building a social media marketing strategy
DESCRIPTION
Shannon Kinney presents at the Steamboat Springs Colorado Entrepreneurship Conference. She presented on social media marketing and search, mobile and video to more than 150 local businesses. More details >> http://www.steamboat-chamber.com/community/seminars/entrepreneurship-marketplace Book Shannon for your next event >> http://dreamlocal.com/social-media-online-marketing-seminars/TRANSCRIPT
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Building a SOCIAL MEDIA Marke6ng S T R A T E G Y
What to expect today
• How is marke3ng changing? • What are the main social networks and do
you need to use them? • How do you build a social media strategy
for your company?
Media Use is Changing
New Marke6ng Tac6cs
How do your customers
FIND YOU?
THE QUESTION USED TO BE:
NOW IS:
WHERE do your current and future customers find
WHAT THEY NEED?
hCp://www.youtube.com/watch?v=QUCfFcchw1w
Building brand awareness and customer rela3onships
SOCIAL:
Relevant Content is King • Can you establish yourself as an expert and/or resource?
• Blog sugges3ons: • Top 10 FAQ about your business • Overcome objec3ons • Consider – what do people type in to search engines that you can answer?
• PLAN!
• Why a content plan is important • What’s in a plan? • Your voice • Important brand messages • What will be posted where, when • Standards for your content mix (marke3ng and promo3on, conversa3on, listening) – balance is CRITICAL
• Promo3ons / strategies for fan base growth
Developing your marke6ng plan
Facebook now has more than 1.2 Billion
ACTIVE users
Facebook: Sta6s6cs • More than 50% of ac3ve users log in EACH DAY • Average age of users is 38 and 200 friends • People spend over 700 BILLION MINUTES per month on Facebook
• 2.7 BILLION POSTS are “liked” or commented on each day
• 250 MILLION PHOTOS are shared each day • 1 BILLION video views each DAY • 1 MILLION BUSINESS PAGE “LIKES” are happening each
day – and that is shared with all of their friends
Source: Facebook
Do Facebook (and any network) -‐ WELL • PROFESSIONALLY designed page • Thoughbul content strategy that incorporates the personal touch, sales and marke3ng, and outbound marke3ng strategy
• LISTEN AND RESPOND, s3mulate conversa3on • Build ENGAGEMENT with your content • Remember these pages are like the TELEPHONE – answer!
• WOW your fans!
What does it take?
Listening
LISTENING IS content
What does it take? CONNECTING
#hashtags, RT, Like, Favorite, Reply
OUTREACH IS content
CUSTOMER SERVICE is content
Your Story IS CONTENT
Your Customer’s Story
IS CONTENT
The Key is to build ENGAGEMENT #notaonewaystreet
Going BEYOND LIKES takes CREATIVE
CONTENT that CAPTURES people
Being a RESORCE is content
Twiber
Foursquare / Swarm
Google+ (G+)
YouTube: 2nd largest search engine
(Professionally designed page)
Post 6ps • Know your audience and your channel • Timing is important • Clarity • Mix it up and create balance • Encourage conversa3on • Encourage sharing / tagging • LISTEN! Respond! • U3lize photos and videos regularly > 60% lih!
Fan Base Growth: Promote your pages
• On your web site • Email signatures • Signs in loca3on, on vehicles • Sta3onary • All marke3ng – when in doubt of what to promote, promote Facebook • Also promote review sites!!
What you should monitor and how
• How are people finding your web site and how? (Google Analy3cs)
• What demographics are you reaching on social media (Facebook insights, social media monitoring tools)
• How is your audience trending? (Fan base counts) • What members of my audience are influencers and how should I target them? (social media analysis)
What you should monitor and how
• How engaged is your audience? (social media monitoring, response 3mes, 3me of day, content type) • How can you drive leads? (combina3on of tools and measure conversion rates of content) • How well do you show up on search engines? And how to fix it? (Reputa3on Management)
What you should monitor and how
• When is my brand men3oned online & how do I respond? (Reputa3on Management)
• What is my share of voice amongst compe3tors for key phrases? (Reputa3on Management)
• What keywords should I op3mize for? (Keyword analysis with predic3ve trends)
• Should I buy PPC adver3sing, and if so, what business is it driving?
70% of people trust online reviews
by strangers
90% of people trust online reviews
by people they know
The key is REPUTATION MANAGEMENT…
And you need it now more than EVER!
Don’t have 3me to establish a presence on SOCIAL MEDIA CHANNELS?
Not sure where to start?
The Explore Digital team here can help.
Expert help to get you there
• Social Media strategy development
• Social media page design, management
• Reputa3on Management
• Blog development and content crea3on
• …and more!
• A News Outlet – content, photos, etc
• Custom Service • Main communica3on
hub • Promo3on and PR • A concierge • Head cheerleader • The BRAND • 24 -‐ 7
What does it take to be SUCCESSFUL?
Remember you are MORE than marke3ng, you are:
THANK YOU for aCending!
Shannon Kinney, Dream Local Digital [email protected] TwiCer: @shannonkin
Facebook: facebook.com/shannonkinney, facebook.com/dreamlocal Foursquare: Shannonkin
LinkedIn: www.linkedin.com/in/shannonkinney Google+ www.gplus.to/shannonkinney
www.dreamlocal.com