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It Pays to Be Picky About Your Social Media Platforms

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Social Media isn't free. Why does it pay to choose our social media platforms carefully?

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It Pays to Be Picky About Your Social Media Platforms

  1. 1. It Pays to Be Picky About Your Social Media Platforms. cc: Jason A. Howie - https://www.flickr.com/photos/40493340@N00
  2. 2. What Are Platforms? Chris Marr, Content Marketing Academy
  3. 3. How Many Exist? There are Over a Thousand Platforms
  4. 4. The Big 3 All, One...Or None?
  5. 5. Facebook Facebook Primary Purpose: Builds brand loyalty and reputation. Establishes your business as an authority through interesting content and informational posts. Unique Attributes: Reaches a variety of segments of an audience with one post. Offers opportunity to create ads to drive traffic to your website/blog Encourages dialogue and depth with a customer base Ideal for sharing personal stories, testimonials, detailed information about your business Average Age Range of Users: 25-45 years old Gender of Users: 60% female, 40% male
  6. 6. Instagram When Facebook acquired Instagram for $1 billion in April 2012, the photo-sharing app had about 27 million total registered users. Instagram has now surpassed 400 million MAU in September 2015. The app currently adds more than 10 million MAU each month.
  7. 7. Twitter  Twitter Primary Purpose: Shares breaking news and quick updates, promotes new products, content, or brand contests, collects instant feedback from your audience.  Unique Attributes: Serves people looking for quick info, company news, and immediate response to questions about products or events Focuses on dialogue creation and starting conversations with customers Known for its hashtag (#) communication functionality Best platform for PR/publicity purposes when traditional media does not respond  Average Age Range of Users: 18-29 years old  Gender of Users: 50% female, 50% male
  8. 8. Pinterest  Pinterest Primary Purpose: Acts as an online scrapbook, showcases products, and displays brand essence through inspiration boards.  Unique Attributes: Generates leads and drives traffic to other content (or back to your website) Visually promotes and highlights products/services through images Provokes immediate or future Call-to-Action (CTA) responses Allows you to micro-target your search with clearly defined categories Most businesses find that Facebook helps strengthen relationships once initially established. If you want to grow an audience around promotions and sales, Twitter or Pinterest has the quickest impact.  Age Range of Users: 18-35 years old  Gender of Users: 80% female, 20% male
  9. 9. Which Are Rising Stars? When Should You Jump On?
  10. 10. Snapchat Snapchat, one of the earliest and most successful "ephemeral," or disappearing, message apps, evolved into a medium for live storytelling, with curated user video and produced segments from leading online publishers.
  11. 11. Lesser-Known Stars Social networks and their associated messaging, ranked by monthly active users, include some lesser-known services also made the cut.
  12. 12. Emerging Platforms  Blab (https://blab.im/ ) Blab is a video chat app that allows group interactions with up to four people that anyone can watch in real-time. Users can create their own talk shows, conduct interviews and debates or simply hang out with a group of friends. Viewers can post comments or ask questions.  Slack (https://slack.com/ ) Another popular new messaging tool, Slack, which reached 2 million users in 2015, is expected to keep growing. Slack found a niche in the market by focusing on business users fed up with sorting through a glut of email. It offers a more streamlined messaging app interface for communicating with groups of colleagues. It can also be used for conferences and is loaded with features like an automatic archive of all conversations.  Periscope (https://www.periscope.tv/ )2015 was a breakthrough year for live- streaming, and its continued growth is likely to be a dominant theme in 2016.
  13. 13. To Niche or NOT? Explore the niche social media landscape. You might discover that it’s an absolute waste of time and there is zero ROI. Or, on the other hand, you might find a world of untapped potential and dozens of warm leads. It’s worth doing some exploring.
  14. 14. Forget the millions of followers and fans. Here, it’s all about a targeted audience:  Anchor - Social Media Platform focused on Audio  Untappd – Beer lovers  Kaboodle – Think Pinterest  Behance – Creative professionals  Care2 – Green lifestyle  GoodReads – People who love reading  Meet Pips – Forex traders  Ravelry – Knitters and crocheters  Gentlemint – Pinterest for dudes
  15. 15. The best way to find your niche social site is to google it. cc: Lotus Carroll - https://www.flickr.com/photos/11248435@N04 Source: Kissmetrics Blog
  16. 16. Why Be Picky? ...And How Can You Lose if You Aren't?
  17. 17. The keyword in social media is ‘social’ Most understated and forgotten portion of the equation. Not unlike good public relations, businesses should use social media as a source of ‘2-way communication’ with their audience, regardless of the platform. This means that in addition to posting articles, videos, and other relevant posts you want your audience to ‘Like’ and ‘Share’, you need to interact with them. How often should I post to my social networks? • Facebook: 1-2 times per day or 6 times a week • Twitter: 3-4 times a day or 20 times a week • Pinterest: 2-3 times per day or 10 times a week
  18. 18. Hy-Vee’s Command Center Hyvee: http://www.branddrivendigital.com/inside-hy-vees-social-media-command-center/ cc: Lotus Carroll - https://www.flickr.com/photos/11248435@N04
  19. 19. ESPN War Room cc: Lotus Carroll - https://www.flickr.com/photos/11248435@N04 ESPN: http://www.adweek.com/news/television/inside-espns-social-media-war-room-during-most-tweeted-sporting- event-ever-158819
  20. 20. Marriott’s Content Studio cc: Lotus Carroll - https://www.flickr.com/photos/11248435@N04 Marriott: https://contently.com/strategist/2015/11/05/were-a-media-company-now-inside-marriotts-incredible- money-making-content-studio/
  21. 21. TIME IS NOT FREE! The average amount of time spent by small businesses on social media per week? 6 hours and counting.
  22. 22. What's the No. 1 Driver? Be Where Your PEOPLE Are. cc: Lotus Carroll - https://www.flickr.com/photos/11248435@N04
  23. 23. Is My Audience There? Be where your audience Is. Be Where Your PEOPLE Are. cc: Lotus Carroll - https://www.flickr.com/photos/11248435@N04
  24. 24. Defining your target audience and knowing where to find them is the foundation to navigating the non-stop maze of social media. cc: Lotus Carroll - https://www.flickr.com/photos/11248435@N04
  25. 25. Which Platform Best... 1. Tells your story 2. Achieves your goals 3. Reaches your audience
  26. 26. Don’t choose randomly. Be intentional.
  27. 27. S.P.E.A.R. S = STRATEGIZE P = PLAN E = EXECUTE A = ANALYZE, ATTRIBUTE, ADJUST R = REVIEW ROI, RELATE RESULTS, REPORT
  28. 28. S = STRATEGIZE First Ask WHY? Then Ask WHO? Finally Ask WHAT?
  29. 29. STRATEGIZE WHY = Goals, Objectives and Metrics WHO = Audience Types and Targets WHAT = Content Topics and Types
  30. 30. STRATEGIZE THE WHY
  31. 31. STRATEGIZE: WHY Goals, Objectives and Metrics Why do you want your business to be “on social media?” Because It’s NOT free.  What are the goals of your overall integrated marketing program?  How will social media marketing (SMM) help achieve your marketing objectives?  What metrics will you use to determine the Return On Investment (ROI) in relation to your social media efforts?
  32. 32. WHY: Goals  Brand Awareness through to Brand Resonance (Who are you, what are you, what about you, what about me and you?)  Search Engine Optimization (SEO)  Leads Generation and Nurturing  Sales Conversion from Prospect to Customer  Customer Service, Retention and Loyalty  Cross-selling and Upselling  Brand Affinity, Community and Ambassadors  Employer Branding and Talent Recruiting
  33. 33. WHY: Objectives  FAME = Become known through thought-leadership; establish credibility; stay top-of-mind with expertise  BRAND = Establish, protect or promote the brand  ALLURE = Prospect for leads and generate sales  SERVICE = Conduct Service and Fulfillment Companies successful with Social Media typically set one or more of these Four Common Social Media Objectives:
  34. 34. WHY: Metrics Measuring Your Social Media Efforts:  FAME = How Influential Are You/Your Brand? (Retweeted, commented on, forwarded, posted, pinned, etc.)  BRAND = Are You Broadening Your Reach? (New fans, mentions, likes, video viewership, website/email click-through rates)  ALLURE = Do You Convert Awareness To Action? (Material downloads, bringing through sales funnel, data capture, inquiries.)  SERVICE = What is Your “Customer Sentiment?” (Creating/assisting brand loyalists/ambassadors. Track customers who give refer your company; how often they answer questions and give tips on your behalf; balance of positive, negative and neutral comments over time.)
  35. 35. WHY: Metrics  What can SMM REPLACE?  What can SMM AMPLIFY?  How can SMM REDUCE COSTS?  How can SMM ENHANCE RESULTS?  How can SMM EXTEND TIMELINE? ROI Through Social Media Marketing (SMM) Integration
  36. 36. STRATEGIZE: WHO THINK WHY? AGAIN.  Think about your marketing GOALS.  Your WHO must align with your WHY  Which audience(s) will best help achieve your marketing goals and objectives on each platform? (Such as establishing thought-leadership, brand awareness, customer service, lead generation, etc.)
  37. 37. Answer Four Questions. 1. Where is my audience? 2. Where is my audience active? 3. Where is my audience searching? 4. What niche social media sites are right for me?
  38. 38. WHO: Audience Types The types of audiences you could be looking for include:  Current clients or customers  Potential clients or customers  Associates of current/potential clients or customers  Potential employees  Vendors, suppliers  Affiliate businesses and distributors  Journalists and editors  Bloggers, thought-leaders and key influencers
  39. 39. WHO: Identifying Key Influencers Free monitoring tools to track who’s talking about and who has a voice in subject areas and keywords associated with your business:  Right Relevance (http://www.rightrelevance.com/ )  Buzz Sumo (http://buzzsumo.com/ )  Google Analytics (http://www.google.com/analytics/)  Social Mention (http://www.socialmention.com/)  Delicious (https://delicious.com/)  Board Reader (http://boardreader.com/ )  Pulse (https://www.linkedin.com/today/)
  40. 40. “Buyer personas are fictional representations of your ideal customers. are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.” - HubSpot WHO: Understanding Customer Targets
  41. 41. Buyer PERSONAS Help You…  Select keywords and topics for website, Google AdWords (https://adwords.google.com/ KeywordPlanner) and social media.  Create ad copy and messages that resonate.  Determine the content types to use (video, text, etc.)  Choose social media channels – where are they?
  42. 42. WHO: Finding Customer Data 1. National Consumer Data: http://www.census.gov/ 2. Des Moines Area Data: http://www.desmoinesmetrodata.com/ https://www.desmoinesmetro.com/en/economic_development/s tatistics/economic_indicators/ 3. Pew Social Media Reports: http://www.pewinternet.org/fact- sheets/social-networking-fact-sheet/
  43. 43. WHO: Finding People on Facebook  Keep an eye on the “suggestions” that pop up on your news stream.  Use the “find people” tool on Facebook by inputting your email address to find all those people in your address book that are using Facebook.  Use the “search function” on Facebook for finding fan pages in your subject area and browse other fans there. When using the search function, filter your results to drill down to the people you’re looking for.  Use the “search by employer function” to find people affiliated with companies.  After connecting with some key influencers, browse their friends and connect with people that way.  Check out your competitor fan pages for insights.
  44. 44. WHO: Finding People on Twitter  Use the “who to follow” feature on Twitter.  Use search.twitter.com (https://twitter.com/search-home) allows a wide criteria range to search on, including location. Also use to find the key influencers in your industry and browse their follower/following lists to find great people.  Twellow (https://www.twellow.com/splash/) is the Twitter equivalent of the Yellow Pages, a directory sorted by occupation.  Tweepz (http://tweepz.com/) helps you find people by location.  NearbyTweets (http://nearbytweets.com/) helps you find people nearby.  Check out #hashtags used in your industry or being used for live chats and events related to your business to find people to follow.  Great list of Twitter mining tips: http://www.businessesgrow.com/2014/07/14/social- media-network/
  45. 45. WHO: Finding People on LinkedIn  Use “LinkedIn Search Box” to find names of people you’ve already identified by name. Also make the most of the “advanced search” feature. You can also search for people using their email addresses  Use the search box to search for keywords that will be included in profiles. Make the most of using OR or AND in these searches to include a few keywords (OR allows you to look for any one of those terms in the profile, AND allows you to look for a number of words).  Join groups that fit your interests or industry. Once you’ve been accepted as a member, browse the member lists and find people with shared interests you want to connect with.  Unlike Twitter, you can’t simply choose to connect with people on LinkedIn - they need to give their approval. If someone is connected to you through someone you’re connected to, request to be introduced to them.
  46. 46. WHO: Finding Audience Sources 1. Finding Your Audiences Across Social Networks: http://www.marketingdonut.co.uk/marketing/online- marketing/social-media-and-online-networking/finding- your-audiences-on-social-media 2. Finding Your Audience (Focus on Twitter): http://www.businessesgrow.com/2014/07/14/social-media- network/
  47. 47. STRATEGIZE: WHAT THINK WHY? AND WHO?  Think about your marketing GOALS  Your WHAT must relate to your WHY  Think about your target audience(s)  Your WHAT must resonate with your WHO
  48. 48. WHAT: Content Topics CONTENT SHOULD RESONATE WITH BUYER PERSONAS:  EDUCATE THEM  ENTERTAIN THEM  ENGAGE WITH THEM  EMPATHIZE WITH THEIR PROBLEMS CONTENT SHOULD RELATE BACK TO BUSINESS STRATEGY:  BRAND VISION, MISSION AND VALUES  MARKETING GOALS AND OBJECTIVES
  49. 49. WHAT: Content Topics What “topic buckets” will you arrange your created and curated content under?
  50. 50. WHAT: Content Topics “When it comes to social media, remember, you ARE what you talk about.”
  51. 51. WHAT: CONTEN T TYPES
  52. 52. WHAT: Content Types Create New Content based on your target audience(s):  What social media platforms are they on and what content type(s) work best on those platforms?  What social media content do they engage with the most? (Such as video, photos, slides, audio, text with questions/contests, Infographics, etc.) Repurpose Existing Content into types appropriate for social media platforms and based on target audience(s).
  53. 53. A Successful STRATEGY Depends on the PLAN As with any strategy, success depends on planning and the resources, commitment, talent and tools you put behind it.  Prepare and regularly maintain monthly rolling social- media marketing calendars.  Give it time – a meaningful enduring impact will take time to develop.  Learn from your mistakes – constantly adjust them as well as emerging best-practices.
  54. 54. P = PLAN First Ask WHERE? Then Ask WHEN? Finally Ask HOW?
  55. 55. PLAN WHERE = Platforms/Channels WHEN = Frequency, Days and Times HOW = Tools, Process and People
  56. 56. PLAN: WHERE The Strategy (WHY, WHO, WHAT) Impacts the Where
  57. 57. WHERE: The Platforms The Platforms  Main: Facebook, Twitter, Pinterest, YouTube, Google+, LinkedIn, Instagram  Niche and Specialty Platforms: Houzz, Pose  Other Platforms: Tumblr, Vine, Swarm, Snapchat Which are Best for Your Business?  Considerations: Type of Content, Business, Goals Source: http://socialmediatoday.com/james-debono/827961/which-social- media-platform-right-your-business
  58. 58. WHERE: How do voice and conversations vary by Platform?
  59. 59. WHERE: Pros and Cons
  60. 60. WHERE: Think Audiences Are your TARGET AUDIENCES (The Who) there? What are the BEST PLATFORMS to reach your prospects, customers, other key audiences?
  61. 61. WHERE: Content Matters  Think about your CONTENT (the What). The WHAT impacts the WHERE.  What platforms are your CONTENT TOPICS and TYPES best shared on?  Are you able to provide the preferred content type consistently?
  62. 62. WHERE: Putting It All Together
  63. 63. PLAN: WHEN Monthly and Weekly Frequency, Days, and Time(s) of Day
  64. 64. WHEN: FREQUENCY
  65. 65. WHEN: DAYS
  66. 66. WHEN: TIMES The Who (Target Audiences) Impacts the When
  67. 67. PLAN: HOW The Tools, Process and People To Execute the Plan
  68. 68. Bottom line: “Don’t feel pressured to be on every platform. Start with the one that connects you with the right audience, aligns with your business’s needs, and one you can regularly manage." - Kimberley Powers, Vertical Response cc: kdonovangaddy - https://www.flickr.com/photos/36801167@N02
  69. 69. http://www.socialmediatoday.com/social-networks/aag/2015-07-11/quick-and-dirty-guide-10- social-media-platforms-newbie http://www.cio.com/article/3014362/social-networking/15-social-networks-with-the-most-active- users-in-2015.html#slide11 http://wpcurve.com/social-media-platform-for-business/ http://www.verticalresponse.com/blog/social-media-your-business-choosing-the-best-platform/ https://en.wikipedia.org/wiki/List_of_social_networking_websites http://www.jeffbullas.com/resources/ https://blog.kissmetrics.com/which-social-accounts-matter/ https://business.linkedin.com/marketing-solutions/social-media-strategy http://www.pewresearch.org/topics/social-media/ http://www.marketingdonut.co.uk/marketing/online-marketing/social-media-and-online- networking/finding-your-audiences-on-social-media https://blog.hootsuite.com/instagram-statistics-for-business/ Sources:

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