The basics of creating a social media marketing strategy, best (and worst!) practices, using analytics to redefine strategy...

1. Social Media Marketing Agency
Social Media Marketing
Strategy, Analytics and
Best Practices
facebook.com/talkingfinger

2. Who Are We?
Erik Granato
Chris Durso
Bill DeRosa
Dana Bereza
Facebook.com/Talkingfinger

3. Creating a Social Media
Marketing Strategy

4. How Do We Get There?
First, We Need To Ask
Ourselves Some Questions

5. 1. Define Your Target Audience
Age
Education
Gender
Hobbies
Location
Career/Job

6. 2. What Are Your Goals?
Brand Awareness
Building Advocacy
Thought Leader/Authority
More Customers/Consumers
Building Strategic Partnerships

7. 3. How Much Time Per Week
Can You Invest Internally?
Be Realistic!
Be Specific!
How Long Will It Take
To Create Content?
Can You Cut Back On Other
Marketing Initiatives?
Include ALL Personnel
That Can Contribute
How Much To
Outsource?

8. 4. What Other Marketing Initiatives
Are In Place?
List ALL Online Assets
-Website List ALL Traditional Assets
-Adwords -Newspaper Ads
-Shopping Carts -Printed Materials
-Enews -Magazine
-Brochures/Literature
-PR Initiatives
List All Current Social Media Assets
-Facebook Pages
-Twitter
-Pinterest

9. Choosing the Right Platforms
You have defined...
-Targeted Audience
-Social Goals
-Amount of Time Available
-Other Marketing Initiatives
This Helps Determine Which Platform
Will Work Best For You
Brief Examples...

10. Broad Demographics
B2C with B2B component
Central Platform
Time Consuming
75% Women
PERFECT for products
Show Your Personality
Somewhat Time Consuming
B2B with B2C Component
Thought Leader/Authority
Continuing Education
Strategic Partnerships

11. Brand Awareness
Tutorials
Behind The Scenes
“Reality” TV
Search Optimization
Broadcast Medium
Real Time Interaction
Building Strategic Partnerships
Thought Leader/Authority
Educating Consumers
Search Optimization

12. NO Marketing Should Be
Living In A Silo
Social Traditional

13. The Idea Is
SYNERGY
Balance
Let advertising offset social media’s scale issue
and allow social media to bring believability
back to an advertising campaign.

14. Add social icons
to ALL
newspaper and
magazine ads
In fact, it should be on ALL
printed material and literature you
create!

15. Add all icons to your business cards
as well as their URL’s
the same as your phone, email and website
Give people multiple points of contact!

16. Your website needs some love too!

17. It should also be in your email signatures

18. Why Create a Strategy?
Let’s just take
As An Example

20. Algorithm:
How Facebook determines whether or not your
content is valuable enough to appear in your
fan’s homefeed.
Affinity: Your relationship with fan, how interactive they
are with your content
Weight: An “Object”’s value: Images and videos hold the
most weight. Then links, last are status updates.
-The interactions also have weight: A comment has
more weight than a “like”
Time Decay: The point at which comments and likes
cease

21. Timeline: Changed Everything
New Tools:
Offers, Advanced Analytics, Real Time Ads
and more...

22. Social Media Marketing Takes Time.
It is *WHAT* You DO With
The Time That Determines
Success or Failure

23. It’s A Marathon...
Not A Sprint...

24. The Calendar

25. Start By The Month
Immediate
Actions:
-All “Hardware” In
Place
-All Platforms
Branded
-All Responsible
Personnel In
Place

26. Start By The Month
Monthly Action:
-Broad Scheduling
of Long Term
Actions
-Actions That Do
Not Need To
Happen Daily/
Weekly

27. Weekly/Daily Breakdown
Weekly/Daily Actions:
-Define
By Platform

28. Weekly/Daily Breakdown
Weekly/Daily Actions:
-Have Metrics
Ready
To Measure

29. Weekly/Daily Breakdown
Weekly/Daily Actions:
-Define The
Actions
By Day

30. Best Practices For Your Strategy
For Longevity And Best Chance of Full Exposure,
Make Posts About The Same “Topic” In A
“Staggered” Fashion.
Example: Blog Post
Basic General Strategy:
1. Immediately Post To Facebook
2. Tweet Out Two Hours Later
3. Post To Google+ The Next Day
4. Tweet it Out At A Different Time Than Yesterday
5. Post on LinkedIn Profile On Day Three
...so on...

31. CONTENT IS KING
A Good Strategy Includes Good Content
Engaging
Open Ended Conversation
Interesting
Educational
Fun
Off the wall
Contradictory
ASK QUESTIONS!

32. CONTENT IS KING
Why Is A Strategy Important For Content?
When You Are Organized And Expect That Content Is
Due, You Avoid The “uh oh’s”
That Lead To Poor Content Creation
And Delivery
You Can Tie The Various Social And Traditional
Platforms Together With A Plan

33. ANALYTICS!!!
Done monthly across
all platforms to define initiatives. This is the cornerstone of success!

34. Use Analytics to Redefine Strategy
Facebook Examples
Post Measurements Help How People Outside
Determine What Content Of Facebook Found
Creates Conversation You

35. Use Analytics to Redefine Strategy
How Far Content Is Shared
By Your Fans.
This Metric Indicates How
Valuable Or Interesting Your
Posts Are
Basic Demographic Breakdowns
Help To Target Messages

36. Use Analytics to Redefine Strategy
Going Deeper...
You Can Purchase
Software Or Pro Versions
For Page Analytics Or
Hire An Agency

37. Use Analytics to Redefine Strategy
Analytics Tell the “Story” Of What You Post and the
Correlations Of Day, Time, Type Of Post, Virality and
So Much More.
Example: Facebook Post
Analytical Discovery: Wednesday Has the Highest
“Share” Rate.
Strategy Redefinition: Save Any Posts That Need To Be
“Shared” For Wednesday

38. A Basic Formula For Social Media ROI
Dollar investment in “Hardware”
Technical: Apps, Landing Pages
Graphic Design
Human investment in “Software”
People: Creating and Curating
Content, Responding, Monitoring

39. A Basic Formula For Social Media ROI
Total sales in dollars resulting directly from efforts.

40. Other “ROI” Metrics
Create and build personal relationships
People do business with people they know
Long term continual engagement

41. Other “ROI” Metrics
Brand loyalty
Brand advocacy and
“cheerleaders”
Trust

42. Everyday Structures For
Success

43. General PointsDo....
Show interest in and listen to others
Be real, be yourself
Take time and do it right
Have fun!

44. General PointsDon’t...
Use platforms to shout your message
Talk about yourself continually
Use auto post programs
POORLY

45. Thank you!
Learn More, Ask Questions, Engage!
facebook.com/talkingfinger