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6 Cs of Successful Social Marketing

#bestofPrezi winner. Use Facebook to promote your brand/business/school? Learn the Six C's of Successful Social Marketing to ensure you are getting the MOST from your efforts. mattjhollowell@gmail.com
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Matt Hollowell

on 29 June 2016

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Transcript of 6 Cs of Successful Social Marketing

1) Construction
Often the most under-planned part of Social Marketing is the construction phase. Brands often throw a Page together in five minutes and expect the magic to happen.
You all have contacts, both in-person and online (and in this room). Use these connections to your advantage when getting your Page established.
Speak to - and with - your community. Invite them in, embrace them, appreciate their involvement, listen to them, and
prioritize the needs of the community over those of your own.
The needs and desires of the community should power your content.
Yes, it's a big word.
Yes, it's a big concept.
Yes, it's a big opportunity.
What can your brand or business do with this big thing?
How do you win this space?
How do you use Facebook and its
inherent Social nature to grow your business & connect with your customers?
2) Collection: Contacts
3) Content Creation
4) Conversation
5) Collection: Customers
6) Conversion
How to get the
MOST
from your Social Marketing; and
In this first Social Studies Prezi, we'll be covering two important & connected topics:
Hi,
Thank you!
An important sidenote:

Include a physical address
to activate the
"Recommendations" tab,
then empower your audience to use it. The voice of the customer demands to be heard, so enable it to your benefit.

Good recommendations = good press and word of mouth.
Bad reviews = opportunity for outreach and customer service.
Whether your business is already established in Social or

just beginning, these steps will help frame your journey.
Key Takeaway:
Your Page must be easy to find, impactful, memorable, and enabling. If you don't pay attention to how you construct your community, it's likely you won't have one to worry about.
Key Takeaway:
Your Page is a community, and a community is empty without people. Use your contacts (personal & professional) to get started. The longer you have no fans, the longer you will have no fans.
Key Takeaway:
Facebook is not a one-way street, and as such there are two vital voices in the conversation:

1) find, and be, your voice; and
2) listen to the voice of your fans.

A community where everyone is heard is a powerful community and one worth being a part of.
What should you do, right now?
Take a solid look at your current Objectives and see where Social can play a role. This first step will help you hone your strategies, which will in turn inform your tactics.
Focus on "Social"
Almost anything that you want. But know what you want before expecting results.
You can't...at least not on your own. Nurture a community that thrives, and you will reap the rewards.
Another sidenote: The intent here is not to be fake, but instead to establish your community. Stay tuned for Step 5 where we are going to reverse course.
The 6 C's of Successful Social Marketing
by Matt Hollowell
Hello Social, LLC
contact Matt Hollowell, owner, Hello Social, LLC
matt@hellosocialmarketing.com
www.hellosocialmarketing.com
615-686-1477
HELLO SOCIAL MARKETING
But first: How do you get
the MOST from your efforts?

M
O
S
T

apping
bjectives
trategies
actics
in other words...
what are you trying
to accomplish?
Objective
Strategy
Tactic
Don't pick up a hammer before you know what you want
to build, and don't decide to build before you know why.

Sample Social Marketing Objectives
customer acquisition
customer retention
customer service
customer reviews
*NOTICE THE EMPHASIS ON CUSTOMER HERE*
brand awareness
word of mouth marketing
brand information
community participation
and growth
The NAME of your Page
Think about the
search terms
your audience will be using.
1. Construction
2. Collection: Contacts
3. Content Creation
4. Conversation
5. Collection: Customers
6. Conversion
The COVER IMAGE for your Page
Think about how you will
emotionally connect
to your first-time visitors.
The PROFILE PIC for your Page
You? Your logo? Contact info? This follows you, so think about
your branding.
The URL for your Page (customize it)
Make it
memorable
and
portable;
make sure I can tell others without having to think twice.
The INFO SECTION of your Page
Include as much accurate information as possible and
fill out every
appropriate section (contact info, differentiators, & community rules).
People generally don't join empty communities. Not only is it lonely, there is simply no perceived value in being one of few in such a large space. The perception of your brand is devastating: if no one has found it, and/or no one "likes" it,
then no one cares.
As soon as you construct your Page, work on getting "likes" (fans).
And offer a "like" in return for the generosity...it's just good business.
KNOW YOUR VOICE
Are you serious, funny, empathetic, witty, brash, political, supportive? Your voice defines your Page more than anything else. People come to see the Page, but
they stay to hear the voice.
KNOW YOUR AUDIENCE
What do they want to hear, what do they need to hear, and when do they need to hear it? Are they easily offended or in on the joke?
What will they share
with their friends: funny pictures, behind-the-scenes access, inspirational quotes, coupons?
MAINTAIN A (LOOSE) SCHEDULE
Don't schedule every word of every post weeks in advance. However, having a plan and a structure can
save you hours of work
each month. Don't be so scheduled that you miss out on real engagement opportunities, but don't be so unscheduled that you simply forget to post.
EXPERIMENT AND WATCH YOUR NUMBERS
Test many different types of content (photos, text, videos, questions, polls, etc.) and many different times of day. Your audience will tell you (through engagement) what's working for them and what's not.
Listen.
OWN YOUR PAGE
Only you can be your brand;
do not outsource content creation to anyone else. You wouldn't let a stranger answer your phones, write your songs, order your inventory; if you commit to having a Page for your brand, then you must commit to it. You must own it or no one will.
Once you see where Facebook can be viable and productive, create (or revisit) your brand's Page remembering all of the important touch points (Page Name, Cover Photo, URL, Profile Pic, Info Section). Take the time to optimize each.
Find your voice; know who you are and what you represent. That's what will turn your casual visitors into fans.
So . . . what can you do with this big thing?
How do you win this space?
How do you use Facebook and its inherent Social nature to grow your business and connect with your customers?
The
Six C's
of Successful Social Marketing
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1.
2.
So...what should you do, right now?
The 6 C's of Successful Social Marketing
Build it and....
Pay attention to:
...ask them to come.
Content Creation: STRATEGY
supports
needs
supports
needs
Content Creation: TACTICS
Social Marketing
Facebook
Twitter
YouTube
Email
LinkedIn
Instagram
Pinterest
Wanelo
StumbleUpon
Foursquare
Blogger
website
Google+
Flickr
Digg
Yelp
Content Marketing
SEO
Many businesses start here, then they wonder why "it's not working".
M
O
S
T
Custom URL
Start with a plan...
...then execute.
USE YOUR VOICE
Once you establish your persona (which most certainly will evolve over time),
use it
to communicate with your fans (and future fans).
LISTEN TO THE VOICE OF YOUR AUDIENCE
As your audience grows,
adjust when necessary
to the new voices. Watch your engagement numbers (what are they liking, commenting on, sharing, etc.), and grow with the community. Give them more of what they want; less of what they don't.
POST CONSISTENTLY
Initially, try posting once a day...every day. Try different types of content (photos, videos, poll questions, open-ended questions, etc.) and different times of day. But
be consistent;
building a relationship depends on it.
REVISIT YOUR (LOOSE) SCHEDULE
Though it would be ideal to live by a predefined set of posts, it's not ideal to die by it. Make sure you are
being present
as much as possible, which will mean adjusting your schedule as time goes on. Don't be afraid to rethink your plans.
VIEW ANALYTICS AS YOUR FRIEND
Facebook offers very detailed analytics; pay attention to them. If one of your posts gets high engagement, try more of that. If what you think is your best post goes nowhere, try a different day/time or adjust your expectations.
The numbers don't lie,
and your audience doesn't either. #Protip: Pay close attention to when you lose fans; those moments are ripe for reflection.
You
You + Them
Them
Your Marketing
Biz Information
Sales/Specials
Differentiators
*All About You*
Social Causes
Customer Discovery
Promote your fans
Surface general content for your fans
*All About Them*
Ask fans what they want from you, how you can improve, etc.
Solidify a trusted partnership
using empathy & personality
Enhance the community by empowering it to speak/share
*This is still about you, but it incorporates them*
CONTENT RULE OF THIRDS
Conversation is the lifeblood of your community.
If your Page is primarily one-directional (you post content and some people like that content), then you are missing a key part of Social Marketing...the "Social" part. Keep that in focus.
STRATEGY:
Get your fans to start talking to - and with - you.
Conversation is what turns casual fans into engaged fans,
and that engagement helps ensure that your content actually gets seen.

Conversation won't happen without effort. Use your voice/persona to take advantage of Social tendencies (i.e., showcase your personality, appeal to the ego of your fans, actively encourage collaboration).
TACTICS:
Post open-ended questions
to start conversations. Consider FITB ("If you could change one thing [about X], it would be ________").
Sidenote: The Facebook newsfeed is very, very crowded. But each time someone interacts with your content, the affinity between them and you grows. Grow the affinity (connection) to ensure your content is actually being seen.
Keep a close eye on
what others post on your Page,
responding when appropriate and encouraging further conversation when it makes sense. If a customer walked into your store and started talking with you, you wouldn't ignore them. The same rules apply here.
Engage in
open dialogue
with your fans, both about you (your brand) and about things that interest them (but steer clear of alienating topics: politics, religion, etc.).
Polls are quick engagement points that can lead to follow-up conversations; the reason polls work well is that they
require little thought or activity.
Where Conversation is the lifeblood of your community, collecting new fans is what breathes new life into it. But we're not here to simply collect casual fans, we're focused on collecting customers (consumers, subscribers, listeners, readers, buyers, etc.).
STRATEGY:
Collect fans first; then turn those fans into customers.
Collecting CUSTOMERS:

Conversation. Interacting with your fans (chatting, answering questions, addressing issues, etc.) will
make a lasting impression.
Conversion is the ultimate goal of (almost) everything that you do with your Social Marketing efforts. If you can't convert, then you need to reconsider where you are spending your time and attention.
STRATEGY:
Choose multiple conversion points. Measure each one as specifically as possible.
Product sold (physical, digital)
Subscribers (email, newsletter, blog)
Listeners (track, album, podcast)
Viewers (video, channel)
Partners (business, collaborations)
Readers (book, article, blog)
Depending on your industry, Conversion could be:
Attendees (seminar, class, training)
Referrals (digital, word of mouth)
Regardless of what your Conversion points are (and I would have more than one), make sure they are crystal clear, slightly uncomfortable, and specifically measurable.
Know
exactly
what you want to measure; if you're unclear on your Objective(s), you will never know if - or when - when you achieve them.
Key Takeaway:
Conversation takes time and attention. You won't always feel like participating, but you can't remove "Social" from Social Marketing and expect any success.
Key Takeaway:
Fans are great, but they are only the first part of the equation. At the end of the day, you want customers, so make it a priority to cater to your highest quality leads. "Ignore the strangers" can be an effective mantra.
Key Takeaway:
Conversion will mean different things to every business owner. Just make sure you know what it means to you. Stay uncomfortable and stay motivated. Conversion is the ultimate Objective.
But wait....
...there's more.
COMMIT
COMMIT
COMMIT
COMMIT
COMMIT
If you don't commit to your Social Marketing success, you won't have any. Make it a habit, and your audience will support you.
When formulating your Tactics, make sure you think about what Social is best at:
Good:
Sharing: images, videos, etc.
Behind-the-scenes access
Personality / Persona
Problem-solving / Collaboration
Not as good:
Selling products
Face-to-face communication
Multiple personalities
Communication crises
Use contests and promotions to help spread the word (encourage sharing, voting, and other uses of Facebook's built-in Social functionality). If you're so inclined,
incent your current fans
to bring others on board.
Use the other C's:
be discoverable, make your URL portable, have an inviting/identifiable cover photo, and an informative "About" section.
Market your Facebook Page
wherever possible: email signature, link on your website, word of mouth.
At this stage,
cut loose
those of our contacts who will never be customers of yours (See Collection: Contacts). Having "fans" who will never engage in your community will actually hurt your overall engagement numbers.
Reward your fans (with content, contests, special promotions, etc.).
Fans who see value in you become customers.
Empathy. Show and convince your fans that you are one of them,
that you understand them & their struggles,
and that you are there to help.
Measure each channel on its own. If you run a campaign via Social, Traditional, and Digital Marketing, it is imperative that you know
which are under- and over-performing.
Keep your goals slightly
out of reach.
If it's too easy to reach them, then what's the point? And if they are too hard to reach, then what's the point?
COMMIT
COMMIT
And you must commit every day, every week, every month. Social Marketing must become part of your routine. It requires more than time; it requires attention.
This will take some time, but don't give up. Your customers want to be part of your business; lead them, empower them, and encourage them.

Fans not only want you to succeed, but they will also help you get there. Don't let them down.
Lead by example. Commit to Social Marketing success, and your customers will be grateful.
Know your conversion points, and measure each of them on their own.
Participate in the Social conversation, even when you're not 100% sure about the return.
Plan and create content that matters, keeping your audience in mind.
Plan to turn those fans into customers via smart and shareable content, immersive conversation, and your unfailing commitment to them.
Construction
[Commitment]
Conversion
Collection: Customers
Conversation
Content Creation
Collection: Contacts
Collecting FANS:
To view Part 2, The 6 Bs of Successful Social Marketing,
click here:
http://bit.ly/6socialBs
Full transcript