Welcome To:
SOCIAL MEDIA STRATEGIES
Tamara Bernadot Over 25 years of Retail Experience
Over 12 years on Internet Marketing Experience
Strategic Team Member of 3 successful Start-ups
Brand Manager & Social Media Consultant
Over 20 years in the IT Industry
Over 15 years of Internet Marketing Experience
Entrepreneur, Trainer, Speaker & Coach
Social & Digital Media Consultant
Catherine Tryon
What We Will Discuss Today
Why do I need a Social Media Strategy
How Social Media has changed the marketing landscape
How Social Media fits into your business model
Social Media Tools
Think BIG. Start SMALL. Take ACTION.
Many Companies Jump into Social Media
“My Customers Tell Me That I Need a Facebook Page….”
Creating a profile is NOT a strategy
Should I use Twitter, Facebook, or Youtube?
The Technology gets overwhelming
There are so many sites for me to join!
Tip: Don’t relegate social media to Gen Y just because they use it for personal use.
Social Media Isn’t a Strategy
You can “do” strategic things with social media tools
• 1. Publish– The more you publish, the more search engines
love you!
• 2. Share– You can promote your stuff, your customers,
and promote the places/things that you enjoy
• 3. Network– It’s all about relationships!
Few Companies Plan Properly
Why Do You Need a Strategy?
Having clear goals and realistic expectations can help you avoid:
– Wasted time
– Wasted effort
– Unintended backlash
– Social media fatigue
– Missed opportunities
Social Media can be a Black Hole…A Strategy Provides Focus!
Essential Questions:
- Who is your target? (Who is your best customer?)
- Where do they hang out online?
- What is your message to them?
- What problem(s) can you solve for them?
- What are they saying about your business or product?
- How do you know if your Social Media is working?
Social Media has given Customers a Platform to Express Themselves
Go where they are!– Online communities are thriving
– People read blogs and consume more user- generated content than ever before
– People participate in online conversations and are happy to communicate with brands
– Word of mouth is now on steroids
…And they told 2 friends,and so on…
How Does It All Connect?
It Connects Differently For Different Brands…But It Still Connects!
Source: blog.360i.com
4 Steps to Success with Social Media
1. Know your Business Goals & Objectives
2. Create a Strategy to meet those Goals
3. Action Plan- Outline the Steps to achieving your Goals
4. Implementation of Plan-Putting it all into Action
Dr. Kathleen Hartford:A CASE STUDY
Chiropractor for over 23 years. Just launched Fit, Fun & Fabulous at Any Age
Website
Books
Program for Sale
Products for Sale
1. Know Your Business Goals & Objectives
www.FitFunandFabulous.com
Get people to become a coach
Get people to find a coach
Sell books/products to people
Sign up for the newsletter
Follow me on social Media
2. Create a Strategy to Meet Those Goals
Continue to build Twitter Followers
Increase LIKES/FRIENDS on Facebook
Send out weekly newsletter promoting programs/products
Work with Hay House to promote books
Work with woman on List Building opportunity
Promote program locally in Pittsburgh
Work with LinkedIn Groups to make more connections
Messaging on LinkedIn
Use Power Plate relationship to find boutique to offer program
Consider doing 3 mail pieces(postcards) along with social media and email campaign
Create Google pages to "Listen" to what is going on in your industry
3. Action Plan- Outline the Steps to achieving your Goals
Create Social Media Calendar-monitor daily
Continue conversations with media folks
Start Book promotion
Contact Vendors
Create Email Calendar
Get books onto Amazon.com
Be sure all tracking is in place to show successes
4. Implementation:
Putting it all into Action
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Twitter Product Video Coach Quote Coach Fact Product
Question Question Question
Facebook Product Quote Video Coach Fact Product Coach
Question Question Question
LinkedIn Product Fact Question Coach
Newsletter Product/Info
Things to Do
Define your business Goals
Write out a Strategy
Create an Action Plan
Implement your Plan
Facebook For Business
Building a Facebook Strategy
4 Elements of a Successful Facebook Strategy
1. Setup
2. Create Activity
3. Build Your Fan Base
4. Track Your Results/Progress
1. Setup
Define your business objectiveIncrease product sales, recruit talent, educate customers, create community
Develop the social media voice for your businessBe consistent with your “offline” persona
Setup the page, attract 25 fans & register a custom URL for your business name.
Customize your facebook page by going to www.facebook.com/username
2. Create Activity
Invite feedback in your daily updates
Host contests and special promotions
Provide fans with exclusive content
Offer engaging and interactive content
Using Questions to create activity
3. Build Your Fan Base
Use Facebook Ads
Leverage an event or great PR idea
Cross promote the Facebook page in other advertising (website, twitter, radio, or TV)
Notice 9 of
my friends
like this page
When you create an
event, you can invite
your friends to attend.
They will get a
notification from your
page about the event.
4. Track Your Results/Progress
Pre-determine your benchmarks or Key Performance Indicators (KPIs) after drawing your starting line.
Use Facebook Insights to understand who your fans are and what they want.
Track new sales back to the interaction from Facebook
Facebook Engagement Calendar
Facebook Action Steps
Be human and admit your mistakes
Post more photos and videos
Ask questions and involve your “fans”
Watch your post frequency and timing
Diversify your content
Track the performance of your posts
I just don’t get thisTwitter Thingy.
TwitterWhat is twitter- Just turned 5 Years Old
Twitter strategies to suit your business
How to twitter
Do’s & Don’ts
Twitter tools
What is Twitter?
Real-time micro-blogging platform composed of 140 characters Include Links
Answers the question:
What are you doing?/Did you Know?
You can tweet by using: Mobile device
Twitter.com
Desktop applications
Twitter as a Business Tool
Customer Service
Product promotion and sales
Crisis management
Event activation
Issues advocacy
A 3 Step Approach
1. Create
2. Follow
3. Engage
1. Create
A twitter profile with clear personality
Industry tips
Helpful info to customers
Entertaining fun facts
2. Follow
People talking about your product/service
Search using search.twitter.com or tweetscan.com or Twellow.com
Use tools such as TweetDeck or HootSuite
3. Engage
Answer questions about your product/service
Respond to comments about you or your business
Send followers to your website
Use direct messages for specific issues
Twitter for Customer Service
Customer
complains
about cup
and 19
minutes
later the
brand
responds
with a
personal
message
that
everyone
can see.
Product or Service Promo
OFFER ENDS FRIDAY……
Flavor of the Day…..
STOP BY TODAY BETWEEN 1 and 3 FOR…..
The first 10 customers to show us this tweet get a free….
use 120 characters so others can retweet
Twitter Do’s
Have a plan
Integrate your Twitter efforts with other marketing initiatives
Monitor keywords and competitors
Do be friendly and helpful
Do share relevant content
Twitter Don’ts
Over promote
Get too personal or negative
Use corporate rhetoric or jargon
Use poor language, grammar or spelling
Be a showoff
Over tweet
Twitter Action Steps
Create Twitter Account-Upload Photo!
Start Following Like-Minded Tweople
Post messages and information on Twitter regularly
Link your Facebook to your Twitter account if you are messaging to similar groups
Local Business Search
How Can Customers Find You?
How do You Think Your Current Customers are Finding You?
People are using online search engines like Google more than any other media to find local listings.
Being Found Online = New Customers
37% or about 4 out of every 10 internet users in the US who conducted an online local business search ended up visiting the store in person.
A majority of consumers prefer to shop within 15 miles of their homes or places of employment.
Source: TMP Directional Marketing
What Internet Tools are People using to Search for My Business?
2. Local – Search sitesGoogle Local/Maps
Yahoo! Local
Bing Maps
CitySearch
MapQuest
1. General Search Sites
Yahoo!
MSN/Bing
AOL
3. Internet Yellow Pages
Superpages.com
YP.com
Yellowbook.com
local.com
Local Search Business Directories
http://www.google.com/local/add
http://www.local.yahoo.com
http://bing.com/local
http://www.citysearch.com
TIP: Review your listings at: http://www.getlisted.org
Additional Business Directories
http://www.merchantcircle.com
http://www.yelp.com
http://www.local.com
http://www.showmelocal.com
TIP: Review your listings at: http://www.yexttags.com
Emerging Trend Social & Mobile Media Search (SoLoMo)
Local Search Action Steps
1. Ask your customers to provide online reviews and ratings
2. Monitor your reviews regularly and flag hot button keywords
3. Respond quickly to complaints and kudos from customers
4. See negative feedback in a positive light
5. Report inappropriate reviews
Email Marketing for Your Business
Why Email Marketing?It’s a Compliment to Your Marketing Plan
Easiest reach to large base of customers
They are opting in for information from you
They are likely already a paying customer
Social Media users are also high volume email users
Why use an Email Marketing Tool?
Permission Marketing-Reduces SPAM
Reports & Tracking
Professional Look & Feel-Templates
Integrate other features-Social Media, Events, Surveys
Do you have a list of customers?
Email List What format is your list in?
Create a spreadsheet with as much info as you have
First Name Last Name Email Address Phone # Address 1 Address 2 City State Zip
Tamara Bernadot [email protected] 608-320-5256 1920 Ward Avenue La Crosse WI 54601
Tamara Bernadot [email protected] 608-320-5257 1921 Ward Avenue La Crosse WI 54601
Tamara Bernadot [email protected] 608-320-5258 1922 Ward Avenue La Crosse WI 54601
Tamara Bernadot [email protected] 608-320-5259 1923 Ward Avenue La Crosse WI 54601
Tamara Bernadot [email protected] 608-320-5260 1924 Ward Avenue La Crosse WI 54601
Tamara Bernadot [email protected] 608-320-5261 1925 Ward Avenue La Crosse WI 54601
Tamara Bernadot [email protected] 608-320-5262 1926 Ward Avenue La Crosse WI 54601
Use this as your Master List for all of your marketing efforts Keep your list clean and up to date Easy to import into email service provider
Tools You Need
Logo- Brand building effort. Be consistent with all other marketing efforts
Images-Pictures get attention, keep it interesting
Content-Website, Blog, Videos, Podcasts, Links, Q&A, Social Media Sites
More Tools for Email Marketing
Email Marketing Tips
Videos get highest # of hits- Use YouTube if you don’t have your own videos
Link to Like-minded sites to give valuable information
Specials, Coupons, Announcements, Event Sign-up, One-Time offers. Make your customers feel special and wait for your next newsletter
Link to your social media sites too
Email Marketing Tips
Have A Theme or Consistent Message throughout Newsletter
Focus on One Item/Service or Related Group
List Events Prominently
Small text boxes with Links to more info
Email Marketing Action Steps
1. Start creating a list if you don’t have one
2. Organize your list in one place
3. Choose an Email Marketing tool
4. Choose a template and insert all of the info needed
5. Be professional with your look & feel-know your customers
6. Be consistent with sending your emails
Social Media Marketing - OMG!
Resources needed to run a campaign effectively
Reputation Management
Content Research
Technologist
ContentDevelopment
Strategist
Day to DayManagement
Practitioner ofSocial Media
CoordinationOf all corporateactivities
Measurement
Design Skills
How Green Gorilla Can Help You with Your Social Media Marketing
Hands-on Classes – Starting in April @ Baus Haus
Online Hands-on Classes – Starting in April
Coaching Programs – 3 months (includes training wheels)
Social Media Manager Program – 3 months
Hands-on Social Media ClassesApril - May
• Getting Started with Facebook
• Get Down to Business with Facebook Pages
• Promoting Your Business Facebook Page
• Getting Started with Email Marketing
• Build your Email List & Event Marketing
• Getting Started with LinkedIn
• Network for New Customers with LinkedIn
• Getting Started with Skype
• Local Search for Your Business
• Video Marketing for Your Business
Social Media Coaching Programs
• Starts with a Strategy Session
• Facebook page(s)
• Twitter account
• Google Places account
• Merchant Circle account
• Learn how to integrate your profiles
• Learn how to use the various profile management tools
• Learn how to create a Landing Page for you Facebook page(s)
• One on One consulting sessions
• Email Marketing Program
Social Media Manager Programs
• Adheres to the Social Media Best Practices and current trends
• Starts with a Strategy Session
• Update statuses on profiles
• Delete unwanted spam postings
• Respond to “Network/Friend Requests”
• Create Facebook Landing Page(s)
• Integrate profiles/blog/website
• Monitor web for mentions & buzz
• Build your followers, friends, Likes, Connections
• Weekly updates & Monthly statistics
• Email Marketing
Social Media Evaluation Special
Evaluation - $149 (March Special $49)We’ll evaluate your current web presence—from your website, blog and traffic solutions, to your use of social media, video marketing and email opt in choices—or lack thereof. We’ll have a one-on-one call where we will walk you through the results and give you honest feedback & recommendations! The purpose of the call is to show you how to consolidate your efforts and maximize your results!
Quick Setup - $249 (March Special upgrade from the Evaluation is $100)The Quick Set-up Package includes basic set up of up to three profiles of your choice and profile integration with other profiles, your blog or website. We’ll also show you how they work.
**Evaluation must be scheduled by March 31 but can be performed in April or May.
• Don’t have the interest or the time?– We can coach your staff or VA
– Let us do it for you
• Don’t fully understand the social media landscape and want help?– Take our classes
– Join our coaching program
You Don’t Have To Do This Alone!
Thank You for Coming!
Catherine Tryon Tamara Bernadot
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