How to build advocacy, credibility and audience through a successful social media strategy
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This document provides an overview of key aspects of a successful social media strategy for businesses. It discusses how social media can build advocacy, credibility, audience and community. It also highlights statistics on the importance of Facebook and blogging to marketing efforts. The document then covers considerations like costs, differences from traditional marketing, how to start a strategy, engagement stages and metrics. Challenges with analytics across platforms are also mentioned. The summary is provided in 3 sentences or less.
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How to build advocacy, credibility and audience through a successful social media strategy
- 1. Supporting documentation on the execution, stages and measurement of a successful social media strategy for your business.
- 2. What Does Social Media Accomplish? • Building Advocacy • Building Credibility • Building Audience • Building Community
- 3. 83% Of marketers believe Does It Work? Facebook is critical to their business. 67% Of B2C marketers have gotten a customer from Facebook 41% Of B2B marketers have gotten a customer from Facebook
- 5. But Isn’t Blogging Dead? • Yes, we call it Content Marketing now. • 2/3rds of marketers say their company blog is critical or important to their business. • 57% of companies report getting a customer through their blog.
- 6. What Does it Cost? • Time • Research • Content • Tools 62% LESS than Outbound Marketing
- 7. How is it Different? • Inbound Marketing • Bi-Directional Communication • Compete on Merits not Money • People over PPPs • Trust, Authority and Credibility Image Credit: http://www.orbitalalliance.com/inbound-marketing/what-is-inbound-marketing.html
- 8. Understand Intent Lead Nurturing
- 9. How to Start? 1. Have a policy! http://socialmediagovernance.com 2. Monitor Social Media 3. Set Measurable Goals 4. Don’t Fake It 5. Protect Your Brand 6. Provide Value
- 10. Utilizing keywords in your social engagements still matters. Example: Cat Breading versus Cat Breeding
- 11. Path to Engagement Find Read Click Contact Buy CRM/Subscribe Email
- 12. SO LO MO cial cal bile
- 13. Stages of Social Media Advocacy Credibility Listen Audience Respond Educate Community Meet Share Grow Introduce Promote Advocacy Entertain Promote Collaborate
- 14. Social Media Metrics • Mentions • Sentiment • Engagement • Growth • Amplification • Advertising
- 15. Analytics Challenges • Browsers versus Applications • Google Analytics Social – Conversions – Referrals – Sharing
- 16. Facebook
- 17. Text MKTG to 71813 to Subscribe Douglas Karr @douglaskarr http://about.me/douglaskarr http://www.dknewmedia.com http://www.marketingtechblog.com http://www.corporatebloggingtips.com CEO, DK New Media Author, Corporate Blogging for Dummies Founder, The Marketing Technology Blog We help companies reach their online marketing potential.
Editor's Notes
- Social media strategies can encompass advocacy (helping prospects and customers), credibility (building authority and gaining trust), building an audience that listens and responds, and building a community that promotes your brand!
- Marketers are finding social mediums critical to their success and are seeing direct conversions off of the mediums.
- The motivation of your social media followers varies greatly, you must accommodate the motives of your audience if you hope to grow.
- A content marketing strategy is still essential to influence and build credibility with your audience.
- Social media is not “free”. It’s a long-term strategy that requires momentum and dedication. That costs time, research, content and tools! These inbound leads cost 62% less, on average, than leads acquired through outbound sales teams.
- Social media provides an opportunity for customers to find you and talk to you. It allows you to compete on the merits and people your company has invested in. Ultimately, building trust, authority and credibility has been shown to drive conversions.
- Not only are your visitors motivated differently, they’re also at different periods in the buying cycle. Your content and social strategies must vary to accommodate.
- Starting with a social media policy isn’t to mute your employees, it’s to educate them on what your goals are and how they can help. Monitoring your domain, business name, product names, executive names and industry are a must to kick off any social strategy. If you’re on social media, there’s an expectation that you’ll respond. Set measurable goals. Don’t force everyone to participate… some folks are built for social media, some aren’t. Protect your brand and take negative issues offline immediately – and always provide value to your audience.
- Social media is having a demonstrable impact on search results, so keyword research still matters. You must utilize the keywords that your prospects associate with your industry, products or services.
- All of your social and content marketing efforts should have an obvious path for your prospects to engage with you. Be sure to always incorporate an email program as many people will subscribe to keep in touch.
- Social, local and mobile are a trifecta of growth. Is your site mobile ready? Are you participating in location-based services?
- Start your social media strategy with an advocacy program and then build credibility. Watch what attracts an audience and provide value to grow your audience. Don’t be shy about promoting your hard work. The ultimate stage of any social media strategy is when your audience becomes a community and they begin helping one another and promoting your products and services on your behalf.
- Measuring mentions, sentiment, engagement, growth, amplification and advertising results will prove insightful to show you where your efforts are paying off.
- Analytics hasn’t caught up but features like Google Analytics social provide a lot of insight into how social is impacting sharing, driving referrals and closing conversions. Note: Some of the giants, like Facebook, aren’t publishing this data at this point. You’ll need to use Facebook Insights.
- Look no further than platform marketing tutorials to help you increase your social marketing impact. Remember, it’s in Facebook’s best interest ($), to help you reach and sell more on their platform.
- The Marketing Technology Blog is a great resource for online tools and tutorials. And if you need some additional help, we’ll be glad to talk to you (just be patient – we’re busy!)