Dream Local Digital’s, Shannon Kinney, presents in two sessions at the 2014 Social + Mobile Conference in Chicago (http://bit.ly/1oe2bJ2).
Her sessions cover best practices for media companies using social media and recent industry changes as the major social media platforms build out their advertising and business support models.
Want Shannon to speak at your event? Book it >> http://dreamlocal.com/seminar-request/
2. Your Presenters
Beth Lawton
Social media trainer, consultant,
founder of Canoe Media Services
@bethlawton and @canoemedia
Shannon Kinney
Founder and Client Success Officer,
Dream Local Digital
@shannonkin and @dreamlocal
3. Endless Options
Hundreds of social networks – where do you
focus?
• Depends on the community, your audience
and the media outlet’s own strengths,
weaknesses.
4. Universal Tips
• No matter the platform, social media is a not a
broadcast medium – engage, thank, answer questions.
• Get creative – it’s not just breaking news and tragedies.
• Think visually.
• Focus on analytics and results; experiment frequently.
5. Mistakes to Avoid
• Not engaging, ignoring messages and
questions.
• Broadcasting mass messages without
customization, consideration for audience.
• Automated posting with no human
interaction.
6. Post tips
• Know your audience and your channel
• Timing is important
• Clarity
• Mix it up and create balance
• Encourage conversation
• Encourage sharing / tagging
• LISTEN! Respond!
• Utilize photos and videos regularly > 60% lift!
7. Outbound Marketing
• “Tagging”, Links, #hashtags
• Posts
• Comments
• “Likes”, Featured Likes
• Grow your audience, business outreach
8. Fan Base Growth: Promote your pages
• On your web site
• Email signatures
• Signs in location, on vehicles
• Stationary
• All marketing – when in doubt of what to
promote, promote Facebook
• Also promote review sites!!
9. The Key is to build
ENGAGEMENT
#notaonewaystreet
13. Tips on Serving SMBs
• You need to sell differently – you are the
trusted advisor, and you are there to solve
their marketing challenges
• Avoid shiny new thing mentality in sales
• Incent reps to hit digital goals and hold them
to it
• Social media can bring very powerful results
• Be relentless. Be creative!
14. Selling Differently: Solutions
• NO space selling, NO individual
product selling
• YES: ongoing campaigns based
on CLIENT NEEDS
• How this sales process helps
you sell more of everything
else & builds trust
• How these products are GLUE
15. Facebook
• SAVE feature
released Aug. 2014
• Storyful/Facebook
project: Newswire
• Embeds up
significantly
• Telegraph
experiment
21. Ways To Monetize Social Media
Case Study
James Hendrix,
Organo Gold
Organo Gold is a network marketing
opportunity and Entrepreneur James
Hendrix was seeking to grow his
customer base of coffee and tea lovers
world-wide
“The product is well received once it’s in
people’s hands, and if I can talk to them I
have a high conversion rate”
22. Converting Tweets to Cash
Recommended sending a
free sample with this Tweet and
Hashtags:
If you would like a free
sample of coffee, please
inbox me and I will mail it to
you #coffee #tea #caffeine
23. Results
Within ONE HOUR:
- 4,400 orders
- 14 different
countries
- Average profit
$13/customer
$57,200
24. Pinterest
• Most changes
in the past few
months have
been on the
e-commerce
side.
• More focus on place pins (especially real estate,
restaurants, local guides, archives/history).
30. Instagram, Vine, Short Videos
• Snapchat has a video feature; FB
announced better video metrics.
• Use effective and consistent
hashtags, maps and other
features; SEO your captions.
32. Snapchat, WhatsApp, etc.
• Still not much clarity,
but potential in
(breaking) news
situations to ‘snap’ or
‘chat’ information to
mobile-device users.
• Brands are already
using it to launch new
products/offer sneak
peeks at items, even
give coupons to
customers.
34. Takeaway
• “Brands need to become people in order to
develop an authentic online presence…. The
most effective way to do this is for companies
to think and act like individuals with unique
personalities and voices that people can
actually see and trust.” – Upstart/BizJournals