Creating Social Media Your Customers Will Love
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Social media has changed business forever. What channels are right for your business? How do you create great content? What can you do to automate and organize it so it doesn't eat up 5 hours a day? Let us show you...
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Creating Social Media Your Customers Will Love
- 1. Creating Social Media Your Customers Will Love SESSION 12
- 2. Creating Social Media Your Customers Will Love
- 3. Creating Social Media Your Customers Will Love 1. The Social Media Landscape 2. ChoosingThe Right Channel(s) 3. There is Content. AndThenThere’s GOOD Content 4. Automate Everything! 5. Get Organized: Calendar andTracking
- 4. The Ever-Changing Social Media Landscape • Facebook Rules Supreme • Instagram OnThe Rise • Messenger Breaks 1B Users
- 5. The Ever-Changing Social Media Landscape • Facebook most used • Instagram andTwitter, popular too • Where doYOUR customers spend their time?
- 6. What Sandbox DoesYour Client Play In? • So many choices… • Your strategy to find out where your target customer hangs out • Then we can focus on content
- 7. Only Focus WhereYour Customers Are • AskThem! • Hire A Detective • ‘Search’Them • Use Google Alerts • ‘Stalk’Them
- 8. Funny MeetingYou Here… • Just AskThem • Face-to-Face • Online • Email • Survey
- 9. Hire A Detective • Social Media Anthropology • Track down via email addresses • Very fluid so be aware of new players
- 10. ManyContacts [www.ManyContacts.com] • Works on yourChrome browser • Super Easy and Simple • Tracks any email address
- 11. ManyContacts
- 12. ManyContacts • Social Media Anthropology • ManyContacts.com • Social-Searcher.com
- 13. Social-Searcher [www.Social-Searcher.com] • Free social media search engine • Advanced features with paid version
- 14. Use Google Alerts • Simple and free • Let’s you know when stuff is happening in your industry, competitors, etc • Real results in real time
- 15. Gmail StalkThem • Play InYourCustomer’s Sandbox • Grab your customer/prospect email list… • Create a new, free account on Gmail.com… • Upload your email list…
- 16. Gmail StalkThem • Create newTwitter account • ‘FindYour Friends’ • Select ‘Gmail’
- 17. Gmail StalkThem • Set up a new FB account… • Indicate you have a Gmail account… • Follow the instructions…
- 18. There’s Content… AndThenThere’s GREAT Content • Slide Content • Video Content • Infographic Content • Audio Content • Quizzes and Fun Stuff
- 19. Create Great-Looking Slides [SlideShare.net & Prezi.com] • Visual beats out words • Many tools to make you look good • Built to integrate with social media
- 20. You Don’t NeedTo Be A ProTo Create GreatVideo [WeVideo.com & PowToon.com] • #1 media today • Social Media friendly • Easy to create • Great add-ons • Cartoons, too
- 21. Infographics Create A Nice Flow [www.Piktochart.com & www.Easel.ly] • 30x greater to be read • Creates engagement • Perfect for short attention spans
- 22. Audio and Podcasting Are Sky-Rocketing In Popularity [Audacityteam.org & Podbean.com] • Perfect marriage: Podcasts and Handhelds • Growing exponentially • Simple to create and share
- 23. Create Interaction With Quizzes And Contests [BuzzFeed.com & Qzzr.com] • People love quizzes and contests • Great way to learn more • Another option to build your list
- 24. SaveYour Sanity: Automate [HootSuite.com & Buffer.com] • Social Media Management Apps • Learn the Ins and Outs • Valuable WhenYou Start Marketing On Social Media Sites • SaveYour PreciousTime
- 25. Get Organized: Create A Calendar andTrack Results • You knowWHERE your audience is… • You knowWHAT content you are going to share… • Now you need to planWHEN…
- 26. Get Organized: Create A Calendar • Holidays – Federal / Unoffical / Funny • Events – Entertainment / Business • Company – Anniversaries / Birthdays /Trips
- 27. Get Organized: Track Results • Specific • Measurable • Attainable • Relevant • Time-Bound
- 28. Get Organized: Track Results Goal #1) “For Instagram I will share photos that communicate my most recent listings. I will do this by posting three photos a week, linking to my website page. The target for each picture is at least 20 likes and 3 contacts for more information.”
- 29. Creating Social Media Your Customers Will Love • The Social Media Landscape • ChoosingThe Right Platform(s) • There is Content. AndThenThere’s GOOD Content • Automate Everything! • Get Organized: Calendar andTracking
- 30. We’re HereTo Help… We are always here to assist you and help you along your journey… Email us: Info@MyMarketingSucks.com Allan Boushie and Bob Sisk Co-Founders
- 31. Creating Social Media Your Customers Will Love SESSION 12 NOTICE: This work is copyrighted intellectual property and forThe Marketing Foundation™ clients only.You do not have permission to share this document with anyone, for any reason. You may NOT share this with your best friend, your business partner or business associates. Sharing our material will only cause us to raise prices – and we don’t want to do that!
Editor's Notes
- Welcome back to TMF… This is ARB…. In session 12 we are going to help you maximize you social media presence, help you create great content, and show you some big time saving tips Let’s get to work…
- What is Social Media and how can it help you grow your business? It seems to grow and morph continually, based on people’s preferences and actions. It’s only been around since 2004, yet billions of people world-wide have embraced it. We can broadly define Social Media as anywhere people go to express their feelings, experiences and opinions. MW defines it as forms of electronic communication through which users create online communities to share info, ideas, personal messages and other content. While you may love or hate social media, you can be certain that a large majority of your customers are participating in some form or another. Our goal today is to find out where your ‘Tribe’ hangs out and make it part of your marketing system. Many business owners avoid this piece of their Marketing Foundation for two reasons: 1) They don’t understand it. 2) They are afraid of the negative rants. Here’s the thing, people are going to talk about your business, whether you’re paying attention or not. You might as well make yourself part of the conversation. By inserting yourself in the mix, you can squash the haters quickly. Your followers will join you and defend you when you do the right thing. There is nothing to fear here.
- So how can we create content that people will love? To create social media content that will be embraced by your customers and prospective customers, you’ll need to evaluate your options from many angles. First, We will start with an overview of the current landscape of the major players in social media Second, You want to make an informaed decision when you decide on which channel and platforms will work best for you and your audience Third, Content is much more than a 140 character tweet or a few words posted on your FB wall. Today, content comes in many forms and we have the tools to help you. Fourth, I am sure you are not surprised that we want you to automate where you can – to save time and get better results. Finally, we’ll wrap it up with tips to get organized and how to track your results….
- This compilation of the most popular social networks worldwide prepared by Statista gives a clear picture of the current landscape and players with Facebook ruling supreme. This won't be a shock to anyone! With over 1,870 billion active users, it holds an 18% market share, 7% more so than its closest competitors, the Facebook-owned, WhatsApp and FB Messenger. Among US users Facebook is also retaining a huge lead on the competition. It actually increased it's penetration to 89% of US internet users, while Facebook-owned Instagram came 2nd with 32% penetration. The US remains the most advanced major market and is a good indicator for future trends…
- Here’s an interesting info-graphic also provided by Forrester’s Mobile Audience Data. They tracked about 2k smartphone owners for a month. They monitored which of the most popular social media apps people were using and the average number of times per day they were on it. Not only is FB the most subscribed to soc media app…. They are also the most frequently used, averaging 8 visit s a day in this particular study, followed by Instagram and Twitter Interestingly, This compilation from both Statista and Forrester’s shows Twitter is clearly losing ground. Usage is down and they have never learned how to monetize and make money. The future looks bleak at the moment and it will be interesting to see what becomes of this very popular media in the future. Every entrepreneur has limited time for social media marketing, so which social network should you focus your efforts on? Let’s figure out where your target audience spends their time…
- It’s no lie: social media activity can be hugely time-consuming. Trying to manage all of the networks will water down your resources and take away from the channels that bring you successful results. You need a strategy to reach your ideal prospects with social media. If you’re like me, your overwhelmed by all the social media options springing up everywhere. Don’t worry, we’re not alone. Social media marketing is one of the biggest challenges us owners and entrepreneurs face. Let’s figure out your target customer and their online behaviors. In doing so, we can determine which network or netwroks will work best for your products and services. And, Narrowing down the field for your small business social media strategy will give you the time you need to create the great content for your followers. Here’s a few ways on how to narrow down the field …
- I’m going to show you a few social media strategies so you can focus your efforts on the channels that best align with your business objective and target audience. Fortunately, there’s a simple solution for figuring out what is best for you: Rule #1 - Only focus on where your customers are. Once you find out where your customers are on social media, it becomes easier to come up with a strategy that will help you find your future customers. Here are 5 ways to find out where they are. You can… Ask Them! Hire a Detaective Use the Search Function Within The Channels Use Google Alerts Gmail Stalk Them
- Asking is the low-hanging fruit that’s easy for small business owners to overlook. It’s such a simple thing to do and allows you to further cement the personal connection you have with your customers. If you have a brick-and-mortar business, when your customers come in, ask whether they use social media. If they do us, ask them what channels they spend their time on. Is it Facebook? Pinterest? Maybe it’s LinkedIn, Twitter or Instagram… Maybe they don’t even use social media. But by asking, you will know. If your customers are using social media, take it a step further and ask them what they enjoy about those channels. This will give you invaluable insight into how you can best add value in a way they’ll find useful. You can also take the same approach if your business is online. Assuming you have an email list of contacts and customers, Send them an email and ask the same questions .Perhaps a broadcast email with a short 3-5 question social media survey that will take them 30 seconds to answer. It doesn’t even have to be the subject of an entire email, necessarily; just a simple “P.S.” at the end of your signature for the next few weeks asking them a few questions to reply to. Implementing this strategy can separate you and your business from your competitors, because so few businesses make the effort to ask. Asking removes any assumptions you may have about where your customers are hanging out online and shows them how much you care.
- The emerging field of social media anthropology is ingenious, and a bit freaky. There are a number of services where You provide a list of your customers’ email addresses, and these services figure out how (and who) among your customers are on Twitter, Facebook, Linkedin and niche social networks, what their “likes” are, and other important details. Keep in mind, that this is an evolving and fluid area of social media. Services and apps come and go, and others are bought up and merged with other dat-oriented entities. As of today, there are two that catch our eye– ManyContacts and Google Social Search by SocialSearcher
- ManyContacts is a free add on available on your Chrome browser. What is great about their Email Qualifier app is that it Unveils Social Media Profiles Behind Any Email Address. What I like is that it can drill down on any email address and you have the ability to research an entire list at once and then download a report with the findings.
- Once you have installed the ManyContacts add on, head over to your email inbox on Chrome. You can also go to your blog comment moderation section, or any web page where you can find an email address. Asa you can see from the screen shot, just place your mouse over a particular contact and their personal social media profiles will appear!
- The ManyContacts Chrome extension works on any open web page. Take a look at this spreadsheet… All you need to do is click on the ManyContacts icon to automatically pick up the emails on the page and it will show you the social media profiles behind those email address. Think how quickly you can get a picture of your customer’s favorite social media channels with this one little trick! You’ll find more information and the link to this tool in your Resource Area. Swing by after this video
- Another cool app to help you play detective is called Social Searcher. Basically, it is a Free Social Media Search Engine. It allows you to search for content in social networks in real-time and provides deep analytics data. Users can search without logging in for publicly posted information on social sites like Twitter, Google+, Facebook, Youtube, Instagram, Tumblr, Reddit, Flickr, Dailymotion and Vimeo. One of their Free tools is Google Social Search - https://www.social-searcher.com/google-social-search/ You’ll find more information and direct links to this service in your Online Resource Area….
- Another great way to determine which social media is most popular with your ideal customers is thru Google directly. Have you heard of Google Alerts? You should start using them today You’re missing a simple and free way to monitor what’s going on in your industry and find where your customers are online. Google Alerts are updates you can set up in Google that allow you to keep track of a specific topic anytime it’s mentioned on the web. For example, you can monitor if you or your business is mentioned across the web or keep track of industry news. When there’s a mention of your topic, you receive an email with a link to that search result. How does this help you find your customers on social media ? Say you’re a small toy company that specializes in locally made wooden toys. You have an online presence but want to expand it. But You’re unsure, though, which channels your target audience is using. You could use Google Alerts to find this out. You decide to enter “birthday gift ideas for kids” as a search query in Google Alerts. And the results show Pinterest boards and articles on “blogs” that are relevant to your business. When checking out the Pinterest board, you also find several other boards that are similar to your niche. Bingo! Pinterest may be one social channel you want to focus on. DOWNLOAD your step –by step guide to setting up Google ALerts
- Finally, here’s one final way to help you figure out where your followers and customers are hanging out most often. Twitter, Facebook and other social outposts have incorporated functionality that allows you to see whether your Gmail contacts are using the services, and invite them to connect with you. While this integration is intended for personal use, you can utilize it for your business, too. Here’s how: First, take a list of your customers’ email addresses, and create a .csv file (you only need email addresses, not names, mailing address, etc.) Next, create a free account on gmail.com specifically for this purpose (you don’t want to be doing this on an existing account) Third, upload the .csv to your Gmail account.
- Now, let’s say you already know a lot of your customers are Twitter users. go to Twitter and create a brand new account using your special new Gmail email address. You’ll see in Step Two “Find Your Friends” of the Twitter sign-up process, select Gmail. Bam! Twitter automatically reads all of the email addresses of your customers stored in Gmail, allowing you to track the number on Twitter and/or follow them immediately.
- Or FB is popular with your client base, set up a new Facebook account using your new Gmail address. On Step One “Find Friends” of the Facebook sign-up process, indicate that you have a Gmail account, and follow the simple instructions. Bingo! All of your customers on Facebook are presented to you, and you should be able to become their “friends” with a single click. I tested it out on a list of approximately 3,000 subscribers to one of our newsletters and was able to track down more than 600 on Twitter, and 800 on Facebook. Total cost? Zero dollars, and about 30 minutes.
- The secret to getting people onto your social media channel is one challenge. Even more important is to get them coming back again and again. To do that successfully, you need to play on some basic human WANTS and desires. Done well, you will soon become “Follow” Worthy by your fans. Whether it’s on Twitter, Facebook, Instagram, Pinterest, Path, LinkedIn, Google+, or another network, no one can turn down 3 things: free stuff, being famous, and being right. Make your profile worth following on your chosen social networks. Don’t just put up posts to try to grab the attention of others. Make it interactive and fun. When you do, people will become curious, and you’ll be on the fast track to social media success. Here are 5 ways to create GREAT content and become follow worthy – Convert Your Words to Slides Create Eyw-Catching Videos Deliver News in an Infographic Draw them in with Audio, and 5 Create interaction with Quizzes and Contests
- 1) Convert your long, wordy posts into eye catching slides. Slides are great for people who need a little more time to digest bigger pieces of content and are more visually oriented. Break your content into a few pieces and share your professional presentations with either of these great tools Bob and I use: SlideShare or Prezi SlideShare Created by LinkedIn, SlideShare gives you a platform to build, upload, and edit slidesnd share them on social media. The list of sharing sites includes Facebook, Twitter, Google+, and of course LinkedIn. It’s free and easy to learn. Prezi is another favorite and can get addictive. Use can use it as an online edior or a desktop append provides great templates and custom animation features. If your follows are on FB, Twitter or LinkedIn, you’ll want to try this tool to share your content. Free accounts are very generous in what they deliver and upgrading runs from $50 to $20 monthly.
- You Don’t Need To Be A Pro To Create Great Video Video is extremely popular and viral forms of media today. And I would argue the most important medium for sharing and presenting content online. YouTube is the top dog with over 1 billion unique users each month, but other top video-sharing services look to take some of the market share. Sites like Vimeo and MetaCafe. So what can you do to start creating great video content quickly and easily without the help of Frnacis Ford Copula or Steven Speilburg? Jump in the pool with either WeVideo or PowToon With WeVideo, you get easy cloud access to your media and it won’t steal a ton of your hard drive like one of the programs Bob and I use and are trying to get away from! It let’s you do cool animations, has voiceover capabilities, and a library of licensed music to make video editing easy and professional. Sharing capabilities include Facebook, Twitter, Vimeo, and YouTube so you can be sure it gets viewed everywhere your target audience is looking! They have both free and paid version you can look into. You may also like PowToon PowToon features a user-friendly presentation interface and a minimalist design. You can use it to create branded video and share it with your audience and we have made a couple of viseos with this software and pleased with the results. Trust me, nether of us a video experts and even we found both WeVideo and PowToons user-friendly. Both tools can be found on our Cleiwnt Only Resource Area. Make sure to swing by later to learn more.
- Infographics Create A Nice Flow Did you know that an infographic is 30 times more likely to be read than a purely text article? Neither did we until we tripped over some industry stats. What’s cool is that according to a study from eMarketer, the top reasons for visual content production has taken off is not due to the visuals. Rather, they found that it lies with its ability to encourage people to engage, the social media requirements of going beyond words and the customer’s reduced attention spam in our cluttered online world. Never created an infographic? Try either Piktochart or Easel.ly Both have great emplates to jump start your work, are simple to create and offer free versions of the tool.
- Audio and Podcasting Are Sky-Rocketing In Popularity There is a direct correlation is podcast growth and the explosion of smartphones and tablet usage. Podcasts have become a required option for any long road trip, day at the beach or gym workout. Growing in usage at a 25% annual rate in the US and Cnada, podcasting has now seen a rise in the market of tools to make it easier for entrepreneurs to create, edit, and share. Check out the tool Bob and I use most often – Audacity Audacity is open-source audio software that lets you record audio, convert tapes and records into digital recordings or CDs, and add your own audio effects to cut, copy, and mix your own podcasts. It has kind of become the WordPress of the audio creation world. Another awesome podcast creator is Podbean. Easier to use than Audacity, this platform is perfect for the first time audio creator. As a technology challenge individual, I tend to lean towards Podbean at this point in time.
- Create Interaction With Quizzes And Contests Want to introduce some fun into any business or cause? Check out quizzes. They are a great way to get people to join in. Personality quizzes are fun for readers and give us owners and entreprenuers some good information. You should expect to see an 60% or more completion percentage, so set your sights high. If your results drop below the 60% mark, consider shortening or reworking your message. Quizzes are also a good way to build your email list. We like to encourage people taking the quiz their email so we can directly send them the final results directly to their inbox. It’s another crafty way for you to collect customer and prospect data. One of the most popular tools is BuzzFeed. You’ve probably taken one from them and didn’t even know it. It can be used on almost any device and it’s format makes it easy to create, view and share your quizzes. Oh, and it’s free. Also take a look at Qzzr That’s Q Z Z R. With free and paid options, they also do a nice job and have some cool monetization options you can test out. They also have quizzes, polling and list curating. You can use some of their tools for free and others are reasonably priced.
- There’s an almost limitless supply of social media management apps and tools out there to choose from. Hootsuite and Buffer are good beginner apps that cover the vast majority of social accounts and are easy to navigate. The right combination of tools will vary based on your needs and objectives. Once you choose a social media management software program, take the time to really learn the ins and outs of it. Most people simply use these tools to schedule posts and glance at their feeds, but new features and updates are being added every day that go far beyond the basic functions. If you want to master social media marketing, you’ll want to use these to their fullest extent. You have better things to do than execute the same repetitive tasks over and over again. When it comes to social media marketing, automation is everything. Some of the tasks you can automate now and no longer waste your time on include… Following people back when they follow you Retweeting interesting messages on Twitter Mentioning other users in your messages Responding to direct messages Automating posts from another expert’s website Posting to LinkedIn , twitter, or Facebook from another network The bottom line is this: the more you automate, the more time you have to manage other aspects of your business or create great content for your posts. Simply put, it’s a must do for us active business owners. A word of caution: automation is necessary, but being human is still important. Don't fall into the trap of thinking that because you have your systems and processes automated, you don't have to actually authentically participate or engage with people in real-time anymore. Strive to automate while still keeping things personal. Make sure to visit Hootsuite and Buffer. You’ll find more info on both of them in your Client Only Reousrce Area. It’s worth 20 minutes of your time to investigate them; they can save you hours and hours later on!!
- Once you have determined what channel or channels you will be participating in, based on the data you’ve collected about where your ideal customer participates, and have developed an idea about what type of content you will be sharing, you should have a plan for getting it out there on a regular basis. The establishment of specific dates of content release and also tracking over time of your effectiveness.
- You should consider the advantages in having an editorial calendar for every piece of work drafted, or that will be drafted in the future. Of course incorporating a social element into that calendar is a great idea. It will turn an incomplete strategy into one that is completely integrated. Here are some ideas to include in your social media calendar: Monthly holidays (including weird / unofficial holidays) Big entertaining or business events (especially those specific to your niche) Your company plans and events (birthdays, anniversaries, company trips, etc)
- Importantly, you want to establish the objectives and goals that you hope to achieve using social media. Having these objectives also allows you to quickly react when social media campaigns are not meeting your expectations. Without goals, you have no means of gauging success or proving your social media return on investment (ROI). These goals should be aligned with your broader marketing strategy, so that your social media efforts drive toward your business objectives. Just like other standard business measurements, make sure you use the SMART framework when setting your goals. This means that each objective should be specific, measurable, attainable, relevant, and time-bound.
- SMART goal example for a REaltor: “For Instagram I will share photos that communicate my most recent listings. I will do this by posting three photos a week, linking to my website page. The target for each picture is at least 20 likes and 3 contacts for more information.” Start small and work your way up to more advanced tracking. A simple way to start tracking your social media effectiveness is by writing down at least three social media goals. Perhaps all three will be with you most used channel, or you may spread them across several. Make sure to ask yourself what the goal will achieve when completed, and use that to determine how you will track it and course correct where necessary.
- The work involved in creating social media that will be loved, broadly shared and read, and contributing heavily to your business growth is neither easy or quick. I strongly suggest biting off small pieces of Session 12 to digest, internalize and master the skills and tools of success. I have a feeling you will be coming back here often. I promise, if you follow in our footsteps, you will create content that people will love and shared; social media that will be embraced by your customers and prospective customers. You nopw have an overview of the current landscape of the major players. You have what you need to make an informaed decision on which platform or channels your audience wants to see you on. Whether you are creating simple posts, slides, infogrpahics, video, podcasts or more – you have what you need to start developing your own unique style and message toi the world. So make sure to simplify and automate where you can, get organized and track your progress. We will be looking for you out there! It’s time for you to leave your mark…
- Bob and I are here to help you reach your goals. Never hesitate to reach out. Email is best and we check it often. We look forward to hearing from you as you share your successes and of course to provide any assistance you need. This is ARB. Enjoy this wonderful day and make it a great one.