using social media to your advantage
TRANSCRIPT
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Using Social Media To Your
AdvantageAdam Dince @adamdince
Deluxe Corporation
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Agenda
Introduction 5 tips to use social media to your advantage
Build a relevant audience Nurture your audience Create audience profiles Leverage competitor data Use social media for SEO
BASIC
INTERMEDIATE
ADVANCED
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Introduction
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
About the presenter
Adam Dince @adamdince Adam is the Director of Earned Media at Deluxe and Director of
Communications for MnSearch.
He brings more than 13 years of experience in online marketing and Web
development, both B2B and B2C, and has helped dozens of Fortune 100
companies as well as small business owners create the winning
strategies.
Contributor To:
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
About Deluxe
@deluxecorp Facebook.com/deluxecorp
www.deluxe.com/blog
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The “Social Media Is Important” slide
Source: www.mediabistro.com
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What is social media
It’s us, using online networks to: meet, talk, share ideas, get recommendations and….
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We look at funny pictures
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Take mindless quizzes
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Argue politics
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And “stalk” others
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So, with all the noise…
As of 7/29/2014 @ 4:35:14 PM
http://techcrunch.com/2014/07/23/facebook-usage-time/
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How do you stand out?
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Build A Relevant Audience
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Why is a relevant audience important?
There’s no point in acquiring a following that has no use for your product or service
At some point, you’ll want your social networks to do the “networking” for you
A representative following is important for advertising efficacy
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Invite to connect via email
BASIC
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Use Gmail & Chrome Extension “Rapportive”
https://rapportive.com/install
BASIC
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Google Plus Search
BASIC
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Social call-to-actions on your Website
BASIC
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Promote in-store
BASIC
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Targeted Facebook and Social Ads
https://ww.deluxe.com/blog/how-to-build-your-first-facebook-ad-campaign-step-by-step/
INTERMEDIATE
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Use custom audience, email match
https://www.facebook.com/business/a/online-sales/custom-audiences
ADVANCED
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Retarget Website visitors on social networks
User visits Website and a retargeting cookie is dropped
Same users are retargeted on Twitter
with content & possibly “follow” you
Same users are retargeted on Facebook with content & possibly
“Like” you.
http://www.adroll.com
ADVANCED
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Nurture Your Audience
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Why is audience nurturing important?
You’ll create:RelationshipsAdvocacyLoyaltySalesReferrals
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Talk with / not “at”
Asking our social networks to keep up with us on a regular basis is not a small favor.
Reward them with showing that you’re just as interested in them as they are in you.
BASIC
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Share helpful content
Mix your sales and promotional content with informative and useful content
Research your audience, find out what they’re interested in and share content related to them
You don’t have to write the content—you can share helpful information from 3rd party Websites
BASIC
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Share your network’s content
We like to ask our networks to SHARE our content (which helps us) How are we reciprocating?
Why would our audience care about our success if we don’t care about theirs?
What if you were able to build up mutual admiration with your audience?
BASIC
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Proactively like, follow & circle
If you like, follow & circle accounts within your targeted audience, over time, they may well follow you back
BASIC
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Don’t worry about ratios
You’ll hear marketers tell you that you need to have more followers than people you’re following or else your “authority” scores tanks
That’s bad advice
Follow people that are relevant and important to you!
Really?
Really!
BASIC
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Create Audience Profiles
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Why are audience profiles important?
You’ll answer the questions: Are my social network connections similar to my
customers? What things are my social audience interested
in? Am I sharing the right content for my social
media audience?
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Use Facebook Graph Search
INTERMEDIATE
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Use Facebook Audience Insights
https://www.facebook.com/business/news/audience-insights
INTERMEDIATE
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Use FollowerWonk
https://followerwonk.com/ ADVANCED
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Leverage Your Competitor's Data
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Why are audience profiles important?
You’ll answer the questions: Are my social network connections similar to my
customers? What interests does social audience have? Am I sharing the right content for my social
media audience? Am I spending too much money marketing to
people who will never buy my products / services
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Use Facebook Graph Search
INTERMEDIATE
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Use Facebook Graph Search some more
That’s my dog Scrappy
INTERMEDIATE
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Use Twitter to get data
Oh yeah, I can see anyone’s
followers
https://support.twitter.com/articles/76460-using-twitter-lists
ADVANCED
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Use Twitter to get customers
https://support.twitter.com/articles/76460-using-twitter-lists ADVANCED
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Use It For Search Engine
Optimization(SEO)
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Why is SEO important?
Searching is the most popular online activity Returning in search results at the moment someone
searches for you is vital to your success Your competitors are optimizing It’s free It’s part of your larger digital footprint
Register for the SEO 101 and /or SEO 201www.deluxe.com/webinars
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Own the first page of Google SERPS
BASIC
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Sharing GOOD content is great for links
My Blog
Oprah’s Blog
BASIC
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Use reviews to get more clicks from search engine results pages
BASIC
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Use social to personalize search results
Personalized Non-Personalized
BASIC
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Summary
Follow me @adamdince Follow Deluxe @deluxecorp Remember these 5 tips
Build a relevant audienceNurture your audienceCreate audience profilesLeverage competitor dataUse Social for SEO
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
QUESTIONS?
Need Local SEO Help? Contact Carmen Smith
Or Connect With Us: @deluxecorp facebook.com/deluxecorp youtube.com/deluxecorporation linkedin.com/company/deluxecorporation