Keeping Up with the Ever-Changing Social Media Landscape
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Keeping Up with the Ever-Changing Social Media Landscape

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Webinar given for the Land of Lincoln Tourist Development Region on June 30, 2014.

Webinar given for the Land of Lincoln Tourist Development Region on June 30, 2014.

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  • Handout: <br /> Ways to Use Twitter
  • Business.pinterest.com
  • You need to be able to describe the value proposition of your event in one sentence. Like a mission statement, but not too mission statement-y. What’s the one thing that makes you unique? With Zappos’s it’s not the shoes, it’s their customer service. <br /> <br /> 2. a. Generate sales – using social media to create first-time customers and drive repeat business <br /> 2. b. Brand enthusiasm – turning customers into fans <br /> 2. c. Loyalty – building long-lasting relationships <br /> <br /> Some of your audience has never heard about you. Others are raving fans. Who are you trying to reach? This matters because your messages to these diverse groups will be very different. <br /> a. awareness – they may have heard something about you <br /> b. interest – heard about you, visited your website, no purchases <br /> c. action – they’ve made a single purchase <br /> d. advocacy – fans of the brand, told friends, frequent/repeat purchases <br />
  • Knowing how your audience behaves within social media is critical. This will help you select the social media channels you use, and the types of promotions you run. Are they creators, joiners, critics, or merely spectators? <br /> <br /> Who from your organization will be the one “talking” in social media? One person, a team? Figure it out in advance and get buy in from those who will be doing it. <br /> <br /> Which social media tools/channels (Facebook, Twitter, YouTube, etc.) are the best ones for your organization AND your audience? <br /> <br /> People love social media. Why? Because they can develop relationships with a brand. Those brands that sound like real people, anyway. You have to put a “face” on your brand. What’s your voice? Fun, urban, folksy? <br /> <br /> Whatever you choose to measure, make sure it ties back to your goals and objectives. Before you start, establish some baseline metrics so that you have some things to compare. We’ll talk some more about measurement in just a minute. <br /> <br /> Sit in a room with your team and some flip charts. Go through each of these questions until you have answers for them. This will become your strategy. Once it’s finessed, share it with your organization, your board, etc.

Transcript

  • 1. Keeping Up with the Ever-changing Social Media Landscape Land of Lincoln Webinar #4 June 30, 2014
  • 2. Get these slides here:: http://sarahtpage.com/LandofLincoln-SocialLandscape/
  • 3. Facebook
  • 4. Facebook Stats • Over 1.2 billion active users • Average user is connected to 40 pages • Smartphone mobile users check Facebook an average of 13.8 times a day • Nearly 1 billion users access Facebook from a mobile device Source: IDC; expandedramblings.com
  • 5. • Average number of connections between local business pages and users is 2 billion • Average number of weekly local business page views is 645 million • Average number of weekly comments on local business pages is 13 million Facebook Stats Source: IDC; expandedramblings.com
  • 6. Paid Advertising Options • Offers • Boosted posts • Advertising
  • 7. Facebook Offers • Affordable and great for brand awareness • Spent $3.70 and drove over $200 in business • 102 offers claimed/5 redeemed • Redemption rate on this offer was low • Ask your community to share! Source: Doe’s Eat Place
  • 8. Facebook Boosted Posts Source: Visit Bloomington
  • 9. • Why advertise on Facebook? Huge audience Highly targeted Social recommendations Cost effective EASY!
  • 10. Is Facebook Right for You? • 67% of Internet users are on Facebook • 72% of women use Facebook vs 62% of men • Ages 18-29 = 86% • Ages 30-49 = 73% • Ages 50-64 = 57% • Ages 65+ = 35% Source: Pew Research Center; mediabistro.com
  • 11. Twitter
  • 12. Twitter Stats • 255 million active monthly users (about 1 billion accounts) • 500 million tweets per day • 78% of active users use their mobile phone to tweet • Average number of followers per Twitter user is 208 • 46% of Twitter users tweet at least once per day • Twitter engagement rates for brands are 17% higher on Saturdays and Sundays Sources: Twitter.com, Linchpin SEO; expandedramblings.com
  • 13. http://business.twitter.com
  • 14. Paid Advertising Options • Promoted tweets • Promoted accounts
  • 15. http://ads.twitter.com
  • 16. Promoted Tweets
  • 17. Promoted Accounts
  • 18. Promotion Analytics Promoted Tweets Dashboard Follower Growth Chart
  • 19. Is Twitter Right for You? Source: Pew Research Center; mediabistro.com • 16% of Internet users are on Twitter • Men & women are equally likely to use Twitter (6% each) • Ages 18-29 = 27% • Ages 30-49 = 16% • Ages 50-64 = 10% • Ages 65+ = 2%
  • 20. Pinterest
  • 21. • 80% of Pinterest users are women • Users spend an average of 1 hour & 17 minutes on the site • Pinterest referrals spend 70% more $$ than referrals from non-social channels • 43% of Pinterest users prefer to associate with a brand vs only 24% on Facebook Source: http://socialfresh.com Photo: vbecker on Flickr
  • 22. Pinterest for Business
  • 23. Generate Sales • Add $ info • Promoted Pins
  • 24. Drive sales to your website!
  • 25. Promoted Pins
  • 26. Is Pinterest Right for You? Source: Pew Research Center; mediabistro.com • 15% of Internet users are on Pinterest • 25% of women use Pinterest vs only 5% of men • Ages 18-29 = 19% • Ages 30-49 = 19% • Ages 50-64 = 12% • Ages 65+ = 4%
  • 27. Instagram
  • 28. • More than 60 million photos are uploaded every day • Over 20 billion photos shared • 200 million monthly active users • 1.6 billion likes daily • 1000 comments per second Source: Instagram Press; Social Fresh Photo: WindKoh on Flickr
  • 29. Apply Instagram Filters
  • 30. From this … … to this!
  • 31. Paid Advertising Options & Contests • Instagram ads • Contests
  • 32. Instagram Ads
  • 33. Instagram Contests & Promotions
  • 34. Is Instagram Right for You? Source: Pew Research Center; mediabistro.com • 13% of Internet users are on Instagram • 16% of women use Instagram vs 10% of men • Ages 18-29 = 28% • Ages 30-49 = 14% • Ages 50-64 = 3% • Ages 65+ = 2%
  • 35. Where To Find Content and Save Time Doing It
  • 36. 1. Curate
  • 37. Keep current with blogs using Feedly
  • 38. Develop a bookmarking system to save and share content
  • 39. Set up and use Google Alerts
  • 40. Develop and use Twitter Lists
  • 41. Start a Flickr Group and automate your photo searches
  • 42. If you agree to these rules, you can join the group Only post pictures to this group for which you own the original copyright or are in the public domain. All pictures posted to this group may be used by the Colorado River Trail in its various publications, both print or online (including social media). We will credit you as the photographer on any photo that we use. Only photos depicting the Colorado River Trail region will be accepted. We reserve the right to reject submissions to our Flickr group displaying content we deem to be inappropriate or offensive without prior warning. The Colorado River Trail reserves the right to update the Group Rules.
  • 43. http://tourism-tech.com/2012/02/24/need-flickr-photos-for-your-destination-automate-it/ Automate your photo searches
  • 44. 2. Let Others Do the Work for You
  • 45. Feature Brand Advocates
  • 46. 3. Use Hootsuite or Tweetdeck
  • 47. Best Practices
  • 48. 1. Develop a strategy
  • 49. First, Some Questions 1. Can you describe your business/organization? 2. What are your goals? a. Generate sales b. Brand enthusiasm c. Loyalty 3. What is your relationship with your audience? a. Awareness b. Interest c. Action d. Advocacy Source: Jay Baer (http://convinceandconvert.com)
  • 50. More Questions 4. How does your audience use social media? 5. Who will be your community managers? 6. What social media platforms will you use? (Hint: Where is your audience?) 7. How will you be human (what is your “voice”)? 8. How will you know when/if you’re successful? Source: Jay Baer (http://convinceandconvert.com)
  • 51. 2. Stick to a schedule
  • 52. • Morning reading on Feedly – 10-15 minutes • Check Facebook 3 times per day – no more than 5 minutes each time • Check Twitter 3 times per day – 2-3 minutes each time • Pin and post on Pinterest and Instagram 1 time per day – 2-3 minutes each • Source content (Flickr, Google Alerts, etc.) – 10 minutes per day
  • 53. 3. Plan: Build and use a content calendar
  • 54. 4. Schedule posts in advance
  • 55. Scheduling on Facebook 1 2
  • 56. Scheduling on Facebook 4 3
  • 57. Scheduling on Facebook 5
  • 58. Scheduling on HootSuite
  • 59. Scheduling on HootSuite 1 2
  • 60. Scheduling on HootSuite 3 4 5
  • 61. Scheduling on HootSuite
  • 62. Scheduling on HootSuite
  • 63. Thank You! Questions?
  • 64. Follow Me Linkedin.com/in/sarahpage Facebook.com/SarahTPageConsulting @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC http://sarahtpage.com sarah@sarahtpage.com 512.914.8873 Instagram.com/stpconsulting Pinterest.com/sarahtpage