GROW YOUR BUSINESS - Rosevillerosevillechamber.com/wp...Grow-your-Business-with-Social-Media.pdf · GROW YOUR BUSINESS WITH SOCIAL MEDIA MARKETING. ClickSpring - Turning Clicks into

GROW YOUR BUSINESS WITH

SOCIAL MEDIA MARKETING

ClickSpring - Turning Clicks into CommerceTM

Geoff Sakala is the Founder and CEO of ClickSpring, a digital agency based in Downtown Roseville specializing in strategy, marketing, advertising, and design. Geoff is a digital marketing professional with over 20 years of experience in new media, digital advertising, online marketing, and technology.

Geoff studied Business Administration and Management Information Systems at Sacramento State and currently serves on the Program Advisory Committee (PAC) for the Art Institute of California. He frequently mentors and lends his expertise to the Graphic Design, Web Design and Advertising students and programs. Geoff is a former board member of the Sacramento Ad Club, a local chapter of the national American Advertising Federation (AAF).

For more please visit his Linkedin profile: www.linkedin.com/in/geoffsakala/

ABOUT ME

GEOFF SAKALA

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http://www.linkedin.com/in/geoffsakala/


ClickSpring is a marketing, advertising and design agency based in Roseville providing services for over two dozen local and national clients.

ABOUT US

GETTING TO KNOW CLICKSPRING

We serve both B2B and B2C businesses in retail, real estate, banking, media, consumer products, public sector, nonprofit and travel & tourism.

OUR CLIENTS

We provide strategy and implementation for content marketing, digital advertising, web solutions, branding & creatives services.

OUR SERVICES

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1. What are your Goals?

2. Knowing your Audience

3. Defining your Voice & Persona

4. Choosing which Networks

5. Defining your Message

6. Researching your Competitors

7. Defining Roles & Responsibilities

8. Defining Measures of Success

9. Developing your Strategy

✓ Social Networks & Advertising

✓ Blogging & Blog Networks

✓ Content is King - Curation vs Creation

✓ Content Types & Content Calendars

✓ What to Share & How often?

✓ Contests & Promotions

✓ Reputation Management

✓ #Hashtags

✓ Top Tools & Resources

TOPICS WE’LL COVER TODAY

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GETTING STARTED - WHERE TO BEGIN? SELECTED TOPICS


• Time spent consuming media is moving to online and mobile. Now accounting for up to 9 hours each day.

• The methods of consuming media are changing. More of our media is consumed via mobile devices; tablets, smartphones and internet connected devices.

• Business and life are now social and brands and agencies must make their enterprise, products and services social to reach their customers.

THE SOCIAL/DIGITAL CONSUMER

EVOLVING CONSUMER TRENDS

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• Are more likely to spend more

• Are more likely to be a return customer

• Are more likely to recommend your brand to friends and family

• Have a greater affinity and recall of brand messaging

• Are more efficient to reach with greater frequency through social advertising

• Attract others in their social networkto follow brands through viral sharing and engagement

SOCIAL MEDIA USERS

RETURN ON INVESTMENT

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PRODUCT SPENDING

LOYALTY

PROPENSITY TO RECOMMEND

BRAND AFFINITY

MEDIA VALUE

ACQUISITION COST


1. BEGIN WITH THE END IN MIND

GETTING STARTED - WHERE TO BEGIN?

4. CHOOSE YOUR NETWORKS

5. DEFINE YOUR MESSAGING & PUBLISHING SCHEDULE

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2. KNOW YOUR AUDIENCE

3. DEFINE YOUR VOICE & PERSONA

6. RESEARCH YOUR COMPETITORS

7. DETERMINE ROLES & RESPONSIBILITIES

8. DEFINE YOUR MEASURES OF SUCCESS

9. DEVELOP YOUR STRATEGY


➡ BUILD BRAND AWARENESS

1. WHAT ARE YOUR GOALS?

➡ NEW CUSTOMER ACQUISITION

➡ INCREASE ONLINE SALES

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➡ PROVIDE CUSTOMER SERVICE

➡ DRIVE TRAFFIC TO YOUR WEBSITE

➡ CUSTOMER RETENTION & LOYALTY

➡ DRIVE FOOT TRAFFIC TO YOUR STORE

➡ GENERATE LEADS


G - AUDIENCE GROWTH

GEAR MODEL

R - RETENTION & LOYALTY

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E - FAN ENGAGEMENT

A - CUSTOMER ACQUISITION


• Gender split

• Age range

• Income level

• What are their interests?

• How do they spend their time?

• Where do they gather online?

• Social & political views

GEOGRAPHICPSYCHOGRAPHICSDEMOGRAPHICS

• Where do they live?

• Where do they work?

• Where do they travel?

2. KNOW YOUR AUDIENCE

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• Is it silly or sophisticated?

• Old or young?

• Smart? Savvy? Sweet? Authoritative?

• What words will you use and NOT use?

• What is the tone?

• These all should resonate with your target audience(s).

PERSONAYOUR VOICE

• Describe the person who will be speaking for your business and brand. It may be your personality or it may be fictitious. It could be a cartoon charter or a sophisticated 30 something woman. This is the person your customers will hear from and interact with. It should be a persona they can relate to and will elicit a favorable response. Write a description.

3. DEFINE YOUR VOICE & PERSONA

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SOCIAL NETWORKS FACEBOOK, INSTAGRAM, TWITTER + VINE, PINTEREST, YOUTUBE, LINKEDIN

4. CHOOSE YOUR NETWORKS

MOBILE MESSAGING APPS MESSENGER, SNAPCHAT, WHATSAPP, WECHAT, LINE, VIBER, KIK

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BLOGGING MEDIUM, TUMBLR, WORDPRESS, BLOGGER

SOCIAL APPS EVENTBRITE, MEETUP, QUORA

REPUTATION MANAGEMENT GOOGLE, YELP, FOURSQUARE, FACEBOOK, OPENTABLE


• NETWORK SIZE - Facebook now has over 1.4B users and continues to grow.

• GREAT ADVERTISING - Facebook has a very robust and effective ad platform that allows you to connect with new customers.

• EASY TO USE - Facebook has spent a lot of time making their platform intuitive and easy to navigate.

• MOBILE - Facebook has made key investments to stay relevant with mobile apps such as Messenger, WhatsApp, Paper and Groups.

PRO’S

FACEBOOK

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• LOTS OF NOISE - Due to the size of Facebook’s audience, there are a lot of companies on FB competing for mindshare.

• MAINSTREAM - Facebook as the largest social network has become mainstream and may not appeal to niche audiences.

• APPEALS TO CONSUMERS - Facebook appeals to people interested in friends, family and fun. It’s not a great B2B channel.

CON’s


• RICH DATA - Facebook now has over 1.4B users and lots of rich data for ad targeting.

• GREAT ADVERTISING - Facebook has a very robust and effective ad platform that allows you to connect with new customers.

• GEO-TARGETED - Facebook allows you to target ads by city, zip code or in a radius around your business.

• MOBILE - Facebook is a great platform for reaching consumers on their mobile devices.

KEY POINTS

FACEBOOK ADVERTISING

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Side Rail Ad >>>

Newsfeed Ad >>>


• NETWORK SIZE - Instagram now has over 300M users and 30B+ photos shared.

• MOBILE - Instagram is the leading photo & video sharing app, owned by Facebook, it now has a larger user base than Twitter.

• PHOTO FILTERS - Instagram became known and popular for its ease of use and photo filters which make any amateur look like a professional photographer.

• YOUNG AUDIENCE - Instagram appeals to a younger audience than some other networks.

PRO’S

INSTAGRAM

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• MOBILE FOCUS - Must have and take photos and videos with Apple or Android phone to post.

• SCHEDULING - It can be difficult to schedule Instagram posts in advance.

• VERSATILITY - It may be less versatile than other networks and still appeals to a niche audience, but continues to grow.

• ADVERTISING - Advertising is not yet widely available to smaller advertisers.

CON’s


• NETWORK SIZE - Twitter now has over 300M users and continues to impact our daily lives as a source of news.

• OPEN NETWORK - Twitter is an open network which allows anyone to tweet publicly and view the tweets of others.

• REAL-TIME - Twitter is a great source of real-time updates especially for events.

• MOBILE - Twitter has made key investments to stay relevant with mobile apps by purchasing Vine and Periscope.

PRO’S

TWITTER

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• LOTS OF NOISE - Due to the real-time nature of Twitter it can become difficult to cut through the clutter and find relevant content.

• COMPLEX - Some believe Twitter is complex and difficult to understand how to use.

• PERISHABLE - Tweets have a short half-life which can be as low as 15 minutes making it difficult to have your tweets stand out.

CON’s


• LOTS OF OPTIONS - Twitter allows for many ad types to grow your business including lead generation and email capture.

• GREAT FOR EVENTS - Use Twitter advertising connected with an event.

• MOBILE - Reach consumers while on their mobile devices in real-time near your business.

KEY POINTS

TWITTER ADVERTISING

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• NETWORK SIZE - Pinterest now has over 70M users and continues to grow into new areas.

• VISUAL - Pinterest gained mass appeal because it was a very visual network which allowed users to plan, buy and do.

• EASY TO USE - Pinterest is easy to use, easy to start and intuitive.

• MOBILE - Pinterest has made major investments in their mobile apps making them a very engaging experience.

• TRAFFIC DRIVER - Statistics show that Pinterest can drive significant traffic to your website or online store.

PRO’S

PINTEREST

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• SIZE - Pinterest still has a relatively small audience which may make it difficult to use in some markets.

• NICHE - Pinterest does best in areas like weddings, interior design, food, crafts and may not reach mass appeal.

• APPEALS PRIMARILY TO WOMEN - Some believe that Pinterest is primarily for women and that the audience skews heavily female.

CON’s


• Create or use as much original content as possible

• Focus on quality over quantity

• Make it unique & relevant

• Use topical themes to make it easier

• Avoid overuse of internet memes or National “Fill-in-the-blank” Day posts

• Mix it up with questions, polls and other interactive posts

• Make it visual by using images, graphics, videos and infographics

CREATION

5. CONTENT IS KING

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• Curate content which is more difficult to create on your own

• Share from trusted and relevant sources

• Make a list of publications related to your industry

• Setup feeds to easily scan for great shareable content

• Create Google alerts for key terms

• Use searches on Google News or your favorite social network to find content

• Follow influencers for inspiration

CURATION


• Text

• Photos

• Graphics

• Blog Posts

• Videos

• eBook

• Case Study

• White Paper

• Infographic

• Slideshow

• Webinar

CONTENT TYPES

CONTENT TYPES & CALENDARS

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• Two weeks worth of content

• Includes copy, images/videos and links you plan to post on your target social networks

• Includes creating event pages, contest dates, boosted posts, email blasts, actual event dates

CONTENT CALENDARS


• Insider Info & behind the scenes

• Blog posts

• New products & services

• Reviews & testimonials

• Industry news

• Employee or company highlights

• Awards or milestones

• Customer profiles

• Contests & Promotions

• Cross posting for other networks

WHAT TO SHARE

WHAT TO SHARE & HOW OFTEN

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• Facebook = 1x per day (24-48 hours)

• Instagram = 3-7x per week

• Twitter = 3-5x per day (15 minutes)

• Pinterest = 5-20x per week

• Youtube = 1x per week

• Linkedin = 1-5x per week

Note: Original content only, does not include shares, regram’s, retweets, reins etc.

HOW OFTEN?


• Which social networks are they using?

• What type of content are they posting?

• How many fans or followers do they have?

• What level of fan engagement are they getting? (Likes, Comments, Shares)

• How often are they posting?

• Are they advertising? Where?

• What tactics are they using to GEAR their marketing?

WHAT TO LOOK FOR?

6. RESEARCH YOUR COMPETITORS

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• Assign roles for content creation & publishing?

• Who will take charge of advertising?

• Who will monitor the networks and provide customer service?

• Who will be responsible for following up on questions, complaints or other inquiries?

• Who will do reporting and analyze the results?

WHO IS GOING TO DO WHAT?

7. DETERMINE ROLES & RESPONSIBILITIES

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• Use competitor research to develop a benchmark.

• Set quarterly and annual goals.

• Determine the key performance indicators to track.

• Setup process and tools to track metrics.

• Report on progress against your benchmarks at least monthly.

HOW WILL YOU DETERMINE SUCCESS?

8. DEFINE MEASURES OF SUCCESS

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• Combine all the previous steps into a comprehensive plan and develop a strategy for implementing your social media marketing on each social network.

• Share the plan and strategy with your team and ensure understanding across the organization.

• Review progress at least monthly or more frequently if needed to stay on course and achieve your goals.

HOW WILL YOU EXECUTE ON YOUR PLAN?

9. DEVELOP YOUR STRATEGY

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• Social media campaigns, contests, & sweepstakes can be used for new customer acquisition, lead generation, viral engagement.

• Can use 3rd party apps to host contests on your Facebook page or on a landing page on your website.

• Run sweepstakes, photo/video contests, instant win, bracket challenge, pin to win.

PROMOTIONS DRIVE ACTION

CONTESTS & GIVEAWAYS

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• Monitor major review sites on Yelp, OpenTable, UrbanSpoon, TripAdvisor, Google, Facebook, Foursquare for new customer reviews.

• Get real-time alerts of new reviews and make company responses to customers.

• Outreach to customers via email and social media to increase the number and quality of reviews for your company.

REPUTATION MANAGEMENT

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WHAT ARE YOUR CUSTOMERS SAYING?


• A word or phrase preceded by the hash sign (#)

• Functions as a tag to group messages on a specific topic

• Often used for events to group photos and posts from numerous people during an event

• There are no space or other punctuation (e.g., #thisisahashtag)

• Can be used on Twitter, Facebook and Instagram

• Clicking on a hashtag triggers a search for that tag

#HASHTAGS

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WHAT IN THE WORLD IS A HASHTAG?


• Hootsuite

• Tweetdeck

• Buffer

• SproutSocial

• ReviewTrackers

• PicMonkey

• IFTTT

• WooBox

• Feedly

• Mention

SOCIAL MEDIA TOOLS

TOOLS & RESOURCES

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• SocialMediaExaminer.com

• SocialMediaToday.com

• https://blog.bufferapp.com/

• http://sproutsocial.com/insights/

• http://www.reviewtrackers.com/blog

• https://www.socialmediaexplorer.com/

• https://www.facebook.com/business/

• https://business.twitter.com

• https://business.pinterest.com/en

RESOURCES

http://SocialMediaExaminer.com

http://SocialMediaToday.com

https://blog.bufferapp.com/

http://sproutsocial.com/insights/

http://www.reviewtrackers.com/blog

https://www.socialmediaexplorer.com/

https://www.facebook.com/business/

https://business.twitter.com

https://business.pinterest.com/en

(916) 822-7619 | 224 Vernon Street, Suite 210 Roseville, CA 95678 | www.ClickSpring.co

/CLICKSPRING /CLICKSPRING /COMPANY/CLICKSPRINGFIND US ONLINE:

http://www.ClickSpring.co

Documents

GROW YOUR BUSINESS - Rosevillerosevillechamber.com/wp...Grow-your-Business-with-Social-Media.pdf · GROW YOUR BUSINESS WITH SOCIAL MEDIA MARKETING. ClickSpring - Turning Clicks into