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Astek's Rachel Yeomans walks through the process of creating an effective social media strategy for attendees at the Specialized Information Publishers Association conference in Miami Beach.
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www.astekweb.com © Astek Consul3ng 2011
Pre-Conference Workshop:�
Social Media & Marketing
www.astekweb.com © Astek Consul3ng 2011
Table of Contents ! Social Media Best Prac3ces
Social Media Language PlaBorms
! Rou3ne ! Tool & PlaBorm Set-‐Up ! Publish
! Measure
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! Start Backwards
! Do Your Research
! Pick Your PlaBorms
! Declare Your Process
! Be Accountable
The Social Media Process
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Before We Begin
Tradi3onal Marke3ng
Public Rela3ons
Editorial
Social Media
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Start Backwards
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Start Backwards
! What are your goals?
! Not just your business goals
WRITE THEM DOWN
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Now What
! Goals: Pick 3
! Be measurable
! Be realis3c
! Be flexible
MAKE YOUR NEW LIST AND KEEP
UPDATING IT
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Make Sure Others Know
! Communicate
! Who needs to know?
! How oXen should they be updated?
! How oXen should you be updated?
CREATE YOUR PHONE TREE
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Learn from Others
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Learn from Others
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Learn from Others
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Learn from Others
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Do Your Research
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Search Engine Op3miza3on
! Google Ad Words and Keyword Tool
! Adwords Editor
! SEM Rush
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Search Engine Op3miza3on
! Pick your final keywords and commit to them
MEDIUM -‐ LOW COMPETITION AND BE
SPECIFIC
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Pick Your PlaBorms
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Possible PlaBorms
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What Provides Be\er ROI
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What PlaBorms Are Growing?
Image courtesy of ComScore
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Target Demographic On Social Media
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ASK…
Are YOUR partners and customers engaging on those plaBorms?
AND
Are your POTENTIAL partners and customers?
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Research and Pick Your PlaBorm(s)
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Before You Get PlaBorm-‐Happy
Where is your social content going?
And does your website show it?
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Your Website SHOULD Be Here
Social Media
Expert Resource
Webinar
Online News
Resource’s Website
Webinar Host’s Website
News Website
Social Media
Audience
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Take Inspira3on from Others
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More Inspira3on
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Now That We Have That Sorted Out
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Facebook and Twi\er Should Be Last
! Blog
! Google+
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Declare Your Process
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! Blog ! Wordpress ! Squarespace ! Blogger ! Tumblr ! Posterous
PlaBorm Set-‐Up
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Blog: What Your Web Developer Needs
! A URL
! Your preferred plaBorm
! List of plug-‐ins
! Access to your website design template
! A deadline
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Blog: Wordpress Plug-‐Ins ! ShareThis ! Akismet ! Google Analy3cs for Wordpress ! Google XML Sitemaps ! Pla3num SEO Pack ! Yoast ! Wordpress.com Popular Posts ! Outbrain or LinkWithin ! Livefyre ! For when you start with Twi8er
! WP to Twi\er ! Tweet Old Post
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Blog: What You Need ! An editor ! Writer(s) ! A required (and realis3c) editorial calendar
! A quick Wordpress tutorial for best prac3ces
! Buy-‐in from upper management ! Your keyword list
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LinkedIn: What You Need
! An updated company page
! An updated personal profile
! Group involvement
! Content that drives people to your website
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LinkedIn: Update Your Company Page ! Media:
! Profile Company Banner: 646px x 220px Careers Company Banner: 646px x 220px Products Company Banner: 646px x 220px Profile Company Logo: 100px x 80 px Mobile Company Logo: 50px x 50px Square “Services” icon: 100px x 80px (unique for each service listed) Youtube Profile Video
! Copy:
! List of company special3es/Keywords < 45 characters) List of Services < 45 characters Service Descrip3ons < 250 characters Disclaimer < 400 characters (If needed) Profile Video Title Company Service/Products Summary Title < 100 characters Company Service/Products Summary Descrip3on < 400 characters
! Other: ! Recommenda3ons from clients (by invite once page is complete)
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LinkedIn: Update Your Company Page
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LinkedIn: Update Your Company Page
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LinkedIn: Link Your Employees to Your Company Page
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LinkedIn: Update Your Page Status
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LinkedIn: Watch Those Insights Increase
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LinkedIn: Join 3 Groups
! Join your preferred groups
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LinkedIn: Join 3 Groups
! Ac3vate your preferred sepngs
! Subscribe to daily emails
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LinkedIn: Join 3 Groups
! Contribute to each group by pos3ng a status update or commen3ng on posts at least three 3mes per week
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LinkedIn: Personal Profile Check-‐List
! Get your keyword list out
! Install the following plug-‐ins
! Skills & Exper3se
! Blog Link by Typepad
! Slideshare (if applicable)
! Box.net
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LinkedIn: Your Personal Profile
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Google+: Create a Page
! Create page using a company-‐specific Gmail address
! Create necessary assets ! Google Cover: 940×180 ! Google Profile Photo: 260px X 260px
! Fill out the appropriate informa3on ! Update the page status daily
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Google+: Create a Page
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Google+: A Local Page
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Google+: Op3mize Your Website
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Organize Your Content
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Editorial Calendar ! Google Calendar
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Editorial Calendar
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Editorial Calendar
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Editorial Calendar
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Editorial Calendar Sepngs
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Editorial Calendar Sepngs ! Sepngs Tab
General Calendars
! General Time zone
Automa3cally add invita3ons to my calendar
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Editorial Calendar Sepngs ! Calendars
Details Share This Calendar
No3fica3ons
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Editorial Calendar Sepngs ! Always make sure to save!
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Finding What to Post ! Start with your content
! RSS feeds ! Google Alerts ! Google news search
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RSS Feeds
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Google Alerts
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The Social Pos3ng Process
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The Publishing Kitchen Sink
! Analy3cs Dashboards
! Google Analy3cs
! Omniture
! Webtrends
! Argyle Social
! Listening Tools
! Radian6
! Sysomos
! SM2
! CustomScoop
! SproutSocial
Complete List: h\p://bit.ly/stmjRF
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Argyle Social: Dashboard
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Argyle Social: Set-‐Up
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Argyle: Set-‐Up Checklist ! Social Proper3es
! Analy3cs ! Rules ! Users
! Time Zone ! Bookmarklet
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Let’s Start Scheduling!
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Let’s Start Scheduling!
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Let’s Start Scheduling!
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Let’s Start Scheduling!
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Let’s Start Scheduling!
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Let’s Start Scheduling!
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Managing Your Posts
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Managing Your Posts
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Be Accountable
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Social Media Policy: Get One
socialmediagovernance.com/policies
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Measure Your Results and Remember…
! Your business is different
! Your website is different
! Your site visitors interact and transact differently
! Choose YOUR goals and set your own form of measurement
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Your Analy3cs ! Google Analy3cs
! LinkedIn Insights
! Social Media Tool
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Your Analy3cs
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Are You Mee3ng Your Goals?
! Create monthly reports and compare
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You Have Data: Now What?
! What Worked?
! What Didn’t?
! Who’s Doing it Be\er?
! Declare Next Steps and Updated Goals (if applicable)
START THAT BACKWARDS PROCESS
ALL OVER AGAIN
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Don’t Forget!
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The Social Media Mantra
! Have goals and expecta3ons
! It’s about the goals, not the plaBorms
! Be authen3c
! Be realis3c and accountable
! Be prepared to change your course
! Be human
www.astekweb.com © Astek Consul3ng 2011
Thank You!
[email protected] Twi\er.com/RachelYeomans
Twi\er.com/AstekWeb
LinkedIn.com/in/RachelYeomans