Using Social Media to Your Advantage

Using Social Media
To Your Advantage
……………………………………………………………………………………
Adam Dince @adamdince
Deluxe Corporation
© 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.

Agenda
 Introduction
 5 tips to use social media to your advantage
 Build a relevant audience
 Nurture your audience
 Create audience profiles
 Leverage competitor data
 Use social media for SEO
BASIC
INTERMEDIATE
ADVANCED

Introduction
……………………………………………………………………………………

About the presenter
 Adam Dince @adamdince
 Adam is the Director of Earned Media at Deluxe and Director of
Communications for MnSearch.
 He brings more than 13 years of experience in online marketing and Web
development, both B2B and B2C, and has helped dozens of Fortune 100
companies as well as small business owners create the winning
strategies.
Contributor To:

About Deluxe
@deluxecorp Facebook.com/deluxecorp
www.deluxe.com/blog

The “Social Media Is Important” slide
Source: www.mediabistro.com

What is social media
It’s us, using online networks to: meet, talk, share ideas, get
recommendations and….

We look at funny pictures

Take mindless quizzes

Argue politics

And “stalk” others

So, with all the noise…
As of 7/29/2014 @ 4:35:14 PM
http://techcrunch.com/2014/07/23/facebook-usage-time/

How do you stand out?

Build A Relevant
Audience
……………………………………………………………………………………

Why is a relevant audience important?
 There’s no point in acquiring a following that has no
use for your product or service
 At some point, you’ll want your social networks to
do the “networking” for you
 A representative following is important for
advertising efficacy

Invite to connect via email
BASIC

Use Gmail & Chrome Extension “Rapportive”
https://rapportive.com/install
BASIC

Google Plus Search
BASIC

Social call-to-actions on your Website
BASIC

Promote in-store
BASIC

Targeted Facebook and Social Ads
https://ww.deluxe.com/blog/how-to-build-your-first-facebook-ad-campaign-step-by-step/
INTERMEDIATE

Use custom audience, email match
https://www.facebook.com/business/a/online-sales/custom-audiences
ADVANCED

Retarget Website visitors on social networks
http://www.adroll.com
User visits Website
and a retargeting
cookie is dropped
Same users are
retargeted on Twitter
with content &
possibly “follow” you
Same users are
retargeted on Facebook
with content & possibly
“Like” you.
ADVANCED

Nurture Your
Audience
……………………………………………………………………………………

Why is audience nurturing important?
 You’ll create:
 Relationships
 Advocacy
 Loyalty
 Sales
 Referrals

Talk with / not “at”
 Asking our social networks
to keep up with us on a
regular basis is not a small
favor.
 Reward them with showing
that you’re just as interested
in them as they are in you.
BASIC

Share helpful content
 Mix your sales and
promotional content with
informative and useful
content
 Research your audience, find
out what they’re interested in
and share content related to
them
 You don’t have to write the
content—you can share
helpful information from 3rd
party Websites
BASIC

Share your network’s content
 We like to ask our
networks to SHARE our
content (which helps us)
 How are we reciprocating?
 Why would our audience
care about our success if
we don’t care about theirs?
 What if you were able to
build up mutual admiration
with your audience?
BASIC

Proactively like, follow & circle
 If you like, follow & circle
accounts within your
targeted audience, over
time, they may well follow
you back
BASIC

Don’t worry about ratios
 You’ll hear marketers tell you that
you need to have more followers
than people you’re following or
else your “authority” scores
tanks
 That’s bad advice
 Follow people that are relevant
and important to you!
Really?
Really!
BASIC

Create Audience
Profiles
……………………………………………………………………………………

Why are audience profiles important?
 You’ll answer the questions:
 Are my social network connections similar to my
customers?
 What things are my social audience interested
in?
 Am I sharing the right content for my social
media audience?

Use Facebook Graph Search
INTERMEDIATE

Use Facebook Audience Insights
https://www.facebook.com/business/news/audience-insights
INTERMEDIATE

Use FollowerWonk
https://followerwonk.com/
ADVANCED

Leverage Your
Competitor's Data
……………………………………………………………………………………

Why are audience profiles important?
 You’ll answer the questions:
 Are my social network connections similar to my
customers?
 What interests does social audience have?
 Am I sharing the right content for my social
media audience?
 Am I spending too much money marketing to
people who will never buy my products / services

Use Facebook Graph Search some
more
That’s my dog
Scrappy
INTERMEDIATE

Use Twitter to get data
https://support.twitter.com/articles/76460-using-twitter-lists
Oh yeah, I can
see anyone’s
followers
ADVANCED

Use Twitter to get customers
https://support.twitter.com/articles/76460-using-twitter-lists ADVANCED

Use It For Search
Engine Optimization
(SEO)
……………………………………………………………………………………

Why is SEO important?
 Searching is the most popular online activity
 Returning in search results at the moment someone
searches for you is vital to your success
 Your competitors are optimizing
 It’s free
 It’s part of your larger digital footprint
Register for the SEO 101 and /or SEO 201
www.deluxe.com/webinars

Own the first page of Google SERPS
BASIC

Sharing GOOD content is great for links
My Blog
Oprah’s
Blog
BASIC

Use reviews to get more clicks from search
engine results pages
BASIC

Use social to personalize search results
Personalized Non-Personalized
BASIC

Summary
 Follow me @adamdince
 Follow Deluxe @deluxecorp
 Remember these 5 tips
 Build a relevant audience
 Nurture your audience
 Create audience profiles
 Leverage competitor data
 Use Social for SEO

QUESTIONS?
 Need Local SEO Help?
 Contact Carmen Smith
 913-541-7943
 carmen.smith@deluxe.com
 Or Connect With Us:
 @deluxecorp
 facebook.com/deluxecorp
 youtube.com/deluxecorporation
 linkedin.com/company/deluxecorporation

Using Social Media to Your Advantage

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