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Using Social Media to Build Your Brand

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Using Social Media to Build Your Brand

  1. 1. Social Media 101 Brittany Potter #goNPO
  2. 2. Good Morning!
  3. 3. Agenda: Please ask QUESTIONS as we go! #goNPO @FathomOnline Introduction – How Social benefits your organization: Search +Social Best Practices by Channel – The Big 5 – Facebook – Twitter – LinkedIn – Google+ – Pinterest Takeaway Tactics
  4. 4. Search & Social: SEO Ranking Factors • Social signals are likely to become ranking factors, if they aren’t already • Social helps scale quality link building, which supports SEO rankings • Social is integral in content-based online marketing • Authorship tied to social is an authority signal • Comments on blog posts trigger the freshness update and helps posts rank higher Source: http://www.seomoz.org/article/search-ranking-factors
  5. 5. How Social Media Works with the Buying Cycle • Attention (Attract) Acquire the attention of prospects • Interest (Engage) Generate interest in your products & services • Desire (Engage) Drive demand for your products & services • Action (Capture) Trigger action from prospects Talk Attention Interest Desire Action (buy) Use Opinion Zone of Influence
  6. 6. Social Posts • Keep in mind themes and upcoming events/holidays • Consider your goals when choosing what to post – Traffic to their site? – Conversions? – Content promotion? – Engagement (fanbase building)? Content Type Links to Client Site Links to Other No Links/ Engagement Engagement- Focused 20 % Your Site 20% Links to Other Valuable Content 60%
  7. 7. What should I link to? Links to Your Site (20%) • Valuable pages that answer questions • New pages • Charts/Graphs • Guide/Whitepaper • Blog posts • Cross-link to other social profiles • YouTube videos • Press releases • Awards • Differentiators • Testimonials Links to Off-Site Content (60%)  Industry News  Thought Leader blog posts  Facts of the Day  Checklists  Guides/Whitepapers  Mentions of client product/service  Reviews, Awards, Partnerships  Business Partner news Engagement-Focused (20%)  Ask questions  Polls  Share quotes  Funny pictures/Relevant memes  Contests  Don’t be afraid to go off-topic if it’s something your audience cares about!
  8. 8. Finding Social Content • Set up Google Alerts to come straight to your email for branded results as well as industry news for your organization • Consider Visual Content – Use images that reflect your mission – BrainyQuote.com – Create your own memes – Edit existing photos (add filters or text etc..) • Picmonkey • Befunky • Search Reddit or Pinterest for trending content • Check local or national news sites • Follow industry influencers on Twitter • Monitor questions on Yahoo Answers or Quora
  9. 9. Facebook Best Practices • You’ll need to be an admin • Post a high-res image with most posts – Include the link in the image description – this is also where you write your post – Use a link shortener like bitly.com – Pay attention to how the image looks on your timeline – reposition if needed • When posting a link you can edit the Title and Description – just click that area to edit before you post – You can include keywords here – Design your text to tease so people will click through
  10. 10. Twitter Best Practices • You’ll need the login for this account • The majority of time on Twitter should be spent engaging, not posting links • Find and follow influencers – Add them to private lists to help you better monitor – Use tools to help like Followerwonk or Twitonomy • Share and Retweet as much as possible • Use trending #hashtags when appropriate • Be prepared to live-tweet when appropriate • Use a link shortener like bitly or shorten link via HootSuite (ow.ly)
  11. 11. LinkedIn Best Practices • You must be added as an admin on the company page • In most cases you will just be posting to the Company news feed • You can, now, post images along with your posts to this channel • Expert development via LinkedIn Groups
  12. 12. Google+ Best Practices • You’ll need the login and password or you’ll need to be a manager • You can create image-based posts just like on Facebook or you can just post links • Comment, +1 and share other industry influencers’ posts (it will be more noticeable on this channel) • You may be able to find journalists or bloggers in your industry to interact with • Many times you can duplicate your Facebook posting strategy here
  13. 13. Pinterest Best Practices • Create some boards that target personas • Optimize board descriptions and pins whenever possible, but make it look natural • Look for influencers to follow or popular boards to follow • Repin other popular pins – Use Repinly to look for what’s trending – Or search for key terms • Comment on other pins • Schedule your posts with Pingraphy – Mornings and evenings are good times to post – Saturday morning and Sunday night are also good • Double check the links/sources of images you are repinning to make sure they are quality • Verify it!
  14. 14. NPO in Action - UNICEF Likes and Follows Don’t Mean A Thing Without Action: Spreading awareness by poking fun at social media campaigns.
  15. 15. Content Tactics 1. Host a webinar or a series of informational videos 2. Design an infographic: go the extra mile and collect your own data 3. Write a white paper 4. Inspire user-generated content & let others create the content for you!
  16. 16. Content Tactics 5. Start blogging • Establish yourself and your company as experts • Create a place on your site for more engaging content • Build the authority of your website • Capitalize on long-tail search terms
  17. 17. Social Tactics 5. Use images whenever possible to grab your audience and build engagement 4. Use social media to build relationships with industry influencers 3. Host a contest – this is a great tactic for Facebook and Pinterest 2. Offer coupons or special offers to your social audiences – they’ll appreciate it and often times they’ll share your offer, which means more visibility for your company
  18. 18. Social Tactics 1. Capitalize on current events and trends • Holidays & Events – Memorial Day – Super Bowl – Etc… • Trending or breaking news • Memes • Plan content themes – Example: May – Stroke Awareness • Create an Editorial Calendar • Be creative!

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