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USDmkt805 - Social Media Marketing Lecture 1 & 2 Slides

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The document outlines the structure and objectives for a social media marketing course (MKT805) led by Andrew Begin, covering topics such as social media strategy, specific platforms like Facebook, Twitter, and LinkedIn, and essential social media terminology. Key deliverables include creating a social media strategy document, profiles for social networks, and engaging content such as posts and presentations. Emphasis is placed on understanding audience demographics, crafting engagement strategies, and maintaining a consistent brand voice across platforms.

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MKT805 Social Media Andrew Begin April 4, 2013 #USDmkt805
MKT805 Social Media Introduction
About me Director of Marketing - PINT, Inc CT Born and Raised Marketing & Advertising Background Bass for The Accidentals Band twitter: @agbegin
About you Name What you do Why you're here Something fun
About this class
About this class Only four classes! 1) Thinking differently about social media "marketing" 2) Hands-on social media (workshop - computer lab) 3) Developing a social media strategy 4) Presentations NOTE: #USDmkt805 will be our hashtag!
About this class Class deliverables: 1) Social media strategy document 2) Profiles/pages for at least two social networks 3) POSTS! Tweets, status updates, photos, videos, etc. 4) Presentation - strategy, execution and metrics @agbegin | #USDmkt805
Step 1: Be aware [look outside] source: http://www.slideshare.net/webby2001/the-social-habit-2012-by-edison-research
MKT805 Social Media What is Social Media?
What is social media? Let’s ask wikipedia: “Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks...”wikipedia “Social media marketing refers to the process of gaining website traffic or attention through social media sites.” - wikipedia
What is social media? 35:27
Social media is... a telephone a magnifying glass a two-way conversation a commitment dangerous
Social media is a telephone Social media is a medium we can use communicate to customers for support, for sales, for marketing, and much more. It's not just a marketing tool. What department controls the telephone at your company? Don't let it ring! Participation requires listening & responding.
Social media is a telephone
Social media is a magnifying glass Social media can magnify both the good and the bad. Before you engage, make sure you aren't at risk for the latter. ZingChart in 2010 (~60 visits per day to 2,700)
Social media is a magnifying glass
Social media is a two-way conversation
Social media is a commitment source: http://www.unmarketing.com/ | @unmarketing
Social media is dangerous http://blog.pint.com/2013/01/11/learning-from-social-medias-biggest-blunders/
Social media is a given Conversation is happening with or without you, and you can't control it, you can only participate With appropriate participation you can tilt the conversation in the right direction Inappropriate conversation can make it worse than none at all
Takeaway? “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” - Sun Tzu ... this class will be a balance between strategy and tactics.
MKT805 Social Media Social Media Networks The toolbox
Social media networks How do we categorize social media sites? Audience? Purpose? Functionality? ... all of the above
Social media networks
Social media networks
Social media networks
Social media networks Common functionality: Sharing and re-sharing of content Messaging/mentioning other individuals Location-based tagging Cross-network posting/integration* *sometimes gets territorial re: content ownership.
Social media networks - Facebook
Social media networks - Facebook What is it? Audience: Everybody (near saturation) Purpose: Connect with friends and family, distribute/ share content Functionality: photos, videos, events, public/private/group messages, brand pages
Step 1: Be aware [look outside] source: http://www.slideshare.net/webby2001/the-social-habit-2012-by-edison-research
Social media networks - Facebook Brands should set up a "page," not a user profile. This allows admin rights, page insights, and user-initiated "likes."
Social media networks - Facebook What's it good for? Lifestyle, entertainment, and other B2C-type companies Facebook spans across all ages and demographics now, but the content has to be relevant and timely to be welcome. There's a fine line between too much and not enough
Step 1: Be aware [look outside]
Step 1: Be aware [look outside]
Step 1: Be aware [look outside]
Social media networks - Facebook What's the latest? Graph search: incorporating the online review/local business recommendation New layout: coming soon! Hashtags! http://agbeg.in/facebookhashtags
Social media networks - Twitter
Social media networks - Twitter What is it? Content distribution. Information (text/photo/ video) sharing RE: news, sports, politics, fun and more. Functionality: text posts < 140 characters, photos, shortened links, Vine video app
Social media networks - Twitter What's it good for? Active niches across wide range of industries and demographics (adoption is still growing) Open communication with nearly anybody (most accounts are public) Great distribution mechanism if nurtured
... but will they adopt using Twitter? Social media networks - Twitter
What's the latest? Twitter Advertising: Promote your account or tweets to gain followers Vine app: short, 6-second video clips "Pay by Tweet" - American Express partnership to pay via a tweet (coming soon) Social media networks - Twitter
Social media networks - LinkedIn
Social media networks - LinkedIn What is it? Audience: More specifically adopted by career-focused individuals with more formal education Purpose: Professional networking, hiring, recruiting, referrals, content distribution (somewhat), groups Functionality: robust profile editor, networking/connection tools, company pages featuring service descriptions, status updates, recommendations
Social media networks - LinkedIn What's it good for? More formal networking online Lead generation: targeted search mechanism (especially for paid accounts) "Who's viewed your profile" may open doors
Social media networks - LinkedIn What's the latest? Content push: Richard Branson, Tim O'Reilly, and other content contributers Different paid models for specific functionality (sales, recruitment) We shall see when the dust settles
Social media networks - YouTube
Social media networks - YouTube What is it? Most popular video upload site (Others include Vimeo, Dailymotion) Content publishing primarily (distribution often happens elsewhere via embed) A search engine
Social media networks - YouTube What's it good for? Content sharing - tutorials & how-tos, product demos, company culture
Social media networks - YouTube What's the latest? Bought by Google in 2006; is becoming increasingly integrated over time with other Gmail products Youtube advertising allows hyper-targeted ads Partnering for live video (Presidential debate) Live Google Hangout streaming
Social media networks - Google+
Social media networks - Google+ What is it? The social "layer" of Google's platform (Gmail, Calendar, YouTube, Now, etc.) Competitor to Facebook
Social media networks - Google+ What's it good for? To be determined; it has yet to secure the market despite claims of widespread usage ("platform" logins) SEO implications of posting updates/content through Google "+1" - Similar to Facebook "Like" but gets incorporated into search engine results
Social media networks - Google+ What's the latest? Google+ for Enterprise? http://www.altimetergroup. com/2012/08/google-the-new-enterprise-social-network. html Google Now - automated recommendations, reviews, notifications and more
Social media networks - Pinterest
Social media networks - Pinterest What is it? Social photo bookmarking site Vast majority of users are women (90%) Traffic generator (for the right business/purpose)
Social media networks - Pinterest What's it good for? Enabling sharing and bookmarking (you don't have to do all the work) Highly visual products & services Referral traffic & reaching new audiences that may not necessarily be "looking" for your product Build a following
Social media networks - (new) Myspace
Social media networks - (new) Myspace What is it? Social network targeted at younger, creative/music- oriented audience Justin Timberlake as Creative Director Music player
Social media networks - (new) Myspace What's it good for? Still early to tell Selling/purchasing music? Entertainment/lifestyle brand engagement?
Social media networks - Foursquare
Social media networks - Foursquare Foursquare Primarily for location-based businesses Relies heavily on gamification, rewards People have likely already checked in at your business (customers or employees) You may "claim" your location
Social media networks - Yelp
Social media networks - Yelp Yelp Online reviews for local businesses and services (including chains/franchises) Like Foursquare, primarily for location-based businesses There may be comments about your business on the site already NEW: "ROI Calculator"
Social media networks - Instagram What is it? Photo sharing app (originally for iPhone) Part of the simplification wave of networks and applications (do one thing well)
Social media networks - Daily deals sites What is it? Agree to significantly discount (50%) your product/ service for being promoted to a large audience Blessing and a curse - deal shoppers often have little to no brand affinity
MKT805 Social Media Social Media Terminology
Social media terminology Handle (Username) A "handle" is a username that uniquely identifies users on a given social network.
Social media terminology Avatar The image or photograph used for identification on social media networks. Nearly all social media networks use avatars.
Social media terminology Bio Networks provide varying levels of space for "About Us" type information. The important thing across networks is to be clear about who you are and what you will be posting (or not). Keep SEO in mind!
Social media terminology Mention When you insert another user's handle into a message of your own, that user is typically notified that they were "mentioned," or tagged, in a post.
Social media terminology Mention (continued)
Social media terminology Hashtag Hashtags are a way of "tagging" or categorizing information and discussions in social media. "Hash" implies that a pound sign (#) precedes the keyword(s).
Social media terminology Hashtag (continued) ● Discussing events: #grammys, #superbowl, #SOTU ● Causes: #occupy, #sopa, #relayforlife ● Describing a tweet: #sarcasm #NSFW #LOL ● Marketing: #McDStories, #justdoit
Social media terminology Retweet (RT) Retweeting is when you share another person's message to your own followers. Original Retweeted by @uofsandiego (non-modified, pass through)
Social media terminology Retweet (continued) Many Twitter apps enable users to modify the text of a retweet to add comments, an answer or otherwise (in some cases, changing to MT is appropriate etiquette). Original Retweeted and modified by @flea333 (Red Hot Chili Peppers)
Follow, Friend, Like, Connect, Subscribe Most social networks allow users to connect or follow one another (privacy restrictions aside). For brand accounts, approval is usually not necessary. Social media terminology
Influencer An influencer is somebody (usually within a specific target audience) who has a strong social media following. Social media terminology
Short URL Sites often automatically shorten links for lower character count and tracking abilities http://agbeg.in/ZhB5q6 Social media terminology
MKT805 Social Media Social Media Influencers People to Follow
People to follow - social media/marketing Jay Baer - @jaybaer Scott Stratten - @unmarketing Tom Webster - @webby2001 John Jantsch - @ducttape Hubspot - @hubspot
People to follow - san diego San Diego Magazine - @SanDiegoMag City Beat - @SDCityBeat San Diego County - @SanDiegoCounty KPBS - @KPBS Protip: many reporters live on twitter.
People to follow - industry x Many B2B and B2C industries have a presence on Twitter, LinkedIn, Facebook or other more specific networks. Let's try exploring one...
MKT805 Social Media Crafting a Strategy Part I Research
How social media fits into your ecosystem
Step 1: Be aware [look inside] Who is our company? ● personality/brand ● structure (personnel) ● structure (services/products/departments/ locations/business lines) ● industry (*legal implications*)
Step 1: Be aware [look inside] Who is our audience? ● demographic ● psychographic ● social media participation? (where, how, when)
Step 1: Be aware [look outside] What's already being said about your company? Search Google, Twitter, Facebook, Yelp *Pro-tip: set up Google alerts
What are your competitors doing? Step 1: Be aware [look outside]
What are your audiences doing online? Target Audiences (customers, partners) Industry Publications Influencers Step 1: Be aware [look outside]
Social media gives you access to information you wouldn't have easy access to in the past: What do your customers think of you? What do they think of the competition? What are they looking for? Step 1: Be aware [look outside]
Understanding your social media landscape can be done without sharing a single thing. Listen first. Assess and strategize, and then execute. Step 1: Be aware [look outside]
Break into groups of three and complete the discovery worksheet. Breakout session: information gathering
MKT805 Social Media Crafting a Strategy Part II
Step 2: Plan for useful engagement
Objectives: what does success look like? ● Raise awareness ● Increase number of leads ● Increase customer satisfaction Step 2: Plan for useful engagement
Social metrics and measurement ● How important is follower count? ● Engagement metrics (RT, mentions) ● Tracking social media successes Step 2: Plan for useful engagement
Do we need multiple accounts for locations? business lines? content? People? Examples: ● http://www.nytimes.com/twitter ● http://www.sandiego. edu/directory/social_networking. php ● https://twitter.com/twitter/more- twitter-accounts/members Step 2: Plan for useful engagement
What will be the voice of the accounts? Fun, whimsy? Official and stern? Step 2: Plan for useful engagement
Pick your networks wisely. Will you integrate accounts to post to one- another? (a time-saver, but will duplicate posting turn-off your audience?) Step 2: Plan for useful engagement
Creating usernames - consistency is king ● What accounts are available? http: //namechk.com/ ● Be descriptive and guessable ● Keywords matter Step 2: Plan for useful engagement
Develop a strategy (content strategy) ● Who will be responsible to post? ● How often? ● What topics/content guidelines? Step 2: Plan for useful engagement
SEO in Social? ● All your Search Engine Marketing knowledge DOES apply on social ● Facebook, Twitter, LinkedIn, Yelp, others have search functionality ● Tweets get indexed! Step 2: Plan for useful engagement
How will you promote your accounts? ● Link or embed onto your website? ● Print on offline materials? (use URL!) ● Run promotions/contests? ● Buy? Setting up your accounts
Create a social media policy: who posts, how, when, in what voice http://youtu.be/YRMD7U8DMEI (Jay Baer) Step 2: Plan for useful engagement

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USDmkt805 - Social Media Marketing Lecture 1 & 2 Slides

  • 1. MKT805 Social Media Andrew Begin April 4, 2013 #USDmkt805
  • 3. About me Director of Marketing - PINT, Inc CT Born and Raised Marketing & Advertising Background Bass for The Accidentals Band twitter: @agbegin
  • 4. About you Name What you do Why you're here Something fun
  • 6. About this class Only four classes! 1) Thinking differently about social media "marketing" 2) Hands-on social media (workshop - computer lab) 3) Developing a social media strategy 4) Presentations NOTE: #USDmkt805 will be our hashtag!
  • 7. About this class Class deliverables: 1) Social media strategy document 2) Profiles/pages for at least two social networks 3) POSTS! Tweets, status updates, photos, videos, etc. 4) Presentation - strategy, execution and metrics @agbegin | #USDmkt805
  • 8. Step 1: Be aware [look outside] source: http://www.slideshare.net/webby2001/the-social-habit-2012-by-edison-research
  • 9. MKT805 Social Media What is Social Media?
  • 10. What is social media? Let’s ask wikipedia: “Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks...”wikipedia “Social media marketing refers to the process of gaining website traffic or attention through social media sites.” - wikipedia
  • 11. What is social media? 35:27
  • 12. Social media is... a telephone a magnifying glass a two-way conversation a commitment dangerous
  • 13. Social media is a telephone Social media is a medium we can use communicate to customers for support, for sales, for marketing, and much more. It's not just a marketing tool. What department controls the telephone at your company? Don't let it ring! Participation requires listening & responding.
  • 14. Social media is a telephone
  • 15. Social media is a magnifying glass Social media can magnify both the good and the bad. Before you engage, make sure you aren't at risk for the latter. ZingChart in 2010 (~60 visits per day to 2,700)
  • 16. Social media is a magnifying glass
  • 17. Social media is a two-way conversation
  • 18. Social media is a commitment source: http://www.unmarketing.com/ | @unmarketing
  • 19. Social media is dangerous http://blog.pint.com/2013/01/11/learning-from-social-medias-biggest-blunders/
  • 20. Social media is a given Conversation is happening with or without you, and you can't control it, you can only participate With appropriate participation you can tilt the conversation in the right direction Inappropriate conversation can make it worse than none at all
  • 21. Takeaway? “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” - Sun Tzu ... this class will be a balance between strategy and tactics.
  • 22. MKT805 Social Media Social Media Networks The toolbox
  • 23. Social media networks How do we categorize social media sites? Audience? Purpose? Functionality? ... all of the above
  • 27. Social media networks Common functionality: Sharing and re-sharing of content Messaging/mentioning other individuals Location-based tagging Cross-network posting/integration* *sometimes gets territorial re: content ownership.
  • 28. Social media networks - Facebook
  • 29. Social media networks - Facebook What is it? Audience: Everybody (near saturation) Purpose: Connect with friends and family, distribute/ share content Functionality: photos, videos, events, public/private/group messages, brand pages
  • 30. Step 1: Be aware [look outside] source: http://www.slideshare.net/webby2001/the-social-habit-2012-by-edison-research
  • 31. Social media networks - Facebook Brands should set up a "page," not a user profile. This allows admin rights, page insights, and user-initiated "likes."
  • 32. Social media networks - Facebook What's it good for? Lifestyle, entertainment, and other B2C-type companies Facebook spans across all ages and demographics now, but the content has to be relevant and timely to be welcome. There's a fine line between too much and not enough
  • 33. Step 1: Be aware [look outside]
  • 34. Step 1: Be aware [look outside]
  • 35. Step 1: Be aware [look outside]
  • 36. Social media networks - Facebook What's the latest? Graph search: incorporating the online review/local business recommendation New layout: coming soon! Hashtags! http://agbeg.in/facebookhashtags
  • 38. Social media networks - Twitter What is it? Content distribution. Information (text/photo/ video) sharing RE: news, sports, politics, fun and more. Functionality: text posts < 140 characters, photos, shortened links, Vine video app
  • 39. Social media networks - Twitter What's it good for? Active niches across wide range of industries and demographics (adoption is still growing) Open communication with nearly anybody (most accounts are public) Great distribution mechanism if nurtured
  • 40. ... but will they adopt using Twitter? Social media networks - Twitter
  • 41. What's the latest? Twitter Advertising: Promote your account or tweets to gain followers Vine app: short, 6-second video clips "Pay by Tweet" - American Express partnership to pay via a tweet (coming soon) Social media networks - Twitter
  • 42. Social media networks - LinkedIn
  • 43. Social media networks - LinkedIn What is it? Audience: More specifically adopted by career-focused individuals with more formal education Purpose: Professional networking, hiring, recruiting, referrals, content distribution (somewhat), groups Functionality: robust profile editor, networking/connection tools, company pages featuring service descriptions, status updates, recommendations
  • 44. Social media networks - LinkedIn What's it good for? More formal networking online Lead generation: targeted search mechanism (especially for paid accounts) "Who's viewed your profile" may open doors
  • 45. Social media networks - LinkedIn What's the latest? Content push: Richard Branson, Tim O'Reilly, and other content contributers Different paid models for specific functionality (sales, recruitment) We shall see when the dust settles
  • 47. Social media networks - YouTube What is it? Most popular video upload site (Others include Vimeo, Dailymotion) Content publishing primarily (distribution often happens elsewhere via embed) A search engine
  • 48. Social media networks - YouTube What's it good for? Content sharing - tutorials & how-tos, product demos, company culture
  • 49. Social media networks - YouTube What's the latest? Bought by Google in 2006; is becoming increasingly integrated over time with other Gmail products Youtube advertising allows hyper-targeted ads Partnering for live video (Presidential debate) Live Google Hangout streaming
  • 51. Social media networks - Google+ What is it? The social "layer" of Google's platform (Gmail, Calendar, YouTube, Now, etc.) Competitor to Facebook
  • 52. Social media networks - Google+ What's it good for? To be determined; it has yet to secure the market despite claims of widespread usage ("platform" logins) SEO implications of posting updates/content through Google "+1" - Similar to Facebook "Like" but gets incorporated into search engine results
  • 53. Social media networks - Google+ What's the latest? Google+ for Enterprise? http://www.altimetergroup. com/2012/08/google-the-new-enterprise-social-network. html Google Now - automated recommendations, reviews, notifications and more
  • 54. Social media networks - Pinterest
  • 55. Social media networks - Pinterest What is it? Social photo bookmarking site Vast majority of users are women (90%) Traffic generator (for the right business/purpose)
  • 56. Social media networks - Pinterest What's it good for? Enabling sharing and bookmarking (you don't have to do all the work) Highly visual products & services Referral traffic & reaching new audiences that may not necessarily be "looking" for your product Build a following
  • 57. Social media networks - (new) Myspace
  • 58. Social media networks - (new) Myspace What is it? Social network targeted at younger, creative/music- oriented audience Justin Timberlake as Creative Director Music player
  • 59. Social media networks - (new) Myspace What's it good for? Still early to tell Selling/purchasing music? Entertainment/lifestyle brand engagement?
  • 60. Social media networks - Foursquare
  • 61. Social media networks - Foursquare Foursquare Primarily for location-based businesses Relies heavily on gamification, rewards People have likely already checked in at your business (customers or employees) You may "claim" your location
  • 63. Social media networks - Yelp Yelp Online reviews for local businesses and services (including chains/franchises) Like Foursquare, primarily for location-based businesses There may be comments about your business on the site already NEW: "ROI Calculator"
  • 64. Social media networks - Instagram What is it? Photo sharing app (originally for iPhone) Part of the simplification wave of networks and applications (do one thing well)
  • 65. Social media networks - Daily deals sites What is it? Agree to significantly discount (50%) your product/ service for being promoted to a large audience Blessing and a curse - deal shoppers often have little to no brand affinity
  • 66. MKT805 Social Media Social Media Terminology
  • 67. Social media terminology Handle (Username) A "handle" is a username that uniquely identifies users on a given social network.
  • 68. Social media terminology Avatar The image or photograph used for identification on social media networks. Nearly all social media networks use avatars.
  • 69. Social media terminology Bio Networks provide varying levels of space for "About Us" type information. The important thing across networks is to be clear about who you are and what you will be posting (or not). Keep SEO in mind!
  • 70. Social media terminology Mention When you insert another user's handle into a message of your own, that user is typically notified that they were "mentioned," or tagged, in a post.
  • 72. Social media terminology Hashtag Hashtags are a way of "tagging" or categorizing information and discussions in social media. "Hash" implies that a pound sign (#) precedes the keyword(s).
  • 73. Social media terminology Hashtag (continued) ● Discussing events: #grammys, #superbowl, #SOTU ● Causes: #occupy, #sopa, #relayforlife ● Describing a tweet: #sarcasm #NSFW #LOL ● Marketing: #McDStories, #justdoit
  • 74. Social media terminology Retweet (RT) Retweeting is when you share another person's message to your own followers. Original Retweeted by @uofsandiego (non-modified, pass through)
  • 75. Social media terminology Retweet (continued) Many Twitter apps enable users to modify the text of a retweet to add comments, an answer or otherwise (in some cases, changing to MT is appropriate etiquette). Original Retweeted and modified by @flea333 (Red Hot Chili Peppers)
  • 76. Follow, Friend, Like, Connect, Subscribe Most social networks allow users to connect or follow one another (privacy restrictions aside). For brand accounts, approval is usually not necessary. Social media terminology
  • 77. Influencer An influencer is somebody (usually within a specific target audience) who has a strong social media following. Social media terminology
  • 78. Short URL Sites often automatically shorten links for lower character count and tracking abilities http://agbeg.in/ZhB5q6 Social media terminology
  • 79. MKT805 Social Media Social Media Influencers People to Follow
  • 80. People to follow - social media/marketing Jay Baer - @jaybaer Scott Stratten - @unmarketing Tom Webster - @webby2001 John Jantsch - @ducttape Hubspot - @hubspot
  • 81. People to follow - san diego San Diego Magazine - @SanDiegoMag City Beat - @SDCityBeat San Diego County - @SanDiegoCounty KPBS - @KPBS Protip: many reporters live on twitter.
  • 82. People to follow - industry x Many B2B and B2C industries have a presence on Twitter, LinkedIn, Facebook or other more specific networks. Let's try exploring one...
  • 83. MKT805 Social Media Crafting a Strategy Part I Research
  • 84. How social media fits into your ecosystem
  • 85. Step 1: Be aware [look inside] Who is our company? ● personality/brand ● structure (personnel) ● structure (services/products/departments/ locations/business lines) ● industry (*legal implications*)
  • 86. Step 1: Be aware [look inside] Who is our audience? ● demographic ● psychographic ● social media participation? (where, how, when)
  • 87. Step 1: Be aware [look outside] What's already being said about your company? Search Google, Twitter, Facebook, Yelp *Pro-tip: set up Google alerts
  • 88. What are your competitors doing? Step 1: Be aware [look outside]
  • 89. What are your audiences doing online? Target Audiences (customers, partners) Industry Publications Influencers Step 1: Be aware [look outside]
  • 90. Social media gives you access to information you wouldn't have easy access to in the past: What do your customers think of you? What do they think of the competition? What are they looking for? Step 1: Be aware [look outside]
  • 91. Understanding your social media landscape can be done without sharing a single thing. Listen first. Assess and strategize, and then execute. Step 1: Be aware [look outside]
  • 92. Break into groups of three and complete the discovery worksheet. Breakout session: information gathering
  • 93. MKT805 Social Media Crafting a Strategy Part II
  • 94. Step 2: Plan for useful engagement
  • 95. Objectives: what does success look like? ● Raise awareness ● Increase number of leads ● Increase customer satisfaction Step 2: Plan for useful engagement
  • 96. Social metrics and measurement ● How important is follower count? ● Engagement metrics (RT, mentions) ● Tracking social media successes Step 2: Plan for useful engagement
  • 97. Do we need multiple accounts for locations? business lines? content? People? Examples: ● http://www.nytimes.com/twitter ● http://www.sandiego. edu/directory/social_networking. php ● https://twitter.com/twitter/more- twitter-accounts/members Step 2: Plan for useful engagement
  • 98. What will be the voice of the accounts? Fun, whimsy? Official and stern? Step 2: Plan for useful engagement
  • 99. Pick your networks wisely. Will you integrate accounts to post to one- another? (a time-saver, but will duplicate posting turn-off your audience?) Step 2: Plan for useful engagement
  • 100. Creating usernames - consistency is king ● What accounts are available? http: //namechk.com/ ● Be descriptive and guessable ● Keywords matter Step 2: Plan for useful engagement
  • 101. Develop a strategy (content strategy) ● Who will be responsible to post? ● How often? ● What topics/content guidelines? Step 2: Plan for useful engagement
  • 102. SEO in Social? ● All your Search Engine Marketing knowledge DOES apply on social ● Facebook, Twitter, LinkedIn, Yelp, others have search functionality ● Tweets get indexed! Step 2: Plan for useful engagement
  • 103. How will you promote your accounts? ● Link or embed onto your website? ● Print on offline materials? (use URL!) ● Run promotions/contests? ● Buy? Setting up your accounts
  • 104. Create a social media policy: who posts, how, when, in what voice http://youtu.be/YRMD7U8DMEI (Jay Baer) Step 2: Plan for useful engagement