Seven Keys of Social Media Success


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In these simple, easy-to-understand keys you'll master everything you need to know to manage a successful social media campaign.
With these seven keys, you'll master:
*How to plan and execute a results-driven social media campaign
*How to get the best return on investment
*How to create compelling content
*How to pick the RIGHT social network
*How to create synergy between your social and traditional media
*How to measure and evaluate results of your social media campaign
*Best and worst practices

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Seven Keys of Social Media Success

  1. 1. Social Media Marketing AgencyOurFocusIsSocialMedia!OurFocusIsSocialMedia!/TalkingFinger @TalkingFinger#MadHCSaturday, June 8, 13
  2. 2. Social Media Marketing AgencySeven Keys to SocialMedia Success#MadHCSaturday, June 8, 13
  3. 3. Key 1: How to create synergy between yoursocial and traditional mediaKey 2: How to pick the RIGHT socialnetworkKey 3: How to plan and execute a results-driven social media campaignKey 4: How to create compelling contentKey 5: How to measure and evaluate resultsof your social media campaignKey 6: How to get the best return oninvestmentKey 7: Best and worst practicesSaturday, June 8, 13
  4. 4. Key 1: How to CreateSynergy Between yourSocial and TraditionalMedia#MadHCSaturday, June 8, 13
  5. 5. SYNERGYNo Longer Can You Survive On One Advertising orMarketing Initiative or Platform.With Leaps in Technology, Expectations of Prospectsand Clients, and Social Interconnectivity, We Must HaveMultiple Streams ofAttraction and EngagementSaturday, June 8, 13
  6. 6. NO Ad/Marketing Should BeLiving In A SiloSocialTraditionalSaturday, June 8, 13
  7. 7. “Traditional” “Social”Ad/Marketing MediumsAbout 14% trust About 78% trustRapid exposure Slow exposureLittle Engagement Full EngagementDifficult to “Share” Based on “Sharing”Yin-Yang of MediaSaturday, June 8, 13
  8. 8. Let “Traditional” offset socialmedia’s scale issue and allowsocial media to engageprospects and clients ina RELATIONSHIP.BalanceIf You Only Use Social,You Will Lose MarketshareIf You Only Use Traditional,You Will Lose MarketshareSaturday, June 8, 13
  9. 9. Add social icons toALL newspaper,magazine and printedads, brochures...In fact, it should be on ALLprinted material even trade show graphics!Saturday, June 8, 13
  10. 10. Add all icons to your business cardsas well as their URL’sthe same as your phone, email and websiteGive people multiple points of contact!Let THEM choose how they want to connect!Saturday, June 8, 13
  11. 11. Saturday, June 8, 13
  12. 12. Your website needs some love too!An Up to Date, Clean, SEO Friendly, BrandedWebsite will ALWAYS be Paramount!Be sure to use the social network’s DeveloperPlug-In Codes for optimal SEO: NOT JUST URLLINKS!!!!Saturday, June 8, 13
  13. 13. It should also be in your email signaturesSaturday, June 8, 13
  14. 14. Key 2: How to Pick theRIGHT Social Network(this will also help withALL other Keys!)#MadHCSaturday, June 8, 13
  15. 15. Define Your Target AudienceGenderLocationEducationCareer/JobHobbiesAgeNever Before Could We Gather SoMuch InformationAbout People!Saturday, June 8, 13
  16. 16. What Are Your Goals?Brand AwarenessBuilding AdvocacyBuilding Strategic PartnershipsThought Leader/AuthorityPS: INCREASED PROFITS ARE NOT A GOAL,THEY ARE A RESULT OF SETTING GOALS!More Customers/ClientsSaturday, June 8, 13
  17. 17. How Much Time Per WeekCan You Invest Internally?Be Realistic!Be Specific!Can You Reduce OtherAd/Marketing Initiatives?Include ALL PersonnelThat Can Contribute How Much ToOutsource?How Long Will It TakeTo Create Content?Saturday, June 8, 13
  18. 18. What Other Marketing InitiativesAre In Place?List ALL Online Assets-Website-Adwords-Shopping Carts-EnewsList ALL Traditional Assets-Newspaper Ads-Printed Materials-Magazine-Brochures/Literature-PR Initiatives-Trade ShowsList All Current Social Media Assets-Facebook Pages-Twitter-PinterestSaturday, June 8, 13
  19. 19. AudienceSocial GoalsAmount of Time AvailableOther Marketing InitiativesBesides Helping to Create aStrategy,This Helps Determine WhichNetwork Will Work Best For YouBrief very BASIC Examples...You have defined...Saturday, June 8, 13
  20. 20. Broad DemographicsB2C with B2B componentTypically Central Platform due to API75% WomenPERFECT for productsShow Your PersonalityB2B with B2C ComponentThought Leader/AuthorityContinuing EducationStrategic PartnershipsYoung DemographicsPerfect for ProductsHashtag SearchYou Do Not Want EngagementYou Are a Google EmployeeSaturday, June 8, 13
  21. 21. Key 3: How to Plan andExecute a Results-DrivenSocial Media Campaign#MadHCSaturday, June 8, 13
  22. 22. It is *WHAT* You DO WithThe Time That DeterminesSuccess or Failure!Social Media Marketing Takes Time.Saturday, June 8, 13
  23. 23. It’s A Marathon......Not A SprintSaturday, June 8, 13
  24. 24. Creating a Social MediaMarketing StrategySaturday, June 8, 13
  25. 25. The CalendarSaturday, June 8, 13
  26. 26. Immediate Actions: Assess Each QuarterMonthly ActionsLong Term InitiativesORGANIZATION=SUCCESS!Saturday, June 8, 13
  27. 27. Daily andWeeklyActionsOn WhichNetworkRecord Basic AnalyticsSaturday, June 8, 13
  28. 28. Best Practices For Your Content StrategyFor Longevity and Best Chance of Full Exposure,Make Posts About The Same “Topic” In A“Staggered” Fashion.1. Immediately Post To Facebook2. Tweet Out Two Hours Later3. Post To Pinterest the Next Day4. Tweet it Out At A Different Time Than Yesterday5. Post on LinkedIn Profile On Day on...Saturday, June 8, 13
  29. 29. Best Practices For Your Content StrategyAlso, Be Sure to Speak the Language of theSocial Network you are Posting to!Twitter: Succinct, Use Hashtags, LinksFacebook: Extrapolate a Bit, Ask OpinionLinkedIn: Be factual, Concise, Thought LeaderSaturday, June 8, 13
  30. 30. Key 4: How toCreateCompellingContent#MadHCSaturday, June 8, 13
  31. 31. CONTENT IS KINGA Good Strategy Includes Good Content!EngagingOpen Ended ConversationInterestingEducationalFunOff the wallContradictoryASK QUESTIONS!Saturday, June 8, 13
  32. 32. Helpful? Content that offers tips or valuable informationShareable? Ask yourself if would YOU sharethis piece of content!Represents Your Culture?Capitalize on Current Events?Wide Variety...Saturday, June 8, 13
  33. 33. News AggregatorsSaturday, June 8, 13
  34. 34. Re-Tweets and SharesMany times you know which other Facebook Pages, Twitterprofiles, Vines, Pinterest Boards, Instagram accountsetc...consistently have good content and valuable posts.They may be in your industry or they may be a complementto your business so your audience will also be interested intheir content.Not only are you providing content, but you arebuilding relationships...and one day they willreturn the favor!Saturday, June 8, 13
  35. 35. Look Around You!How is that Made?Employee SpotlightsImages, VideosA Day in the OfficeNew Products and ServicesAnniversaries New TechnologyUnlimited Content...Saturday, June 8, 13
  36. 36. “What TO Wear”Good Content Should “Dress Up” in a Varietyof Clothing!Saturday, June 8, 13
  37. 37. Key 5: How to Measure andEvaluate Results of your SocialMedia Campaign:MEASURING CONTENT!Saturday, June 8, 13
  38. 38. ANALYTICS!!!Done monthly acrossall platforms to define initiatives. This is the cornerstone of success!Saturday, June 8, 13
  39. 39. Use Analytics to Redefine StrategyAnalytics Tell the “Story” Of What You Post and theCorrelations Of Day, Time, Type Of Post, Virality andMost Important...How Your Audience Responds to YourContent!YOU ALSO START UNDERSTANDING SOCIAL ROISaturday, June 8, 13
  40. 40. It Can Also Tell You Where TrafficCame From-Track Efforts of MovingPeople to TargetedLocations-Nail Down WhatNetworks are Working-Increase/Decrease/StopTime on EffortsSaturday, June 8, 13
  41. 41. Key 6: How to Get theBest Return onInvestment#MadHCSaturday, June 8, 13
  42. 42. A Basic Formula For Social Media ROIDollar investment in “Hardware”Technical: Apps, Landing PagesGraphic Design, Branding,OptimizationsHuman investment in “Software”People: Creating and CuratingContent, Responding, MonitoringThis is the most expensive piece!Saturday, June 8, 13
  43. 43. A Basic Formula For Social Media ROITotal sales in dollars resulting directly from efforts.Hardware + Software = Social CostsSales - Social Costs = Social ROISaturday, June 8, 13
  44. 44. People do business with people they knowCreate and build personal relationshipsLong term continual engagementWhat Creates ROI in Social Media?Saturday, June 8, 13
  45. 45. Brand loyaltyBrand advocacy and“cheerleaders”TrustWhat Creates ROI in Social Media?Saturday, June 8, 13
  46. 46. Key 7: Best and WorstPracticesSaturday, June 8, 13
  47. 47. General PointsDo....Take time and do it rightShow interest in and listen to othersBe real, be yourselfHave fun!Saturday, June 8, 13
  48. 48. General PointsDon’t...Use platforms to shout your messageUse auto post programsPOORLYTalk about yourself continuallySaturday, June 8, 13
  49. 49. Thank you!Learn More, Ask Questions, Engage!, June 8, 13