Social Media 101
… taking your brand’s marketing
to the next level through
SOCIAL MEDIA

SANDOR PANTON | SANDORPANTON.COM ...
About Me - Sandor Panton
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

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

Using the Internet for business/commercial reasons since 1997
1997 – website design, 19...
Topics











What hashtag will you be using for this workshop?
Intro – Facebook, Twitter, Instagram, Pintere...
Introducing – Social Media Networks

SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Social Media Intro


What is social media?
Sharing/exchanging information/ideas in virtual communities/networks




Are...
Intro - Facebook
Lead Gen?
2008 survey of New York
prostitutes. 83% of them were
using Facebook for lead
generation. Chart...
Intro – Twitter & Instagram
More Twitter
- It Twitter was a country, it would
be the 3rd largest in the world
- It’s the 9...
Intro – Pinterest, LinkedIn, Google+
Sign up then forget it?

- 67% of Google+ users are male
- ‘Student’ is the #1 occupa...
Jamaica’s Internet & Social Media Landscape

SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Jamaica’s Internet & Social Media Landscape

Most
popular
media
platforms
in Jamaica
SOURCE:
Ebusinesssocial.com
infograph...
Jamaica’s Internet & Social Media Landscape

Who’s
using the
Internet in
Jamaica
SOURCE:
Ebusinesssocial.com
infographic

...
Jamaica’s Internet & Social Media Landscape

Where are
the Internet
users in
Jamaica
located?
SOURCE:
Ebusinesssocial.com
...
Jamaica’s Internet & Social Media Landscape

What are
Jamaica’s
Internet
users
actually
doing when
they go
online?
SOURCE:...
Jamaica’s Internet & Social Media Landscape

Top 10
sites in
Jamaica

SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORK...
Jamaica’s Internet & Social Media Landscape
Number of Facebook Users in Jamaica
800,000
720,000

700,000

SOURCE:
Facebook...
Jamaica’s Internet & Social Media Landscape
Top
Brands on
Facebook
in Jamaica
As at November
12, 2013. Source –
socialbake...
Why Social Media Marketing?

SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Why Social Media Marketing?


Your target audience is already active in the space
You saw the statistics and charts prese...
Guidelines for brands on Social Media

SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Guidelines for brands on Social Media


Determine a strategy and establish a presence
Your actual and potential customers...
Generating leads through Social Media

SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Generating Leads through Social Media


Facebook ads
Target by age, gender, interests, marital status, type of education ...
Generating Leads through Social Media


Facebook Contests
- Fans enter for a chance to win
- Must submit certain required...
Generating Leads through Social Media


Posts with a call-to-action
- Don’t be afraid to include you company’s website li...
Generating Leads through Social Media


Twitter Search!
Potential clients/customers are on there every day saying exactly...
Stats / Measurement

SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Facebook Insights


facebook.com/pagename?sk=page_insights

SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Twitter & More





Socialbakers.com
followerwonk.com
twittercounter.com
More commercial tools - radian6, sprout socia...
Personality, tone, handling criticism/complaints

SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Personality, tone, handling criticism/complaints


Critical that your brand have a consistent personality/tone
It should ...
Closing
Personalities - influencers, brand
advocates, troublemakers and more
How to grow your likes, followers etc.

SANDO...
Thank You
I hope you found this useful
Visit my blog at
http://sandorpanton.com
(presentation will be available for downlo...
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Sandor Panton - Expo Jamaica Social Media Workshop Presentation

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Presentation to Expo Jamaica 2014 Exhibitors hosted at the offices of the Jamaica Manufacturers' Association on Wednesday, November 13, 2013.

Topics
- Intro – Facebook, Twitter, Instagram, Pinterest, LinkedIn, Google+
- Jamaica’s Internet and social media landscape
- Why Social Media Marketing?
- Guidelines for brands/companies on Social Media
- Generating leads through Social Media
- Social Media Stats / Measurement
- Social Media personality, tone, handling criticism/complaints
- Closing: influencers, brand advocates, troublemakers and more

Published in: Marketing, Business, Technology
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Sandor Panton - Expo Jamaica Social Media Workshop Presentation

  1. 1. Social Media 101 … taking your brand’s marketing to the next level through SOCIAL MEDIA SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  2. 2. About Me - Sandor Panton     Using the Internet for business/commercial reasons since 1997 1997 – website design, 1998 – Top5Jamaica.Com, 2001 – Internet Marketing, 2008 – Social Media Marketing Blog – www.SandorPanton.Com Twitter - @Top5Jamaica SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  3. 3. Topics          What hashtag will you be using for this workshop? Intro – Facebook, Twitter, Instagram, Pinterest, LinkedIn, Google+ Jamaica’s Internet and social media landscape Why Social Media Marketing? Guidelines for brands/companies on Social Media Generating leads through Social Media Stats / Measurement Personality, tone, handling criticism/complaints Closing SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  4. 4. Introducing – Social Media Networks SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  5. 5. Social Media Intro  What is social media? Sharing/exchanging information/ideas in virtual communities/networks   Are you using it? How is it useful to you? How have brands/companies been using it? Customer service, branding, promotions, marketing, public relations, research, lead generation  The BIG 7 in this hemisphere SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  6. 6. Intro - Facebook Lead Gen? 2008 survey of New York prostitutes. 83% of them were using Facebook for lead generation. Chart below shows the sources of their clients Fun Stuff - 350 million+ Facebook users suffer from ‘Facebook addiction Syndrome’ - Average Facebook user has 130 friends - 18% of consumers follow a brand on Facebook to complain about a product or service. 56% follow a brand to learn more about their products/services - 49% of Facebook’s 2012/13 ad revenues came from mobile ads - It’s the 3rd most visited website in Jamaica (after Google & YouTube) SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  7. 7. Intro – Twitter & Instagram More Twitter - It Twitter was a country, it would be the 3rd largest in the world - It’s the 9th most-visited website in Jamaica Teens leaving Facebook For Instagram! SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  8. 8. Intro – Pinterest, LinkedIn, Google+ Sign up then forget it? - 67% of Google+ users are male - ‘Student’ is the #1 occupation of Google+ users - 69% of Pinterest users are female - LinkedIn is the largest social media site dedicated solely to professional networking - Jamaicans do not use LinkedIn the way Americans do - Foursquare? Restaurants, stores, bars, villas, etc., pay attention SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  9. 9. Jamaica’s Internet & Social Media Landscape SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  10. 10. Jamaica’s Internet & Social Media Landscape Most popular media platforms in Jamaica SOURCE: Ebusinesssocial.com infographic SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  11. 11. Jamaica’s Internet & Social Media Landscape Who’s using the Internet in Jamaica SOURCE: Ebusinesssocial.com infographic SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  12. 12. Jamaica’s Internet & Social Media Landscape Where are the Internet users in Jamaica located? SOURCE: Ebusinesssocial.com infographic SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  13. 13. Jamaica’s Internet & Social Media Landscape What are Jamaica’s Internet users actually doing when they go online? SOURCE: Ebusinesssocial.com infographic SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  14. 14. Jamaica’s Internet & Social Media Landscape Top 10 sites in Jamaica SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  15. 15. Jamaica’s Internet & Social Media Landscape Number of Facebook Users in Jamaica 800,000 720,000 700,000 SOURCE: Facebook’s Ad Control Panel 740,000 684,000 622,000 600,000 500,000 400,000 380,000 300,000 250,000 Number of Facebook Users in Jamaica 200,000 100,000 - 32,000 Jamaican Instagram users who are on Facebook as well 82,000 Jamaican Twitter users are also on Facebook SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  16. 16. Jamaica’s Internet & Social Media Landscape Top Brands on Facebook in Jamaica As at November 12, 2013. Source – socialbakers.com SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  17. 17. Why Social Media Marketing? SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  18. 18. Why Social Media Marketing?  Your target audience is already active in the space You saw the statistics and charts presented earlier; ignore at your own peril  How else will you target Generations ‘Y’ and ‘Z’? There’s an entire new generation in Jamaica that watches less local television, is listening to less radio, and not reading the newspapers as much as previous generations. This generation is more exposed to the Internet on a daily basis than they are to any other traditional media forms.  Less expensive than traditional marketing Want to get the word out on a low budget? Social media marketing is where it’s at! Small businesses need inexpensive solutions to compete with brands with the bigger budgets. Social media marketing is one of these solutions.  Tracking & Targeting Match advertising dollars back to an actual action; track actual engagement and interaction with the brand; target specific persons  More direct & personal than other media Real-time interaction with clients/customers Build relationships in real-time  It’s effective! It reaches out and pulls prospects in SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  19. 19. Guidelines for brands on Social Media SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  20. 20. Guidelines for brands on Social Media  Determine a strategy and establish a presence Your actual and potential customers/clients are already there waiting on you  Set goals and be patient Hundreds of thousands of persons won’t be clamouring to ‘like’ your page overnight Consumers won’t respond in the same manner to every brand/product  Strive to be ‘top of mind’ They’re seeing your updates, they’re seeing the messages, they’ll call when they need you  Understand what makes your target market ‘tick’ Need to be able to engage and interact with them such that you actually establish a relationship with them  Be consistent You’re either going to do it properly, or not at all  Listen & respond Your brand is at stake; respond to queries, complaints, feedback in a timely manner. Be fair and honest with these responses  Be human; you can’t automate everything Consumers can see/sense/smell ‘fake’ from a mile away; respect the space and their intelligence  Be creative and add value for your audience Your social media updates should provide enlightenment, entertainment or an uplifting exchange  Be tactful and mindful of your brand as you take advantage of current positive trends/happenings SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  21. 21. Generating leads through Social Media SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  22. 22. Generating Leads through Social Media  Facebook ads Target by age, gender, interests, marital status, type of education and more SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  23. 23. Generating Leads through Social Media  Facebook Contests - Fans enter for a chance to win - Must submit certain required information SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  24. 24. Generating Leads through Social Media  Posts with a call-to-action - Don’t be afraid to include you company’s website link, phone number etc. with a promotional/sales post - Persons who follow/like your brand/company don’t want to be overwhelmed by sales pitches, but they do expect some  Include other digital marketing techniques in your social media mix - e.g. Facebook tab with a form for persons to sign up for your mailing list - Tweeting link and/or QR Code for persons to sign up for your mailing list - Instagram post of your mailing list QR Code SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  25. 25. Generating Leads through Social Media  Twitter Search! Potential clients/customers are on there every day saying exactly what they need. Are you listening? Can you respond? http://search.twitter.com and https://twitter.com/search-advanced ... Or set up a TweetDeck column SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  26. 26. Stats / Measurement SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  27. 27. Facebook Insights  facebook.com/pagename?sk=page_insights SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  28. 28. Twitter & More     Socialbakers.com followerwonk.com twittercounter.com More commercial tools - radian6, sprout social SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  29. 29. Personality, tone, handling criticism/complaints SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  30. 30. Personality, tone, handling criticism/complaints  Critical that your brand have a consistent personality/tone It should match the brand’s offline personality  Never delete negative comments It will only escalate the matter; respond quickly and fairly and try to take it offline or to private messages  Feel free to delete offensive/derogatory/racist comments/posts Or posts/comments from someone who is obviously looking to make trouble (e.g. a disgruntled former employee)  Keep calm Never get ‘personal’, never get emotional  Try to document with screenshots Just to have proof/evidence trail just in case the poster deleted the original item  Don’t just listen for direct comments/complaints Use Google Alerts and Twitter search alert columns in Tweetdeck to ‘listen’ in real-time for mentions of the brand (intercept before it gets out of hand)  Respond to everything Whether you’re answering, liking, retweeting, deleting, banning etc., respond to every (good/bad) comment/post  Be quick to apologize Sometimes, that’s all they seek SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  31. 31. Closing Personalities - influencers, brand advocates, troublemakers and more How to grow your likes, followers etc. SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
  32. 32. Thank You I hope you found this useful Visit my blog at http://sandorpanton.com (presentation will be available for download there on November 14) Follow me on Twitter at @top5jamaica SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013

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