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Many understand that to grow their business, they need have to a solid marketing plan. However, business owners wear a lot of hats and often push marketing to the bottom of the ‘to-do list.’ Many also know they need to get serious about adding social media into the marketing mix, but are not sure where to start and become overwhelmed by the process. Making it Happen will show you how to market your business by: Understanding the marketing pie and incorporating the social media slice Targeting the ideal client and creating powerful content Establishing the mechanics of branding and consistency Engaging in best practices Managing an online presence to minimize time and maximize results
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Making It Happen:
The Nuts and Bolts of Social Media
Rachel Strella
Strella Social Media
www.strellasocialmedia.com
Shout out to the staff!
John Webster, Website and SEO Consultant Kayla McClintock, Marketing Intern
Matt Hannaford, Relationship Manager Amanda Harrison, Marketing Manager
Today, we’ll discuss:
The Marketing Pie The Social Mediums
Targeting Your Ideal Client Branding and Consistency Creating Powerful Content Social Media Best Practices
Managing Your Online Presence
Before we begin!
Find one person in the room that you’ve never met before.
Introduce yourself to them.
Tell them the one thing you hope
you to learn from today’s presentation.
The Marketing Pie
Remember the 4 P’s?
The Marketing Pie
Traditional
Print Advertising TV Commercials Radio Announcements Sponsorships
Public Relations
Public Speaking Networking Press Releases Word of Mouth
Branding
Logo Company Colors Company Slogan Business Philosophy/Vision Emotional Connection
Direct Marketing
Direct Mail Cold Calls Door-to-Door Sales
Digital
Website/Blog Social Media Email Marketing Search Engine Optimization (SEO)
Integrated Marketing
Digital marketing does not exist in a vacuum Integrated marketing combines digital with other forms of marketing
Integrated Marketing: Examples
Integrated Marketing: Examples
TV shows Twitter Print Ads Facebook Facebook Direct Mail Website WOM
Integrated Marketing: Digital to Digital Examples
Twitter YouTube Facebook Email Google Website Blog Twitter
What is the #1 Source of Leads?
Word of Mouth Referrals
#1 Source of Leads
WOM is Social Social Media is Social
Social Media = WOM
The Social Channels
800+ million users One of the top three most-visited websites in the world Social media channel where most amount of time is spent
Great for sharing Change is inevitable Network of personal friends Community of fans via ‘like’ page
Personal page vs. business page via the “admin” Business target: B2C with a minor in B2B Edgerank score
Business networking site 100+ million users Not just a ‘resume’ site Business target: B2B Join groups; use advanced search and answers tool
#1 Micro-blogging service in the world Love/hate relationship Wide-open Real-time conversation
Business target: B2P (people) 140-character limit Power is in the Re-Tweet Apps such as Tweetdeck are best for following Twitter
Include bio, site and a photo
Hashtags: “#” symbol; used to categorize content (ex: #FF = Follow Friday)
Twitter Hashtags useful for timely content & real-time interaction
YouTube
YouTube
Key search tool 500+ million users Business target: B2C People looking to be entertained or informed Use keywords and contact info in description
Foursquare
Foursquare
Geo-location service Gaming/Gamification “Check-in” to locations and tell Foursquare community and FB/TW community 10+ million users - most connected on the web
Foursquare
Business target: B2C Best for brick and mortar businesses Great for customer loyalty by offering “check-in” specials
Google+
Google+
Interface similar to FB Circles rather than lists 65 million users Great for SEO Business target: forward thinking individuals and businesses
Blogs
Blogs
Business target: Current or potential customers & community Be consistent, showcase expertise, and offer value Great for SEO and for driving traffic to website
Online Pinboard Categorize interests Business target: B2C
Target the Ideal Client
How do you determine your ideal client?
Name of Product or Service 4 Key Descriptors Call to Action
Descriptor Examples
Geography Industry/Market Size Circumstance
Ideal Client Examples
Wedding Industry Professional Live Examples Janet Bartelme Beverly Reider
Group Exercise: Part I
Break into groups of 4 Define your ideal client Share with each other Listen carefully
5 Minutes!
Group Exercise: Part I
Who would like to share?
How do you market to your ideal client?
Find out where they are Listen and learn Connect Offer value
Market to your ideal client
Join LinkedIn groups of your target audience and participate Use the advanced search tool on LinkedIn for connecting
Group Exercise: Part II
In your group, determine… Where your client is How to connect with them What value you’ll offer
10 Minutes!
Group Exercise: Part II
Who would like to share?
QUESTIONS?
Break!
Branding & Consistency
Good Branding: Consistency through Change
Good Branding
Good Branding
Brands Gone Bad
Brands Gone Bad
Brands Gone Bad
Be Consistent
If you’re going to be controversial….
Be Proactive
Google your name and your business regularly
Determine what you want your brand to say
Publish fresh content Rinse and Repeat!
Remember to…
Differentiate Be you
And that…
You are your brand!
More on Branding…
Join our LinkedIn Group: Personal Brand Management
Subscribe to our e-zine: We launch tomorrow!
Be looking for our free branding e-book
Powerful Content
Content Checklist
Offer Value Be Consistent Be Engaging Be Social! Be You
Content
Weak
Strong
Weak
Strong
Content can be…
Written text Videos Photos Sharing of others’
content
Content Point to Remember
In order for your audience to know you, like you,
trust you and eventually BUY from you,
you must … OFFER VALUE!
SMO Social Media Optimization
Best Practices
Common mistakes
Going into social media blindly w/no strategy or goals Failing to build your community
Common mistakes
Ignoring your audience Claiming your business isn’t social
Common mistakes
Focusing too much on the competition Copying the competition
Common mistakes
Having the intern ‘do it’ Forgetting your manners
Common mistakes
Trying to do it all and be everywhere Failing to meet the needs of your audience
Common mistakes
Committing what Pam Moore calls, “Random Act of Marketing” (RAMS)
Common mistakes
Deleting or ignoring negative feedback Failing to integrate efforts
Common mistakes
Treating social media like advertising Assuming one-size-fits-all
Common mistakes
Dabbling Forgetting to manage your online reputation
Common mistakes
Making the assumption that social media is magic Becoming complacent
Listen Identify needs and wants Offer answers/solutions Focus on the relationship Be consistent Review and evaluate Rinse and repeat!
Best practices
Time Effort Energy Creativity
This will take…
You’re here today!
Awareness, willingness, and openness are the first steps!
The good news is…
Managing Social Media
Questions to ask
What are your specific goals for social media? Who is your audience? What do they need/want?
Questions to ask
Where is your target audience? What channels? What’s your strategy for reaching them? What solutions can you offer?
Building blocks
Fill your stadium
Building blocks
Keep the fans in their seats
Building blocks
Or better!
Building blocks
A community An editorial calendar Content for social sites/blogs Systems for monitoring and interacting Systems for measuring and evaluating
Tools
Time Effort Energy Creativity
If you’re missing a tool, you can’t build a masterpiece!
Be honest with yourself and your business.
If you need time… Revise your priorities
or hire help!
If you need effort…
If you need effort, but find you’re already tired or
stretched thin… be honest with yourself about how much
effort you will put toward your goals. You may need to need to revise your priorities
or hire help.
If you need energy…
If you need energy, ask yourself where your
motivation lies and how you can shift your current
activities to create more energy. You may need to
need to revise your priorities or hire help.
If you need creativity…
If you need creativity, ask yourself if that’s a tool you
simply lack or if you need to shift your thinking. You may need to need to revise your
priorities or hire help!
Talk to others in your industry Consider hiring a consultant Consider hiring a social media manager Considering hiring in-house staff
How do you find help?
Website and Blog: StrellaSocialMedia.com
Facebook: Facebook.com/StrellaSocialMedia
Twitter: Twitter.com/RachelStrella
LinkedIn: LinkedIn.com/in/RachelStrella
Connections and Resources
Questions?!
