Social Media Power Tips for Business
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This training covers the 4 steps to social media success using tips that even power users will find useful. Learn best practices for: ✅ setting up a great profile ✅ connecting with the right people and growing your network ✅ creating posts that get results ✅ participating in an online community This workshop is packed with power tips for using LinkedIn, Facebook, Instagram and Twitter to build an online presence and connect with the right people at the right time in the right place with the right message. The Boot Camp Digital team of Digital Marketing and Social Media Speakers is in high demand and we speak to organizations and businesses of all sizes, all over the world! If you'd like one of our experts to speak to your group, or want to have a social media workshop for your organization, contact us at https://bootcampdigital.com/digital-marketing-social-media-speakers/
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Social Media Power Tips for Business
- 1. Social Media Power Tips Allison Chaney Chief Digital Training Officer
- 2. Boot Camp Digital Live & Online Training Online Institute Social Media Digital Marketing Custom Training Speaking Coaching Consulting
- 3. Today You’ll Learn… • 4 Steps to Social Media Success • Power Tips for: • LinkedIn • Facebook • Instagram • Twitter • Action Plan
- 4. 4 Steps to Success Profile People Posting Participating
- 5. Profile
- 6. Profile • Personal Brand • What you give, not what you get • Memorable • Who you help
- 7. Building Your Personal Brand • Who Are You? • Your skills • Advanced or specialized knowledge • Passions • What are you BEST at? • What aspects of your personal life are you comfortable sharing? • How do you WANT to be Perceived? • Personally • Professionally • What is MEMORABLE?
- 8. Defining Your Tone of Voice Source: http://www.fabipaolini.com/12-brand-archetypes/
- 9. vs. Tone of Voice: Examples
- 10. Personal Brand: Your PERSONALITY should come through!
- 11. Personal Brand Statement • 1-2 sentences answering what you are the best at (value), who you serve (audience) and how you do it uniquely (USP). • A summary of your unique promise of value. • Distinctive to you and you alone.
- 12. Creating Your Personal Brand Statement • What is your unique tone of voice? • What are you best at? • Who do you help? • What makes YOU memorable? Get Help building your personal brand! https://bootcampdigital.com/personal-branding- training/
- 13. Profile Best Practices • Accurate photo • Use keywords • Recognizable name • Consistent
- 14. Headline: Power Tip! Add a value proposition to your headline: • Who do you help? • How do you help them?
- 15. Summary: Power Tip! • 1st paragraph: • Your purpose • Reflects your headline • 2nd paragraph: • Projects • Results • Companies you’ve worked with • 3rd paragraph: • Clear call-to-action • Why they should contact you • How they can contact you
- 16. Summary: Power Tip! • Add visual content • Upload or Link to: • Documents • Photos • Sites • Videos • Presentations • Eye-Catching • Aligns with your personal brand • Aim for 2-4 pieces
- 17. Profile: Power Tips! • Personal Page vs. Company Page • Public figure (Company Page) • Personal profiles have wider organic reach • Personal profiles have 5000 friend limit • Company Page cannot direct message fans, only reply to messages • Do not create duplicate/fake profiles
- 18. Profile: Power Tip! • Upgrade to a business account • Analytics • Contact options appear
- 19. • Include your contact info • Phone, Email, Address • Requires business account for contact options to appear Profile: Power Tip!
- 20. • Include a call to action • Align with strategy + objectives • #hashtags • @mentions • Links • emojis (keyboard or getemoji.com) Profile: Power Tip!
- 21. Profile: Power Tip! Twitter Personal and Business profiles are the same
- 22. People
- 23. People • People you met IRL • Coworkers, college friends, former coworkers, clients, suppliers, etc. • Anyone you met in a business context • Suggestions based on existing connections/activity • Upload your email • Beware
- 24. What Makes a Good Connection? • People you know who also know you • People in your industry • People in your company • Prospects • Clients • Business associates • Loose connections • College friends • Networking contacts • People you share groups with
- 25. People: Power Tip! • “Find Nearby” on mobile app
- 26. People: Power Tip! Create custom lists to control which ”friends” see your content.
- 27. People: Power Tip! Create custom lists to control which ”friends” see your content.
- 28. • Search by #hashtag or @username only • Use recognizable name in username • Use popular/relevant hashtags People: Power Tips!
- 29. Create and utilize lists to manage your followers • Find others to follow • Subscribe to list • Create your own People: Power Tip!
- 30. Posting
- 31. Posting • Content Formats • Customize posts for audience • Content Topics
- 32. Posting • LinkedIn • Text, image, video, document, Kudos • Post to anyone, + Twitter, connections only, groups
- 33. Posting • Facebook • Text, image, video, live, stories, gif, poll… (more options than any other) • Live • From mobile or desktop • Video or share screen • Notifies your audience • Post to custom lists
- 34. Posting • Instagram • Image, video, live, stories, IGTV • Can only post from mobile app (except IGTV) • Can post to “Close Friends” • Can cross-post to Facebook + Twitter
- 35. Posting • Twitter • Text, image, video, gif, poll, live • Live only from mobile app
- 36. Content Formats • Not just images + video + text… • Podcasts • Live Video • Infographics
- 37. Content: Power Tip! Video performs better than images or text!
- 38. Video Tips • Get to the point in the first few seconds • Show your personality • Make it interesting! • Create a series • Have a theme • Message is clear without audio Pro Tip: Use captions • Use fast cuts, moving images and scenes
- 39. Video Content Examples • How To • Testimonials • Storytelling • Product Demo or Review • Webinar • Company Culture /Personality • Events (Live) • Expert Interviews
- 40. Power Tip! Repurpose Content Think of creative ways you can repurpose content across multiple platforms.
- 41. Content Topics • Establish thought leadership with content about your: • Research results • Best practices • Product or service reviews • Experience • Expertise • Point of view • Testimonials • Answers to common questions in your industry
- 42. Content Inspiration: Power Tip! • Apps like Google Assistant curate content based on your activity • Build a habit: find something interesting + post about it
- 43. Content Topic Tips • Timely posts • Disagreement is ok but avoid being too controversial • Build trust with educational, informative content • Authentic is IN!
- 44. Power Tip! Balance Content
- 45. Determine Content Types and Topics • What content types are right for you? • What topics are relevant? • Align with your goal What content is most likely to get you the results you want? Access our full library of online digital marketing courses: https://bootcampdigital.com/aap/
- 46. Participating
- 47. Participating • Choose the right platforms • Build relationships • Keep them engaged • Monitor + respond
- 50. Choosing The Right Social Media Platforms • PEOPLE • Is your audience there? • NETWORK • How does the network let users participate? • How do people use the network and are they open to your message? • RETURN • Estimated impact/result? • INVESTMENT • What is the estimated cost/time/effort to succeed? • Consider time, tools, growing your following, etc.
- 51. Keep Them Engaged • Content plan • Relevant topics • Attention grabbing • Consistent • Respond to comments/questions • Connect with others • Follow, re-tweet, comment, share, @mention/tag, #hashtags • Read/listen/explore • Industry news, etc. • Participate • Look for relevant opportunities to participate where your audience is
- 52. Monitor & Respond • How often will you check/monitor? • Tools + notifications • Setup notifications on phone • Responding to Comments • Respond quickly • Personal, not automated or canned • Public response
- 53. Participating: Power Tips! • #hashtags work everywhere • @mentions work everywhere • Post engagement: • Like • Share • Comment
- 54. Use #Hashtags (Sometimes) • Topic, Conversation • Join or start conversation • On most social networks • Creative, memorable, unique, relevant • Custom Hashtags to promote brand awareness
- 55. #Hashtags Power Tip! • Instagram users LOVE hashtags! • Maximum = 30 • Interactions are highest with 11+
- 56. #Hashtags Best Practices • Explore Hashtag first • Short phrases • No punctuation • Capitals when needed • Group Hashtags at the end • Monitor it • Promote custom Hashtags everywhere!
- 57. Using Messages LinkedIn messages should be SNAPPY People are overwhelmed - break through the inbox clutter by standing out. • Specific – Your message should have a clear and specific purpose. Avoid generalities. • Next Steps – Include a clear next step to make it easy to progress. • About them – Think in terms of what is valuable to them, not you. • Personalized – Personalize the message for the person. Don’t send a canned message. • Precise – Don’t include every detail. Generate interest. • You – Link to a personal connection or commonality to differentiate your message.
- 58. Participating: Groups Power Tip! 1.Listen 2.Comment 3.Post
- 59. Participating: Groups Power Tip! • Facebook • Search posts within group
- 60. • Join trending conversations • Based on your location + who you follow Participating: Power Tip! Get Social Media Certified: https://bootcampdigital.com/online-social-media-certification/
- 61. Action Plan
- 62. Building An Action Plan • Where to start • Workflow and process • Prioritize next steps
- 63. Where To Start • Profile: update • People: grow network • Posting: just get started! • Participating: have a plan
- 64. Key Learning Just start posting! What’s the worst thing that could happen?
- 65. Workflow + Process: Have A Plan Plan to post daily Observe + Post Content Balance 20/60/20 Content formats (video, text, photo, infographic…) Use phone for efficiency
- 66. Key Learning Have a plan in place to stay on track and hold yourself accountable. “Failing to plan is planning to fail.” -Benjamin Franklin
- 67. Prioritizing Next Steps • Profile updates needed • Time vs. payout
- 68. Key Learning Do a few things well versus many things poorly.
- 69. Build Your Action Plan! • Profile • Personal Brand Statement • People • Who will you connect with? • Where will you connect? • Post • Content Types • Content Topics • Participate • Monitor + Engage
- 70. Special Offer! bootcampdigital.com/dollar One Month All Access Pass for $1 (full course library)
Hinweis der Redaktion
- What is a profile? Your profile isn’t just ”about me”. Think about why someone would care about your profile. What would make them want to learn more, engage with you, etc?
- Steps to building a personal brand – ask these questions (enter in action planner) *EXERCISE: Articulate your goals for using social media and define your voice. A few questions to help them arrive at their answers (WHITEBOARD these additional questions to help audience answer the questions in the action planner): Have you had any special education or professional experience that make you stand out? Can you more specifically define your skills or talents into a niche? Be more specific about what you do. What do colleagues come to you for advice on? What is your vision for yourself? Where do you want to be in 2, 5 years and beyond? When people describe you, what are the top words they use to describe personality traits and characteristics (not skills)? (both personal and professional) What top words would a boss use to describe you? When people meet you, the thing they remember most is _________. What qualities distinguish you from other smart and successful peers? How do you do your job differently or better than others in the same profession?
- Which do you most closely identify with?
- Example of how tone of voice impacts personal brand. Rachel Ray is more fun and informal, Martha is more formal Joke: who says “humble ingredients” anyway? “I’m making you a dinner using humble ingredients!”
- Key learning: you have to stay consistent and promote your content or it could be the best content that no one ever sees.
- Examples: http://singingdentist.com/ “Dentistry made fun! Parodies for all to enjoy! Promoting Oral Health in an entertaining way!” I’m a leading social media marketing trainer, author of 4 books on social media marketing, and literally wrote the book on social media marketing for businesses. Through my natural enthusiasm and my empathy for others, I inspire research and development professionals to develop innovative products in biotechnology.
- Homework! Set a time to sit down and build your personal brand statement. Define who you want to be online, and start building your content around that.
- These apply to all social networks
- LI headline is important – it defaults to your job title if you don’t use a headline. Make it interesting and try adding a value prop to attract more connections.
- First paragraph: Reiterate your purpose from your headline Second paragraph: Get more specific about your work, the projects you've taken on, results you've driven, and companies you've worked with. Elaborate on how you've achieved the mission statement set out in your header. Third paragraph: Include a clear call-to-action that communicates why and how a buyer should get in touch with you.
- Add or link to external documents, photos, sites, videos, and presentations.
- With a biz account, contact info will show so your audience can contact you
- Other things you can do to help your profile stand out.
- The basic ways to add people to your network are by finding them online after meeting them in person, looking at the suggestions in app or on platform, connecting with your email
- The idea here is that you should try and connect with anyone who could potentially be a good business contact. You never know who could help you or who you could help. STORY: helped a friend get a job, helped a CEO make a connection to someone who works at LinkedIn and I went to college with, helped an old childhood friend build a website (got business)
- SHOW lists trick in FB
- SHOW lists trick in FB
- SHOW lists trick in FB
- People discover other profiles using hashtags – so use hashtags to discover people and to make it easier for people to find you.
- Viewing a List timeline will show you a stream of Tweets from only the accounts on that List. useful if you want to create lists of influencers you want to connect with or if you follow a wide variety of people, brands, or groups
- Things to think about when posting: What can you post? What should you post? What are you comfortable posting? How does this align to your overall goal – what you’re trying to get out of this?
- What can you post?
- What can you post?
- What can you post?
- What can you post?
- Why? Certain types are more engaging/interesting = gets more reach/engagement
- Try video! See how your results improve!
- These tips will make video more engaging, help get more views, get and keep attention, makes it more shareable. DEMO
- What type of content is best in video format Best practices, share some examples We’ve already shared a few examples – here are a few other video content ideas. What makes sense for you?
- 1 video = 3+ posts
- Share a few ideas here, and reminders of the slides we just showed: Research - what research could you conduct? Perhaps you’re testing a new product or method? Best Practices – influencers and thought leaders know how to use social media. If you don’t get how a platform works, it can come off annoying and damage credibility. Product reviews – what products can you share opinion and experience about? Techniques – this is similar to experience and expertise – what techniques do you use and can share your opinion and experience about? Experience - what unique experiences do you have that you could share, or how could you talk about your experience that builds your credibility and supports your brand? Do you have a lot of experience in one specific topic? Expertise - build on your skills and specialized knowledge and create content that highlights that Point of view - on just about anything, as long as it aligns with your personal brand but doesn’t offend people. Answer common q’s - as an expert you know what the common issues are and questions that your peers have. Share your perspective and answer questions to build credibility and trust.
- Power Tip! Google
- A few tips on how to come up with good topic ideas: Posts should be timely. If you are one of the first to discuss an issue or topic, this can gain you followers and trust, but if you wait too long, you’ll lose credibility because it’s old news. It’s ok to disagree with a point of view if it helps earn credibility and trust, but don’t be too controversial or it could damage credibility (a great time to keep in mind your personal brand - what would that person say and how would they respond? EG: you define your personal brand as professional, compassionate and open-minded, so a person who has these qualities wouldn’t insult a colleague with bad language.) You need to build trust with your network and show your commitment to helping the community first. Avoid too much promotional content.
- When it comes to personal branding, you really need to be thinking of how almost every post supports your personal brand. 20 personal 20 promotional 60 valuable But aim to make all content as valuable and interesting as possible. Only share a small amount of what the company posts – some sharing is ok but find a balance. It also needs yours and others content too.
- DISCUSS Have them list a few content types/topics that they will create and some topics that are most likely to get the results you want. - In the section on content before you go in to the social networks a nice exercise could be to have them brainstorm as a group the kinds of things they could post as videos or status updates. This would give them each a "list" of the content that could work for them. You can either have them all share ideas or take a few minutes in pairs and look at other people in their industry and come up with 5 - 10 post ideas.
- You understand the platforms a bit better – now you can choose the ones that are best for you. Is your audience there? EG. If you are targeting kids, then Snapchat is a good platform… professionals are on LI, etc. Give perspective on each network… topline refresher of where it may fit in their priorities. Keep your objective/desired result in mind + who is your audience? Patients might be on FB but Peers might be on LI. (HIPAA in all of these: don’t use patient photos/records). If you want to drive website traffic, IG might not be the best place. Facebook – Biggest and best. Share photos, links, thoughts, connect with peers and network, (good if it helps support your brand, establish you as thought leader) Instagram – Second biggest network and highly visual which is great for sharing photos, case studies, attending conferences, showing your personality. Include stories and videos. LinkedIn – Jobs, groups. Good for networking with peers. YouTube – if you have great videos you can share these everywhere. Show your personality
- You understand the platforms a bit better – now you can choose the ones that are best for you. Is your audience there? EG. If you are targeting kids, then Snapchat is a good platform… professionals are on LI, etc. Give perspective on each network… topline refresher of where it may fit in their priorities. Keep your objective/desired result in mind + who is your audience? Patients might be on FB but Peers might be on LI. (HIPAA in all of these: don’t use patient photos/records). If you want to drive website traffic, IG might not be the best place. Facebook – Biggest and best. Share photos, links, thoughts, connect with peers and network, (good if it helps support your brand, establish you as thought leader) Instagram – Second biggest network and highly visual which is great for sharing photos, case studies, attending conferences, showing your personality. Include stories and videos. LinkedIn – Jobs, groups. Good for networking with peers. YouTube – if you have great videos you can share these everywhere. Show your personality
- People EG– if you aren’t targeting young people don’t use Snapchat Network EG – LinkedIn Groups might be an appropriate place for a conversation with other hygienists but that same content wouldn’t play well on an IG post. People expect unboxing videos on YouTube or how to videos there. You can’t post a long how to video on IG, it might not play well on FB (maybe a short teaser video that links to your YT channel) Return - What is your expected impact? Comments/likes/shares/engagements/clicks/views Investment – reduce your investment of time by using tools
- How to keep your content consistent and stay engaged Rules of engagement are different on how you can interact. The key is to be interactive. Schedule time for managing this so it’s consistent. Focus time where it gets results.
- Set a realistic plan for how you monitor the conversation. Make it a policy to respond to everything in a positive, professional timely way. This will build rapport & ensure that you don’t miss anything. If there are negative comments, avoid a social media “war” and try to take it offline or just ignore it, or delete if inappropriate. (SHOW comments on our hashtag video – should we disable comments or respond? Or just let people make fools of themselves? Another example, a yoga instructor who was clearly an influencer for a product, people blasted her, her responses were super positive and neutral and awesome ”thank you for your feedback. I share because it helps people.” ANALYZE example: https://www.youtube.com/watch?v=7of-Hjsmsdk see comments, discuss – how does this help/hurt their brand?
- How to participate on all networks Benefits: expands reach, discover new people to add to your network, establish self as thought leader/influencer
- Tweets w 1-2 hashtags get twice the engagement – but more than 2 show a drop in engagement SHOW HASHTAGS – show how tweets with hashtags get more engagement – look at some pages and analyze SHOW how they are on most social networks https://blog.bufferapp.com/a-scientific-guide-to-hashtags-which-ones-work-when-and-how-many
- #nowthatchersdead – was it thatcher or cher?
- Listen first – get a feel for the group (like going to a party, you sit back and check out the scene first) Then comment next – so people know who you are, build a relationship, show that you are there to listen and have a conversation with them (not just there for self promotion) Post only after you’ve listened and commented – Then your posts will connect better with the audience.
- Only FB and LI have groups – great way to connect with a specific audience But watch out! Respect the rules of the group
- Choosing where to start The key to success is having a plan. Schedule time and have a plan each time. You have checklists in your handouts – keep these handy when you go to login to a network and use it to remind you of what you should focus on.
- Set a date with yourself to update your profiles – fix those first Decide who you are going to connect to and why Post – just get started! Participate – have a plan!
- Key learning: just start! Don’t overthink it. The worst thing is that no one sees your crappy content. So learn from it and improve. You have to start somewhere. The journey of 1000 miles…
- - The monthly workflow isn't realistic for personal branding. People should build the habit to post from their phone on the go each day. Read a great article - post it with a thought. See somethign interesting? Post it with a thought? Spoke at a conference? post it with a thought. The basic plan for a person should be 2X/day on Twitter (including retweets, etc.), 3x/week on LI, etc. and covering what content? Or at a trade show create 3 videos, etc. Get really specific with them.
- Prioritizing your next steps – How to: do you have changes that need made? Go where you’ll get the biggest impact. Determine where you are and start there… Setup/Optimize – do any of your accounts need updated to be consistent with personal brand? You need that first before you start communicating/drawing attention to your profiles. Grow network – do you already have a network on 1 or more platforms or do you need to build that? If yes, prioritize by creating content for where your audience is. Or, decide which platform your audience favors and focus there. Create content – start with where your audience is (largest, most likely to interact) - create: consider time vs. payout and checklists to remember best practices (is network a good fit for topic) – how much effort will it take to get a post out? What is the potential life span of that post? What is the potential payout? If your goal is to drive traffic to a website, you might not want to focus on IG first. Maybe Pinterest and FB are good choices. You’re going to spend more time getting tweets seen than one Pin that could drive traffic for a long time. A video might take longer, but it’s a good way to get attention and engagement. You might also want to schedule some time for engaging and participating so people start to become familiar with your brand.
- When prioritizing, focus on what you can do well and get the biggest impact from.
- Your turn!: Build an action plan for creation of types of content, content formats, and platforms you will use. *ADD to printed action plan: Objectives? Why are you trying to be an influencer? PBS: what makes you memorable? What topics will you talk about? How will you bring it to life? (in topics, formats and on what platforms) Specific (short term and long term) – see workflow (do you need to update your profiles, setup, or spend more time engaging so you grow network of people that you’ll be sharing with) Plan for monitoring and engaging –know what’s working, respond, share, interact and engage, participate – schedule time each day, schedule alerts, use tools to save time EG: Commit to 10-15 minutes 2x’s a week on LI, list what you will do each time you login