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Social Media for Lowe´s


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This is an example of my Social Media presentations!

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Social Media for Lowe´s

  1. 1. Social Media Basics
  2. 2. Social Media BasicsSocial Media is More than Facebook and TwitterSocial Media is made up of platformsdedicated to online social interactions, whichare easily accessible and used by millions.They are a way to create and share contentthrough the use of online tools and mobiledevices; generating an active dialogueand/or exchange among its users.
  3. 3. Social Media BasicsSearching is so PasséWith more interaction and morecontent readily available online thanever before, Social Media represents achange in the way we share: everyfriend/follower/ contact becomes arecommendation generator. Users now not only search for content (Google, Yahoo, Bing), but have become used to “stumbling” upon new content through everyday online interactions.
  4. 4. Social Media Basics The “democratization of information” has generated a change in the way users are influenced. New interaction channels, platforms and tools have created a new kind of influence on the user and a whole new system of information. In this new system, peers become more important, and there is an increased independence from traditional media and marketing tactics.
  5. 5. Social Media BasicsFacebook, Twitter andother Social Mediachannels connect usersto their peers whichbecome a key part ofsharing and introducingothers to deals, brands,offers, etc.Online, a friend or peeris more important in thedecision-makingprocess thanadvertising.Source: Hubspot & EMarketer
  6. 6. Social Media Basics
  7. 7. The importance of Facebook
  8. 8. Role of Facebook
  9. 9. Role of Facebook
  10. 10. Role of FacebookWhile originally created for College students and then expanded for High Schoolstudents as well, Facebook is no longer something for “kids” anymore.There is a rapid growth amongst older users. By 2009, the majority of USFacebook were over 25, with the “older” segments growing quickly.
  11. 11. Role of Facebook
  12. 12. Role of FacebookThe presence of brands is welcome by most users as part oftheir social experience online. They are interested mostly in: -Deals, offers and exclusive content. -Sweepstakes, contests and the chance to win prizes. -Having a voice as part of the consumer base. Source: Roy Morejon & ExactTarget
  13. 13. Facebook Basics For companies, organizations, blo gs and anything other than a person, Facebook offers the chance to create a Page. The basic difference is Pages let users “Like” them (previously known as “becoming a fan”) instead of friending users. They can interact with other content on Facebook, post updates and basically everything a user can do.Even more, they offer Analytics and importantdata otherwise not available on personal profiles.
  14. 14. Facebook BasicsThe key to Facebook’ssuccess has been theNews Feed. The NewsFeed is the sum of allour friends and “liked”pages activities.While controversial at first, Facebook changed the default option fromchronological order (Most Recent), to a system based on “Top” content. This ismeasured through a special algorithm that defines what content is moreimportant to share with each user.The idea is to show the information that is most relevant and important contentto each user, making them more interested in coming back to stay informed onthe most important activities related to their friends, family and brands/activitiesthey like on Facebook.
  15. 15. Facebook Basics Even though Facebook has never revealed specifics of their Algorithm, social media experts have defined the 3 key aspects that go into “Cracking” the Facebook Feed.1. TIME: Every Facebook post has a time- decaying factor. The more recent, the more added value it has for Facebook.1. WEIGHT: A value assigned to each post based on the interaction of all users . More comments and likes mean higher weight.2. AFFINITY: This is an independent value that varies according to the user and its previous interactions with each page. The more a fan interacts with it, the more important a page becomes in the context of its news feed.
  16. 16. Facebook Basics A page’s objective is to optimize content for it to be featured on the newsfeed as much as possible. As a page, not everything posted to will be seen by fans. On average, every post a page makes will only be seen for 10- 15% of it’s fan base.
  17. 17. Facebook BasicsIts important to remember that mostof the users will only interact with theposts they see on their newsfeed.Compare the tab views all Februaryto a few popular from the Todo SobreCamisetas page:
  18. 18. Client examplesWHO: Fans who enjoy soccer fashionand exclusive “inside” info.WHAT: New jerseys and relatedindustry news on sponsorships.Exclusive sneak peaks for upcomingjersey designs, footwear, balls andother gear.HOW: Drive traffic to blog articles andhelp viralize content through peerrecommendations.OTHER TOOLS: Strong focus on Twitterand a growing Youtube page. Allthree channels are cross-promotedfor a “full TSC experience”.
  19. 19. Twitter 101
  20. 20. Twitter 101Twitter is a microblogging tool that allows users to share bits of information throught 140 characters or less.Users can follow others and recieve the information they share. At the same time, their followers will recieve their tweets.It becomes a way to connect with users with similar interests and stay updated on information relevant to your interests.
  21. 21. Twitter 101Twitter has been described as “the modernequivalent of word of mouth”. A message -It is simple andcan quickly spread virally and reach a huge quick, allowingaudience through amplification. users to discuss recent events or news in real time. -It becomes an easy way to connect with all of our followers, whether they are friends, readers, clients, consumers, colleagues, etc.
  22. 22. Twitter 101Share opinions and shortcomments, ask for information orfeedback from followers.(It becomes a useful tool tomeasure interest anddiscover topics thatresonate with a targetaudience.)Promoting value by sharing links toarticles, pictures or other content.(Its amplification potentialcan create greaterexposure for a brand’scontent and expand itsinfluence)
  23. 23. Twitter 101While smaller than Facebook interms of numbers, brands stillrely heavily on Twitter for theirSocial Media presence.Brands use it as a tool forpromotion and brandbuilding, corporatecommunication,customer service andmore.
  24. 24. Twitter 101
  25. 25. Twitter 101
  26. 26. Hispanics Online
  27. 27. Hispanics Online “Social media is a natural fit for Latinos. Latinos, by nature, are innovators. Social media allows us to create, recreate and take a shot at building communities around content that we want,” said Lance Ríos, president and founder, Being Latino, Inc. “Secondarily, Latinos are very loyal consumers. But in order to gain their trust, you have to assure them that you are legitimate. Culturally we tend to be sensitive to giving personal information so easily. Once trust is gained, Latinos will usually open up.”
  28. 28. Hispanics who are 18 or older spend an average of 4.5 hours a day in social media channels. Overall, the 3,349 people who responded to the survey said they spend 2.6 hours in social media during an average day. Blacks reported 4.1 hours per day and non-Hispanic whites said they spend an average of 2.4 hours per day.
  29. 29. Hispanics Online
  30. 30. Hispanics Online For Hispanics, the number of engagement tends to be higher, with a higher average of comments, posting on friends’ walls, and a larger number of followers. 46% of Hispanics who are actively online are under the age of 35. Another astonishing fact is that 32% of Hispanics access the Internet through their smartphones.
  31. 31. Hispanics OnlineIn terms of distinguishing English andSpanish preferred Hispanics, there isnot a unanimity, but different sourcesand study tend to reach a similarconclusion: about half thepopulation are English preferred,while the other half splits prettyevenly in between Spanishpreference and bilinguals.On Social Media, English-preferredHispanics has been the segment thathas grown the most. This is somehowaligned with the notion that moreacculturated Latinos have drivenFacebook growth.
  32. 32. Client Examples
  33. 33. Client examplesWHO: Fans who enjoy soccer fashionand exclusive “inside” info.WHAT: New jerseys and relatedindustry news on sponsorships.Exclusive sneak peaks for upcomingjersey designs, footwear, balls andother gear.HOW: Drive traffic to blog articles andhelp viralize content through peerrecommendations.OTHER TOOLS: Strong focus on Twitterand a growing Youtube page. Allthree channels are cross-promotedfor a “full TSC experience”.
  34. 34. Client examplesWHO: Saving-savvy Latino moms.WHAT: Updated on Family Dollardeals and discounts. Beauty tips,Cooking recipes and other extras.HOW: Sharing coupon and circularinformation. Integrating vendors suchas Coca-Cola, Unilever and Colgateto provide entertaining extracontent.OTHER TOOLS: Planning, design,translation and support for all digitaladvertising campaign efforts inSpanish.
  35. 35. Client examplesWHO: Hispanic sports fans in theUnited States.WHAT: Promote Tune-in and traffic forcontent from Highlighting FOX Deportesprogramming info and TV integrationwith their own shows. Sharing links todrive traffic to their website.Integration of Advertisers throughspecial sections.OTHER TOOLS: Twitter support.Monthly Facebook competitionanalysis. Development of “Fanaticos”mini-site to serve as a hub of onlineactivities and advertising integration.
  36. 36. Client examplesWHO: Hispanic soccer fans in theUnited States.WHAT: Create brand recognitionand increase sales.HOW: Sharing new product releasesand special offers. Creatingsweepstakes and giveaways forbranding. Linking TFM and itsproducts with current soccer news.OTHER TOOLS: Development, designand execution of the store’s e-mailmarketing campaigns, websitegraphics and banners for affiliatestores.
  37. 37. Defining a Facebook Strategy
  38. 38. Facebook StrategyOnce you set up your pageyou have a several options.You can organizesweepstakes; you canshare links to attract trafficto your website; you canengage your fans in simpleconversations; you canmake it a visual showcasefor new products…The bottom line is Facebook works differently depending onyour objectives. In order to succeed, you must understandwhat your goal is to then make sure you know the best wayto do it would be: strategize.
  39. 39. Facebook Strategy- Total Fans + Weekly Fan Growth. (size)- Post views + Traffic to website. (exposure)- Likes + Comments + % active Fans (engagement)- Questions + positive mentions (customer service)
  40. 40. Facebook Strategy Strategies are usually based on two key aspects:-Reach: Number offans, Post impressions,number of clicks onspecific deals, use ofcoupons, etc.-Affinity: % ofengaged fans,positive feedbackfrom users, commentsand likes, creation of“brand advocates”,etc.
  41. 41. Facebook StrategyIn order to achieve better engagement for individual posts (contributingto improved weight and affinity scores), some best practice include:-Short and visually appealing posts.-Encourage action from fans by either asking a question or asking them to “Like”a post if they agree.-Calls to action perform betterat the end of each post.Source: Strategies for Effective Facebook Wall Posts (Buddy Media)
  42. 42. Facebook StrategyAt the same time, Facebook posts have a “lifespan”. How active andreceptive an audience is will depend on the field and industry. Somecommon aspects include: -Facebook posts posted at the top of the hour receive the most comments, posts at the end of the hour get the least. -Best times to post on Facebook are 11AM, 3PM, and 8PM for maximum response. By the time a post is over an hour old, it has received 50% of the interactions it will get.Source: A Study of Fan Engagement on Facebook Pages (Visibli)
  43. 43. Facebook StrategyThe basic questions to answer before defining a Facebooks strategy are:-Determine the best quantity of posts to be done each day.A minimum of 1 daily post and a maximum of 3 posts is recommended inmost cases. Test users reaction and decide on what is best for each specificpage.-Determine the best times and days to post.While noon, mid-afternoon and early-night tend to perform better, it isimportant to test and determine the best times for each page.-Determine the type and distribution of content.A daily link about a deal or a product is a good idea, but polls, albums andvideos are good to offer variety. Determining how often albums or simplequestions will be required and setting specific times to do so will help planaccordingly and make it easier for an administrator to handle content
  44. 44. Thank You!