Social media marketing strategies for success

Social Media Marketing Strategies
for Success

About Web Strategy Plus
Thanks for joining me today!
Presented by: Michelle Hummel
CEO of Web Strategy Plus
Web Design & Social Media Agency
Founder of Web Media University &
Cincinnati Social Media Enthusiasts

© Web Strategy Plus 2013. All rights reserved.

Why Social Media?
The Future of the Internet is
Social
Google+
“Google+ invites were being
sold on eBay for up to $27
each!”
 Players may change but you

MUST learn how to adjust
 Start now or you will be
behind by your competitors

How do you keep up with social media trends?

The Big Players - Facebook
• #1 most visited site in the world
• If Facebook were a country it would
be the third largest country in the
world
• 901 million monthly active users,
growing at a rate of 5 - 6 million new
users per week
• More than 5 billion minutes are
spent on Facebook each day
• 3.2 billion Likes and Comments are
posted daily

Facebook Content Review
 30 billion pieces of content

shared each week: web
links, new stories, blogs
posts, notes, photo albums
etc.
 3.5 million events created
each month
 1.5 million local businesses
have Facebook fan pages

Do you have a Facebook Fan Page?

The Big Players - Google Plus
Stats as of Oct 2013
•70% of brands have a Google Plus
page
•Google reports that Google+ now
has 300 million active users making it
the 4th largest social network
•28% of users are Millennials (15-34)
•38.37% of all Google+ visits are by
those in the 25-34 age bracket
•Websites using the +1 button
generate 3.5x the Google+ visits than
sites without it

The Big Players - YouTube
•
•
•
•
•

#2 Search Engine in the World
6 billion hours of videos watched per
month
300,000,000 visits per day
100 million likes, shares, or comments
every week
100 hours of video is uploaded to
YouTube per minute


The Big Players - Twitter
• 34% of marketers have generated leads
using Twitter, and 20% have closed deals
using Twitter
• 55% of Twitter users access the platform
via their mobile
• 100 million active Twitter users
• 80% of consumers have better impression
of companies that use Twitter for customer
service
• 56 % use Twitter for business purposes
• The average number of tweets per hour is
around 1.3m

The Big Players - LinkedIn
• 161 million members in over 200
countries and territories
• 2 new members per second
• 5.3 billion professionally-oriented
searches on the platform in 2012
• More than 2 million LinkedIn
Company Pages
Average member:
• college educated
• 43 years old
• making $107,000


The Big Players - Pinterest
 10 Million US Monthly visitors
 More than 80% of users are women
 29% are between the ages of 39-44
 Topics of interest – fashion/style,

interior design, hobbies, and cute
collectibles/animals
 80% of pins on Pinterest are repins

Is your target audience on Pinterest?

SEO & Social Media
What Search Engines Follow
Twitter: Profile & Tweets
Google Plus; Profile & Comments
LinkedIn: Profile, Links & Events
Facebook: Public Profile, Shares of

your Web Address
Blog: Fresh Content
Pinterest: Images and Videos


Do You Have a Social Media Hub?
 Blog should be part of your

website
 Drive traffic with original
content
 Content is critical even more
now with Google+
 WordPress is one of the best
blogging platforms

Do you have a Blog? Does it live on your website?

Mobile Friendly Site is Critical
 Mobile Devices have become

bigger than PC sales
 86% of adults own a Mobile
phone
 53% use it to access the Internet
 57% of users will not recommend
a business with a poorly designed
mobile site
 Mobile Internet is becoming the
Internet

Do you have a Mobile Friendly website?

Mobile – A Love Story
Consumers have fallen in love with their Smartphones!
Always On
Pocket Computer
Social Networking
Shopping
Navigation
Camera/Video
Texting
And….making phone calls

Do you go back home if you forgot your phone?

Is your site “Social Media Friendly”?
 Fresh Content, you must be

writing and posting new blogs for
SEO
 Social Content, you must be
providing interesting content
others will enjoy and share
 Easy to share, do you provide
your visitors easy ways to share,
like, download and/or retweet your
content?

Is your content easily shareable?

WordPress Fun Facts
 The most popular CMS in use

today
 Powering nearly 8.5% of all
websites
 10,000+ plugins available
 100+ million total plugins
downloaded
 13+ million total downloads of
WordPress at a rate of
approx. 2 per second

© Web*Data compiled by Chase Granberry reserved. Labs Search rank Monitoring http://www.authoritylabs.com
Strategy Plus 2013. All rights of Authority

Who is using WordPress?
Famous Brands Like:
 Playstation
 MTV
 Lexus
 eBay
 CNN
 NASA
 Ford
 Sony
 People

Website Search Engine Audit
 Google Analytics
 Unique Daily Visitors
 Length on site
 Clicks from where
 Entry pages
 Exit pages
 Alexa.com
 Google Analytics

How do you measure your website traffic?

What is Your “Call To Action”?
 You have 3 seconds

to grab your prospects
attention!

 Free Webinar
 Free White Paper
 Free Download
 Free Trial
 Free Consultation

What is your strongest offer?

How is your Personal Brand?
 What happens when you

Google your name?
 Do you like what you see?
 Your name is your brand,
you need to control this
message
 Recruiters and customers
are searching for you – what
are they finding?


Get “yourname.com”
 What if your competition or

worse an angry custom
bought yourname.com?
 You need to control “your
brand”
 People remembers names
easier than brands
 People are looking for you by
name, make it easy to
connect!


Put your best face forward
 Make the first impression

they get about you when
searching the best
 Fresh content will rank
higher in the search engines
 People like to connect with
“people” not logos – be a
person who is transparent,
likeable and human


Session 2: How do I Build an
Effective Social Media Platform?

Questions To Ask Yourself
 Have you created a website

that lets people ask questions?
 Can customers easily connect
with you?
 Do you share real life
experiences with them?
Social media has great potential
to create a sense of community
around your business
Joel.is

Have you created a community platform?

Where is your Community?
 Have you created a LinkedIn

group for your business?
 Have you created a Facebook
group?
 Does your Facebook business
page create relationships?
Social media has great potential to
create a sense of community
around your business

Have you created a community platform?

Community Needs A Leader
 A great community needs a

strong leader
 Clearly define the purpose
of your community
 Individuals want to connect
with other like-minded
members
 A good community will
attract customers, influence
and opportunities
 Entreprenuer’s Advice Club

Do you think of yourself as a leader?

Invite Members to Connect
 Select members to join

special groups and send
them a personal invite –
make them feel special
 Introduce them to other
community members
 A strong community is a
powerful tool of influence
for building your business
& helping others
Online Resource
 LinkedIn Invitations

Community Building Ideas
Invite them to join and
participate in your special
community events, groups,
programs and broadcasts
 Ning Social Network
 LinkedIn Group
 Facebook Group
 Membership Website
 Meetup Group
 Pinterest Community Board
 Fan of the Month Club


Cats Rule the Internet

#1 Cats
#2 Bacon
#3 Zombies

Have you seen a funny cat video lately?

What is Content Marketing?
It’s the creation and
sharing of content in
order to attract,
acquire and engage
current and potential
customers…
with the objective of
driving profitable
customer action.

What content inspires you?

Consumer Behavior has Changed
• 80% of consumers prefer to get company information in a
series of articles versus an ad (think blog)
• 70% say content marketing makes them feel closer to the
company
• 60% say that company content helps them make better
product decisions
Content Marketing is the future

Do you record your TV shows with a DVR?

Content is King
 “What makes my brand so

interesting that people will
want to talk about it and
share it with their friends?”
 Fact: You can’t succeed in

social media if you don’t
have something interesting
to say.

Do you have a Content Marketing Strategy?

Are you a Thought Leader?
 Be seen as a

“expert” in your
industry
 Fact: If you don’t
brand
yourself...Google will

What valuable content do you plan to share?

What makes you different?
 Define the unique skills you

bring to the table
 What makes your approach
different?
 What keywords would you
like to define you or the
brand?
 Be sure to use the keywords
frequently in your Content
Strategy!


What is Your Unique Brand Story?
 Do you have a unique story

about how your business
came to be?
 When did you go above and
beyond for a client?
 What is your best
testimonial?
 Success Story: Cullen

Brothers

What is your emotionally engaging story?

Session 3: How to develop a Social
Media Marketing Strategy

Define Your Goals
 Move people to take action, join

contests
 Increase email and blog subscribers
 More likes, fans and followers
 Improve search engine ranking
 Increase blog post comments
 Reduce your sites bounce rate
 Increase event registration
 Turn fans into advocates
 Increase website traffic
 Increase sales


Define Your KPI’s
KPI = Key Performance Indicators: a metric
used to track if you are accomplishing your
business goals
 Blog comments
 Downloads
 Email subscriptions
 Likes, Followers and Fans
 Reviews
 Time spent on key pages
 Ratings
 Registered Users (new/active)

Social Engagement
 You want people to share things
 You want people be advocates
 You want people to visit frequently
 You want people to refer friends
 You want people to buy products

“Engaged customers and prospects are far
more likely to do some or all of the
above.”


Find Your Audience
Decide what social networks to engage
with
 Facebook – B2C
 LinkedIn – B2B
 Pinterest – B2B & B2C
 Twitter – B2B & B2C
 YouTube – B2B & B2C
 Google Plus – B2B
 Niche Communities – Google Forums


Social Media Posting Strategy
 SEO Blogs - 2-4 blogs per month
 SEO Press Releases – 1 per month
 Facebook – 1 post per day
 Twitter – 3-5 Tweets per day
 Google Plus - 1 post per day
 LinkedIn Personal Profile – 1 post per

day
 LinkedIn Groups – 1 post per week
 LinkedIn Company Page – 1 per day
 Pinterest – 6 pins per day

Create an Editorial Calendar
Create a daily posting schedule
 Develop a blog content writing

schedule
 Create Monthly & Weekly Themes
 Plan for Events
 Decide what days and at what time
you will post
 Plug into excel to track easily
 Don’t forget to include Holidays and
post about current events

Listen, Communicate & Respond
 Respond quickly to comments
 Engage by asking questions, and

posing topics for discussion
 Customers want to know that
they are helping to shape the
products you provide
 They want to know that you’re
thinking about them
Online Resource
 SendSocialMedia.com


Facebook Optimization
What you will need to get started:
•1 Custom Timeline image
•1 Logo/Profile photo
•3 Custom Tab Designs
•3 Landing Pages from your

website
•Install custom tabs, resource

SocialAppsMatch.com


LinkedIn Optimization
• Custom URL
• Keywords in headline and content
• Recommendations (3-5 to start)
• Send Invites, Goal 100 Connections
• Join Groups (No more then 50)

• Create LinkedIn Company Page
• Create Targeted LinkedIn Group


Twitter Optimization
Create Twitter Handle
1 Logo/Profile photo
1 Custom Twitter Background
Profile details
URL to website
Start following (@webstrategyplus

& @michelle_hummel)
Start Tweeting
Find Retweets

Google Plus Optimization
Gmail Account
1 Custom Background
Create Personal Profile
Create Business Page
Connect all websites to get Google Authorship
Join Communities
Setup Circles

YouTube Optimization
Google Plus will connect
1 Custom Background
Setup Playlists
Follow other channels
Animate your PowerPoints


Pinterest Optimization
Setup Board
Create Community Boards
Verify your Website for best SEO

results
Boards Ideas: products, blog posts,

videos, team photos etc.


Identify Influential Brand Advocates
 Connectors - act as human

bridges making connections
and help to inspire business
ideas
 Mavens - seen as experts,
help other people make
informed decisions, the "go
to" people
 Salespeople - persuasive in
selling, influential to peers

Do any of your customers fit these descriptions?

Brand Advocate Facts
 83% more likely to share

information about a
product than typical web
users
 75% more likely to share a
great product experience
 3x’s more likely to share
product opinions with
someone they don’t know
 2.5 times more likely to
use social media to
expand their social circle

Could you use a few more Brand Advocates?

Why are they important?
These are the people you

want as customers!
They will help you make
connections and give you
referrals
You need to actively
identify, inform, nurture and
reward them
Ultimately you want to
create vocal "brand fans"
who will spread authentic,
positive word-of-mouth

Employees Inspire Brand Advocates
 Fastest way to create Brand

Advocates is to create
employees that love the
company they work for
 Employees naturally share
positive word of mouth and
deliver exceptional customer
experiences
 They share every idea they have
to help the company and it's
products/services to thrive!

Are your employees Brand Advocates?

Know your Brand Advocates
 Get to know their business
 Can you send them referrals?
 How can you help them?
 Don't assume if someone is a

Brand Advocate that they will
stay one
 You have to keep earning
their respect and referrals

How can you help your Brand Advocates?

Ask for Referrals
 Ask them to post a review on

Google Places, Yelp,
TripAdvisor, LinkedIn and any
other sites for your industry
 Give them your business
cards so they can share with
people they know

Do you ask your brand advocates for referrals?

Bring Your Brand Advocates Together
 Create a customer advisory

group
 Host events to get your Brand
Advocates together
 Invite the media so they can hear
why they love your brand!
 Build relations with your Brand
Advocates + build employee
morale + generate customer
testimonials for marketing

How can you get your Brand Advocates together?

Brand Advocates Love Promo Items
 Brand Advocates love to

promote your company logo
 Make it a reward for them
 Offer your promo items for sale
on your website
 Easily identify your true Brand
Advocates when they buy your
promo items
 Thank them for supporting your
brand!

Do you offer promotional items for your brand?

Special Customer Contact
 Brand Advocates should feel

important and special
 You want them to know about
new services, important
changes, events and positive
media first
 Send personal email
communications

Do you make your Brand Advocates feel special?

Questions and Answers
What questions can I help answer?
Thank you for participating!
Michelle Hummel
Web Strategy Plus
http://www.WebStrategyPlus.com
Phone: 513-399-6870
michelle@webstrategyplus.com

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