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SOCIAL MEDIA How To Reach The Right Audience…
On The Right Platform… With The Right Message!
Carrie Morgan Digital PR Consultant, Speaker & Author
We Make Brands More Visible & Vibrant Online
Today PR & communications demand stronger online skills….
constantly learning…
Ack! … and using time and resources
more effectively @morgancarrie
The pressure to learn new skills &
add new tactics is enormous.
Those who DON’T open the door to increasing criticism. IT’S A REQUIREMENT.
It’s also a missed opportunity.
But it doesn’t have To be overwhelming.
@morgancarrie
Rethink Social Media. Yesterday: promote, promote, promote Today: conversations, engagement
FAR MORE MOVING PARTS.
You… the learners…
are the ones who create new best
practices & pave the way for slower
adopters.
KUDOS!
@morgancarrie
slow down to move faster
Traditional PR
1. Strategy 2. Goals 3. Go Get ‘em, Tiger 4. Measure 5. Tweak (Not twerk. TWEAK.)
@morgancarrie
share examples?
Traditional PR
1. What do you see working? 2. Why do you think it works so well? 3. What do you think are their challenges? 4. Without slamming – what do you see that
doesn’t work so well? Why?
@morgancarrie
Each one can be powerful.
But together? GAME-CHANGING A few ways to get started...
@morgancarrie
K.I.S.S. STRATEGY.
Make it easy
So you aren’t setting yourself up for failure.
Grow as you learn and find success.
@morgancarrie
1
Understand YOUR TARGET AUDIENCE.
How old are they? Where are they online? What are they passionate about? Why?
HOW CAN YOU TAP INTO THAT? If you don’t know, ASK THEM. Give them a chance to know you. Build a community by focusing on them, instead of you!
@morgancarrie
REMEMBER. It’s not about the size of your audience; it’s about reaching the people that matter.
Authentic communication.
Reaching the end decision makers tied to your goal.
@morgancarrie
2
Understand YOUR COMPETITION.
K-4: Making lunch
@ home
GRADES 8-12+
Do they have
cash?
Lunch card – but are they using it?
GRADES 4-7: Same as K-4
BUT kids are budding social media users.
Does that matter? @morgancarrie
3
Don’t bite off MORE THAN YOU CAN CHEW.
@morgancarrie
4
Be Creative. LARGE AUDIENCE OR SMALL, ONE SIZE DOES NOT FIT ALL.
… kind of like portion sizes for kindergarteners versus teens.
@morgancarrie
K.I.S.S.
Get your ducks in a row. Strategy first, not action
What is your goal? Who is your target audience?
What action are you trying to inspire? @morgancarrie
* But no clones allowed.
An example… If you are trying to reach local markets.
Are consumers your buyers?
How does their decision process fit into your strategy?
K-4: Local moms
Kidfluence Districts Other?
GRADES 4-7: Same as K-4 BUT kids
are budding social media users.
Does that matter?
GRADES 8-12+
Teens making
their own decisions.
Taste. Variety.
Cost. Peer influence. Transportation.
@morgancarrie
An example… If you are trying to reach schools nationally.
Are standard social platforms right? What about forums? Chats? SEO-based content?
Who is the actual decision
maker?
How are they finding information?
What does their decision
process look like? Are you using Facebook when they aren’t there?
When you are reaching them, are you giving
value… or just
promoting?
Zzzzzz.
@morgancarrie
5
Brainstorm GOALS THAT FIT YOUR STRATEGY.
@morgancarrie
6
SOCIAL 101 THINGS YOU NEED TO KNOW.
• It’s a fast-moving feed
• Reach is small – 1-5% & declining • Advertising is a necessity • 80% helpful, 20% promotional • Fresh, original content matters • Be active OUTSIDE of your page • Post 2-3x per day
• People only see a tiny portion of the feed • Retweeting, repurposing and repeating = good! • It’s great for B2B, uncertain for B2C • Consider an industry-specific Twitter chat • Mix pre-scheduled activity with live
@morgancarrie
• Mix pre-scheduled activity with live • Be targeted, provide high value • Use tools to make it easier • You don’t own them – invest carefully
What is HOLDING YOU BACK?
Lack of skills
Confusion where to start
Fear of losing control
Fear of failure
Traditional PR
K.I.S.S. then build on your success
@morgancarrie
your challenges?
Traditional PR
1. What is working for you? 2. What isn’t? 3. Why? 4. Audience suggestions?
@morgancarrie
Want help? discount code SNC20 thru 1Q15 [email protected]
http://rockthestatusquo.com @morgancarrie
CC © aurimas adomavicius
We make brands more visible & vibrant online. www.RockTheStatusQuo.com 602.953.8211 o 602.478.9919 c
social media best practices
PARTICIPATE WITH PURPOSE 1. Define why you are using social media
a. who are you targeting? b. what motivates them? c. what do you have to offer them? d. why should they like/follow you?
2. What do you want to accomplish? a. awareness and reach (likes) b. leads c. sales
3. Ensure you are using the right platforms (Facebook, Twitter, LinkedIn, other?) a. explore the demographics of each tool b. learn who uses each one, and THEIR goal
SPEND TIME WISELY
1. Use a combination of original content, posting hyperlinks/images/news and posting on OTHER pages. Make sure you are keeping the SOCIAL in social media. It is not a promotional advertising tool!
2. Use resources like HootSuite, TweetDeck or Vocus to schedule some activity in advance 3. Set up alerts so you are texted or emailed anything that might require a response. NEVER
ignore comments or questions that impact your brand or reputation. SKIP PAST THESE MISTAKES
too promotional - social media is about THEM, not you.
lack of conversation - are you being SOCIAL enough?
wrong frequency or timing - are you posting enough? at the right times?
no incentive to like - are you giving them something of value?
thinking they care - what motivates them? Are you giving them a REASON to care?
lack of monitoring - what are they saying about you? Are you hearing it FAST ENOUGH?
not responding - timing is everything, especially if it is negative
it's not easy but it's worth it!
Website: www.rockthestatusquo.com 602.953.8211 o 602.478.9919 c
Rescue My Social, Carrie!
Major Agency Talent + DIY
What if you could hire a senior-level agency executive to MENTOR YOU and figure out the tough stuff – but SAVE A TON OF MONEY by doing the heavy lifting yourself?
>> If you are overwhelmed, confused or just getting lost in the sheer size/scope of social media and online marketing – this is your solution.
What's required?
1. About 8 hours of your time (meetings, emails and paperwork)
2. A discovery session to review your business, its goals, compliance and other issues, and your vision
3. A final session with Carrie to review your social media map, make any changes & finalize
4. Weekly one-hour status call for the first thirty days
5. A review at the 30- and 60-day milestones make sure you're on track
WHAT’S THE INVESTMENT? $5,000 WITH 50% DOWN EVENT ATTENDEES ONLY
What's included?
An audit of your online assets and brand identity – what’s missing, what’s right, what’s wrong
Distillation of your messaging into a few clear focus points that you’ll be promoting
Defined marketing objectives to give you direction
A simple brand “promise” to direct your messaging (every post, tweet or piece of content should point right back to this!)
Prioritized brand attributes, specific to your product/service (what primary emotions are you trying to convey?)
A SOCIAL MEDIA ACTIVITY MAP tying the above elements of your business to your specific social media action plan. (You’ll want to post this RIGHT BY YOUR MONITOR. This tells you what to post, when, where AND what!)
A maximum of 25 hours at $200/hr. Non-local meetings use virtual conference resources.
(BRAND NAME REMOVED) social media strategy example brand promise helping women change the world through coaching & inspiration
Marketing objectives 1. coaching 2. speaking 3. sisters
Brand attributes leaving smallness behind the path to greatness empowerment inspiration faith
Customer Acquisition Goals fans leads traffic sales
Social Media Activity Map 1. Post on Facebook 2x/day 2. Blog 1-2x/week 3. Comment on OTHER
blogs 2x/wk 4. Secure one blog guest
post opportunity per quarter.
The goal is sharable content that builds awareness, and lead generation
YOUR GOAL IS TWO POSTS EVERY DAY, plus 2 likes and 2 comments on other pages (event pages, church pages, go where your target audience is.)
Schedule 50-95% of posts in advance via HootSuite or ViralHeat
Transition your profile to ONLY personal, and your page to only business. Be selective about your profile likes; do not mix them, and refer anyone outside of friends/family to your page.
Why should someone follow you? Every Facebook post should mindfully fit into inspiration, coaching tips or speaking. Don't be boring! Bring value.
Tie to your Daily Mantra? Use posts to help women LIVE the mantra. Examples, quotes, etc.
YOUTUBE
The goal is lead generation for speaking opportunities - both faith-based and business related.
This is where you will build a clip library to showcase your past speaking opportunities. It is your speaking "resume."
Each post should be carefully optimized for search, and include a way to contact you for speaking queries.
Each time a video is posted, it should be cross promoted on Facebook. Sample copy "I met some truly fantastic women at the XX conference last week. If YY interests you, check out this video of my keynote! www.Youtube link."
BLOG
The goal is search engine friendly articles 2x WK that share your wisdom and expertise. The secondary goal is lead generation via email address captures
Schedule writing time, and honor it like a meeting
Blog categories should be major keywords (general), and tags should be the blog topic (niche). New blog categories could be: Inspirational Women, Women & Leadership, Women Ministries, Women Speakers, Women Leadership Quotes, Motivational Women, Women of Faith
Comment on other blogs 2x/wk.
Secure one blog guest post opportunity per quarter.
OTHER
IGNORE or delete Twitter
KEEP Pinterest, but optimize for SEO. (Here's how.)
(BRAND NAME REMOVED) social media strategy example brand promise helping women change the world through coaching & inspiration
blog | twice a week
Game over, it's time to be real. this brand is all about helping women with powerful inspiration and coaching - and social media is a fantastic way to share that
message. EACH BLOG POST is an opportunity to touch someone on an emotional level. Make each one count. POST TWICE A WEEK, and feed it to
Facebook/Pinterest.
"Motivational Monday" Blog post: Every Monday morning, post a mantra for the week that is motivational, and tie in a task, lesson or distinction. Make each
one very targeted and specific, NOT general. Make sure the Facebook page is connected to the blog so it automatically posts. Also, include "motivational
Monday" as a tag on each post, so people can go back and read them easily.
"Freaky Friday" Blog post: On the occasional Friday, write a post related to your distinction "You are a superfreak of wisdom, talent and love! Own it, claim it
and share it." it should tie into either owning, claiming or sharing, and be tagged on each post so people can go back and find them easily. Consider this almost
branding tied to the label superfreak and what that means. This does not have to be every Friday.
Every post should have value and a powerful take-away. Instead of a general call to action to be more open, a post should be transformative, educational or
inspirational in a specific way. For example, instead of a post on "Let Blessings Pour In, it could be "Five Minutes To Five Blessings," "Car Rear-Ended? Here's
the Blessing in That," "Recognizing the Blessing when Spouses Argue" or "How to Remove the Blinders & Recognize Blessings When They Happen."
Think of each post as a mini speaking opportunity, and let your OWN greatness shine out. Make it powerful, and a small opportunity to teach or inspire.
Make posts an interesting mix of business coaching, life coaching and faith-based, but always going back to the marketing objectives and supporting your
brand promise and attributes. Post ideas (based on book content):
o Three ways to claim your talent
o How to get past fear
o Five ways women sabotage their greatness as a parent
o How to recognize and stop self-demeaning behavior
o Quelling that negative voice within
o Recognizing spiritual injury
o Five ways to fall in love with yourself
o How to recognize your authentic self
o Why do women apologize so much?
o 10 ways to heal and forgive yourself
o Are you addicted to being crazy-busy?
o Six ways you attract smallness, and how to let them go
o Three ways you are sabotaging your greatness
o How to get better, not bitter
o The Blessing in Children's Homework
o What does it mean to "be authentic?"
NOTE: The blog name needs TLC. Does inspiration and balance fit in with the brand promise, or should it be shifted to something more relevant/powerful? It
looks great, but the copy doesn't work.
