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Building a SOCIAL MEDIA Marke6ng S T R A T E G Y
What to expect today
• How is marke3ng changing? • What are the main social networks and do
you need to use them? • How do you build a social media strategy
for your company?
Media Use is Changing
New Marke6ng Tac6cs
How do your customers
FIND YOU?
THE QUESTION USED TO BE:
NOW IS:
WHERE do your current and future customers find
WHAT THEY NEED?
hCp://www.youtube.com/watch?v=QUCfFcchw1w
Building brand awareness and customer rela3onships
SOCIAL:
Relevant Content is King • Can you establish yourself as an expert and/or resource?
• Blog sugges3ons: • Top 10 FAQ about your business • Overcome objec3ons • Consider – what do people type in to search engines that you can answer?
• PLAN!
• Why a content plan is important • What’s in a plan? • Your voice • Important brand messages • What will be posted where, when • Standards for your content mix (marke3ng and promo3on, conversa3on, listening) – balance is CRITICAL
• Promo3ons / strategies for fan base growth
Developing your marke6ng plan
Facebook now has more than 1.2 Billion
ACTIVE users
Facebook: Sta6s6cs • More than 50% of ac3ve users log in EACH DAY • Average age of users is 38 and 200 friends • People spend over 700 BILLION MINUTES per month on Facebook
• 2.7 BILLION POSTS are “liked” or commented on each day
• 250 MILLION PHOTOS are shared each day • 1 BILLION video views each DAY • 1 MILLION BUSINESS PAGE “LIKES” are happening each
day – and that is shared with all of their friends
Source: Facebook
Do Facebook (and any network) -‐ WELL • PROFESSIONALLY designed page • Thoughbul content strategy that incorporates the personal touch, sales and marke3ng, and outbound marke3ng strategy
• LISTEN AND RESPOND, s3mulate conversa3on • Build ENGAGEMENT with your content • Remember these pages are like the TELEPHONE – answer!
• WOW your fans!
What does it take?
Listening
LISTENING IS content
What does it take? CONNECTING
#hashtags, RT, Like, Favorite, Reply
OUTREACH IS content
CUSTOMER SERVICE is content
Your Story IS CONTENT
Your Customer’s Story
IS CONTENT
The Key is to build ENGAGEMENT #notaonewaystreet
Going BEYOND LIKES takes CREATIVE
CONTENT that CAPTURES people
Being a RESORCE is content
Twiber
Foursquare / Swarm
Google+ (G+)
YouTube: 2nd largest search engine
(Professionally designed page)
Post 6ps • Know your audience and your channel • Timing is important • Clarity • Mix it up and create balance • Encourage conversa3on • Encourage sharing / tagging • LISTEN! Respond! • U3lize photos and videos regularly > 60% lih!
Fan Base Growth: Promote your pages
• On your web site • Email signatures • Signs in loca3on, on vehicles • Sta3onary • All marke3ng – when in doubt of what to promote, promote Facebook • Also promote review sites!!
What you should monitor and how
• How are people finding your web site and how? (Google Analy3cs)
• What demographics are you reaching on social media (Facebook insights, social media monitoring tools)
• How is your audience trending? (Fan base counts) • What members of my audience are influencers and how should I target them? (social media analysis)
What you should monitor and how
• How engaged is your audience? (social media monitoring, response 3mes, 3me of day, content type) • How can you drive leads? (combina3on of tools and measure conversion rates of content) • How well do you show up on search engines? And how to fix it? (Reputa3on Management)
What you should monitor and how
• When is my brand men3oned online & how do I respond? (Reputa3on Management)
• What is my share of voice amongst compe3tors for key phrases? (Reputa3on Management)
• What keywords should I op3mize for? (Keyword analysis with predic3ve trends)
• Should I buy PPC adver3sing, and if so, what business is it driving?
70% of people trust online reviews
by strangers
90% of people trust online reviews
by people they know
The key is REPUTATION MANAGEMENT…
And you need it now more than EVER!
Don’t have 3me to establish a presence on SOCIAL MEDIA CHANNELS?
Not sure where to start?
The Explore Digital team here can help.
Expert help to get you there
• Social Media strategy development
• Social media page design, management
• Reputa3on Management
• Blog development and content crea3on
• …and more!
• A News Outlet – content, photos, etc
• Custom Service • Main communica3on
hub • Promo3on and PR • A concierge • Head cheerleader • The BRAND • 24 -‐ 7
What does it take to be SUCCESSFUL?
Remember you are MORE than marke3ng, you are:
THANK YOU for aCending!
Shannon Kinney, Dream Local Digital [email protected] TwiCer: @shannonkin
Facebook: facebook.com/shannonkinney, facebook.com/dreamlocal Foursquare: Shannonkin
LinkedIn: www.linkedin.com/in/shannonkinney Google+ www.gplus.to/shannonkinney
www.dreamlocal.com
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