Setting up Social Media accounts isn't the beginning of your social and digital media marketing it's the middle. Businesses should start with developing a Digital or Social Strategy to outline what goals and objectives they are trying to meet and what technologies and communications channels will get them there. Of course they need a Content Strategy to define their target customer and what to say to them while engaging in social and digital marketing. Get tips on defining your customer, creating a Content Strategy, and creating high performing content.

1. Project Socialize, LLC
2014
© Copyright 2014

2. 2
CEO,
Digital
Media
Strategist,
Consultant,
and
Coach
Cer$fied
Social
Media
Strategist
(CSMS)
by
the
Na$onal
Ins$tute
for
Social
Media
(NISM).
Nikki
Means,
is
CEO
of
Project
Socialize,
LLC
and
instructor
for
the
Ins=tute
for
Social
Media
at
Cincinna=
State.
Project
Socialize
grew
from
Nikki’s
passion
for
Social
Media.
The
interac=on,
the
development
of
community,
the
sharing
of
informa=on,
and
ever-­‐evolving
technologies
fuels
her
passion
daily.
Nikki’s
background
includes
crea=ng
strategy
for
successful
social
media
programs,
while
leveraging
eight
years
of
project
and
process
management
to
ensure
seamless
implementa=on.
Based
on
seven
years
of
immersion
in
social
media
tools
and
online
marke=ng
communica=on
channels,
she
has
found
ways
to
help
companies
achieve
their
business
goals
while
doing
what
she
loves
most
–
Social
Media
Marke=ng.

3. 1. Social and Digital Media Marketing is Strategic!
2. Key Learning#1: Who is Your Customer?
3. Key Learning #2: Content Strategy
4. Key Learning #3: Analyze Post Performance
5. Q&A
3

4. 4
How
did
your
business
Decide
that
social
or
digital
marke9ng
was
the
right
decision?
‪Photo Credit: www.middlemarketcenter.org

5. HAVE
YOU
ASKED
AND
ANSWERED
…
1. What
Business
Goals
and
Objec9ves
will
social
and
digital
media
help
us
achieve?
2. Who
are
the
Customers
we
are
trying
to
connect
with
and
what
are
they
talking
about?
3. What
Content
will
we
share
with
our
Customers?
4. What
will
make
our
Customers
come
back
for
more?
5. What
Metrics
will
we
track
to
analyze
performance?
6. What
is
our
Budget
for
social
media
marke=ng?
5
AKA Digital
Marketing
Strategy

6. 6
WHO IS YOUR CUSTOMER?

7. 7
THE SOCIAL MEDIA AUDIENCE
If you want to use social media to reach your customers,
you need to know where to find them online. Social media
isn’t one thing: it’s a sprawling empire made up of many
different neighborhoods, each of which attracts its own
subset of your customers.

8. 8
THE SOCIAL MEDIA AUDIENCE: AGE AND GENDER
Photo Credit: VisionCritical

9. 9
SOCIAL NETWORK USAGE
75% OF SOCIAL MEDIA USERS 18-34 LOG INTO FACEBOOK
SEVERAL TIMES A DAY.

10. 10
Photo Credit: VisionCritical

11. 11
TOP ACTIVITIES BY
NETWORK
Social Media Users
engage with different
topics on different
social networks. People
turn to Facebook for
humor, human interest
stories, arts and
entertainment.
Photo Credit: VisionCritical

12. 12
TOP ACTIVITIES BY
NETWORK
People turn to
Pinterest People turn
to Pinterest for DIY,
crafts, food and drink,
and fashion and
beauty.
Photo Credit: VisionCritical

13. 13
TOP ACTIVITIES BY
NETWORK
People turn to Twitter
for news, arts and
entertainment.
Photo Credit: VisionCritical

14. 14
• Iden=fy
your
customer
demographics:
• Age
• Gender
• Ethnicity
• Geographic
loca=on
• Discover
what
your
customer
do
while
online
• Shop
• Play
games
• Research
• Find
deals
• Tap
into
the
conversa=ons
your
customers
have
while
online
• Don’t
assume
your
customers
use
Facebook,
TwiZer,
LinkedIn,
etc.
…
ask
them.

15. 15
WHAT IS
YOUR
BIGGEST
CHALLENGE
WHEN
EXECUTING A
SOCIAL OR
DIGITAL
MEDIA
STRATEGY?
Photo Credit: www.KimBeach.com

16. 16
Every
business
needs
a
Content
Strategy!
HUH?
A
content
strategy
plans
for
the
crea=on,
delivery
and
governance
of
useful,
usable
content.
Most
business
challenges
are
addressed
by
the
Content
Strategy.
55%
The
%
of
consumers
following
companies
on
social
networks
to
receive
general
informa9on

17. 17
What
should
a
Content
Strategy
Include?
• Business
Case
i.e.
What
are
you
trying
to
achieve?
• Define
Your
Audience
and
Create
Personas
–
Who
are
you
customers?
• Create
Your
Story
and
Core
Messages
–
Who
are
you?
• Iden9fy
Communica9ons
Channels
–
Social
Media?
Blog?
• Define
the
Execu9on
Process
–
Who
is
your
team?
When
will
they
post?
• Measure
and
Analyze
–
Iden=fy
KPIs.

18. 18
Enter
Social
and
Digital
Media
Marke=ng
on
a
solid
founda=on.
Star9ng
with
a
Strategy
that:
• Defines
the
people
you
are
trying
to
reach;
• Includes
a
message
that
is
appropriate
for
your
demographic;
• Iden=fies
the
Social
Media
pla_orms
where
your
audience
spends
=me;
• Has
a
process
for
crea=ng
and
cura=ng
content
in
a
24/7/365
digital
world;
• Outlines
a
schedule
for
regular
pos=ng;
• Incorporates
the
technology
needed
to
succeed.

19. 19
WHAT IS HIGH PERFORMING CONTENT?
Photo Credit: ‪www5.mercedes-benz.com

20. 20
1. Content that is SHAREABLE;
2. Content that is LIKEABLE;
3. Content that fans INTERACT and ENGAGEMENT with;
4. Content that REACHES the intended audience.
DOES THIS DESCRIBE YOUR CONTENT?

21. 21
WHAT IS SHAREABILITY?
It’s what the post does to people – when they see it, do
they want to share it?
• GIVE: Offers, discounts, deals or contests that
everyone can benefit from;
• ADVISE: Tips, especially about problems that everyone
encounters;
• WARN: Warnings about dangers that could affect
anyone

22. 22
• AMUSE: Funny pictures & quotes, as long as they’re not
offensive
• INSPIRE: Inspirational quotes
• AMAZE: Amazing pictures or facts
• UNITE: A post that acts as a flag to carry and a way to
brag to others about your membership in a group.

23. 23
WHAT IS LIKEABLE?
• The topic, point of view, or picture in the post trumps
all user behavior and determines if someone likes vs
shares.
• The CTA (call to action) in the post asks for a LIKE.
• Posts don’t have multiple CTAs. Readers will typically
pick one action or another.
• A post that connects with the reader, but not enough
for them to share on their personal profile.

24. 24
WHAT
IS
REACH?
• Organic reach: the number of people who saw your
Page post in news feed, ticker or on your Page’s
timeline
• Viral reach: the number of people who saw your Page
post in a story from a friend
• Paid reach: the number of people who saw your Page
post in an ad or sponsored story

25. 25
How
do
you
expand
the
reach
of
your
Content?
• Create
ENGAGING
Content.
Plan
for
crea=vity.
• Analyze
Performance
and
Make
Necessary
Changes.
Measure.
Analyze.
Make
Changes.
Repeat.
• Promote
Posts:
Promote
important
posts
to
help
people
no=ce
them.

26. 26
Is
your
content
Likeable
and
Shareable?
If
not
…
• Make
sure
your
posts
are
relevant
to
your
audience
and
business
• Be
succinct,
friendly
and
conversa=onal
• Share
photos
and
videos
because
they
tend
to
be
more
engaging
• Ask
ques=ons
or
seek
input
• Give
access
to
exclusive
informa=on
and
specials
• Be
=mely
by
pos=ng
about
current
events,
holidays
or
news
• Track,
analyze
and
apply
metrics
to
content
• Rinse
and
Repeat!

27. 27

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Nikki J. Means, CEO, Project Socialize
Phone: 513-779-2444
Email: info@ProjectSocialize.com
Website: http://ProjectSocialize.com
Twitter: @ProjectSocializ
Facebook: ProjectSocialize