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Digital Strategies Capstone UMSL, Fall 2014 Social Media Marketing Strategies - Review Dana Workes
Social Media is
NOT a Campaign,
It’s a COMMITMENT
¡ The #1 activity on the internet
¡ Community
¡ Connection
¡ Information
¡ Marketing
¡ Public Relations
¡ Customer Service
¡ Opportunity
Social Media is:
Why Social Media Marketing?
¡ Marketing is ever-evolving. Move with it. (Or you could get left behind.)
¡ Participate in your own conversation; awareness
¡ Reach a broader audience; Engage with your audience
¡ Share your mission, your message; Tell your story.
¡ Listen. Get to KNOW your audience.
¡ Takes in-person networking to a new level
¡ Professional development, education
¡ Opportunity
Broadcast vs. Social BROADCAST
Brand in control
One way / Delivering a message
Repeating the message
Focused on the brand
Educating
Organization Creates Content
Outbound Marketing
SOCIAL MEDIA
Audience in control
Two way / Being a part of a conversation
Adapting the message/ beta
Focused on the audience / Adding value
Influencing, involving
User created content / Co-creation
Inbound Marketing
Bring Your Prospects IN
Relationships: Who’s On Social?
¡ Clients, Donors, Prospects
¡ Community partners, business partners
¡ Other like-minded individuals & organizations
¡ Industry experts
¡ The media
¡ Your friends
¡ Your foes
They’re already talking about you
8
Your Brand is:
¡ Discovered not invented
¡ Conversation not messaging
¡ Experienced not positioned
¡ Not what your organization says it is, but what it does.
Big Picture: The Communications Plan
¡ Social media is not a magic solution to all of
your communications needs.
¡ It IS an important item in your toolbox
¡ Social media strategy should be a component
of a well-formed communications plan.
Understand The Difference Strategy:
An idea, conceptualization as to how your overarching goal should be achieved. Tactic:
An action you take to carryout your strategy.
Don’t Just:
Stages of a Social Media Marketing Strategy
Set Goals
Define the
Target Market
Listen Choose Channels Engage Track
S.M.A.R.T. Goal Setting
Remember:
It’s Social Media Not
Sales Media
dw!
Tips on Content ¡ Be yourself; be a human (even if you’re a brand)
¡ Be valuable
¡ Be conversational, engaging, responsive
¡ Be polite
¡ Be light, funny, entertaining
¡ Be brief – leave space for others to quote & reply
¡ Be balanced ¡ (Re: content; emotionally balanced also recommended.)
¡ Don’t be too polarizing (unless it’s your objective)
¡ Be active, consistent (know your voice)
¡ Think before you post
¡ Check your facts; proof
Content Ideas ¡ Relevant News, Facts, Educational Info, Helpful
Tips
¡ Personal Experiences (Storytelling)
¡ Office/Internal Culture ¡ Behind the scenes view; Humanize; Funny,
heartwarming moments.
¡ Programs, Products, Services (mixed in)
¡ Exclusive Promotions, Sales
¡ Special Events
¡ Share local, partner content (cultivate)
¡ Photos, Videos ¡ Of the facility, events, literature, artwork by clients,
volunteers, staff, prepared meals, puzzles
Add “Plays Nice With Others” To Your Skills
¡ “Social Listening” #Monitor!
¡ Read somethin’ - it’s good for ya’!
¡ Like it? Say so.
¡ Like it a lot? Share it. Tweet it! Shout it from the rooftops!!! (Or maybe just leave a comment from time to time)
¡ Give credit where credit is due
¡ Don’t forget groups, #chats and #parties! Network w/ a targeted audience.
¡ Lather, Rinse, Repeat.
A brand should pay for placement of search terms that support its main business objectives (paid)…
and that its sites and social profiles (owned)…
are optimized through messaging that, in turn, engages its fans (earned).
Paid, Earned & Owned Media
LinkedIn: More Than an Online Resume (Though You Should Have one!)
¡ Employers are looking. Who else is?
¡ Lead Generation, Prospect Research, Networking
¡ Keep in touch with your contacts.
¡ Who can help you get that job? That donation? That contract? ¡ How are you connected to your peers?
¡ Your donors? (or clients)
¡ Learn about your audience ¡ (Better stalking tool than Facebook!)
¡ Professional forums – or “Groups”
¡ Website / Blog site should be your hub
¡ House blog, social feeds on your website ¡ SEO ¡ Keywords ¡ Consistency
¡ Cross promote among social media accounts (But don’t blast the same message)
¡ Get creative – tell your visual story; ¡ Greater impact ¡ More attention ¡ Think like a curator ¡ Infographics are super ¡ Don’t ignore video
¡ Revise plan, messaging during sensitive times
Best Practices:
Best Practices, Continued: Social Media Ethics IMPORTANT: ALWAYS be mindful of:
¡ Permissions
¡ Transparency
¡ Confidential Content
¡ Respect
¡ Accountability, Honesty
¡ Ownership, Copyrights
Types of ROI
¡ Awareness & Visibility
¡ Brand Positioning and Impressions
¡ Web Traffic
¡ Sales
¡ Customer Service
¡ Public Relations
¡ Impact to Traditional Marketing Initiatives
What’s Right for Me? ¡ Ask: “What is my purpose?”
¡ Don’t do it just to do it
¡ Master one or two first; you can build from there
¡ Take just a few minutes a day, or every other day
¡ Get comfortable – play, read, mimic
¡ Have fun – be a photographer, a comedian, a Pinterest super-crafter
¡ It’s okay to start by following Kardashians (But don’t get depressed if they don’t tweet you back)
Don’t Be Nervous.
Remember:
#ThankYou Questions? Tweet them to @dworkes
Okay, you can get me in other ways, too.
Dana Workes Independent Marketing Consultant
314.495.6572 [email protected]
www.linkedin.com/in/danaworkes @dworkes
+DanaWorkes
