Social mediaseminarriversidePresentation Transcript
Dr. Patricia A. Hernandez
Director of Communication
Dr. Mary Ann Pearson
Director of Public Relations
Social media platforms
Why social media matters
How did we get here?
Social Media Defined…
“A group of Internet-based applications that
buildon the ideological and technological
foundations of web 2.0 and that allow the
creation and exchange of user-generated
Social media provides a platform. Platforms have
• Blogs/Forum/RSS (Wordpress, Blogger)
• Video and Image-sharing (YouTube, Pinterest,
• Social Networking (Facebook, Google+, LinkedIn,
• Knowledge sharing (Wikipedia, Prezi, Slideshare...)
• Music, entertainment sites (Spotify, Pandora)
Reasons to get involved…
• Improve image/brand (reputation) – What about crisis?
• Create brand awareness
• Input for product development (even co-creation)
• Improve customer service
• Closer dialogue with customers
• Generate leads
Top Ten Social Media Strategies-2012
Let’s look at the top two…
Top 10 Companies With Successful Social Media
Marketing Campaigns on Facebook
Oreo took advantage of the blackout during the
2013 Super Bowl in an interesting, provocative
way. They posted a single image donned with
the words ―You can still dunk in the dark.‖ The
big black and white cookie. Likes: 12.6 million.
They hit a home run. The post went viral. Turns
out, Oreo had a 15 person team on hand to take
advantage of a captive super bowl audience.
Now, that’s a strong social media marketing
Like Oreo, Nike used a major sporting event to
surround their social media campaign. They
skipped the high profile athletes of the 2012
Olympics and instead featured the average
Olympic athletes. Nike gained 166,718
Facebook fans during the London Olympics.
FB Link: www.facebook.com/nike
$192,450 actual online giving (additional
$8,300 was raised offline, according to survey
1,953 unique donors
Donations from 33 states
More Information on Give Big…
More information available at-
Our Success Story…
Why begin a social media campaign?
And if you are not present in
social media—your competition
Reminder: Social Media Matters
4/5 consumers more inclined to buy a brand more often in the future after being exposed
to a brand’s social media presence.
83% of consumers exposed to social media would trial a brand’s product.
For every £1 spent in social media, a potential value of £3.34 could be generated.
Rotterdam School of Management white paper which suggests that after seeing a
signal (like, re-tweet, comment), 7% of her acquaintances consider the brand in
42% of Close friends will want to buy!
Need A Plan?
R – Audience
O – Objectives and goals
P – Plan
E – Evaluate
Social Media Goals
Increase brand awareness
Increase organic SEO results with an AuthorRank strategy
Increase credibility and thought leadership
Engage directly with your target audience
Market your content
Create relationships with your target audience
Save recruitment costs
Brand monitoring (ORM)
Improve customer service and experience
Support traditional marketing
2. Create - about, profile pic, cover photo, specify
Use Space Wisely
Your Cover Should Talk
Not random – Think about what you like to see
Not too frequently
Test frequency & watch numbers to optimize
Create content calendar (have a plan).
Facebook users Like pages to:
Receive discounts or promotions
Interact and connect - engage
Respond to All Comments
Only around 30% of brands respond to comments
Respond to ALL comments
Check settings (under Manage Permissions)
Managing Negative Comments
Identify type of comment
Decide how to react
Always stay positive
What is OK to Delete?
Increase your Page visibility
Promote your page on:
Understand the Platform EdgeRank
Less than 16% of your fans see your page posts!
Affinity: Measures the relationship. The closer the
relationship the higher the score.
Weight: Different posts carry different weights
Higher weight, higher score.
Time Decay: As a post ages it continually loses value.
Social Media DashBoard
Connections or subscribers, likes
Engagement – comments and interactions
Social media referrers – visits to site measured through web analytics
Social media conversions – conversion to goals or sales measured
through web analytics
My engagement – how the brand interacts through posts, videos,
Social Media Analytics
Website / blog traffic
Website registrations — email marketing campaign
subscribers, followers, fans,
number of mentions
customer service inquiries
Tools to Measure
Share valuable, educational, and engaging content
Share when traffic at its peak (nights/weekends) differ by audience?
Ask questions – to engage
Use for customer support and feedback
Choose appropriate tools for YOUR target audience
Use only sites you can do well
Take advantage of holidays
Announce sales and special promotions
To thine own self be true
Expect to fully control the conversation
Use social media to only market or sell
Mix personal and business accounts
Social Media Matters – Not just Facebook
Not One Set Social Media Plan Fits All