Social media marketing strategies for success

Social Media Marketing Strategies for Success

About Web Strategy Plus

Thanks for joining me today!

© Web Strategy Plus 2013. All rights reserved.

Presented by: Michelle HummelCEO of Web Strategy PlusWeb Design & Social Media Agency

Founder of Web Media University &Cincinnati Social Media Enthusiasts

The Future of the Internet is Social

Google+“Google+ invites were being

sold on eBay for up to $27 each!”

Players may change but you MUST learn how to adjust

Start now or you will be behind by your competitors

Why Social Media?

How do you keep up with social media trends?© Web Strategy Plus 2013. All rights reserved.

The Big Players - Facebook


• #1 most visited site in the world• If Facebook were a country it would be the third largest country in the world • 901 million monthly active users, growing at a rate of 5 - 6 million new users per week• More than 5 billion minutes are spent on Facebook each day• 3.2 billion Likes and Comments are posted daily

30 billion pieces of content shared each week: web links, new stories, blogs posts, notes, photo albums etc.

3.5 million events created each month

1.5 million local businesses have Facebook fan pages

Facebook Content Review

Do you have a Facebook Fan Page?© Web Strategy Plus 2013. All rights reserved.

The Big Players - Google Plus


Stats as of Oct 2013•70% of brands have a Google Plus page•Google reports that Google+ now has 300 million active users making it the 4th largest social network•28% of users are Millennials (15-34)•38.37% of all Google+ visits are by those in the 25-34 age bracket•Websites using the +1 button generate 3.5x the Google+ visits than sites without it

The Big Players - YouTube


• #2 Search Engine in the World• 6 billion hours of videos watched per

month • 300,000,000 visits per day• 100 million likes, shares, or comments

every week• 100 hours of video is uploaded to

YouTube per minute

The Big Players - Twitter


• 34% of marketers have generated leads using Twitter, and 20% have closed deals using Twitter

• 55% of Twitter users access the platform via their mobile

• 100 million active Twitter users• 80% of consumers have better impression

of companies that use Twitter for customer service

• 56 % use Twitter for business purposes• The average number of tweets per hour is

around 1.3m

The Big Players - LinkedIn


• 161 million members in over 200 countries and territories

• 2 new members per second• 5.3 billion professionally-oriented

searches on the platform in 2012• More than 2 million LinkedIn

Company Pages

Average member:• college educated • 43 years old• making $107,000

10 Million US Monthly visitors More than 80% of users are women 29% are between the ages of 39-44 Topics of interest – fashion/style,

interior design, hobbies, and cute collectibles/animals

80% of pins on Pinterest are repins

The Big Players - Pinterest

Is your target audience on Pinterest?© Web Strategy Plus 2013. All rights reserved.

SEO & Social Media


What Search Engines Follow

Twitter: Profile & TweetsGoogle Plus; Profile & CommentsLinkedIn: Profile, Links & EventsFacebook: Public Profile, Shares of your Web AddressBlog: Fresh ContentPinterest: Images and Videos

Blog should be part of your website

Drive traffic with original content

Content is critical even more now with Google+

WordPress is one of the best blogging platforms

Do You Have a Social Media Hub?

Do you have a Blog? Does it live on your website? © Web Strategy Plus 2013. All rights reserved.

Mobile Friendly Site is Critical


Do you have a Mobile Friendly website?

Mobile Devices have become bigger than PC sales

86% of adults own a Mobile phone

53% use it to access the Internet57% of users will not recommend

a business with a poorly designed mobile site

Mobile Internet is becoming the Internet

Mobile – A Love Story


Consumers have fallen in love with their Smartphones!Always OnPocket ComputerSocial NetworkingShoppingNavigationCamera/VideoTextingAnd….making phone calls

Do you go back home if you forgot your phone?

Fresh Content, you must be writing and posting new blogs for SEO

Social Content, you must be providing interesting content others will enjoy and share

Easy to share, do you provide your visitors easy ways to share, like, download and/or retweet your content?

Is your site “Social Media Friendly”?

Is your content easily shareable?© Web Strategy Plus 2013. All rights reserved.

The most popular CMS in use today

Powering nearly 8.5% of all websites

10,000+ plugins available100+ million total plugins

downloaded13+ million total downloads of

WordPress at a rate of approx. 2 per second

WordPress Fun Facts

*Data compiled by Chase Granberry of Authority Labs Search rank Monitoring http://www.authoritylabs.com© Web Strategy Plus 2013. All rights reserved.

Famous Brands Like: Playstation MTVLexuseBayCNN NASA FordSony People

Who is using WordPress?


Google AnalyticsUnique Daily VisitorsLength on siteClicks from whereEntry pagesExit pagesAlexa.comGoogle Analytics

Website Search Engine Audit

How do you measure your website traffic? © Web Strategy Plus 2013. All rights reserved.

You have 3 seconds to grab your prospects attention!

Free WebinarFree White PaperFree DownloadFree TrialFree Consultation

What is Your “Call To Action”?

What is your strongest offer? © Web Strategy Plus 2013. All rights reserved.

What happens when you Google your name?

Do you like what you see? Your name is your brand,

you need to control this message

Recruiters and customers are searching for you – what are they finding?

How is your Personal Brand?


What if your competition or worse an angry custom bought yourname.com?

You need to control “your brand”

People remembers names easier than brands

People are looking for you by name, make it easy to connect!

Get “yourname.com”


Make the first impression they get about you when searching the best

Fresh content will rank higher in the search engines

People like to connect with “people” not logos – be a person who is transparent, likeable and human

Put your best face forward


Session 2: How do I Build an Effective Social Media Platform?

Questions To Ask Yourself

Have you created a website that lets people ask questions?

Can customers easily connect with you?

Do you share real life experiences with them?

Social media has great potential to create a sense of community around your business

Joel.is

Have you created a community platform?


Where is your Community?

Have you created a LinkedIn group for your business?

Have you created a Facebook group?

Does your Facebook business page create relationships?

Social media has great potential to create a sense of community around your business

Have you created a community platform?


Community Needs A Leader

A great community needs a strong leader

Clearly define the purpose of your community

Individuals want to connect with other like-minded members

A good community will attract customers, influence and opportunities

Entreprenuer’s Advice Club

Do you think of yourself as a leader?© Web Strategy Plus 2013. All rights reserved.

Invite Members to Connect

Select members to join special groups and send them a personal invite – make them feel special

Introduce them to other community members

A strong community is a powerful tool of influence for building your business & helping others

Online ResourceLinkedIn Invitations


Community Building Ideas

Invite them to join and participate in your special community events, groups, programs and broadcasts

Ning Social Network LinkedIn Group Facebook GroupMembership WebsiteMeetup GroupPinterest Community BoardFan of the Month Club


Cats Rule the Internet

#1 Cats

#2 Bacon

#3 Zombies


Have you seen a funny cat video lately?

What is Content Marketing?

It’s the creation and sharing of content in order to attract, acquire and engage current and potential customers…

with the objective of driving profitable customer action.

What content inspires you?© Web Strategy Plus 2013. All rights reserved.

Consumer Behavior has Changed

• 80% of consumers prefer to get company information in a series of articles versus an ad (think blog)

• 70% say content marketing makes them feel closer to the company

• 60% say that company content helps them make better product decisions

Content Marketing is the future

Do you record your TV shows with a DVR?© Web Strategy Plus 2013. All rights reserved.

Content is King

“What makes my brand so interesting that people will want to talk about it and share it with their friends?”

Fact: You can’t succeed in social media if you don’t have something interesting to say.


Do you have a Content Marketing Strategy?

Be seen as a “expert” in your industry

Fact: If you don’t brand yourself...Google will

Are you a Thought Leader?

What valuable content do you plan to share?


Define the unique skills you bring to the table

What makes your approach different?

What keywords would you like to define you or the brand?

Be sure to use the keywords frequently in your Content Strategy!

What makes you different?


Do you have a unique story about how your business came to be?

When did you go above and beyond for a client?

What is your best testimonial?

Success Story: Cullen Brothers

What is Your Unique Brand Story?

What is your emotionally engaging story?


Session 3: How to develop a Social Media Marketing Strategy

Define Your Goals


Move people to take action, join contests

Increase email and blog subscribersMore likes, fans and followersImprove search engine rankingIncrease blog post commentsReduce your sites bounce rateIncrease event registrationTurn fans into advocatesIncrease website trafficIncrease sales

Define Your KPI’s


KPI = Key Performance Indicators: a metric used to track if you are accomplishing your business goals

Blog commentsDownloadsEmail subscriptionsLikes, Followers and FansReviewsTime spent on key pagesRatingsRegistered Users (new/active)

Social Engagement


You want people to share things You want people be advocatesYou want people to visit frequentlyYou want people to refer friendsYou want people to buy products

“Engaged customers and prospects are far more likely to do some or all of the above.”

Find Your Audience


Decide what social networks to engage with

Facebook – B2CLinkedIn – B2BPinterest – B2B & B2CTwitter – B2B & B2CYouTube – B2B & B2CGoogle Plus – B2B Niche Communities – Google Forums

Social Media Posting Strategy


SEO Blogs - 2-4 blogs per monthSEO Press Releases – 1 per monthFacebook – 1 post per dayTwitter – 3-5 Tweets per dayGoogle Plus - 1 post per dayLinkedIn Personal Profile – 1 post per

dayLinkedIn Groups – 1 post per weekLinkedIn Company Page – 1 per dayPinterest – 6 pins per day

Create an Editorial Calendar


Create a daily posting schedule

Develop a blog content writing schedule

Create Monthly & Weekly ThemesPlan for EventsDecide what days and at what time

you will post Plug into excel to track easilyDon’t forget to include Holidays and

post about current events

Listen, Communicate & Respond

Respond quickly to commentsEngage by asking questions, and

posing topics for discussionCustomers want to know that

they are helping to shape the products you provide

They want to know that you’re thinking about them

Online ResourceSendSocialMedia.com


Facebook Optimization


What you will need to get started:

•1 Custom Timeline image

•1 Logo/Profile photo

•3 Custom Tab Designs

•3 Landing Pages from your website

•Install custom tabs, resource SocialAppsMatch.com

LinkedIn Optimization


• Custom URL

• Keywords in headline and content

• Recommendations (3-5 to start)

• Send Invites, Goal 100 Connections

• Join Groups (No more then 50)

• Create LinkedIn Company Page

• Create Targeted LinkedIn Group

Twitter Optimization



Create Twitter Handle

1 Logo/Profile photo

1 Custom Twitter Background

Profile details

URL to website

Start following (@webstrategyplus & @michelle_hummel)

Start Tweeting

Find Retweets

Google Plus Optimization



Gmail Account


1 Custom Background

Create Personal Profile

Create Business Page

Connect all websites to get Google Authorship

Join Communities

Setup Circles

YouTube Optimization



Google Plus will connect


1 Custom Background

Setup Playlists

Follow other channels

Animate your PowerPoints

Pinterest Optimization




Setup Board

Create Community Boards

Verify your Website for best SEO results

Boards Ideas: products, blog posts, videos, team photos etc.

Identify Influential Brand Advocates

Connectors - act as human bridges making connections and help to inspire business ideas

Mavens - seen as experts, help other people make informed decisions, the "go to" people

Salespeople - persuasive in selling, influential to peers

Do any of your customers fit these descriptions?© Web Strategy Plus 2013. All rights reserved.

Brand Advocate Facts

83% more likely to share information about a product than typical web users

75% more likely to share a great product experience

3x’s more likely to share product opinions with someone they don’t know

2.5 times more likely to use social media to expand their social circle

Could you use a few more Brand Advocates?© Web Strategy Plus 2013. All rights reserved.

Why are they important?

These are the people you want as customers!

They will help you make connections and give you referrals

You need to actively identify, inform, nurture and reward them

Ultimately you want to create vocal "brand fans" who will spread authentic, positive word-of-mouth


Employees Inspire Brand Advocates

Fastest way to create Brand Advocates is to create employees that love the company they work for

Employees naturally share positive word of mouth and deliver exceptional customer experiences

They share every idea they have to help the company and it's products/services to thrive!

Are your employees Brand Advocates? © Web Strategy Plus 2013. All rights reserved.

Know your Brand Advocates

Get to know their businessCan you send them referrals?How can you help them?Don't assume if someone is a

Brand Advocate that they will stay one

You have to keep earning their respect and referrals

How can you help your Brand Advocates?© Web Strategy Plus 2013. All rights reserved.

Ask for Referrals

Ask them to post a review on Google Places, Yelp, TripAdvisor, LinkedIn and any other sites for your industry

Give them your business cards so they can share with people they know

Do you ask your brand advocates for referrals?© Web Strategy Plus 2013. All rights reserved.

Bring Your Brand Advocates Together

Create a customer advisory group

Host events to get your Brand Advocates together

Invite the media so they can hear why they love your brand!

Build relations with your Brand Advocates + build employee morale + generate customer testimonials for marketing

How can you get your Brand Advocates together?© Web Strategy Plus 2013. All rights reserved.

Brand Advocates Love Promo Items

Brand Advocates love to promote your company logo

Make it a reward for themOffer your promo items for sale

on your websiteEasily identify your true Brand

Advocates when they buy your promo items

Thank them for supporting your brand!

Do you offer promotional items for your brand?© Web Strategy Plus 2013. All rights reserved.

Special Customer Contact

Brand Advocates should feel important and special

You want them to know about new services, important changes, events and positive media first

Send personal email communications

Do you make your Brand Advocates feel special?


Questions and Answers

What questions can I help answer?

Thank you for participating!

Michelle Hummel

Web Strategy Plus

http://www.WebStrategyPlus.com

Phone: 513-399-6870

[email protected]


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Social media marketing strategies for success