5 Tools For A Successful Social Media Initiative

Presented by Lori Barber Consulting @MissLoriBarber CONFIDENTIAL


@MissLoriBarber 5 Tools For A Successful Social Media Initiative


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Introduction

Tools vs Strategy

Social Media Tools-Top 5 Countdown

Questions


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SOCIAL MEDIA STRATEGY PROVIDES ROADMAP

TOACQUIRE FANS

ENGAGE WITH CUSTOMERSGENERATE CONVERSION

& BUILD THE BRAND

Social Media Tip: Tools vs. Strategy


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Which Social Networks?

Name 3 top influencers?Is Social & SEO Aligned?

Which #Hashtags?



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Goals & MetricsDefine your AudienceDevelop PersonasDefine Social NetworksContent StrategySEO & # HashtagsContent Calendar



@MissLoriBarberSocial Media Tip: Tools vs. Strategy


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#1 Clearly Defined Best Practices

#2 Management Software

#3 Content Calendar

#4 Metrics & Reporting

#5 Communication


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Clearly Defined Best Practices

TOOL NUMBER


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Define Your Approach


@MissLoriBarberDefine Your Approach

Dialog not just dissemination Ask questions and solicit feedbackRespond to comments in a timely, positive and appropriate manner

Conversation must be authentic and relevantContent should align with organizations focus/expertiseTiming is everything Leverage current events to start a discussion and share a comment

Content must be compellingBe a serial story teller

Content Calendar: Optimize for maximum efficiencyUse keywords as a guide Find other organizations that compliment/share your mission and work together to promote each other


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Do’s And Dont’s


@MissLoriBarberDo’s And Dont’s

MAJOR DOShare information that is of value—News, Services, Team Members, Changes & Regulatory Updates

MAJOR DON’TOver-promote! Too many specials are a turn-off. Think 1-5

MAJOR DON’TShare for the sake of sharing- Always keep it relevant to your target audience



MAJOR DOIt’s our pleasure! We’re so glad you enjoyed spending your anniversary with us. Come back soon.

MAJOR DON’TOn behalf of the entire organization, we’d like to thank you for dining with us.

MAJOR DOShare Content From Another Source With Your Own Comments



MAJOR DORespond Publically, but try to take the conversation off-line. Seek a private resolution

MAJOR DON’TDon’t get defensive, or try to have an online conversation about the incident.


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Response Guidelines


@MissLoriBarberResponse Guideline

Quick in ResponseThe speed with which you respond to messages is directly proportionate to the positive feedback that you will get. Monitor a few times a day-Automate this!

Customize responsesMany brands just copy and paste the same response to every negative comment

Respond to posts that are actionableDepending on volume try to respond to all comments when possible including a simple “thank you”



Negative Mentions- Always Respond

Do not delete post & don’t fight the battle online

Take the conversation offline

Every negative mention represent an opportunity to demonstrate your commitment to customer satisfaction

Responding publicly shares with your entire community at once

A sudden increase in negative mentions my indicate a crisis or trend that needs immediate engagement




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Engagement


@MissLoriBarberEngagement

Sharing, Commenting & Fining Conversations

GenuineSpeak as You, Not the BrandHashtagsTagging when appropriateInclude linksUse Dinner Party Etiquette


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Management Software

TOOL NUMBER


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Management Software


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Management Software

Cool FeaturesEngagement, Publishing, Analytics, Monitoring, CRM, Mobile

CostPlans from $59 per month to $1,500 per month

ApplicationGreat tool for community managers & brand managers who manage multiple teams and networks


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Management Software

Cool FeaturesCompliance + Posting, Engagement, Analytics, Monitoring. Does Not Have Mobile

CostEnterprise Plans from $250 per month to $1,500 per month

ApplicationGreat tool for Banks & Financial Institutions with Compliance Requirements


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Management Software

Cool FeaturesCreate Pages, Run Campaigns, Promotions, Run Contents, Allows Voting,

CostSolutions range from $1,500- $5,000

Real Life ExampleUse this tool to have a Facebook Contest, build a special landing page, print coupons, and more.


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Management Software

Cool FeaturesShortens Long URLS & Tracks Clicks

CostFree

Real Life ExampleUse Bitly anytime you include a link in social media or email marketing.


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Management Software

Cool FeaturesTracks new content (News, Videos, Websites) that hit the web.

CostFree

Real Life ExampleSet up alerts for keywords, competitors, brands, clients and use the new content in your social media posting plan.


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Management Software

Cool FeaturesTake multiple images or photos and make one graphic. Saves in wide range file formats.

CostFree

Real Life ExampleCombines logos and images in one graphic. Post the graphic on Social Networks.


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Content Calendar

NetworkObjectivePriorityStrategy

LinksInfluence

TOOL NUMBER


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Content Calendar


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Content Calendar

Remember to Include

NetworkPost

ObjectivePriorityStrategy

LinksInfluence


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Metrics & Reporting

TOOL NUMBER


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Metrics & Reporting


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Metrics & Reporting

Know What CEO’s Want to SeeConversions, Networks & How Are Ad Dollars Being Spent?

The Set UpConversion Pathways & Proper Install of Google AnalyticOverview Report

Customization is KeyOverview ReportConversion ReportSocial SourcesSocial Plug-ins


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Great Communication

TOOL NUMBER


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Great Communication


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Great Communication

Foster a culture that supports social mediaEstablish a Social Media StreamWelcome ideasReview social media submissions for additions to the Content Calendar

Proactively Tell Good NewsShare the love and the the company know about big tweets and good numbersShare the love and let the company know about new likes & followers


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LORI [email protected]


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Technology

5 Tools For A Successful Social Media Initiative