The New Rules of Social Media Marketing

ASIP Conference: 09.17.13

Jami Eidsvold &

Ashley Cline

• Social media team at Gold Public Relations & Smarty SM duo

• Interactive public relations, social media strategy, content development, community management influencer & WOM programs

• Clients such as Invisalign, CoolSculpting, Whole Foods Market & SEMA

@jami_bee

@ashleycline

Social Media Smarts: What We’ll Cover

• Social Media 2.0: Owned, Earned, Paid• How to Create Good Social Media Content• Social Media Marketing Best Practices for

Engagement• Social Media Amplification• Q&A

Your Social Media Wake Up Call!

*Source: Socialnomics by Erik Qualman: http://www.youtube.com/watch?v=QUCfFcchw1w

PEOPLE ARE USING SOCIAL DIFFERENTLY?

Search Share Mobile

Social Search Engines

Sharing & Recommending

Always Connected

Google is Your New Homepage

Social Media = SEOSEO: The process of improving the visibility of your online reputation to make your content accessible and lovable for:• Your visitors a.k.a new customers• Search engines Search Engines “crawl” this content, then index and rank it quicker—this is DIRECTLY influenced by social media content and shares.• Authoritative Content (Earned: PR, blogs, news, etc.)• Social Content (Earned: Reviews, shares, likes,

comments, etc.)• Visual & Rich Media Content• Google+ is a necessity, purely for SEO

OPTIMIZING SOCIAL MEDIA FOR SEO

1. Link all your social media pages to your website & vice versa

2. Know your keywords & use them regularly

3. Secure your business name or personal URL on all social media sites

4. Share visual content: Use keywords in the image name & links to your site in the description

5. Calls to action help readers engage with your content

6. Do PR. Start a blog, write for a blog or work with bloggers

Social Media Marketing 2.0

• Content

• Mobile

• In Your Feed

• Paid

• Customers

• Conversion

Social Media Marketing 1.0

• Content

• Desktop

• Right-Hand Rail

• Viral

• Fans

• Engagement

ENTER: P.O.E.M

Reach Your Audience “In Stream”

Content is KING!

What is Social Media Content?

• Posts, quotes, tips, statistics, • Polls and questions• Thought provokers,

conversation builders• Articles, studies, research• Contests, promotions, deals,

incentives, coupons, offers• Photos, videos, infographics,

charts, graphs• Events

GOOD CONTENT:

• A picture is worth 1,000 words

• Optimize images for Web & Search

• Pay for great design

• OR enlist tools to create your own

• Is it worth a like, retweet, pin, +1, etc.?

• Every post needs an image

Tells a Story Looks Great Is Shareable

Visual Storytelling

• 90% of info transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text

• Visual content on Facebook sees 65% higher engagement

• Photos are “liked” 2X as much as text only

• Consumers are 85% more likely to purchase a product after watching a product video

• Post on multiple platforms for different audiences

• Ensure that there is a photo or image on every, single post

**BONUS STRATEGY: Have fans and influencers post THEIR photos & videos on YOUR pages*Source: HubSpot, 2012

Content Curation

Original>Aggregate>Curate

• Themes, holidays, observances• News: Int’l, Nat’l & Local• Conferences & Events• Company milestones & human

interest• Industry influencers & thought

leaders• Trends:

– Google.com/trends– Twitter – Alltop.com– Reddit.com– StumbleUpon.com

• Social Search– Keywords & hashtags

CONTENT CREATION TOOLS

• PicMonkey.com—edit photos & add text

• MemeMaker.net• Visua.ly—Create your

own infographics• SomeECards.com• Creative Commons—

Royalty Free Images

Create a Content Calendar

1. Make your job easier & save time!

2. Plan: Yearly, Quarterly, Monthly, Daily

3. Include seasonal, industry & local topics

4. Keep it simple: Spreadsheet or Google Doc

5. Automate with a Third Party Tool: Hoot Suite, Sprout Social

6. Plan but be prepared to react and engage daily

Tools: Hoot Suite

Features:

• Manage multiple social networks: Twitter, Facebook, LinkedIn, Google+, FourSquare, Wordpress

• Schedule messages & tweets• Track brand/name mentions• Advanced analytic reporting • HootSuite University• 30-Day free trial then build your

own plan: FREE-$100/month

Tools: Sprout Social

Features:

• Publish to: Twitter, Facebook, LinkedIn & Google+

• Engage within stream inbox and utilize tasking tools

• Unlimited reporting & exporting of analytics

• Run competitor Twitter reports• Monitor your brand• CRM w/contact records &

editable notes• Collaborate w/internal team• 30-Day free trial then: $39-

$99/month

Social Engagement

Take it to the Next Level

Engaging your fans into action• Must have=social share buttons

on your website & product catalog• Give to get: Fans expect

something exclusive– Coupons, special offers, insider info,

special access, prizes, contests

• Ask for engagement: Strong calls to action– Ask for likes & shares– Ask for comments and opinions and do

something with it– Ask for fans/customers to share their

stories and pictures

• Create a Fan Hub and award advocacy & sharing– Check out Napkin Labs & ePrize

Sweepstakes & Promotions

Try social media promotions for lead generation and engagement!

Types of Promotions:

• Simple sweeps• User Generated: Photo/video contests,

essays• Caption Contests• Instant Win• Pin to Win• Group Offers/Deals• Quiz/Trivial• Multi-Platform

**BONUS TIP: The lower the barrier to entry the greater number of entries

Third-Party Promotional Platforms

• WooBox.com

• NorthSocial.com

• WishPond.com

• ShortStack.com

*Promotion hosting can cost between: $0-$50/month

Collect Likes & Leads w/Promos

• Fangate

• Mobile-Optimize

• Choose a desirable & easy prize to communicate

• Cross promote: other networks, at events, on website

• Use Promoted Posts & Ads to reach a larger audience

• Use Influencers to share

• Announce the winner

Social Amplification

Live Events & Social

Amplify your social media efforts at Live Events & engage with your audience

• Social calls to action & signage• Free Wi-Fi• Encourage & incentivize social “Check

Ins”• Use event hashtags• Photo opps & shared photo albums• On-site to social promotions• Event social stream/content hub:

– Postano.com– LiveFyre.com– RebelMouse.com

**BONUS TIP: Social hubs can serve as exciting feeds on your social platforms and websites

PAID SOCIAL ADVERTISING

Facebook Twitter YouTube

• Marketplace Ads• Promoted Posts• Sponsored

Stories

• Promoted Tweets

• Promoted Accounts

• Display Ads• Overlay In-Video

Ads

Thank You! SmartySM.com