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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
      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
    • 10. Launching the Big 3
      1
      2
      3
      STAGE 1: LAUNCH
      • Approach: Executional
      • 11. Focus: Short-Term
      • 12. Objective: To have a Social Media Presence
      • 13. Results: Negligible
      @charleneiniguez
    • 14. Qual.
      Quant.
      Big plus More
      Creative
      1
      2
      New initiatives
      3
      STAGE 2: MANAGEMENT
      • Approach: Tactical
      • 15. Focus: Mid-Term
      • 16. Objective: Customer Engagement
      • 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
    • 18. ROI
      Big 3 plus More
      Creative
      Conversion/ Optimization
      1
      Quant.
      Qual.
      2
      New initiatives
      3
      STAGE 3: OPTIMIZATION
      • Approach: Strategic
      • 19. Focus: Long-Term
      • 20. Objective: Social Media ROI
      • 21. Results: Revenue Growth
      Source: 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

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