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Presented by Shona Mackin at the Internet Show Melbourne
Presented by Shona Mackin at the Internet Show Melbourne
Increasing inbound marketing with a social media strategy Shona Mackin firstname.lastname@example.org www.socialface.com.au
Before we startLets get connected, tweeting, trending and sharing ★ Twitter: @socialfacechat | #socialface @theinternetshow | #internetshowmel ★ Like us – facebook/socialface
Old v’s New Marketing OLD NEW Newsletters Linkedin Website Facebook TV and Radio You Tube Business Directory Blog Referrals Webinars / Podcasts Surveys Forums Intranet Google+ Other social sites
Why use social media•It’s free •It’s easy to run•Its easily accessible multiple campaigns•You have access to to differenta HUGE audience audiences•You can target your •It’s a way you canadvertising own the front page of google with more real estate •You can engage
The Plan• Look at your existing marketing strategy and work out where social media can support you.• Be clear on why you are embracing social media, whats the purpose?• Know your outcome• Know your target audience, who you are talking too• Develop a content strategy - this is the foundation• Set objectives for your social media to deliver - 3, 6 and 12 months• Start Listening
The Team• Work out who is on your team• Do not relinquish control of your social media to a junior because you think they know Facebook better than you• If you would not trust the person to write a press release for you or a newspaper headline, they are not the best person to be your social media manager• Think carefully about who has the time so their existing work is not effected, if you try and keep it in house.
The Platforms• Your Website - Foundation• Facebook - Business to Consumer• Twitter - Short messages to everyone• Linkedin - Business to Business• Google + - SEO and ratings• Blog - Content Creation• You Tube - Video Broadcasting
Consistency Set clear brandguidelines to ensureyour business looksconsistent and your online foundations are solid no matter where people ﬁnd you.
Digital Rules apply• The easier you make it for your customers to interact with you the better - aim one click and get a results on the same page where possible• Avoid the wild goose chase around digital sites• Take note of the user experience when they interact with you, is it easy and enjoyable?
Have a clear Call to action• Add social buttons to your existing marketing (after your pages look great)• Remember, Social media is best used as an extension to your marketing strategies, not as a stand alone tool• Integration is everything• Be transparent, let people know what they get from choosing to interact with you.
Design your content to work with your existing marketing Calendar• Know and use your business keywords• Build an editorial calendar• Write posts in advance• Build links to drive traffic where you need people to interact, make decisions and /or buy• Ensure key marketing messages align so you reach out on as many places as possible• Design the visual component of your campaign to support more visual platforms
What MYOB says“The process is an ongoing one, and being successfulin the social environment actually requires realdiscipline. Like any social situation, once engaged inthe conversation, you have a responsibility to maintainyour side of it - and to leave abruptly or let a questiongo unanswered is as rude as it would be if you werehaving that conversation face to face.”
Where to start?• You don’t need to be everywhere• Know where your customers are.• Select the platforms where your demographic hang out• The most common places Facebook, Twitter, Linkedin, Google +, Pinterest and instagram• Look at the voice on each platform• When you start you are in
Facebook• Look at the demographic of your facebook page - use the insights.• This is where people want to be your friend• They want to see behind the scenes and get to know you.• Use recommendations and offers• BUT make it fun – boring does not cut it on facebook
Facebook.com/socialfaceAdd socialwidgets to yourwebsite andEDM’s toshowcase yourplatforms andfollowing
Tell people you are social• Add social media links to your teams email signatures• Business cards• Print Marketing• EDM’s• WebsitePeople won’t know where to ﬁnd youunless you tell them, make it easy.
Words that work and calls to action Words that seem to generate ‘Likes’ • Like • Take • Submit • Watch • Post 26
Words that work and calls to action Words that seem to generate ‘Comments’ • Post • Comment • Tell Us • Check • Like 27
Pinterest Now the 3rd largest platform behind facebook and linkedin1. Is your website Pinterest friendly2. Is your strategy involving a heavier use of images3. Are the images linking to relevant content that showcase your business (ie your blog)4. Ask – is this re pinnable? Why would someone want to add this to their personal pinterest board, what value does it add?5. Does your current strategy need
Google +• Yes people are there and yes it’s important BUT not as a social networking tool.• G+ is useful for SEO and for indexing your brand• More importantly, if someone +1’s your page or website, your brand will show up in the google “Search + your world” more often, meaning you get in front of your target audience more often
Linkedin• Professional people want to do business hang out here• Share insights about your company• Add your blog and articles about you using app’s• Think about how can you add value to the people who ﬁnd you• Linkedin is where people come to you for “no ﬂuff” news and practical advice• Use your keywords in your personal tag line• Uniform your teams pages for consistency• These guys mean business, so do not mess them around with irrelevant content about team drinks or who just got pranked.
Twitter• Twitter is a great tool to tie everything together• Its a short blast tool that can push messages out quickly and be a great traffic driver• Use it to repurpose your blog content• Link back to your website• Share your pinterest pins• Just keep it short and relevant
Know which buttons to push Just like you would have a different conversation with your grandparents than you would your friends, social media is the same. Know who you are connecting with.
Internet Show Offer• THE SOCIALFACE MAKEOVER PACKAGE• Is your business Facebook page feeling a little unloved and uninspired despite your best intentions?• Let Socialface give your page the makeover it needs to be active and attractive in the new ﬁnancial year!• We’re offering you a fabulous custom design and three months of consistent, loving upkeep by our team until the end of July 2012.• Sign up on or before 4th May 2012 and get the Socialface Makeover Package for just $2,980. That’s a saving of $940 AND we will throw in $50 of Facebook Ad’s to get you started• Of course, you’ll need to hurry. We only have 5 Socialface Makeover Packages at this amazing price. If you sign up before Friday, we will have your page up and running within 2 weeks.