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

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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.

Social Media101 Presentation 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