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The Secret To
Social Media
Success
in
10 Easy Steps
Photo: https://ununsplash.imgix.net/34/kVEPcWcfSA2tgOpRz9Za__DSC0765.jpg?
q=75&fm=jpg&s=f6e772aabb5280c8956eb20ccba19be8
Heidi Cohen
Actionable Marketing Guide
February 23, 2015
#SMSecrets
HEIDI COHEN
Actionable Marketing Guide &
Riverside Marketing Strategies 
For more information: http://HeidiCohen.com
Select Experience / Clients
 Top Lists
Teaching /
Speaking
AccuWeather
Seen in: New York Times, Harvard Business
Review, ClickZ, Business 2 Community
The Current Social Media Landscape
Source: http://heidicohen.com/social-media-behavior-in-2015/	
  
Customers
active
on
2.8
social
networks
Customers
seek
purchase
information
on their own
Photo: Amanda Sandlin via https://unsplash.com
@HeidiCohen
#SMSecrets
•  66%-90% of the
way through
purchase process
before they contact
you. (Forrester)!
•  Check 10.4 pieces
of content (Google)!
Consumer context matters!
Social
Media
Content
Marketing
Mobile &
Devices
Source: http://HeidiCohen.com/?p=19627 
@HeidiCohen
ActionableMarketingGuide.com	
  
Context
The Secret To
Social Media
Success
in
10 Easy Steps
Photo: http://www.pexels.com/photo/1145/
@HeidiCohen #SMSecrets
ActionableMarketingGuide.com	
  
Get the checklist:
http://heidicohen.com/
2015-social-media-
marketing-checklist/
#1 Define your social media strategy
Photo: http://www.pexels.com/photo/154/
•  What do you want to achieve?!
•  Who do you want to attract?!
•  What do you want to sell?!
•  Where do you want to engage?!
•  When does your audience engage?!
@HeidiCohen #SMsecrets
ActionableMarketingGuide.com	
  
Photo: http://www.pexels.com/photo/2207/
#2 Develop social media positioning
•  Select your social media message.!
•  Consider your social media voice.!
•  Modify your brand attributes for social media.!
@HeidiCohen #SMsecrets
ActionableMarketingGuide.com	
  
#3 Create your social media content
Photo: http://www.pexels.com/photo/2170/
•  Use a combination of original content,
evergreen content & third party content.!
•  Utilize a combination of content types!
•  Develop different content formats. !
@HeidiCohen #SMsecrets
ActionableMarketingGuide.com	
  
#4 Optimize your
social media content
(Or it won’t get found in the noise!!!)
Photo: Wojtek Witkowski via Unsplash
@HeidiCohen #SMSecrets
ActionableMarketingGuide.com	
  
TEST headlines—then choose
Source: http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding?
ref=http://blog.upworthy.com/post/37624725017/our-friends-at-the-new-organizing-institute-let-us
@HeidiCohen #SMsecrets 
http://HeidiCohen.com	
  
Avoid TH;DR
•  Use bolding.
•  Short paragraphs.
•  Outline with bullet
points.
•  Edit for 8th grade
reading.!
@HeidiCohen #SMsecrets 
http://ActionableMarketingGuide.com
Article: http://heidicohen.com/social-media-35-brand-
attributes-to-consider/
Photo:	
  h(p://www.pexels.com/photo/1238/	
  
#5 Build your social media presence
How will you represent business/employees on social media?!
•  Name. Will you use your company name? !
•  Imagery. What icons, brand logos & photos will you use?!
•  Keyword rich description. !
•  Links. Where will you link to? !
@HeidiCohen #SMSecrets
ActionableMarketingGuide.com	
  
Facebook
Twitter
LinkedIn
Google+
#6 Remember the marketing basics
Photo: Todd Quakenbush via https://unsplash.com/
•  Phone number. !
•  Physical address (if you
have one).!
•  Email inquiry. !
•  Landing page!
•  Email capture. !
•  Website or blog. !
@HeidiCohen #SMSecrets
ActionableMarketingGuide.com	
  
#7 Distribute your social media content 
Photo: http://www.pexels.com/photo/790/
•  Post new content. !
•  Re-promote older content. !
•  Curate third party content. !
•  Work with influencers. !
•  Get a social media buddy. !
@HeidiCohen #SMSecrets
ActionableMarketingGuide.com	
  
Create social media editorial calendar
Source: http://www.slideshare.net/Slideshare/slideshare-uploadcampaignscalendar2015
#8 Develop relationships
Photo: http://www.pexels.com/photo/717/
•  Followers
•  Influencers
•  Prospects
•  Customers
•  Fans 
@HeidiCohen #SMSecrets
ActionableMarketingGuide.com
Involve influencers
Get customers to participate
Photo: http://www.pexels.com/photo/2371/
#9 Integrate across organization
•  Set social media guidelines for employees. !
•  Train employees to be active on social media. !
•  Encourage employees to copy marketing
when answering customer questions. !
•  Provide content support. !
•  Let employees know when new content is
published. !
@HeidiCohen #SMSecrets
ActionableMarketingGuide.com	
  
#10 Measure results
Photo: Carli Jean via https://unsplash.imgix.net/44/fN6hZMWqRHuFET5YoApH_StBalmainCoffee.jpg?
q=75&fm=jpg&s=a12260b56d9ce7b961c8fe33498ce779
•  Track results back to business objectives. 
•  Test every element of your social media to maximize results. 
•  Revise social media activity based on tests & results. 
@HeidiCohen #SMSecrets
ActionableMarketingGuide.com	
  
Define
strategy
Develop
positioning
Create
content
Optimize
content
Build
presence
Remember
basics
Distribute
content
Develop
relations
Integrate
across firm
Measure
results
The
Social
Media
Marketing
Cycle
Source: ActionableMarketingGuide.com
©2015 Heidi Cohen-All rights reserved
Get Social Media
Checklist:
http://
heidicohen.com/
2015-social-media-
marketing-checklist/
Thank you
Heidi@HeidiCohen.com
http://ActionableMarketingGuide.com
@HeidiCohen
Get Your FREE Social Media Checklist: 
http://heidicohen.com/2015-social-media-
marketing-checklist/

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The Secret To Social Media Success in 10 Easy Steps

  • 1. The Secret To Social Media Success in 10 Easy Steps Photo: https://ununsplash.imgix.net/34/kVEPcWcfSA2tgOpRz9Za__DSC0765.jpg? q=75&fm=jpg&s=f6e772aabb5280c8956eb20ccba19be8 Heidi Cohen Actionable Marketing Guide February 23, 2015 #SMSecrets
  • 2. HEIDI COHEN Actionable Marketing Guide & Riverside Marketing Strategies For more information: http://HeidiCohen.com Select Experience / Clients Top Lists Teaching / Speaking AccuWeather Seen in: New York Times, Harvard Business Review, ClickZ, Business 2 Community
  • 3. The Current Social Media Landscape Source: http://heidicohen.com/social-media-behavior-in-2015/  
  • 5. Customers seek purchase information on their own Photo: Amanda Sandlin via https://unsplash.com @HeidiCohen #SMSecrets •  66%-90% of the way through purchase process before they contact you. (Forrester)! •  Check 10.4 pieces of content (Google)!
  • 6. Consumer context matters! Social Media Content Marketing Mobile & Devices Source: http://HeidiCohen.com/?p=19627 @HeidiCohen ActionableMarketingGuide.com   Context
  • 7. The Secret To Social Media Success in 10 Easy Steps Photo: http://www.pexels.com/photo/1145/ @HeidiCohen #SMSecrets ActionableMarketingGuide.com   Get the checklist: http://heidicohen.com/ 2015-social-media- marketing-checklist/
  • 8. #1 Define your social media strategy Photo: http://www.pexels.com/photo/154/ •  What do you want to achieve?! •  Who do you want to attract?! •  What do you want to sell?! •  Where do you want to engage?! •  When does your audience engage?! @HeidiCohen #SMsecrets ActionableMarketingGuide.com  
  • 9. Photo: http://www.pexels.com/photo/2207/ #2 Develop social media positioning •  Select your social media message.! •  Consider your social media voice.! •  Modify your brand attributes for social media.! @HeidiCohen #SMsecrets ActionableMarketingGuide.com  
  • 10. #3 Create your social media content Photo: http://www.pexels.com/photo/2170/ •  Use a combination of original content, evergreen content & third party content.! •  Utilize a combination of content types! •  Develop different content formats. ! @HeidiCohen #SMsecrets ActionableMarketingGuide.com  
  • 11. #4 Optimize your social media content (Or it won’t get found in the noise!!!) Photo: Wojtek Witkowski via Unsplash @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
  • 12. TEST headlines—then choose Source: http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding? ref=http://blog.upworthy.com/post/37624725017/our-friends-at-the-new-organizing-institute-let-us @HeidiCohen #SMsecrets http://HeidiCohen.com  
  • 13. Avoid TH;DR •  Use bolding. •  Short paragraphs. •  Outline with bullet points. •  Edit for 8th grade reading.! @HeidiCohen #SMsecrets http://ActionableMarketingGuide.com Article: http://heidicohen.com/social-media-35-brand- attributes-to-consider/
  • 14. Photo:  h(p://www.pexels.com/photo/1238/   #5 Build your social media presence How will you represent business/employees on social media?! •  Name. Will you use your company name? ! •  Imagery. What icons, brand logos & photos will you use?! •  Keyword rich description. ! •  Links. Where will you link to? ! @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
  • 19. #6 Remember the marketing basics Photo: Todd Quakenbush via https://unsplash.com/ •  Phone number. ! •  Physical address (if you have one).! •  Email inquiry. ! •  Landing page! •  Email capture. ! •  Website or blog. ! @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
  • 20. #7 Distribute your social media content Photo: http://www.pexels.com/photo/790/ •  Post new content. ! •  Re-promote older content. ! •  Curate third party content. ! •  Work with influencers. ! •  Get a social media buddy. ! @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
  • 21. Create social media editorial calendar Source: http://www.slideshare.net/Slideshare/slideshare-uploadcampaignscalendar2015
  • 22. #8 Develop relationships Photo: http://www.pexels.com/photo/717/ •  Followers •  Influencers •  Prospects •  Customers •  Fans @HeidiCohen #SMSecrets ActionableMarketingGuide.com
  • 24. Get customers to participate
  • 25. Photo: http://www.pexels.com/photo/2371/ #9 Integrate across organization •  Set social media guidelines for employees. ! •  Train employees to be active on social media. ! •  Encourage employees to copy marketing when answering customer questions. ! •  Provide content support. ! •  Let employees know when new content is published. ! @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
  • 26. #10 Measure results Photo: Carli Jean via https://unsplash.imgix.net/44/fN6hZMWqRHuFET5YoApH_StBalmainCoffee.jpg? q=75&fm=jpg&s=a12260b56d9ce7b961c8fe33498ce779 •  Track results back to business objectives. •  Test every element of your social media to maximize results. •  Revise social media activity based on tests & results. @HeidiCohen #SMSecrets ActionableMarketingGuide.com  
  • 28. Thank you Heidi@HeidiCohen.com http://ActionableMarketingGuide.com @HeidiCohen Get Your FREE Social Media Checklist: http://heidicohen.com/2015-social-media- marketing-checklist/