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Take Your Business to the Next Level With a Social Media

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An in-depth overview of the steps to take in order to start using social media strategically and effectively for business purposes.

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Take Your Business to the Next Level With a Social Media

  1. 1. COLDWATER SOCIAL MEDIA SEMINAR:TAKING YOUR BUSINESS TO THE NEXT LEVELWITH SOCIAL MEDIANIKKI LITTLE | IDENTITYPR.COM | @NIKKI_LITTLE
  2. 2. WHAT WE’LL DISCUSS:o Current statso Good and bad examples of companies using social mediao Planning process – internal and externalo How to use social media for business strategically and effectivelyo Tools and platformso Strategies/resources for coming up with contento How to grow your company’s presence onlineo Measuring successo Where social media is going in the futureo Q&A
  3. 3. There are more than 1billion people onFacebook. (Facebook)
  4. 4. 30% of the world’s entirepopulation is online, withusers spending 22% oftime on social networks.(MindJumpers)
  5. 5. Companies that bloghave 434% moreindexed pages. (SearchEngine Journal)
  6. 6. LinkedIn generates moreleads for B2B companiesthan Facebook, Twitterand blogs. (Social MediaB2B)
  7. 7. SOCIAL MEDIA USE FORBUSINESS IS ON THE RISE, BUT…
  8. 8. COMPANIES STILL STRUGGLE WITHHOW TO USE IT STRATEGICALLY &EFFECTIVELY
  9. 9. DON’T START A SOCIALPROGRAM WITHOUT FIRSTSETTING GOALS!
  10. 10. SOCIAL MEDIA SHOULD NOTOPERATE IN ITS OWN BUCKET
  11. 11. COMPANIES DOING AGREAT JOB WITH SOCIALMEDIA…
  12. 12. BIGGBY COFFEE
  13. 13. GARDEN FRESH GOURMET
  14. 14. COMPUWARE
  15. 15. HERMAN MILLER
  16. 16. COMPANIES MAKINGSOCIAL MEDIA/ONLINEMISTAKES…
  17. 17. NO RESPONSE TO COMPLAINTS
  18. 18. TOO MUCH SELF PROMOTION & SYNCINGTWITTER WITH FACEBOOK
  19. 19. WRITING ONLY FOR SEO & DIRECTINGPEOPLE TO NON-WORKING SITE
  20. 20. THE SOCIAL MEDIA PLANNINGPROCESS
  21. 21. SOCIAL MEDIA PLANNING – INTERNALo Get leadership approval/support/commitment from day oneo Build your support team – who will help get info you need, address problems, give approvals?o Access to existing channels to clean up/edit and website analyticso Social media policy and additional guidelines (if needed)o Determine – encouraging employees to interact on company social channels?o Determine strategy for announcing new program to employees (email, newsletter, meeting, etc.)
  22. 22. SOCIAL MEDIA PLANNING – EXTERNALo Online audit (what company is doing right/wrong in social media, website/SEO/online advertising review, where customers are talking about company online, competitor social media activity review, opportunities and recommendations for next steps)o Put monitoring plan in placeo Program plan – Goals and objectives, strategy, tactics, metrics for success, tools and platforms, voice and tone, personaso Response flow chart and crisis plano Clean up current profiles, build new ones, build editorial calendars, start populating channelso Launch strategy – roll out all at once, staggered roll out?
  23. 23. USING SOCIAL MEDIA FORBUSINESS SUCCESS
  24. 24. BEST PRACTICESo Treat each network separately, no channel syncing!o Find a way to stand outo Give specific calls-to-actiono Keep SEO in mind, but write for humanso Know your customers/audienceo Respond as soon as possibleo Make sure leadership understands what you’re doing and why and understands the resultso Combine qualitative and quantitative measurementso Voice online must match company values – don’t try to be something you’re noto Respond to the negative comments and complaints, take offline when appropriateo Use feedback/insights to improve your business
  25. 25. THE TOOLS
  26. 26. MONITORINGo Third party Twitter tools like Tweetdeck and Hootsuiteo Google alertso Social Mentiono Newsleo Addict-o-matico Twitter Searcho Google Reader & Flipboard
  27. 27. RESEARCHo Twellowo StumbleUpono Alltopo Icerocketo Google News/Blog search
  28. 28. PUBLISHINGo Storifyo Slideshareo Scribdo WordPresso Tumblro Posterouso PitchEngine
  29. 29. ANALYTICS/TRACKINGo Google Analyticso Clickyo Mail Chimpo Tweetreacho Viralheato Facebook Insightso Feedblitzo Google Analytics URL Buildero Buffero Bit.ly
  30. 30. ENTERPRISE TOOLSo Omnitureo Salesforce and Radian6o Sysomoso Sprout Socialo Spiral 16o Social Engageo ArgyleSocialo SEOmozo Wildfireo PageLever
  31. 31. COMING UP WITH CONTENT –SOURCES OF INSPIRATION
  32. 32. CONTENT SOURCESo Your customers/clients – What questions are they asking? What do they care about?o Your employeeso Keywords that bring people to your site (look in your analytics program) and AdWords Keyword Toolo Multimedia – particularly for Facebooko Company news and positive media coverageo Eventso Your culture
  33. 33. CONTENT SOURCESo LinkedIn Answers, Quorao News and blogs related to your industry – build off their content (don’t copy – add something new)o Book reviews, recaps of conferences/events/Webinars/seminarso Advice, how-tos, list posts – valuable/helpful informationo Good old Google
  34. 34. KNOW YOUR AUDIENCE!
  35. 35. HOW TO GROW YOURONLINE PRESENCE
  36. 36. OWNED MEDIAo Bloggingo Website – optimize for SEOo Company newsroom on websiteo Email marketingo Company newsletter (print, online or email)o Whitepapers and e-books
  37. 37. IDENTITY QUARTERLYNEWSLETTER
  38. 38. VERIZON WIRELESS MIDWESTAREA BLOG – IDENTITY CLIENT
  39. 39. EARNED MEDIAo Guest blogging and commenting on relevant blogso Media coverageo Blog coverageo Speaking opportunitieso Participation in podcasts and webinars
  40. 40. PAID MEDIAo Online advertising (media outlets, websites, forums)o Social media advertising – LinkedIn ads, Facebook ads, Facebook promoted posts, Twitter promoted postso Blog advertisingo Blogger sponsorshipso Event sponsorships
  41. 41. MEASURING & PROVINGRESULTS
  42. 42. DON’T FALL IN THE ROIBUZZWORD TRAP – ROI ONLYAPPLIES TO $
  43. 43. GREAT ADVICE FROMJASON FALLS IN “NOBULLSHIT SOCIAL MEDIA”
  44. 44. BUSINESS DRIVERS OF SM MARKETING (ANDWHAT TO MEASURE)o Enhance branding and awarenesso Protect your reputationo Enhance public relationso Build communityo Enhance customer serviceo Facilitate research and developmento Drive sales and leads
  45. 45. THE FUTURE OF SOCIALMEDIA
  46. 46. SOCIAL MEDIA IN THE FUTUREo More convergence with searcho More focus on true integrationo More budget allottedo Combination of paid, owned and earned mediao Driving smarter business and marketing decisionso Visuals and imageso Mobile
  47. 47. NIKKI LITTLE Social Media Manager | Identity @NIKKI_LITTLE WWW.IDENTITYPR.COM WWW.IDENTITYPR.COM/BLOG WWW.NIKKILITTLE.COM
  48. 48. Photo Sources:http://www.flickr.com/photos/36932129@N07/3781127948/http://www.flickr.com/photos/altimetergroup/7585322178/http://www.rainbowreaders.com/carols-research/reading-buddy-programhttp://www.slice-works.com/sliceblog/2012/01/18/social-media-lessons-learned-planning/http://www.flickr.com/photos/71812313@N00/85911467/http://www.flickr.com/photos/40145521@N00/460270581/http://thestrategyguysite.com/people-leadership-development/leadership-quick-tip-motivation-comes-from-inspiration/http://www.flickr.com/photos/45409431@N00/7968954274/http://www.flickr.com/photos/26707655@N03/3429742001/http://www.flickr.com/photos/34691277@N00/4201437178/http://www.flickr.com/photos/22434330@N00/6050820137/http://www.flickr.com/photos/69699012@N00/130537193/http://thebaochi.com/2012/05/03/social-media-luminary-jason-falls-no-bullshit-social-media/http://mediacorpus.com/predicted-web-trends-future/http://www.flickr.com/photos/47691521@N07/5556249000/

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