kent lewis anvil media president social media workshop at score portland

Welcome to the

Portland SCORE Chapter

www.PortlandOR.SCORE.org 503-326-5211

Social Media Marketing

Workshop

Your Presenter:

Kent Lewis (@KentjLewis)

President & Founder

Anvil (@AnvilMedia)

www.anvilmedia.com

Before we start…

What is SCORE ?


SCORE provides professional guidance and information to

maximize the success of America’s existing and

emerging small businesses.

What is SCORE ?


A Non-Profit Organization Over 390 chapters across the country, SBA sponsored

Experienced Volunteers in all facets of business More than 12,000 of us nationally, 90 in Portland

Personal Counseling & Mentoring - FREE Face-to-Face, Telephone, On-Line ~ 5,000 sessions/year in Portland

Workshops & Seminars 50+ in Portland reaching more than 700 entrepreneurs

What is SCORE ?


Business Resource Center - FREE Portland Chapter is one of only five in the nation with a ‘BRC’ Computers, library for business plan research and preparation SCORE volunteers on hand to assist 9am – 4pm, M – F at the ODS Tower – 601 SW 2nd Ave #950. No appointment needed

About Me About Your Instructor


Credentials

7

Certified Published Award Winning Industry Educators Association Founders

503.595.6050 // www.anvilmediainc.com // © 2013 - All information in this document is copyright protected and the property of Anvil Media, Inc.

Anvil Media, Inc. is an integrated marketing agency specializing in search engine marketing, social media marketing and analytics. Anvil creates measureable marketing that moves you.

About Anvil

Agenda

Social Media Overview

5 Benefits of Social Media Marketing

10 Essentials Social Media Strategies

Social Media Marketing Tips

Resources

Q&A

Social Media Clinic


Social Media Overview


US Social Media Marketing Usage


Content Shared via Social Media


Social Media Engagement


Measuring Social Media Marketing


Challenges with Social Media


Benefits of Social Media


Gain Industry & Constituent Insights


Provide Affordable Customer Service

Customer Service Create, optimize & promote profiles Allocate resources & train staff Engage, acknowledge and resolve issues Highlight success & encourage community


Create or Extend Brand Awareness

Marketing Create, optimize & promote profiles Develop compelling & unique content Integrate, syndicate & promote profiles


Build Community & Thought Leadership

Thought Leadership Ask customers & team what they value Research competitors & industry Leverage expertise & network for content Identify & engage industry influencers


Generate Measureable Topline Revenue


Case Study: Enjoy Life Foods Grew profile from 0 to 180K+ Likes Leveraged Likes to increase shelf space Similar case study for Pacific Rim Wines

10 Essential Social Strategies

Philosophy

Optimization

Voice

Content

Generosity

Velocity

Administration

Training

Commitment

Measurement www.PortlandOR.SCORE.org

503-326-5211

Philosophy Social Media Evangelist vs. Manager Audience segmentation Empathy, insights & action Authenticity, transparency & honesty

Social Media: Philosophy


Platform Optimization (Re)claim brands & trademarks Optimize each platform for visibility Track evolving platforms and features Develop & track relevant metrics & goals

Social Media: Optimization


Voice Unique, Consistent & Relevant One vs. Many Minimize automation & cross-posting Consider “Social Evangelist” role

Social Media: Voice


Social Media: Content


Content (Is King) Consistently high-value Original & unique Based on objectives, research & data Incorporate reference points

Generosity Reciprocation: likes, follows, mentions Sharing: industry news & trends Saying “Thanks” to fans & followers Pay it Forward!

Social Media: Generosity


Velocity Balance between visibility & nuisance Schedule regular updates Post important content 2-4 times Utilize unique tracking URLs for testing

Social Media: Velocity


Administration Create privacy policy & legal disclaimer Properly secure profile access Adequately secure profile data Prepare ORM contingency plan

Social Media: Administration


Training Create & share social media guidelines Leverage management tools (HootSuite) Involve key decision makers (HR, legal) Consider certification courses

Social Media: Training


Social Media: Commitment


Commitment Internal (and external) resources Budget for marketing & maintenance Apply across media & over time Maintain strategic direction & focus

Social Media Marketing Tips

Think Multimedia

Tell Your Story

Syndicate Positive Experiences

Measure what Matters

Think Ahead with Platform Testing

Listen to Timeless Advice


Video = mobile will make up 50% of views by 2016

1 HD Video = audio, image, text AND video files

Videos are 5x more engaging than the written word

Search & social platforms love interactive multimedia

32 503.595.6050 // www.anvilmediainc.com // © 2013- All Information in this document is copyright protected and the property of Anvil Media Inc

Multimedia = Contextual SEO

Facts tell, stories sell. The Internet is your canvas.

Leverage employees, customers and partners


Tell Your Story

Review sites offer a depth of opportunity

Solicit comments & reviews on-site

Influencer and media coverage carries weight


Syndicate Positive Experiences

Measure What Matters

Critical Social Analytics 1. Conversions 2. Qualified Visitors/Fans/Prospects 3. Engagement Metrics 4. Overall Visibility and/or Sentiment


Measure What Matters: Example

Meaningful Metrics by Objective Audience Platform Test, test test.


Think Ahead with Platform Testing


Don’t criticize, condemn, or complain.

Give honest and sincere appreciation.

Arouse in the other person an eager want.

Be a good listener. Encourage others to talk about themselves.

The only way to get the best of an argument is to avoid it.

Show respect for the other person's opinions.

Never say "You're Wrong."

If you're wrong, admit it quickly and emphatically.

Dramatize your ideas.

Throw down a challenge.

Timeless Advice from Dale Carnegie


How to be a Rock Star on 8 Social Media Platforms

Advanced LinkedIn Strategies for Marketers

The Ultimate Guide to Video Marketing on YouTube

How to Become a Social Media Guru in 3 Easy Steps

9 ways to Lose Friends and Alienate People in Social Media

5 Reasons for Brands not to Outsource Social Media Marketing

Why You Should Fire Your Social Media Marketing Manager

Social Media (Marketing) Evangelist Job Description

The 9 dumbest ways to measure social media

The Social Media Metrics That Truly Matter

Tips to Enhance Your Events via Social Media

Impact Marketing: Winning Customers with Quick Wits

The Future of Social Media Marketing with Robin Carey of Social Media Today

7 Steps to Leverage Social Media to Increase Search Engine Visibility

Social Media Resources


http://www.imediaconnection.com/content/30534.asp



http://blogs.imediaconnection.com/blog/2011/07/23/3-step-social-media-guru/


http://blogs.imediaconnection.com/blog/2011/03/14/outsourcing-social-media-management/

http://blogs.imediaconnection.com/blog/2012/02/08/fire-your-social-media-marketing-manager/

http://blogs.imediaconnection.com/blog/2012/03/10/social-media-marketing-evangelist-job-description/

http://www.imediaconnection.com/article_full.aspx?id=33132

http://blogs.imediaconnection.com/blog/2012/02/22/social-media-metrics-that-matter/

http://www.business2community.com/social-media/tips-enhance-events-via-social-media-0852072

https://www.linkedin.com/pulse/article/20141120044243-325170-impact-marketing-winning-customers-with-quick-wits

https://www.linkedin.com/pulse/article/20141120044243-325170-impact-marketing-winning-customers-with-quick-wits

http://www.anvilmediainc.com/2014/10/21/robin-carey-of-social-media-today/

http://www.anvilmediainc.com/2014/10/21/robin-carey-of-social-media-today/

http://www.sempdx.org/blog/social-media-marketing/steps-to-leverage-social-media-for-seo/

Q&A

40 503.595.6050 // www.anvilmedia.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.

Read articles & white papers in the Anvil Resources section

Read our blog or follow us on Twitter (@AnvilMedia)

Sign up for our monthly email newsletter

Attend a future pdxMindShare event

@KentjLewis

President & Founder

@AnvilMedia

[email protected]

http://www.anvilmediainc.com/about/digital-marketing-resources/

mailto:[email protected]

Social Media Workshop


Share your social media profiles

I’ll review them and provide real-time feedback

Share your website/brand even if you don’t

I’ll provide suggestions on platforms & strategies

You’ll learn whether you share or not!

We look forward to seeing you again soon at the

Portland SCORE Chapter


Thank You!

Your critique is greatly appreciated