smss new york 2016 - social media strategies …...•creator of social jack •train and coach over...

ForwardProgress.NET facebook.com/[email protected] @FwdProgressInc

New York 2016

WINNING AN AUDIENCE ONE BITE AT A TIME

SMSS New York 2016

@deandelisle @GetSocialJack #SMSSummit #NewYork


New York 2016

Dean DeLisle

•Founder and CEO of Forward Progress, Inc.

•Creator of Social Jack™

•Train and Coach over 2,000 people per month

•Trained and Coached over 100,000 in Social Network Skills

•Over 30 years in Relationship Marketing, Social Selling, Career Advancement, Community Development, Business Coaching, Consulting, and Training, Call Center, Internet, Event Management, Lead Generation, Web Seminars


New York 2016

More Personal


New York 2016

Accelerated Learning

• Less Time – Learn More

• Paired Share – Timed

• Raise Hand – Bring It Back


Las Vegas 2016

The Law of Familiarity determines that the more

we spend time with and get to know anything, and

the more something becomes just a normal part of

life – the less we are excited about it or the less

we give it the attention it deserves. We see this

happen in all aspects of life – relationships, work,

hobbies, exercise, initiatives and learning.

Sometimes things just become… boring and our

mind shuts down!


Las Vegas 2016

Commit to Your Success


New York 2016

Content Marketing

• What is it?

• Why is it Important?

• What’s the Strategy?


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What is Content Marketing?

Content Marketing is the

science and art of reaching

your audience and pulling it

toward your business with the

use of Content.


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Destination worksheet

• Current State

• Ideal State


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Activity: Paired Share

• What is your current

state vs. idea state of

your content

publishing?


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What is the Strategy for Content Marketing?

• Create and promote

useful, relevant

information

• Attract and engage with

website visitors

• Convert those visitors

into customers/clients

Graphic: Andy Crestodina - Orbit Media Studios, Chicago


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Types of Content

Collateral & SalesPR/AdvertisingFunctional E-marketing User Generated


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Content Marketing and the Consumer Journey


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Awareness

Consideration

Conversion

Loyalty

Advocacy

Word-of-Mouth

2. Consumers add or subtract brands as they evaluate what they

want

1. The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points.

4. After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey.

3. Ultimately, the consumer selects a brand at the moment of purchase.

Moment of Purchase

Initial

Consideration

Active Evaluation

Information gathering, shopping

Post purchase Experience

Ongoing exposure

Loyalty loop

Trigger

Content Marketing and the Consumer Journey


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Plan

• Your services and value proposition

• Your main goals

• Target markets

• Where are you willing to manage

• Measure your results


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Value

• What products/services do you provide?

• How do you compare to competition?

• How can you help others?

P1-1,2


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Chose Your “New Business” Destination

• Landing Page

• Website

• Registration

• Phone

• Webinar/Event

• Location

• What is yours?


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Identify Your Target

• Who is your target client/partner?

• What do they do?

• Where are they?

• What Industry are they in?

• What size Company do they work for?

• How do they use technology?

• Where do they get their information?

• What are their needs?


New York 2016

Developing a Content Strategy


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Keywords – Law of Attraction & Retention!

• What is your value?

• What makes you different?

• How would your ideal target find you?

• What would they “Google” to find you?

• Survey your targets!

P3-9


New York 2016


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Keyword Tools – Our Favorites

• Google Adwords• Google Trends• Uber Suggest• Word Tracker• Soovle• Twitter (hashtag search!)

P3-9


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Executing Your Keyword Strategy

P3-9

Element Description

Title Tag Tells search engines and users what content lives on a page

URL Structure Tells search engines and users where content lives on a website

Heading Tags (<H1>) Supports the Title Tag as a Sub-TItle

Anchor Text Tells search engines and users what content links point to

Meta Descriptions Tells users what a page is about when they see a result in search engines

Body Copy Gives search engines and users more information about the page content

Image Alt Tags Tells search engines what the image represents


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Conversion

• Getting your destination visitors (prospects)

to take action that will move your business

toward reaching its goal

• What you’ll gain

• Prospects/Customers

• Subscribers

• Social Media Fans/Followers/+1s

• Product Reviewers

• Members

• Promotion Entrants


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Why Use Online Partners?

• Interactive

• People Respond

• Building Trust

• Building Community

• Viral Activity

• SharingSocial Teaming!


New York 2016

Network Science

Node: Individual

Link: Connection between two nodes

Cluster: Several linked nodes

Hub: Large cluster, several clusters

Courtesy of US Army*


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Social Competition and Allies

Social

WIFM

Clients

Community

Vendors

EmployeesINTERNAL EXTERNAL

Employee Advocacy Partnerships


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Social - Network Hubs

Your

Company

Conferences

Employees

Charities

Clients

Partners

Chamber

Hub: Large cluster or

group of cluster of network

Connections working toward the same destination and targets.

Don’t forget WIFM!


New York 2016

Social Teaming – Use of Clusters and Hubs

Hub: Large cluster or

group of cluster of network

Connections working toward the same destination and targets.

External Partners

Internal Champions

Core Team

Brand

REACH

MILLIONS

Don’t forget the

WIFM!


New York 2016

The Simple Rules• Determine Your Destination

• Establish Your Target

• Inventory the “Trusted Team Members”• Inside First

• Outside Second

• Determine their Social Power • Reach

• Activity / Engagement

• Get Agreement!


New York 2016

How Many Contacts Do You Have That You Cannot See?

• That know YOU?

• That trust YOU?

• That have done business with YOU?

• That would recommend YOU?

Dean Sue Mark Pat

Extended Reach to

More Targets


Las Vegas 2016

Your Network

Vendors

Partners

Clients

Conferences

Associations


New York 2016

Who are your Social Team Members?

• Clients

• Vendors

• Partners

• Friends

• OrganizationsP2-7


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Social Communities


New York 2016

YouTube


New York 2016

Blog

• A blog can be an incredible tool for sharing

information and expertise.

• A blog can be used to directly promote

products, services and events.

• A blog can assist in promoting company

vision and developments.

• A blog can foster customer loyalty, build

relationships with clients and customers.


New York 2016

Webinar – Secret Content Engine1. Create Webinar

2. Create Power Point

3. Hold Webinar

4. Post Power Point

a) Social

5. Create Video

6. Post Video

a) Social

7. Write Bog

8. Attached Items

9. LinkedIn Bonus Post

10.Facebook Bonus Post


New York 2016

Email Data - Inbound• Automated vs. Manual

• Destination

• Platform

• Single vs Routed

• Source Tracking

• Interface

• CRM, Email System, Inbox

• Routing


New York 2016

Email Data - Outbound• Automated vs. Manual

• Destination

• Complete community

• Segments

• Source

• Interface

• CRM, Email System, Inbox

• Frequency


New York 2016

Integrate Your Content

ONE TO MANY

CHECKLIST


New York 2016

Building a Content Map• Remember

• Value

• Target

• Keywords

• Platforms

P5-15


New York 2016

Building a Content Map• Remember

• Value

• Target

• Keywords

• Platforms


New York 2016

• Remember

• Value

• Target

• Keywords

• Platforms

Building a Content Map


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Optimize!

StartBloggingLikeAPro.com


New York 2016

Optimize and Syndicate!

• OnlyWire

• Old Term – Book Marking

• New Term - Syndication


New York 2016

Blog Hack – Content Jam• Choose Destination

• Target to aim for

• Keyword phrase to own

• Content inventory for support

• Optimize inventory

• Get SEM/MKO for blog creation

• Attached inventory

• Post and Optimize (SEOPressor)

• Syndicate (social, distribution, OnlyWire)

• Attach to profiles (show LinkedIn)

• Watch it Climb!!


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LinkedIn Blog – Content Jam


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Lets Blog – Hack Sheet

• Destination ?

• Target ?

• Keyword phrase to own

• Secondary phrase

• Inventory

• Let’s Write!

#FUNBLOG

#SMSSummit

@GetSocialJack


New York 2016

• Remember

• Destination

• Target

• Keywords

• Platforms

Content Map Hack


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Measure Content Results

• Radian 6

• Google Analytics

• Hootsuite

• Sprout Social

• Word Press

• Social Networks


New York 2016

Sprout Social Sample


New York 2016

RESULTS

• Getting your destination visitors (prospects)

to take action that will move your business

toward reaching its goal

• What you’ll gain

• Prospects/Customers

• Subscribers

• Social Media Fans/Followers/+1s

• Product Reviewers

• Members

• Promotion Entrants


New York 2016

Launch• Begin generating valuable content

• Interact and engage with customers and prospects

• Build relationships

• Get a Team to help!

• Consistently Measure (Test, Test, Test)

• Connections

• Engagement

• Outcome/Sales


New York 2016

Assignment

• Assemble/Align Your Team

• Create a Content Marketing Plan

• Gather Your Content

• Share Your Content

• Engage with Your Audience


New York 2016

Thank You!


New York 2016

Connect WITH us!

[email protected]

smss new york 2016 - social media strategies …...•creator of social jack •train and coach over...

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