marketing for success_p3

Marketing for Success

Marketing your Centre in challenging times. Part 3 – Social Platforms

Brant Early Years Centre Nov. 2013

Presented by: Gordon Diver, Diverse Achievements

Gordon Diver - Diverse Achievements - www.diverseachievements.com

Agenda

• Introductions

• Week 2 Questions

• Week 3 Objectives

• Becoming a social business

• Social Platforms:

• Facebook

• Pinterest

• LinkedIn

• Twitter

Gordon Diver - Diverse Acheivements - www.diverseachievements.com

Week 2 - Review

Your Initial Blog Post

• What was your experience?

• What would you prevent you from doing this once a week?

Position Statement:

• Anyone willing to share


Week 3 – Goals • Week three – Social Platforms:

Investigate best practices for Facebook, LinkedIn, Twitter and Pinterest;

How to manage each platform.

How to construct a noticeable post, tweet;

When to do your social sharing;


Remember, it’s not about you.

Marketing’s role is to reach customers and compel them to

purchase, use and repurchase your service. Unfortunately, most

customers don’t care about you or your company – they are interested

in their wants and needs.

Your challenge is to demonstrate that your service fulfills their needs

and is in not only the parents but the children’s best interests.


What you want to avoid!

Becoming a Social Business


Before marketing became formal, it

was about intimate customer

connections.

Moving away from the broadcast model,

today, you have the opportunity of

engaging in an intimate connection with

your prospects and customers; 1 to 1.

Value proposition for being social



Facebook Business Page

Before you begin – What you

need to know.

1. Your goals

2. Your Audience

3. Your Vanity URL

4. Image Inventory

5. Content Inventory

6. Style and voice

Facebook Fan Page – Best Practices


http://www.slideshare.net/GDiver62/facebook-setupdec13 If you don’t have a page as yet, start here.

First – if you have a page that

is a personal profile, you’ll

want to convert it, for a

number of reasons.

You can do this easily.

Facebook calls the process a

“Profile to Business Page

Migration” and you can do it

by using this tool here.

http://www.slideshare.net/GDiver62/facebook-setupdec13

https://www.facebook.com/pages/create.php?migrate

Fan Page Admin


1. Manage Page info, Edit Page

settings and Admin rolls View

Activity Log and Banned users

Toggle account use

2. Invite Friends, Share Page,

Promote Page

3. Quick glance at post reach

Options for reaching a larger

audience

4. Respond and engage with

followers via messages

5. Quick glance at Like

count/new fans

6. Ad pages you want to follow.

7. Create Ads

8. Cover photo

9. Profile Picture

10. Give basic details and links

for your company

11. Custom App thumbnails

12. Click to expand Custom

Apps menu

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3

2

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Invite your friends and

contacts from your

personal page

Admin Functions


Each role has different

capabilities – only Managers

have the ability to change

each admin’s role. Facebook

makes all admins managers

by default.

You can have as many

admins on a Page as you

want. To add an admin, go to

“Edit Page” on your Timeline

and then click “Admin roles.”

Scroll down and select “Add

another admin.”

Admin Panel – Posting Voice


Know which voice you are in

and how to change it.

1

2

3

Customize a Post


To customize your posts you can:

1. Pin a post to the top: This will leave

the post you pin at the top of your

page for up to 7 days, unless you

“unpin” it. If you have an event,

deadline – a great way to ensure

it’s seen.

2. Highlight a post: By clicking

‘Highlight”, you’ll enlarge your post

across your entire timeline, as

opposed to the one column.

Effective for strong visual content.

Add a Location


To add a location to your post, click on

the small pin drop icon on the bottom

of the status update box. Begin typing

your location in the “Where are you?”

section and Facebook will auto-

generate relevant nearby locations.

If your company is reporting about a

live event, or hosting an event in a

specific location, highlighting the

location could be valuable but it’s not

something that’s necessary for all

posts.

Schedule your Posts


You can schedule your posts for a time

that might be suit your audience.

If you don’t have time to update your

Page’s Facebook status every day,

consider using Facebook’s scheduling

feature to schedule several posts over a

few days or a week – planning ahead

will make your life easier. It will also

allow you to plan posts during the times

that your users are the most engaged.

Adding / Changing your cover photo


Use or design a cover photo with

optimal dimensions (851 x 315 pixels).

Timeline Posts


• Share a tip – Start the update with “TIP”

so it stands out in followers’ feeds.

• Post the most interesting fact related to

your content – and a link to the rest.

Compelling updates make readers want

more.

• Engage – Respond to comments and

answer questions; don’t ignore (or

remove) negative feedback.

• Stay Positive – Positive/Helpful Updates

Inspire More Engagement Than Negative

Ones.

• Include images – Posts with images are

more likely to be shared.

• Make images mobile friendly – Since

most users access Facebook via mobile,

choose simple, clear images that are

easy to see from a phone/tablet.

Updating Best Practices


Tabs


Customize your app thumbnail image:

You can upload a photo to use as the

image that appears with the

thumbnail or you can use a free online

tool such as one from

www.timelineimagetool.com to create

a custom image.

Your Tabs

http://www.timelineimagetool.com/

Facebook Success Story


Why a success:

Engagement rate has

increased by 50% check ins

and between 5 – 10%

engagement.

Translated to 400% increase

in volunteers year over year

First surplus budget in 2012

achieved (only part can be

contributed to increased

revenue from social)

Increase in other media

coverage of events and

independent projects.

Two sides to Pinterest Business


Why you might consider it.


Pinterest drove 3.68% of traffic to

publishers in September, the second

highest of the social networks on the

list and three times as much as

Twitter, which ranked third.

In fact, Pinterest's share of overall

visits increased by 66% year-over-

year, more than any other social

network.

Multiple studies have shown that

the audience is approximately

80% female, distributed fairly

evenly throughout the 25-54 age

range and well educated.

Your Pinterest Hub – Boards.


What’s in a pin?


Pinterest Like and Repin

buttons. If you repin

someone else’s post, it

appears on your board.

Click on a Pin


Pins offer a lot of opportunities:

1. A chance to get feedback

and engage in conversations

2. New boards to follow to get

other ideas or information

3. A direct link back to your

web site or the originating

source website

4. Social proof of your

knowledge in a chosen field

5. Ability to provide your

followers support at their

convenience.

Getting Pinned


On your home page click +:

• Choose to upload a pin

• Add from a website

• Or Create a new board.

Web site visitors are where the main

benefits of Pinterest begin and end for

marketers.

Visitors Pin content giving a site

exposure and hopefully generating new

traffic.

The marketer’s role is to optimize the

Pinning process and to convert the

incoming traffic.

Add your Comments and Pin It!


What it will look like


Advantages of Pinning


Pinterest just took this natural activity

and focused on providing an intuitive,

streamlined platform for making it into

a social activity. Benefits Include:

1. Pins last indefinitely

2. Pins are easy

3. Pins center around passions and

interests, shared by your followers.

4. Images and video are very

important in today’s content and

search activity

5. Helps drive traffic back to your site

Benefits of LinkedIn


Great for business visibility.

Build Your network, personally and professionally.

Join groups and post YOUR info – create authority.

Post about others and have others post about you.

Start an industry-related group.

Read updates and add value through comments.

All activities show in the feed and in your Company page.

Professional Profile


A powerful profile will help you show up in the

search results, helping others find you and

connect.

Using your real estate to it’s full advantage


Use keywords to help you get found in your profile

summary. As seen, your position title will be easily

visible – use this space to make an impact and help get

found in the LinkedIn searchesClaim your personal url.

Build your network

Seeing results


Track how often your

profile is viewed and

how often your profile

appeared in search

results.

See who has looked at

your profile. If I was on

the paid version, would

see all the views.

Capitalizing on Search & Social Prospecting


A quick search identified 216

connections with and how I might

know or get to introduced to someone.

• Search criteria:

• Early Childhood,

• Located in Canada

• Within 80kms of N4Z1B6

Linkedin Company Page


Title


To Create a LinkedIn Company Page you must meet these

requirements:

Be an employee of the company

Your position is listed in your Experience section

You have a company email address

Your company email domain is unique to your business

Your profile strength must be intermediate

You have several connections already in place.

What you can do on

your company page.

Products and Services Page


1. Go to main company

page and choose

“Products”

2. Click Edit Page and

then choose “add a

product or service”

3. After you fill it all out,

click publish and your

good to go.

It may seem daunting, but

it is really worth your time

and effort

Recommendations


Shows your viewer,

their contacts that

have recommended

you.

From your product

page, click “request

recommendations”.

The form is prefilled

but you can and

should personalize

your request.

Showcase Pages


A niche Company Page that your

followers can opt in to learn more

about a certain product or sub-

brand.

You can create up to 10 showcase

pages for your company.

Great for brands with distinct

customer personas.

Ensures that your followers will

get the relevant information that

they want and need and you get

more traffic and leads.

Twitter


Twitter is a free social network service for friends, family, and coworkers to communicate and stay connected in real time

through the exchange of quick, frequent messages.

People write short updates, often called "Tweets" of 140 characters or fewer. These messages are posted to your profile,

sent to your followers, and are searchable on Twitter search.

https://support.twitter.com/articles/14019-what-is-following

Twitter Bio


So be sure to capture and brand

your Twitter handle for yourself

and your business as soon as

possible.

Even if you don’t plan on investing

in your Twitter activity for a while,

it won’t hurt to reserve your name

before someone else does.

http://www.colourlovers.com/themeleon/twitter

http://www.colourlovers.com/themeleon/twitter

Twitter Lingo


Hashtags #

Are terms that categorize your tweets and help them go

beyond your followers

Retweet RT

When some shares your tweet with their followers

Trends:

Hot topics on Twitter based on keywords and #hashtags

Via:

It usually means a link is from that user’s website or that

user is the author.

Mention:

It means they have used your @username in a tweet.

Direct Message:

Twitter’s email

Twitter List:

Twitter allows you to create lists of up to 500 people

Twitter Home


Twitter Connect


• This tab offers a simple way to see how others on Twitter are interacting with you.

• Just click on Interactions on the Connect page, and you’ll be able to see which of your Tweets have been favorited, plus the latest retweets (of your Tweets), Tweets directed to you (@replies and mentions), and your new followers.

• If you'd only like to see your @replies and mentions, click on the Mentions tab on the Connect page.

Getting started on Twitter


Give yourself a little time to get your

feet wet. Listen to others. Jump in

when you feel comfortable. Start

talking as you get your bearings.

Start conversations and find

folks you find interesting,

helpful or entertaining. Then

share their stuff.

Photo credit: Mashable.com

Types of Tweets


5 Types of Twitter Posts:

1. Tweet – A message you send out to

everyone that follows you.

2. @Reply – A message you send to

reply to someone in the stream

(seen by both of your followers)

3. @Mention – A message you send

that mentions another twitter user

4. Direct Message (DM) – A private

twitter message

5. Retweet – Reposting a message

that another twitter user has sent

out, that you believe your followers

will find of value.

Tweet Smarter


To Tweet smarter, keep these in mind:

• Give people information and answer their questions.

• Being interesting and entertaining

• Use visuals when you can

• Drive traffic back to your website/blog to increase

engagement

• Connect your twitter with other online platforms,

Web/Facebook/Blog – allow others to share your stuff.

• Have fun

Twitter Search – Advanced Search


https://twitter.com/search-advanced

Twitter has a very strong search function and

can be accessed in two ways:

• In the search bar

• with advanced search

Use the Places feature to identify your location

by city or zip code. Twitter displays a list of

people who are tweeting near that location.

https://twitter.com/search-advanced

Example of Search Result


Success Story


Why I believe it’s an ongoing success


You probably don't remember me but I took your workshop in Brantford and since then have tried

to take your advice and start blogging for our website.

I just wanted to say thank you. As a result of my blogging, we are receiving more hits to our

website. Not only that, people are "talking" about us in the community. We have had an increase

in enrolment and for the first time we have a lengthy waiting list for our infant program.

My blogs have been shared and we have received recognition in our local newspaper when they

published a story based on one of my blogs.

Most recently, a professional in the field shared my blog at one of her workshops and encouraged

the Early Childhood Educators in the training to read it. I have been slowly implementing your

great advice on how to increase our online presence etc. I have a long way to go and certainly do

not understand it all, but the small changes I have made seem to be making a difference.

Thank you.

Naomi, Director of Seaforth Co-operative Children's Centre.

Resources:


To help you prepare:

1. Becoming a Social Buiness: http://www.ibm.com/social-

business/us/en/ IBM

2. Facebook’s: How to Create a Business Page -

https://www.facebook.com/business/build

3. Pinterest for Business http://business.pinterest.com/best-

practices/.

4. Twitter for business https://business.twitter.com/best-

practices – Best Practices

5. LinkedIn Best Practices: LinkedIn Content Marketing

http://www.ibm.com/social-business/us/en/

https://www.facebook.com/business/build

http://business.pinterest.com/best-practices/

https://business.twitter.com/best-practices

http://business.linkedin.com/marketing-solutions/content-marketing/best-practices.html

Thank You


Next week we focus on:

• Video

• Email

• Analytics

• Proposal Writing

• And Wrap – up

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