Social Media Marketing: Part 2: Tactics

@Rob Bertholf Social Media Marketing: Tactics Marketing for Humans: Part
2 of 3 w/ @Rob Bertholf

@Rob Bertholf @Rob’s Geek Cred Google Search Engine Optimization Expert
Out of over 22,500,000 Results #1 in @Rob PATENT APPLICATION #US20060294199

@Rob Bertholf @Rob’s Marketing Courses HUMANS DOLLARS ROBOTS

@Rob Bertholf Overview Part 2: Tactics Content Creation Content Marketing
Part 1: Strategy Listen & Learn Part 3: Metrics

@Rob Bertholf Overview • Tactics ◦ Monitor ◦ Content Creation
◦ Content Marketing ◦ Engagement ◦ Outreach ◦ Advocacy ◦ Measurement (Intro)

@Rob Bertholf Refer to your Social Marketing Continuity Document

@Rob Bertholf Keyword Exercise 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

@Rob Bertholf Complete your TACTICAL Plan Perform an audit on
existing

@Rob Bertholf Comprehensive Plan Monitoring Engagement Outreach Content Development &
Distribution/Marketing Advocacy Building Measurement

@Rob Bertholf Listen & Learn Social Media Monitoring, Trending Topics
& Keyword Research

@Rob Bertholf Tools • Platform Native Search • Google Alerts
(http://www.google.com/alerts) • Mention (https://en.mention.net/) • Social Mention (http://socialmention.com/) • Talkwalker (http://www.talkwalker.com/alerts) • Topsy (http://topsy.com/)

@Rob Bertholf search.twitter.com

Worksheet: Points of Contact Type Name Email Phone Legal Public
Relations Marketing Customer Service Accounting/Billing Notify POCs when appropriate:

@Rob Bertholf Listen • Use Words in Section: #1-3 •
Classify your findings by: ◦ Customer Service (Questions, Complaints, …) ◦ Customer Acquisition (Looking for your offering) ◦ +WOM / Advocates (Saying positive things) ◦ Authoritative (Interesting content ideas) ◦ Trolls (Internet scum)

@Rob Bertholf Customer Service • Always respond to problems •
Respond Quickly! • Be caring & personal • Be consistent with remedy • Move the conversation to the right channel (Consider a dedicated support account)

@Rob Bertholf Example

@Rob Bertholf Customer Acquisition • Interject if appropriate opportunity •
Add to Social CRM if ideal customer • Learn about competitive market

@Rob Bertholf Advocacy & +WOM • Validate (Reshare/Favorite/Respond) • Invite
to engage further (SurroundsMe) • Add to Social CRM

@Rob Bertholf Authoritative • Curate (Reshare) • Identify content topics
(add to topics list) • Identify thought leaders add to Social CRM

@Rob Bertholf Trolls • Don’t feed the trolls.

@Rob Bertholf Troll Ignore Misguided Is the site dedicated to
harassing others? Monitor only Avoid flame wars. Monitor site for relevant comments. Aggressive Is the site dedicated to harassing others? Owned Asset Was it posted on an asset you manage/own? New Comment: Positive? No Spam check Is the post overly self- promotional or irrelevant? No No Actionable issue Does the post detail unresolved client issue? No Yes Yes No Yes Spammer Respond to post your terms and then remove Assess Based on circumstances, influence & prominence should you respond? No Notify Legal Respond carefully Yes No Notify Support Respond that you have escalated their concern Yes Correct the Facts Provide factual information in comments section Yes Advocate Give positive feedback rewarding them for support Yes

@Rob Bertholf Content Creation Developed, Delivered, Discovered

@Rob Bertholf Identify/Map Resources

@Rob Bertholf Curate content based on relevance to your target
audience. Discovered

@Rob Bertholf Create content to inform, build authority & provide
value. Developed

@Rob Bertholf Content Types

@Rob Bertholf • Micro (Twitter) • Standard (Facebook/LinkedIn/Google+) • Image
(Instagram/Pinterest) Social Content

@Rob Bertholf

@Rob Bertholf Content Types • Blog Post ◦ How-to ◦
Rant ◦ Review ◦ List • Infographic • eBook • Slide deck • Video • Case Study • Podcast • Interview • Meme

@Rob Bertholf Content Type: Blog Post What is blog post...

@Rob Bertholf Content Type: Blog Post - Tips • Add
Featured Image to Post • List Posts (Top 5 ways to…) • Include Call-to-Action

Worksheet: Headlines See Worksheet: Formula for Creating Engaging Headlines

@Rob Bertholf Content Type: Blog Post - Headlines Present with
information readers are interested in (via Convince & Convert): • If you’re providing an answer to an important question, ask the question in the headline. “Which is the most fragrant flower lei?” • If you’re sharing important news that will affect a number of people, start sharing it in the headline. “Over 40 Million Target Credit Card Accounts Compromised: How to Protect Yourself.” • If you want readers to be interested in your product, show them benefits they’ll like, not features you like. “New Gas Additive Saves up to 3 mpg, $200 per Year.” • If you want people to care about your topic, give them something to care about. “27 Elvis impersonators Save Christmas for This Tiny Nebraska Town.”

@Rob Bertholf • An infographic is the presentation of information
or data in a visual way. Its name sums it up — info + graphic. • Infographics are perfect for communicating almost any idea or concept. Data, research, statistics, and findings work especially well. • They are a powerful way to get your information out there in an explosively visual format. Content Type: Infographic

@Rob Bertholf Infographics

@Rob Bertholf How to do it • If you have
a graphic designer in your professional network, tap him or her to make an infographic for you. Some graphic artists specialize in infographics. If you have it in your budget, you can use a service like Visual.ly. Infographics typically start at $1,000. • Infographics used to go viral just by virtue of being an infographic. That doesn’t work anymore. Everyone is making infographics. Today, you have to make it really good to make it shareable. Content Type: Infographic

@Rob Bertholf Content Type: eBook

@Rob Bertholf Content Type: Slide deck

@Rob Bertholf Content Type: Video

@Rob Bertholf Content Tips • Know your audience • Invest
in creating quality content • Be consistent with frequency and topics • Learn from what is working • Less is more - Quality over Quantity • Don’t hard sell • Stay focused

@Rob Bertholf Content Marketing Editorial Calendar, Distribution Plan

@Rob Bertholf Marketing

@Rob Bertholf Visualize Distribution Content Type Blog Facebook Twitter Social
Platform Email Newsletter Scheduling Application

Worksheet: Content Distribution

@Rob Bertholf Example: Blog Post 1. Post to Facebook Page
with featured image + share to personal 2. Tweet x2+ link w/hashtag, favorite & retweet from personal account. @mention interested 3. Post URL to Google+ 4. Post to LinkedIn (Wall or Group) 5. Pin to Pinterest if good featured image

@Rob Bertholf Visualize Distribution Content Type Testimonial Social Platform Social
Platform Email Newsletter Scheduling Application

@Rob Bertholf Content Calendar Blog Post Facebook Poll Video Post
Guest Blog Post Press Release Live Stream Tweetup Theme Blog Post Interview Event Type. Topic. Content. Social Action. Date.

Worksheet #6: Content Calendar Blog Post Facebook Poll Video Post
Guest Blog Post Press Release Live Stream Tweetup Theme Blog Post Interview Event

@Rob Bertholf

@Rob Bertholf Tools for Automation https://l8tr. co/

@Rob Bertholf

@Rob Bertholf Buffer.com

@Rob Bertholf Email Marketing

@Rob Bertholf MailChimp.com

@Rob Bertholf Engagement Content created in response to real-time activity.

@Rob Bertholf Engagement Types • Social Post ◦ Text ◦
Media ◦ Question/Poll ◦ Contest •

@Rob Bertholf Step 1: Have a Routine

@Rob Bertholf Step 2: Be Consistent If + = follow
& reply If comment = reply & +1 If post on Facebook =

@Rob Bertholf Tools for Social Monitoring

@Rob Bertholf Engagement Tips • Ask Questions • 80% focus
on audience, 20% focus on you • Be Human (& authentic) • Be Consistent/Timely

@Rob Bertholf • 61% created • 27% curated • 12%
syndicated Curate: • 16% curate audience daily • 48% curate 3rd party weekly Content Marketing Mix

@Rob Bertholf Build your Authority • Be Interesting/Informative • Be
Interactive/Social • Find a balance (Promotional / Personal)

@Rob Bertholf Outreach

@Rob Bertholf Outreach • Engagement with Fans • Participating with
other brands • Identify conversations out of direct sphere • Grow your community

@Rob Bertholf Advocacy Activate your employees, fans, partners, friends &
family.

@Rob Bertholf Build Brand Advocates • Impress influencers, embrace true
advocates • Activate existing advocates by giving appropriate assignments

@Rob Bertholf

@Rob Bertholf My Social Marketers Surround Me! http://surrounds.me code: FREEBETA

@Rob Bertholf Measurement KPI / Social Metric Reporting

@Rob Bertholf Social Analytics & Measurement Only through metrics can
you answer: • Is your community growing and at what rate? • Who in your community is engaged and who do you need to approach differently? • What online activities and strategies are working?

@Rob Bertholf Creating & Setting Baselines • Set KPI’s based
on customer relationship & business goals/communication objectives • Determine which methods will track these KPI’s

@Rob Bertholf Social Marketing Action Plan

@Rob Bertholf Daily

@Rob Bertholf Inbox Monitor the following in your inbox: •
Google Alerts • Subscriptions (LinkedIn Groups, Blogs) • Website Comments • (Respond to Questions)

@Rob Bertholf Daily Themes

@Rob Bertholf AUTHORITY (Monday) • Curate authoritative content to Facebook/Twitter/Google+
◦ Facebook ▪ Curate & schedule 3 posts appropriate ◦ Schedule content on L8TR • Vendor Tip (Don’t forget Twitter/Google+/Instagram) consider highlighting vendor/product theme. Ideas could include: ◦ Interesting facts on cutting meat ◦ Best times to buy{ XYZ} • Publish Blog Post (FOUND IN SECTION 3) (500+ words weekly, try and create one 1200+ words once a month) ◦ Post WordPress link Twitter/Facebook/Google+ with featured image ◦ Convert to Infographic, Slideshare, Gallery, Poll as appropriate ◦ Load content into SurroundsMe for your advocates to share • Curate authoritative content to Facebook/Twitter/Google+

@Rob Bertholf ENGAGEMENT (Tuesday) • Game, Contest, etc.

@Rob Bertholf AWARENESS/OUTREACH (Wed.) • Influencer Outreach ◦ Hashtag Search
▪ Follow 10 people/brands with authority in relevant hashtags. ▪ Twitter: Favorite one Tweet (or RT if appropriate) for each new user followed ▪ Twitter: Add user to a list as appropriate ▪ Instagram: Like 2-3 images of each user, leave 1 comment for each user ▪ Google+: Add to circle, +1 relevant post, bonus: leave comment on users post ▪ Pinterest: Follow a board, repin an item to your board ▪ Klout: Give +K to the User ◦ Keyword Search ▪ Find relevant blog posts for your industry ▪ Reshare appropriate content ◦ Geo Search ▪ Foursquare/Swarm: Find users checking in at store locations & Heart their checkin ▪ Instagram: Find users checking in at location & Heart + Comment + Repost Image (as appropriate) • Career Highlight ◦ Spotlight Current Employee ◦ Showcase specific job. Link to website

@Rob Bertholf ACTION (Thursday) • Newsletter ◦ • Throwback Thursday
◦ Post this day in corporate history

@Rob Bertholf ADVOCACY (Friday) • Follow Friday ◦ Uncover Branded
Keywords & Hashtags (which were not @Mention directly) & Validate/Respond (Twitter/Instagram/Facebook/Google+) ◦ Twitter: Thank social engagements with #FF (Follow Friday) • SurroundsMe ◦ Leaderboard thanks

@Rob Bertholf Social Marketing Campaign

@Rob Bertholf Social Marketing Campaign • Identify Purpose, Goals &
Customer Phase • Choose platforms based on audience & actions • Identify Content / Assets to leverage • Set Key Performance Indicators (KPIs)

@Rob Bertholf Successful Campaign Ingredients • Media (Video/Photo Theme, etc.)
• Hashtag • Landing Page / Asset • Email • Advocates (!)

@Rob Bertholf Visual Themes

@Rob Bertholf

@Rob Bertholf Connecting with Characters/ Personality Tests

@Rob Bertholf Questions? @Rob [email protected]

@Rob Bertholf What were your thoughts? Please tweet: “Just finished
#SocialMedia #Tactics course with @Rob. It was _________”

@Rob Bertholf Aloha! @Rob http://robbertholf.com [email protected]

@Rob Bertholf #Shameless Upcoming Pacific New Media Classes Part 3:
October 15th!

Social Media Marketing: Part 2: Tactics

Social Media Marketing: Part 2: Tactics

More Decks by Rob Bertholf

Other Decks in Technology

Featured

Transcript