Introduction to Social Media &
Social Media Strategy
Albert Qian
Product Marketer, Social Media Consultant
Twitter: @alber...
About Albert Qian
• 26-year Silicon Valley resident – here my entire life.
• Social media consultant and product marketer ...
Objectives
• Understand how social media fits within the marketing and business mix
(for startups, SMBs, and more) and per...
Social Media Overview
• Trends
• The Industry Landscape
• Charts, charts, and more charts!
Social Media: A Long Time Coming
• Jesus Christ – founder of
Christianity, healer…
• He had a message
• He had followers
•...
Emerging Industry Trends (Part One)
• Social media marketing budgets will double in the next 5 years.
• Employee advocacy ...
Emerging Industry Trends (Part One)
• 66% of people are visual learners, and we’re hungry too. Food
accounts for 57% of po...
Emerging Industry Trends (Part Two)
• Even though social media is “just another communications
medium” it’s impact has bee...
Where Do We
Fit In Here?
• Content creators
• Influencers
• Conversationalists
• Media hubs
You might be good at this and ...
And here…?
• Making money still matters.
Most companies still have no
idea how to do so via social
media.
• It’s a crazy w...
And here…?!!
• Taking advantage and
understanding the ecosystem
is also an important aspect of
being able to succeed in th...
And this is what we have.
Social Media Marketing: Content
• Crafting Your Message
• Content Calendars and Creativity
• Tools of the Trade
Section 1: Core Values and Virtues
• Start with why?
• Social media not just media, but also an overall experience
• It co...
Practicing Core Values
All of these organizations have
core values.
What are yours?
The CIA on Twitter
US Soccer on Facebook – World Cup
Messaging for Personal Twitter Account
Exercise 1: Practice your company or your own personal brand
messaging.
1. Write down the message you’d like your social m...
Section 2: Content Marketing
• Content marketing is a major part of any social or branding strategy
today. It’s not the be...
Content Calendars
• Many companies and brands utilize company calendars to
schedule in content throughout the year.
• Cont...
Content Examples: Bad
Content Examples: Better
The Rules for Good Content
• Be memorable
• Be visual (On Facebook especially)
• Be consistent and on message
• Be relevan...
Exercise 2: Let’s do some content brainstorming.
1. Create a year-long content calendar where you will leverage campaign a...
Section 3: Putting Content Together
• In order for your content to be most effective, go where your
audience is.
• Not sur...
You
Social Media
WebEmail
Marketing
Communities
In today’s marketing, everything
must work together.
If one part falls off...
Tools of the Trade
• Content marketing however, should not be a manual task. Luckily
there are content tools to help in th...
Sample Tools
• Buffer App – www.bufferapp.com
• Schedule content to your social media accounts
from RSS feeds and more.
• ...
Exercise 3: Let’s turn our ideas into content.
Taking your current social media presence and your messaging…
1. Create a g...
Social Media Engagement
• Networking and Customer Service
• Audience Growth
• Tools of the Trade
What is “Social Media Engagement”?
• Employee Advocacy
• Customer Service
• Networking
• Sales Funnel Fulfillment
• Social...
Engagement Types
Social Media
Engagement
Earned Engagement Paid Engagement
Networking
Guest Blogging
Webinars
Live Events
...
Best Practices
• Audience matters
• Spend money where it’s relevant
• Sometimes silence isn’t always best (community moder...
Engagement: Customer Advocacy
Engagement: Sponsored Content
Engagement: Conversation
Engagement: Audience Discovery (ManageFlitter)
Engagement: Paid Advertising
Tools of the Trade
• You can automate the way you discover relationships with others.
That said, you still must build rela...
Sample Tools
• Manage Flitter – www.manageflitter.com
• Auto-follow Twitter users based on interests,
tweets, and more.
• ...
Sample Tools
• Nimble Social CRM – www.nimble.com
• Integrate social media with leads
• Twitter Ads – www.analytics.twitte...
Exercise 4: Let’s Use Social for Engagement
1. Explore ManageFlitter with your Twitter account to find your
audience.
2. S...
Social Media Analytics
• Analytics Basics
• Tools of the Trade
Analytics Overview
• Big data is a big deal
• The bottom line is still what matters
Analytics Types
Social Media
Analytics
Vanity Analytics Business Analytics
Likes
Comments
Shares
Retweets
Klout Score
Enga...
Strategizing Analytics
• What social media metrics do I really care about? (Awareness?
Clicks? Likes? Etc.)
• What signifi...
Sample Tools
• Klout – www.klout.com
• Measure and track influence, build brand through content
• Twitter Analytics – www....
Sample Tools
• Bitly – www.bit.ly
• Track links and clicks
• HootSuite – www.hootsuite.com
• Manage analytics and total ac...
Exercise 5: Let’s Measure Social
1. Determine a very basic social media analytics strategy that you’ll
follow. Set a goal ...
Putting it All Together
• Crafting Your Strategy
• Further Reading and Considerations
Putting Your Strategy Together
• You now have a comprehensive social media / personal brand
strategy. It should contain:
•...
Strategy (Other Considerations)
• Understand that the industry is constantly in flux. We are in the age
of technology conv...
Strategy (Other Considerations)
• Master the basics – what creates success on Facebook, Twitter,
and LinkedIn is likely si...
Further Considerations
• Suggested Books
• Jab, Jab, Jab, Right Hook, Gary Vaynerchuk
• Human to Human, Bryan Kramer
• Max...
Further Considerations
• Blogs to Follow
• Social Media Examiner – www.socialmediaexaminer.com
• Social Media Today – www....
Thank You!
Website: www.albertqian.com
Twitter: @albertqian
LinkedIn: http://www.linkedin.com/in/albertqian
albert.qian@gm...
Introduction to Social Media Marketing and Social Media Strategy
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Introduction to Social Media Marketing and Social Media Strategy

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Social media marketing for small businesses and individuals exploring a personal brand, from industry analysis to tactics, and more.

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  • http://www.webdam.com/2014-marketing-statistics-infographic/
    http://blog.crazyegg.com/2014/01/22/14-social-media-trends-2014/
    http://memeburn.com/2014/07/are-1-in-5-companies-missing-the-point-of-social-media/
    https://smallbusiness.yahoo.com/advisor/83-exceptional-social-media-marketing-statistics-2014-160016146.html
  • http://www.webdam.com/2014-marketing-statistics-infographic/
    http://blog.crazyegg.com/2014/01/22/14-social-media-trends-2014/
    http://memeburn.com/2014/07/are-1-in-5-companies-missing-the-point-of-social-media/
    https://smallbusiness.yahoo.com/advisor/83-exceptional-social-media-marketing-statistics-2014-160016146.html
    http://www.hubspot.com/marketing-statistics
  • Things however, are coming together. Here’s what matters.

    http://www.theverge.com/2014/4/23/5644740/facebook-q1-2014-earnings
  • Both of these areas address content, but one is free while the other is paid
  • Both of these areas address content, but one is free while the other is paid
  • Introduction to Social Media Marketing and Social Media Strategy

    1. 1. Introduction to Social Media & Social Media Strategy Albert Qian Product Marketer, Social Media Consultant Twitter: @albertqian #IgnitionSM on Facebook/Twitter and @ignition501c3 on Twitter
    2. 2. About Albert Qian • 26-year Silicon Valley resident – here my entire life. • Social media consultant and product marketer with past experience at Cisco and Santa Clara University. Currently at HP. • Built vibrant social media communities on Twitter and Facebook. • Author of The Social Media Ecosystem, available on Amazon.
    3. 3. Objectives • Understand how social media fits within the marketing and business mix (for startups, SMBs, and more) and personal branding. • Connect the dots of social media within content, engagement, and analytics. • Learn how to think critically with social media, beyond “posting on Facebook” and “liking” things. • Write a simple social media strategy that you can start applying tonight.
    4. 4. Social Media Overview • Trends • The Industry Landscape • Charts, charts, and more charts!
    5. 5. Social Media: A Long Time Coming • Jesus Christ – founder of Christianity, healer… • He had a message • He had followers • He spawned massive engagement • His ROI lives on until today
    6. 6. Emerging Industry Trends (Part One) • Social media marketing budgets will double in the next 5 years. • Employee advocacy for social media is becoming a major issue. Roughly 56% of millennials won’t accept a job where social media is banned in the workplace. • 1 in 5 consumers think companies respond to complaints the right way on social media. • On Twitter, the 55-to-64 age demographic is biggest, growing 79% since 2012. 45-to-54 year olds love Facebook and Google+. • YouTube reaches more U.S. adults aged 18-34 than any cable network.
    7. 7. Emerging Industry Trends (Part One) • 66% of people are visual learners, and we’re hungry too. Food accounts for 57% of postings on Pinterest. • For those aged 18-34, 80% believe bloggers can be influential in shaping product purchasing decisions. • In the B2B world, 84% of marketers use social media. • Integrated marketing
    8. 8. Emerging Industry Trends (Part Two) • Even though social media is “just another communications medium” it’s impact has been wide-ranging. Consider: • Facebook has over 1 billion monthly mobile users. • Social media also means more niche communities. • The collaborative economy • Social media plays a part in divorce proceedings and can change who gets what. See also: job seeking, apartment hunting, politics… And we’re only at the tip of the iceberg…
    9. 9. Where Do We Fit In Here? • Content creators • Influencers • Conversationalists • Media hubs You might be good at this and not even know it…
    10. 10. And here…? • Making money still matters. Most companies still have no idea how to do so via social media. • It’s a crazy world out there.
    11. 11. And here…?!! • Taking advantage and understanding the ecosystem is also an important aspect of being able to succeed in this NOISY world. Content Engagement The Sweet Stuff • Money ($$$) • Relationships • Opportunities
    12. 12. And this is what we have.
    13. 13. Social Media Marketing: Content • Crafting Your Message • Content Calendars and Creativity • Tools of the Trade
    14. 14. Section 1: Core Values and Virtues • Start with why? • Social media not just media, but also an overall experience • It comes down to messaging • What’s the why? • Expressing mission and vision
    15. 15. Practicing Core Values All of these organizations have core values. What are yours?
    16. 16. The CIA on Twitter
    17. 17. US Soccer on Facebook – World Cup
    18. 18. Messaging for Personal Twitter Account
    19. 19. Exercise 1: Practice your company or your own personal brand messaging. 1. Write down the message you’d like your social media presence to get across, or the experience you’d like your brand to create. 2. Apply that messaging to a social media profile (Twitter, Facebook Page, LinkedIn, etc.). If necessary, create the profile too. 3. Share that message with someone around you.
    20. 20. Section 2: Content Marketing • Content marketing is a major part of any social or branding strategy today. It’s not the beginning of sales, it is the sale. • What is content? • How do people utilize content nowadays?
    21. 21. Content Calendars • Many companies and brands utilize company calendars to schedule in content throughout the year. • Content can be blogs, videos, social media campaigns, and much, much, more. It’s all about being creative, delivering value, and delivering an online experience (ie; humorous, serious, etc). • Content types • Seasonal • Evergreen • Campaign-oriented
    22. 22. Content Examples: Bad
    23. 23. Content Examples: Better
    24. 24. The Rules for Good Content • Be memorable • Be visual (On Facebook especially) • Be consistent and on message • Be relevant Remember: You can turn anything into a marketing opportunity using social and what people are interested in. Do it wisely. You also have a lot of content already. Think about past blogs, white papers, collateral, etc.
    25. 25. Exercise 2: Let’s do some content brainstorming. 1. Create a year-long content calendar where you will leverage campaign and content ideas. Think of how holidays and events play into your business and how your audience might relate. 2. If you’re working on a personal brand, think about blogging topics you can explore throughout the year that relate back to your career.
    26. 26. Section 3: Putting Content Together • In order for your content to be most effective, go where your audience is. • Not surprisingly, you don’t need to be on every social network to reach your audience. You just need to be on the right ones. What if your audience doesn’t use Facebook? • In addition to your social networks, your own personal website matters as well. Modern marketing is very involved…
    27. 27. You Social Media WebEmail Marketing Communities In today’s marketing, everything must work together. If one part falls off, the whole marketing strategy faces collapse. Maximize your content for your networks.
    28. 28. Tools of the Trade • Content marketing however, should not be a manual task. Luckily there are content tools to help in the process. • Tools range anywhere from free to a few dollars per month, and help you save time, which is the most important. • Let’s take a look at a few.
    29. 29. Sample Tools • Buffer App – www.bufferapp.com • Schedule content to your social media accounts from RSS feeds and more. • HootSuite – www.hootsuite.com • Schedule content to your social media accounts, get metrics, and manage your networks. • Canva – www.canva.com • Create graphics for your social networks, fast and free (with upgrades).
    30. 30. Exercise 3: Let’s turn our ideas into content. Taking your current social media presence and your messaging… 1. Create a graphic using Canva and associated assets. 2. Schedule some content using Buffer (free 30 day trial).
    31. 31. Social Media Engagement • Networking and Customer Service • Audience Growth • Tools of the Trade
    32. 32. What is “Social Media Engagement”? • Employee Advocacy • Customer Service • Networking • Sales Funnel Fulfillment • Social media merges together multiple communications concepts into a singular area. The end goal: building relationships
    33. 33. Engagement Types Social Media Engagement Earned Engagement Paid Engagement Networking Guest Blogging Webinars Live Events Employee Advocacy Influencer Marketing Content Sharing #FollowFriday… Sponsored Tweets Facebook Ads Search Ads Paid Content A healthy mix of both is necessary for a successful social media strategy
    34. 34. Best Practices • Audience matters • Spend money where it’s relevant • Sometimes silence isn’t always best (community moderation) • Be consistent • Practice human to human
    35. 35. Engagement: Customer Advocacy
    36. 36. Engagement: Sponsored Content
    37. 37. Engagement: Conversation
    38. 38. Engagement: Audience Discovery (ManageFlitter)
    39. 39. Engagement: Paid Advertising
    40. 40. Tools of the Trade • You can automate the way you discover relationships with others. That said, you still must build relationships after. • Tools range anywhere from free to a few dollars per month. • Remember, just because these are tools, does not mean you become one.
    41. 41. Sample Tools • Manage Flitter – www.manageflitter.com • Auto-follow Twitter users based on interests, tweets, and more. • HootSuite – www.hootsuite.com • Manage multiple feeds from one place. • Triberr – www.triberr.com • Share the content of people who are similar to you and your interests.
    42. 42. Sample Tools • Nimble Social CRM – www.nimble.com • Integrate social media with leads • Twitter Ads – www.analytics.twitter.com • Manage your Twitter advertising • Facebook Ads – www.facebook.com/advertising • Manage your Facebook ads from one place
    43. 43. Exercise 4: Let’s Use Social for Engagement 1. Explore ManageFlitter with your Twitter account to find your audience. 2. Sign up for a site like HootSuite and add one of your social networks that you can manage. 3. Optional: If you’d like to start, try your hand at creating a Facebook ad targeted at a specific audience.
    44. 44. Social Media Analytics • Analytics Basics • Tools of the Trade
    45. 45. Analytics Overview • Big data is a big deal • The bottom line is still what matters
    46. 46. Analytics Types Social Media Analytics Vanity Analytics Business Analytics Likes Comments Shares Retweets Klout Score Engagement Followers Sales Revenue Click-throughs Conversions Appointments Your social media should help your business, not be a time-suck activity.
    47. 47. Strategizing Analytics • What social media metrics do I really care about? (Awareness? Clicks? Likes? Etc.) • What signifies good analytics, what is bad? (Was it a holiday? Did a national event happen?) • How much am I willing to spend on an analytics platform? • Luckily many social media tools have all-in-one capabilities
    48. 48. Sample Tools • Klout – www.klout.com • Measure and track influence, build brand through content • Twitter Analytics – www.analytics.twitter.com • Manage your Twitter analytics – favorites, RTs, etc. • Facebook Page Insights – www.facebook.com • Manage your Facebook page insights from one place
    49. 49. Sample Tools • Bitly – www.bit.ly • Track links and clicks • HootSuite – www.hootsuite.com • Manage analytics and total account growth • TweetStats – www.tweetstats.com • Graph your Twitter Analytics
    50. 50. Exercise 5: Let’s Measure Social 1. Determine a very basic social media analytics strategy that you’ll follow. Set a goal for the kind of metrics you want to see. Share with a partner. 2. Connect your social media accounts to a Klout account and measure your score as well as what you might be influential about
    51. 51. Putting it All Together • Crafting Your Strategy • Further Reading and Considerations
    52. 52. Putting Your Strategy Together • You now have a comprehensive social media / personal brand strategy. It should contain: • Content marketing • Audience Engagement • Analytics and Success Measurement • Strategies are for the long term. One bad week should not inspire you to change what you are doing.
    53. 53. Strategy (Other Considerations) • Understand that the industry is constantly in flux. We are in the age of technology convergence. • Pay attention to the changes in technology as well as culture (memes, events, etc.) and adjust your strategy to fit-in. • Continue to maintain your brand through an integrated marketing strategy.
    54. 54. Strategy (Other Considerations) • Master the basics – what creates success on Facebook, Twitter, and LinkedIn is likely similar with YouTube, Pinterest, Google+, etc. • Deliver value. • Focus on the positive. • Be human.
    55. 55. Further Considerations • Suggested Books • Jab, Jab, Jab, Right Hook, Gary Vaynerchuk • Human to Human, Bryan Kramer • Maximize Your Social, Neal Schaffer • Enchanted, Guy Kawasaki
    56. 56. Further Considerations • Blogs to Follow • Social Media Examiner – www.socialmediaexaminer.com • Social Media Today – www.socialmediatoday.com • SmartBrief • TechCrunch – www.techcrunch.com (general tech and social) • People to Follow • Mari Smith (Facebook Pages) • Jon Loomer (Facebook Ads) • Gary Vaynerchuk (Strategy, Management) • Neal Schaffer (Sales, Advocacy)
    57. 57. Thank You! Website: www.albertqian.com Twitter: @albertqian LinkedIn: http://www.linkedin.com/in/albertqian albert.qian@gmail.com
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