Rich Griffin
Vice President, National Sales Manager
North American Title Insurance Company
[email protected]
What we’re
going to cover
today
Developing a social media strategy
Identifying your customer
Working your message and content
Different
tools for
different jobs
“Don’t use a hammer if
you need a screwdriver.”
Rich Griffin
Choose a direction
Developing a Social Media Strategy
What are you trying to accomplish?
• Raise awareness
• Increase leads
• Create brand loyalty
“If you don’t know
where you are going,
you’ll end up
someplace else.”
Yogi Berra
Don’t try to do too much. If you don’t
know what you want, how will your
customers?
Where to Start?
Start with the
end in mind
• Generate 100 new leads per month
• Increase the number of times your
brand is mentioned by X% in all social
channels
• Increase class attendance by 25%
from social channel registrations
In each of these cases the goal focus is
on business goals, not just on
social media.
What’s the
competition
doing?
If market leaders are using funny video, creative
tweets, or engaging FB posts. Copy it.
Figure out what’s working for them and then figure
out how to do it better.
A unified strategy
• Regardless of the platform(s) you use – have a unified strategy
• Think branding
• Logos, color palettes and even language – make sure the reader
knows they have moved to the right page
• One platform should lead you to the next – if they click a Twitter
link, make sure the FB post looks the same; if the reader is directed
to a landing page, keep the theme consistent
• Think about what you are going to do before you do it:
• It’s not: ready, fire, aim
• Twitter feeds, FB feeds, blog feeds, landing page feeds, call to action
• Posting to post is a waste of your time.
Who’s your
ideal customer?
Identifying your ideal customer
Get granular to understand your customer
Going Deep
(create a persona of your customer):
• Name them
• Age group
• Habits
• Likes/dislikes
• Income levels
• Kids
If you have more than one ideal customer,
create more personas.
Message and Content
Message and Content
Where to spend your time
• One-third of your time should be
promoting your business
• One-third of your time on personal
interactions that develop your
brand image
• One-third of your time sharing
industry content
When to post
Facebook | After hours
Twitter | 1 – 3 pm Monday-Thursday
Google+ | 11 am – 2 pm Friday
When you start to get good at this,
start looking at your own metrics
to see your stats and build
on that success.
Format
LinkedIn
Title should be no more
than 70 characters long
and your link no more
than 250 characters.
According to Hubspot,
LinkedIn is 277% better
at generating leads than
FB or Twitter when the
content helps achieve
professional goals.
Format
Twitter
Use an appropriate
number of hashtags. A
couple of hashtags lead
to greater visibility, but
too many make your
tweets hard to read.
Post pictures –
Although often
neglected, images can
be just as effective on
Twitter as any other
channel.
Format
Facebook
Use pictures or video to
stand out in your customers’
news feeds. Text posts are
all but ignored these days.
A study by TrackMaven
found that you can receive
twice as many interactions if
posts are 80 words or longer,
60 percent more interactions
if posts contain hashtags,
and 23 percent more
interactions if you ask
questions
Planning to
be random
Through chaos comes order.
Using platforms like Hootsuite, you can
schedule your posts, tweets or blog
updates to appear random and that you’re
“always on social media.”
Set your calendar and map out what you
want it to look like; it’s a system.
Thank You!