Social media drives to the marketing funnel. What do you want your program to accomplish?
Set your baseline so you know when something big is happeningCompetitive intelligence, rumors, unfiltered feedbackEveryone has hatersCrisis Communications: Social News Funnel
Include tracking codes to better result trackingGrowth, engagements, actions, website traffic, sales
Where is your audience? Don’t force new behaviors on themUnderstand the big change in Twitter’s demographicsTip! Change the URL of images uploaded to Pinterest to your siteTip! Use tags in YouTube including your co. name and URLTip! Register your Twitter feed in WeFollow and Listorious for discoveryTip! G+ is tied to Google search, use the same terms in each post will eventually help your overall SEO on those termsTip! Use hashtags on Instagram to aid in discovery
Tip! Don’t outreach to tier 1 bloggers. Reach out to 3rd/4th tier who have smaller followings but higher influenceTip! Join in Twitter chatsTip! Images + text = action – use photo captioning toolsTip! Ask people for action (shares, likes) – in detail. Be very specificTip! Find partnership opportunities to help grow visibility
Tip! Facebook visibility is now pay for play – you must advertise to be seenTip! Don’t use 3rd party autoschedulers to FB – 80% decrease in visibility
Attend Social Media Club LA monthly events – only $10 and includes great info, solid networking and, of course, great food. www.socialmediaclub.laRead!SocialMediaClub.orgeMarketerSearch Engine LandFollow!@serena@jspepper@smc_la@erikdeutch@mogreet (for mobile news)
Serena's Presentation - Social Media Tools
Social Media ToolsThe free … and the not so free (but so incredibly important you will find a budget) For UCLA x425 PS: Feel free to tweet this out! @serena
Agenda Free Tools! But first…. Setting goals Shhhh! Start listening Where are your customers? Pick your platforms Everyone needs an automated assistant Finding influencers Finally, a little help Other ridiculously cool links And of course a plug for Social Media Club Extend your education after this course!
Setting Goals Consider the marketing funnel Brand Awareness Consider your consumer(s) purchase process Brand Interactions Be realistic Driving Engagement & Adjust as you go Sales Advocacy Loyalty
Shhhhhh! Start Listening Google Alerts Google Blog Search Google Trends Technorati Social Mention Topsy HowSociable Addictomatic BoardReader
Bonus….Ok, Now Really StartMonitoring Thinkupapp.com Bottlenose CyfeAnd if you have budget Sysomos (swoon!) Radian6
Pick Your Platforms! Facebook Recommendation engine Twitter Real-time news, deals YouTube/Instagram Digital storytelling Discovery Pinterest Discovery Inspirational affiliate network Tumblr, LinkedIN and more!