Social Media: Answering the 5 Key Questions

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What should I say?
How do I build an audience?
How do I connect with key influencers?
Does my organization need a social media policy?
How do I measure the effectiveness of my social media efforts?

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  • Denny addresses this question.Discuss what is appropriate on each channel. Use metaphors from 2013 seminar.
  • Denny addresses this question.Discuss what is appropriate on each channel. Use metaphors from 2013 seminar.
  • Denny addresses this question.Discuss what is appropriate on each channel. Use metaphors from 2013 seminar.
  • Denny addresses this question.Discuss what is appropriate on each channel. Use metaphors from 2013 seminar.
  • Denny addresses this question.Discuss what is appropriate on each channel. Use metaphors from 2013 seminar.
  • Denny addresses this question.Discuss what is appropriate on each channel. Use metaphors from 2013 seminar.
  • Denny addresses this question.Discuss what is appropriate on each channel. Use metaphors from 2013 seminar.
  • Denny addresses this question.Discuss what is appropriate on each channel. Use metaphors from 2013 seminar.
  • Denny addresses this question.Discuss what is appropriate on each channel. Use metaphors from 2013 seminar.
  • Engage in conversations started by others (comment on blogs, forums, FB posts, LinkedIn discussions, and tweets)
  • Denny addresses this question.Discuss what is appropriate on each channel. Use metaphors from 2013 seminar.
  • Denny addresses this question.Discuss what is appropriate on each channel. Use metaphors from 2013 seminar.
  • Denny addresses this question.Discuss what is appropriate on each channel. Use metaphors from 2013 seminar.
  • Denny addresses this question.Discuss what is appropriate on each channel. Use metaphors from 2013 seminar.
  • Denny addresses this question.Discuss what is appropriate on each channel. Use metaphors from 2013 seminar.
  • Denny addresses this question.Discuss what is appropriate on each channel. Use metaphors from 2013 seminar.
  • Cal speaks to this question.
  • Cal addresses this question.Share tools for building SM policies.Give examples of times when the absence (or violation) of a SM policy led to a bad result.Share resources for seeing other companies’ SM policies.
  • This is a good graphic.Denny will address this question. I’ve got material from my previous presentation.What are some good tools for measuring social media metrics? E.g. Klout, Hubspot
  • Social Media: Answering the 5 Key Questions

    1. 1. + Social Media Answering 5 Key Questions March 27, 2014 Twitter: @topfloortech Wi-Fi access Network SSID: BBB Guest Password: bbbgu3st
    2. 2. +Agenda Introductions of Speakers About Top Floor Technologies Overview of Social Media Answering 5 Key Questions Twitter: @topfloortech
    3. 3. + Presenters: Twitter: @topfloortech Denny Yunk Director of Marketing @dennyyunk Cal Fidler Content Marketing Specialist @Cal_Fidler
    4. 4. + Top Floor Technologies Twitter: @topfloortech Marketing Strategy We create strategic marketing plans to help our clients accomplish their business goals. Branding & Positioning We help companies define and communicate what makes them unique. Web Design & Development We create attractive, user-friendly websites that generate leads. Search Marketing We drive traffic to our clients' websites by getting them top rankings in search engine results. Content Marketing We help clients create interesting, valuable content that attracts new customers and engages existing customers.
    5. 5. + Why Go Social?
    6. 6. + Why Go Social?
    7. 7. + Source of leads for B2B websites: Email 11% Organic search 27% Other 3%Social 5% Referral 13% Direct URL 32% Paid search 9% Source: AMR International Why Go Social?
    8. 8. + Source: quicksprout.com Why Go Social?
    9. 9. + Social Media Goals Twitter: @topfloortech Why are you investing in social media? What do you hope to get out of it?
    10. 10. + Social Media Goals  Brand awareness  Brand affinity  Lead generation  Customer retention  Recruiting  Customer service  Reputation management  Prospecting  Social proof (referrals)  News-gathering  Competitive intel Twitter: @topfloortech Why are you investing in social media? What do you hope to get out of it?
    11. 11. +Answering the 5 Key Questions What should I say? How do I build an audience? How do I connect with key influencers? Does my organization need a social media policy? How do I measure the effectiveness of my social media efforts?
    12. 12. Question 1: What should I say?
    13. 13. + Question 1: What Should I Say?  Develop audience personas  Understand why each persona is following you Twitter: @topfloortech Remember, it’s about your audience, not about you. 33% 24% 37% 44% 6% 6% 18% 23% 5% 4% 0% 20% 40% 60% 80% 100% Facebook Twitter Service, support, or product news Interesting or Entertaining content Friends are fans of the brand Special offers/deals Current Customer Source: http://mashable.com/2011/06/29/why-people-follow-brands/
    14. 14. + Question 1: What Should I Say? Brief Timely Funny Informative Surprising Twitter: @topfloortech Be at least one of these things: Inspiring Helpful Generous Encouraging Ask yourself, “what’s in it for my for my audience?”
    15. 15. + Question 1: What Should I Say? Facebook  Job seekers are a key audience.  Current employees are also important.  Great for giving an “insider’s view” into your company.  Funny, casual content goes best here. Twitter  Engage with influencers.  Share your expertise.  Interact one-on-one. Twitter: @topfloortech Understand the differences between different networks. LinkedIn  Strictly business.  Participate in group discussions.  Be a source for news. Google Plus  Contrarians and thought leaders.  Focus on keywords and driving content to landing pages. Pinterest  Primarily B2C.  Images are a must.
    16. 16. + Question 1: What Should I Say?  Identify the need of your audience that you can satisfy with content.  Use current events that are relevant to your customers’ business.  Incorporate keywords for which you want to rank highly.  Use Google Analytics to see what search terms are bringing people to your website.  Use Twitter, Facebook, and Google Trends to see what people are talking about.  Answer FAQ’s.  Give an insider’s perspective into your business. Twitter: @topfloortech Choosing topics
    17. 17. + Question 1: What Should I Say? River Pools & Spas In 2009:  #5 in Virginia market  $4 million annual sales  $250,000 marketing budget In 2011:  #1 in North America  $5 million annual sales  $40,000 marketing budget Twitter: @topfloortech Answering FAQs – a case study Source: “Epic Content Marketing”, Joe Pulizzi
    18. 18. + Question 1: What Should I Say? Twitter: @topfloortech Sway app
    19. 19. + Question 1: What Should I Say? Twitter: @topfloortech Google, Twitter, and Facebook trends
    20. 20. + Question 1: What Should I Say? HubSpot Topic Generator www.hubspot.com/blog-topic-generator
    21. 21. + Question 1: What Should I Say? Twitter: @topfloortech Follow the “Social Media 4-1-1” rule
    22. 22. Question 2: How do I build an audience ?
    23. 23. +Question 2: How Do I Build an Audience? Quality over Quantity  Focus on building a community of engaged followers. Twitter: @topfloortech
    24. 24. + Create a Community of Insiders People like to be in the know of what is going on in your business Question 2: How Do I Build an Audience?
    25. 25. + Add Social Media Icons  Add them to your website  In your emails and newsletters Question 2: How Do I Build an Audience?
    26. 26. + Respond to Everyone  Whether the comments are negative or positive, you need to respond accordingly. Question 2: How Do I Build an Audience?
    27. 27. + Content is Key  Post content that is strong, conversational, and evokes interest to build engagement.  Be relevant and timely. Cadbury Eggs: 250,000 people actively involved in the campaign with a bonus of 40,000 new fans gained. http://www.postano.com/blog/12-best-social-media-campaigns-of-2012#sthash.QtwlKzam.dpuf Question 2: How Do I Build an Audience?
    28. 28. Question 3: How do I connect with key influencers?
    29. 29. + Question 3: How do I connect with key influencers? 1.Find them 2.Follow them 3.Interact with them Twitter: @topfloortech
    30. 30. + Question 3: How do I connect with key influencers? Twitter: @topfloortech Step 1: Find them Your industry’s influencers Your customers’ influencers Your customers’ customers’ influencers
    31. 31. + Question 3: How do I connect with key influencers? 1. Trade media 2. Your customers 3. Your suppliers 4. Your competitors Twitter: @topfloortech Step 1: Find them
    32. 32. + Question 3: How do I connect with key influencers?  Tools for finding influencers:  Topsy.com  Followerwonk.com  getlittlebird.com  Klout.com Twitter: @topfloortech Step 1: Find them
    33. 33. + Question 3: How do I connect with key influencers?  Start with 10-20 per market segment or topic  Create lists in Twitter, Facebook, and Google+.  Lists are not available in LinkedIn.  Use RSS readers like Feedly to follow blogs.  Periodically evaluate and “prune” Twitter: @topfloortech Step 2: Monitor them
    34. 34. + Question 3: How do I connect with key influencers?  Pick 5-10 influencers  Promote their content  Like  Share  Retweet  +1  Comment on their posts  Create content for them Twitter: @topfloortech Step 3: Engage with them
    35. 35. + Question 3: How do I connect with key influencers? Find The usual suspects: •Industry media •Customers •Suppliers •Competitors Use these services: •Topsy.com •Followerwonk.com •Getlittlebird.com •Klout.com Monitor Start with 10-20 Influencers per industry. Use list functionality in Facebook, Twitter, Google+. Follow blogs with Feedly. Periodically prune your lists. Interact Choose 5-10 to interact with and build a relationship. Promote their content. Comment on their content. Create content for them .
    36. 36. Question 4: Does my company need a social media policy?
    37. 37. + Question 4: Does my company need a social media policy?  Define “Social Media”  Have a Social Voice  Know Your Audience  Use Good Judgment  Follow the Law  Protect Internal and Confidential Material  Create a Balance  Fit Within your Organization  Focus on what Employees can do on Social Media  Create Clear Sets of Expectations Twitter: @topfloortech http://socialmediagovernance.com/policies.php
    38. 38. + Question 4: Does My Company need a Social Media Policy? Taco Bell Employee Posts Photo
    39. 39. Question 5: How do I measure the effectiveness of my social media efforts?
    40. 40. + Question 5: How do I measure the effectiveness of my social media efforts? Conversion How Many People Took Action Because of your Message? Purchased a Product Registration for Events Signed up for your newsletter Online Lead Generation Filled out RFQ or RFP on website Referred your Business Engagement How Many People Interacted with your Message? Clicks on Links within Posts Retweets, Mentions, DM on Twitter Shares on Facebook & LinkedIn Comments on Posts Ratings on YouTube Video Reach How Many People Did You Impact with your Message? Connections on LinkedIn Followers on Twitter Likes on Facebook Views on Youtube +1s on Google+ Twitter: @topfloortech
    41. 41. + Reach Connections on LinkedIn Followers on Twitter Likes on Facebook Views on Youtube +1s on Google+ Question 5: How do I measure the effectiveness of my social media efforts?
    42. 42. + Engagement Clicks on Links within Posts Retweets, Mentions, DM on Twitter Shares on Facebook & LinkedIn Comments on Posts Ratings on YouTube Video www.simplymeasured.com Question 5: How do I measure the effectiveness of my social media efforts?
    43. 43. + Conversion Purchased a Product Registration for Events Signed up for your newsletter Online Lead Generation Filled out RFQ or RFP on website Referred your Business Question 5: How do I measure the effectiveness of my social media efforts?
    44. 44. Suggested Social Media Analytical Tools • Simplymeasured.com • Google Analytics • Platform Analytics • Hootsuite or Social Sprout
    45. 45. +Q & A Twitter: @topfloortech
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