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“PRACTICAL TIPS AND TACTICS
TO ACHIEVE MEASURABLE GROWTH
THROUGH SOCIAL MEDIA CHANNELS”
FROM BUZZ TO BIZ:
1
Presented By: Craig Briars
“PRACTICAL TIPS AND TACTICS
TO ACHIEVE MEASURABLE GROWTH
THROUGH SOCIAL MEDIA CHANNELS”
FROM BUZZ TO BIZ:
2
Presented By: Craig Briars
#BestPresentationEver
PLEASE “LIKE” ME
3
I do not have cats or post about what I eat
Craig Briars
Facebook.com/ParkRidge
@cbriars
google.com/+CraigBriars
linkedin.com/in/craigbriars
Background
• Entrepreneurial Passion
• B.S. Integrated Marketing – Northern Illinois
• Web Developer – 10+ Years
• Pursuing dream to be a Recreational Fishing
Pro
TODAY’S “TIMELINE”
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• Overview of Social Channels
• Defining Your Social Media Strategy
• How to Execute – Tips, Tactics & Caveats
• Q & A
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QUICK BREAKDOWN OF SOCIAL
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Beyond Friends, Followers & Sharing • Social Graph, Sponsored Content, Ads, Custom Apps, Contests, Business Pages
• Real-time, Hashtags, Retweets, Image Sharing, Instant Dissemination
• Boost in SEO, “Smart” Networking, Communities, Blurred Social & Search Use
• Visual, allows audience and you to engage, connected to Facebook and/or Twitter
• Networking, Groups, InMail, Targeted Ads, Recruiting, Sponsored Posts, Messages
• Themed “Boards”, Re-Pin, inspiration, Visual Search, Female Audience
SOCIAL STRATEGY 101
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WHERE IT BEGINS
•You’ve been tasked with advancing your Social Media Strategy?
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Social Media Strategy
WHERE IT BEGINS
•#1 - Who is your audience & What are they interested in?
•#2 - What are your business objectives?
•#3 - Define your goals & how to measure success
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Start with the basics
DEFINE AUDIENCE / “THEME”
Who: Prospects = Consumers, Decision Makers, Researchers, etc..
Theme: In order to be considered relevant our digital presence must satisfy and
support their expectations, across the diverse channels being used (Web, Social,
Search, Traditional, etc..)
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Step 1 – Who & Why? A few examples
Translation:
The bar has been raised, we need a cohesive
digital footprint just to be relevant
DEFINE AUDIENCE / “THEME”
Who: Established “Connections” = Customers, Members, Students, Tax Payers, etc..
Theme: By interacting with our “connections” and allowing them to engage via social
we can expand our reach, re-target, communicate and reinforce our brand loyalty.
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Step 1 – Who & Why? A few examples
Translation:
We want people to love us & talk about us!
BUSINESS OBJECTIVES
• Increase Sales
• Lead Generation
• Networking
• Education & Informing
• Customer Service
• Brand Awareness
• Interaction / Engagement
• Brand Loyalty
• Show off! (employees, accomplishments, stories, play to human instinct)
• Wasting Time…wrong social channel…no strategy (cat posts)
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Step 2 – Focus on more than one
DEFINE GOALS
• Increase website traffic, campaign landing page, micro site (Events)
• Grow Lists / Data (White Papers, Infographics, Inbound Marketing Content)
• Opt-In – Email, SMS, Alerts, Page Likes
• Increase product reviews / increase social mentions
• Reduce common inquiries, questions, customer service
• Increase the reach of the brand (tap into social circles)
• Grow # of followers, Re-Tweets, Pins, etc..
• Let our audience have a voice, show their influence
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Step 3 – Find value beyond dollars and cents
GOT IT, NOW CAN I POST?
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No, there are more bullet points for you to read
Commit to practicing “Safe Social”:
• Do not demand people to “like” you
• It’s new to you but not everyone else, practice with people you know first
• Do not take people to strange places
• Keep an open mind, try new things, do not fall into a routine
• Keep to your standards & show your personality
• Protect yourself = change passwords, approval process, trusted employees
• Plan for the future = how to handle unforeseen, awkward, negative & gossip
scenarios
ONE MORE THING TO REMEMBER
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Social is only one channel
CREATING CONTENT
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Two Basic Types Original:
• Events
• Reviews
• Customer Stories
• Insights
• Tips
• Product Highlights
Curated:
• Corporate
• Advocacy Groups
• Media
• Industry Voice
• Event Organizers
• Retailers
Your Content Utensils:
Words, Video, Audio, Photos, Infographics, Locations, Actions
SOCIAL IDEAS & TRENDS
E-commerce
• Incentivize, Grow, Convert
• Post Checkout Purchase Sharing with Promo Code
• Exclusive Social Media Promotions
• Contests, Photo Submissions, Loyalty Programs
B2B
• Network, Nurture, Capture
• Incorporate social into all communication
• Build social into process (Connect with Leads, Partners, Influencers)
• Encourage employees to maintain public profiles (LinkedIn)
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Remember its social, have fun
SOCIAL IDEAS & TRENDS
Non Profit, Government, Non transactional
• Communicate!
• Use social to expand reach and exposure
• Encourage feedback, opinion, surveys
• Promote events, registrations, activities, alerts
B2C
• Establish, Influence & Support
• Create social pages for top networks
• Produce unique, insightful & relevant content
• Express your brands personality, differentiate from competition
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Remember its social, have fun
WHAT NEXT?
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Just a few of the resources available to you…
• Americaneagle.com Strategy Team
• CMS / Web Tools to empower Social Media Efforts
• Read whitepapers, presentations & infographics (2014)
• Americaneagle.com Partner Firms (PR, Content Writing, SEO)
• Best practices for Social Network Posts – Click Me!
SOCIAL CHECKLIST
• “Social Pages” should reflect branding & messaging standards
• Website & marketing materials should incorporate social channels
• Integrate social media to your Marketing Calendar
• # of posts per week for each Social Platform
• Are the posts relevant to each step of “Customer Journey”?
• Centralize control of Social Channels
• Use Technology = CMS and/or Platforms to automatically post content
• How are you measuring effectiveness?
• URL Shortener, Web Analytics, Social Platforms, Marketing Automation
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Remember its social, have fun
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Thank you!