Social media marketing for small businesses and individuals exploring a personal brand, from industry analysis to tactics, and more.
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Introduction to Social Media & Social Media Strategy Albert Qian Product Marketer, Social Media Consultant Twitter: @albertqian #IgnitionSM on Facebook/Twitter and @ignition501c3 on Twitter
Transcript
Introduction to Social Media & Social Media Strategy Albert
Qian Product Marketer, Social Media Consultant Twitter: @albertqian
#IgnitionSM on Facebook/Twitter and @ignition501c3 on Twitter
About Albert Qian 26-year Silicon Valley resident here my
entire life. Social media consultant and product marketer with past
experience at Cisco and Santa Clara University. Currently at HP.
Built vibrant social media communities on Twitter and Facebook.
Author of The Social Media Ecosystem, available on Amazon.
Objectives Understand how social media fits within the
marketing and business mix (for startups, SMBs, and more) and
personal branding. Connect the dots of social media within content,
engagement, and analytics. Learn how to think critically with
social media, beyond posting on Facebook and liking things. Write a
simple social media strategy that you can start applying
tonight.
Social Media Overview Trends The Industry Landscape Charts,
charts, and more charts!
Social Media: A Long Time Coming Jesus Christ founder of
Christianity, healer He had a message He had followers He spawned
massive engagement His ROI lives on until today
Emerging Industry Trends (Part One) Social media marketing
budgets will double in the next 5 years. Employee advocacy for
social media is becoming a major issue. Roughly 56% of millennials
wont accept a job where social media is banned in the workplace. 1
in 5 consumers think companies respond to complaints the right way
on social media. On Twitter, the 55-to-64 age demographic is
biggest, growing 79% since 2012. 45-to-54 year olds love Facebook
and Google+. YouTube reaches more U.S. adults aged 18-34 than any
cable network.
Emerging Industry Trends (Part One) 66% of people are visual
learners, and were hungry too. Food accounts for 57% of postings on
Pinterest. For those aged 18-34, 80% believe bloggers can be
influential in shaping product purchasing decisions. In the B2B
world, 84% of marketers use social media. Integrated marketing
Emerging Industry Trends (Part Two) Even though social media is
just another communications medium its impact has been
wide-ranging. Consider: Facebook has over 1 billion monthly mobile
users. Social media also means more niche communities. The
collaborative economy Social media plays a part in divorce
proceedings and can change who gets what. See also: job seeking,
apartment hunting, politics And were only at the tip of the
iceberg
Where Do We Fit In Here? Content creators Influencers
Conversationalists Media hubs You might be good at this and not
even know it
And here? Making money still matters. Most companies still have
no idea how to do so via social media. Its a crazy world out
there.
And here?!! Taking advantage and understanding the ecosystem is
also an important aspect of being able to succeed in this NOISY
world. Content Engagement The Sweet Stuff Money ($$$) Relationships
Opportunities
And this is what we have.
Social Media Marketing: Content Crafting Your Message Content
Calendars and Creativity Tools of the Trade
Section 1: Core Values and Virtues Start with why? Social media
not just media, but also an overall experience It comes down to
messaging Whats the why? Expressing mission and vision
Practicing Core Values All of these organizations have core
values. What are yours?
The CIA on Twitter
US Soccer on Facebook World Cup
Messaging for Personal Twitter Account
Exercise 1: Practice your company or your own personal brand
messaging. 1. Write down the message youd like your social media
presence to get across, or the experience youd like your brand to
create. 2. Apply that messaging to a social media profile (Twitter,
Facebook Page, LinkedIn, etc.). If necessary, create the profile
too. 3. Share that message with someone around you.
Section 2: Content Marketing Content marketing is a major part
of any social or branding strategy today. Its not the beginning of
sales, it is the sale. What is content? How do people utilize
content nowadays?
Content Calendars Many companies and brands utilize company
calendars to schedule in content throughout the year. Content can
be blogs, videos, social media campaigns, and much, much, more. Its
all about being creative, delivering value, and delivering an
online experience (ie; humorous, serious, etc). Content types
Seasonal Evergreen Campaign-oriented
Content Examples: Bad
Content Examples: Better
The Rules for Good Content Be memorable Be visual (On Facebook
especially) Be consistent and on message Be relevant Remember: You
can turn anything into a marketing opportunity using social and
what people are interested in. Do it wisely. You also have a lot of
content already. Think about past blogs, white papers, collateral,
etc.
Exercise 2: Lets do some content brainstorming. 1. Create a
year-long content calendar where you will leverage campaign and
content ideas. Think of how holidays and events play into your
business and how your audience might relate. 2. If youre working on
a personal brand, think about blogging topics you can explore
throughout the year that relate back to your career.
Section 3: Putting Content Together In order for your content
to be most effective, go where your audience is. Not surprisingly,
you dont need to be on every social network to reach your audience.
You just need to be on the right ones. What if your audience doesnt
use Facebook? In addition to your social networks, your own
personal website matters as well. Modern marketing is very
involved
You Social Media WebEmail Marketing Communities In todays
marketing, everything must work together. If one part falls off,
the whole marketing strategy faces collapse. Maximize your content
for your networks.
Tools of the Trade Content marketing however, should not be a
manual task. Luckily there are content tools to help in the
process. Tools range anywhere from free to a few dollars per month,
and help you save time, which is the most important. Lets take a
look at a few.
Sample Tools Buffer App www.bufferapp.com Schedule content to
your social media accounts from RSS feeds and more. HootSuite
www.hootsuite.com Schedule content to your social media accounts,
get metrics, and manage your networks. Canva www.canva.com Create
graphics for your social networks, fast and free (with
upgrades).
Exercise 3: Lets turn our ideas into content. Taking your
current social media presence and your messaging 1. Create a
graphic using Canva and associated assets. 2. Schedule some content
using Buffer (free 30 day trial).
Social Media Engagement Networking and Customer Service
Audience Growth Tools of the Trade
What is Social Media Engagement? Employee Advocacy Customer
Service Networking Sales Funnel Fulfillment Social media merges
together multiple communications concepts into a singular area. The
end goal: building relationships
Engagement Types Social Media Engagement Earned Engagement Paid
Engagement Networking Guest Blogging Webinars Live Events Employee
Advocacy Influencer Marketing Content Sharing #FollowFriday
Sponsored Tweets Facebook Ads Search Ads Paid Content A healthy mix
of both is necessary for a successful social media strategy
Best Practices Audience matters Spend money where its relevant
Sometimes silence isnt always best (community moderation) Be
consistent Practice human to human
Engagement: Customer Advocacy
Engagement: Sponsored Content
Engagement: Conversation
Engagement: Audience Discovery (ManageFlitter)
Engagement: Paid Advertising
Tools of the Trade You can automate the way you discover
relationships with others. That said, you still must build
relationships after. Tools range anywhere from free to a few
dollars per month. Remember, just because these are tools, does not
mean you become one.
Sample Tools Manage Flitter www.manageflitter.com Auto-follow
Twitter users based on interests, tweets, and more. HootSuite
www.hootsuite.com Manage multiple feeds from one place. Triberr
www.triberr.com Share the content of people who are similar to you
and your interests.
Sample Tools Nimble Social CRM www.nimble.com Integrate social
media with leads Twitter Ads www.analytics.twitter.com Manage your
Twitter advertising Facebook Ads www.facebook.com/advertising
Manage your Facebook ads from one place
Exercise 4: Lets Use Social for Engagement 1. Explore
ManageFlitter with your Twitter account to find your audience. 2.
Sign up for a site like HootSuite and add one of your social
networks that you can manage. 3. Optional: If youd like to start,
try your hand at creating a Facebook ad targeted at a specific
audience.
Social Media Analytics Analytics Basics Tools of the Trade
Analytics Overview Big data is a big deal The bottom line is
still what matters
Analytics Types Social Media Analytics Vanity Analytics
Business Analytics Likes Comments Shares Retweets Klout Score
Engagement Followers Sales Revenue Click-throughs Conversions
Appointments Your social media should help your business, not be a
time-suck activity.
Strategizing Analytics What social media metrics do I really
care about? (Awareness? Clicks? Likes? Etc.) What signifies good
analytics, what is bad? (Was it a holiday? Did a national event
happen?) How much am I willing to spend on an analytics platform?
Luckily many social media tools have all-in-one capabilities
Sample Tools Klout www.klout.com Measure and track influence,
build brand through content Twitter Analytics
www.analytics.twitter.com Manage your Twitter analytics favorites,
RTs, etc. Facebook Page Insights www.facebook.com Manage your
Facebook page insights from one place
Sample Tools Bitly www.bit.ly Track links and clicks HootSuite
www.hootsuite.com Manage analytics and total account growth
TweetStats www.tweetstats.com Graph your Twitter Analytics
Exercise 5: Lets Measure Social 1. Determine a very basic
social media analytics strategy that youll follow. Set a goal for
the kind of metrics you want to see. Share with a partner. 2.
Connect your social media accounts to a Klout account and measure
your score as well as what you might be influential about
Putting it All Together Crafting Your Strategy Further Reading
and Considerations
Putting Your Strategy Together You now have a comprehensive
social media / personal brand strategy. It should contain: Content
marketing Audience Engagement Analytics and Success Measurement
Strategies are for the long term. One bad week should not inspire
you to change what you are doing.
Strategy (Other Considerations) Understand that the industry is
constantly in flux. We are in the age of technology convergence.
Pay attention to the changes in technology as well as culture
(memes, events, etc.) and adjust your strategy to fit-in. Continue
to maintain your brand through an integrated marketing
strategy.
Strategy (Other Considerations) Master the basics what creates
success on Facebook, Twitter, and LinkedIn is likely similar with
YouTube, Pinterest, Google+, etc. Deliver value. Focus on the
positive. Be human.
Further Considerations Suggested Books Jab, Jab, Jab, Right
Hook, Gary Vaynerchuk Human to Human, Bryan Kramer Maximize Your
Social, Neal Schaffer Enchanted, Guy Kawasaki
Further Considerations Blogs to Follow Social Media Examiner
www.socialmediaexaminer.com Social Media Today
www.socialmediatoday.com SmartBrief TechCrunch www.techcrunch.com
(general tech and social) People to Follow Mari Smith (Facebook
Pages) Jon Loomer (Facebook Ads) Gary Vaynerchuk (Strategy,
Management) Neal Schaffer (Sales, Advocacy)