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Social Media Marketing: Part 1: Strategy

Social Media Marketing: Part 1: Strategy

Rob Bertholf

June 22, 2014
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  1. @Rob Bertholf @Rob’s Geek Cred Google Search Engine Optimization Expert

    Out of over 22,500,000 Results #1 in @Rob PATENT APPLICATION #US20060294199
  2. @Rob Bertholf Overview • What is Social Media? • What

    is Social Media Marketing? • Developing your Brand’s Wiki • Next Steps...
  3. @Rob Bertholf Takeaway: Your Brand Wiki • Goals & Objectives

    • Positioning & Key Messages • Target Audience • Assets (Content/Resources) • Event/Promotion Calendar • Target Keywords/Hashtags • What does success look like? (Define KPIs)
  4. @Rob Bertholf Marketing Terms • A goal is a broad

    primary outcome. • A strategy is the approach you take to achieve a goal. • An objective is a measurable step you take to achieve a strategy. • A tactic is a tool you use in pursuing an objective associated with a strategy.
  5. @Rob Bertholf Definition via Wikipedia “Social media is an umbrella

    term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures.”
  6. @Rob Bertholf • 65% of U.S. adults use social media

    • If Facebook were a country, it would be the world’s 3rd largest. (750 million active users 50% login daily) • Two hours of video are uploaded to YouTube every second. • 200 Million tweets sent per day (up from 65M last year) • 380,000,000 Foursquare check-ins (1 in every country) • YouTube is the second largest search engine in the world more than 100 million videos. Social Media Stats
  7. @Rob Bertholf Definition via Wikipedia Social media marketing refers to

    the process of gaining traffic or attention through social media sites.
  8. @Rob Bertholf Effort & Time Spent (Flip the Funnel) Find

    Convert Keep Find Convert Keep Traditional Social W ord of M outh
  9. @Rob Bertholf Traditional vs Social 1. What is the goal?

    2. Who is the audience? 3. What does the audience know? 4. Where is the audience? 5. How can I connect with my audience? 6. How do I extend the conversation? 7. How can I get introduced to others?
  10. @Rob Bertholf +Social: Extending the Conversation How do I extend

    the conversation? Once you’ve made that initial contact and gained permission to have an ongoing conversation, what do you plan to do next?
  11. @Rob Bertholf +Social: Gaining Recommendations How can I get my

    audience to introduce me to others? When was the last time you saw this section in a marketing plan overview? Don’t let that be a reason to leave it out of your plan. If you’re going to do something truly integrated, you have to think beyond the conversation to the recommendation. Recommendation is where the real ROI comes, so think about how you can get your customer to give you one.
  12. Worksheet #1: Goals • Post cat & rainbow photos •

    Because Management Says So • Generate top of mind awareness • Drive traffic to your website • Build a community • Drive leads and sales • Encourage & reward brand advocacy • Reputation management • Support Public Relations • Be a thought leader in your industry • Support customer service • HR, recruiting
  13. Worksheet #2: Objectives { Goal } achieved by { Tactics

    } measured by { KPI } assigned to { POC} completed by { Date }
  14. @Rob Bertholf Get more website traffic: Tactics • Link all

    your social profiles to your blog • In social posts add call to action to website • Create blog posts and share link in social • Listen to requests & share relevant link • Organize hangouts with details on website • Ask advocates & influencers to share links • Pay for your link in social media ads
  15. @Rob Bertholf Key Performance Indicator (KPI) A KPI is a

    type of performance measurement used to evaluate the success of a particular activity in which it is engaged. It is critical that success be determined by fulfilling pre-identified KPI’s rather than looking for random trends after the fact.
  16. @Rob Bertholf Reach • Website Visits / Pages viewed/ Unique

    Visitors • Social Bookmarks (Diggs, Bookmarking) • Audience Size (Likes/Follows/Circles/Connects)
  17. @Rob Bertholf Engagement • Post Likes/+1’s • Shares/Retweets • Post

    Comments • Social Reviews • Forum threads • Mentions • Comments
  18. @Rob Bertholf Authority • Share of Voice • Search Ranking

    • Social Influence Metrics • Aggregated Metrics
  19. @Rob Bertholf Action • Event Tracking (Key Clicks/Downloads/Read Brochure) •

    Goal Conversion (Inquiries/Email Signup/Registration/Petition) • eCommerce Conversion (Sales/Donations/Subscriptions) • Offline Actions
  20. @Rob Bertholf Advocacy • Positive WOM • Generating Content (Blog

    Posts/Media Content) • Customer Satisfaction
  21. @Rob Bertholf Creating & Setting Baselines • Set KPI’s based

    on customer relationship & business goals/communication objectives • Determine which methods will track these KPI’s
  22. @Rob Bertholf Data Based Decisions • Using the data to

    advance to next stage of customer engagement
  23. @Rob Bertholf Understand your audience Who do you want to

    reach/engage? What do they know about you?
  24. Worksheet #3: Audience Profiles My ideal customers name is ________

    they are _______ years old. They describe themselves as ________. Their relationship status currently reads _________. They live with their _______________. They have lived in ________ (all their life / __ years ). #PROTIP: Use BizGym.com to manage your customer profiles and dive deeper into business learning.
  25. @Rob Bertholf Definition via @Rob Social Media Marketing Strategy is

    the framework for engaging with results oriented social media marketing focused on business or communication goals.
  26. @Rob Bertholf Answer these questions: 1. What words would be

    used to refer to my brand? 2. What words would people use to request my product or service? 3. If my product/service is the answer, what is the question? 4. Who would ask the question?
  27. Worksheet #5: Keywords Branded Keywords (Company Name, Product Names, Trademarks,

    Executive Staff) #1 BRAND/REPUTATION MANAGEMENT CUSTOMER SERVICE Industry (Product/Service) Keywords (Generic Product/Service Names) #2 CUSTOMER ACQUISITION Topical Keywords (Related to but not specific to a cause/service/product) #3 CONTENT TOPICS CAMPAIGNS & HASHTAGS Customer/Lifestyle Keywords (Result of product/service or words which describe the consumer) #4 CONTENT CURATION/ PARTNERSHIPS
  28. @Rob Bertholf Watch the full video on how to conduct

    a keyword research exercise Learn more about Keyword Research at http://RobBertholf.com
  29. @Rob Bertholf Content Marketing Calendar Benefits Social media editorial calendars

    create a cohesive layer to a content strategy that bridges the benefits of: • Accountability: Put it in writing where everyone can see it, touch it and live it. • Commitment: Stamp a date on it, chances are, you will get it done. • Accomplishment: Checking it off the list feels so good and also ties back to accountability. • Planning: Big picture first, start at the year, month, week and day. • Creativity: Mapping out the topics first will help free up space for creativity and inspiration. • Trends: Tie in the topics with keyword research and boost the SEO strategy. • Measurement: Watching the results in growth and also what is popular in content via tools such as Google Analytics will give you valuable information for future editorial ideas.
  30. Worksheet #6: Content Calendar Blog Post Facebook Poll Video Post

    Guest Blog Post Press Release Live Stream Tweetup Theme Blog Post Interview Event
  31. @Rob Bertholf WordPress = CMS + Blog Keyword Rich Pages

    Fresh Blog Posts Social Media Sharing Capabilities Conversations Tracking Conversions
  32. @Rob Bertholf 1. Login 2. Ensure Profile Complete: a. Header

    image b. Profile Photo c. Description i. Moderator’s handle ii. Hashtag d. URL Go to Twitter.com
  33. @Rob Bertholf Initial Tweets Populate your account with some content:

    1. Link to Website 2. Announce your Hashtag 3. Inform handle on other social networks 4. Call to action
  34. @Rob Bertholf Tweet 1: Website Link To learn more about

    [Company Name] visit our website at http:// [YourDomain.com]
  35. @Rob Bertholf Are you a fan of [Some Topic]? Join

    in on the conversation using # [YourHashtag] Tweet 2: Hashtag
  36. @Rob Bertholf Sign up for our newsletter to [be notified

    of special offers] at [Link to Form] Tweet 4: Call to Action
  37. @Rob Bertholf Build Your Audience Aprox 20% of users you

    follow will follow back • # Discover: Who to follow • # Discover: Fiend friends • Search: “[ Your Brand Name ]” • Search: “[ Keywords from #2 & #3 ]” • [User]: Lists: [List Name]: Members
  38. @Rob Bertholf Curate Lists Start building your authority by creating

    lists: 1. Thought Leaders by Topic/Location 2. Partners/Vendors 3. Customers & Advocates (Set to private)
  39. @Rob Bertholf 1. Login 2. Ensure Profile Complete: a. Header

    image b. Profile Photo c. Description i. Moderator’s handle ii. Hashtag d. URL Go to Facebook.com/Pages/Manage
  40. Worksheet: Crisis Plan Brand Crisis • What could go wrong?

    • Who needs to be notified? • What is the plan of action? Community Crisis • What is your role?
  41. @Rob Bertholf What were your thoughts? Please tweet: “Just finished

    #SocialMedia #Strategy course with @Rob. It was _________”