Published on May 7, 2014
SOCIAL MEDIA 201: maximizing your engagement PRESENTED BY: cindy molchany @cindymolchany stefan schachtell @blackrocksp emily thomas @scmbrew #CBE14 #CBE14
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
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
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
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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