Building a Social Media
Strategy for 2014
Carol O’Kelly
Redstorm
What is Social Media?
NOT
The Use of a Single Service Media Channel
which is Socially Enabled
Content Marketing for SM
• What is Content?
• How do I get my Content in front
of the right people?
• How can I re-purpose my Content?
• Content Editorial Calendar
Core SM Marketing Principles
• Not a One Way Conversation
• Create Content - Engage & Build Tribes
• Build Long Lasting SM Marketing Foundations
• Publish to multiple platforms - core content residing on
your web/blog
• Create compelling “Multi-Media” Content Youtube, Slideshare, Podcasts, Facebook, Google+,
Pinterest, Instagram, blogs
• Sharing Buttons
Why Use Social Media Marketing?
• Immediacy of Brand Message
• Dynamic Content
• Networking on Steroids
• Makes Self Publishing Easy & Intuitive
• Enlists the Power of “World of Mouth”
• Facilitates Trust
• Free Platforms
“We don’t have a choice
on whether we DO Social Media,
the question is how WELL we do it”
Erik Qualman
Socialnomics
4 Step Social Media Program
• Create overall business goals, target audiences,
specific message for each audience
• Create SMM strategy that supports your audience and
marketing goals
• Implement tactics on multiple social media channels
that set out to deliver these goals
• Measure your efforts
Platform Choices:
Who Are YOU Talking To?
• Are you B2B or B2C
• Main Audience Segment 1,2,3
• Main Message for “Audience 1” January 2014
YouTube
• Engage with Video
• 30 secs
• People Do Business with People
• Youtube Capture
• Youtube.com/Editor
• Keywords – Get them in there!
Pinterest
• Separate Pinterest Personal and Business Accounts
• Use Tools to Help
Piqora: For a more complete dashboard incl analytics & pin scheduling
Pinstamatic: If you want your boards to be more fun and exciting
Pinpuff: If you want to calculate your influence
Repinly: Keep up to date with the most popular pins and boards
• Make your website “Pinnable”
• Check Pinterest Analytics regularly
Why Twitter?
• Develop and promote your brand
• Interact with your customer base
• Track what people are saying about company & brand
• Create buzz around upcoming events
• Promote dynamic content you’ve created, including
webinars, blog posts or podcasts
• Develop direct relationships with bloggers and
journalists for potential PR placement
Twitter Tips “Micro Blogging”
• Twitter Handle:
@carolokelly
@elegantcakes
@aileenomearamedia
• Background Image – Personalise & Photograph
• Follow, Get Followed, Say Thanks
• Dynamic Content & Engage – Media Multiplies Uptake
• Drive Inbound Links to your site
• # Hashtag through the tweet vs at the end
• RT Retweet
Goals for Facebook
• Get found by people who are searching for your
products or services
• Connect and engage with current and potential
followers and customers
• Create a community around your business
• Promote the content you create including webinars,
ebooks, blog articles, press releases, videos and
photos.
• Generate leads and customers for your business!
FB Things to Consider
• Profile vs Business Page
• Short posts with images/video – 63% greater uptake!
• FB Landing Page
• Fan Only Content
• Advertising - suggested posts, sponsored posts
• Contests – through Contest app (specific guidelines)
Facebook Apps
1. Keep Customers in the Know - Sign up app
Newsletter signup, publish status updates to tease newsletter
content, direct your fans to the app where they can sign up to
receive the full newsletter
2. Reach Customer Support
Take these conversations off your public timeline
3. Make Appointments and Reservations
4. Promote Special Events and Occasions
What’s new app, seasonal apps
5. Reward Fans
Access to special deals with a “Facebook exclusive” app.
FB Best Practice
• Be interactive, fun and helpful
• Give people on Facebook a sneak peek at new
releases
• Post interesting industry news
• Focus on engagement
• Don’t oversell
• Measure
LinkedIn Tour
People do Business
with People!
Personal Profile
• Photo
• Headline
• Position – now + 2 past
• Education
• Customised Websites
• Twitter Profile
• Vanity URL
• Make it Public
Headlines
Personalise It
Specialities
Personal Summary Section
• Who You Are
• Who You Serve
• How You Help Your Clients
• Lots of Key Words
• Stay Away from Industry Jargon
• Add Sections
• Make it Public
• Specialities Section – USE IT!
Brand Yourself
• Advertise your SM Profiles on Your Email Signature
• Use SM Plug-ins on Your Website
• Utilise “Update” Functionality
• Share Your Twitter Feed – Hootsuite.com
• Create or Join a LinkedIn Group
• Work Your (Targeted) LinkedIn Company Page
Company Pages
• Companies Page - Add a Company
• Welcome Message & Description, Industry, Location
• Post Company Status Updates – Target
• Products/Services – Keyword/Value Rich - Target
• Liquid Content – Video, Podcasts, Slideshare
• Delete a Page/ Change the Name – LinkedIn Internal
Build Your Network
• Search Your Email, Colleagues, Classmates
• Browse Networks of Your 1st Degree Network –
Connect with Personalised Message
• Use “Advanced Search”
• Join Groups That Your Target Market Joins
• Follow Your Network’s Updates & Contacts’ Interactions
Craft Your LinkedIn Strategy
• Touch up your profile at least monthly
• Join 25 Groups
• Get weekly digests for 5-10 Groups
• Spend 1 hr/wk involved in discussions of interest
• Send personalised connection invitations to people
you meet in discussions
• Ask connections if they would like to connect by phone
or Skype
• Every 3 months re-evaluate groups and digests
Social Media Strategy
1. Diversify Your Social Media Presence
2. Be Efficient & Organised – Editorial & Drop Calendars
3. Share Photo & Video Content
4. Revamp Your Content Marketing Strategy
5. Clear Goals & Measure!!!
6. Focus on SoLoMo – Social, Location & Mobile
(Engage with customers in real time)
Thank You!
Carol O’Kelly
Redstorm Marketing
m: 087 2476600
e: carol@redstorm.ie
Twitter.com/CarolOKelly
LinkedIn.com/in/CarolOKelly
Facebook.com/RedstormMarketing
www.redstorm.ie