The Process of Social Media Marketing

www.astekweb.com © Astek Consul3ng 2011

Pre-Conference Workshop:�

Social Media & Marketing


Table of Contents !   Social Media Best Prac3ces

  Social Media Language   PlaBorms

!   Rou3ne !   Tool & PlaBorm Set-‐Up !   Publish

!   Measure


!   Start Backwards

!   Do Your Research

!   Pick Your PlaBorms

!   Declare Your Process

!   Be Accountable

The Social Media Process


Before We Begin

Tradi3onal Marke3ng

Public Rela3ons

Editorial

Social Media


Start Backwards


Start Backwards

!  What are your goals?

!  Not just your business goals

WRITE THEM DOWN


Now What

!  Goals: Pick 3

!  Be measurable

!  Be realis3c

!  Be flexible

MAKE YOUR NEW LIST AND KEEP

UPDATING IT


Make Sure Others Know

!  Communicate

!  Who needs to know?

!  How oXen should they be updated?

!  How oXen should you be updated?

CREATE YOUR PHONE TREE


Learn from Others


Do Your Research


Search Engine Op3miza3on

!  Google Ad Words and Keyword Tool

!  Adwords Editor

!   SEM Rush


Search Engine Op3miza3on

!  Pick your final keywords and commit to them

MEDIUM -‐ LOW COMPETITION AND BE

SPECIFIC


Pick Your PlaBorms


Possible PlaBorms


What Provides Be\er ROI


What PlaBorms Are Growing?

Image courtesy of ComScore


Target Demographic On Social Media


ASK…

Are YOUR partners and customers engaging on those plaBorms?

AND

Are your POTENTIAL partners and customers?


Research and Pick Your PlaBorm(s)


Before You Get PlaBorm-‐Happy

Where is your social content going?

And does your website show it?


Your Website SHOULD Be Here

Social Media

Expert Resource

Webinar

Online News

Resource’s Website

Webinar Host’s Website

News Website

Social Media

Audience


Take Inspira3on from Others


More Inspira3on


Now That We Have That Sorted Out


Facebook and Twi\er Should Be Last

!  Blog

!   LinkedIn

!  Google+


Declare Your Process


!  Blog !  Wordpress !   Squarespace !  Blogger !  Tumblr !  Posterous

PlaBorm Set-‐Up


Blog: What Your Web Developer Needs

!  A URL

!  Your preferred plaBorm

!   List of plug-‐ins

!  Access to your website design template

!  A deadline


Blog: Wordpress Plug-‐Ins !   ShareThis !   Akismet !   Google Analy3cs for Wordpress !   Google XML Sitemaps !   Pla3num SEO Pack !   Yoast !   Wordpress.com Popular Posts !   Outbrain or LinkWithin !   Livefyre !   For when you start with Twi8er

!   WP to Twi\er !   Tweet Old Post


Blog: What You Need !   An editor !  Writer(s) !   A required (and realis3c) editorial calendar

!   A quick Wordpress tutorial for best prac3ces

!   Buy-‐in from upper management !   Your keyword list


LinkedIn: What You Need

!  An updated company page

!  An updated personal profile

!  Group involvement

!  Content that drives people to your website


LinkedIn: Update Your Company Page !   Media:

!   Profile Company Banner: 646px x 220px Careers Company Banner: 646px x 220px Products Company Banner: 646px x 220px Profile Company Logo: 100px x 80 px Mobile Company Logo: 50px x 50px Square “Services” icon: 100px x 80px (unique for each service listed) Youtube Profile Video

!   Copy:

!   List of company special3es/Keywords < 45 characters) List of Services < 45 characters Service Descrip3ons < 250 characters Disclaimer < 400 characters (If needed) Profile Video Title Company Service/Products Summary Title < 100 characters Company Service/Products Summary Descrip3on < 400 characters

!   Other: !   Recommenda3ons from clients (by invite once page is complete)


LinkedIn: Update Your Company Page


LinkedIn: Link Your Employees to Your Company Page


LinkedIn: Update Your Page Status


LinkedIn: Watch Those Insights Increase


LinkedIn: Join 3 Groups

!   Join your preferred groups



!  Ac3vate your preferred sepngs

!   Subscribe to daily emails



!  Contribute to each group by pos3ng a status update or commen3ng on posts at least three 3mes per week


LinkedIn: Personal Profile Check-‐List

!  Get your keyword list out

!   Install the following plug-‐ins

!   Skills & Exper3se

!  Blog Link by Typepad

!   Slideshare (if applicable)

!  Box.net


LinkedIn: Your Personal Profile


Google+: Create a Page

!  Create page using a company-‐specific Gmail address

!  Create necessary assets !  Google Cover: 940×180 !  Google Profile Photo: 260px X 260px

!   Fill out the appropriate informa3on !  Update the page status daily


Google+: Create a Page


Google+: A Local Page


Google+: Op3mize Your Website


Organize Your Content


Editorial Calendar !   Google Calendar


Editorial Calendar


Editorial Calendar Sepngs


Editorial Calendar Sepngs !   Sepngs Tab

  General   Calendars

!   General   Time zone

  Automa3cally add invita3ons to my calendar


Editorial Calendar Sepngs !   Calendars

  Details   Share This Calendar

  No3fica3ons


Editorial Calendar Sepngs !   Always make sure to save!


Finding What to Post !   Start with your content

!   RSS feeds !   Google Alerts !   Google news search


RSS Feeds


Google Alerts


The Social Pos3ng Process


The Publishing Kitchen Sink

!  Analy3cs Dashboards

!  Google Analy3cs

!  Omniture

!  Webtrends

!  Argyle Social

!   Listening Tools

!  Radian6

!   Sysomos

!   SM2

!  CustomScoop

!   SproutSocial

Complete List: h\p://bit.ly/stmjRF


Argyle Social: Dashboard


Argyle Social: Set-‐Up


Argyle: Set-‐Up Checklist !   Social Proper3es

!   Analy3cs !   Rules !   Users

!   Time Zone !   Bookmarklet


Let’s Start Scheduling!


Managing Your Posts


Be Accountable


Social Media Policy: Get One

socialmediagovernance.com/policies


Measure Your Results and Remember…

!  Your business is different

!  Your website is different

!  Your site visitors interact and transact differently

!  Choose YOUR goals and set your own form of measurement


Your Analy3cs !  Google Analy3cs

!   LinkedIn Insights

!   Social Media Tool


Your Analy3cs


Are You Mee3ng Your Goals?

!  Create monthly reports and compare


You Have Data: Now What?

!  What Worked?

!  What Didn’t?

!  Who’s Doing it Be\er?

!  Declare Next Steps and Updated Goals (if applicable)

START THAT BACKWARDS PROCESS

ALL OVER AGAIN


Don’t Forget!


The Social Media Mantra

!  Have goals and expecta3ons

!   It’s about the goals, not the plaBorms

!  Be authen3c

!  Be realis3c and accountable

!  Be prepared to change your course

!  Be human


Thank You!

[email protected] Twi\er.com/RachelYeomans

Twi\er.com/AstekWeb

LinkedIn.com/in/RachelYeomans

The Process of Social Media Marketing

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