Rich Griffin Vice President, National Sales Manager North American Title Insurance Company rgriffin@natic.com

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 Don’t try to do too much. If you don’t know what you want, how will your customers? “If you don’t know where you are going, you’ll end up someplace else.” Yogi Berra

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 (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. Going Deep

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!