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Social Media Marketing:
Implementation
New Leaders Council
May Institute: New Media
May 16, 2015
Houston, Texas
Stacey Burke
Attorney/Owner
415 Westheimer, Suite 209A
Houston, Texas 77006
Office (713) 714-8446
Fax (877) 314-9990
stacey@staceyeburke.com
www.staceyeburke.com
Social Media Implementation Topics
• Social brand identity
• Policies, procedures, and ethics
• Tools
• Tactics
• Reporting
www.staceyeburke.com
Social Media Marketing: Top Four Channels
• Facebook – Largest online social network
• Twitter – Real-time news and viral sharing
• LinkedIn – Online professional resume and best
professional networking tool
• YouTube - Google owns YouTube and it is the
second most used search engine online
www.staceyeburke.com
SOCIAL MEDIA BRAND IDENTITY
www.staceyeburke.com
Social Media: Initial Setup
• Facebook - Make sure your entity has a “Page”
not a “Profile” or a “Group”
• Twitter - Brand your profile, including your
handle and link back to your website
• LinkedIn - Link up your Employment section to
the appropriate Company Page(s), and build
out your Company Page
• YouTube – Upload a channel design and name
your channel consistent with your entity name
www.staceyeburke.com
Social Media Branding
Social media channel design:
• People use social media channels as search
engines (i.e. Facebook search, YouTube
search)
• Would you want to show up in social search
with a page/channel/account that is not
customized and therefore does not showcase
what your firm has to offer? No. So treat each
one like a freestanding website, because each
is its own digital asset.
www.staceyeburke.com
Social Media: Channel Design and Branding
• Design channel in line with the branding of
your other digital assets – same look and feel
with regard to colors, logos, logotype, etc.
www.staceyeburke.com
SOCIAL MEDIA POLICIES,
PROCEDURES, AND ETHICS
www.staceyeburke.com
Social Media: Don’t “Set it and Forget it”
• ETHICS
– Failure to timely respond to communications
• MISSED OPPORTUNITIES
– Missing donors, media inquiries, etc.
• REPUTATION MANAGEMENT
– Bad feedback left unaddressed in public
• BASIC MANNERS
– Connection requests left unanswered can be
perceived as rude
www.staceyeburke.com
Social Media: Policy and Protocol
• Use a professional voice and tone
• How to respond to existing relationship
communications
• How to respond to new potential relationship
communications
• How to respond to other groups’
communications
• How to respond to media and press
communications
www.staceyeburke.com
Compliance with Industry-Specific
Advertising Regulations
• Legal – State Bar of Texas Advertising Review
Rules
– http://bit.ly/TexasBarRules
• Medical – Texas Medical Board Advertising Rules
– http://bit.ly/TexasMedicalBoard
www.staceyeburke.com
Social Media: Staff Training
• Draft a social media policy for your entity and
train everyone with access on its use
• Remind employees that when they use their
entity email address or associate themselves as
employees of the entity on social channels, they
must adhere to your standards for appropriate
conduct.
• Be specific and explicit about what you want
www.staceyeburke.com
SOCIAL MEDIA TOOLS
www.staceyeburke.com
Tools You Need
• Community
Management
– Hootsuite
– Buffer
– Sprout Social
• Community Insights
– Mention
– Google Alerts
– SocialMention
– Topsy
• Visual Content
– Piktochart
– Over
– Canva
• Analytics
– Twitter Ads
– SumAll
– AddThis
– Bitly
www.staceyeburke.com
SOCIAL MEDIA TACTICS
www.staceyeburke.com
Social Media Marketing Tactics
What You Can Share
• Content
• Imagery
• Video
• Podcast
• Email
How to Share It
• Post timing
– Not on weekends or at night.
– Facebook between 1-4pm, peaking at
3pm.
– Twitter is busiest 1-3pm Monday through
Thursday.
– LinkedIn midweek around noon and again
at 5pm.
• Self-promotional ratios 80/20
• Hashtags – hashtagify.me
• Integration
– Website
– Collateral
www.staceyeburke.com
Social Media Audience Building
• Connect with influential users in your space and
interact with them to get them to share your
content to their large following
• A core strategy for audience building involves
segmentation.
– On Twitter, you can segment those you follow or
monitor in Twitter Lists (i.e. media connections,
Wisconsin construction companies).
– On Facebook, you can purchase advertising that
shows your Page or Post to a designated population
subset (i.e. show an Ad for my free legal clinic page or
its posts to potential volunteer lawyers).
www.staceyeburke.com
SOCIAL MEDIA REPORTING
www.staceyeburke.com
Monitor Your Metrics
• Do all of your websites have active, current
Google Analytics code?
• Do you track social media Key Performance
Indicators (KPIs)?
• Do you conduct monthly, quarterly, and/or yearly
reviews of your marketing metrics to adjust
expenditures?
www.staceyeburke.com
Google Analytics
Google Analytics and Webmaster Tools
Mind Over Metrics = NO, you can’t guess better than the reports
will tell you
Know the basics so that you can have an intelligent conversation
with your vendors:
• Bounce Rate - the percentage of visitors who leave your site
after only viewing one page
• User Behavior - information on the behavior of your visitors
while they are on your website
• Acquisition – how web searchers come to find your site
(AdWords, social media, organic search)
www.staceyeburke.com
Social Media: Monitoring and Metrics
• Track metrics for social media just as you
would for any expenditure. Those metrics can
include:
– Audience Growth/Overall Reach
– Engagement
– Donations
– Subscriptions
– Visits to Websites
– Conversions
– Influence
www.staceyeburke.com
Social Media: Monitoring and Metrics
www.staceyeburke.com
My PowerPoint presentations:
SlideShare.net/StaceyBurke
www.staceyeburke.com

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Social Media Implementation

  • 1. Social Media Marketing: Implementation New Leaders Council May Institute: New Media May 16, 2015 Houston, Texas Stacey Burke Attorney/Owner 415 Westheimer, Suite 209A Houston, Texas 77006 Office (713) 714-8446 Fax (877) 314-9990 stacey@staceyeburke.com www.staceyeburke.com
  • 2. Social Media Implementation Topics • Social brand identity • Policies, procedures, and ethics • Tools • Tactics • Reporting www.staceyeburke.com
  • 3. Social Media Marketing: Top Four Channels • Facebook – Largest online social network • Twitter – Real-time news and viral sharing • LinkedIn – Online professional resume and best professional networking tool • YouTube - Google owns YouTube and it is the second most used search engine online www.staceyeburke.com
  • 4. SOCIAL MEDIA BRAND IDENTITY www.staceyeburke.com
  • 5. Social Media: Initial Setup • Facebook - Make sure your entity has a “Page” not a “Profile” or a “Group” • Twitter - Brand your profile, including your handle and link back to your website • LinkedIn - Link up your Employment section to the appropriate Company Page(s), and build out your Company Page • YouTube – Upload a channel design and name your channel consistent with your entity name www.staceyeburke.com
  • 6. Social Media Branding Social media channel design: • People use social media channels as search engines (i.e. Facebook search, YouTube search) • Would you want to show up in social search with a page/channel/account that is not customized and therefore does not showcase what your firm has to offer? No. So treat each one like a freestanding website, because each is its own digital asset. www.staceyeburke.com
  • 7. Social Media: Channel Design and Branding • Design channel in line with the branding of your other digital assets – same look and feel with regard to colors, logos, logotype, etc. www.staceyeburke.com
  • 8. SOCIAL MEDIA POLICIES, PROCEDURES, AND ETHICS www.staceyeburke.com
  • 9. Social Media: Don’t “Set it and Forget it” • ETHICS – Failure to timely respond to communications • MISSED OPPORTUNITIES – Missing donors, media inquiries, etc. • REPUTATION MANAGEMENT – Bad feedback left unaddressed in public • BASIC MANNERS – Connection requests left unanswered can be perceived as rude www.staceyeburke.com
  • 10. Social Media: Policy and Protocol • Use a professional voice and tone • How to respond to existing relationship communications • How to respond to new potential relationship communications • How to respond to other groups’ communications • How to respond to media and press communications www.staceyeburke.com
  • 11. Compliance with Industry-Specific Advertising Regulations • Legal – State Bar of Texas Advertising Review Rules – http://bit.ly/TexasBarRules • Medical – Texas Medical Board Advertising Rules – http://bit.ly/TexasMedicalBoard www.staceyeburke.com
  • 12. Social Media: Staff Training • Draft a social media policy for your entity and train everyone with access on its use • Remind employees that when they use their entity email address or associate themselves as employees of the entity on social channels, they must adhere to your standards for appropriate conduct. • Be specific and explicit about what you want www.staceyeburke.com
  • 14. Tools You Need • Community Management – Hootsuite – Buffer – Sprout Social • Community Insights – Mention – Google Alerts – SocialMention – Topsy • Visual Content – Piktochart – Over – Canva • Analytics – Twitter Ads – SumAll – AddThis – Bitly www.staceyeburke.com
  • 16. Social Media Marketing Tactics What You Can Share • Content • Imagery • Video • Podcast • Email How to Share It • Post timing – Not on weekends or at night. – Facebook between 1-4pm, peaking at 3pm. – Twitter is busiest 1-3pm Monday through Thursday. – LinkedIn midweek around noon and again at 5pm. • Self-promotional ratios 80/20 • Hashtags – hashtagify.me • Integration – Website – Collateral www.staceyeburke.com
  • 17. Social Media Audience Building • Connect with influential users in your space and interact with them to get them to share your content to their large following • A core strategy for audience building involves segmentation. – On Twitter, you can segment those you follow or monitor in Twitter Lists (i.e. media connections, Wisconsin construction companies). – On Facebook, you can purchase advertising that shows your Page or Post to a designated population subset (i.e. show an Ad for my free legal clinic page or its posts to potential volunteer lawyers). www.staceyeburke.com
  • 19. Monitor Your Metrics • Do all of your websites have active, current Google Analytics code? • Do you track social media Key Performance Indicators (KPIs)? • Do you conduct monthly, quarterly, and/or yearly reviews of your marketing metrics to adjust expenditures? www.staceyeburke.com
  • 20. Google Analytics Google Analytics and Webmaster Tools Mind Over Metrics = NO, you can’t guess better than the reports will tell you Know the basics so that you can have an intelligent conversation with your vendors: • Bounce Rate - the percentage of visitors who leave your site after only viewing one page • User Behavior - information on the behavior of your visitors while they are on your website • Acquisition – how web searchers come to find your site (AdWords, social media, organic search) www.staceyeburke.com
  • 21. Social Media: Monitoring and Metrics • Track metrics for social media just as you would for any expenditure. Those metrics can include: – Audience Growth/Overall Reach – Engagement – Donations – Subscriptions – Visits to Websites – Conversions – Influence www.staceyeburke.com
  • 22. Social Media: Monitoring and Metrics www.staceyeburke.com