2. Rich Griffin Vice President, National Sales Manager
North American Title Insurance Company

3. What we’re going to cover today
Developing a social media strategy Identifying your customer Working your message and content

4. Different tools for different jobs
“Don’t use a hammer if you need a screwdriver.”
Rich Griffin

5. 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

6. Where to Start?

7. 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.

8. 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.

9. 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.

10. Who’s your ideal customer?
Identifying your ideal customer

11. 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

12. Message and Content

13. 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

14. 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.

15. 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.

16. 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. 

17. 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

18. 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.

19. Thank You!