Social Media for Business / How to Manage Social Media in Two Hours a Day
Transcript of Social Media for Business / How to Manage Social Media in Two Hours a Day
About Tin Cans Unlimited
Marketing Solutions for a World Without Strings™
• We are a full service marketing agency – print, broadcast, web, PR, social media, e-commerce
Overview
• Social Media Defined• The Social Media Channel• Social Media Properties• Integrated Social Media Stream• Social Media Strategies to Support
Business• Question and Answer Session
SOCIAL MEDIA IS MARKETING
• The purpose of marketing is:• Communicate, demonstrate and invite• Communicate your value proposition• Demonstrate that you can deliver• Invite people to engage further
Social Media Defined
• Community– It’s all about relationships
• Dialogue– It’s a two-way conversation
Social Media Defined
• Parallels between Social Media & Community Associations– Thoughtful Participation– Leadership– Communication– More
Social Media Defined
• Voluntary– Your audience is not captive– You are not intruding, you have been invited– You can be disinvited so…– Be a good guest
Social Media Defined
• Value– No value, no audience– Why do you invite certain people to a party?
• Humor?• They are interesting?• Well informed?
– Who do you NOT?
Social Media Defined
• Both a visual and verbal media– Link to web content – mostly text– Photos & Albums
• Pinterest and Facebook
– Memes– Videos
Social Media Defined
• Social media’s power is in its viral nature– People voluntarily sharing your message– Double-edged sword
• People will complain sooner than compliment• You can lose big on social media
– Opportunity to show customer service!
Social Media Defined
• A marathon, not a sprint– Social media will pay off, but it takes
time
• A garden, not a factory– Great social media cannot be
manufactured
Social Media Defined
• An enormous waste of time?• It can be – but not to you• You have to be where your customers
are• People like to buy from people they
like• Support your total marketing strategy
The Social Media Channel
• In marketing, a channel is any venue you use to communicate your value message
• Social media is a marketing channel
The Social Media Channel
•Email, blog, Facebook…are properties•Support a community of common interests•Promote interaction with audience•Drive users to your website
The Social Media Channel
•Audiences can be wildly different•Age, rate of participation, loyalty•Your mileage may vary
The Social Media Channel
•Communicate value messages to interested audience•Give users tools to advocate on your behalf•Promote Top of Mind Awareness
The Importance of TOMA
• Good Top of Mind Awareness means you are first when customer comes to a point of need
• Social media helps you participate all along the sales cycle
• Bad TOMA has the opposite effect
The Valuable Message
• Links to content of interest to your audience– Industry blogs– Memes– Video
• Links to content you have created– Your blogs, memes and videos
The Valuable Message - Links
Where to get Links• Search alerts – can be turned into
an RSS• RSS feeds from favorite blogs• YouTube• Share, retweet, pin it
The Valuable Message
Repetition = Engagement = Retention
• Only a percentage of your audience will see your message on any given channel
• Start early• Post often• Not just OK to repeat – it is
necessary
RSS=Real Simple Syndication
• Feedly Pro to keep up with relevant content
• HootSuite Pro to schedule posts
=+
Blogging – Your Message
Use a good blogging platform• Blogging helps with search
engine ranking• Gets your message out• Allows people to share your
message
Blogging – Your Message
• Most content management systems have a blog component
• Use Blogger, Typepad or Wordpress.org if you must
• Much better to have on your domain/site
• You can drive and control conversions
Blogging – Your Message
• Testimonials• Situation, action, result stories• Your expert opinion on an
industry issue, change, innovation, etc.
• Events
Blogging – Your Message
• Brainstorm stories• 3-500 words – MAX• Use lots of keywords• Short, stubby sentences• Good grammar
Blogging – Your Message
• Do not review your own work• Hire a writer• Reuse for other marketing
efforts
Blogging – Your Message
• Ideal to have blog comments use Facebook
• Is your website mobile friendly? • Traffic from phones and tablets
exploding
Photos
• Perfect to show off your events & projects
• Show people having fun at an event
• Upload to Facebook, Pinterest, blog galleries
• Link to from Twitter, Linked In
Photos & Memes
• Make someone responsible on the job site for photos
• Make your own memes using meme generator or Pixlr.com
Video
• A great way to “show, not tell”• Audio quality more important
than video quality• Keep it short, simple• Slideshow with good audio will
work fine
Video
• Postage for 12,000 HomesEDDM (.16c/home) - $5520.00
• Trade Show? Booth, staff, display…
• Works while you sleep• Worth professional effort
Social Media Properties
Facebook• Single largest social media
network• Personal and business pages• Targeted advertising available
COMMENTS!?
• You can prevent people from commenting on your page
• You cannot keep people from commenting on their own timeline
• Do Not Panic• We will discuss comments in
greater detail
Social Media Properties
Facebook Advertising• CAI Heartland Trade Show• 22,000 audience members in
service area with related keywords
• Reached 10,000+• 410 clicks to Website• Online registrations
Social Media Properties
Twitter• Microblogging - 140 Characters• Make announcements• Engage “thought leaders”• Younger moving to Twitter
Social Media Properties
Twitter• Not a high performing channel
for this audience• Worth doing if done at the
same time as other channels using a tool like Hootsuite
Social Media Properties
YouTube• Post short, meaningful videos• Can be embedded into website,
posted to Facebook and tweeted
Social Media Properties
> 420Views Since April 2013
More people have seen the video than attended the original seminars
Social Media Properties
Expert Videos• Business partners deliver a
short video on a topic of interest to community managers
• Content is not a commercial for business partner…
• …but business partner is seen as expert
Social Media Properties
Website/Blog• The hub for all marketing
efforts• Library of content for social
media streams• Where “conversions” take place
Social Media Properties
Email Newsletters• Extends reach of social media
efforts• Easy to monitor results• For audiences that skew older
Social Media Properties
Email Newsletters• Excellent conversions• Drive traffic to website & social
media properties• Our email campaigns run at an
average 28% open rate
Social Media Properties
Email Newsletters – Open Rate• 28% Open = 62% Not Open• “I didn’t receive your email” =
“I missed it”• REPEAT YOURSELF!
Email Newsletter Components
Social Links
Header
Article
Opt Out
Forward to a Friend
Link back to Website
Illustration
Social Media Properties
Linked In• Professional networking• Send messages to business
colleagues• Find talent
Social Media Properties
LinkedIn• Business and professional
pages• Maintain your personal,
professional brand
Social Media Properties
LinkedIn - Personal• Every time I log in, I click a
bunch of endorsements• I write recommendations
regularly• Update your Linked In feed
regularly
Social Media Properties
LinkedIn - Business• Very similar to personal profile• Can add products and services• Should be thorough
Social Media Properties
LinkedIn - Business• Lends legitimacy to your
enterprise• A great way to find talent
Social Media Properties
Pinterest• Photo & video sharing site• Overwhelmingly female users• A great way to drive traffic to
your site – if your site has nice pictures
Social Media Properties
Google Places• Maintaining requires a Google
Plus Account• Requires getting a call or
postcard to begin managing
Social Media Properties
Google Places• Be thoughtful about how you
claim it – cannot change the master email used for a Places entry
Social Media Properties
Google Places• Phone• Web Address• Info shows up on Google Maps –
including mobile version
Social Media Properties
Private Community Sites• Excellent for forging a tight
community• More control over content,
features, membership
Social Media Properties
Private Community Sites• Can function as both a web
page and social network• Good for groups with a
critical mass
Private Community Sites
Combination website and Social Media Platform
Members
Video
Conversations
Members Only
Social Media Integration
• Social media should be part of all your marketing efforts
• Ask “How can this be augmented with social media?”
Social Media Integration
• Include links to social media properties in print
• Collect email addresses – ask for business cards & scan them
• Email sign-up is a conversion! Set goals and quotas
Social Media Integration
• Always include web address• Create a landing page for
promotions to track effectiveness– YourDomain.com/promo– Monitor traffic– Use “UTM” codes or equivalent
Social Media Integration
• Mention web address in radio spots – make web-only offers
• Feature web address prominently in TV/cable spots
• Consider broadcast-only version of your domain
Social Media Integration
CAI 2014 Trade Show• Ran ad in direct mail magazine• Spike in traffic on publication
dates• Coordinated with Facebook ad
campaign• Huge upswing in attendance!
Social Media Best Practices
• Social media should be part of all your marketing efforts
• Consistency is key
Social Media Best Practices
• Should be “owned” by someone• Use a social media management
tool like Hootsuite
Social Media Best Practices
• Can be supported by multiple administrators
• Must be monitored for customer service opportunities
Social Media Best Practices
• Set goals, create and follow a strategy
• LinkedIn requires an email from a domain for a business page
Social Media Best Practices
• Google Places requires a Google Plus account
• Use [email protected] for setting up social media properties
Social Media In 2 Hours Per Week
• Review RSS Feeds• Use Hootsuite to schedule a
week’s worth of social media posts
• Twitter, LinkedIn sent the same post and time
Social Media In 2 Hours Per Week
• Monthly, brainstorm blog post stories
• SAR Stories• Inspiration is everywhere – just be
patient
Social Media In 2 Hours Per Week
• Blog every other week• College essay model– Thesis– Support– Conclusion
• Add gallery posts (for Pinterest)
Social Media In 2 Hours Per Week
• Newsletter every other week• Email subscribers get first look at
upcoming blogs – about 2 weeks• Spend about 45 minutes
administering email newsletter
Social Media In 2 Hours Per Week
• Post albums to Facebook & Blog• Link photos to Pinterest from
Website• Make memes from interesting
shots
Social Media In 2 Hours Per Week
• Web video is the killer app• Set aside two days every quarter
to shoot and edit• Consider professional help with
scripting & shooting
Conclusions
• Social media is not a fad – Enormous potential
• Your firm is very likely already part of the social media sphere – who controls your message?
• Done well, social media can provide great benefit over the long haul
Contact Tin Cans Unlimited
(717) 454-4004