@eric3000
SOCIAL	
  MEDIA	
  
STRATEGY:	
  
TARGET	
  YOUR	
  
AUDIENCE	
  &	
  BUILD	
  
YOUR	
  VOICE	
  
@eric3000
Where You Can Find Today’s
Slides!
http://www.bit.ly/emetelka!
@eric3000
Introductions!
☐	
 Name!
	
 
☐	
 What you’re working on!
	
 
☐	
 Goals for today!
!
!
@eric3000
I'm Eric Metelka, User Acquisition Manager at G2
Crowd. I am a former management consultant
and the former digit...
@eric3000
My Goals for Today!
Ø  You understand which social media
platform is best for you!
Ø  You are able to find soci...
@eric3000
What I’m Going to Cover!
☐	
 Introduction – 10 mins!
☐	
 Understand Social Platforms – 20 mins!
☐	
 Find Your Au...
@eric3000
UNDERSTAND SOCIAL
PLATFORMS!
@eric3000
@eric3000
<	
  15%	
  OF	
  INBOUND	
  TRAFFIC!	
  
@eric3000
What Google Cares About!
@eric3000
What Google Cares About!
GOOGLE+	
  
@eric3000
@eric3000
@eric3000
Facebook Is the Most Popular!
@eric3000
Pinterest Users Purchase More!
@eric3000
Pinterest Is Growing Revenue
Share!
@eric3000
Heavily Engaged Communities on Twitter!
@eric3000
FIND YOUR AUDIENCE!
@eric3000
Audience Targeting!
@eric3000
Audience Targeting!
@eric3000
@eric3000
How Would You Use Social Media
to Find Travefy’s Audience?!
!
!
•  Which platforms would you use?!
•  How would ...
@eric3000
@eric3000
@eric3000
Where Is My Audience?!
•  Form hypotheses of possible targets -
personas!
•  Find a micro-community of the targe...
@eric3000
Who Follows Your Competitors!
@eric3000
Sort by Authority!
@eric3000
How to Measure Authority!
•  Number of followers!
•  Number of retweets!
•  Klout score!
•  Kred score!
@eric3000
Double-Sort by Retweets of Others!
@eric3000
DON’T JUST PROMOTE
YOURSELF!
@eric3000
Tools!
@eric3000
DEVELOP YOUR VOICE!
@eric3000
@eric3000
HERO	
  
@eric3000
HERO	
  JOKER	
  
@eric3000
HERO	
   MENTOR	
  JOKER	
  
THE	
  
LOVERS	
  
REBEL	
  
HERO	
  
@eric3000
Personality Archetypes!
@eric3000
@eric3000
@eric3000
@eric3000
@eric3000
UBER	
  
LYFT	
  
@eric3000
@eric3000
@eric3000
How Does Your Personality
Manifest?!
!
!
•  Use your own company brand!
•  What is your personality archetype?!
...
@eric3000
Personality Archetypes!
@eric3000
A WELL DEFINED VOICE
BREEDS CONSISTANCY AND
HELPS MAKE CONTENT
ENGAGING!
@eric3000
Voice Document Outline!
•  Brand – Value Prop & Archetype!
•  Target Audience!
@eric3000
Voice Document Outline!
•  Brand – Value Prop & Archetype!
•  Target Audience!
•  Personality Traits!
•  What	
 ...
@eric3000
Voice Document Outline!
•  Brand – Value Prop & Archetype!
•  Target Audience!
•  Personality Traits!
•  Languag...
@eric3000
Voice Document Outline!
•  Brand – Value Prop & Archetype!
•  Target Audience!
•  Personality Traits!
•  Languag...
@eric3000
Engaging	
  
Listening	
  
CreaDng	
  Sharing	
  
Curator	
  
The	
  brand	
  surfaces	
  and	
  shares	
  the	
...
@eric3000
CONCLUSION!
@eric3000
USE THE CORRECT SOCIAL
PLATFORMS FOR YOUR
AUDIENCE!
@eric3000
TARGET AND ADD VALUE TO
MICRO-COMMUNITIES OF
POTENTIAL USERS!
@eric3000
KNOW AND UNDERSTAND YOUR
BRAND VOICE!
@eric3000
CREATE A VOICE DOCUMENT
TO BUILD A CONSISTENT
BRAND PERSONALITY!
@eric3000
Questions?!
@eric3000
Digital Marketing Reading List!
Ø Kissmetrics Blog -http://blog.kissmetrics.com/!
Ø Andrew Chen – http://andre...
@eric3000
Email: e.metelka@gmail.com!
Twitter: @eric3000!
LinkedIn: /in/emetelka!
Facebook: /e.metelka!
!
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Social Media Strategy - Target Your Audience & Build Your Voice

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How can your early stage startup develop a successful social media strategy?

Are you trying to find your audience online but don't know how? Should your brand be 'LOL'ing all over Facebook? With interactive case studies, we'll explore how your startup can find target users on social media, as well as develop your brand's personality and voice. If you don't know where to start with social media or just need to amp up your user acquisition, this class is for you.

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Social Media Strategy - Target Your Audience & Build Your Voice

  1. 1. @eric3000 SOCIAL  MEDIA   STRATEGY:   TARGET  YOUR   AUDIENCE  &  BUILD   YOUR  VOICE  
  2. 2. @eric3000 Where You Can Find Today’s Slides! http://www.bit.ly/emetelka!
  3. 3. @eric3000 Introductions! ☐ Name! ☐ What you’re working on! ☐ Goals for today! ! !
  4. 4. @eric3000 I'm Eric Metelka, User Acquisition Manager at G2 Crowd. I am a former management consultant and the former digital marketing manager at BestVendor.! @eric3000!
  5. 5. @eric3000 My Goals for Today! Ø  You understand which social media platform is best for you! Ø  You are able to find social media influencers in your vertical! Ø  You can create a brand voice document that defines how you talk to your audience!
  6. 6. @eric3000 What I’m Going to Cover! ☐ Introduction – 10 mins! ☐ Understand Social Platforms – 20 mins! ☐ Find Your Audience – 30 mins! ☐ Develop Your Voice – 20 mins! ☐ Conclusion/Questions – 10 mins! ! ✔
  7. 7. @eric3000 UNDERSTAND SOCIAL PLATFORMS!
  8. 8. @eric3000
  9. 9. @eric3000 <  15%  OF  INBOUND  TRAFFIC!  
  10. 10. @eric3000 What Google Cares About!
  11. 11. @eric3000 What Google Cares About! GOOGLE+  
  12. 12. @eric3000
  13. 13. @eric3000
  14. 14. @eric3000 Facebook Is the Most Popular!
  15. 15. @eric3000 Pinterest Users Purchase More!
  16. 16. @eric3000 Pinterest Is Growing Revenue Share!
  17. 17. @eric3000 Heavily Engaged Communities on Twitter!
  18. 18. @eric3000 FIND YOUR AUDIENCE!
  19. 19. @eric3000 Audience Targeting!
  20. 20. @eric3000 Audience Targeting!
  21. 21. @eric3000
  22. 22. @eric3000 How Would You Use Social Media to Find Travefy’s Audience?! ! ! •  Which platforms would you use?! •  How would you identify influencers?! •  Would you use any paid ads?!
  23. 23. @eric3000
  24. 24. @eric3000
  25. 25. @eric3000 Where Is My Audience?! •  Form hypotheses of possible targets - personas! •  Find a micro-community of the target and engage with them!
  26. 26. @eric3000 Who Follows Your Competitors!
  27. 27. @eric3000 Sort by Authority!
  28. 28. @eric3000 How to Measure Authority! •  Number of followers! •  Number of retweets! •  Klout score! •  Kred score!
  29. 29. @eric3000 Double-Sort by Retweets of Others!
  30. 30. @eric3000 DON’T JUST PROMOTE YOURSELF!
  31. 31. @eric3000 Tools!
  32. 32. @eric3000 DEVELOP YOUR VOICE!
  33. 33. @eric3000
  34. 34. @eric3000 HERO  
  35. 35. @eric3000 HERO  JOKER  
  36. 36. @eric3000 HERO   MENTOR  JOKER   THE   LOVERS   REBEL   HERO  
  37. 37. @eric3000 Personality Archetypes!
  38. 38. @eric3000
  39. 39. @eric3000
  40. 40. @eric3000
  41. 41. @eric3000
  42. 42. @eric3000 UBER   LYFT  
  43. 43. @eric3000
  44. 44. @eric3000
  45. 45. @eric3000 How Does Your Personality Manifest?! ! ! •  Use your own company brand! •  What is your personality archetype?! •  Write an example tweet or Facebook post!
  46. 46. @eric3000 Personality Archetypes!
  47. 47. @eric3000 A WELL DEFINED VOICE BREEDS CONSISTANCY AND HELPS MAKE CONTENT ENGAGING!
  48. 48. @eric3000 Voice Document Outline! •  Brand – Value Prop & Archetype! •  Target Audience!
  49. 49. @eric3000 Voice Document Outline! •  Brand – Value Prop & Archetype! •  Target Audience! •  Personality Traits! •  What  is  your  brand  passionate   about?   •  What  is  it  striving  for?   •  What  does  it  find  fascinaGng?   •  What  books  are  on  its  coffee  table?   •  What  are  its  guilty  pleasures?   •  Who  are  its  friends?  
  50. 50. @eric3000 Voice Document Outline! •  Brand – Value Prop & Archetype! •  Target Audience! •  Personality Traits! •  Language – Words to use and not to use! •  Does  your  brand  use  contracGons?   •  Does  it  use  Slang?   •  Does  your  brand  “love”  or  hate”   things?   •  Does  your  brand  whisper  or  shout?   •  Is  your  brand  smiling,  smirking  or   yawning?   •  What  punctuaGon  does  your  brand   use?  
  51. 51. @eric3000 Voice Document Outline! •  Brand – Value Prop & Archetype! •  Target Audience! •  Personality Traits! •  Language – Words to use and not to use! •  Content Examples!
  52. 52. @eric3000 Engaging   Listening   CreaDng  Sharing   Curator   The  brand  surfaces  and  shares  the   most  interesGng  content  shared  by   its  audience  who  appreciates  the   chance  to  reach  a  large  audience     Tastemaker   The  brand  creates  engaging  content   that  dictates  trends  to  its  fans  and  a   broader  audience   ConversaDonalist   The  brand  is  great  at  conversing  with   its  audience  which  is  looking  for  two-­‐ way  communicaGon  and  customer   service   Explorer   The  brand  is  experimenGng  with   ways  to  interact  with  its  audience  by   seeing  what  content  creates   engagement     Social Media Brand Personality Matrix!
  53. 53. @eric3000 CONCLUSION!
  54. 54. @eric3000 USE THE CORRECT SOCIAL PLATFORMS FOR YOUR AUDIENCE!
  55. 55. @eric3000 TARGET AND ADD VALUE TO MICRO-COMMUNITIES OF POTENTIAL USERS!
  56. 56. @eric3000 KNOW AND UNDERSTAND YOUR BRAND VOICE!
  57. 57. @eric3000 CREATE A VOICE DOCUMENT TO BUILD A CONSISTENT BRAND PERSONALITY!
  58. 58. @eric3000 Questions?!
  59. 59. @eric3000 Digital Marketing Reading List! Ø Kissmetrics Blog -http://blog.kissmetrics.com/! Ø Andrew Chen – http://andrewchen.co! Ø Rand Fishkin – http://moz.com/rand! Ø SEOMoz blog – http://SEOmoz.org/blog! Ø Inbound – http://inbound.org! Ø Slideshare - http://www.slideshare.net/!
  60. 60. @eric3000 Email: e.metelka@gmail.com! Twitter: @eric3000! LinkedIn: /in/emetelka! Facebook: /e.metelka! ! Download Slides: www.slideshare.net/emetelka/! Sign up for

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