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Social Media Made Simple - The Duct Tape Marketing Way

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As a small business owner, how do you figure out what you need to do on social media? This presentation is designed to help you sort that out. Learn where social media fits in your overall marketing system, the basic tools you need to set up, and a simple system for managing social media.

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Social Media Made Simple - The Duct Tape Marketing Way

  1. 1. Social Media Made Simple 1
  2. 2. Agenda • Section 1: Introduction • Section 2: Why Social Media? The New Rules of Marketing • Section 3: What Comes First? Preparing for Social Media • Section 4: What Do I Need? Social Media Set-Up • Section 5: What Do I Do? A Simple Social Media System • Section 6: What Do I Pay For? Social Media Advertising • Section 6: What Do I Measure? Social Media Analytics • Section 7: What Do I Control? Social Media Governance • Section 8: What’s Next? 2
  3. 3. Section 1 Introduction 3
  4. 4. Introductions • Who Am I? • What is Duct Tape Marketing? • Who is this Workshop For? • Who Are You? • Your Name • Your Business Name • What does your business do? • Do you use social media? Personally? For business? • What is your greatest social media challenge? • What you’re hoping to get out of today • Handouts: Workbook 4
  5. 5. Section 2 Why Social Media? The New Rules of Marketing 5
  6. 6. LinkedIn Action Steps • Create a personal profile – fill it out completely, including links and keywords - be descriptive • Create a business page – previously sections for each product or service – new – showcase pages • Join key groups • Connect with people • Follow organizations and companies • Give recommendations and testimonials 6
  7. 7. LinkedIn Online Activity • Personal profile • Contact info • Awards • Publishing • Business Page • Products and services tab – going away • New – showcase pages • Groups • Recommendations • Testimonials 7
  8. 8. Facebook If LinkedIn is like a Chamber event, Facebook is more like the World’s biggest happy hour. 8
  9. 9. Facebook What is Facebook? • A large social sharing site where people create profiles, exchange messages and report status updates • Personal profiles for people, Groups for organizations and Pages for companies • Mostly for personal and entertainment use • 1 billion active users 9
  10. 10. Facebook Doing business on Facebook: • Business is done on Facebook, but in a different way • LinkedIn’s purpose is to network, find jobs and make deals • Facebook’s purpose is to have fun • Deals accidentally come about – but they do come about **Example: Clinical counsellor and horses 10
  11. 11. Facebook Action Steps • Create a personal profile • Build a business page • Fill out the entire profile and page • Promote with “Like” button • Focus on the Wall with content • Most don’t visit your corporate page – they engage on your news feed • Follow key organizations/companies/people • Buy ads to promote content • Invite people to events 11
  12. 12. Facebook Online Activity Review Facebook Online: • Personal profile • Timeline • Newsfeed • Corporate page • News feed • Wall posts 12
  13. 13. Twitter Profile 13 Taken alone, Twitter can seem like a pretty mindless waste of time. More notable for getting celebrities in trouble than building sales muscle.
  14. 14. Twitter Profile What is Twitter? • A microblogging social site where users can send text-based posts of up to 140 characters – can also share photos, videos and link to content • Many people use it to get local and industry news • 560 million active users 14
  15. 15. Twitter Action Plan • Set up a Twitter profile • Include your website • Include your location • Follow key customers, partners, industry organizations, publications, bloggers • Amplify content – use relevant hashtags • Set up lists 15
  16. 16. Twitter Online Review • Profile • Search • Trending • Hashtags • Lists • Reply, retweet, direct message 16
  17. 17. Google Plus So far, Google + has taken a backseat to other networks with all but the most Internet-enthused and those in high tech fields. For this reason, it holds some hidden opportunities. 17
  18. 18. Google Plus • Social network built by Google with profiles, status updates – similar to Facebook. • Integrated with other Google platforms • 400 million active users 18
  19. 19. Google+ Action Plan • Build a full profile • Claim your +Local (Place) page • Promote with “+1” button • Add people to targeted circles • Make connections with customers, suppliers, partners an industry influencers • Build a strategically broad and deep network • Use images and videos • Comment with +name 19
  20. 20. Google+ Online Review • Profile • Page • Circles • Google Maps • Reviews 20
  21. 21. Claim Your Social Media Real Estate: others to consider 1. YouTube 2. Pinterest 3. Slideshare 4. Instagram 21
  22. 22. Managing Social Media Set up Hootsuite to manage all of your social media profiles in one place • Connect all of your social media pages • View feeds from your pages in one place • Reply to comments and messages • Send and schedule messages to one or more social media pages Recommended Tool: • HootSuite – www.hootsuite.com 22
  23. 23. Managing Social Media Connect your social media networks: • Facebook Profile and Page • LinkedIn Profile, Page and Groups • Google Plus Page • Twitter Profile 23
  24. 24. Managing Social Media View your social media feeds: 24
  25. 25. Managing Social Media Respond to, like and share posts: 25
  26. 26. Managing Social Media Respond to, like and share posts: 26
  27. 27. Managing Social Media Send posts to all social media sites: 27
  28. 28. Managing Social Media Post messages to one or more profile – send to all at one time: 28
  29. 29. Managing Social Media Schedule messages to send at a later date: 29
  30. 30. Managing Social Media Add Hootlet to your task bar & quickly share content from any page: 30
  31. 31. Managing Social Media online review • Connecting pages • Setting up streams and searches • Replying within streams • Sending a message • Adding profiles • URL and Photos • Scheduling • Adding Hootlet • Sharing content from web pages 31
  32. 32. Integrate Social Media with Your Website • Links on every web page • Social share icons 32
  33. 33. Integrate Social Media: social icons • 33
  34. 34. Integrate Social Media with Your Website: social share icons • 34
  35. 35. Integrate Social Media with Your Online Marketing: social sites 35
  36. 36. Integrate Social Media with Your Online Marketing: email 36
  37. 37. Integrate Social Media with Your Offline Marketing • Business Cards • Stationery/Letterhead • Brochures • Direct Mailers • Invoices/Purchase Orders/Etc. 37
  38. 38. Integrate Social Media with Your Offline Marketing 38
  39. 39. Create Your Important People List • Why? • Identify all the people/organizations that are important to your business so you know who to follow and listen to • Who? • Customers & Prospects • Competitors • Industry associations, organizations, publications, bloggers • Local news 39
  40. 40. Consider a Social CRM • Why? • Track your prospects and customer activities • Automatically links to their social profiles • Another way to listen/reply/communicate 40
  41. 41. Set Up a Listening Station A listening station is online software that brings together articles, blog posts, news items and social media feeds on topics you choose into one central location Why? • Hear what people think of your company/competitors • Keep on top of your industry – share key information • Contribute to important conversations • Share information with your followers 41
  42. 42. Set Up a Listening Station Who to Listen To: • Customers • Competitors • Journalists/bloggers • Publications • Industry associations Tools: • FeedLy • Paper.li • Hootsuite • Google Alerts 42
  43. 43. Create an Editorial Calendar: Create an editorial calendar: • Based on your business objectives • Monthly content themes • Weekly content items • How are you going to integrate and deliver content Why? • Plan your content in advance – strategy • Know what you’re going to write about • Have a resource plan 43
  44. 44. Create Your Editorial Calendar Month June July August September Monthly Topic (chapter headings) Marketing Systems Part 2 Marketing Content Total Online Presence Total Online Presence Part 2 Main Monthly Piece 7 Steps to Marketing Success eBook Educational Content eBook Total Online Presence eBook Total Online Presence Blueprint Weekly Posts Week 1 Create a Total Online Presence 7 Reasons Every Small Business Needs to Use A Content Marketing Strategy The 7 Essential Stages of a Total Online Presence Online Advertising Week 2Use a Lead Generation Trio Using a Marketing Kit Create a Content Portal Mobile Week 3Make Selling a System The importance of a Point of View eBook Use Email Marketing SEO and Local Week 4Use a Marketing Calendar Why is Blogging Important to Small Businesses? The Importance of Social Media Analytics 44
  45. 45. Create Your Analytics Tracking Sheet • Why? • So you can see your successes/improvement • So you can measure what is working • Set it up now so you can create a baseline 45
  46. 46. Section 5 What Do I Do? Simple Social Media System 46
  47. 47. What Do I Do? • Steady State: Simple Social Media System • Amplify your content • Follow up with prospects • Stay top of mind with customers • Keep up on your industry • Develop your strategic partner network • Integration with Online Campaigns • Provide Customer Service 47
  48. 48. Simple Social Media System: quarterly • Create your editorial calendar for the next three months. Identify: • One value piece • Four article topics • Weekly blog post topics • Create one value piece and set it up on a landing page with a form (eBook, etc.) • Update your list of important people 48
  49. 49. Simple Social Media System: monthly • Write and publish one article or news release • Amplify via social media • Track your analytics • Follow at least 20 new people on all your social media profiles/pages 49
  50. 50. Simple Social Media System: weekly • Write and publish one blog post • Amplify via social media • Identify at least five pieces of content to share from your important people list/listening station • Schedule all posts on one day in Hootsuite 50
  51. 51. Simple Social Media System: daily • Monitor your listening station for 15 minutes in the morning • Retweet or share any interesting/relevant information • Reply to any comments 51
  52. 52. Example: Integrating Social Media into Your Campaigns • Create an eBook (or another type of value content) • Build a landing page on your website with a form to download the eBook, thank you page, auto reply • Launch the eBook online: • Series of blog posts (social media) • News release (social media) • Auto reply • Send an email to your contacts • Include in Newsletter • Note: you are now collecting names and nurture monthly 52
  53. 53. Online Campaign Example: landing page 53
  54. 54. Online Campaign Example: website buttons 54
  55. 55. Online Campaign Example: blog 55
  56. 56. Online Campaign Example: news release 56
  57. 57. Online Campaign Example: email 57
  58. 58. Online Campaign Example: social media posts 58
  59. 59. Online Campaign Example: ebook downloads 59
  60. 60. Customer Service • Social media is being used to monitor customer comments and provide customer service • Some businesses have specific Twitter accounts specifically to help with customer service 60
  61. 61. Sales • Social media is a great resource for sales • Mine companies and find out who’s involved, what’s important to them, who they’re connected to • Connect with prospects/participate in groups/shared interests • Autobody repair shop example 61
  62. 62. Section 6 What Do I Measure? Social Media Analytics 62
  63. 63. Social Media Analytics: • Consider your business goals • Remember, since social media is pretty top-of-the- funnel, you'll often have goals around increasing engagement and traffic to your site, or growing community and improving customer service, and not as much around increasing sales or subscriber numbers. • What to measure? • Followers • Engagement/activity • Click throughs • Reply to any comments 63
  64. 64. Social Media Analytics: Website Referrals from Social Media Facebook Referrals LinkedIn Referrals Google Plus Referrals Twitter Referrals Facebook Corporate page followers Facebook Interactions LinkedIn Corporate Page Followers Interactions Google Plus In circles Have in circles Following Twitter Twitter Following Twitter Followers Twitter Retweets Twitter @ Mentions Website Referrals: Social Media Followers & Interactions: 64
  65. 65. Social Media Analytics: • What this tells you: • The type of posts that people are most interested in • How large your community is (although it’s not always about quantity – quality counts too) • The type of content your audience likes • Which social media site is best for your business 65
  66. 66. Section 7 What Do I Pay For? Social Media Advertising 66
  67. 67. Social Media Advertising Most social media sites have paid advertising options: • Facebook • LinkedIn • Twitter 67
  68. 68. Social Media Advertising: Facebook Benefits: • Highly targeted • Great for special interests • Still good for many B2B companies • Great way to amplify content Types of Advertising: • Facebook Ads (traditional) • Newsfeed ads • Increase wall post exposure 68
  69. 69. Social Media Advertising: Facebook When to use: • Promoting a new eBook or similar • Have an interesting blog post you want to amplify • Great way to generate initial “Likes” 69
  70. 70. Section 8 What Do I Control? Social Media Governance 70
  71. 71. Social Media Governance • What is Social Media Governance? • A policy to control how you manage social media internally, and mandate what your employees can and cannot do • Benefits: • Educate your employees on social media best practices • Encourage participation and improve your brand, customer service and sales • Prepares you to react in a crisis 71
  72. 72. Social Media Governance • What should you consider? • What do we do with negative comments? • What do we do in a crisis? • Who is the administrator? • Who can reply to comments? • What types of information can you/can you not disclose? • Any industry regulations • Disclosure that you’re an employee 72
  73. 73. Next Steps: If you don’t have a Total Online Presence… Get started now with our FREE eBOOK: 1 Download Now at: http://corneryourmarket-1.hs-sites.com/total-online-presence 73
  74. 74. Next Steps: Fill out the form to receive a complimentary one-on-one review of your online marketing Or complete our marketing audit form at: www.corneryourmarket.ca/marketing-audit 174
  75. 75. Thank You! I hope you stay in touch! www.corneryourmarket.ca www.facebook.com/corneryourmarket twitter.com/Corner_Market marketing@corneryourmarket.ca 175

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