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Designated Editor
Speaking Series     Nurturing Your
                    Network With New
                    Media England & Photographic
                    ASPP New
                    Resource Center at Boston University

                    Suzanne McDonald | Content & Social Strategist

                    Sue@DesignatedEditor.com


                         @Sue_DesigEditor
suzanne’s experience
              Social Media
              Strategies professor


  6 years                            Page 1




  Masters in Journalism
  & Mass Communications              BA in Journalism




                                               www.designatededitor.com   2
www.designatededitor.com   3
Paid media vs. owned media




                   www.emarketer.com/Article.aspx?R=1008948
@Sue_DesigEditor                             www.designatededitor.com   4
www.designatededitor.com   5
Challenges we’ll address
Developing contacts: nurture your network

Determining who the influencers are

Which tools & platforms are optimal

Measuring your efforts to boost ROI

Integrating platforms and efficiencies
@Sue_DesigEditor                    www.designatededitor.com   6
http-//socialtimes.com/user-generated-content-infographic_b68911
@Sue_DesigEditor   www.designatededitor.com   8
Who is your audience?
  Who might be your best advocates?

  What are their defining characteristics?

  What are they looking for?

  Are you using the right vocabulary?



                                    www.designatededitor.com   9
@Sue_DesigEditor   www.designatededitor.com   10
Where does content live?




@Sue_DesigEditor           www.designatededitor.com   11
4 stages to effectiveness
Stage 1 Your website

Stage 2 Your blog & email

Stage 3 Platforms & tools integration

Stage 4 Optimizing your platforms & metrics




@Sue_DesigEditor                        www.designatededitor.com   12
How to fully maximize your content




 @Sue_DesigEditor                    www.designatededitor.com   13
WordPress is free & versatile




@Sue_DesigEditor                www.designatededitor.com   14
who is your audience?




@Sue_DesigEditor        www.designatededitor.com   15
4 steps to content planning
Step 1 Your audience & keywords

Step 2 Find & leverage the right tools

Step 3 Integrate social media channels

Step 4 Optimization & metrics




@Sue_DesigEditor                         www.designatededitor.com   16
Keywords: Your prospects’ vocabulary




 @Sue_DesigEditor           www.designatededitor.com   17
Keywords: Google Trends




@Sue_DesigEditor          www.designatededitor.com   18
Keywords: Include in Titles and Descriptions




  @Sue_DesigEditor                  www.designatededitor.com   19
@Sue_DesigEditor   www.designatededitor.com   20
Stage 2 Blog & email

Google & search engines <3 fresh content

Activate keywords & make multimedia

Offers a glimpse inside your brand

Enable and moderate comments

Leverage blog posts to feed email
 @Sue_DesigEditor                    www.designatededitor.com   21
Blogs cited as least expensive




                           www.designatededitor.com   22
Multimedia blog




 @Sue_DesigEditor   www.designatededitor.com   23
Tools to drive blogs & content




@Sue_DesigEditor                 www.designatededitor.com   24
email




          http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
@Sue_DesigEditor                                                       www.designatededitor.com   25
Influencer-finder tools
who is your audience?




@Sue_DesigEditor          www.designatededitor.com   26
who is your audience?




@Sue_DesigEditor        www.designatededitor.com   27
Other influencer tools




@Sue_DesigEditor         www.designatededitor.com   28
Stage 3 Integrate social media

Claim social profiles

Determine most relevant social channels

Monitor, engage & integrate




@Sue_DesigEditor                  www.designatededitor.com   29
Integrate appropriate social media channels




                                 Bruno Maia, IconTexto
                              http://www.icontexto.com
                                      www.designatededitor.com   30
How do I gain more fans?
Who do you know?
How do they know you’re there?
How can you tell them?
 Email newsletters
 Email signature
 Icon and feed on your website

@Sue_DesigEditor                 www.designatededitor.com   31
Targeting Facebook ads
• Towns & cities
• Gender & age
• Level of education
• Marital status
• Interests & Likes



 @Sue_DesigEditor        www.designatededitor.com   32
www.designatededitor.com   33
Events




@Sue_DesigEditor   www.designatededitor.com   34
www.designatededitor.com   35
@Sue_DesigEditor   www.designatededitor.com   36
@Sue_DesigEditor   www.designatededitor.com   37
@Sue_DesigEditor   www.designatededitor.com   38
Show your brand or curate others’




 @Sue_DesigEditor          www.designatededitor.com   39
Instagram




            www.designatededitor.com   40
who is your audience?




@Sue_DesigEditor        www.designatededitor.com   41
who is your audience?




@Sue_DesigEditor        www.designatededitor.com   42
who is your audience?




@Sue_DesigEditor        www.designatededitor.com   43
Retail, gallery or events?




@Sue_DesigEditor        www.designatededitor.com   44
Stage 4 Social media optimization & metrics

Be more efficient
Be more effective
Optimize for performance
Calculate your ROI




 @Sue_DesigEditor                   www.designatededitor.com   45
Tips to boost ROI
•   Plan
•   Content first – let branding 2nd
•   Use pictures & video
•   Use Facebook Questions
•   Be timely: Post about popular topics
•   Be conversational
•   Direct ads to the fan page
                                     www.designatededitor.com   46
Maximize Your ROI

Step 1 Business development
       Identify your best growth areas

Step 2 Keyword research
       What vocabulary are people using?

Step 3 Build topics
         Discuss topics that best serve your
                  growth markets & use
  keywords
 @Sue_DesigEditor                     www.designatededitor.com   47
@Sue_DesigEditor   www.designatededitor.com   48
who is your audience?




@Sue_DesigEditor        www.designatededitor.com   49
Stage 4 How are we doing?




@Sue_DesigEditor        www.designatededitor.com   50
Facebook Insights
Engagement & Relevance




                         www.designatededitor.com   51
Google Analytics: now + social




@Sue_DesigEditor          www.designatededitor.com   52
Benefits of a thriving network
 Boost awareness, loyalty & sales

 Longer-lasting vs. paid media

 Understand & relate to customers

 Now you’ll know what’s working

 Reduced customer service costs

 Efficient & effectively find influencers

@Sue_DesigEditor                      www.designatededitor.com   53
In-person engagement




                       www.designatededitor.com   54
Designated Editor
                    Nurturing Your
Speaking Series
                    Network With New
                    Media England & Photographic
                    ASPP New
                    Resource Center at Boston University

                    Questions?                 Happy to help!


                    Suzanne McDonald | Content & Social Strategist

                    Sue@DesignatedEditor.com


                         @Sue_DesigEditor

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Nurturing Your Network with New Media | American Society of Picture Professionals Seminar Presentation

  • 1. Designated Editor Speaking Series Nurturing Your Network With New Media England & Photographic ASPP New Resource Center at Boston University Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor
  • 2. suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
  • 4. Paid media vs. owned media www.emarketer.com/Article.aspx?R=1008948 @Sue_DesigEditor www.designatededitor.com 4
  • 6. Challenges we’ll address Developing contacts: nurture your network Determining who the influencers are Which tools & platforms are optimal Measuring your efforts to boost ROI Integrating platforms and efficiencies @Sue_DesigEditor www.designatededitor.com 6
  • 8. @Sue_DesigEditor www.designatededitor.com 8
  • 9. Who is your audience? Who might be your best advocates? What are their defining characteristics? What are they looking for? Are you using the right vocabulary? www.designatededitor.com 9
  • 10. @Sue_DesigEditor www.designatededitor.com 10
  • 11. Where does content live? @Sue_DesigEditor www.designatededitor.com 11
  • 12. 4 stages to effectiveness Stage 1 Your website Stage 2 Your blog & email Stage 3 Platforms & tools integration Stage 4 Optimizing your platforms & metrics @Sue_DesigEditor www.designatededitor.com 12
  • 13. How to fully maximize your content @Sue_DesigEditor www.designatededitor.com 13
  • 14. WordPress is free & versatile @Sue_DesigEditor www.designatededitor.com 14
  • 15. who is your audience? @Sue_DesigEditor www.designatededitor.com 15
  • 16. 4 steps to content planning Step 1 Your audience & keywords Step 2 Find & leverage the right tools Step 3 Integrate social media channels Step 4 Optimization & metrics @Sue_DesigEditor www.designatededitor.com 16
  • 17. Keywords: Your prospects’ vocabulary @Sue_DesigEditor www.designatededitor.com 17
  • 18. Keywords: Google Trends @Sue_DesigEditor www.designatededitor.com 18
  • 19. Keywords: Include in Titles and Descriptions @Sue_DesigEditor www.designatededitor.com 19
  • 20. @Sue_DesigEditor www.designatededitor.com 20
  • 21. Stage 2 Blog & email Google & search engines <3 fresh content Activate keywords & make multimedia Offers a glimpse inside your brand Enable and moderate comments Leverage blog posts to feed email @Sue_DesigEditor www.designatededitor.com 21
  • 22. Blogs cited as least expensive www.designatededitor.com 22
  • 23. Multimedia blog @Sue_DesigEditor www.designatededitor.com 23
  • 24. Tools to drive blogs & content @Sue_DesigEditor www.designatededitor.com 24
  • 25. email http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php @Sue_DesigEditor www.designatededitor.com 25
  • 26. Influencer-finder tools who is your audience? @Sue_DesigEditor www.designatededitor.com 26
  • 27. who is your audience? @Sue_DesigEditor www.designatededitor.com 27
  • 28. Other influencer tools @Sue_DesigEditor www.designatededitor.com 28
  • 29. Stage 3 Integrate social media Claim social profiles Determine most relevant social channels Monitor, engage & integrate @Sue_DesigEditor www.designatededitor.com 29
  • 30. Integrate appropriate social media channels Bruno Maia, IconTexto http://www.icontexto.com www.designatededitor.com 30
  • 31. How do I gain more fans? Who do you know? How do they know you’re there? How can you tell them? Email newsletters Email signature Icon and feed on your website @Sue_DesigEditor www.designatededitor.com 31
  • 32. Targeting Facebook ads • Towns & cities • Gender & age • Level of education • Marital status • Interests & Likes @Sue_DesigEditor www.designatededitor.com 32
  • 34. Events @Sue_DesigEditor www.designatededitor.com 34
  • 36. @Sue_DesigEditor www.designatededitor.com 36
  • 37. @Sue_DesigEditor www.designatededitor.com 37
  • 38. @Sue_DesigEditor www.designatededitor.com 38
  • 39. Show your brand or curate others’ @Sue_DesigEditor www.designatededitor.com 39
  • 40. Instagram www.designatededitor.com 40
  • 41. who is your audience? @Sue_DesigEditor www.designatededitor.com 41
  • 42. who is your audience? @Sue_DesigEditor www.designatededitor.com 42
  • 43. who is your audience? @Sue_DesigEditor www.designatededitor.com 43
  • 44. Retail, gallery or events? @Sue_DesigEditor www.designatededitor.com 44
  • 45. Stage 4 Social media optimization & metrics Be more efficient Be more effective Optimize for performance Calculate your ROI @Sue_DesigEditor www.designatededitor.com 45
  • 46. Tips to boost ROI • Plan • Content first – let branding 2nd • Use pictures & video • Use Facebook Questions • Be timely: Post about popular topics • Be conversational • Direct ads to the fan page www.designatededitor.com 46
  • 47. Maximize Your ROI Step 1 Business development Identify your best growth areas Step 2 Keyword research What vocabulary are people using? Step 3 Build topics Discuss topics that best serve your growth markets & use keywords @Sue_DesigEditor www.designatededitor.com 47
  • 48. @Sue_DesigEditor www.designatededitor.com 48
  • 49. who is your audience? @Sue_DesigEditor www.designatededitor.com 49
  • 50. Stage 4 How are we doing? @Sue_DesigEditor www.designatededitor.com 50
  • 51. Facebook Insights Engagement & Relevance www.designatededitor.com 51
  • 52. Google Analytics: now + social @Sue_DesigEditor www.designatededitor.com 52
  • 53. Benefits of a thriving network  Boost awareness, loyalty & sales  Longer-lasting vs. paid media  Understand & relate to customers  Now you’ll know what’s working  Reduced customer service costs  Efficient & effectively find influencers @Sue_DesigEditor www.designatededitor.com 53
  • 54. In-person engagement www.designatededitor.com 54
  • 55. Designated Editor Nurturing Your Speaking Series Network With New Media England & Photographic ASPP New Resource Center at Boston University Questions? Happy to help! Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor

Editor's Notes

  1. American Society of Picture Professionals Photography as storytelling, expert storytellers. Which platforms using now? Which feel doing well at?
  2. Mad Men clip to follow
  3. www.emarketer.com/Article.aspx?R=1008948
  4. Invest first in what you can control, keep your site and blog as a hub for content that’s expensive to produce and won’t go away on a Facebok policy change
  5. Longer-lasting vs. paid media More efficient &amp; effective, Now you’ll know what’s working, Reduced customer service costs, Understand &amp; relate to clients
  6. But here we see UGC is very profitable. The trick is curating it. http-//socialtimes.com/user-generated-content-infographic_b68911
  7. Be sure to have a conversion, such as a newsletter signup
  8. Need to develop a hypothesis of personae, whether you are marketing on the web or social. You need to SPEAK to SOMEONE. If everyone is a client, no one self-identifies as YOUR client … no one sees that what you do can solve his/her problem. URI students parents of young children=middle-aged
  9. Be sure to have a conversion, such as a newsletter signup
  10. Be sure to have a conversion, such as a newsletter signup
  11. Be sure to have a conversion, such as a newsletter signup
  12. Be sure to have a conversion, such as a newsletter signup
  13. Be sure to have a conversion, such as a newsletter signup
  14. Be sure to have a conversion, such as a newsletter signup
  15. Demonstrate thought-leadership, brand personality (example) B2B = P2P -&gt; people want to interact with other humans, blogs &amp; social make it possible, changing the way businesses interact forever
  16. Various channels that get leads: 52% of marketing pros said leads via blog had lower cost of acquisition.
  17. Search marketing best practices: no duplicate content, enable social sharing with share buttons
  18. http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
  19. Demonstrate thought-leadership, brand personality (example) B2B = P2P -&gt; people want to interact with other humans, blogs &amp; social make it possible, changing the way businesses interact forever
  20. Your website and blog Email newsletter Social media Blogger relations &amp; PR In-person interactions Additional outreach platforms Tying it all together
  21. Demonstrate thought-leadership, brand personality (example) B2B = P2P -&gt; people want to interact with other humans, blogs &amp; social make it possible, changing the way businesses interact forever
  22. Be sure to have a conversion, such as a newsletter signup
  23. Challenge: It’s not working the way we’d thought! Takes too much time! People are complaining. Benefit: Cheaper than paid media &amp; longer-lasting. Take time to focus on what works. Respond and treat complaints on social media as any good customer service pro would Solution: Analyze &amp; adjust &amp; respond (to complainers &amp; yourself)
  24. What works &amp; Your consumers vs. fans
  25. The more content you create, the feedback you get, the more data to crunch and better understand your audience. Initially, it’s like an echo chamber, but as the voices increase, a clearer picture emerges Google Analytics: Map overlay, keywords, where they’re coming from
  26. Developing contacts: nurture your network Determining who the influencers are Which tools &amp; platforms are optimal Measuring your efforts to boost ROI Integrating platforms and efficiencies
  27. Something about regularly seeing someone, in person, that truly builds a relationship. Social media simply augments this, not necessarily supplants it. Next gathering a week from today at 41 North