Social media marketing

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This is the slide deck from a seminar I presented on maximizing the benefits of social media marketing, while minimizing the risks.

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Social media marketing

  1. 1. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Social Media Marketing Maximizing Benefit—Minimizing Risk Presented by Tanya Bamford September 11, 2013
  2. 2. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Workshop Overview I. Social media facts & figures II. Benefits of social media III. Risks of social media IV. Best practices for engaging – Research – Policies & Planning – Engagement tactics V. Summary
  3. 3. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results The State of Social Media • According to Nielsen, social media and blogs reach 80% of all active US Internet users (of which there are 245 million) • A recent survey by the Association of National Advertisers showed that 95 percent of US marketers are now using social networks for their efforts. Just five years ago, the figure was only 20 percent • Facebook’s monthly active users (MAUs) reached 1.01 billion as of September 30, 2012, an increase of 26% year-over-year • According to comScore, one in every seven minutes spent online is spent on Facebook
  4. 4. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Increased access = Increased social media usage Social media is becoming increasingly relevant as online access increases through the proliferation of devices with internet access, like smart phones and e-readers
  5. 5. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Top benefits of using social media as a marketing tool 1. Reach 2. Immediacy 3. Two-way communication channel 4. Cost-effective 5. Contagious 6. Numbers of users are growing exponentially 7. SEO benefits
  6. 6. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Social media can also be risky business for organizations who fail to use good social media sense, resulting in: 1. Negative publicity 2. Suspended accounts 3. Fines 4. Lawsuits
  7. 7. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Determining which social media site is right for you Conduct a Social Media Audit (aka survey) Before you jump-in to SMM, be sure to conduct a social media audit among your current clients. Which sites do they use? This will help you to narrow your focus to the sites which will likely pay the greatest dividends. TCB Tip: SurveyMonkey.com offers a free survey tool. Create your survey, then upload your contacts email addresses. They’ll email your contacts an invitation to participate in the survey. Other web-based survey applications are available through email service providers like Constant Contact.
  8. 8. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results 0 200 400 600 800 Google + My Space Pinterest LinkedIn Twitter Facebook Social Media Site Rankings Site rankings by monthly average users (MAU’s) Source: eBizMBA Rank which is a constantly updated average of each website's Alexa Global Traffic Rank, and U.S. Traffic Rank; January 2013.
  9. 9. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Best practices Now that you know where to establish your social media presence, you need to engage with your audience effectively. Here are a few “do’s” and “don’ts” to keep in mind. Following these rules will help you quickly build a loyal following.
  10. 10. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Best practices—Plan & Strategize Create a plan for engaging in social media. Whatever the size of your company, you ought to have a plan that answers these three questions: 1. Who are you targeting with your social marketing? 2. What goals or objectives do you want to accomplish? 3. How much time and money will you invest in your social marketing?
  11. 11. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Best practices—Create a Social Media Policy If you will have employees, or subcontractors, posting to your company social media accounts, you need to establish a policy in writing. Here are a few of the key elements to include: 1. Protocols and procedures for posting on behalf of the company 2. Encourage good sense 3. Identify possible consequences for violating the policy
  12. 12. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Best practices—Develop content Maintaining the attention of clients/prospects is key to your social marketing success. To keep their focus, keep your content fresh and mix-up your media. 1. Share photos 2. Post videos 3. Create surveys 4. Create events 5. Share links 6. Offers and discounts 7. Share good news 8. Contests Quick Fact: Adding a photo and video to Facebook posts increases the life of content by 16% and 9% respectively. Always support posts with a photo (or a video, if possible).
  13. 13. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Share photos
  14. 14. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Share graphics
  15. 15. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Post videos
  16. 16. Create surveys
  17. 17. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Best practices—Share good news Be sure to share good news about your company. Posting about your awards and honors reinforces why your fans “Liked” you in the first place.
  18. 18. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Best practices—Get recommended Encourage your clients to recommend you in social media. Their recommendations will be public and will help you develop new leads and prospects. Your clients’ recommendations will be seen by their network of friends, peers and colleagues.
  19. 19. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Get recommended
  20. 20. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Best practices—Tweet and Retweet Engage with your followers on Twitter and they will do the same for you. TCB Tip: Focus on developing a local following, by following local people. Start with reporters from area media companies. Chances are they’ll follow you in return—and maybe even retweet your posts to their followers.
  21. 21. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Tweet and be Retweeted
  22. 22. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Contests & Giveaways Prize giveaways have long been used as a tool for generating response. But, great care should be given to conducting contests in social media to ensure that you do not violate any laws or terms of service which could expose your company to risk. Familiarize yourself with: • Terms of Service • State and Federal laws
  23. 23. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results E. Promotions If you use Facebook to communicate about or administer a promotion (such as a contest or sweepstakes), you are responsible for the lawful operation of that promotion, including the official rules, offer terms and eligibility requirements (e.g., age and residency restrictions), and compliance with regulations governing the promotion and all prizes offered in connection with the promotion (e.g., registration and obtaining necessary regulatory approvals). Please note that compliance with these guidelines does not constitute the lawfulness of a promotion. Promotions are subject to many regulations and if you are not certain that your promotion complies with applicable law, please consult with an expert. i. Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas Page or a Page App. ii. Promotions on Facebook must include the following: a. A complete release of Facebook by each entrant or participant. b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook. c. Disclosure that the participant is providing information to [disclose recipient(s) of information] and not to Facebook. iii. You must not condition registration or entry upon the user taking any action using any Facebook features or functionality other than liking a Page, checking in to a Place, or connecting to your app. For example, you must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo on a Wall. iv. You must not use Facebook features or functionality as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant. v. You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion. vi. You must not notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles (timelines) or Pages. Facebook Terms of Service
  24. 24. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Contests—Apps you can use to manage contests Costs starting at $5.99> Pricing varies on functionality, branding and length of promotion Free use for pages with under 100 fans. One time fees starting at $10. Monthly plans available starting at $15/mo unlimited use. Fees vary by # of fans.
  25. 25. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Contests—Audience building promotion example
  26. 26. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Contests—Examples of what NOT to do Takeaway Don’t Relinquish Too Much Control. Mountain Dew learned this the hard way when they gave fans the unfettered opportunity to name a new flavor.
  27. 27. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Contests—Examples of what NOT to do
  28. 28. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results More examples of what NOT to do Takeaways 1. Be aware of trending topics and find out why they are trending 2. Avoid “newsjacking” as it will be deemed insensitive and opportunistic
  29. 29. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results More examples of what NOT to do Takeaways 1. Avoid posting controversial opinions 2. Make sure anyone posting on your behalf knows better than to post personal opinions using the company ID
  30. 30. © 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results Questions & Answers

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