Multi Platform Social Media Strategy IMMAP Summit 2013

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Multi-Platforms Social Media Strategy - They're
Everywhere, Not Just Two: Navigating Instagram,
Pinterest, Vine, YouTube, and LinkedIn
Robin Leonard, CEO, AllFamous Digital

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Multi Platform Social Media Strategy IMMAP Summit 2013

  1. 1. They’re everywhere, there isn’t just two! Robin Leonard CEO, AllFamous Digital robin_allfamous robinleonard1 Multi Platform Social Strategy
  2. 2. Agenda 1.  Platform Selection 2.  Instagram 3.  Pinterest 4.  Vine 5.  YouTube 6.  LinkedIn 7.  Wrap Up
  3. 3. Platform Selection Problem: too many social networks to focus on Ask Yourself: •  What are my objectives? •  Where are my customers? •  What content will they like?
  4. 4. 1. choose your channels. 2. make awesome content. 3. engage & convert. content is the currency of the internet. There are many social networks, so it pays to start with the most popular channel for your target market, and build from there. Fans need to get value from your content, or they will disengage with your brand. Promote your best content with paid advertising to get more reach. What is the point of getting a like, if they won’t buy from you? We drive social traffic to your website, where they are more likely to convert. Conversion via website
  5. 5. Know Your Channels
  6. 6. Agenda 1.  Platform Selection 2.  Instagram 3.  Pinterest 4.  Vine 5.  YouTube 6.  LinkedIn 7.  Wrap Up
  7. 7. Instagram http://www.youtube.com/watch?v=Nn-dD-QKYN4
  8. 8. Key Features •  Photo and 15s social video sharing •  15x awesome filters •  Border, Rotate, Crop, Blur, Exposure •  Hashtags •  Geolocations •  Likes and Comments •  Max 140 characters (if you are posting to Twitter also) •  Primarily a phone app How Does Instagram Work?
  9. 9. Instagram Facts & Figures
  10. 10. A study on 100 Filipino Instagram Users •  84.8% photograph travel/scenery and food •  67.7% photograph themselves •  Photos of objects, printed materials, pets/ animals, and clothes each make up around half of all photos •  15.2% for breaking news •  65.7% women, 26.3% men and 8% transgender •  9/10 users are under 35 •  41.4% users are students •  8/10 share on Twitter •  72.7% share on FB •  28.3% share on Tumblr How Filipinos Use Instagram Source: Jason Cruz, McCann http://jsncruz.com/instagram-usage-statistics- philippines/#.Uh3vRmQ
  11. 11. June 28, 2013 Instagram vs. Vine Vine went from 4th to 22nd in Google Play
  12. 12. Why Should Brands Use Instagram? 1.  Photos allow consumers to emotionally connect with brands 2.  Photos posts have 39% higher interaction rates 3.  Faster, cheaper and easier than professional shoots
  13. 13. 1.  If you have something visual to share 2.  Humanize your brand (BTS) 3.  Get instagrammers involved How Should Brands Use Instagram?
  14. 14. How Do I Measure Instagram?
  15. 15. Best Practice Examples
  16. 16. http://digiday.com/brands/instagram- videos-by-brands/ Instagram Best Practice Examples
  17. 17. 1.  Choose a username that you already use 2.  Use hashtags, branded and generic 3.  Take advantage of geolocation 4.  Use a web program to manage (e.g. statigram) 5.  Run photo contests How to Drive Web Traffic •  Add URL to BIO •  Include URL in comments Instagram Marketing Tips
  18. 18. Agenda 1.  Platform Selection 2.  Instagram 3.  Pinterest 4.  Vine 5.  YouTube 6.  LinkedIn 7.  Wrap Up
  19. 19. Pinterest http://www.youtube.com/watch?v=W-Nog6T6iuY
  20. 20. How Does Pinterest Work? http://www.youtube.com/watch?v=oJzD4vF5dFA
  21. 21. Key Facts •  70 million Pinterest users •  2.5 billion monthly Pinterest page views •  80% of Pinterest pins are Repins •  Average time spent per visit 14.2 minutes •  Average time spent per month 98 minutes Pinterest Facts & Figures Pinterest is the 15th most popular website in the Philippines
  22. 22. Pinterest Facts & Figures
  23. 23. Note: Links do not generate link-juice (no-follow) Why Should Brands Use Pinterest?
  24. 24. Measuring Pinterest
  25. 25. Pinterest Best Practice Examples
  26. 26. Pinterest Best Practice Examples
  27. 27. Pinterest Best Practice Examples
  28. 28. 1.  Include several keywords in descriptions 2.  Use hashtags 3.  Be funny and show your personality 4.  Focus on lifestyle rather than product 5.  Avoid self promotion 6.  Promote your Pinterest through other channels 7.  Engage with others Pins 8.  Create a user generated Pinboard 9.  Host a competition 10. Add the PIN-IT button to your website 11. Understand your customers interests 12. Add links to the descriptions of your pins 13. Create a video gallery 14. Feature offline events 15. Showcase your businesses personality Pinterest Marketing Tips
  29. 29. Agenda 1.  Platform Selection 2.  Instagram 3.  Pinterest 4.  Vine 5.  YouTube 6.  LinkedIn
  30. 30. Vine http://www.youtube.com/watch?v=uP74fOk6YE8
  31. 31. How Does Vine Work? http://www.youtube.com/watch?v=3PI9LPo_cag
  32. 32. Vine Facts & Figures §  40 million users §  Launched January 2013 §  Two thirds of the worlds mobile data traffic will be video by 2017 §  Video will increase 16 fold between 2012 and 2017 accounting for over 66% of total mobile data traffic by the end of 2017
  33. 33. Why Should Brands Use Vine? §  Average attention span of an american adult is 6 seconds §  Some say Instagram’s 15 second videos are too long §  Vine forces creativity
  34. 34. How Should Brands Use Vine? “If a 60 second video is a dinner-date, then Vine is the opening flirt across a crowded bar” §  Catchy Jingles or Songs https://vine.co/v/hzxpjd6b9d9 §  Stop motion animation https://vine.co/v/b3I75KmvP0e §  Looping https://vine.co/v/hmgx2ZUYupt §  Inserting Pop Songs into mundane situations https://vine.co/v/hAlM1eHl2xU §  Daily Office Fun https://vine.co/v/hBUDpZbQMHx
  35. 35. How Do I Measure Vine? Simply Measured have Vine Analytics
  36. 36. Vine Best Practice Examples
  37. 37. Vine Best Practice Examples
  38. 38. Vine Best Practice Examples
  39. 39. Vine Marketing Tips §  Competitions §  Start with a plan §  Think elevator pitch §  Imperfection humanizes §  Volume counts
  40. 40. Agenda 1.  Platform Selection 2.  Instagram 3.  Pinterest 4.  Vine 5.  YouTube 6.  LinkedIn
  41. 41. YouTube http://www.youtube.com/watch?v=r18R4Zr1Etg
  42. 42. How Does YouTube Work? §  Social video sharing §  Video buffering/streaming §  Brand channels §  Advertising §  Keywords/SEO §  Video Annotations
  43. 43. YouTube Facts & Figures http://www.youtube.com/watch?v=P-FQZKj-OkU
  44. 44. How Should Brands Use YouTube? §  How to Guides §  Viral videos §  Teasers §  Behind the scenes §  Explainer videos §  In-Video Overlays (e.g. click to buy) §  Brand Channels §  Annotations
  45. 45. How Do I Measure YouTube? http://www.youtube.com/watch?v=HQ5wKSMk60A
  46. 46. YouTube Best Practice Examples https://www.youtube.com/watch?v=ZUG9qYTJMsI
  47. 47. YouTube Best Practice Examples https://www.youtube.com/watch?v=pii4G8FkCA4
  48. 48. YouTube Best Practice Examples https://www.youtube.com/watch?v=WPQmhlbxP-4
  49. 49. YouTube Marketing Tips §  Make content not ads §  Leverage the new One Channel Design §  Push people to your website §  Utilize Paid Views (Trueview) §  Collaborate with creators §  Leverage YouTube videos for SEO
  50. 50. Agenda 1.  Platform Selection 2.  Instagram 3.  Pinterest 4.  Vine 5.  YouTube 6.  LinkedIn
  51. 51. LinkedIn http://www.youtube.com/watch?v=ZVlUwwgOfKw
  52. 52. LinkedIn Facts & Figures •  LinkedIn launched May 5, 2003 •  238 million members in 200 countries •  87% trust LinkedIn as a source of information affecting decision making •  As of Sep 30, 2012 new members joined at a rate of 2 per second •  More than 3 million companies have LinkedIn Company Pages •  40% of LinkedIn users access the site daily •  Over 10 million endorsements given daily •  Over 1 billion endorsements given total •  39% of users pay for LinkedIn premium •  1.5 million LinkedIn groups •  81% of users belong to at least one group •  27% of users visit LinkedIn by mobile •  1.2 million products or services listed •  Average time spent on LinkedIn per month – 17 minutes
  53. 53. Why Should Brands Use LinkedIn? §  Recommendation –  Brand followers are 2.5 times more likely to recommend products §  Amplification and Reach –  The 1 million HP followers have 43 million first degree connections and 138 million second degree connections §  Targeting –  Segment and target content and ads to very specific user groups
  54. 54. How Should Brands Use LinkedIn? §  Create awareness and improve reputation §  Thought leadership and influencer marketing §  Lead Generation §  Social CRM §  Traffic building §  Listening and Gaining Insights
  55. 55. How Do I Measure LinkedIn? LinkedIn has Insights out of the box
  56. 56. LinkedIn Best Practice Examples §  Over 1 million followers §  Focused ads to gain 300k followers in 3 months
  57. 57. LinkedIn Marketing Tips §  Bolster individual profiles §  Engage in Groups to gain influence §  Company pages §  LinkedIn Advertising §  LinkedIn SEO §  Find new talent §  Sponsor updates
  58. 58. Agenda 1.  Platform Selection 2.  Instagram 3.  Pinterest 4.  Vine 5.  YouTube 6.  LinkedIn 7.  Wrap Up
  59. 59. Platform Selection Problem: too many social networks to focus on Ask Yourself: •  What are my objectives? •  Where are my customers? •  What content will they like?
  60. 60. Conversion via website Final Hint: UTM + Google Analytics to track channel ROI
  61. 61. Thank You!! www.allfamous.com Robin Leonard CEO, AllFamous Digital robin_allfamous robinleonard1
  62. 62. References §  http://digiday.com/brands/15-stats-brands-should-know-about-instagram/ §  http://expandedramblings.com/index.php/important-instagram-stats/ §  http://techcrunch.com/2013/06/20/instagram-crosses-130-million-users-with-16-billion-photos-and-over-1-billion-likes-per-day/ §  http://jsncruz.com/instagram-usage-statistics-philippines/#.Uh3vRmQ §  http://liesdamnedliesstatistics.com/2012/01/the-most-active-instagram-fans-are-in-the-philippines-brazil-and-turkey.html §  http://pocketnow.com/2013/06/28/vine-usage-stats §  http://www.arikhanson.com/2013/07/22/the-1-reason-brands-should-start-using-instagram-and-its-not-the-reason-you-might-think/ §  http://cursivecontent.com/20-best-tips-for-brands-on-instagram/ §  http://memeburn.com/2013/08/5-awesome-ways-businesses-can-use-instagram/ §  http://nitrogr.am/ §  http://www.curalate.com/ §  http://instagram.com/p/aznj7FgUS_/ §  http://brandongaille.com/pinterest-user-age-demographics/ §  http://liesdamnedliesstatistics.com/2012/06/facebook-still-dominant-in-numbers-less-so-in-referrals.html §  http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/howtousepinterestforbusiness.pdf §  http://www.curalate.com/ §  http://socialfresh.com/brands-on-pinterest/ §  http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/howtousepinterestforbusiness.pdf §  http://marketingland.com/library/twitter/twitter-vine §  http://www.mediabistro.com/alltwitter/vine-instagram-video_b46046 §  http://sproutsocial.com/insights/2013/07/how-brands-use-vine/ §  http://socialfresh.com/best-brands-on-vine/ §  http://www.slideshare.net/punchmedia/linkedin-statistics-2013 §  http://visual.ly/10-amazing-linkedin-statistics-2013 §  http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/ §  http://www.slideshare.net/punchmedia/linkedin-statistics-2013 §  http://visual.ly/10-amazing-linkedin-statistics-2013 §  http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/ §  http://www.socialmediaexaminer.com/5-creative-ways-to-use-linkedin-company-pages/ §  http://anderspink.com/portfolio-items/hp-case-study-leveraging-linkedin-followers-and-recommendations/ §  http://expandedramblings.com/index.php/important-instagram-stats/ §  http://digiday.com/brands/15-stats-brands-should-know-about-instagram/

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