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Leveraging the Big 3!

Rachel Strella

Strella Social Media

www.strellasocialmedia.com

The #Strella Team

Rachel Strella & Amanda Harrison

Today, we’ll discuss…

Leveraging the Big 3 & Creating an Action Plan for Success

Facebook LinkedIn Twitter An Action Plan for Success

“Big 3” Channels: Facebook

Audience is consumer-based Largest age segment is 25-34 Great for sharing Integrates well with a lot of other sites and applications Oversaturated channel

Facebook: Business Fundamentals

You must have a personal Facebook account in

order to create and access a Facebook fan page


Personal Network of personal friends Must accept their connection You can filter what they see You can filter what you see


Business Community of fans Followers ‘like’ your page Fans can read all content Engagement and activity important for rank

Facebook: Elements for Success



Facebook: Build Your Stadium (Page)

Add cover photo and profile image Add content about business including contact information Include “http://” before website Customize Facebook URL

Facebook: Fill the Stadium with Fans

Import email contacts Add “Like” box to website Add URL to:

Business Cards Print Ads/Brochures Email Signature

Facebook: Make Them Cheer

Generate exclusive fan offers Ask open-ended questions Share relevant, valuable content Encourage sharing and interactivity

“Big 3” Channels: LinkedIn

Audience is business-based Largest age segment is 35-44 Two powerful gems: groups and advanced search Recommend creating a company page, but it can remain static Relationships a MUST

LinkedIn: Elements for Success



LinkedIn: Build Your Office (Profile)

Fully complete profile Include photo, strong headline, summary, and skills Use all three website links Customize public profile link

LinkedIn: Fill Your Rolodex

Start connecting with others Join groups of target audience Use advanced search for targeted outreach Add custom profile link to print materials and email signature

LinkedIn: Deliver Value

Participate in groups and offer helpful information Share content on newsfeed Send valuable information to targeted connections

“Big 3” Channels: Twitter

140-character limit Largest age segment is 25-34 followed by 18-24 Channel is wide-open Strong customer-service outlet Language can be confusing (hashtags, re-tweets, etc)

Twitter Terminology

Twitter Handle The“@” symbol before a Twitter username. For example, my Twitter handle is @RachelStrella

Twitter Terminology

Follow/Follower/Following On Twitter, you don’t ‘friend’ someone or ‘like’ a company page, you ‘follow’ them

Twitter Terminology Tweet When you post a message on Twitter

Retweet (RT) When a tweet is shared with others by clicking the ‘retweet’ button below it

Twitter Terminology

Mention You can mention others in your Tweets by typing the “@” symbol followed by their Twitter handle

Twitter Terminology

Direct Message (DM) Allows you send a private message to someone who is already following you

Twitter Terminology

Hashtag The pound sign or “#” sign - used to categorize content & join a conversation on common interests. If you click on a hashtag, it will take you to list of everyone tweeting with that hashtag

Twitter: Elements for Success



Twitter: Build Your Brand

Complete the 160-character profile Fill with keywords Include a photo and customized background Include website link

Twitter: Build Your Brand

Twitter: Build Your Following

Import contacts Use “Discover” tab Follow leaders Follow targeted audience Consider free tools to help build audience Share and engage

Twitter: Get Noticed

Share your voice Have a good mix of content Keep tweets relevant Send valuable information to audience

Need More Info on Channels?

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Action Plan for Success

A Plan That Works

Step 1: Determine Goals

A Plan That Works: Goals

Sample Goals Increase website traffic Establish credibility Build your audience/following Increase engagement Drive foot traffic to a location Increase Search Engine Optimization (SEO)

A Plan That Works

Step 2: Determine Channels

A Plan That Works: Channels

Select the Best Channels Determine your target audience Find where they are on social media Choose the media that match your goals and target audience

A Plan That Works

Step 3: Build Your Audience

A Plan That Works: Audience

Audience: Build During Use Join LinkedIn Groups; make personal connections Use hashtags and mentions in tweets Beware of offers that ‘guarantee’ immediate fans or followers

A Plan that Works

Step 4: Develop Content

A Plan That Works: Content

#1: Brainstorm by asking questions What value can I provide? How can I educate my audience? What’s timely and relevant? What’s interesting about my business?

#2: Write Down Your Goals

#3: Align Brainstorm w/Goals


Content Example NYC Luxury Apartments Short-Term Goals: #1: Establish Credibility #2: Drive Traffic to Website #3: Increase Engagement


Goal: Establish credibility


Goal: Drive Traffic to the Website


Goal: Increase engagement


Content Guidelines Shorter and punchier is better Knowledge is power Engage the audience Reveal ‘human side’ of business Use sales pitches sparingly Proofread content

A Plan That Works

Step 5: Execute & Evaluate

A Plan That Works: Execute

Execute the Plan Assign responsibilities Monitor channels Engage/respond Put a plan in place for handling negative feedback

A Plan That Works: Evaluate

Evaluate the Plan What worked? What didn’t work? What can & should you shift? What should the next 90 days look like?

Need More Direction?

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Questions

Website and Blog: StrellaSocialMedia.com

Facebook: Facebook.com/StrellaSocialMedia

Twitter: Twitter.com/RachelStrella

LinkedIn: LinkedIn.com/in/RachelStrella

Connections and Resources