Grow Your Business with Social Media Marketing
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This document discusses how to grow a business using social media marketing. It identifies key trends in social media in 2016 including the importance of video and live video. It also outlines how to assess an organization's online presence, create social media goals and a game plan using techniques like the POST methodology and lean startup methodology. The document emphasizes that social media marketing requires an integrated approach including search engine optimization, content strategy and social media optimization.
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Grow Your Business with Social Media Marketing
- 1. Grow Your Business With Social Media Marketing KiKi L’Italien Amplified Growth
- 2. Disclosures • Financial: – Financial compensation received from ASHA for this presentation • Nonfinancial: – n/a
- 3. Learning Outcomes • identify key social media channels and how they are being used today • assess your organization's online marketing presence and how to improve it • create social media marketing goals and a game plan for achieving them
- 4. State of Social Media in 2016
- 5. Trends • Video has become essential • Live video is hot • Facebook has importance, but has changed significantly for business use • Facebook ads dominate • Tactics and engagement are top concerns for marketers
- 6. Changes to Social Media Channels • Facebook • Twitter • Instagram • Snapchat • YouTube • LinkedIn
- 7. The Social Media Marketing Trifecta SEO, Content Strategy, and Social Media Optimization
- 8. Search Engine Optimization • Why you should care about SEO • How SEO is connected to social • What you need to know
- 9. Content Strategy • SWOT Analysis • Persona & Audience Research • Goals & Objectives • Content Inventory • Measurement
- 10. Social Media Optimization 1. Reputation 2. Engagement 3. Authority 4. Leadership 5. Social 6. Media 7. Optimization
- 11. Activity: Asking Better Questions Work on building your curiosity to ask better questions about your social media efforts. What do you need to learn more about? Where do you need more data about your clients? Identify 3 great questions.
- 12. Assessing Your Organization’s Online Presence
- 13. Key Performance Indicators • Engagement and brand awareness – Likes, shares, followers, retweets • Conversions – Clicks, traffic sources, lead development
- 14. Top Posts for Republishing Top 10 tweets from last month …Facebook ...LinkedIn
- 15. Identify Best Content for Repurposing Consider blog posts, videos, webinars, white papers, templates, infographics and more.
- 16. Evaluate Social Media Profiles • Insights • Audience • Engagement • Plan
- 17. Creating Your Social Media Game Plan & Updating Goals POST Methodology and Lean Startup Methodology can help you create and update your social media initiatives.
- 18. POST Methodology
- 19. People Whom are your trying to reach?
- 20. Objectives What are you trying to achieve?
- 21. Strategy How might you reach your audience to achieve your objective? Channels? Message?
- 22. Tools/Tech What tools need to be in place to make this happen?
- 24. Lean Startup Methodology Pillars 1. Entrepreneurs are everywhere 2. Entrepreneurship is management 3. Validated learning 4. Innovation accounting 5. Build-Measure-Learn
- 25. Lean Startup Methodology Pillars 1. Entrepreneurs are everywhere 2. Entrepreneurship is management 3. Validated learning 4. Innovation accounting 5. Build-Measure-Learn
- 26. Lean Startup for Us 1. Learning can be validated scientifically, by running experiments that allow us to test each element of our vision. 2. Need to know how to measure progress, how to setup milestones, how to prioritize work. 3. Fundamentals are to turn ideas into products, measure how customers respond, and then learn whether to pivot or persevere.
- 27. Activity: Your Commitment Identify your #1 most important next step to make based on today’s learning. Share it with your neighbor. Post it on social media. Commit to making the next right step.
- 28. What Have We Learned?
- 29. Takeaway #1 – Changes in Social Media • Content • Channel features • Algorithms
- 30. Takeaway #2 – Social Media Doesn’t Work in a Vacuum Use the Social Media Marketing Trifecta • SEO • Content Strategy • Social Media Optimization
- 31. Takeaway #3 – You Must Assess Your Social Media Initiatives • KPI reviews • Tops posts for republishing • Best content for repurposing • Evaluate profiles for effectiveness
- 32. Takeaway #4 – How to Update Your Plan • Using POST Methodology • Lean Startup Methodology
- 33. Questions
- 35. Resources • http://www.socialmediaexaminer.com/social- media-marketing-industry-report-2016/ • http://theleanstartup.com/principles • https://lseo.com/5-essentials-creating- content-strategy/ • http://www.socialmediaexaminer.com/how- to-assess-and-improve-your-social-media- marketing-a-monthly-plan/
Hinweis der Redaktion
- 9:30 AM - 11:30 AM
- **Search engines increasingly look for social signals to aid the ranking of pages.** Optimize website, understand your content, learn about local search ops, know your keywords you want to rank for in your area Tools: Screaming Frog SEO Moz Ahrefs Alexa Google Analytics
- SMART goal development: (S)pecific, (M)easureable, (A)ttainable, (R)elevant, and (T)imebound
- The core purpose of SMO as outlined in Wikipedia "SMO is similar to search engine optimization in that the goal is to generate traffic and awareness for a website. In general, social media optimization refers to optimizing a website and its content in terms of sharing across social media and networking sites.” SMO is very concerned with the quality of the content, the authority of the author and the user experience of interacting with the content and the author. Hashtagify.me or RiteTag Reputation - build your reputation as a reliable qualified source Engagement - encourage more engagement, sharing & reciprocate Authority - become a notable authority in your field of expertise Leadership - harness originality & creativity, be a Thought Leader Social - be social, find and engage sociable experts in your field – engage influencers Media - know your social media platforms to maximize influence – G+ vs FB… Optimization - improve technical aspects to increase optimization – share buttons, social icons, shareable content, images, titles
- B2Cs often care about engagement and brand awareness. This means metrics such as likes, shares, comments, followers and retweets. B2Bs, on the other hand, put more weight on the clicks, conversions and website traffic coming from social channels. Look at the numbers to see where your leads are coming from, when and how they convert and what types of content produce the greatest returns. From there, you can determine what to tweak for the best possible performance, and what to discard or modify. You can (and should) consider both quantitative and qualitative metrics. Quantitative factors are more concrete and easier to measure (optimal time of day and character count). Qualitative factors are more abstract (subject matter and tone of voice) and can be a bit trickier to measure accurately.
- Identify your top 20 tweets from last month. Top tweets can be defined based on the number of clicks, retweets, favorites or any other KPI. If you don’t have 20 tweets that performed well, use the top 10. Take a similar approach with Facebook or LinkedIn posts. However, since these posts have a longer shelf life, don‘t republish them more than once or twice per month on your company pages. Also post to different groups than you originally did.
- Which kinds of successful content can you repurpose on social? Consider blog posts, videos, webinars, white papers, templates, infographics and more. When choosing what content to repurpose, focus on what has performed well in the past month. Make a list of the optimal days and times to publish, along with character count and profiles. Then use Google Analytics to give you a broad overview of the content types that are generating the most traffic, conversions and ROI.