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Social Media 201: Maximizing Your Engagement Online
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SOCIAL MEDIA 201: maximizing your engagement
Presented By:
cindy molchany CRAFT BEVERAGE MEDIA, LLC
CRAFT BREWERS CONFERENCE
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R.O.I.
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PART ONE: what is ROI in social media???
•ROI does not always = $ales!
•ROI is achieved goals!
•ROI can be campaign driven
“what’s the ROI of your mother? How can you put a value on a relationship? - Gary V
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Bottom Line: You have to define your objectives and set goals in order to measure ROI in Social Media
•Simple: grow followers/fans!
•Moderate: grow email subscribers!
•Advanced: increase product sales at retailers/restaurants or in specific markets (geo targeting)
ROI Degree of Difficulty
PART ONE: what is ROI in social media???
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•Manually: Excel / Sales Reports, etc!•Platform Metric Tools:!
•Facebook Insights!•Twitter Analytics!•Google Analytics!•Pinterest Analytics!
•Third Party Tools (Free & Paid)!•Hootsuite (paid reports)!•Social Mention (free)!•Sprout Social ($39/mo)!•Hashtracking.com (paid)
PART ONE: ways to measure ROI
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CONTENT
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PART TWO: content, content, content, content, content
“People don’t buy WHAT you do, they buy WHY you do it” - Simon Sinek
•Understand what makes you different !
•Develop a Content Strategy & Calendar!
•Think in terms of “Native Content”!
•Focus on providing value!
•Consider how you post photos & links!•Google Plus “do-follow”!
•Twitter images only show up when uploaded to Twitter!
•Post with regularity
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download a free social media editorial calendar template at:!www.craftbeveragemedia.com/nccbc-maximizing-social-media-engagement/
DEVELOP A SOCIAL MEDIA EDITORIAL CALENDAR
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MAXIMIZING ENGAGEMENT
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PART THREE: maximizing engagement
“B2B and B2C no longer exist. All that matters now is P2P. People-to-People.” - @Jowyang
•Listen, Listen, Listen!•Develop a global keyword list & set up google alerts!•Follow questions on Twitter!•Use Facebook Graph Search !
•Respond in an Epic Fashion (when possible)!•Native Publishing increases engagement!•Build Community! !
•Ask your existing customers to get involved!•Get your sales team involved !
•Understand regulations & legal landscape
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ONLINE MARKETING
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PART FOUR: start thinking like an online marketer
•obsess over providing value!
•focus on converting (ROI)!
•make it easy to engage!
•put effort into SEO
“It’s much easier to double your business by doubling your conversion rate than by doubling your traffic” - Jeff Eisenberg
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PART FOUR: start acting like an online marketer
•value: auto-responder series!
•conversion: compelling offers!
•easy to engage: landing pages!
•seo: grow social proof
for a link to some online marketing resources, visit !www.craftbeveragemedia.com/nccbc-maximizing-social-media-engagement/
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PLATFORMS
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PART FIVE: platformsFACEBOOK
•Facebook is hard-er than ever before!
•Use FB Graph Search to research your customer (STALK)!
•Post Full Links on Facebook (3x the engagement!)!
•If you’re not sharing a link to something, post a photo!!
•Start a Group to nurture your community
www.craftbeveragemedia.com/nccbc-maximizing-social-media-engagement/
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PART FIVE: platformsFACEBOOK
Use FB Graph Search to research your reader
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PART FIVE: platforms
FACEBOOK< blogger
< blogger
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PART FIVE: platforms
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PART FIVE: platforms
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PART FIVE: platforms
•Twitter remains a powerful tool to spreading your word!
•Use Twitter Advanced Search!
•Use Twitter LISTS!
•Post photos on Twitter Only (don’t use Hootsuite)
http://www.twitter.com/search-advanced
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PART FIVE: platforms
TWITTER ADVANCED SEARCH !
!
https://twitter.com/search-advanced!
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PART FIVE: platformsGOOGLE +
•Google+ itself is a hack, trick & advanced tool!!
•G+ helps your search ranking!
•+1 Button on your site helps your search ranking!
•Hangouts & Communities offer great ways to engage
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PART FIVE: platforms
GOOGLE + LOCAL
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HACKS TRICKS &
ADVANCED TOOLS
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PART SIX: hacks, tricks & advanced tools
Create Images For each Social Post
•canva.com!
•picmonkey.com
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Social Bookmarking
StumbleUpon!DIGG
•Find “Sub Reddits” and engage with community (i.e. r/craftbeer)!
•Focus on Karma!•Comment & offer value!•Self promote with caution
•Submit posts that have value!•Build a community!•Share others’ content more than your own
PART SIX: hacks, tricks & advanced tools
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PART SIX: hacks, tricks & advanced tools
•Create www.ifttt.com Recipes
•Use Landing Pages - Like
Leadpages
•Update Your site’s META
Description
•Create A Global Keyword List
•Create an OPT IN Offer with
an Auto Responder Series
•Create a sitemap. Verify your
site w/ Google. Consider
schema.org
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PART SIX: hacks, tricks & advanced tools
IFTTT
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PART SIX: hacks, tricks & advanced tools
Landing Page: Have an offer? Link to a landing page
from your profile pages (Twitter, Facebook, etc)
!
http://www.craftbeveragemedia.com/nccbc-opt-in
We recommend: LeadPages
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WRAP UP & FREEBIES•Follow Up Questions?!
•Free 30 Minute Social Media Audit!
•Download our Social Media Calendar template!
•Download our Social Media Worksheet to help you develop your online strategy
for a link to some online marketing resources, visit !www.craftbeveragemedia.com/nccbc-maximizing-social-media-engagement/
[email protected] @CraftBevMedia