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Overview
Introductions Defining Goals & Targets Building A Strategy Tracking Results Hands On Q & A
How to Attract More Customers Using Social Media MSBDC November - - PowerPoint PPT Presentation
How to Attract More Customers Using Social Media MSBDC November - - PowerPoint PPT Presentation
How to Attract More Customers Using Social Media MSBDC November 16, 2016 tunnel 7 Design Marketing Optimization Overview Introductions Defining Goals & Targets Building A Strategy Tracking Results Hands On Q & A tunnel 7
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Who I am
derek allard - derek@tunnel7.com Website designer, Internet marketer Work with clients to build smarter digital presences to increase return on investment
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Who Are You?
What is your experience with social media? What are your pain points with social media? What are your successes with social media?
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Workshop Goals
Think more strategically about social media Develop a plan for social media success Understand when paid content is smart Monitor successes and failures Feel empowered and unafraid!
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Social Media Are Channels
Go to where people are and connect with them Direct them back to the website for desired actions Our goals and users will guide us Be open to trying new strategies with social media Become the (trustworthy) expert in your field
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Defining Goals & Targets
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Define Your Goals
What action do you want users to take from social media? Be as specific as possible The more focused and specific, the more targeted the strategy will be Get past “having” social media to “using” social media
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Examples Of Goals
Double the size of my mailing list over two months Get 100 people to sign up for an event I am giving Sell 20% more items this holiday season Goals should be closely tied to business success!
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Identify Your Users
Who do you want to achieve your goals? Be as specific as possible Think about user personas to connect you directly to your clients / customers These users are who we are talking to
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What To Use?
Social media is made up of many platforms We want to narrow down to where our target users are Initially may need to try many platforms Over time focus more energy on those that show results
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Twitter Overview
Microblogging service (140 characters or less) Launched in March 2006 317 million active users (2016) Skews younger and more urban
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Why Use Twitter?
Connect with potential clients / customers Meet new people in new areas Promote news, events and offerings Become the expert
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Facebook Overview
Social network Launched in February 2004 at Harvard Opened to the public in September 2006 1.71 billion active users (2016) Worlds most popular social network 72% of all online adults use Facebook
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Why Use Facebook
Build new relationships / connect to clients / customers Develop a page for your organization Promote news, events and offerings Become the expert
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LinkedIn Overview
Geared towards business professionals 450 million active users (2016) Think interactive resume Working age adults and college grads with higher household incomes
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Why Use LinkedIn?
Get introduced to business connections Build credibility (recommendations / endorsements) Connect with like-minded professionals Become the expert
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Pinterest Overview
Image sharing / bookmarking social network 100 million active users (2016) eCommerce sites often target Skews heavily towards women under the age of 50
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Why Use Pinterest?
Show your products online Curate ideas for customers / clients Inspiration is often a motive on Pinterest Become the expert
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Instagram Overview
Image sharing social network 400 million active users (2016) Owned by Facebook now Popular with non-whites and young adults and skews slightly towards women
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Why Use Instagram?
Show off products and services Gives a behind the scenes of your business and staff / puts a face to your business Connect with customers / clients Become the expert
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Not Sure?
If uncertain where your users are … Ask in a quick online survey sent to your mailing list Talk to others in your industry to see what is working for them Research on the internet trends in your industry (related to social media)
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Write down your goals and social media channels to target
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Building A Strategy
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Be Professional
Your pages on social media should be professional looking Profile photos, banner images, completed address, hours of operation Most social media channels have wizards to walk you through setup
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Who Loves This?
In most organizations there is one employee who loves social media This is the person to put in charge None of us are any good at things we don’t like
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Build An Audience
On any platform building an audience will be the first step Publish special offers / run social media specific promotions to encourage likes / follows Can use paid methods to increase your audience Connect with others to increase likelihood they will connect with you.
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Be Proactive / Genuine
Like, comment, share, retweet, pin your clients / customers Publishing and waiting not a good strategy Keep an eye out for conversations where you can offer your unique expertise Be yourself … we all can see through stuffiness Consider one person being the voice of the business
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What Can You Do For Me?
Human nature is that we are selfish Be blunt and specific about what you can do for your clients / customers Not everything should be a sales pitch but anyone looking at your stream should see clear benefits
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Publish Exclusive Content
On the platforms you choose think about what you could offer there that would keep users coming back Discount codes Announcement of new products / offerings Contests
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Utilize Hashtags
Most social media channels use hashtags now Equates to a search term Be aware of hashtags being used in your industry Example: #westernma, #eecms
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Highlight Customers
Publish content about your customers / clients We all like to see ourselves in a positive light Customers will likely be flattered / appreciate the mention
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Images > Text
A picture is worth a thousand words … images get much higher interaction rates than text alone What images can you use on social media channels? Don’t try to be perfect / professional
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Be Social On Social
Always be the last to respond Think of social media as a chamber event It is interactive … never forget this
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Editorial Calendar
Publish / reply on a regular basis Holds you accountable for staying on top of things Defines who, what, where, when, why for all your social media posts
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Paid Advertising
Trend is moving more towards paid options Boosting posts, sponsored tweets, sponsored images Be selective with what is paid to promote Good way to experiment with what resonates with your audience
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Your Websites Role
Your website tends to be where many goals actually happen Direct users back to the website for these specific actions Be strategic … not every post needs to link back but those focused on a goal tend to Your website should be mobile friendly
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Write down what you can uniquely offer
- n social media
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Tracking Results
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Overview
Introductions Why Google Analytics? Setting Up & Defining Goals Overview of Reports Tips & Tricks
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Analytics
Google Analytics is the most common and will show how your efforts are working Don’t rely on data from social channels (tends to make things look more impressive than they are) Be ruthless in scrutinizing which social channels are working and which are not
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SCREEN CAPTURE
Google Analytics is the most common and will show how your efforts are working Don’t rely on data from social channels (tends to make things look more impressive than they are) Be ruthless in scrutinizing which social channels are working and which are not
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SCREEN CAPTURE
Google Analytics is the most common and will show how your efforts are working Don’t rely on data from social channels (tends to make things look more impressive than they are) Be ruthless in scrutinizing which social channels are working and which are not
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Hands On
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For each social media platform, create one post explain why this post
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Takeaways
Website is the hub of your social media efforts Always be the last to reply on any channel Develop an editorial calendar to manage social media Use as consistently as possible Try anything once, be creative Devote time to succeed with social media Focus on where you are getting the best results over time
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Thank You
All websites have room for improvement - Google Analytics will show the way Set up goals to more accurately (and easily) track successes and failures Focus only on those reports that are relevant to your website
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