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Social Media and Content Marketing
1. Social Media
Sarah Kuglin
Redwood Valley Technical Solutions
www.rvtechsolutions.com
Hashtag to Tweet
#smbwillmararea
Presentation Slides at
rvtechsolutions.com/smbwla
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2. Social Media is a
conversation…
supported by online tools.
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4. Social Media:
The intersection of
technology and social
interaction to create, share,
or connect online.
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5. Social
Media
78% of consumers search
online before buying a
product and 66% of these
people purchase on the
internet (Hubspot)
Graphics:www.socialtimes.com
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6. Social Media:
Why use Social Media for Business?
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12. Strategy
1. Relationship Marketing &
Social Media
2. How To Use Content to
Build Relationships
3. Convert Followers Into Customers
4. Reputation Management
5. Measure Your Efforts
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13. Building Relationships
“Social Media is
about Sociology
and Psychology,
not technology”
– Brian Solis
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14. Build Relationships
People still do business with
people they like, know and trust.
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15. Helpful Is The New Viral
-Hubspot
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16. Content
• Content Marketing is anything you
create to share and tell your story.
o Blog Post
o Magazine or Newsletter Article
o Video
o Talking at an Event
o Email
o Tweets or Facebook Status Update
o Infographics
o Posters, Brochures and all Printed Material
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17. Content Marketing
• “Content Marketing
is about identifying
the content your
audience is looking
for, and distributing
it to all the places
they look for it.”
– Michael Brenner
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18. Content Marketing
1. Specialized Knowledge and Expertise
2. Share Quotes – Especially as a photo or
graphic
3. Curate Quality Content – “OPC”
4. Repurpose Material
5. Provide a Solution to Their Problems!!
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22. Content Marketing
Find Content and Information to Share
• Google Alerts - www.google.com/alerts
• Newsle – www. newsle.com
• Social Mention – www.socialmention.com
• RSS Feed Apps – Mobile Devices
• Follow Influencers on Social Networks
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28. Engage with Followers
• Ask Questions and Encourage Feedback
• Crowdsourcing
• Listen – Reputation Management
o Google.com/Alerts
o SocialMention.com
o Twilerts.com
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29. Convert Followers
Into Customers
• What do your followers need to do
next…
o Download a White Paper
o Download a Video
o Subscribe to my Blog
o Subscribe to my Email List
o Purchase my Products or Services
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30. Content Marketing
• Use a Content Calendar
o Consistency and Quality
o Plan Content In Advance
o Use tools to monitor and schedule your posts like
Hootsuite (www.hootsuite.com) and TweekDeck
(www.tweekdeck.com)
o Measure and Track what types of content your
network likes, shares, tweets and consumes
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35. Negative Feedback
1. Treat Negative Feedback like
any other customer service
issue
2. Respond Immediately
3. Do your best to move the
conversation offline
4. Don’t remove negative posts
(with exceptions)
5. Swearing & Spamming can be
removed
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36. Set Metrics and Measure
• Test, Experiment, Measure and Test Again.
• Measure based on the goals you set in your plan
o What metrics have you set as your goals to achieve?
o What is your call to action?
o What are you trying to get your community to do?
• Use the tools available to measure your results
o Facebook Insights, TweetReach, Hootsuite Reports and others
o Google Analytics (or your website and blog analytics)
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39. Examples of Measuring
• Goal: Drive traffic, gain followers, initiate shares
• Objectives & Strategy: How, where, and when
will you obtain your goal
• Measure: The numbers using statistics & tools
o How many participants
o How much did they spend at the event
o Number of new followers / fans
o Number of impressions of your campaign
o Number of mentions
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40. Tips & Tricks
If you post an
update on
LinkedIn and
check the box to
also update
Twitter, all
retweets of your
posts get counted
as a share on
LinkedIn
-Todd Wheatland
29 Content Marketing
Secrets on Top Rank Blog
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41. Tips & Tricks
Promoted Posts on Facebook
Pay $3 - $5 to get your posts seen
by fans, friends of fans and more!
Facebook Targeted Posts
Coming Soon!
Allows you to target your
audience by gender, age,
language, location,
educational status (in high
school or in college or college
grad), and even
relationship status!
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42. Tips & Tricks
Use Hastags in Pinterest
#quilting is a hashtag in
the description of the pin.
When you use the # sign
(no spaces) it turns into a
link and let’s you find all
related pins to that term.
Your pin will also show
up when people search
the term in Pinterest.
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43. Conversations Online
Remember that the social networks may have
different ways of sharing information, but the
concept of connecting through conversations
with online tools stays the same.
Ask Questions and offer Feedback!
facebook.com/rvtechsolutions
twitter.com/sarahkuglin
linkedin.com/in/sarahkuglin
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Notes de l'éditeur
Even though we use online tools to marketing our business now, people still do business with people they like, know and trust. Social Media allows us to create one-on-one relationships with more people like never before. Social Media also allows customers to become brand advocates, share our information and recommend our products and services to othersContent we use online, like blog posts, videos, photos and conversations, helps a person who is thinking about buying a product, actually buy it. It helps them feel good about a product or service, and it helps them better use your services to their fullest potential. 3. We also have to keep in mind that Social Media has given everyone a voice – and they are more than likely talking about you and your brand online. Customer service and customer care is #1 on the social web. One thing that is important to note:A huge number of fans and followers isn't nearly as important as the number of fans and followers that want your information.
The problem is, often when you are getting started on social networks, it’s hard to come up with ideas on what to share and talk to your customers about.You can build relationships and become helpful on social media by using Content!Because Helpful is the new Viral!! We can use content marketing and social media to be an expert who is out helping others.
Content Marketing is anything you create to share and tell your story. When we do social media and online marketing – EVERYTHING revolves around content. The sharing and networking is easy once you have the content to share!Blog Post Magazine or Newsletter ArticleVideoTalking at an EventEmailTweets or Facebook Status UpdateInfographicsPosters, Brochures and all Printed MaterialContent is good for Online Marketing but also Search Engines and People too! The more consistent content you produce, the more your posts will show up in the Facebook newsfeed, the more your sites will be found in search and the more people will come back to learn more about your brand.So – Content might be a article on your website, which you share on social networks with a link back to your website. It might be a question you ask on Facebook. It might be a video you post to YouTube and then tweet to your followers, it might be a photo of your products or services, it might be the slideshow of a presentation you gave in person.
