@shari_pw

Who Am I?  I am a the owner of Shar-i Digital Marketing  I am a mom, friend, and partner  I love baking! It’s therapy. I dislike doing dishes and am forever looking for the perfect bag…

@shari_pw Meet Jack and Jill People

@shari_pw  Who are they?  How old are they?  What do they like?  What don’t they like?  What do they need – solve their problem  Where do they spend their money?  Where do they hang out (online and offline)? People My Name Is And I Am….

@shari_pw What Does Your Business Need?  Bring users into your website /blog/listing  Credibility - Visibility  Build brand awareness on the web  Stay connected to your audience  Customer service  Bottom line: Increase your company sales Objectives

@shari_pw Create Experiences Strategy

@shari_pw Visualize Your Company  What is your position?  What are your clients looking for?  What are their needs?  What's the best way of communicating with them?

@shari_pw Multi Channel Rent and Own Technology

@shari_pw Own Your Real Estate  Website: This is your most important digital channel and the place where your online clients will learn the most about you.  Easy to understand content needs to be updated regularly with the whole site mobile optimized too, meaning it can be viewed on any device.

@shari_pw Basics  Website description – clear  Landing pages should have one clear idea and a call to action  Testimonials – Media references  Amazing images – Strong Copy!  Important information above the fold  Responsiveness  Seo – titles, meta description, headings, image alts

@shari_pw Content Marketing  Create a blog. Write about a specific area  Don’t post about yourself but about what you have learned  Quality over Quantity  Post regularly – pick a schedule  Create guides, mini books – it pays off!  Reuse your content on other platforms – blogs to Slideshare or YouTube  Create a mailing list for people who read your blog

@shari_pw Video  Video: A video on your website gives your firm a personality and allows you to get across information that isn’t always easy with text alone. It also keeps people on your homepage for longer which means your clients are more likely to get in touch and become a paying client.  /

@shari_pw Create Content To Be Shared Strategy

@shari_pw “Idealizations are out. Realism is in.”

@shari_pw “Social is how customers hear about you, search is how they find you, and content is how they qualify you.”

@shari_pw So what do you have to ask yourself?  My audience is  I’m offering them …  They will find it via…  They will care because…  They will interact by…  Their next step will be…  They will share it because….

@shari_pw

Really – How?  Research – which social media platforms will work for you (Facebook – LinkedIn – Twitter –Pinterest- Website – Blog- App).  Research, Listen and understand (listen to what your target is saying about your business, understand who's talking about you and who is not.  Follow people of common interests – start a discussion – share content that your target audience will find useful hit them in the gut with emotion.  Remember your communication objectives.  Plan your action!  Go! Strategy

@shari_pw  53% of people on Twitter recommend products in their Tweets  90% of people trust online recommendations from people they know  Don’t make assumptions on what the client wants  Know your competition  Scale  MEASURE

@shari_pw Take Away Twitter  Build Relationships  Listen for comments about you  Respond to comments  Ask questions  Post links to things people would find interesting  ReTweet messages  use it for Customer service  Don’t Spam Facebook  Give it away!  Don’t automate everything!  Use images and video  Check your insights often 

@shari_pw Content Marketing Strategy Research

@shari_pw Research  Search Tools  Google Analytics  Google adwords Keyword planner  Google alerts  Social Tools  Social Mention  Howsociable  Klout  Swayy

@shari_pw Who are you – Where are you?

@shari_pw Which Social Network Drives the Most Traffic?

@shari_pw Where is your Blog?  B2C companies that blog generate 88% more leads per month than those who do not! (source: Hubspot)

@shari_pw Twitter  42% of companies have acquired a customer via Twitter”  Twitter is not a technology, it’s a conversation and it’s happening with or without you!  Use your real estate – cover image, bio, short description, call to action, links, custom background  Include keywords in your bio (a word that reflects your business)  160 Characters

@shari_pw Twitter  Remember you want people to RT your tweets keep them short! characters  Include links – measure them!  Build lists – listen, tweet, follow  Use scheduled posts (hootsuite, buffer)

@shari_pw Facebook  Who do you want to talk to?  Who is your target market  Where do they live  How old are they  Family status  Hobbies  Industry  Financial status

@shari_pw Facebook  Get found!  Connect and engage  Create Engaging CONTENT  Videos, updates, events, links…..  Create a community  Respond – Israel Train  Promote  Customer service

@shari_pw Facebook  Ads! That is the way to go if you want your FB Page to show up on the news feed!  Prepare a budget  Different types of ads:  Likes  Engagement  Events and RSVP  Landing pages Websites (off FB)

@shari_pw Facebook  Do your homework – Look for ads in your niche, what do you like about them and what don’t you like about them?  Brainstorm Ideas – the more the merrier!

@shari_pw  Be interactive, fun and helpful, give tips, advice that are related to your product or service  Give! Perks – fans love perks!  Industry News – keep everyone updated about the niche  Measure!

@shari_pw Talk to People  Join groups and communities  Search for influencers (Klout, Followerwonk, twtrland.com/

@shari_pw Trends for 2014  Content Marketing is King  Social Media deep in SEO  Images for Success  Mobile is Moving Faster

@shari_pw Trends  Statistics suggest that 92 per cent companies that blog multiple times a day gain more customers through their blogs. Companies have been increasingly engaging with consumers, gaining their trust and establishing their brands by generating valuable marketing content and disseminating it through various forms of media.

@shari_pw Trends  Online content will go beyond Facebook and Twitter, and explore new social media sites like Google+, Pinterest and Instagram. Google+ has nearly 360 million monthly users already, and is the second-largest network after Facebook.

@shari_pw Trends  Everybody knows what a hashtag is, and it has become a part of contemporary culture. Hashtags are an efficient way to find content relating to specific topics, as well as the people talking about those topics.

@shari_pw

Google +  It isn’t just another network – it’s Google!  It’s still small enough to connect with people  Circles  Communities  Google Hangouts

@shari_pw Guy Kawasaki  Twitter = Perspectives.  Twitter is great for getting or sending immediate perspectives on news and events. In other words, if you want to learn that there was an earthquake in Chile before CNN and you like getting updates from Chileans at ground zero, then Twitter is for you. In short, Twitter is for real-time perspectives.  Facebook= People.  Facebook is the way to learn what’s going on in the lives of people you already know (friends, relatives, and colleagues). It’s great for learning that their cats rolled over, that they went to a great party, or that they had sex, kittens, or children. In short, Facebook is for people.  Google+ = Passions.  Google+ enables you to pursue your passions with people you don’t know. Your fifty friends and family on Facebook likely do not share your passion for photography, but on Google+ you can have a blast with a community of photographers (I’ll explain how shortly). In short, Google+ is for passions.

@shari_pw Blog Objectives Increase brand awareness Increase thought leadership throughout your industry Encourage comments and engagement Lead generation through blog subscription External linking Action Items √√ Choose managing editor to own the blog √√ Choose a blogging platform √√ Create an internal blog evangelist program to get employees to contribute √√ Decide on a weekly cadence √√ Recruit guest bloggers √√ Add social sharing icons √√ Add a Tweet This button √√ Promote each blog on social channels BLOG Key Metrics X number of posts X number of bloggers X number of social shares Audience growth—unique and return visitors Conversions Subscriber growth Inbound links Directory listings for infographics SEO improvement

@shari_pw Action Items  Choose owner for all of social media  Set up social media posting cadence  Choose a social media management platform  Determine social media voice

@shari_pw Social Networks SOCIAL NETWORKS FACEBOOK Objectives: Brand awareness and engagement Lead generation or customer acquisition Share a mix of relevant links, blog posts, and engaging content Promote upcoming events Engage with influencers Action Items √√ Set up sponsored posts and ads √√ Set up Facebook tabs that sync to your marketing automation platform Key Metrics  X number of posts per day  Page follows  Likes  Engagement and comments Referring traffic  Shares  Lead generation/new customers

@shari_pw Twitter Objectives Brand awareness and engagement Lead generation or customer acquisition Share a mix of relevant links, blog posts, and engaging content Segment influencers and create lists Communicate issues from social media to support team and ensure follow-up Listen and respond to relevant conversations Build reputation Action Items √√ Utilize promoted tweets and pinned tweets √√ Set up Twitter Lead Generation cards Key Metrics X number of posts Followers Mentions Retweets Number of lists Hashtag usage Influence of Twitter followers Lead generation or customer acquisition Referring traffic Favorited tweets

@shari_pw Google - Pinterest GOOGLE+ Objectives Brand awareness and engagement Lead generation or customer acquisition Share a mix of relevant links, blog posts, and engaging content Action Items √√ Optimize for SEO and set up Google rel=author tag √√ Create and promote upcoming events √√ Utilize Google+ hangouts Key Metrics X number of posts Google+ circle adds/follows Google+ mentions Google +1 Referring traffic PINTEREST Objectives Brand awareness and engagement Lead generation or customer acquisition Share a mix of relevant imagery—both brand- related and fun Action Items √√ Create boards leveraging both content and company culture √√ Follow other businesses, thought leaders, customers, and partners Key Metrics Pins Repins Followers Purchases from pin Referring traffic

@shari_pw YOUTUBE, VIMEO, VINE, INSTAGRAM VIDEO Objectives Brand awareness and engagement Viral sharing Showcase company culture Post product videos and demos Create a video series to share Action Items √√ Determine ownership of video execution √√ Choose a production agency √√ Determine distribution channels √√ Create social strategy for promotion √√ Get customers, partners, and influencers involved in video creation Key Metrics Views Shares Referral traffic Pages ranking on key terms from YouTube

@shari_pw Take Away’s  Set up Google Alerts (company name, priority keywords, competitors, events, product/service)  Go to where your audience is!  Listen First  Conversation – not publishing or broadcasting  Be useful  Build relationships

@shari_pw Let’s Review  Start with Business  Define your Business  Set your gol  Who are your customers  Marketing and messaging Social Media  Find your Audience and Listen  Who are your influencers  Create a content strategy  Implementation  Measure and Improve

@shari_pw Resources and Thanks        Sharon Mandeleil  Sarah Nadav  Kerianne Mellott

@shari_pw You Can Find Me Here:   About.me/ShariWrightPilo  Twitter: shari_pw  Facebook/shariwrightpilo  Facebook/socialmediashari  LinkedIn: il.linkedin.com/in/shariwrightpilo/il.linkedin.com/in/shariwrightpilo/ 

@shari_pw Thank You