Social media101

“Social Media 101” www.alleecreative.com Twitter:@alleecreative
Social Media 101:
Beyond the Basics
Presented by:
Melissa Harrison
Allee Creative
www.alleecreative.com

About the Presenter
Melissa Harrison
CEO
Allee Creative, LLC
Tweet along to: @alleecreative
Accolades
• Minnesota Business Top Young Entrepreneur
• Top Content Marketer by Content Marketing World
• 100 Women to Watch in U.S. Inspirational Women Project
• 5-time Hermes Creative Award recipient

Why Social Media?
Social media is used as part of content marketing in order to create
relevant, valuable content to attract and engage an audience with the
goal of driving customer action.
It is 2-way communication that solves a need or pain point.
Successful use of social media allows you to do what traditional marketing
does not—connect and personalize. It’s is about building relationships
and establishing trust.

Why is Social Media Vital
to Business?
It builds…
• Relationships and loyalty
• Brand awareness
• Sales and lead generation
It creates…
• Relationships
• Opportunities
It engages…
• Members
• Customers
• Employees
• Sponsors, partners, constituents

Think About Your Audience Mix:
Boomers: Hard-working. Loyal. Confident. Competitive. And the largest
growing demographic on Facebook.
Gen X: Anti-authority. Highly individualistic. Self-reliant. Family-focused.
Incorporates social media into daily life; 86% use digital channels daily.
Millennials: Confident. Digital thinkers. Sense of entitlement. Tend to move
from one digital channel to the next—always looking for the next big thing.
Gen Z: Realistic. Creative. Hyper-connected. Never lived a day without mobile
phones, social networking or online video. Their lives have been shared online
since birth; they have 5 screens to a Millennial’s2.

As a society, we get our information online. 80% of
the vetting process is done digitally—before they
even contact you!

Additional Content Channels
that Feed Social Media
• Website content
• Blogs
• Email newsletters
• Webinars
• White papers, eBooks, guides
• Direct mail
• Visuals such as infographics
• Interactive or multi-media content
such as videos, surveys, etc.

Tools to Develop for Support
1. Brand voice templates
2. Buyer/audience personas
3. Customer journey (path to purchase/join)
4. Source lists and content ideas
5. Content calendars
6. KPIs and measurements for success
7. Process, ownership, crisis communication plans

Social Media Etiquette
• Real-time engagement
• Monitor and check in often
• Respond
• Don’t jump on hashtags that aren’t yours
• Quality over quantity
• Post on your audience’s schedule
• Silence channels during times of crisis

Owned, Earned and Paid
Content
Owned Content
The channels you own/set up on your end
(e.g. website, printed newsletters)
Earned Content
Think public relations. Content, stories and
articles that are picked up by the media. This
could also include bylines in trade journals
and association publications.
Paid Reach/Content
Measured by the total number of unique
people who were shown your post as a result
of ads

Overview of the Top Channels:
Facebook, Twitter, LinkedIn and Instagram

Overview: Facebook
Why use it
Must Do
• Profile picture (180x180 pixels)
• Cover photo (851x315 pixels)
• Set one additional administrator
• Set up call to action button
• Set Facebook page address
Nice-to-Do
• Allow private messaging
• Allow similar page suggestions
• Invite friends

Overview: Twitter
Why use it
Must Do
• Choose handle
• Profile photo (400x400 pixels)
• Header photo (1500x421 pixels)
• Credentials to one other administrator
• Set up profile information
Nice-to-Do
• Create/use lists
• Follow suggested accounts
• Invite friends
• Use/create photos (440x220 pixels)
• Use hashtags/participate in Twitter chats

Overview: LinkedIn
Why use it
Must Do
• Choose: Individual, Page/Showcase or Group?
• Profile picture (400x400 pixels)
• Background photo (1400x425 pixels)
• Set up profile information
Nice-to-Do
• Publish posts
• Join groups
• Connect with others

Overview: Instagram
Why use it
Must Do
• Choose handle
• Set bio
• Post and/or design images (square)
Nice-to-Do
• Use hashtags
• Connect with others
• Real-time photos

Social Media Content Calendar Template

Content Creation and Curation
TOP 10 CONTENT TIPS
Your audience is craving content that is compelling,
innovative and personal. Make it happen.
www.alleecreative.com
1. Get your game face on, then document it.
In other words, get your strategy together and write it down. It doesn’t matter if
you are a Fortune 500 company or a one-person shop, everyone needs a plan.The
most successful content marketers have two things in common: documentation and
consistent review of content strategy plans.
2. Find out what they really want to know.
Let’s face it: Rarely in life is everything all about you. Do your research and figure out
what your audience wants to know (not what you think they want to know).What are
their pain points? How can you help them? What are they sick of hearing about from
everyone else who calls/pitches/writes/emails? Show you are truly interested in their
needs.
3. Explore their interests.
Not everyone is into cats. That’s right. We said it. And what we mean is, you need
to work at understanding your audience’s interests. Yes, you are speaking to other
companies but in reality, who makes the decisions? People. There are people at the
other end of whatever channel you use to communicate. Don’t be afraid to reach out
and connect on their level. Maybe all of your clients have basketball brackets for March
Madness (‘tis the season, right?) Use that as a way to connect.
4. Demonstrate your date-ability.
If an ongoing stream of leads and customers (ie: sales) is what you’re looking for (and
really, this is the goal for businesses, right? It’s what drives revenue) then you must show
your audience that you are in it for the long haul. Do not start down the content road
if you are not prepared to continue. Don’t be a tease. Provide relevant content on a
consistent basis with the help of content calendars, scheduled content and time set
aside each day/week to prepare and execute content strategies.
5. Get your friends (or their friends) involved.
You don’t always have a direct “in” with your audience...but their friends do. And in
this case, their friends can be anyone from a trusted sales rep to partners to other
employees. Invite these people to be a part of the content curation process. If you’re
a solopreneur, schedule time on a monthly basis to connect with others and bounce
ideas off one another.This type of“brand ambassador marketing program”can generate
ideas, provide feedback and has high potential for social share.
Want more? Flip over! >>
facebook.com/alleecreative
twitter.com/alleecreative
linkedin.com/company/allee
Let’s review
the card!
• Make it visual
• Curate
• User-generation
• Create a community
• Show off your human side
• Be the go-to experts in your
industry

Content Ideas
• eBooks and white papers
• Downloadable templates
• Workshops and live events
• Webinars
• 2-minute video tips/series
• Infographics
• Twitter chats or live Facebook
streams
• Blog articles or series
• Check lists
• Fact sheets
• Case studies
• Client interviews/success stories
• User-generated content
• Interactive tools and calculators

More Content Ideas!
• Use webinars to showcase expertise and provide education
• Comment on exciting news events (e.g. major sporting events, meteor
showers…)
• Write and design an A-Z guide around a hot topic in your industry
• Ask clients to write about the why they love your organization
• Celebrate awards.
• Create a video to highlight a project your company is working on.
• Create CTAs the encourage legislative action

Content Rules: Focus
on Their Needs
Forget the jargon.
Work on their schedule.
Get your online house in order.
Provide solutions to their pain points.

Tracking ROI
• Bounce rate
• Engagement
• Actions (likes, shares, retweets)
• Impressions and/or Reach
• Referring sources of traffic
• Demographics: ages, location,
gender, likes/dislikes
Great resource:
alleecreative.com/blog/2015/01/21/online-marketing-measurement-terms/

Analytics Spreadsheet

Time Management
Tips
• Use content you already have
• Source lists
• Content calendars
• Third-party apps (scheduling)
• Native-app scheduling

For More Information…
Allee Creative Blog & Publications
• www.alleecreative.com/blog
• www.alleecreative.com/publications
Allee Creative Social Media Channels
• www.facebook.com/alleecreative
• www.twitter.com/alleecreative
• Instagram: @alleecreative
• www.linkedin.com/company/allee
Email, Phone & Web
• melissa@alleecreative.com
• (612) 964-7144
• www.alleecreative.com

Social media101

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