wefightugly · • Offer a certain combinaon of services • Provide services to a specific...
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Transcript of wefightugly · • Offer a certain combinaon of services • Provide services to a specific...
/wefightugly
Whatdoyouwanttogetoutofthisclass?
Whatwe’recoveringtoday…
• Canyourcompanyhandlesocialmedia?• Canyourbrandhandlesocialmedia?• Definingyourcustomer• Crea:ng–orfinding–yourcontent• Establishingyourmetrics• Tipsandrulesofsocialmedia• Q&A
Butfirst,anexerciseweallmusttake…
…youmustbeabletocompleteonesimplesentence…
Beforeanythingelse…
…youmustbeabletocompleteonesimplesentence…
“Onlywe…”
Beforeanythingelse…
“Onlywe…”
Comple:ngthissentenceforcesyoutofigureout:• Whyyou’reunique,notjustbeHer• Yourpurposeinyourcustomers’lives• Whereyoufitinthemarketplace
“Onlywe…”
Someexamples:
• Offeracertaincombina:onofservices• Provideservicestoaspecificniche• Areabletoprovidecertainpricingflexibility• Createorofferacertainproduct• Areavailableforcertainhours• Makeasignificantimpactinacertainarea
(industry,community,etc.)
“Onlywe…”
What’syours?
Canyourcompanyhandlesocialmedia?
Budgetandcontentmeannothingifyourcompanycan’tmanagethisnewaddi:ontoitsculture.Marke:ngaffectstheen:reorganiza:on.
Canithandlenega:vecomments?Canyouentertainanaudiencewithwhatyourcompanydoes?Canyouinform?Canyouinspire?Notjusttobuy.JIstheworkyoudoconversa:onal?Coulditbe?
Canyourcompanyhandlesocialmedia?
Facebook,asacompany,canjus:fytheiren:rebusinesscasethroughonesentence…
Canyourbrandhandlesocialmedia?
AperfectexampleisFacebook,whocanjus:fytheiren:rebusinesscasethroughonesentence…“Comewaste5mewithme.”
Canyourbrandhandlesocialmedia?
AperfectexampleisFacebook,whocanjus:fytheiren:rebusinesscasethroughonesentence…“Comewaste5mewithme.”PeoplecometoFacebookfor…
Canyourbrandhandlesocialmedia?
Thecontentonyoursocialmediaaccountsdonot–andshouldnot–justpertaintoyourbusiness.Itneedstofocusontheresponseandengagementofyouraudience;andtodoso,itmayo=enneedtosimplybeentertaining.Promotethebrand(personality,reputa@on)-notjustthecompany(products,benefits).
Whywouldsomeonetake5meoutoftheirdaytopaya@en5ontoyou?
Definingyourcustomers
Averybasic,andoZenoverlookedques:on.Caninclude:GenderAgeTechSavvyIncomeGeography
ProfessionIndustryEduca:onLevelMaritalStatusParentalStatus
HobbiesDemeanorComm.PreferencePainPoints…andmore!
Definingyourcustomers
Averybasic,andoZenoverlookedques:on.
Definingyourcustomers
IdenGfytherightGmeofday:• B2B–duringworkhours?• B2C–earlyeveningsorweekends?IdenGfywheretheyalreadyexist:• B2B–LinkedIn,TwiHer,Slideshare,WordPress,Quora• B2C–Facebook,Yelp,Instagram,FoursquareIdenGfytheirinterests:• B2B–Entrepreneurship,Skill-building,Tips&Tricks• B2C–Fun,Humor,Hobbies,Family-Related
Studyothercompaniesinyourindustrytoseehowtheiraudiencerespondstocertaincontentincertainnetworks.Don’tstealtheircontent;simplyobservetheresponse.Interview/surveysomeofyourfavoritecustomers.Thenaskyourselfwhatitwouldtakeforyoutostandout.
Definingyourcustomers
• Completethesentence“Onlywe…”• Canyourcompanyhandlesocialmedia?• Canyourbrandhandlesocialmedia?• Definingyourcustomer
AnyquesGons?
Sofar…
FindingyourContent
OccasionaltweetsandrandomLinkedInpostswon’tgetyouanywhere.Youneedsourcesofcontentfromwhichtopullideas,topics,images,graphs,videos,audio,documents,whitepapers,guides,slideshows,ebooks...
Thebiggestques5onweget.Youneedsourcesofcontentfromwhichtopullideas,topics,images,graphs,videos,audio,documents,whitepapers,guides,slideshows,ebooks...…otherwiseknownascontent.
FindingyourContent
Sourcesofcontentcanbe:InternalBlogsPressReleasesEmployeeProfilesCustomerCaseStudiesTes:monialsCompanyTrivia/HistoryPromo:ons/NewHires/AnniversariesFunaroundtheoffice
FindingyourContent
Sourcesofcontentcanbe:ExternalBlogPostsforOtherSitesTradeAr:clesMemesInspira:onalQuotesContentAggregators(BuzzFeed,StumbleUpon)EarnedMedia(outletspos:ngnewsaboutyourcompany)
FindingyourContent
Thesecondbiggestques5onwegetis:“Whichnetworksdoyourecommendweuse?”
FindingyourContent
Thesecondbiggestques5onwegetis:“Whichnetworksdoyourecommendweuse?”Insteadoffirstworryingaboutwhichnetworkstouse,focusonthecontentandletthatdictatethechoiceofnetwork.
FindingyourContent
The toolbox
The toolbox
• Photo-sharing(Instagram,Flickr,Snapchat)• Document-sharing(Prezi,Slideshare)• Event-planning(EventBrite,Meetup)• Reviews/ra:ngs(Yelp,Angie’sList,GreatSchools.org)• Blogs(WordPress,Blogger)• Microblogs(Tumblr,TwiHer)• Video(Youtube,Vimeo,Periscope,Meerkat)• Wiki(Wikipedia)• Loca:on-sharing(Foursquare)• Marketplace(Etsy,Groupon)• Q&A(Answers.com,Quora)• Stayingintouch(LinkedIn,Facebook,G+)
FindingyourContent
Addpersonality.Boringonlineisworsethanboringinperson.Addvariety.Feelfreetodeviatefromyourbusinessoffering.Noonewantstoreadthesamestuffoverandover.Thinkmobile.Simplepostsarebest(imagesgetmoreinterac:onthantext,videoorlinkscombined).
WhatMakesGoodContent?
WhatMakesGoodContent?
WhatMakesGoodContent?
EstablishingYourMetrics
Setexpecta:onsandmetricsupfront,andadjustasyougo.Makesurethey’re:• RealisGcwithinyourresources• Achievablewithinadefined:meperiod• Focusedonanetworkandaudience• Relatedtoabusinessobjec:ve(website
traffic,revenue,nichemarketpenetra:on)
EstablishingYourMetrics
Forexample:withinthenextsixmonths,wewouldliketoseea10%increaseinwebsiteconversionsfromPinterestandFacebookmarke:ngtowomenaged25-34,locatedinwesternPrinceWilliamCounty.RealisGc:10%increaseAchievable:withinsixmonthsFocused:definedaudienceRelated:websiteconversions
5 TipsForSavingTimeAndIncreasingYourProduc:vityWithSocialMedia
1.AutomateUsesocialmediaautoma:ontoolstohelpyoumanageyoursocialmedianetworks.SomeofthemorecommonlyusedtoolsareHootSuiteandTweetDeck.Youcanmanageallofyoursocialmediaaccountsthroughasingleinterface,savingyou:meandenergy.
Muchofthecontentouttherecanbeoftremendousvaluetoyouraudience.Insteadoffeelinglikeyouhavetocomeupwitheverythingonyourown,feelfreetosharesomethingyou’veseenorreadsomewhereelse.Justmakesurethecreatorofthecontentgetssomecredit.
2.Share
Withmorewebsitesbeingbuiltonopen-sourcecontentmanagementsystems(WordPress,Joomla,Drupal,etc.),businessownersareusingpluginsontheirwebsitetostreamlinetheirsocialmediaefforts.Notonlycanthesepluginsautoma:callypublishtosocialmedia,theycanalsoleadwebsitevisitorstoyoursocialnetworks.
3.PlugIn
Thesamecontentyou’repos:ngonyourblogandsocialmediasitescanbere-purposedintoanemailnewsleHer.Inmanycases,peopledon’tcatcheverythingonsocialmedia,andmanypeopleprefertogetemailsthatcatchthemup.
4.BlastOut
Facebook,WordPressandmanyotherservicesnowletyouschedulewhenyourcontentispublished.Inmanycases,publishingbetween9to5doesn’tworkaswellasmaybe8or9atnight.Scheduleyourpostsforwhenthey’llgetthemostvisibility.
5.Schedule
4 RulesForGrowing–andKeeping–AnAudienceWithSocialMedia
RULE1.AddValue
• Givefreeadvice(LifeHacker,Lowe’s“FixinSix”)
• Encourageyouraudienceachancetospeakup(rewardsprograms,contests)
• Givethemtheexclusive(discountcodes,exclusivepromo:ons)
RULE1:AddValue
RULE2.BeHuman
• Haveaconversa:on,notasalespitch.Noonelikesbeingsoldto…
• Usecasuallanguage.Cutthejargon.• Don’tbeafraidofhumor,butbesensi:ve.• Useittomanagecrises,anddosoquickly.• Focusonthebrand,notthesale.
RULE3.KnowYourAudience
• Whenaretheyac:veonline?• EEE(enlighten,educate,entertain)• Womendominatesocialmedia• Targe:ngmen?GotoLinkedIn,G+andYouTube(they’rehidingonDiggandReddittoo)
RULE4.StayAcGve
• Sharecurrentexperiences(blogs,socialposts,newsitems)
• Shareyourpersonalityandculture• Featureanemployee,customerorpartner• Respondtocommentsandmessagespromptly
• Don’tletituseupallofyour:me
AnyQuesGons?
