Optimizing

Social Media

Performance

Your social media performance has all the

good ingredients

But something is missing …

The good stuff

Blogging Generate great and useful content for the audience Identify a list of keywords and build content around them Have some user-friendly features in the navigation structure Employ all the social add-ons needed

Social Media Create videos that offer meaningful comprehensive information about your products

and services Host webinars that provide industrial and corporate insights Host contests to increase audience engagement Post and tweet relevantly and regularly Use Ever-green content (maxon academy) that keeps the audience engaged Tailor content for different platforms

SEO Occupy the top spots in Google for some of the keywords (not all) Have neat page titles that incorporate the keywords Offer short and declarative meta descriptions Identify a list of keywords

- “Then what is missing?”

An authentic voice. A human voice.

Because social media is about dialogue！ Dialogue among human beings.

Your audience wants to converse with you,

not to listen to corporate-speak！

- “What exactly did we do wrong? ”

How you look on Google

How your tweets sound

How your blog speaks

Look here, compare!

- The exact same topic to your blog post on the previous slide, but if you use Google Authorship you get more traffic. Because there is a person speaking!

- Look at one of the posts on GE’s blog. Note in addition to the human face, how the author starts the article. Again, conversation.

Similar Tweets from GE. Here’s how they do it differently:

• Use an authentic and consistent voice, a conversational tone

• Use different hashtags for different campaigns • Follow Twitter trends to promote products • Use images to standout from other news feed • Neat and customized shorten links • Give a neat intro on the attached link • Drive conversations within the community by

offering consulting service • Engage influencers in the field in the

conversations

Look here, compare!

It could be you!

But first of all –

Don’t hide

behind your

logo

And then… • Identify the personality of maxon motors • Empower the brand with a human voice • Create a blogging culture within the

company • Identify the brand representatives and have

them share and retweet the content regularly

• Change the tone to talk WITH the audience, instead of talking TO them

• Identify the influencers and leaders in the field, engage them in conversation on your platforms

• Exploit the features of different social media to increase reach rate and click-through rate

- “Wait. Why is it important?”

Because… • Instead of selling products, you are BUILDING a relationship with your audience there. • By demonstrating your authenticity, you are cultivating their trust on you. • By contributing content to the community consistently, the audience gets to know you gradually and you will become the first to come to mind when they need DC motors and drive systems.

At the end of the day,

People trust people —

And if your customers love you enough

They will become maxon motors’ brand evangelist. They will share their experience with your products in

their network.

You need to empower them with a process to share their voice.

Voice out, new leads in

• Introduce a product review system into all of the social media platforms that you are using

• Incorporate social media into other marketing efforts

• Encourage the brand evangelists’ networks to join the conversation

• Identify the potential leads and listen to their needs Optimize the content of the contact form and catalog request form Strategically distribute them across social media channels

• Approach the potential leads with customized content through email

campaigns

Customer retention

is the new acquisition

Be prepared. They are googling you

maxon motors has occupied the top spot for certain keywords on search engines, which is good. But being excellent is excellent.

Improve organic search performance by (and not limiting to)

• Identifying the keywords your audience use to search for maxon motors (e.g. “DC motor supplier”) and adjusting the landing page for them

• Making images search engine -friendly • Employing SEO strategy for the blog

Tap into the search engine data to increase visibility.

Based on its user watch history, Youtube helps you target the right people. And it is offering free channel advertising services. Twitter offers customized trends based on user interest and location.

To reach and to be reached

maxon motors as a heavy user of Youtube and Twitter：incorporating Youtube Ads and Twitter Promoted Trends into the long-term social media strategy can boost visibility and drive traffic to the corporate website and blog.

People don’t buy what you do. They buy how you do it.