Next level social media Night 3 and 4
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This document provides an overview of social media marketing and how to develop an effective social media plan. It discusses listening to conversations on social media to understand customers and competitors, creating targeted customer profiles, setting specific goals for social media use, joining conversations by creating and sharing valuable content, and measuring return on investment both qualitatively and quantitatively. The document also provides recommendations for tools to support various aspects of social media marketing like monitoring, content creation, content curation, time saving, and analytics.
Next level social media Night 3 and 4
- 1. WHY VIDEO http://www.youtube.com/watch?v=zU3fIEPfctQ Social Media Marketing Conquering the Digital Divide
- 2. What Is Social Media Marketing?
- 3. What is the Challenge?
- 4. Feeding the Cash Register Email BLOG Off-Line Local Search Web Site
- 5. How Visitors Find Your Website Traffic Sources ASBTDC website
- 6. Getting the Word Out Spread the word on the RIGHT Channels Post it on a site that search engines can index Where we create content to FEED our Blog/ Website Create Content in a Form Customers Want
- 7. The Challenge Today? How do you get found in a universe with: 500 MILLION websites? 150 MILLION Blogs Over 200 BILLION Internet Display Banner Ads every 90 Days?
- 8. How is Social Media Used? • • • • • • Customer Service Product/service feedback Industry networking Promotions/Contests News, company updates Internal Collaboration
- 9. Creating a Social Media Plan STEPS Pre-planning Listen to the conversations Create TARGET profile Set Specific Goals Join Conversation Measure Return
- 10. Step 1 Preplanning What are your CURRENT Channels? E-Mail? Websites Direct Mail Newsletters
- 11. Step 2 Listen to the Conversation Secure your brand on social platforms Blogs, twitter, Facebook, Lin kedIn Usernames unique Try to be consistent Set up monitoring platforms Google Alerts SocialMention.com Technorati Twitter Search
- 12. Step 2 Listen to the Conversation KEYWORD categories to identify: Key industry influencers Competitors Industry news sources Blog Comments
- 13. How To Find the Right Sites
- 14. Monitor for: Your business or organization Your Competition Your product or service Industry
- 15. Monitoring will show you: Networks your customers use What they are interested in What they are saying about your competition What they are saying about your product What they are saying about:
- 16. Industrial Espionage Follow your competition on social media See what networks they use Evaluate how they connect Evaluate “value” they add to customers Reactions of followers, fans, subscribers, etc. STEAL What works! AVOID what isn’t working Action Items: Secure your BRAND Set up Monitoring Channels
- 17. Step 3 Create Target Profile Find KEY attributes by Listening Chart out their presence in social media Market Segmentation Demographic Geographic Psychographic Behavioristic Continue to gather customer information along the way
- 18. Step 3 Create Target Profile Target Audience is 24-50 males 350 billion spending power 16-19 hours online each week 96% joined social networks 78% trust peer recommendations Only 14% trust advertisements Belong to: Quantcast Twitter: 31 Facebook: 33 LinkedIn 39
- 19. Exactly Who Uses Social Networks? Are they my Potential Customers? Get detailed user data for 2012 at the ASU SBTDC Pinterest Site at our Social Network Stats 2012! http://pinterest.com/astatesbdc/
- 20. Get more Facebook user data on our Facebook 2012 board Visit the ASU SBTDC Facebook Page!
- 21. Optimize Your Facebook Page 11 Point Facebook Page Audit from Social Media Examiner
- 22. See what the “Tweeple” look like: At Twitter 2012 Infographic Connect with the ASU SBTDC on Twitter!
- 23. Google + Offers Insight into users at Google Plus Stats 2012 You can connect with us on Google Plus as well
- 24. Pinterest 2012 Stats and Figures…Plus How to Leverage Pinterest We love to Pin Interesting information at the ASU SBTDC Boards
- 25. Social network for businesses and Professionals LinkedIn Stats 2012 Of course love to connect with you on LinkedIn
- 26. Step 4 Set Specific Goals Brand Awareness/Advocacy Increase Traffic/Opt-Ins Business Partnerships Search Engine Results Generate Leads Reduce CRM Costs Increase Revenues
- 27. Step 5 – Join the Conversation Establish an Editorial Calendar Choose schedule for days you will post Keeps on Track & Organize Content Consistency Helps when you need Content Ideas
- 28. Why Good Content Matters
- 29. What is Good Content Educates Informs Entertains Provides Value Builds Trust Creates Relationships…then SELLS……
- 30. How to Spread Content Video Images, pictures – Articles Infographics eBooks/White Papers Webinars Podcasts Coupons/discounts/special offers Know how subscribers in different networks PREFER to receive your content
- 31. Step 5 – Join the Conversation THINK Conversation, not Campaign! Don’t focus on selling Ask questions/respond Provoke engaging dialogue Earn a REPUTATION When consumers TRUST your content, they will TRUST YOUR PRODUCTS/ SERVICES
- 32. Step 6 BONUS – Measure ROI WHAT IS ROI? Non-Financial: Visitors WOM Page Views Fans & Followers FINANCIAL Sales Revenue Transactions Coupons
- 33. Step 6 – Measure ROI QUALITATIVE Involved in Industry Conversations How Customers Perceive us versus competition Did we build KEY relationships Moving from MONOLOGUE to DIALOGUE? QUANTITATIVE Website Analytics Social Mentions SEO Ranking Link Clicks Newsletter/E-mail Subscribers added
- 34. What is Next? First Things First: Website If a Local Business – Claim Local Listings Leverage E-Mail to connect with customers Develop a Buyer Persona to target best customer Determine what is important to that segment Set Up Monitoring Platforms Determine the RIGHT social networks Determine the RIGHT type of Content Start Delivering Good Content they VALUE Find tools to make your Online Marketing Easier
- 35. Tools, Tools and More Tools
- 36. Monitoring Tools http://www.google.com/alerts https://twitter.com/search http://www.socialmention.com/ http://addictomatic.com/ Listen to the conversations! Read detailed “How To” set up at our storify posts http://storify.com/asbtdc_asu/monitoring
- 37. Facebook Tools
- 39. Tools to Create Content Slideshare.com upload your PowerPoint, word documents, pdf files, brochures, even video online to share with your audience Animoto.com Video creation and sharing tool that allows you to upload images and short video clips, add text, then mix with a great music library to share with your fans. YouTube – Fits as both a support tool and as its own social network. Shoot video from anywhere, upload to YouTube and share on your sites. Get more information about Slideshare, Animoto and YouTube at our Storify article “Tools to Create GREAT Content”
- 40. Tools to Curate Content Storify.com Storify is one of the best platforms that allows users to aggregate and display photos, articles, tweets and other content from across the web. Paper.li Allows you to curate your favorite twitter, Facebook and RSS sites, writers, etc. into an online newspaper just for your readers.
- 41. Tools to Save Time Hootsuite.com Buffer.com Tweetdeck.com Facebook Page Scheduler Read all about these and other scheduling tools at our Storify article “Scheduling Tools for Beginners”
- 42. Tools to Analyze Your Activity Fanpagekarma.com Results for Batesville Area Chamber Agora Plus Facebook Page Barometer Batesville Area Chamber of Commerce Vs Barometer Simplymeasured http://simplymeasured.com/ Nutshell Mail https://nutshellmail.com/ Sample
- 43. Tools to Analyze Your Activity Simplymeasured http://simplymeasured.com/ Nutshell Mail https://nutshellmail.com/ Sample
- 44. More Facebook
- 45. Most Inclusive Tool: BRANDIFY Brandify Free Trial https://www.brandify.com/
- 47. Contests Facebook 9 Tips for A Successful Facebook Contest – Social Media Examiner Facebook TOS and Contests Must Know Facebook Policies on PROMOTIONS https://www.facebook.com/page_guid elines.php#promotionsguidelines Pinterest Easy Contest Ideas for Pinterest
- 48. Timing and Social Media Online Timing is EVERYTHING! Our Tips on Best Time to Post Online by social media network AND by Industry
- 49. Blogs to Follow on Social Media http://storify.com/asbtdc_asu/blogs
- 50. Best How To Resources HubSpot’s Internet Marketing Whitepapers & EBooks
- 51. FINALLY Take advantage of training available in your area on marketing, Online marketing, social media marketing and stay up dated. Meet with our consultants for assistance in developing the RIGHT social media marketing plan Stay informed HAVE FUN! Download this PowerPoint for links at: http://www.slideshare.net/hlawrenc/
- 52. Connect with Us E-mail hlawrenc@astate.edu Facebook http://www.facebook.com/asu.sbtdc Facebook http://www.facebook.com/herb.lawrence Twitter http://www.twitter.com/asbtdc_asu LinkedIn http://www.linkedin.com/in/asusbtdc Google Plus https://plus.google.com/u/0/116773498364928584762/ posts Pinterest http://pinterest.com/astatesbdc/ Oh… or call me (870) 972-3517
Editor's Notes
- #3: Good news is that small businesses can create a lot of content at virtually no cost. The bad news… lots of folks are doing it and is crowwded
- #5: Megan this is our baseline for online marketing… note hover on website image and is link to our website
- #7: Bottom row is how we create visual content to engage middle is the publishing tool (our blog) over on it and is hot link to our blog then top is the channels we use to disciminate our content
- #13: Use Keyword link to go to Google Insights for Search and show examples
- #18: Demographic: age gender family size social class incomeGeographic region, population, climatePsychographic activities, interests, opinions, attitudesBehavioristic brand loyalty, benefits sought, readiness bo buy
- #20: Link to let them go to our Pinterest board that has infographics of demographic data about the top social sites
- #33: The what is ROI link is to an old video on ROI for social media
- #37: Note: social mention is still available but will not allow for email delivery anymore. Also the bottom link is an article I curated on how to use listening tools
- #40: Hot links to free or almost free content creation sites. They will go to my sites so you may have to have my login to access or use your own. Also bottom Linke “Tools to create Great Content” article I curated on Storify with tips and processes that they can access to learn how to use these.
- #41: Hot links to free or almost free content creation sites. They will go to my sites so you may have to have my login to access or use your own. Also bottom Linke “Tools to create Great Content” article I curated on Storify with tips and processes that they can access to learn how to use these.
- #42: Scheduling tools again hot links but to my sites may need login to access or use your own. Also bottom link is article I put together on how to use them
- #43: Scheduling tools again hot links but to my sites may need login to access or use your own. Also bottom link is article I put together on how to use them
- #44: Scheduling tools again hot links but to my sites may need login to access or use your own. Also bottom link is article I put together on how to use them
- #52: Since the powerpoint has a lot of hot links I always allow the attendees to go back and download them onto their hard drives to access the links like all the articles I wrote. Goes to my slideshare account but anyone can access itl.