Four-part social media training series. Social Media Training Series: Marketing & Sales; Customer Service; Leveraging Social Communities; Tracking and Analyzing. Social media communities; community outreach, community engagement. Presented by digital marketer Genia Stevens. Visit her at: belwahmedia.com https://www.forbes.com/sites/forbesagencycouncil/people/geniastevens1/ http://linkedin.com/in/gvstevens Contact Genia if you need a speaker: genia@belwahmedia.com

1. Social Media Training Series
Presented by Genia Stevens, MBA
Social Media Trainer – Marketing Strategist
www.GeniaStevens.com
608.466.7612 (office)
608.466.5230 (mobile)
gks@geniastevens.com
Helping your company keep pace with the latest
marketing trends.

2. Social Media
Training Series
Session 1:
Social Media
Marketing and
Sales

3. Discussion Points:
1. Defining your target market
2. Defining business goals
3. Which social media property
will work best for your
company?
4. Avoiding common pitfalls
5. Best practices for small and
medium-sized companies

4. Define Your Target Market
• Analyze your current customers
a. what social networks do they use?
b. what type of content do they share?
c. track interests, behaviors, characteristics to
build a customer profile
•Research your competitors
a. who are their customers?
b. how are they engaged?
c. where are they engaged?
d. is their customer profile different from
yours?
e. what do they do better than you?
f. what do you do better than them?
•Test your communication tone

5. Define Business Goals
• What is the goal you are trying to accomplish?
a. clearly define your organization’s
goal(s)
b. make sure you have buy-in from
upper-management
c. make it clear how you plan to use
social media to help accomplish this
goal
•What is the timeframe for accomplishing this
goal?
a. establish realistic timeframes
b. set checkpoints
•Is this goal aligned with your organization’s
strategic plan?

6. Which Social Media
Properties Work Best?
Top Four Social Networks:
1. Facebook (B2C)
2. Twitter (B2C)
3. Pinterest (?)*
4. LinkedIn (B2B)
LinkedIn Facebook: Google+
Boardroom Water cooler LinkedIn Wannabe
Twitter: Pinterest
Cocktail Hour New Kid
* So far, it appears Pinterest will head in the B2C direction.

7. Pitfalls to Watch Out For
• Forgetting about your website
- don’t forget to keep your website up-to-date
•Giving away the farm
- if you’re using giveaways to grow your
community, don’t get giveaway happy – your
fans will begin to expect freebies all the
time
•Remain consistent and promote frequently
- if your primary goal for the first 6 months is
to raise brand awareness, stick to that and
set secondary goals aside

8. Pitfalls to Watch Out For
•Getting started with social media marketing
without a strategy
- write one! remember: you want specific,
measurable and attainable goals
•Over-sharing
- sharing information is great, but if you’re a
business owner, you can’t afford to share too
much
•Data paralysis
- data should help drive decisions, but don’t let
it get in the way of creative ideas
•Lack of personalization
- use a real person – embrace personal brands

9. Best Practices for Small and
Mid-Sized Businesses
• Add social media training to your sales
training program
a. social networks are a great place to
build and maintain relationships
b. sales professionals can successfully use
social networks as a lead generation
tool
c. social networks can be used to drive
traffic directly to a company’s website
where products are sold
Your market is already online – your sales
team should be there participating, observing
and engaging.

10. Best Practices for Small and
Mid-Sized Businesses
• Add social media training to your sales
training program
d. more and more buyers initiate sales via
information found on the internet
e. people, especially women, prefer to buy
from people they trust – social networks
build that trust
f. the most successful sellers are those
who changed their business
development activities from
prospecting to networking

11. Best Practices for Small and
Mid-Sized Businesses
• Add social media training to your customer
service training program
a. your social networks should be an
extension of your customer service
department
b. assign a person or team to monitor your
brand mentions across multiple social
network platforms
c. make sure your social CSR has been trained
to deal with online behaviors
Your customers are already talking about
your brand on social networks – you should
be a part of that conversation.

12. Social Media
Training Series
Session 2:
Social Media Sales
and Service with
Facebook, Twitter and
LinkedIn

13. Discussion Points:
1. How to build your company
profile on Facebook, Twitter and
LinkedIn
2. Turning followers and fans into
customer advocates
3. Designing a successful marketing
campaign for sales and service
across multiple social networking
platforms
4. Time effective use of social
media communications with
simple push-button automation

14. Building Your Company Profile on
Facebook, Twitter and LinkedIn
• Know each network’s personality type
- LinkedIn: boardroom
- Facebook: water cooler
- Twitter: cocktail hour
• Complete your profile accurately
- Name, company information, web address,
phone, snail mail, etc.
• Give your profile a personal touch
•Keep your branding consistent
- Mission statement, elevator speech, colors,
picture and biographical information should
remain the same across multiple platforms

15. Turning Followers and Fans Into
Customer Advocates
Engage:
•Post updates on your social networks that get
your community engaged with your brand
•Post updates that help you build a relationship
with your community
•Respond to your community members - don’t
leave them hanging

16. Turning Followers and Fans Into
Customer Advocates
Engage:
•Engaged community members trust your brand
•Engaged community members become viral
marketers
•Engaged community members who are excited
about your brand become word-of-mouth
marketers
•Engaged community members become your
customer advocates

17. Turning Followers and Fans Into
Customer Advocates
Nurture Your Relationship:
•Once you’ve gained your community’s loyalty and
trust, don’t abandon them
•Don’t abuse the trust and respect you’ve earned
•Use your social network community as part of your
customer service department
•Always respond to criticism (remain calm and
professional)
•Have fun

18. Designing a successful marketing campaign
for sales and service across multiple social
networking platforms
To Develop a Successful Marketing
Campaign, You Want to Answer these
Questions:
•Who’s your target market?
•Who are you?
•What are you trying to accomplish?
•Who will create, implement and manage
your campaign?
•What tools will you use?
•Where will your content come from?
•What milestones will you establish?
•How will you measure your progress?
•How will you manage your brand’s reputation?

19. Designing a successful marketing campaign
for sales and service across multiple social
networking platforms
Who’s Your Target Market?
•Determine your target market
•What social networks do they
use?
•How will you locate them on the
various social networks?
•How will you approach them?
•When will you approach them?

20. Designing a successful marketing campaign
for sales and service across multiple social
networking platforms
Who are you?
•What does your organization/company
do?
•How does it benefit your target
market?

21. Designing a successful marketing campaign
for sales and service across multiple social
networking platforms
Who Will Create, Implement and
Manage Your Campaign?
•Senior level marketing staff (create)
•Mid level marketing staff (implement)
•Entry level marketing staff (manage
ongoing tasks)
•Interns (manage ongoing tasks)
•Outsourced 3rd party (create,
implement or manage ongoing tasks)
•Knowledgeable
•Passionate about building and
maintaining relationships

22. Designing a successful marketing campaign
for sales and service across multiple social
networking platforms
What Tools Will You Use?
•Blogs
•Your web site
•Video sharing web sites
•Social networking web sites
•Social media press releases
•Webinars
•White papers

23. Designing a successful marketing campaign
for sales and service across multiple social
networking platforms
Where Will Your Content Come
From?
•Articles
•Blog posts
•Videos
•Press releases
•News from trusted and reliable resources
•E-Newsletters you subscribe to
•Pictures
•Giveaways
•Surveys (quantitative and qualitative)
•Share your connections’ content

24. Designing a successful marketing campaign
for sales and service across multiple social
networking platforms
What Milestones Will You
Establish?
•Establish timeframes for accomplishing
major goals (3 months, 6 months)
•Time milestones with product/site
launches
•Establish weekly and monthly tasks

25. Designing a successful marketing campaign
for sales and service across multiple social
networking platforms
How Will You Measure Your
Progress?
•Use Bit.ly (or similar URL shortener)
•Track how often your content is shared
•Monitor level of engagement
•Install Google Analytics
•Utilize Facebook fan page insights
•Track community growth
•Track sales related to social media activity
•Track leads obtained using social media
activity

26. Designing a successful marketing campaign
for sales and service across multiple social
networking platforms
How Will You Manage Your Brand’s
Reputation?
Assign a person or team to do the
following:
•Stay alert on the various social networks
•Subscribe to Google alerts
•Monitor brand mentions on all social
networks
•Put out fires quickly
•Respond to questions/comments
about your company/product

27. Designing a successful marketing campaign
for sales and service across multiple social
networking platforms
Brands that take the time to write a
solid social media strategy:
1. Develop great relationships with their social
community
2. Avoid common pitfalls that damage their brand
3. Create great content that get their community
engaged and keep them engaged
4. Turn their community members into customer
advocates who sell their product or service to
their friends, family and colleagues
5. Increase their revenue and growth by 60%
(versus 8% for businesses that don’t use social
media - Marketo Report, 2010)

28. Time effective use of social media
communication with simple push-button
automation
Push-Button Social Media
Scheduling & Management Tools
- SocialOomph.com
-HootSuite.com
-Roost.com
- CoTweet

29. Social Media
Training Series
Session 3:
Leveraging Social Media
Communities for Your
Business – Build Your
Brand and Win New
Customers Online

30. Discussion Points:
1. The most effective way to
communicate online
2. Psychological and social aspects of
building your brand online
3. Brand management action plans
and monitoring tools – listening to
the voice of your customer
4. Gathering competitive intelligence
and relevant metrics
5. Crisis communication – how to
quickly remedy a bad situation
6. Building customer advocates

31. Communicating Effectively
Online
• Communicate With (Do Not Talk AT)
Your Community
-Utilize content that encourages a
discussion
- Ask questions
- Ask for feedback from your community
- Respond to feedback professionally
(remain friendly and relaxed)
- Be personable
•Test your communication tone

32. Psychological and social aspects of building
your brand online
Unless you are using video marketing in your
social media campaign, you are losing 55% of
your organization’s capabilities to get people to
like your content, since body language is
absent.
--------------------------------------------------
The 7%-38%-55% Rule
(Dr. Albert Mehrabian in the 1960′s)
We accept and absorb meaning of words at
these intervals:
7% from words
38% from tone of voice
55% from body language.

33. Psychological and social aspects of building
your brand online
Successful Video Marketing
• Keep your videos short, less than 2
minutes in length
• Your videos should inform or entertain – if
not, DO NOT post them
•Prepare a video marketing strategy
•Prepare a video content schedule
•Keep search engine optimization in mind
when preparing your video marketing
strategy

34. Psychological and social aspects of
building your brand online
There are 6 Social Media User
Personalities:
1. Altruists
2. Careerists
3. Hipsters
4. Boomerangs
5. Connectors
6. Selectives

35. Psychological and social aspects of
building your brand online
Altruists: Social media users who share helpful
information through being thoughtful and connected
Careerists: Social media users who share things
related to business and are interested in exchanging
ideas on how to solve problems in the work field
Hipsters: Social media users who believe that sharing
is a part of them
Boomerangs: Social media users who post to get a
reaction
Connectors: Social media users who are always
passing deals and opportunities to their friends
Selectives: Social media users who only share things
with someone specific. If it isn’t relevant to them
there is no point in sending it

36. Psychological and social aspects of
building your brand online
The biggest mistake brands make
when using social media to
promote their product or service is:
Making it all about themselves.
Remember the 6 social media
personalities and, as often as
possible, feed into all of them.

37. Brand management action plans and
monitoring tools – listening to the voice of
the customer
•Who will develop your brand management action
plan?
•Goals?
-Aligned with organization’s strategic goals?
•Keeping brand image consistent through content
development
•Developing a social media ‘voice’ for the
organization that doesn’t degrade the brand
•Successful communication with social community
•Listening and responding to the voice of the
customer

38. Brand management action plans and
monitoring tools – listening to the voice of
the customer
Social Media Monitoring Tools
Monitor your brand, industry and competition
across multiple social networks
Discover targeted users on multiple social
networks
Respond to all your community members with
the click of a button
Measure your social media efforts with detailed
reporting
•SproutSocial
Social Media •Social360
Monitoring Tools: •Shoutlet
•Hootsuite
•Klout

39. How to gather competitive
intelligence and relevant metrics
Social media monitoring tools
provide the easiest way to gather the
marketing intelligence and metrics
needed to leverage your social media
community. These tools measure:
• Level of engagement with content
• Community growth
• Ideal prospects with keyword, profile and geo
search
• Monitors your competition’s mentions and their
community’s level of engagement
•Provides comprehensive reporting and analysis

40. Crisis communication – How to quickly
remedy a bad situation
• Fans will pay close attention to how you
respond to complaints from others
• People who are not fans will also monitor
how you respond to complaints
•Remain calm and professional at all times
•Never ignore criticism
•Always address fans by name
•Take a bad situation offline quickly

41. Crisis communication – How to quickly
remedy a bad situation
Here’s a sample response to a fan posting a
complaint on a company’s fan page wall:
If a fan posts a complaint similar to the following:
I just left your store. I bought a blouse and a button
was missing. When I complained to the sales girl,
she was very rude.
Possible response: Hi Diane. We’re sorry you had
a bad experience at our store. Please call me direct
at 555.222.1212, or you can email me at
johndoe@janesfashions.com. We appreciate an
opportunity to fix this. - John
In this example, John apologized immediately,
addressed Diane by name, provided a phone number
and an email address and attempted to move this
conversation offline right away.

42. Building Customer Advocates
-Providing great customer service builds
customer advocates
-Responding quickly and politely in a crisis
situation builds customer advocates
-Having a brand management action plan
in place and implementing it successfully
builds customer advocates
-Relating to your social community on a
level that makes them comfortable builds
customer advocates

43. Social Media
Training Series
Session 4:
Measuring and
Managing Your Social
Media Program

44. Discussion Points:
1. Overview of tools for
measuring and managing your
social media strategy
2. 10 key metrics of social media
3. How to develop your target
metrics
4. Metrics for evaluating your
competitor’s performance

45. Overview of Tools for Measuring and
Managing Your Social Media Strategy
Social media management and
measuring tools:
• track your social media efforts in
real-time
• allow you to stay on top of the latest
Tweets and other social network
updates
• help manage social media workflow
• perform tasks that even the social
network itself can’t do (example
schedule updates in advance)

46. Overview of Tools for Measuring and
Managing Your Social Media Strategy
Social Mention (free) – real time search
engine that monitors over 100 social
media properties. It’s like Google Alerts
on steroids.
Klout (free) – the de facto tool for
measuring social media influence
Google Alerts (free) – set up email
alerts for your company name, product,
and competition

47. Overview of Tools for Measuring and
Managing Your Social Media Strategy
Google Analytics (free) – the most
popular web analytics software, used by
53% of all websites. You can configure
Google Analytics to measure social web
traffic.
CoTweet (free) – social media
management and monitoring
dashboard acquired by Twitter
HootSuite (free) – similar to CoTweet
but has a slick iPad app that makes it
easy to manage Facebook and Twitter

48. Overview of Tools for Measuring and
Managing Your Social Media Strategy
Radian6 (paid) – acquired by the
popular CRM company Salesforce.com
earlier this year for $326 million
Marketwire (paid) – a PR distribution
service with built-in social media
monitoring
Facebook Analytics/Insights (free) - a
comprehensive analytics suite for pages
that allows you to get a full insight into
your fans and how they’re interacting
on the page.

49. How to Develop Your Target Metrics
Social media marketing objectives need
to be aligned with corresponding
metrics.
First: establish your organization’s
objective(s)
Second: establish the standard (metric)
you will use to evaluate your level of
success in reaching this objective
Third: Determine the tool (refer to the
social media tools mentioned) you will
use to measure this metric

50. KEY OBJECTIVES
METRICS

51. 10 Key Metrics of Social Media
1. Reach of fans, followers, subscribers
2. Conversion rate (registrations, purchases)
3. Leads generated
4. Inbound links
5. Sales generated
6. Value of fans, followers, subscribers
7. Brand sentiment
8. Social bookmarks
9. Strength or share of conversation
10. Customer service/support savings
Tracking social media data collected through
measurement tools will help you gather the
marketing intelligence you need to measure
your level of success.

52. Metrics for Evaluating Your
Competitor’s Performance
Use Social Media Measuring and
Monitoring Tools to Track Your
Competitors:
1. Reach of fans, followers, subscribers
2. Inbound links
3. Value of fans, followers, subscribers
4. Brand sentiment
5. Social bookmarks
6. Strength or share of conversation
7. Customer service/support savings

53. Social Media Training Series
Presented by Genia Stevens, MBA
Social Media Trainer – Marketing Strategist
www.GeniaStevens.com
608.466.7612 (office)
608.466.5230 (mobile)
gks@geniastevens.com
Helping your company keep pace with the latest
marketing trends.