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The ABCs of Social Media - A 101 Presentation


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Presented to the Ottawa TiE Institute: Social Media 101

Social Media - Learn the ABC's of Social Media Marketing

Attendees will learn how to develop a social media strategy, including how to get started with LinkedIn, Facebook and Twitter. Most importantly, we'll discuss how to leverage these marketing channels for optimum results.

Published in: Social Media, Technology, Business
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The ABCs of Social Media - A 101 Presentation

  1. 1. The ABCs of Social Media Marketing Shawna Tregunna, President - ReSoMe Inc.
  2. 2. Social Media isn’t something that you “do”, instead you have to “be” social. - Peter Thompson, Tickle: Social Marketing for Tech Companies
  3. 3. Audience Like a comedian, motivational speaker or great sales person your goal is to engage your target audience and inspire a response, to do that you need to know your audience and what will move them.
  4. 4. Define Your Audience  B2B or B2C?  Are they engaging with friends or professionals?  Find your industry influencers  Who is already controlling the conversation, can they be a partner or are they the competition?  Can you reach them all on one platform, with one voice?  Do you need multiple voices, multiple personas on multiple platforms?
  5. 5. Business Objectives Do not get caught up in the “vanity metrics” that tie in with social media, focus on goals and objectives that directly impact your business in a positive, measurable way.
  6. 6. Business Objectives  Make a list of all business objectives that you hope your social media plan can impact then pick 3 to focus on:          Web traffic to site Link clicks Positive brand mentions Increased commendations/referrals/testimonials Increased inbound links Community reach Conversion forms Newsletter sign ups Specialty codes/promotions; direct sales
  7. 7. Company Story / Content People tune out for commercials and tune in for the show, they care about characters and respond to great stories. Be the show, not the commercial.
  8. 8. Extend Your Brand Guide  Before you start posting online, go through the same process you would when defining a branding guide, but do it for your brand voice  Define your brand personality  Define your topics of interest  Define your sense of humour  Define your response rates  Define common responses  Predict what you will initiate and have to respond to on social media and script what you can so you are prepared!
  9. 9. Plan Your Content  Set up a content calendar and make someone accountable for it, plan 3-6 months in advance and aim to have it created a month in advance  Blog posts  Infographics  White papers  Newsletters  Themes  Interviews  Press releases  Videos…
  10. 10. Brand Voice Corporate Brand Personal Brand
  11. 11. ABC Recap Audience Business Objectives Company Story
  12. 12. Resources
  13. 13. Time  Writing  Blogs, white papers, press releases, blog comments, website content  Engagement  Chats, customer service, Q&A  Network growth  Following, sharing, clicking
  14. 14. Talent  Graphic Design  Infographics, memes, visual tips, facts & stats  Custom skins,  Web design  Facebook tabs, contests, widget integration  Photography  Headshots, lifestyle shots (for consumers)  Video / Audio  YouTube / PodCasts  Mobile  Apps: Instagram
  15. 15. Money  Outsourcing  Community Management  Content Creation  Ads  Facebooks ads  Google AdWords  Data  Software analysis of trends, influencers  Measurement
  16. 16. We don’t have a choice on whether we do social media, the question is how well we do it. - Erik Qualman
  17. 17. Twitter Quick Start  Find and follow your target audience  Use lists to follow and organize who you follow  Use private lists to track the competition, prospects  Engage in relevant twitter chats, hashtag conversations  Search for and respond to questions  Schedule planned content but engage in real time
  18. 18. Facebook Quick Start  Assign an ad budget  Create an ad campaign that supports your business objectives  Create a fan page with a keyword rich “About” section  Post visual content: videos and photos  Use seductive leads on articles: write for click throughs
  19. 19. Blog Quick Start  Decide on a frequency and stick to it! (Once a week or more is best!)  Learn basic on page SEO strategies  Incorporate keywords in posts & titles, use meta tags, include images and media with proper tags, cross link posts to other parts of your website and blog  Comment on other influential blogs in a conversational way  Get your blog into relevant syndication streams
  20. 20. Google+ Quick Start  Set up Google authorship for all authors on your blog  Add a +1 button to your site  Set up a personal and brand page, push followers back and forth in circles and groups  Claim your Google places listing and validate it, add images, keywords  Auto post all publications to Google for indexing and social search ranking  Tie Google+ to your YouTube channel
  21. 21. LinkedIn Quick Start  Have all team members set up polished personal profiles and link to business page  Set up product and services pages on your company profile, include individual contacts in the product pages  Join & participate in groups and proactively grow your network via groups  For B2B or relevant B2C businesses consider LinkedIn ads  Ask for referrals from relevant contacts, add media to your profile
  22. 22. Thank You Shawna Tregunna ReSoMe | @ReSoMe |