A Runner's Guide to Social Media
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A Runner's Guide to Social Media
- 1. A Runner’s Guide to Social Media Elizabeth Pagel-Hogan Sweet Tooth Communications, LLC
- 3. WARM UP
- 13. Use the Tools
- 14. You Can’t Fake It
- 18. Experiment.
- 19. JUMP IN!
- 21. Like? No Like?
- 22. Back to the Track. BEST TIME FOR ENGAGEMENT 7:00 AM – 8:00 AM 11.8% of your total comments BEST DAY FOR ENGAGEMENT Facebook Likes Wednesday 13000 47.1% of your total comments 12375 11750 11125 10500 Jan 16, 2012 Mar 1, 2012 Mar 27, 2012 Apr 13, 2012 April 30 2012 May 5, 2012
- 24. Success?
- 25. Thanks. For more fitness advice visit www.onesweetwriter.com
Editor's Notes
- Introduction - who I am, what do I do. I’m a runner who loves donuts. I work hard to enjoy the big pay-off. I’m also a writer, and a naturally chatty and occasionally witty person. Social media is a good fit for my skill set because of my background as a runner, as a writer and as an extrovert. Even if you are not those things you can run an effective social media campaign...but you will have to adopt some new habits.\nThe future Social media didn’t exist when I was in college, but the beginnings were there. I used email and BBSs (bulletin board systems) a lot and was actually a pretty big gamer and sci-fi reader. If you’ve ever watched the old Star Trek TV shows or Star Wars, you’ll see how the fiction world often invents products that eventually come to life in our real world. Even the Jetsons had FaceTime! \n I do a lot of blogging and use the major social media networks, I don’t do a lot of newsletters or email marketing but the same concepts apply.\n \n So just like the tools I’m using now in my daily life and in my business didn’t exist when I was in school, the things you’ll be using in 10 or 15 years probably haven’t been created yet. But that’s something to think about later, maybe when you’re out on a run or a long drive - that’s when I get inspired with a lot of ideas - let’s focus on the tools we have at hand.\n
- So what’s the goal?\n\nBe the brand that maximizes consumer excitement & loyalty \nBenefit consumers, partners & sponsors\nSell your product\n
- Tell me what social media platforms you already know. \nTell me what social media platforms you use.\n\nDefine unknowns\n
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- \n - There are tons of different platforms out there, tons of statistics of who’s more active on what platforms.\n Facebook, Twitter, Pinterest, YouTube, LinkedIn, Instagram, foursquare, Google+, Livefyre, Storify\n - \n
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- No matter which you use, you must remember they are all just tools. \nHaving great shoes does not make you a great runner.\nYou actually have to use them. \n- But social media conversations actually result in product purchases.\n
- Why we Listen - you need to understand your customers and engage in conversations with them. \nYou don’t march into a room with your book or your new shoes or your expensive new car and start shoving it down people’s throat. At a party or a networking event, to be really successful and not get kicked out, you listen. You reply. You process what people are saying and talking about. And you talk about what they are talking about. \nThis is what social is about!! Listening, helping, telling funny stories, sharing something inspiration, offering comfort in times of difficulty, solving problems. \nYou may find some people who will. And there are ways to increase followers that aren’t considered “above board.” I don’t engage in those processes and therefore I never guarantee that when I’m working with a customer that we’ll be able to grow followers. \nTap into their feelings. Tap into their feelings. Make them fall in love with you!\nUnderstand exactly what followers want \nBroaden reach to connect with industry leaders\nDevelop content that followers can’t wait to share\nOther brands want to learn & follow\nConsumers turn to us for information, advice, humor, a listening ear\nBe a good training partner!\n
- New Clients\n So - we’re going to work the way I work whenever I’m approached by a new customer. Someone will contact me, mostly through a referral, and they’ll say, “I’ve heard you’re good at social media. I need some help.” \n My first question is always about their goals. So, take a minute and visualize a customer or brand you’d really like to work with. Maybe you even have a product of your own in mind that you plan to market. Choose it, jot it down. Describe it a little. \n Now identify one or two goals you have for this product and how you think social media can help with these goals. \n [3-5] minutes brainstorming\n \n Let’s hear some of your ideas.\n \n [5-10] minutes sharing\n
- The key to constructing useful goals is to select goals that are measurable. One customer approached me and said she wanted to walk into a room and have everyone know who she was. There is no way to measure that. I turned her down. Believe me, it’s tough turning away work, but it’s a lot tougher working on a goal that you can never actually prove you’ve reached. Recently I took on a client that is looking for a national speaking engagement for every month of 2013. That is a measurable goal. It’s going to be pretty clear if I am effectively using social media to secure those gigs for her. \nAre your goals measurable? Which of these can we work on?\nApprox 10:10am\nOk so we know we have all these social media tools we can choose from to reach our customers. \nAnd we know our goals for our brand or product.\n
- Customer Personas\nWho are our customers?\nThis is a key part of effectively using social media. You must know your customer. And social media is a great way to help you learn about your customers - But you want to build customer personas to determine what social networks your customers are using. There are a few safe bets, but there are also less obvious ones. \nThe website Hubspot provides great guidance on building customer personas. This isn’t a new idea, but you do need to gather new kinds of info when thinking about social media. \nSo, let’s briefly sketch out your customer’s persona.\nIs this a B2B solution or a B2C? What’s their background? A certain department in a B2B?\nAre you looking for someone with a certain hobby or expertise?\nDemographics - Gender, age, income, marital status, where do they live, kids? cultural background? Education? Mannerisms, buzzwords, habits?\nTheir Goals (not yours) - both primary and secondary\nAre you helping them solve a problem? \nActually use photos and write up these personas\nMake sure you’ve prepared the most common objections & keep track of the most common questions (basic sales training)\n
- So once you know about your customers, their needs, their habits, their problems, their dreams, it’s time to write content.\n\nWhat to write? In the end, all social media messaging should have the goal of bringing customers back to your site to make a purchase. \n\nWrite Good Content. But don’t do it alone.\n\nWhere will you get messages for your social media platforms? Marketing, Sales, Customer Service, IT, C-Suites, Logistics & Operations\n**don’t just rely on one source or one voice!! \n**but plan and make sure it’s consistent\n\nEncourage all employees to be more social online & discuss events & achievements. Will happen through active requests from SMM\n\n\n\n
- “Marketing is storytelling and your customers are the characters. Let them drive the story.”\nPick your top two kinds of customers. Visualize what channels they are on.\nDevise some content for those channels. When will you post? What will you say?\nWhat do you want RTed on Twitter? Storyboard a YouTube video. Create a FB poll.\nHow about an Instagram photo contest? Pin a themed event plan on Pinterest. LinkedIn?\nHow can you tie more than 1 channel together?\n\n
- Each platform needs different kinds of content, but one general idea is known to be effective: Video, images and verbs all do very well on all platforms. In fact, posts with photo & video tend to have 200% greater rates of sharing.\n\n\nMessages also need a Call-To-Action.\n\n\n\n\n
- Think about a/b testing.\nThink about how your content will appear on a mobile device.\nSchedule & strategize - Use an editorial calendar and use tools to schedule your content.\nResearch for interesting holidays.\nAlways write and talk like a real person. People have little patience for automated responses and impersonal interactions. Always check before you send. \nCreate engaging, up to date, interesting profiles for your accounts.\nShare the Vita example (blogs are great for e-books, how can you make videos w/a camera shy customer, word-of-mouth, LinkedIn v. FB)\nSOCIAL MEDIA GUIDELINES AND POLICIES\n
- \nAnalytics tracking - a whole other course but absolutely essential, use a basic spreadsheet \nHootsuite analytics - there are services that will provide this\nShare the web address to my site for the best fitness advice for your social media strategy!\n
- You’re going to need to develop some new habits. \nThis isn’t a once-in-awhile thing, just like you can’t run once a week and expect to see improvement. You’ve got to commit to this. \n
- What is success?\nMany people think having a lot of followers or views on these platforms means success. Having a lot of followers on Twitter doesn’t earn your company a profit. \nBut having a lot of engaged followers who spread the word about your business and boost sales DOES earn your company a profit. \nAnd companies are increasing funds for blogs and social media in their annual budgets.\nIt’s important for people who are new to this industry to make that differentiation. Many times a customer will come to me and ask if I can help them increase their followers, but I never, ever guarantee that. \nBut what I do guarantee is that I will use metrics and analytics to learn more about their customers, to gain an understanding of what their customers value, and that I will use social media in a powerful way to educate customers about their business and maintain the integrity of their brand. \n
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