Keeping Up with the Ever-changing
Social Media Landscape
Land of Lincoln Webinar #4
February 18, 2015
Get these slides here::
http://sarahtpage.com/LandofLincoln-SocialLandscape/
Facebook
Facebook Stats
• Almost 1.4 billion active users
• Average user is connected to 70 pages
• Smartphone mobile users check F...
• Average number of connections between local
business pages and users is 2 billion
• Average number of weekly local busin...
Paid
Advertising
Options
• Offers
• Boosted posts
• Advertising
Facebook Offers
• Affordable and great
for brand awareness
• Spent $3.70 and
drove over $200 in
business
• 102 offers clai...
Facebook Boosted Posts
Source: Visit Bloomington
• Why advertise on
Facebook?
Huge audience
Highly targeted
Social
recommendations
Cost effective
EASY!
Is Facebook
Right for
You?
• 71% of Internet users are
on Facebook
• 77% of women use
Facebook vs 66% of men
• Age
• Ages ...
Twitter
Twitter Stats
• 284 million active monthly users (about 1 billion
accounts)
• 500 million tweets per day
• 80% of active u...
http://business.twitter.com
Paid
Advertising
Options
• Promoted
tweets
• Promoted
accounts
http://ads.twitter.com
Promoted Tweets
Promoted Accounts
Promotion Analytics
Promoted
Tweets
Dashboard
Follower
Growth
Chart
Is Twitter
Right for
You?
Source: Pew Research Center;
mediabistro.com
• 23% of Internet users
are on Twitter
• 21% of wom...
Pinterest
• 80% of Pinterest users are women
• Users spend an average of 14.2 minutes per visit on the site
• Average sales order va...
Pinterest for Business
Generate
Sales
• Product Pins
• Promoted Pins
Drive
sales to
your
website!
Promoted Pins
Is Pinterest
Right for
You?
Source: Pew Research Center;
mediabistro.com
• 28% of Internet users are
on Pinterest
• 42% of...
Instagram
More than 70 million
photos are uploaded
every day
Over 30+ billion
photos shared
300 million monthly
active users
2.5...
Apply Instagram Filters
From this … … to this!
Paid
Advertising
Options
&
Contests
• Instagram ads
• Contests
Instagram Ads
Instagram Contests & Promotions
Is Instagram
Right for
You?
Source: Pew Research Center;
mediabistro.com
• 26% of Internet users are
on Instagram
• 29% of...
Where To Find Content
and Save Time Doing It
1. Curate
Keep current with blogs using Feedly
Develop a bookmarking system to
save and share content
Set up and use Google Alerts
Develop and use Twitter Lists
Start a Flickr Group and automate
your photo searches
If you agree to these rules, you can join the group
Only post pictures to this group for which you own
the original copyri...
http://tourism-tech.com/2012/02/24/need-flickr-photos-for-your-destination-automate-it/
Automate your photo searches
2. Let Others Do the
Work for You
Try Photo Repost
Feature Brand Advocates
3. Use Hootsuite
or Tweetdeck
Best Practices
1. Develop a strategy
First, Some Questions
1. Can you describe your business/organization?
2. What are your goals?
a. Generate sales
b. Brand e...
More Questions
4. How does your audience use social media?
5. Who will be your community managers?
6. What social media pl...
2. Stick to a schedule
• Morning reading on Feedly – 10-15 minutes
• Check Facebook 3 times per day – no more
than 5 minutes each time
• Check Tw...
3. Plan: Build and use
a content calendar
4. Schedule posts
in advance
Scheduling on Facebook
1
2
Scheduling on Facebook
4
3
Scheduling on Facebook
5
Scheduling on HootSuite
Scheduling on HootSuite
1
2
Scheduling on HootSuite
3
4
5
Scheduling on HootSuite
Scheduling on HootSuite
Thank You!
Questions?
Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetx
Sarah Page, Principal
Sarah T. Page Consulti...
Keeping Up with the Ever-Changing Social Media Landscape
Keeping Up with the Ever-Changing Social Media Landscape
Keeping Up with the Ever-Changing Social Media Landscape
Keeping Up with the Ever-Changing Social Media Landscape
Keeping Up with the Ever-Changing Social Media Landscape
Keeping Up with the Ever-Changing Social Media Landscape
Keeping Up with the Ever-Changing Social Media Landscape
Keeping Up with the Ever-Changing Social Media Landscape
Keeping Up with the Ever-Changing Social Media Landscape
Keeping Up with the Ever-Changing Social Media Landscape
Keeping Up with the Ever-Changing Social Media Landscape
Keeping Up with the Ever-Changing Social Media Landscape
Keeping Up with the Ever-Changing Social Media Landscape
Keeping Up with the Ever-Changing Social Media Landscape
Keeping Up with the Ever-Changing Social Media Landscape
Keeping Up with the Ever-Changing Social Media Landscape
Keeping Up with the Ever-Changing Social Media Landscape
Keeping Up with the Ever-Changing Social Media Landscape
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.

Published in: Technology, Business
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  • 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.

    2. a. Generate sales – using social media to create first-time customers and drive repeat business
    2. b. Brand enthusiasm – turning customers into fans
    2. c. Loyalty – building long-lasting relationships

    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.
    a. awareness – they may have heard something about you
    b. interest – heard about you, visited your website, no purchases
    c. action – they’ve made a single purchase
    d. advocacy – fans of the brand, told friends, frequent/repeat purchases
  • 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?

    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.

    Which social media tools/channels (Facebook, Twitter, YouTube, etc.) are the best ones for your organization AND your audience?

    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?

    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.

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

    1. 1. Keeping Up with the Ever-changing Social Media Landscape Land of Lincoln Webinar #4 February 18, 2015
    2. 2. Get these slides here:: http://sarahtpage.com/LandofLincoln-SocialLandscape/
    3. 3. Facebook
    4. 4. Facebook Stats • Almost 1.4 billion active users • Average user is connected to 70 pages • Smartphone mobile users check Facebook an average of 14 times a day • Over 1.9 billion users access Facebook from a mobile device Source: IDC; expandedramblings.com
    5. 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. 6. Paid Advertising Options • Offers • Boosted posts • Advertising
    7. 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. 8. Facebook Boosted Posts Source: Visit Bloomington
    9. 9. • Why advertise on Facebook? Huge audience Highly targeted Social recommendations Cost effective EASY!
    10. 10. Is Facebook Right for You? • 71% of Internet users are on Facebook • 77% of women use Facebook vs 66% of men • Age • Ages 18-29 = 87% • Ages 30-49 = 73% • Ages 50-64 = 63% • Ages 65+ = 56%* • Race/Ethnicity • White = 71% • Black = 67% • Hispanic = 73% • Geography • Urban = 71% • Suburban = 72% • Rural = 69% Source: Pew Research Center
    11. 11. Twitter
    12. 12. Twitter Stats • 284 million active monthly users (about 1 billion accounts) • 500 million tweets per day • 80% 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 • Average Twitter user follows 5 or more businesses • Twitter engagement rates for brands are 17% higher on Saturdays and Sundays Sources: Twitter.com, Linchpin SEO; expandedramblings.com
    13. 13. http://business.twitter.com
    14. 14. Paid Advertising Options • Promoted tweets • Promoted accounts
    15. 15. http://ads.twitter.com
    16. 16. Promoted Tweets
    17. 17. Promoted Accounts
    18. 18. Promotion Analytics Promoted Tweets Dashboard Follower Growth Chart
    19. 19. Is Twitter Right for You? Source: Pew Research Center; mediabistro.com • 23% of Internet users are on Twitter • 21% of women use Twitter vs 24% of men • Age • Ages 18-29 = 37% • Ages 30-49 = 25% • Ages 50-64 = 12% • Ages 65+ = 10%* • Race/Ethnicity • White = 21%* • Black = 27% • Hispanic = 25% • Geography • Urban = 25%* • Suburban = 23% • Rural = 17%
    20. 20. Pinterest
    21. 21. • 80% of Pinterest users are women • Users spend an average of 14.2 minutes per visit on the site • Average sales order value for visitors referred by Pinterest is $58.95 • 27% of Pinterest users follow a brand Source: http://socialfresh.com Photo: vbecker on Flickr
    22. 22. Pinterest for Business
    23. 23. Generate Sales • Product Pins • Promoted Pins
    24. 24. Drive sales to your website!
    25. 25. Promoted Pins
    26. 26. Is Pinterest Right for You? Source: Pew Research Center; mediabistro.com • 28% of Internet users are on Pinterest • 42% of women use Pinterest vs 13% of men • Age • Ages 18-29 = 34% • Ages 30-49 = 28% • Ages 50-64 = 27%* • Ages 65+ = 17%* • Race/Ethnicity • White = 32%* • Black = 12% • Hispanic = 21% • Geography • Urban = 25% • Suburban = 29%* • Rural = 30%*
    27. 27. Instagram
    28. 28. More than 70 million photos are uploaded every day Over 30+ billion photos shared 300 million monthly active users 2.5 billion likes daily 1000 comments per second Engagement is 15x that of Facebook Source: Instagram Press; Social Fresh Photo: WindKoh on Flickr
    29. 29. Apply Instagram Filters
    30. 30. From this … … to this!
    31. 31. Paid Advertising Options & Contests • Instagram ads • Contests
    32. 32. Instagram Ads
    33. 33. Instagram Contests & Promotions
    34. 34. Is Instagram Right for You? Source: Pew Research Center; mediabistro.com • 26% of Internet users are on Instagram • 29% of women use Instagram vs 22% of men • Age • Ages 18-29 = 53%* • Ages 30-49 = 25%* • Ages 50-64 = 11%* • Ages 65+ = 6%* • Race/Ethnicity • White = 21%* • Black = 38% • Hispanic = 34%* • Geography • Urban = 28% • Suburban = 26%* • Rural = 19%*
    35. 35. Where To Find Content and Save Time Doing It
    36. 36. 1. Curate
    37. 37. Keep current with blogs using Feedly
    38. 38. Develop a bookmarking system to save and share content
    39. 39. Set up and use Google Alerts
    40. 40. Develop and use Twitter Lists
    41. 41. Start a Flickr Group and automate your photo searches
    42. 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. 43. http://tourism-tech.com/2012/02/24/need-flickr-photos-for-your-destination-automate-it/ Automate your photo searches
    44. 44. 2. Let Others Do the Work for You
    45. 45. Try Photo Repost
    46. 46. Feature Brand Advocates
    47. 47. 3. Use Hootsuite or Tweetdeck
    48. 48. Best Practices
    49. 49. 1. Develop a strategy
    50. 50. 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)
    51. 51. 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)
    52. 52. 2. Stick to a schedule
    53. 53. • 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
    54. 54. 3. Plan: Build and use a content calendar
    55. 55. 4. Schedule posts in advance
    56. 56. Scheduling on Facebook 1 2
    57. 57. Scheduling on Facebook 4 3
    58. 58. Scheduling on Facebook 5
    59. 59. Scheduling on HootSuite
    60. 60. Scheduling on HootSuite 1 2
    61. 61. Scheduling on HootSuite 3 4 5
    62. 62. Scheduling on HootSuite
    63. 63. Scheduling on HootSuite
    64. 64. Thank You! Questions?
    65. 65. 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
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