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Dec. 4, 2014

89: 9 Concepts to Raise Your Social Media Marketing to the Next Level

89: 9 Concepts to Raise Your Social Media Marketing to the Next Level

Neal gives a preview of his upcoming one day workshop in Bucharest, Romania by focusing in on those advanced social media marketing concepts that you need to dive into to help you raise your social media to the next level.

Transcript

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welcome to maximize your social actionable 10 minute advice on how your business can maximize your social media presence. Now the host of Maximize your Social Social Media Author, speaker, consultant, founder of Maximize Social Business and the soon to launch Social Media Centre of Excellence Neil Schaefer. Hey, everybody, this is Neil Shaper. Welcome to maximize your social. If you want to take your social media to the next level, you're in the right place and you're in for the right episode. I am talking to you today or recordings podcast, I should say, from the home office in beautiful Orange County, California, where it has actually been raining for the last two days. Believe it or not, yes, it does rain in Southern California because we have a drought. We really need the water. So my kids are always very excited when it rains. You know what? I sort of like it to Sort of a good change of things and well, although this goes beyond the scope of this podcast, I actually came back from my annual physical today. I actually take to annual physicals one here in the United States manual physical and another one in Japan, where they have what they call Ning n duck or person Doc sort of hard to explain, but it's It's 1/2 day full on procedure that is really, really thorough, almost like an executive physical exam. I think it's the closest thing we have here in the States, and I mention this because our health is everything right and social media goes, you know, it's part of our life, part of our business. But we are human beings and just a reminder out there. And if you haven't scheduled yourself your annual physical exam, it's a great time to do so. Just a great reminder. You hear about young people that come down with diseases. You you see them in the Facebook feeds your friends or friends of friends, and all we can do is, you know, outside of our daily health is to get those checkups and make sure that everything is operating according to plan. I want to keep recording these podcasts as long as I can, and I want you to keep listening as long as you can as well. So I'm gonna stop preaching about health because that's not with this podcast, is about and let's get back to social media. So some of you may know if you've been following my personal Facebook feed, where I tend to actually published my most personal things. Believe it or not, it is Facebook, right that I will be speaking at a one day social media event in Bucharest, Romania, on February 25th 2015. If any of you are in Europe or in Romania, by chance, it's gonna be a great opportunity to really learn best practices in what I'm gonna call advance social media marketing at this point, even in, you know, not so advanced countries in terms of social media, which I I suppose Romania as part of least that's what my event organizers have told me. That's you know, Social Media at the beginning of its evolution is just something that you do because everyone else is doing it. And there's still a lot of companies United States, probably majority of companies that are still doing this without a strategy, just throwing things up, not really measuring or maybe measuring the wrong things and really not knowing how well they're doing what they could be doing better or what is there are y. And if you're not eating, then you obviously are part of that crowd. And if you're so Mylene, maybe you're a social media consultant myself, and that's what we do is to help businesses get to that next level. So how do I help businesses get to the next level? Recently, I've been doing a lot of thinking about my own content and of different ways to product ties. That content and social media Centre of excellence when it is launched, is going to be one of these types of ways in which I plan on product eyes in the content. But I really wanna work in 2015. My big New Year's resolution, although it's a little bit already, for one, is really to get my content packaged and consumed in a way that makes sense and has value for everybody out there. So I hope you're as excited as I am. So one of the things I thought of as my Romanian clients were planning this this workshop with me. Originally we were going to do it very, very elementary workshop. I considered elementary workshop MB or of a overview of general social media concepts and really an emphasis on platforms. Learning Maura about what you can do on all the major platforms. Actually, something that I teach at Rutgers University is part of the many social media MBA program is really going deep on all of the platforms and release summarizing it with social media strategy, creation optimization metrics are why, what have you? But as we found out when we started to publish information about the event, there's already a lot of, well content, a lot of other people or businesses that are doing seminars on the basics of social media. So what content could I create and deliver that will really help get their clients and their customers Romanian to the next level Visa? Either social media marketing to get them thinking about things they don't even know about? Right? And that's where I came up with the agenda that I want to share with you today because I think it covers would ever consider more advanced social media concepts that if you do a deep dive analysis of each one of these for your business, and I think each one requires a deep dive to better understand it and understand the potential. You'll get a better idea as to how you can help bring your own social media to the next level. So consider this a pre 2015 audit, like an annual audit of sort of where we are today with our social media marketing and well, it all starts with the content, right? I always talk about social media being the convergence of information communication. What is the content? Is the content represent your brand? Better yet, does the content represent your objective? And often we find we begin social media programs with content that aligns with our objective. And somehow, over time that content gets misaligned and the content and I talk about it all the way from blogger posts to status updates to photos and videos that should always all be aligned with our objective in our business identity, our culture, our Brandon Wright and isn't so. So that's, you know, the first and maybe easiest one. But the next one, which more companies need to think about, is the social voice, and I break social voice in the two things. The voice is sort of your tone. Who is speaking in what tone, what style, not only for your blood content but more importantly for those status updates. For any time you're you're typing anything else in social media. But more importantly recently, with the advent of visual social networks and what the role that visuals could have in displaying your content more prominently news feeds is that visual voice. What is gonna be the visual right? And when we talk about tone, we don't talk about fonder font size her fund style with a visual. We start to talk about these things and colors and what types of subjects are going to best resonate with your target audience and be best aligned with your content. Your objective. Obviously, this is no easy thing to Dio, but I think as you begin to think about it, you make a more concerted effort to be aligned with a strategy, and it's going to help your company over time be more effective in your social media marketing. What about Social S. E. O. Now I consider Soul csco as What can you do with your social media presence in your content to help it appear more prominently in news feeds? And I think this obviously gets a lot of attention with Facebook diminishing, I drink. This is something that we should all be working towards, and the only way to find out about this is really through experimenting to understand what works and what doesn't work. But we should always not just be throwing content out there, but seeing how we can appear more prominently, how we can be seen by more people organically, and that brings me up to the next concept. We just paid social and just the different ways that we can use paid social on the different platforms. It's really exciting to see the Facebooks of the world, Twitter's of the world, that now will allow you to upload. You know, email databases will allow you to upload or, you know, put a pixel a conversion picks on your website so you know whether they're on your email list whether they visit your website, you now have a way of approaching them in a very, very natural way, because now you can target them in social media itself. In obviously the micro targeting options. What have you, you know, paid social is a best practice. How often you use it is up to debate How much of your social media budget you put towards it is up to debate. But it is mainstream now, and it's something that you need to learn to leverage better for your company. Experimental social, one of my favorites. I always talk about social media marketing in essence being, you know, one nonstop experiments, because the landscape is always shifting. So all we including experiments, and I consider campaigns really a type of experiment on a specific or or a group of social networks to test out certain types of content or engaging with a certain target audience. And are we doing enough of this? Because if we're not, we're never really gonna be able to best optimize our social media presence. Social media strategy. Do we have one? Have we been optimizing it over time? As things change? This is a really, really good time to do a revamp on your social strategy. As we enter 2015 especially, you want to look at the different weights that you have on the different social networks. Those tactics you've been using Visa VI, social ASIO and obviously that content piece. I think it's going to be critical as well, as well as just your general spend in your ratio of spend between organic or people. Cost versus tools. Cost versus paid social versus outsourcing agency fees, which is probably gonna be the four major components of your social media budget. Analyze your social and that's one type of analyzing is obviously analyzing the cost. But we don't need to analyze the benefits. And I'm not talking about likes growth or followers grow the retreats, growth or while the symptoms were followed us today. But really, are we meeting all those objectives that we had? And when we began a social media strategy for those who read, Maximize your social. You began it with your social media audit, and you compared yourself to your competitors. So you should have these baseline metrics that you can go back to as part of your analysis, which you should be doing on a regular basis. But it's really getting deeper into what I wrote about it. Maximize your social, those primary our ally metrics from your social media program, which are often not gonna be included in any social media dashboard, something that you're actually gonna have to calculate which I hope you will and are doing at a regular basis. But it's always a good time as we near the end of the year, to take a step back and really take a fresh analysis of what we're doing. So I think these are the major. You know, I covered content Voice s CEO paid experimental strategy analysis. I think those are the seven major concepts and their arm. Or but these are the seven major things that I think form the basis of how to take your social media, an advanced level going beyond that. These are very general concepts. I mean, like I said, we could go really deep. I think it's one of them and I used to do whenever I speak. I like to share with you tomb or which is the evolution of social business. And I think you know, because I know a lot of you are interested in social media for business, as in increasing sales marketing. What have you So I'm not gonna talk about social recruiting, which is another major way or social media for customer service but social selling right? Which is, you know, how can we enlarge our or expand our social media program, train our sales people so that they can start generating. In essence, marketing leads from their own network sharing marketing content, contributing to marketing content and really helping to expand social media to help generate new leads from their unique networks of customers and clients. Or, I should say customers and prospective clients, but also helped them as part of their sales process by getting unique information from social media that's gonna help them close deals right or accelerate the sales process, keep things moving quicker and more volume. It's in their sales pipeline. And this is something that a lot of companies, that obviously because of my my 1st 2 books being published on linked in social selling has been a hot topic for last two years or so. It's something that is still one of the most popular things that I get hired for to do speaking and training on. And finally, when we think about expanding social media from a sales marketing perspective outside of market in sales, we then start to think about advocacy and I think there's a lot of ways of looking at advocacy. But if there's you know three big ways. I would look at it what one is really your customers, your brand out because your fans that you already have out there brand advocacy, right? Another way. If you think of advocates to get people advocating for you is influencer. Marketing is, you know, tapping into quote unquote influencers in your industry or in your genre, or whatever it might be that are going to And it may be from a paid arrangement or by providing in something that are gonna speak out on your behalf of self remediate, right? I consider it part of this general notion of advocacy, although it might be a little bit less genuine, therefore comes with higher risk. But it also has the potential of higher term. And finally we talk about employee advocacy, which is another new buzzword. I wrote it a free book, which you can download on maximize social business with the folks at people things which are employees out because he's software provider. And really, when we start thinking about social media market expanding in the sales and sales, needing content to share to their networks, we begin to see how salespeople or through a social selling program. We see the beginning of the creation of employ advocacy are leveraging your employees, but it goes well beyond that. And it really looks into the evolution of a company into becoming a social business. And how I believe employ advocacy can accelerate that if it's done right, and it's obviously not being done right by most companies. In fact, the FTC recently in The Wall Street Journal you'll have to go back a few days to find the article, but it actually has reached out to a company. And I'm saying, You know, when your employees are promoting your campaign and social media, they need to note that they are employees or representatives of your company and sort of raises a ver ver interesting legal issue about employ advocacy that if you're listening this podcast and you represent a larger organization that has a legal department, something you may want to look into for future reference. But these are really the main things that I would look at her. I want you to look at when you do an audit you to concentrate on, and I look forward to exposing or talking more about these concepts in a one on one basis and future podcasts. But hopefully it's given you a few good ideas from a relatively short 15 minute investment of your time in the Listen, this podcast, I really appreciate your listening. I appreciate all your subscriptions, your comments, ratings on iTunes, those that are re posting on soundcloud. Thank you. Thank you, thank you. Look forward to coming back to you next week where I'm actually going to be. Well, I have to speaking engagements. Next week, one is gonna be in New York, New Jersey, another one back here in California. I'm gonna try to fit in a podcast falling back there in New York. Gonna be meeting some pretty interesting people that have a lot of interesting things to say about social. But until then, wherever you are in the world, make it a great healthy and social day by everybody. Thanks for listening. To maximize your social, we appreciate your iTunes subscriptions, ratings and Commons. If you would like to appear on this show or recommend content, please contact Neil Schaffer at Neil at maximize your social dot com, please. Also make sure to check out Neil's new community. The Social Media Centre of Excellence at social media. C o e dot com Thanks again and make it a social day.