THE P

URA VID

A GUID

E TO

SOCIAL M

EDIA

MARKETING

PR

OF

ES

SI O

NA

L W

OM

EN

’ S G

RO

UP

– J AN

UA

RY

10

, 20

15

Tweet about this! #pvPWGFollow @PWG_CostaRica

THE WONDERFUL WORLD OF SOCIAL MEDIA

DO YOU GET SOCIAL?

WE’RE QUICK TO ADOPT NEW TECHNOLOGY

THE SOCIAL MEDIA OPPORTUNITY!

FACEBOOK1.36 billion

TWITTER284 million

LINKEDIN313 million

GOOGLE+300 million

INSTAGRAM300 million

PINTEREST70 million

“…small businesses are finding ways to level the playing field to compete with their larger competitors…blogging and social media are not only effective for generating leads, they are also more economical…for businesses with more modest budgets and resources.” - Hubspot

BUT IT’S A JUNGLE OUT THERE…

DANIELL

E’S T

OP 10

1. TARGET YOUR OBJECTIVES

2. Discover your brand voice

3. Audience WIIFMs

4. KEYWORDS5. Creating Content

6. BE SOCIAL

7. Know your platforms

8. MEASURE

9. All about timing

10. RESOURCES

#1. TARGET

YOUR

OBJECTI

VES

LET’S BE REAL…

“The key is to align your social media marketing with other more traditional marketing. Your social media marketing should amplify your program, not become the program.” - Robert Gembarski

THE BUSINESS DEVELOPMENT LIFECYCLE

CLIENT HAS IDEA FOR PROJECT

LOOKS FOR VENDORS

CREATES RFPEVALUATESRESPONSES

PICKS A WINNER!

THE BUSINESS DEVELOPMENT LIFECYCLE

• Build awareness• Drive traffic to website

• Validate choice• Reinforce expertise• Share values & culture

Cover photo highlights awards

Attendance at conferences

Content of value

https://www.facebook.com/sweetrushinc

NOW IT

’S YO

UR TURN

Where can you support your business development lifecycle with social media marketing?

Wor

kshee

t Act

ivity

#2. DIS

COVER YO

UR BRAND

VOICE

WHAT DO YOU STAND FOR?

BE AUTHENIC & CONSISTENT

YOUR OPPORTUNITY TO PRESENT YOURSELF

@HartHolistic

Current

Smart

Positive

Inspiring

Sharing

@SweetRushInc

Upbeat

Talented

Experts

Inclusive

Caring

@AppleInc

Different

Innovative

Cutting-edge

Stylish

Status

@NIKE

Motivation

Determination

Perseverance

Striving

Winning

YOUR T

URN!

What is the foundation of your brand voice? List up to 5 essential characteristics.

Wor

kshee

t Act

ivity

#3. YOUR A

UDIENCE &

WIIF

MS

“SOCIAL MEDIA HAS MADE THE WEB ALL ABOUT ME, ME, ME.”- ERIC QUALMAN

WIIFM – WHAT’S IN IT FOR ME

What questions do they ask you during the sales cycle?

What questions are they asking or what topics are they discussing on forums in your subject area?

Do you have some trusted customers you can ask directly?

Could you do a survey or poll?

How do you know what your audience wants to see?

#4. KEYW

ORDS ARE

#AWESOME

MEANINGFUL KEYWORDS = GOOD SEO

THE NOT-SO-SECRET LANGUAGE OF #HASHTAGS

#topshop #newyear #newstyle #fringe #fringing #denim #detail 

#ilovetopshop #styleresolutions #2015

TRENDING TOPICS

NOW YO

U TRY

…

What are 5 keywords your audience will search for?

Wor

kshee

t Act

ivity

#5. CREAT

ING &

SHARIN

G

CONTENT HEY, WE’VE BEEN

TALKING ABOUT THIS!• Aligns with your

objectives• Customer / audience

centric• Good reflection of your

brand – in your voice• Uses good keywords

TYPES OF CONTENT

TEXT MULTIMEDIA

Status Updates Photos

Quotes Illustrations

Blog posts Infographics

Articles Audio / podcast

White Papers Video

Slide Decks Animation

“BE RELEVANT BY DOING INTERESTING THINGS THAT PEOPLE WANT TO SHARE, LIKE, AND COMMENT ON.” – JEFFREY ROHRS

CONTENT CURATION

• Shows that you are on top of the latest news in your topic area

• Offers resources to your audience

• Share high-value content – not fluff

• Always credit the source!

FINAL TIP: Repurpose content

WHAT

DO YO

U THIN

K?

List 5 types of content you can create and/or share that will be of value to your audience.

Rate from easy to difficult to produce.

Wor

kshee

t Act

ivity

#6. SOCIA

L MEDIA

IS

SOCIAL

EN

GA

GE

WI T

H Y

OU

R A

UD

I EN

CE

LET’

S CHAT

!

How might you engage with your audience on social media?

Audience

Surv

ey

#7. KNOW

YOUR

PLAT

FORMS

F AC

EB

OO

K,

TW

I TT

ER

, I N

ST A

. ..

OH

MY

!

WHICH PLATFORM IS RIGHT FOR YOU?

• B2C brands

• Visually-driven brands

• Coupons, contests

• People, culture

• Publications

• Personal vs. pages and advertising

• B2B brands

• Publications

• Consultants

• B2B service providers

• Consultants, thought leaders, experts

* SweetRush’s top referrer

• B2B brands

• Brands targeting males

• SEO (+1’s correlate to higher SE ranking)

WHICH PLATFORM IS RIGHT FOR YOU?

• Visually-driven brands

• Ecommerce brands

• Benefit from how-to’s, video demos

• SEO

• Fashion, ecommerce, food, retail

• Brands targeting women

* ENJI’s top referrer

• B2C brands

• Visually driven brands

• Hashtags

WHAT

WORKS F

OR YOU?

For each social media platform, check off the ones you think are most valuable to use, and the types of content you can share on each one.

Wor

kshee

t Act

ivity

#8. MEASUREMENT

&

ANALYTI

CS

HO

W D

O Y

OU

KN

OW

IT

’ S W

OR

KI N

G?

MEASURE OBJECTIVES: WEBSITE ANALYTICS

Top Referrers

MEASURE REACH & ENGAGEMENT: PLATFORM ANALYTICS

CHALLEN

GE YO

URSELF

Focus on one social media platform for 30 days and check out your results!

Get fo

cuse

d!

#9. TIM

ING &

FREQUENCY

AL L A

BO

UT

TI M

I NG

TIMING & FREQUENCY TIPS

• Review your analytics! When do you get the most views for your post?

• B2B brands: Post when people are working. Target mid-day to hit all US time zones.

• B2C brands: Consider off times like late at night and weekend mornings.

• All platforms have a feed and things go by quickly! Posting multiple times, distributed throughout the day helps you reach more of your audience.

WHAT? MULTIPLE TIMES A DAY?Remember: content curation, repurposing content, and next up – tools!

#10. TOOLS

&

RESOURCES

ORGANIZATION & SCHEDULING

• Editorial calendar: CoSchedule, Google Doc, Excel

• Scheduling tools: Buffer, Hootsuite

VISUAL CONTENT TOOLS

• Free and low cost image sites: Compfight

• Quote & image making tools: Chisel

KEEP LEARNING!

• Hubspot

• Social media examiner

• Jeff Bullas

• Content Marketing Institute

• Copyblogger

• Seth Godin

• Set up a Feedly!

THANK YO

U!

Any ques

tions?

Danielle Hartdanielle@enjidaily.comwww.enjidaily.comwww.sweetrush.com @HartHolistic