Social Media Workshop: The Set-Up, Process and Strategy

Pre-Conference Workshop:

Social Media & Marketing

www.astekweb.com
©
Astek
Consul3ng
2011

Table
of
Contents

!  Social
Media
Best
Prac3ces

  Social
Media
Language

  PlaBorms

!  Rou3ne

!  Tool
&
PlaBorm
Set-‐Up

!  Publish

!  Measure

www.astekweb.com
©
Astek
Consul3ng
2011

The
Social
Media
Process

!   Start
Backwards

!   Do
Your
Research

!   Pick
Your
PlaBorms

!   Declare
Your
Process

!   Be
Accountable

www.astekweb.com
©
Astek
Consul3ng
2011

Before
We
Begin

Tradi3onal
Marke3ng

Public
Rela3ons

Editorial

Social
Media

www.astekweb.com
©
Astek
Consul3ng
2011

Start
Backwards

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©
Astek
Consul3ng
2011

Start
Backwards

!   What
are
your
goals?

!   Not
just
your
business
goals

WRITE
THEM
DOWN

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©
Astek
Consul3ng
2011

Now
What

!   Goals:
Pick
3

!   Be
measurable

!   Be
realis3c

!   Be
ﬂexible

MAKE
YOUR
NEW
LIST

AND
KEEP

www.astekweb.com

UPDATING
IT
©
Astek
Consul3ng
2011

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

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©
Astek
Consul3ng
2011

Learn
from
Others

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©
Astek
Consul3ng
2011

Do
Your
Research

www.astekweb.com
©
Astek
Consul3ng
2011

Search
Engine
Op3miza3on

!   Google
Ad
Words
and
Keyword
Tool

!   Adwords
Editor

!   SEM
Rush

www.astekweb.com
©
Astek
Consul3ng
2011

Search
Engine
Op3miza3on

!   Pick
your
ﬁnal
keywords
and
commit

to
them

MEDIUM
-‐
LOW

COMPETITION
AND
BE

SPECIFIC

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©
Astek
Consul3ng
2011

Pick
Your
PlaBorms

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©
Astek
Consul3ng
2011

Possible
PlaBorms

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©
Astek
Consul3ng
2011

What
Provides
Beer
ROI

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©
Astek
Consul3ng
2011

What
PlaBorms
Are
Growing?

Image
courtesy
of
ComScore

www.astekweb.com
©
Astek
Consul3ng
2011

Target
Demographic
On
Social
Media

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©
Astek
Consul3ng
2011

ASK…

Are
YOUR
partners
and
customers

engaging
on
those
plaBorms?

AND

Are
your
POTENTIAL
partners
and

customers?

www.astekweb.com
©
Astek
Consul3ng
2011

Research
and
Pick
Your
PlaBorm(s)

www.astekweb.com
©
Astek
Consul3ng
2011

Before
You
Get
PlaBorm-‐Happy

Where
is
your
social
content
going?

And
does
your
website
show
it?

www.astekweb.com
©
Astek
Consul3ng
2011

Your
Website
SHOULD
Be
Here

Expert
Resource’s

Resource
Website

Webinar

Webinar
Social
Host’s

Social
Website

Media

Media

Audience

Online
News

News
Website

www.astekweb.com
©
Astek
Consul3ng
2011

Take
Inspira3on
from
Others

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©
Astek
Consul3ng
2011

More
Inspira3on

www.astekweb.com
©
Astek
Consul3ng
2011

Now
That
We
Have
That
Sorted
Out

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©
Astek
Consul3ng
2011

Facebook
and
Twier
Should
Be
Last

!   Blog

!   LinkedIn

!   Google+

www.astekweb.com
©
Astek
Consul3ng
2011

Declare
Your
Process

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©
Astek
Consul3ng
2011

PlaBorm
Set-‐Up

!   Blog

!   Wordpress

!   Squarespace

!   Blogger

!   Tumblr

!   Posterous

www.astekweb.com
©
Astek
Consul3ng
2011

Blog:
What
Your
Web
Developer
Needs

!   A
URL

!   Your
preferred
plaBorm

!   List
of
plug-‐ins

!   Access
to
your
website
design

template

!   A
deadline

www.astekweb.com
©
Astek
Consul3ng
2011

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
Twier

!   Tweet
Old
Post

www.astekweb.com
©
Astek
Consul3ng
2011

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

www.astekweb.com
©
Astek
Consul3ng
2011

LinkedIn:
What
You
Need

!   An
updated
company
page

!   An
updated
personal
proﬁle

!   Group
involvement

!   Content
that
drives
people
to
your

website

www.astekweb.com
©
Astek
Consul3ng
2011

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)

www.astekweb.com
©
Astek
Consul3ng
2011

LinkedIn:
Update
Your
Company
Page

www.astekweb.com
©
Astek
Consul3ng
2011

LinkedIn:
Link
Your
Employees
to
Your

Company

Page

www.astekweb.com
©
Astek
Consul3ng
2011

LinkedIn:
Update
Your
Page
Status

www.astekweb.com
©
Astek
Consul3ng
2011

LinkedIn:
Watch
Those
Insights

Increase

www.astekweb.com
©
Astek
Consul3ng
2011

LinkedIn:
Join
3
Groups

!   Join
your
preferred
groups

www.astekweb.com
©
Astek
Consul3ng
2011

LinkedIn:
Join
3
Groups

!   Ac3vate
your
preferred
sepngs

!   Subscribe
to
daily
emails

www.astekweb.com
©
Astek
Consul3ng
2011

LinkedIn:
Join
3
Groups

!   Contribute
to
each
group
by
pos3ng
a

status
update
or
commen3ng
on

posts
at
least
three
3mes
per
week

www.astekweb.com
©
Astek
Consul3ng
2011

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

www.astekweb.com
©
Astek
Consul3ng
2011

LinkedIn:
Your
Personal
Proﬁle

www.astekweb.com
©
Astek
Consul3ng
2011

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

www.astekweb.com
©
Astek
Consul3ng
2011

Google+:
Create
a
Page

www.astekweb.com
©
Astek
Consul3ng
2011

Google+:
A
Local
Page

www.astekweb.com
©
Astek
Consul3ng
2011

Google+:
Op3mize
Your
Website

www.astekweb.com
©
Astek
Consul3ng
2011

Organize
Your
Content

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©
Astek
Consul3ng
2011

Editorial
Calendar

!  Google
Calendar

www.astekweb.com
©
Astek
Consul3ng
2011

Editorial
Calendar

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©
Astek
Consul3ng
2011

Editorial
Calendar
Sepngs

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©
Astek
Consul3ng
2011

Editorial
Calendar
Sepngs

!  Sepngs
Tab

  General

  Calendars

!  General

  Time
zone

  Automa3cally
add
invita3ons
to
my
calendar

www.astekweb.com
©
Astek
Consul3ng
2011

Editorial
Calendar
Sepngs

!  Calendars

  Details

  Share
This
Calendar

  No3ﬁca3ons

www.astekweb.com
©
Astek
Consul3ng
2011

Finding
What
to
Post

!  Start
with
your
content

!  RSS
feeds

!  Google
Alerts

!  Google
news
search

www.astekweb.com
©
Astek
Consul3ng
2011

The
Publishing
Kitchen
Sink

!   Analy3cs
!   Listening
Tools

Dashboards

!   Radian6

!   Google
Analy3cs

!   Sysomos

!   Omniture

!   SM2

!   Webtrends

!   CustomScoop

!   Argyle
Social

!   SproutSocial

Complete
List:
hp://bit.ly/stmjRF

www.astekweb.com
©
Astek
Consul3ng
2011

Argyle:
Set-‐Up
Checklist

!  Social
Proper3es

!  Analy3cs

!  Rules

!  Users

!  Time
Zone

!  Bookmarklet

www.astekweb.com
©
Astek
Consul3ng
2011

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

www.astekweb.com
©
Astek
Consul3ng
2011

Your
Analy3cs

!   Google
Analy3cs

!   LinkedIn
Insights

!   Social
Media
Tool

www.astekweb.com
©
Astek
Consul3ng
2011

You
Have
Data:
Now
What?

!   What
Worked?

!   What
Didn’t?

!   Who’s
Doing
it
Beer?

!   Declare
Next
Steps
and
Updated

Goals
(if
applicable)

START
THAT

BACKWARDS
PROCESS

www.astekweb.com

ALL
OVER
AGAIN
©
Astek
Consul3ng
2011

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

www.astekweb.com
©
Astek
Consul3ng
2011

Thank
You!

Rachel.Yeomans@AstekWeb.com

Twier.com/RachelYeomans

Twier.com/AstekWeb

LinkedIn.com/in/RachelYeomans

www.astekweb.com
©
Astek
Consul3ng
2011

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