Social Media! Marketing!

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1 Social Media! Marketing!

2 First things first [Marke2ng] is more about giving, than taking. You have to create communica2ons that actually enhance the meaning in someone s life that give them insights into themselves." - Laurence Vincent, Legendary Brands

3 Understanding! Social Media!

4 Why People Use Social Media To share and receive informa2on that allows them to make bener decisions To engage with friends and like- minded people To express themselves and build their social iden2ty To relax and be entertained

5 How You Should Use Social Media To build rela2onships To increase trust To bener understand your audience To help your audience discover who they are To create affinity with your brand and a desire for your products To eliminate the corporate façade

6 Remember It s about 2- WAY engagement and interac2on The problem with most brands social media presence is that it s only a 1- way street It starts with you.

7 Skills Set You have to enjoy spending 2me on social media Persistence (there are no quick fixes) Analy2cal skills Good planning and adjustment Thinking outside the box Ability to shed your corporate marke2ng persona

8 Let s Talk Strategy STRATEGY not a_er- thought Create S.M.A.R.T goals Be consistent Don t spread yourself too thin Understand your brand s narra2ve scope

9 Let s Talk Strategy 1. Build your audience 2. Deliver value, consistently 3. Build the rela2onship 4. Then ask for the sale 80 : 20 ra2o

10 Facebook!

11 Understand Your Audience When are they on Facebook? TEST, TEST, TEST What maners to them? What else do they like? Who else are they? Define value, then deliver it Who are their influencers? What triggers their emo2ons? If you don t know ASK them!! Learn from what has worked and what has not.

12 The engagement issue Not all engagement is created equal Liking Sharing Commen2ng Taking some other ac2on outside of Facebook

13 BoNom Line Your posts MUST elicit an emo2on. No emo2on = No reac2on

14 The Psychology of Social Sharing Source: New York Times

15 Analyzing Post Types Make it visual! 53% more Likes 104% more comments 84% more click- throughs

16 Quotes Likeable and shareable

17 Inspira2onal Posts Likeable and Shareable Can some2mes inspire comments

18 Awe- Inspiring Posts Likeable and Shareable

19 Things You Don t See Everyday Posts Likeable and Shareable Can be conversa2on starters

20 Other Types of Engaging Posts Ask Ques2ons Discuss trending topics (be a content curator!!!) Acknowledge deep- seated fears Post Videos Invite people to discuss a book, ar2cle, film or else (get the ball rolling) Offer your best customers a free copy of a new book in advance and ask them to write a review on your FB page Get your authors to take over your page for a day

21 More Examples!

22 Twitter!

23 The TwiNer Mantra Be posi2ve Focus on others, even through 1- to- 1 interac2ons Pay it forward

24 Using TwiNer For Research & Audience Building Use the Search feature Research relevant keywords and hashtags Discover influencers and people talking about your topics Connect with them Favorite and re- tweet their tweets Search for what s trending in your industry and join the conversa2on using the relevant hashtags

25 Using TwiNer To Develop Rela2onships Keep track of what your audience, authors and industry influencers tweet about Follow them and re- tweet and favorite their tweets, adding something to the conversa2on Men2on them in your tweets using their handle Connect with them 1- to- 1

26 Lead Conversa2ons with TwiNer Chats Create a recurring Chat to talk about topics of interests to your audience Create ad- hoc Chats to talk about a specific issue that is buzzing right now Create Chats with authors to promote upcoming books/products

27 TwiNer Chats Tips 1. Claim a hashtag 2. Use CrowdChat for a bener experience for you and your par2cipants 3. Promote the chat well in advance and give people all the details they need to know to par2cipate (blog post, press release, social media, ) 4. Ask par2cipants to submit ques2ons in advance (through , FB, or twiner using the hashtag) 5. Prepare a Welcome message and wrap- up posts to plug in at the right 2me 6. Assign different roles to different staff members 7. Thank contributors and par2cipants at the end 8. Repurpose all the great content!

28 Back To Strategy! 1 2 3

29 Preparing the Editorial Calendar Divide into: Monthly (goals for the month in terms of metrics, ac2ons and core themes) Weekly (further segment themes) Daily (plan for variety of post types) Living document Look at cornerstone events for your industry

30 Preparing the Editorial Calendar Type of Post Topic Desired Ac2on Image to Use Copy Contributor Post Time Hashtag Notes Results

31 Need More?! Private Consulta2ons available at $100/hr through Skype/phone and screen sharing communica2ons.com

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