This presentation will feature best practices on how to effectively use social media to build your business. Strategies will focus on building an engaged online community by IDENTIFYING your online audience, FINDING your audience on social and CONNECTING them with your brand. Along with top level social media strategies, the presentation will include the best tools and metrics to use alongside your campaigns to ensure they are measurable, efficient and effective.

1. #SocialSuperHero
Be A Social Media Super Hero
Presented by Lisa Peyton, February 3, 2015
Lisa.Peyton@gmail.com | lisapeyton.com | @LisaPeyton

2. What we’ll cover
Part 1: Why we need super hero powers
- Consumer Challenges
- Technology Challenges
- Education Market Challenges
Part 2: Social Media Strategy
- Foundation for a Solid Strategy
- Research
- Objectives
- Target Audience
- Customer Journey
- KPIs
Part 3: Our Batbelt - Super HeroTools
@LisaPeyton

3. 10 years experience in digital
•Teacher
•Mentor
•Speaker
•Writer and Blogger
•Social Media Strategist
•Executive Social Media
Coach
•Student
•Proud Dog Owner
@LisaPeyton

4. What I Know About You
@LisaPeyton

5. Different and the Same
@LisaPeyton
• WIDE range of company sizes
• WIDE range of social media
community sizes
• MOST targeting K-12 education
admins, IT, educators, parents,
students
• MOST selling education
hardware or software
• MOST have marketing in their
title

6. WHY We Need Super Hero
Powers@LisaPeyton

7. Fundamental Changes
@LisaPeyton
CONSUMERS TECHNOLOGY EDUCATION

8. Skeptical Consumers
@LisaPeyton
“It’s not enough to break through the clutter,
in other words. And rarely is it worth the
effort required to smash through the filter.
You need to disarm the filter – and the best
way to do that, is to signal that your signal is
nonthreatening.”
Frank Rose, The Art of Immersion
“The days of putting some stupid message
up and forcing everyone to see it – that’s so
over.”
Alex Bogusky, Creator of Burger King’s
‘Subservient Chicken’ campaign

9. Connected Consumers
@LisaPeyton
Media Consumers – Yesterday
and Today
Passive vs. Active
Predictable vs. Migratory
Isolated vs. Connected
Silent vs. Noisy
Private vs. Public

10. Impress or Express?
@LisaPeyton
Impressions have turned into
EXPRESSIONS
“Consumers not only watch media; they share
media with one another…Expression can be
seen as an investment in the brand and not
simply an exposure to it.”
Henry Jenkins, Convergence Culture:
Where old and new media collide

11. Consumers Own Brands
@LisaPeyton
“Show of hands, please, from those who believe the
recent online ads for Chevy Tahoe -- which mock the
SUV as a planet-destroying gas-guzzler -- prove the
dangers of allowing (even encouraging) user-created
content. Ah, yes, there's quite a few arms raised --
you're all free to go, actually; the marketing business
doesn't need your services anymore. We have a toy
railroad set as your lovely parting gift.”
“Here's what you should do about user-generated
content: nothing. Don't try to control the narrative. Don't
kill the parts you don't like. Don't interrupt. Stand back,
and learn.”
Scott Donaton, Editor Advertising Age
* http://adage.com/article/scott-donaton/thrive-world-user-created-content/108884/

12. Proliferation of Devices
@LisaPeyton

13. Proliferation of Information –
‘Too much noise’@LisaPeyton

14. Proliferation of Tactics
• 27 tactics and
counting
• Constant content
required
• Social Media most
popular tactic among
other marketers
@LisaPeyton

15. Proliferation of Channels
• Hundreds of
platforms and
counting
• Marketers use an
average of 6, up from
5 last year
• Biggest increase in
Slideshare, Google+
and Instagram
@LisaPeyton

16. Education Market Challenges
• Common Core State
Standards
• Digital curriculum
• Bring Your Own Device
• Differing Internet and
social media guidelines for
classrooms
• #learnanywhere
@LisaPeyton

17. What I hope to leave you with
• Strategic solutions
• Ability to foster ongoing
discussion about how to best
use social media
• Super Hero Tools
• Inspiration, Confidence and
Support!
@LisaPeyton

18. FROM this…
@LisaPeyton

19. TO this…
@LisaPeyton

20. Part 3: Strategic Solutions
@LisaPeyton

21. Foundation for a Solid Strategy
@LisaPeyton
• Know your business (Who are
you? What do you offer? Brand
mission)
• Know your market (Who are your
competitors? What are they doing?
Market trends?)
• Know your audiences (Who are
your customers?)
• Know what you want to achieve -
goals
• Know how you’re doing -
measurement

22. 1) Research
@LisaPeyton
• Customer survey
• Where are your peeps?
• Where do they want to engage
with your brand?
• What language are they
speaking? (keyword research)
• What are your competitors
saying?
• What is your brands current
digital footprint?
* http://lisapeyton.com/lisa-peytons-podcasts-the-brand-man-scott-davis/

23. Case Study: K-12 Curriculum
Company@LisaPeyton
Customer Survey Questions:
• Which platforms do you use on a
regular basis?
• Where would you welcome the
opportunity to connect with us?
• What recommendations do you
have as we develop our social
media presence?
• Insight: Our audience WAS on
Pinterest and Facebook(DAMN!)

24. 2) Objectives
@LisaPeyton
• What do you hope to achieve?
• How does this serve the overall
business objective?
• Is it measurable and time
sensitive?
• SOCIAL IS NOT A SALES
CHANNEL
• Expression Engine

25. Case Study: Objectives
@LisaPeyton
Social Media Marketing Objectives
• Increase brand awareness and
thought leadership
• Increase online ‘share of voice’
• Generate new leads
• Identify and connect with industry
influencers
• Grow an active online community
around math education

26. 3) Target Audience
@LisaPeyton
• Who are you trying to reach?
• Who influences your target
audience?
• Who are you current brand
advocates?
• Demographics
• Psychographics
• User Personas
• Behaviors
• Needs and Goals
• Pain Points

27. Case Study: Community
Outreach Report@LisaPeyton
• Identify online influencers
• Industry bloggers
• Klout Score
• LinkedIn groups
• Where do they engage?
• Relevant hashtags
• What is our offer? (What value do
we offer them?)
• Set-up listening dashboard to
follow, learn and engage when
appropriate

28. 4) Consumer Decision Journey
• Create consistent, user-friendly,
relevant touch-points throughout
journey
• Social media impacts the ‘evaluate
and ‘advocate’ stages
• Need to help consumers navigate
the evaluation process and spread
positive word of mouth
• Where can you build trust?
• Where can you build relationship?
• Empower your brand hero to tell
their own story = ADVOCACY
*Source: Branding in the digital age, David Edelman
@LisaPeyton

29. Case Study: Touch-point
Message Matrix@LisaPeyton

30. 5) Measurement – KPI’s
• Key Performance Indicators
• How are you doing?
• How effective is your message?
• Which content is garnering
EXPRESSION?
• EXPRESSION = shares, RT’s,
comments, reviews, likes, +1’s,
mashups, mentions
• Relate to overall objectives
• Measure weekly/monthly/Quarterly
@LisaPeyton

31. Case Study: KPI Worksheet
• Pinterest followers
• # weekly repins and comments
• Social referral website traffic
• Twitter followers
• RT’s, Twitter mentions
• Blog traffic, comments
• LinkedIn followers
• YouTube Subscribers
• Video Views
• Website lead forms submitted
• Overall ‘share of voice’
@LisaPeyton
Results
• Dramatic increase in followers
• Social website referral traffic doubled
• Thousands of video views on YouTube
• Increase in leads generated

32. Our Batbelt – Tools, Tools, Tools
• Listening – Radian6, ViralHeat,
Hootsuite, Google Alerts
• Management/Scheduling –
Spreadfast, SproutSocial, Hootsuite
• Campaign/Contest Creation –
Buddy Media, AgoraPulse, Wildfire
apps
• Content Management –
Wordpress, Wordpress Wordpress
• Social CRM – Adobe Marketing
Cloud, Nimble.com, Salesforce
@LisaPeyton

33. Be a Social Media Super Hero!
• Challenging Times – Consumer changes, Tech changes and
Education market changes
• Solid Strategy is NEEDED more than ever
• Foundation for a solid strategy
• Do your research!
• Define your objectives!
• Define your target audience!
• Define your customer journey!
• Define your KPI’s
• Get the best tools you can afford!
@LisaPeyton

34. Questions?
@LisaPeyton
Lisa.Peyton@gmail.com | lisapeyton.com | @LisaPeyton