SMSS San Fransisco 2016 - Social Media Strategies Summit · 2016-10-17 · brand, product, and service launches. ... the less we give it the attention it deserves. We see this happen

ForwardProgress.NET facebook.com/ForwardProgress [email protected] @FwdProgressInc

SMSS 2016

Writeaneffec+veandsustainablesocialmedia&contentplanthat+estobusinessgoals

SMSS San Fransisco 2016 @deandelisle @GetSocialJack #SMSSummit


SMSS 2016

Dean DeLisle For over 30 years, Dean has helped numerous clients establish and improve their online and media He has also helped clients with countless company, brand, product, and service launches. At Forward Progress, Dean leads his team to provide integrated marketing solutions using a proven coaching and consulting methodology. Forward Progress has helped over 2,000 corporate clients improve their online marketing and social networking results, and has trained over 100,000 professionals in over 35 countries with their Social Network Acceleration Programs. Currently, Dean’s LinkedIn Business Development Course is being taught at the University of Illinois at Chicago- Graduate School of Business. Dean has most recently launched a new Social Network Coaching and Training Platform called SocialJack.com. This platform is designed to combine the coaching and training that Forward Progress has delivered in the last several years with industry standard tools and mobile technology.


SMSS 2016

Accelerated Learning

•  Less Time – Learn More •  Paired Share – Timed •  Raise Hand – Bring It Back


SMSS 2016

The Law of Familiarity determines that the more we spend time with and get to know anything,

and the more something becomes just a normal part of life – the less we are excited about it or the less we give it the attention it deserves. We

see this happen in all aspects of life – relationships, work, hobbies, exercise, initiatives and learning. Sometimes things just become…

boring and our mind shuts down!


SMSS 2016

CommittoYourSuccess


SMSS 2016

Content Marketing

•  What is it? •  Why is it Important? •  What’s the

Strategy?


SMSS 2016

What is Content Marketing?

Content Marketing is the science and art of reaching your audience and pulling it toward your business with the use of Content


SMSS 2016

Why is Content Marketing Important?

There are qualified prospects looking for your product or service right now and Search Engines like Google use properly placed content to place you in front of their search request. GET CONNECTED - BUILD TRUST – BUILD RELATIONSHIPS


SMSS 2016

Activity: Paired Share •  What do you want to achieve at SMSS

while you are here?


SMSS 2016

What is the Strategy for Content Marketing?

•  Create and promote useful, relevant information

•  Attract and engage with website visitors

•  Convert those visitors into customers/clients

Graphic: Andy Crestodina - Orbit Media Studios, Chicago


SMSS 2016

Types of Content

Collateral&SalesPR/Adver7singFunc7onal E-marke7ng UserGenerated

Examples?


SMSS 2016

Content Marketing and the Consumer Journey


SMSS 2016

Awareness

Considera7on

Conversion

Loyalty

Advocacy

Word-of-Mouth

2. Consumers add or subtract brands as they evaluate what they

want 1. The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points.

4. After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey.

3. Ultimately, the consumer selects a brand at the moment of purchase.

Moment of Purchase

Initial Consideration

Active Evaluation Information gathering, shopping

Post purchase Experience Ongoing exposure

Loyalty loop Trigger

Content Marketing and the Consumer Journey

Share


SMSS 2016

Plan •  Your services and value proposition •  Your main goals •  Target markets •  Where are you willing to manage •  Measure your results


SMSS 2016

Value

•  What products/services do you provide? •  How do you compare to competition? •  How can you help others?

P1-1,2


SMSS 2016

Measuring ROI = Goals


SMSS 2016

Identify Your Target

•  Who is your target client/partner? •  What do they do? •  Where are they? •  What Industry are they in? •  What size Company do they work for? •  How do they use technology? •  Where do they get their information? •  What are their needs?


SMSS 2016

Chose Your “New Business” Destination

•  Landing Page •  Website •  Registration •  Phone •  Webinar/Event •  Location •  What is yours?


SMSS 2016

Developing a Content Strategy


SMSS 2016

Keywords–LawofAJrac7on&Reten7on!•  Whatisyourvalue?•  Whatmakesyoudifferent?•  Howwouldyouridealtargetfind

you?•  Whatwouldthey“Google”tofind

you?•  Surveyyourtargets!

P3-9


SMSS 2016


SMSS 2016

KeywordTools–ourfavorites

•  GoogleAdwords•  GoogleTrends•  UberSuggest•  WordTracker•  Soovle•  TwiJer(hashtagsearch!)

P3-9


SMSS 2016

Execu7ngYourKeywordStrategy

P3-9

Element Descrip+on

TitleTag Tellssearchenginesanduserswhatcontentlivesonapage

URLStructure Tellssearchenginesanduserswherecontentlivesonawebsite

HeadingTags(<H1>) SupportstheTitleTagasaSub-TItle

AnchorText Tellssearchenginesanduserswhatcontentlinkspointto

MetaDescrip7ons Tellsuserswhatapageisaboutwhentheyseearesultinsearchengines

BodyCopy Givessearchenginesandusersmoreinforma7onaboutthepagecontent

ImageAltTags Tellssearchengineswhattheimagerepresents


SMSS 2016

Conversion •  Getting your destination visitors

(prospects) to take action that will move your business toward reaching its goal

•  What you’ll gain •  Prospects/Customers •  Subscribers •  Social Media Fans/Followers/+1s •  Product Reviewers •  Members •  Promotion Entrants


SMSS 2016

Why Use Online Partners? •  Interactive •  People Respond •  Building Trust •  Building

Community •  Viral Activity •  Sharing


SMSS 2016

How Many Contacts Do You Have That You Cannot See?

•  That know YOU? •  That trust YOU? •  That have done business with

YOU? •  That would recommend YOU?

Dean Sue Mark Pat

Extended Reach to More Targets


SMSS 2016

YourNetwork

Vendors

Partners

Clients

Conferences

Associations


SMSS 2016

Who are your Social Trusted Agents? Your Team!

•  Clients •  Vendors •  Partners •  Friends •  Organization

s P3-7

IDENTIFY CONNECT

VERIFY


SMSS 2016

Social Communities


SMSS 2016

YouTube


SMSS 2016

Blog •  A blog can be an incredible tool for

sharing information and expertise. •  A blog can be used to directly

promote products, services and events.

•  A blog can assist in promoting company vision and developments.

•  A blog can foster customer loyalty, build relationships with clients and customers.


SMSS 2016

Webinar – Secret Content Engine 1.  Create Webinar 2.  Create Power Point 3.  Hold Webinar 4.  Post Power Point

a)  Social 5.  Create Video 6.  Post Video

a)  Social 7.  Write Bog 8.  Attached Items 9.  LinkedIn Bonus Post 10. Facebook Bonus Post


SMSS 2016

Email Data - Inbound •  Automated vs. Manual •  Destination

•  Platform •  Single vs Routed

•  Source Tracking •  Interface

•  CRM, Email System, Inbox •  Routing


SMSS 2016

Email Data - Outbound •  Automated vs. Manual •  Destination

•  Complete community •  Segments

•  Source •  Interface

•  CRM, Email System, Inbox

•  Frequency


SMSS 2016

Integrate Your Content

ONE TO MANY CHECKLIST


SMSS 2016

Building a Content Map •  Remember

•  Value •  Target •  Keywords •  Platforms

P5-15


SMSS 2016

Building a Content Map •  Remember

•  Value •  Target •  Keywords •  Platforms


SMSS 2016

•  Remember •  Value •  Target •  Keywords •  Platforms

Building a Content Map


SMSS 2016

Blog Hack – Content Jam •  Chose Destination •  Target to aim for •  Keyword phrase to own •  Content inventory for support •  Optimize inventory •  Get SEM/MKO for blog creation •  Attached inventory •  Post and Optimize (SEOPressor) •  Syndicate (social, distribution, OnlyWire) •  Attach to profiles (show LinkedIn) •  Watch it Climb!!


SMSS 2016

LinkedIn Blog Hack – Content Jam •  Chose Destination

•  Target to aim for •  Keyword phrase to own •  Content inventory for support •  Optimize inventory •  Get SEM/MKO for blog creation •  Attached inventory •  Post and Optimize (SEOPressor) •  Syndicate (social, distribution, OnlyWire) •  Attach to profiles (show LinkedIn) •  Watch it Climb!!


SMSS 2016

•  Remember •  Destination •  Target •  Keywords •  Platforms

Content Map Hack


SMSS 2016

Measure Content Results

•  Radian 6 •  Google Analytics •  Hootsuite •  Sprout Social •  Word Press •  Social Networks


SMSS 2016

Sprout Social Sample


SMSS 2016

RESULTS •  Getting your destination visitors

(prospects) to take action that will move your business toward reaching its goal

•  What you’ll gain •  Prospects/Customers •  Subscribers •  Social Media Fans/Followers/+1s •  Product Reviewers •  Members •  Promotion Entrants


SMSS 2016

Launch •  Begin generating valuable content •  Interact and engage with customers and prospects •  Build relationships •  Consistently Measure (Test, Test, Test)

•  Connections •  Engagement •  Outcome/Sales


SMSS 2016

Assignment

•  Assemble/Align Your Team •  Create a Content Marketing Plan •  Gather Your Content •  Share Your Content •  Engage with Your Audience


SMSS 2016

ThankYou!


SMSS 2016

ConnectWITHus!

[email protected]

SMSS San Fransisco 2016 - Social Media Strategies Summit · 2016-10-17 · brand, product, and service launches. ... the less we give it the attention it deserves. We see this happen

Documents