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Presented to the Ottawa TiE Institute: Social Media 101 Social Media - Learn the ABC's of Social Media Marketing Attendees will learn how to develop a social media strategy, including how to get started with LinkedIn, Facebook and Twitter. Most importantly, we'll discuss how to leverage these marketing channels for optimum results.
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The ABCs of Social Media Marketing
Shawna Tregunna, President - ReSoMe Inc.
Social Media isn’t something that you “do”, instead you have to “be” social.- Peter Thompson, Tickle: Social Marketing for Tech Companies
AudienceLike a comedian, motivational speaker or great sales person your goal is to engage your target audience and inspire a response, to do that you need to know your audience and what will move them.
Define Your AudienceB2B or B2C?
Are they engaging with friends or professionals?
Find your industry influencers Who is already controlling the conversation, can
they be a partner or are they the competition?
Can you reach them all on one platform, with one voice? Do you need multiple voices, multiple personas on
multiple platforms?
Business ObjectivesDo not get caught up in the “vanity metrics” that tie in with social media, focus on goals and objectives that directly impact your business in a positive, measurable way.
Business ObjectivesMake a list of all business objectives that you
hope your social media plan can impact then pick 3 to focus on: Web traffic to site Link clicks Positive brand mentions Increased commendations/referrals/testimonials Increased inbound links Community reach Conversion forms Newsletter sign ups Specialty codes/promotions; direct sales
Company Story / ContentPeople tune out for commercials and tune in for the show, they care about characters and respond to great stories. Be the show, not the commercial.
Extend Your Brand GuideBefore you start posting online, go through the
same process you would when defining a branding guide, but do it for your brand voice Define your brand personality Define your topics of interest Define your sense of humour Define your response rates Define common responses
Predict what you will initiate and have to respond to on social media and script what you can so you are prepared!
Plan Your ContentSet up a content calendar and make someone
accountable for it, plan 3-6 months in advance and aim to have it created a month in advance Blog posts Infographics White papers Newsletters Themes Interviews Press releases Videos…
Brand Voice
Corporate Brand Personal Brand
ABC RecapAudienceBusiness ObjectivesCompany Story
Resources
Time
TalentMoney
Time Writing
Blogs, white papers, press releases, blog comments, website content
Engagement Chats, customer service,
Q&A
Network growth Following, sharing,
clicking
Talent Graphic Design
Infographics, memes, visual tips, facts & stats
Custom skins,
Web design Facebook tabs, contests, widget
integration
Photography Headshots, lifestyle shots (for
consumers)
Video / Audio YouTube / PodCasts
Mobile Apps: Instagram
Money Outsourcing
Community Management Content Creation
Ads Facebooks ads Google AdWords
Data Software analysis of
trends, influencers Measurement
We don’t have a choice on whether we do social media, the question is how well we do it.- Erik Qualman
Twitter Quick StartFind and follow your target audience
Use lists to follow and organize who you follow Use private lists to track the competition,
prospects
Engage in relevant twitter chats, hashtag conversations
Search for and respond to questions
Schedule planned content but engage in real time
Facebook Quick StartAssign an ad budget
Create an ad campaign that supports your business objectives
Create a fan page with a keyword rich “About” section
Post visual content: videos and photos
Use seductive leads on articles: write for click throughs
Blog Quick StartDecide on a frequency and stick to it! (Once a
week or more is best!)
Learn basic on page SEO strategies Incorporate keywords in posts & titles, use meta
tags, include images and media with proper tags, cross link posts to other parts of your website and blog
Comment on other influential blogs in a conversational way
Get your blog into relevant syndication streams
Google+ Quick Start Set up Google authorship for all authors on your
blog
Add a +1 button to your site
Set up a personal and brand page, push followers back and forth in circles and groups
Claim your Google places listing and validate it, add images, keywords
Auto post all publications to Google for indexing and social search ranking
Tie Google+ to your YouTube channel
LinkedIn Quick Start Have all team members set up polished personal
profiles and link to business page
Set up product and services pages on your company profile, include individual contacts in the product pages
Join & participate in groups and proactively grow your network via groups
For B2B or relevant B2C businesses consider LinkedIn ads
Ask for referrals from relevant contacts, add media to your profile
