Social Media Marketing Workshop // June 16
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Social Media Marketing Workshop // June 16

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Social Media Marketing Workshop // June 16 Social Media Marketing Workshop // June 16 Presentation Transcript

  • Workshop 2 // JUNE 16• I. Overview: Facebook• II. Overview: Twitter III.Overview: LinkedIn IV. Overview: The Visual Web• > Pinterest• > YouTube V. Social Media Analytics• VI. Assembling your Social Media Strategy
  • FACEBOOKWho is on it?:901 million monthly activeusers, 526 million daily usersWhat is the conversation like?:• Action oriented (share, like, listened to, commented on…)What are the benefits?:• Everyone else is on it!• High number of daily active users• Vanity URLs (facebook.com/katidriscoll)• Ease of use• Multiple AdminsWhat are the drawbacks?:• Everyone else is on it!• Noisy• Feed burnout (people used to seeing company promotions)Demographic Source: facebook
  • PLATFORMS // FACEBOOK• Make good use of your profile & cover images. If you’re having a special sale, promotion or even just celebrating the start of a new season, consider changing your image to reflect that.• Speaking of images – use them in your posts!• Hosting an event? Make sure to create a facebook event with links to your official registration page and use facebook’s audience selector to send it to people in relevant areas. Be sure to post it to your wall in advance of the event.• Ask questions! Whether that means using the poll feature to allow people to vote at the click of a button or asking for longer form answers, facebook is a great tool for soliciting feedback & starting conversations• User your timeline effectively! Pin stories to the top to highlight them. Celebrate key milestones!• Experiment with posting your messages at varying times and dates to get a feel for when your audience is most responsive• Partnering with another company on facebook? Like their page from the admin view and then use the @ symbol to link to them in your post• Make sure you get a vanity URL. Facebook.com/DCAD will be much easier to recall than facebook.com/df43895734dasdas• Integration is key. Not only should you include links to your facebook on any marketing properties, but you should also invite your Fans to follow you across the social web!
  • Workshop 2 // JUNE 16• I. Overview: Facebook• II. Overview: Twitter III.Overview: LinkedIn IV. Overview: The Visual Web• > Pinterest• > YouTube V. Social Media Analytics• VI. Assembling your Social Media Strategy
  • TWITTERWho is on it?:•140 Million Users (March 2012)•40% (40 Million) are lurkers•55% access via mobileWhat is the conversation like?:•Rapid•Highly participatory•ConversationalWhat are the benefits to me / mybusiness?:•Instant updates•Monitor & respond to conversationsin real time•Make business contacts•Some SEO bump•Media accessibility•Make events social (tweet ups,#tags)•Brand building•Networking•BrevityWhat are the drawbacks?:•Noise•Brevity•Real-time expectationsDemographic Sources: Pew. MediaBistro,HuffingtonPost
  • PLATFORMS // TWITTER#CONVERSATION• Leave 20+ characters space in your tweets for retweeting• Promote yourself no more than once every 10 - 12 tweets• Share the things you like & things your audience will like• If someone shares something nice about you, say thanks#ORGANIZATION• Use lists to help you manage groups & conversations• Use URL shorteners to save characters & provide stats (goo.gl, bit.ly, ow.ly)• Use content management systems, like HootSuite, to manage your conversations• Use hashtags to organize your content but also to reach more people.#INTEGRATION• Dont invite people to follow you if youre not going to post often or relevant information• Share content from your other channels• Invite your followers to connect with you on those channels• Integrate effectively; use #in or #fb tags if you’re integrating twitter on those channels to keep content relevant• Hosting Events: o Share your event on twitter o Do a #FollowFriday of your speakers o Create a hashtag & put it on your print materials/web/slides o Ensure Speakers include their twitter handles & event #tag on their slides o Host a tweetup during lunch or after the event o Bring it back - use tweets from the event as testimonials; share them on your own account• Attending Events: o Follow the #tag to catch up on sessions you missed o Share your favourite moments from the event with others o Connect with other attendees through twitter & take it offline
  • Workshop 2 // JUNE 16• I. Overview: Facebook• II. Overview: Twitter III.Overview: LinkedIn IV. Overview: The Visual Web• > Pinterest• > YouTube V. Social Media Analytics• VI. Assembling your Social Media Strategy
  • LINKED IN• 62 million members in the US alone• 161 million members worldwide• Over 2 Million companies on LinkedIn• As of March 31, 2012, LinkedIn counts executives from all 2011 Fortune 500 companies as members…• 4.2 billion professionally- oriented searches on the platform in 2011• As of March 31, 2012, students and recent college graduates are the fastest-growing demographic on LinkedIn (Source: LinkedIn)
  • PLATFORMS // LINKEDIN• Choose a professional headshot.• Get a vanity URL and include it on your blog, twitter, facebook, email signature and business card.• When you make an in-person connection, follow up with a Linked-In connection invitation as well.• Use keywords in your heading, summary and experience.• Integrate your blog and twitter accounts so that they can keep your updates fresh. Again, I highlysuggest being selective with your twitter integration, making use of the #in tag.• Use SlideShare. Technically this isn’t a tip for LinkedIn, but whatever; SlideShare rules. If you aresomeone who does a bit of public speaking, presenting or teaching, using SlideShare and allowing it toauto-post to your LinkedIn profile is just one more way for people to see what you’re all about.• Participate in the community. Join groups relevant to your interests, industry and/or goals. Askquestions. Answer questions. Demonstrate your incredible knowledge!• Follow companies you LOVE. Some companies post jobs exclusively on LinkedIn. Plus, if your dreamjob is to work somewhere in particular, it helps to stalk them.• Learn from your peers. Connect with someone you admire or check out similar profiles to see whatyour competitors are doing.
  • If you’re only using your personal page,you are missing some delicious low-hanging fruit.
  • USE. YOUR. COMPANY. PAGE.
  • Workshop 2 // JUNE 16• I. Overview: Facebook• II. Overview: Twitter III.Overview: LinkedIn IV. Overview: The Visual Web• > Pinterest• > YouTube V. Social Media Analytics• VI. Assembling your Social Media Strategy
  • PINTEREST• 10.4 million registered users• Nearly 12 Million visitors in Jan 2012• Average of 1.36 Million visitors per day• Higher rate of referrals than Twitter, Google+, LinkedIn• Higher average time spent on site than the same sites• 28% of Pinterest users have an average household income of $100,000+• 50% of users have children• 68% of users are female• 27.4% of Pinterest users are 25 - 34• 22.1% are 35 - 44• 17.9% are 45 - 54 (Sources: PRDaily & TechCrunch)
  • PLATFORMS // PINTEREST• Brand your Pinterest• Install the “Pin It” Bookmarklet to your browser• Make your website content Pinable. Add a Pinterest button to products or image pages that you own.• Find out if youre already on Pinterest! Search for Pins from your website or blog.• Mind your ethics! Be nice, credit your sources and avoid too much self-promotion.• Solicit feedback & encourage comments by asking questions! Testing a new colour palate or product?Pin it and ask for feedback or simply monitor reactions.• Use keywords and hashtags to help amplify your content.• Be a thought leader. Share images you enjoy from across the web (again, be sure to credit and linkback)!• Good photos = good content.• Videos are for Pinterest, too!• Sharing is caring. As with most social content, you shouldnt just talk to yourself! Get involved in thecommunity by liking, commenting and repinning! (These tips and more available at Social Media Examiner)
  • YOUTUBE• Over 800 million unique users visit YouTube each month• Over 3 billion hours of video are watched each month on YouTube• 30% of YouTube traffic comes from the US• In 2011, YouTube had more than 1 trillion views• Millions of subscriptions happen each day.• 500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute• 100 million people take a social action on YouTube every week• More than 50% of videos on YouTube have been rated or include comments from the community (Source: YouTube)
  • Video can help you break from the pack
  • QUALITY - Audio , Lighting , EditingCONTENT – Length, Uniqueness, Value
  • PLATFORMS // YOUTUBE• MAKE. GOOD. CONTENT. Were not just talking about overall quality, were talking about developing contentspecific to your audience.• YouTube is a search engine. Optimize for it. How you title your video is key as both people and the search engineare going to judge it for relevance. Be mindful that only 50 characters show up in universal search so include acompelling but targeted keyword phrase at the start. At the same time, make sure that your titles are compelling toencourage clicks.• Write for the web. Its called description for a reason. Make sure you work in relevant keywords or topics into yourdescription.• Tag it. Again, think of your audience. How would someone search for your video? Include those tags. If you aredoing a post on Italian dishes, for example, you would include (in order of relevance): Italian, Cuisine, Food, Cooking,Entertaining, Recipe, Meal, etc.• Make a list (and check it twice for relevance). Playlists are a great way to increase exposure as you can appear insearch results multiple times for the same list depending on the search. Its also a really great way to be a part of thecommunity by highlighting other, similar videos.• It probably doesnt need to be said, but if you are not allowing others to share or interact with your content, you arehurting yourself.• Appearance is everything. From the quality of your video to the appearance of your channel. Do not neglect to takethe time to brand your pages - personally or professionally.• Give them more than a video. If you have a website or a facebook page, use your video to send them there aftertheyre done viewing. (These tips and more available at VideoCommerce.org)
  • PLATFORMS // WORKSHEETConsider all of the available networks that are available before deciding which one/s you will focus on. Unless you have the time & bandwidthto jump on to every bandwagon, only check out platforms you think may have value to you/r audience. If your audience isn’t using it, shouldyou?Given our limited time together and your interests, we’ve focused on the major players in the space. It is important to note that, depending onyour industry and audience, there are many other options that may suit your needs and help you to achieve some of your goals.What platform/s do you presently use? How often?Of the platforms you’ve studied, which do you most enjoy?What platform/s does your target audience use? How often?Where do you & your audience intersect when it comes to social? Is there value in focusing /expanding?
  • Workshop 2 // JUNE 16• I. Overview: Facebook• II. Overview: Twitter III.Overview: LinkedIn IV. Overview: The Visual Web• > Pinterest• > YouTube V. Social Media Analytics• VI. Assembling your Social Media Strategy
  • REACH
  • Daily Total ReachFollowers + RT & @ FollowerNetworkUnique VisitorsVisitorsUnique Views
  • Who are these people and what do they want?
  • ENGAGEMENT
  • Daily Page ConsumptionsDaily Page Engaged UsersURL clicksEngagementTrackbacksLikes, Comments, Shares, Favorites
  • Use negative feedbackto help fix your content
  • Workshop 2 // JUNE 16• I. Overview: Facebook• II. Overview: Twitter III.Overview: LinkedIn IV. Overview: The Visual Web• > Pinterest• > YouTube V. Social Media Analytics• VI. Assembling your Social Media Strategy
  • STRATEGY // WORKSHEETPut all your observations together to define your social strategy:What is my objective?Who is my audience?What content will I create/share? How often will I share content?What platform(s) will I be using?How will I determine success?
  • IMAGE CREDITS:Frequency: http://www.flickr.com/photos/quinet/7044143025Building Relationships: http://www.flickr.com/photos/sabrinarivolta/6907918030/Bike Race: http://www.flickr.com/photos/teamtraveller/3378064211/Party: http://www.flickr.com/photos/giesenbauer/4986566185/Measuring tape: http://www.flickr.com/photos/areta_e/5727742070/Reach: http://www.flickr.com/photos/stuartpilbrow/2887408253/Engagement: http://www.flickr.com/photos/timoni/452573099/Friendship: http://www.flickr.com/photos/amandavenner/4939925977/There, I fixed it: http://www.flickr.com/photos/herzogbr/2367927558/Low hanging fruit: http://www.flickr.com/photos/fischler/6181295838/Speech Bubbles: http://www.flickr.com/photos/marcwathieu/2945254545/All platform images courtesy of their respective platforms.