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Social Media and Your Target Market
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Social Media and Your Target Market

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Learn how to create a profitable social media strategy that will provide value to your company, select the best social networks for engaging your target market, and use specific tools to measure the ...

Learn how to create a profitable social media strategy that will provide value to your company, select the best social networks for engaging your target market, and use specific tools to measure the return on investment (ROI).

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    Social Media and Your Target Market Social Media and Your Target Market Presentation Transcript

    • Social MediaEngaging Your Target Market John Avola Twitter: @johnavola john.avola@gmail.com www.johnavola.com
    • Today’s Goals1. Create a profitable social media strategy2. Select the best social networks for your target market3. Learn how to measure the return on investment (ROI)4. Discover the most important statistics to monitor5. Explore the future of social media marketing
    • Before we begin......we must define social media.
    • Social media defines the activities that integrate technology, social interaction, and the sharing of information. COMPANY WEBSITE Social media is part of the overall marketing strategy.
    • 1. Create a profitable social media strategy2. Select the best social networks for your target market3. Learn how to measure the return on investment (ROI)4. Discover the most important statistics to monitor5. Explore the future of social media marketing
    • 5 Step Strategy to Success
    • 1. Create a profitable social media strategy2. Select the best social networks for your target market3. Learn how to measure the return on investment (ROI)4. Discover the most important statistics to monitor5. Explore the future of social media marketing
    • Business BlogsA corporate tool for sharing knowledge and expertise with customers. Benefits for your brand: Establish thought leadership Increase traffic to your website Connect with current and potential customers Optimize keywords for SEO The key is to find the right balance between keywords with significant activity levels and below average competition.
    • A social network that connects people with similar interests.• 2010 Statistics 500 million users, 3 of 4 Americans (Facebook.com, 2011) 3 rd most popular online brand, visited by 54% of internet population (Nielson, 2010) Referred more website traffic than Google (Compete.com, 2010) 40% “like” a brand, 51% of fans purchase that brand (Digital Surgeons, 2010) More than 30 billion pieces of content shared each month (Facebook.com, 2011)
    • The Facebook Business GoalTo build brand loyalty, strengthen communication, and build awareness. Implementation Tactics: •Network with people who can help you get connected •Get found by people who are searching for your products or services •Connect and interact with clients, colleagues, and prospects •Promote content you create, including webinars and blog articles •Create a community around your business
    • Ways to Promote Your Business Using FacebookCreate an engaging Page.Use applications and custom tabs to add more interesting and engaging content.Leverage the viral nature of Facebook – the news feed.Every time a fan engages with your page that activity is published to their “news feed”which is seen by all of their friends.Draw on your existing network.Make sure your email subscribers and blog readers know your business is on Facebook.Make your Page publicly searchable.By default, your Page is public so that it can get indexed by search engines.Use Facebook Ads.Advertise your website or Fan Page on Facebook.
    • A micro-blogging community that offers the opportunity to connect to a mass audience through 140 character messages.2010 Statistics 175 million users (Twitter.com, 2010)•95 million tweets sent daily, 20% about a brand (Twitter, 2010)•25% follow a brand, 67% of followers purchase that brand (Digital Surgeons, 2010)•There are 600 million search queries on Twitter per day (Chirp, 2010)
    • Ways to Promote Your Business Using TwitterBuild customer relationshipsDrive traffic to your websiteResearch the competitionStart conversations about your products and servicesPromote company news or corporate blogGet consumer feedback and/or provide customer supportNetwork with prospects and vendors in your industryPromote a company eventReact to negative consumer feedback (reputation management)Notify the public in an emergency
    • Using Twitter Searchhttp://www.search.twitter.com
    • A network to discover, watch, upload, and share videos.2010 Statistics 24 hours of video uploaded per minute (website-monitoring.com, 2010)•Visited by 42% of the world’s internet population (Nielson, 2010)•Exceeds 2 billion views per day (website-monitoring.com, 2010)•Over 3 million people are auto-sharing videos with at least one social network (website-monitoring.com, 2010)
    • Ways to Promote Your Business Using YouTubeCreate a series of instructional or how-to videos related to your businessHost a video contest for consumers to win prizesMake video tours of your products and servicesPost a video of your CEO giving a speechBefore creating a video, view the competitionInfluence the industry through visual updates and demonstrations
    • A networking tool used to develop connections with industry experts, business partners, and job candidates.2010 Statistics 66.5 million members (Quantcast, 2010)•36.5 million people visit LinkedIn.com every month (Quantcast, 2010)•42.8% of website traffic is from the U.S. (Quantcast, 2010)•The majority of members (66%) are decision makers or have influence in thepurchase decisions at their companies (socialmediastatistics.com, 2010)
    • Ways to Promote Your Business Using LinkedInEstablish your professional profile and brand your organizationNetwork with people who can help you get connectedMake it easy for potential customers to find youReach out to experts, form solutions, and share ideasExplore and post job opportunities•LinkedIn Groups• Target broad industry keywords rather than your brand•LinkedIn Answers• Actively engage with LinkedIn members via asking & answering questions
    • 1. Create a profitable social media strategy2. Select the best social networks for your target market3. Learn how to measure the return on investment (ROI)4. Discover the most important statistics to monitor5. Explore the future of social media marketing
    • Measuring ROI
    • What’s the Return on Ignore?Not listening and engaging can lead to annoyed customersPotential to loose interested prospectsA loss of social media real estateGiving up access to the best and probably most cost-effective focus groupsYour competitors are responding to your customers in your absenceBloggers are only talking about your competitionYour customers may be unhappy and you’re not responding or taking
    • 1. Create a profitable social media strategy2. Select the best social networks for your target market3. Learn how to measure the return on investment (ROI)4. Discover the most important statistics to monitor5. Explore the future of social media marketing
    • It Takes TimeOn average it takes about 90 days to start developing a following.
    • Measuring Results3 Important Elements1. Importance – How strong is your reach?2. Relevance – How relevant is your post?3. Recency – How often are you communicating? http://www.socialmention.comOverall social strength, passion, reach, and sentiment
    • Facebook Key Performance IndicatorsFacebook Insights Page Likes Demographics Interactions per week Monthly Active Users Visits to Fan Page Unique Page Views Tab Views Impressions per post Post Likes and Comments Referral Traffic
    • Twitter Key Performance IndicatorsTweet FrequencyRetweetsReplies and MentionsTweet ImpressionsTweet Reach http://www.tweetstats.comLevel of Influence http://www.twittercounter.com http://www.tweetreach.com
    • YouTube Key Performance IndicatorsChannel ViewsUpload ViewsFriendsSubscriptionsComments
    • 1. Create a profitable social media strategy2. Select the best social networks for your target market3. Learn how to measure the return on investment (ROI)4. Discover the most important statistics to monitor5. Explore the future of social media marketing
    • Trends for 2012 Niche Real-Time Mobile Social Search Networks QR Codes Geo-Location AugmentedSocial Search Check-Ins Reality
    • Thank You. John Avola Twitter: @johnavola john.avola@gmail.com www.johnavola.com