Social Media Spring Cleaning: Your Checklist for a Spotless Social Presence

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

The MarketingSavant Group

Social Media Spring Cleaning

Get Your Social Media House in Order This Spring!


www.marketingsavant.com

888.989.7771

[email protected]



Your Participation, Feedback and Questions are Welcome!

• This webinar is for people and companies with an existing social media presence seeking a few tips to keep it clean, efficient and effective or to take things up a notch.

• Please use the GotoWebinar control panel to chat or ask questions.



Can I Get the Slides?

Are you recording the webinar?

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YES! http://www.marketingsavant.com/resources/



Post-Webinar Resources



Spring Cleaning Kickoff • What You Will Learn

– Overview • Review the state of your brand

• Review Your editorial Calendar

• Check your image

– 10-Step Facebook Makeover

– Clean Out the Cobwebs on Twitter

– Polish Your LinkedIn Profile

– Tidy Up Your YouTube Channel

– Put Some Roots Down on Pinterest

– Focus Your Blogging Efforts

– Understand Your Social Media Audience



Assess the Current State of Your Brand • Are there any changes in

your product or service offering?

• Have there been any major personnel changes?

• Has your marketing message changed?

• Has your target market shifted? – Demographics – Consumer preferences – Changes in product/service

offering

Go through the checklist and figure out what changes have occurred within your company over the past year. These changes all have an impact on your marketing message and your social media profiles. Update your social profiles to reflect these changes



Review Your Editorial Calendar • Start by creating a content calendar if you don’t yet have

one • If You do have one, look at:

– How frequently are you publishing blog posts? – How often do you tweet? – How often do you update your Facebook status? – Are you getting good feedback on the content you post? – Is the content you’re posting still relevant to your brand?



What’s Your Content Journey?


9

State & National Parks

Travel

Organic Gardening Healthy Eating

Family

SOI2 – Sphere of Interest & Influence

• Identify your target audiences and subgroups

• What are their interests, ‘on-the-desk’ issues and concerns?

• Who and what influences them?

• Think in terms of what associated groups are important to your audience that connect to (touch) your product or service

Bike Shop

Health Enthusiast

Bike Clubs

Bike Racing

Fitness & Training

Bike Safety



Assess Your Content Cadence BLOGGING

• For maximum growth: post multiple times per day to drive the most traffic (3-5 times or more is considered best for power bloggers).

• For steady growth: post at least once per day.

• For slower growth: publish at least every 3 days or 2-3 times per week.

FACEBOOK POSTS

• Maximum 1-2 posts per day

• Once every 2 days will get the most "likes"

• Posting on Saturday between 12-7 PM EST is ideal TWEETING

• Between 1-4 Tweets per hour

• Most Tweets between 12-6 PM EST LINKEDIN

• Update your status when a new blog post is published

• Don't push Tweets out to LinkedIn unless it's something really important

• Only share the really great stuff that will enhance your thought leadership

• Ask and Answer Questions - spend an hour a week doing this



What’s Your Content Workflow?



Check Your Image

• Make sure you have a profile picture in place for each social network

• If you use your logo:

– Is it still relevant?

– Is it professional?

– Is it your current logo?

• If you use your headshot:

– Is it current?

– Is it professional?



Facebook Makeover 1. Choose an eye-catching cover

photo 2. Add videos 3. Fill in your Milestones 4. Highlight important status

updates 5. Make sure your admins are up

to date 6. Go through your list of “liked”

pages 7. Learn the ins and outs of

Facebook Insights 8. Analyze your ad campaigns 9. If you don’t have an ad

campaign, start one 10. Integrate, integrate, integrate



Cover Image Rules

Cover images must be at least 399 pixels wide and may not contain: • Price or purchase information, such as "40% off" or "Download it at our website" • Contact information, such as web address, email, mailing address or other

information intended for your Page's About section • References to user interface elements, such as Like or Share, or any other

Facebook site features • Calls to action, such as "Get it now" or "Tell your friends" To get the best quality image and fastest load times for your Page, upload an sRGB JPG file that's 851 pixels wide, 315 pixels tall and less than 100 kilobytes.

https://www.facebook.com/help?faq=125379114252045

https://www.facebook.com/help?faq=%20160672070698623



Get Up to Speed with Timeline

• Choose a Sharp Cover Photo • Fill in your Milestones

– When did you open your doors? – Change locations? – Expand your business? – Win an award?

• Highlight Important Status Updates – Pin posts to the top of your

Timeline – Highlight posts so that they take

up the entire width of your timeline



Update Landing Page Dimensions

http://www.dreamgrow.com/facebook-cheat-sheet-sizes-and-dimensions/














Facebook Makeover

• Update Your Admins

– Go through your list of Administrators and remove those who no longer contribute to your Facebook page and add anyone who should be helping

• Who do You Like?

– Go through your list of “Liked” pages

– Unlike pages that are no longer relevant to your brand

– Research new pages to Like • Find brands that would

create a nice synergy with your brand



Get Analytical

• Sharpen up with Insights

– What is the Demographic makeup of your fans?

– What type of content is generating interaction?

– What type of content is getting ignored?

– What is your total reach?

• Fine Tune Your Ad Campaign

– Experiment with new images

– Tweak your target demographics

• If you haven’t tried Facebook Ads yet, the changing season is the perfect time to start!



Integrate, Integrate, Integrate

• Integrate with other social networks

• Embed the Facebook “Like Us” button into your email signature and website

• Post signs throughout your business letting customers know that you’re on Facebook

• Add the Facebook icon to your business card



Clean Out the Cobwebs on Twitter

• Log onto Twitter to see what’s changed

– New Interface for a more professional look

– Better search parameters • “#Discover” feature

– Easier to Interact with followers • “@Connect” feature



Freshen Up Your Twitter Profile

• Update Your Bio

– Write an interesting and accurate description of your business

– Use a professional looking avatar using either your brand’s logo or your headshot

– Include a link to your website/blog

• Who do you Follow

– Un-follow people who clog up your Twitter feed with irrelevant information

– Un-follow people who never tweet

– Find new people to follow and interact with using Twitter’s “Who to Follow” tool



Polish Your LinkedIn Profile

• Update your Overview with current professional experience

• Write a compelling and accurate professional summary

• Include relevant professional experience, past and present

• Add specialties and skills • Add a link to your website or

blog • Specify the type of

connections you are looking to make

• Freshen up your keywords



Who do You Know?

• Sync with your email and connect with any relevant contacts

• Make introductions to broaden your connections and help your peers connect with new people

• Search by past and present work and school affiliations to find people to add to your network

• Solicit Recommendations

– Colleagues

– Supervisors

– Managers

– Clients

– The more the better!

• Write Recommendations for Others



Become an Expert on LinkedIn • Go to LinkedIn Answers and answer questions accurately and thoroughly

to earn “Expert Status” • Participate by asking your own questions • Share information by updating your status regularly

– Sync with Twitter so that tweets are automatically shared with your LinkedIn connections

• Join relevant groups • Leave groups that are irrelevant to you • Contribute to group discussions • Show people what you’re working on



Tidy Up Your YouTube Channel

• Familiarize Yourself with the new layout

• Organize your videos into folders so they are easier to find

• SEO your Channel

– Write descriptions for your videos using keywords

– Give your videos meaningful titles

• Remove irrelevant videos

• Add new content regularly

• Promote your channel on Facebook, Twitter and your Website



Put Some Roots Down on Pinterest

• It’s time to join the Pinterest movement if you haven’t already

• Pinterest is the No. 3 social network in the US

1. Facebook: 7 billion 2. Twitter: 182 million 3. Pinterest: 104 million 4. LinkedIn: 86 million 5. 5. Tagged: 72 million 6. Google+: 61 million



Organize Your Boards • Make sure your boards

are populated with pins • Add boards to reflect your

brand’s image • Update boards with new

product offerings • Remove boards that are

irrelevant or distracting • Price your items

– Add a price to the description

– Price tag will automatically add your items to Pinterest Gifts



Follow and Be Followed

• Find other relevant brands to follow and interact with

• Pay attention to who’s re-pinning your pins

– Follow these important fans and reciprocate

– Pay attention to their preferences and taste for informal market research

• Gain followers by holding contests and giving away prizes



Take Your Social Media Mobile



Clean Up Your Blog Clutter

• Clean up and update plugins • Tidy up your categories and tags

– Bulk category cleaner

• Asses the SEO on each of your pages • Update or archive old content

– Organize your blog archives

• Re-evaluate blog home page content – Sidebars – Blogroll – Ads & offers

• Clean up dead links



Give Your Blog Some TLC

• Evaluate your blog’s voice, purpose and content direction

• Are you participating in the blogosphere or just pushing content?

• Pay attention to your inbound keywords and write blog post titles with those keywords

1. Publishable — Anyone can blog. It’s cheap and every posting goes global.

2. Findable — Every search engine recognizes blogs, putting them right at the top with other search results.

3. Social — Blogs enable consumers to share stories, messages, and information with one another. It’s inherently social.

4. Viral — New topics and information spread viral with extraordinary speed.

5. Syndicatable —RSS makes blog content instantly portable.

6. Linkable — Links weave together unlimited networks of blogs together. One blogger has access to millions of others almost instantly.

The Six Pillars of Blogging



Vary Your Post Types

• Instructional - Instructional posts tell people how to do something.

• Informational - This is one of the more common blog post types where you simply give information on a topic. It could be a definition post or a longer explanation of some aspect of the niche that you’re writing on.

• Reviews - Another highly searched for term on the web is ‘review.’ Reviews come in all shapes and sizes and on virtually every product or service you can think of.

• Contrasting two options - Write a post contrasting two products, services or approaches that outlines the positives and negatives of each choice.

• Rant - get passionate, stir yourself up, say what’s on your mind and tell it like it is..

• Lists - One of the easiest ways to write a post is to make a list. Posts with content like ‘The Top Ten ways to….’, ‘7 Reasons why….’ ‘ 5 Favorite ….’, are not only easy to write but are usually very popular with readers and with getting links from other bloggers.

• Interviews - Sometimes when you’ve run out of insightful things to say it might be a good idea to let someone else do the talking in an interview (or a guest post).

• Case Studies - Another popular type of post is the case study where you profile a client, a peer, an organization or person that you admire either through direct contact or an interview.

• Research – Due some serious due diligence on your industry, create a benchmarking report, or compile data that your readers would find value in.


Understand Your Social Audience



Launch Your Social Media Survey

• Where are your customers and prospects at in social media?

• How do they use it?

• How would they like you to use it?

• Evaluate YOUR reality vs. THEIR reality


Build Audience Personas



What Does a Persona Look Like?

Here’s a sample persona checklist. The precise details you’ll want to include depend on your organization’s marketing. Are you aiming to increase use of a new resource, motivating volunteers for your programing or build the number of customers choosing you over competitors? No matter your goals, here’s what you’ll want to include in your personas:

• A one to two page narrative profile, for each persona.

• A few fictional details about the persona’s life—an interest or a habit—that makes each person unique and memorable. When you start here, the hypothetical constructs spring to life.

• Brief outline of a daily work day or day at home (depends on who you are trying to reach), including specific details, likes and dislikes.

• Name, age, photo and personal information.

• Work environments if you’re trying to reach professionals, rather than individuals, including length of time in the job, professional development habits (if marketing services such as training for social workers on public benefits), information- seeking habits and favorite resources, personal and professional goals, colleagues with whom the persona works most closely, etc.

• Personal and professional goals.



Start Thinking About Social Media on the Consumer Decision Journey

Marketers can tailor their use of social media for each stage of the consumer decision journey.



Let’s Review! • What Did You Learn?

– Overview • Review the state of your brand

• Review Your editorial Calendar

• Check your image

– 10-Step Facebook Makeover

– Clean Out the Cobwebs on Twitter

– Polish Your LinkedIn Profile

– Tidy Up Your YouTube Channel

– Put Some Roots Down on Pinterest

– Focus Your Blogging Efforts

– Understand Your Social Media Audience



Post-Webinar Resources



Smile if you liked it!


www.marketingsavant.com

888.989.7771

[email protected]

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Social Media Spring Cleaning: Your Checklist for a Spotless Social Presence