Day 1 of 2 day social media masterclass (julie mason)
What we will cover... Day 1 – Develop A Social Media Strategy – Social media now and in the future – Key considerations for your business – Creating an actionable social media strategy – Laser targeting and online influencers Day 2 – Facebook Timeline Masterclass – Maximising the new Timeline layout – Quick results with custom apps – Developing content to successfully engage your audience – Seek and attract strategies
Social Media now and in the future... Facebook • Monthly active users now over 900 million • One in 7.7 people on the planet have a Facebook account • Monthly mobile users now total 488 million • 83 million users accessed Facebook solely from mobiles in March „12 • 42 million “Pages” with 10 likes or more • Over 9 million Facebook “apps” • 3.2 billion Likes and Comments are posted daily • 300 million photos are uploaded to the site each day
Social Media now and in the future... Twitter • Over 465 million accounts • 11 Twitter accounts created every second • Over 100 million active users • Over 175 million Tweets sent per day / 1 week to send 1 billion!! • Over 75% of Twitter traffic comes from third-party applications (Hootsuite, Tweetdeck etc) • Nearly 200% increase in number of mobile users in the past year
Social Media now and in the future... LinkedIn • Over 161 million members in over 200 countries • More than 5 billion professionally-oriented searches on LinkedIn • LinkedIn currently available in 17 languages • Executives from all 2011 Fortune 500 companies are members • 82/100 Fortune 100 use LinkedIn for corporate hiring solutions • 22% of traffic comes from mobile devices • 66% of members classify themselves as the decision maker in their business/company
Social Media now and in the future... YouTube • 60 hours of video uploaded every minute • 4 billion videos are viewed each day • More than 800 million unique visitors each month • In 2011, YouTube had more than 1 trillion views or almost 140 views for every person on Earth! • 500 years of YouTube video are watched every day on Facebook and over 700 YouTube videos are shared on Twitter each minute • An auto-shared Tweet results in 6 new youtube.com sessions on av. & YouTube sees more than 500 Tweets per/min containing a link
6 social networks to watch... Google+ – Growing at 600,000 users per day – Launched “Pages” for business applications Pinterest – Grown 4,000% in the last 6 months – Users extremely engaged & currently ranks #3 at 88.3 minutes per user per month behind Facebook & Tumblr Tumblr – 900% growth in the last 12 months - 90 million users vs 10 million a year ago – Microblogging platform that is easy to use – Highly engaged audience with 2% making up 43% of total visits
6 social networks to watch... Slideshare – 3 billion slide views per month – 500% more traffic from business owners than any other professional website Facebook – New emerging eCommerce paradigm – taking your shop to the network rather than driving visitors to your website – Evolving into a more mature extension of your website design, function & content Twitter – Its embedding in the new Apple iOS5 mobile operating system has seen growth and increased sign-ups by 300% – Watch for the roll-out of its ad plaform (sponsored Tweets)
Key Considerations for your business... Your Customers Know Best Social media has given control back to your customers – so it is important to start thinking as your customer thinks. Don’t Measure Success By Number Of Followers Growing your community is important but you should focus on who is engaging with you and at what level. While tempting as it may be to pay for a service to deliver thousands of fans literally overnight – it is organic growth that matters. Things don’t always happen overnight. Study What Works Become a student of marketing – there are some great brands out there doing awesome things with social media. Learn from them, while tailoring it to fit your goals, needs and community.
Key Considerations for your business... Determine what platforms you need to target Find out where your customers are hanging out...there is no point investing time on LinkedIn if your customers are not there. Time allocation for your social media marketing While social media is ‘free’ it costs time. The success comes in developing relationships with key influencers within your community – allow at least 2 hours per week per platform to get results. Focus this time on marketing efforts not on what your friends are doing. Call in the experts It’s okay not to know everything but it is important to know when to call for help.
Setting real business objectives... What are your goals? When do you want to achieve this by? How do you see yourself achieving this? Break it down into steps
Differentiate your business from the competition... What makes your business different? Is this unique? Can you back it up? Is there a ‘twist’ or angle you can highlight?
To Outsource or keep in-house? Outsource • Elance.com, Odesk.com, Vworker.com, Onlinejobs.ph • Set up a social media policy – guidelines are important Free Tool: www.socialmedia.policytool.net • Factor in training time to get them up to speed on your business • Consider the personality of your business – will it translate? • Touch base regularly
To Outsource or keep in-house? In-house • Set up a social media policy – guidelines are important • Use tools to leverage your message across multiple networks • Set aside time each day to check in, monitor, manage, communicate • Set aside time to study / learn successful marketing techniques
Measuring the value of your social media marketing Social Media Marketing Industry Report 2012
Measuring the value of your social media marketing • Google Analytics / Google Webmaster Tools • Facebook Insights • Klout.com • Twittercounter.com • Hootsuite Analytics (paid version only - $5.95 p/mth) • LinkedIn metrics • Ask customers!
Creating An Actionable Social Media Strategy Who is your audience? What interests do they have? Why would they engage? How technically savvy are they? How are they finding you? What online communication tools are they used to?
Creating An Actionable Social Media Strategy What are your goals? Engagement – (I want xx people liking my page by ?) Education – (I need to help „x‟ understand „y‟) Awareness – (I want xx people to be aware of yy) Leads – (I want xx people joining my list by ?) Sales – (I want xx people buying yy in 2012)
Creating An Actionable Social Media Strategy Where will you promote? Match audience, content and platform What types of content do you have to communicate? Is timing a factor? How does your audience prefer to receive information? Test and measure
Creating An Actionable Social Media Strategy How will they find you? Existing database Search – organic / pay per click Word of mouth Links Advertising Promotions
Creating An Actionable Social Media Strategy When? Is timing an issue? Is your strategy/campaign seasonal? Can it be piggy-backed on another promotion? Have you developed a timeline for the promotion? When is your end-date?
Social Media Marketing Strategy Plan Where are you now? Where do you want to be? Strengths: put your strengths here Achievements for 3 successful years: put what you want to achieve personally, financially, spiritually and Weaknesses: put your weaknesses here business-wise here Things that need to be in place within the next 12 months: o List the most important things you need to do to make your achievements happen How will you get there?Strategy 1: Strategy 2: Strategy 3 Strategy 4: Strategy 5: Strategy 6: 2.1 3.1 4.1 5.1 6.1When: When: When: When: When: When:Who: Who: Who: Who: Who: Who:
3 Important Elements For Effective Content Strategy 1. Have a plan - does it help your overall social media strategy? - is it relevant to your target market? - does it address their needs?
3 Important Elements For Effective Content Strategy 2. Do your research - Use Google‟s keyword tool external - search.twitter.com - Tweetdeck.com – set up a column to follow a conversation around a particular topic - Google Alerts - LinkedIn Answers
3 Important Elements For Effective Content Strategy 3. Measure your results - Facebook insights - Google Analytics - Twittercounter.com
Weekly Social Media Strategy - EXAMPLE Day 1 Day 2 Day 3 Day 4 Day 5Theme: Question Blog feature Interesting article Tip Discussion on a trendFlickr/YouTube: Photo/video related to theme Photo/video related to theme Photo/video related to theme Photo/video related to theme Photo/video related to themeFacebook:Post #1: #1: #1: #1: #1: #1:Post #2: #2: #2: #2: #2: #2:Post #3: #3: #3: #3: #3: #3:Twitter:Tweet #1: #1: #1: #1: #1: #1:Tweet #2: #2: #2: #2: #2: #2:Tweet #3: #3: #3: #3: #3: #3:Blog: Enter Topic/Title NameGoal: Market research Drive traffic to website Add value Add value Get engagementMeasure of FB: 3 post; 50 likes, 5 comments FB: __posts; __likes, FB: __posts; __likes, FB: __posts; __likes, FB: __posts; __likes,Effectiveness (aver. per post) __ comments __ comments __ comments __ comments Twitter: 4 mentions; (average per post) (average per post) (average per post) (average per post) 5 re-tweets Twitter: __mentions; Twitter: __mentions; Twitter: __mentions; Twitter: __mentions; Blog: 1000 page views __re-tweets __re-tweets __re-tweets __re-tweets Blog: ____ page views Blog: ____ page views Blog: ____ page views Blog: ____ page views
Time Saving Tools Hootsuite.com – free & paid Socialoomph.com – free & paid Postplanner.com – paid Timely.is – free Manageflitter.com – free Cool Tools ifttt.com – (if this then that) task help Speakpipe.com – voicemail for Facebook (FREE)
Optimising your profiles - Facebook Complete your Timeline – include all images Complete the Basic Information Page – use keywords Put a call to action in the About section – use keywords Recommend using “Company” as the Category
Optimising your profiles - Twitter Add your Bio – use keywords Include your website address Add # (hashtags) to your Tweets Include a good photo
Optimising your profiles - LinkedIn Complete your profile to 100% Use keywords in your Heading / Current & Past positions Write a conversational summary Add a call to action Add some colour Get recommendations
Optimising your profiles - YouTube Create a Channel Use keywords in description Add your website URL Include Tags Link to your other social media accounts Include URL/description/tags to every video upload