Bring Dialog 2014: How to Master Unique Content and Engagement Strategies on Facebook, Twitter, LinkedIn and Google+

@EllyDeutch#dk14

SOCIAL CHANNELS DON'T ALWAYS PLAY BY THE SAME RULES

How to Master Unique Content and Engagement Strategies

on Facebook, Twitter, LinkedIn and Google+@EllyDeutch #dk14

@EllyDeutch#dk14

WHO IS @ELLYDEUTCH?

AGENDA• Introductions• Defining Social Media• Social Media Channels breakdown

• Creating unique content and engagement strategies

• Mastering social media marketing

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IN YOUR OWN WORDS

What does “social media” mean?

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Social Media is defined as a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.

… but what does that really mean?

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EVOLUTION OF WEB 2.0 AND SOCIAL MEDIA

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SOCIAL MEDIA CHANNELS

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@EllyDeutch#dk14

@EllyDeutch#dk14

- #1 social networking site on the web

- More than 1.32 BILLION users

- Instant and direct connection with consumers

- Photos and videos are most shareable content

- Ease of engagement and user generated content

- Variety of content options

- Innovative and on the forefront of digital tech

WHY DO MARKETERS USE IT

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- Text updates

- Photos

- Videos

- Milestones

- Offers

- Events

- Notes

- Locations

- Promoted Posts

- Boosted Posts

- Graph Search

TYPES OF CONTENT

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EXAMPLES

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QUESTIONS TO ASK YOURSELF

- How many fans does your Facebook Page or Wikipedia

page have?

- What would incentivize YOU as a consumer to “Like” a

page or follow a page for updates?

- What demographics are you trying to connect with

online?

- How will you go about reaching and engaging new

fans?

- How tech-savvy is your audience?

- How often do you plan to interact with your fans?

- How can you build effective content that reaches your

target audience?

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- 271 monthly million users & 500 million tweets

per day

- 78% of Twitter active users are on mobile

- Real-time news feed from around the globe

- Connection to resources you’ve never had access

to before

- Transparency and authenticity

- Instant customer service

WHY DO MARKETERS USE IT

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- 1 tweet = 140 characters

- Photos

- 6 second “Vine” videos

- Hashtags

- Promoted Tweets

- Tailored Audiences

TYPES OF CONTENT

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EXAMPLES

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- What is the key difference for your company to use Twitter

vs. Facebook?

- Is there a different demographic you will be reaching on

Twitter?

- How will you successfully engage in conversations on

Twitter in 140 characters or less?

- How will you use Twitter as a Customer Service Tool for your

company?

- What is the best way to manage conversations happening

around your brand? Your industry? Your competitors?

- What types of photos or Vines will you be posting?

QUESTIONS TO ASK YOURSELF

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@EllyDeutch#dk14

- World’s largest professional networking site

- 313 million members in 200+ countries and

territories

- Network includes multitude of Fortune 500

companies and 94 of the Fortune 100

companies for corporate talent solutions

- More than 3 million Company Pages

- More than 2.1 LinkedIn Groups worldwide

WHY DO MARKETERS USE IT

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@EllyDeutch#dk14

- Connections

- Personal updates

- Questions

- Shared Articles

- Company pages

- Groups

- Messages

- Sponsored Updates and Ads

- Insights

TYPES OF CONTENT

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EXAMPLES

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- Where does your business fit into the LinkedIn

landscape?

- How will you vs. your business grow using LinkedIn?

- Who is your target demographic that you are trying

to reach from a business perspective?

- What will be the most effective content theme you

will use?

- How will you educate your employees and fans to

use LinkedIn properly?

QUESTIONS TO ASK YOURSELF

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@EllyDeutch#dk14

- 540 monthly million active users on Google+

- Optimize SEO rankings in #1 search engine

- Professional branded page like LinkedIn

- Control your content with Circles

- Opportunity to connect with broader fan base

- Google apps integration

- Google+ Hangouts/video chats

- Notifications via Google

WHY DO MARKETERS USE IT

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- Updates like Facebook- Photos- Videos- Calendars/Events- Circles- Hangouts (video chats)- Communities (group pages)

WHY DO MARKETERS USE IT

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EXAMPLES

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- Does Google+ make sense for your brand?

- How will Google+ help you reach a different

community than all other social media channels?

- How will you use Google’s technologies to your

advantage?

- How will you integrate your social media

marketing on Google+ into your SEO strategy?

QUESTIONS TO ASK YOURSELF

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CREATING UNIQUE CONTENT AND ENGAGEMENT STRATEGIES

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- Understand your VALUE for each social network

- Identify conversations already happening around your brand and integrate into your current marketing strategy

- Engage in conversation and establish your social stature to become an influencer in the social space

IT’S AS EASY AS 1, 2, 3 (well sort of)

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VOICE

LANGUAGE

PURPOSE

What is your social voice?Classy

Excited Fun-loving

SassyRelatable Easy-goingWhat type of language do you want to use to build your voice persona?

Authentic UnderstandingDemanding

Action-oriented Family-friendly RealisticWhat is the purpose of your voice and messages you are sending to your customers?

RewardEntertain Provide sustenance

ConnectAmuse Environment

3 STEPS TO START CREATING CONTENT

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Now that you’ve built your voice,what percentage of your messaging

is about….

Lifestyle/Culture

Brand

Products

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IDENTIFY YOUR #1 METRIC

What is the #1 purpose for growing your presence online?

- Traffic

- Leads/Sales

- Reach

- Buzz (Mentions)

- Customer Happiness

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STEPS FOR BUILDING YOUR SOCIAL STRATEGY

LISTEN

GOALS/OBJECTIV

ES

DEVELOP STRATEGY

BUILD CONTENT

ENGAGE

MEASURE

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LISTEN

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CREATE GOALS AND OBJECTIVES

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DEVELOPING YOUR STRATEGY- Develop you social voice/persona and stay consistent

- Create “Rules of the Road” guidelines to tell fans what will be allowed on each channel

- Build out planned content a week/month in advance to prepare for upcoming promotions, events, and activities

- Engage target audience in relevant conversations - Build momentum by posting at least 3-5 times per week (8-

10x’s per day on Twitter)- Use follow-up posts to rejoin the conversation

- Create a dialogue with a variety of content including open-ended questions, photos, videos, fill in the blanks, contests, polls, etc.

- Monitor and scan social channels every 1-2 hours to respond in timely manner

- Response time is critical, so your company will need protocols for monitoring your pages in place before a crisis hits

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- Start by writing what your company is about in 140

characters- Think about available resources and material

- Break down content by topics and content themes

- Promote company features, goals & mission in your social

voice- Keep it positive, relevant and fresh

- Write posts that would capture your eye as a consumer

- Get creative, especially with your partners and/or sponsors

- Position your company as an industry thought leader and

influencer- Test the waters and rinse, repeat

START CREATING YOUR CONTENT

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@EllyDeutch#dk14

- Create meaningful messages and relevant updates that you AND your consumers would want to read (otherwise it’s just noise)

- Monitor keywords and hashtags daily to engage new fans and add new followers

- Participate in relevant Twitter chats, blog/forum comments, Google+ Hangouts

- Identify and interact with influencers, partners, consumers, and potential consumers

- Promote and reward brand advocates and other loyal customers

- Analyze progress and implement key learnings from previous interactions

- Be professional, respectful and tolerant with consumers

- Create a execution plan (post frequency, and best optimal time/days)

- Create standard or expected response protocols

CREATING YOUR ENGAGEMENT STRATEGY

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MEASURE AND EVALUATE

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MASTERING YOUR CONTENT AND

ENGAGEMENT

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1. No sex, drugs & rock-n-roll…or religion or politics. Ever.

2. Remember that nothing is ever “deleted.”

3. Avoid breaking news stories, unless 100% brand relevant.

4. Speak as the brand, not as yourself.

5. Tell the truth. Always.

6. Own your mistakes.

7. You’re only as good as the company you keep.

8. Be worth following.

SOCIAL MEDIA GOLDEN RULES

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@EllyDeutch#dk14

- Be social, don’t just be online

- Set up a customized content and engagement strategy for each channel

- Engage, interact and be transparent with fans and followers

- Evangelize your brand

- Have fun!

KEY TAKEWAYS

QUESTIONS?

THANK YOU!

edeutch@garrettbrands.com @EllyDeutch on Twitter

linkedin.com/in/ellydeutch#dk14