Social Media Marketing Strategy:
Building Your Brand
Alex Lawrence, Weber State University
Twitter: @_AlexLawrence (unders...
Street Cred
 73,000+ Twitter Followers (Verified Account)
 5,000+ Facebook & 10,000+ Subscribers (public account)
 50,0...
50M Users Put In Perspective
0 5 10 15
Facebook
iPod
Internet
Radio
Years
Twitter Stats
 1B registered users (7 years old)
 Adding 500,000 per day
 255 million active users per month
 100 mill...
Facebook Stats
 1.28 Billion active users
 757 million log on once per day
 Average user has 130 friends
 750 million ...
Instagram Stats
 7 million users & 150 million photos uploaded in first 9
months
 Took Flickr 2 years to get to 100 mill...
Mobile Market Stats
 Average teen sends 1500 texts per month
 76% of all phone subscribers use texting
 Over 500,000 iP...
27% of Time Spent Online = Social
 Twitter, Facebook and Instagram:
 Most active users are women age 35 - 54
 27% of al...
Advertising $ Follow Eyeballs
1995 2013
Global Internet Ad
Revenue
$55MM $125B
Ad Revenue Per User $9 $100+
Global Interne...
SO WHAT DO I DO?
 Be yourself
 The billboard test
 Customers talk to each other online – a lot
 It’s not a commercial!...
An Example Of What To Do
 The Red Dress – Brick and Mortar Clothing Boutique
 Opened a retail store that did okay, then ...
Activity Equals Influence
 Either in or out
 Customers recognize insincerity
 Listen and Engage
 Time – no quick fix, ...
Suggestions and Tools
 Use analytics to find best times and what content is
responded to (buffer is simple and cheap)
 *...
Suggestions and Tools
 Tweetdeck
 NutshellMail – keeps you in your email box
 Google+ (Google the search engine likes i...
Open Q & A
 Let’s Talk About You
 What networks?
 How often should you post?
 How do you find and curate content?
 Ph...
Takeaways
 Social media is not a toy for kids
 It is not a fad
 If you aren’t actively engaged now, you are behind
 Em...
THANKS!
 Contact Info
 Twitter: @_AlexLawrence (underscore before my name)
 Email: alexanderlawrence@weber.edu
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Utah Entrepreneurial Summit -- Davis Conference Center -- May 13, 2014

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Utah Entrepreneurial Summit -- Davis Conference Center -- May 13, 2014

  1. 1. Social Media Marketing Strategy: Building Your Brand Alex Lawrence, Weber State University Twitter: @_AlexLawrence (underscore before my name) LinkedIn: /AlexOnLinkedIn Facebook: /AlexLawrence Blog: StartupFlavor.com Instagram: /AlexLawrence
  2. 2. Street Cred  73,000+ Twitter Followers (Verified Account)  5,000+ Facebook & 10,000+ Subscribers (public account)  50,000+ Blog Readers/Subscribers (fairly inactive)  3,000+ LinkedIn Connections  5,000+ FourSquare Check Ins  1,000+ mobile apps downloaded  Average 1,300+ clicks per link and 100K+ views per post  Weekly KSL Tech Correspondent – Tuesdays at 12:35pm
  3. 3. 50M Users Put In Perspective 0 5 10 15 Facebook iPod Internet Radio Years
  4. 4. Twitter Stats  1B registered users (7 years old)  Adding 500,000 per day  255 million active users per month  100 million active user per day  150 million tweets per day  1 billion tweets per week  Largest VC raise in history = $800M
  5. 5. Facebook Stats  1.28 Billion active users  757 million log on once per day  Average user has 130 friends  750 million active mobile users per month (54% increase from 2013)  70% of Facebook users are outside of the United States
  6. 6. Instagram Stats  7 million users & 150 million photos uploaded in first 9 months  Took Flickr 2 years to get to 100 million photos  Only on iOS during this time  4 employees for the first year+  Acquired by Facebook for $1B, now considered a steal!  Just crossed 100 million monthly active users
  7. 7. Mobile Market Stats  Average teen sends 1500 texts per month  76% of all phone subscribers use texting  Over 500,000 iPhone apps, 37% are free  1.08 Billion have smartphones worldwide now  Mobile usage should takeover desktop by end of 2014  ½ of all searches are done on a mobile device  Americans spend 2.7 HOURS per day socializing on mobile  Twice the amount of time they spend eating!
  8. 8. 27% of Time Spent Online = Social  Twitter, Facebook and Instagram:  Most active users are women age 35 - 54  27% of all users check status and post updates 10+ times per day  40% of all users post updates while driving  30% of all users update networks while on dates  64% of all users post updates while at work
  9. 9. Advertising $ Follow Eyeballs 1995 2013 Global Internet Ad Revenue $55MM $125B Ad Revenue Per User $9 $100+ Global Internet Users 6MM 2.4B
  10. 10. SO WHAT DO I DO?  Be yourself  The billboard test  Customers talk to each other online – a lot  It’s not a commercial!  Real photos, custom backgrounds, detailed info  Research the networks, commit to two  Don’t give the keys to you/your brand to someone else
  11. 11. An Example Of What To Do  The Red Dress – Brick and Mortar Clothing Boutique  Opened a retail store that did okay, then a second (which failed)  Moved online and focused on social networks (FB, Pinterest, IG)  $63K to $7M in sales since 2010. Online is 93% of business.  Married, pregnant with kids, husband in law school during all of this  Not a commercial: inspiring quotes, images of her with children, personal home décor  Hand-written thank you notes, surprise free orders  Hard work, research, daily effort and creativity = GROWTH
  12. 12. Activity Equals Influence  Either in or out  Customers recognize insincerity  Listen and Engage  Time – no quick fix, no quick results  SEO value from social  Rankings  Clicks  Customers  Encourage employees to be social, don’t block it!
  13. 13. Suggestions and Tools  Use analytics to find best times and what content is responded to (buffer is simple and cheap)  **Connect other networks (Twitter to LinkedIn, etc.)  Be sure to reply to people where they replied to you  Use a mobile application to share “live” updates  Setup keyword searches and join conversations  Photos work really well
  14. 14. Suggestions and Tools  Tweetdeck  NutshellMail – keeps you in your email box  Google+ (Google the search engine likes it)  Stumbleupon.com – great for content discovery  Mobile apps for Facebook, Twitter, Instagram and Buffer
  15. 15. Open Q & A  Let’s Talk About You  What networks?  How often should you post?  How do you find and curate content?  Photos work, of what? Where?  One entry point connected to multiple exit points (buffer)  Consistency is key  Authenticity is also key  Other questions or comments
  16. 16. Takeaways  Social media is not a toy for kids  It is not a fad  If you aren’t actively engaged now, you are behind  Employers, partners, investors and customers are there  The great equalizer – small business can compete with large  You will likely need to understand social and be good at it in order to survive
  17. 17. THANKS!  Contact Info  Twitter: @_AlexLawrence (underscore before my name)  Email: alexanderlawrence@weber.edu
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