Social Media Best Practices for Hudson Valley Bank 2014

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� Why Use it? � We’ll cover

•  Facebook •  Twi9er •  LinkedIn •  Pinterest •  Google+ •  Blogs

Social Media

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Why use it?

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It’s the new SEO � Social Media OpJmizaJon (SMO) is the new SEO, or rather two halves of a whole.

� SMO is the distribuJon of social objects (videos, blog posts, tweets, Facebook updates) so that they’re opJmized to rise to the top of any related search query, where and when it is performed.

� Social media is included in Google’s algorithm for search engine results: Facebook and Google+ key

� SEO + SMO = Amplified findability in the tradiJonal and social web.

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It’s Huge � Facebook: 1.15 billion acJve users � Twi9er: 500 million acJve users � LinkedIn: 238 million users � YouTube: 1 billion users (4 billion views per day!) � Pinterest: 70 million users � Google+: 300 million monthly users � Blogs: 66 million blogs, 346 million people readers each day

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It’s EffecJve

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It’s Growing � According to the Pew Research Center:

�  U.S. adults who use social media sites has risen from 8% to 72% since 2005. That’s an 800% increase.

�  Six out of ten internet users ages 50-‐64 are social networking site users, as are 43% of those ages 65 and older.

�  Roughly 81% of SMBs are using social media, according to a LinkedIn study released Feb 2014, and of those that use social, 94% do so for markeJng purposes.

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It’s Real-‐Time �  Reveal the human side of a company, give it personality �  Provide useful informaJon that people won’t get elsewhere (or at least not as quickly)

�  Respond to comments, complaints, requests real-‐Jme � Have a plahorm for announcing news, promoJons, events

� Generate new business leads

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Geing Started � Map out your strategy � Define your business goals and objecJves for social media

�  Increase sales, brand awareness, engagement, drive traffic to your website, create a community on your page

�  IdenJfy your compeJJon and what disJnguishes you from your compeJJon

� Define target audiences and key messages � Define categories/topics for social media updates

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Geing Started �  Create your plan – align with off-‐line markeJng calendar �  IdenJfy the most important keywords for your business. Use these consistently in all posts, tweets, updates.

�  Set-‐up your profiles and pages and start posJng �  Ensure you have a consistent design/branding across all plahorms

� Measure and adjust – traffic, comments, leads, etc.

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Social Media Plan �  Set-‐up Google AnalyJcs to monitor web traffic � Measure and adjust – traffic, comments, leads, etc. �  Set-‐up and use a dashboard (Hootsuite, etc.) to manage your social media updates

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Why Use Facebook �  Increase visibility �  Connect with customers �  Increase engagement �  Promote your brand �  Create a community �  Promote and manage events � Give back to loyal customers through special offers and discounts

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Engage and grow your following �  Like complimentary businesses, clients, prospecJve clients

� Hold contests/sweepstakes/giveaways/refer-‐a-‐friend � Upload and invite your email list �  Invite your friends �  Run Facebook Ads

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Twi9er � Microblogging site that enables users to send and read other users’ updates (known as tweets)

�  Text based posts �  160 characters total �  20 for username, 140 for message text

� Updates appear on the user’s profile page and are delivered to other users who have signed up to receive them (followers)

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Twi9er � An informaJonal tool – provides informaJon to others � A conversaJonal tool – respond to other people’s tweets and engage in dialogue

� Great way to network and communicate with new and old contacts

�  You choose the message, not the recipient

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Twi9er -‐ DefiniJons �  Tweet -‐ When you hit send on your 140 characters on twi9er it’s called a tweet or tweeJng �  Handle – your Twi9er name @GibbonsDigital – balance short with descripJve. �  Follow – this is simply the act of adding someone to your list of people you are following – this

makes their tweets show up on your homepage. �  Replies – this is what it is called when someone writes a tweet directly at your handle -‐

@GibbonsDigital cool post today blah blah – this is ooen an invite to engage with a follower. �  Retweet – this is a tacJc of republishing someone else’s tweet – the original tweet along with

author stays in tact, but you are basically showing someone’s tweet to your followers – many people find this a great way to add content and acknowledge good stuff from the folks they follow

�  DM – this is a message that is sent directly to another user. They must be following you for you to DM them, but this is a very useful tool for private messages and generally a good choice when you start going back and forth with someone on something your enJre base of followers might not find interesJng.

�  Hashtag – this is a way people categorize tweets so that others might use the same tag and effecJvely create a way for people to view related tweets – it will something like #markeJng – more on this in search.

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Anatomy of a Tweet

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LinkedIn �  The world’s largest professional network with over 175 million registered members and growing rapidly.

�  Connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportuniJes with a broader network of professionals.

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Engaging on LinkedIn – Status Updates

�  Share links to interesJng arJcles, websites or video you have found that some individuals in your network might appreciate. Try to use words that grab the readers and encourage them to click the link.

�  Pose a quesJon that could lead to solving a problem you have, like: "Anyone know about…?"

�  Conduct an informal poll relaJng to a topic that is of interest to you, such as: "What interest rates are you seeing for lines of credit in the current environment?"

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Company Pages �  Central hub where millions of LinkedIn members can go to keep in the loop on company news, products and services, business opportuniJes, and job openings.

�  Also perfect place to start conversaJon with your customers, prospecJve clients, job seekers, post company updates.

�  Post industry arJcles and fun facts. �  These updates appear on your company page and also the pages of your followers.

�  Have followers Like your post so it goes viral. �  AnalyJcs pages to see acJvity on the page.

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What is it? � Pinterest is a “virtual pinboard” that lets people share anything and any topic on the web that they find interesJng and beauJful – e.g., pictures, quotes, recipes, etc.

� Centered around the social discovery of objects (as opposed to friends and family)

� Content is organized in “Boards” and organized in categories.

� Each piece of content is called a “Pin”

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Examples of Pins

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Pinterest is one of the largest social media networks on the web. The network saw +4377% growth between May 2011 and May 2012.

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Pinners don’t just shop, they spend �  The average social shopper (that is, a shopper who discovers an item on the plahorm and clicks off site to buy it) spends an average of $60 to $80 when coming from Facebook

�  The average social shopper spends more like $140 to $180 when coming from Pinterest

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Engaging on Pinterest �  Build your brand out, share interesJng and relevant content, create engagement

� Add products with prices to drive awareness �  Service businesses can create posJngs with infographics that contains useful informaJon or a graphic with a quote

�  Post videos (hosted on YouTube) � Add links to your pins’ descripJons giving your business the benefit of your links carrying over with your pins when users re-‐pin them

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Engaging with Pinterest �  So make sure you add at least one or more shareable image to every page of your website so your readers get to choose their favorite image to pin.

�  Find the most shared images on Pinterest and get to know who’s sharing them. You need to do this regularly to improve your own Pinterest markeJng strategy.

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What is it? � Google+ is a social networking that is owned and operated by Google Inc.

�  Like Facebook – personal profiles and business pages

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Why use it? � No one loves Google more than Google. And, let’s be honest, you want Google to love your business and the content you produce too. If that’s not reason enough, I don’t know what is.

�  Increase your visibility and reach by offering great content on Google Plus that people will like and want to share

�  This will help with search engine opJmizaJon (SEO)

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Engaging with Google+ �  Share lots of photos

�  Think about your business – what images, charts, slides can you share to ignite conversaJons

�  Share fresh content, interact with fans, etc. �  Promote your Google+ page on your blog and website � When you post a message, photo or link, ask your subscribes to share the content with their Circles

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Blogs �  Blog = ‘web log’ � An online diary or journal � Anybody can be a content generator and an expert in their field

�  Can be setup within minutes online using WordPress

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Engaging Customers with a Blog � Answer industry quesJons �  Comment on industry news �  Provide how-‐to based content �  Encourage readers to comment �  Post consistently – 3 to 5 Jmes per week

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Thank You! Slideshare.net/gibbonsdigital

Bridget Gibbons [email protected]

Gibbonsdigital.com @gibbonsdigital

x.com/gibbonsdigital

Social Media Best Practices for Hudson Valley Bank 2014

Marketing

Transcript of Social Media Best Practices for Hudson Valley Bank 2014