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Branding and Building a Business Using Social Media Marketing by The Sutter Group
The document outlines a presentation by Rebecca Lombardo on branding and building a business through effective social media strategies. Key steps include selecting appropriate social media channels, creating engaging content, and tracking metrics to measure return on investment. Additionally, it discusses content planning and common social media pitfalls to avoid.
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Branding and Building a Business Using Social Media Marketing by The Sutter Group
- 1. 3 STEPS FORBRANDING AND BUILDING YOUR BUSINESS presented by Rebecca Lombardo ON
- 2. INTRODUCTIONS • Journalism Major,M.A. in Liberal Studies • 13 years of magazine industry experience • Launched largest services division at Vocus (now Cision) of marketing consultants • Created “The State of the Media Report” • Freelancer for Huffington Post • Helped clients bring in more than $2 million in leads
- 3. I. Social Proof II.Choosing Social Media Channels III. Social Media Marketing in Under 10 minutes/day a. Apps b. Sources c. Content IV. Tracking & Attribution for Social Media ROI OUTLINE
- 4. • Before socialmedia existed, how did small businesses get more clients/customers? • What was that called? Where / how did that happen? SOCIAL PROOF
- 5. Social content showsup in search SOCIAL PROOF
- 6. Social content showsup in search SOCIAL PROOF
- 7. CHOOSE THE RIGHT SOCIALMEDIA CHANNEL
- 8. • Choose 2core platforms, maybe 2 or 3 “accent pieces” • Reformat your logo, value proposition, marketing campaigns to fit their specs • Write and distribute your social media usage guidelines among employees BRANDING YOUR BUSINESS ON SOCIAL MEDIA
- 9. SELECTING THE RIGHTSOCIAL MEDIA CHANNELS
- 10. Among online adults,the % who use Instagram INSTAGRAM USERS 18 – 29 30 – 49 50 – 64 65+ WomenMen $30k – $49.9k
- 11. Among online adults,the % who use Pinterest PINTEREST USERS 18 – 29 30 – 49 50 – 64 65+ WomenMen $75k+
- 12. Among online adults,the % who use Facebook FACEBOOK USERS 18 – 29 30 – 49 50 – 64 65+ WomenMen $30k – $49.9k
- 13. REVIEWING SOCIAL SHARING& CHANNELS
- 14. MOBILE APPS FORMANAGEMENT
- 15. Don’t stretch orabbreviate your logo, name, or elevator pitch. Recreate it to fit appropriately! REFORMATTING YOUR BRAND ON SOCIAL
- 16. SOCIAL MEDIA INUNDER 10 MINUTES A DAY
- 17. DON’T SELL…PUBLISH Your BusinessType Your Social Content Restaurant Food / Recipes / Dining Event Planner Party décor / Planning tips Life Coach Advice columnist Photographer Photography / shooting tips
- 18.
- 19.
- 20. “Ramp Up” Mode 100%of Posts • 50% – original content –50%: links to your original content (blogs, etc.) –25%: discounts, deals, offers from your business –25%: real time engagement • 35% – sharing other people’s content (blogs, etc.) • 15% – sharing news DON’T SELL…PUBLISH
- 21. “Guru” Mode 100% ofPosts • 85% – original content –50%: links to your original content (blogs, etc.) –20%: discounts, deals, offers from your business –30%: real time engagement • 5% – replies • 10% – sharing news DON’T SELL…PUBLISH
- 22. Sources for YourOriginal Content: • Your Website (blog is best) • Your Google Adwords • Your clients • Your sales team CONTENT PLANNING
- 23. Sources for YourDiscounts, Deals: • Current Events / National Holidays • Your customers / ideal clients • Your competitors CONTENT PLANNING
- 24. Saturday 15 minutes • Studyanalytics & learn something • Review posts with most engagement • Look at new fans/followers CONTENT PLANNING
- 25. Sunday 1 hour • Findholidays, events, anniversaries • Make a routine out of days of the week (Throwback Thursday) • Schedule 1 post/day on main 2 channels CONTENT PLANNING
- 26. Monday 2 minutes • read,read, read • respond • share the moment (use a hashtag) CONTENT PLANNING
- 27. Amy’s Baking Company Lesson:Don’t live post when emotional SOCIAL MEDIA FAILS
- 28. Entenmann’s Lesson: Inappropriate HashtagHijacking “Who’s #notguilty about eating all the tasty treats they want.” SOCIAL MEDIA FAILS
- 29. Progressive Insurance Lesson: AutorespondersGone Wrong SOCIAL MEDIA FAILS
- 30.
- 31. SOCIAL MEDIA DO’S MaesBeer • Over 7,000 people changed their Facebook name to Maes • Facebook App attracted over 500,000 people in 6 weeks • +75,000 Facebook likes in 1 day • The Facebook fanpage made it into the 6% most active pages worldwide • 1 out of 20 Belgians visited the website and the amount of fans tripled in 1 day
- 32. KNOW HOW TOTRACK AND ATTRIBUTE SOCIAL MEDIA ACTIVITY
- 33. Alerts! • Google NewsAlert • Tweetdeck Search Columns • TweetReach • SocialMention • Hootsuite • Tailwind (Pinterest Only) • Bitly TRACK IT…MEASURE IT…LOVE IT
- 34. Metrics • Retweets /Repins • Shares • Favorites • Comments • Email / Blog Sign Ups TRACK IT…MEASURE IT…LOVE IT
- 35. Easy: • Coupon Codesexclusive to Facebook Fans • Email Marketing Only offers • Rewards Programs (current clientele) TRACK IT…MEASURE IT…LOVE IT
- 36. Hard: • Google Analytics: –Socialmedia referral traffic –Conversion tracking ($ value) –Shopping cart value per purchase • Google Adwords: –View through rates –Click to call conversions –Landing page conversions TRACK IT…MEASURE IT…LOVE IT
- 37. Conversion Tracking: TRACK IT…MEASUREIT…LOVE IT
- 38. Conversion Tracking: TRACK IT…MEASUREIT…LOVE IT
- 39.
Editor's Notes
- #2 Good Afternoon. My name is Karen Sutter and I am President of The Sutter Group, an interactive, marketing agency. And joining me here on the dais is Rebecca Lombardo, TSG’s Social Media Marketing Guru.