Kate Volman presents marketing strategies at Florida Magazine Association.

1. Social Media Success:
InspireYour Audience, BuildYour Business.
@KateVolman
KateVolman.com

2. Why You Should Leverage Social Media
• Different platforms, same business principles.
• Build stronger relationships with current and potential
customers.
• No longer have to tell people how good we are, our clients/
customers/followers gladly do it for us.
• No other medium allows you to target as specifically.
• Opens additional revenue opportunities.

3. We get to…
• Create new business models.
• Invent new revenue streams.
• Build stronger partnerships with
other businesses.
Jason Zook

5. Gary Vaynerchuck, Entrepreneur
• $3M to 60M in five years.
• Investor in Facebook, Twitter,
Tumbler, Burchbox

6. Big Brands

8. Tell a Great Story
Build an Audience

9. How Are You Building Your Audience?

10. Who is Your Audience?
• Who are your subscribers?
• Who are your potential partners?
• What do they love?
• Where do they spend time?
• Targeted advertising.

11. Social Platforms
• Where is your audience
spending time?
• Create different strategy
for each platform.
• Repurpose content.

12. Facebook
• 1.4 billion monthly active
Facebook users.
• 71% of internet users are on
Facebook.
• 56% of internet users ages 65
and older use Facebook.
• 76% female & 66% male
Source: Pew Research Center

13. LinkedIn
• 350 million users.
• 28% of online adults are LinkedIn
users.
• Popular among college graduates,
those in higher-income
households and the employed.
• It is the only platform where
those ages 30-64 are more likely to
be users than those ages 18-29.
Source: Pew Research Center

14. Twitter
• 23% of online adults currently use
Twitter.
• Particularly popular among those
under 50 and the college-educated.
• Compared with late 2013, the service
has seen significant increases among a
number of demographic groups: men,
whites, those ages 65 and older, those
who live in households with an annual
household income of $50,000 or more,
college graduates, and urbanites.
Source: Pew Research Center

15. YouTube
• Audience, reaching 81.2 percent of
Internet users in the U.S., according to
comScore data.
• 30 hours of video uploaded per
minute.
• In March, YouTube drew 31.8 million
users aged 18 to 24 who spent an
average of 10 hours, 15 minutes on the
site. And19.4 million visitors 65 and
older who spent an average of 3 hours,
54 minutes using the video-streaming
service.
Source: Digiday

16. Instagram
Source: Sprout Social

17. Reach Your Audience
Through Advertising

18. Facebook Advertising
• Targeted page likes
• Boosted posts to fans or targeted audience
• Custom audience ads to email list
• Sweepstakes
• Retargeting
• Promote events

19. Use Facebook Tabs

20. Twitter Advertising
• Sponsor tweets.
• Targeted follow ads (demographics,
interests, etc.)
• App install ads - Target audience to
download your app.
• Tailored Audience (custom audience)

21. LinkedIn Advertising
• B2B Targeting industries
and professionals.
• Great for finding
advertisers by running
ads.
• Expanding audience.
• To grow distribution,
send people to your
subscription page.

22. How to Find Advertisers
• Join the conversation in Twitter to specific industries.
• Twitter.com/Search
• Use LeadForensics.com - tell what companies are
coming to your website. Get sales people on it.
• Use YesMail.com - shows who read your emails.
• Join LinkedIn industry groups.
• Run FB ads to potential advertisers.

23. How are you using your content
to engage your audience?

24. Content & Posting Strategies
• Published on mobile optimized website.
• Leverage all content. Repurposing content that isn’t yet on the
web. Then post and/or advertise on social media.
• Use amazing visuals.
• Use Hootsuite to schedule posts
• Use hashtags (up to 11 per post is ideal)

25. What Brands/Businesses Do You Follow?
• How are you different?
• What value are you providing?
• What kind of customer
experience are you creating?
• Are you creating and sharing
content that people will miss if
you stop posting?

28. • Over 6M Fans on FB
• 200 posts/day
• 1.3M on Twitter
• Engaged fans on
Twitter through a
chick flick

29. Create Shareable Content
Share Real Time Happenings
• Time covered Hurricane Sandy
using Instagram photos
• Follower numbers increase by 12,000
in 48 hours.
• By handing over the reigns to five
photographers, Time was able to
deliver as-its-happening pictures to
their readers instantly.
Source: Unbound Media

30. Create Shareable Content
• Mix of inspirational quotes, photos of new health food products, and shots of people
exercising.
• Editor-in-Chief says, “Our staff is living the brand and is personally aligned with it.”
• Kalehoff said that Natural Health’s Instagram success is largely a by product of the
magazine’s rethinking of how social media fits in with its overall editorial strategy. Rather
than assign Instagram to a single social media editor, Natural Health made it the job of its
entire editorial staff, which collectively adds photos from their own lives. She said that that
this adds a level of authenticity to the product.
Inspiring, Real

31. Video Content
The Economist currently produces two to three videos a week, and
everything gets posted to its own website, Facebook, and YouTube.

32. Video Content
Highlight events and happenings in the area

33. Create Shareable Content
What’s Trending
• Use popular hashtags in a
fun way. #OOTD

34. Need Help Coming Up with Ideas?

35. SocialStorming Sessions
• Leverage your current subscribers & advertisers.
• Invite them to join the conversation about strategy.

36. Dusty Sorg and Michael Jedrzejewski

37. What Will My Audience
Respond To?

38. Listen & Respond
• Your followers are not just a
number.
• Comment on posts and
keep the conversation going.
• Quality vs. Quantity.
• Be human.

40. Measure Results
• Number of subscriptions sold.
• Use bit.ly to track performance of each link
(shortens url).

41. How to Monetize Your
Social Media Efforts

42. Monetization Strategies
• Bigger your audience the better your opportunity.
• Sell boosted posts on FB page.
• Convert readers into email subscribers. (email list building strategy) -
your email list should be making you $$.
• Selling sponsored tweets.
• Advertisers sponsors sweepstakes.
• Advertisers sponsors for YouTube show/channel.
• Use apps.

43. • Three digital-only plans
• Web & Smartphones: $3.75/
week
• Web & Tablets: $5/week
• All Digital Platforms: $8.75/
week
• Readers can read up to 10
articles per month for free.
• Partnering with third-party
companies to help market their
content.

44. Social Media Tools
• Social Mention
• Monitors over 100 social networking sites
• hootsuite.com
• Schedule posts
• buffer.com
• Schedule posts & tracking
• Skitch
• Editing images & screenshots
• canva.com
• Creating images
• Animoto
• creating videos

45. MazDigital.com

46. Feeling Inspired?
What Are Your Ideas?

48. kate@katevolman.com
www.KateVolman.com
561-449-5322
Let’s Connect!