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Social Media – The Next Level
Marketing your business with
social media
Agenda
• Introductions
• Psychology of Social Media
• Finding Your Voice
• Posting and Content
• Tools
• Make a Plan
What do you want from social media?
• More likes?
• More sales?
• More referrals?
• Building a larger network?
• Finding people to become sales reps?
Let’s be realistic
• Social media marketing is social.
• It’s not free.
• This is a long-terminvestment of building trust with your audience.
• Websites/blogs are still necessary!
• You don’t need to be on every network.
• You reap what you sow.
Psychology of Social Media
Why do we use it?
Brand’s voice
Keeping content interesting
Why do people use social media?
• Boost of self-esteem
– Getting likes / validation from friends
– “Photoshopped version” of self
• Satisfy need for connectedness and self-
promotion
– Ability to stay in contact with lots of friends in
far away places
• Maintain offline relationships / weak ties
– Job leads, emotion support, missed stories
Why do businesses use social media?
• Gain followers
• Build brand recognition
• Nurture relationships
• Increase customer engagement
• Drive customer loyalty
• Drive website traffic
• Drive social signals for SEO
• Build thought leadership
• Generate leads
• Drive direct-response sales
Combining the Whys
People Businesses
Boosting self-esteem and
self-image
Recognition, thought
leadership,
Connecting with friends Gain followers,
engagement, website
traffic
Maintaining relationships
for an outcome
Maintaining customer
relations, loyalty, leads
Challenge is to sound human.
Finding Your Voice
Your Brand’s Voice
Worksheets
Your Brand’s Voice
• Where do they live? Work? Play? Hang out online?
• What language(s) do they speak?
• How old are they?
• Customers? Potential customers? Businesses?
• What services are they most interested in?
• What might they call these services/search for?
Who is your audience?
Your Brand’s Voice
• What makes it unique?
• What problems does it solve?
• What are the selling points?
– High quality / 100% guarantee
– Locally produced
– Custom made to order
What is your product / service?
Your Brand’s Voice
• If you are your brand, let that personality
shine through
• Create “Brand Bible”
• Remain consistent online, offline and
across social media channels
• Be prepared to evolve with your market
and audience
Stay true to you
Worksheets
Online Persona Development
Ideal Customer Exercise
Posting and Content
Why post
Keep it interesting
The 70-20-10 Rule
Goal of posting
We want what we post (owned media) to be played forward and reposted by our
audience (earned media) and the amplification continues and ripples.
Keeping It Interesting
Find content your audience wants without focusing on the sale.
• Follow other thought leaders and repost what they post
“Good artists borrow, great artists steal.” –Picasso
• Set-up Google Alerts
• Pictures and video!
• Your blog
• Your experiences
• Stay relevant
Follow the
70 – 20 – 10 Rule
70% of content is…
Industry related or generally relevant
• Topical
• Curate news items
• Shareable
• “Newsjacking”
20% of content is…
Engaging with fans and being social with
personality
• Call to action: like, comment, read, share,
click…
• Visual
• Expressive/personal
• Target-specific
• “Fill in the blank” posts
10% of content is…
Promoting your brand, making the sale
• Offers, discounts
• Visual
• Target-specific
• All about you
Before you post ask yourself:• Who is my reader and will they like it?
• Does the title make me want to click and read?
• Have I used keywords, tags, @ mentions, links
appropriately?
• Did I give a direction to like, post, share, click?
• Is this post timely?
• Am I using the right network(s)?
• Should I repeat the post?
• Is everything spelt right?
• Do I owe some credit when reposting?
Number of Social Media Posts Per
Day
“Very Important” Practices for
Marketers
Visual content – 50%
Hashtags – 35%
Targeting – 33%
A call to action – 27%
Optimizing image size – 23%
Use videos – 20%
Who is using it
Facts about how it works
Built-in Tools
Advertising
Who Is Using It and How
• 900 million registered users. 530 million are
active
• More women than men
• Most popular social media site across all age
groups, but average age is 38
• Has more daily teen usage than any other site,
but Instagram is considered “more important”
• 1/3 use Facebook Mobile
How it works
• Pages operate differently than profiles –make use of both
• Facebook is a publicly traded company –they gotta make the moolah somehow!
• Not every friend or fan sees everything you post
• Facebook selects for you – Graph Search
• They want you to pay to be seen
But we’re going to beat the system!
How it works
Only about 5% of our audience sees our posts.
Your Defense
• Getting the right people to like your page
– not just friends!
• Posting ECO – engaging content often
• Respond to comments and likes
• @ mention / tag whenever you can
• 70-20-10 rule – be a friend to have
friends
• Built-in tools
Optimizing Personal/Professional
Profile
• Creating friend lists and posting to lists
• Privacy settings
• Profile info settings
• Groups
• Mobile app
Page Review
• Page features and settings
• Insights
• Liking other pages
• Commenting and liking as page using @
and #
• Scheduling
• Targeting
• Apps (TradableBits)
• Mobile app
Built-In Tools
Built-In Tools
Built-In Tools
Advertising
Advertising – Things to remember
• You have complete control over budget and
targeting
• People like to stay within Facebook
• People like stuff their friends like
• Try it out and then try again
• Likes are leads
• Engagement is beating the Edge Ranking
sorting
Posting on Facebook
Best days: Wednesday and Thursday
Best time of day: 13:00-16:00
Worse time: Weekends before 8:00 and after 20:00
Check your Insights to see your fans’ behavior.
Facts
Best Practices
Profile Review
Twitter Facts• 200 million users
• Companies on Twitter have TWO TIMES
more leads
• Accounts with 1,000+ followers get six times
more website traffic
• Tweets with #s get twice the engagement
• Starting to slightly skew toward more male
users
Twitter Best Practices
• Know the shorthand
• Hashtags in tweets and bio section
• Ask questions/to be RT’ed
• @mention and give RT credit
• Listen and respond
• Character count < 100
• Use links
• Best day to post: Monday-Thursday
• Best time of day: 13:00-15:00
• No more than 4 tweets/day
Twitter Profile• You or Brand as profile
• @ and #
• Link shortener (bit.ly, TradableBits)
• Lists
• Scheduling and stats (Hootsuite)
• Monitoring (Hootsuite)
• Mobile app
Facts
Profile and Company Pages
Content
LinkedIn Facts
• More popular than Twitter
• Users are well-educated age 30-49 years
• Best time to post: Noon and 17:00-18:00
• Best day to post: Tuesday-Thursday
• Who’s viewed your profile stats
• Great for demonstrating your expertise,
connecting with other experts/customers
• Can buy ads
• Mobile app – 41% of visits are mobile
Profile Review• Profile set-up: Picture, Keywords, Contact info,
Video, Files, Rearrange sections
• Using your profile to:
• Connect, comment, endorse, and post
• Groups and stats
• Follow pages
• Keep in touch
• Find fellow Alums
• Get news through Pulse
• Get more by:
• Linking to profile in email signature
• Public v. Private profile
• Name in link address
Page Review
• Edit
• Analytics
• Post updates and target them
• Showcase Page to spotlight brand,
initiative
• Career Page to advertise jobs, customize
• Follow link on website
Tools
TradableBits
Hootsuite
Bitly
Blogging & scheduling
Dlvr.it
Google Keywords
Make a Plan
Worksheet
Exchange of Ideas
Rules to follow
1. Don’t sell too fast - relationships matter
2. Give it time - ROI is gradual and you will need time to see the benefits
3. Make sure your brand has an online voice and you stay true to your ID
4. Social media marketing is not a single solution - customer service, product and other marketing matters too
5. Have a plan, direction, goal, expected outcome, know what you are measuring
Key Takeaways
Have a plan.
Know how to measure success.
Create a business personality.
Speak your clients’ language.
Be active and engaging.
Create and contribute.
Socialize.
Final Thoughts
