Social Media & Digital Marketing

Transcription

1 Social Media & Digital Marketing Jillian Guzinski Social Media Manager Max Rielly Digital Marketing Specialist

2 About Nowspeed Nowspeed is a remarkable Digital Marketing Agency. David Reske and his team are top notch professionals and among the hardest working, most creative and innovative people - They know their stuff, inside and out and have consistently delivered amazing results to us over the past 5 years. I highly recommend their services. Lance Young-Ribeiro, Director of Marketing, Corporate Technologies, Inc.

3 Team Bios Jillian is the Social Media Manager at Nowspeed. She is primarily responsible for planning and executing effective social media & marketing automation strategies for multiple B2B and B2C clients of various industries and sizes. She keeps up-to-date on all new technologies, trends and applications to help grow her client s brands. Jillian Guzinski Max is a Digital Marketing Specialist at Nowspeed. He has experience in many aspects of digital marketing, including SEO, digital advertising, and social media marketing. Max received his B.A. from Assumption College, majoring in organizational communication with concentrations in both marketing and management. Max Rielly 3

4 Integrated Digital Marketing Outbound Inbound Content Marketing

5 Social Media Users NUMBER OF USERS (IN MILLIONS) 1,600 1,400 1,200 1, Facebook Instagram Twitter Snapchat Pinterest LinkedIn Over 75% of all Internet users use Social Media Source: 5

6 Why Use Social Media Marketing Social Media puts a voice to the brand Social Media positions you as an industry leader Bring personality to the Brand Build brand credibility and thought leadership Your Market is Using it Nurture relationships with content Social Media is Inescapable Social Media provides prospects exposure to your content Social Media ads drive engagement and leads Social Media generates website traffic, views, shares and clicks Enables Social Media Advertising Engagement Event, Media and Analyst Impact Social Media extends the value of your Analyst, Event and Media Programs

7 Social Media Supports all Marketing Channels Connect directly with reporters and media Get more impact from events. PR AR Events Website Engage directly with analysts Drive traffic and leads

8 Nowspeed Social Media Methodology Goals Strategy and Plan Listening Team Create Platforms Syndicate Content Engage Evaluate Audience, Objectives, Strategy & Platforms Editorial Calendar and Posting Strategy Key Industry Influencers, Blogs, News Educate Teams and Create Policies Optimize for Design and Content Create Branded + Industry Content Moderation Services and Active Followings Evaluate Progress Towards Objectives

9 Situation Analysis How Are You Doing Right Now Who is your Audience? Who are your competitors? Who are your Partners? What platforms do you own? Customers Influencers Partners Prospects Keywords used to describe their industry Content on site & social channels Gated Offers How do they respond to public comments? Fans & Followers What s your relationship like? Do they share your content? Do you appear at events with them? Do you have SMM Platforms created? Are your platforms optimized to generate conversations & leads? Do you know which platforms get the most engagement & visits back to your website? 9

10 Objectives What Are Your Goals & How Do You Measure Success? Important to define clear, measurable social media goals from the very beginning in order to keep track of what works and what doesn t work. As you progress in your social campaign, you may find your objectives changing. Reach Engagement Website Visits Conversions Metrics: Total # of fans & followers acquired over specified time Key Takeaway: Record your total audience growth rate year over year. Take notes on which events matched up to the highest growth-rate periods. Metrics: Mentions, comments, shares, retweets, clicks Key Takeaway: Make sure you are speaking to the right people & the right people are listening. Metrics: CTR on social posts, frequency and # of social visits back to site Key Takeaway: Keep track of which channel contains the most visitors to your website. Optimize target new and return visitors differently. Metrics: webinar registrants, white paper downloads, contact us form submissions, add to cart purchase Key Takeaway: Directly connect social media data with business leads & profits. 10

11 Nowspeed Social Media Strategy Strategy: How can you achieve your goals? Platforms Reach Organic Followers Targeted Advertising Influencer Outreach Content Branded Industry Events Call-to- Action Keywords Engage Listening Moderation Team Training

12 Business Value of Social Media Brand, Impressions, Visits, Leads, Nurture Followers Content Posts Offer Call to Action Website Traffic and Leads 500 Followers X 20 Posts / Month = 10,000 Impressions/mo 10,000 Followers X 200 Posts/mo = 2 Million Impressions/mo 12

13 Social Strategy Plan: Platforms Platforms Optimize for Design and Content Audit all channels are set-up using best practices to get the most social success for your company. Items we look for: Vanity URL Strong Bio Good Visuals Great Call To Actions Awesome Reviews

14 Social Strategy Plan: Content Content is distributed across all platforms Branded Content Website Copy Events White Papers Press Releases Articles E-Books Videos Photos Podcasts Testimonials News and Opinions Industry Content Industry Blogs Publications Journals Analyst Articles News Customer Partner

15 Content Plan Content Strategy Personas Messaging Creative Due Who Buying Stage Persona Type Topic Execution Jan. 1 Jan. 7 Jan. 15 Jan. 23 Jan. 23 Nowspeed Awareness Chloe -20s Blog Small Business Tax Planning Nowspeed Awareness Joe & Deb - Married Nowspeed Awareness Harry & Sally 50x Blog Blog 529 Plans for Employees Surviving an Audit Nowspeed Awareness Jeff - CEO Blog Year End Tax Planning Nowspeed Purchase All Newsletter Company Success Blog, Social Media Blog, Social Media Blog, Social Media Blog, Social Media to House List

16 Social Media Services: Engagement Engage Moderation Services and Active Followings Review comments, mentions, retweets daily Respond to questions and feedback Personally reach out to new social users & influencers Ask questions, poll the audience, comment on blogs or LinkedIn groups

17 Social Media Follower Building Strategy Followers Clicks Followers 17

18 Social Strategy Plan: Paid Growth 1) Twitter Cards 2) Promoted Twitter Accounts 3) LinkedIn Sponsored Updates 4) Facebook Likes Campaign 5) Facebook Conversions Campaign 6) Instagram Ads 18

19 Event Promotions Effective promotion can make or break your event participation. Great alternative or addition to marketing invitations. Easy and budget-friendly way to get the word out about your upcoming webinar or trade show. Blog about topic and point to the registration page Great SEO visibility! Run Twitter Ads on Event #Hashtag Facebook Live, Periscope 19

20 Social Media for Events: 10 Best Practices Pre-Event Teasing 1. We want to build excitement for the event and what we will provide 2. We want to highlight who will be speaking at the event and when 3. Get your mobile apps and bookmarks in order Live Content Posting 4. We want to show excitement around our products and solutions 5. Multimedia Rocks: Photos, Live Videos, Interviews 6. Provide Context, Energy and Success in your posts 7. Details Rock: Include Hashtags, Booth Numbers, Times, Room Numbers 8. Retweet COMPANY and Event Hashtag Tweets 9. Follow Influencers who are using the Event Hashtags Recap Summary 10. Provide Tweets/Blog Posts to your and others recaps of the event

21 Employee Engagement Employee Engagement = Free Impressions! Shares, retweets, likes expose your whole network to the post Grow reach exponentially Ex. If 10 employees each share with their 100 followers = 1,000 impressions Simple click of the mouse Employee Shares Increased Post Reach More Website Visits More Web Leads More Sales 21

22 What Your Personal Profiles Should Have Solid bio Twitter 160 Characters Job Title Be sure to include job title and any relevant # s # s help you become searchable to other people who may be interested in your area Link to company website Follow People An account that isn t following anyone looks like a bot Follow people based on keywords, customers, influencers, etc. Job Title Company Job Title Facebook LinkedIn Job Description Company Be sure this links back to company LI page 22

23 Who should I follow on Twitter? 1) Your Company 2) Customers 3) Influencers 4) Tweet Content Run a keyword search on a particular hashtag in the search bar to discover other Twitter user s who are talking about the same trends that you are. i.e. #lifeinsurance

24 Who should I follow on Twitter? (continued) 4) People Search Run a people search if you have specific colleagues or companies in mind that you d like to find on Twitter. 5) Who to Follow Section Refer to Who to Follow section on your Twitter account. Twitter automatically makes recommendations on who you should follow based on who you are already connected with and your tweets. 6) Subscribe to lists Look at other Twitter user s public lists and subscribe to lists that you are interested in. 24

25 What are Hashtags? Why should I use them? Definition: The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. It was created organically by Twitter users as a way to categorize messages. Hashtags are extremely important when trying to appear on first page search results for particular keyword searches. Hashtags can let you be seen by a lot more people and increase your chance of being followed and retweeted. Examples of good hashtags: #Insurance #AutoInsurance #LifeInsurance #FloodInsurance #BusinessInsurance 25

26 How Should I Use Facebook Professionally? Like your company page Review & Rate your company Like, Comment or Share status updates with your friends 26

27 LinkedIn- Connecting With Others LinkedIn will not allow you to connect with just anyone. If you choose Colleague, Classmate, We've Done Business Together or Groups: You will be asked to pick from a dropdown list of jobs or schools or LinkedIn groups you've listed on your own profile and that information will be used in the message that goes to the person you're inviting. If you pick Friend, You won't have to pick anything but, again, the they receive will say that you have said they were a friend. If you're not, that person may not really want to connect with you after you've lied about your relationship. If you say Other (e.g. maybe you met at an event) You will be asked to provide that person's address to prove that you really have connected somehow with that person. 27

28 How to use LinkedIn Groups Importance: Connect with other business professionals Join relevant groups Look at how many members are in each group Be selective, start with 1-3 groups Be an active member Read group discussions and add conversation to existing topics Listen first, talk second Ask questions Provide examples of how your business can help 28

29 Summary- Supporting Your Company on SM Follow the company Linkedin Page Build relevant followers, leverage groups Like, share, or comment on status updates on Twitter Search & Follow Customer & Influencer Twitter Accounts Retweet any tweets from company twitter account. Mention so it shows up in their feed. Follow the company Facebook page Like, comment or share status updates with your friends 29

30 Social Media Marketing & SEO Google indexes social media content Why not own as much real estate on SERP? External links to your site are critical for SEO Social Media encourages others to link to your site People use SM platforms as search engines Use keywords 30

31 SMM & SEO: Google + Add or claim your business on Google My Business (google.com/business) Verify via postcard Show accurate location, hours, phone #, photos Multiple locations? G+ for each & link to your site Visibility in local map results Get Reviews! 31

32 Tracking Tools Twitter Analytics Top Tweets, Clicks, Impressions Interests, Demographics FB Insights Top Posts, Reach, Likes, Clicks, People, demographics LI Analytics Top Updates, Impressions, Clicks, Shares, Followers Acquired Job Titles, Industry, Company Size Google Analytics Place tracking code on your website Social referral traffic, ppv, bounce rate, time on site, etc. 32

33 Thank You! Questions? 33

34 Helpful Links Add or claim a local business on Google Getting started with Google Analytics Creating Your Facebook Business Page Creating Your Twitter Page Creating Your LinkedIn Company Page 34