how to get the best results from your social media

@antennasocial • antennasocial.ca

Social Media & Your Business

How to Get the Best Results From Your

Social Media

1 2016_WEConnect.key - November 22, 2016

@antennasocial

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Title Text


@antennasocial @antennasocial • antennasocial.ca


@antennasocial

How to measure ROI for Social Media Ways to Improve Your Customer Service Through Social Media Key Elements for Your Strategic Plan Steps to Growing & Nurturing Community How to Create Viral Content

Time Saving Tips

Notes: • Follow @antennasocial and #WEConnectCA for highlights from this presentation. • I’ll provide a link at the end where you can sign up to receive the slides &

recording plus a few other goodies.

What You’ll Take Away Today


@antennasocial What is a good ROI for Social Media?


@antennasocial

Easy wins come from a number of factors:

• Competition not yet online • Solving a very specific

problem • Example: RV Campgrounds

Social Media Isn’t Magic


@antennasocial

• Better reach than traditional media

• Increased visits to website • Improved search ranking • Trust & credibility • Improved customer service

A Formula For Success

Social Media + Great Product + Time = Sales $$


@antennasocial

Social media marketing budgets will be unique for each client. $14 to $20/click are good rates where the creative and strategic development of the content is included.

Questions to consider: • How many visits to your website do you need to make an average sale? • What is your average sale? • What percentage of that average sale are you able to put towards

communications and promotion?

Ballpark Budgeting


@antennasocial 7 Ways to Improve Your Customer Service


@antennasocial 1. Customer Support Without Delay


@antennasocial

Here’s How: • Provide customer service support at every touch-point for your customers,

using all communications methods your customer uses. • Add social media to the roles & responsibilities of those who provide customer

service for your organization. It should be normalized – telephones & email were once the “new kids on the block”.

• Clearly outline your customer support hours.

1. Provide Customer Support Without Delay


@antennasocial 2. When They Go Low, Go High


@antennasocial

Here’s How: • When mistakes or complaints are made, provide authentic & sincere

responses. • Make your customers feel like they are always right, even when they aren’t –

let them know that their concerns are heard & understood and attempt to publicly resolve the complaint.

• Accept responsibility.

2. When They Go Low, Go High


@antennasocial 3. Be Authentic & Transparent


@antennasocial

Here’s How: • Give your customers a voice, don’t try to stifle it. • Respond to negative reviews with an authentic attempt at solving the problem. • Be open to feedback and make improvements so that future reviews will be

overwhelmingly positive – ensure improvements are clearly presented in social media and on your website to show that you addressed customer complaints.

3. Be Authentic & Transparent


@antennasocial 4. Listen For Brand Mentions


@antennasocial

Here’s How: • Use online listening tools such as Google Alerts, HootSuite, or Hubspot to pro-

actively seek out mentions of your brand. • Leverage positive mentions to reward ambassadors, respond to negative

mentions by providing solutions.

4. Listen For Brand Mentions


@antennasocial 5. Answer Questions


@antennasocial

Here’s How: • If someone has taken the time to post a question, chances are others have the

same one – respond publicly to ensure everyone has access to the answer. • Attempt at answering the question rather than asking them to call or email. If

the potential customer wanted to email or call they would have done that in the first place.

5. Answer Questions


@antennasocial 6. Provide Added Value


@antennasocial

Here’s How: • Post content on social networks that improves your customer’s overall

experience with your brand.

6. Provide Added Value


@antennasocial 7. Occasionally Go Over The Top


@antennasocial Here’s How Samsung Galaxy Did It


@antennasocial Here’s How Mortons Restaurant Did It


@antennasocial

1. Provide customer support without delay.

2. When they go low, go high.

3. Be authentic & transparent.

4. Listen for brand mentions.

5. Answer questions publicly.

6. Provide added value.

7. Occasionally go over the top.

7 Ways to Improve Customer Service Using Social Media


@antennasocial A Goal Without A Plan is Just a Wish.


@antennasocial

Make SMART goals: • Specific • Measurable • Attainable • Relevant • Time Focused

What Are You Trying To Achieve?

Photo credit: Steven Depolo Creative Commons 2.0 License: https://www.flickr.com/photos/stevendepolo/4498817330/ https://creativecommons.org/licenses/by/2.0/


@antennasocial

Identify your niche(s): • People are more likely to

become customers if they feel understood

• Create messages that resonate with your audience based on their interests, lifestyle, and behaviour

Who Are You Trying To Reach?


@antennasocial

In order to achieve objectives & reach niche audiences:

• What platforms do you need to be using?

• What are your key messages?

• What are your calls-to-action?

How Will You Connect?


@antennasocial 6 Steps to Growing Your Community


@antennasocial 1. Create A Destination.


@antennasocial Landing/Conversion/Sales/Lead Page


@antennasocial Call-To-Action (CTA)


@antennasocial 2. Brand


@antennasocial Consistency Is Key


@antennasocial 3. Participate


@antennasocial Interact With Influencers


@antennasocial 4. Generate & Curate Content


@antennasocial 5. Hashtags


@antennasocial 6. Paid Placement


@antennasocial B2B Twitter Targeting


@antennasocial

1. Destination: Create a spot where visitors can take action.

2. Brand: Create recognition with a consistent look & feel.

3. Participate: Interact with influencers & fans.

4. Content: Generate & curate content.

Antenna’s 4 Pillars of Sharable Content

5. Hashtags: Leverage relevant hashtags & trending topics.

6. Paid Placement: Gain more reach for your content.

Authenticity cannot be automated.

6 Steps To Growing & Nurturing Community


@antennasocial 4 Pillars of Sharable Content


@antennasocial Online Content Marketing


@antennasocial

Viral Content = Social posts that have been

organically shared far beyond your fan-base.


@antennasocial

Provide amazing tips to make life easier. • Your audience is more likely to share

content that they think their friends will also find useful.

Be a thought leader for your niche. • Providing tips on a particular topic on

a consistent basis gives you credibility.

• Be both a curator and a trend-setter.

1) Be Helpful


@antennasocial Infographics


@antennasocial

Pull on heartstrings and tickle funny bones.

• This is why cute kittens and puppy dogs rule the Internet.

Try to elicit: • Positive feelings. • Emotional complexity. • Nostalgia. • Surprise.

2) Be Emotional


@antennasocial Burin Pharmacy Giveaway


@antennasocial

People just want to belong. • The Internet has given

people with unique interests a place to connect where location is not an obstacle.

• With language and visuals, make your audience feel like they belong to a special community or shared experience.

3) Create Belonging


@antennasocial Skipper Otto’s CSF Blog Post


@antennasocial

Bring a sense of wonder to someone’s day.

• People love to share stories that are bizarre, quirky, unbelievable, or even shocking.

4) Be Awe Inspiring


@antennasocial


@antennasocial

1. Be Helpful 2. Be Emotional 3. Create a Sense of

Community 4. Be Awe Inspiring Let’s look at big viral examples…

Antenna’s 4 Pillars of Sharable Content


@antennasocial #IceBucketChallenge


@antennasocial #LikeAGirl Video: always.com


@antennasocial Putting Best Practices In Action


@antennasocial

Editorial Calendar = A plan that highlights content themes & marketing

tactics on a timeline.


@antennasocial As A Spreadsheet


@antennasocial As A Calendar


@antennasocial As A Timeline List


@antennasocial

Keep your brand in newsfeeds. • Maintain consistent presence • Increase likelihood of views/shares

Develop brand personality. • Thoughtfully craft voice, ethos.

Gain credibility in your niche. • Become an expert curator.

Why Schedule?


@antennasocial

Authenticity cannot be automated.


@antennasocial

Spend time with these questions: • Considering your overall business goals, who are your niche audiences? Get

specific. • Send visitors to your destination with a clear CTA. What do you want your

visitors to do? • Is your brand represented consistently? • Who are influencers for your brand? • What trending topics can you leverage with #hashtags?

Now Its Your Turn


@antennasocial

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