Mountain View Chamber of CommerceSocial Media Conference

October 23rd 2013

Dave Steer Owner / Marketing Consultant

WSI Digital MarketingDave.Steer@WSIDigitalFootprint.com

(855) WSI-DIGITALhttp://www.wsidigitalfootprint.com

Your Competition Is No Longer Your Competition Is No Longer The Store Down The StreetThe Store Down The Street

Your Competition Is No Longer Your Competition Is No Longer The Store Down The StreetThe Store Down The Street

Success Now Depends On WinningSuccess Now Depends On WinningHearts And Minds OnlineHearts And Minds Online

Success Now Depends On WinningSuccess Now Depends On WinningHearts And Minds OnlineHearts And Minds Online

Consumer Decision MakingConsumer Decision Making Has Moved OnlineHas Moved Online

Consumer Decision MakingConsumer Decision Making Has Moved OnlineHas Moved Online

A New Customer ProfileA New Customer Profile A New Customer ProfileA New Customer Profile

Search savvy - from any deviceSearch savvy - from any device

Motivated by online Motivated by online recommendationsrecommendations

Will use social tools to rate or Will use social tools to rate or review services and products - review services and products - positively or negativelypositively or negatively

Will make their buying decision Will make their buying decision based on online information - even based on online information - even for traditional retailfor traditional retail

Has a Has a ReachReach that can make or that can make or break your businessbreak your business

Search savvy - from any deviceSearch savvy - from any device

Motivated by online Motivated by online recommendationsrecommendations

Will use social tools to rate or Will use social tools to rate or review services and products - review services and products - positively or negativelypositively or negatively

Will make their buying decision Will make their buying decision based on online information - even based on online information - even for traditional retailfor traditional retail

Has a Has a ReachReach that can make or that can make or break your businessbreak your business

DemographicsDemographicsDemographicsDemographics

Branding & Awareness

Communication with Customers

Promotions & Offers

Competitive Edge, Share of Mind

Relevance in a Changing Business

World

Social Proof, Validation

Drive Traffic to Website

Why Use Social Media?Why Use Social Media?

Social Media for Social Media for BusinessesBusinesses

Rule 2: Give to Get. Rule 2: Give to Get. Add Value. Contribute.Add Value. Contribute.Rule 2: Give to Get. Rule 2: Give to Get.

Add Value. Contribute.Add Value. Contribute.

Rule 3: Understand Your Audience -Rule 3: Understand Your Audience -Who, What, Where; Engage AppropriatelyWho, What, Where; Engage Appropriately

Rule 3: Understand Your Audience -Rule 3: Understand Your Audience -Who, What, Where; Engage AppropriatelyWho, What, Where; Engage Appropriately

Rule 1: Social Media is a Rule 1: Social Media is a Conversation, Conversation,

not a Broadcastnot a Broadcast

Rule 1: Social Media is a Rule 1: Social Media is a Conversation, Conversation,

not a Broadcastnot a Broadcast

Before You Start... Content Before You Start... Content PlanningPlanning

Choose Social Channels That Fit Your Choose Social Channels That Fit Your BusinessBusiness- Publish where your customers are going to find you- Publish where your customers are going to find you- Choose places that are a fit for the content you will - Choose places that are a fit for the content you will produceproduce

Choose Social Channels That Fit Your Choose Social Channels That Fit Your BusinessBusiness- Publish where your customers are going to find you- Publish where your customers are going to find you- Choose places that are a fit for the content you will - Choose places that are a fit for the content you will produceproduce

Plan your ContentPlan your Content- Content is Key. Make a 1-3 month Content Plan- Content is Key. Make a 1-3 month Content Plan- Create a Profile of your audience (will vary through the - Create a Profile of your audience (will vary through the buying cycle)buying cycle)- Create or - Create or CurateCurate content that will appeal to your target content that will appeal to your target audienceaudience

Plan your ContentPlan your Content- Content is Key. Make a 1-3 month Content Plan- Content is Key. Make a 1-3 month Content Plan- Create a Profile of your audience (will vary through the - Create a Profile of your audience (will vary through the buying cycle)buying cycle)- Create or - Create or CurateCurate content that will appeal to your target content that will appeal to your target audienceaudience

Have an Activity PlanHave an Activity Plan- Create a content timetable, and stick to it- Create a content timetable, and stick to it- Plan your Social Media Activity - write content at least one month out- Plan your Social Media Activity - write content at least one month out- Create your - Create your ““River of InformationRiver of Information”” - inspiration for ongoing content - inspiration for ongoing content ideasideas- If you don- If you don’’t have the time or the capability, Outsource itt have the time or the capability, Outsource it

Have an Activity PlanHave an Activity Plan- Create a content timetable, and stick to it- Create a content timetable, and stick to it- Plan your Social Media Activity - write content at least one month out- Plan your Social Media Activity - write content at least one month out- Create your - Create your ““River of InformationRiver of Information”” - inspiration for ongoing content - inspiration for ongoing content ideasideas- If you don- If you don’’t have the time or the capability, Outsource itt have the time or the capability, Outsource it

What Makes Great Social Content?What Makes Great Social Content?What Makes Great Social Content?What Makes Great Social Content?

Original Informative

Add Value

Funny, Quirky

Insightful

Brief (100 words)

Answer the “Why ”

Shareable

Conversational

Visual

Personalities of Social MediaPersonalities of Social MediaPersonalities of Social MediaPersonalities of Social Media

Facebook - Facebook - Nurturing, ConversationalNurturing, ConversationalFacebook - Facebook - Nurturing, ConversationalNurturing, Conversational

Twitter - Twitter - Real Time, Immediate RelevanceReal Time, Immediate RelevanceTwitter - Twitter - Real Time, Immediate RelevanceReal Time, Immediate Relevance

Blogging - Blogging - Content, Personality, Content, Personality, FreshnessFreshness

Blogging - Blogging - Content, Personality, Content, Personality, FreshnessFreshness

Houzz, Pinterest - Houzz, Pinterest - Images, Viral, Images, Viral, InspirationalInspirational

Houzz, Pinterest - Houzz, Pinterest - Images, Viral, Images, Viral, InspirationalInspirational

Which Social Channel to Which Social Channel to Use?Use?

General reach, Leisure, PersonalThe “Recreational” Network

Rapid-fire, short lifespan messagessyndication, events, promotions

Essential B2B network.Excellent source of prospect information. Professional updates

Visual ideas, designs, concepts.Demographics heavily female

Google’s answer to FacebookHighly linked to search propertiesAn essential resource for businesses

A blog is highly recommended formost businesses. Preferably hostedon your own website.

Visual ideas, designs, concepts Focused on Home & Decor

World’s #1 Video Sharing SiteWorld’s #2 Search Engine

Search Engine FriendlyPresentation Sharing

User Experience Reviews. Critically important for local businesses

Turn a Blog into a PresentationPost on Slideshare

Syndicate all these to Multiple Channels

Create an Infographic from a BlogPost on Pinterest, Facebook, Flickr

Make a Video from a Voiceover & ImagesPost to Facebook, Vimeo, YouTube

163 Views over 10 days

Social Validation

Even the greatest content is worthless unless it reaches your target audience

•Organic : Rely on natural sharing and recommendations within your network to propagate content and grow your network

•Paid : Sponsored Stories and Promotion of content to expand your network

Facebook Facebook EdgeRankEdgeRank

Facebook Facebook EdgeRankEdgeRank

AffinityAffinity•How well How well ““ConnectedConnected”” is the follower to you? is the follower to you?•What is the What is the ““EngagementEngagement”” of the post and of the post and brandbrand•How close is the Engagement to the followerHow close is the Engagement to the follower

AffinityAffinity•How well How well ““ConnectedConnected”” is the follower to you? is the follower to you?•What is the What is the ““EngagementEngagement”” of the post and of the post and brandbrand•How close is the Engagement to the followerHow close is the Engagement to the follower

WeightWeight•What type of post was it?What type of post was it?•Video, Image, Link, Text (decreasing Video, Image, Link, Text (decreasing importance)importance)•Weight linked to Post Type and EngagementWeight linked to Post Type and Engagement

WeightWeight•What type of post was it?What type of post was it?•Video, Image, Link, Text (decreasing Video, Image, Link, Text (decreasing importance)importance)•Weight linked to Post Type and EngagementWeight linked to Post Type and Engagement

DecayDecay•Posts are Worth Less over TimePosts are Worth Less over Time•Publish the most Publish the most ““valuablevaluable”” posts at high-engagement posts at high-engagement timestimes

DecayDecay•Posts are Worth Less over TimePosts are Worth Less over Time•Publish the most Publish the most ““valuablevaluable”” posts at high-engagement posts at high-engagement timestimes

Facebook Facebook EdgeRankEdgeRank

To Make Your Post Visible:To Make Your Post Visible:

•Nurture a Fan Base of Engaged FollowersNurture a Fan Base of Engaged Followers

•Post Compelling Content that Fans will Post Compelling Content that Fans will Like, Comment and ShareLike, Comment and Share

•Post Rich Media - Ideally a Picture with Each Post Rich Media - Ideally a Picture with Each PostPost

•Post at Times when your Fans are ActivePost at Times when your Fans are Active

To Make Your Post Visible:To Make Your Post Visible:

•Nurture a Fan Base of Engaged FollowersNurture a Fan Base of Engaged Followers

•Post Compelling Content that Fans will Post Compelling Content that Fans will Like, Comment and ShareLike, Comment and Share

•Post Rich Media - Ideally a Picture with Each Post Rich Media - Ideally a Picture with Each PostPost

•Post at Times when your Fans are ActivePost at Times when your Fans are Active

Have an Existing Customer Database?

•Import Email Lists, Phone Lists into Facebook•Facebook will match that data, and create a Custom Audience that you can use in Ad Targeting

next.....

•Retarget visitors to your website, and advertise to them on Facebook

Have an Existing Customer Database?

•Import Email Lists, Phone Lists into Facebook•Facebook will match that data, and create a Custom Audience that you can use in Ad Targeting

next.....

•Retarget visitors to your website, and advertise to them on Facebook

Growing Your Customer Database

•Product giveaways/draws are a great way of capturing interested fans

•Be sure to use “Fan Gates”(must like page to enter)

Growing Your Customer Database

•Product giveaways/draws are a great way of capturing interested fans

•Be sure to use “Fan Gates”(must like page to enter)

Social Tools, Productivity, Social Tools, Productivity, MeasurementMeasurement

Efficiency and Measurability with Social Media Tools

•Post Scheduling•Link Shortening / Tracking•Engagement Reporting

Tools:Tools: EdgeRankChecker EdgeRankChecker

Create Your Content PlanCreate Your Content Plan

Describe Your Target AudienceDescribe Your Target Audience

Select You Social NetworksSelect You Social Networks

Repurpose and Syndicate Your Repurpose and Syndicate Your ContentContent

Grow Your Organic NetworkGrow Your Organic Network

Use Paid Promotion for TargetingUse Paid Promotion for Targeting

Set Up Scheduling and Tracking Set Up Scheduling and Tracking Tools Tools

Measure, Analyze, Rinse & RepeatMeasure, Analyze, Rinse & Repeat

Create Your Content PlanCreate Your Content Plan

Describe Your Target AudienceDescribe Your Target Audience

Select You Social NetworksSelect You Social Networks

Repurpose and Syndicate Your Repurpose and Syndicate Your ContentContent

Grow Your Organic NetworkGrow Your Organic Network

Use Paid Promotion for TargetingUse Paid Promotion for Targeting

Set Up Scheduling and Tracking Set Up Scheduling and Tracking Tools Tools

Measure, Analyze, Rinse & RepeatMeasure, Analyze, Rinse & Repeat

Social Business Social Business ChecklistChecklist

Social Business Social Business ChecklistChecklist