Social Media Spring Cleaning: Your Checklist for a Spotless Social Presence

Social Media
The MarketingSavant Group

Spring Cleaning www.marketingsavant.com
888.989.7771
dana@marketingsavant.com

Get Your Social Media House
in Order This Spring!

www.marketingsavant.com
The MarketingSavant Group 888.989.7771

Your Participation, Feedback and
Questions are Welcome!
• This webinar is for people and companies with
an existing social media presence seeking a
few tips to keep it clean, efficient and effective
or to take things up a notch.
• Please use the GotoWebinar control panel to
chat or ask questions.


Can I Get the Slides?
YES!
http://www.marketingsavant.com/resources/

Are you recording the webinar?

YES!
http://www.marketingsavant.com/resources/


Post-Webinar Resources


Spring Cleaning Kickoff
• What You Will Learn
– Overview
• Review the state of your brand
• Review Your editorial Calendar
• Check your image
– 10-Step Facebook Makeover
– Clean Out the Cobwebs on
Twitter
– Polish Your LinkedIn Profile
– Tidy Up Your YouTube
Channel
– Put Some Roots Down on
Pinterest
– Focus Your Blogging Efforts
– Understand Your Social Media
Audience

Assess the Current State of
Your Brand
• Are there any changes in Go through the checklist
your product or service and figure out what changes
offering? have occurred within your
• Have there been any company over the past year.
major personnel
changes? These changes all have an
• Has your marketing impact on your marketing
message changed? message and your social
• Has your target market media profiles.
shifted?
– Demographics Update your social profiles
– Consumer preferences to reflect these changes
– Changes in product/service
offering


Review Your Editorial Calendar
• Start by creating a content calendar if you don’t yet have
one
• If You do have one, look at:
– How frequently are you publishing blog posts?
– How often do you tweet?
– How often do you update your Facebook status?
– Are you getting good feedback on the content you post?
– Is the content you’re posting still relevant to your brand?


What’s Your Content Journey?


SOI2 – Sphere of Interest & Influence 9

• Identify your target State & National
audiences and subgroups Parks

• What are their interests,
‘on-the-desk’ issues and
concerns? Health
Enthusiast

• Who and what Family Travel
influences them? Bike
Bike Clubs
Safety Bike
Shop
• Think in terms of what
associated groups are Fitness &
Training
Bike
Racing
important to your audience
that connect to (touch)
your product or service Healthy Eating Organic Gardening


Assess Your Content Cadence
BLOGGING
• For maximum growth: post multiple times
FACEBOOKto drive the most traffic (3-5 times
per day POSTS
or more is considered best for power
• Maximum 1-2 posts per day
bloggers).
• Once every 2 days willat least once per
• For steady growth: post get the most
"likes"
day.
• Posting ongrowth: publish at least every
For slower Saturday between 12-7
TWEETING is ideal per week.
3 days or 2-3 times
PM EST
• Between 1-4 Tweets per hour
• Most
LINKEDINTweets between 12-6 PM EST
• Update your status when a new blog
post is published
• Don't push Tweets out to LinkedIn
unless it's something really important
• Only share the really great stuff that
will enhance your thought leadership
• Ask and Answer Questions - spend an
hour a week doing this


What’s Your Content Workflow?


Check Your Image

• Make sure you have a
profile picture in place for
each social network
• If you use your logo:
– Is it still relevant?
– Is it professional?
– Is it your current logo?
• If you use your headshot:
– Is it current?
– Is it professional?


Facebook Makeover
1. Choose an eye-catching cover
photo
2. Add videos
3. Fill in your Milestones
4. Highlight important status
updates
5. Make sure your admins are up
to date
6. Go through your list of “liked”
pages
7. Learn the ins and outs of
Facebook Insights
8. Analyze your ad campaigns
9. If you don’t have an ad
campaign, start one
10. Integrate, integrate, integrate


Cover Image Rules

Cover images must be at least 399 pixels wide and may not contain:
• Price or purchase information, such as "40% off" or "Download it at our website"
• Contact information, such as web address, email, mailing address or other
information intended for your Page's About section
• References to user interface elements, such as Like or Share, or any other
Facebook site features
• Calls to action, such as "Get it now" or "Tell your friends"

To get the best quality image and fastest load times for your Page, upload an sRGB JPG
file that's 851 pixels wide, 315 pixels tall and less than 100 kilobytes.

Get Up to Speed with
Timeline
• Choose a Sharp Cover Photo
• Fill in your Milestones
– When did you open your doors?
– Change locations?
– Expand your business?
– Win an award?
• Highlight Important Status Updates
– Pin posts to the top of your
Timeline
– Highlight posts so that they take
up the entire width of your
timeline


Update Landing Page Dimensions

http://www.dreamgrow.com/facebook-cheat-sheet-sizes-and-dimensions/


Facebook Makeover

• Update Your Admins • Who do You Like?
– Go through your list of – Go through your list of
Administrators and “Liked” pages
remove those who no – Unlike pages that are no
longer contribute to your longer relevant to your
Facebook page and add brand
anyone who should be – Research new pages to
helping Like
• Find brands that would
create a nice synergy with
your brand


Get Analytical

• Sharpen up with • Fine Tune Your Ad
Insights Campaign
– What is the – Experiment with new
Demographic makeup of images
your fans? – Tweak your target
– What type of content is demographics
generating interaction? • If you haven’t tried
– What type of content is Facebook Ads yet, the
getting ignored?
changing season is the
– What is your total reach?
perfect time to start!


Integrate, Integrate, Integrate
• Integrate with other
social networks
• Embed the Facebook
“Like Us” button into your
email signature and
website
• Post signs throughout
your business letting
customers know that
you’re on Facebook
• Add the Facebook icon to
your business card


Clean Out the Cobwebs on Twitter

• Log onto Twitter to see
what’s changed
– New Interface for a more
professional look
– Better search
parameters
• “#Discover” feature
– Easier to Interact with
followers
• “@Connect” feature


Freshen Up Your Twitter Profile

• Update Your Bio • Who do you Follow
– Write an interesting and – Un-follow people who
accurate description of clog up your Twitter feed
your business with irrelevant
– Use a professional information
looking avatar using – Un-follow people who
either your brand’s logo never tweet
or your headshot – Find new people to
– Include a link to your follow and interact with
website/blog using Twitter’s “Who to
Follow” tool


Polish Your LinkedIn Profile
• Update your Overview with
current professional
experience
• Write a compelling and
accurate professional
summary
• Include relevant professional
experience, past and present
• Add specialties and skills
• Add a link to your website or
blog
• Specify the type of
connections you are looking to
make
• Freshen up your keywords


Who do You Know?
• Solicit Recommendations
• Sync with your email and
– Colleagues
connect with any relevant
– Supervisors
contacts
– Managers
• Make introductions to
– Clients
broaden your connections and
help your peers connect with – The more the better!
new people • Write Recommendations for
Others
• Search by past and present
work and school affiliations to
find people to add to your
network


Become an Expert on LinkedIn
• Go to LinkedIn Answers and answer questions accurately and thoroughly
to earn “Expert Status”
• Participate by asking your own questions
• Share information by updating your status regularly
– Sync with Twitter so that tweets are automatically shared with your LinkedIn
connections
• Join relevant groups
• Leave groups that are irrelevant to you
• Contribute to group discussions
• Show people what you’re working on


Tidy Up Your YouTube Channel
• Familiarize Yourself with the new layout
• Organize your videos into folders so they are easier to find
• SEO your Channel
– Write descriptions for your videos using keywords
– Give your videos meaningful titles
• Remove irrelevant videos
• Add new content regularly
• Promote your channel on Facebook, Twitter and your Website


Put Some Roots Down on Pinterest
• It’s time to join the
Pinterest movement if
you haven’t already
• Pinterest is the No. 3
social network in the US

1. Facebook: 7 billion
2. Twitter: 182 million
3. Pinterest: 104 million
4. LinkedIn: 86 million
5. 5. Tagged: 72 million
6. Google+: 61 million


Organize Your Boards
• Make sure your boards
are populated with pins
• Add boards to reflect your
brand’s image
• Update boards with new
product offerings
• Remove boards that are
irrelevant or distracting
• Price your items
– Add a price to the
description
– Price tag will
automatically add your
items to Pinterest Gifts


Follow and Be Followed

• Find other relevant brands to follow and
interact with
• Pay attention to who’s re-pinning your pins
– Follow these important fans and reciprocate
– Pay attention to their preferences and taste for
informal market research
• Gain followers by holding contests and giving
away prizes


Take Your Social Media Mobile


Clean Up Your Blog Clutter
• Clean up and update plugins
• Tidy up your categories and tags
– Bulk category cleaner
• Asses the SEO on each of your pages
• Update or archive old content
– Organize your blog archives
• Re-evaluate blog home page content
– Sidebars
– Blogroll
– Ads & offers
• Clean up dead links


Give Your Blog Some TLC

• Evaluate your blog’s voice,
The Six Pillars of Blogging
1. Publishable — Anyone can blog. It’s
purpose and content cheap and every posting goes global.
direction 2. Findable — Every search engine
recognizes blogs, putting them right at
• Are you participating in the the top with other search results.
blogosphere or just pushing 3. Social — Blogs enable consumers to
content? share stories, messages, and
information with one another. It’s
• Pay attention to your inherently social.
4. Viral — New topics and information
inbound keywords and spread viral with extraordinary speed.
write blog post titles with 5. Syndicatable —RSS makes blog content
those keywords instantly portable.
6. Linkable — Links weave together
unlimited networks of blogs together.
One blogger has access to millions of
others almost instantly.

Vary Your Post Types
• Instructional - Instructional posts tell • Lists - One of the easiest ways to write a post
people how to do something. is to make a list. Posts with content like ‘The
• Informational - This is one of the more Top Ten ways to….’, ‘7 Reasons why….’ ‘ 5
common blog post types where you Favorite ….’, are not only easy to write but are
simply give information on a topic. It could usually very popular with readers and with
be a definition post or a longer getting links from other bloggers.
explanation of some aspect of the niche • Interviews - Sometimes when you’ve run out
that you’re writing on. of insightful things to say it might be a good
• Reviews - Another highly searched for idea to let someone else do the talking in an
term on the web is ‘review.’ Reviews come interview (or a guest post).
in all shapes and sizes and on virtually • Case Studies - Another popular type of post is
every product or service you can think of. the case study where you profile a client, a
• Contrasting two options - Write a post peer, an organization or person that you
contrasting two products, services or admire either through direct contact or an
approaches that outlines the positives and interview.
negatives of each choice. • Research – Due some serious due diligence
• Rant - get passionate, stir yourself up, say on your industry, create a benchmarking
what’s on your mind and tell it like it is.. report, or compile data that your readers
would find value in.


Understand Your Social Audience


Launch Your Social Media Survey

• Where are your
customers and prospects
at in social media?
• How do they use it?
• How would they like you
to use it?
• Evaluate YOUR reality vs.
THEIR reality


Build Audience Personas


What Does a Persona Look Like?
Here’s a sample persona checklist. The precise details you’ll want to include depend on your
organization’s marketing. Are you aiming to increase use of a new resource, motivating
volunteers for your programing or build the number of customers choosing you over competitors?
No matter your goals, here’s what you’ll want to include in your personas:
• A one to two page narrative profile, for each persona.
• A few fictional details about the persona’s life—an interest or a habit—that makes each
person unique and memorable. When you start here, the hypothetical constructs spring to
life.
• Brief outline of a daily work day or day at home (depends on who you are trying to reach),
including specific details, likes and dislikes.
• Name, age, photo and personal information.
• Work environments if you’re trying to reach professionals, rather than individuals, including
length of time in the job, professional development habits (if marketing services such as
training for social workers on public benefits), information- seeking habits and favorite
resources, personal and professional goals, colleagues with whom the persona works most
closely, etc.
• Personal and professional goals.


Start Thinking About Social Media on the
Consumer Decision Journey

Marketers can tailor their use of social media for each stage of the consumer decision journey.

Let’s Review!
• What Did You Learn?
– Overview
• Review the state of your brand
• Review Your editorial Calendar
• Check your image
– 10-Step Facebook Makeover
– Clean Out the Cobwebs on
Twitter
– Polish Your LinkedIn Profile
– Tidy Up Your YouTube
Channel
– Put Some Roots Down on
Pinterest
– Focus Your Blogging Efforts
– Understand Your Social Media
Audience

Smile if you liked it!

The MarketingSavant Group
888.989.7771
dana@marketingsavant.com

Thanks You for
Attending!

Thanks for Attending!
SEE YOU AT THE NEXT WEBINAR!


Social Media Spring Cleaning: Your Checklist for a Spotless Social Presence

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Social Media Spring Cleaning: Your Checklist for a Spotless Social Presence