GROW YOUR BUSINESS
WITH
SOCIAL MEDIA MARKETING
GEOFF SAKALA
ABOUT ME
Geoff Sakala is the Founder and CEO of ClickSpring, a digital agency based
in Downtown Roseville specializing in strategy, marketing, advertising, and
design. Geoff is a digital marketing professional with over 20 years of
experience in new media, digital advertising, online marketing, and technology.
Geoff studied Business Administration and Management Information Systems
at Sacramento State and currently serves on the Program Advisory Committee
(PAC) for the Art Institute of California. He frequently mentors and lends his
expertise to the Graphic Design, Web Design and Advertising students and
programs. Geoff is a former board member of the Sacramento Ad Club, a local
chapter of the national American Advertising Federation (AAF).
For more please visit his Linkedin profile: www.linkedin.com/in/geoffsakala/
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GETTING TO KNOW CLICKSPRING
ABOUT US
ClickSpring is a marketing, advertising and design agency based in
Roseville providing services for over two dozen local and national clients.
OUR CLIENTS
We serve both B2B and B2C businesses in retail, real estate, banking,
media, consumer products, public sector, nonprofit and travel & tourism.
OUR SERVICES
We provide strategy and implementation for content marketing, digital
advertising, web solutions, branding & creatives services.
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TOPICS WE’LL COVER TODAY
GETTING STARTED - WHERE TO BEGIN?
SELECTED TOPICS
1. What are your Goals?
✓ Social Networks & Advertising
2. Knowing your Audience
✓ Blogging & Blog Networks
3. Defining your Voice & Persona
✓ Content is King - Curation vs Creation
4. Choosing which Networks
✓ Content Types & Content Calendars
5. Defining your Message
✓ What to Share & How often?
6. Researching your Competitors
✓ Contests & Promotions
7. Defining Roles & Responsibilities
✓ Reputation Management
8. Defining Measures of Success
✓ #Hashtags
9. Developing your Strategy
✓ Top Tools & Resources
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EVOLVING CONSUMER TRENDS
THE SOCIAL/DIGITAL CONSUMER
• Time spent consuming media is
moving to online and mobile. Now
accounting for up to 9 hours each day.
• The methods of consuming media
are changing. More of our media is
consumed via mobile devices;
tablets, smartphones and internet
connected devices.
• Business and life are now social and
brands and agencies must make their
enterprise, products and services
social to reach their customers.
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RETURN ON INVESTMENT
SOCIAL MEDIA USERS
• Are more likely to spend more
• Are more likely to be a return customer
• Are more likely to recommend your PRODUCT SPENDING
LOYALTY
brand to friends and family
• Have a greater affinity and recall of PROPENSITY TO RECOMMEND
• Are more efficient to reach with BRAND AFFINITY
brand messaging
greater frequency through social advertising
• Attract others in their social network
to follow brands through viral sharing
and engagement
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MEDIA VALUE
ACQUISITION COST
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GETTING STARTED - WHERE TO BEGIN?
1. BEGIN WITH THE END IN MIND
2. KNOW YOUR AUDIENCE
3. DEFINE YOUR VOICE & PERSONA
4. CHOOSE YOUR NETWORKS
5. DEFINE YOUR MESSAGING & PUBLISHING SCHEDULE
6. RESEARCH YOUR COMPETITORS
7. DETERMINE ROLES & RESPONSIBILITIES
8. DEFINE YOUR MEASURES OF SUCCESS
9. DEVELOP YOUR STRATEGY
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1. WHAT ARE YOUR GOALS?
➡
➡
➡
➡
➡
➡
➡
➡
BUILD BRAND AWARENESS
PROVIDE CUSTOMER SERVICE
DRIVE TRAFFIC TO YOUR WEBSITE
NEW CUSTOMER ACQUISITION
CUSTOMER RETENTION & LOYALTY
DRIVE FOOT TRAFFIC TO YOUR STORE
INCREASE ONLINE SALES
GENERATE LEADS
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GEAR MODEL
G - AUDIENCE GROWTH
E - FAN ENGAGEMENT
A - CUSTOMER ACQUISITION
R - RETENTION & LOYALTY
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2. KNOW YOUR AUDIENCE
DEMOGRAPHICS
PSYCHOGRAPHICS
GEOGRAPHIC
• Gender split
• Age range
• Income level
• What are their interests?
• How do they spend their
• Where do they live?
• Where do they work?
• Where do they travel?
time?
• Where do they gather
online?
• Social & political views
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3. DEFINE YOUR VOICE & PERSONA
YOUR VOICE
PERSONA
• Is it silly or sophisticated?
• Old or young?
• Smart? Savvy? Sweet? Authoritative?
• What words will you use and NOT
• Describe the person who will be
use?
• What is the tone?
• These all should resonate with your
target audience(s).
speaking for your business and brand.
It may be your personality or it may be
fictitious. It could be a cartoon charter
or a sophisticated 30 something
woman. This is the person your
customers will hear from and interact
with. It should be a persona they can
relate to and will elicit a favorable
response. Write a description.
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4. CHOOSE YOUR NETWORKS
SOCIAL NETWORKS
FACEBOOK, INSTAGRAM, TWITTER + VINE, PINTEREST, YOUTUBE, LINKEDIN
MOBILE MESSAGING APPS
MESSENGER, SNAPCHAT, WHATSAPP, WECHAT, LINE, VIBER, KIK
BLOGGING
MEDIUM, TUMBLR, WORDPRESS, BLOGGER
REPUTATION MANAGEMENT
GOOGLE, YELP, FOURSQUARE, FACEBOOK, OPENTABLE
SOCIAL APPS
EVENTBRITE, MEETUP, QUORA
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FACEBOOK
PRO’S
CON’s
• NETWORK SIZE - Facebook now has over
• LOTS OF NOISE - Due to the size of
1.4B users and continues to grow.
• GREAT ADVERTISING - Facebook has a
very robust and effective ad platform that
allows you to connect with new customers.
• EASY TO USE - Facebook has spent a lot of
time making their platform intuitive and easy
to navigate.
• MOBILE - Facebook has made key
Facebook’s audience, there are a lot of
companies on FB competing for mindshare.
• MAINSTREAM - Facebook as the largest
social network has become mainstream and
may not appeal to niche audiences.
• APPEALS TO CONSUMERS - Facebook
appeals to people interested in friends, family
and fun. It’s not a great B2B channel.
investments to stay relevant with mobile
apps such as Messenger, WhatsApp, Paper
and Groups.
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FACEBOOK ADVERTISING
Side Rail Ad >>>
KEY POINTS
• RICH DATA - Facebook now has over 1.4B
users and lots of rich data for ad targeting.
• GREAT ADVERTISING - Facebook has a
very robust and effective ad platform that
allows you to connect with new customers.
• GEO-TARGETED - Facebook allows you to
target ads by city, zip code or in a radius
around your business.
• MOBILE - Facebook is a great platform for
reaching consumers on their mobile devices.
Newsfeed Ad >>>
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INSTAGRAM
PRO’S
CON’s
• NETWORK SIZE - Instagram now has over
• MOBILE FOCUS - Must have and take photos
300M users and 30B+ photos shared.
• MOBILE - Instagram is the leading photo &
video sharing app, owned by Facebook, it
now has a larger user base than Twitter.
• PHOTO FILTERS - Instagram became
known and popular for its ease of use and
photo filters which make any amateur look
like a professional photographer.
•
YOUNG AUDIENCE - Instagram appeals to
a younger audience than some other
networks.
and videos with Apple or Android phone to
post.
• SCHEDULING - It can be difficult to schedule
Instagram posts in advance.
• VERSATILITY - It may be less versatile than
other networks and still appeals to a niche
audience, but continues to grow.
• ADVERTISING - Advertising is not yet widely
available to smaller advertisers.
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TWITTER
PRO’S
CON’s
• NETWORK SIZE - Twitter now has over
• LOTS OF NOISE - Due to the real-time nature
• OPEN NETWORK - Twitter is an open
• COMPLEX - Some believe Twitter is complex
300M users and continues to impact our
daily lives as a source of news.
network which allows anyone to tweet
publicly and view the tweets of others.
• REAL-TIME - Twitter is a great source of
real-time updates especially for events.
of Twitter it can become difficult to cut through
the clutter and find relevant content.
and difficult to understand how to use.
• PERISHABLE - Tweets have a short half-life
which can be as low as 15 minutes making it
difficult to have your tweets stand out.
• MOBILE - Twitter has made key investments
to stay relevant with mobile apps by
purchasing Vine and Periscope.
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TWITTER ADVERTISING
KEY POINTS
• LOTS OF OPTIONS - Twitter allows for
many ad types to grow your business
including lead generation and email capture.
• GREAT FOR EVENTS - Use Twitter
advertising connected with an event.
• MOBILE - Reach consumers while on their
mobile devices in real-time near your
business.
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PINTEREST
PRO’S
CON’s
• NETWORK SIZE - Pinterest now has over
• SIZE - Pinterest still has a relatively small
• VISUAL - Pinterest gained mass appeal
• NICHE - Pinterest does best in areas like
• EASY TO USE - Pinterest is easy to use,
• APPEALS PRIMARILY TO WOMEN - Some
70M users and continues to grow into new
areas.
because it was a very visual network which
allowed users to plan, buy and do.
easy to start and intuitive.
• MOBILE - Pinterest has made major
audience which may make it difficult to use in
some markets.
weddings, interior design, food, crafts and may
not reach mass appeal.
believe that Pinterest is primarily for women
and that the audience skews heavily female.
investments in their mobile apps making
them a very engaging experience.
• TRAFFIC DRIVER - Statistics show that
Pinterest can drive significant traffic to your
website or online store.
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5. CONTENT IS KING
CREATION
CURATION
• Create or use as much original content as
• Curate content which is more difficult to create
• Focus on quality over quantity
• Make it unique & relevant
• Use topical themes to make it easier
• Avoid overuse of internet memes or National
• Share from trusted and relevant sources
• Make a list of publications related to your
possible
“Fill-in-the-blank” Day posts
• Mix it up with questions, polls and other
interactive posts
• Make it visual by using images, graphics,
videos and infographics
on your own
industry
• Setup feeds to easily scan for great shareable
content
• Create Google alerts for key terms
• Use searches on Google News or your favorite
social network to find content
• Follow influencers for inspiration
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CONTENT TYPES & CALENDARS
CONTENT TYPES
CONTENT CALENDARS
• Text
• Photos
• Graphics
• Blog Posts
• Videos
• eBook
• Case Study
• White Paper
• Infographic
• Slideshow
• Webinar
• Two weeks worth of content
• Includes copy, images/videos and
links you plan to post on your target
social networks
• Includes creating event pages,
contest dates, boosted posts, email
blasts, actual event dates
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WHAT TO SHARE & HOW OFTEN
WHAT TO SHARE
HOW OFTEN?
• Insider Info & behind the scenes
• Blog posts
• New products & services
• Reviews & testimonials
• Industry news
• Employee or company highlights
• Awards or milestones
• Customer profiles
• Contests & Promotions
• Cross posting for other networks
• Facebook = 1x per day (24-48 hours)
• Instagram = 3-7x per week
• Twitter = 3-5x per day (15 minutes)
• Pinterest = 5-20x per week
• Youtube = 1x per week
• Linkedin = 1-5x per week
Note: Original content only, does not include
shares, regram’s, retweets, reins etc.
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6. RESEARCH YOUR COMPETITORS
WHAT TO LOOK FOR?
• Which social networks are they using?
• What type of content are they posting?
• How many fans or followers do they have?
• What level of fan engagement are they getting?
(Likes, Comments, Shares)
• How often are they posting?
• Are they advertising? Where?
• What tactics are they using to GEAR their marketing?
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7. DETERMINE ROLES & RESPONSIBILITIES
WHO IS GOING TO DO WHAT?
• Assign roles for content creation & publishing?
• Who will take charge of advertising?
• Who will monitor the networks and provide customer
service?
• Who will be responsible for following up on
questions, complaints or other inquiries?
• Who will do reporting and analyze the results?
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8. DEFINE MEASURES OF SUCCESS
HOW WILL YOU DETERMINE SUCCESS?
• Use competitor research to develop a benchmark.
• Set quarterly and annual goals.
• Determine the key performance indicators to track.
• Setup process and tools to track metrics.
• Report on progress against your benchmarks at least monthly.
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9. DEVELOP YOUR STRATEGY
HOW WILL YOU EXECUTE ON YOUR PLAN?
• Combine all the previous steps into a comprehensive plan and
develop a strategy for implementing your social media marketing
on each social network.
• Share the plan and strategy with your team and ensure
understanding across the organization.
• Review progress at least monthly or more frequently if needed to
stay on course and achieve your goals.
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CONTESTS & GIVEAWAYS
PROMOTIONS DRIVE ACTION
• Social media campaigns, contests, & sweepstakes can be
used for new customer acquisition, lead generation, viral
engagement.
• Can use 3rd party apps to host contests on your Facebook
page or on a landing page on your website.
• Run sweepstakes, photo/video contests, instant win, bracket
challenge, pin to win.
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REPUTATION MANAGEMENT
WHAT ARE YOUR CUSTOMERS SAYING?
• Monitor major review sites on Yelp, OpenTable,
UrbanSpoon, TripAdvisor, Google, Facebook, Foursquare
for new customer reviews.
• Get real-time alerts of new reviews and make company
responses to customers.
• Outreach to customers via email and social media to
increase the number and quality of reviews for your
company.
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#HASHTAGS
WHAT IN THE WORLD IS A HASHTAG?
• A word or phrase preceded by the hash sign (#)
• Functions as a tag to group messages on a specific topic
• Often used for events to group photos and posts from
numerous people during an event
• There are no space or other punctuation (e.g.,
#thisisahashtag)
• Can be used on Twitter, Facebook and Instagram
• Clicking on a hashtag triggers a search for that tag
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TOOLS & RESOURCES
SOCIAL MEDIA TOOLS
RESOURCES
• Hootsuite
• Tweetdeck
• Buffer
• SproutSocial
• ReviewTrackers
• PicMonkey
• IFTTT
• WooBox
• Feedly
• Mention
• SocialMediaExaminer.com
• SocialMediaToday.com
• https://blog.bufferapp.com/
• http://sproutsocial.com/insights/
• http://www.reviewtrackers.com/blog
• https://www.socialmediaexplorer.com/
• https://www.facebook.com/business/
• https://business.twitter.com
• https://business.pinterest.com/en
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FIND US ONLINE:
/CLICKSPRING
/CLICKSPRING
/COMPANY/CLICKSPRING
(916) 822-7619 | 224 Vernon Street, Suite 210 Roseville, CA 95678 | www.ClickSpring.co