Slay the Social Media Dragon - Robbin Block Blockbeta Marketing blockbeta.com - Washington State Small ...
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Slay the
Social Media
Dragon
Robbin Block
Blockbeta Marketing
blockbeta.com
Thou Shalt Not s
Sign up for every social
site you’ve heard
about, start a blog or
Tweet like mad ...
2
Be Known in High Places
Get found
A B C D
Search engines
“informed” by Your
social data Website
Get known in
E F G H
your industry
Link Juice
3
True Value Depends on Your Goals
Social Activity
Conversion
Leads
Awareness Sharing/SEO
Sales
Website Traffic: Website
Quantity & Quality Content Subscribers
Readership
Social Engagement
Engagement
Time on site
4What is Social Media?
User Generated Content
Types of Social Sites
Blogs, Microblogs, Social Networks, Shopping,
Review Sites, Bookmarking
Connecting Technology
Profiles, Sharing, Forums, Discussion Boards...Trends Impacting
Social Media Marketing
All types of websites
Leading networks favor
include social
advertising over organic
activities —
visitors stay longer,
engage more
“...importance of building high-quality links has never been higher.” -- MozAny Site Can be a Social Media Entity
Q&A
Multimedia
Groups
Content
Profile
Blog
Forums
Wall Posts
Event Reviews &
Calendar Ratings
Discussion
BoardBuried Treasure
Social Media Truths
Type of Business Matters
Works better for some than others
There are other ways to promote effectively
Allocation of resources
11Meaningful Metrics
“Vanity metrics”
Better: 20% rule
$$ in the bank
http://www.cyberalert.com/blog/index.php/brands-struggle-to-measure-social-media-marketing/Choose Your Battlegrounds
Niche
Photo: Mr ThinktankFacebook Still Supreme
Make the Match
35% of all adults 41% of women men 2.5:1, geeks?
68% of all adults, 25% of all adults: 24% of adults,
41% of all seniors college grads, high urban, 32% college
income graduates
Pewinternet.org - 2018Digital Real Estate
Claim & Set up
16Join Groups
There's More to Life than Facebook
Mainstream vs. Niche Attitudes towards mainstream social networks constantly change Yet a person’s interests remain relatively stable
Relevance Trumps Size
Geography
Interest
Niche Demographic s Big fish, smaller pond
Activity
Affinity
20Buyers not Browsers —
Leads to Higher Conversion
est More
ter Enga
eater In geme
Gr nt Higher
Conversion
e
Mor
Tra ffic
ed
Q ualifiBe Where Your Customers Are
Interest, Activity, Affinity
geography demographics psychographics behaviors
Location Numbers Thinking Acting
What you say
Social Site What you How
+ Gets shared + + When
do there often
You Use Who shares
WINNING FORMULAk
Engagement
kAxiom 1:
Post about them, not you.
24Axiom 2: Post things they’ll share
Images Create
10X more
engagement
Don’t forget video
“The power of pictures. How we can use images to promote and communicate science,” James Balm, blogs.biomedcentral.com 8/11/15
26k
Axiom 3:
The game you play
depends on the sandbox
27Facebook is for Entertainment
Videos
Cats, Dogs, Puppies, Kittens,
Food
Controversy
Motivational messages
Sense of belonging
What they want from a
business? Discounts, freebies,
contests, events, etc.
28LinkedIn is for:
Market intelligence
Recruit talent, find resources
Connections
Info about opportunities
Tools for saving $ and/or time
29Axiom 4: There’s Magic in Sharing
k Awareness Engagement
Doesn’t know you Knows You
Audience
Not in your networks In your networks
Comments
Objective Conversations
Drive traffic to website Sharing
Join networks/groups
Social Attract bloggers Posts on social
Tactics Comment on blogs networks
Get reviewedMeaningful Sharing & Engagement
Affinity: People more
likely to share
People with expertise
and experience can
really help with issues,
problems and
questions
Meme ClutterAxiom 5: Take the Measure Lower volume, higher quality TripAdvisor: nearly 40% of social traffic Session duration and pages/session ~ double FB
s Slay with a Good Strategy
s
s
s
Which social sites are driving your traffic?
Which ones are leading to conversion?
Is it you or the site? What to Keep? Toss?
What niche sites and groups are you missing?
How will you measure and evaluate?
Is the time worth it?A Big Picture Approach to Small Business™
206-335-5929 Liked the presentation?
info@blockbeta.com
Post your review to google.com,
www.blockbeta.com
search for blockbeta, and select
Twitter.com/robbinblock
the review button.
Facebook.com/Blockbeta
© copyright Block Media LLC 2007 - 2018. Trademarks and images are all owned by their respective owners.You can also read
