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Background information• Working in Social Media/SEO/Content Marketing

for 10 years• Digital Content Strategist for Florida Blue

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Where you can find me• Facebook – Facebook.com/VictoriaEdwards• Twitter - @TallChickVic• LinkedIn - LinkedIn.com/in/VictoriaLEdwards• Instagram - @TallChickVic• Email – Victoria@Victoria-Edwards.com• Website – Victoria-Edwards.com

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When I am not working…

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Overview1.Capturing Your Brand Name2.The SOP’s for Social Media 3.Your Social Media Strategy4.Post Launch Tips

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Capturing the Brand NameResearch your brand name before committing to it•Choose a name that appeals customers you are trying to attract. •Comforting or familiar name that conjures up pleasant memories so customers respond to your business on an emotional level. •Avoid long and confusing.

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Do Brand Name Domain Research & Social Media Naming Research

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Trademark or Copyright?• A trademark protects a word, symbol, phrase,

color or design (or a combination of these), that identifies and distinguishes the goods or services of one person or company from others.

• Copyrights are a form of protection for the authors of "original works of authorship," like literary, musical, and other creative works.

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Trademarks and Domains• A domain name registration does not equal a

trademark registration.• To obtain the benefits of a federal trademark

registration, you have to make sure that you apply for and get a registration through the United States Patent and Trademark Office.

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GuideWell in Social Media

Twitter does not accept requests for usernames that seem inactive.

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GuideWell Emergency Doctors Domain

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When Capturing the Brand Name Digitally

• Capture domain & variations of domain immediately

• Capture social media handles (use Knowem.com)

• Educate business leads on importance and immediacy of capturing brand name digitally

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The SOP’s for Social Media • Otherwise known as CYA • Even before jumping into social media, develop

your Standard Operating Procedures (SOPs)• SOPs describe how you will use and maintain

your social media platforms with regards to your brand

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What Should Your SOPs Contain• Who has access to your social media platforms• Social media expansion criteria• Types of content you’ll post in social media• Monitoring commentary• Decision tree for commenting• Waiver or Release Form

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User Generated Content

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Commentary Decision Tree

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Benefits for SOPs• Will aid in onboarding of new employees• Eliminates the “whys” out of certain procedures• Will make process of social media faster

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Developing Your Social Media Strategy

Document which aids in building a business case for social media and contains:•Objectives•Strategies•Metrics•Next Steps

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Developing Your Social Media Strategy Will Help With:

• Educating all business leads why social media is valuable and required for your business to compete and succeed

• Include stats like:– There are nearly 1.4 billion Facebook users – Twitter has 284 million active users at last count– LinkedIn has 347 million registered members– Instagram has 300 million users

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Other Things You Should Include• Which social media sites you will launch with

first• Content calendar of topics (assuming your site

will have a blog)• Flow and process for content development

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Post Launch Best PracticesDo an audit of your site:•Crawl site after launch to make sure:

– Google Analytics/Webmaster Tools is installed– URL structure is optimal – Meta data is accurate– There are no error codes

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Test Performance of Website

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Post Launch Collaboration• Communication with SEM,

Social, and SEO is key• What keywords are converting

in PPC that you can use in content for site or blog

• Make sure local is optimized

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Social Media Campaign Testing• Start boosting posts that already get good

engagement organically• Focus on boosting brand awareness focused

posts to educate your consumer• Change ads frequently• Focus on mobile when testing ads• A/B split test ads

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Conclusion• Launching a brand takes a lot of planning• Don’t jump into marketing. Plan your CYA documents• Educate the business leads the value of digital• Once launch has happened go back and crawl site• Test performance of site• SEM, SEO & Social should communicate and test

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Resources• United States Patent and Trademark Office• 33 Social Media Facts and Statistics You Should

Know in 2015• Editorial Calendar Template• Google Developer Tools