Develop a Social Media presentation by Mouneeb Shahid of www.2webdesign.com from workshop June 10th at Women Entrepreneurs of Saskatchewan Inc. Selecting a social media channel for your business, creating content your audience will love, and defining metrics and understanding analytics. Please check out the associated workbook at http://www.2webdesign.com/blog/develop_a_social_media_strategy
6. • Understanding Social Media strategy
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• Social Media Options for Your Business
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• Selecting Social Media Networks
What is social media strategy?
@2webdesign
7. @2webdesign
Understanding Social Media Strategy
SOCIAL MEDIA
“websites and applications that enable users to create
and share content or to participate in social networking”
8. @2webdesign
SOCIAL MEDIA
“websites and applications that enable users to create
and share content or to participate in social networking”
STRATEGY
“plan of action designed to achieve goals”
Understanding Social Media Strategy
12. @2webdesign
PLAN & IMPLEMENT
“Where do you want to be?”
• How can social media help contribute to your business goals?
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• What are your business goals?
• Increase traffic to website, improve customer service,
increase sales, enhance brand, improve conversion rates,
• S.M.A.R.T/ goals
• measurable
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• What do you have the capabilities / resources to accomplish?
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13. @2webdesign
PLAN & IMPLEMENT
“Where do you want to be?”
• What will you post?
• types of content
• formats of content
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• Using which tools?
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• How often will you post?
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• Onto which social networks?
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• What’s the best time to post?
• during commutes, coffee breaks
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17. @2webdesign
MEASURE
“How will we know if we’re successful?”
• Set KPI’s to benchmark progress against
• activity, reach, engagement, acquisition, conversion
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• Collect data
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• Analyze and report
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• Not size of following but engagement and interaction
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33. Selecting Social Media Networks
• Where are you currently active?
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• Where are your customers active?
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• Where is your competition active?
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• What makes sense for you?
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• Where are you interested in posting?
What might be ‘fun’?!
@2webdesign
36. @2webdesign
How do I use Facebook?
• Get found by visitors searching for your company or products
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• Promote your marketing offers to convert followers into leads and
customers
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• Create a community to connect and engage with
• current and potential followers
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• Attracting customers
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37. @2webdesign
How do I use Facebook?
• Create new/update existing account
• address, description
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• Customize with branding
• high quality cover photo
• url: facebook.com/2webdesign
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• Learn language
• notification, status update, friend, timeline, like, tag, comments,
edge rank, fan, insights
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38. @2webdesign
How do I use Facebook?
• Post consistently
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• Create engaging/interactive content with CTA’s
• articles, blogs, white papers
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• Include keywords in image ALT tags, tags, descriptions, file names
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• 80/20 Rule
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• Be human and have fun! Converse!
• open ended questions, polls, respond to comments
39. @2webdesign
Measuring Facebook Effectiveness
• Tools: Facebook Insights
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• Insights appear when pages have 30+ likes
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• Breakdown of page likes, post reach, engagement, demographics,
and location
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• What’s working and what isn’t!?
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How do I use LinkedIn?
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• Growing your reach
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• Increasing awareness
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• Optimizing for search
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• Generating more leads
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How do I use LinkedIn?
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• Create new/update existing account
• address, description, company info
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• Customize with branding
• profile picture, cover image
• url: linkedin.com/company/2webdesign-com
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• Learn language
• profile, connection, recommendation, endorsement, recruiter
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43. @2webdesign
How do I use LinkedIn?
• Post consistently
• stellar content to position you as a thought leader
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• Find Contacts
• search, advanced search, email, groups
• send personalized messages to really connect!
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• Join groups
• comment, respond, post
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• Engage
46. @2webdesign
How do I use Twitter?
• Relationship building
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• Relationship management
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• Customer service tool
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• Driving traffic to website
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• Create buzz about events
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47. @2webdesign
How do I use Twitter?
• Create new/update existing account
• address, description
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• Customize with branding
• header photo, background, bio, branded avatar
• url: twitter.com/2webdesign
• handle: @2webdesign
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• Learn language
• tweet, RT/retweet, #hashtag, @, DM/direct message, ICYMI,
favorite, follow, list, mention, reply
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48. @2webdesign
How do I use Twitter?
• 2/3 rule
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• Post short, sweet, and often
• use images/audiovisual content to encourage interaction
• include images, links
• Include CTA’s with content
• ask to RT
• Direct and Indirect lead-gen tweets
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• Respond in real time
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Measuring Twitter Effectiveness
• Tools: Twitter Analytics
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• Breakdown of tweets, impressions, profile visits, mentions,
followers, top tweets, top mentions, top followers, monthly tweet
highlights
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• View tweet details: time of impressions
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How do I use YouTube?
• Demonstrating products/expertise
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• Creating community
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• Leveraging events
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• Learn, watch, and entertain
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How do I use YouTube?
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• Create new/update existing account
• address, description
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• Customize with branding
• channel icon/name, info, description, tags
• channel url
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• Learn language
• subscribers, cards, videos, likes/dislikes, channel, community
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How do I use YouTube?
• Short 60-90 second videos
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• SEO optimize video: description, file name, tags
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• In video branding
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• Training, customer support, sales, promotion, testimonials
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• Update content regularly
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• Link content to website
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How do I use Blogging?
• Set up blog
• About us, description, bio
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• Customize with branding
• custom URL if possible
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• Learn language: blog feed/RSS, alt tag, anchor text, article/post,
author, category/tags, CMS, comments, favicon, header tags,
hyperlink, keywords, meta description/keywords, permalink,
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• Determine schedule
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• Determine what to post through keyword research
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How do I use Blogging?
• Create content
• ebook, whitepaper, guides, templates, checklists, blog posts,
webinars
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• SEO optimize content with meta tags/alt tags
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• Publish content
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• Disseminate content through social media networks
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• Capture subscribers/leads through landing pages
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Measuring Blogging Effectiveness
• Tools: Google Analytics, Coschedule
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• Breakdown blog traffic, referral sources, individual post views, top
performing posts, leads, page views, comments, shares,
subscribers