social media: make it work for you

Make social media work for youJudi Samuelsjudi@lemontwistmarketing.comwww.lemontwistmarketing.com@chieflemonhead

Red Cross Training Partner ConferenceFour Points by Sheraton, Toronto Airport

Thursday, May 8, 2014

Ice breaker

Content Social platform v. content platform Understanding the right content Content calendar Exercise Recap

Social platform v. Content platform

They’re not all social platformsA social platform is an online network of people sharing ideas; it’s built for conversation.

Communities are formed based on shared values, beliefs and passions.

A content platform can include social elements, but is focused on digital content creation, curation and distribution:

Blog.Video.Photo.

Without content, what are you talking about in your social network conversations?

The right content?

What’s your objective? Awareness Community growth Data collection Sales Loyalty/Advocacy

Describe your current audience Conduct a social audit to better understand your

current audience Demographics: age, gender, geography Psychographics: broad interests, hobbies Ethnographics: favourite brands, life goals, aspiration

What connects them to each other? What connects them to you?

Which social platforms does your audience use?

Facebook Twitter Linkedin Pinterest Instagram Google+ Foursquare

How does your audience use social networks?

Creators Publishers of original content

Critics Comment and rate content, product, service

Curators Organize content for themselves and others

Joiners Create and connect via social platforms

Spectators Watch, read and doesn’t engage

What are your 3 key messages?

Measure. Measure. Measure. Awareness Reach Community Growth Engagement Drive-to-web Conversion: non-sale Sales

How to measure? Awareness, reach, community growth

Facebook insights Monthly follower count Tweetstats

Engagement Facebook insights: like/comment/engagement Hootsuite (twitter report) Review of comments and shares

Drive-to-web and conversion: non-sale Google Analytics: social source Unique URL shortener

That’s a lot of work!

How to organize… Plan a monthly content/editorial calendar Identify content

Topics/Themes Titles URL

Select social networks Fully script posts to be pre-scheduled

Hootsuite or Tweetdeck Pre-schedule in Facebook

Exercise

In short…

Step-by-step: Optimize your social Establish your business plan

Objectives and goals Key messages Metrics

Understand your audience Social audit Community thread Platforms

Outline your content calendar Execute Measure

Content answers questions.Content tells a story – verbally or visually.Content entertains.Content educates.

What does your content do?

Questions

Make social media work for youJudi Samuelsjudi@lemontwistmarketing.comwww.lemontwistmarketing.com@chieflemonhead

Red Cross Training Partner ConferenceFour Points by Sheraton, Toronto Airport

Thursday, May 8, 2014