Business Building and Social Media

Markus Neuert

Social Media Basics - Be SocialPure social media is engaging with the customers on a personal level.

Social Media is NOT:● posting news updates (this is only a small part)● having more likes than your competition (vanity

metrics don’t sell products)● having an account on all social platforms (quality

beats quantity)

CORE PRINCIPLES● Consistency - post on a regular basis.● Quality - Only post high quality content.● Personality - Use a personal tone, avoid sales tactics.● Engagement - Be proactive, comment and reply.

EXECUTION● Schedule 2 days per week for content production● Publish content at least 2 weeks out using Hootsuite.● Monitor your channels daily.

BEYOND PROMOTION● Create content that interests your customers beyond

your own product● Leverage Influencer marketing - invite local

influencer to your venue

The Process1. PLANNING

- Analyse account review document and set specific goals.- Set up a “Content and Promotions Calendar” for 3-6 months.- Decide WHAT to produce and WHERE to publish.

2. CREATING- Set up a weekly meeting to create and review upcoming

production schedule.- Decide HOW and WHEN to produce.- Design and create quality audio, photo, video and written

content.

3. PUBLISHING- Execute the Content and Promotions Calendar by

scheduling posts via Hootsuite.- Schedule posts up to 2 weeks in advance. Monitor and

adjust for current events.

4. PROMOTING- Set up an Ad budget and boost critical updates or content.- Select a target audience for promotions.

5. MONITORING & ENGAGING - Set up Hootsuite keywords to monitor brand/product

specific social chatter.- Proactively engage, reply and communicate with the

customer.- Solve customer service issues on the spot or escalate to

Owner

6. REPORTING & OPTIMIZING- Issue monthly performance report for primary social

channels.- Assess results and if necessary adjust strategy accordingly.- Execute SEO Optimization if applicable

Social Media FixesThe best social media strategies all share three simple guidelines:

They share high quality output, communicate with a purpose and post on a consistent basis.

1. Fix your Appearance - QualityYour digital brand must communicate the same quality you put into your real life product.

● Are all social media channels aligned with the same branding and description?● Are the images and copywriting of professional quality?

Action Steps:● Review all social channels:

○ Align all profile images, banners and text copy.○ Update contact details with latest phone number, address, etc

2. Fix your Output - PurposeAll your media productions must have a purpose. Try to balance promotional media and content creation. Content creation delivers value to the customer beyond advertising a product.

● Are you posting ONLY about your product?● Are there areas beyond your primary line of business that could interest your customers?

Action Steps:● Review your current output mix:

○ Go beyond your own planet and deliver content for the entire solar system.○ Ensure your promotional output is not simply “spamming” your customers.

Fix your Frequency - ConsistentHumans are creatures of habit. Only by posting consistently will you give your customers a chance to form a habit and make you part of their “media consumption” routine.

● Do you only post about random special events?● Do you share multiple posts all at once and then nothing for a while?

Action Steps:● Review how often you post and when:

○ Create a production calendar to produce on set days only.○ Create a publishing calendar and design a consistent strategy per channel.

Business FixesBefore you can leverage social media strategies,

you need to have a solid brand, product and company.

1. Fix your Brand - Personality & ImageYour brand must have a personality people can connect with.

● Who is the face of your brand?● Is your company's profile image a face or a logo?

Action Steps:● Review your brand image:

○ Identify a person and use his/her image for the company.○ You don’t have to replace the logo with a face, but marketing tactics should

reflect personality over sales.

2. Fix your Product - Signature & ExperienceWithout a solid product that people can identify with and want on a regular basis you have no business. You product must deliver a consistent memorable experience, not just a utility.● Do you have a signature item or event? What are you known for?● Is your product an experience or just a utility? ● What job are you getting done for your customers? Food for the soul or for stomach?● When the job (the experience) delivers more than the utility, you have a winner.

Action Steps:● Review your product line-up:

○ Reduce complexity and concentrate on a handful of top sellers.● Review how your customers get and use your product:

○ Reduce friction by making it easier for them to buy it.● Review why your customers are buying and using your product:

○ Adjust your marketing to align with their “Why”.

3. Fix your Company - Vision & PrideSuccessful companies are run by successful people (A-Players).Attracting and retaining A-players must be your highest priority.● Are you currently employing A-players? Why not?● Are you attracting A-players? Why not?● A-players want to be the best, work on the best and with the best.● The key to attracting and retaining the best and most talented is to:

○ Give them a desirable vision for themselves and the company.○ Take pride in your company, your mission and your product.

Action Steps:● Review your company mission:

○ Set higher standards and goals and a clear vision of how to get there.● Review your physical location and visual assets:

○ Pay attention to detail to convey a polished image.● Review your company hiring and promotion policy:

○ Give employees more responsibility, flexibility and a sense of ownership.

Management Forms

1. Appearance Fix - Social ChecklistSample Form

2. Output Fix - Promotion RequirementsSample Form

2. Output Fix - Content RequirementsSample Form

3. Frequency Fix - Production CalendarSample Form

3. Frequency Fix - Publishing Calendar Sample Form