Top 25 Most Visited USA Websites Google Facebook YouTube Yahoo! Amazon eBay Wikipedia Craigslist.org Twitter Windows Live LinkedIn Blogspot.com Go Bing MSN Pinterest AOL ESPN Tumblr CNN Interactive Netflix The Huffington Post PayPal Ask Bank of America http://www.alexa.com/siteinfo/google.com
Facebook Least influence on purchases: Twitter
Over 167 million U.S. users
What are you trying to accomplish with social media?
These points of differentiation become framework for your key messages
Why set core values? They give us a deeper sense of responsibility, commitment, motivation. (Many companies found their great success b/c of the core values they developed: -- Sears' commitment to trusting the customer . [From the 19th century onward, any product could be returned to the company with a money back guarantee, which engendered great trust in both directions, enabling booming sales, and, the great success for the firm that followed.] -- Apple Computer's belief in the values of solving problems of society . [The company created the IPod player and ITunes online music store to overcome a conflict between those who sought to download copyrighted music for free and the music industry which sought to protect its artists and its revenues.] -- Marriott's values of systemization and standardization . [The company created a standard model hotel, and then duplicated it hundreds of time around the world, enabling it to grow incredibly fast, and become the leader of its industry.] Once we put strategic plans in place that focus one our core values, we will often find it ’s easier to focus and to find success. Personal Example: BBYP and my core value “Balance” to re-balance my life and help others balance theirs. Core value “make yoga available to all” (financially and physically)
Over 167 million U.S. users
Retail is top industry that gained customers from Facebook
Over 167 million U.S. users
News accounts received 2x more engagement
News accounts received 2x more engagement
TCDA Social Media Workshop Nov 14, 2012
Starting or Enhancing Your Social Media Strategy By Angela Keyser AK Communications email@example.com Phone: 715-212-2910 Twitter: @Angela_Keyser
Before We Begin… “To succeed, we first must believe we can.” -Michael Korda
Overview1. Why social media is important2. How to get started3. Overview of top five social media networks4. Tools and tips for managing social media5. Measuring what matters6. Top tips for blogging, videos, contests7. Resources
Why Social Media? Social networks and blogs reach what percentage of the active U.S. internet users? A. 33% B. 55% C. 80%
Why Social Media?Last year, the followers on this network claimed it had 24% influence on purchase behavior. This year, the followers of that samenetwork claim it has a 47% influence on purchases.
Why Social Media? Other Important StatisticsThe ‘check-in’ trend never existed22% of Americans check social sitesseveral times/dayB2C companies who blog regularly seean 88% increase in median monthlyleads (B2B see 67% increase)
Why Social Media? Other Important StatisticsHalf of all local searches are performedon a mobile device49% of smartphone users use theirdevice for social networkingMobile & video are the fastest growingareas in marketing Social media helps your SEO
Why Social Media?In one minute online there are:100 new accounts created on LinkedIn100,000 tweets sent on Twitter277,000 log ins on Facebook2.8 million videos viewed on YouTube
How to Get Started“Begin with the end inmind” Habit #2 of The 7 Habits of Highly Effective People
How to Get StartedGoing Back to Business Basics Do you have an existing marketingplan? If so, revisit it. If not, develop one.What is your brand image? Fun, sophisticated, adventurous, creative, wholesome, family-focused?
How to Get StartedMarket Research Who are your target customers? Ages? Lifestyles? Where do they spend their free time? What needs/wants do they have? Where do they go for information? What challenges do they have that you could help out with?
How to Get StartedMarket Research Who are your competitors? What are their strengths? What are their weaknesses? What’syour competitive advantage? What are your strengths? What are your weaknesses? How are you different/better?
How to Get StartedProduct What are you selling? What adjectives can you use to describe your product? What are the tangible things you sell? What are the intangible things you sell? What are the benefits of your product? How does your product make your customer’s life better/easier?
How to Get StartedWhat are your company’s core values & key messages?
How to Get StartedWhat is your annual marketing activity calendar? Review social media Gantt chart
The Top 5 Social Networks Twitter Facebook YouTube Google+ Pinterest
Top 5 Social NetworksOver 1 billion monthly users globally47% male, 53% femaleTraffic is highest mid-week btwn 1-3pmEngagement is 18% higher on Thurs & FriBrand engagement in 2011 increased by 176%
Top 5 Social Networks77% of B2C companies acquired customers from FB (43% of B2B)9:1 ratio of views to sharesAuto-posting to FB decreases likes and comments by 70%95% of all wall posts are not answered by brands
Top 5 Social Networks Is it right for you? Most likely should be #1 SM priority ifyou’re a B2C businessAre you willing to commit to posting dailyDo you have the capability to answer all wallposts?Can you identify at least 1 other person thatcan help?
Top 5 Social Networks How to get started Watch & Listen Identify 3-5 pages you admire/are similar to your business and study them Notice what comments get the most engagement and which ones don’t Pay attention to how the brand words things
Top 5 Social Networks How to get startedStart Your Page Fill in as much company information as possible Post several pictures/videos Make several posts before you make your page public
Top 5 Social Networks How to get startedLaunching & Engaging After making your FB page public, let everyone know Share in your eNewsletter, advertising, website, brochures, etc. Don’t focus on number of followers, focus on engagement Use your platform for a variety of things: Promoting your services/products (sales, promotions) Product education Market research Product development
Top 5 Social Networks How to get startedFine-Tuning & Exploring Multiple postings per day Posting at different times of day Focus on call-to-actions Less is more (photos, short videos & short posts) Partner up with other like-minded pages Using apps Develop contests
Facebook Contest TipsContest TipsKnow the rulesWhat is your goal/why are you doing this?What type of contest are you having? Sweepstakes, essay, photo, videoWhat’s the prize? Needs to be enticing Ideally promotes your brand, product, service
Facebook Contest TipsContest TipsKeep it simplePromote it everywhereUse it to gather information/insightResources ShortStack.com for 3rd party Facebook apps HubSpot.com’s – How to Master Facebook Marketing in 10 days SocialMediaExaminer.com’s – 9 Tips for Running Successful Facebook Contests
Top 5 Social Networks MeasureTrack Monthly LikesPay attention to which posts get mostengagementAsk for feedback from followersReward most engaged followers
Top 5 Social Networks500 years of YouTube video are watched on Facebook every day4 billion YouTube videos are viewed per day800 million unique visitors a month700 YouTube videos are shared on Twitter each minuteTraffic from mobile devices tripled in 2011
Top 5 Social NetworksYouTube was bought by Google so you can access YouTube through your Google account
Top 5 Social NetworksTo create a channel Log into Google Click on YouTube along top of window Sign In on YouTube Go to upper right hand corner where your picture or a blue picture icon is and click on the drop down menu Click on ‘Advanced’ underneath your name and email Under Channel Settings, click on ‘Rename Channel’
Top 5 Social Networks How to get startedWatch and learnWhat is your purpose, goal, expectedcustomer action?Does the content fit/support/complementyour brand image, marketing plan activities &goals?Who will be your spokesperson/actor?
Top 5 Social Networks How to get startedDo you have a suitable set? No background distractions Pleasing to the eye and complementing the actor Ideally showcasing your product, service, brand in an indirect wayWould an animated slide show bettercommunicate your information?
Top 5 Social Networks How to get startedDo you have all the tools? Camera SD Card Tripod Lights Microphone Video editing software
Top 5 Social Networks How to get startedIs you ‘actor’ comfortable speaking in frontof the camera?What are your talking points?Do you need a script?Do you have the appropriate props to besttell the story?
Top 5 Social Networks How to get startedKeep it short: less than 3 minutesFocus on product education vs self-produced advertisementKeep it entertaining Action shots but not too much action Use simple sets, images, demonstrations Show that you’re human! Give the viewer something to do (Call-to-Action)
Top 5 Social NetworksWhat’s trending on Twitter today oftenbecomes tomorrow’s newsIt’s becoming search-engine-likeOver 60% are womenGreat place to network with Media Follow magazines/news/influencers People you would otherwise never meet
Top 5 Social Networks How to get startedYour handle (@Angela_Keyser) should beconsistent with your brand nameUse key words and your website in your profiledescriptionMake sure your profile image reflects your logo orbrand imageDON’T tweet on someone’s behalf unless youpublicly notify your followers
Top 5 Social Networks How to get startedWatch, listen and learnStart following like-minded people & organizationsUse key words, phrases used in other marketingcommunicationsUsing a hashtag (#) directly before a word(#twitter) gives your tweet stronger searchabilityFocus on direct messaging and mentioning peoplevs. always blasting out information
Top 5 Social Networks How to get startedOne of the best networks for news sharingMake sure you site your sourcesThe information can be overwhelming so learn touse lists or social aggregatorsLimit your timeMake sure you determine your goal every time youhop on the network
Top 5 Social NetworksThird most popular social network in regards to traffic10.4 million usersSpend 97.8 minutes per visit80% femalePrimarily crafts, gifts, hobbies, interior design, fashion, recipes
Top 5 Social NetworksBest time to pin in the day: 2-4pm ESTBest time to pin in the evening: 8pm-1am ESTRemember the focus is on imagesHow to Get StartedGo to Pinterest.com and request permission to sign-upOnce you are granted permission, start following people or companies to learn the ropes
Top 5 Social Networks170 million usersUsers spend 3.3 minutes each time they visitPrimary users are college students and software developersPrimarily maleThink of Facebook on steroids that hasn’t caught on yet.
Top 5 Social Networks How to get startedYou need a Google accountSign up for Google+ on the top left hand corner ofthe Google account home screenBegin searching for people and adding them toself-determined circlesGreat for organizing your friends and pages intomore manageable groupsCan really help your SEO b/c backed by Google
Don’t Forget… Blogging Companies that blog have 55% more web visitors than those that don’t One of the most valuable social media activities yet the most often under utilized b/c of time investment 60% of blogs are updated twice a week
Blogging TipsDetermine the blog leader and 1-2 people to supportDevelop a list of blog topics that compliment your marketing plan and expertiseSet aside a chunk of time weekly or bi-weekly to write several blog postsPost on a regular basisFocus on call-to-actions and engagementIf possible, integrate your blog with your websitePromote the content on all social media networks
Blogging TipsVary the content: slide shows, videos, guest posts, interviews, reviews, commentaryKeep it shortPay attention to what drives engagement and what doesn’tChoose headlines wisely (look to newspaper, magazine and other blog headlines for guidance)Remember to tag your postsUse Blogger (Google) or Wordpress.com for blogging
Don’t Forget…LinkedInMore than 135 million usersB2B companies experience a 61% success rate withcustomer acquisitions from LinkedIn75 out of the Fortune 100 companies use LinkedInto hireGroups are hit and miss but overall networking isextremely effective
Managing Social MediaSocial Media AggregatorsHelp you manage everythingin one placeAllow you to gather andtrack more specific data TweetDeck.com HooteSuite.com VerticleResponse.com
Measuring What MattersMeasure based on goalsEstablish benchmarksBe patient – it’s a social scienceFocus on quality vs. quantity Engagement vs number of followers Your target audience activity vs random visitor activityAs soon as possible, try to track conversion rates Click-through rates Clicks that result in purchases
Sources & Resources MediaBistro.com SocialMediaExaminer.co m Mashable.com HubSpot.com LinkedIn.com
ConclusionSocial media is completely doable given the right plan, focus and daily dedicationDon’t go it alone, find a partnerKeep up with the changes – find a social media resource you like and try to read their information regularly. Or, meet with someone that does and get the download on a regular basis.Remember, it’s a marathon, not a sprint. Slow and steady wins the race
Questions? By Angela Keyser AK Communications firstname.lastname@example.org Phone: 715-212-2910 Twitter: @Angela_Keyser