Developing a Successful Social Media Strategy

Developing a Successful Social Media Strategy

Carol Webster

President, Cassel International

Why Use Social Media?

• WILDFIRE• Brand awareness• Customer

– Relationships– Connections– Engagement

• Google

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www.searchenginejournal.com

Social Media Revolution 2011

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Local Listings/Search Engines

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Getting Started with Linked In

• Develop a complete profile• It’s all about connections!

– Use Linked In interfaces with Outlook, etc. to find connections

• Post interesting materials (brochure,presentation)

• Ask for recommendations,testimonials and referrals

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Linked In Tips and Tricks• Emphasize business offering in your

profile• Join groups, follow conversations

(discussion boards)offer solutions

• Company pages• Targeted text ads

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Sample of Linked In Groups

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Getting Started with Facebook

• http://www.facebook.com/pages/create.php

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Use Facebook’s Business Guide

Facebook Tips and Tricks• Engage your fans

– Polls, questions, “like” requests

• Use photos and video• Host targeted contests• Target your status updates

geographically• Facebook Ads• Facebook Deals (check-in)

Source: Small Business Trends9

Getting Started with Twitter

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• Use Twitter’s Guide for Business• Sensible name (consider geography)• Complete profile• Visual branding• DO

• Share, listen, ask, respond,reward, demonstrate know-how

Twitter Tips and Tricks

• Use Twitter’s Advanced Search

• Find industry “peeps” t o connect with - Tweepz

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Source:

Tweepz

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Getting Started with YouTube

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• YouTube is No. 2 search engine online• Picture is worth a thousand words!• “Name and claim” your channel• Complete your online description• Link to your other

“online properties” (website, social networking sites)

YouTube How-To Videos

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YouTube Tips and Tricks

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• Auto-play video• Select appropriate keywords and tags• Consider YouTube keyword search ads • Evaluate Promoted Videos (CTA) ad

program (https://ads.youtube.com/index)• Be creative

Source: www.fastcompany.com

D&P in C

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Google +

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• Add +1 button to • Website• Google AdWords

Adding a +1 button

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http://www.google.com/webmasters/+1/button/

Biggest Social Media Mistakes

• Don’t – Dive in without a plan– Do too much too soon– Have an incomplete profile - BRAND– Toot your own horn too often– Ignore negative comments or

feedback– Stay away

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Best Social Media Practices• Be Customer-centric!

– Help– Listen– Engage!

• Be a “thought leader”• Show your company’s personality!• Unify marketing activities• Continually evolve

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Managing Your Social Media

• Managing social media takes TIME– Smartphone– Empower trusted

employees– Intern– Link networks– Schedule time

daily

• Tools to help– Roost

• Scorecard• Audience Distribution

– Hootsuite– Tweetadder– Tumblr

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KISS

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