The ABCs of Social Media - A 101 Presentation


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Presented to the Ottawa TiE Institute: Social Media 101

Social Media - Learn the ABC's of Social Media Marketing

Attendees will learn how to develop a social media strategy, including how to get started with LinkedIn, Facebook and Twitter. Most importantly, we'll discuss how to leverage these marketing channels for optimum results.

Published in: Social Media, Technology, Business
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  • Social Media is about the people that use the social platforms, the people that lurk, the people that engage, the people that influence, the people that buy, click, share, rate, like, comment and post.Knowing your audience, who they are, where they are (platform), what they are talking about, the language they use. Do you need to approach different segments on different platforms? Run different campaigns for different markets? Check out your competitions followers and how the engage, think about how you can reach them in a unique way that might be more effective.
  • Know your influencers before you get going in social media, you don’t want to be jumping into a negative situation or a severe bias blind! Think about how you can develop and empower evangelists, once you reach your audience you want them to become fans, clients and evangelists and start a PR/sales team for you! Begin with that end in mind; how will you make them fall in love? If you have a larger blogging network or see one exists see how you can leverage th blogging network to help boost your brand through reviews or partnerships. No need to rebuild Rome if you can just partner up with the Emperor for a while to help you get started!
  • Business Objectives are not vanity metrics these are hard and fast objectives that impact your business.
  • Know how the web, your website and social media can feed into your funnel; gathering a lot of followers but not having a plan to guide them through your funnel or towards your goals makes it a wasted effort. When you set a goal make sure it feeds into business goals (out side of social media) and map out how to get from your efforts to the end result. If you can’t track it or measure it, don’t waste your time on it. Most social media tools have what to track that may take a little programming to put in place but they are worth it as you can see from tweet to check out their processand if and when they fall off the conversion path and if there is a pattern!
  • People hate commercials, they go to great lengths to skip them, miss them or avoid them. To make your company interesting you need to have story, something people can relate to, get interested in, it needs to have characters that they can identify with and build relationships with. Build stories, not ads. I could have just as easily called this content but the magic is in the story, not the words.
  • Do not over script and don’t forget that you are building relationships, not spouting boilerplate policies – that wont win you any fans! Will you use emoticons, American or British spelling, will you use memes, jokes or side with specific causes, political angles or social issues? What type of small talk will you engage in? Local small talk? Sports teams? Food? Office antics?
  • Remember it is not content for contents sake, everything should the in with the business objectives
  • There are benefits to having a corporate presence as well as having key individuals having a public personal presence as well. Many people will open up to and chat with a person before they chat with a brand but a brand still have value from a customer service and general info standpoint.
  • As entrepreneurs we rarely have all the things or enough of even one thing to throw into something like a marketing plan.
  • If nothing else, claim your names on all profiles so you have them and more importantly so others don’t! Twitter is the water cooler of social media, you can chat to anyone about anything here!
  • See the Upworthy headline strategy; Facebook is less about engagement and more about content and the exposure you can get with that content. The data and targeting of Facebook make it appealing for all kinds of businesses but be ready to spend some money on advertising!
  • Sharing unique content that links back to your blog gets everyone one step closer to converting on your website in other way. Don’t blog for the sake of blogging, the blog post is the bait the template is your conversion tool. Avoid selling in your blog posts, instead, demonstrate expertise. Subscribe to SEOMoz
  • The ABCs of Social Media - A 101 Presentation

    1. 1. The ABCs of Social Media Marketing Shawna Tregunna, President - ReSoMe Inc.
    2. 2. Social Media isn’t something that you “do”, instead you have to “be” social. - Peter Thompson, Tickle: Social Marketing for Tech Companies
    3. 3. Audience Like a comedian, motivational speaker or great sales person your goal is to engage your target audience and inspire a response, to do that you need to know your audience and what will move them.
    4. 4. Define Your Audience  B2B or B2C?  Are they engaging with friends or professionals?  Find your industry influencers  Who is already controlling the conversation, can they be a partner or are they the competition?  Can you reach them all on one platform, with one voice?  Do you need multiple voices, multiple personas on multiple platforms?
    5. 5. Business Objectives Do not get caught up in the “vanity metrics” that tie in with social media, focus on goals and objectives that directly impact your business in a positive, measurable way.
    6. 6. Business Objectives  Make a list of all business objectives that you hope your social media plan can impact then pick 3 to focus on:          Web traffic to site Link clicks Positive brand mentions Increased commendations/referrals/testimonials Increased inbound links Community reach Conversion forms Newsletter sign ups Specialty codes/promotions; direct sales
    7. 7. Company Story / Content People tune out for commercials and tune in for the show, they care about characters and respond to great stories. Be the show, not the commercial.
    8. 8. Extend Your Brand Guide  Before you start posting online, go through the same process you would when defining a branding guide, but do it for your brand voice  Define your brand personality  Define your topics of interest  Define your sense of humour  Define your response rates  Define common responses  Predict what you will initiate and have to respond to on social media and script what you can so you are prepared!
    9. 9. Plan Your Content  Set up a content calendar and make someone accountable for it, plan 3-6 months in advance and aim to have it created a month in advance  Blog posts  Infographics  White papers  Newsletters  Themes  Interviews  Press releases  Videos…
    10. 10. Brand Voice Corporate Brand Personal Brand
    11. 11. ABC Recap Audience Business Objectives Company Story
    12. 12. Resources
    13. 13. Time  Writing  Blogs, white papers, press releases, blog comments, website content  Engagement  Chats, customer service, Q&A  Network growth  Following, sharing, clicking
    14. 14. Talent  Graphic Design  Infographics, memes, visual tips, facts & stats  Custom skins,  Web design  Facebook tabs, contests, widget integration  Photography  Headshots, lifestyle shots (for consumers)  Video / Audio  YouTube / PodCasts  Mobile  Apps: Instagram
    15. 15. Money  Outsourcing  Community Management  Content Creation  Ads  Facebooks ads  Google AdWords  Data  Software analysis of trends, influencers  Measurement
    16. 16. We don’t have a choice on whether we do social media, the question is how well we do it. - Erik Qualman
    17. 17. Twitter Quick Start  Find and follow your target audience  Use lists to follow and organize who you follow  Use private lists to track the competition, prospects  Engage in relevant twitter chats, hashtag conversations  Search for and respond to questions  Schedule planned content but engage in real time
    18. 18. Facebook Quick Start  Assign an ad budget  Create an ad campaign that supports your business objectives  Create a fan page with a keyword rich “About” section  Post visual content: videos and photos  Use seductive leads on articles: write for click throughs
    19. 19. Blog Quick Start  Decide on a frequency and stick to it! (Once a week or more is best!)  Learn basic on page SEO strategies  Incorporate keywords in posts & titles, use meta tags, include images and media with proper tags, cross link posts to other parts of your website and blog  Comment on other influential blogs in a conversational way  Get your blog into relevant syndication streams
    20. 20. Google+ Quick Start  Set up Google authorship for all authors on your blog  Add a +1 button to your site  Set up a personal and brand page, push followers back and forth in circles and groups  Claim your Google places listing and validate it, add images, keywords  Auto post all publications to Google for indexing and social search ranking  Tie Google+ to your YouTube channel
    21. 21. LinkedIn Quick Start  Have all team members set up polished personal profiles and link to business page  Set up product and services pages on your company profile, include individual contacts in the product pages  Join & participate in groups and proactively grow your network via groups  For B2B or relevant B2C businesses consider LinkedIn ads  Ask for referrals from relevant contacts, add media to your profile
    22. 22. Thank You Shawna Tregunna ReSoMe | @ReSoMe |