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Social Media for Business

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Introduction Does Social Media Really Work?

Which Channels are Right for My Business?

How Do I Begin?

What Kind of Content Should I Post?

What is This Hashtag Stuff?

Analysis

Summary

Resources

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Does social media really work?

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• Awareness• Traffic• SEO• Reputation• Leads

Yes.

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• Silver Bullet• Free• Autopilot• Fix • ROI

No.

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Digital Ecosystem

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Which social media is rightfor my business?

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What is Your Objective?

• Awareness• Engagement• Take action

• Drive to website• Landing page• Sales promotion

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The Sales Funnel• Creating a customer

journey

Awareness

Discovery

Consideration

Decision &

Purchase

Post-Purchase

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Who is Your Target Audience?

• Demographics• Psychographics• Hot buttons• Filters• Influencers vs.

customers

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62% of Facebook users are 35+

13http://www.marketingcharts.com/wp-content/uploads/2015/05/SocialMediaExaminer-Most-Important-Social-Platform-B2B-v-B2C-May2015.png

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Leading Social Channels for Businesses

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LinkedIn• B2B• Recruiting• Reputation• Networking

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Facebook• Personal• B2C• B2B (employees,

community)• Credibility• Reputation• Referral

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Twitter• Community• Networking• Influencers

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YouTube• SEO• Demonstration• Familiarization

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Houzz• B2C• Reputation• Awareness

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Pinterest• B2C• Inspiration• Discovery

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Instagram• B2B• B2C• Awareness

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How do I begin?

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Make a Plan• S.M.A.R.T. Goals

• Strategic• Measurable• Achievable• Realistic• Time related

Zenith Rocket Boosters Social Media PlanGoals

Content

Channels

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Make a Plan• Focus

• Which channel(s)?

• Content• What kind, what topics?• Links to website or landing pages

• Schedule• Frequency

• Monitor• Integrate with other media• Tools

• Google Analytics• Other – Hootsuite, SproutSocial,

etc.

Zenith Rocket Boosters Social Media PlanGoals

Content

Channels

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• Strategy• Planning• Tracking• Analysis

• Content• Developing• Posting

• Promotion• Links• Shares

Plan Your Time

50% Content

40% Strategy

10% Promotion

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Analytics

INFORM STRATEGY WITH DATA

Content Strategy

SET THE ROAD MAP FOR EXECUTION

Content Development

BRING CONTENT TO LIFE

Publishing/Monitoring

REAL-TIME EXECUTION & RESPONSIVENESS

The Process

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The ProcessContent Strategy

Content Development

Publishing/Monitoring

Analytics

SET THE ROAD MAP FOR EXECUTION

BRING CONTENT TO LIFE REAL-TIME EXECUTION & RESPONSIVENESS

INFORM STRATEGY WITH DATA

• Prioritize messaging

• Create Content Calendar – campaign-based, event-based, serial content

• Define purpose of content, intended audience, tone of voice, content types

• Define links/exit points/progression of user experience from Social post

• Research Competitors

• Communicate across teams for awareness of upcoming events, stories, activities, case studies that might inspire content ideas – including coordination with Sales team for Tradeshow campaign planning.

• Curate content from partners/3rd parties

• Creative Execution • Graphic Design• Copywriting• Video production/editing

• Review/Approval Process – define different levels of required approval based on different content types/channels and involvement of key team members.

• Schedule/publish posts and set up promoted posts

• Publish updates to profile pages as needed.

• Social listening/monitoring/ responding. Dedicated person to monitor accounts for positive/negative mentions and engagement opportunities

• Address real-time, responsive, spontaneous opportunities and call on other resources as needed. Needs to be trusted to post/respond without approval

• Respond to inquiries in a timely manner, engage in conversations

• Monitor daily/weekly analytics

• Set up of necessary tools and goal/event tracking

• Weekly/Monthly/Quarterly analysis and reporting of analytics to share progress and inform future strategy

• Competitor monitoring and research

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1. Main Lead/Manager Central point of contact, responsibility to oversee and connect the entire process.

2. Content Strategist/Planner

3. Content Creation TeamWill vary by type/amount of content, combination of designers and writers

4. Review/Approval

5. Publisher + Channel Monitor and Responder

6. Analytics Lead

Resource Allocation Roles

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What kind of content should I post?

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It’s not me, it’s you.(Repeat.)

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What are they looking for?

• Valuable• Relevant• Helpful• Easy• Visual

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Think About Your Content Mix

1. Helpful information 45%

2. Inspiration 45%3. Interest -

entertainment & personality 10%

I + I + I = Appreciation

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Content Plans Make It Easier

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Hashtags?

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Do

• Use strategically• Use sparingly

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AnalysisIs it working?

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Measure against your goals

Goal No. 3: Increase brand awareness• Social media metrics to

measure: Follower growth rate, percentage change over time in followers, Twitter sentiment, reach by region, clicks by region

Goal No. 1: Increase social media engagement• Social media metrics to

measure: Likes, Shares, Comments, Retweets, Mentions, Favorites

Goal No. 2: Increase customer acquisition on your website• Social media metrics to

measure: URL clicks and traffic from social media

61 https://blog.hootsuite.com/tracking-social-media-in-google-analytics/

• Traffic from social channels• Conversions• Content• Network referrals• Landing pages• Trackbacks• Plugins are needed to track

which content is being shared, and in which channel

• Visitors flow

Google Analytics

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Tools• Hootsuite• SproutSocial• HubSpot• Simply Measured• Google Analytics• Plugins to your

website

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Social Media Advertising?

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Summary

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Social is only one part of the digital ecosystem.

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Do

• Make a plan• Execute consistently • Quality content • Respond promptly• Measure• Adjust• Patience

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Don’t

• Abandon• Ignore• Dodge• Control• Sell• Spew

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Helpful Resources are in the Appendix

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Thank you.

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Helpful Resources

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Helpful Resources

Social Media Examiner • http://www.socialmediaexaminer.com/• http://www.socialmediaexaminer.com/social-media-marketing-industry

-report-2015/

Hubspot http://www.hubspot.com/

Hootsuite • https://hootsuite.com• https://blog.hootsuite.com/measure-social-media-roi-business/

Buffer https://buffer.com/

How to Rule Social Media

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http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2015/

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http://blog.hubspot.com/marketing/social-advertisement-sizes-facebook-twitter-linkedin#sm.00000nx4vnmblhe83q5lkbh8fqzy1

75https://blog.hootsuite.com/boost-social-media-presence-customer-testimonials/

https://blog.hootsuite.com/social-media-news-need-know-april-2016-roundup/

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https://blog.bufferapp.com/how-to-create-engaging-images

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https://blog.bufferapp.com/social-media-report

http://www.socialmediaexaminer.com/social-media-roi-report/

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https://blog.hootsuite.com/measure-social-media-roi-business/