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In week 3 of our Winning Digital Marketing Strategies: Lunch and Learn Series, we learned: How to determine what social sites you need to be on How to create and optimize your page in sites like LinkedIn, Facebook, YouTube, Pinterest and Twitter, and the benefits of each site How to build your social network and engage users ... and how to use this to gain visibility and make your business more successful! Presented by Allison Kulage of Bare Knuckle Marketing at http://www.BareKnuckleStrategy.com
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Class 3
Digital Marketing Lunch and LearnThe How-To’s of Social Media
Drives Traffic
Earns Natural Links
Reputation Management
Customer Service Tool
Brand Recognition
Increases Visibility
Enhances Real Social Interactions
The Benefits of Social Networking
You must be willing and able to engageRequires constant attention and interactionHonest / Authentic messageConversation not ConversionInteracting not AdvertisingSocial networking is more effective when a
“real” connection is made off-line.
Are You Ready For the Challenge?
Listen
Plan
Use Tools
Grow Network
Engage
Monitor/Measure
Social Networking Process
Monitor the social networks to:Find Your Market
what are they saying?Find Your Voice
what is your persona?Define Your Goals
what do you want to accomplish?
Social Networking Process: Listen
Listen
Plan
Use Tools
Grow Network
Engage
Monitor/Measure
Find Your Market What are they saying about:Your brandProducts / Services in generalThe industryYour competitionTheir problems, complaintsTheir hopes, dreams, what makes them happy
Find Your VoiceDefine Goals
Social Networking Process: Listen
Find Your MarketFind Your Voice
HumorControversyInformationEducation
Define Goals
Social Networking Process: Listen
Find Your MarketFind Your VoiceDefine Goals
Improve reputationIncrease salesIncrease visits / trafficIncrease leadsGenerate awarenessBuild relationshipsBuild trustFocus groupsCombat negative commentsCustomer service
Social Networking Process: Listen
Useful Research Sites and ToolsWhosTalkin.comSocialMention.comTechnorati.comblogsearch.google.comKeotag.comBoardTracker.comBoardReader.com search.Twitter.comMonitter.com
Social Networking Process: Listen
setup RSS feeds (manage with Google reader)http://www.google.com/reader
Social Media Process: Listen
setup Google alerts http://www.google.com/alerts
Social Media Process: Listen
Focus on goalsWhat social networks should you
participate in?Who is responsible for posting
content?How often will you post content?Join Conversation First,
Then Convert Them
Social Networking Process: Plan
Listen
Plan
Use Tools
Grow Network
Engage
Monitor/Measure
Social Media SitesFacebookTwitterLinkedInPinterestYouTubeStumbleUponDeliciousDiggNiche Social SitesStart your own social network – Ning.com
Plan: Setup Accounts
Who?One or more people?Who will it come from?Who will be the admin(s)?Use internal resources
How often?Set a scheduleWhat is natural?Twitter
twuffer.comHootSuite.com
FacebookSocialoomph.comFacebook Scheduling feature
Plan: Assign A Schedule
FeaturesKnow the basic commands (hashtag, retweet, like, etc.)Create custom appsHide time wasting apps
Know how to login, post updates, act as PAGEBest Practices
Don't spamCreate social media policy (rules and ethics)Don't retweet too muchRemember to use keywordsCreate content that is usefulShare useful linksEstablish a relationship, don't just give the sales pitch
Plan: Be Prepared
HootSuiteTweetDeckPhone Apps
TweetDeckFoursquareQR Code ScannersNetwork Specific
(Facebook, Twitter, LinkedIn)
Tools
Listen
Plan
Use Tools
Grow Network
Engage
Monitor/Measure
General TipsShare with existing friendsReciprocal befriendingSend email inviteBe interestingDeliver valueFollow industry leadersLink to your profilesAdsAdd “Like” button
https://developers.facebook.com/docs/plugins/
Grow Your Network
Listen
Plan
Use Tools
Grow Network
Engage
Monitor/Measure
Product announcementsSell – share coupon codes/linksCutting edge newsContestsCustomer serviceListen and respondIndustry specific humorPeriodic tipsSeasonal tips/info
Create Engaging Content
Listen
Plan
Use Tools
Grow Network
Engage
Monitor/Measure
Setup RSS feeds to show mentions of brand
Setup Google AlertsMost social media sites
have a metrics toolbit.lyGoogle Analytics
Monitor and Measure
Listen
Plan
Use Tools
Grow Network
Engage
Monitor/Measure
Don’t focus on proving direct ROIBenefits are often secondary or tertiaryFocus on interaction, value of content, not numbersBranding – mentions of your brandMeasure actions, not just size of networkTrack your time/costs
Monitor and Measure
Baseline DataHow many fans, followers, bookmarks, etc. Search Engine rankingsReferrersNumber of meaningful comments/interactionsSubscribers & Interactions
Interaction – are users engaging in a conversation?Twitter: retweets, answering questions, driving traffic to site,
increasing followers?Facebook: likes, comments, wall posts, mentions?YouTube: views, comments, embeds?
Conversions – are your sales, leads, etc. increasing?Rankings – increasing, adding to the long tail?Retention rates, Repeat business
Monitor and Measure
Leveraging Your Social Networks
Create a presencePersonal Profile
No Commercial ActivityFacebook Group
For a quick discussion, orattracting quick attention
Main benefit: you can directmessage your members
Not indexed by search engines Facebook Page
For long term relationshipsMultiple admins allowed at different levels Indexed by search engineshttp://www.facebook.com/pages/create.php
Plan: Setup
Add Applications: Facebook.com/apps
Vanity URL: Facebook.com/username (need 25 likes)
Export updates to Twitter:Facebook.com/twitter
Import Blog: Social RSS
Plan: Setup
Be searchable – consider setting profile to publicControl who sees what with Friend Groups and
Custom Privacy SettingsAccount > Edit Friends > Create a ListAccount > Privacy Settings > Customize Settings
Connect with industry leaders/influencersJoin groups in your market/networkFollow limits - 5000 friends, unlimited fans
Plan: Grow Your Personal Network
Link/Logo on siteLink/Logo in email signature, print materialsSend Email RequestFacebook AdsAct as page, interact on other pages“Like” other pages/content, as company
Plan: Grow Your Business Network
What is EdgeRank?EdgeRank is the Facebook algorithmthat decides which stories appear in each user's news feed.
Why should I care?88% of fans will never return to your brand page. 95% of engagement happens in the news feed.
Plan: Create Engaging Content
Affinity = How connected you are – mutual friends,
frequent posting on each other’s wall, etc.
Weight = Certain content carries more weight.
(photos and videos > links, comments > likes)
Time Decay = As a story gets older, it loses points.
Plan: Create Engaging Content
The higher your EdgeRank, the higher your post on the News
Feed. So, how do get higher EdgeRank?
Post daily, at least
Gain “weight” – post videos, photos, comments, more
engaging content types
Get people talking – ask questions, be interesting, use apps
Run Facebook Ads – Great targeting options
Mobile – Almost half of Facebook users use a mobile device,
so make sure your content and apps are also mobile friendly.
Plan: Create Engaging Content
Choose usernameCreate an avatarCustom backgroundUse keywords in your
description so other users can find / follow you
Plan: Setup
Use various tools to find Twitter users to follow twellow.comTwitter suggests “Who to Follow”
Follow well known Twitter usersTwitter listsFollow people that engage and influenceWho do the industry leaders follow or RT or mention frequently?Block “Adult” accounts that follow you – they can damage
credibilityFollow back those that follow youDon’t auto follow everyone back If you follow too many people, it can be too noisyFollow who your network is followingFind local users: Cincinnati Twitter List/Database
Plan: Grow Your Network
Twitter Commands#hashtags@repliesRT’s (Retweets)
Use your accountWho’s retweeting your content?Who’s mentioned you?
Trending topics – what’s hot?Add Retweet Button to your blog / other content
http://tweetmeme.com/about/retweet_button
Plan: Create Engaging Content
Leave space at end for retweets
Hashtags#FollowfridayVirtually attend an eventUse of hashtags makes
you look like a fluent tweeterBlock spammers, or report to @spam on TwitterLook at @Connect > Mentions to see who’s
mentioned you, retweeted, etc.
Plan: Content
Product testingCreate an online personaBe entertainingRespond within 24 hoursPost links to your contentPeople love lists Use trending keywordsContests, prizes are often sharedAllow users to shareLaunch a help centerOrganize Twitter event
Plan: Create Engaging Content
Add Company Profile: linkedin.com/companies(click Add a Company)
Get recommendationsCustomize your links to draw
interestCan share updates on
Twitter and vice versaCustom URLAdd applications
Plan: Setup
Import contact listSend invitesConnect to everyone you knowBusiness cards at networking events?
Look them up or invite!Follow up with custom requestJoin groups and connectJoin Q&AEmail blastUse Plugins:
https://developer.linkedin.com/plugins
Plan: Grow Your Network
Career/job postingsStart discussionsStatus updates show in email messagesevents.linkedin.comJoin groups and contribute to Q&A
Plan: Create Engaging Content
Create Company Channel How to Rank Higher:
LikesViewsKeyword relevance
Channel SettingsAvatarBackgroundAboutLinks to other sites
Choose a good thumbnailAccurate Transcripts
Plan: Setup
Network within YouTube (comment, subscribe, send message)
Embed on FacebookAdd Annotations
Call to actionLink to your channel to gain subscribersPromote other videos
Add YouTube Channel link to email signature, print, website, etc.
Embed video in Email signatureEmbed video on site
Plan: Grow Network/Increase Views
Not for Advertisements. Don’t post commercials, unless viralGoogle uses voice recognition technology so make sure it’s clear Create relevant, unique, informative contentLess than 5 minutes is generally a good ruleLink to video from your site with keywords in the link text.Surrounding HTML should be descriptive and keyword rich.Keyword rich descriptions in video title, in the tags in YouTube, etc.Use the word “video” as a keyword in these tags as well. Brand your video.Enable sharing and allow people to embed your video on their sites
Plan: Create Good Content
Only one type of page (no business vs. personal)Pinned images link back to it’s original websiteOver 23 million usersMobile App and Website
What is Pinterest?
You’ll find these under Settings:Keyword rich description in your about sectionLink to your website Location (if you’re local)Publish activity to Facebook Timeline (personal
profile)Connect to Twitter
Plan: Setup Your Pinterest Page
About > Pin It Button http://pinterest.com/about/goodies/Browser buttonWebsite button
(follow entire account or pin individual images)
Mobile appsCreate Boards = Be social!
Pin your own contentPin other content
Comment on other boards and pinsCoordinate with your existing
digital strategy, align with your keywordsand name your boards accordingly
Include price in description
Plan: Setup
Content Ideas and Inspiration Product shots – demo, in use, creative
uses Infographics Photos of events Photos of your store front or location Photos of customers Create theme based boards Use hashtags to encourage Twitter
activity Look to Categories for inspiration Video Gifts
Plan: Engage
Allow others to contribute(they must follow you first)
Share PinsWho’s pinning your content
http://pinterest.com/source/domain.comAnalytics:http://www.pinreach.com
Plan: Tips
On SiteSocial bookmarkingShareThis
Off SiteBusiness CardsRadio, TV, TraditionalEventsQR CodesWindow Clings
Promote Social Content On and Off Site
Don’t SpamBe Respectful & FriendlyIt’s OK to be a “Real” PersonProvide Quality Content – The purpose of these
sites is to share relevant content.You’re there to establish a relationship, not to make
a sales pitch.Social Media Policy – many companies are
implementing these now.Use your “What if my mother saw this?” filter
Social Media Etiquette
Class 4: Advanced Digital Strategies, Metrics Analysis, and Open Q&A
Bring Your Questions! BareKnuckleStrategy.com/blog
facebook.com/BareKnuckleStrategy
www.linkedin.com/in/allisonkulage
Twitter @[email protected]
See You Next Week!