Becoming a Social                             Rains MediaGuru in 60 minutes.Like that’s even possible.                    ...
Breakdown of session• Assessment Question  • What do social marketers do?• Trends  • What are social marketers doing today...
Rains Media“if we aren’t trending, we aren’t #winning”#TRENDS
Trends• Social Media Marketers  • What are they?  • Who are they?  • How do you become one?                               ...
Trends• Social Media is a new language of marketing  • CPC versus CPL  • PPC verus PPV  • The same principals apply but tr...
Channel Trends in 2012•   Facebook•   Twitter•   Blogs•   Google +                         Rains Media•   Youtube•   Linke...
Trends• Business are choosing where best to invest their time  • “We should be on Pinterest”     • Why?  • “What is the be...
Rains Media“So, how many likes do we need to pay for your salary?”METRICS
MetricsAwesome.                    Relevant                                        Rains Media           Timely         In...
Metrics• What is this?                  Rains Media
Metrics - Relevance• Facebook Analytics  • Demographic data  • Form content strategy (and initiatives) from demographics  ...
Metrics - Timing  350  300  250                                                                                           ...
Metrics – Converting Followersto Dollars • Canadian Demographics    • 20% of Canadians are on Twitter in 2011    • 45% of ...
Metrics - Success • Are more followers your goal?    • http://intertwitter.com/ (43$ for 5,000 followers)    • http://www....
Metrics - Quantitative  • Can be very simple, useful for high level observation numbersSocial Media Followers Growth by Ch...
Metrics - Qualitative                        Rains Media                        16
Metrics – The perfect tweet• Tweets with less than 100 characters have 17% more engagement.• Tweets with links are 84% mor...
Rains Media“Hey, look what they’re doing!”BEST PRACTICES
Best Practices• Find out what your competition is doing, and do it better.  • This isn’t just about social media.• Focus y...
Best Practices• Group: Have you seen recent examples?• Leverage social offline• Paid practices  • Primary Channels        ...
Best Practices• Paid initiatives• Facebook  •   Promoted Pages  •   Promoted Posts                           Rains Media  ...
Best Practices• Paid initiatives• Twitter  •   Sponsored Hashtags  •   Sponsored accounts                           Rains ...
Best Practices• Content Practices• Facebook  •   Caption Contests  •   Photo Contests                           Rains Medi...
Best Practices• Content Practices• Twitter  •   Hashtag maximization  •   Shareable tweets                                ...
Rains MediaQuestions?@JPLaurentianjl_rains@laurentian.ca
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Becoming a Social Media Guru in 60 minutes

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This presentation, slightly modified from another deck I use, was delivered to 4th year Marketing students at Laurentian University in Sudbury. To learn more about my presentations, visit http://jprains.com

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  • Becoming a Social Media Guru in 60 minutes

    1. 1. Becoming a Social Rains MediaGuru in 60 minutes.Like that’s even possible. 1
    2. 2. Breakdown of session• Assessment Question • What do social marketers do?• Trends • What are social marketers doing today? Rains Media • Which channels are they using, or considering?• Metrics • How can you measure your success? • How can you measure your success AND explain it to your CEO?• Best Practices • What is everyone wishing they were doing?
    3. 3. Rains Media“if we aren’t trending, we aren’t #winning”#TRENDS
    4. 4. Trends• Social Media Marketers • What are they? • Who are they? • How do you become one? Rains Media• The future of advertising • Customized • Shared • Stealth• Social spending represents ~ 15% of Marketing Budgets
    5. 5. Trends• Social Media is a new language of marketing • CPC versus CPL • PPC verus PPV • The same principals apply but translators are required Rains Media• Organizations prepare in different ways • In house experts • Outsource entirely
    6. 6. Channel Trends in 2012• Facebook• Twitter• Blogs• Google + Rains Media• Youtube• LinkedIn• Foursquare• Instagram• Pinterest
    7. 7. Trends• Business are choosing where best to invest their time • “We should be on Pinterest” • Why? • “What is the best return on our investment” • Why? Rains Media• Choose which channels fit your brand • Primary • Secondary • Tertiary• Allow room to explore new channels
    8. 8. Rains Media“So, how many likes do we need to pay for your salary?”METRICS
    9. 9. MetricsAwesome. Relevant Rains Media Timely Interesting
    10. 10. Metrics• What is this? Rains Media
    11. 11. Metrics - Relevance• Facebook Analytics • Demographic data • Form content strategy (and initiatives) from demographics Rains Media
    12. 12. Metrics - Timing 350 300 250 Rains Media 200 150 100 50 0 0:00 1:12 2:24 3:36 4:48 6:00 7:12 8:24 9:36 10:48 12:00 13:12 14:24 15:36 16:48 18:00 19:12 20:24 21:36 22:48 0:00 1:12
    13. 13. Metrics – Converting Followersto Dollars • Canadian Demographics • 20% of Canadians are on Twitter in 2011 • 45% of Laurentian students on Facebook, follow us on Twitter • The value of a Follower • Cost of acquisition has been seen at $2.05 Rains Media • The value of a Mention • Eventbride survey drove $.80 per Tweet
    14. 14. Metrics - Success • Are more followers your goal? • http://intertwitter.com/ (43$ for 5,000 followers) • http://www.fastfollowerz.com/ (99$ for 5,000 business followers) • In the time I’ve started this presentation, Justin Bieber has added 25 followers per minute. Rains Media • Are more Re-Tweets your goal? • http://twitterbacklinks.com/ (600 RTs per month for 36$) • http://retweet.it/buy (1,000 RTs for 180$) • You want the right type of people following your channel and influencing your brand • Listening to those followers will be beneficial in managing your message
    15. 15. Metrics - Quantitative • Can be very simple, useful for high level observation numbersSocial Media Followers Growth by Channel, Primary Channels Facebook Twitter Total Rains Media Jan-11 2681 900 3581 Jun-11 3300 1400 4700 Jan-12 3800 1850 5650 Jun-12 4150 2500 6650Jan-Jun Growth 1.23 1.56 1.31June-Jan 2012 Growth 1.15 1.32 1.20Jan-Jun 2012 Growth 1.09 1.35 1.18
    16. 16. Metrics - Qualitative Rains Media 16
    17. 17. Metrics – The perfect tweet• Tweets with less than 100 characters have 17% more engagement.• Tweets with links are 84% more likely to be ReTweeted• Asking for a retweet was found to be 12 times more likely to receive one• “The perfect tweet is under 100 characters, has a link, a photo and a Rains Media hashtag”
    18. 18. Rains Media“Hey, look what they’re doing!”BEST PRACTICES
    19. 19. Best Practices• Find out what your competition is doing, and do it better. • This isn’t just about social media.• Focus your analysis • Yes, you will use a SWOT analysis Rains Media • Yes, you will use a perceptual map• Be nimble • Social Media happens faster than some businesses can keep up with
    20. 20. Best Practices• Group: Have you seen recent examples?• Leverage social offline• Paid practices • Primary Channels Rains Media• Content practices • Secondary Channels • Tertiary Channels
    21. 21. Best Practices• Paid initiatives• Facebook • Promoted Pages • Promoted Posts Rains Media • Sponsored Stories • Sponsored Ads • Off-island Ads • Hyper targeted ads • Check-Ins
    22. 22. Best Practices• Paid initiatives• Twitter • Sponsored Hashtags • Sponsored accounts Rains Media • Mobile ad space • Buying followers• Foursquare• LinkedIn
    23. 23. Best Practices• Content Practices• Facebook • Caption Contests • Photo Contests Rains Media • Uber user rewards • Maximize Edge Rank • Time your posts
    24. 24. Best Practices• Content Practices• Twitter • Hashtag maximization • Shareable tweets Rains Media • Connect with journalists • Connect with likeminded accounts • Become listed
    25. 25. Rains MediaQuestions?@JPLaurentianjl_rains@laurentian.ca

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