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MakingSocial
MediaWorkfor
YourBusiness
May18,2018
Contact:[email protected]
Follow:@PMGTweets@SusanL_D
AnswertheQuestions
☐ WhatdoIneedtothinkabouttobesuccessfulwithsocialmedia?
☐ WhatdoIneedtodotocreateastrongfoundation?
☐ HowdoIinteracteffectively?
☐ HowdoImeasureresults?
WhatDoesWorkingMean?
□ Traffic
□ Revenue
□ Visibility
□ Engagement
□ Growth
□ On-sitebehavior
WhyBeonSocialMedia
□ Directconnectiontoclientsandprospects
□ Potentialforimmediatefeedbackandcustomerengagement
□ Drivestraffictosite
□ Expandsbrandvisibility
□ Helpsyourbusinessshowupinsearch
□ Let’syoulearnaboutyourmarket/audience
□ Makesyourbusinessmodern,currentandrelevant
□ Candriverevenue
GeneralBestPractices
BeforeYouBegin- Audience
☐ Defineyouraudience
☐ Understandtheirpainpoints
☐ Knowwhattheysearchon
☐ Identifywherethey“hangout”
It’sNotAllAboutYou
YouNeedPersonas
☐ Fictionalcharacterstorepresentdifferentusers☐ Createscohesivethoughtandunderstanding☐ Guidesdecisions
Who– What– When– Where– Why- HowWho– What– When– Where– Why- How
CreatingPersonas
☐ Namehim/her
☐ Picture
☐ Age
☐ Currentsituation
☐ Education
☐ Financialsituation
☐ Beliefs/Morals
☐ Motivations– GoalsandAspirations
☐ PainPoints
☐ Quote
BeforeYouBegin- Brand
§ Actualname§ Username§ Image
UnderstandYourCurrentBrand
Reality
Youcannotcompletelycontrol youronlineimage,butyoucanparticipateinit.
GettheWordOut!OnceisNOTEnough!
• Emailsignature
• Addbuttonsonyoursite
• Othersocialaccounts
• Newsletter
• Signage
SpecificBestPractices
SetAPurposeForEachChannel
ForInstagramwewillsharephotosthatcommunicateourcompanyculture.Wewilldothisbyposting3photosaweekthat
willachieve30likesplus10commentseach.
ForInstagramwewillsharephotosthatcommunicateourcompanyculture[tohelpusattractandretaintoptechnicaltalent].Wewilldothisbyposting3photosaweekthatwill
achieve30likesplus10commentseach.
☐ 3.1billionregisteredTwitterusers
☐ 46%ofusersloginATLEASTonceperday
☐ Highvolume,fast-paced
☐ Skewtowardsyoungercrowd
☐ 38%ofmillennialsintheU.S.haveaTwitteraccount
☐ Mostuserscontinuetheireducationbeyondtheirhighschooldiplomas
http://sproutsocial.com/insights/new-social-media-demographics/#facebook
BestPractices
□ Keepitshort
□ Getlinksinearly
□ Bethoughtfulwithwhoyoufollow
□ Listshelpwithmonitoring
□ Hashtags
□ Lookatanalytics
BestPractices
□ Optimizebio,photoandlinkforSEO
□ SharelinktoTwitteroneverychannel
□ Engage
§ Tagpeople□ Beconsistent
□ Includevideo
§ https://twitter.com/Starbucks/status/736262173366722560
InfographiccreatedbyHubSpotwithdatacollectedbyCoSchedule
http://sproutsocial.com/insights/new-social-media-demographics/#facebook
1.86billionmonthlyactiveusers
48%ofallFacebookusersloginonanygivendayAveragetimespendonFacebookpervisit=18minutesEvery20minutesonFacebook:§ 1millionlinksareshared§ 2millionfriendsrequested§ 1millionmessagessent
BiggestintheUS,ChinaandBrazil
BestPractices
□ Knowalltheformatsforcontent
§ Stories,Live,images,posts,video,links§ Varyyourcontenttypes
□ Focusonengagement
§ Shorterisbetter§ Askspecificquestions§ Fillin-the-blank§ Givedirection
□ 80%ofpostsshouldbenon-promotionalbutrelevant
□ Leverageads
□ Pinpostsforgreatervisibility
BestPractices
□ Respondlikeahuman
§ Postattributionsettings□ Hashtags
□ UseInsights(analytics)
□ Considercontests– withcaution
InfographiccreatedbyHubSpotwithdatacollectedbyCoSchedule
☐ Professionalnetworkingsite
☐ 467millionusersinover200countriesandterritories
☐ Addingaprofessionalphototoyourprofilemakesyou14timesmorelikelytobefound
☐ Userswholistskillsontheirprofileare13timesmorelikelytobeviewed
☐ Presspagehasmapofuserlocations
http://sproutsocial.com/insights/new-social-media-demographics/#linkedin
BestPractices
□ Contentthatconnects§ IndustryInsights§ CompanyNews
□ UseSponsoredupdates&LeadGenforms
□ Pinupdatestothetopofyourcompanypage
□ Leverageemployees
□ Personalprofilepostingcanhelp§ Don’tjustpost,publish
□ ParticipateinGroups
InfographiccreatedbyHubSpotwithdatacollectedbyCoSchedule
☐ 500milliondailyactiveusers
☐ 60%ofuserslogineveryday
☐ Onaverage,80millionphotosareshareddaily
☐ 8%ofaccountsarefake
☐ 60%+ofbrandsareonInstagram.
☐ Instagramgets3.5billion“likes”everyday
BestPractices
□ Greatvisualsareamust
□ Changeisaconstant,stayup-to-date
□ Directmessagingontherise
□ Postusergeneratedcontent(ifappropriate)
□ Tellstories
□ Tagpeople,usehashtags
InfographiccreatedbyHubSpotwithdatacollectedbyCoSchedule
http://sproutsocial.com/insights/new-social-media-demographics/#facebook
☐ 175millionmonthlyactiveusers(75mUS)
☐ 81%ofusersarefemale
☐ Hasbecomearesourceforconsumerbrands
☐ 75%ofusageisonmobile
☐ 65%ofusersareundertheageof40
BestPractices
□ Aplacetohavefun§ Beinspirationalandaspirational
□ Set-updifferentpinboards§ Whatcollectionsarerelevanttoyouraudience?
□ Beagoodcommunitymember§ Repinother’spins
□ Usecontests§ “PinIttoWinIt”
BestPractices
□ Addsavebuttonstoyoursite
□ Writewelloptimizedcopy
□ Usemultipleimagesinapin§ Canva
□ Pinconsistently
InfographiccreatedbyHubSpotwithdatacollectedbyCoSchedule
YouTube
☐ 1.3billionpeopleuseYouTube
§ Male– 55%§ Female– 45%
☐ 5billionvideoviewsonYouTubeperday
☐ Bulkofaudienceisunder55
§ 25-44yearolds makeup49%☐ 80%YouTubeviewsareoutsideUS
☐ 9%ofUSsmallbusinessesuseYouTube
□ Videosmustbeoptimized
□ Advertisingishavingaverypositiveimpact
Content
□ Influencedby§ Channel§ Goals§ Audience
Weneedtostopinterruptingwhatpeopleareinterestedin&bewhatpeopleareinterestedin.”
CraigDavisChiefCreativeOfficerWorldwide
J.WalterThompson(World’s4th LargestAdAgency)
You’veDefinedWho…NowDefineWHAT
☐ Whatdoesyouraudiencesearchfor
☐ Searchenginegoal
§ Makethebestmatchbetweenwhatsomeoneissearchingonandwhatisservedup
☐ Tools§ GoogleKeywordPlanner§ Kwfinder§ BuzzSumo§ Ubersuggest
ContentBuildsBrands…AndRelevance
□ Whatdoesyouraudiencecareabout?
□ Curatecontent§ Addictomatic§ Deeperweb
□ Joingroups□ Studythesuccesses□ Createmulti-usecontent□ Give,Give,Give
ContentPlanning
☐ Useacontentplanningtool§ Createacalendarthathelpsscheduleandorganizeyour
content☐ Goalsofthecontentplanningcalendar
§ Makenoteofkeyevents§ Planaroundseasonalevents/celebrations/importantdates§ Ensureyouarecreatingavarietyofcontentdistributedthrough
allchannels§ Allowforotherstocontributetothecontentplanning§ Avoidprocrastinationandrushtogetcontentoutthere
PrepareYourContent
5questionstoaskyourselfasyouarepreparingcontenttopublishonSocialMedia
1. Whatdoesmyaudiencewanttoknow/careabout?
2. Wherewillmycontentcomefrom?
3. Whocancontribute/help?
4. WhatplatformwillIchoosetopresentthiscontent?
5. HowwillImeasuresuccess?
5/31/18 44
Ahhh! Thatwaseasy!!!Here’sanexampleofcontentplanningcalendar.
YoucanfindmanytemplatesonlineforcustomizationWeek Of: Channel Content/Typ
eTopic/Title Keywords Author Time/Occasi
on
Sunday March 2nd
Facebook Blog Post/ Article
Marketing Fail: When you don’t know your audience
“Marketing Fail”
Susan LaPlante-Dube
Noon – no specific occasion
Monday March 3rd
Twitter -PMGTweets
Tweet with blog post attached
Happy 10 years PMG!
“Marketing Anniversary”
Maureen Condon
PMG anniversary
Tuesday March 4th
Wednesday March 5th
Thursday March 6th
Friday March 7th
Saturday March 8th
ToolsforSuccess- SchedulingYourContent
☐ HootSuite☐ Buffer☐ HubSpot☐ EveryPost☐ Bit.ly☐ AgoraPulse☐ SocialOomph☐ SproutSocial☐ CrowdBooster☐ SocialBro☐ Tailwind
Thankyou.Weappreciatetheopportunity.
BestTimetoPostSources
Infographiccanbefoundatblog.hubspot.com/marketing/best-times-post-pin-tweet-social-media-infographic
