Post on 17-Jan-2017
Grow Your Business With Social Media Marketing
KiKi L’ItalienAmplified Growth
Disclosures
• Financial:– Financial compensation received from
ASHA for this presentation • Nonfinancial:– n/a
Learning Outcomes
• identify key social media channels and how they are being used today
• assess your organization's online marketing presence and how to improve it
• create social media marketing goals and a game plan for achieving them
State of Social Media in 2016
Trends
• Video has become essential• Live video is hot• Facebook has importance, but has
changed significantly for business use• Facebook ads dominate• Tactics and engagement are top
concerns for marketers
Changes to Social Media Channels• Facebook• Twitter• Instagram• Snapchat• YouTube• LinkedIn
The Social Media Marketing TrifectaSEO, Content Strategy, and Social Media Optimization
Search Engine Optimization
• Why you should care about SEO• How SEO is connected to social• What you need to know
Content Strategy
• SWOT Analysis• Persona & Audience Research• Goals & Objectives• Content Inventory• Measurement
Social Media Optimization
1. Reputation2. Engagement3. Authority4. Leadership5. Social6. Media7. Optimization
Activity: Asking Better QuestionsWork on building your curiosity to ask better questions about your social media efforts. What do you need to learn more about? Where do you need more data about your clients? Identify 3 great questions.
Assessing Your Organization’s Online Presence
Key Performance Indicators
• Engagement and brand awareness– Likes, shares, followers, retweets
• Conversions– Clicks, traffic sources, lead development
Top Posts for Republishing
Top 10 tweets from last month…Facebook...LinkedIn
Identify Best Content for Repurposing
Consider blog posts, videos, webinars, white papers, templates, infographics and more.
Evaluate Social Media Profiles
• Insights• Audience• Engagement• Plan
Creating Your Social Media Game Plan & Updating GoalsPOST Methodology and Lean Startup Methodology can help you create and update your social media initiatives.
POST Methodology
People
Whom are your trying to reach?
Objectives
What are you trying to achieve?
Strategy
How might you reach your audience to achieve your objective? Channels? Message?
Tools/Tech
What tools need to be in place to make this happen?
Lean Startup Methodology
Lean Startup Methodology Pillars1. Entrepreneurs are everywhere2. Entrepreneurship is management3. Validated learning4. Innovation accounting5. Build-Measure-Learn
Lean Startup Methodology Pillars1. Entrepreneurs are everywhere2. Entrepreneurship is management3. Validated learning4. Innovation accounting5. Build-Measure-Learn
Lean Startup for Us
1. Learning can be validated scientifically, by running experiments that allow us to test each element of our vision.
2. Need to know how to measure progress, how to setup milestones, how to prioritize work.
3. Fundamentals are to turn ideas into products, measure how customers respond, and then learn whether to pivot or persevere.
Activity: Your Commitment
Identify your #1 most important next step to make based on today’s learning. Share it with your neighbor. Post it on social media. Commit to making the next right step.
What Have We Learned?
Takeaway #1 – Changes in Social Media• Content• Channel features• Algorithms
Takeaway #2 – Social Media Doesn’t Work in a VacuumUse the Social Media Marketing Trifecta• SEO• Content Strategy• Social Media Optimization
Takeaway #3 – You Must Assess Your Social Media Initiatives• KPI reviews• Tops posts for republishing• Best content for repurposing• Evaluate profiles for effectiveness
Takeaway #4 – How to Update Your Plan• Using POST Methodology• Lean Startup Methodology
Questions
Resources
• http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2016/
• http://theleanstartup.com/principles• https://lseo.com/5-essentials-creating-c
ontent-strategy/
• http://www.socialmediaexaminer.com/how-to-assess-and-improve-your-social-media-marketing-a-monthly-plan/