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Don't Be Afraid of Facebook


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Create a sensation in social marketing. Learn how to maximize the new Facebook Timeline pages, interact with Twitter, use YouTube, make a mark with mobile marketing and more.

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Don't Be Afraid of Facebook

  1. 1. Don’t Be Afraid of Facebook!How to Create a Sensation in Social MarketingPresented bySusan WagnerEditor, Smart Retailer
  2. 2.
  3. 3. afraid offacebook?terrifiedof twitter?leary oflinkedin?
  4. 4. leveragingword-of-mouth marketing = VIRAL MARKETING
  5. 5. why social marketing makes sense• It’s a great way to leverage word-of-mouth marketing• It helps build your brand and reach out to new customers• It shows you are in tune with the times• It appeals to a younger audience, your future customers• It outranks email in popularity of internet use• It can help increase traffic to your website
  6. 6. why social marketing makes senseAmericans spend more time on Facebook than they do on any other websiteMore than 73% of businesses increased their use of Facebook, Twitter, YouTube and blogs in 2011More than 45% of small businesses increased their spending on online video in 2011More than 75% of all Americans use a social network and nearly 25% of all online time is spent hereSocial media generates more exposure, increases traffic to website, and improves search engine rankings
  7. 7. social media & shopping• 42% of online consumers have followed a retailer• 58% of respondents follow companies to find deals; 49% want to keep up to date on products• 35% of shoppers likely to buy something from Facebook• 27% consumers compare/check prices on social media sites using their mobile phones• 24% use social media to check reviews for brands/places/services• 22% use it to tell others where they are• 16% use it to get coupons and discounts from local businesses• 10% use it to tell others what they bought
  8. 8. facebook• More than 600 million active users; 200 million on every day• 133 million U.S. users• More than 7 million pages are “liked” every 20 minutes• 200 million people access Facebook via a mobile device every day• Number 2 site in U.S. behind Google (but closing in)• Average user spends more than 15 hours a month on the site• Average user has 130 friends• Women 55 and up are fasting growing demographic
  9. 9. twitter• Growing faster than Facebook - 39% in 2011• Over 465 million users; 100 million active users; 24 million U.S. users• 1 million new accounts added every day• Fastest growing demographic is 25-34 year olds; adoption among 30-49 year olds has doubled since 2010
  10. 10. youtube• More than 1 trillion views in 2011• Over 4 billion videos are viewed per day• 60 hours of video uploaded every day• Total number of advertisers using YouTube increased 10-fold in 2010• Second most popular search engine behind Google
  11. 11. linkedin• Has 135 million members• Two new members per second• Over 40% of members are manager, owner, ceo or vice president• Users have an average household income of $109,000• More than 2 million companies have company pages
  12. 12. location-based marketing• More smartphone users than regular users• Fastest growing marketing platform• Growth of iPhone 10 times faster than growth of AOL• 70% of all mobile searches result in action within 1 hour• Mobile coupons get 10 times the redemption rate of traditional coupons
  13. 13. upcoming social sites• Google+ has 90 million users• Google+ is fourth largest social network• Pinterest has 11.7 monthly unique users• 97% of Pinterest users are women• Pinterest accounts for almost as much referral traffic as Twitter
  14. 14. tips and best practices• Stay consistent; post on a regular basis• Design an engaging cover photo• Make use of custom tabs to gather email addresses, provide e-commerce• Focus on 2-3 strong tabs• Use pictures and video• Be interactive; reTweet, start discussions, post polls• Follow 70-20-10 rule: 70% useful info, 20% sharing other content, 10% promotion• Be honest and upfront; be prepared to deal with unhappy customers• Use various forms of social networks; funnel content back to website
  15. 15. tips and best practices• Encourage and build relationships with your “raving fans”• Keep Facebook posts to couple sentences; Twitter posts to 126 words so can RT• Let the person who enjoys this technology be the point person• When measuring ROI, look for measurements that make sense; review insights• Use apps that can update several sites at once, such as HootSuite, TweetDeck• Set blog to automatically post to Facebook• Use Like Button or Like Box on your website• Encourage interaction on posts so they’ll be more apt to show up in Top News feed
  16. 16. tips and best practices• Build up your brand’s story and history• Don’t follow everyone that follows you• Keep videos short, 15-30 seconds• Don’t make videos outright ads• Blog about videos or Facebook items and link them to increase their views• Use keywords in posts and titles for SEO• Use the sites for building business as well as educating yourself• Watch for spam and negative posts• Use sites to improve customer service, identify areas of growth, test new ideas
  17. 17. tips and best practices• Use LinkedIn to network and learn• Use Twitter for quick, immediate posts; Facebook for items with longer lead times• Tweet or posts about new products to excite shoppers• Add a character before @ in tweets to go to everyone• Consider Foursquare or mobile marketing to target local shoppers• Follow Facebook rules about contests• Don’t just talk, but listen
  18. 18. “The more we can engage the customers, the morevalue we create, and the more they can buy from us.” —Rich Lyons, Lyons Consulting Group
  19. 19. resources••• Social Media Examiner• Facebook Help• SnapRetail•• Static HTML: iframe tabs•• Constant Contact• MailChimp• Shop Tab• Payvment• TabJuice