Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.

Building Your Online Presence (via Social Media)pdxMindShare WorkshopFebruary 15th, 2017

Kent LewisPresident & Founder

@AnvilMedia & @pdxMindShare@KentjLewis

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AgendaProfile ConfigurationContent StrategyManagement ToolsSetting a ScheduleBest PracticesResourcesQ&A

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Claim & Optimize Social Profiles

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Build Your FollowersIdentify industry influencers and follow themFollow-back your new followersJump on the hashtag bandwagonCreate compelling & engaging contentEngage in conversationBoost posts, but be wary or “buying” followersShare timely news and information from key sources

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Content Strategy: Finding a VoiceBenchmark your network, competition & industryAsk your constituents what they want from youReview platform analytics for insightsBest practice: make it Useful x Inspired x Empathetic

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Monitoring & Trolling For Content

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Think Video & Sales Funnel

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Funnel Strategy: Content IdeasAwareness: news, trends, interviews & promotionsInterest: how-to’s, Q&As, demos & behind the scenesIntent: success stories & product comparisonsPurchase: FAQs & product or service training seminars

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Content Syndication Strategies

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Keeping it Fresh: BloggingFree or low-cost way to get your name out thereStart with LinkedIn PulseEvolve to hosted WordPress blog/websiteEmbed videos and images: good for engagement & SEOShare blog posts via other social media channelsCommitment & consistency are keyTarget frequency: 1-2 posts per week (monthly articles)

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Keeping it Fresh: Blogging

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Evergreen Content: Articles

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Management Tool: HootSuiteConnect with Twitter, Facebook & LinkedIn profilesMonitor & share/retweet interesting & timely postsSchedule your own content and retweetsShorten URLs to save space and track clicksSet up keyword feeds to monitor topicsCross-post key content Check 1-5 times daily for comments, DMs & mentions

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Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.

Social Media, SEO & ORM— All social channels should

have the same branding, same URLs etc. to maximize search visibility

— It is important to consistently share content in order to build social authority and improve ranking.

— Ideally, Facebook, Twitter, Pinterest and/or LinkedIn should rank just below brand site.

Social Profiles Posting Cadence

Daily

5-10 posts per day (retweets, responses, outreach, etc.)

Create and populate boards as content becomes available

1 photo a day, 1 video a week

1-2 times a month, increasing to 2-3 a month when content is

available

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Best Practices: Setting a ScheduleSchedule content for the week ahead

Repeat original content with decay model in mindAuto-schedule retweets (80/20 rule)Always embed URLs, hashtags or relevant social profilesRemember to leave some space for retweets!

Morning routine: check social apps on phone in bedCheck for any mentions or news (share and thank!)Share up to 5 LinkedIn updates (syndicating to Twitter)Review feed and share 2-5 current tweets in real-timeAuto-schedule 2 to 10 evergreen tweets for the following weekShoot for at least 1 post or share on Instagram & Google+

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Best Practices: InstagramImages are worth a thousand words! Be efficient!Remember to take videos, not just photos!Always clean your lens before taking pictures or videoBe smart about leveraging available light and acousticsSyndicate posts to Facebook, Twitter & Swarm as

appropriateDon’t forget to use hashtags to boost visibility (1-5 ideally)

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Best Practices: Twitter & YouTubeTwitter

When posting original content, leave room for RTs & #sInclude a relevant URL and always shorten it (ow.ly)Don’t use more than 3 hashtagsKnow your max character count without #s (129 for me)Always thank mentions (RT, respond or favorite)When possible embed an image to increase engagement

YouTubeDon’t forget you can post to YouTube from your phoneFree editing apps can up-the-anteRemember to follow best practices outlined in my articles

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Best Practices: LinkedInPacing Calendar

Daily: check suggested connections and add 3-10 via appDaily: share 3-5 articlesDaily: congratulate and endorse your networkWeekly: send InMail to prospects or your networkWeekly: monitor your competitorsWeekly: check activity on your profileMonthly: write a LinkedIn blog postMonthly: upload a presentation to SlideShare

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Best Practices: Measurement

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https://analytics.twitter.com/user/kentjlewis/tweets

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Key Takeaways– Own your brand by claiming & optimizing profiles– Automate and syndicate to maximize impact– Audit and monitor daily to identify opportunities– Own the search results with social media & SEO– Utilize tools like HootSuite to streamline – Schedule 15 minutes a day to manage profiles– Measure the impact on a monthly basis

Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.

Resources– How to Grow Revenue via Online Reviews– Six Social Media Platforms for B2B Marketing in 2016– 20 unbreakable rules for social media managers– How to Become a Social Media Guru in 3 Easy Steps– Create a Social Media Strategy on a Shoestring with These Six Tips– Three Reasons Why You Should Publish on LinkedIn Pulse– Ten Tips For Optimizing Your Online Persona– How to be a Rock Star on 8 Social Media Platforms – 9 Social Media Marketing Rules You should Break– 7 Steps to Leverage Social Media to Increase Search Engine Visibility– Online Reputation Management: Seven Strategies to Build Your Brand– 9 ways to Lose Friends and Alienate People in Social Media– The Three Golden Rules of Networking on Social Media– The Social Media Metrics That Truly Matter– What a 9 year-old taught me about marketing with digital video

Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.

Kent LewisPresident & Founder

@AnvilMedia & @pdxMindShare@KentjLewis

Thank You! Questions?

– Check out our Insights section for more information (anvilmedia.com)

– Attend future Anvil Lunch & Learn Seminars– Follow us on Twitter, Facebook & Google+– Stick around for networking!