Understanding Social Media Marketig - Greater Phoenix SCORE
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Transcript of Understanding Social Media Marketig - Greater Phoenix SCORE
© 2013 AZSocialMediaWiz.com
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Giselle Aguiar, Social Media Strategist & TrainerAZSocialMediaWiz.com | @AZSocialNetWiz
Understanding Social Media Marketing
© 2013 AZSocialMediaWiz.com
Outbound vs. Inbound
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© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
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
© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
Search Engine Rankings
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© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
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
© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
It All Works Together
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© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
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
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© 2013 AZSocialMediaWiz.com
Learning
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© 2013 AZSocialMediaWiz.com
The Major Networks
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© 2013 AZSocialMediaWiz.com
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
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© 2013 AZSocialMediaWiz.com
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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
© 2013 AZSocialMediaWiz.com
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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
© AZSocialMediaWiz.com | @AZSocialNetWiz© AZSocialMediaWiz.com | @AZSocialNetWiz
Buying Power
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© 2013 AZSocialMediaWiz.com
“New” Media Marketing
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© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
Blogging is Content Marketing
✦ What they know
✦ Trends/Industry News
✦ Interviews/Commentaries
✦ Success Stories
✦ Hypothetical Situations
✦ “Don’t Let This Happen To You!”
✦ Reviews
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© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
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
© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
How Often?
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Source: Hubspot
© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
Blog at Least 3x a Week
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Actual client* blogging 1x week
Started blogging 3x a week in June
Monthly Page Views
*US-AfricaGateway.biz
402
1,087
1,691
© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
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
© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
Google+ Local
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© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
Google+ Branding
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Square to round logo: 250 x 250 pixels
Verified Local Business
Hi-def Cover: 2120 x 1192 pixels
Verified Website
© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
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+
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© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
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
© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
YouTube Channel Art
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Not actual size! YouTube is the most difficult to set up. Hire a graphic designer create it.
© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
Going Viral
✦ KISS - Keep It Short & Sweet
✦ Make it funny
✦ Tug at the heart strings
✦ Something very useful
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© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
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
© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
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
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sYouYour Friends - #1s
Your Friends’ Friends - #2s
Your Friends’ Friends’ Friends #3s
© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
LinkedIn Groups✦ Best place to
network!
✦ Search groups & find your target market
✦ Private vs. Public groups
✦ Daily vs. Weekly digest emails
✦ Participate & get known
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© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
LinkedIn Company Branding
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✦ Upload a graphic 646 x 220 pixels
© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
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851 x 315 pixels
180 x 180 pixels
© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
✦ 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
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© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
Facebook Insights
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© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
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
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© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
Twitter Branding
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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.
© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
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
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© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
✦ 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
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© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
Pinterest Branding
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© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
© 2013 AZSocialMediaWiz.com
#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
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© 2013 AZSocialMediaWiz.com
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
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© 2013 AZSocialMediaWiz.com
Keep Feeding Them
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© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
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
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© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
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
© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
© 2013 AZSocialMediaWiz.com
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
© 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
It Takes Time!
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✦ 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
© 2013 AZSocialMediaWiz.com
Resources
✦ eMarketer.com
✦ Hubspot.com
✦ MarketingSherpa.com
✦ SocialMediaToday.com
✦ SocialMediaExaminer.com
✦ AZSocialMediaWiz.com
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© 2013 AZSocialMediaWiz.com
SCORE
✦ 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
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© 2013 AZSocialMediaWiz.com
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
© 2013 AZSocialMediaWiz.com
AZ Social Media Wiz
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@AZSocialNetWiz !LinkedIn.com/giselleaguiar!
!Free 30-minute Phone Consultation & Analysis!
[email protected]!602-738-1700
AZSocialMediaWiz.com