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Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
Social Media101
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Social Media101

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Introduction to Social Media Marketing presented to YWSE-LA on October 16, 2011

Introduction to Social Media Marketing presented to YWSE-LA on October 16, 2011

Published in: Technology, Business
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  • 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.
  • Transcript

    • 1. Young Women Social Entrepreneurs – Los Angeles<br />SOCIAL MEDIA 101<br />
    • 2. ABOUT ME<br />7 years online marketing experience<br />My work in a nutshell:<br />Goal Oriented<br />Measurable<br />Efficient<br />Director of Monetization & Analytics, Perfect Market<br />
    • 3. SOCIAL ME<br />@charleneiniguez<br />charleneiniguez<br />charlene@perfectmarket.com<br />
    • 4. SOCIAL EVERYBODY<br />Facebook: YWSELosAngeles<br />Twitter: @YWSE_LA<br />Today’s training hashtag #YWSELA<br />@charleneiniguez<br />
    • 5. OUTLINE<br />Why is social media important<br />The Social Media ROI Cycle<br />The Social Media Sites<br />Facebook<br />Twitter<br />The Others (Linked In, Google Plus, Stumble Upon)<br />Tools to make your life easier<br />Questions<br />
    • 6. SOCIAL MEDIA MARKETING<br />Using social media sites to further business goals<br />Gaining traffic or attention through social media sites<br />@charleneiniguez<br />
    • 7. WHY SOCIAL MEDIA MARKETING?<br />feeds into the discovery of new content such as news stories<br />can help build links that in turn support SEO efforts<br />people perform searches at social media sites to find social media content<br />@charleneiniguez<br />
    • 8. WHY SOCIAL MEDIA MARKETING?<br />Users<br />Facebook: 750 Million (Jul)<br />Twitter: 100 Million “active” users(Sep)<br />Google+: 40 Million (Oct)<br />@charleneiniguez<br />
    • 9. 1<br />2<br />3<br />The Social Media ROI Cycle<br />Stage 1: Launch<br />Stage 2: Management<br />Stage 3: Optimization<br />Via Jamie Turner<br />@60SecondTweets<br />@charleneiniguez<br />
    • 10. Launching the Big 3<br />1<br />2<br />3<br />STAGE 1: LAUNCH<br /><ul><li>Approach: Executional
    • 11. Focus: Short-Term
    • 12. Objective: To have a Social Media Presence
    • 13. Results: Negligible</li></ul>@charleneiniguez<br />
    • 14. Qual.<br />Quant.<br />Big plus More<br />Creative<br />1<br />2<br />New initiatives<br />3<br />STAGE 2: MANAGEMENT<br /><ul><li>Approach: Tactical
    • 15. Focus: Mid-Term
    • 16. Objective: Customer Engagement
    • 17. Results: Increased Traffic</li></ul>@charleneiniguez<br />Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer<br />
    • 18. ROI<br />Big 3 plus More<br />Creative<br />Conversion/ Optimization<br />1<br />Quant.<br />Qual.<br />2<br />New initiatives<br />3<br />STAGE 3: OPTIMIZATION<br /><ul><li>Approach: Strategic
    • 19. Focus: Long-Term
    • 20. Objective: Social Media ROI
    • 21. Results: Revenue Growth</li></ul>Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer<br />
    • 22. FACEBOOK<br />Facebook Groups vs. Fan Pages<br />Pages <br />are visible to unregistered people and are thus indexed(reputation management)<br />better for a long-term relationships with your fans, readers or customers<br />Groups <br />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)<br /> better for viral marketing, meaning that any group member can also send bulk invites to the friends of his<br />better for hosting a (quick) active discussion and attracting quick attention.<br />@charleneiniguez<br />
    • 23. FACEBOOK: PAGE vs. GROUP<br />
    • 24. FACEBOOK: Best PRACTICES<br />Establish goals<br /># of fans <br /># of users<br /># of likes<br />Tracking<br />Facebook insights<br />Google analytics<br />http://www.socialmediaexaminer.com/how-to-add-google-analytics-to-your-facebook-fan-page/<br />http://www.socialmediaexaminer.com/how-to-track-tweets-facebook-likes-and-more-with-google-analytics/<br />http://www.google.com/support/analytics/bin/answer.py?answer=55578<br />URL shorteners (https://bitly.com/ )<br />@charleneiniguez<br />
    • 25. Facebook: BEST PRACTICES<br />Welcome Pages<br />@charleneiniguez<br />
    • 26. FACEBOOK: BEST PRACTICES<br />Splash Product Page – GAP<br />Interactive – Coke<br />Contest – Farmers Insurance<br />Lead Capture – American Express<br />@charleneiniguez<br />
    • 27. FACEBOOK: ON-SITE<br />Facebook login to your site<br />Like button<br />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<br />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<br />@charleneiniguez<br />
    • 28. FACEBOOK:TIPS<br />Ask questions on your Facebook fan page (“Would?” gets the most engagement)<br />Post games and triviaInteract with fans<br />Use wall “sapplets” — coupons, polls & other out-of-the-ordinary posts<br />Use relevant photos<br />Relate to current events<br />Incorporate videos<br />Post time-sensitive content<br />Post links<br />Be explicit in posts<br />@charleneiniguez<br />
    • 29. TWITTER SLANG<br />RT<br />via<br />@reply<br />Hashtag<br />DM<br />Twitter search<br />Live tweeting<br />Let’s tweet!<br />@charleneiniguez<br />
    • 30. TWITTER<br />Twitter helps SEO<br />@charleneiniguez<br />
    • 31. TWITTER: KEEP GOALS IN MIND<br />Do you want to build your profile and perceived expertise in a niche or industry?<br />Do you want to drive traffic to your blogs?<br />Do you want to use it to network with others in your niche?<br />Is it a branding exercise?<br />Do you want to show your readers a more personal side of yourself?<br />Is it more of a social exercise?<br />@charleneiniguez<br />
    • 32. TWITTER: MOST RETWEETABLE WORDS<br />@charleneiniguez<br />
    • 33. TWITTER<br />Follow industry specialists and get them to notice you, connect w/ others in your niche<br />Health experts on twitter http://www.lpn-to-rn.net/blog/2009/top-100-health-experts-on-twitter/<br />Don’t be a self-centered twitterer. Give and take.<br />Use a tweet scheduling tool such as hootsuite<br />Think: Headline, Body, URL just like a google listing<br />@charleneiniguez<br />
    • 34. OTHERS<br />Linked-In<br />Google+<br />StumbleUpon<br />@charleneiniguez<br />
    • 35. MY TOOLSET<br />Hootsuite<br />Klout<br />bit.ly<br />Google Analytics<br />Facebook Insights<br />

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