best practice: make it Useful x Inspired x Empathetic
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6. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Monitoring & Trolling For Content
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Think Video & Sales Funnel
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8. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Funnel Strategy: Content Ideas
Awareness: news, trends, interviews & promotions
Interest: how-to’s, Q&As, demos & behind the scenes
Intent: success stories & product comparisons
Purchase: FAQs & product or service training seminars
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9. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Content Syndication Strategies
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10. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Keeping it Fresh: Blogging
Free or low-cost way to get your name out there
Start with LinkedIn Pulse
Evolve to hosted WordPress blog/website
Embed videos and images: good for engagement & SEO
Share blog posts via other social media channels
Commitment & consistency are key
Target frequency: 1-2 posts per week (monthly articles)
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11. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Keeping it Fresh: Blogging
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12. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Evergreen Content: Articles
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13. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Management Tool: HootSuite
Connect with Twitter, Facebook & LinkedIn profiles
Monitor & share/retweet interesting & timely posts
Schedule your own content and retweets
Shorten URLs to save space and track clicks
Set up keyword feeds to monitor topics
Cross-post key content
Check 1-5 times daily for comments, DMs & mentions
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14. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.14

15. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.15

16. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.16

17. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Social Media, SEO & ORM
— All social channels should
have the same branding,
same URLs etc. to maximize
search visibility
— It is important to consistently
share content in order to
build social authority and
improve ranking.
— Ideally, Facebook, Twitter,
Pinterest and/or LinkedIn
should rank just below brand
site.
Social Profiles Posting Cadence
Daily
5-10 posts per day (retweets,
responses, outreach, etc.)
Create and populate boards as
content becomes available
1 photo a day, 1 video a week
1-2 times a month, increasing to 2-
3 a month when content is
available

18. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Best Practices: Setting a Schedule
Schedule content for the week ahead
Repeat original content with decay model in mind
Auto-schedule retweets (80/20 rule)
Always embed URLs, hashtags or relevant social profiles
Remember to leave some space for retweets!
Morning routine: check social apps on phone in bed
Check for any mentions or news (share and thank!)
Share up to 5 LinkedIn updates (syndicating to Twitter)
Review feed and share 2-5 current tweets in real-time
Auto-schedule 2 to 10 evergreen tweets for the following week
Shoot for at least 1 post or share on Instagram & Google+
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19. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Best Practices: Instagram
Images are worth a thousand words! Be efficient!
Remember to take videos, not just photos!
Always clean your lens before taking pictures or video
Be smart about leveraging available light and acoustics
Syndicate posts to Facebook, Twitter & Swarm as appropriate
Don’t forget to use hashtags to boost visibility (1-5 ideally)
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20. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Best Practices: Twitter & YouTube
Twitter
When posting original content, leave room for RTs & #s
Include a relevant URL and always shorten it (ow.ly)
Don’t use more than 3 hashtags
Know your max character count without #s (129 for me)
Always thank mentions (RT, respond or favorite)
When possible embed an image to increase engagement
YouTube
Don’t forget you can post to YouTube from your phone
Free editing apps can up-the-ante
Remember to follow best practices outlined in my articles
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21. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Best Practices: LinkedIn
Pacing Calendar
Daily: check suggested connections and add 3-10 via app
Daily: share 3-5 articles
Daily: congratulate and endorse your network
Weekly: send InMail to prospects or your network
Weekly: monitor your competitors
Weekly: check activity on your profile
Monthly: write a LinkedIn blog post
Monthly: upload a presentation to SlideShare
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22. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Best Practices: Measurement
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https://analytics.twitter.com/user/kentjlewis/tweets

23. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Key Takeaways
– Own your brand by claiming & optimizing profiles
– Automate and syndicate to maximize impact
– Audit and monitor daily to identify opportunities
– Own the search results with social media & SEO
– Utilize tools like HootSuite to streamline
– Schedule 15 minutes a day to manage profiles
– Measure the impact on a monthly basis

24. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Resources
– How to Grow Revenue via Online Reviews
– Six Social Media Platforms for B2B Marketing in 2016
– 20 unbreakable rules for social media managers
– How to Become a Social Media Guru in 3 Easy Steps
– Create a Social Media Strategy on a Shoestring with These Six Tips
– Three Reasons Why You Should Publish on LinkedIn Pulse
– Ten Tips For Optimizing Your Online Persona
– How to be a Rock Star on 8 Social Media Platforms
– 9 Social Media Marketing Rules You should Break
– 7 Steps to Leverage Social Media to Increase Search Engine Visibility
– Online Reputation Management: Seven Strategies to Build Your Brand
– 9 ways to Lose Friends and Alienate People in Social Media
– The Three Golden Rules of Networking on Social Media
– The Social Media Metrics That Truly Matter
– What a 9 year-old taught me about marketing with digital video

25. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Kent Lewis
President & Founder
@AnvilMedia & @pdxMindShare
@KentjLewis
Thank You! Questions?
– Check out our Insights section for more
information (anvilmedia.com)
– Attend future Anvil Lunch & Learn Seminars
– Follow us on Twitter, Facebook & Google+
– Stick around for networking!