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Grow Your Business With Social
Media Marketing
KiKi L’Italien
Amplified Growth
Disclosures
• Financial:
– Financial compensation received from ASHA for
this presentation
• Nonfinancial:
– n/a
Learning Outcomes
• identify key social media channels and how
they are being used today
• assess your organization's onli...
State of Social Media in 2016
Trends
• Video has become essential
• Live video is hot
• Facebook has importance, but has changed
significantly for busin...
Changes to Social Media Channels
• Facebook
• Twitter
• Instagram
• Snapchat
• YouTube
• LinkedIn
The Social Media Marketing Trifecta
SEO, Content Strategy, and Social Media
Optimization
Search Engine Optimization
• Why you should care about SEO
• How SEO is connected to social
• What you need to know
Content Strategy
• SWOT Analysis
• Persona & Audience Research
• Goals & Objectives
• Content Inventory
• Measurement
Social Media Optimization
1. Reputation
2. Engagement
3. Authority
4. Leadership
5. Social
6. Media
7. Optimization
Activity: Asking Better Questions
Work on building your curiosity to ask better
questions about your social media efforts....
Assessing Your Organization’s Online
Presence
Key Performance Indicators
• Engagement and brand awareness
– Likes, shares, followers, retweets
• Conversions
– Clicks, t...
Top Posts for Republishing
Top 10 tweets from last month
…Facebook
...LinkedIn
Identify Best Content for Repurposing
Consider blog posts, videos, webinars, white
papers, templates, infographics and mor...
Evaluate Social Media Profiles
• Insights
• Audience
• Engagement
• Plan
Creating Your Social Media Game Plan &
Updating Goals
POST Methodology and Lean Startup
Methodology can help you create an...
POST Methodology
People
Whom are your trying to reach?
Objectives
What are you trying to achieve?
Strategy
How might you reach your audience to
achieve your objective? Channels? Message?
Tools/Tech
What tools need to be in place to make this
happen?
Lean Startup Methodology
Lean Startup Methodology Pillars
1. Entrepreneurs are everywhere
2. Entrepreneurship is management
3. Validated learning
4...
Lean Startup Methodology Pillars
1. Entrepreneurs are everywhere
2. Entrepreneurship is management
3. Validated learning
4...
Lean Startup for Us
1. Learning can be validated scientifically, by
running experiments that allow us to test
each element...
Activity: Your Commitment
Identify your #1 most important next step to make
based on today’s learning. Share it with your
...
What Have We Learned?
Takeaway #1 – Changes in Social Media
• Content
• Channel features
• Algorithms
Takeaway #2 – Social Media Doesn’t Work
in a Vacuum
Use the Social Media Marketing Trifecta
• SEO
• Content Strategy
• Soc...
Takeaway #3 – You Must Assess Your
Social Media Initiatives
• KPI reviews
• Tops posts for republishing
• Best content for...
Takeaway #4 – How to Update Your Plan
• Using POST Methodology
• Lean Startup Methodology
Questions
Thank you!
kiki@amplifiedgrowth.net
@kikilitalien
Resources
• http://www.socialmediaexaminer.com/social-
media-marketing-industry-report-2016/
• http://theleanstartup.com/p...
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Grow Your Business with Social Media Marketing

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KiKi L'Italien is the founder and CEO of Amplified Growth, a DC-based digital media consultancy specializing in SEO, inbound marketing, and social media for associations and nonprofits. She also serves as CMO for startup app developer Cannonball Projects.

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Grow Your Business with Social Media Marketing

  1. 1. Grow Your Business With Social Media Marketing KiKi L’Italien Amplified Growth
  2. 2. Disclosures • Financial: – Financial compensation received from ASHA for this presentation • Nonfinancial: – n/a
  3. 3. Learning Outcomes • identify key social media channels and how they are being used today • assess your organization's online marketing presence and how to improve it • create social media marketing goals and a game plan for achieving them
  4. 4. State of Social Media in 2016
  5. 5. Trends • Video has become essential • Live video is hot • Facebook has importance, but has changed significantly for business use • Facebook ads dominate • Tactics and engagement are top concerns for marketers
  6. 6. Changes to Social Media Channels • Facebook • Twitter • Instagram • Snapchat • YouTube • LinkedIn
  7. 7. The Social Media Marketing Trifecta SEO, Content Strategy, and Social Media Optimization
  8. 8. Search Engine Optimization • Why you should care about SEO • How SEO is connected to social • What you need to know
  9. 9. Content Strategy • SWOT Analysis • Persona & Audience Research • Goals & Objectives • Content Inventory • Measurement
  10. 10. Social Media Optimization 1. Reputation 2. Engagement 3. Authority 4. Leadership 5. Social 6. Media 7. Optimization
  11. 11. Activity: Asking Better Questions Work on building your curiosity to ask better questions about your social media efforts. What do you need to learn more about? Where do you need more data about your clients? Identify 3 great questions.
  12. 12. Assessing Your Organization’s Online Presence
  13. 13. Key Performance Indicators • Engagement and brand awareness – Likes, shares, followers, retweets • Conversions – Clicks, traffic sources, lead development
  14. 14. Top Posts for Republishing Top 10 tweets from last month …Facebook ...LinkedIn
  15. 15. Identify Best Content for Repurposing Consider blog posts, videos, webinars, white papers, templates, infographics and more.
  16. 16. Evaluate Social Media Profiles • Insights • Audience • Engagement • Plan
  17. 17. Creating Your Social Media Game Plan & Updating Goals POST Methodology and Lean Startup Methodology can help you create and update your social media initiatives.
  18. 18. POST Methodology
  19. 19. People Whom are your trying to reach?
  20. 20. Objectives What are you trying to achieve?
  21. 21. Strategy How might you reach your audience to achieve your objective? Channels? Message?
  22. 22. Tools/Tech What tools need to be in place to make this happen?
  23. 23. Lean Startup Methodology
  24. 24. Lean Startup Methodology Pillars 1. Entrepreneurs are everywhere 2. Entrepreneurship is management 3. Validated learning 4. Innovation accounting 5. Build-Measure-Learn
  25. 25. Lean Startup Methodology Pillars 1. Entrepreneurs are everywhere 2. Entrepreneurship is management 3. Validated learning 4. Innovation accounting 5. Build-Measure-Learn
  26. 26. Lean Startup for Us 1. Learning can be validated scientifically, by running experiments that allow us to test each element of our vision. 2. Need to know how to measure progress, how to setup milestones, how to prioritize work. 3. Fundamentals are to turn ideas into products, measure how customers respond, and then learn whether to pivot or persevere.
  27. 27. Activity: Your Commitment Identify your #1 most important next step to make based on today’s learning. Share it with your neighbor. Post it on social media. Commit to making the next right step.
  28. 28. What Have We Learned?
  29. 29. Takeaway #1 – Changes in Social Media • Content • Channel features • Algorithms
  30. 30. Takeaway #2 – Social Media Doesn’t Work in a Vacuum Use the Social Media Marketing Trifecta • SEO • Content Strategy • Social Media Optimization
  31. 31. Takeaway #3 – You Must Assess Your Social Media Initiatives • KPI reviews • Tops posts for republishing • Best content for repurposing • Evaluate profiles for effectiveness
  32. 32. Takeaway #4 – How to Update Your Plan • Using POST Methodology • Lean Startup Methodology
  33. 33. Questions
  34. 34. Thank you! kiki@amplifiedgrowth.net @kikilitalien
  35. 35. Resources • http://www.socialmediaexaminer.com/social- media-marketing-industry-report-2016/ • http://theleanstartup.com/principles • https://lseo.com/5-essentials-creating- content-strategy/ • http://www.socialmediaexaminer.com/how- to-assess-and-improve-your-social-media- marketing-a-monthly-plan/

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