Social Media Training Seminar
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I drew on some past presentations and some new materials to make this social media seminar presentation. It has a B2B focus with ideas for using social media at trade shows.
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Social Media Training Seminar
- 1. WHAT’S YOUR PLAN? Social Media Content Planning, Creation and Management Alyssa Murfey @AlysMurfey alyssa.murfey@vml.com
- 2. The power of social As of 2015, there are 179.7 million users on social networks (including users under the age of 18) - emarketer 80% of marketers indicate that their social media efforts increased traffic – HubSpot 92% indicated social media efforts have generated more exposure for their business – HubSpot In a recent study 86% of B2B buyers expressed some level of desire to access interactive/visual content on demand. –DemandGen Report In 2014 the use of video content for B2B marketing increased by 8% to 58%, while the use of infographics topped the adoption list increasing in usage by 9% to 52%. – DemandGen Report
- 3. the benefits of pre-planning • Less scramble and hair-pull worthy stress • Increased efficiency • Improved tracking and analytics • Higher level thinking and planning
- 4. planning your content Where do I start?
- 5. First,
- 6. …and think
- 7. Ask yourself…What do you want from social media? Educate customers? Build a relationship and brand loyalty? Generate leads? Collect feedback and customer insight? Craft your content around your goals + what you already know about your audience.
- 9. Different strokes for different folks.
- 12. Frequency - Facebook • Links posted 1 pm to 4 pm have highest CTR • Wednesday at 3 pm is the top peak time for Facebook
- 13. Frequency - Instagram • Wednesday at 5 pm from research, but test individual days / your audience. • Use this link: http://www.huffingtonpost.com/201 5/02/25/get-instagram- likes_n_6751614.html
- 14. Frequency - LinkedIn • Tuesday through to Thursday during work hours. • Tuesday 10 a.m. to 11 a.m. is known to get the most clicks and shares. • Once to twice per day – be mindful of frequency and content.
- 15. LinkedIn Tools
- 16. LinkedIn Tools
- 17. Frequency, it’s not all about you.
- 18. You never know until you try. These statistics are a great general guidelines to get started, but you never know until thorough testing is done.
- 19. Reputation Management People could already be talking about your company on social media? Be part of and drive the conversation.
- 20. Be responsive. 72% of People Who Complain on Twitter Expect a Response Within an Hour. - HubSpot
- 21. Set up a scheduling tool like HootSuite or buffer. This is the emfluence scheduler.
- 22. This is not a microwave project. You cannot “set it and forget it”.
- 23. Be relevant to the times + your brand.
- 24. Be relevant to the times + your brand.
- 25. Be relevant to the times + your brand.
- 26. Show that you’re a thought leader.
- 27. Keep your goals in mind.
- 29. Tailor content to trending topics that that are relevant (or can be made relevant) to your brand.
- 30. Tailor content to trending topics that that are relevant (or can be made relevant) to your brand.
- 31. Offer an emotional and/or utility exchange
- 32. Applying this to tradeshows… How will you offer a value exchange beyond a giveaway? oCharging station oTweet to get something oLive music or art oPhotobooth (post pics to social after)
- 33. Applying this to tradeshows – use a combo of these 5 tactics to achieve success
- 34. Offer value Can you use your knowledge, research or surveys to create something for your target audience?
- 35. Put a face to the tweet
- 36. Give them another way to get in touch with you
- 37. Taking this a step further…. Could users sign up for a booth prize? Could you pay to geo-target and target by content with your tweets with a Twitter card? Could you offer some kind of value in exchange for an email? Could they get an email after and be put into a drip series?
- 38. Use your scheduling platform to track clicks, RT’s, Likes, Comments and shares
- 39. Track for success! It goes beyond likes and follows.
- 40. Ways to measure results. • Reach / Impressions • Engagement / Interaction • Increase of email sign-ups • Number of leads generated. • Quantity of customer feedback.
- 41. Free / affordable tools to use. • Schedugram • Iconosquare • HootSuite • TweetDeck • Facebook insights • Buffer • Twitter Ads Platform (use to make cards ^) / Twitter Analytics • Crowdbooster • Google Analyitcs (!)
Notas do Editor
- Stop to think what you want from social media, how it will tie into your existing marketing goals
- Social media can be used for a variety of tactics to reach marketing goals outside of straight-up ROI.
- Who are you at the party?
- You can’t talk to every audience the same way and need to remember to vary your content depending on channel. They chose to communicate with you on that channel for the experience of that channel, just like customers choose drive-through or dine-in depending on which experience they want. You need to cater to this. If you talk to someone the same way on Twitter as you would on Facebook, it’s almost like assuming everyone speaks English even in a foreign country.
- Encouraging conversation will make your page more interactive and guide future content decisions
- Talk about yourself once for every 8 times depending on the network. Find articles that
- Find relevant events that tie-into your brand. Keep the channel in mind as well…show don’t tell on Facebook.
- Find relevant events that tie-into your brand. Keep the channel in mind as well…show don’t tell on Facebook.
- Sometimes, it’s fun to engage your customers around a relevant event with a contest or conversation.
- Sometimes, it’s fun to engage your customers around a relevant event with a contest or conversation.
- Manny’s goal is conversion…keep your goals in mind with your planning.