Staying Sane as a One-Person Social Media Department … · Audience Community Building Attracting followers through common ties and interests, integrated into a content marketing

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©2015, The Brainzooming Group @Brainzooming #SMSsummit

StayingSaneas a

One-PersonSocial Media Department

Mike Brown – The Brainzooming Group

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We help make smart organizations more successful by rapidly:

• Expanding theirstrategic options and

• Creating innovativeplans they canefficiently implement.

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©2015, The Brainzooming Group @Brainzooming #SMSsummitBrainzooming™


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I’m Mike and I’m an SSMPBlogging ReligiouslyTwitter Constantly – 24/7Facebook Daily Posts, Lots of >^..^< PicturesLinkedIn Daily Posts, Should Do MoreGoogle+ Kicking and ScreamingSlideshare Occasionally (and get a few leads)Instagram, Pinterest

Hardly Never

YouTube Would Benefit from Doing MorePodcast Occasional GuestInfographics Self-createdTop Tools Hootsuite, Crowdbooster, Hubspot

(just starting)

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Go out NOW and get your eBook with 25 pages of tools, tips, and ideas for Solo

Social Media Professionals.

It will be gone byFeb. 20, 2015!

Get the handout at:Brainzooming.com/Solo2015LV

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StrategyTrying to Develop Strategy AND Do

the Work

Lack of Time

Pulled Between Competing Priorities

Producing Enough Content

Creating Social Campaigns that Produce Business

ResultsLack of Budget

Performance Resources

Are these SSMP challenges familiar?

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Time Savings Strategic Focus Improve Performance

Greater Efficiency More Productive

Impacts that Help Preserve Sanity

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Trying to Develop Strategy AND Do

the Work

Pulled Between Competing Priorities

Creating Social Campaigns that Produce Business

Results

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• Integrate with overall business objectives andthe selling process

• Produce metrics to monitor performance

• Fit with both brand & social media personalities

• Target audience content interests & needs

• Bring continuity to the brand

• Activate efficiently and effectively

Social strategy should deliver a lot . . .

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Solidifying Strategy Yields Benefits

• Articulate and document the strategy

• Stick to it – change for a reason, not boredom or corporate amnesia

• Take some of the daily guess work out of social activities

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SSMP Tip

“Learn to say no.”

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Even If You’re an SSMP, You Have One Other Outstanding* Team Member

“What are we trying to achieve?”

* This team member will help you create strategy, prioritize tasks, focus your work, say “no,” produce metrics, gain supporters,

and grow in influence.

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Linking Business and Social StrategyBusiness Objective

Social Strategy

Strategy Overview Typical Tactics

IncreasingSales

Sales Focused Extend offers or reward purchase continuity through retail – whether online or offline.

• Exclusive online offers• Driving traffic to online purchase sites• Relationship building supporting direct selling

GeneratingLeads

Content Marketing

Original content online used to build leads. Can extend to audience generated content or content aggregation.

• Creating new (and curating) content• Offering downloadable assets• Inbound marketing + email and other follow ups

Building an Audience

Community Building

Attracting followers through common ties and interests, integrated into a content marketing and/or advertising approach.

• Targeting an audience via their high interest areas• Featuring content of general interest (not brand‐specific)

• Promoting branded content and sign‐up opportunities

Growing Awareness

“Lifestyle"Focused

Targeted outreach to a specific important audience group to attract them with regularity and frequency.

• Selecting a high‐interest topic• Creating engaging content on the lifestyle topic• Promoting engagement and incentives

Improving Customer Service

Consumer Engagement

Integrating social media into customer service and direct contact channels to build retention and strengthen relationships.

• Using aggressive social listening• Interacting with the audience using clear response standards

• Developing a social media command center

StrengtheningPerceptions

Cause Marketing

Linking social media and networking toward a common cause and future opportunities to share your message.

• Developing broad partnerships with experts related to a cause

• Integrating social and other public affairs activities• Offering its brand voice to amplify cause‐related messages

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Unpack your #SMSSummit learnings and share them strategically when you get back to work. Via @Brainzooming

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Quantitative

# of posts

Update frequency

# of content assets

Questions answered

# of comments

# of Followers / Fans

Audience downloads

Amount of user content

# of customer service issues handled

# of qualified leads

$ sales / # of units

Qualitative

Comments Audience sentiment

Learnings

User content‐various types

Success stories

Audience‐generatedmarketing

Learnings

ReturnsInteractionActivity

Work on Whole Brain Metrics First!Start with “Returns” Metrics

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Brand Strategy Drives Social

• Brand Promise• Brand Experience

• BIG Brand Statements

• Audience Targets

• Social Personality

• Integrated Content

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Questions – From Brand to Social• Brand Promise

– Who are our customers and how would we describe them?– What do we tell customers and prospects that we offer them (features and benefits)?

• Brand Experience– What type of experience do we promise customers?

• Brand Statements– What’s most important for our brand?– Where is our brand headed?

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Talk strategy with executives to get buy in and focus #socialmedia activities. @Brainzooming #SMSSummit

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Brainzooming.com/Content2015LV

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The CMO’s Guide to Social LandscapeCustomer

Communication Brand Exposure Driving Site Traffic SEO

Facebook

Twitter

LinkedIn

YouTube

Flickr

Blogging

Pinterest

Instagram

SlideShare

Google+

Good! OK BadBrainzooming™


Prioritized Social Platforms Must Align withBusiness Objectives and Communications Strengths

Corporate Campfire

Television Networking Events

Home Movies

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A Build as You Go Social Strategy Plan

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It’s not about being less strategic . . .

• Spend less unproductive time on strategy

• Spend less time changing strategy or fumbling for a strategy

• Make the time you do spend on strategy more productive and likely to create impact

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PerformancePerformance

Lack of Time Producing Enough Content

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Improving Performance Fundamentals

• Produce content once, use it multiple times

• Speed up producing content

• Focus on strongest impact per use activities

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Hens and Hacks

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Produce Once, Use Multiple Times

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Create EvergREen Content

• Stick with what sticks for longer• Create a broader view for your content• Link to what will change• Reference specific dates – or leave them out

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REwrite What You’ve Written1. What would someone need to know before

reading the original blog?

2. What would someone still need to do after theyread the other blog?

3. How can you go into more detail with moresteps?

4. How can you simplify the topic to feature fewersteps than the original blog?

5. How might you reinforce the article’s valuewith new points of agreement?

6. What would you talk about as the oppositepoint of view (i.e., you don’t HAVE to do any ofthese steps)?

7. What links can you feature to previous storiesyou’ve written on the original blog’s topic?

8. What links can you share to stories otherauthors have already written on the topic?

9. What would it look like to rewrite the articlewith the same subject but a different headlineand a new point of view in the copy?

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The Math of (dis) AgREgating Content1. Blog Post / 140 characters > 10 Tweets2. Tweet + Instagram = Facebook Post3. Blog Post – Words + Images = Infographic4. Blog Post + “On Camera Talent” + Camera = Video5. (Blog Post Links + Blog Title) * 10 = Compilation Blog Post6. Video / Capturing Individual Frames > 15 Images7. 1000 Word Blog Post / 3 = 3 Days of Digestible Blog Posts8. 1 Video Interview > 1 Podcast Segment + 1 Blog + 3 Images9. 1 Audio Recording of a Presentation = 2 Podcast Segments + 10 Graphics + 4 Blog Posts10. Website ImageSocial Sharing Button = Pinterest Post11. (Blog Post x 10) + Intro + Close + Call to Action = Downloadable Asset12. Infographic + Blog Post = Downloadable Asset13. (PowerPoint Presentation + “Voice Talent”)Screenr.com = Video14. Live WebinarJoin.me = Video15. (Customer Event x Capturing Content) / Editing > Weeks of Social Media Content16. Rambling Blog Post that’s Not Working – Parts Not Working = Tighter, Working Blog Post

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SSMP – Social Platform Heavy Use

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

Twitter Facebook Instagram YouTube Pinterest LinkedIn Google+ SlideShare Vimeo Vine

Percent of Respondents Heavily Using Each Platform

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+ =

#2 Tweet + Instagram = Facebook Post

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#3Blog Post– Words+ Images

= Infographic

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#5(Blog Post Links + Blog Title) * 10 =

Compilation Blog PostBrainzooming™


“You get 60 to 90 seconds of my time every morning.”

Translation:“I’ll read 250 to 400 words of yours every morning.”

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#71000 Word Blog Post / 3 =

3 Days of Digestible Blog Posts

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#81 Video Interview > 1 Podcast Segment + 1 Blog + 3 Images

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#10Website ImageSocial Sharing Button =

Pinterest Post (or other Social Posts)

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#13(PowerPoint Presentation +

“Voice Talent”)Screenr.com = Video

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#14Live WebinarJoin.me = Video

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Joe 3:16 “For where two or threeare gathered together in a brand’sname, there content will be in themidst of them.”

#15(Customer Event

x Capturing Content) / Editing > Weeks of Social Media Content

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Simplest Content Calendar Starter

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Curate Content Like a TV Entertainment Show

• Shoot and run lots of video interviews

• Repackage previous material

• Tease stories before they run

• Space stories over multiple days

• Take the discussion to Facebook and Twitter

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Performance FundamentalsSpeed up what you produce!

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Heard enough on PERSONAS?

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1

2

3

4

5

6

7

8

9

10

How old is this person?

What is his/her demographic profile?

What are the person’s job title, role, goals, challenges?

What are the range of responsibilities they have?

What’s on their professional frontier?

What lifestage is this person in?

What is this person passionate about?

What personal aspirations and issues are top of mind?

What topics are of greatest interest to them?

What activities do they enjoy?

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SSMP Tip: ABC Content

Capturing

Creating

Curating

Checking

Always Be

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Prooflistening

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SEO Tools

Scribecontent.com

Also take a look at

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SSMP Tip

“It’s smart to shift as much content creation out of real time as possible; doing so

provides valuable thinking and review time.”

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Time Savings from a Dashboard Application

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Bulk Uploading

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Today’s Best Hack

IMO

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=C4+$C$2/1440

=E4+MROUND(RANDBETWEEN(30,45)/1440,0.00347222222222)

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Performance Fundamentals

Focus on the strongest impact per use

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Reuse High Interaction Tweetsand Facebook Posts with Crowdbooster

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Reuse High Interaction Tweetswith Twitter Analytics

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During Initial Exploration• What should I know about the product category, but might easily overlook?• Why are some features more important than others to get desired benefits?• Is there one place where I can get all the information on trends, how‐tos, and other

important facts for this product category?• When will this be the most important, beneficial, or valuable for me?

Seeking More Information• What case studies show how this is being done in new and successful ways?• Is there anything important I should know about the various providers in this category?

Making Comparisons• What are important buying criteria to explore?• Are there short cuts I can take in looking at all the options?• Does anyone have a graphic that shows all the important features, performance levels,

and benefits of all the choices?

Justifying the Product Recommendation or Decision• If I pay more for a promise of larger benefits, how will I justify the investment?• Are there tools to evaluate the benefits of making the right selection?

Tie Content to the Buying Process

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• Non‐exclusive offers (A deal for everybody)• Giveaways (Something for engaging)

• Sharing content for information (Permission to keep talking)

• Peaking interest (Sneak looks at product)• Micro‐advertising (Links to ads)• Exclusive offers (Deals for those acting)• Direct response (Click the link to buy)• Proactive outreach (We can meet your need)

• All Deals, All the Time (Dell – nothing but deals)

Social Sales Continuum

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Lack of BudgetLack of Budget

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Engaging “Free” Resources

• Recruiting a Volunteer Team

• Identifying Guerrilla Marketing Resources

• Making the Case for Resources

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Recruit a Volunteer Team

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Create 6‐Point Team Member Descriptions

• Social Sharer– You are . . .

• Active on social media regularly• Connected on social networks to members of our audience• Willing to track our social content

– The role involves . . . • Staying alert for when we release new content on social channels• Re‐sharing our content within your networks• Continuing to grow your network with audience members

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Social Media Activation Toolkit

CONTENT• Pre‐existing content• Messages• Keywords

PARTICIPANTS• Want to reach audience• Audience influencers• Content producers

PERSONAL INTEREST & NEEDS• Support audience success• Audience motivators• Topics of interest

ACTIVATION• Pre‐existing communications• Current interactions• Tools to borrow

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Social Media Activation Questions• Who are the best storytellers in the company?• Who is creating content inside the company that’s not getting as much attention as it should?• Who is interacting with customers on daily basis?• What events, promotions, sales, campaigns, offers, etc. do we feature on a recurring basis,

whether that’s monthly, quarterly, or annually?• What am I doing with social media that seems to be a waste of time?• What am I doing with social media that seems to take too much time, and why is that?• Which parts of the company might have available budget? Could offering to support them on

social media open up access to new resources?• Who are the people in the organization active on social media personally?• Who are the people in the company that are good photographers?• Who are the people in the company that are good at taking video?• Are there any social media tools / apps that could help another department (that has budget)

save time or expand what they do?

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Getting More Investment?Demonstrate ROI

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• Integrating Strategy, Priorities, and Tactics to Drive Results

• Producing and Distributing More of the Right Content in Less Time

• Engaging “Free” Resources to Extend Your Social Media Impact

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Questions?

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The Best SSMP Tip

“Always carry a second admin in case you are struck by lightning and have the only keys to your organization’s social media kingdom.”

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Go out NOW and get your eBook with 25 pages of tools, tips, and ideas for Solo

Social Media Professionals.

It will be gone byFeb. 20, 2015!

Get the handout at:Brainzooming.com/Solo2015LV

Brainzooming™


Blog: www.Brainzooming.comWorkshop Materials: brainzooming.com/solo2015LVSubscribe: brainzooming.com/subscribe‐brainzooming

Email: [email protected]: @BrainzoomingPhone: 816‐509‐5320

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Staying Sane as a One-Person Social Media Department … · Audience Community Building Attracting followers through common ties and interests, integrated into a content marketing