14 steps to getting started on social mediaPresentation Transcript
My name is Jessica Peterson. I started my banking/financecareer in 1994. During my career, I was a partner in a lendingfirm, won a national lending award, and was top in sales for abank. Through the years, I have read and learned hands-onwhat does and does not work to insure success in business.
Getting Started on Social Media 14 Steps to Social Media Success
A few questions…• How many of you are currently using social media to market your business?• How many of you have thought about using social media to market your business?• How many of you are using Facebook personally?• How many people here have Twitter accounts?• How many of you dont have a Twitter account because you really dont care what people are having their coffee this morning?• How many of you have a LinkedIn account?
Does the technology behind social media freak you out? Success on social media comes down to onething: The ability to communicate content that isinteresting to a community of people who might be interested in what you have to say.
Here are some questions to which you can say yes!• In your business, do you know why you do what you do?• Does your company or business have a mission statement?• Do you know the unique selling point of your product or service?• Do you know who your customers are?• Do you know what differentiates you from your competitors?• Do you know what your competitors are up to?• You know whats hot in your industry right now?• Do you have anything interesting to say?
The magic formula to social media success:• Know who you are• Know what you have to sell• Know whats happening in your industry• Know who your customer’s are• Know what your customers want• Have information they might find interesting• Share some content• And listen listen listen!
Social Media is a ToolSocial media is just a tool. Just like your telephone or computer.
Step OneWrite down who your niche market is.
Step TwoMake a list of all the things that your niche customer or client base is interested in.
Step ThreeDo you know peoplewho are eitherinfluential to yourcustomer base,influential in yourindustry, or both?If you dont knowthem, do you knowwhere to find them?
Step Four Write down all the keywords or search termsthat your customers or clients might type into Google in order to find a company like yours.
Step FiveDo you know where yourcustomers are and wheretheyre talking to you? Doyou know where and howtheyre findingyou? Write it down. Andif you dont know theanswer, then start askingthem!
Step SixWrite down the names of some competitors (or as I like to call them in social media, comparables.)
You Have Your Foundation…• Now….
Step SevenChoose the social media site that you want toget started in (or improve). It might not be thesocial platform you are most comfortable in.Most common question is which one should I beon? Ultimately you want to be set up on all ofthem. The next question is which one shouldyou give majority of your attention to? Here area few tips and you can make the decision.
Facebook Facts and Figures Complied by Jeff Bullas, as of April 2012• Monthly active users now total nearly 850 million• 250 million photos are uploaded every day• 20% of all page views on the web are on Facebook• 425 million mobile users• 100 billion connections• Zygna’s games revenue is currently 12% of Facebook’s total income• 2.7 billion “likes” per day• 57% of users are female
Some facts and figures to note about Twitter• There are over 465 million accounts• 175 million tweets a day• 1 million accounts are added to Twitter every day• Top 3 countries on Twitter are USA at 107 million, Brazil 33 million and Japan at nearly 30 million• Busiest event in Twitter’s history is now “Castle in the Sky” TV screening 25,088 tweets per second (previous record was the last minutes of the 2012 Super Bowl with 10,245 tweets per second).
LinkedInLinkedIn started in 2003 as a professional business social network andas of February 2012, has over 150 million members according tothe official press release from LinkedIn.• 2 new members join every second• USA leads membership at more than 57 million, Europe has more than 34million members• 60% of its members live outside the USA• In 2011 there were 4.2 billion professionally oriented searches on the LinkedInplatform• LinkedIn now has over 2,116 employees (at the beginning of 2010 it had only500)• The fastest growing demographics are students and recent college graduates• Revenues for 2011 reached $522 million• LinkedIn is the 36th most visited website in the world• Widely used for companies looking to hire a person or firm, or a person lookingfor employment
Youtube facts and figures• 3rd most visited website according to Alexa• 2 billion views per day• It handles 10% of the internet’s traffic• Average YouTube user spends 900 seconds per day• 44% of YouTube’s users are aged between 12 and 34• Over 829,000 videos are uploaded every day• Average video duration is 2 minutes 46 seconds• 78% of traffic is outside the U.S
Pinterest Facts and FiguresPinterest is a collection of boards where you can search for products, photos, and inspirational quotes. You can “pin” photos that you like on a board. Most common are vacation spots, wedding images, childrens crafts, food, fitness, quotes.• December of 2011 Pinterest became one of the top 10 largest social networks with 11 million visits per week• In January it was driving more referral traffic traffic to retailers than LinkedIn, YouTube and Google+• Over 10.4 million registered users• Nearly 12 million monthly unique visitors• Most of the sites users are female• 97% of the site’s Facebook “likes” are by females• It is the fastest site in history to break through the 10 million unique visitor mark
Google+ Facts and Figures• It was launched on June 28, 2011• Google+ reached 10 million users by July 14, 2011• 67% of Google+ users are male• Google “+1″ button is served more than 5 billion times daily• It is gaining 625,000 users per day• Anticipated 400 million users by the end of 2012
History of Google+
Which social media site is best for me?• Facebook - If you are in a business that has a database and is relationship-based. For example, chiropractor, car sales, real estate agent, loan officer.• Pinterest - If you have a tangible product, such as coffee, picture frames, pottery, housing.• Twitter - If you are in a relationship-based business but do not have the database yet.• Youtube and Google+ - If you are trying to be higher up in search engines when someone looks for a business.
Step 8-Consider other sourcesThere are other free sources for you to exploreMantaYellowbotYelpLocal.comKudzuMerchant CircleYahoo LocalFoursquare
Step NineNew? Create an account and use those searchterms (keywords) in the description sections.Already have an account? Add more keywordsto existing profiles.Why? So that you can get found, not only in thesocial media sites themselves, but on Google.
Step TenSee if your competitors are on social media. Ifthey are, research what comments or articlesare creating engagement.
Step ElevenFind Influencers and follow them.What are they talking about? What can you share?Majority of the time people like to see their articlesshared.Can you build a relationship with them?Interview them?
Step TwelveStart researching content.The good news is you dont have to create allyour own content.Do make sure it is what your sphere wants tohear.
Step ThirteenStart sharing some ofthat interestingcontent. And once ina while you can evenpitch your ownproduct or service.
Step FourteenTell your customers and clients you are on socialmedia. Give them social buttons and easy linksto find you. Is it posted on your website andemail?
Magic NumberHeres the magic number in social media.• 20% of your audience is the influencers who will share 80% of your content.• 80% of your content should be interesting, valuable, fun, or intriguing. 20% of your content can be used to pitch your product.• Listen 80% of the time. Talk 20% of the time.
Since Facebook is the most popular, we will dig a bit deeper with Facebook Important that you have quality over quantity for likes on your businesspage, unless your business needs that image. Choose your words and verbiage carefully – keep it POSITIVE and call foraction in your posts. Posts should be interactive. Say “Like this post if you…” or “Share this post if you…” Ask people what they think of your post. Pictures and statistics will engage more people. Utilize contests to connect to people. Take a picture, best video, etc. “Like” this post and for each new like, money will be donated to a non- profit organization Promotions keep people coming back. “Free this morning only!”
Facebook Page Insights Business page administrators can use the Page Insights feature to assess the performance of their page, learn which content matters most to their audience, and discover the optimal ways of getting people to tell their friends about you. How to view your Page Insights: Click on the gear icon on the right side of your page, under your cover photo. Click on “View Insights”Why do I need to use Page Insights?By understanding what interests your audience the most, you can tailor your poststo meet their needs and wants. This will, in turn, increase the number of peopletalking about your business!
Facebook Page Insights continuedThere are four ways to measure the overall performance of your page using the PageInsights feature:1) Total Likes – The number of people who like your page.2) Friends of Fans – The number of people who are friends with your fans, including your fans.3) Talking About This – The number of people who created a story about your page. A story is created when: Someone likes your page Comments on, likes, or shares your post Answers a question you asked Mentions your page Tags your page in a photo Recommends or “checks in” at your page4) Total Reach – The number of people who have seen any content associated with your page.
Facebook AlgorithmThe Facebook algorithm, EdgeRank, decides which posts are seen in yourfriends’ newsfeed.An “Edge” is generated any time a friend: Posts a status update Comments on another status update Tags a photo Joins a fan page RSVPs to an eventEvery “Edge” is a potential newsfeed story. “Edges” are ranked, hence thename “EdgeRank”, and only the highest ranked “Edges” are displayed in yournewsfeed.HOW DOES THIS AFFECT ME?Most of your Facebook fans never see your status updates!According to Facebook, only 0.2% of all stories are published in the newsfeed.(insidefacebook.com)
What factors influence the algorithm?The actual EdgeRank algorithm is unknown to the public and is always changing.Facebook did release the three ingredients used to determine the algorithm.1) Affinity Score – how “connected” a person is to the “Edge”. For example, if you frequently write on your sister’s wall and you have 75 mutual friends, your affinity score with your sister is high; Facebook knows you will probably want to see her posts.2) Edge Weight – Each category of “Edges” has a different weight. Comments are worth more than likes; videos and photos weigh more than links. Higher weighted “Edges” are more likely to show up on your friends’ newsfeed.3) Time Decay – The older the story, the less points because it is “old news”. Older posts are less likely to be published in the newsfeed because newer posts have a higher score.
How can I best use this information?It’s almost impossible to trick an algorithm into thinking your content is interesting.Instead, try changing the wording of your content so your fans interactmore with your posts.Here are some examples: “Click “like” if you agree with this statement:...(write a statement)” “Fill-in-the-blank: One way I can help someone today is by_____. We went to the soup kitchen and served lunch to the localhomeless.” “Yes/No: I eat breakfast every morning. We have samples of adelicious and nutritious breakfast shake available at our store!” On a scale of 1-10, I think our cities roads need to be widened.Click on the link to see the Department of Transportation’s plans forour city.
Advertising on Facebook Facebook rakes in $1 billion per quarter in advertising revenue. Here are ways some of the top advertisers on Facebook are using the social media site.Fab.com uses Facebook to boost one-to- Proctor & Gamble CEO Bob McDonaldone relationships with customers. Virtually realized the free viral exposure of hiseveryone who posts on Fab’s page gets a company on Facebook has been verypersonal response. WOW! effective. P&G thinks it can generate $500 million in Facebook and other American Express created an app that social media. allows cardholders to link their cards to their Facebook accounts. In return, they Experian encourages financial literacy get deals from various companies. and promotes saving through chatty questions and quizzes. Starbucks used a Facebook contest to launch its Pumpkin Spice Latte this fall. Ford knows their ads are “more effective when strategically combinedAnheuser-Busch Inbev bought mobile ads with engaging content and innovation.”to increase their fans on Facebook. They They also believe that someone whoalso offered special incentives only for those “likes” you on Facebook is more willingwho were their fans on Facebook. to advocate your brand. Source: http://www.businessinsider.com/the-30-biggest-advertisers-on-facebook-2012-9?op=1
How To Advertise on Facebook Facebook has three sales channels – Direct (a.k.a. managed accounts), Inside, and Online Currently, you have 3 choices for advertising on Facebook: 1) Marketplace Ads – These ads are one-way communication and less engaging. 2) Sponsored Stories – Often referred to as a “voice of friend”; they are shown to friends of fans and include the friend’s profile photo and their name. 3) Page Post Ads – Display the same content in an ad as what is on your page An example of a “Like Ad” Types of Marketplace Ads Standard Ad – drives traffic to your site Like Ad – drives traffic to your Facebook page App Ad – drives traffic to an app Event Ad – promotes an ad
How To Advertise on Facebook continued Sponsored Stories add the social aspect to advertising on Facebook.Sponsored stories are shown to friends of fans and include the friend’s nameand photo. This is where the social aspect comes into play. Sponsored Stories can be created from any of these actions: • Page Like – user likes your page and their friends will see this • Page Post Like – user likes a post on your page • Page Post Comment – user comments on a post • App Used or App Shared – user interacts with your app • Check In – user checks in at your location • Question Answered – user answers a question you asked on your page • Event RSVP – user indicates they are attending your event
How To Advertise on Facebook continuedPage Post Ads use content from your business page in an advertisement. If auser is not already connected to your business page through a friend, they will see an ad and have the ability to “like” your page. Page Post Ads options currently include: • Text – you make a text-only post on your page • Photo – you post a photo to your page • Video – you post a video to your page • Link – you share a link on your page that directs traffic off of Facebook • Question – you ask a question or make a poll • Event – you create an event