Social Media Marketing


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Presentation on social media marketing for the Abbey Road Leadership Academy at Stanford University

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Social Media Marketing

  1. 1. Speaker:<br />Rachel Melia<br />Online Marketing Consultant<br />@rachelmelia<br />1<br />Social Media MarketingAbbey Road Leadership Academy8/8/11<br />
  2. 2. Rachel’s Background<br />2<br />14+ years online marketing experience<br />Mostly at SF ad agencies on clients including Kodak Mobile (part of Kodak Gallery), Macromedia, Microsoft, Palm, Tivo, Electronic Arts, Veronica Mars<br />4 years as Online Marketing Consultant<br />Current emphasis on social media marketing and Facebook marketing <br />
  3. 3. Agenda<br />3<br />Introductions<br />Overview of social media marketing<br />Facebook, Twitter, LinkedIn, YouTube<br />Blogging<br />Bonus: Geo-Location<br />Measurement<br />Q&A<br />
  4. 4. Introductions<br />4<br />
  5. 5. Introductions<br />5<br />Name<br />Where from<br />Which social media use personally - Facebook, Twitter, LinkedIn, blogs, Foursquare, Yelp, Google+, etc.<br />
  6. 6. Social Media Marketing Overview<br />6<br />
  7. 7. Definition<br />7<br />Marketing used to be one-way..<br />… now marketing is two-way<br />Wikipedia defines social media as: “use of web-based and mobile technologies to turn communication into interactive dialogue” (Hubspot)<br />
  8. 8. 8<br />
  9. 9. Statistics<br />9<br />Overall…<br />Social media accounts for approx. 25% of all time spent online, over 35 minutes/hour (Nielsen)<br />46% of internet users worldwide interact with social media on a daily basis (TNS)<br />96% of 18-35 year olds are on a social network (GlobalMagic)<br />Top 10 networks make up nearly 80% of social media website traffic (Comscore)<br />
  10. 10. Statistics<br />10<br />For marketers..<br />25% of search results for the world’s top 20 largest brands are links to user-generated content (GlobalMagic)<br />78% of consumers trust peer recommendations (GlobalMagic)<br />25% of social media users are more likely to look into a brand advertising on social media (Adology)<br />79% of consumers have joined a company’s community to get more information on the company (Universal McCann)<br />71% of community members say they are more likely to purchase from a brand (Universal McCann)<br />66% of company community members note that the community has made them more loyal to the brand (Universal McCann)<br />64% of Facebook users have liked a brand on Facebook (ExactTarget)<br />$4.26 billion will be spent on social media marketing globally in 2011 (Adology)<br />
  11. 11. Facebook, Twitter, LinkedIn, YouTube<br />11<br />
  12. 12. Facebook<br />12<br />Statistics<br />Facebook has over 600 million users, up 40% since last year (GlobalMagic)<br />70% of Facebook users log in once a day (Ogilvy & BuddyMedia)<br />#2 trafficked website in the world, behind Google (Alexa)<br />By 2012, half of the world’s internet users, 1 billion people, will have a Facebook account (Time)<br />The average Facebook user is connected to 80 pages, groups, & events (Facebook)<br />Every month, more than 250 million people engage with Facebook on external websites (Facebook)<br />There are more than 200 million users currently accessing Facebook through their mobile devices<br />Facebook is like a mall (a large and popular one), everyone is there<br />
  13. 13. Facebook<br />13<br />Marketing Opportunities<br />Build community of fans of your product<br />Remain top of mind<br />Share promotions and discounts<br />Increase awareness<br />Gain product feedback<br />Answer customer questions<br />Starbucks has a community of 24 million fans passionate about coffee<br />
  14. 14. Facebook<br />14<br />Best Practices<br />Create business page<br />Provide valuable information (not salesy)<br />Post approx. 1x/day (more or less ok but remain valuable and don’t annoy)<br />Try for comments/Likes in order to show up in newsfeed<br />Create a Welcome Tab to increase conversion to Like<br />Facebook ads and contests work well in order to grow page Likes<br />Tech Lighting has a community of almost 1,500 design professionals and enthusiasts – they share information about their high end light fixtures<br />
  15. 15. Twitter<br />15<br />Statistics<br />There are more than 175 million Twitter users (Econsultancy)<br />17% of US online consumers have created a Twitter account (ExactTarget)<br />48% of Twitter users check their account at least once a day (ExactTarget)<br />There are 95 million tweets/day (Econsultancy)<br />Twitter has far fewer users than Facebook, but many are very influential<br />
  16. 16. Twitter<br />16<br />Marketing Opportunities<br />Possible to build very large following<br />Remain top of mind with customers<br />Increase awareness<br />Display thought leadership and expertise<br />Reach bloggers and journalists<br />Network<br />Provide customer support<br />
  17. 17. Twitter<br />17<br />Best Practices<br />Share valuable information<br />Respond to mentions and retweet other’s content<br />Use relevant hashtags<br />Twitter is like a 24hr news channel.. Tweet many times/day (5-10+) to be heard<br />
  18. 18. LinkedIn<br />18<br />Statistics<br />LinkedIn has over 100 million users, up 100% since last year (Econsultancy)<br />There were 2 billion people searches on LinkedIn in 2010 (LinkedIn)<br />39% of LinkedIn users make over $100k (LinkedIn)<br />74% of LinkedIn users have a college degree or better, with 26% having a graduate degree (LinkedIn)<br />More than 2 million companies have LinkedIn company pages (LinkedIn)<br />LinkedIn is the Facebook of business<br />
  19. 19. LinkedIn<br />19<br />Marketing Opportunities - Individuals<br />Online resume<br />Best Practices - Individuals<br />Create complete profile – education, work experience, recommendations, blog feed, tweets, etc.<br />Marketing Opportunities – Companies<br />Business profile – provide company information<br />Group – forum for discussions<br />Best Practices – Companies<br />Populate a business profile – services, job openings, etc.<br />
  20. 20. YouTube<br />20<br />Statistics<br />YouTube has 300 million users (GlobalMagic)<br />50% of YouTube’s users visit at least once a week (GlobalMagic)<br />Over 3 billion videos are viewed a day (YouTube)<br />48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every day (YouTube)<br />70% of YouTube traffic comes from outside the US (YouTube)<br />YouTube is the second largest search engine on the web (GlobalMagic)<br />150 years of YouTube video are watched every day on Facebook and every minute more than 500 tweets contain YouTube links (YouTube)<br />Video is very popular on YouTube and off, and not to be ignored<br />
  21. 21. YouTube<br />21<br />Marketing Opportunities<br />Create content for other social networks<br />Longer video format allows for detailed explanation of products/services<br />SEO friendly<br />Possibility of video going viral<br />Best Practices<br />Create company channel<br />Keep to under 3 minutes<br />Experiment with different types <br /> of videos<br />
  22. 22. Blogging<br />22<br />
  23. 23. Blogging<br />23<br />Statistics<br />77% of internet users read blogs (Universal McCann)<br />29% of all bloggers come from US (Technorati)<br />53% of professional bloggers are interested in attracting new clients or creating sales (Technorati)<br />56% say that their blog has helped their company establish a positioning as a thought leader within the industry (Technorati)<br />Blogging is a great platform for creating content that positions company as a thought leader, to syndicate to social media, and is SEO friendly<br />
  24. 24. Blogging<br />24<br />Marketing Opportunities<br />Create content for other social networks<br />Position as thought leader or expert<br />Regularly updated content is highly SEO friendly<br />Communicate with readers<br />Best Practices<br />Publish articles 3+ times a week for SEO<br />Write casually<br />Include images<br />Use SEO best practices<br />Mix up format (top 10, how tos, etc.)<br />
  25. 25. Bonus: Geo-Location<br />25<br />
  26. 26. Geo-Location<br />26<br />Statistics<br />40 million+ have checked in using a geo-location service, more than 30 million on Facebook Places (SM Examiner)<br />30% with smart-phones say that privacy concerns prevent them from sharing their location on digital devices (SM Examiner)<br />Why consumers use geolocation apps: 41% connections to other people I know or could meet, finding a place liked by people I trust, 17% insight about my travel or movement over time, 8% savings in discounts or merchant rewards, 6% practical knowledge of a new technology, 4% achieving activity milestones in a game (White Horse Geolocation Service)<br />Effectively target customers at the most important point in the consideration cycle – standing right in front of you (SM Examiner)<br />
  27. 27. Geo-Location<br />27<br />Marketing Opportunities<br /><ul><li>Increase customer loyalty
  28. 28. Acquire new customers</li></ul>Best Practices<br /><ul><li>Test now while geolocation not widely adopted
  29. 29. Provide compelling reason for person to check-in</li></li></ul><li>Measurement<br />28<br />
  30. 30. Measurement<br />29<br />“What gets measured gets improved upon”<br />What To Track<br />Depends on objectives.. <br />Volume - Facebook Likes, Twitter Followers, YouTube views<br />Reach – Impressions, unique users<br />Interaction – posts, Likes, comments, retweets, shares, ave. time on site<br />Click-Thru – clicks, referral traffic<br />Conversions - Event registrations, email sign-ups, sales<br />Sentiment<br />Influence <br />
  31. 31. Measurement<br />30<br />Tools<br />Facebook Insights<br />LinkedIn Analytics (for Company profiles)<br />Twitter Analytics (supposedly coming soon)<br />YouTube Analytics<br /><br />Google Analytics<br />WordPress reporting<br />Social Mention<br />Klout<br />
  32. 32. Q&A<br />31<br />
  33. 33. 32<br />Thank you!<br />For questions or to connect:<br />Rachel Melia<br /><br /><br /><br /><br />