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An in-depth overview of the steps to take in order to start using social media strategically and effectively for business purposes.
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COLDWATER SOCIAL MEDIA SEMINAR:TAKING YOUR BUSINESS TO THE NEXT LEVEL WITH SOCIAL MEDIANIKKI LITTLE | IDENTITYPR.COM | @NIKKI_LITTLE
WHAT WE’LL DISCUSS:o Current statso Good and bad examples of companies using social mediao Planning process – internal and externalo How to use social media for business strategically and effectivelyo Tools and platformso Strategies/resources for coming up with contento How to grow your company’s presence onlineo Measuring successo Where social media is going in the futureo Q&A
There are more than 1 billion people on Facebook. (Facebook)
30% of the world’s entire population is online, with users spending 22% of time on social networks. (MindJumpers)
Companies that blog have 434% more indexed pages. (Search Engine Journal)
LinkedIn generates more leads for B2B companies than Facebook, Twitter and blogs. (Social Media B2B)
SOCIAL MEDIA USE FOR BUSINESS IS ON THE RISE, BUT…
COMPANIES STILL STRUGGLE WITH HOW TO USE IT STRATEGICALLY & EFFECTIVELY
DON’T START A SOCIAL PROGRAM WITHOUT FIRST SETTING GOALS!
SOCIAL MEDIA SHOULD NOT OPERATE IN ITS OWN BUCKET
COMPANIES DOING A GREAT JOB WITH SOCIAL MEDIA…
BIGGBY COFFEE
GARDEN FRESH GOURMET
COMPUWARE
HERMAN MILLER
COMPANIES MAKINGSOCIAL MEDIA/ONLINE MISTAKES…
NO RESPONSE TO COMPLAINTS
TOO MUCH SELF PROMOTION & SYNCING TWITTER WITH FACEBOOK
WRITING ONLY FOR SEO & DIRECTING PEOPLE TO NON-WORKING SITE
THE SOCIAL MEDIA PLANNING PROCESS
SOCIAL MEDIA PLANNING – INTERNAL o Get leadership approval/support/commitment from day one o Build your support team – who will help get info you need,
address problems, give approvals?
o Access to existing channels to clean up/edit and website analytics
o Social media policy and additional guidelines (if needed)
o Determine – encouraging employees to interact on company social channels?
o Determine strategy for announcing new program to employees (email, newsletter, meeting, etc.)
SOCIAL MEDIA PLANNING – EXTERNAL o Online audit (what company is doing right/wrong in social
media, website/SEO/online advertising review, where customers are talking about company online, competitor social media activity review, opportunities and recommendations for next steps)
o Put monitoring plan in place
o Program plan – Goals and objectives, strategy, tactics, metrics for success, tools and platforms, voice and tone, personas
o Response flow chart and crisis plan
o Clean up current profiles, build new ones, build editorial calendars, start populating channels
o Launch strategy – roll out all at once, staggered roll out?
USING SOCIAL MEDIA FOR BUSINESS SUCCESS
BEST PRACTICESo Treat each network separately, no channel syncing!o Find a way to stand outo Give specific calls-to-actiono Keep SEO in mind, but write for humanso Know your customers/audienceo Respond as soon as possibleo Make sure leadership understands what you’re doing
and why and understands the resultso Combine qualitative and quantitative measurementso Voice online must match company values – don’t try to
be something you’re noto Respond to the negative comments and complaints,
take offline when appropriateo Use feedback/insights to improve your business
THE TOOLS
MONITORINGo Third party Twitter tools like Tweetdeck
and Hootsuiteo Google alertso Social Mentiono Newsleo Addict-o-matico Twitter Searcho Google Reader & Flipboard
RESEARCHoTwellowoStumbleUponoAlltopo IcerocketoGoogle News/Blog search
PUBLISHINGo Storifyo Slideshareo ScribdoWordPresso Tumblro Posterouso PitchEngine
ANALYTICS/TRACKINGo Google Analyticso Clickyo Mail Chimpo Tweetreacho Viralheato Facebook Insightso Feedblitzo Google Analytics URL Buildero Buffero Bit.ly
ENTERPRISE TOOLSo Omnitureo Salesforce and Radian6o Sysomoso Sprout Socialo Spiral 16o Social Engageo ArgyleSocial o SEOmozo Wildfireo PageLever
COMING UP WITH CONTENT – SOURCES OF INSPIRATION
CONTENT SOURCESo Your customers/clients – What questions
are they asking? What do they care about?o Your employeeso Keywords that bring people to your site
(look in your analytics program) and AdWords Keyword Tool
o Multimedia – particularly for Facebooko Company news and positive media
coverageo Eventso Your culture
CONTENT SOURCESo LinkedIn Answers, Quorao News and blogs related to your industry
– build off their content (don’t copy – add something new)
o Book reviews, recaps of conferences/events/Webinars/seminars
o Advice, how-tos, list posts – valuable/helpful information
o Good old Google
KNOW YOUR AUDIENCE!
HOW TO GROW YOUR ONLINE PRESENCE
OWNED MEDIAo Blogging
o Website – optimize for SEO
o Company newsroom on website
o Email marketing
o Company newsletter (print, online or email)
o Whitepapers and e-books
IDENTITY QUARTERLY NEWSLETTER
VERIZON WIRELESS MIDWEST AREA BLOG – IDENTITY CLIENT
EARNED MEDIAo Guest blogging and commenting on
relevant blogs
o Media coverage
o Blog coverage
o Speaking opportunities
o Participation in podcasts and webinars
PAID MEDIAo Online advertising (media outlets, websites,
forums)
o Social media advertising – LinkedIn ads, Facebook ads, Facebook promoted posts, Twitter promoted posts
o Blog advertising
o Blogger sponsorships
o Event sponsorships
MEASURING & PROVING RESULTS
DON’T FALL IN THE ROI BUZZWORD TRAP – ROI ONLY APPLIES TO $
GREAT ADVICE FROM JASON FALLS IN “NO BULLSHIT SOCIAL MEDIA”
BUSINESS DRIVERS OF SM MARKETING (AND WHAT TO MEASURE)o Enhance branding and awareness
o Protect your reputation
o Enhance public relations
o Build community
o Enhance customer service
o Facilitate research and development
o Drive sales and leads
THE FUTURE OF SOCIAL MEDIA
SOCIAL MEDIA IN THE FUTURE
o More convergence with search
o More focus on true integration
o More budget allotted
o Combination of paid, owned and earned media
o Driving smarter business and marketing decisions
o Visuals and images
o Mobile
NIKKI LITTLE
Social Media Manager | Identity
@NIKKI_LITTLE
WWW.IDENTITYPR.COM
WWW.IDENTITYPR.COM/BLOG
WWW.NIKKILITTLE.COM
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