Understanding Social Media Marketig - Greater Phoenix SCORE

Giselle Aguiar, Social Media Strategist & TrainerAZSocialMediaWiz.com | @AZSocialNetWiz

Understanding Social Media Marketing

Outbound vs. Inbound

Marketing Basics

✦ Target Market: Clearly define - pain points

✦ Research: Which networks are they on? Find industry experts & influencers; follow & share their content

✦ Create a Social Media Strategic & Tactical Plan

✦ Set-up a blog, social accounts & profiles with consistent branding, with SEO & interconnect all with website

✦ Learn how to properly use the tools - each network “drives” differently

✦ Add social to collateral material & email signature!3

Search Engine Rankings

Panda & Penguin✦ Google changed the game with the Panda update Feb. 2011

✦ Penguin came out April 2012 as a tweak to Panda

✦ The latest algorithm update: Hummingbird

✦ Lowers the rank of low-quality sites

★ Duplicate content

★ Keyword stuffing

★ Back links on irrelevant sites

✦ Giving the searcher exactly what they’re searching for

✦ Google wants fresh, relevant content written for the human reader in natural language

✦ Follow Google’s rules for search engine optimization (SEO)!5

It All Works Together

Social Media Membership

✦ Facebook: 1.2+ billion

✦ Google+: 700+ million (350m active users)

✦ Twitter: 500+ million (215m active users)

✦ LinkedIn: 259+ million

✦ Pinterest: 70+ million

Learning

The Major Networks

Which Network?

✦ Must have a presence in the major ones

✦ Focus where the target market is and

✦ The ones that’s bringing traffic to the website

Benefits of Social Media✦ Establishes them as an expert in their field

✦ Increases brand visibility

✦ Exposure - The New Word of Mouth

✦ Networking – sharing – social amplification

✦ Lead generation

✦ Aids in SEO & increases website traffic

✦ Reduces marketing costs

✦ Helps promote their fresh, relevant content

Why Social Media Marketing?✦ People buy from whom they know & trust

✦ Build relationships - get to know the customers as they get to know the business

✦ Engage – 2-way communication

✦ Offer value

✦ Give them something

✦ Customer service

Buying Power

“New” Media Marketing

Blogging is Content Marketing

✦ What they know

✦ Trends/Industry News

✦ Interviews/Commentaries

✦ Success Stories

✦ Hypothetical Situations

✦ “Don’t Let This Happen To You!”

✦ Reviews

What to Blog About?✦ Lists - 10 ways to….

✦ FAQs

✦ Repurpose Old Articles

✦ Informative/Useful Info

✦ Entertaining/Fun

✦ Guest Blogger

✦ Videos

✦ 300 words

✦ Editorial Calendar

✦ Always add a graphic!16

How Often?

Source: Hubspot

Blog at Least 3x a Week

Actual client* blogging 1x week

Started blogging 3x a week in June

Monthly Page Views

*US-AfricaGateway.biz

Google+✦ A social network run by Google

✦ Public posts & links get indexed in Google search engine instantly!

★ If your business has 100 followers with active engagement, your Google search engine results position can improve by 14 spots.

✦ You must have a personal account with your name to create a business page.

✦ Free video conferencing: Hangouts

✦ Content authorship!19

Google+ Local

Google+ Branding

Square to round logo: 250 x 250 pixels

Verified Local Business

Hi-def Cover: 2120 x 1192 pixels

Verified Website

YouTube✦ 2nd largest search engine

✦ 1 billion users a month

✦ 6+ billion hours watched per month

✦ 100 hours of video uploaded every minute

✦ YouTube reaches more US adults aged 18-34 than any cable network. (Nielsen)

✦ Owned by Google & YouTube comments will be fueled by Google+

YouTube Channel

✦ Connects with your Google+ account - make sure it’s the business page!

✦ Defaults - general description with keywords

✦ Links to website & social

✦ In-video branding & call-to-action

✦ Free-use background music

✦ Channel Art - Branding in hi-def!23

YouTube Channel Art

Not actual size! YouTube is the most difficult to set up. Hire a graphic designer create it.

Going Viral

✦ KISS - Keep It Short & Sweet

✦ Make it funny

✦ Tug at the heart strings

✦ Something very useful

LinkedIn✦ World’s largest professional network

✦ Your virtual roll-o-dex

✦ 200+ countries & 20 languages

✦ 2 new members join every second

✦ 65% Male / 35% Female

✦ Over 75% are college educated

✦ Majority between ages 35 and 54

✦ Avg. household income over $110,000

✦ Over 3 million company pages!26

The Power Formula✦ For each Unique Relationship in your first level

✦ You will have approx. 100 additional number 2’s

✦ and 4,700 number 3’s

sYouYour Friends - #1s

Your Friends’ Friends - #2s

Your Friends’ Friends’ Friends #3s

LinkedIn Groups✦ Best place to

network!

✦ Search groups & find your target market

✦ Private vs. Public groups

✦ Daily vs. Weekly digest emails

✦ Participate & get known

LinkedIn Company Branding

✦ Upload a graphic 646 x 220 pixels

Facebook

851 x 315 pixels

180 x 180 pixels

Facebook

✦ More B2C than B2B

✦ Business pages are separate from personal pages

✦ Fill out the “About” section completely with relative keywords

✦ After 30 likes - check insights

✦ Don’t buy Facebook likes

Facebook Insights

Twitter✦ News no longer breaks, it tweets!

✦ A real-time platform

✦ You grow a following by following people, tweeting, retweeting & sharing

✦ Goal is to get folks to RT (retweet) your tweets to their followers

✦ Customer service - monitor your brand & respond to questions

Twitter Branding

Header:1252 × 626 px Background: 1288 x 728 px

Note: Take into consideration the different sizes of computer screens when designing your background.

You can also upload a graphic that repeats.

Twitter Dos & Don’ts

✦ Thank folks for RTing, mentioning you & following

✦ Don’t share just your content

✦ Upload a picture or logo

✦ Don’t tweet the same thing over & over

✦ Follow folks who are worthy

✦ Tweet several times a day

✦ Don’t buy Twitter followers

✦ A Virtual Pinboard

✦ All Visual - pin pictures & videos

✦ 2.5 million monthly page views

✦ 5 million pins per day

✦ 500,000 business accounts

✦ Promoted pins - coming soon!

✦ Rich pins

Pinterest Branding

#Hashtags✦ A hashtag is the pound or number sign

(#) placed in front of a keyword or phrase to make it clickable and searchable.

✦ Hashtags only work with letters & numbers - no spaces between words

★ Yes: #socialmediaNo: #social media

✦ Use them consistently in posts & tweets

✦ Use them to promote events: #Metrocenter40th

Magic Numbers

✦ LinkedIn - 50 connections + complete profile = “All-Star”

✦ Facebook - 30 likes - Insights

✦ Twitter - 100 followers - get insights with SocialBro

✦ Google+ - 100 “active” followers - increased ranking

Keep Feeding Them

10-4-1 Rule

✦ For every 15 posts...

★ 10 are other peoples’ content shared with your followers

★ 4 are your original content or tips

★ 1 is a direct sales post

Sweat Equity = ROI

✦ Start implementing & building relationships: Engage!

✦ Blog 3x a week, tweet & post several times a day

✦ Send out a Newsletter at least once a month

✦ Monitor brand & measure traffic to the website.

✦ Re-analyze & adjust the efforts based on site statistics!42

Free Tools✦ Hootsuite.com - schedule posts to LinkedIn updates,

groups, & company pages as well as Google+

✦ TweetDeck.com - schedule posts to Twitter, monitor new followers and interactions

✦ SocialBro.com - monitor Twitter demographics, find the best time to tweet and what time zones your followers are in

✦ Feedly.com - RSS feed reader to curate content

✦ AddThis.com tool bar - makes it easy to share content

✦ Follow & share buttons for your website to make it easy for folks to follow you and share your content

✦ Bookmarking Sites: Digg, Reddit & StumbledUpon

✦ Google Keyword Tool!43

It Takes Time!

✦ Don’t expect immediate results

✦ It’s a long-term commitment

✦ 6 months to 2 years to really build an online reputation

✦ Be consistent

✦ To outsource or not to outsource

✦ Constantly changing

Resources

✦ eMarketer.com

✦ Hubspot.com

✦ MarketingSherpa.com

✦ SocialMediaToday.com

✦ SocialMediaExaminer.com

✦ AZSocialMediaWiz.com

✦ GreaterPhoenixSCORE.org - blog - we need content

✦ twitter.com/SCOREPhx

✦ facebook.com/SCOREphx

✦ plus.google.com/+ScorephoenixORG

✦ pinterest.com/phoenixscore/

✦ www.linkedin.com/company/greater-phoenix-score

✦ www.linkedin.com/groups/Greater-Phoenix-Score-2564681

Steps to Social Media Marketing1. Analysis

2. Define Your Target Market’s Persona

3. Research

4. Strategic Plan

5. Tactical Plan

6. Set-up & Integration - Optimize for SEO

7. Learn How to Properly Use the Tools

8. Implementation

9. Create & Curate Content & Build a Following

10.Monitor & measure !47

AZ Social Media Wiz

@AZSocialNetWiz !LinkedIn.com/giselleaguiar!

!Free 30-minute Phone Consultation & Analysis!

giselle@AZSocialMediaWiz.com!602-738-1700

AZSocialMediaWiz.com

Understanding Social Media Marketig - Greater Phoenix SCORE

Social Media

Transcript of Understanding Social Media Marketig - Greater Phoenix SCORE

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