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Transcript of Slay your competitors on social media m
Slay YourYour
Competitorson Social Media
Presenter:Date:Location:
Diana EsparzaApril 16, 2014Ottawa, Canada
1. Introduction2. Online Marketing Basics3. Websites, Blogs, and SEO4. SMM: What You Need to Know Before You Start5. Facebook6. Twitter7. LinkedIn8. YouTube9. Contact
“Social media spark a revelation that we, the people, have a voice, and
through the democratization of content and ideas we can once again unite around common passions, inspire movements, and ignite change.”
Brian Solis,Engage: The Complete Guide for Brands and Businesses to
Build, Cultivate,and Measure Success in the New Web
Contents☀
Diana Esparza
aboutDiana Esparza
• International Trade, Marketing and e-Business Professional
• Over 10 years of experience in sustainability and technology
• Put in place best-practice sales and marketing systems, governance structures,
and decision-making processes.
• Goal to assist organizations in the development of eco-innovative business
strategies,
methodologies, and expertise to assertively penetrate into new markets.
• Diana believes in using the power of technology to help
organizations to implement solutions that enable them to
increase productivity, reduce cost, and become more
profitable in a sustainable way!!
• "Increase Reach, Velocity and Profitability"
SEE RESUME
HERE
Visit my blog at: www.dianaesparza.me
Attract
ATTRACT
THE ART AND SCIENCE OF LEVERAGING THE INTERNET TO GET YOUR MESSAGE ACROSS SO THAT YOU CAN MOVE PEOPLE TO TAKE ACTION.
CONVERT
TRANSFORM
03
02
01
Transform
ConvertOnline Marketing
Basics
It’s about using the right tools, with the right triggers, within a proper marketing framework
THE ACT METHODOLOGY
attractThe Act Methodology:
Main goal: Drive traffic to your site
Brand \ Outcome \ Differentiator
BOD
• If your brand could be summed up in ONE WORD, what would it be?
• What’s the outcome YOU help clients achieve?
• What makes you INHERENTLY different from your competitors?
BOD?
convertThe Act Methodology:
Consumption of Valuable Content + Time
Best Conversion Tool: YOUR WEBSITE
CLIENT
transformThe Act Methodology:
Transform past successes into NEW ATTENTION
People, specially strangers crave social proof
MIMICRY
Tools that Transform
2
3
4
1
White PapersProducts
Videos, Audio, PicturesClients, Products, Employees
Case StudiesSolution
TestimonialsClients
Social media platforms are a great way to showcase past and present success stories. By letting the customers speak for themselves, you can leverage social proof to attract more prospects!
Social Media is Built on Social Proof
OnlineTactics
Method Attract? Convert?Consumer or
Customer
Transform?
Social Media Marketing Yes Yes: consumer ,Not customer
Yes
Website/blog/Podcast Yes Yes: consumer,and customer
Yes
Email Marketing No Yes: consumer,and customer
Yes
Giveaway on site to build email list
Yes Yes: consumer No
Search EngineOptimization (SEO)
Yes Yes: consumer,and customer
No
Video Yes Yes: consumer,and customer
Yes
Social media, blogging, search engine optimization, and email marketing are
powerful ways of developing online leads for most business. HOWEVER, it’s your
Company’s website where your prospects makes a buying decision and the sale
actually takes place!
Educate | Market | Sell
A Website has impeccable DESIGN,
STRUCTURE, CONTENT, OPTIMIZATION,
MAINTENANCE
Is Your Website EMS?• It’s expected
• It’s efficient
• It converts
WEBSITE
You don’t need a blog, but you do need fresh
content on an ongoing basis.
Blogsites, Content Management Systems
(Joomla – Wordpress)
Do you NEED a blog?• Content is King
• Heart of every good website
• Educate, Expertise, credibility
BLOG
• Biggest challenge to website owners
• Google displays sites it believes are authoritative and relevant. They measure relevance
by analysing page content, the words you and I read, and they measure authority (mostly)
based on the number and quality of other pages linking to the pages they show, links are
like votes.
SEO
WebsitesBlogs, SEO
Checklist
Social Media
Marketing
A good BOD
A Website
Content
Email Capture System
Blog
90%
100%
80%
95%
80%Visibility + Credibility =Social Media Success!
Perfect PostHOW TO CREATE THE
“If you’re going to slay your competitors on social media, you need to figure out what kind of content works best for eachsocial network so no efforts are wasted..”
THE PLACE WHERE PROFESSIONALS
GO
• B2B Platform
• 147M members users from 170 industries
• Showcase expertise
• Ultimate online Rolodex
• Interactive online resume
ALL ABOUT BUSINESS
LinkedIn Twitter Facebook YouTube
TECNOLOGIES I USEDSocial Media Marketing
HAPPY HOUR
• B2C Platform
• 650M active users
• Showcase own identity
• Attract consumers and build
relationships over time
• Never push products or services
ALL ABOUT FRIENDSHIPS
THE PLACE FOR CREATORS &
COMMUNICATORS
• B2B & B2C Platforms
• 225M users
• Showcase expertise and identity
• Attract attention and create expert
platform instantaneously
• Have and use your own personal name
ALL ABOUT THE DIALOGUE
INTERACTIVE WEB ECO-SYSTEM
• B2C and B2B Platforms
• Over 800M visitors per month
• Over 4 billion videos are viewed a
day
• Showcase own identity/expertise
• Attract consumers and push products
and services
• Edutainment
ALL ABOUT YOU
“All About Business.”
• Make sure your profile is
written so that people can
find you.
• Check out your home page
for updates from your
connections, and comment
on, share and like them.
• Get stuck into a Group.
• Answer a question.
• Endorse or recommend a
connection.
LinkedIn Quick Wins
“All About the Dialogue.”
• Write tweets between 120 and 130 characters for the most
click-throughs.
• Place links 25% of the way through your tweet for the best
click-through rate.
• Tweets with the words “via,” “@,” “RT ,” “please,” and
“check” have higher click-through rates than those without.
• Write tweets with more action verbs, and fewer nouns to get
more clicks
• Tweet on Friday, Saturday, and Sunday for the best click-
through rate, and later in the day instead of the morning.
Twitter Quick Wins
“Happy Hour.”
• Post tons of photos -- they get the most likes and shares.
• Photos also get a lot of comments, but text updates get
slightly more.
• Posts that are either very short, or very long have a higher
percentage of likes.
• Long posts also tend to have more shares -- the sweet spot
is between 400 and 500 characters.
• Show some personality! Posts with self-referential words,
like “I” and “me” tend to get more likes.
• Posts published on Saturdays and Sundays receive a higher
percentage of likes than those posted during the business
week -- and Thursday is the lowest day for generating likes!
• Content posted later in the day get more likes and shares --
likes peak around 8PM EST, while shares peak around 6PM
EST.
Facebook Quick Wins
“All About the Visuals.”
• Descriptions about 200
characters long are repinned the
most.
• Find content spins around words
like “quotes,” “products,” “DIY,”
“inspiration,” “books,” and
“ideas.” These words are the
most frequently pinned on
Pinterest.
• Content that is liked gets
repinned more often than content
with lots of comments -- so
replicate your content that gets
liked!
• Make your images tall! Taller
images get more repins.
Pinterest Quick Wins
“I worked with the management team
to hone the “One Step to Go Green
Mission,” embodying the company’s
well-established and ongoing goal
of providing sustainable services.
With this message of corporate
social responsibility as the blueprint,
I built a comprehensive Marketing
Strategy that included a new
website design, social media
strategy, brochure, informative
articles, tip sheets, brochures,
emails, blog posts and more.
For more information, please visit
www.bmi-ind.com
StudyBMI
Case ““BMI delivers facility services with an innovative and customer-centric approach. Introducing new ways of integrating people,processes and technology, BMI delivers full complement of facility solutions for forward-thinking organizations ”.
Louis Lemieux, CEO
1. Formalize your brand strategy.
2. Put together a comprehensive
marketing plan.
3. Take a critical look at your
current website.
4. Set benchmarks
Google Analytics; Alexa
“How did you hear about us?”
SEO Ranking
5. Make a decision on time
investment.
6. RELAX!
7. Set up your accounts.
8. Take some time learning the
tools and the lingo.
9. SHARE
10. CARE
Call ToAction
Don’t Be AFRAID and Experiment with Your Marketing– Mike Volpe
www.hubspot.com
The Zen of Social Media
Marketing by Shama Kabani
www.marketngzen.com
3 Ways to Use Social Media to
Spy on Your Competition
http://raleighinboundmarketing.co/
2014/02/3-ways-to-use-social-
media-to-spy-on-your-competition/
Sources
Don’t Be AFRAID and Experiment with Your Marketing– Mike Volpe
contactKeep in touch
http://www.
dianaesparza.me
Social Media
Mailing Address
Contact InfoPhone: +1.613.255.6021
Email: [email protected]
Web: www.dianaesparza.me
Ottawa, Ontario, Canada
Facebook.com//ecomemarketing
Twitter.com/dianaesparzab
Plus.google.com/dianaesparza
Linked.in/dianaesparza