Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
5 Tools For A Successful Social Media Ini...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Introduction
Tools vs Strategy
Social Med...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
SOCIAL MEDIA STRATEGY
PROVIDES ROADMAP
TO...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Which Social Networks?
Name 3 top influen...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Goals & Metrics
Define your Audience
Deve...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Social Media Tip: Tools vs. Strategy
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
#1 Clearly Defined Best Practices
#2 Mana...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Clearly Defined Best Practices
TOOL NUMBER
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Define Your Approach
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Define Your Approach
Dialog not just diss...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Do’s And Dont’s
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Do’s And Dont’s
MAJOR DO
Share informatio...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Do’s And Dont’s
MAJOR DO
It’s our pleasur...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Do’s And Dont’s
MAJOR DO
Respond Publical...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Response Guidelines
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Response Guideline
Quick in Response
The ...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Response Guideline
Negative Mentions- Alw...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Response Guideline
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Engagement
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Engagement
Sharing, Commenting & Fining C...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Management Software
TOOL NUMBER
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Management Software
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Management Software
Cool Features
Engagem...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Management Software
Cool Features
Complia...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Management Software
Cool Features
Create ...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Management Software
Cool Features
Shorten...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Management Software
Cool Features
Tracks ...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Management Software
Cool Features
Take mu...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Content Calendar
Network
Objective
Priori...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Content Calendar
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Content Calendar
Remember to Include
Netw...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Metrics & Reporting
TOOL NUMBER
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Metrics & Reporting
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Metrics & Reporting
Know What CEO’s Want ...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Great Communication
TOOL NUMBER
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Great Communication
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
Great Communication
Foster a culture that...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
LORI BARBER
214-906-6633
Lbarber206@yahoo...
Presented by Lori Barber Consulting
@MissLoriBarber CONFIDENTIAL
@MissLoriBarber
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5 Tools For A Successful Social Media Initiative

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Are you ready to manage your social media like a pro? Lori Barber will review 5 on-and-offline Social Media tools that will help your organization acquire fans, increase engagement and save time. She will also discuss how to create and use a Social Media Policy, Response Guidelines, Gremln, Facebook Insights and an Editorial Content Calendar to save time and boost online performance. - See more at: http://dfwrockssocialmedia.com/dfw-rocks-social-media-conference-sessions-2014/social-success-dallas-social-media-conference-2014/#sthash.k7SDP9ap.dpuf

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  • Welcome to 5 Tools for a successful social media initiative

    Share what I’ve learned helping major brands & small business monetize SMM
  • My Name is Lori Barber

    I’m here today to talk about the SMM Tools I sue everyday to help my clients plan and manage their SMM initiatives.

    SHOW OF HANDS:
    ACTIVELY PARTICIPATING
    THINKING OF GETTING IN
    IT’S A CRITICAL PART OF YOUR STRATGEGY

    During our time together this afternoon

    We’ll get started by verifying that your organization is ready to start using SMM Tools

    Next we’ll count down the top 5 types of tool I use on a daily basis to achieve success for my clients

    Then take questions.
  • Let’s Dive in!

    Every week I get the calls.
    CEO Asks why SMM isn’t converting
    Marketing Director calls in frustration.

    THE RUSH TO START USING SOCIAL MEDIA TOOLS SHOULD NOT OUT WEIGH YOUR STRATEGY.
  • Having a strategy in place help you to acquire fans, engage with your clients and convert traffic.
  • Let’s all take a quick quiz together. Let’s see if you can answer these questions.

    Which social Networks best reach your target audience

    Name 3 top influencers in your space

    Yes or No, have you aligned SEO with Social

    2014 is the year of the #Hashtag, you know. Can you write down the top 2 #’s that are hot right now?

  • Were those questions easy to answer?

    If Not, it’s important that you first have a content strategy

    Take time to document & Set expectations internally.

    Your Strategy should include
    Goals, Audience, Personas, Networks, #Hashtags, calendar.

    Once that’s in place, then you can move on.
  • And for those of you who already have a Social Media strategy in place, Pat yourself on the back. You can move on, and being putting some tools in place to execute the strategy.
  • Now Let’s Get Started Counting Down My Tool 5 Types of Tools I use everyday
  • Tool#1

    Clearly defined set of best practices that is communicated to the entire organization.

    How many of you thought I was going to stand up here and geek out about a slick, shiny new smart phone app? Sorry. Not-so-Fast

    Let’s Talk about Great Tool– Best Practices

    Distributed via email
    Shared with whole organization
    posted on shared server
    some cases signed.

    Here’s what you need to include.

  • First of all Define Your Approach
  • What I mean by that is.

    Important to lay out the organization’s basic approach to how your company will participate in this space

    Dialogue Not Dissemination
    Conversations must be authentic & relevant
    Compelling & Included in content calendar
    Raise your hand if you know that SEO & SOCIAL WORK TOGETHER???

    You approach should take SEO & SOCIAL into consideration
  • Your Best Practices Should include Specific Do’s and Dont’s
  • You might include these common ones.
  • A few to keep in mind….

    Your SMM Connections HATE being talked at by a brand and LOVE being Talk to by a real person.
  • When there’s a problem be sure your best practices are establishes.

    Let’s take a look
  • You’ll Also include Response Guidelines in your set of Best Practices.

    Dictate to your SMM team “How”, “When” and in What Tone to respond
  • Quick-Speedy Responses are best.


    Customized- Don’t copy and paste each time


    Actionable- Thank you
  • And Most important– How to respond to negative comments.

    Here are industry guidelines.

    Address
    Take offline

    Be aware of high amounts of negative comments– Call professional
  • Here’s a real life example. Buffalo Wild Wings reduced the portion size.
  • The last thing to include in your Best Practices is guidelines for how your team engages with your audience
  • The objective here is to specifically tell your team how to respond

    Customers hate to be talked at by a brand. Love to be talked to by a person.

    Provide a link to a conversion pathway when ever possible.

    Social Media Etiquette is same as dinner party etiquette

    REMEMBER: SOCIAL MEDIA IS MORE BRAND AND LOYALTY THAN DIRECT RESPONSE
  • The second type of SMM Tool in our countdown is Social Media Management Software
  • Give you a quick rundown of the Social Media Management Tools I use everyday.
  • First up is Sprout Social

    It’s a social media management tool. Helps you organize what you post, to what network, find conversations and monitor the whole initiative.

    Here’s how you would use this tool in real life: Instead of log-in in and out of each network; you link your accounts inside of this tool and can Schedule, specify which networks, Monitor, listen and report.

    One of Sprout Social’s coolest features is how well it has integrated Mobile.

    Enterprise plans start as low as $59 and go up to $1500 per month

    The only thing it’s not great at is Workflow

    If you are in a heavily regulated industry, and need multiple people to participate in the approval process, not a good fit

    Brings me to next tool
  • Gremlin does most everything Sprout Social does, but does not have mobile, but does have another cool feature--- COMPLIANCE

    SHOW OF HANDS- How many are in a heavily regulated industry?

    Meets all guidelines FINRA, SEC, and FFIEC

    Enterprise plans cost between $250- $15000
  • Next Up is Wildfire. If you’ve ever conducted a contest, printed a Facebook coupon or voted.

    Share with your network vote on photo.

    Facilitates campaigns that engage with customers or generate page likes.

    Costs between $1500-$5000 & Requires some development and integration
  • Great little tool that deserves a spot on our count down this morning.

    It’s fantastic for tracking.

    Include number of clicks in monthly report
    Shortens really, really, really long URLS

    Trackable & Tweetable

    Free
  • How many of you like things that are simple. My next tool is very Simple by highly effective.

    Set up Google Alerts for customer, competitors and industry influencers.

    What and how you want to be notified of, and each time new content hits the web you are notified.

    Example: Put in competitors, industry terms,

    Free.

  • Next

    We all know that posts with images. Fotor allows you to take multiple images include in one graphic without being a designer.

    We also know that some networks only let you include one image; when some posts might require 2-3 images.

    Great for Instagram, Twitter, Linkedin and Pinterest.

    It’s Free
  • The 3rd of 5 Tools I use on a daily basis is a content calendar.

    A content calendar is like all things you hate to do but know you must.

    Going to the dentist
    Working out
    Cleaning the house
    Changing the oil in the car
    Paying Taxes
  • Welcome to the content calendar I live and die by each and everyday.

    Notice how it’s organized.

    By planning each post ahead of time…….

    Save time, Accurate, Effective

    Notice how it’s organized.

    The objectives, Safe Topics and Priorities are clearly listed
  • When you work from a content calendar remember to include.

    This calendar can also be managed via Sprout Social
  • The 4th type of Social media Tool we’re counting down today is useful metrics & reporting
  • I recommend a 2 step process

    Pull Data from Google Analytics

    Take the time to create a Customized Report for you CEO
  • By all means, know what your CEO Wants to see .

    Likes, Shares Engagement are important, but what’s really sexy is:

    -CONVERSIONS
    -WHICH NETWORKS PRODUCE THE MOST ACTIVITY
    -HOW AD DOLLARS ARE BEING SPENT

    BIG TIP: SEO & SOCIAL WORK TOGETHER

    Proper Install of Google Analytics. Define Conversion points in site. Forms, Numbers, etc. Using the Goal Tracking Feature.

    I suggest sitting down with your CEO and establishing a monthly report template that you can use on a monthly basis. Once you’ve established a baseline; follow Best Practices and Strategy using the tools we talked about today. After that, You’ll be off the races!

    Also include the results from Bitly so you can share how many times the links in facebook and twitter drove traffic to your website.
  • AND THE FINAL, ALL TIME, END-ALL-BE-ALL TOOL IS.

    Wait for it…..
  • THINK OF COMMUNICATION ON 3 LEVELS.

    Internal
    Client
    Audience

    Foster Environment where everyone is a part of SMM

    Proactively Share good news

    Establish a Content Stream
  • QUESTIONS?
  • 5 Tools For A Successful Social Media Initiative

    1. 1. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL
    2. 2. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber 5 Tools For A Successful Social Media Initiative
    3. 3. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Introduction Tools vs Strategy Social Media Tools-Top 5 Countdown Questions
    4. 4. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber
    5. 5. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber SOCIAL MEDIA STRATEGY PROVIDES ROADMAP TO ACQUIRE FANS ENGAGE WITH CUSTOMERS GENERATE CONVERSION & BUILD THE BRAND Social Media Tip: Tools vs. Strategy
    6. 6. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Which Social Networks? Name 3 top influencers? Is Social & SEO Aligned? Which #Hashtags? Social Media Tip: Tools vs. Strategy
    7. 7. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Goals & Metrics Define your Audience Develop Personas Define Social Networks Content Strategy SEO & # Hashtags Content Calendar Social Media Tip: Tools vs. Strategy
    8. 8. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Social Media Tip: Tools vs. Strategy
    9. 9. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber #1 Clearly Defined Best Practices #2 Management Software #3 Content Calendar #4 Metrics & Reporting #5 Communication
    10. 10. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Clearly Defined Best Practices TOOL NUMBER
    11. 11. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Define Your Approach
    12. 12. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Define Your Approach Dialog not just dissemination Ask questions and solicit feedback Respond to comments in a timely, positive and appropriate manner Conversation must be authentic and relevant Content should align with organizations focus/expertise Timing is everything Leverage current events to start a discussion and share a comment Content must be compelling Be a serial story teller Content Calendar: Optimize for maximum efficiency Use keywords as a guide Find other organizations that compliment/share your mission and work together to promote each other
    13. 13. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Do’s And Dont’s
    14. 14. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Do’s And Dont’s MAJOR DO Share information that is of value—News, Services, Team Members, Changes & Regulatory Updates MAJOR DON’T Over-promote! Too many specials are a turn-off. Think 1-5 MAJOR DON’T Share for the sake of sharing- Always keep it relevant to your target audience
    15. 15. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Do’s And Dont’s MAJOR DO It’s our pleasure! We’re so glad you enjoyed spending your anniversary with us. Come back soon. MAJOR DON’T On behalf of the entire organization, we’d like to thank you for dining with us. MAJOR DO Share Content From Another Source With Your Own Comments
    16. 16. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Do’s And Dont’s MAJOR DO Respond Publically, but try to take the conversation off-line. Seek a private resolution MAJOR DON’T Don’t get defensive, or try to have an online conversation about the incident.
    17. 17. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Response Guidelines
    18. 18. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Response Guideline Quick in Response The speed with which you respond to messages is directly proportionate to the positive feedback that you will get. Monitor a few times a day-Automate this! Customize responses Many brands just copy and paste the same response to every negative comment Respond to posts that are actionable Depending on volume try to respond to all comments when possible including a simple “thank you”
    19. 19. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Response Guideline Negative Mentions- Always Respond Do not delete post & don’t fight the battle online Take the conversation offline Every negative mention represent an opportunity to demonstrate your commitment to customer satisfaction Responding publicly shares with your entire community at once A sudden increase in negative mentions my indicate a crisis or trend that needs immediate engagement
    20. 20. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Response Guideline
    21. 21. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Engagement
    22. 22. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Engagement Sharing, Commenting & Fining Conversations Genuine Speak as You, Not the Brand Hashtags Tagging when appropriate Include links Use Dinner Party Etiquette
    23. 23. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Management Software TOOL NUMBER
    24. 24. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Management Software
    25. 25. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Management Software Cool Features Engagement, Publishing, Analytics, Monitoring, CRM, Mobile Cost Plans from $59 per month to $1,500 per month Application Great tool for community managers & brand managers who manage multiple teams and networks
    26. 26. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Management Software Cool Features Compliance + Posting, Engagement, Analytics, Monitoring. Does Not Have Mobile Cost Enterprise Plans from $250 per month to $1,500 per month Application Great tool for Banks & Financial Institutions with Compliance Requirements
    27. 27. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Management Software Cool Features Create Pages, Run Campaigns, Promotions, Run Contents, Allows Voting, Cost Solutions range from $1,500- $5,000 Real Life Example Use this tool to have a Facebook Contest, build a special landing page, print coupons, and more.
    28. 28. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Management Software Cool Features Shortens Long URLS & Tracks Clicks Cost Free Real Life Example Use Bitly anytime you include a link in social media or email marketing.
    29. 29. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Management Software Cool Features Tracks new content (News, Videos, Websites) that hit the web. Cost Free Real Life Example Set up alerts for keywords, competitors, brands, clients and use the new content in your social media posting plan.
    30. 30. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Management Software Cool Features Take multiple images or photos and make one graphic. Saves in wide range file formats. Cost Free Real Life Example Combines logos and images in one graphic. Post the graphic on Social Networks.
    31. 31. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Content Calendar Network Objective Priority Strategy Links Influence TOOL NUMBER
    32. 32. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Content Calendar
    33. 33. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Content Calendar Remember to Include Network Post Objective Priority Strategy Links Influence
    34. 34. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Metrics & Reporting TOOL NUMBER
    35. 35. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Metrics & Reporting
    36. 36. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Metrics & Reporting Know What CEO’s Want to See Conversions, Networks & How Are Ad Dollars Being Spent? The Set Up Conversion Pathways & Proper Install of Google Analytic Overview Report Customization is Key Overview Report Conversion Report Social Sources Social Plug-ins
    37. 37. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Great Communication TOOL NUMBER
    38. 38. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Great Communication
    39. 39. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber Great Communication Foster a culture that supports social media Establish a Social Media Stream Welcome ideas Review social media submissions for additions to the Content Calendar Proactively Tell Good News Share the love and the the company know about big tweets and good numbers Share the love and let the company know about new likes & followers
    40. 40. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber LORI BARBER 214-906-6633 Lbarber206@yahoo.com
    41. 41. Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL @MissLoriBarber

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