How can your early stage startup develop a successful social media strategy? Are you trying to find your audience online but don't know how? Should your brand be 'LOL'ing all over Facebook? With interactive case studies, we'll explore how your startup can find target users on social media, as well as develop your brand's personality and voice. If you don't know where to start with social media or just need to amp up your user acquisition, this class is for you.

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SOCIAL
MEDIA
STRATEGY:
TARGET
YOUR
AUDIENCE
&
BUILD
YOUR
VOICE

2. @eric3000
Where You Can Find Today’s
Slides!
http://www.bit.ly/emetelka!

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Introductions!
☐
Name!
☐
What you’re working on!
☐
Goals for today!
!
!

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I'm Eric Metelka, User Acquisition Manager at G2
Crowd. I am a former management consultant
and the former digital marketing manager at
BestVendor.!
@eric3000!

5. @eric3000
My Goals for Today!
Ø You understand which social media
platform is best for you!
Ø You are able to find social media
influencers in your vertical!
Ø You can create a brand voice document
that defines how you talk to your audience!

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What I’m Going to Cover!
☐
Introduction – 10 mins!
☐
Understand Social Platforms – 20 mins!
☐
Find Your Audience – 30 mins!
☐
Develop Your Voice – 20 mins!
☐
Conclusion/Questions – 10 mins!
!
✔

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UNDERSTAND SOCIAL
PLATFORMS!

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<
15%
OF
INBOUND
TRAFFIC!

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What Google Cares About!

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What Google Cares About!
GOOGLE+

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Facebook Is the Most Popular!

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Pinterest Users Purchase More!

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Pinterest Is Growing Revenue
Share!

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Heavily Engaged Communities on Twitter!

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FIND YOUR AUDIENCE!

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Audience Targeting!

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Audience Targeting!

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How Would You Use Social Media
to Find Travefy’s Audience?!
!
!
• Which platforms would you use?!
• How would you identify influencers?!
• Would you use any paid ads?!

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Where Is My Audience?!
• Form hypotheses of possible targets -
personas!
• Find a micro-community of the target and
engage with them!

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Who Follows Your Competitors!

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Sort by Authority!

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How to Measure Authority!
• Number of followers!
• Number of retweets!
• Klout score!
• Kred score!

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Double-Sort by Retweets of Others!

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DON’T JUST PROMOTE
YOURSELF!

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Tools!

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DEVELOP YOUR VOICE!

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HERO

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HERO
JOKER

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HERO
MENTOR
JOKER
THE
LOVERS
REBEL
HERO

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Personality Archetypes!

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UBER
LYFT

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How Does Your Personality
Manifest?!
!
!
• Use your own company brand!
• What is your personality archetype?!
• Write an example tweet or Facebook post!

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Personality Archetypes!

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A WELL DEFINED VOICE
BREEDS CONSISTANCY AND
HELPS MAKE CONTENT
ENGAGING!

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Voice Document Outline!
• Brand – Value Prop & Archetype!
• Target Audience!

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Voice Document Outline!
• Brand – Value Prop & Archetype!
• Target Audience!
• Personality Traits!
• What
is
your
brand
passionate
about?
• What
is
it
striving
for?
• What
does
it
find
fascinaGng?
• What
books
are
on
its
coffee
table?
• What
are
its
guilty
pleasures?
• Who
are
its
friends?

50. @eric3000
Voice Document Outline!
• Brand – Value Prop & Archetype!
• Target Audience!
• Personality Traits!
• Language – Words to use and not to use!
• Does
your
brand
use
contracGons?
• Does
it
use
Slang?
• Does
your
brand
“love”
or
hate”
things?
• Does
your
brand
whisper
or
shout?
• Is
your
brand
smiling,
smirking
or
yawning?
• What
punctuaGon
does
your
brand
use?

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Voice Document Outline!
• Brand – Value Prop & Archetype!
• Target Audience!
• Personality Traits!
• Language – Words to use and not to use!
• Content Examples!

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Engaging
Listening
CreaDng
Sharing
Curator
The
brand
surfaces
and
shares
the
most
interesGng
content
shared
by
its
audience
who
appreciates
the
chance
to
reach
a
large
audience
Tastemaker
The
brand
creates
engaging
content
that
dictates
trends
to
its
fans
and
a
broader
audience
ConversaDonalist
The
brand
is
great
at
conversing
with
its
audience
which
is
looking
for
two-­‐
way
communicaGon
and
customer
service
Explorer
The
brand
is
experimenGng
with
ways
to
interact
with
its
audience
by
seeing
what
content
creates
engagement
Social Media Brand Personality Matrix!

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CONCLUSION!

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USE THE CORRECT SOCIAL
PLATFORMS FOR YOUR
AUDIENCE!

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TARGET AND ADD VALUE TO
MICRO-COMMUNITIES OF
POTENTIAL USERS!

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KNOW AND UNDERSTAND YOUR
BRAND VOICE!

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CREATE A VOICE DOCUMENT
TO BUILD A CONSISTENT
BRAND PERSONALITY!

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Questions?!

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Digital Marketing Reading List!
Ø Kissmetrics Blog -http://blog.kissmetrics.com/!
Ø Andrew Chen – http://andrewchen.co!
Ø Rand Fishkin – http://moz.com/rand!
Ø SEOMoz blog – http://SEOmoz.org/blog!
Ø Inbound – http://inbound.org!
Ø Slideshare - http://www.slideshare.net/!

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Email: e.metelka@gmail.com!
Twitter: @eric3000!
LinkedIn: /in/emetelka!
Facebook: /e.metelka!
!
Download Slides:
www.slideshare.net/emetelka/!
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