Social media marketing and engagement

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Ramona Cruz Peters

Ramona Cruz Peters

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  • 1. Using Social Media for Marketingand Engagement!Presented by Ramona Cruz-Peters! Effective! Affordable!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org! Compassionate! Treatment!
  • 2. Presentation Overview! •  Introduction! •  Why should I/my organization be involved in social media?! •  What time and skills are required?! •  Which are the right social networks for me/my organization?! •  Realistic expectations! •  Doʼs and Donʼts! •  Intro to each of the major social networking sites! •  Helpful tools! •  Contacts! •  Q&A!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 3. Introduction! Who am I?!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 4. Introduction! Who am I?!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 5. Introduction! Who am I?!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 6. Introduction! Whoʼs in the audience?! Image  source:  hellobloggerz.com  8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 7. Why should I be involved in social media?! Image  source:  icrossing.com  8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 8. Why should I be involved in social media?!•  80% of US social network users prefer to connect to brands through Facebook (source: HubSpot, 2012)!•  56% of people are more likely to recommend a brand after becoming a fan on Facebook (source: Digital Buzz Blog)!•  Social media advances your brand by building a relationship with consumers, nurturing your loyal fans, and differentiating your brand through an emotional connection. This all build trust. (source: Forrester Research, 2012)!•  There has been a shift in business. Customers now demand more, feel entitled to voice feedback, and more importantly, expect change when feedback is given!•  Social media presence adds to business and sales leads and increases traffic to your website. Businesses that have blogs generate 88% more leads per month and have 55% more web visits per month than those who donʼt (source: HubSpot, 2010)!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 9. Time and Skills Required! •  Time to properly set-up profiles and build network! •  Time to post updates! –  Facebook: daily! –  Twitter: daily! –  Pinterest: weekly! –  Blog: weekly! •  People skills! –  Greet people positively! –  Listen! •  Basic word processing/computer skills!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 10. Which social networks are right for me?! Image  source:  twentyproject.com  8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 11. Which social networks are right for me?! Facebook   Twi,er   •  1B  ac&ve  monthly  users   •  Real  &me  social  messaging   •  500M  sign-­‐in  daily   •  Connect  with  customers  with  news  and   •  The  dominant  force  in  social  media   ideas   •  Ideal  for  businesses  to  connect  with   •  Can  post  photos,  links,  and  brief   current  customers   updates  in  140  characters  or  less  quickly   •  Ability  to  post  and  share  photos,  videos,   and  simply   links,  status  updates,  and  more   •  55%  are  age  35+   •  65%  are  age  35+   •  60%  female   •  60%  female   •  Gives  you  the  ability  to  understand  your   •  Ability  to  have  a  “fan  page”  profile  type   fans/customers  by  following  them   which  includes  features  not  available  to   •  Majority  of  users  access  TwiQer  through   individual  users,  including  page  metrics   mobile  devices,  making  your  updates  to   them  in  true  “real  &me”   8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 12. Which social networks are right for me?! Pinterest   LinkedIn   Google+   •  Image-­‐based   •  Adds  millions  of  new   •  400M  users   •  3rd  most  popular  social   users  each  month   •  Owned  by  Google,  who   network  in  the  US   •  Ideal  for  making   has  proven  success  and   •  83%  users  are  female   business  to  business   dominance  in  online   ages  18-­‐34   connec&ons   space   •  Has  snagged  the  elusive   •  If  you  are  an  employer,   •  Currently  63%  of  users   female,  non-­‐technical   essen&al  for  “owning”   are  men,  most  of  which   adopter  demographic   your  employment  brand   post  about  technology   (source:  eReleases,  2012)   •  Online  resume   •  Integrated  with  Google   •  One  of  the  fastest   •  79%  are  35+   search,  Chrome  browser,   growing  social  networks   Google  Maps,  Google   ever   Docs,  YouTube,  etc.   •  Quickly  becoming   •  Helps  with  Google   essen&al  in  online   search  ranking   consumerism   8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 13. Which social networks are right for me?! YouTube   Blogging   •  800M  visitors  per  month   •  An  online  “web  log”  of  entries,  ar&cles,   •  4B  videos  watched  everyday   or  journalis&c  updates  to  chronicle   •  Owned  by  Google,  great  for  search   events  or  share  informa&on   engine  placement   •  Can  be  candid   •  Must  have  the  ability  to  create  original   •  People  can  “follow”  blogs  through  blog   video  content  (either  on  your  own,  or   readers  and  RSS  feeds   through  video  produc&on)  and  upload   •  By  the  end  of  2011,  NM  Incite,  a   to  YouTube   Nielsen/McKinsey  company,  tracked   over  181  million  blogs  around  the  world   •  Majority  of  bloggers  are  women   •  About  half  of  bloggers  are  aged  18-­‐34   •  Bloggers  are  well-­‐educated:  7  out  of  10   bloggers  have  gone  to  college,  a   majority  of  whom  are  graduates   8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 14. Realistic Expectations! •  Developing a loyal following takes time and effort, you will not necessarily “go viral” and increase business overnight! •  In addition to brand loyalty, efforts also result in increased brand awareness, which is often difficult to track!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 15. Doʼs! •  DO post/share multimedia content (photos, videos and links, not just text). ! –  90% of information translated to the brain is visual, and images are processed 60,000x faster than text! •  DO follow similar/competitor profiles! –  How many fans/followers do they have?! –  How is their engagement?! –  What kind of content do they post?! •  DO follow your own fans to try and understand them and what they want! •  DO try and find a consistent “tone” for your messages! •  DO make sure your posts provide “5 seconds of fun”! •  DO engage back with your fans/followers by liking, commenting, keeping the conversation going!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 16. Donʼts! •  DONʼT oversell yourself! –  The majority of your posts should provide value to your fans and followers! –  No more than one in every four posts should be a sale of your product or service! •  DONʼT fail to respond when someone asks you a question or comments on your posts! •  DONʼT be repetitive. Try and keep your content fresh, relevant, and up-to-date! •  DONʼT take extreme stances on topics that are not part of your business model, as you will risk turning off potential or current customers who may have different opinions, and will set yourself open to a public debate! •  Be careful about using humor that could be misconstrued when expressed through text!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 17. Major Social Networks!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 18. Major Social Networks! Facebook: Setting up your Profile!“About”  info   Cover  photo   Apps   Timeline  and  milestones   Profile  image   8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 19. Major Social Networks! Facebook: Building your Network!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 20. Major Social Networks! Facebook: Sharing Content! Type  a  status  update   Upload  a  photo   or  share  a  link   or  video  Schedule  post   “Like”  a  post   Comment  on  a  post   Share  someone  else’s  post  on  your  profile   8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 21. Major Social Networks!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 22. Major Social Networks! Twitter: Setting up your Profile! Header  image   Profile  image   Bio  (160  characters)   Username  8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 23. Major Social Networks! Twitter: Building your Network!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 24. Major Social Networks! Twitter: Sharing Content! “Hashtags”  are  a  way   to  add  a  searchable   Replying  to  a  tweet   and  trendable  feature  to   automa&cally  includes   tweets  using  #   Share  a  photo   @username  in  your  tweet  Type  in  “tweet”     Re-­‐twee&ng  sends  someone  else’s  (140  characters     Send  your  tweet   tweet  to  all  of  your  followers  verba&m  or  less)   8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 25. Major Social Networks!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 26. Major Social Networks! Pinterest: Creating Pinboards!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 27. Major Social Networks! Pinterest: Following Others!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 28. Major Social Networks!Pinterest: Pinning/Repinning! Type  a  note  about   your  pin   Hover  over  an  image,  then   click  repin   Choose  the  board  to   Click  “Pin  It”   pin  it  to  8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 29. Major Social Networks!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 30. Major Social Networks! LinkedIn: For your Business! Company  logo   Header  image   About  your  company   Post  job  openings   Highlight  services  8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 31. Major Social Networks!LinkedIn: For You! Organiza&ons   Experience   Skills  &  Exper&se  8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 32. Major Social Networks! LinkedIn: Adding Connections!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 33. Major Social Networks! LinkedIn: Groups!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 34. Major Social Networks!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 35. Major Social Networks! YouTube!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 36. Major Social Networks!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 37. Major Social Networks! Blogging! •  Include  photos  and  images  as  olen  as  possible   •  Guest  blog  posts  for  cross-­‐promo&on   •  Helps  posi&on  you  as  an  expert  by  crea&ng  original,  searchable  content  8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 38. Contacts! •  Email! –  rcruzpeters@austinrecovery.org ! •  Facebook! –  Facebook.com/AustinRecovery! •  Twitter! –  Twitter.com/AustinRecovery! –  Twitter.com/ramonaruby! •  Pinterest! –  Pinterest.com/AustinRecovery! –  Pinterest.com/ramonaruby! •  Blog! –  www.AustinRecovery.org/blog/! –  ramonaruby.blogspot.com !8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 39. Helpful Tools!•  HootSuite!•  Smartphone ! or tablet apps!•  Scheduled posts!•  Links in email marketing!•  Links on brochures!8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
  • 40. Questions?! ???  8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!