Red Letter Marketing Social Media for Business

1

Social Media for Business

2

Introduction Does Social Media Really Work?

Which Channels are Right for My Business?

How Do I Begin?

What Kind of Content Should I Post?

What is This Hashtag Stuff?

Analysis

Summary

Resources

3

Does social media really work?

4

• Awareness• Traffic• SEO• Reputation• Leads

Yes.

5

• Silver Bullet• Free• Autopilot• Fix • ROI

No.

6

7

Digital Ecosystem

8

Which social media is rightfor my business?

9

What is Your Objective?

• Awareness• Engagement• Take action

• Drive to website• Landing page• Sales promotion

10

The Sales Funnel• Creating a customer

journey

Awareness

Discovery

Consideration

Decision &

Purchase

Post-Purchase

11

Who is Your Target Audience?

• Demographics• Psychographics• Hot buttons• Filters• Influencers vs.

customers

12

62% of Facebook users are 35+

13http://www.marketingcharts.com/wp-content/uploads/2015/05/SocialMediaExaminer-Most-Important-Social-Platform-B2B-v-B2C-May2015.png

14

Leading Social Channels for Businesses

15

LinkedIn• B2B• Recruiting• Reputation• Networking

16

17

18

19

Facebook• Personal• B2C• B2B (employees,

community)• Credibility• Reputation• Referral

20

21

22

23

24

25

26

27

28

29

30

31

Twitter• Community• Networking• Influencers

32

33

34

YouTube• SEO• Demonstration• Familiarization

35

36

37

Houzz• B2C• Reputation• Awareness

38

39

Pinterest• B2C• Inspiration• Discovery

40

41

Instagram• B2B• B2C• Awareness

42 ‹#›

43

How do I begin?

44

Make a Plan• S.M.A.R.T. Goals

• Strategic• Measurable• Achievable• Realistic• Time related

Zenith Rocket Boosters Social Media PlanGoals

Content

Channels

45

Make a Plan• Focus

• Which channel(s)?

• Content• What kind, what topics?• Links to website or landing pages

• Schedule• Frequency

• Monitor• Integrate with other media• Tools

• Google Analytics• Other – Hootsuite, SproutSocial,

etc.

Zenith Rocket Boosters Social Media PlanGoals

Content

Channels

46

• Strategy• Planning• Tracking• Analysis

• Content• Developing• Posting

• Promotion• Links• Shares

Plan Your Time

50% Content

40% Strategy

10% Promotion

47

Analytics

INFORM STRATEGY WITH DATA

Content Strategy

SET THE ROAD MAP FOR EXECUTION

Content Development

BRING CONTENT TO LIFE

Publishing/Monitoring

REAL-TIME EXECUTION & RESPONSIVENESS

The Process

48

The ProcessContent Strategy

Content Development

Publishing/Monitoring

Analytics

SET THE ROAD MAP FOR EXECUTION

BRING CONTENT TO LIFE REAL-TIME EXECUTION & RESPONSIVENESS

INFORM STRATEGY WITH DATA

• Prioritize messaging

• Create Content Calendar – campaign-based, event-based, serial content

• Define purpose of content, intended audience, tone of voice, content types

• Define links/exit points/progression of user experience from Social post

• Research Competitors

• Communicate across teams for awareness of upcoming events, stories, activities, case studies that might inspire content ideas – including coordination with Sales team for Tradeshow campaign planning.

• Curate content from partners/3rd parties

• Creative Execution • Graphic Design• Copywriting• Video production/editing

• Review/Approval Process – define different levels of required approval based on different content types/channels and involvement of key team members.

• Schedule/publish posts and set up promoted posts

• Publish updates to profile pages as needed.

• Social listening/monitoring/ responding. Dedicated person to monitor accounts for positive/negative mentions and engagement opportunities

• Address real-time, responsive, spontaneous opportunities and call on other resources as needed. Needs to be trusted to post/respond without approval

• Respond to inquiries in a timely manner, engage in conversations

• Monitor daily/weekly analytics

• Set up of necessary tools and goal/event tracking

• Weekly/Monthly/Quarterly analysis and reporting of analytics to share progress and inform future strategy

• Competitor monitoring and research

49

1. Main Lead/Manager Central point of contact, responsibility to oversee and connect the entire process.

2. Content Strategist/Planner

3. Content Creation TeamWill vary by type/amount of content, combination of designers and writers

4. Review/Approval

5. Publisher + Channel Monitor and Responder

6. Analytics Lead

Resource Allocation Roles

50

What kind of content should I post?

51

It’s not me, it’s you.(Repeat.)

52

What are they looking for?

• Valuable• Relevant• Helpful• Easy• Visual

53

Think About Your Content Mix

1. Helpful information 45%

2. Inspiration 45%3. Interest -

entertainment & personality 10%

I + I + I = Appreciation

54

Content Plans Make It Easier

55

56

Hashtags?

57

58

Do

• Use strategically• Use sparingly

59

AnalysisIs it working?

60

Measure against your goals

Goal No. 3: Increase brand awareness• Social media metrics to

measure: Follower growth rate, percentage change over time in followers, Twitter sentiment, reach by region, clicks by region

Goal No. 1: Increase social media engagement• Social media metrics to

measure: Likes, Shares, Comments, Retweets, Mentions, Favorites

Goal No. 2: Increase customer acquisition on your website• Social media metrics to

measure: URL clicks and traffic from social media

61 https://blog.hootsuite.com/tracking-social-media-in-google-analytics/

• Traffic from social channels• Conversions• Content• Network referrals• Landing pages• Trackbacks• Plugins are needed to track

which content is being shared, and in which channel

• Visitors flow

Google Analytics

62

Tools• Hootsuite• SproutSocial• HubSpot• Simply Measured• Google Analytics• Plugins to your

website

63

Social Media Advertising?

64

65

Summary

66

Social is only one part of the digital ecosystem.

67

Do

• Make a plan• Execute consistently • Quality content • Respond promptly• Measure• Adjust• Patience

68

Don’t

• Abandon• Ignore• Dodge• Control• Sell• Spew

69

Helpful Resources are in the Appendix

70

Thank you.

71

Helpful Resources

72

Helpful Resources

Social Media Examiner • http://www.socialmediaexaminer.com/• http://www.socialmediaexaminer.com/social-media-marketing-industry

-report-2015/

Hubspot http://www.hubspot.com/

Hootsuite • https://hootsuite.com• https://blog.hootsuite.com/measure-social-media-roi-business/

Buffer https://buffer.com/

How to Rule Social Media

73

http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2015/

74

http://blog.hubspot.com/marketing/social-advertisement-sizes-facebook-twitter-linkedin#sm.00000nx4vnmblhe83q5lkbh8fqzy1

75https://blog.hootsuite.com/boost-social-media-presence-customer-testimonials/

https://blog.hootsuite.com/social-media-news-need-know-april-2016-roundup/

76

https://blog.bufferapp.com/how-to-create-engaging-images

77

https://blog.bufferapp.com/social-media-report

http://www.socialmediaexaminer.com/social-media-roi-report/

78

https://blog.hootsuite.com/measure-social-media-roi-business/