Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.

Building Your Business via Social Media American Society of Pension Professionals & ActuariesAugust 2016 #ASPPAPDX

Kent LewisPresident & Founder

@AnvilMedia@KentjLewis

Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.

Agenda

B2B Social Media

Profile Configuration

Content Strategy

Management Tools

Setting a Schedule

Best Practices

Resources

Q&A

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B2B Social Platform Overview

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B2B Social Media Platforms

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Claim & Optimize Social Profiles

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Build Your Followers

Identify industry influencers and follow them

Follow-back your new followers

Jump on the hashtag bandwagon

Create compelling & engaging content

Engage in conversation

Boost posts, but be wary or “buying” followers

Share timely news and information from key sources

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Content Strategy: Finding a Voice

Benchmark your network, competition & industry

Ask your constituents what they want from you

Review platform analytics for insights

Best practice: make it Useful x Inspired x Empathetic

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Monitoring & Trolling For Content

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Think Video & Sales Funnel

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Funnel Strategy: Content Ideas

Awareness: news, trends, interviews & promotions

Interest: how-to’s, Q&As, demos & behind the scenes

Intent: success stories & product/service comparisons

Purchase: FAQs & training seminars

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Content Syndication Strategies

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Social Media, SEO & ORM

— All social channels should have the same branding, same URLs etc. to maximize search visibility

— It is important to consistently share content in order to build social authority and improve ranking.

— Ideally, Facebook, Twitter, Pinterest and/or LinkedIn should rank just below brand site.

Social Profiles Posting Cadence

Daily

5-10 posts per day (retweets, responses, outreach, etc.)

Create and populate boards as content becomes available

1 photo a day, 1 video a week

1-2 times a month, increasing to 2-3 a month when content is

available

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Keeping it Fresh: Blogging

Free or low-cost way to get your name out there

Start with LinkedIn Pulse (more later)

Evolve to hosted WordPress blog/website

Embed videos and images: good for engagement & SEO

Share blog posts via other social media channels

Commitment & consistency are key

Target frequency: 1-2 posts per week (monthly articles)

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Beginner Blogging: LinkedIn Pulse

Free

Easy

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Beginner Blogging: LinkedIn Pulse

Visible

Measurable

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Evergreen Content: Articles

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Management Tool: HootSuite

Connect with Twitter, Facebook & LinkedIn profiles

Monitor & share/retweet interesting & timely posts

Schedule your own content and retweets

Shorten URLs to save space and track clicks

Set up keyword feeds to monitor topics

Cross-post key content

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HootSuite: Web Interface

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Best Practices: Setting a ScheduleSchedule content for the week ahead

Repeat original content with decay model in mind

Auto-schedule retweets (80/20 rule)

Always embed URLs, hashtags or relevant social profiles

Remember to leave some space for retweets!

Morning routine: check social apps on phone in bed

Check for any mentions or news (share and thank!)

Share up to 5 LinkedIn updates (syndicating to Twitter)

Review feed and share 2-5 current tweets in real-time

Auto-schedule 2 to 10 evergreen tweets for the following week

Shoot for at least 1 post or share on Facebook, G+ & Instagram

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Best Practices: Twitter & YouTubeTwitter

When posting original content, leave room for RTs & #s

Include a relevant URL and always shorten it (ow.ly)

Don’t use more than 3 hashtags (if any)

Know your max character count without #s (125 for me)

Always thank mentions (RT, respond or favorite)

When possible embed an image to increase engagement

YouTubeDon’t forget you can post to YouTube from your phone

Free editing apps can up-the-ante

Remember to follow best practices outlined in my articles

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Best Practices: LinkedIn PacingDaily: sdd 3-10 connection requests (via app)

Daily: share 3-5 articles

Daily: congratulate and endorse your network

Weekly: send InMail to prospects or your network

Weekly: monitor your competitors

Weekly: check activity on your profile

Monthly: write a LinkedIn blog post

Monthly: upload a presentation to SlideShare

As-needed: create/update Showcase Pages

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Best Practices: Measurement

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https://analytics.twitter.com/user/kentjlewis/tweets

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Example: Deschutes Investment

Claim & optimize GMB listing

Add Showcase Pages to LinkedIn

Secure reviews on GMB & Yelp

Optimize website for key searches

Add social sharing & profile links

Create & optimize social profiles

Ensure site is mobile-friendly

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Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.

Key Takeaways– Own your brand by claiming & optimizing profiles– Automate and syndicate to maximize impact– Audit and monitor daily to identify opportunities– Own the search results with social media & SEO– Utilize tools like HootSuite to streamline – Schedule 15 minutes a day to manage profiles– Measure the impact on a monthly basis

Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.

Resources– Six Social Media Platforms for B2B Marketing in 2016– Create a Social Media Strategy on a Shoestring with These Six Tips– Three Reasons Why You Should Publish on LinkedIn Pulse– Discover The Secrets to Effective Online Reputation Management, Part 1– 20 unbreakable rules for social media managers– Ten Tips For Optimizing Your Online Persona– How to be a Rock Star on 8 Social Media Platforms – 9 Social Media Marketing Rules You should Break– 7 Steps to Leverage Social Media to Increase Search Engine Visibility– Online Reputation Management: Seven Strategies to Build Your Brand– 9 ways to Lose Friends and Alienate People in Social Media– The Three Golden Rules of Networking on Social Media– What a 9 year-old taught me about marketing with digital video

Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.

Kent LewisPresident & Founder

@AnvilMedia & @pdxMindShare@KentjLewis

Thank You! Questions?

– Check out our Insights section for more information (anvilmedia.com)

– Attend future Anvil Lunch & Learn Seminars– Follow us on Twitter, Facebook & Google+– Ask me about the AMI™ & AMP™ services