Beyond 'Likes': Planning and Measuring Social Media
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Transcript of Beyond 'Likes': Planning and Measuring Social Media
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Growing Your Business with Social Media
Beyond ‘Likes’
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Jeff Widmer
• PR & Social Media Marketing
• Create, implement strategies
• Crayola
• National Penn Bank
• Mack Trucks
• Lehigh Valley Economic Development Corp.
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So Many Sites . . .
. . . So Little Time
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1. Plan
2. Implement
3. Measure
3 Keys to Social Media Marketing
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Plan
1. Social media audit
What are you doing?
What are your competitors doing?
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Plan
2. Define your audience
Who is your customer?
Who are your future customers?
Where do they get news and recommendations?
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Plan
3. Choose your media
• Facebook as surrogate website (retail)
• Pinterest, Instagram, Flickr (fashion, food, jewelry, real estate)
• Twitter as newsfeed (professional services)
• LinkedIn, SlideShare (professional services)
• Yelp, Foresquare (restaurants, retail)
• YouTube (all)
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The Crayola Factory
Client
Competition
Opportunities
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Implement
1. Prioritize your channels
What do customers prefer?
2. Allocate resources
Who creates the strategy?
Who runs the program?
3. Follow influential people
Invite them to follow you
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Implement
4. Create & Curate Content
• Create
• Make it relevant
• Make it valuable
• Make it fresh
• Curate
• Forward links
• Retweet posts
• Make sure content is relevant, safe
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Measure
Measure things that impact sales
• Goal is to build loyalty to brand
• Measure engagement
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Measure
‘Likes’ on Facebook but don’t stop there
• Number and quality of comments
• Number of times people repost
• Number of retweets
• Number of times your coupons are redeemed
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Summary
• Create a social media plan
• Integrate it with your marketing strategy
• Define your audience
• Focus resources on sites they prefer
• Measure what counts for your business
• Monitor your efforts & competition
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Contact
jeffwidmer.com
facebook.com/jeff.widmer
linkedin.com/in/jeffwidmer
@jrwidmer