MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954111
Proven Social Media Strategies to Drive People to Your Business
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954122
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MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954133
Thursday, Dec. 6, 2 PM EDT How to Grow Revenue Through Pay-Per-Click Marketing
• Is PPC the right type of advertising for your business?• What advertising platform is best? Google, Bing, Display ads, Facebook YouTube,
LinkedIn, etc.?• How do I get started?• How do I measure results?• Sign up LogMyCalls.com/webinar
Founded in 2007, Digital Third Coast is a Chicago-based digital marketing agency, dedicated to providing expert guidelines and collaborative solutions in the rapidly evolving internet marketplace.
Digital Third Coast’s mission is to identify interested internet users and connect them to our client’s websites. With ROI as the focal point, the heart of what we do is making a measurable different for our clients.
Lyndsey Kramer, Dir. of Business Development, Digital Third Coast
Next Webinar
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.95414
Table Of ContentsIntro 1Agenda 2Some Of Our Clients 3Case Study 4Website Design 6Mobile Website 7Hosting And Maintenance 8SEO Analytics – Ranking 9
SEO Strategies 10Reputation/Listings 11Social Media Integration 12Facebook Custom Design and Apps 13Facebook Sweepstakes/Contests 13Facebook Advertising 14Facebook Response Management 15Facebook Reports and Analytics 16Twitter Design/Management 17Twitter Advertising 18Google+ Place Page 19YouTube 20Email Marketing 21Blog Creation/Integration/Content 22LinkedIn 23Google AdWords-SEM 24Results-The Bottom Line 25Case Studies 26Packages 27Packages 28Packages 29Getting Started 30
Agenda
4
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.95415
eBizUniverse – Who We Are
5
• Integrated Marketing Agency based in Schaumburg – a Suburb of Chicago
• Founded in 2006
• We have helped small local businesses, Non-Profits, Government Organizations and large media companies formulate and implement successful online marketing campaigns
Some of Our Clients:
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.95416
YouT
ube
WEBSITESUBMIT FORM
LEAD GENERATION
$$$$G
OO
GLE
BING
YAHO
O
INTEGRATED WEB MARKETING: YOUR ONLINE FOOTPRINT
6
FacebookEngage Fans and Share page
Live Facebook Feed on Website
YouTubeVideos to promote Summit of
Uptown
Educational Videos (ex. Downsizing Tips)
YouTube Videos Embedded on Website
Social Media Integration for Website
Live Feeds: Twitter, Facebook, YouTube
ReportingDetailed Reporting and Analysis for Website, Google, Facebook, Twitter
SEOOptimize Website For Relevant
Keywords
Ensure Top Rankings for those Keywords
Build SEO friendly Website
Integrate Analytics to measure ROISEMDeploy Google AdWords
Website
Sales CircleTwitterGain And Engage Followers
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.95417
Social Media Marketing – What is it?
7
• Social Media is all about sharing and interacting with users in real-time• Customers are now in control of the conversation about a product or service
as opposed to the business. • Embracing this change acknowledges that your business has understood
this shift in communication with both existing and potential customers.
• SMM: The process of gaining traffic or attention through social media sites by creating highly sharable content
• Word of mouth on steroids
• Permission based as opposed to traditional marketing
• Social Media Marketing if done right can draw large number of repeat relevant visitors to your website
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.95418
Social Media Strategy
8
• When small businesses launch into social media, many start without a strategy
• Many businesses are on social media but are tweeting without a roadmap
• This is ineffective and can be dangerous
• Develop a comprehensive social media strategy that complements the organization’s strategic and communication plans
• Have a strategy for all of your tweets, status update, customer service, monitoring efforts and more.
• Today we’ll look at some strategies that will help drive people to your business
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.95419
Strategy #1: Know Your Audience
9
• Get to know them• Identify Influencers, advocates, naysayers
• Know where they are• What platforms are they using?
• Know what they are talking about• What’s important to them?
• Research, news, advocacy?
• Know how they talk about your subject area online• #Hashtags, Facebook pages/groups, LinkedIn Groups?
• Share Content• Photos, Behind the scenes info about your business• About upcoming events, projects• Be a thought leader in your area of expertise
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954110
Strategy #1: Know Your Audience
10
• Share Content• Photos, Behind the scenes info about your business, Be a thought leader
• Ask Them Questions• Open ended questions• What do they want to know? How can you offer help?• Show that you’re listening
• Respond• Respond to compliments and feedback in real time
• Demonstrate Leadership• Reference articles and links about the bigger picture as it relates to your
business
• Champion Your Stakeholders• Share and reply publicly to great content posted by your connections and
customers
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954111
Strategy #1: Know Your Audience
11
1
MEASURE
CONNECTING TO YOUR
AUDIENCE
IDENTIFY
LISTENADAPT
ASK
RESPOND
BROADCAST
SHARE
2
3
4
7
5
6
8
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954112
Strategy #2: Define Your Social Media Goals
12
• What do you hope to accomplish?• Raise awareness? Build a community? Create a following? Collect Donations?• For bigger firms, each department should have social media goals
• Sales, Marketing, HR, Customer Service, Corporate
• How will you measure ROI?• Google Analytics? Social Media Tools?
“If you aim at nothing, you’ll hit it every time”
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954113
Strategy #2: Define Your Goals
13
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954114
Strategy #3: Plan and Schedule
14
• Have a Content Calendar• Create a Monthly Plan – Have a theme for each month• Plan for events, press releases and conferences
• Tell Stories
• Create content with your audience in mind, not for yourself
• Share Content from Your customers, employees and collaborators
Planning Your Content
Scheduling Your Posts• Schedule your monthly posts based on the monthly plan
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954115
Strategy #4: Social Broadcast to Multiple Platforms
15
• Integrate your Blog, Facebook, Twitter, LinkedIn, Pinterest, Google Plus
• Posting One Status Update to 5 Different Social Media Sites Takes Just 30 seconds!
• Treat Your Social Media as One Whole Community
• Integrate Social Media - Don’t waste time with multiple logins
• Save Dozens or Even Hundreds of Hours
• This Capability Is Extremely Powerful
ONE-CLICK POST TO RULE THEM ALL
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954116
Strategy #4: Social Broadcast - Messaging
16
• Single Location to View and Reply to Messages
• Reduces the amount of time spent in responding to messages
Manage Social Media from a Single Location
Respond to Comments• Be proactive in responding to comments
• Respond to posts, both positive and negative.
• Provide answers to questions
• Thank clients for compliments
• Have a policy in place to respond to customer service issues
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954117
Strategy #5: Create Engagement
17
• Use Photos and Videos• According to Facebook, posts that include a photo album, picture or video
generate about 180%, 120% and 100% more engagement, respectively.
• Ask Open Ended Questions• Why, What Do You Think?
• Use Apps to launch fun promotions• Sweepstakes, photo contest, etc
• Examples
• Have Social Media Feeds On Your Website and Other Online Platforms
• Have Fun• Even if you are a “serious” business, you can still have a funny-bone.
• Showcase a Cause• Pig Roast Fundraiser
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954118
Strategy #5: Create Engagement - Facebook
18
• Keep your updates short• Results vary, but research shows that 100 characters or fewer seems to be
the sweet spot. This will also allow for easy cross-posting on Twitter• Use a Picture to go with it
• Posts with fewer than 140 characters combined with bold beautiful photos get the most response
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954119
Strategy #5: Create Engagement - Facebook
19
• Don’t use URL shorteners• A recent study by Buddy Media found that engagement rates were three times
higher for Facebook posts that use a full-length URL, rather than a link generated by a URL shortener like bit.ly.
• Facebook users want to know where you’re taking them
• A shortened URL does not indicate what type of website you’re taking them to, which is a deterrent to mobile users.
• Use a brand specific URL shortener
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954120
Strategy #6: Social Media Branding
20
Social Media Brand Consistency with Other Online Properties
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954121
@marnitha143 said: "At the renaissance Schaumburg for the week!! Can't believe it's my 5th yr of being with CareerBuilder!!!“
https://twitter.com/marnitha143/status/154312171591958529
@ChicagoPrime said:@marnitha143 We want to invite you to try our restaurant. Voted Best Steak in Chicago! We'll throw in a free appetizer just for trying us."
https://twitter.com/ChicagoPrime/status/155403264525991936
@marnitha143 said: @ChicagoPrime we will definitely try!!! I love a good steak!!https://twitter.com/marnitha143/status/450027580
@ChicagoPrime said: @marnitha143 Thanks! We look forward to seeing you soon.
Let us view a sample conversation:
• Conversations are happening on Twitter Daily
• Look for Conversations that are relevant to you
• Target those conversations based on the content
• Send Personalized Tweets
• New Customers Are Acquired
Strategy #7: Twitter Discovery and Messaging
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954122
Strategy #8: Social Media Offers
• Use social media offers to promote your products• Facebook Offers• Potential to go viral• No Revenue Sharing
Way Better Than
Groupon!!!
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954123
Strategy #9: Social Media Offers and Content Locker
• For B2B, social engagement works best when you offer a Free White Paper Download
• Content lockers gives you something in return for a free white paper• Share to Download PDF• Like/Share to watch video
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.95412424
Be sure to check out our Bonus Strategy – Will be sent via email
Strategy #10: Bonus Strategy
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954125
87 4,120
Mobile Traffic
Website Traffic from 2,350 Average to 6,450
25
1.2 M
Monthly Reach
305%
Traffic Increase
235%
Traffic Increase
Case Study
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954126
Facebook Page Branding
Customized Page Design
Open Table
26
YouTubePurchase Gift Cards
Events / CalendarGift Card
Picture GalleryMenu
Case Study
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954127
Twitter Branding
27
Before
AfterProfessionally DesignedConsistent BrandingIncreased Recognition
Case Study
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954128
YouTube Video Channel
28
Before
Customization
Case Study
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.95412929
Ability to display your other Videos
Call to Action Asking Visitors to Subscribe
Links to Your Online Channels Increasing Your Website Traffic
YouTube Video ChannelCase Study
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954130
Traffic – 300% Increase in Foot Traffic
30
Case Study: The Bottom-line
Sales – 220% Year Over Year
Facebook – Approx. 2000 Offers Claimed
Twitter – Approx. 24 New Customers Monthly
Mobile – New Reservations Daily
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.954131
Social Media Marketing• Define Your Expectations• Allocate a Budget• Implement the strategies learned• Closely Monitor ROI• Get a Free Social Media Evaluation And Assessment:
Visit: http://eBizUniverse.com/SocialMedia
31
Next Steps
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.95413232
Getting in Touch
Thomas Varghese
847-220-9541
@eBizUniverse
www.facebook.com/eBizUniverse
Free Social Media Evaluation And Assessmenthttp://eBizUniverse.com/SocialMedia
MANAGING YOUR ONLINE UNIVERSE, SO YOU DON’T HAVE TO 1900 E. Golf Road, Suite 950 Schaumburg, IL 60173 847.220.95413333
Thursday, Dec. 6, 2 PM EDT How to Grow Revenue Through Pay-Per-Click Marketing
• Is PPC the right type of advertising for your business?• What advertising platform is best? Google, Bing, Display ads, Facebook YouTube,
LinkedIn, etc.?• How do I get started?• How do I measure results?• Sign up LogMyCalls.com/webinar
Founded in 2007, Digital Third Coast is a Chicago-based digital marketing agency, dedicated to providing expert guidelines and collaborative solutions in the rapidly evolving internet marketplace.
Digital Third Coast’s mission is to identify interested internet users and connect them to our client’s websites. With ROI as the focal point, the heart of what we do is making a measurable different for our clients.
Lyndsey Kramer, Dir. of Business Development, Digital Third Coast
Next Webinar
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