social media strategy - target your audience & build your voice

@eric3000

SOCIAL  MEDIA  STRATEGY:  

TARGET  YOUR  AUDIENCE  &  BUILD  

YOUR  VOICE  

@eric3000

Where You Can Find Today’s Slides!

http://www.bit.ly/emetelka!

@eric3000

Introductions!☐ Name!

☐ What you’re working on!

☐ Goals for today!!!

@eric3000

I'm Eric Metelka, User Acquisition Manager at G2 Crowd. I am a former management consultant and the former digital marketing manager at BestVendor.!

@eric3000!

@eric3000

My Goals for Today!Ø You understand which social media

platform is best for you!Ø You are able to find social media

influencers in your vertical!Ø You can create a brand voice document

that defines how you talk to your audience!

@eric3000

What I’m Going to Cover!☐ Introduction – 10 mins!☐ Understand Social Platforms – 20 mins!☐ Find Your Audience – 30 mins!☐ Develop Your Voice – 20 mins!☐ Conclusion/Questions – 10 mins!!

✔

@eric3000

UNDERSTAND SOCIAL PLATFORMS!

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@eric3000

<  15%  OF  INBOUND  TRAFFIC!  

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What Google Cares About!

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What Google Cares About!

GOOGLE+  

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Facebook Is the Most Popular!

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Pinterest Users Purchase More!

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Pinterest Is Growing Revenue Share!

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Heavily Engaged Communities on Twitter!

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FIND YOUR AUDIENCE!

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Audience Targeting!

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Audience Targeting!

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@eric3000

How Would You Use Social Media to Find Travefy’s Audience?!

!!•  Which platforms would you use?!•  How would you identify influencers?!•  Would you use any paid ads?!

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@eric3000

@eric3000

Where Is My Audience?!•  Form hypotheses of possible targets -

personas!•  Find a micro-community of the target and

engage with them!

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Who Follows Your Competitors!

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Sort by Authority!

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How to Measure Authority!•  Number of followers!•  Number of retweets!•  Klout score!•  Kred score!

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Double-Sort by Retweets of Others!

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DON’T JUST PROMOTE YOURSELF!

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Tools!

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DEVELOP YOUR VOICE!

@eric3000

@eric3000

HERO  

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HERO  JOKER  

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HERO   MENTOR  JOKER  THE  

LOVERS  

REBEL  

HERO  

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Personality Archetypes!

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@eric3000 UBER  

LYFT  

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How Does Your Personality Manifest?!

!!•  Use your own company brand!•  What is your personality archetype?!•  Write an example tweet or Facebook post!

@eric3000

Personality Archetypes!

@eric3000

A WELL DEFINED VOICE BREEDS CONSISTANCY AND

HELPS MAKE CONTENT ENGAGING!

@eric3000

Voice Document Outline!•  Brand – Value Prop & Archetype!•  Target Audience!

@eric3000

Voice Document Outline!•  Brand – Value Prop & Archetype!•  Target Audience!•  Personality Traits!

•  What  is  your  brand  passionate  about?  

•  What  is  it  striving  for?  •  What  does  it  find  fascinaGng?  

•  What  books  are  on  its  coffee  table?  •  What  are  its  guilty  pleasures?  •  Who  are  its  friends?  

@eric3000

Voice Document Outline!•  Brand – Value Prop & Archetype!•  Target Audience!•  Personality Traits!•  Language – Words to use and not to use!

•  Does  your  brand  use  contracGons?  •  Does  it  use  Slang?  •  Does  your  brand  “love”  or  hate”  

things?  

•  Does  your  brand  whisper  or  shout?  •  Is  your  brand  smiling,  smirking  or  

yawning?  •  What  punctuaGon  does  your  brand  

use?  

@eric3000

Voice Document Outline!•  Brand – Value Prop & Archetype!•  Target Audience!•  Personality Traits!•  Language – Words to use and not to use!•  Content Examples!

@eric3000

Engaging  

Listening  

CreaDng  Sharing  

Curator  The  brand  surfaces  and  shares  the  most  interesGng  content  shared  by  its  audience  who  appreciates  the  chance  to  reach  a  large  audience  

Tastemaker  The  brand  creates  engaging  content  that  dictates  trends  to  its  fans  and  a  

broader  audience  

ConversaDonalist  The  brand  is  great  at  conversing  with  its  audience  which  is  looking  for  two-­‐way  communicaGon  and  customer  

service  

Explorer  The  brand  is  experimenGng  with  

ways  to  interact  with  its  audience  by  seeing  what  content  creates  

engagement    

Social Media Brand Personality Matrix!

@eric3000

CONCLUSION!

@eric3000

USE THE CORRECT SOCIAL PLATFORMS FOR YOUR

AUDIENCE!

@eric3000

TARGET AND ADD VALUE TO MICRO-COMMUNITIES OF

POTENTIAL USERS!

@eric3000

KNOW AND UNDERSTAND YOUR BRAND VOICE!

@eric3000

CREATE A VOICE DOCUMENT TO BUILD A CONSISTENT

BRAND PERSONALITY!

@eric3000

Questions?!

@eric3000

Digital Marketing Reading List!Ø Kissmetrics Blog -http://blog.kissmetrics.com/!Ø Andrew Chen – http://andrewchen.co!Ø Rand Fishkin – http://moz.com/rand!Ø SEOMoz blog – http://SEOmoz.org/blog!Ø Inbound – http://inbound.org!Ø Slideshare - http://www.slideshare.net/!

@eric3000

Email: e.metelka@gmail.com!Twitter: @eric3000!LinkedIn: /in/emetelka!Facebook: /e.metelka!!Download Slides: www.slideshare.net/emetelka/!

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