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Beyond 'Likes': Planning and Measuring Social Media

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Just because someone “Likes” your Facebook page doesn’t mean they’ll visit your business. Entrepreneurs need to engage these visitors, whether they encounter your business through Facebook, Twitter, Pinterest or your website. Join PR and social media strategist Jeff Widmer in a presentation of how to meet and measure success in your digital communications.

Published in: Social Media, Business, Technology
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Beyond 'Likes': Planning and Measuring Social Media

  1. 1. Beyond ‘Likes’ Growing Your Business with Social Media
  2. 2. Jeff Widmer • PR & Social Media Marketing • Create, implement strategies • • • • Crayola National Penn Bank Mack Trucks Lehigh Valley Economic Development Corp.
  3. 3. So Many Sites . . . . . . So Little Time
  4. 4. 3 Keys to Social Media Marketing 1. Plan 2. Implement 3. Measure
  5. 5. Plan 1. Social media audit   What are you doing? What are your competitors doing?
  6. 6. Plan 2. Define your audience    Who is your customer? Who are your future customers? Where do they get news and recommendations?
  7. 7. Plan 3. Choose your media • • • • • • Facebook as surrogate website (retail) Pinterest, Instagram, Flickr (fashion, food, jewelry, real estate) Twitter as newsfeed (professional services) LinkedIn, SlideShare (professional services) Yelp, Foresquare (restaurants, retail) YouTube (all)
  8. 8. The Crayola Factory Client Opportunities Competition
  9. 9. Implement 1. Prioritize your channels What do customers prefer? 2. Allocate resources Who creates the strategy? Who runs the program? 3. Follow influential people Invite them to follow you
  10. 10. Implement 4. Create & Curate Content • Create • • • Make it relevant Make it valuable Make it fresh • Curate • Forward links • Retweet posts • Make sure content is relevant, safe
  11. 11. Measure Measure things that impact sales • Goal is to build loyalty to brand • Measure engagement
  12. 12. Measure ‘Likes’ on Facebook but don’t stop there • • • • Number and quality of comments Number of times people repost Number of retweets Number of times your coupons are redeemed
  13. 13. Summary • Create a social media plan • Integrate it with your marketing strategy • Define your audience • Focus resources on sites they prefer • Measure what counts for your business • Monitor your efforts & competition
  14. 14. Contact jeffwidmer.com jwidmer@jeffwidmer.com facebook.com/jeff.widmer linkedin.com/in/jeffwidmer @jrwidmer

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