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@shari_pw
@shari_pw
Who Am I?
I am a the owner of Shar-i Digital Marketing
I am a mom, friend, and partner
I love baking! It’s therapy. I dislike doing dishes and am forever looking for the perfect bag…
@shari_pw
5 Reasons
1.Business Opportunity2.Brand Building 3.Marketing 4.Knowing your customer 5.Measurability
@shari_pw
Be clear about your business goals and align your social media efforts in accordance.
@shari_pw
Who are they? How old are they? What do they like? What don’t they like?
What do they need – solve their problem Where do they spend their money? Where do they hang out (online and offline)?
People
My Name Is And I Am….
@shari_pw
Valuable content is the heart of a social media marketing campaign.
@shari_pw
Who are you talking to? How old is this person? What is his/her demographic profile? What are the person’s job title, role, goals & challenges? What range of responsibilities does this person have? What’s on their professional frontier? What life stage is this person in? What is this person passionate about? What personal aspirations and issues are top of mind? What topics are of greatest interest to them? What activities do they enjoy?
@shari_pw
Questions to Answer
Brand Statements (Core Purpose, Vision, Mission) What’s most important for our brand? Where is our brand headed?
Brand Promise Who are our customers? What do we tell customers and prospects about
what we offer them (features and benefits)? Brand Experience
What type of experience do we promise customers?
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Social Customer Profile
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Where to “Profile”
A personal website - Your Own Place on the Web LinkedIn - Your Experience and Endorsements
Online Google+ - Conquering Search and Social at the
Same Time Twitter - Making Waves in 140 Characters or Less Pinterest – Images images images Facebook - Keep it family rated
@shari_pw
“Social is how customers hear about you,
search is how they find you, and content is how they qualify
you.”
@shari_pw
So what do you have to ask yourself?
My audience is I’m offering them … They will find it via… They will care because… They will interact by… Their next step will be… They will share it because….
@shari_pw
@shari_pw
IMAGES Up to 90% of information transmitted to the brain is visual, so it’s no surprise
that people respond well to great design. Using pictures as the focus of your updates is a great opportunity to get creative.
When you design your visual content, rely less on words. Let colors, images and backgrounds take on the burden of conveying your message
Source: Social Media Examiner.
@shari_pw
Images 1. PhotoPin You must give attribution when you use one of
PhotoPin’s pictures, but the good news is that PhotoPin makes providing attribution easy. Select the image size you want, check the individual photo’s license (just click on the photo) and paste the attribution code at the bottom of your blog post and voilà.
2. Death To The Stock Photo A digital subscription service that sends you free stock photos every month. Photos are delivered to your inbox, plus you get 10 photos for signing up with your email. The photos emailed to you are based on a theme, like nature, or office spaces. They have some great photos of computers and smart phones which can be helpful when showcasing a website or app.
@shari_pw
Images 3. Snapwire Snaps Snapwire Media has a Tumblr account
that posts new images every month. Additionally, Snapwire Snaps will send you 7 free photos to your inbox every week if you register to receive their emails. You can also download free bundles so you’ll have plenty of photos on hand to use for later. All photos by Snapwire Snaps are licensed under the Creative Commons Zero, which means you can copy, edit and distribute all of Unsplash photos, even for commercial use, and you do not have to give credit to the photographer.
@shari_pw
Images
4. Unsplash A free image source, Unsplash posts 10 new photos every 10 days. You can filter your search by subject, or browse through the gallery by scrolling.
5. Public Domain Images Created by a web designer with an eye for high quality images, Public Domain Images offers high-quality photographs that are free of copyright restriction under CC0. The images are divided into three categories, vintage, modern and weekly images making it easier for users to find ones perfect for their event marketing needs.
@shari_pw
Images and Editing
http://www.befunky.com/ www.Canva.com https://magic.piktochart.com/ http://www.recitethis.com/ https://evernote.com/skitch/ http://compfight.com/
@shari_pw
Use Canva.com
You can thank me later…. You’re welcome!
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@shari_pw
Get a Smartphone.
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Strategy
Clarify your business’ social media goals Audit your current social media status Develop your content strategy Use analytics to track progress Adjust your strategy as needed
@shari_pw
The Law
1. The Law of Listening2. The Law of Focus3. The Law of Quality4. The Law of Patience5. The Law of Compounding6. The Law of Influence7. The Law of Value8. The Law of Acknowledgment9. The Law of Accessibility10. The Law of Reciprocity
@shari_pw
Which Social Network Drives the Most Traffic?
@shari_pw
Where to START? Audit Existing Activities Determine Where Social Media Marketing Fits
What purpose do you want to employ social media for? Is it for building a brand? Driving leads? Caring for existing customers? Creating publicity?
Figure Out Your Objectives and Target Audiences Map Out A Content Marketing & Curation Strategy Decide What Platforms To Use
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Twitter?
@shari_pw
Twitter Build Relationships Relationship management – nurture them Customer Service Monitor and interact with people talking about your brand Respond to comments Ask questions Post links to things people would find interesting 42% of companies have acquired a customer via Twitter” Twitter is not a technology, it’s a conversation and it’s
happening with or without you!
@shari_pw
Create Your Twitter Profile Why do you want to be on Twitter – answer that before you go further! Use your real estate – cover image, bio, short description, call to action,
links, custom background Include keywords in your bio (a word that reflects your business) 140 Characters
None of these!
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Custom Background
Descriptive Bio
URL
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Add your new Twitter handle to your signature, website etc
Remember you want people to RT your tweets keep them short! 120-130 characters
Include links – measure them! Use scheduled tweets VERY
CAREFULLY
@shari_pw
Twitter Basics Search Hashtags Build lists – listen, tweet,
follow Follow and Respond to
Users Share Relevant Content
What does that mean? @: At reply. A direct tweet sent to another
Twitter user. DM: Direct Message. This is a way of sending
a message to someone so that only they can see it—like sending a text message. You can only direct message people who follow you.
RT: Re-tweet. A tweet that you like so much, you are resending it to your followers. Usually preceded by "RT" and "@[username]," to give credit to the original poster.
#: Hashtag. Allows Twitter users to group tweets by topic, making it easier to search particular conversations using Twitter Search such as #SocialMediaMarketing
@shari_pw
Twitter has a Calendar!
https://twitter.twimg.com/ownthemoment
@shari_pw
Who do you want to talk to? Who is your target market
Where do they live How old are they Family status Hobbies Industry Financial status
@shari_pw
Facebook Get found! Connect and engage Create Engaging CONTENT
Videos, updates, events, links….. Create a community Promote Customer service
@shari_pw
Facebook Ads! That is the way to go if
you want your FB Page to show up on the news feed!
Prepare a budget Different types of ads:
Likes Engagement
Events and RSVP Landing pages
• Websites (off FB)
@shari_pw
Do your homework – Look for ads in your niche, what do you like about them and what don’t you like about them?
Brainstorm Ideas – the more the merrier!
@shari_pw
Use the real estate available to you: Put up a great profile pic, have a bio, and add links to your other sites.
Be interactive, fun and helpful, give tips, advice that are related to your product or service
Give! Perks – fans love perks! Be human! Don’t just post, post, post.
No one wants to hear all about you, all the time. Ask questions, reply, and talk as you would in everyday life.
Be relevant. Post content that provides value to your target audience, but also add some fun stuff, too. The 80/20 rule is a great way to start out: That’s 80 percent relevant content, 20 percent fun stuff.
@shari_pw
Talk to People
Share other people’s posts. Engage and demonstrate that you value content and opinions from others, too.
Join groups and communities Search for influencers
@shari_pw
Google +
It isn’t just another network – it’s Google! It’s still small enough to connect with people Circles Communities Google Hangouts
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Before After
@shari_pw
Why Pinterest? 70 million users 80% of Pinterest users are women 20% of US Internet Using women are on Pinterest 8% of European Internet users have a Pinterest account Average user time spent on Pinterest – 98 min per
month 38% of women Pinterest users that are likely to be tech
early adopters Number of Pinterest business accounts 500,000 and
rising!
@shari_pw
Get Your Pin On! Set up your account – Whether you’re an established brand, a
non-profit organization, or a blogger, you can join Pinterest for free as a business. Simply fill out the details about your business and the person who’ll manage the account and away you go!
Start following – Just like any other social platform building your network is one of the very first things you should be doing. Start off by following your competitors, let them know you’re online too and you can keep an eye on their Pinterest movements. Just remember that most accounts have multiple boards, so if you follow an account you automatically follow all its boards.
@shari_pw
Pinterest Create your own boards – Start building and creating boards to
collect and order your pictures. You’ll need a name for your board, description and a category name. If you need some ideas, take a look at other accounts to see how they have done it.
Get pinning – Now you’re ready to get pinning! Use the search bar at the top of the page to find certain images and categories. When you see an image you want to pin and add to your board, hover over it and pin it! If you’re using Pinterest for your business, simply upload your photos using the + button. Others can then repin your image.
Get social – Now you’re on Pinterest spread the word! Add the social links to your website and any offline material. Get friendly by liking other peoples pins, follow more boards and start attracting new followers.
@shari_pw
Pinterest Boards Pins
@shari_pw
Guy Kawasaki Twitter = Perspectives. Twitter is great for getting or sending immediate perspectives on news and events.
In other words, if you want to learn that there was an earthquake in Chile before CNN and you like getting updates from Chileans at ground zero, then Twitter is for you. In short, Twitter is for real-time perspectives.
Facebook= People. Facebook is the way to learn what’s going on in the lives of people you already
know (friends, relatives, and colleagues). It’s great for learning that their cats rolled over, that they went to a great party, or that they had sex, kittens, or children. In short, Facebook is for people.
Google+ = Passions. Google+ enables you to pursue your passions with people you don’t know. Your
fifty friends and family on Facebook likely do not share your passion for photography, but on Google+ you can have a blast with a community of photographers (I’ll explain how shortly). In short, Google+ is for passions.
@shari_pw
Trends
Content Marketing is King Social Media deep in SEO Images for Success Mobile is Moving Faster
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http://blog.thewholebraingroup.com/sensible-social-media-checklist-v30-infographic
@shari_pw
Action Items Choose owner for all of social media Set up social media posting cadence Choose a social media management platform Determine social media voice
@shari_pw
Google Doc All Sorts of Goodies for You! (copy the file then use)
https://docs.google.com/spreadsheet/ccc?key=0AhxHrB5TPeOydEhGbGQ0NGNMRkt
RLVBJVWktTkxDcVE&usp=sharing
@shari_pw
Where is your Branding Book?
Here is the link to the Cheat Sheet! http://memeburn.com/2015/01/heres-your-ultimate-social-media-cheat-sheet-for-2015-infographic/
@shari_pw
Images Rule
@shari_pw
Social Networks
FACEBOOK Objectives: Brand awareness and
engagement Lead generation or customer
acquisition Share a mix of relevant links,
blog posts, and engaging content
Promote upcoming events Engage with influencers
Action Items Set up sponsored posts and ads Set up Facebook tabs that sync to
your marketing automation platformKey Metrics X number of posts per day Page follows Likes Engagement and comments
Referring traffic Shares Lead generation/new customers
@shari_pw
Twitter Objectives Brand awareness and engagement Lead generation or customer acquisition Share a mix of relevant links, blog posts,
and engaging content Segment influencers and create lists Communicate issues from social media to
support team and ensure follow-up Listen and respond to relevant
conversations Build reputationAction Items Utilize promoted tweets and pinned
tweets Set up Twitter Lead Generation cards
Key Metrics X number of posts Followers Mentions Retweets Number of lists Hashtag usage Influence of Twitter followers Lead generation or customer acquisition Referring traffic Favorited tweets
@shari_pw
Google+ & Pinterest GOOGLE+
Objectives Brand awareness and engagement Lead generation or customer acquisition Share a mix of relevant links, blog posts,
and engaging contentAction Items Optimize for SEO and set up Google Create and promote upcoming events Utilize Google+ hangoutsKey Metrics X number of posts Google+ circle adds/follows Google+ mentions Google +1 Referring traffic
PINTERESTObjectives Brand awareness and engagement Lead generation or customer acquisition Share a mix of relevant imagery—both
brand-related and funAction Items Create boards leveraging both content and
company culture Follow other businesses, thought leaders,
customers, and partnersKey Metrics Pins Repins Followers Purchases from pin Referring traffic
@shari_pw
YOUTUBE, VIMEO, VINE, INSTAGRAM VIDEO
Objectives Brand awareness and engagement Viral sharing Showcase company culture Post product videos and demos Create a video series to shareAction Items Determine ownership of video execution Choose a production agency Determine distribution channels Create social strategy for promotion Get customers, partners, and influencers involved in video creationKey Metrics Views Shares Referral traffic Pages ranking on key terms from YouTube
@shari_pw
Let’s Review
Start with Business Define your Business Set your goal Who are your customers Marketing and messaging Social Media Find your Audience and Listen Who are your influencers Create a content strategy Implementation Measure and Improve
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What Ever You Do
@shari_pw
Resources and Thanks http://distributedmarketing.org http://www.marveo.com http://blog.hubspot.com/ http://pandodaily.com/2012/12/25/the-best-online-ads-of-2012-werent-ads/ www.dove.com www.nike.com http://www.business2community.com/pinterest/beginners-guide-pinterest-0951245 http://blog.bizzabo.com/8-great-free-image-resources-for-your-event-website http://www.facebook.com http://memeburn.com/2015/01/heres-your-ultimate-social-media-cheat-sheet-for-2015-infographic https://twitter.twimg.com/ownthemoment http://blog.thewholebraingroup.com/sensible-social-media-checklist-v30-infographic http://www.socialknx.com/places-to-add-seo-to-social/
http://www.entrepreneur.com/article/251034 http://expandedramblings.com/index.php/pinterest-stats/2/
@shari_pw
You Can Find Me Here:
www.Shar-i.com About.me/ShariWrightPilo Twitter: shari_pw Facebook/shariwrightpilo Facebook/socialmediashari LinkedIn: il.linkedin.com/in/shariwrightpilo/ Email: [email protected]
@shari_pw
Thank You
