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Beyond the Basics:Practical Social Media Strategiesfor Reaching Customers Online              Grant Tilus
Who is Grant Tilus?  Husband and Father                Inbound Marketing                                  Believer in Smal...
What This Presentation Isn’t About                  The “What, When, Where, Why”                                     Photo...
We Will Focus on…                                     The “How”                                  Photo Credit: http://bit....
We Will Cover…   •   Using Social Media to Help Build Customer Personas   •   Creating Web Content   •   Keyword Research ...
Things To Consider During the Presentation       For every subject we discuss, ask yourself… • How could this improve our ...
Don’t Be Afraid to Ask March 25, 2013   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   7
Learn About Your Followers/Customers Take insights from your social networks to help you build your customer/audience pers...
Data For Building Customer Personas -     gender -     family life -     education -     income -     location -     techn...
Personas Help You Be More Social • Helps create a better user   experience • Addressing obstacles • Focus on customers goa...
Why Create Content for the Web?                        Businesses reported that                       adding a blog increa...
Benefits of Creating Your Own Content •     Build Long-term Competitive Advantage •     Become a Subject Matter Expert •  ...
Focus Your Web Content Around Keywords “Think about the words users would type to find your pages, and make sure that your...
Use Keywords in Your Blog Content       Without keywords your content will most likely not be       found March 25, 2013  ...
Good Example March 25, 2013   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   15
Bad Example • Not optimized for search. Yet it’s so easy. Possible keywords March 25, 2013   Copyright Rasmussen, Inc. 201...
Keyword Research • Product/Service Names and Variations • Location Based • Identify common questions with the buying   cyc...
Messaging Map: Creating Targeted Content                            Step 1: Identify Your Sales Stages                    ...
Target Your Customers in the Sales Funnel                                Discovery/Awareness                              ...
Discovery/Awareness Content • High level content • Topics should have somewhat of a connection with   your business or ind...
Trigger/Interest Content • Starting to develop a stronger connection   between customers needs and solutions • Should moti...
Search Content • Exploration of options to find a solution • Looking at specific options from businesses • Comparing optio...
Close/Purchase Content • Deep dive into details in order to make a choice • Reconfirming benefits • How to buy Examples: •...
Stay/Referral Content • Further validation of purchase benefits • Exploration of related topics/uses • Community building ...
When You’re Creating Content… 1. Remember your personas – Is it targeted? 2. Write for the web – Is it scan-able? 3. Keep ...
Sharing Content Tips •     Identify Online Influencers (followerwonk) •     Web Communities (ex. Forums) •     Use the Rig...
Bringing It All Together          Personas + Optimized Web Content + Targeted                 Messaging = Business Success...
Quick Stop for Questions Anything regarding: •     Customer Personas •     Using Keywords •     Brand Messaging •     Crea...
Diving Deep into Social Media Use •     Being Active on Social Media •     Social Strategy •     Social Content •     B.E....
Which Social Networks Do You Use? •     Facebook?                    • Yelp? •     Twitter?                     • YouTube?...
Are You Doing Your Best? • If you’re not active on a platform   every day, don’t use it. (Biggest Mistake I See) • Encoura...
Do You Have an Engagement Strategy? March 25, 2013   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   32
Social Media Strategy 1.       Put Together a Daily Engagement Plan 2.       Understand Who Your Audience Is 3.       Stay...
Types of Social Content to Post •     Blog Posts (Internal and External) •     Visual Content (Photos, Memes, Infographics...
When Posting on Social Media •     Be on Brand •     Engage, Entertain or Educate •     Audience Awareness •     Stay Cons...
Daily Engagement Plan   Go back to your office and   create one of these today.   After 4-6 weeks review what   works and ...
Social Media Metrics           If you don’t measure success, it is impossible to improve.  Potential Key Performance Indic...
Tools I Recommend To Use•     Trello - Task Organization•     Hootsuite - Scheduling/Metrics•     Open Site Explorer•     ...
Bonus Social Media Tips March 25, 2013   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   39
Tip #1 Facebook rolled out option for fans to receive notifications about page posts! March 25, 2013   Copyright Rasmussen...
Tip #2 March 25, 2013   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   41
Tip #3 Create Twitter Lists for an organized way for interacting with followers, customers or anyone really. March 25, 201...
Tip #4                  Optimize Your Pinterest Account • Your Profile: Completing to make your   organization more findab...
Questions? March 25, 2013   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   44
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Practical social media strategies for reaching customers online

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The deck from the Advanced Social Media Presentation I gave at Rasmussen College on 3/21/13.

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Practical social media strategies for reaching customers online

  1. 1. Beyond the Basics:Practical Social Media Strategiesfor Reaching Customers Online Grant Tilus
  2. 2. Who is Grant Tilus? Husband and Father Inbound Marketing Believer in Small Specialist Business America Twitter: @granttilus Grant.Tilus@rasmussen.edu March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 2
  3. 3. What This Presentation Isn’t About The “What, When, Where, Why” Photo Credit: http://bit.ly/Wgznbd March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 3
  4. 4. We Will Focus on… The “How” Photo Credit: http://bit.ly/YCaHHa March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 4
  5. 5. We Will Cover… • Using Social Media to Help Build Customer Personas • Creating Web Content • Keyword Research • Developing Targeted Messages • Creating Content within your Sales Stages • Committing to Social Media Platforms • Advanced Sharing Strategies • Tools that Can Help You Be Successful • Random Tips Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
  6. 6. Things To Consider During the Presentation For every subject we discuss, ask yourself… • How could this improve our business? • Could our organization be doing this? • What has our strategy been missing? March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 6
  7. 7. Don’t Be Afraid to Ask March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 7
  8. 8. Learn About Your Followers/Customers Take insights from your social networks to help you build your customer/audience personas. • Facebook: Insights • Twitter: Social Bro, KnowYourFollowers • LinkedIn: Insights • Google+: Integrates with Google Analytics • Pinterest: http://business.pinterest.com/analytics/ March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 8
  9. 9. Data For Building Customer Personas - gender - family life - education - income - location - technology - hobbies - likes - influencers - online behaviors - obstacles Image Credit: http://bit.ly/YaRr0U March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 9
  10. 10. Personas Help You Be More Social • Helps create a better user experience • Addressing obstacles • Focus on customers goals • Creates a better connection • Increased engagement from customers • Content creation is easier March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 10
  11. 11. Why Create Content for the Web? Businesses reported that adding a blog increases site visitors by 55% 67% of users on Twitter reported that they are more likely to make purchases from brands they actively follow. (http://bit.ly/WnqbiE) March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 11
  12. 12. Benefits of Creating Your Own Content • Build Long-term Competitive Advantage • Become a Subject Matter Expert • Better User Experience • Website Traffic (Lead Generation) • Brand Awareness • Educate Customers March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 12
  13. 13. Focus Your Web Content Around Keywords “Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.” – Matt Cutts, Head of Webspam at Google March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 13
  14. 14. Use Keywords in Your Blog Content Without keywords your content will most likely not be found March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 14
  15. 15. Good Example March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 15
  16. 16. Bad Example • Not optimized for search. Yet it’s so easy. Possible keywords March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 16
  17. 17. Keyword Research • Product/Service Names and Variations • Location Based • Identify common questions with the buying cycle. (Search Quora or set up Google Alerts) Basic Tools: • ubersuggest.org • adwords.google.com/o/KeywordTool March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 17
  18. 18. Messaging Map: Creating Targeted Content Step 1: Identify Your Sales Stages Step 2: Determine the Audience Step 3: Identify Motivations and Objections Step 4: Overcome Objections Step 5: Reinforce Motivations Use Steps 2-5 to Create Content for Each Sales Stage March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 18
  19. 19. Target Your Customers in the Sales Funnel Discovery/Awareness Trigger/Interest Search Close You NeedContent Here Stay March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 19
  20. 20. Discovery/Awareness Content • High level content • Topics should have somewhat of a connection with your business or industry • The customer/reader may not yet be unaware of the need for you or your product Examples for Business: (Bike Shop and Travel Agent) • The Beginner’s Guide To Finding Time to Exercise • 12 Ways To Save For That Dream Vacation March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 20
  21. 21. Trigger/Interest Content • Starting to develop a stronger connection between customers needs and solutions • Should motivate readers to take further action • Not yet self promotional Examples: • 20 Reasons Why You Should Bike to Work • Best Places to Visit in Florida on a Budget March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 21
  22. 22. Search Content • Exploration of options to find a solution • Looking at specific options from businesses • Comparing options Examples: • The Ultimate Guide to Buying a Road Bike • Stay & Save: 10 Hotels with Disney Land Discounts March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 22
  23. 23. Close/Purchase Content • Deep dive into details in order to make a choice • Reconfirming benefits • How to buy Examples: • Customer Stories: Why They Bought a Specialized Bike • Booking a Disney Hotel: Why It’s Worth It March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 23
  24. 24. Stay/Referral Content • Further validation of purchase benefits • Exploration of related topics/uses • Community building Examples: • 5 Ways to Connect with Other Bike Lovers • 10 Rides for Queasy Parents to Avoid Yet Kids Love March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 24
  25. 25. When You’re Creating Content… 1. Remember your personas – Is it targeted? 2. Write for the web – Is it scan-able? 3. Keep it simple – Avoid jargon. 4. Be consistent – Have a schedule. 5. Always have a goal – What is the call-to-action? 6. Brand standards – Do you have them? March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 25
  26. 26. Sharing Content Tips • Identify Online Influencers (followerwonk) • Web Communities (ex. Forums) • Use the Right Social Platform • Make Your Customers the Hero • Be Consistent • Promote Other People’s Content March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 26
  27. 27. Bringing It All Together Personas + Optimized Web Content + Targeted Messaging = Business Success March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 27
  28. 28. Quick Stop for Questions Anything regarding: • Customer Personas • Using Keywords • Brand Messaging • Creating Content March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 28
  29. 29. Diving Deep into Social Media Use • Being Active on Social Media • Social Strategy • Social Content • B.E.A.S.T • Engagement Plan • Key Metrics • Tools • Tips March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 29
  30. 30. Which Social Networks Do You Use? • Facebook? • Yelp? • Twitter? • YouTube? • LinkedIn? • Other? • Pinterest? • Google+? • Foursquare? March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 30
  31. 31. Are You Doing Your Best? • If you’re not active on a platform every day, don’t use it. (Biggest Mistake I See) • Encourage your employees to be social! • Don’t let this happen March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 31
  32. 32. Do You Have an Engagement Strategy? March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 32
  33. 33. Social Media Strategy 1. Put Together a Daily Engagement Plan 2. Understand Who Your Audience Is 3. Stay on Brand 4. Try Different Things, See What Works 5. Have Goals 6. Measure Results March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 33
  34. 34. Types of Social Content to Post • Blog Posts (Internal and External) • Visual Content (Photos, Memes, Infographics) • Quotes/Tips/Facts • Business Highlights, Industry News • Specials/Contests • Polls/Questions March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 34
  35. 35. When Posting on Social Media • Be on Brand • Engage, Entertain or Educate • Audience Awareness • Stay Consistent • Test, Test, Test Image Credit: http://bit.ly/Uyw3FE March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 35
  36. 36. Daily Engagement Plan Go back to your office and create one of these today. After 4-6 weeks review what works and what doesn’t. Repeat. March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 36
  37. 37. Social Media Metrics If you don’t measure success, it is impossible to improve. Potential Key Performance Indicators (KPI’s) To Review Weekly/Monthly # of Posts per Week Likes People Talking About This Tweets Reach Followers Engaged Users +1’s Clicked Links Video Views Virality Subscribers March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 37
  38. 38. Tools I Recommend To Use• Trello - Task Organization• Hootsuite - Scheduling/Metrics• Open Site Explorer• Google’s Keyword Tool• Ubersuggest• Topsy – Social Analytics• Follower Wonk - Stalking• Bit.ly – URL Shortener March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 38
  39. 39. Bonus Social Media Tips March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 39
  40. 40. Tip #1 Facebook rolled out option for fans to receive notifications about page posts! March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 40
  41. 41. Tip #2 March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 41
  42. 42. Tip #3 Create Twitter Lists for an organized way for interacting with followers, customers or anyone really. March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 42
  43. 43. Tip #4 Optimize Your Pinterest Account • Your Profile: Completing to make your organization more findable. • Your Boards: Optimize your boards by using keywords in your titles. Categorize correctly. • Your Pins: Use strong descriptions, prices and keyword use. March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 43
  44. 44. Questions? March 25, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 44

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