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! Successful local shop ! Compe/tors nearby ! Good traffic and sales ! She’s on Facebook and Instagram ! Working for repeat business ! Thinking of opening a second loca/on
“Virtual Voice”
The Big Bang! How to begin…
• Understand social networks and your business. – Visual? Informa/ve? Tutorial? Feedback? – Are you a B2B or a B2C business?
• Where is your customer or poten/al customer? – How to they get news? Connect? Search?
• How are they using their chosen network? – How much /me? What days? What hours?
Strategy " What is your purpose?
– Announce a new service or product – Target a geographical area for growth – Increase traffic for a specific /meframe – Create and niche exper/se (say it first!)
#1 know your business well! #2 know your customer
better!
" Divide and conquer – Choose a social network and follow your
purpose!
– Are you using the networks strength? – Allow one person to focus on one network
" Do you look? -‐ Audit your social media status -‐ Use analy/cs to track progress -‐ Compare website analy/cs to gauge traffic
direc/on
" Content – Is your content suppor/ng your purpose? – Are you selling or engaging? – Is your engagement suppor/ng your
strategy?
# Choose a specific purpose • Write down 3 goals for your business. Ex: building credibility is different than increasing aWendance to an event
# Analyze your current Virtual Voice (social standing) • Which content is most engaging?
• How do you compare to your compe/tors? • Are your followers the right demo?
• Search for your biz incognito!
# Set a goal & /meline • Success of a direc/on needs to be tested
# Put content to work • What type of content will support your purpose?
• How o[en will you post? • Who will create the content?
# Use dashboards to track progress • Who’s responding, sharing or commen/ng? • What site is the diving board to your website traffic?
# Adjust your strategy if necessary
Comment! �RePin! �
Ac#vity without engagement = White Noise
ReTweet! �
“Communicating well enough that the audience pays attention” – Jason Falls �
Basic requirements for engagement: Be Authen#c Be Consistent Build Trust Respond!
1. Content needs to be informa/ve, interes/ng or entertaining! 2. Be real, but stay on point. 3. Provide content that is about your brand! If you sell coffee,
than 90% of your content should be about about coffee. 4. Focus less on providing content that you want your audience
to know and focus more on what you want your audience to share.
LIKES/FAVORITES Shows there is ac/vity that is no/ced. These are a sign you are headed
in a good direc/on that followers like. COMMENT
Great to show engagement and opens the door for you to open more one-‐to-‐one communica/on and offer help.
SHARE/RETWEET Golden! These engagements show investment and allow your content to
reach beyond your followers.
Organic Engagement
# Pick a Day! # Video, 3 or 8 rule # Contests, Games or Giveaways # Iden#fy influences, and target them # Fan/Tweet/Pin/Follower of the Week # Give love! Link to other sites # Are you following other businesses # #Hashtags # Video, video, video!
Sometimes
you have to $$
to play!
Be Ready to Learn and Listen!
Each business is different and every social landscape is evolving.
There is no “One Way”
You must continue to learn, try and evolve your own brand to learn what works and what doesn’t.
Do: Find the right social network to match your goals.
Don’t: Create a profile on a network and let it set without ac9vity!
Do: Keep your post, tweets or comments brief!
Don’t: Sell, sell, sell!
Do: Share great content of others!
Don’t: Forget the picture!
Do: Know the best 9mes to engage your followers.
Don’t: Obsess about geBng the largest number of followers!
Do: Find the balance between professional and personal
Don’t: Neglect responding!!
Do: Have a goal.
Don’t: Avoid a network in fear of nega9ve comments
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