Do you know how your customers are using social media and the Internet? Social media supports SEO (search engine optimization) and together they point the way to your business so customers can find you! Learn more in this presentation.
2. MARKITECT
Mark Johnson FAIA|AIBD|CKD
• Do you know how your customers are using
the Internet and social media?
1. Are they using social media to communicate
with family and friends?
2. Are they buying online?
3. Are they using the
Internet for research?
Can you answer these questions?
3. MARKITECT
Mark Johnson FAIA|AIBD|CKD
The answer…
• Most customers are doing all three!
• That makes a high ranking for search engine
optimization (SEO) extremely important
• Social media points the way
to your business so
customers can find you
7. MARKITECT
Mark Johnson FAIA|AIBD|CKD
What do most people use?
Google+
327 Million
Tumbler
300 Million
Twitter
240 Million
LinkedIn
184 Million
Instagram
150 Million
Pinterest
50 Million
Facebook
1.16 Billion
YouTube
1 Billion
BusinessInsider.com -
Fall 2013 Report -Monthly Users
8. MARKITECT
Mark Johnson FAIA|AIBD|CKD
• Twitter - I’m working on a #Project
• Facebook - I ‘like’my project...I invite you to ‘like’it too
• YouTube - Watch me work on a project
• Google+ - My Circle of Friends do projects too
• Tumbler - See my projects on a micro-blog
• LinkedIn - My skills include creating projects
• Instagram - Here’s a picture of one of my projects
• Pinterest - Here’s a pretty collection of my projects
What’s the difference in networks?
9. MARKITECT
Mark Johnson FAIA|AIBD|CKD
• Where do your customers hang out online?
• Research your competition
1. What are they doing and what’s the result?
2. When are they posting?
3. How often do they post?
4. What content are they posting
on various networks?
How do I decide which networks to use?
10. MARKITECT
Mark Johnson FAIA|AIBD|CKD
Company 1 Company 2 Company 3 Company 4 Company 5 Company 6 Search Rank
Website 1 1 1 1 1 1 1
LinkedIn 4 na 2 2 na 5 2.7
Wikipedia 2 2 na na 3 2 3.6
Pinterest na 6 na na 5 na 4.1
Twitter 5 3 4 na 2 3 4.4
YouTube 6 5 5 3 na 5.1
Facebook 3 4 3 na 4 4 5.4
Google+ na na na na na 6 8
Example of a competitive analysis
Google Search ranking for six competing companies across their websites,Wikipedia and social networks -Q1 of 2014
11. MARKITECT
Mark Johnson FAIA|AIBD|CKD
Example of a Social Media schedule
Activity Frequency Days
Twitter
Tweets 60 tweets per week M, T, W, T, F
Respond to Mentions 5 times per week M, T, W, T, F
Add Followers/Following Every other day M, W, F
Retweet/Mention Others 5 times per week M, T, W, T, F
Facebook
New Posts 5 times a week M, T, W, T, F
Respond to Comments Every other day M, W, F
Shares and Likes Every other day M, W, F
LinkedIn
New Posts 5 times a week M, T, W, T, F
Shares and Connections Every other day M, W, F
12. MARKITECT
Mark Johnson FAIA|AIBD|CKD
Example of Social Media Results (3 Month Campaign)
Activity
GOAL
per Week
ACTUAL
per Week
BEFORE
13 Weeks
AFTER
13 Weeks
Twitter
Tweets 60 66 366 1227 total Tweets
New Followers - 17 296 512 total Followers
New Follows - 31 0 401 total Follows
Facebook
New Posts 5 5 770 837 total Posts
Views of posts - 358 -
4,650 views
(in 3 months)
Likes - 3 0
41 likes
(in 3 months)
LinkedIn
New Posts 5 5 -
63 posts
(in 3 months)
Impressions - 1,070 -
13,907 Impressions
(in 3 months)
15. MARKITECT
Mark Johnson FAIA|AIBD|CKD
Facebook -Campaign Highlights (3 months -2014)
•Increased weekly views by over 160%
•Attracted 45 new‘page likes’in 3 months
•‘Post likes’increased from 0 to 3+ per week
•New posts added interest,images,and
increased frequency to 5 days a week
16. MARKITECT
Mark Johnson FAIA|AIBD|CKD
Facebook before/after -Views Per Month
0
550
1100
1650
2200
Views / Month
1,440
1,3331,335
2,016
367
624
1,632
867
Oct Nov Dec Jan Feb Mar Apr May
After: 1,531 views/moBefore: 872 views/mo
17. MARKITECT
Mark Johnson FAIA|AIBD|CKD
LinkedIn Campaign Highlights (3 months -2014)
•Increased impressions per month by 308%
•Increased ‘page likes’from 140 to 166 people
•New posts added interest,images,and
increased frequency to 5 days a week
18. MARKITECT
Mark Johnson FAIA|AIBD|CKD
LinkedIn before/after -Impressions/Month
0
1500
3000
4500
6000
Impressions / Month
5,088
4,7014,613
3,671
1,301
1,090
3,038
1,265
Oct Nov Dec Jan Feb Mar Apr May
After: 5,164 imp./mo.Before: 1,674 imp./mo.
19. MARKITECT
Mark Johnson FAIA|AIBD|CKD
• Be helpful to others -More likely to follow you back
• It’s more than just pushing promotional messages
• Two-way engagement and content sharing is the goal
• Vary the content -People like variety and images
• Treat each network differently -They’re not all the same
• Be social! It’s ‘Relationship Marketing’
Social Media -A few tips for success