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Background information
Working in Social Media/SEO/Content Marketing for
9 years
Digital Content Strategist for Florida Blue
Where you can find me
Twitter - @TallChickVic
LinkedIn - LinkedIn.com/in/VictoriaLEdwards
Email – [email protected]
Website – Victoria-Edwards.com
When I am not working…
Overview
A breakdown of social media networks
Why do I need social media?
Determining what social media networks is best for your business
How to develop effective content for your social media efforts
"How to” social media in a day
Social media networks -
FacebookA social networking website that makes it easy for you to connect and share with your family and friends online.
Permission needed for friend request
Can Follow someone with friend requesting them
Follow = only sees publically shared updates
Can “like” any public pages (company, brand, place and so on)
Social media networks -
Micro-blogging format that lets users send messages in
140 character posts or messages called “tweets.”
Can follow anyone on Twitter without permission
needed
Social media networks -
Business social networking site
Designed specifically for professional networking --
finding a job, discovering sales leads, connecting with
potential business partners
Social media networks -
Online mobile photo and video sharing social network
Hashtags usage very common to help users discover
areas of interest.
Social media networks -
Is a web and mobile application company that offers a
visual discovery, collection, sharing, and storage tool.
Users create and share the collections of visual
bookmarks (boards).
Social media networks –
Google My Business
Google My Business puts your business info in the
search engine, in Google Maps and Google+ so that
customers can find your business.
Geo-targeted awareness
Let’s your customers find you as they’re in your area
Why do I need social media?
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
Why do I need social media?
Your competitor is already there!
Helps with SEO (search engine optimization)
Which social media
networks?
Do NOT Sign Up Everywhere!
You don’t have the time!
It may not be where YOUR business needs to be
Start slow…
Do your research
Where are your competitors?
Where is your audience?
Where can your digital marketing goals be met?
How to find out where to be
in social media
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
How to find out where to be
in social media
Just because they are there, still does not mean you
should be there
Your competitor list should help nail down where to
be
Questions to ask yourself
Questions to ask yourself
How much time can I commit to these networks?
Can I commit on an ongoing basis?
Is my target customer/demographic in this space?
Questions to ask yourself
What type of value could I get from this space?
Does my business product or service fit in this
space?
What various social media
networks can accomplish
What various social media
networks can accomplish
Google My Business
Increase sales through advertising
Increase brand awareness through content promotion (promoted posts)
Assist in customer service by creating a community hub
Aid in customer retention by offering support where your customers socialize
Increase sales through advertising
Increase brand awareness through content promotion
Assist in customer service by creating a community hub
Assist in customer retention by offering support where your customers socialize
Increase leads through introductions
Boosting client retention by maintaining relationships
Assist in company and personal brand awareness
Boost brand awareness as an online portfolio
Enhance product awareness as an online portfolio
Boosting sales numbers through product promotion
Helps with conversion with promoted pins
Increase brand awareness
Increase conversion by promoting sales and
products
Increase engagement (higher engagement
compared to Twitter)
Google My Business
Increase foot traffic through inclusion in Google’s local results
Increase website traffic through inclusion in Google’s local results
Increase conversion rates through reviews, which inspire confidence to buy
Increase brand awareness
How to develop effective
content for your effortsDevelop a plan for your content
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
How to develop effective
content for your efforts
Develop personas / ideal audience
Define your existing audience
How to develop effective
content for your efforts
How to develop effective
content for your efforts
Develop a blog or some platform on your site where
you can write and share content
How to develop effective
content for your efforts
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?
How to develop effective
content for your efforts
Develop content around the lifestyle of your product or service
Health care examples:
Education around health care 101
Diet and nutrition
Recipes
Innovation in health care technology
How to develop effective
content for your efforts
Types of content topics you can create:
How to’s
FAQ’s
Interview experts in your industry
Interview internal experts in your company
Case studies
And more (see resources section)
How to develop effective
content for your efforts
Ask your audience what they want to read about
Surveys
Emails
On social media
“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)
“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
“How to” social media in a
day
Ask your social media community what they thought
of the article
ENGAGEMENT
“How to” social media in a
day - tools
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!
“How to” social media in a
day - toolsMonitor your comments
If someone posted a comment on your wall, reply
Listening Tools that are free:
Google Alerts
Tweet Deck
Topsy
Social Mention
“How to” social media in a
day - tools
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!
“How to” social media in a
day - tools
Utilize LinkedIn groups (if they’re of value)
Not sure where they are?
Then…
Questions?
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
Thank You!
