day 1 of 2 day social media masterclass (julie mason)

Day 1 – Develop A Social Media Strategy– Social media now and in the future– Key considerations for your business– Creating an actionable social media strategy– Laser targeting and online influencers

Day 2 – Facebook Timeline Masterclass– Maximising the new Timeline layout– Quick results with custom apps– Developing content to successfully engage your audience– Seek and attract strategies

What we will cover...

How To Catch A Fish...

Social Media now and in the future...

Facebook

• Monthly active users now over 900 million

• One in 7.7 people on the planet have a Facebook account

• Monthly mobile users now total 488 million

• 83 million users accessed Facebook solely from mobiles in March ‘12

• 42 million “Pages” with 10 likes or more

• Over 9 million Facebook “apps”

• 3.2 billion Likes and Comments are posted daily

• 300 million photos are uploaded to the site each day


Twitter

• Over 465 million accounts

• 11 Twitter accounts created every second

• Over 100 million active users

• Over 175 million Tweets sent per day / 1 week to send 1 billion!!

• Over 75% of Twitter traffic comes from third-party applications

(Hootsuite, Tweetdeck etc)

• Nearly 200% increase in number of mobile users in the past year


LinkedIn

• Over 161 million members in over 200 countries

• More than 5 billion professionally-oriented searches on LinkedIn

• LinkedIn currently available in 17 languages

• Executives from all 2011 Fortune 500 companies are members

• 82/100 Fortune 100 use LinkedIn for corporate hiring solutions

• 22% of traffic comes from mobile devices

• 66% of members classify themselves as the decision maker in their

business/company


YouTube

• 60 hours of video uploaded every minute

• 4 billion videos are viewed each day

• More than 800 million unique visitors each month

• In 2011, YouTube had more than 1 trillion views or almost 140 views

for every person on Earth!

• 500 years of YouTube video are watched every day on Facebook and

over 700 YouTube videos are shared on Twitter each minute

• An auto-shared Tweet results in 6 new youtube.com sessions on av. &

YouTube sees more than 500 Tweets per/min containing a link

6 social networks to watch...

Google+– Growing at 600,000 users per day

– Launched “Pages” for business applications

Pinterest– Grown 4,000% in the last 6 months

– Users extremely engaged & currently ranks #3 at 88.3 minutes per user per month

behind Facebook & Tumblr

Tumblr– 900% growth in the last 12 months - 90 million users vs 10 million a year ago

– Microblogging platform that is easy to use

– Highly engaged audience with 2% making up 43% of total visits

6 social networks to watch...

Slideshare– 3 billion slide views per month

– 500% more traffic from business owners than any other professional website

Facebook– New emerging eCommerce paradigm – taking your shop to the network rather than

driving visitors to your website

– Evolving into a more mature extension of your website design, function & content

Twitter– Its embedding in the new Apple iOS5 mobile operating system has seen growth and

increased sign-ups by 300%

– Watch for the roll-out of its ad plaform (sponsored Tweets)

Your Customers Know BestSocial media has given control back to your customers – so it is important

to start thinking as your customer thinks.

Don’t Measure Success By Number Of FollowersGrowing your community is important but you should focus on who is

engaging with you and at what level. While tempting as it may be to pay for a service to deliver thousands of fans literally overnight – it is organic growth that matters. Things don’t always happen overnight.

Study What WorksBecome a student of marketing – there are some great brands out there

doing awesome things with social media. Learn from them, while tailoring it to fit your goals, needs and community.

Key Considerations for your business...

Determine what platforms you need to targetFind out where your customers are hanging out...there is no point

investing time on LinkedIn if your customers are not there.

Time allocation for your social media marketingWhile social media is ‘free’ it costs time. The success comes in

developing relationships with key influencers within your community – allow at least 2 hours per week per platform to get results. Focus this time on marketing efforts not on what your friends are doing.

Call in the expertsIt’s okay not to know everything but it is important to know when to call

for help.

Key Considerations for your business...

What are your goals?

When do you want to achieve this by?

How do you see yourself achieving this?

Break it down into steps

Setting real business objectives...

What makes your business different?

Is this unique?

Can you back it up?

Is there a ‘twist’ or angle you can highlight?

Differentiate your business from the competition...

Who are your top 3 competitors?

• Educate your clients

• Provide a ‘sphincter-tightening’ guarantee

• Twist or angle

• Free offer

What sets you apart from the competition?

What Is your U______ S________ P________?

The Irresistible Customer Relationship Path

To Outsource or keep in-house?

Outsource

• Elance.com, Odesk.com, Vworker.com, Onlinejobs.ph

• Set up a social media policy – guidelines are important

Free Tool: www.socialmedia.policytool.net

• Factor in training time to get them up to speed on your business

• Consider the personality of your business – will it translate?

• Touch base regularly

http://www.socialmedia.policytool.net/

To Outsource or keep in-house?

In-house

• Set up a social media policy – guidelines are important

• Use tools to leverage your message across multiple networks

• Set aside time each day to check in, monitor, manage, communicate

• Set aside time to study / learn successful marketing techniques

Measuring the value of your social media marketing

Social Media Marketing Industry Report 2012

Measuring the value of your social media marketing

• Google Analytics / Google Webmaster Tools

• Facebook Insights

• Klout.com

• Twittercounter.com

• Hootsuite Analytics (paid version only - $5.95 p/mth)

• LinkedIn metrics

• Ask customers!

Creating An Actionable Social Media Strategy

Who is your audience?

What interests do they have?

Why would they engage?

How technically savvy are they?

How are they finding you?

What online communication tools are they used to?


What are your goals?

Engagement – (I want xx people liking my page by ?)

Education – (I need to help ‘x’ understand ‘y’)

Awareness – (I want xx people to be aware of yy)

Leads – (I want xx people joining my list by ?)

Sales – (I want xx people buying yy in 2012)


Where will you promote?

Match audience, content and platform

What types of content do you have to communicate?

Is timing a factor?

How does your audience prefer to receive information?

Test and measure


How will they find you?

Existing database

Search – organic / pay per click

Word of mouth

Links

Advertising

Promotions


When?

Is timing an issue?

Is your strategy/campaign seasonal?

Can it be piggy-backed on another promotion?

Have you developed a timeline for the promotion?

When is your end-date?

Social Media Marketing Strategy Plan

Where are you now? Strengths: put your strengths here Weaknesses: put your weaknesses here

Where do you want to be? Achievements for 3 successful years: put what you want to achieve personally, financially,

spiritually and business-wise here Things that need to be in place within the next 12 months:

o List the most important things you need to do to make your achievements happen

How will you get there?

Strategy 1: Strategy 2: Strategy 3 Strategy 4: Strategy 5: Strategy 6:

2.1 3.1 4.1 5.1 6.1

When: Who:

When: Who:

When: Who:

When: Who:

When: Who:

When:Who:

3 Important Elements For Effective Content Strategy

1. Have a plan

- does it help your overall social media strategy?

- is it relevant to your target market?

- does it address their needs?


2. Do your research

- Use Google’s keyword tool external

- search.twitter.com

- Tweetdeck.com – set up a column to follow a

conversation around a particular topic

- Google Alerts

- LinkedIn Answers


3. Measure your results

- Facebook insights

- Google Analytics

- Twittercounter.com

Day 1 Day 2 Day 3 Day 4 Day 5

Theme: Question Blog feature Interesting article Tip Discussion on a trend

Flickr/YouTube: Photo/video related to theme Photo/video related to theme Photo/video related to theme Photo/video related to theme Photo/video related to theme

Facebook:Post #1:Post #2:Post #3:

#1: #2: #3:

#1: #2: #3:

#1: #2: #3:

#1: #2: #3:

#1: #2: #3:

Twitter:Tweet #1:Tweet #2:Tweet #3:

#1: #2: #3:

#1: #2: #3:

#1: #2: #3:

#1: #2: #3:

#1: #2: #3:

Blog: Enter Topic/Title Name

Goal: Market research Drive traffic to website Add value Add value Get engagement

Measure of Effectiveness

FB: 3 post; 50 likes, 5 comments (aver. per post)Twitter: 4 mentions; 5 re-tweetsBlog: 1000 page views

FB: __posts; __likes, __ comments (average per post)Twitter: __mentions; __re-tweetsBlog: ____ page views




Weekly Social Media Strategy - EXAMPLE

Time Saving Tools

Hootsuite.com – free & paid

Socialoomph.com – free & paid

Postplanner.com – paid

Timely.is – free

Manageflitter.com – free

Cool Tools

ifttt.com – (if this then that) task help

Speakpipe.com – voicemail for Facebook (FREE)

Optimising your profiles - Facebook

Complete your Timeline – include all images

Complete the Basic Information Page – use keywords

Put a call to action in the About section – use keywords

Recommend using “Company” as the Category

Optimising your profiles - Twitter

Add your Bio – use keywords

Include your website address

Add # (hashtags) to your Tweets

Include a good photo

Optimising your profiles - LinkedIn

Complete your profile to 100%

Use keywords in your Heading / Current & Past positions

Write a conversational summary

Add a call to action

Add some colour

Get recommendations

Optimising your profiles - YouTube

Create a Channel

Use keywords in description

Add your website URL

Include Tags

Link to your other social media accounts

Include URL/description/tags to every video upload

Describe Your Business...

Describe it from your client’s point of view...

• Age• Gender• Socio-economic group• Geographic location• Interests• Sports• Family

Give them a name

Describe Your Ideal Client...

• Fears

• Wants

• Needs

• Frustrations

Describe Ideal Client’s Top 10...

Now prioritise these into the top 3

issues

What are thetop 10 mistakes

your prospects makearound your product?

• Sport

• Books/magazines

• Movies/TV shows

• Hobbies

What Are Your Client’s Interests?

• Build a list• Sell products• Increase brand awareness• Improve customer service• Increase engagement levels

What Is Your Primary Business Objective?

• Become a fan• Drive traffic to website• Build a database• Increase referrals• Purchase product

What Is Your Call To Action?

• Social Search – Facebook, Twitter, LinkedIn• Groups• Forums• Facebook Ads• Google Ads

Finding Your Target Market With Laser Precision

Klout.com – search for a topic

Twitter.com – search for a topic/people

LinkedIn – check Answers/Groups

Facebook – see who is spreading your info

Discover The Influencers & Connect...

Klout.com – check your score

Twittercounter.com – see your stats

Hootsuite.com – analytics

Facebook Insights – talking about this

Measuring Your Social Media Influence...

2nd – 9th Sept 2012Beautiful Bali

7 Days In AnExclusive Resort

5 Days of InteractiveHands-On Workshop

All Meals Included

Plus some special events