Skip to main content
UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
Laura Kinnard, MBA, profile picture
Uploaded byLaura Kinnard, MBA
PPTX, PDF1,384 views

Optimizing Social Media for Business DMACC Feb13

This document provides an overview of optimizing social media for business. It discusses developing a social media strategy within the context of overall marketing strategy. Key topics covered include inbound versus outbound marketing, owned versus paid versus earned media, content marketing strategy, and choosing the best social media platforms for different business goals. The document also addresses advertising on social media, using social media for SEO, and emerging trends like using short video formats. The goal is to help businesses understand how to effectively integrate social media into their overall marketing plan.

Business◦
Related topics:
Social Media Strategy•
Downloaded 19 times
OPTIMIZING SOCIAL MEDIA FOR BUSINESS Laura Gaulke, Marketing Strategist, Gannett Client Solutions February 13, 2013
Part One Strategy and planning
SOCIAL MEDIA, BRANDING AND YOUR PERSONAL BRAND What the Heck is Social Media? Tell About Yourself and Your Business Branding, It’s Not Just a Logo
SOCIAL MEDIA – WHAT THE HECK IS IT REALLY AND WHY USE IT IN MARKETING? • In-Bound Marketing • Many Different Reasons…
WHY USE SOCIAL MEDIA FOR BUSINESS • *Social Media for… – Brand Awareness – Customer Support – Event Marketing – Product Introductions – Build the Sales Pipeline *Source: Social Media Pocket Guide by Spreadfast.com
BRANDING, IT’S NOT JUST A LOGO “Brands are a critical element in today’s marketing mix. They deliver a level of consistency and knowledge that go beyond a logo. Brands provide personality, stories and consistency.”
BRANDING, IT’S NOT JUST A LOGO • With limited resources, consistent messages are key. • Brands create short hand messages that customers recognize. • Brands cut through message clutter because it provides hooks that the public is familiar with. • In a communications filled environment, brands set you apart from the competition. • Often brands are intricately intertwined with marketing strategy.
BRANDING, ITS NOT JUST A LOGO Brands are intangible promises made tangible through recognizable signs. • Brand Elements reinforce the “tenets” of the brand and are grouped as: – Intangibles = Specific promise, positioning, personality and emotion. – Tangible = Identifiable symbols (logos, graphics, colors, fonts, sounds, jingles) • Positioning Statement and Messaging • The Elevator Pitch
PERSONAL BRANDING • Leverage your personal brand to support your business brand • Profile is everything • What is your personal elevator pitch? What are your passions? • Link to your website or have a personal branding page
INTRODUCE YOUR SELF, YOUR BUSINESS • Your personal brand • Your business name, type, “elevator” speech • Your social media experience/what you use now • What you hope to learn about/accomplish with social media • Take short survey
MARKETING STRATEGY AND SOCIAL MEDIA CONTEXT 8:45-10:30am
SOCIAL MEDIA IN THE MARKETING CONTEXT • What is Marketing Strategy? • Types of Marketing: Inbound Versus Outbound – Examples of Inbound – Examples of Outbound • Types of Media – Owned, Earned, Paid and Converged • Content Marketing Strategy – Content Marketing Goals – Content Strategy Before Social Strategy • Social Media Strategy
Brand Strategy Versus Marketing Strategy Versus Marketing Plan Versus Marketing Tactics
SOCIAL MEDIA IN THE MARKETING CONTEXT • Marketing Strategy, Marketing Plan, Marketing Tactics • Inbound Versus Outbound Marketing • Marketing Types: Content, WOM, Experiential, Social • Content Marketing – for Inbound Marketing Only? • Owned, Paid, Earned and Converged Media
SOCIAL MEDIA IN THE MARKETING CONTEXT • Inbound Marketing Definition (pull strategy) • Outbound Marketing Definition (push strategy) • Inbound versus Outbound Marketing
Both Inbound and Outbound are Relevant (they serve different audiences and different types of brands) THINK SUPERBOWL…
Content Marketing - For Inbound Marketing Only?
• PAID = Digital Advertising, banners, Adwords, overlays • PROMOTED = In stream or social paid promotions vehicles • OWNED = Created assets, custom content • SHARED = Open platforms or communities where customers co-create and collaborate with brands • EARNED = Brand- related conversations and user-generated content
Owned, Earned, Paid, Converged Media is Social Media
OWNED, PAID AND EARNED MEDIA TYPES
SOCIAL MEDIA IN CONTEXT Advertising = Paid search, display ads, Paid affiliate marketing, digital signage Media Paid Placements (Navitve advertising) Automatization of content into ads Partner Networks = Publisher editorial, Owned Earned influencer outreach, word-of-mouth, Media Media social networks Digital Properties = Website(s), blogs, mobile apps, social presence Automatization of conversations through shared API’s and social widgets
SOCIAL MEDIA IN THE MARKETING CONTEXT • Marketing Strategy Supports the Brand and Achieves the Goals – Goal Types – Business Goals, Strategy Goals, Tactical Goals • A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use. – Sample Marketing Plans
INTEGRATED MARKETING PLAN = BRINGING IT ALL TOGETHER
SOCIAL MEDIA IN THE MARKETING CONTEXT • Social Strategy – Social Stats – (Dice Video) – Why Choose Social Media as Part of Your Marketing Plan – Sponsored Facebook Graph Search • The Platforms: Which is Best for What and Why • Advertising on Social Media – Advertising Media Choices – Types of Social Media Advertising • Social Media for SEO
Social Strategy Versus Social Plan Versus Social Tactics Case Study and Facts: Dice Social Facts
FACEBOOK GRAPH SEARCH MAKES FACEBOOK = MORE RELEVANT TO BUSINESS
PLATFORMS: WHICH IS BEST FOR WHAT AND WHY Social Media Platforms – Considerations • Types of Content, Businesses, Goals • The Platforms: • Main: Facebook, Twitter, Pinterest, YouTube, Google+, LinkedIn, FourSqaure • Niche and Specialty Platforms – Houzz, Pose • Other Platforms – Tumblr, Instagram, Vine • Which are Best for Your Business • Source: http://socialmediatoday.com/james-debono/827961/which-social- media-platform-right-your-business • Ebook Reviews: Spreadfast Social Media Pocket Guide and Social Media Textbook
ADVERTISING ON SOCIAL MEDIA PLATFORMS Advertising Media Choices Social Media and Digital Online Media Behavioral Targeting and Retargeting Types of Social Media Advertising • Behavioral Display Ads • Native Advertising: Promoted Tweets on Twitter, Sponsored Stories on Facebook, Digital News Content
SOCIAL MEDIA AND SEARCH ALGORITHMS Google SEO Algorithm = Getting Found on the Web Facebook EdgeRank Algorithm
SOCIAL MEDIA AND SEARCH ALGORITHMS SOCIAL MEDIA CONTENT AND SEO • Backlinks to website/blog • Key words strategy • Fresh content • Engagement, activity • Use of Video and photos in content
EMERGENCE OF “MICRO” VIDEO CHAT AND WHY CONSIDER VIDEO? • Twitter Vine, Snapchat, Tout = emergence of short, concise “micro” videos • Audience curated video = Importance 2013 • Capitalizing on video for business – YouTube is the No 2 search engine – Google can read video content now – but not flash on websites – Video is engaging content – more likely to be interacted with Examples of businesses using Vine
Part Two Execution and Measurement