Social Media101
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Introduction to Social Media Marketing presented to YWSE-LA on October 16, 2011
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Social Media101
- 1. Young Women Social Entrepreneurs – Los Angeles SOCIAL MEDIA 101
- 2. ABOUT ME 7 years online marketing experience My work in a nutshell: Goal Oriented Measurable Efficient Director of Monetization & Analytics, Perfect Market
- 3. SOCIAL ME @charleneiniguez charleneiniguez charlene@perfectmarket.com
- 4. SOCIAL EVERYBODY Facebook: YWSELosAngeles Twitter: @YWSE_LA Today’s training hashtag #YWSELA @charleneiniguez
- 5. OUTLINE Why is social media important The Social Media ROI Cycle The Social Media Sites Facebook Twitter The Others (Linked In, Google Plus, Stumble Upon) Tools to make your life easier Questions
- 6. SOCIAL MEDIA MARKETING Using social media sites to further business goals Gaining traffic or attention through social media sites @charleneiniguez
- 7. WHY SOCIAL MEDIA MARKETING? feeds into the discovery of new content such as news stories can help build links that in turn support SEO efforts people perform searches at social media sites to find social media content @charleneiniguez
- 8. WHY SOCIAL MEDIA MARKETING? Users Facebook: 750 Million (Jul) Twitter: 100 Million “active” users(Sep) Google+: 40 Million (Oct) @charleneiniguez
- 9. 1 2 3 The Social Media ROI Cycle Stage 1: Launch Stage 2: Management Stage 3: Optimization Via Jamie Turner @60SecondTweets @charleneiniguez
- 12. Objective: To have a Social Media Presence
- 15. Focus: Mid-Term
- 17. Results: Increased Traffic@charleneiniguez Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer
- 19. Focus: Long-Term
- 20. Objective: Social Media ROI
- 21. Results: Revenue GrowthSource: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer
- 22. FACEBOOK Facebook Groups vs. Fan Pages Pages are visible to unregistered people and are thus indexed(reputation management) better for a long-term relationships with your fans, readers or customers Groups allow to send out “bulk invite” (you can easily invite all your friends to join the group while with pages you will be forced to drop some invites manually) better for viral marketing, meaning that any group member can also send bulk invites to the friends of his better for hosting a (quick) active discussion and attracting quick attention. @charleneiniguez
- 23. FACEBOOK: PAGE vs. GROUP
- 24. FACEBOOK: Best PRACTICES Establish goals # of fans # of users # of likes Tracking Facebook insights Google analytics http://www.socialmediaexaminer.com/how-to-add-google-analytics-to-your-facebook-fan-page/ http://www.socialmediaexaminer.com/how-to-track-tweets-facebook-likes-and-more-with-google-analytics/ http://www.google.com/support/analytics/bin/answer.py?answer=55578 URL shorteners (https://bitly.com/ ) @charleneiniguez
- 25. Facebook: BEST PRACTICES Welcome Pages @charleneiniguez
- 26. FACEBOOK: BEST PRACTICES Splash Product Page – GAP Interactive – Coke Contest – Farmers Insurance Lead Capture – American Express @charleneiniguez
- 27. FACEBOOK: ON-SITE Facebook login to your site Like button When a Ticketmaster user posts a specific event they are attending, or may want to attend, to Facebook, it generates $5.30 of direct ticket sales American Eagle added the Like button next to every product on their site and found Facebook referred visitors spent an average of 57% more money than non-Facebook referred visitors @charleneiniguez
- 28. FACEBOOK:TIPS Ask questions on your Facebook fan page (“Would?” gets the most engagement) Post games and triviaInteract with fans Use wall “sapplets” — coupons, polls & other out-of-the-ordinary posts Use relevant photos Relate to current events Incorporate videos Post time-sensitive content Post links Be explicit in posts @charleneiniguez
- 29. TWITTER SLANG RT via @reply Hashtag DM Twitter search Live tweeting Let’s tweet! @charleneiniguez
- 30. TWITTER Twitter helps SEO @charleneiniguez
- 31. TWITTER: KEEP GOALS IN MIND Do you want to build your profile and perceived expertise in a niche or industry? Do you want to drive traffic to your blogs? Do you want to use it to network with others in your niche? Is it a branding exercise? Do you want to show your readers a more personal side of yourself? Is it more of a social exercise? @charleneiniguez
- 32. TWITTER: MOST RETWEETABLE WORDS @charleneiniguez
- 33. TWITTER Follow industry specialists and get them to notice you, connect w/ others in your niche Health experts on twitter http://www.lpn-to-rn.net/blog/2009/top-100-health-experts-on-twitter/ Don’t be a self-centered twitterer. Give and take. Use a tweet scheduling tool such as hootsuite Think: Headline, Body, URL just like a google listing @charleneiniguez
- 34. OTHERS Linked-In Google+ StumbleUpon @charleneiniguez
- 35. MY TOOLSET Hootsuite Klout bit.ly Google Analytics Facebook Insights
Editor's Notes
- Sheryl Sandberg – COO of FacebookInspiring Women in the tech field
- Definition from Search Engine Land
- Setting up, running and optimizing an effective social media campaign happens in three stages
- 100% of the efforts are typically focused on launching the Big 3: LinkedIn, Facebook, Twitter (Some companies dive into the Big 3 Plus More which include blogs, SlideShare, e-newsletters, Flickr, etc.)
- In Stage 2, approximately 60% of a company’s focus is on the Big 4 (or the Big 4 Plus More), 10% of the focus is on creative and offer development, 20% on quantitative metrics (traffic, inbound links, likes, etc.) and 10% on qualitative metrics (brand sentiment, surveys, polls, etc.).
- Approximately 25% of the focus is on the Big 3 Plus More,10% on creative and offers, 10% on quantitative metrics, 10% on qualitative metrics, 25% on improving conversion and optimizing the campaign and 20% on tracking profits and ROI.