Social Media Marketing:

Transcription

1 Social Media Marketing: Tips and Best Practices Presented by: Jake Haws Acquisition Marketing Manager, Zenger Folkman

2 Areas of Focus Purpose Channels Posting Content Interacting Advertising Analytics Takeaways

3 Purpose

4 Purpose of Social Media Awareness Introducing and establishing your name Peer validation Engagement Interactions for followers (likes, shares, comments) Holding pattern until ready for purchase Lead Generation/Promotion Register for live events and webinars Register for website content

5 Channels

6 PROS Professional Focus Good resource find the right individuals and making introductions Specify a target audience (geographic, company, job title, etc.) CONS Users log in less often (changing) More expensive to advertise on LinkedIn

7 PROS Large audience Easier to track engagement Specify a target audience for the ads (geographic, interests, age, etc.) CONS Can t target by company/job title Newsfeed is getting more selective Facebook

8 PROS Large, highly diverse audience Highly interactive (retweet, hashtags, mentions) More public CONS 140 charter limit Lots of clutter to break through Difficult to segment Twitter

9 Pinterest Other Channels Interesting content Post quotes and infographics Instagram Large and younger audience, mobile Post picture of events YouTube Highly Shareable Great for posting speeches, interviews, segments Google+ less used worth at least having for search purposes

10 Posting Content

11 Posting Content Create Weekly Content Calendar Monday Tuesday Wednesday Thursday Friday Leadership Tip or Quote Upcoming Events (Workshops, Breakfast Briefings) Webinar Promotion Public Relations (Forbes Blog, HBR Blog, other press) Visual: Picture, Infographic, Video Guideline adapt as needed Mix of calls to action and providing value

12 Content Calendar

13 Posting Content

14 Posting Content

15 Posting Content

16 Posting Content

17 Posting Content

18 Posting Content

19 Posting Content

20 Posting Content

21 Posting Content

22 Posting Content

23 Posting Content

24 Posting Content

25 Posting Content

26 Posting Content

27 Interactions

28 Social Wall

29 Twitter Contest Tweet or re-tweet key learnings from today s webinar Include #zfwebinar in your post The 3 individuals with the most tweets by the end of today will receive a $25 gift card to Amazon.com TWEET your way to $25!

30 Your Employees Many to many (instead of just one to many ) Send reminders s encouraging employees to like/share content Create contests to incentivize your employees to share.

31 Raving Fans Request LinkedIn Connections from recent customers, workshop/webinar attendees, or other enthusiasts. Monitor your connections activities. Reach out to individuals who change roles and work for a new company.

32 Hootsuite

33 Advertising Grow your following

34 Include Social Media Links on Website

35 Include Social Media Links in Signatures

36 Country/Territory: United States, sometimes regional Age: 30+ Job Titles Chief Learning Officer VP of HR Director of L&D Interests Topics (Leadership Development, 360-degree feedback, human resource management, etc. - avoid coaching ) HR Organizations (ATD, SHRM) Target Audience Competitors (DDI, PDI, FranklinCovey, Marcus Buckingham) Publications (CLO, T&D, Training Magazine, HBR, Forbes, WSJ) Custom Audience: load a spreadsheet of s

37 Create a Pages Likes Ad Offer incentive to follow your company (access to content like webinars, articles, etc.) Specify a target audience for the ads (geographic, interests, age, job titles, etc.)

38 Boosting/Sponsored Updates Ensures majority of followers see your posts in their newsfeed Enables your post to show up in the newsfeed of nonfollowers

39 Retargeting YOUR WEBPAGE FACEBOOK

40 Analytics

41 Facebook Analytics Engagement Rate

42 LinkedIn Analytics

43 Twitter Analytics

44 Marketing Automation Overview Send s (mass and personal) manual or automated Track website visits of individuals Create lead score based on demographics and behavior

45 Act-On Webinar Registration Stats

46 Act-On Competitor Stats

47 Act-On Competitor Stats

48 Act-On Competitor Stats

49 Takeaways

50 Takeaways 1. Purpose: create awareness, engagement, and generate leads. 2. Many channels. Evaluate which works for you. 3. Content calendar provides value and includes calls to action. 4. Interact with your audience. 5. Leverage your current activities to promote social media sites. 6. Use targeted advertising to broaden your reach. 7. Use analytics to refine your strategy and efforts.

51 Additional Resources Hootsuite.com social media management Moz.com content, social, seo Act-on.com online marketing Hubspot.com online marketing Lynda.com tutorials Pexels.com free stock photos - Make sure you check Creative Commons and "Find content to use commercially"

52 Thank you! Questions and Comments? Jake Haws