Post on 15-May-2015
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BUILDING A SUCCESSFUL SOCIAL MEDIA STRATEGY
Today’s Goals
Understand what social media is Understand why a strategy is so critical Overview of major tools Help start your strategy
Please Remember:
The goal is NOT to be good at using social media tools
The goal is to be good at Business, thanks to social media
Why listen to me?
13 years of experience sharing stories Work with a team of eight experts skilled
at telling stories that convert: Social Media Search Engine Optimization Converting Visitors 2 Viral Posts
Set Specific Goals/Benchmarks
Lead Generation: More sales or donations Customer Service: Reviews Brand Awareness: More time spent with
brand Education: Time on website, contact
requests Unfiltered Customer Feedback or insights Media Relations: Positive press Recruiting: Better applicants
Who is your audience?
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Lead Generation Funnel
What are people saying?
What are people saying?
Reputation Management
Perform keyword research
Google Wonder Wheel http://www.google.com/insights/search/# Google Keyword Tool https://freekeywords.wordtracker.com/ http://www.keyworddiscovery.com/
“Wish they had” “Really needs” “Does anyone know” + industry keywords
Listen to your industry
http://www.google.com/alerts http://www.kurrently.com/ http://news.google.com http://blogsearch.google.com/ http://www.socialmention.com http://www.search.twitter.com http://www.Linkedin.com/signal http://www.samepoint.biz.com Full list of listening tools
Create a monitoring dashboard
Listening: http://www.google.com/reader Listening: http://www.rssowl.org/ Responding: http://www.hootsuite.com Responding: http://www.tweetdeck.com How to create a dashboard
Silence? Create Your Own Content
Content Fuels Social Media
Inbound = Social Media
Be informational and entertaining
Relevant to your audience
Reinvent Your Content
Which tools are right for you?
Town square tools to get the word out: E-mail remains perhaps the best “social” tool Facebook is like a BBQ LinkedIn is geared for business professionals Twitter is filled with more tech-savvy business
professionals, but not good for local-only businesses
You do not own them, but have access to them
Which tools are right for you?
Tools to make your content spreadable: Video content using YouTube or Vimeo Slides on SlideShare PDF E-book or white paper on Scribd Audio: Cinch or iTunes Webinars: Go To Webinar Screen capture presentations or
instructional videos Screenflow for MAC Camtasia for PC
Start with E-mail
Resources for Doing It Yourself Recommendations for Doing It Yourself:
http://www.ExploringSocialMedia.com http://www.hubspot.com/marketing-resources/ Social Marketing for the Business Customer by Paul
Gillian and Eric Schwartzman The Now Revolution by Jay Baer and Amber Naslund Creating a Facebook Page:
http://www.facebook.com/pages/create.php
Questions?
Patrick.garmoe@puredriven.com http://www.puredriven.com Twitter: @Garmoe Recommendation’s welcomed at:
http://www.linkedin.com/in/patrickgarmoe
Social Policies/Legal Hurdles
Write policies for dealing with negative criticism
Policy for comments by the public If your industry is subject to compliance
issues or must collect data: http://www.cloudpreservation.com/
Excellent Examples: socialmediagovernance.com
Examples of great content
http://www.youtube.com/watch?v=Tn1D9OVkruMhttp://flowersdesmoines.com/http://www.themartellexperience.com/http://www.fohboh.com
Photo Credits
“No Begging” by Annie Mole http://www.flickr.com/photos/anniemole/
“Man flooded with paperwork” by Mike Spasoff http://www.flickr.com/photos/clownfish/5020579385
“Crowd Shot” by Kheel Center Cornell University http://www.flickr.com/photos/kheelcenter/5279081507/in/photostream
“Street Performer” by Jerry Swiatek http://www.flickr.com/photos/jerthebear/3639957425
“Social Media Icons” by Webtreats http://www.flickr.com/photos/webtreatsetc/4520808115
“See-Saw” by Gabriel Pollard http://www.flickr.com/photos/nzgabriel/2607065194