Craft Beverage Expo: Social Media 201 - Maximizing Your Engagement

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Information about Craft Beverage Expo: Social Media 201 - Maximizing Your Engagement
Social Media

Published on May 7, 2014

Author: cindymolchany

Source: slideshare.net

Description

Cindy Molchany of cindymolchany.com and craftbeveragejobs.com shares with you advanced social media strategies for maximizing your engagement on line.

We go over the concept of ROI, Content Strategies, Engagement and share tips and tricks to make your online marketing efforts effective.

This presentation was given at the Craft Beverage Expo in San Jose, CA on May 8, 2014 - the first of its kind industry event brining producers of wine, craft beer, craft spirits, and cider.

SOCIAL MEDIA 201: maximizing your engagement PRESENTED BY: cindy molchany @cindymolchany stefan schachtell @blackrocksp emily thomas @scmbrew #CBE14 #CBE14

R.O.I.

PART ONE: what is ROI in social media??? •ROI does not always = $ales •ROI is achieved goals •ROI can be campaign driven “what’s the ROI of your mother? How can you put a value on a relationship? - Gary V

Bottom Line: You have to define your objectives and set goals in order to measure ROI in Social Media •Simple: grow followers/fans •Moderate: grow email subscribers •Advanced: increase product sales at retailers/restaurants or in specific markets (geo targeting ROI Degree of Difficulty PART ONE: what is ROI in social media???

•Manually: Excel / Sales Reports, etc •Platform Metric Tools: •Facebook Insights •Twitter Analytics •Google Analytics •Pinterest Analytics •Third Party Tools (Free & Paid) •Hootsuite (paid reports) •Social Mention (free) •Sprout Social ($39/mo) •Hashtracking.com (paid) PART ONE: ways to measure ROI

CONTENT

PART TWO: content, content, content, content, content “People don’t buy WHAT you do, they buy WHY you do it” - Simon Sinek •Understand what makes you different •Develop a Content Strategy & Calendar •Think in terms of “Native Content” •Focus on providing value •Consider how you post photos & links •Google Plus “do-follow” •Twitter images only show up when uploaded to Twitter •Post with regularity

download a free social media editorial calendar template at: www.cindymolchany.com/craft-beverage-expo DEVELOP A SOCIAL MEDIA EDITORIAL CALENDAR

MAXIMIZING ENGAGEMENT

PART THREE: maximizing engagement “B2B and B2C no longer exist. All that matters now is P2P. People-to-People.” - @Jowyang •Listen, Listen, Listen •Develop a global keyword list & set up google alerts •Follow questions on Twitter •Use Facebook Graph Search •Respond in an Epic Fashion (when possible) •Native Publishing increases engagement •Build Community! •Ask your existing customers to get involved •Get your sales team involved •Understand regulations & legal landscape

ONLINE MARKETING

PART FOUR: start thinking like an online marketer •obsess over providing value •focus on converting (ROI) •make it easy to engage •put effort into SEO “It’s much easier to double your business by doubling your conversion rate than by doubling your traffic” - Jeff Eisenberg

PART FOUR: start acting like an online marketer •value: auto-responder series •conversion: compelling offers •easy to engage: landing pages •seo: grow social proof for a link to some online marketing resources, visit www.cindymolchany.com/craft-beverage-expo

HACKS TRICKS & ADVANCED TOOLS

PART FIVE: hacks, tricks & advanced tools FACEBOOK •Use FB Graph Search to research your consumer •Post Full Links on Facebook (3x the engagement!) •If you’re not sharing a link to something, post a photo! •Consider Facebook Advertising •Start a Group to nurture your community

PART FIVE: hacks, tricks & advanced tools FACEBOOK Use FB Graph Search to research your consumer

PART FIVE: hacks, tricks & advanced tools FACEBOOK

PART FIVE: hacks, tricks & advanced tools FACEBOOK

PART FIVE: hacks, tricks & advanced tools TWITTER •Use Twitter Advanced Search •Post photos on Twitter Only (don’t use Hootsuite) •Consider Twitter Advertising

PART FIVE: hacks, tricks & advanced tools TWITTER TWITTER ADVANCED SEARCH https://twitter.com/search- advanced

PART FIVE: hacks, tricks & advanced tools GOOGLE + •Google+ itself is a hack, trick & advanced tool! •G+ helps your search ranking •+1 Button on your site helps your search ranking •G+ Local helps bring people to your establishment! •Hangouts & Communities offer great ways to engage

PART FIVE: hacks, tricks & advanced tools GOOGLE +

PART FIVE: hacks, tricks & advanced tools •www.ifttt.com •Landing Pages •Your Site’s META Description •Create A Global Keyword List •Create an OPT IN Offer

PART FIVE: hacks, tricks & advanced tools IFTTT

PART FIVE: hacks, tricks & advanced tools Landing Page: http://www.craftbeveragejobs.com/ cbe-30-min

WRAP UP & FREEBIES •Follow Up Questions? •Free 30 Minute Social Media Audit •Download our Social Media Calendar template •Download our Social Media Worksheet to help you develop your online strategy

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