Get the Most Out of Social Media to Stay Ahead of Your Competition and Win More Business. February 19 th, 2015

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1 Get the Most Out of Social Media to Stay Ahead of Your Competition and Win More Business February 19 th, 2015

2 About the Speaker Steve Weaver CEO, GrowthWeaver Steve Weaver is a successful entrepreneur, social media expert and a regular speaker on digital marketing. Steve s vision is to help companies like yours produce a significant improvement in business results through contemporary social media marketing techniques.

3 Agenda Our Commitment to You Driving ROI with Social Media Each Social platform s place in your marketing mix Facebook and LinkedIn changes that impact your social plan Tips to increase your social presence Success stories and best practices

4 Trends Social becoming a pay-to-play medium B2B and B2C solutions are becoming much different Integrated social plans are essential Ads are most important posts less important

5 Driving ROI With Social Marketing What platforms are you using? Can you attribute concrete business results to each platform? (Sales, captures, reservations, etc.) Can you calculate the ROI of each platform? Are you getting the best results possible?

6 Targeting Your Best Prospects Online What does your best prospect look like? Are you targeting them specifically using digital ads? Are you buying on a per click basis? Do you drive to a specific offer or landing page? What offers work best with what segments? Do you track and measure ROI?

7 Best Practice: Social Marketing ROI Consumer Facebook Pinterest Twitter Review Sites Instagram Blogs B2B LinkedIn Twitter Google+ Blogs

8 Utilize Platforms According To Their Strengths Platform Share Best Use Facebook 94% Drive sales from your best prospects Target via ads Promote specials to your fans Grow fan base of best prospects. Twitter 83% Communicate offers, inventory changes and specials Share updates on your business LinkedIn 71% Best platform for lead generation and authority marketing You can position yourself as the expert in your field Content is king here You Tube 57% Drive traffic to videos that enhance your brand Drive video consumers to your website or landing page Blogging 55% Win the important web searches your website cannot Google+ 54% Boost your SEO and drive leads by helping them use this platform Pinterest 47% Use this platform to drive the right web traffic Instagram 28% Use this platform to drive brand and product participation. Review Sites 17% Buy reputation services to track and react to reviews Geolocation 4sq 12% Offers in real time. Weaker than new FB tools Snapchat 1% Use this platform to capture the young audience

9 Best Practice: Social Marketing ROI - Success Formula Social Media Success depends on the right: Tools Talent Promotion Strategy SUCCESS Personal Involvement

10 Social Marketing Services For every Type of Marketer Fit Your Resources To Your Talents Content Do It Myself Hosted Tools Tools Ads Do It With Me Results Service Ads Limited Managed Service Do It For Me Managed Service Managed Services

11 Best Practice: Social Marketing ROI - Tools The right tools help improve your programs Self-Serve platform to manage all your social marketing Make sure it can drive leads Make sure it provides great content Use apps to create ROI/results

12 Best Practice: Social Marketing ROI - Summary Decide if you or a partner will do the work Use right platforms Use right tools on platforms Use ads correctly Publish compelling content and offers Track results Use the resources that feel best for you

13 FACEBOOK

14 Facebook The largest and deepest penetrated media in almost every US Market Lots of misinformation When used well, drives significant sales and ROI for most businesses Recent changes are good for you if you pay-to-play

15 Recent Changes and Your Options November: No more Like Gates December: Improved Search and SEO January: Reduced organic reach and no reach on promotional posts February: Call-to-action buttons! There are three ways to insure your message gets out under the new rules: Don t pay to boost the post - you ll reach a limited number of Fans who follow your Page Pay a fee to boost a single post and have your Fans plus a certain number of their Friends see your message Create a paid, targeted campaign

16 New Tools: Post Targeting Has ability to refine reach without going to ad manager Targeting fairly basic compared to advertising tools Without ad budget still is very limited reach tool

17 Call-To-Action Buttons Facebook added seven Call-to-Action buttons that are available to Business Pages Page Admins are able to add a button to the top of their Page The buttons are designed to generate engagement and assist in promoting businesses These buttons include: Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up and Watch Video

18 Best Practice: Social Marketing ROI - Apps Used to drive consumers to behave in a way that benefits your company Can capture addresses, sell offers, improve reviews to name a few

19 Best Practice: Social Marketing ROI - Ads Most powerful social ad type Great targeting New ad types will be major breakthroughs

20 Best Practice: Social Marketing ROI - Retail Average 107 new sign-ups per month

21 Best Practice: Social Marketing ROI - Recruiter 340,000 nurses on Facebook 280,190 nurses on LinkedIn

22 LINKEDIN

23 LinkedIn Strategy and Goals Leads or Authority Marketing are two most common goals Leads require right content, tools and ad budget Authority Marketing requires right content, tools, activity, group participation and ad budget Advanced Targeting: Location (Continent-State/Country-Metro Area) Companies (Category-Industry-Size) Job Title (Category-Function-Seniority) Schools Field of Study Degree Skills Groups Gender Age

24 LinkedIn: Interests Three relevant sections Companies: Follow those you want to stay in touch with Groups: Join all that make sense. Cheaper ads to groups Pulse: Post once per week.blog or insightful info Build community, follow, prospects and your industry

25 LinkedIn: Groups Join groups where you have expertise and share Join groups where your customers are and contribute Form your own group

26 LinkedIn: Pulse Pulse: Post once per week.blog or insightful info Best way to get your content to go viral Comments and shares drive the ranking. More you get the greater the rank If your post is viewed enough times, it ll get picked up by LinkedIn s newsreader, Pulse. At that point, you ll get exponential views, comments and shares.

27 LinkedIn: Specialty Pages Drive prospects to content that explains why you are expert in each of your specialties

28 Content Ways to Share Content Posts to page: Can be sponsored if you want Posts to Pulse: Your best chance to go viral Sharing with relevant Groups: Must be a member. Join those that will help you grow your business. Engaging with relevant companies & colleagues Have your company like all posts Timing of organic posts Content Planning Supports your strategy and goals Communicate with your best prospects and customers Mix of offers, advice, updates, information and other communication Should be driven by the social plan you develop

29 Ad Variations Text ad: limited to 75 characters over two lines appearing on right rail Sponsored Content: Assure published posts will be seen by target audience on your business page Direct Sponsored Content: like SC but does not appear on your page InMail: The most credible way to message anyone on LinkedIn Get your message to any of the 300 million + people on LinkedIn. Delivery guaranteed.

30 Get the Most Out of Social Media: Action Items Develop and follow a social marketing plan Decide how you will manage social marketing Manage content according to your plan Join the right groups and build the right fans Run ads that support your strategy and manage them to get results Track results and constantly improve

31 Take us up on a Free Digital Competitive Analysis The Free Digital Marketing Analysis identify areas where your digital marketing strategy is working well and areas where you can apply more focus.

32 Thank You and Questions Visit SmartReachDigital.com to sign up for a Free Digital Competitive Analysis Read the latest on digital marketing trends, techniques, and innovations at SmartReachDigital.com/blog/ Connect with us, ask questions or share information:

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