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Using Social Media to Your Advantage
1.
Using Social Media
To Your Advantage …………………………………………………………………………………… Adam Dince @adamdince Deluxe Corporation © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
2.
© 2014 Deluxe
Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. Agenda Introduction 5 tips to use social media to your advantage Build a relevant audience Nurture your audience Create audience profiles Leverage competitor data Use social media for SEO BASIC INTERMEDIATE ADVANCED
3.
Introduction …………………………………………………………………………………… ©
2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
4.
About the presenter
Adam Dince @adamdince Adam is the Director of Earned Media at Deluxe and Director of Communications for MnSearch. He brings more than 13 years of experience in online marketing and Web development, both B2B and B2C, and has helped dozens of Fortune 100 companies as well as small business owners create the winning strategies. Contributor To: © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
5.
About Deluxe @deluxecorp
Facebook.com/deluxecorp www.deluxe.com/blog © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
6.
The “Social Media
Is Important” slide © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. Source: www.mediabistro.com
7.
What is social
media It’s us, using online networks to: meet, talk, share ideas, get recommendations and…. © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
8.
We look at
funny pictures © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
9.
Take mindless quizzes
© 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
10.
Argue politics ©
2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
11.
And “stalk” others
© 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
12.
So, with all
the noise… As of 7/29/2014 @ 4:35:14 PM http://techcrunch.com/2014/07/23/facebook-usage-time/ © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
13.
How do you
stand out? © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
14.
Build A Relevant
Audience …………………………………………………………………………………… © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
15.
Why is a
relevant audience important? There’s no point in acquiring a following that has no use for your product or service At some point, you’ll want your social networks to do the “networking” for you A representative following is important for advertising efficacy © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
16.
Invite to connect
via email © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. BASIC
17.
Use Gmail &
Chrome Extension “Rapportive” https://rapportive.com/install © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. BASIC
18.
Google Plus Search
© 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. BASIC
19.
Social call-to-actions on
your Website © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. BASIC
20.
Promote in-store ©
2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. BASIC
21.
Targeted Facebook and
Social Ads https://ww.deluxe.com/blog/how-to-build-your-first-facebook-ad-campaign-step-by-step/ © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. INTERMEDIATE
22.
Use custom audience,
email match https://www.facebook.com/business/a/online-sales/custom-audiences © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. ADVANCED
23.
Retarget Website visitors
on social networks http://www.adroll.com © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. User visits Website and a retargeting cookie is dropped Same users are retargeted on Twitter with content & possibly “follow” you Same users are retargeted on Facebook with content & possibly “Like” you. ADVANCED
24.
Nurture Your Audience
…………………………………………………………………………………… © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
25.
Why is audience
nurturing important? You’ll create: Relationships Advocacy Loyalty Sales Referrals © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
26.
Talk with /
not “at” Asking our social networks to keep up with us on a regular basis is not a small favor. Reward them with showing that you’re just as interested in them as they are in you. © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. BASIC
27.
Share helpful content
Mix your sales and promotional content with informative and useful content Research your audience, find out what they’re interested in and share content related to them You don’t have to write the content—you can share helpful information from 3rd party Websites © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. BASIC
28.
Share your network’s
content © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. We like to ask our networks to SHARE our content (which helps us) How are we reciprocating? Why would our audience care about our success if we don’t care about theirs? What if you were able to build up mutual admiration with your audience? BASIC
29.
Proactively like, follow
& circle If you like, follow & circle accounts within your targeted audience, over time, they may well follow you back © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. BASIC
30.
Don’t worry about
ratios You’ll hear marketers tell you that you need to have more followers than people you’re following or else your “authority” scores tanks © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. That’s bad advice Follow people that are relevant and important to you! Really? Really! BASIC
31.
Create Audience Profiles
…………………………………………………………………………………… © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
32.
Why are audience
profiles important? You’ll answer the questions: Are my social network connections similar to my © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. customers? What things are my social audience interested in? Am I sharing the right content for my social media audience?
33.
Use Facebook Graph
Search © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. INTERMEDIATE
34.
Use Facebook Audience
Insights https://www.facebook.com/business/news/audience-insights © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. INTERMEDIATE
35.
Use FollowerWonk https://followerwonk.com/
© 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. ADVANCED
36.
Leverage Your Competitor's
Data …………………………………………………………………………………… © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
37.
Why are audience
profiles important? You’ll answer the questions: Are my social network connections similar to my © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. customers? What interests does social audience have? Am I sharing the right content for my social media audience? Am I spending too much money marketing to people who will never buy my products / services
38.
Use Facebook Graph
Search © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. INTERMEDIATE
39.
Use Facebook Graph
Search some more That’s my dog Scrappy © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. INTERMEDIATE
40.
Use Twitter to
get data https://support.twitter.com/articles/76460-using-twitter-lists © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. Oh yeah, I can see anyone’s followers ADVANCED
41.
Use Twitter to
get customers https://support.twitter.com/articles/76460-using-twitter-lists ADVANCED © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
42.
Use It For
Search Engine Optimization (SEO) …………………………………………………………………………………… © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
43.
Why is SEO
important? Searching is the most popular online activity Returning in search results at the moment someone searches for you is vital to your success Your competitors are optimizing It’s free It’s part of your larger digital footprint Register for the SEO 101 and /or SEO 201 www.deluxe.com/webinars © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
44.
Own the first
page of Google SERPS © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. BASIC
45.
Sharing GOOD content
is great for links © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. My Blog Oprah’s Blog BASIC
46.
Use reviews to
get more clicks from search engine results pages © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. BASIC
47.
Use social to
personalize search results Personalized Non-Personalized © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. BASIC
48.
© 2014 Deluxe
Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed. Summary Follow me @adamdince Follow Deluxe @deluxecorp Remember these 5 tips Build a relevant audience Nurture your audience Create audience profiles Leverage competitor data Use Social for SEO
49.
QUESTIONS? Need
Local SEO Help? Contact Carmen Smith 913-541-7943 carmen.smith@deluxe.com Or Connect With Us: @deluxecorp facebook.com/deluxecorp youtube.com/deluxecorporation linkedin.com/company/deluxecorporation © 2014 Deluxe Enterprise Operations, © 2014 Deluxe Enterprise OperatioInnsc,. IAncll. r iAglhl trsig rhetsse rrevseedr.v ed.
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