1. Starting or Enhancing Your
Social Media Strategy
By Angela Keyser
AK Communications
angela@angelakeyser.com
Phone: 715-212-2910
Twitter: @Angela_Keyser

2. Before We Begin…
“To succeed, we first must
believe we can.”
-Michael Korda

3. Todays’ Goal
From this

4. Todays’ Goal
To this

5. Overview
1. Why social media is important
2. How to get started
3. Overview of top five social media networks
4. Tools and tips for managing social media
5. Measuring what matters
6. Top tips for blogging, videos, contests
7. Resources

6. A Little Bit About Me
Where it all began…

7. A Little About Me
B.S. Animal Science & International
Agribusiness
Spent the last 10 years working in food
& agriculture marketing & public
relations

8. A Little About Me
Military Spouse
New Mom
Difficult to grow
career given
transient nature of
the military
Started AK
Communications in
fall 2011

9.  Coaching, Consulting
+ Freelancing
 Marketing Strategy
 Advertising
 Public Relations
 Events/Tradeshows
 Websites
 Branding
 Social Media
 Copy + Content Writing
 Sales Tools
We Grow Food and Family Fun

10. Why Social Media?

11. Why Social Media?
What are the top 3
most visited
websites?
A. Amazon, Yahoo!, Facebook
B. Wikipedia, Google, YouTube
C. Google, Facebook, YouTube

12. Why Social Media?
What is the most
popular online
activity?
A. Google-ing
B. Social Networking
C. News Reading

13. Why Social Media?
What website
drives more
referrals than
Google+, LinkedIn
& YouTube?

14. Why Social Media?
What is the fastest
growing
demographic on
Facebook?

15. Why Social Media?

16. Why Social Media?
Social networks
and blogs reach
what percentage of
the active U.S.
internet users?
A. 33%
B. 55%
C. 80%

17. Why Social Media?
Last year, the followers on this network
claimed it had 24% influence on
purchase behavior.
This year, the followers of that same
network claim it has a 47% influence on
purchases.

18. Why Social Media?
Other Important Statistics
The ‘check-in’ trend never existed
22% of Americans check social sites
several times/day
B2C companies who blog regularly see
an 88% increase in median monthly
leads (B2B see 67% increase)

19. Why Social Media?
Other Important Statistics
Half of all local searches are performed
on a mobile device
49% of smartphone users use their
device for social networking
Mobile & video are the fastest growing
areas in marketing
 Social media helps your SEO

20. Why Social Media?
In one minute online there are:
100 new accounts created on LinkedIn
100,000 tweets sent on Twitter
277,000 log ins on Facebook
2.8 million videos viewed on YouTube

21. How to Get Started

22. How to Get Started
“Begin with the end in
mind” Habit #2 of The 7 Habits of Highly
Effective People

23. How to Get Started
Going Back to Business Basics
 Do you have an existing marketing
plan? If so, revisit it. If not, develop one.
What is your brand image?
 Fun,
sophisticated, adventurous, creative,
wholesome, family-focused?

24. How to Get Started
Market Research
 Who are your target customers?
 Ages?
 Lifestyles?
 Where do they spend their free time?
 What needs/wants do they have?
 Where do they go for information?
 What challenges do they have that
you could help out with?

25. How to Get Started
Market Research
 Who are your competitors?
 What are their strengths?
 What are their weaknesses?
 What’syour competitive
advantage?
 What are your strengths?
 What are your weaknesses?
 How are you different/better?

26. How to Get Started
Product
 What are you selling?
 What adjectives can you use to describe your
product?
 What are the tangible things you sell?
 What are the intangible things you sell?
 What are the benefits of your product?
 How does your product make your customer’s life
better/easier?

27. How to Get Started
What are your company’s core values & key
messages?

28. How to Get Started
What is your annual marketing activity calendar?
 Review social media Gantt chart

29. The Top 5 Social Networks

30. The Top 5 Social Networks
 Twitter
 Facebook
 YouTube
 Google+
 Pinterest

31. Top 5 Social Networks
Over 1 billion monthly users globally
47% male, 53% female
Traffic is highest mid-week btwn 1-3pm
Engagement is 18% higher on Thurs & Fri
Brand engagement in 2011 increased by
176%

32. Top 5 Social Networks
77% of B2C companies acquired customers
from FB (43% of B2B)
9:1 ratio of views to shares
Auto-posting to FB decreases likes and
comments by 70%
95% of all wall posts are not answered by
brands

33. Top 5 Social Networks
Is it right for you?
 Most likely should be #1 SM priority if
you’re a B2C business
Are you willing to commit to posting daily
Do you have the capability to answer all wall
posts?
Can you identify at least 1 other person that
can help?

34. Top 5 Social Networks
How to get started
 Watch & Listen
 Identify 3-5 pages you admire/are similar to your
business and study them
 Notice what comments get the most engagement and
which ones don’t
 Pay attention to how the brand words things

35. Top 5 Social Networks
How to get started
Start Your Page
 Fill in as much company information as possible
 Post several pictures/videos
 Make several posts before you make your page public

36. Top 5 Social Networks
How to get started
Launching & Engaging
 After making your FB page public, let everyone know
 Share in your eNewsletter, advertising, website, brochures, etc.
 Don’t focus on number of followers, focus on engagement
 Use your platform for a variety of things:
 Promoting your services/products (sales, promotions)
 Product education
 Market research
 Product development

37. Top 5 Social Networks
How to get started
Fine-Tuning & Exploring
 Multiple postings per day
 Posting at different times of day
 Focus on call-to-actions
 Less is more (photos, short videos & short posts)
 Partner up with other like-minded pages
 Using apps
 Develop contests

38. Facebook Contest Tips

39. Facebook Contest Tips
Contest Tips
Know the rules
What is your goal/why are you doing this?
What type of contest are you having?
 Sweepstakes, essay, photo, video
What’s the prize?
 Needs to be enticing
 Ideally promotes your brand, product, service

40. Facebook Contest Tips
Contest Tips
Keep it simple
Promote it everywhere
Use it to gather information/insight
Resources
 ShortStack.com for 3rd party Facebook apps
 HubSpot.com’s – How to Master Facebook Marketing in 10
days
 SocialMediaExaminer.com’s – 9 Tips for Running Successful
Facebook Contests

41. Top 5 Social Networks
Measure
Track Monthly Likes
Pay attention to which posts get most
engagement
Ask for feedback from followers
Reward most engaged followers

42. Top 5 Social Networks
500 years of YouTube video are watched on
Facebook every day
4 billion YouTube videos are viewed per day
800 million unique visitors a month
700 YouTube videos are shared on Twitter
each minute
Traffic from mobile devices tripled in 2011

43. Top 5 Social Networks
YouTube was bought by Google so you can
access YouTube through your Google
account

44. Top 5 Social Networks
To create a channel
 Log into Google
 Click on YouTube along top of window
 Sign In on YouTube
 Go to upper right hand corner where your picture or a
blue picture icon is and click on the drop down menu
 Click on ‘Advanced’ underneath your name and email
 Under Channel Settings, click on ‘Rename Channel’

45. Top 5 Social Networks
How to get started
Watch and learn
What is your purpose, goal, expected
customer action?
Does the content fit/support/complement
your brand image, marketing plan activities &
goals?
Who will be your spokesperson/actor?

46. Top 5 Social Networks
How to get started
Do you have a suitable set?
 No background distractions
 Pleasing to the eye and complementing the actor
 Ideally showcasing your product, service, brand in an
indirect way
Would an animated slide show better
communicate your information?

47. Top 5 Social Networks
How to get started
Do you have all the tools?
 Camera
 SD Card
 Tripod
 Lights
 Microphone
 Video editing software

48. Top 5 Social Networks
How to get started
Is you ‘actor’ comfortable speaking in front
of the camera?
What are your talking points?
Do you need a script?
Do you have the appropriate props to best
tell the story?

49. Top 5 Social Networks
How to get started
Keep it short: less than 3 minutes
Focus on product education vs self-
produced advertisement
Keep it entertaining
 Action shots but not too much action
 Use simple sets, images, demonstrations
 Show that you’re human!
 Give the viewer something to do (Call-to-Action)

50. Top 5 Social Networks
What’s trending on Twitter today often
becomes tomorrow’s news
It’s becoming search-engine-like
Over 60% are women
Great place to network with
 Media
 Follow magazines/news/influencers
 People you would otherwise never meet

51. Top 5 Social Networks

52. Top 5 Social Networks
How to get started
Your handle (@Angela_Keyser) should be
consistent with your brand name
Use key words and your website in your profile
description
Make sure your profile image reflects your logo or
brand image
DON’T tweet on someone’s behalf unless you
publicly notify your followers

53. Top 5 Social Networks
How to get started
Watch, listen and learn
Start following like-minded people & organizations
Use key words, phrases used in other marketing
communications
Using a hashtag (#) directly before a word
(#twitter) gives your tweet stronger searchability
Focus on direct messaging and mentioning people
vs. always blasting out information

54. Top 5 Social Networks
How to get started
One of the best networks for news sharing
Make sure you site your sources
The information can be overwhelming so learn to
use lists or social aggregators
Limit your time
Make sure you determine your goal every time you
hop on the network

55. Top 5 Social Networks
Third most popular social network in regards to
traffic
10.4 million users
Spend 97.8 minutes per visit
80% female
Primarily crafts, gifts, hobbies, interior design,
fashion, recipes

56. Top 5 Social Networks
Best time to pin in the day: 2-4pm EST
Best time to pin in the evening: 8pm-1am EST
Remember the focus is on images
How to Get Started
Go to Pinterest.com and request permission to
sign-up
Once you are granted permission, start following
people or companies to learn the ropes

57. Top 5 Social Networks
170 million users
Users spend 3.3 minutes each time they visit
Primary users are college students and software
developers
Primarily male
Think of Facebook on steroids that hasn’t caught
on yet.

58. Top 5 Social Networks
How to get started
You need a Google account
Sign up for Google+ on the top left hand corner of
the Google account home screen
Begin searching for people and adding them to
self-determined circles
Great for organizing your friends and pages into
more manageable groups
Can really help your SEO b/c backed by Google

59. Don’t Forget…
Blogging
Companies that blog have 55%
more web visitors than those that
don’t
One of the most valuable social
media activities yet the most
often under utilized b/c of time
investment
60% of blogs are updated twice
a week

60. Blogging Tips
Determine the blog leader and 1-2 people to
support
Develop a list of blog topics that compliment your
marketing plan and expertise
Set aside a chunk of time weekly or bi-weekly to
write several blog posts
Post on a regular basis
Focus on call-to-actions and engagement
If possible, integrate your blog with your website
Promote the content on all social media networks

61. Blogging Tips
Vary the content: slide shows, videos, guest posts,
interviews, reviews, commentary
Keep it short
Pay attention to what drives engagement and what
doesn’t
Choose headlines wisely (look to newspaper,
magazine and other blog headlines for guidance)
Remember to tag your posts
Use Blogger (Google) or Wordpress.com for
blogging

62. Don’t Forget…
LinkedIn
More than 135 million users
B2B companies experience a 61% success rate with
customer acquisitions from LinkedIn
75 out of the Fortune 100 companies use LinkedIn
to hire
Groups are hit and miss but overall networking is
extremely effective

63. Managing Social Media
Social Media Aggregators
Help you manage everything
in one place
Allow you to gather and
track more specific data
 TweetDeck.com
 HooteSuite.com
 VerticleResponse.com

64. Measuring What Matters
Measure based on goals
Establish benchmarks
Be patient – it’s a social science
Focus on quality vs. quantity
 Engagement vs number of followers
 Your target audience activity vs random visitor activity
As soon as possible, try to track conversion rates
 Click-through rates
 Clicks that result in purchases

65. Sources & Resources
MediaBistro.com
SocialMediaExaminer.co
m
Mashable.com
HubSpot.com
LinkedIn.com

66. Conclusion
Social media is completely doable given the right
plan, focus and daily dedication
Don’t go it alone, find a partner
Keep up with the changes – find a social media
resource you like and try to read their information
regularly. Or, meet with someone that does and get
the download on a regular basis.
Remember, it’s a marathon, not a sprint. Slow and
steady wins the race

67. Questions?
By Angela Keyser
AK Communications
angela@angelakeyser.com
Phone: 715-212-2910
Twitter: @Angela_Keyser