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Social Media Marketing: Part 1: Strategy

Social Media Marketing: Part 1: Strategy


Rob Bertholf

June 22, 2014


  1. @Rob Bertholf Social Media Marketing: Strategy Marketing for Humans: Part

    1 of 3 w/ @Rob Bertholf
  2. @Rob Bertholf @Rob’s Geek Cred Google Search Engine Optimization Expert

    Out of over 22,500,000 Results #1 in @Rob PATENT APPLICATION #US20060294199
  3. @Rob Bertholf @Rob’s Marketing Courses HUMANS DOLLARS ROBOTS

  4. @Rob Bertholf Overview Develop Strategy Buildout Part 2: Tactics Part

    3: Measure Identify Goals Part 1: Strategy
  5. @Rob Bertholf Overview • What is Social Media? • What

    is Social Media Marketing? • Developing your Brand’s Wiki • Next Steps...
  6. @Rob Bertholf Takeaway: Create your Brand Wiki Develop your Social

    Marketing Continuity Document
  7. @Rob Bertholf Takeaway: Your Brand Wiki • Goals & Objectives

    • Positioning & Key Messages • Target Audience • Assets (Content/Resources) • Event/Promotion Calendar • Target Keywords/Hashtags • What does success look like? (Define KPIs)
  8. @Rob Bertholf Marketing Terms • A goal is a broad

    primary outcome. • A strategy is the approach you take to achieve a goal. • An objective is a measurable step you take to achieve a strategy. • A tactic is a tool you use in pursuing an objective associated with a strategy.
  9. @Rob Bertholf What is “Social Media”?

  10. @Rob Bertholf Definition via Wikipedia “Social media is an umbrella

    term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures.”
  11. @Rob Bertholf via snydergroupinc.com

  12. @Rob Bertholf

  13. @Rob Bertholf Tools Always Change

  14. @Rob Bertholf Social Media is mainstream...

  15. @Rob Bertholf • 65% of U.S. adults use social media

    • If Facebook were a country, it would be the world’s 3rd largest. (750 million active users 50% login daily) • Two hours of video are uploaded to YouTube every second. • 200 Million tweets sent per day (up from 65M last year) • 380,000,000 Foursquare check-ins (1 in every country) • YouTube is the second largest search engine in the world more than 100 million videos. Social Media Stats
  16. @Rob Bertholf

  17. @Rob Bertholf Social Media is NOT a conversation ...its where

    the conversation takes place @JayBaer
  18. @Rob Bertholf How to Join the Conversation?

  19. @Rob Bertholf Social Media is NOT a new language

  20. @Rob Bertholf Social Terminology • Hashtag • Trending • Share

    • Troll • Meme
  21. @Rob Bertholf “I dont understand this stuff”

  22. @Rob Bertholf Business Cocktail Party Advice

  23. @Rob Bertholf OK, lets “DO” social...

  24. @Rob Bertholf Lets plan to “BE” social and engage with

    a purpose
  25. @Rob Bertholf What is “Social Media Marketing”?

  26. @Rob Bertholf Definition via Wikipedia Social media marketing refers to

    the process of gaining traffic or attention through social media sites.
  27. @Rob Bertholf Traditional Marketing vs. Social Media Marketing

  28. @Rob Bertholf Effort & Time Spent (Flip the Funnel) Find

    Convert Keep Find Convert Keep Traditional Social W ord of M outh
  29. @Rob Bertholf Traditional vs Social 1. What is the goal?

    2. Who is the audience? 3. What does the audience know? 4. Where is the audience? 5. How can I connect with my audience? 6. How do I extend the conversation? 7. How can I get introduced to others?
  30. @Rob Bertholf +Social: Extending the Conversation How do I extend

    the conversation? Once you’ve made that initial contact and gained permission to have an ongoing conversation, what do you plan to do next?
  31. @Rob Bertholf +Social: Gaining Recommendations How can I get my

    audience to introduce me to others? When was the last time you saw this section in a marketing plan overview? Don’t let that be a reason to leave it out of your plan. If you’re going to do something truly integrated, you have to think beyond the conversation to the recommendation. Recommendation is where the real ROI comes, so think about how you can get your customer to give you one.
  32. @Rob Bertholf Integrated Marketing Efforts Traditional + New Media =

  33. @Rob Bertholf Next Steps Goals Strategy Buildout

  34. @Rob Bertholf Identify your GOALS What are your objectives? What

    do you hope to achieve?
  35. @Rob Bertholf What is the purpose? Awareness Authority Action Advocacy

    Customer Service Rainbows Cats
  36. Worksheet #1: Goals • Post cat & rainbow photos •

    Because Management Says So • Generate top of mind awareness • Drive traffic to your website • Build a community • Drive leads and sales • Encourage & reward brand advocacy • Reputation management • Support Public Relations • Be a thought leader in your industry • Support customer service • HR, recruiting
  37. @Rob Bertholf Example: “I want to gain more sales with

    social media” #FAIL
  38. @Rob Bertholf • Specific • Measurable • Achievable • Realistic

    • Timely Is it SMART?
  39. Worksheet #2: Objectives { Goal } achieved by { Tactics

    } measured by { KPI } assigned to { POC} completed by { Date }
  40. @Rob Bertholf Get more website traffic: Tactics • Link all

    your social profiles to your blog • In social posts add call to action to website • Create blog posts and share link in social • Listen to requests & share relevant link • Organize hangouts with details on website • Ask advocates & influencers to share links • Pay for your link in social media ads
  41. @Rob Bertholf Get more website traffic: KPIs • Website Sessions

    from Social Media
  42. @Rob Bertholf Determine what success looks like … and how

    to measure success
  43. @Rob Bertholf Key Performance Indicator (KPI) A KPI is a

    type of performance measurement used to evaluate the success of a particular activity in which it is engaged. It is critical that success be determined by fulfilling pre-identified KPI’s rather than looking for random trends after the fact.
  44. @Rob Bertholf Progressive KPIs Authority Action Engagement/Interest Advocacy Reach/Awareness

  45. @Rob Bertholf Reach • Website Visits / Pages viewed/ Unique

    Visitors • Social Bookmarks (Diggs, Bookmarking) • Audience Size (Likes/Follows/Circles/Connects)
  46. @Rob Bertholf Engagement • Post Likes/+1’s • Shares/Retweets • Post

    Comments • Social Reviews • Forum threads • Mentions • Comments
  47. @Rob Bertholf Authority • Share of Voice • Search Ranking

    • Social Influence Metrics • Aggregated Metrics
  48. @Rob Bertholf Action • Event Tracking (Key Clicks/Downloads/Read Brochure) •

    Goal Conversion (Inquiries/Email Signup/Registration/Petition) • eCommerce Conversion (Sales/Donations/Subscriptions) • Offline Actions
  49. @Rob Bertholf Advocacy • Positive WOM • Generating Content (Blog

    Posts/Media Content) • Customer Satisfaction
  50. @Rob Bertholf

  51. @Rob Bertholf Creating & Setting Baselines • Set KPI’s based

    on customer relationship & business goals/communication objectives • Determine which methods will track these KPI’s
  52. @Rob Bertholf Data Based Decisions • Using the data to

    advance to next stage of customer engagement
  53. @Rob Bertholf Understand your audience Who do you want to

    reach/engage? What do they know about you?
  54. @Rob Bertholf Who is your target audience?

  55. Worksheet #3: Audience Profiles My ideal customers name is ________

    they are _______ years old. They describe themselves as ________. Their relationship status currently reads _________. They live with their _______________. They have lived in ________ (all their life / __ years ). #PROTIP: Use BizGym.com to manage your customer profiles and dive deeper into business learning.
  56. @Rob Bertholf Give Appropriate Assignments 1961 Entries 300 Entries

  57. @Rob Bertholf Social Technographics http://forrester.com

  58. @Rob Bertholf Give Appropriate Assignments

  59. @Rob Bertholf What does your audience know?

  60. @Rob Bertholf Based on your audience choose the right social

  61. @Rob Bertholf via http://www.ipglab.com/ Platform Usage by Interest or Topic

  62. Worksheet #4: Choose where to have the conversation

  63. @Rob Bertholf Define your Social Marketing STRATEGY

  64. @Rob Bertholf Definition via @Rob Social Media Marketing Strategy is

    the framework for engaging with results oriented social media marketing focused on business or communication goals.
  65. @Rob Bertholf Start with Keyword Research Create a content marketing

  66. @Rob Bertholf Brand Nike Product Running Shoes Topical Running Customer

  67. @Rob Bertholf Answer these questions: 1. What words would be

    used to refer to my brand? 2. What words would people use to request my product or service? 3. If my product/service is the answer, what is the question? 4. Who would ask the question?
  68. Worksheet #5: Keywords Branded Keywords (Company Name, Product Names, Trademarks,

    Executive Staff) #1 BRAND/REPUTATION MANAGEMENT CUSTOMER SERVICE Industry (Product/Service) Keywords (Generic Product/Service Names) #2 CUSTOMER ACQUISITION Topical Keywords (Related to but not specific to a cause/service/product) #3 CONTENT TOPICS CAMPAIGNS & HASHTAGS Customer/Lifestyle Keywords (Result of product/service or words which describe the consumer) #4 CONTENT CURATION/ PARTNERSHIPS
  69. @Rob Bertholf adwords.google.com/KeywordPlanner

  70. @Rob Bertholf Google.com/Trends/Explore

  71. @Rob Bertholf Watch the full video on how to conduct

    a keyword research exercise Learn more about Keyword Research at http://RobBertholf.com
  72. @Rob Bertholf Get organized & proactive Create a content calendar!

  73. @Rob Bertholf Content Marketing Calendar Benefits Social media editorial calendars

    create a cohesive layer to a content strategy that bridges the benefits of: • Accountability: Put it in writing where everyone can see it, touch it and live it. • Commitment: Stamp a date on it, chances are, you will get it done. • Accomplishment: Checking it off the list feels so good and also ties back to accountability. • Planning: Big picture first, start at the year, month, week and day. • Creativity: Mapping out the topics first will help free up space for creativity and inspiration. • Trends: Tie in the topics with keyword research and boost the SEO strategy. • Measurement: Watching the results in growth and also what is popular in content via tools such as Google Analytics will give you valuable information for future editorial ideas.
  74. Worksheet #6: Content Calendar Blog Post Facebook Poll Video Post

    Guest Blog Post Press Release Live Stream Tweetup Theme Blog Post Interview Event
  75. @Rob Bertholf

  76. @Rob Bertholf

  77. @Rob Bertholf Buildout Social Asset & Community Buildout

  78. @Rob Bertholf Website Importance The hub of all marketing efforts!

  79. @Rob Bertholf WordPress = CMS + Blog Keyword Rich Pages

    Fresh Blog Posts Social Media Sharing Capabilities Conversations Tracking Conversions
  80. @Rob Bertholf Linking Strategy Personal Website Website/Blog Review Sites Microsite

    Guest Blogging News & Press Release
  81. @Rob Bertholf Search Engine Authority validated by social signals.

  82. Exercise: Handles & Hashtags Claim Social Handles Register Hashtag

  83. @Rob Bertholf Twitter Best Practices

  84. @Rob Bertholf 1. Login 2. Ensure Profile Complete: a. Header

    image b. Profile Photo c. Description i. Moderator’s handle ii. Hashtag d. URL Go to Twitter.com
  85. @Rob Bertholf Initial Tweets Populate your account with some content:

    1. Link to Website 2. Announce your Hashtag 3. Inform handle on other social networks 4. Call to action
  86. @Rob Bertholf Tweet 1: Website Link To learn more about

    [Company Name] visit our website at http:// [YourDomain.com]
  87. @Rob Bertholf Are you a fan of [Some Topic]? Join

    in on the conversation using # [YourHashtag] Tweet 2: Hashtag
  88. @Rob Bertholf Be sure to [Action] us on [Platform]! [Link]

    Tweet 3: Other Social Channels
  89. @Rob Bertholf Sign up for our newsletter to [be notified

    of special offers] at [Link to Form] Tweet 4: Call to Action
  90. @Rob Bertholf Build Your Audience Aprox 20% of users you

    follow will follow back • # Discover: Who to follow • # Discover: Fiend friends • Search: “[ Your Brand Name ]” • Search: “[ Keywords from #2 & #3 ]” • [User]: Lists: [List Name]: Members
  91. @Rob Bertholf Curate Lists Start building your authority by creating

    lists: 1. Thought Leaders by Topic/Location 2. Partners/Vendors 3. Customers & Advocates (Set to private)
  92. @Rob Bertholf Best Practices Facebook

  93. @Rob Bertholf 1. Login 2. Ensure Profile Complete: a. Header

    image b. Profile Photo c. Description i. Moderator’s handle ii. Hashtag d. URL Go to Facebook.com/Pages/Manage
  94. @Rob Bertholf Instagram Best Practices

  95. @Rob Bertholf Google Best Practices

  96. @Rob Bertholf LinkedIn Best Practices

  97. @Rob Bertholf Pinterest Best Practices

  98. @Rob Bertholf Social Reviews & Deal Sites Best Practices

  99. @Rob Bertholf Encourage the right behavior Social Media Policy &

    Employee Guidelines
  100. Exercise: Social Media Policy

  101. @Rob Bertholf Prepare for what could go wrong Social Media

    Crisis Plan
  102. Worksheet: Crisis Plan Brand Crisis • What could go wrong?

    • Who needs to be notified? • What is the plan of action? Community Crisis • What is your role?
  103. @Rob Bertholf Questions? Continued in Part 2 @Rob Rob@Bertholf.com

  104. @Rob Bertholf What were your thoughts? Please tweet: “Just finished

    #SocialMedia #Strategy course with @Rob. It was _________”
  105. @Rob Bertholf Aloha! @Rob http://robbertholf.com rob@bertholf.com