Wednesday, December 7, 2016

Why are we doing this?!

As successful businesses, we are expected to include social media efforts in our marketing efforts. We post, tweet, comment, tag, snap, and hashtag like mad. But why? What are we hoping to accomplish?

Image result for social media planIf we don't create goals or objectives, how do we know what we're doing is actually producing results? I see so many businesses make this simple mistake when participating in social media - there's no purpose. Without purpose, there is no measurement to determine ROI. 

As you are finalizing your marketing plan for next quarter, or even next year, let's put some strong, simple objectives in place.

First, what is your purpose? Are you participating in social media to increase market share, gain followers, increase profits, build credibility, cement brand awareness?

Second, what is your comparison? Compare your results to a compatible time frame, whether it be last month, last quarter, or even a campaign.

Third, when do you want to complete this particular objective? The smaller time parameter you allow, the more frequently you will be able to review the results and adjust accordingly.

Here are a few examples:
  • Increase our Twitter followers by 10% over December 30, 2016's number by January 31, 2017. (Screen capture you Twitter follower number on the two measurement dates.)
  • Increase our Facebook engagement by 220% during the 2017 New Year's Sale campaign (December 26, 2016 to January 2, 2017) compared to January 2016's campaign engagement. (View your Facebook insights for engagement rate numbers.)
  • Increase our social media participation to five posts per week on Facebook, ten per week on Twitter, 10 per week on Instagram, two per week on LinkedIn, and one blog post per month compared to our previously unstructured participation between January 1 and March 31, 2017. (Review and estimate current activity. Create a calendar for activity during first quarter and check off when it's complete.)
These are basic parochial measurements that start us on the right track. Continually creating these objectives for each quarter, month, or campaign, helps us to create content that supports our objectives, therefore allowing us to reach our goals. 

Tuesday, November 29, 2016

Training to Wear Hats

Image result
Like many professions, Digital Marketers are expected to wear a variety of hats. Considering we are responsible for creating profile and cover images, content for posts, and media graphics, it is no surprise the demand for design skills is one of those hats.

The Visual Design course is part of the Digital Marketing Program at Chippewa Valley Technical College

Visual Design (104-112) is a project-based course that develops career and communication skills in graphic design, illustration, print, and digital media, using Adobe Illustrator, Photoshop, InDesign, and Acrobat. Curriculum focuses on key skill areas of project management and collaboration, design, research and communication, and professional digital photography, illustration, and page layout. Each project adds more challenging skills to foundation proficiencies. Content prepares students to test for three Adobe Certified exams and Adobe Certified Associate Visual Design Specialist certification.

This course is available spring and fall semesters. There are a few spots still open for January 23 through May 18, 2017. The course meets Wednesdays and Fridays 10:00 a.m. to noon. Call Diane at 715.833.6346 to register today.

Tuesday, November 22, 2016

What's the Value to You?

This is an activity I do with students in my Marketing Principles class at Chippewa Valley Technical College. Need, want, and benefit determine the value we place on a product or service.

The catch is, value also has everything to do with our social media. Our followers engage with our accounts - Facebook, Twitter, Instagram, SnapChat, whatever - for the value we provide them. If we stop providing value, we become irrelevant and they stop following.

Providing value is easier than you may think. Let's say I want to promote haircuts at my salon. I could publish a post about a sale or maybe cool new cuts. That would garner interest. BUT, if we want to take it to the next level and add value, we turn that post into something like, "Holidays are hard on all of us. One way we can survive is knowing we have the sassiest hair in the room. Show off your style to those annoying relatives with a new 'do. Make your appointment today by calling or texting 715-XXX-XXXX."

The post has personality, relatability, a little humor, plants a seed of need and want, and it provided direct contact information. Most of all, I didn't make the post about me and my salon. I made it about my followers. 

Wednesday, May 20, 2015

You're Still the One

Graphic from Michael Stelzner's
keynote presentation.
The amazing Michael Stelzner of Social Media Examiner gave an interesting keynote at Social Media Marketing World this year. One thing he shared is that according to the 2015 Social Media Marketing Industry Report67% of all marketers want to learn more about Facebook. Still. Still, after all these years? Why is that?

Any Google search will produce a plethora (love that word) of results if you type in 'Facebook tips and tricks.' Reading those articles is one thing, truly applying them to our social media activities is another.

I'm a digital marketing instructor at an exceptional technical college. Each semester I usher in new students to my Social Media Marketing course. Many of the students enter with the attitude of, "I totally know social media, there is nothing this lady can teach me." (I may have added the 'totally' part because I AM a product of the 80s.) It doesn't take my students long to realize there is so much to learn when it comes to using Facebook both personally and professionally. And, I'm blessed to have students that truly embrace the learning experience.

The greatest understanding they leave with is the understanding that social media isn't a strategy or a tactic, it's a mindset. We have to constantly be in the mindset of engaging our readers, likers, followers, tweople, etc. I think that's what marketers are wanting to learn more about - using the Engage, Entertain, and Inform Strategy™ in a way that truly reaches their audiences; to get the honest critiquing of what they could do better or differently; and to have the freedom to make some mistakes and learn from them.

Am I right? Is that what marketers want to learn about Facebook?

Tuesday, September 25, 2012

Pinterest Ideas

Graphic from comes to us via Chevy Dealers Edmond and explores
“Which Social Sites Get The Most Attention?”.
Are you a Pinterest addict? I have to keep my addiction in check by setting a timer for myself or I would spend days pinning recipes, home decor, party ideas, and products I love.  According to an article by Techi, the average  Pinterest user spends 405 minutes per month on the site, so it seems I'm not alone.

It's true, Pinterest is taking our social media universe by storm. People, especially its dominating female membership, can't get enough. And what do I always say about organizations and social media? GO WHERE THE PEOPLE ARE.

So, how can our organizations turn Pinterest into a benefit? By subscribing, to start with. Unfortunately, Pinterest does not have different accounts for businesses and individuals at this time, but don't let that deter us from creating an account.

Once we have our account, we need to create boards. What kind of boards should we create? Here are some ideas:

  • Who We Are - Pictures of our building, staff, landscaping, favorite recipes, employee of the month, etc.
  • Events - A board for each relevant event we attend, present, exhibit, host, etc.
  • Products - All of our products!
  • Services - Pictures revealing our services.
  • Sponsors - Logos of sponsors
  • Stories - Nothing makes us more personable than stories. Tell our organizations's story through pictures.
  • Testimonials - Let the words of the people whose lives we have touched build our awareness.
Be creative and think outside the box. What types of things do you pin? Those are probably the types of things our followers will pin. 

REMEMBER: Always have pins link back to a web page, whether it's the About Us section of our web site, sponsors web sites, service pages, etc. The link needs to be relevant and continue the pique of interest.

Now, get pinning!