Social Media Optimization

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Eric Ellis – Deluxe Corporation

SOCIAL MEDIA OPTIMIZATION

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Who is Deluxe?

What We’re Known For…

New Product Innovations

New Product Services

Small Business Marketing Solutions

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Who am I?

WHO I AM

Social Media Strategist for Deluxe Corp

Previous: Social Media Analyst for Target

Social Media Strategist for a Cancer Wellness Non-Profit

Multiple years in category management in Grocery Retail

Education MA in Strategic Communication Management

BA in Journalism/Mass Communication

@ericjohnellis

AGENDA

What is Social Media? Why Social Media Works for

Small Businesses The 5 Key Elements of a Successful Social

Media Campaign Listen Identify Strategize Engage Measure

@ericjohnellis

@deluxecorp

Facebook.com/deluxecorp

www.deluxe.com/blog

WHAT IS SOCIAL MEDIA?

@ericjohnellis

WHY ALL THE BUZZ?

Social media sites, 2012-2013% of online older adults who use the following social media websites, by year

PEW RESEARCH CENTERJeffbullas.com

@ericjohnellis

WHY SOCIAL MEDIA WORKS FOR SMALL BUSINESS

SOCIAL MEDIA = EXPERTISE

EXPERTISE = SALES

@ericjohnellis

SOCIAL MEDIA OPTIMIZATION

@ericjohnellis

Strategize

Identify

Measure

Engage

LISTENVoice DevelopmentChannel LeveragingContent Planning

Relationship FosteringUpfront, Open and Transparent

Adding to the Conversation

ROI AnalysisData Aggregation

Effort Optimization

Objectives & GoalsSocial Media MappingHabits, Motivations & Influence

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Listen

Strategize

Identify

Measure

Engage

Effort Optimization

LISTEN

Social MediaOptimization Customers are already talking about your business. Do you

know what they are saying?

Listening Dashboard

@ericjohnellis

LISTEN

google.com/alerts

@ericjohnellis

LISTEN

Facebook Graph Search

@ericjohnellis

LISTEN

twitter.com/search-advanced

@ericjohnellis

RSS (Real Simple Syndication) allows you to subscribe to any website that has one of these in the address bar. You can then track every site you’re subscribed to without having to go to each individual site.

LISTEN

@ericjohnellis

LISTEN

socialmention.com

@ericjohnellis

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Identify

IDENTIFY

Social MediaOptimization

Strategize

Identify

Measure

Engage

Effort Optimization

Inventory Social Channels Create a Content Hub

@ericjohnellis

IDENTIFY

What are your Business Goals? Use these goals to develop SMART

objectives:SpecificMeasurableAttainableRealisticTime-Based

Identify

@ericjohnellis

Who is your Audience Who do you need to reach and why? What do you want them to know? What social media tools are they using?

IDENTIFY

@ericjohnellis

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Strategize

STRATEGIZE

Strategize

Identify

Measure

Engage

Effort Optimization

Peek behind scenes Running Q&A Promotions/Contests

@ericjohnellis

STRATEGIZE

Business Goals Social Media Objective

To make money and to stay in business

Increase “client” base by 10% in next 6 months, recruit new “clients,” draw traffic to website

To increase the number of new “clients”

Keep the local community updated on happenings, discounts, events to increase sales by 5% in the next month

To stay connected with clients and provide better customer service

Understand how “clients” use social media and monitor what “clients” are saying about your company to increase client engagement by 20% year over year

@ericjohnellis

STRATEGIZE

Facebook ZeroWhy you need to diversify

@ericjohnellis

STRATEGIZE Four different types of ways Facebook users get served

up content:

1. Followed Branded Content

2. Friends Shared Branded Content

3. Paid Content

4. Friend Updates (cat videos, children pics)

@ericjohnellis

STRATEGIZE

What would happen if branded content vanished?

@ericjohnellis

STRATEGIZE

Facebook users said

@ericjohnellis

STRATEGIZE

Facebook Marketers said

@ericjohnellis

STRATEGIZE

Facebook said

@ericjohnellis

STRATEGIZE

Let’s be smart…

@ericjohnellis

STRATEGIZE

…and even smarter

@ericjohnellis

INSTEAD Fan Acquisition

Building a larger potential audience increases the likelihood of our content being seen by more people

Creating best in class content & experiences Content and experiences that are best in class equate to

content that is highly shareable, increasing story generation

Pay to play Adding modest spend behind our content and programs

increases our reach from 3% to 98%

Being platform neutral Explore and test other social channels

@ericjohnellis

Twitter Why Twitter wants the

older demographic

STRATEGIZE

@ericjohnellis

BlogPurpose: Increase

recognition, increase engagement, searchability

STRATEGIZE

@ericjohnellis

STRATEGIZE

Social Media is not a silo anymoreWhy SEO and Content Strategy should be

integrations

Image Courtesy of www.business2community.com

@ericjohnellis

STRATEGIZE

Social Media is visualWhy visual content wins every time

Image Courtesy of: www.hubspot.com@ericjohnellis

STRATEGIZE

What am I missing?What about LinkedIn or Google+?

@ericjohnellis

STRATEGIZE

What else?

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Engage

ENGAGE

Strategize

Identify

Measure

Engage

Effort Optimization

Pulse of Community Customer Care Policies

@ericjohnellis

ENGAGE

Time and resources Plan on at least 5 hrs. per week Make sure you have a good work plan in place Identify the need for outside expertise Locate and engage resources needed

for success

@ericjohnellis

Behavior Guidelines Be transparent Be honest Be appropriate Be diplomatic Never comment on legal matters BE SMART

ENGAGE

@ericjohnellis

Converge

ENGAGE

@ericjohnellis

……………………………………………………………………………………

Measure

MEASURE

Strategize

Identify

Measure

Engage

Effort Optimization

Objectives & GoalsSocial Media MappingHabits, Motivations & InfluenceSocial Media

Optimization

@ericjohnellis

MEASURE

@ericjohnellis

MEASURE

Social ROI

@ericjohnellis

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Last Thoughts

LAST THOUGHTS

Being Prepared

@ericjohnellis

LAST THOUGHTS

Your story is unique Social Media is a great way to share it

Commit and Converge

@ericjohnellis

Your website is your hub

Start by listening

Develop a plan in alignment with your goals

Identify, strategize, engage, measure

Keep adjusting and improving

CONCLUSION

@ericjohnellis

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QUESTIONS?

@ericjohnellis

THANK YOU

Learn More: Visit www.deluxe.com

Or Connect With Us: Twitter: @deluxecorp facebook.com/deluxecorp youtube.com/deluxecorporation linkedin.com/company/deluxe-corporation

All trademarks are the property of their respective owners.

@ericjohnellis

Social Media Optimization

Business

Transcript of Social Media Optimization

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