social media: answering the 5 key questions
DESCRIPTION
What should I say? How do I build an audience? How do I connect with key influencers? Does my organization need a social media policy? How do I measure the effectiveness of my social media efforts?TRANSCRIPT
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Social Media Answering 5 Key Questions
March 27, 2014
Twitter: @topfloortech
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+AgendaIntroductions of SpeakersAbout Top Floor Technologies Overview of Social MediaAnswering 5 Key Questions
Twitter: @topfloortech
+
Twitter: @topfloortech
Presenters:
Denny YunkDirector of Marketing
@dennyyunk
Cal FidlerContent Marketing
Specialist
@Cal_Fidler
Twitter: @topfloortech
+ Top Floor Technologies
Marketing Strategy
We create strategic marketing plans to help our clients accomplish their business goals.
Branding & Positioning
We help companies define and communicate what makes them unique.
Web Design &
Development
We create attractive, user-friendly websites that generate leads.
Search Marketing
We drive traffic to our clients' websites by getting them top rankings in search engine
results.
Content Marketing
We help clients create interesting, valuable content that attracts new customers and
engages existing customers.
+Why Go Social?
+Why Go Social?
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Source of leads for B2B websites:
Email11%
Organic search27%
Other3%
Social5%
Referral13%
Direct URL33%
Paid search9%
Source: AMR International
Why Go Social?
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Source: quicksprout.com
Why Go Social?
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Twitter: @topfloortech
Social Media GoalsWhy are you investing in social media? What do you hope to get out of it?
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Twitter: @topfloortech
Social Media Goals
Brand awareness
Brand affinity
Lead generation
Customer retention
Recruiting
Customer service
Reputation management
Prospecting
Social proof (referrals)
News-gathering
Competitive intel
Why are you investing in social media? What do you hope to get out of it?
+Answering the 5 Key QuestionsWhat should I say?How do I build an audience?How do I connect with key influencers?Does my organization need a social media policy?How do I measure the effectiveness of my social media efforts?
Question 1:
What should I say?
Twitter: @topfloortech
+Question 1: What Should I Say?
Develop audience personas
Understand why each persona is following you
Remember, it’s about your audience, not about you.
Facebook Twitter0%
20%
40%
60%
80%
100%
33% 24%
37%44%
6% 6%
18% 23%5% 4%
Service, support, or product newsInteresting or Entertaining contentFriends are fans of the brandSpecial offers/dealsCurrent Customer
Source: http://mashable.com/2011/06/29/why-people-follow-brands/
Twitter: @topfloortech
+Question 1: What Should I Say?
Brief
Timely
Funny
Informative
Surprising
Be at least one of these things:
Inspiring
Helpful
Generous
Encouraging
Ask yourself, “what’s in it for my for my audience?”
Twitter: @topfloortech
+Question 1: What Should I Say?
Facebook Job seekers are a key audience. Current employees are also
important. Great for giving an “insider’s view”
into your company. Funny, casual content goes best
here.
Twitter Engage with influencers. Share your expertise. Interact one-on-one.
Understand the differences between different networks.
LinkedIn Strictly business. Participate in group discussions. Be a source for news.
Google Plus Contrarians and thought leaders. Focus on keywords and driving
content to landing pages.
Pinterest Primarily B2C. Images are a must.
Twitter: @topfloortech
+Question 1: What Should I Say?
Identify the need of your audience that you can satisfy with content.
Use current events that are relevant to your customers’ business.
Incorporate keywords for which you want to rank highly.
Use Google Analytics to see what search terms are bringing people to your website.
Use Twitter, Facebook, and Google Trends to see what people are talking about.
Answer FAQ’s.
Give an insider’s perspective into your business.
Choosing topics
Twitter: @topfloortech
+Question 1: What Should I Say?
River Pools & Spas
In 2009: #5 in Virginia market $4 million annual sales $250,000 marketing
budget
In 2011: #1 in North America $5 million annual sales $40,000 marketing
budget
Answering FAQs – a case study
Source: “Epic Content Marketing”, Joe Pulizzi
Twitter: @topfloortech
+Question 1: What Should I Say?Sway app
Twitter: @topfloortech
+Question 1: What Should I Say?Google, Twitter, and Facebook trends
+Question 1: What Should I Say?HubSpot Topic Generator
www.hubspot.com/blog-topic-generator
Twitter: @topfloortech
+Question 1: What Should I Say?Follow the “Social Media 4-1-1” rule
Question 2:
How do I build an audience ?
+Question 2: How Do I Build an Audience?
Quality over Quantity Focus on building a community of engaged followers.
Twitter: @topfloortech
+Create a Community of InsidersPeople like to be in the know of what is going on in your business
Question 2: How Do I Build an Audience?
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Add Social Media Icons Add them to your website In your emails and newsletters
Question 2: How Do I Build an Audience?
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Respond to Everyone Whether the comments are negative or positive, you need to respond accordingly.
Question 2: How Do I Build an Audience?
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Content is Key Post content that is strong, conversational, and evokes interest to build
engagement. Be relevant and timely.
Cadbury Eggs: 250,000 people actively involved in the campaign with a bonus of 40,000 new fans gained. http://www.postano.com/blog/12-best-social-media-campaigns-of-2012#sthash.QtwlKzam.dpuf
Question 2: How Do I Build an Audience?
Question 3:
How do I connect with key influencers?
Twitter: @topfloortech
+Question 3: How do I connect with key influencers?
1.Find them
2.Follow them
3.Interact with them
Twitter: @topfloortech
+Question 3: How do I connect with key influencers?Step 1: Find them
Your industry’s influencers
Your customers’ influencers
Your customers’ customers’ influencers
Twitter: @topfloortech
+Question 3: How do I connect with key influencers?
1. Trade media
2. Your customers
3. Your suppliers
4. Your competitors
Step 1: Find them
Twitter: @topfloortech
+Question 3: How do I connect with key influencers?
Tools for finding influencers: Topsy.com Followerwonk.com getlittlebird.com Klout.com
Step 1: Find them
Twitter: @topfloortech
+Question 3: How do I connect with key influencers?
Start with 10-20 per market segment or topic
Create lists in Twitter, Facebook, and Google+. Lists are not available in LinkedIn. Use RSS readers like Feedly to follow blogs.
Periodically evaluate and “prune”
Step 2: Monitor them
Twitter: @topfloortech
+Question 3: How do I connect with key influencers?
Pick 5-10 influencers
Promote their content Like Share Retweet +1
Comment on their posts
Create content for them
Step 3: Engage with them
+Question 3: How do I connect with key influencers?
FindThe usual suspects:• Industry media• Customers• Suppliers• Competitors
Use these services:• Topsy.com• Followerwonk.com• Getlittlebird.com• Klout.com
Question 4:
Does my company need a social media
policy?
+ Question 4: Does my company need a social media policy?
Define “Social Media”
Have a Social Voice
Know Your Audience
Use Good Judgment
Follow the Law
Protect Internal and Confidential Material
Create a Balance
Fit Within your Organization
Focus on what Employees can do on Social Media
Create Clear Sets of Expectations
Twitter: @topfloortech
http://socialmediagovernance.com/policies.php
+Question 4:
Does My Company need a Social Media Policy?
Taco Bell Employee Posts Photo
Question 5:
How do I measure the effectiveness of my
social media efforts?
+Question 5:
How do I measure the effectiveness of my social media efforts?
Twitter: @topfloortech
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Reach
Connections on LinkedIn
Followers on Twitter
Likes on Facebook
Views on Youtube
+1s on Google+
Question 5: How do I measure the effectiveness of
my social media efforts?
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EngagementClicks on Links within Posts
Retweets, Mentions, DM on Twitter
Shares on Facebook & LinkedIn
Comments on Posts
Ratings on YouTube Video
www.simplymeasured.com
Question 5: How do I measure the effectiveness of
my social media efforts?
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ConversionPurchased a Product
Registration for Events
Signed up for your newsletter
Online Lead Generation
Filled out RFQ or RFP on website
Referred your Business
Question 5: How do I measure the effectiveness of
my social media efforts?
Suggested Social Media Analytical Tools
• Simplymeasured.com
• Google Analytics
• Platform Analytics
• Hootsuite or Social Sprout
+Q & A
Twitter: @topfloortech