1. Social Media

2. Merci!

3. Felix Blackburn

4. Objectifsj
• Tour de table

5. Why: responsibility or opportunityy p y pp y
• responsibility
– Control the message
– Listen & learn– Listen & learn

6. Why: responsibility or opportunityy p y pp y
• opportunity
– Word of mouth extension
– Accessible for all business sizes and budget– Accessible for all business sizes and budget
– Simple to use

7. Video introduction

8. Overview
• http://pennystocks.la/internet‐in‐real‐time/

9. Why social mediay
• 72% of tablet owners buy online
• 36% of shoppers search on their phone
• 78% of consumers use social media to interact with
icompanies
• 61% of global online users are using the internet for
shoppingshopping
• 70% of mobile searches for products or services will
result in a saleresult in a sale

10. Case study: Starbucksy

11. Starbucks
• Proactive
business
developmentdevelopment

12. Starbucks

13. Case study: Obamay

14. Case study: Eviany

15. Best tweet of 2013
• Superbowl power
outage

16. Which Social Media

17. Who goes?g
• Age: 18‐29: 83%, 30‐49: 70%, 50‐64: 51%
• Urban: 67%, rural: 61%
M 60% 69% *• Man: 60%, women: 69% *

19. Stats
• 1 190 000 000 users on Facebook
• If Facebook was a country it would be #3
» After China and India» After China and India
• Only email and search engines are used more
f tl th i l t ki t lfrequently than social networking tools.

21. Old vs. New
• Old • New
– Yellow pages
– Newspapers
– Google adwords
– Web sites– Newspapers
– Direct mail
– Web sites
– Mass Email
– Broadcasting – Social media
Content is king!

22. 3 rules of online marketingg
1. Google
2. Email
3 S i l di3. Social media

23. Search Engine Optimizationg p

24. Search Engine Optimizationg p

25. Email marketingg

26. What is social media?
The simplest way to think about Social Media is a word of mouth recommendation
system on steroids! Never underestimate the power of social media marketing.

27. Social media?
Facebook
Major Minor
Facebook
Twitter
Instagram
Twitter
Pinterest
LinkedIn
Flicker
Google +
Foursquare

28. Social media vocabularyy
• Facebook Page • Lead conversion
• Like
• Post
• Analytics
• PPC
• Share
• Edgerank
• Daily Active User
• B2b vs. h2h
• Landing page

29. Facebook
• Daily active users (DAUs) were 728 million on average
for September 2013 an increase of 25% year overfor September 2013, an increase of 25% year‐over‐
year.
• Monthly active users (MAUs) were 1.19 billion as of y ( )
September 30, 2013, an increase of 18% year‐over‐
year.
M bil MAU 874 illi f S b 30• Mobile MAUs were 874 million as of September 30,
2013, an increase of 45% year‐over‐year. Mobile DAUs
were 507 million on average for September 2013.were 507 million on average for September 2013.

30. Facebook
• Individuals have accounts
• Business have pages
30 illi ll b i• 30 million small business pages

31. Facebook

32. Facebook

33. Facebook

36. Post – Share
• Post: original content created, share to distribute

37. Post – Share ‐ Like
• Business page share organic reach is 5‐10%

38. Like
• Like is the entry level, the lowest value
• Some are fake!

39. Competitive insightp g
• “Pages to watch”
• keep an eye on what competitors are doing

40. Facebook $$$$$$
• Free pages
• Professional
design $design $
• Increase reach
with $$

42. Google+g
• Useful for
Google
d tproducts:
– Search
– Maps

43. Youtube
• 2nd in search engine
• Owned by
100 h l d d i t• 100 hours uploaded per minute

44. Youtube
• Music video attracts youth
• Low cost OK!
16 9 illi i• 16.9 million views

45. Youtube
• Use it to do demos
• Educate customers
Sh t t i• Show customer stories
• Post on other sites

46. Pinterest, Instagram and Foursquare, g q
• Pinterest
ll– 70 million users
– 80% women
2 5 billion monthly– 2.5 billion monthly
page views
– Online scrapbookingOnline scrapbooking
– Pinterest has amazing
search capabilities

47. Pinterest search tool

48. Pinterest, Instagram and Foursquare, g q
• Instagramm
– Photo app
– 90 million monthly– 90 million monthly
users
O d b– Owned by
Facebook

49. Pinterest, Instagram and Foursquare, g q
• Instagramm

50. Pinterest and Foursquareq
• Foursquare
– mobile geolocation

51. Pinterest and Foursquareq
• Foursquare
– mobile geolocation app
– Businesses can– Businesses can
create ‘specials’

52. LinkedIn
• LinkedIn is a
business‐oriented
social networking
service
• Personal brandingPersonal branding
for career
managementmanagement

53. LinkedIn
• Your personal
branding on google
• A must for business• A must for business
owners

54. LinkedIn
• Your personal
branding on google

56. Key featuresy
• Goal is to convert customers to advocates
• Two‐way
E d ti• Earned over time
• Relationshipp
• analytics

57. Intro to analyticsy
• Measure progress
• Adapt strategy
S t• Segment

60. Summaryy
• Inbound vs. outbound
• Analyze & set goals
T t• Test
• Measure
• Adjust strategy