Social Media & Digital Marketing Jillian Guzinski Max Rielly - - PowerPoint PPT Presentation

WWW.NOWSPEED.COM WWW.NOWSPEED.COM

Social Media & Digital Marketing

Jillian Guzinski Social Media Manager Max Rielly Digital Marketing Specialist

WWW.NOWSPEED.COM

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.

WWW.NOWSPEED.COM

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.

3

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

WWW.NOWSPEED.COM

Integrated Digital Marketing

Inbound Content Marketing Outbound

WWW.NOWSPEED.COM

Social Media Users

5 200 400 600 800 1,000 1,200 1,400 1,600 Facebook Instagram Twitter Snapchat Pinterest LinkedIn

NUMBER OF USERS (IN MILLIONS) Over 75% of all Internet users use Social Media

Source: http://www.makeuseof.com/tag/12-social- media-facts-statistics-know-2016/

WWW.NOWSPEED.COM

Why Use Social Media Marketing

Your Market is Using it Nurture relationships with content Event, Media and Analyst Impact

Engagement

Enables Social Media Advertising Bring personality to the Brand Build brand credibility and thought leadership

Social Media is Inescapable Social Media puts a “voice” to the brand Social Media provides prospects exposure to your content

Social Media extends the value

• f your Analyst,

Event and Media Programs

Social Media ads drive engagement and leads Social Media generates website traffic, views, shares and clicks Social Media positions you as an industry leader

WWW.NOWSPEED.COM

Social Media Supports all Marketing Channels

PR AR Events Website

Connect directly with reporters and media Engage directly with analysts Get more impact from events. Drive traffic and leads

WWW.NOWSPEED.COM

Nowspeed Social Media Methodology

• Audience, Objectives, Strategy & Platforms

Goals

• Editorial Calendar and Posting Strategy

Strategy and Plan

• Key Industry Influencers, Blogs, News

Listening

• Educate Teams and Create Policies

T eam

• Optimize for Design and Content

Create Platforms

• Create Branded + Industry Content

Syndicate Content

• Moderation Services and Active Followings

Engage

• Evaluate Progress Towards Objectives

Evaluate

WWW.NOWSPEED.COM

Situation Analysis – How Are You Doing Right Now

9

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
• ptimized to generate

conversations & leads?

• Do you know which

platforms get the most engagement & visits back to your website?

WWW.NOWSPEED.COM

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.

10

Reach

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.

Engagement

Metrics: Mentions, comments, shares, retweets, clicks Key Takeaway: Make sure you are speaking to the right people & the right people are listening.

Website Visits

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.

Conversions

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.

WWW.NOWSPEED.COM

Nowspeed Social Media Strategy

Reach

• Organic

Followers

• Targeted

Advertising

• Influencer

Outreach

Content

• Branded
• Industry
• Events
• Call-to-

Action

• Keywords

Platforms

Engage

• Listening
• Moderation
• T

eam Training

Strategy: How can you achieve your goals?

WWW.NOWSPEED.COM

Business Value of Social Media Brand, Impressions, Visits, Leads, Nurture Followers Content Posts Offer – Call to Action Website Traffic and Leads

12

500 Followers X 20 Posts / Month = 10,000 Impressions/mo 10,000 Followers X 200 Posts/mo = 2 Million Impressions/mo

WWW.NOWSPEED.COM

Social Strategy Plan: Platforms

• Optimize for Design and Content

Platforms

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

WWW.NOWSPEED.COM

Social Strategy Plan: Content

Branded Content

Website Copy Events White Papers Press Releases Articles E-Books Videos Photos Podcasts Testimonials News and Opinions

Content is distributed across all platforms Industry Content

Industry Blogs Publications Journals Analyst Articles News Customer Partner

WWW.NOWSPEED.COM

Content Plan

Content Strategy Personas Messaging Creative

Due Who Buying Stage Persona Type Topic Execution

Jan. 1 Nowspeed Awareness Chloe -20s Blog Small Business Tax Planning Blog, Social Media Jan. 7 Nowspeed Awareness Joe & Deb - Married Blog 529 Plans for Employees Blog, Social Media Jan. 15 Nowspeed Awareness Harry & Sally – 50x Blog Surviving an Audit Blog, Social Media Jan. 23 Nowspeed Awareness Jeff - CEO Blog Year End Tax Planning Blog, Social Media Jan. 23 Nowspeed Purchase All Newsletter Company Success Email to House List

WWW.NOWSPEED.COM

Social Media Services: Engagement

• Moderation Services and Active Followings

Engage

• 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

• r LinkedIn groups

WWW.NOWSPEED.COM

Social Media Follower Building Strategy

17

Followers Followers

Clicks

WWW.NOWSPEED.COM

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

WWW.NOWSPEED.COM

Event Promotions

• Effective promotion can make or break your event

participation.

• Great alternative or addition to email 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

WWW.NOWSPEED.COM

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

WWW.NOWSPEED.COM

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

21

Employee Shares Increased Post Reach More Website Visits More Web Leads More Sales

WWW.NOWSPEED.COM

What Your Personal Profiles Should Have

Twitter

• Solid bio

– 160 Characters – Job Title – Be sure to include company @, job title and any relevant #’s

• #’s help you become searchable to
• ther 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.

Facebook

• Job Title
• Company

22

LinkedIn

• Job Title
• Job Description
• Company

– Be sure this links back to company LI page

WWW.NOWSPEED.COM

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

• ther Twitter user’s who are talking

about the same trends that you are. i.e. #lifeinsurance

WWW.NOWSPEED.COM

Who should I follow on Twitter? (continued)

4) People Search

Run a “people” search if you have specific colleagues

• r 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

• n 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

WWW.NOWSPEED.COM

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

WWW.NOWSPEED.COM

How Should I Use Facebook Professionally?

• Like your company page
• Review & Rate your

company

• Like, Comment or Share

status updates with your friends

26

WWW.NOWSPEED.COM

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 email 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 email address to prove that you really have connected somehow with that person.

27

WWW.NOWSPEED.COM

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

WWW.NOWSPEED.COM

Summary- Supporting Your Company on SM

• Follow the company Linkedin Page
• Build relevant followers, leverage groups
• Like, share, or comment on status updates
• Follow “@YourCompany” on Twitter
• Search & Follow Customer & Influencer Twitter Accounts
• Retweet any tweets from company twitter account.
• Mention using “@YourCompany”, so it shows up in their feed.
• Follow the company Facebook page
• Like, comment or share status updates with your friends

29

WWW.NOWSPEED.COM

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

• thers to link to your site
• People use SM platforms as

search engines

– Use keywords

30

WWW.NOWSPEED.COM

SMM & SEO: Google +

• Add or claim your business
• n 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

WWW.NOWSPEED.COM

Tracking Tools

• Twitter Analytics

– Top Tweets, Clicks, RTs, @Mentions, 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

WWW.NOWSPEED.COM WWW.NOWSPEED.COM

Thank You! Questions?

33

WWW.NOWSPEED.COM

Helpful Links

• Add or claim a local business on Google

– https://support.google.com/business/answer/2911778?hl=en

• Getting started with Google Analytics

– https://support.google.com/analytics/answer/1008015?hl=en

• Creating Your Facebook Business Page

– https://www.facebook.com/business/learn/set-up-facebook-page

• Creating Your Twitter Page

– https://business.twitter.com/basics/create-a-profile-for-your-business

• Creating Your LinkedIn Company Page

– https://business.linkedin.com/marketing-solutions/company-pages/get-started

34