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Social Media For Your Business Content, Community and World Domination
| Date post: | 13-Jun-2015 |
| Category: |
Internet |
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Social Media For Your Business
Content, Community andWorld Domination
Introduction
James’ Background
Random HouseMark BittmanJodi PicoultKaren SlaughterJanet Evanovich
Small BusinessMeurice Garment CareDelezhen Jewelry
Big BusinessFord, Amtrak, Colgate
Social Media Is…– a platform for making connections– authentic reflection of consumers’
values– built on the passions of users
Introduction
Social Media Is NOT– intended for advertising– impressed by glossy production– quick or easy
Introduction
Social Ecosystem
Social Ecosystem
Lowest Common Denominator
Close to 200 Million US users
Strict privacy settings
Very low organic reach
Many active niche communities
Social Ecosystem
Small minority of very-active
users
Most ethnically diverse network
Connections to strangers
encouraged
Don’t fear the stream
Connections more important than
hashtags
Social Ecosystem
Highly visual network
Nearly mobile-exclusive
Business + personal content
Comparable users to Twitter
More sharing than conversation
Spontaneous, experience driven
Social Ecosystem
Heavily female network
Third largest site (by traffic)
Users open to strangers
Great for SEO & ecommerce
Look for relationships with big
influencers
Social Ecosystem
YouTube
Perfect forum for experts
Pay attention to tags & categories
Goal is to funnel traffic
Less crowded by businesses
Avoid the comments
Social Ecosystem
Tremendous networking resource
Active discussion groups
Choose connections wisely
Surprisingly good content
platform
Consultants, professional services
thrive here
Social Ecosystem
The lesser networks…
Google+VineYelp
FoursquareSnapchat (no!)
TumblrMedium
Metrics And Reporting
Metrics And Reporting
Reach Fans Clicks Shares
Likes
Metrics And Reporting
Less-Tangible Metrics
Social Proof Modern Perception Direct Feedback Demographic Stats Email Signups
Metrics And Reporting
Measurement Considerations
social is not transactional analytics aren’t standardized — or available as a native
feature keep goals reasonable not always possible to tie social to offline actions
advertising can help squeeze maximum value from content
please don’t buy followers
Metrics And Reporting
Native Analytics
FacebookYouTubeTwitter
PinterestLinkedIn
Scheduling HootsuiteBufferSprout
Crowdbooster
Twitter TweetReachFollower Wonk
Instagram Iconosquare
Extra Credit Hashtagify.mepinterest.com/source/yoururl.com
Content Content Content
Content
Getting Started
narrow down your channels, save ones you don’t need
build out profiles— you’ll need your graphics person for images / color
palates— consistent URLs
plan your content calendars and set goals
Content
Post Anatomy
Hashtags Call To Action (CTA) Replies / Mentions Links Photos / Video
Content
Building A Content Strategy
Find your competition. Follow them before posting yourself.
Ration your updates by the rule of threes:— Content of value all on it’s own— Links, commentary, re-tweets, replies to other
accounts— Updates on your brand
You can’t post too often.
Content
Where Does Content Come From?
Insider Knowledge:
Blogs do you follow? (Feedly, Pulse, Flipboard)
What projects are you working on?
Neighborhood alliances / trade associations.
As-They-Happen:
Press mentions
Web and social alerts: Topsy, Google Alerts, Hyper
In-person events you come across: Take photos!
Mentions to accounts you’d like to befriend (keep lists!)
Saved searches in social apps
Evergreen posts:
Link your full social presence / newsletter
Blog posts you’ve written - any age
Fun facts about your organization / awards
Holidays
Occasional product / service mentions
Community Building
Community Building
Finding Your Tribe
go easy on the hashtags bleed the feed look for ongoing conversations / groups to follow being helpful is the fastest road to followers keep a consistent, natural tone / voice – no press releases!
Community Building
Engaging Your Audience
Prepare for customer service issues— Reply within four hours— Be open, honest, warm – never defensive— Negative feedback often leads to the best clients— Blocking / deleting is a last resort
Ask plenty of questions
Experiment with topics, and compare results against calendar
Influencers have a ready audience to borrow
Community Building
Blogger Outreach
Start by identifying a few key users you respect. Build your outreach pool through accounts key users
follow. Keep a detailed list of everyone you’d like to connect with. Rotate follow-up with a few minutes of your time each day. Volunteer answers, advice, always like and share. When you directly contact, be sure to mention their social
activity
Community Building
What Do Influencers Offer?
Reviews / blog coverageSocial endorsement
Ad spaceNewsletter placement
What Can You Offer?
Services / goods (solutions)
Connections $$$
Exposure
