4-Cs ofSocial Media Marketing
Increase traffic to all of your sites
Bring in new relationships
People need to know you
People need to like you
People need to trust you
People are going to start working with you
How Social Media helps your organization
SMM Now a proven method of building your brand and attracting new clients
Key to success is education and execution
Simple tips and tools will guide you to success in Social Media Marketing
SMM role in attracting opportunities
Inbound Marketing is drawing them into you!
Inbound marketing is more than 50% less expensive than outbound efforts such as direct mail, conferences and telemarketing to new inbound methods that include blogging, search engine optimization and pay-per-click.
Inbound marketing accounts for more than 1/3 of all leads.
HubSpot – 2009 (www.hubspot.com)
Draw them in!
Social Media is for B2B and B2C
Source: State of Inbound Marketing Report Http://bit/ly/aewfHR
SMMA (Social Media Martial Arts)
4-C’s of SMMA
SMM is not your stand alone marketing plan, but a part of a comprehensive marketing and branding plan
Same basic rules apply
Have a plan
Have a message
Select your target audience
Drive great content
Monitor and track results
Your success in social media will depend on your ability to make valuable engaging contributions, beyond simply promoting your brand.
Focus your profile message on
Your brand and Value Proposition
Your other profiles
What is it your audience wants to know?
- How does it work?
- What will it do for me?
- What will I gain from my affiliation with you?
- Who else says so?
Your Profile is Key
Make it a habit of searching your name and company periodically online
Google, BING, ASK, AOL
Check SMM sites such as LinkedIn, Facebook, twitter
Monitor and protect your online identity!
Who are you today on-line?
Institute a standards and practice policy for anyone in the company using your organizations name in their social media profile
If you have an email policy – extend it to Social Media as well
Periodically monitor and search your organizations name and what your employees are saying
Web Security – Norton, WebRoot, McAffee
Consistency and Organizational Policy
Think in terms of who can best help you achieve your goals
Who is the idea connection?
Where are they today?
How are they communicating today?
Think in terms of attributes
Age group, geographic group, like-minded groups
Connections means more than having 5000 connections on Linked-in
Who should you connect with?
Your target audience
Invite group members
Invite mutual shared contacts
Be visible in discussions
Use search tools to identify individuals, companies and groups
Social media campaigns improve your standing on search engines like Google, they enhance your brand, they sell your products, they drive traffic to your website and they can help you gain new customers and serve current customers.
Drive great content – have something to say
Consistent with marketing plan
Decide what you want your online image to be
Review for comments and revise as needed
Content is KING!
Begin and end with a focus on your brand, your goals, your audience
Remember this is part of a larger plan not a plan in and of itself.
Be clear about your Value Proposition
Use language of engagement – our, we, you, us…less “I”
Who should you differentiate yourself from?
Who is your competition? Who is getting the ‘wallet share” or “time share” that you are looking to leverage?
Could be time sensitive – you are delivering real time info while others are not
How to Deliver Great Content
How to Deliver great Content
List 5 things people want to know when searching for your products or services
Answer questions that are being asked
Be sure this is consistent with websites and other marketing efforts – if not they should be
List 5 things you want people to know about you when they find you
Goals, events, how to get involved, what they gain from involvement
Content from newsletters, websites, marketing materials should be used across channels
Reduces effort while reinforcing brand awareness
Engage in and start conversations
Give an opinion
Ask Questions/ initiate a poll
Use Key Words consistently in your postings, updates, profile and comments
Key word density and related words
Searching your key words and see what comes up, then try multiple variations of the same thing. Think about it from a non-insider perspective
How to Deliver Content
Google Ad Words toolhttps://adwords.google.com/select/KeywordToolExternal
When you are driving personal content it’s most important to reach out. When driving organizational content, it’s most important to listen first.
To reach the best internet optimization and reach the front page of search engines, cross-pollinate content
Linked-In profile, website, blog
Facebook fan page, website, twitter
Linked-in Profile, YouTube video of my presentation, blog
Maximize content of things you are already doing
Three is the key. But be consistent and focus on content not numbers
While the internet can be impersonal, it is also personal. You must learn to connect in a positive way.
When you invite someone, send a personal invitation stating why you want to connect with them and what you may be able to offer
Make it mutual – it’s an exchange not just a one way connection
When you are invited, send a personal response
Engage in conversations and comments
While you will be representing an organization, an individual will be managing content – be mindful that there are real people out there looking at and reacting to your posts!
Work in time blocks
Learn efficiency best practices
Use a systematic approach
Use outside help
SMMA time management
Allows you to schedule updates weeks and months in advance across social media sites
Free, simple to use
SMM Management tools
Establish a 3 – 6 months plan
Decide who will drive content
Decide who will create posts
Decide who will monitor and respond
Utilize SMM tools to make best use of your time
HootSuite allows you to schedule posts in advance, decide what sites will see what content
Dedicate time to this effort
No more than 30 minutes a day should be devoted to SMM once plan is established
Once you get the hang of it you will only be posting “realtime” updates
Should end up with about 30 minutes a week maintenance
Free Social Media Articles
Look and Learn from others
Knock-Out Punch - Education
Social Media for Non-Profits
Non-Profit Tech 2.0 – Social Media Guide for Non-Profits
HubSpot – general social media insights
Google for Non-Profits
SMM is not going away and will only have more impact in the future
It’s part of your overall marketing plan
It’s truly about connections – not spam
Content is king
It may take a while for you to see the impact, but with a consistent approach you will see results.