Topics in this module Why social media The roles of websites blogs and social media Blogs and blogging Social media platforms Best practices profiles content and posting How do you measure success ID: 667350
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Slide1
Demystifying social media and bloggingSlide2
Topics in this module
Why social media?
The roles of websites, blogs, and social media
Blogs and blogging
Social media platforms
Best practices – profiles, content, and posting
How do you measure success?Slide3
Why social media and blogging?Slide4
The roles of websites, blogs, and social
Trainer Guidance
Websites, blogs and social should all be
parts of your social media marketing strategySlide5
Websites are for information and interactions
Information
Product and services information
Company history
Contact information
Career information
News, offers, and events
Blog postings
Calls to action and offers
Landing pages
News and eventsSlide6
Blogs are for content and followers
Different than typical website content
Designed to establish credibility and thought leadership
Can dive into technical subjects or include your opinions
Blogging and social go hand in hand
Blogging gives you content to distribute
Social gives you distribution channels for that content
Drive traffic to your website
Blogging and social media are a great way to drive more traffic to your websiteSlide7
Social media is for conversations
Attract and engage your audience
Personal touch
Listen and communicate with them
Build relationships, prospects, clients, fans
Sharing and distributing content
Articles, client success stories, case studies, blogs, promoting events
Demonstrating expertise and thought leadership
Social can even improve SEOSlide8
Blogging promotes your credibility as a thought leader
Thought leadership = higher SEO rankings
Higher SEO rankings = more site visitorsSlide9
Setting up a blog
Make it part of your website and your brand
i.e.
blog.yourdomain.com
Consider multiple sections that:
Showcase your thought leadership
Showcase your technical expertise
Focus on a balance in overall design
Make it reflect your brand and website
Attractive and mobile-responsive design
Segmented and digestible copySlide10
Search Engine Optimize (SEO) your blog
Use keywords
In content, structure, and URLs
Use internal linking
To other blog posts
To other content on your site
Keep it fresh
Make it relevant, current, timely
Make it useful and informativeSlide11
You should use some/all these blog features
Featured posts:
A posting you want to draw attention
Recent Posts:
Links to recent blog postings
Search:
Enables visitors to search by keyword, tag, title, or category
Categories:
Topical categories of various blog posting
Tags:
Keywords that help SEO
Subscribe:
Visitors receive blog posts in email
Archive:
Organizes older blog postsSlide12
Followers, following, influencers, connections
Trainer Guidance
Social
is about getting followers and following othersSlide13
Major s
ocial media snapshot
LinkedIn
Facebook
Twitter
Google+
YouTube
Purpose
News, articles, and networking
Building relationships and staying in touch with customers
News,
articles, and conversations
News
and articles
“How to” content and industry expertise
Best for
Business development and thought leadership
Building brand loyalty
PR and
thought leadership
SEO
Generating brand awareness
Downside
Limited
interactions
Limited B2B reach
140 characters or less
Not
widely used
Resource
intensiveSlide14
Use LinkedIn for
Millions of business-oriented users
Developing professional networks
Conveying thought leadership
Branding your company
Researching prospects or clients
Driving traffic to blogsSlide15
LinkedIn personal profile vs. company pages
Use company pages for
Your company information
Branding
Sharing content (blog, news etc..)
Product news
Job postings
Use personal profiles for
Your personal information
Connecting with people
Joining groups
Interacting with members of groups
Publish articles with links to blog, website
Sending personal messages
Interacting at a personal level
LinkedIn Sales Navigator for
sales prospecting Slide16
Use Facebook for
Branding
Event promotion
The lighter & more personal side of business
Photo libraries
Driving traffic to website
Trainer Guidance
Although Face
book is generally oriented around individuals,
it has a role for your business Slide17
Facebook company page vs. personal profile
Use company page for
Branding
Sharing Company Content (Blog/News etc..)
Product News
Use personal profile
Personal
Connect with friends
Share personal content Slide18
Use Twitter for
C
omposing easy-to-consume content
Posting micro-blogs linked to blog site
Promoting thought leadership
Company branding
Posting real-time news
Driving traffic to websiteSlide19
Use Google+ for
Branding
Driving traffic to website
Enhancing SEO through contentSlide20
Use YouTube for
Improve thought leadership credibility
Showcasing videos that you create
If a picture tells a thousand words, how many words does a video tell?Slide21
Best practices for profiles, posting, and contentSlide22
Regarding social media profiles and postings
Keep refining your profiles
Write in a conversational tone
Use dialogue and conversations
Focus on professionalism
Be seen as a thought leader
Don’t spam followers/connections
Don’t “sell” on your profileSlide23
Best practices for writing content
Focus on your audience – who, what for, and why
Think about your target persona, your objective, and your value proposition
Proper, professional grammar
Cite your sources and link when relevant
Industry jargon is OK
Moderate and respond to comments
Length, tone, and images
Be unique and have a personality
Don’t bash competition
Use images wiselySlide24
How often should you post?
(on the high-end)
Social media
platform
Frequency
Comments
LinkedIn
20 times per month
Approximately
1 post per work day. Mix your messages up into different LinkedIn groups and use both your company and personal page
Facebook
1-2 per
day and 1 per weekend
Over posting ha
s been known to go against you with regards to engagements and likes
Twitter
4-15 times per day
(not including retweets and likes)
Remember if
you are dealing with different time zones then you need to post accordingly
Google+
1-4 per day
The key
to Google+ is to use it to help with improving your SEO
YouTube
1+
per month
Frequency
and timing play a big part, so make sure to mix it up until you find the right balance.Slide25
Use an editorial calendar
Define and control the schedule
Creating and publishing content
Regularly & consistently
Where & when you will publish
Keep it simple
Ideas for topics
Where & when to publish
Create content based on scheduleSlide26
Blogging and social media take commitment Slide27
Measure success
What are your objectives?
Getting leads
Increasing new sales
More website traffic
Nurture prospects through the buyer’s journey
Increasing followers
Increasing engagements
If you are not getting the results you want
do not stop
using social media. instead find a social media or blog consultant to review your strategy. Slide28
Review
Blogs educate, inform, and establish thought leadership
Use each social media platform for its best purposes
Use them all to drive traffic to blog and website
Create and publish regularly and consistently
Get organized with an editorial calendar