Anvil Mercy Corps NW Social Media 101 | January 2015 | Rachel Swaney
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Social media offers a unique marketing channel that allows businesses to interact directly with consumers or channel partners. Companies can choose their level of interaction, whether it is simply listening or driving the conversation, but all companies should utilize the open communication that social media sites provide in order to generate new and happy customers. Join Rachel Swaney of Anvil Media for this engaging seminar and learn how to create and properly optimize social media profiles, target the right audiences on each network, develop a compelling content calendar and more. Swaney will cover all top-tier and select emerging platforms, including Facebook, Twitter, LinkedIn, YouTube, Google+, Pinterest and Instagram. From this seminar, you will be able to set up, optimize and utilize social media to move your business and marketing forward.
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Anvil Mercy Corps NW Social Media 101 | January 2015 | Rachel Swaney
- 1. @rachelswaney Social Media Strategies and Tactics: 101 Rachel Swaney @rachelswaney
- 3. @rachelswaney 3 Grew up in Bend, OR
- 4. @rachelswaney Went to Washington State University
- 5. @rachelswaney 5 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this Working at Anvil Anvil creates Measurable Marketing That Moves You. Our measurable multi-channel marketing solutions grow your brand, engage your customers and move you forward.
- 6. @rachelswaney Integrated marketing agency Specialize in Analytics, Search & Social Founded in 2000 15 employees & 70+ clients PBJ Fastest Growing Company 5 Consecutive Years PBJ 10th Most Philanthropic Company 2007 100% of team Google Analytics and AdWords certified Anvil @AnvilMedia
- 7. @rachelswaney What is Social Media? Websites and applications that enable users to create and share content or to participate in social networking.
- 8. @rachelswaney Why is it important?
- 10. @rachelswaney
- 11. @rachelswaney What are you trying to accomplish? — Sharing information/promotions/sales — Engaging with customers — Curating/collecting/featuring user generated content — Making announcements
- 12. @rachelswaney Who is your target audience? Audiences can be determined by your intent, the group of people you’re trying to reach, the behavior you want them to exhibit, and their interests.
- 13. @rachelswaney What content do you have available? Does your company already have photos, videos, news stories, or more to share?
- 14. @rachelswaney What categories/asset types does that content fall into? What categories of content do we want to create? User Generated Informational Promotional Link Image Video Text
- 15. @rachelswaney Customer Service on Social
- 16. @rachelswaney Social Platforms A quick look at Facebook, Twitter, Google+, YouTube, LinkedIn, Pinterest, Instagram and Snapchat
- 17. @rachelswaney FacebookFacebook is the largest and most active social media platform to date with more than 1.3 billion monthly active users and over 30 million businesses pages. Facebook will allow you to connect with the largest audience on social, raise awareness and highlight the great work you do.
- 18. @rachelswaney Facebook Optimization For company pages, the “About” section offers the opportunity to include the following information: - Location - Products - Founding Date - Contact Information - Milestones (Example) Cover Image 851 x 315Profile Image 180 x 180
- 19. @rachelswaney Twitter At its core, Twitter is a public forum where anyone can read, write and share short messages in real-time. Millions of people turn to Twitter every day to learn about local news, world events, and to participate in live conversations about topics that interest them.
- 20. @rachelswaney Twitter Optimization Twitter Profile - Name - Bio - Location - Website - Theme Color All sections should be filled out, with special attention to the bio field as your only limited to 160 characters. Profile Image 400 x 400 Cover Image 1500 x 500
- 21. @rachelswaney Google+ With over 540 million monthly active users and added SEO benefits and integration with YouTube, it is hard to ignore Google+.
- 22. @rachelswaney Google+ Optimization Google+ Business Page With Business Pages there are a few areas which should be filled out. - Website - Story: Has your Tagline (quick sell), Introduction (more detail- utilize anchor text) and Bragging Rights (awards and accomplishments). - Links: Use this section to promote other social network profiles, websites, blogs, etc. Cover Image 1080 x 608 Profile Image 120 x 120
- 23. @rachelswaney YouTube YouTube is the second largest search engine next to Google. YouTube makes searching more visual and engaging.
- 24. @rachelswaney YouTube Optimization Fill out the “About” section: - Channel Description: Describe who you are and what you do and what this channel will be about. - Links: Cross-promote your other social profiles by linking to them here. - Featured Channels: Use this area to highlight any partners/organizations who have channels. (Example) Channel Art 2560 x 1440
- 25. @rachelswaney LinkedIn LinkedIn is the professionals social network platform. LinkedIn is primarily used for career searching and researching and can also be used to showcase things like company culture.
- 26. @rachelswaney LinkedIn Optimization LinkedIn Company Page Fill out: Company Name, Company Size, Type, Website, Main Industry, Operating Status, Year Founded and Location. There are three additional sections that Granite also has filled in already: - Company Description: Describe who you are and what you do to appeal to both prospects and potential hires. - Company Specialties: List of key terms that someone who uses your product/service might search for. - Featured Groups: Groups on LinkedIn that your business actively participates in. Company Banner 646 x 220 Standard Logo 100 x 60
- 27. @rachelswaney Pinterest Pinterest is a web and mobile application company that offers a visual discovery, collection, sharing, and storage tool. Visually appealing companies and products have done well historically on Pinterest, but even brands like Intel can get in on the fun
- 28. @rachelswaney Pinterest Optimization Optimized description Link to website Relevant boards based on product categories, business offerings, etc.
- 29. @rachelswaney Instagram Instagram is a mobile photo and video sharing platform. Videos up to 15 seconds can be shared from the platform. Instagram is often the top engagement channel for most brands.
- 31. @rachelswaney Snapchat Snapchat is a photo and video messaging app. Brands likes Taco Bell, the New Orleans Saints, the Trail Blazers, McDonald’s, General Electric, Heineken, and GrubHub are well known for their presence on Snapchat.
- 33. @rachelswaney Create a Content Calendar Key Facebook Sunday Monday Tuesday Wednesday Thursday Friday Saturday Twitter 1 2 3 4 Paid Content Event 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Oct-14 Be sure to include platform, content type, content category, individual or team responsible for posting, post copy, and assets to include. Remember, content calendars are a suggestion of what should be posted. If something is happening that you should respond to in real time, make sure to modify your plan to incorporate appropriate content. (Remember this – “If you don’t have anything nice to say, don’t say anything at all”)
- 34. @rachelswaney
- 35. @rachelswaney The Nuts and Bolts 1. Optimize each platform 2. Determine the purpose for each platform for your specific business or industry 3. Research and pin point your desired audience 4. Collect content and organize into a content calendar 5. Post based on the content calendar or current events 6. Think before you post
- 36. @rachelswaney
Editor's Notes
- Anvil creates Measurable Marketing That Moves You. Our measurable multi-channel marketing solutions grow your brand, engage your customers and move you forward. Our heritage in cutting edge digital marketing and measurement combined with our strategic understanding of how to grow your brand, allows us to transform organizations for the digital economy, and to create marketing campaigns that make a difference.
- Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast is a full-blown social networking site that allows for sharing updates, photos, joining events and a variety of other activities. Wikipedia lists over 80 different social networking sites but we’re going to focus on eight As of September 2014: 71% of online adults use Facebook 23% of online adults use Twitter 26% use Instagram 28% use Pinterest 28% use LinkedIn Social media marketing refers to the process of gaining traffic or attention through social media sites.
- You’ve probably all heard that you need to join social media, or if you’re already on it that you need to use it more. If you haven’t heard that yet, then I’m here to tell you that you do. By 2017 it’s predicted that there will be over 2.55 billion social network users worldwide. Not only will all these people be on social networks, they’ll be wanting to interact with your business (engagement). The younger demographic will be looking to their friends on social to help them with purchasing decisions.
- Using social media without a strategy is like cooking a recipe for the first time, without the recipe. If you’re one of the Martha Stewart’s of the world then it might turn out well for you, and if you’re not, you’ll be ordering take out.
- What are your business goals? 99% of you can answer that question with Sales. How can social help you accomplish that goal?
- This will be one of the most important questions you can answer when planning your social media strategy. Not only is it important to know who your audience is for targeting through advertising efforts, etc., it’s also part of your overall social strategy and should be incorporated in your business strategy as well. Knowing your target audience can influence many aspects of your organic social presence, going down to as granular as post copy. Audiences can be defined by age, gender, income bracket, location, interests and more. With advertising on Facebook it can get as specific as people who like specific pages that you select.
- When new clients comes to Anvil a big concern we normally hear is “I don’t know what we would share on social”. Think about everything your business has done in the past – do you have a blog? Most of the time companies already have quite a bit of content that can be pulled from the archives to start filling their content calendar.
- Based on the content you already have and your audience
- Customers are turning to social media to communicate with brands, especially those in the service industry, like airlines. Having a plan for responding to both positive and negative comments is a key piece to your social strategy. Companies like Southwest and Alaska respond to (almost) every single tweet they get, but they aren’t responding to every single comment on Instagram. 10 Barrel usually responds to specific questions and usually won’t address their recent acquisition.
- Recommendations Establish a Facebook presence by creating a business page. Strive for 8-12 posts per month. Content should be rich with photos and videos. Information that does the best on this platform is blog articles, photos, and videos
- Company Page For company pages, the “About” section offers the opportunity to include the following information: Location Products Founding Date Contact Information Milestones Take the time to fill these out, as customers and prospects turn to them frequently. You also have the ability to write a description of your company that can include your Mission, Company Overview and General Information. Upload your logo as your profile image and something creative that represents Granite for the cover image.
- Recommendations First, establish a presence by creating a Twitter profile Follow relevant industry leaders, organizations and influencers. Actively engage when and where appropriate. Integrate visual content (i.e. infographics, photos, videos, etc.). Tweet/engage multiple times a day. Content that does the best on this platform is infographics, photos, and slide shows
- Twitter Profile Twitter profiles are exactly the same for everyone (brand and personal). Your bio is very minimal in comparison to networks like Facebook and LinkedIn, with only five fields to update: Name Bio Location Website Theme Color All sections should be filled out, with special attention to the bio field as your only limited to 160 characters. Upload your logo as your profile image and something creative that represents your company for the cover image.
- Recommendations Create a Google+ profile and upload profile and cover photos. 8-10 posts per month. Share rich content through photos and videos. Take advantage of rich text editing when posting (i.e. Bold texts, titles, etc.). Content:Photos, videos, micro blog posts, infographics
- Google+ Business Page With Business Pages there are a few areas which should be filled out. Website: Located below your profile picture. People: This section shows how many people you have circled, and how many people have you in circles. Story: Has your Tagline (quick sell), Introduction (more detail-utilize anchor text) and Bragging Rights (awards and accomplishments). Links: Use this section to promote other social network profiles, websites, blogs, etc. Your Google+ profile image will appear as a circle rather than a square, but you’ll still upload a picture as a square.
- Recommendations Connect YouTube channel to Google+ profile. Upload a high quality image for the background photo. Ensure high quality video is uploaded. Aim to upload 1 video a month. Create playlists. Engage with the audience in the comment sections. Content: product/service specific videos, employee profiles
- Recommendations Company pages are SEO-friendly. Be sure to edit your description so that it leads with powerful, keyword-rich sentences. Engage your audience – like and respond to comments on your content. Consider sharing your customers’ and prospects’ content. Make sure you’re following your customers’ and even prospects’ company pages. Analyze using LinkedIn analytics to help you focus and refine your strategy. Content: Blog articles, job postings
- Content: photo based content
- Instagram has over 200 million active users per month Content: visually appealing photos and videos Can’t link in the Instagram post themselves, best practice for this is to include in the caption “link in bio” and update the link in your main profile for users to find the content.
- Snapchat was originally used by individuals, but as time has worn on companies have jumped on the Snapchat wagon. Snapchat from Casey - https://www.youtube.com/watch?v=kKSr6h5-fCU http://www.businessinsider.com/snapchat-wants-brands-to-spend-750000-on-dissapearing-ads-2015-1 Content: stories that encourage users to engage with your brand
- Theme: Median Header: Standard Orange Sub-head: Dark Charcoal