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Social media marketing strategies for success
- 2. About Web Strategy Plus
Thanks for joining me today!
Presented by: Michelle Hummel
CEO of Web Strategy Plus
Web Design & Social Media Agency
Founder of Web Media University &
Cincinnati Social Media Enthusiasts
© Web Strategy Plus 2013. All rights reserved.
- 3. Why Social Media?
The Future of the Internet is
Social
Google+
“Google+ invites were being
sold on eBay for up to $27
each!”
Players may change but you
MUST learn how to adjust
Start now or you will be
behind by your competitors
How do you keep up with social media trends?
© Web Strategy Plus 2013. All rights reserved.
- 4. The Big Players - Facebook
• #1 most visited site in the world
• If Facebook were a country it would
be the third largest country in the
world
• 901 million monthly active users,
growing at a rate of 5 - 6 million new
users per week
• More than 5 billion minutes are
spent on Facebook each day
• 3.2 billion Likes and Comments are
posted daily
© Web Strategy Plus 2013. All rights reserved.
- 5. Facebook Content Review
30 billion pieces of content
shared each week: web
links, new stories, blogs
posts, notes, photo albums
etc.
3.5 million events created
each month
1.5 million local businesses
have Facebook fan pages
Do you have a Facebook Fan Page?
© Web Strategy Plus 2013. All rights reserved.
- 6. The Big Players - Google Plus
Stats as of Oct 2013
•70% of brands have a Google Plus
page
•Google reports that Google+ now
has 300 million active users making it
the 4th largest social network
•28% of users are Millennials (15-34)
•38.37% of all Google+ visits are by
those in the 25-34 age bracket
•Websites using the +1 button
generate 3.5x the Google+ visits than
sites without it
© Web Strategy Plus 2013. All rights reserved.
- 7. The Big Players - YouTube
•
•
•
•
•
#2 Search Engine in the World
6 billion hours of videos watched per
month
300,000,000 visits per day
100 million likes, shares, or comments
every week
100 hours of video is uploaded to
YouTube per minute
© Web Strategy Plus 2013. All rights reserved.
- 8. The Big Players - Twitter
• 34% of marketers have generated leads
using Twitter, and 20% have closed deals
using Twitter
• 55% of Twitter users access the platform
via their mobile
• 100 million active Twitter users
• 80% of consumers have better impression
of companies that use Twitter for customer
service
• 56 % use Twitter for business purposes
• The average number of tweets per hour is
around 1.3m
© Web Strategy Plus 2013. All rights reserved.
- 9. The Big Players - LinkedIn
• 161 million members in over 200
countries and territories
• 2 new members per second
• 5.3 billion professionally-oriented
searches on the platform in 2012
• More than 2 million LinkedIn
Company Pages
Average member:
• college educated
• 43 years old
• making $107,000
© Web Strategy Plus 2013. All rights reserved.
- 10. The Big Players - Pinterest
10 Million US Monthly visitors
More than 80% of users are women
29% are between the ages of 39-44
Topics of interest – fashion/style,
interior design, hobbies, and cute
collectibles/animals
80% of pins on Pinterest are repins
Is your target audience on Pinterest?
© Web Strategy Plus 2013. All rights reserved.
- 11. SEO & Social Media
What Search Engines Follow
Twitter: Profile & Tweets
Google Plus; Profile & Comments
LinkedIn: Profile, Links & Events
Facebook: Public Profile, Shares of
your Web Address
Blog: Fresh Content
Pinterest: Images and Videos
© Web Strategy Plus 2013. All rights reserved.
- 12. Do You Have a Social Media Hub?
Blog should be part of your
website
Drive traffic with original
content
Content is critical even more
now with Google+
WordPress is one of the best
blogging platforms
Do you have a Blog? Does it live on your website?
© Web Strategy Plus 2013. All rights reserved.
- 13. Mobile Friendly Site is Critical
Mobile Devices have become
bigger than PC sales
86% of adults own a Mobile
phone
53% use it to access the Internet
57% of users will not recommend
a business with a poorly designed
mobile site
Mobile Internet is becoming the
Internet
Do you have a Mobile Friendly website?
© Web Strategy Plus 2013. All rights reserved.
- 14. Mobile – A Love Story
Consumers have fallen in love with their Smartphones!
Always On
Pocket Computer
Social Networking
Shopping
Navigation
Camera/Video
Texting
And….making phone calls
Do you go back home if you forgot your phone?
© Web Strategy Plus 2013. All rights reserved.
- 15. Is your site “Social Media Friendly”?
Fresh Content, you must be
writing and posting new blogs for
SEO
Social Content, you must be
providing interesting content
others will enjoy and share
Easy to share, do you provide
your visitors easy ways to share,
like, download and/or retweet your
content?
Is your content easily shareable?
© Web Strategy Plus 2013. All rights reserved.
- 16. WordPress Fun Facts
The most popular CMS in use
today
Powering nearly 8.5% of all
websites
10,000+ plugins available
100+ million total plugins
downloaded
13+ million total downloads of
WordPress at a rate of
approx. 2 per second
© Web*Data compiled by Chase Granberry reserved. Labs Search rank Monitoring http://www.authoritylabs.com
Strategy Plus 2013. All rights of Authority
- 17. Who is using WordPress?
Famous Brands Like:
Playstation
MTV
Lexus
eBay
CNN
NASA
Ford
Sony
People
© Web Strategy Plus 2013. All rights reserved.
- 18. Website Search Engine Audit
Google Analytics
Unique Daily Visitors
Length on site
Clicks from where
Entry pages
Exit pages
Alexa.com
Google Analytics
How do you measure your website traffic?
© Web Strategy Plus 2013. All rights reserved.
- 19. What is Your “Call To Action”?
You have 3 seconds
to grab your prospects
attention!
Free Webinar
Free White Paper
Free Download
Free Trial
Free Consultation
What is your strongest offer?
© Web Strategy Plus 2013. All rights reserved.
- 20. How is your Personal Brand?
What happens when you
Google your name?
Do you like what you see?
Your name is your brand,
you need to control this
message
Recruiters and customers
are searching for you – what
are they finding?
© Web Strategy Plus 2013. All rights reserved.
- 21. Get “yourname.com”
What if your competition or
worse an angry custom
bought yourname.com?
You need to control “your
brand”
People remembers names
easier than brands
People are looking for you by
name, make it easy to
connect!
© Web Strategy Plus 2013. All rights reserved.
- 22. Put your best face forward
Make the first impression
they get about you when
searching the best
Fresh content will rank
higher in the search engines
People like to connect with
“people” not logos – be a
person who is transparent,
likeable and human
© Web Strategy Plus 2013. All rights reserved.
- 24. Questions To Ask Yourself
Have you created a website
that lets people ask questions?
Can customers easily connect
with you?
Do you share real life
experiences with them?
Social media has great potential
to create a sense of community
around your business
Joel.is
Have you created a community platform?
© Web Strategy Plus 2013. All rights reserved.
- 25. Where is your Community?
Have you created a LinkedIn
group for your business?
Have you created a Facebook
group?
Does your Facebook business
page create relationships?
Social media has great potential to
create a sense of community
around your business
Have you created a community platform?
© Web Strategy Plus 2013. All rights reserved.
- 26. Community Needs A Leader
A great community needs a
strong leader
Clearly define the purpose
of your community
Individuals want to connect
with other like-minded
members
A good community will
attract customers, influence
and opportunities
Entreprenuer’s Advice Club
Do you think of yourself as a leader?
© Web Strategy Plus 2013. All rights reserved.
- 27. Invite Members to Connect
Select members to join
special groups and send
them a personal invite –
make them feel special
Introduce them to other
community members
A strong community is a
powerful tool of influence
for building your business
& helping others
Online Resource
LinkedIn Invitations
© Web Strategy Plus 2013. All rights reserved.
- 28. Community Building Ideas
Invite them to join and
participate in your special
community events, groups,
programs and broadcasts
Ning Social Network
LinkedIn Group
Facebook Group
Membership Website
Meetup Group
Pinterest Community Board
Fan of the Month Club
© Web Strategy Plus 2013. All rights reserved.
- 29. Cats Rule the Internet
#1 Cats
#2 Bacon
#3 Zombies
Have you seen a funny cat video lately?
© Web Strategy Plus 2013. All rights reserved.
- 30. What is Content Marketing?
It’s the creation and
sharing of content in
order to attract,
acquire and engage
current and potential
customers…
with the objective of
driving profitable
customer action.
What content inspires you?
© Web Strategy Plus 2013. All rights reserved.
- 31. Consumer Behavior has Changed
• 80% of consumers prefer to get company information in a
series of articles versus an ad (think blog)
• 70% say content marketing makes them feel closer to the
company
• 60% say that company content helps them make better
product decisions
Content Marketing is the future
Do you record your TV shows with a DVR?
© Web Strategy Plus 2013. All rights reserved.
- 32. Content is King
“What makes my brand so
interesting that people will
want to talk about it and
share it with their friends?”
Fact: You can’t succeed in
social media if you don’t
have something interesting
to say.
Do you have a Content Marketing Strategy?
© Web Strategy Plus 2013. All rights reserved.
- 33. Are you a Thought Leader?
Be seen as a
“expert” in your
industry
Fact: If you don’t
brand
yourself...Google will
What valuable content do you plan to share?
© Web Strategy Plus 2013. All rights reserved.
- 34. What makes you different?
Define the unique skills you
bring to the table
What makes your approach
different?
What keywords would you
like to define you or the
brand?
Be sure to use the keywords
frequently in your Content
Strategy!
© Web Strategy Plus 2013. All rights reserved.
- 35. What is Your Unique Brand Story?
Do you have a unique story
about how your business
came to be?
When did you go above and
beyond for a client?
What is your best
testimonial?
Success Story: Cullen
Brothers
What is your emotionally engaging story?
© Web Strategy Plus 2013. All rights reserved.
- 37. Define Your Goals
Move people to take action, join
contests
Increase email and blog subscribers
More likes, fans and followers
Improve search engine ranking
Increase blog post comments
Reduce your sites bounce rate
Increase event registration
Turn fans into advocates
Increase website traffic
Increase sales
© Web Strategy Plus 2013. All rights reserved.
- 38. Define Your KPI’s
KPI = Key Performance Indicators: a metric
used to track if you are accomplishing your
business goals
Blog comments
Downloads
Email subscriptions
Likes, Followers and Fans
Reviews
Time spent on key pages
Ratings
Registered Users (new/active)
© Web Strategy Plus 2013. All rights reserved.
- 39. Social Engagement
You want people to share things
You want people be advocates
You want people to visit frequently
You want people to refer friends
You want people to buy products
“Engaged customers and prospects are far
more likely to do some or all of the
above.”
© Web Strategy Plus 2013. All rights reserved.
- 40. Find Your Audience
Decide what social networks to engage
with
Facebook – B2C
LinkedIn – B2B
Pinterest – B2B & B2C
Twitter – B2B & B2C
YouTube – B2B & B2C
Google Plus – B2B
Niche Communities – Google Forums
© Web Strategy Plus 2013. All rights reserved.
- 41. Social Media Posting Strategy
SEO Blogs - 2-4 blogs per month
SEO Press Releases – 1 per month
Facebook – 1 post per day
Twitter – 3-5 Tweets per day
Google Plus - 1 post per day
LinkedIn Personal Profile – 1 post per
day
LinkedIn Groups – 1 post per week
LinkedIn Company Page – 1 per day
Pinterest – 6 pins per day
© Web Strategy Plus 2013. All rights reserved.
- 42. Create an Editorial Calendar
Create a daily posting schedule
Develop a blog content writing
schedule
Create Monthly & Weekly Themes
Plan for Events
Decide what days and at what time
you will post
Plug into excel to track easily
Don’t forget to include Holidays and
post about current events
© Web Strategy Plus 2013. All rights reserved.
- 43. Listen, Communicate & Respond
Respond quickly to comments
Engage by asking questions, and
posing topics for discussion
Customers want to know that
they are helping to shape the
products you provide
They want to know that you’re
thinking about them
Online Resource
SendSocialMedia.com
© Web Strategy Plus 2013. All rights reserved.
- 44. Facebook Optimization
What you will need to get started:
•1 Custom Timeline image
•1 Logo/Profile photo
•3 Custom Tab Designs
•3 Landing Pages from your
website
•Install custom tabs, resource
SocialAppsMatch.com
© Web Strategy Plus 2013. All rights reserved.
- 45. LinkedIn Optimization
• Custom URL
• Keywords in headline and content
• Recommendations (3-5 to start)
• Send Invites, Goal 100 Connections
• Join Groups (No more then 50)
• Create LinkedIn Company Page
• Create Targeted LinkedIn Group
© Web Strategy Plus 2013. All rights reserved.
- 46. Twitter Optimization
What you will need to get started:
Create Twitter Handle
1 Logo/Profile photo
1 Custom Twitter Background
Profile details
URL to website
Start following (@webstrategyplus
& @michelle_hummel)
Start Tweeting
Find Retweets
© Web Strategy Plus 2013. All rights reserved.
- 47. Google Plus Optimization
What you will need to get started:
Gmail Account
1 Logo/Profile photo
1 Custom Background
Create Personal Profile
Create Business Page
Connect all websites to get Google Authorship
Join Communities
Setup Circles
© Web Strategy Plus 2013. All rights reserved.
- 48. YouTube Optimization
What you will need to get started:
Google Plus will connect
1 Logo/Profile photo
1 Custom Background
Setup Playlists
Follow other channels
Animate your PowerPoints
© Web Strategy Plus 2013. All rights reserved.
- 49. Pinterest Optimization
What you will need to get started:
1 Logo/Profile photo
Setup Board
Create Community Boards
Verify your Website for best SEO
results
Boards Ideas: products, blog posts,
videos, team photos etc.
© Web Strategy Plus 2013. All rights reserved.
- 50. Identify Influential Brand Advocates
Connectors - act as human
bridges making connections
and help to inspire business
ideas
Mavens - seen as experts,
help other people make
informed decisions, the "go
to" people
Salespeople - persuasive in
selling, influential to peers
Do any of your customers fit these descriptions?
© Web Strategy Plus 2013. All rights reserved.
- 51. Brand Advocate Facts
83% more likely to share
information about a
product than typical web
users
75% more likely to share a
great product experience
3x’s more likely to share
product opinions with
someone they don’t know
2.5 times more likely to
use social media to
expand their social circle
Could you use a few more Brand Advocates?
© Web Strategy Plus 2013. All rights reserved.
- 52. Why are they important?
These are the people you
want as customers!
They will help you make
connections and give you
referrals
You need to actively
identify, inform, nurture and
reward them
Ultimately you want to
create vocal "brand fans"
who will spread authentic,
positive word-of-mouth
© Web Strategy Plus 2013. All rights reserved.
- 53. Employees Inspire Brand Advocates
Fastest way to create Brand
Advocates is to create
employees that love the
company they work for
Employees naturally share
positive word of mouth and
deliver exceptional customer
experiences
They share every idea they have
to help the company and it's
products/services to thrive!
Are your employees Brand Advocates?
© Web Strategy Plus 2013. All rights reserved.
- 54. Know your Brand Advocates
Get to know their business
Can you send them referrals?
How can you help them?
Don't assume if someone is a
Brand Advocate that they will
stay one
You have to keep earning
their respect and referrals
How can you help your Brand Advocates?
© Web Strategy Plus 2013. All rights reserved.
- 55. Ask for Referrals
Ask them to post a review on
Google Places, Yelp,
TripAdvisor, LinkedIn and any
other sites for your industry
Give them your business
cards so they can share with
people they know
Do you ask your brand advocates for referrals?
© Web Strategy Plus 2013. All rights reserved.
- 56. Bring Your Brand Advocates Together
Create a customer advisory
group
Host events to get your Brand
Advocates together
Invite the media so they can hear
why they love your brand!
Build relations with your Brand
Advocates + build employee
morale + generate customer
testimonials for marketing
How can you get your Brand Advocates together?
© Web Strategy Plus 2013. All rights reserved.
- 57. Brand Advocates Love Promo Items
Brand Advocates love to
promote your company logo
Make it a reward for them
Offer your promo items for sale
on your website
Easily identify your true Brand
Advocates when they buy your
promo items
Thank them for supporting your
brand!
Do you offer promotional items for your brand?
© Web Strategy Plus 2013. All rights reserved.
- 58. Special Customer Contact
Brand Advocates should feel
important and special
You want them to know about
new services, important
changes, events and positive
media first
Send personal email
communications
Do you make your Brand Advocates feel special?
© Web Strategy Plus 2013. All rights reserved.
- 59. Questions and Answers
What questions can I help answer?
Thank you for participating!
Michelle Hummel
Web Strategy Plus
http://www.WebStrategyPlus.com
Phone: 513-399-6870
michelle@webstrategyplus.com
© Web Strategy Plus 2013. All rights reserved.