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  • We’re reminded it’s a worthy mission from some fairly extensive new IAB research, where around 4,500 survey responses were collected, and supplemented with a further 800 research panel interviews.The research revealed that,
  • Know who your audience is? Know what social media tools your target audience usesKnow what content they like, etc. Know the best time of day to post contentGoals and objectives are so very important. Without goals and objectives how can you measure? Be very specific setting goals. I want to increase likes on our page from 30 to 100 by December 1. etc.PLAN – How often will you post, when will you post, what time of content? Who will post? Who will respond? What campaigns, promotion will you run? How will you respond to postiive/negative feedback? Who will? Evaluate – Did you meet your goals and objectives? How do you know ? What did you use to measure? Are you satisfied? What changes need to be made?
  • Cover image size: 851 pixels by 315 pixels Profile image size: Upload images 180 pixels by 180 The About section” Make sure to include your website addressYour Cover image is prime real estate on your Facebook Page and it’s the first thing your Page visitors will notice. Your Cover image should express who you are as a business and your Page visitors should understand what your business is about at a glance.Posting at random or not regularly enough can leave a negative impression on your page visitors and affect your reach. Also, posting too frequently can have an adverse effect on your Page engagement. Find your rhythm by testing your frequency and watching your numbers to optimize engagement.CreatingaContent calendar can help you stay on track and makes the process easier to manage.
  • Cover image size: 851 pixels by 315 pixels Profile image size: Upload images 180 pixels by 180 The About section” Make sure to include your website address
  • Nights and Weekends are the bestBest way to know how much and what to post is looking at facebook dashboard
  • publish around 80% original and curated content that provides value to your followers. No more than 20% promotional contentProvide a mix of content related to your products or services.
  • (source: The purpose is to ENGAGE with customers or potential customers.
  • Don’t worry about some negative comments from your community – but do remember to manage them in a timely and effective manner. You might be tempted to delete these posts but remember you are asking your customers to be open and honest by having a Facebook page. Transparency is an ever more important element for modern brands, so respond and show that you do really want to engage.  Most importantly respond as soon as possible, don’t be like  US wedding store, David’s Bridal shop which responded 1 week after an unhappy customer made a Facebook post that received 125,140 likes and 11,000 comments
  • EdgeRank is an algorithm that determines what items will populate Facebook users news feed. There are an infinite amount of stories, friends, and users on Facebook, and this can be overwhelming. Therefore, Facebook assigns a value to every possible story that could end up in a feed. A lot of people don't know this, but if you have 1,000 fans but zero engagement on your Facebook page, then your fans are not seeing any of the content that you're sending out there. That means you're not getting out into the news feeds of your fans because Facebook has deemed your page not important enough to get out into the news feeds of your fans.
  • HootsuiteSocialBroSproutSocialGoogle AnalyticsShareThis PluginSimplyMeasuredSocialMentionGremlin

Social mediaseminarriverside Social mediaseminarriverside Presentation Transcript

  • Social Media Marketing Seminar Dr. Patricia A. Hernandez Director of Communication Studies Program & Dr. Mary Ann Pearson Director of Public Relations Program
  • Overview Social media platforms Why social media matters Success stories ROPE Logistics Tips Questions
  • 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 content” Social media provides a platform. Platforms have evolved… Newspapers…Radio…TV…Internet…Social Media
  • Many choices… • Blogs/Forum/RSS (Wordpress, Blogger) • Video and Image-sharing (YouTube, Pinterest, • Instagram • etc.) • Social Networking (Facebook, Google+, LinkedIn, • Twitter) • 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)
  • More reasons… • Improve customer service • Closer dialogue with customers • Generate leads
  • Success stories… top-10-social-media-success-stories-of-2012- what-we-can-learn-from-them/
  • Top Ten Social Media Strategies-2012 Let’s look at the top two… top-10-social-media-success-stories-of-2012- what-we-can-learn-from-them/
  • Oreo Top 10 Companies With Successful Social Media Marketing Campaigns on Facebook 1. Oreo 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.
  • Oreo 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 campaign.
  • Nike 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: Likes: 12.6
  • A local success story…
  • Key Statistics: 93 participating nonprofits $207,450 (with added prizemoney: $12,000 Leaderboard
  • Results: $192,450 actual online giving (additional $8,300 was raised offline, according to survey respondents) 1,953 unique donors 2,701 donations Donations from 33 states
  • More Information on Give Big… More information available at- content/uploads/2013/04/GBR-Outgoing- Report.pdf
  • Our Success Story…
  • Why begin a social media campaign? Name recognition Brand awareness Inquiries Customers Sales And if you are not present in social media—your competition will be.
  • 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 friend’s social signal (like, re-tweet, comment), 7% of her acquaintances consider the brand in conversation 42% of Close friends will want to buy!
  • Need A Plan?
  • ROPE R – Audience O – Objectives and goals P – Plan E – Evaluate
  • Social Media Goals Increase brand awareness Lead generation 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
  • Logistics 1. Login 2. Create - about, profile pic, cover photo, specify pg. info 3. Like 4. Invite 5. Commit!
  • Use Space Wisely
  • Your Cover Should Talk
  • Post Regularly Regularly! Not random – Think about what you like to see Not too frequently Test frequency & watch numbers to optimize engagement. Create content calendar (have a plan).
  • Provide Value 80/20 rule Relevant content Facebook users Like pages to: Receive discounts or promotions Stay informed Be entertained Interact and connect - engage Get educated Show support
  • 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
  • Four Words Thank You I’m Sorry
  • What is OK to Delete? Racism Sexism Verbal abuse Inappropriate language Pornographic content
  • Cross Promote Increase your Page visibility Promote your page on: Your website Business Cards Marketing material Events Newsletters
  • Facebook’s Features Highlighted Posts Featured Likes Custom Tabs Events Offers Promoted Posts Milestone Questions
  • 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 Total views 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, comments, etc
  • Social Media Analytics
  • Measure Website / blog traffic Website registrations — email marketing campaign subscribers, followers, fans, engagement score positive sentiment Search rankings sales leads cost savings number of mentions customer service inquiries
  • Tools to Measure
  • Do’s 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 Photos trump Take advantage of holidays Announce sales and special promotions Listen To thine own self be true
  • Dont’s Be negative Expect to fully control the conversation Use social media to only market or sell Mix personal and business accounts
  • Recap Social Media Matters – Not just Facebook ROPE Logistics Commit
  • Not One Set Social Media Plan Fits All
  • Helpful Links should-measure-social-roi-heres-how/ ndle_negative_Facebook_comments_44553.asp x up-a-small-business-facebook-page/