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The Secret To Social Media Success in 10 Easy Steps

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Heidi Cohen
Heidi Cohen

Here's a super simple social media strategy to help you get big results for your business whether it's B2B, B2C, or not-for-profit. The key to social media is to show up, be generous in your contributions and pay-it-forward. This holds true regardless the size of your business or its focus. The reason to use social media is simple: To be part your prospect’s consideration set. 10 Steps of Social Media Marketing Cycle 1. Define your social media strategy 2. Develop your social media positioning 3. Create social media content 4. Optimize your content 5. Build your social media presence 6. Remember the business basics 7. Distribute your social media content 8. Develop relationships 9. Integrate social media across your organization 10. Measure social media results

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The Secret To Social Media Success in 10 Easy Steps Photo: https://ununsplash.imgix.net/34/kVEPcWcfSA2tgOpRz9Za__DSC0765.jpg? q=75&fm=jpg&s=f6e772aabb5280c8956eb20ccba19be8 Heidi Cohen Actionable Marketing Guide February 23, 2015 #SMSecrets
HEIDI COHEN Actionable Marketing Guide & Riverside Marketing Strategies For more information: http://HeidiCohen.com Select Experience / Clients Top Lists Teaching / Speaking AccuWeather Seen in: New York Times, Harvard Business Review, ClickZ, Business 2 Community
The Current Social Media Landscape Source: http://heidicohen.com/social-media-behavior-in-2015/  
Customers active on 2.8 social networks
Customers seek purchase information on their own Photo: Amanda Sandlin via https://unsplash.com @HeidiCohen #SMSecrets •  66%-90% of the way through purchase process before they contact you. (Forrester)! •  Check 10.4 pieces of content (Google)!
Consumer context matters! Social Media Content Marketing Mobile & Devices Source: http://HeidiCohen.com/?p=19627 @HeidiCohen ActionableMarketingGuide.com   Context
The Secret To Social Media Success in 10 Easy Steps Photo: http://www.pexels.com/photo/1145/ @HeidiCohen #SMSecrets ActionableMarketingGuide.com   Get the checklist: http://heidicohen.com/ 2015-social-media- marketing-checklist/
#1 Define your social media strategy Photo: http://www.pexels.com/photo/154/ •  What do you want to achieve?! •  Who do you want to attract?! •  What do you want to sell?! •  Where do you want to engage?! •  When does your audience engage?! @HeidiCohen #SMsecrets ActionableMarketingGuide.com  
Photo: http://www.pexels.com/photo/2207/ #2 Develop social media positioning •  Select your social media message.! •  Consider your social media voice.! •  Modify your brand attributes for social media.! @HeidiCohen #SMsecrets ActionableMarketingGuide.com  
#3 Create your social media content Photo: http://www.pexels.com/photo/2170/ •  Use a combination of original content, evergreen content & third party content.! •  Utilize a combination of content types! •  Develop different content formats. ! @HeidiCohen #SMsecrets ActionableMarketingGuide.com  
#4 Optimize your social media content (Or it won’t get found in the noise!!!) Photo: Wojtek Witkowski via Unsplash @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
TEST headlines—then choose Source: http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding? ref=http://blog.upworthy.com/post/37624725017/our-friends-at-the-new-organizing-institute-let-us @HeidiCohen #SMsecrets http://HeidiCohen.com  
Avoid TH;DR •  Use bolding. •  Short paragraphs. •  Outline with bullet points. •  Edit for 8th grade reading.! @HeidiCohen #SMsecrets http://ActionableMarketingGuide.com Article: http://heidicohen.com/social-media-35-brand- attributes-to-consider/
Photo:  h(p://www.pexels.com/photo/1238/   #5 Build your social media presence How will you represent business/employees on social media?! •  Name. Will you use your company name? ! •  Imagery. What icons, brand logos & photos will you use?! •  Keyword rich description. ! •  Links. Where will you link to? ! @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
Facebook
Twitter
LinkedIn
Google+
#6 Remember the marketing basics Photo: Todd Quakenbush via https://unsplash.com/ •  Phone number. ! •  Physical address (if you have one).! •  Email inquiry. ! •  Landing page! •  Email capture. ! •  Website or blog. ! @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
#7 Distribute your social media content Photo: http://www.pexels.com/photo/790/ •  Post new content. ! •  Re-promote older content. ! •  Curate third party content. ! •  Work with influencers. ! •  Get a social media buddy. ! @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
Create social media editorial calendar Source: http://www.slideshare.net/Slideshare/slideshare-uploadcampaignscalendar2015
#8 Develop relationships Photo: http://www.pexels.com/photo/717/ •  Followers •  Influencers •  Prospects •  Customers •  Fans @HeidiCohen #SMSecrets ActionableMarketingGuide.com
Involve influencers
Get customers to participate
Photo: http://www.pexels.com/photo/2371/ #9 Integrate across organization •  Set social media guidelines for employees. ! •  Train employees to be active on social media. ! •  Encourage employees to copy marketing when answering customer questions. ! •  Provide content support. ! •  Let employees know when new content is published. ! @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
#10 Measure results Photo: Carli Jean via https://unsplash.imgix.net/44/fN6hZMWqRHuFET5YoApH_StBalmainCoffee.jpg? q=75&fm=jpg&s=a12260b56d9ce7b961c8fe33498ce779 •  Track results back to business objectives. •  Test every element of your social media to maximize results. •  Revise social media activity based on tests & results. @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
Define strategy Develop positioning Create content Optimize content Build presence Remember basics Distribute content Develop relations Integrate across firm Measure results The Social Media Marketing Cycle Source: ActionableMarketingGuide.com ©2015 Heidi Cohen-All rights reserved Get Social Media Checklist: http:// heidicohen.com/ 2015-social-media- marketing-checklist/
Thank you Heidi@HeidiCohen.com http://ActionableMarketingGuide.com @HeidiCohen Get Your FREE Social Media Checklist: http://heidicohen.com/2015-social-media- marketing-checklist/

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The Secret To Social Media Success in 10 Easy Steps

  • 1. The Secret To Social Media Success in 10 Easy Steps Photo: https://ununsplash.imgix.net/34/kVEPcWcfSA2tgOpRz9Za__DSC0765.jpg? q=75&fm=jpg&s=f6e772aabb5280c8956eb20ccba19be8 Heidi Cohen Actionable Marketing Guide February 23, 2015 #SMSecrets
  • 2. HEIDI COHEN Actionable Marketing Guide & Riverside Marketing Strategies For more information: http://HeidiCohen.com Select Experience / Clients Top Lists Teaching / Speaking AccuWeather Seen in: New York Times, Harvard Business Review, ClickZ, Business 2 Community
  • 3. The Current Social Media Landscape Source: http://heidicohen.com/social-media-behavior-in-2015/  
  • 5. Customers seek purchase information on their own Photo: Amanda Sandlin via https://unsplash.com @HeidiCohen #SMSecrets •  66%-90% of the way through purchase process before they contact you. (Forrester)! •  Check 10.4 pieces of content (Google)!
  • 6. Consumer context matters! Social Media Content Marketing Mobile & Devices Source: http://HeidiCohen.com/?p=19627 @HeidiCohen ActionableMarketingGuide.com   Context
  • 7. The Secret To Social Media Success in 10 Easy Steps Photo: http://www.pexels.com/photo/1145/ @HeidiCohen #SMSecrets ActionableMarketingGuide.com   Get the checklist: http://heidicohen.com/ 2015-social-media- marketing-checklist/
  • 8. #1 Define your social media strategy Photo: http://www.pexels.com/photo/154/ •  What do you want to achieve?! •  Who do you want to attract?! •  What do you want to sell?! •  Where do you want to engage?! •  When does your audience engage?! @HeidiCohen #SMsecrets ActionableMarketingGuide.com  
  • 9. Photo: http://www.pexels.com/photo/2207/ #2 Develop social media positioning •  Select your social media message.! •  Consider your social media voice.! •  Modify your brand attributes for social media.! @HeidiCohen #SMsecrets ActionableMarketingGuide.com  
  • 10. #3 Create your social media content Photo: http://www.pexels.com/photo/2170/ •  Use a combination of original content, evergreen content & third party content.! •  Utilize a combination of content types! •  Develop different content formats. ! @HeidiCohen #SMsecrets ActionableMarketingGuide.com  
  • 11. #4 Optimize your social media content (Or it won’t get found in the noise!!!) Photo: Wojtek Witkowski via Unsplash @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
  • 12. TEST headlines—then choose Source: http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding? ref=http://blog.upworthy.com/post/37624725017/our-friends-at-the-new-organizing-institute-let-us @HeidiCohen #SMsecrets http://HeidiCohen.com  
  • 13. Avoid TH;DR •  Use bolding. •  Short paragraphs. •  Outline with bullet points. •  Edit for 8th grade reading.! @HeidiCohen #SMsecrets http://ActionableMarketingGuide.com Article: http://heidicohen.com/social-media-35-brand- attributes-to-consider/
  • 14. Photo:  h(p://www.pexels.com/photo/1238/   #5 Build your social media presence How will you represent business/employees on social media?! •  Name. Will you use your company name? ! •  Imagery. What icons, brand logos & photos will you use?! •  Keyword rich description. ! •  Links. Where will you link to? ! @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
  • 19. #6 Remember the marketing basics Photo: Todd Quakenbush via https://unsplash.com/ •  Phone number. ! •  Physical address (if you have one).! •  Email inquiry. ! •  Landing page! •  Email capture. ! •  Website or blog. ! @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
  • 20. #7 Distribute your social media content Photo: http://www.pexels.com/photo/790/ •  Post new content. ! •  Re-promote older content. ! •  Curate third party content. ! •  Work with influencers. ! •  Get a social media buddy. ! @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
  • 21. Create social media editorial calendar Source: http://www.slideshare.net/Slideshare/slideshare-uploadcampaignscalendar2015
  • 22. #8 Develop relationships Photo: http://www.pexels.com/photo/717/ •  Followers •  Influencers •  Prospects •  Customers •  Fans @HeidiCohen #SMSecrets ActionableMarketingGuide.com
  • 24. Get customers to participate
  • 25. Photo: http://www.pexels.com/photo/2371/ #9 Integrate across organization •  Set social media guidelines for employees. ! •  Train employees to be active on social media. ! •  Encourage employees to copy marketing when answering customer questions. ! •  Provide content support. ! •  Let employees know when new content is published. ! @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
  • 26. #10 Measure results Photo: Carli Jean via https://unsplash.imgix.net/44/fN6hZMWqRHuFET5YoApH_StBalmainCoffee.jpg? q=75&fm=jpg&s=a12260b56d9ce7b961c8fe33498ce779 •  Track results back to business objectives. •  Test every element of your social media to maximize results. •  Revise social media activity based on tests & results. @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
  • 28. Thank you Heidi@HeidiCohen.com http://ActionableMarketingGuide.com @HeidiCohen Get Your FREE Social Media Checklist: http://heidicohen.com/2015-social-media- marketing-checklist/