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Social Media & Digital Marketing
Jillian Guzinski
Social Media Manager
Max Rielly
Digital Marketing Specialist
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About Nowspeed
“Nowspeed is a remarkable Digital Marketing Agency. David Reske and his team are top notch
professionals and among the hardest working, most creative and innovative people - They know
their stuff, inside and out and have consistently delivered amazing results to us over the past 5
years. I highly recommend their services.”
Lance Young-Ribeiro, Director of Marketing, Corporate Technologies, Inc.
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Team Bios
Jillian is the Social Media Manager at Nowspeed. She is primarily responsible for planning and executing effective social media & marketing automation strategies for multiple B2B and B2C clients of various industries and sizes. She keeps up-to-date on all new technologies, trends and applications to help grow her client’s brands.
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Jillian Guzinski
Max is a Digital Marketing Specialist at Nowspeed. He has experience in many aspects of digital marketing, including SEO, digital advertising, and social media marketing. Max received his B.A. from Assumption College, majoring in organizational communication with concentrations in both marketing and management.
Max Rielly
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Integrated Digital Marketing
Inbound
Content Marketing
Outbound
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Social Media Users
5
0
200
400
600
800
1,000
1,200
1,400
1,600
Facebook Instagram Twitter Snapchat Pinterest LinkedIn
NUMBER OF USERS (IN MILLIONS)
Over 75% of all Internet users use Social Media
Source: http://www.makeuseof.com/tag/12-social-media-facts-statistics-know-2016/
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Why Use Social Media Marketing
Your Market is Using it
Nurture relationships with content
Event, Media and
Analyst Impact
Engagement
Enables Social Media
Advertising
Bring personality to
the Brand
Build brand credibility
and thought leadership
Social Media is
Inescapable
Social Media
puts a “voice” to the brand
Social Media
provides prospects exposure to your
content
Social Media
extends the value
of your Analyst,
Event and Media
Programs
Social Media ads
drive engagement
and leads
Social Media
generates website
traffic, views,
shares and clicks
Social Media
positions you as
an industry
leader
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Social Media Supports all Marketing Channels
PR AR Events Website
Connect directly with reporters
and media
Engage directly with analysts
Get more impact from events.
Drive traffic and leads
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Nowspeed Social Media Methodology
• Audience, Objectives, Strategy & Platforms Goals
• Editorial Calendar and Posting Strategy Strategy and Plan
• Key Industry Influencers, Blogs, News Listening
• Educate Teams and Create Policies Team
• Optimize for Design and Content Create Platforms
• Create Branded + Industry Content Syndicate Content
• Moderation Services and Active Followings Engage
• Evaluate Progress Towards Objectives Evaluate
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Situation Analysis – How Are You Doing Right Now
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Who is your Audience?
Who are your competitors?
Who are your Partners?
What platforms do
you own? • Customers • Influencers • Partners • Prospects • Keywords used to describe their industry
• Content on site & social channels • Gated Offers • How do they respond to public comments? • Fans & Followers
• What’s your relationship like? • Do they share your content? • Do you appear at events with them?
• Do you have SMM Platforms created? • Are your platforms optimized to generate conversations & leads? • Do you know which platforms get the most engagement & visits back to your website?
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Objectives – What Are Your Goals & How Do You Measure Success?
• Important to define clear, measurable social media goals from the very beginning in order to keep track of what works and what doesn’t work.
• As you progress in your social campaign, you may find your objectives changing.
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Reach
Metrics:
Total # of fans & followers acquired over specified time
Key Takeaway:
Record your total audience growth rate year over year. Take notes on which events matched up to the highest growth-rate periods.
Engagement
Metrics:
Mentions, comments, shares, retweets, clicks
Key Takeaway:
Make sure you are speaking to the right people & the right people are listening.
Website Visits
Metrics:
CTR on social posts, frequency and # of social visits back to site
Key Takeaway:
Keep track of which channel contains the most visitors to your website. Optimize target new and return visitors differently.
Conversions
Metrics:
webinar registrants, white paper downloads, contact us form submissions, add to cart purchase
Key Takeaway:
Directly connect social media data with business leads & profits.
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Nowspeed Social Media Strategy
Reach
• Organic Followers
• Targeted Advertising
• Influencer Outreach
Content • Branded • Industry • Events • Call-to-
Action • Keywords
Platforms Engage
• Listening • Moderation • Team
Training
Strategy: How can you achieve your goals?
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Business Value of Social Media Brand, Impressions, Visits, Leads, Nurture
Followers Content Posts
Offer – Call to Action
Website Traffic and
Leads
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500 Followers X 20 Posts / Month = 10,000 Impressions/mo 10,000 Followers X 200 Posts/mo = 2 Million Impressions/mo
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Social Strategy Plan: Platforms
• Optimize for Design and Content Platforms
Audit all channels are set-up using best practices to get the most social success for your company. Items we look for: • Vanity URL • Strong Bio • Good Visuals • Great Call To Actions • Awesome Reviews
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Social Strategy Plan: Content
Branded Content
Website Copy
Events
White Papers
Press Releases
Articles
E-Books
Videos
Photos
Podcasts
Testimonials
News and Opinions
Content is distributed across all platforms
Industry Content
Industry Blogs Publications
Journals Analyst Articles
News Customer Partner
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Content Plan
Content Strategy
Personas Messaging Creative
Due Who Buying Stage Persona Type Topic Execution
Jan. 1
Nowspeed Awareness Chloe -20s Blog Small Business Tax Planning
Blog, Social Media
Jan. 7
Nowspeed Awareness Joe & Deb - Married
Blog 529 Plans for Employees
Blog, Social Media
Jan. 15
Nowspeed Awareness Harry & Sally – 50x
Blog Surviving an Audit
Blog, Social Media
Jan. 23
Nowspeed Awareness Jeff - CEO Blog Year End Tax Planning
Blog, Social Media
Jan. 23
Nowspeed Purchase All Newsletter Company Success
Email to House List
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Social Media Services: Engagement
• Moderation Services and Active Followings Engage
• Review comments, mentions, retweets daily •Respond to questions and feedback • Personally reach out to new social users & influencers • Ask questions, poll the audience, comment on blogs or LinkedIn groups
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Social Media Follower Building Strategy
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Followers
Followers
Clicks
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Social Strategy Plan: Paid Growth
1) Twitter Cards
2) Promoted Twitter Accounts
3) LinkedIn Sponsored Updates
4) Facebook Likes Campaign
5) Facebook Conversions Campaign
6) Instagram Ads
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Event Promotions
• Effective promotion can make or break your event participation.
• Great alternative or addition to email marketing invitations.
• Easy and budget-friendly way to get the word out about your upcoming webinar or trade show.
• Blog about topic and point to the registration page – Great SEO visibility!
• Run Twitter Ads on Event #Hashtag
• Facebook Live, Periscope
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Social Media for Events: 10 Best Practices
Pre-Event Teasing
1. We want to build excitement for the event and what we will provide
2. We want to highlight who will be speaking at the event and when
3. Get your mobile apps and bookmarks in order
Live Content Posting
4. We want to show excitement around our products and solutions
5. Multimedia Rocks: Photos, Live Videos, Interviews
6. Provide Context, Energy and Success in your posts
7. Details Rock: Include Hashtags, Booth Numbers, Times, Room Numbers
8. Retweet COMPANY and Event Hashtag Tweets
9. Follow Influencers who are using the Event Hashtags
Recap Summary
10. Provide Tweets/Blog Posts to your and others recaps of the event
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Employee Engagement
• Employee Engagement = Free Impressions!
• Shares, retweets, likes expose your whole network to the post
– Grow reach exponentially
– Ex. If 10 employees each share with their 100 followers = 1,000 impressions
• Simple click of the mouse
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Employee Shares
Increased Post
Reach
More Website
Visits
More Web Leads
More Sales
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What Your Personal Profiles Should Have
Twitter • Solid bio
– 160 Characters
– Job Title
– Be sure to include company @, job title and any relevant #’s
• #’s help you become searchable to other people who may be interested in your area
– Link to company website
• Follow People
– An account that isn’t following anyone looks like a bot
– Follow people based on keywords, customers, influencers, etc.
Facebook • Job Title
• Company
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• Job Title
• Job Description
• Company
– Be sure this links back to company LI page
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Who should I follow on Twitter?
1) Your Company
2) Customers
3) Influencers
4) Tweet Content – Run a keyword search on a particular
hashtag in the search bar to discover other Twitter user’s who are talking about the same trends that you are. i.e. #lifeinsurance
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Who should I follow on Twitter? (continued)
4) People Search
Run a “people” search if you have specific colleagues or companies in mind that you’d like to find on Twitter.
5) “Who to Follow” Section
Refer to “Who to Follow” section on your Twitter account. Twitter automatically makes recommendations on who you should follow based on who you are already connected with and your tweets.
6) Subscribe to lists
Look at other Twitter user’s public lists and subscribe to lists that you are interested in.
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What are Hashtags? Why should I use them?
• Definition: The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. It was created organically by Twitter users as a way to categorize messages.
– Hashtags are extremely important when trying to appear on first page search results for particular keyword searches.
– Hashtags can let you be seen by a lot more people and increase your chance of being followed and retweeted.
• Examples of good hashtags:
– #Insurance
– #AutoInsurance
– #LifeInsurance
– #FloodInsurance
– #BusinessInsurance
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How Should I Use Facebook Professionally?
• Like your company page
• Review & Rate your company
• Like, Comment or Share status updates with your friends
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LinkedIn- Connecting With Others
LinkedIn will not allow you to connect with just anyone.
• If you choose Colleague, Classmate, We've Done Business Together or Groups:
– You will be asked to pick from a dropdown list of jobs or schools or LinkedIn groups you've listed on your own profile and that information will be used in the message that goes to the person you're inviting.
• If you pick Friend,
– You won't have to pick anything but, again, the email they receive will say that you have said they were a friend.
– If you're not, that person may not really want to connect with you after you've lied about your relationship.
• If you say Other (e.g. maybe you met at an event)
– You will be asked to provide that person's email address to prove that you really have connected somehow with that person.
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How to use LinkedIn Groups
Importance: Connect with other business professionals
• Join relevant groups
• Look at how many members are in each group
• Be selective, start with 1-3 groups
• Be an active member
• Read group discussions and add conversation to existing topics
• Listen first, talk second
• Ask questions
• Provide examples of how your business can help
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Summary- Supporting Your Company on SM
• Follow the company Linkedin Page
• Build relevant followers, leverage groups
• Like, share, or comment on status updates
• Follow “@YourCompany” on Twitter • Search & Follow Customer & Influencer Twitter Accounts
• Retweet any tweets from company twitter account.
• Mention using “@YourCompany”, so it shows up in their feed.
• Follow the company Facebook page
• Like, comment or share status updates with your friends
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Social Media Marketing & SEO
• Google indexes social media content
• Why not own as much real estate on SERP?
• External links to your site are critical for SEO
– Social Media encourages others to link to your site
• People use SM platforms as search engines
– Use keywords
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SMM & SEO: Google +
• Add or claim your business on Google My Business – (google.com/business)
• Verify via postcard
• Show accurate location, hours, phone #, photos
• Multiple locations? G+ for each & link to your site
• Visibility in local map results
• Get Reviews!
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Tracking Tools
• Twitter Analytics
– Top Tweets, Clicks, RTs, @Mentions, Impressions
– Interests, Demographics
• FB Insights
– Top Posts, Reach, Likes, Clicks,
– People, demographics
• LI Analytics
– Top Updates, Impressions, Clicks, Shares, Followers Acquired
– Job Titles, Industry, Company Size
• Google Analytics
– Place tracking code on your website
– Social referral traffic, ppv, bounce rate, time on site, etc.
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Thank You!
Questions?
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Helpful Links
• Add or claim a local business on Google
– https://support.google.com/business/answer/2911778?hl=en
• Getting started with Google Analytics
– https://support.google.com/analytics/answer/1008015?hl=en
• Creating Your Facebook Business Page
– https://www.facebook.com/business/learn/set-up-facebook-page
• Creating Your Twitter Page
– https://business.twitter.com/basics/create-a-profile-for-your-business
• Creating Your LinkedIn Company Page
– https://business.linkedin.com/marketing-solutions/company-pages/get-started
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