Project Socialize, LLC 2014

© Copyright 2014

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CEO,  Digital  Media  Strategist,  Consultant,  and  Coach  Cer$fied  Social  Media  Strategist  (CSMS)  by  the  Na$onal  Ins$tute  for  

Social  Media  (NISM).    Nikki  Means,  is  CEO  of  Project  Socialize,  LLC  and  instructor  for  the  

Ins=tute  for  Social  Media  at  Cincinna=  State.  Project  Socialize  grew  from  Nikki’s  passion  for  Social  Media.  The  interac=on,  the  development  of  community,  the  sharing  of  informa=on,  and  ever-­‐evolving  technologies  fuels  her  passion  daily.  Nikki’s  background  includes  crea=ng  strategy  for  successful  social  media  programs,  while  leveraging  eight  years  of  project  and  process  management  to  ensure  seamless  implementa=on.    Based  on  seven  years  of  immersion  in  social  media  tools  and  online  marke=ng  communica=on  channels,  she  has  found  ways  to  help  companies  achieve  their  business  goals  while  doing  what  she  loves  most  –  Social  Media  Marke=ng.  

1.  Social and Digital Media Marketing is Strategic! 2.  Key Learning#1: Who is Your Customer? 3.  Key Learning #2: Content Strategy 4.  Key Learning #3: Analyze Post Performance 5.  Q&A

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How  did  your  business    

Decide  that    social  or  digital  

marke9ng    was  the  right    decision?  

Photo Credit: www.middlemarketcenter.org

HAVE  YOU  ASKED  AND  ANSWERED  …  

1.  What  Business  Goals  and  Objec9ves  will  social  and  digital  media  help  us  achieve?  

2.  Who  are  the  Customers  we  are  trying  to  connect  with  and  what  are  they  talking  about?    

3.  What  Content  will  we  share  with  our  Customers?  

4.  What  will  make  our  Customers  come  back  for  more?  

5.  What  Metrics  will  we  track  to  analyze  performance?  

6.  What  is  our  Budget  for  social  media  marke=ng?  

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AKA Digital Marketing Strategy

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WHO IS YOUR CUSTOMER?

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THE SOCIAL MEDIA AUDIENCE

If you want to use social media to reach your customers, you need to know where to find them online. Social media isn’t one thing: it’s a sprawling empire made up of many different neighborhoods, each of which attracts its own

subset of your customers.

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THE SOCIAL MEDIA AUDIENCE: AGE AND GENDER

Photo Credit: VisionCritical

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SOCIAL NETWORK USAGE

75% OF SOCIAL MEDIA USERS 18-34 LOG INTO FACEBOOK SEVERAL TIMES A DAY.

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Photo Credit: VisionCritical

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TOP ACTIVITIES BY NETWORK

Social Media Users

engage with different topics on different

social networks. People turn to Facebook for

humor, human interest stories, arts and entertainment.

Photo Credit: VisionCritical

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TOP ACTIVITIES BY NETWORK

People turn to

Pinterest People turn to Pinterest for DIY,

crafts, food and drink, and fashion and

beauty.

Photo Credit: VisionCritical

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TOP ACTIVITIES BY NETWORK

People turn to Twitter

for news, arts and entertainment.

Photo Credit: VisionCritical

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 •  Iden=fy  your  customer  demographics:  

•  Age  •  Gender  •  Ethnicity  •  Geographic  loca=on  

•  Discover  what  your  customer  do  while  online  •  Shop  •  Play  games  •  Research  •  Find  deals  

•  Tap  into  the  conversa=ons  your  customers  have  while  online  

 

•  Don’t  assume  your  customers  use  Facebook,  TwiZer,  LinkedIn,  etc.  …  ask  them.  

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WHAT IS YOUR

BIGGEST CHALLENGE

WHEN EXECUTING A

SOCIAL OR DIGITAL MEDIA

STRATEGY?

Photo Credit: www.KimBeach.com

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Every  business  needs  a  Content  Strategy!    

HUH?  A  content  strategy  plans  for  the  crea=on,  delivery  and  governance  of  useful,  usable  content.    

 

Most  business  challenges  are  addressed  by  the  Content  Strategy.  

55% The  %  of  consumers  following  companies  

 on  social  networks  to  receive  general  informa9on    

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 What  should  a  Content  Strategy  Include?    

•  Business  Case  i.e.  What  are  you  trying  to  achieve?  

•  Define  Your  Audience  and  Create  Personas  –  Who  are  you  customers?  

•  Create  Your  Story  and  Core  Messages  –  Who  are  you?    

•  Iden9fy  Communica9ons  Channels  –  Social  Media?  Blog?  

•  Define  the  Execu9on  Process  –  Who  is  your  team?  When  will  they  post?  

•  Measure  and  Analyze  –  Iden=fy  KPIs.  

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Enter  Social  and  Digital  Media  Marke=ng  on  a  solid  founda=on.  Star9ng  with  a  Strategy  that:    •  Defines  the  people  you  are  trying  to  reach;  

•  Includes  a  message  that  is  appropriate  for  your  demographic;  

•  Iden=fies  the  Social  Media  pla_orms  where  your  audience  spends  =me;  

•  Has  a  process  for  crea=ng  and  cura=ng  content  in  a  24/7/365  digital  world;  

•  Outlines  a  schedule  for  regular  pos=ng;  

•  Incorporates  the  technology  needed  to  succeed.  

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WHAT IS HIGH PERFORMING CONTENT? Photo Credit: www5.mercedes-benz.com

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1.   Content that is SHAREABLE;

2.   Content that is LIKEABLE;

3.   Content that fans INTERACT and ENGAGEMENT with;

4.   Content that REACHES the intended audience.

DOES THIS DESCRIBE YOUR CONTENT?

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WHAT IS SHAREABILITY? It’s what the post does to people – when they see it, do they want to share it?

•  GIVE: Offers, discounts, deals or contests that everyone can benefit from;

•  ADVISE: Tips, especially about problems that everyone encounters;

•  WARN: Warnings about dangers that could affect anyone

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•  AMUSE: Funny pictures & quotes, as long as they’re not offensive

•  INSPIRE: Inspirational quotes •  AMAZE: Amazing pictures or facts •  UNITE: A post that acts as a flag to carry and a way to

brag to others about your membership in a group.

 

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WHAT IS LIKEABLE? •  The topic, point of view, or picture in the post trumps

all user behavior and determines if someone likes vs shares.

•  The CTA (call to action) in the post asks for a LIKE.

•  Posts don’t have multiple CTAs. Readers will typically pick one action or another.

•  A post that connects with the reader, but not enough for them to share on their personal profile.

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WHAT  IS  REACH?   •  Organic reach: the number of people who saw your

Page post in news feed, ticker or on your Page’s timeline

•  Viral reach: the number of people who saw your Page post in a story from a friend

•  Paid reach: the number of people who saw your Page post in an ad or sponsored story

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How  do  you  expand  the  reach  of  your  Content?    

 

•  Create  ENGAGING  Content.  Plan  for  crea=vity.  

•  Analyze  Performance  and  Make  Necessary  Changes.    Measure.  Analyze.  Make  Changes.  Repeat.  

•  Promote  Posts:    Promote  important  posts  to  help  people  no=ce  them.    

   

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 Is  your  content  Likeable  and  Shareable?  If  not  …    •  Make  sure  your  posts  are  relevant  to  your  audience  and  

business  

•  Be  succinct,  friendly  and  conversa=onal  

•  Share  photos  and  videos  because  they  tend  to  be  more  engaging  

•  Ask  ques=ons  or  seek  input  

•  Give  access  to  exclusive  informa=on  and  specials  

•  Be  =mely  by  pos=ng  about  current  events,  holidays  or  news  

•  Track,  analyze  and  apply  metrics  to  content  

•  Rinse  and  Repeat!  

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Nikki J. Means, CEO, Project Socialize Phone: 513-779-2444 Email: info@ProjectSocialize.com Website: http://ProjectSocialize.com Twitter: @ProjectSocializ Facebook: ProjectSocialize