Post on 21-Feb-2017
transcript
Welcome to the
Portland SCORE Chapter
www.PortlandOR.SCORE.org 503-326-5211
Social Media Marketing
Workshop
Your Presenter:
Kent Lewis (@KentjLewis)
President & Founder
Anvil (@AnvilMedia)
www.anvilmedia.com
What is SCORE ?
www.PortlandOR.SCORE.org 503-326-5211
SCORE provides professional guidance and information to
maximize the success of America’s existing and
emerging small businesses.
What is SCORE ?
www.PortlandOR.SCORE.org 503-326-5211
A Non-Profit Organization Over 390 chapters across the country, SBA sponsored
Experienced Volunteers in all facets of business More than 12,000 of us nationally, 90 in Portland
Personal Counseling & Mentoring - FREE Face-to-Face, Telephone, On-Line ~ 5,000 sessions/year in Portland
Workshops & Seminars 50+ in Portland reaching more than 700 entrepreneurs
What is SCORE ?
www.PortlandOR.SCORE.org 503-326-5211
Business Resource Center - FREE Portland Chapter is one of only five in the nation with a ‘BRC’ Computers, library for business plan research and preparation SCORE volunteers on hand to assist 9am – 4pm, M – F at the ODS Tower – 601 SW 2nd Ave #950. No appointment needed
Credentials
7
Certified Published Award Winning Industry Educators Association Founders
503.595.6050 // www.anvilmediainc.com // © 2013 - All information in this document is copyright protected and the property of Anvil Media, Inc.
Anvil Media, Inc. is an integrated marketing agency specializing in search engine marketing, social media marketing and analytics. Anvil creates measureable marketing that moves you.
About Anvil
Agenda
Social Media Overview
5 Benefits of Social Media Marketing
10 Essentials Social Media Strategies
Social Media Marketing Tips
Resources
Q&A
Social Media Clinic
www.PortlandOR.SCORE.org 503-326-5211
Provide Affordable Customer Service
Customer Service Create, optimize & promote profiles Allocate resources & train staff Engage, acknowledge and resolve issues Highlight success & encourage community
www.PortlandOR.SCORE.org 503-326-5211
Create or Extend Brand Awareness
Marketing Create, optimize & promote profiles Develop compelling & unique content Integrate, syndicate & promote profiles
www.PortlandOR.SCORE.org 503-326-5211
Build Community & Thought Leadership
Thought Leadership Ask customers & team what they value Research competitors & industry Leverage expertise & network for content Identify & engage industry influencers
www.PortlandOR.SCORE.org 503-326-5211
Generate Measureable Topline Revenue
www.PortlandOR.SCORE.org 503-326-5211
Case Study: Enjoy Life Foods Grew profile from 0 to 180K+ Likes Leveraged Likes to increase shelf space Similar case study for Pacific Rim Wines
10 Essential Social Strategies
Philosophy
Optimization
Voice
Content
Generosity
Velocity
Administration
Training
Commitment
Measurement www.PortlandOR.SCORE.org
503-326-5211
Philosophy Social Media Evangelist vs. Manager Audience segmentation Empathy, insights & action Authenticity, transparency & honesty
Social Media: Philosophy
www.PortlandOR.SCORE.org 503-326-5211
Platform Optimization (Re)claim brands & trademarks Optimize each platform for visibility Track evolving platforms and features Develop & track relevant metrics & goals
Social Media: Optimization
www.PortlandOR.SCORE.org 503-326-5211
Voice Unique, Consistent & Relevant One vs. Many Minimize automation & cross-posting Consider “Social Evangelist” role
Social Media: Voice
www.PortlandOR.SCORE.org 503-326-5211
Social Media: Content
www.PortlandOR.SCORE.org 503-326-5211
Content (Is King) Consistently high-value Original & unique Based on objectives, research & data Incorporate reference points
Generosity Reciprocation: likes, follows, mentions Sharing: industry news & trends Saying “Thanks” to fans & followers Pay it Forward!
Social Media: Generosity
www.PortlandOR.SCORE.org 503-326-5211
Velocity Balance between visibility & nuisance Schedule regular updates Post important content 2-4 times Utilize unique tracking URLs for testing
Social Media: Velocity
www.PortlandOR.SCORE.org 503-326-5211
Administration Create privacy policy & legal disclaimer Properly secure profile access Adequately secure profile data Prepare ORM contingency plan
Social Media: Administration
www.PortlandOR.SCORE.org 503-326-5211
Training Create & share social media guidelines Leverage management tools (HootSuite) Involve key decision makers (HR, legal) Consider certification courses
Social Media: Training
www.PortlandOR.SCORE.org 503-326-5211
Social Media: Commitment
www.PortlandOR.SCORE.org 503-326-5211
Commitment Internal (and external) resources Budget for marketing & maintenance Apply across media & over time Maintain strategic direction & focus
Social Media Marketing Tips
Think Multimedia
Tell Your Story
Syndicate Positive Experiences
Measure what Matters
Think Ahead with Platform Testing
Listen to Timeless Advice
www.PortlandOR.SCORE.org 503-326-5211
Video = mobile will make up 50% of views by 2016
1 HD Video = audio, image, text AND video files
Videos are 5x more engaging than the written word
Search & social platforms love interactive multimedia
32 503.595.6050 // www.anvilmediainc.com // © 2013- All Information in this document is copyright protected and the property of Anvil Media Inc
Multimedia = Contextual SEO
Facts tell, stories sell. The Internet is your canvas.
Leverage employees, customers and partners
33 503.595.6050 // www.anvilmediainc.com // © 2013- All Information in this document is copyright protected and the property of Anvil Media Inc
Tell Your Story
Review sites offer a depth of opportunity
Solicit comments & reviews on-site
Influencer and media coverage carries weight
34 503.595.6050 // www.anvilmediainc.com // © 2013- All Information in this document is copyright protected and the property of Anvil Media Inc
Syndicate Positive Experiences
Measure What Matters
Critical Social Analytics 1. Conversions 2. Qualified Visitors/Fans/Prospects 3. Engagement Metrics 4. Overall Visibility and/or Sentiment
www.PortlandOR.SCORE.org 503-326-5211
Measure What Matters: Example
Meaningful Metrics by Objective Audience Platform Test, test test.
www.PortlandOR.SCORE.org 503-326-5211
Don’t criticize, condemn, or complain.
Give honest and sincere appreciation.
Arouse in the other person an eager want.
Be a good listener. Encourage others to talk about themselves.
The only way to get the best of an argument is to avoid it.
Show respect for the other person's opinions.
Never say "You're Wrong."
If you're wrong, admit it quickly and emphatically.
Dramatize your ideas.
Throw down a challenge.
Timeless Advice from Dale Carnegie
www.PortlandOR.SCORE.org 503-326-5211
How to be a Rock Star on 8 Social Media Platforms
Advanced LinkedIn Strategies for Marketers
The Ultimate Guide to Video Marketing on YouTube
How to Become a Social Media Guru in 3 Easy Steps
9 ways to Lose Friends and Alienate People in Social Media
5 Reasons for Brands not to Outsource Social Media Marketing
Why You Should Fire Your Social Media Marketing Manager
Social Media (Marketing) Evangelist Job Description
The 9 dumbest ways to measure social media
The Social Media Metrics That Truly Matter
Tips to Enhance Your Events via Social Media
Impact Marketing: Winning Customers with Quick Wits
The Future of Social Media Marketing with Robin Carey of Social Media Today
7 Steps to Leverage Social Media to Increase Search Engine Visibility
Social Media Resources
www.PortlandOR.SCORE.org 503-326-5211
Q&A
40 503.595.6050 // www.anvilmedia.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
Read articles & white papers in the Anvil Resources section
Read our blog or follow us on Twitter (@AnvilMedia)
Sign up for our monthly email newsletter
Attend a future pdxMindShare event
@KentjLewis
President & Founder
@AnvilMedia
Kent@AnvilMedia.com
Social Media Workshop
www.PortlandOR.SCORE.org 503-326-5211
Share your social media profiles
I’ll review them and provide real-time feedback
Share your website/brand even if you don’t
I’ll provide suggestions on platforms & strategies
You’ll learn whether you share or not!