Social Media and Content Marketing at Minnesota Academy of Nutrition and Dietetics Fall Meeting

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  • 1. Social Media is a Conversation… Sarah Kuglin Redwood Valley Technical Solutions Web Design & Social Media Marketing www.rvtechsolutions.com Presentation Slides at rvtechsolutions.com/nutritionrvtechsolutions.com 10/12/2012 1
  • 2. Social Media is a conversation…supported by online tools.rvtechsolutions.com 10/12/2012 2
  • 3. http://youtu.be/x0EnhXn5boMrvtechsolutions.com 10/12/2012 3
  • 4. Social Media: The intersection of technology and social interaction to create, share, or connect online.rvtechsolutions.com 10/12/2012 4
  • 5. Social Media78% of consumers search online before buying aproduct and 66% of these people purchase on the internet (Hubspot) Graphics:www.socialtimes.com 10/12/2012 5
  • 6. Social Media: Why use Social Media for Business?rvtechsolutions.com 10/12/2012 6
  • 7. Social Media & Businessrvtechsolutions.com 10/12/2012 7
  • 8. Social Media & Business 1. Set Goals and Make a Plan 2. Have Clear Objectives 3. Strategy 4. Measurementrvtechsolutions.com 10/12/2012 8
  • 9. Goalsrvtechsolutions.com 10/12/2012 9
  • 10. Makewww.socialtimes.com A Plan 10/12/2012 10
  • 11. Clear Objectivesrvtechsolutions.com 10/12/2012 11
  • 12. Strategy 1. Relationship Marketing & Social Media 2. How To Use Content to Build Relationships 3. Convert Followers Into Customers 4. Reputation Management 5. Measure Your Effortsrvtechsolutions.com 10/12/2012 12
  • 13. Building Relationships “Social Media is about Sociology and Psychology, not technology” – Brian Solisrvtechsolutions.com 10/12/2012 13
  • 14. Build Relationships People still do business with people they like, know and trust.rvtechsolutions.com 10/12/2012 14
  • 15. Helpful Is The New Viral -HubspotFooter Text 10/12/2012 15
  • 16. Content • Content Marketing is anything you create to share and tell your story. o Blog Post o Magazine or Newsletter Article o Video o Talking at an Event o Email o Tweets or Facebook Status Update o Infographics o Posters, Brochures and all Printed Materialrvtechsolutions.com 10/12/2012 16
  • 17. Content Marketing• “Content Marketing is about identifying the content your audience is looking for, and distributing it to all the places they look for it.” – Michael Brennerrvtechsolutions.com 10/12/2012 17
  • 18. Content Marketing 1. Specialized Knowledge and Expertise 2. Share Quotes – Especially as a photo or graphic 3. Curate Quality Content – “OPC” 4. Repurpose Material 5. Provide a Solution to Their Problems!!rvtechsolutions.com 10/12/2012 18
  • 19. Content MarketingSolve Their Problems!
  • 20. Content Marketing“FactsTell, StoriesSell”rvtechsolutions.com 10/12/2012 20
  • 21. Content Marketingrvtechsolutions.com 10/12/2012 21
  • 22. Content MarketingFind Content and Information to Share• Google Alerts - www.google.com/alerts• Newsle – www. newsle.com• Social Mention – www.socialmention.com• RSS Feed Apps – Mobile Devices• Follow Influencers on Social Networks rvtechsolutions.com 10/12/2012 22
  • 23. Shared Contentrvtechsolutions.com 10/12/2012 23
  • 24. Engage with Followers• Ask Questions and Encourage Feedback• Crowdsourcing• Listen – Reputation Management o Google.com/Alerts o SocialMention.com o Twilerts.comrvtechsolutions.com 10/12/2012 24
  • 25. Engage with Followersrvtechsolutions.com 10/12/2012 25
  • 26. Convert Followers Into Customers• What do your followers need to do next… o Download a White Paper o Download a Video o Subscribe to my Blog o Subscribe to my Email List o Purchase my Products or Servicesrvtechsolutions.com 10/12/2012 26
  • 27. Content Calendarrvtechsolutions.com 10/12/2012 27
  • 28. Management Tools www.hootsuite.comrvtechsolutions.com 10/12/2012 28
  • 29. Schedule Postsrvtechsolutions.com 10/12/2012 29
  • 30. Schedule Postsrvtechsolutions.com 10/12/2012 30
  • 31. Negative Feedback 1. Treat Negative Feedback like any other customer service issue 2. Respond Immediately 3. Do your best to move the conversation offline 4. Don’t remove negative posts (with exceptions) 5. Swearing & Spamming can be removedrvtechsolutions.com 10/12/2012 31
  • 32. Examples of Measuring• Goal: Drive traffic, gain followers, initiate shares• Objectives & Strategy: How, where, and when will you obtain your goal• Measure: The numbers using statistics & tools o How many participants o How much did they spend at the event o Number of new followers / fans o Number of impressions of your campaign o Number of mentions rvtechsolutions.com 10/12/2012 32
  • 33. Facebook Insightsrvtechsolutions.com 10/12/2012 33
  • 34. rvtechsolutions.com 10/12/2012
  • 35. Tips & Tricks If you post an update on LinkedIn and check the box to also update Twitter, all retweets of your posts on Twitter get counted as a share on LinkedIn -Todd Wheatland 29 Content Marketing Secrets on Top Rank Blogrvtechsolutions.com 10/12/2012 35
  • 36. Tips & Tricks Promoted Posts on Facebook Pay $5 - $10 to get your posts seen by fans, friends of fans and more! Facebook Targeted Posts Coming Soon! Allows you to target your audience by gender, age, language, location , educational status (in high school or in college or college grad), and even relationship status!rvtechsolutions.com 10/12/2012 36
  • 37. Tips & Tricks Use Hastags in Pinterest #quilting is a hashtag in the description of the pin. When you use the # sign (no spaces) it turns into a link and let’s you find all related pins to that term. Your pin will also show up when people search the term in Pinterest.rvtechsolutions.com 10/12/2012 37
  • 38. Conversations Online Remember that the social networks may have different ways of sharing information, but the concept of connecting through conversations with online tools stays the same. Ask Questions and offer Feedback! facebook.com/rvtechsolutions twitter.com/sarahkuglin linkedin.com/in/sarahkuglinrvtechsolutions.com 10/12/2012 38