View
126
Download
1
Category
Tags:
Preview:
Citation preview
The ORIGINAL
Search Marketing Event#SESMiami
Determining the Right Social
Media Networks for Your
BusinessVictoria EdwardsFlorida Blue
Digital Content Strategist
@TallChickVic
#SESMiami
Background information
• Working in Social Media/SEO/Content
Marketing for 9 years
• Digital Content Strategist for Florida Blue
@TallChickVic
#SESMiami
Where you can find me
• Twitter - @TallChickVic
• LinkedIn - LinkedIn.com/in/VictoriaLEdwards
• Email – Victoria.Edwards@FloridaBlue.com
• Website – Victoria-Edwards.com
@TallChickVic
#SESMiami
Overview• Best methods for determining what social
media networks work best for your business
• Strategies for developing effective content for your social media efforts
• Creating content around the lifestyle of your products or service
• "How to" social media in a day
@TallChickVic
#SESMiami
Why do I need social media?• Increases brand awareness
• Increases traffic to your site
• Increases overall reach (target demographic)
• Helps with research your target demographic
• Great communication tool with your customers/audience
• Your competitor is already there!
• Helps with SEO (search engine optimization)
@TallChickVic
#SESMiami
Do NOT sign up everywhere
• You don’t have the time!
• It may not be where YOUR business
needs to be
• Start slow…
@TallChickVic
#SESMiami
Do your research
• Where are your competitors?
• Where is your audience?
• Where can your digital marketing goals be
met?
@TallChickVic
#SESMiami
Where are your competitors?
• Make a list between 5-10 competitors
• Go to their websites
• Find their social handles (should be on site)
• Look at the conversations
within social media
@TallChickVic
#SESMiami
Where are your competitors?
• Just because they are there, still does not
mean you should be there
• Your competitor list should help nail down
where to be
@TallChickVic
#SESMiami
Where is your audience?
• Which existing profile is getting the most
traction?
• How much engagement is occurring?
@TallChickVic
#SESMiami
Where is your audience?
• Take a peek into your analytics
• Where is your referral traffic coming from?
• Just because you’re not there doesn’t
mean it’s not of value
@TallChickVic
#SESMiami
Where is your audience?
• Are those networks sending you
VALUABLE traffic?
• Do they read your content?
• Do they convert?
• Or do they bounce?
@TallChickVic
#SESMiami
Where can your goals be met?
• Facebook can:
– Increase sales through advertising
– Increase brand awareness through content
promotion (promoted posts)
– Assist in customer service & retention by
creating a community hub
@TallChickVic
#SESMiami
Where can your goals be met?
• Twitter can:
– Increase sales through advertising
– Increase brand awareness through content
promotion
– Assist in customer service & retention by
creating a community hub
@TallChickVic
#SESMiami
Where can your goals be met?
• LinkedIn can:
– Increase leads through introductions
– Boosting client retention by maintaining
relationships
– Assist in company and personal brand
awareness
@TallChickVic
#SESMiami
Where can your goals be met?
• Instagram can:
– Increase brand awareness
– Increase conversion by promoting sales and
products
– Increase engagement (higher engagement
compared to Twitter)
@TallChickVic
#SESMiami
Plan, plan and plan some more• What do you want the content to do?
– Generate leads
– Generate downloads
– Increase traffic
– Increase conversion
• Not all content will do everything, so have a clear goal
@TallChickVic
#SESMiami
Develop a content calendar • Update it frequently!
– Title
– Author
– Persona
– Due date
– Publication date
– Platform
@TallChickVic
#SESMiami
More research!
• Research your competitors:
– What type of content topics do they develop?
– What type of content do they create (video,
PPT, blogs, podcasts, whitepapers)?
– What’s the engagement like of that content?
@TallChickVic
#SESMiami
Develop “lifestyle” content
• Create content around your product or
service to educate and entertain
@TallChickVic
#SESMiami
Health care examples• Health insurance 101
• Health care reform
• Health care innovation
• Fitness
• Wellness
• Recipes
@TallChickVic
#SESMiami
Look internally
• What content is develop within your
company already
• How can you repurpose this content?
@TallChickVic
#SESMiami
Types of content to develop
– How to’s
– FAQ’s
– Case studies
– Interview experts in your industry
– Interview internal experts in your company
@TallChickVic
#SESMiami
What is your audience asking for?
• Develop content around THEIR common
questions & statements
@TallChickVic
#SESMiami
Ask your audience
• Surveys
• Emails
• Ask on social media
• They want to be heard!
@TallChickVic
#SESMiami
“How to” social media in a day
• Look at the industry publications you get emails from
• Look at the industry news your read
• Find 2 news items that you found of interest
• Find the authors & their Twitter handle (usually next to their author byline)
@TallChickVic
#SESMiami
“How to” social media in a day
• Then follow, share, like, tweet
• Tell the publication you appreciated the
content
– And / Or
• Tell the author the same thing
@TallChickVic
#SESMiami
“How to” social media in a day
• Ask your social media community what
they thought of the article
• ENGAGEMENT
@TallChickVic
#SESMiami
“How to” social media in a day
• Summarize the content in a blog post,
then link to the actual news piece or article
• Take that content and SHARE!
• Mention the authors when you do so!
@TallChickVic
#SESMiami
“How to” social media in a day• Monitor your comments
• If someone posted a comment on your wall, reply
• Listening Tools that are free:
– Google Alerts
– Tweet Deck
– Topsy
– Social Mention
@TallChickVic
#SESMiami
“How to” social media in a day
• Use tools like Followerwonk to find people
or subject matter experts in your industry
• Follow them in social media and then send
a quick hello!
@TallChickVic
#SESMiami
3 Main Takeaways
• Research A LOT
• Learn from your competitors
• Focus on where your goals can be met
@TallChickVic
#SESMiami
Thank You!
• Twitter - @TallChickVic
• LinkedIn - LinkedIn.com/in/VictoriaLEdwards
• Email – Victoria.Edwards@FloridaBlue.com
• Website – Victoria-Edwards.com
@TallChickVic
#SESMiami
Resources• https://smallbusiness.yahoo.com/advisor/social-media-channels-business-
223554094.html
• https://www.123-reg.co.uk/blog/online-marketing/social-media-platform-business/
• http://www.convinceandconvert.com/social-media-tools/the-39-social-media-tools-ill-use-today/
• http://www.businessinsider.com/instagram-engagement-rates-up-to-50-times-higher-than-twitter-socialbakers-finds-2014-12
• http://www.problogger.net/archives/2011/09/03/52-types-of-blog-posts-that-are-proven-to-work/
• http://blog.hubspot.com/marketing/monitor-social-media-effectively
Recommended