social media strategies for business, goering center
TRANSCRIPT
Social Media & Business Strategies
Presented by Jackie Reau, Game Day [email protected]: gamedayjreau
A recent survey by Forrester Research, the market research company, found that 77% of the mangers of small and medium businesses are concerned
about building their social-marketing presence.
But nearly all of them say they are so bewildered about what to do and so overwhelmed with the ordinary chores of running their businesses that they
want someone to help.
What is social media…today?
http://www.youtube.com/watch?v=sIFYPQjYhv8
Presented byJackie Reau, Game Day Communications
Why should you use social media• Positions you as a thought leader, innovator with
targeted influencers• Customer service/engagement with instant
interaction/results• Organic search engine optimization with strategic
tagging• Share your content, control your message• Capture competitive intelligence
Because your customers will demand it!
Align Social Media Efforts with your Customer’s Buying Cycle
You & social media• Many HR managers are using social media in the
recruitment process to determine qualified applicants
• Use social media to position yourself favorably • Monitor “your” brand with Google
– You can’t delete negative references but social media helps “push” them down to other pages
• Reinvent yourself using social media to draw interest to you and your passion(s)
Getting started• Purpose/objective
– Marketing/positioning/branding– Customer service engagement
• Retrain your brain – Incorporate social media into your lifestyle
• Develop a strategic yet spontaneous editorial schedule for your social media conversation
• Recruit and train your staff, colleagues to help• Educate your customers/clients on where to find you and
how to use social media with traditional efforts
What social media users want…• They are nosy! They want to know information first!• They want exclusive opportunities and access to you
and your brand• They don’t want you to be a one-way, marketing
machine• Be transparent, genuine and real• Ask them for their thoughts, insight
Planning your strategy• Conduct an analysis on your competition to gauge
how they are using or if they are using social media• Conduct an internal audit on who is using social
media within your audience to determine your reach• Create a social media team to help execute your
strategies
Social Media
•E-mail newsletters, Facebook, Twitter, YouTube, LinkedIn, smart phone applications
•Frequency of use, frequency in sharing/posting content (shared or original content)
Search Engine Usage
•How do they use search engines, which ones do they use
Information on Specific Industry/Company
•Intent to purchase, motivation to attend, competitive questions
•Use current and prospective customers to benchmark
Demographics
•Age, Sex, Race, Education, Zip Code/Community of Residence
Psychographics
•Based on your industry, i.e. smart phone ownership, top three hobbies, core values
Conduct a social media consumption study
•Record your editorial plans on a Google calendar or spreadsheet
•Plan for six months to one year based on your research, BE FLEXIBLE
•Theme your content based on the buying cycle and your customer’s needs
•The goal is to create a good mix of content types (blogs, photos, videos), topics to make sure you are reaching all of your customers
•Tag your content with your SEO keywords on a consistent basis
•Repurpose content: i.e. use snippets from a white paper on Twitter
Create an editorial schedule
Create and share your social media network
• Always link social media to your web site• Create your own content with videos, photos and
upload• Recruit expert bloggers for your site to create your
own “beat” writers• Use social media newsroom sites with social media
releases, i.e. Pitchengine, CNN’s i-report, CBS’ Bleacherreport to share your content
Tricks for Facebook
• Create a fan page for general consumer use and a group for specific consumer use
• Add applications to your page to make it more interactive, i.e. video, links to other social media
• Post updates from your smart phone
Tricks for Twitter
• Use Tweetdeck, Hootsuite to manage your Tweets• Create lists on Twitter to manage updates, interact
with specific groups, topics• Use a smart phone to send, manage updates
Tricks for YouTube
• Create and name your own channel• Purchase a $100 mini video camera for the office• Upload videos regularly, per your schedule
– Testimonials– New projects, new staff, new menu items, etc.
• Tag and name videos properly• Share your videos via Facebook, Twitter
Measurement
• Create a quarterly scorecard to add to your marketing matrix– Web site traffic– Facebook Fan Page fans, offers, engagements– Twitter followers, engagements– Youtube views, comments– Blog views, comments– Response to exclusive offers with promo codes
Resources for staying fresh
• Mashable.com• Google alerts with key words of industry interest• HARO, Help A Reporter Out• Your local Social Media Breakfast• WOMMA, Word of Mouth Marketing Association
Contact:
Jackie ReauGame Day Communications &GDC Social [email protected](513) 929-4263, office(513) 708-5822, mobile
Linkedin: JackieReauTwitter: @gamedayjreauFacebook: Jackie Reau