SOCIAL MEDIA MARKETING WORKSHOP

BY DARLENE MCCARTY COHN

WHAT IS SOCIAL MARKETING?

WHAT DOES SOCIAL HAVE TO DO WITH A WASHER AND DRYER?

SOCIAL MARKETING =

WORD OF MOUTH WHERE PEOPLE ARE MOST LIKELY TO FIND IT.

THE MARKETING FUNNEL: HOW DO I FIND CONSUMERS

TRADITIONAL MARKETING SOCIAL MARKETING

WHY DO I NEED SOCIAL MARKETING?

WHAT KINDS OF DIGITAL MARKETING DO I NEED?

• WEBSITE WITH GOOD SEO

• FACEBOOK

• EMAIL NEWSLETTERS

• OTHER SOCIAL NETWORKS AS FIT YOUR ORGANIZATION’S MARKETING GOALS

CREATE A MARKETING PLANIDENTIFY YOUR GOALS

“

”

WHY WASTE A SENTENCE SAYING NOTHING?

SETH GODIN

HAVE A PLAN OR YOU WON’T SEE RESULTS.

ELEMENTS OF A MARKETING PLAN• GOALS

• BRAND

• AUDIENCE

• COMPETITION

PLANNING A CONTENT STRATEGY

• WHAT DO YOU WANT TO ACHIEVE WITH YOUR MARKETING?

• WHAT IS THE CHARACTER OR VOICE OF YOUR ORGANIZATION?

• WHO ARE YOU TRYING TO REACH?

• WHERE IS YOUR AUDIENCE?

• WHAT IS YOUR COMPETITION DOING? DO IT BETTER.

CREATING CONTENT STRATEGY

• WHO WILL CREATE IT?

• WHAT WILL YOU SAY?

• WHERE WILL YOU POST IT?

• WHAT IMAGES WILL YOU USE?

• WHAT KINDS OF LINKS WILL YOU SHARE?

• WHO WILL YOU NETWORK WITH?

• WHAT IS YOUR SCHEDULE?

FACEBOOKTHE SOCIAL PLATFORM WE LOVE TO HATE

OR

CAN’T STAND IT, CAN’T LIVE WITHOUT IT (FOR NOW.)

SOCIAL CONTENT MUST BE SOCIAL

WHAT DO YOUR CONSUMERS WANT TO SEE ON FACEBOOK?

FACEBOOK MUSTS:• FILL OUT THE ABOUT PAGE

• POST REGULARLY (2-5 TIMES PER WEEK)

• KEEP POSTS SHORT

• USE IMAGES FREQUENTLY

• SHARE POSTS WHEN POSSIBLE

FACEBOOK AWESOME:• USE YOUR INSIGHTS

• FORGET PAGE “LIKES” – YOU WANT POST LIKES, BUT EVEN MORE, COMMENTS AND SHARES

• IMPROVE ENGAGEMENT

• TRACK OVER TIME, NOT DAY-TO-DAY

• TIMES OF DAY

• TYPES OF POSTS

• INTERACT WITH EVERY COMMENT

• THANK USERS

• PROMOTE IMPORTANT POSTS

• CREATE CONTESTS

• NETWORK

HOMEWORK:MAKE A FACEBOOK PAGE, OR IF YOU HAVE A PAGE ALREADY, UPDATE THE ABOUT PAGE, AND CREATE 4 POSTS. BE READY TO TALK ABOUT WHAT YOU DID AND WHAT RESULTS YOU NOTICED.