Demystifying Social Media

1. Demystifying Social Media Building An Effective Social Media Strategy

2. What is Social Media “Social Media is the World’s Largest Cocktail Party” - David Meerman Scott

3. How To Increase Your Social Media Following Understanding your Brand’s niche and exploring ways to capitalize within your organizations market. Detailed scheduling that ensures that the content is going live at the perfect time and day to receive maximum reach. Leveraging authentic content that truly matters to the audience. Becoming a resource center for potential customers. Tracking positive results to document the monthly gains of the social platforms. Digital Content Creation Data Analysis 20% 80%

4. Who are We? Brand Voice. • Thinking of your brand’s personality… if it was a celebrity or public figure, who would that be? • Again, for your brand’s personality—what adjectives will describe your vibe and tone? • List the 10 & then pick 4 of those 10 • Combining those two exercises, this should be what you want to portray on social media *Practical Exercise 1

5. Authentic Content Connecting with your Audience. • Write like you talk - avoid jargon & shop-talk, use plain English • Drop the drama - be authentic not sensationalist • Write from the reader’s perspective - remember you are solving their problem • Be consistent across social channels • Listen. And respond. - engagement is the key to success • Social Proof - When your customer says something about you, people really listen

6. Scheduling Timing effectsEngagement.

7. Measuring Results You can’t manage what you don’t measure • Any successful marketing effort needs to have detailed metrics and reporting behind it. • Measurement of social media effectiveness begins with setting clear Key Performance Indicators (KPIs) • Additionally, success can be tracked as traffic to your company's website and analyzed to see your top performing posts & platforms.

8. Social Media Goals Expectations. • Awareness: Once social media users become aware of your brand, they are more likely to engage in your posts and tag friends (potential customers) that will find your content or service useful. • Website Traffic:Social should drive traffic to your website, which gives a chance for viewers to interact with more content and the brand. And of course, sales opportunities! • Loyalty: With the perfect amount of quality and quantity, your social media pages should develop a loyal audience that frequently engage with posts and rely on your company as a resource center.

9. Quality Original Content Consumers want to see YOU. • Become more reputable. People are more likely to trust a brand with high grade, ORIGINAL Content. • Professional stock photos online are great, but add no personal connection. Organic pictures from employees are great, but add no professional aspect. Best of both worlds? Professional grade original content, and the photos belong to you, forever. • Video is commonly the most engaging post type within social media. Showcasing your specific solution with voiced narrative or even just a musical montage will greatly enhance overall performance.

10. Instagram Strategy. Metrics. • Increase brand awareness. • Creating content with distinctive look and feel. Placing imagery in branded template to reinforce the your brand. • Demonstrate company culture. • Increase customer engagement and loyalty. • Drive sales through traffic. • Consistency with messaging • 1 post per day • Engagement • Comments • Shares • Likes • Google analytics • Social referral traffic.

11. Instagram Content Theme No consistent theme Clear brand identity High resolution photos. Creating comprehensible flow to the social platform. Not visually engaging

12. Facebook Strategy Metrics. • Raise brand awareness and engagement. • Sharing a mix of relevant links such as a blog posts, case studies, videos, etc... • Promote most engaging content. • Demonstrate company culture. • Increase customer engagement and loyalty. • Drive sales through traffic. • Consistency of messaging • 1 post per day • Community growth • Engagement • Comments • Shares • Likes • Google Analytics • Social referral traffic

13. Boosting Reaching potential customers • Boosting content on your social platforms is crucial to the development of a successful campaign. • On a Bi-weekly basis, review the best performing post and promote it with your allocated budget.. • This greatly assists the social platforms’ growth because it is allowing your business to reach a non-organic audience that will likely be interested in your services. • Utilize demographic research to increase maximum effective reach

14. YouTube Strategy Metrics. • Expand your audience. • Strengthen your brand. • Boost your search rankings. • Increase customer engagement and loyalty. • Demonstrate your value through video • Drive sales through traffic. • Consistency of messaging • 1-2 videos/month • Community growth • Engagement • Comments • Shares • Likes • Google Analytics • Social referral traffic

15. YouTube Banners and brand icons Featured Company Intro Video Well written and keyworded descriptions Cross Channel Promotion Playlists & organized Video Content

16. LinkedIn Strategy Metrics. • Expand your audience. • Strengthen your brand. • Boost your search rankings. • Generate B2B Leads. • Business Minded Content. • Drive sales through traffic. • Consistency of messaging • 2-3/week • Audience Growth • Engagement • Comments • Shares • InMail (Leads) • Google Analytics • Social referral traffic

17. LinkedIn Banners & brand Icon Direct Link to your website Employees plus shared connections Business Focused Content Affiliated cross linked pages

18. Success Metrics KPI’s • Monthly Analytics must be updated to ensure constant growth in: • Reach. • Impressions. • Engagements. • Followers. • Website Traffic.

19. Tools Ahead of the competition • All markets are competitive. So it is important to document which posts get the best response, and compare them to other posts including your competition’s. • Review detailed insights into how much better you are performing than the immediate competition. • From average post-per-day to total engagement rate, track the competitive landscape to make sure you are outworking the competition.

20. Start to Finish Create Schedule Contentthat matters. At the the most strategic time and day for the best results. Analyze Report To see what works, and to stay ahead of the competition. To ensure continual growth and accountability.