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Social Media Marketing Strategies for Success
About Web Strategy Plus
Thanks for joining me today!
© Web Strategy Plus 2013. All rights reserved.
Presented by: Michelle HummelCEO of Web Strategy PlusWeb Design & Social Media Agency
Founder of Web Media University &Cincinnati Social Media Enthusiasts
The Future of the Internet is Social
Google+“Google+ invites were being
sold on eBay for up to $27 each!”
Players may change but you MUST learn how to adjust
Start now or you will be behind by your competitors
Why Social Media?
How do you keep up with social media trends?© Web Strategy Plus 2013. All rights reserved.
The Big Players - Facebook
© Web Strategy Plus 2013. All rights reserved.
• #1 most visited site in the world• If Facebook were a country it would be the third largest country in the world • 901 million monthly active users, growing at a rate of 5 - 6 million new users per week• More than 5 billion minutes are spent on Facebook each day• 3.2 billion Likes and Comments are posted daily
30 billion pieces of content shared each week: web links, new stories, blogs posts, notes, photo albums etc.
3.5 million events created each month
1.5 million local businesses have Facebook fan pages
Facebook Content Review
Do you have a Facebook Fan Page?© Web Strategy Plus 2013. All rights reserved.
The Big Players - Google Plus
© Web Strategy Plus 2013. All rights reserved.
Stats as of Oct 2013•70% of brands have a Google Plus page•Google reports that Google+ now has 300 million active users making it the 4th largest social network•28% of users are Millennials (15-34)•38.37% of all Google+ visits are by those in the 25-34 age bracket•Websites using the +1 button generate 3.5x the Google+ visits than sites without it
The Big Players - YouTube
© Web Strategy Plus 2013. All rights reserved.
• #2 Search Engine in the World• 6 billion hours of videos watched per
month • 300,000,000 visits per day• 100 million likes, shares, or comments
every week• 100 hours of video is uploaded to
YouTube per minute
The Big Players - Twitter
© Web Strategy Plus 2013. All rights reserved.
• 34% of marketers have generated leads using Twitter, and 20% have closed deals using Twitter
• 55% of Twitter users access the platform via their mobile
• 100 million active Twitter users• 80% of consumers have better impression
of companies that use Twitter for customer service
• 56 % use Twitter for business purposes• The average number of tweets per hour is
around 1.3m
The Big Players - LinkedIn
© Web Strategy Plus 2013. All rights reserved.
• 161 million members in over 200 countries and territories
• 2 new members per second• 5.3 billion professionally-oriented
searches on the platform in 2012• More than 2 million LinkedIn
Company Pages
Average member:• college educated • 43 years old• making $107,000
10 Million US Monthly visitors More than 80% of users are women 29% are between the ages of 39-44 Topics of interest – fashion/style,
interior design, hobbies, and cute collectibles/animals
80% of pins on Pinterest are repins
The Big Players - Pinterest
Is your target audience on Pinterest?© Web Strategy Plus 2013. All rights reserved.
SEO & Social Media
© Web Strategy Plus 2013. All rights reserved.
What Search Engines Follow
Twitter: Profile & TweetsGoogle Plus; Profile & CommentsLinkedIn: Profile, Links & EventsFacebook: Public Profile, Shares of your Web AddressBlog: Fresh ContentPinterest: Images and Videos
Blog should be part of your website
Drive traffic with original content
Content is critical even more now with Google+
WordPress is one of the best blogging platforms
Do You Have a Social Media Hub?
Do you have a Blog? Does it live on your website? © Web Strategy Plus 2013. All rights reserved.
Mobile Friendly Site is Critical
© Web Strategy Plus 2013. All rights reserved.
Do you have a Mobile Friendly website?
Mobile Devices have become bigger than PC sales
86% of adults own a Mobile phone
53% use it to access the Internet57% of users will not recommend
a business with a poorly designed mobile site
Mobile Internet is becoming the Internet
Mobile – A Love Story
© Web Strategy Plus 2013. All rights reserved.
Consumers have fallen in love with their Smartphones!Always OnPocket ComputerSocial NetworkingShoppingNavigationCamera/VideoTextingAnd….making phone calls
Do you go back home if you forgot your phone?
Fresh Content, you must be writing and posting new blogs for SEO
Social Content, you must be providing interesting content others will enjoy and share
Easy to share, do you provide your visitors easy ways to share, like, download and/or retweet your content?
Is your site “Social Media Friendly”?
Is your content easily shareable?© Web Strategy Plus 2013. All rights reserved.
The most popular CMS in use today
Powering nearly 8.5% of all websites
10,000+ plugins available100+ million total plugins
downloaded13+ million total downloads of
WordPress at a rate of approx. 2 per second
WordPress Fun Facts
*Data compiled by Chase Granberry of Authority Labs Search rank Monitoring http://www.authoritylabs.com© Web Strategy Plus 2013. All rights reserved.
Famous Brands Like: Playstation MTVLexuseBayCNN NASA FordSony People
Who is using WordPress?
© Web Strategy Plus 2013. All rights reserved.
Google AnalyticsUnique Daily VisitorsLength on siteClicks from whereEntry pagesExit pagesAlexa.comGoogle Analytics
Website Search Engine Audit
How do you measure your website traffic? © Web Strategy Plus 2013. All rights reserved.
You have 3 seconds to grab your prospects attention!
Free WebinarFree White PaperFree DownloadFree TrialFree Consultation
What is Your “Call To Action”?
What is your strongest offer? © Web Strategy Plus 2013. All rights reserved.
What happens when you Google your name?
Do you like what you see? Your name is your brand,
you need to control this message
Recruiters and customers are searching for you – what are they finding?
How is your Personal Brand?
© Web Strategy Plus 2013. All rights reserved.
What if your competition or worse an angry custom bought yourname.com?
You need to control “your brand”
People remembers names easier than brands
People are looking for you by name, make it easy to connect!
Get “yourname.com”
© Web Strategy Plus 2013. All rights reserved.
Make the first impression they get about you when searching the best
Fresh content will rank higher in the search engines
People like to connect with “people” not logos – be a person who is transparent, likeable and human
Put your best face forward
© Web Strategy Plus 2013. All rights reserved.
Session 2: How do I Build an Effective Social Media Platform?
Questions To Ask Yourself
Have you created a website that lets people ask questions?
Can customers easily connect with you?
Do you share real life experiences with them?
Social media has great potential to create a sense of community around your business
Joel.is
Have you created a community platform?
© Web Strategy Plus 2013. All rights reserved.
Where is your Community?
Have you created a LinkedIn group for your business?
Have you created a Facebook group?
Does your Facebook business page create relationships?
Social media has great potential to create a sense of community around your business
Have you created a community platform?
© Web Strategy Plus 2013. All rights reserved.
Community Needs A Leader
A great community needs a strong leader
Clearly define the purpose of your community
Individuals want to connect with other like-minded members
A good community will attract customers, influence and opportunities
Entreprenuer’s Advice Club
Do you think of yourself as a leader?© Web Strategy Plus 2013. All rights reserved.
Invite Members to Connect
Select members to join special groups and send them a personal invite – make them feel special
Introduce them to other community members
A strong community is a powerful tool of influence for building your business & helping others
Online ResourceLinkedIn Invitations
© Web Strategy Plus 2013. All rights reserved.
Community Building Ideas
Invite them to join and participate in your special community events, groups, programs and broadcasts
Ning Social Network LinkedIn Group Facebook GroupMembership WebsiteMeetup GroupPinterest Community BoardFan of the Month Club
© Web Strategy Plus 2013. All rights reserved.
Cats Rule the Internet
#1 Cats
#2 Bacon
#3 Zombies
© Web Strategy Plus 2013. All rights reserved.
Have you seen a funny cat video lately?
What is Content Marketing?
It’s the creation and sharing of content in order to attract, acquire and engage current and potential customers…
with the objective of driving profitable customer action.
What content inspires you?© Web Strategy Plus 2013. All rights reserved.
Consumer Behavior has Changed
• 80% of consumers prefer to get company information in a series of articles versus an ad (think blog)
• 70% say content marketing makes them feel closer to the company
• 60% say that company content helps them make better product decisions
Content Marketing is the future
Do you record your TV shows with a DVR?© Web Strategy Plus 2013. All rights reserved.
Content is King
“What makes my brand so interesting that people will want to talk about it and share it with their friends?”
Fact: You can’t succeed in social media if you don’t have something interesting to say.
© Web Strategy Plus 2013. All rights reserved.
Do you have a Content Marketing Strategy?
Be seen as a “expert” in your industry
Fact: If you don’t brand yourself...Google will
Are you a Thought Leader?
What valuable content do you plan to share?
© Web Strategy Plus 2013. All rights reserved.
Define the unique skills you bring to the table
What makes your approach different?
What keywords would you like to define you or the brand?
Be sure to use the keywords frequently in your Content Strategy!
What makes you different?
© Web Strategy Plus 2013. All rights reserved.
Do you have a unique story about how your business came to be?
When did you go above and beyond for a client?
What is your best testimonial?
Success Story: Cullen Brothers
What is Your Unique Brand Story?
What is your emotionally engaging story?
© Web Strategy Plus 2013. All rights reserved.
Session 3: How to develop a Social Media Marketing Strategy
Define Your Goals
© Web Strategy Plus 2013. All rights reserved.
Move people to take action, join contests
Increase email and blog subscribersMore likes, fans and followersImprove search engine rankingIncrease blog post commentsReduce your sites bounce rateIncrease event registrationTurn fans into advocatesIncrease website trafficIncrease sales
Define Your KPI’s
© Web Strategy Plus 2013. All rights reserved.
KPI = Key Performance Indicators: a metric used to track if you are accomplishing your business goals
Blog commentsDownloadsEmail subscriptionsLikes, Followers and FansReviewsTime spent on key pagesRatingsRegistered Users (new/active)
Social Engagement
© Web Strategy Plus 2013. All rights reserved.
You want people to share things You want people be advocatesYou want people to visit frequentlyYou want people to refer friendsYou want people to buy products
“Engaged customers and prospects are far more likely to do some or all of the above.”
Find Your Audience
© Web Strategy Plus 2013. All rights reserved.
Decide what social networks to engage with
Facebook – B2CLinkedIn – B2BPinterest – B2B & B2CTwitter – B2B & B2CYouTube – B2B & B2CGoogle Plus – B2B Niche Communities – Google Forums
Social Media Posting Strategy
© Web Strategy Plus 2013. All rights reserved.
SEO Blogs - 2-4 blogs per monthSEO Press Releases – 1 per monthFacebook – 1 post per dayTwitter – 3-5 Tweets per dayGoogle Plus - 1 post per dayLinkedIn Personal Profile – 1 post per
dayLinkedIn Groups – 1 post per weekLinkedIn Company Page – 1 per dayPinterest – 6 pins per day
Create an Editorial Calendar
© Web Strategy Plus 2013. All rights reserved.
Create a daily posting schedule
Develop a blog content writing schedule
Create Monthly & Weekly ThemesPlan for EventsDecide what days and at what time
you will post Plug into excel to track easilyDon’t forget to include Holidays and
post about current events
Listen, Communicate & Respond
Respond quickly to commentsEngage by asking questions, and
posing topics for discussionCustomers want to know that
they are helping to shape the products you provide
They want to know that you’re thinking about them
Online ResourceSendSocialMedia.com
© Web Strategy Plus 2013. All rights reserved.
Facebook Optimization
© Web Strategy Plus 2013. All rights reserved.
What you will need to get started:
•1 Custom Timeline image
•1 Logo/Profile photo
•3 Custom Tab Designs
•3 Landing Pages from your website
•Install custom tabs, resource SocialAppsMatch.com
LinkedIn Optimization
© Web Strategy Plus 2013. All rights reserved.
• Custom URL
• Keywords in headline and content
• Recommendations (3-5 to start)
• Send Invites, Goal 100 Connections
• Join Groups (No more then 50)
• Create LinkedIn Company Page
• Create Targeted LinkedIn Group
Twitter Optimization
© Web Strategy Plus 2013. All rights reserved.
What you will need to get started:
Create Twitter Handle
1 Logo/Profile photo
1 Custom Twitter Background
Profile details
URL to website
Start following (@webstrategyplus & @michelle_hummel)
Start Tweeting
Find Retweets
Google Plus Optimization
© Web Strategy Plus 2013. All rights reserved.
What you will need to get started:
Gmail Account
1 Logo/Profile photo
1 Custom Background
Create Personal Profile
Create Business Page
Connect all websites to get Google Authorship
Join Communities
Setup Circles
YouTube Optimization
© Web Strategy Plus 2013. All rights reserved.
What you will need to get started:
Google Plus will connect
1 Logo/Profile photo
1 Custom Background
Setup Playlists
Follow other channels
Animate your PowerPoints
Pinterest Optimization
© Web Strategy Plus 2013. All rights reserved.
What you will need to get started:
1 Logo/Profile photo
Setup Board
Create Community Boards
Verify your Website for best SEO results
Boards Ideas: products, blog posts, videos, team photos etc.
Identify Influential Brand Advocates
Connectors - act as human bridges making connections and help to inspire business ideas
Mavens - seen as experts, help other people make informed decisions, the "go to" people
Salespeople - persuasive in selling, influential to peers
Do any of your customers fit these descriptions?© Web Strategy Plus 2013. All rights reserved.
Brand Advocate Facts
83% more likely to share information about a product than typical web users
75% more likely to share a great product experience
3x’s more likely to share product opinions with someone they don’t know
2.5 times more likely to use social media to expand their social circle
Could you use a few more Brand Advocates?© Web Strategy Plus 2013. All rights reserved.
Why are they important?
These are the people you want as customers!
They will help you make connections and give you referrals
You need to actively identify, inform, nurture and reward them
Ultimately you want to create vocal "brand fans" who will spread authentic, positive word-of-mouth
© Web Strategy Plus 2013. All rights reserved.
Employees Inspire Brand Advocates
Fastest way to create Brand Advocates is to create employees that love the company they work for
Employees naturally share positive word of mouth and deliver exceptional customer experiences
They share every idea they have to help the company and it's products/services to thrive!
Are your employees Brand Advocates? © Web Strategy Plus 2013. All rights reserved.
Know your Brand Advocates
Get to know their businessCan you send them referrals?How can you help them?Don't assume if someone is a
Brand Advocate that they will stay one
You have to keep earning their respect and referrals
How can you help your Brand Advocates?© Web Strategy Plus 2013. All rights reserved.
Ask for Referrals
Ask them to post a review on Google Places, Yelp, TripAdvisor, LinkedIn and any other sites for your industry
Give them your business cards so they can share with people they know
Do you ask your brand advocates for referrals?© Web Strategy Plus 2013. All rights reserved.
Bring Your Brand Advocates Together
Create a customer advisory group
Host events to get your Brand Advocates together
Invite the media so they can hear why they love your brand!
Build relations with your Brand Advocates + build employee morale + generate customer testimonials for marketing
How can you get your Brand Advocates together?© Web Strategy Plus 2013. All rights reserved.
Brand Advocates Love Promo Items
Brand Advocates love to promote your company logo
Make it a reward for themOffer your promo items for sale
on your websiteEasily identify your true Brand
Advocates when they buy your promo items
Thank them for supporting your brand!
Do you offer promotional items for your brand?© Web Strategy Plus 2013. All rights reserved.
Special Customer Contact
Brand Advocates should feel important and special
You want them to know about new services, important changes, events and positive media first
Send personal email communications
Do you make your Brand Advocates feel special?
© Web Strategy Plus 2013. All rights reserved.
Questions and Answers
What questions can I help answer?
Thank you for participating!
Michelle Hummel
Web Strategy Plus
http://www.WebStrategyPlus.com
Phone: 513-399-6870
michelle@webstrategyplus.com
© Web Strategy Plus 2013. All rights reserved.
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