SOCIAL MEDIA 201: maximizing your engagement

Presented By:

cindy molchany CRAFT BEVERAGE MEDIA, LLC

CRAFT BREWERS CONFERENCE

R.O.I.

PART ONE: what is ROI in social media???

•ROI does not always = $ales!

•ROI is achieved goals!

•ROI can be campaign driven

“what’s the ROI of your mother? How can you put a value on a relationship? - Gary V

Bottom Line: You have to define your objectives and set goals in order to measure ROI in Social Media

•Simple: grow followers/fans!

•Moderate: grow email subscribers!

•Advanced: increase product sales at retailers/restaurants or in specific markets (geo targeting)

ROI Degree of Difficulty

PART ONE: what is ROI in social media???

•Manually: Excel / Sales Reports, etc!•Platform Metric Tools:!

•Facebook Insights!•Twitter Analytics!•Google Analytics!•Pinterest Analytics!

•Third Party Tools (Free & Paid)!•Hootsuite (paid reports)!•Social Mention (free)!•Sprout Social ($39/mo)!•Hashtracking.com (paid)

PART ONE: ways to measure ROI

CONTENT

PART TWO: content, content, content, content, content

“People don’t buy WHAT you do, they buy WHY you do it” - Simon Sinek

•Understand what makes you different !

•Develop a Content Strategy & Calendar!

•Think in terms of “Native Content”!

•Focus on providing value!

•Consider how you post photos & links!•Google Plus “do-follow”!

•Twitter images only show up when uploaded to Twitter!

•Post with regularity

download a free social media editorial calendar template at:!www.craftbeveragemedia.com/nccbc-maximizing-social-media-engagement/

DEVELOP A SOCIAL MEDIA EDITORIAL CALENDAR

MAXIMIZING ENGAGEMENT

PART THREE: maximizing engagement

“B2B and B2C no longer exist. All that matters now is P2P. People-to-People.” - @Jowyang

•Listen, Listen, Listen!•Develop a global keyword list & set up google alerts!•Follow questions on Twitter!•Use Facebook Graph Search !

•Respond in an Epic Fashion (when possible)!•Native Publishing increases engagement!•Build Community! !

•Ask your existing customers to get involved!•Get your sales team involved !

•Understand regulations & legal landscape

ONLINE MARKETING

PART FOUR: start thinking like an online marketer

•obsess over providing value!

•focus on converting (ROI)!

•make it easy to engage!

•put effort into SEO

“It’s much easier to double your business by doubling your conversion rate than by doubling your traffic” - Jeff Eisenberg

PART FOUR: start acting like an online marketer

•value: auto-responder series!

•conversion: compelling offers!

•easy to engage: landing pages!

•seo: grow social proof

for a link to some online marketing resources, visit !www.craftbeveragemedia.com/nccbc-maximizing-social-media-engagement/

PLATFORMS

PART FIVE: platformsFACEBOOK

•Facebook is hard-er than ever before!

•Use FB Graph Search to research your customer (STALK)!

•Post Full Links on Facebook (3x the engagement!)!

•If you’re not sharing a link to something, post a photo!!

•Start a Group to nurture your community

www.craftbeveragemedia.com/nccbc-maximizing-social-media-engagement/

PART FIVE: platformsFACEBOOK

Use FB Graph Search to research your reader

PART FIVE: platforms

FACEBOOK< blogger

< blogger

PART FIVE: platforms

PART FIVE: platforms

PART FIVE: platforms

TWITTER

•Twitter remains a powerful tool to spreading your word!

•Use Twitter Advanced Search!

•Use Twitter LISTS!

•Post photos on Twitter Only (don’t use Hootsuite)

http://www.twitter.com/search-advanced

PART FIVE: platforms

TWITTER ADVANCED SEARCH !

!

https://twitter.com/search-advanced!

PART FIVE: platformsGOOGLE +

•Google+ itself is a hack, trick & advanced tool!!

•G+ helps your search ranking!

•+1 Button on your site helps your search ranking!

•Hangouts & Communities offer great ways to engage

PART FIVE: platforms

GOOGLE + LOCAL

HACKS TRICKS &

ADVANCED TOOLS

PART SIX: hacks, tricks & advanced tools

Create Images For each Social Post

•canva.com!

•picmonkey.com

Social Bookmarking

REDDIT

StumbleUpon!DIGG

•Find “Sub Reddits” and engage with community (i.e. r/craftbeer)!

•Focus on Karma!•Comment & offer value!•Self promote with caution

•Submit posts that have value!•Build a community!•Share others’ content more than your own

PART SIX: hacks, tricks & advanced tools

PART SIX: hacks, tricks & advanced tools

•Create www.ifttt.com Recipes

•Use Landing Pages - Like

Leadpages

•Update Your site’s META

Description

•Create A Global Keyword List

•Create an OPT IN Offer with

an Auto Responder Series

•Create a sitemap. Verify your

site w/ Google. Consider

schema.org

PART SIX: hacks, tricks & advanced tools

IFTTT

PART SIX: hacks, tricks & advanced tools

Landing Page: Have an offer? Link to a landing page

from your profile pages (Twitter, Facebook, etc)

!

http://www.craftbeveragemedia.com/nccbc-opt-in

We recommend: LeadPages

WRAP UP & FREEBIES•Follow Up Questions?!

•Free 30 Minute Social Media Audit!

•Download our Social Media Calendar template!

•Download our Social Media Worksheet to help you develop your online strategy

for a link to some online marketing resources, visit !www.craftbeveragemedia.com/nccbc-maximizing-social-media-engagement/

cindy@craftbeveragemedia.com @CraftBevMedia