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The Future of Social Media; Jumping Ahead of Your Competition

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Shelly Cedarblade
Shelly Cedarblade

Whether you work for a big business or small one, one thing is clear from the research; social media marketing is here to stay. It is simply not enough to have a presence on social media channels; you need to deliver relevant content to your fans that engages them, encourages them to connect with you, and ultimately take action. You will learn: • Which social channels marketers should focus on in the future? • New social media content features • Which social media strategies are most effective? • The best ways to engage your audience with social media • How to measure the return on your social media investment • The best social management tools • How much time you should invest with social media activities

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Just Don’t USE Social Media; Jump Ahead of Your Competition Shelly Cedarblade
Shelly Cedarblade Owner, Woo! Social Media Marketing Constant Contact Authorized Local Expert shelly@woosmm.com facebook.com/woosocialmediamarketing @SCedarblade linkedin.com/in/shellycedarblade
Website vs. Social Media?
We’ve gone from… "Should we do social media?" to… "How can we do social media better?"
You DON’T Have to be on ALL Social Networks! Pick a platform based on where your buyers are!
“Getting someone who has a need, to know, like, and trust you.” -- John Jantsch Duct Tape Marketing
While 14% people trust ads, 76% people trust consumer recommendations. Flooring Hair Stylist Roofers Computer Repair
 Pinterest (images) has around 50 million users 27% of time spent online is on a social network  Facebook (status updates, images, links, & videos) has 1.11 billion monthly active users  40 million photos are uploaded to Instagram per day  Google+ (SEO) boasts more than 343 million users More than 1 billion unique users visit  YouTube (video) each month YouTube has over 550 million users  LinkedIn (professionals) has more than 238 million members in over 200 countries and territories. Social Media Stats
Jump Ahead with the Following Actionable Marketing Tips….
Increase Exposure Actionable Marketing Tips:  Share your content across all social media channels.
 Include social sharing on your website and blog. (social media icons)  Encourage visitors to share your information.
Drive Traffic Actionable Marketing Tips:  Link to information on your blog and website in your blog posts  Write guest blog posts.  Show your products on Pinterest with great visuals.  Include styling and how-tos.  Make sure that all of your images are pinnable.
Use social media to learn what your prospects and customers are talking about with regard to your products. Gain Marketplace Insight
Actionable Marketing Tips: • Understand what your competitors are doing. • Ask open-ended questions on social media. • Engage with your fans and others. • Nudge customers to rate and review your products or services. • Encourage customers to share their photographs and stories. • Create customer photo galleries.
Leverage the Power of Social Media by Engaging With Your Raving Fans  Spotlight your customers.  Highlight them using your product  Provide perks…  Make them feel special.  Think backstage passes.  Offer them specials such as early looks at new products.  Exclusive offers.  Provide your fans with special knowledge and the tools to get the word out.
Generate Leads - Actionable Marketing Tips: • Answer customer questions. • Make a list of your customers’ top questions and respond to each one. • Explain how to use your product. • Link to your product pages. • Educate your market. • Use videos to engage with your prospects and let them know more about your product. • Help people by answering their questions on forums. • Your goal should be to supply information not corporate-speak.
Improve Search Rankings [Social media provides alternative ways for businesses to appear on the search engine results pages.] Note: YouTube is the 2nd largest search engine.
Improve SEO Actionable Marketing Tips: • Optimize your social media profiles. • Incorporate your keywords into your profiles. • Include your business’ location, phone number and email address so prospects can find you.
• Make blogging part of your social media routine. • Write posts focused on a keyword phrase and include at least one internal link and one external link.
Google: 1. Claim your Authorship (blogging) 2. Location (Google Places) • https://www.google.com/business/placesforbusiness/ • http://woosmm.com/can-your-customers-find-you-on-google/
Make Connections Actionable Marketing Tips: • Reconnect with colleagues and friends. • Build on your past relationships. • Take social media offline • Meet your social media contacts in real life.
• Attend networking events and conferences. • Think win-win. • Just like real life networking, you can’t suddenly reach out and ask people for a favor. • You need to build relationships and pay-it- forward. Connections…
Reduce Marketing Expenses [Social media marketing is NOT free.] Social media allows you to reach more people with less expensive forms of distribution and communication.
Reduce Expenses Actionable Marketing Tips • Inbound or pull marketing • Establish a marketing calendar. • Build social media channels • Regularly engage and where your customers are. • Develop your blog. • Test social media advertising. • It is highly targeted advertising that’s relatively inexpensive.
Increase Sales Actionable Marketing Tips • Add call-to-action (CTAs) to posts or blogs. • Create an exclusive sale of the day/week/month • Provide pictures of recent projects and link to your service page. • Show customers how to style your products. • Demonstrate how customers can use your products.
What Social Media Strategies are Most Effective
Asking questions just works. Questions get answers — which means engagement. Tip #1 – Ask Questions
• Posting a funny photo & telling people to “Caption This” always gets a great response. Tip #2 – Caption This
Tip #3 – Like Every Comment • “Like” the comments from every user in 2 ways: 1. As the Page 2. As Yourself • The reason is two-fold: 1. The person who left the comment will get a notification about the Like — which could lead to them adding more comments 2. It creates a “Ticker” story about your page or yourself Liking a comment
Tip #4 – Reply to Every Comment • Reply to & “Like” every comment as the page • Mention or tag the person in the comment • Set aside a time every day when you go & Like/reply to every comment on every post on your page. [Note: You don’t have to reply within minutes unless it’s a customer service issue. However, you should respond within 12 hours.]
Information, tips, and practical advice Questions asked by your customers Links to:  Archived email marketing newsletters  Event homepages and registration pages  Blogs (yours and others’)  Websites (yours and others in your area of expertise)  Product or service reviews  Thought-provoking discussions that inspire dialogue What to Share
KISS ~ Keep It Short & Simple Posts with less than 80 characters get more shares. How to Help Increase Your Engagement
What NOT to Include in Your Updates  Don’t pitch.  Don’t overtly self-promote.  Don’t offer incentives to get reviews or sharing.  Don’t discuss personal information, politics, sports, religion, etc.
 Recent poll stated customers would like a response within 30 minutes. Industry average is 14 hours. Customer Service
Negative comments are inevitable: Social networks can be a convenient way for people to vent frustrations. 1. Always reach out to the customer.  Pick up the phone if possible 2. Let your network know that you are addressing the issue.  Respond! Show that you are listening and respond positively, publically 3. Always seek to satisfy and delight, not defend.
"How do I use social media effectively if I don't have a lot of time to spend on social media?"
Sourcing Content - How to quickly find relevant and engaging content to share on your page.
Create your own
Share Other People’s Content …
Use Facebook as your PAGE, not your personal profile.
The Future of Social Media; Jumping Ahead of Your Competition
As your Facebook PAGE, you will want to “Like” other business pages that may have content to share. • Go to the Facebook search bar and type in business name. For example:
The Future of Social Media; Jumping Ahead of Your Competition
Continue to “Like” Facebook pages. Facebook may limit how many pages you like per day. The purpose of this is to view “content” that you can share on your Facebook page.
• As your Facebook page, go to “Home” to see your newsfeed. • Click on “Most Recent” • Scroll through your newsfeed to find content that you could share on your page.
• Right click on the image • Click “Save image as” • Save image Note: Ideal image size is 403 x 403 pixels
The Future of Social Media; Jumping Ahead of Your Competition
The Future of Social Media; Jumping Ahead of Your Competition
Email Updates  Monitor new story  Keep current on industry
• 2 – 3 snippets from your blog or other blogs • Okay to share multiple times • Link to blog (SEO)
The Future of Social Media; Jumping Ahead of Your Competition
Hashtags are clickable phrases that users add into their posts to make them more easily searchable.
When someone clicks on a hashtag, they’re directed to a feed that shows others who are using the same keywords to describe their posts.
Hashtags are used to extend the conversation beyond a brand’s fan base into the larger audience of the entire social media platform. Every hashtag will have its own unique URL. For example, the URL for #PDPH is https://www.facebook.com/hashtag/pdph
https://www.facebook.com/hashtag/drinkrecipes
The Future of Social Media; Jumping Ahead of Your Competition
#bloodymary
Hashtag Strategy 1. Determine what keywords are important when marketing to your target audience.
Hashtag Strategy 2. Use hashtags on Facebook to connect with your target audience based on keywords they will be searching for
Hashtag Strategy 3. Or create your own hashtags that identify your business or a product/service you offer.
Hashtag Strategy Note: Hashtags give your Pages more visibility – people who have never seen your Page will search for or click on a hashtag (in someone else’s post) and see your posts in the pop-up window.
Hashtag Tips Creating a Facebook post where #every other #word includes a hashtag #makes it #very difficult #for users #to read!  Test out a maximum of 1-2 hashtags per post.  May not want to include hashtags in every post.  Start testing on your Page and see what engagement looks like for posts with hashtags versus posts without hashtags.
Facebook Insights….
The Future of Social Media; Jumping Ahead of Your Competition
The Future of Social Media; Jumping Ahead of Your Competition
The Future of Social Media; Jumping Ahead of Your Competition
The Future of Social Media; Jumping Ahead of Your Competition
The Future of Social Media; Jumping Ahead of Your Competition
Check Insights to see when your fans are on Facebook Mix up the times you post.
Mix Up Your Posts! Each fan prefers different types of posts (status, photo, or link)!
The Future of Social Media; Jumping Ahead of Your Competition
Tip: Check your Negative Feedback.
The Future of Social Media; Jumping Ahead of Your Competition
COOL Social Media Management Tools & Tricks
 Measures the success of your Facebook page.  Free of charge  Provides recommendations to improve your page  Page comparisons
• Posts by Page • Timing • Length of posts • Ask more questions • Hashtags • CTAs • Page comparisons • Industry • Similar brands • Posts by others • Response rate & time
 Provides recommendations for your page  Check list for page information  Page performance
The Future of Social Media; Jumping Ahead of Your Competition
www.woosmm.com “How to Use HootSuite for Your Business”
The Future of Social Media; Jumping Ahead of Your Competition
Facebook Pages Manager App for iPhone, iPad, & Android Devices  Manage Multiple Pages  Post, Comment, Like  Free app for Apple & Android
www.quozio.com
The Future of Social Media; Jumping Ahead of Your Competition
Schedule Your Time
Helpful Social Media Websites  Social Media Examiner  HubSpot  Mari Smith  Amy Porterfield  Mashable  Technoratti  Google Alerts | Google Keywords  AllTop
Social Media IS....  A way of connecting with potential consumers and building brand awareness  More than just networking, it’s a way of successfully building a brand.  Becoming more visual.  More video and more pictures are being used for brands and for attraction for customers.
Social Media Should Be .... Permission Based  Instead of interrupting your audience, let customers come to you through pure attraction.  It's your job to help people find exactly what they are looking for, exactly when they're looking for it, instead of forcing them to buy something they don’t have any interest in purchasing, ever.
So, what does permission mean for social media marketing?  It means asking for a retweet or share... and knowing you won't get it unless your content is worth it.  It means putting content out on Facebook that you hope elicits engagement ... but isn't an expectation or a guarantee.
Social Media Should Be .... Customer-Centric  Get in the habit of thinking of your social media audience as potential future customers or referrers.  Social media is social for a reason.  It isn't about you, it's about the "customer“  Show you care about something other than simply making money.
Social Media Can Be ....Chaotic How can you stand out among the chaos?  Improve the quality of your content  Focus on consistency across your social channels  Try to create viral content to help grow your social reach.  Be the brand that people genuinely want to follow and read content from every day.
Social Media Might Be ....Neurotic  What works for one business, might not work for yours  If what you have been doing isn’t working, it might be time to re-evaluate your goals or completely pull the plug on one of your social networks.
Social Media Should Be .... FUN! YES, social media is fun! Or, at least it should be!
 Marketing doesn’t have to be so serious all the time, especially on social media.  Is your content playful?  Or is it rigid and corporate?  Don’t be afraid to get creative and experiment with your marketing.
The Future of Social Media; Jumping Ahead of Your Competition
Questions? Shelly Cedarblade Woo! Social Media Marketing shelly@woosmm.com 715.577.8745 www.woosmm.com

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The Future of Social Media; Jumping Ahead of Your Competition

  • 1. Just Don’t USE Social Media; Jump Ahead of Your Competition Shelly Cedarblade
  • 2. Shelly Cedarblade Owner, Woo! Social Media Marketing Constant Contact Authorized Local Expert shelly@woosmm.com facebook.com/woosocialmediamarketing @SCedarblade linkedin.com/in/shellycedarblade
  • 4. We’ve gone from… "Should we do social media?" to… "How can we do social media better?"
  • 5. You DON’T Have to be on ALL Social Networks! Pick a platform based on where your buyers are!
  • 6. “Getting someone who has a need, to know, like, and trust you.” -- John Jantsch Duct Tape Marketing
  • 7. While 14% people trust ads, 76% people trust consumer recommendations. Flooring Hair Stylist Roofers Computer Repair
  • 8.  Pinterest (images) has around 50 million users 27% of time spent online is on a social network  Facebook (status updates, images, links, & videos) has 1.11 billion monthly active users  40 million photos are uploaded to Instagram per day  Google+ (SEO) boasts more than 343 million users More than 1 billion unique users visit  YouTube (video) each month YouTube has over 550 million users  LinkedIn (professionals) has more than 238 million members in over 200 countries and territories. Social Media Stats
  • 9. Jump Ahead with the Following Actionable Marketing Tips….
  • 10. Increase Exposure Actionable Marketing Tips:  Share your content across all social media channels.
  • 11.  Include social sharing on your website and blog. (social media icons)  Encourage visitors to share your information.
  • 12. Drive Traffic Actionable Marketing Tips:  Link to information on your blog and website in your blog posts  Write guest blog posts.  Show your products on Pinterest with great visuals.  Include styling and how-tos.  Make sure that all of your images are pinnable.
  • 13. Use social media to learn what your prospects and customers are talking about with regard to your products. Gain Marketplace Insight
  • 14. Actionable Marketing Tips: • Understand what your competitors are doing. • Ask open-ended questions on social media. • Engage with your fans and others. • Nudge customers to rate and review your products or services. • Encourage customers to share their photographs and stories. • Create customer photo galleries.
  • 15. Leverage the Power of Social Media by Engaging With Your Raving Fans  Spotlight your customers.  Highlight them using your product  Provide perks…  Make them feel special.  Think backstage passes.  Offer them specials such as early looks at new products.  Exclusive offers.  Provide your fans with special knowledge and the tools to get the word out.
  • 16. Generate Leads - Actionable Marketing Tips: • Answer customer questions. • Make a list of your customers’ top questions and respond to each one. • Explain how to use your product. • Link to your product pages. • Educate your market. • Use videos to engage with your prospects and let them know more about your product. • Help people by answering their questions on forums. • Your goal should be to supply information not corporate-speak.
  • 17. Improve Search Rankings [Social media provides alternative ways for businesses to appear on the search engine results pages.] Note: YouTube is the 2nd largest search engine.
  • 18. Improve SEO Actionable Marketing Tips: • Optimize your social media profiles. • Incorporate your keywords into your profiles. • Include your business’ location, phone number and email address so prospects can find you.
  • 19. • Make blogging part of your social media routine. • Write posts focused on a keyword phrase and include at least one internal link and one external link.
  • 20. Google: 1. Claim your Authorship (blogging) 2. Location (Google Places) • https://www.google.com/business/placesforbusiness/ • http://woosmm.com/can-your-customers-find-you-on-google/
  • 21. Make Connections Actionable Marketing Tips: • Reconnect with colleagues and friends. • Build on your past relationships. • Take social media offline • Meet your social media contacts in real life.
  • 22. • Attend networking events and conferences. • Think win-win. • Just like real life networking, you can’t suddenly reach out and ask people for a favor. • You need to build relationships and pay-it- forward. Connections…
  • 23. Reduce Marketing Expenses [Social media marketing is NOT free.] Social media allows you to reach more people with less expensive forms of distribution and communication.
  • 24. Reduce Expenses Actionable Marketing Tips • Inbound or pull marketing • Establish a marketing calendar. • Build social media channels • Regularly engage and where your customers are. • Develop your blog. • Test social media advertising. • It is highly targeted advertising that’s relatively inexpensive.
  • 25. Increase Sales Actionable Marketing Tips • Add call-to-action (CTAs) to posts or blogs. • Create an exclusive sale of the day/week/month • Provide pictures of recent projects and link to your service page. • Show customers how to style your products. • Demonstrate how customers can use your products.
  • 27. Asking questions just works. Questions get answers — which means engagement. Tip #1 – Ask Questions
  • 28. • Posting a funny photo & telling people to “Caption This” always gets a great response. Tip #2 – Caption This
  • 29. Tip #3 – Like Every Comment • “Like” the comments from every user in 2 ways: 1. As the Page 2. As Yourself • The reason is two-fold: 1. The person who left the comment will get a notification about the Like — which could lead to them adding more comments 2. It creates a “Ticker” story about your page or yourself Liking a comment
  • 30. Tip #4 – Reply to Every Comment • Reply to & “Like” every comment as the page • Mention or tag the person in the comment • Set aside a time every day when you go & Like/reply to every comment on every post on your page. [Note: You don’t have to reply within minutes unless it’s a customer service issue. However, you should respond within 12 hours.]
  • 31. Information, tips, and practical advice Questions asked by your customers Links to:  Archived email marketing newsletters  Event homepages and registration pages  Blogs (yours and others’)  Websites (yours and others in your area of expertise)  Product or service reviews  Thought-provoking discussions that inspire dialogue What to Share
  • 32. KISS ~ Keep It Short & Simple Posts with less than 80 characters get more shares. How to Help Increase Your Engagement
  • 33. What NOT to Include in Your Updates  Don’t pitch.  Don’t overtly self-promote.  Don’t offer incentives to get reviews or sharing.  Don’t discuss personal information, politics, sports, religion, etc.
  • 34.  Recent poll stated customers would like a response within 30 minutes. Industry average is 14 hours. Customer Service
  • 35. Negative comments are inevitable: Social networks can be a convenient way for people to vent frustrations. 1. Always reach out to the customer.  Pick up the phone if possible 2. Let your network know that you are addressing the issue.  Respond! Show that you are listening and respond positively, publically 3. Always seek to satisfy and delight, not defend.
  • 36. "How do I use social media effectively if I don't have a lot of time to spend on social media?"
  • 37. Sourcing Content - How to quickly find relevant and engaging content to share on your page.
  • 40. Use Facebook as your PAGE, not your personal profile.
  • 42. As your Facebook PAGE, you will want to “Like” other business pages that may have content to share. • Go to the Facebook search bar and type in business name. For example:
  • 44. Continue to “Like” Facebook pages. Facebook may limit how many pages you like per day. The purpose of this is to view “content” that you can share on your Facebook page.
  • 45. • As your Facebook page, go to “Home” to see your newsfeed. • Click on “Most Recent” • Scroll through your newsfeed to find content that you could share on your page.
  • 46. • Right click on the image • Click “Save image as” • Save image Note: Ideal image size is 403 x 403 pixels
  • 49. Email Updates  Monitor new story  Keep current on industry
  • 50. • 2 – 3 snippets from your blog or other blogs • Okay to share multiple times • Link to blog (SEO)
  • 52. Hashtags are clickable phrases that users add into their posts to make them more easily searchable.
  • 53. When someone clicks on a hashtag, they’re directed to a feed that shows others who are using the same keywords to describe their posts.
  • 54. Hashtags are used to extend the conversation beyond a brand’s fan base into the larger audience of the entire social media platform. Every hashtag will have its own unique URL. For example, the URL for #PDPH is https://www.facebook.com/hashtag/pdph
  • 58. Hashtag Strategy 1. Determine what keywords are important when marketing to your target audience.
  • 59. Hashtag Strategy 2. Use hashtags on Facebook to connect with your target audience based on keywords they will be searching for
  • 60. Hashtag Strategy 3. Or create your own hashtags that identify your business or a product/service you offer.
  • 61. Hashtag Strategy Note: Hashtags give your Pages more visibility – people who have never seen your Page will search for or click on a hashtag (in someone else’s post) and see your posts in the pop-up window.
  • 62. Hashtag Tips Creating a Facebook post where #every other #word includes a hashtag #makes it #very difficult #for users #to read!  Test out a maximum of 1-2 hashtags per post.  May not want to include hashtags in every post.  Start testing on your Page and see what engagement looks like for posts with hashtags versus posts without hashtags.
  • 69. Check Insights to see when your fans are on Facebook Mix up the times you post.
  • 70. Mix Up Your Posts! Each fan prefers different types of posts (status, photo, or link)!
  • 72. Tip: Check your Negative Feedback.
  • 75.  Measures the success of your Facebook page.  Free of charge  Provides recommendations to improve your page  Page comparisons
  • 76. • Posts by Page • Timing • Length of posts • Ask more questions • Hashtags • CTAs • Page comparisons • Industry • Similar brands • Posts by others • Response rate & time
  • 77.  Provides recommendations for your page  Check list for page information  Page performance
  • 81. Facebook Pages Manager App for iPhone, iPad, & Android Devices  Manage Multiple Pages  Post, Comment, Like  Free app for Apple & Android
  • 85. Helpful Social Media Websites  Social Media Examiner  HubSpot  Mari Smith  Amy Porterfield  Mashable  Technoratti  Google Alerts | Google Keywords  AllTop
  • 86. Social Media IS....  A way of connecting with potential consumers and building brand awareness  More than just networking, it’s a way of successfully building a brand.  Becoming more visual.  More video and more pictures are being used for brands and for attraction for customers.
  • 87. Social Media Should Be .... Permission Based  Instead of interrupting your audience, let customers come to you through pure attraction.  It's your job to help people find exactly what they are looking for, exactly when they're looking for it, instead of forcing them to buy something they don’t have any interest in purchasing, ever.
  • 88. So, what does permission mean for social media marketing?  It means asking for a retweet or share... and knowing you won't get it unless your content is worth it.  It means putting content out on Facebook that you hope elicits engagement ... but isn't an expectation or a guarantee.
  • 89. Social Media Should Be .... Customer-Centric  Get in the habit of thinking of your social media audience as potential future customers or referrers.  Social media is social for a reason.  It isn't about you, it's about the "customer“  Show you care about something other than simply making money.
  • 90. Social Media Can Be ....Chaotic How can you stand out among the chaos?  Improve the quality of your content  Focus on consistency across your social channels  Try to create viral content to help grow your social reach.  Be the brand that people genuinely want to follow and read content from every day.
  • 91. Social Media Might Be ....Neurotic  What works for one business, might not work for yours  If what you have been doing isn’t working, it might be time to re-evaluate your goals or completely pull the plug on one of your social networks.
  • 92. Social Media Should Be .... FUN! YES, social media is fun! Or, at least it should be!
  • 93.  Marketing doesn’t have to be so serious all the time, especially on social media.  Is your content playful?  Or is it rigid and corporate?  Don’t be afraid to get creative and experiment with your marketing.
  • 95. Questions? Shelly Cedarblade Woo! Social Media Marketing shelly@woosmm.com 715.577.8745 www.woosmm.com