POP! media studio Webinar on Social Media Strategy & Analytics
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Transcript of POP! media studio Webinar on Social Media Strategy & Analytics
[Webinar] Got Strategy? Awesome Social Media Marketing Doesn’t Just Happen—Do it with Purpose and Goals to Increase Your ROI
www.boulderseomarketing.com | www.popmediastudio.com
March 19, 2014
Beth Powell
Content Strategy, Copywriting, PR Specialist
POP! media studio
Chris Raulf
Online Marketing Expert & Founder
Boulder SEO Marketing
Agenda
• The Big Picture Overview• Social Media Strategy• How Does Social Media Fit Into SEO• Customer Engagement and Workflow Options• Templates, Process and Tools• Success: Define and Measure• Case Studies• Questions & Answers
www.boulderseomarketing.com | www.popmediastudio.com
Quick Poll
• I am a solopreneur• Small business (2-50 employees)• Medium business (51-500 employeess)• Large business (501+ employees)
www.boulderseomarketing.com | www.popmediastudio.com
Quick Poll
• I handle all MarCom and want to outsource social media
• I handle all MarCom and do my own social media
• I already outsource my social media activities
www.boulderseomarketing.com | www.popmediastudio.com
The Big Picture: Why You’re Here
• Meeting You Where You’re At• A Social Media Presence is Necessary• 3 goals: Anticipate needs, give them reasons to do
business with you, foster loyalty to your brand• MarCom - Content Marketing - Social Media• Options for content creation & implementation• SEO & Analytics
www.boulderseomarketing.com | www.popmediastudio.com
Assumptions
• You have a website and a product or service• You’re a SMB owner or SMB Marketing pro• You know your top three competitors• You know your top 2-3 buyer personas• On the importance of buyer personas
www.boulderseomarketing.com | www.popmediastudio.com
Social Media Strategy: Getting Started
• Situational Assessment• Goal-Setting (Strategic & Tactical)
– S: Brand awareness, leads, promote execs– T: 200 Twitter followers by May, 100% increase in
referral traffic from LinkedIn, 500 email addresses in 6 months
• Setting Expectations Internally– Lead Gen vs. Closing the Sale– Website & customer journey needs to be awesome
www.boulderseomarketing.com | www.popmediastudio.com
Social Media Strategy: Social Brand Guidelines
• Review social profiles from a brand consistency perspective
• Personality! Human face to the world!• Develop your ‘voice’ (informal/formal tone, etc.)• Top 15-30 keywords/phrases (integral for
optimizing content & better SEO)• How you’ll use imagery in your posts• How you’ll involve employees/colleagues in
content development• Who ‘owns’ the customer service engagements?
www.boulderseomarketing.com | www.popmediastudio.com
Social Media Strategy: Like a Good Press Release
Your Strategy Outlines the:• Who• What• Where• When• How• Why (You Know This One!)
www.boulderseomarketing.com | www.popmediastudio.com
Social Media Plan
www.boulderseomarketing.com | www.popmediastudio.com
Source: www.socialmediaexaminer.com/social-media-marketingindustry-report-2012/
Process, Templates and Tools
• High quality content • Editorial Calendar• Post individually or use tools
www.boulderseomarketing.com | www.popmediastudio.com
Measuring Your Social Media Marketing Success
www.boulderseomarketing.com | www.popmediastudio.com
Measuring Your Social Media Marketing Success
www.boulderseomarketing.com | www.popmediastudio.com
www.boulderseomarketing.com | 720.263.1736 | [email protected]
Case Studies and Success Stories• Bi-monthly Webinar
or Web Panel• Weekly blog post• 2 personal LinkedIn
status updates per day
• 1 LinkedIn company page status update per day
• 2 LinkedIn group postings per day
• 1 FB / G+ post per day
• 2 Tweets per day
www.boulderseomarketing.com | 720.263.1736 | [email protected]
Case Studies and Success StoriesResults in addition to increased referral traffic from social media:• ~15-20% organic growth rate of social media followers per month• 150-250 Webinar / Web Panel registrants• ~ 35-40% new leads per online event (deployed LinkedIn lead
generation campaign)• 4-5 new and optimized pieces of content for website per event• Press release strategy• Increased brand recognition; perception as industry thought leader• Recording of online event repurposed as on-demand content on
the website; ‘recording request’ pages generate 60-80 new requests per month
Got Strategy? Awesome Social Media Marketing Doesn’t Just Happen—Do it with Purpose and Goals to Increase Your ROI
Questions?
Connect with Beth Powell / POP! media studio:
Facebook: https://www.facebook.com/shareworthycontent LinkedIn: http://www.linkedin.com/in/shareworthycontentTwitter: https://twitter.com/PowellBeth
Connect with Chris Raulf / Boulder SEO Marketing:
LinkedIn: http://www.linkedin.com/company/boulder-seo-marketing Twitter: https://twitter.com/MarketingSEOWiz Facebook: https://www.facebook.com/BoulderSEOMarketing Google+: https://plus.google.com/+Boulderseomarketing
www.boulderseomarketing.com | www.popmediastudio.com