Welcome everyone.BBJ, thanks for having me.Honored to be here among other presenters. Feel like I’ll learn as much as you will!A few notes on my presentation before we get started:Today’s theme is a “crash course” on social media, and my presentation follows the rapid fire, intensive formatAimed for beginner to intermediate users, sorry advanced usersI suspect I’m in the same boat as many of you – trying to do the best with what little marketing budget I have. Hope you enjoy – without further ado…
The Marketing industry’s has adopted Grunig’s Two-way communications modelJames Grunig is a noted public relations theorist.Hehelped to improve the Public Relations profession by adding new theories including the four models of Public Relations, the fourth of which is called “Two-way communication”, characterized by utilization of communication channels to negotiate with the public, resolve conflict, and promote mutual understanding and respect between a business and its stakeholders.Allows you to:Have direct conversations with potential customers, decision makers & influencersEngage in customer service, public relations & marketingWe can learn a lot from the natural world… It can be a harsh place. To be successful you’ve got to adapt and evolve with it, right? This bear has learned that the easiest way to live another day is to “fish where the fish are”. This lesson is absolutely applicable to social media. In most cases, your audience is already there, so why not give yourself the advantage of fishing where the fish are, too?Last but certainly not least, social media is relatively low cost - mostly requiresstaff time to manage.
Become a thought leaderEstablish viewpointsInsert your brand into conversationsBecome an online resource for informationEngage your audiencesEngage users already talking about youSpeak out on issues affecting your industryEncourage them to take actionsIncrease brand awareness
We’ve all seen and cringed at this image before. Before we dive into Facebookistan and the Twittersphere head first, we need to spend a few minutes talking about strategy.
One of the biggest things you need to wrap your head around is that social media isn’t going to be instantly successful. It’s a long-term investment made of lots of tiny interactions with your audiences that will eventually lead them to register for your website, or purchase your product, or become a loyal follower of your brand. It’s important to keep that perspective in mind so you can build a community and be responsive. With that in mind, here are the basic strategies behind a successful social media presence.Your digital efforts should support and help you accomplish your business’ goals, and you should make sure your goals are measurable. Maybe your business goal is to get 100 sales of a certain product this month, so a social media goal could be to get 500 of your fans from your Facebook page to that products page on your website.The simplest step to making sure your social media efforts are working for your business as a whole is to collaborate internally and plan. Don’t work in a vacuum, or you may shoot yourself in the foot, e.g. staff need to know about special social media promotions so when customers try to take advantage of it…
Social media is an opportunity to reach new audiences, from new customers to new employees who are passionate about what your company does.No matter who you are, there are already people out there talking about your organization. On Facebook, on Twitter, wherever. So in some cases, you may not need to build out your own social media account. Maybe there’s already a Facebook fan page talking about your business. Go there. Go where your audience already is, and insert yourself into their conversation. Or instead of creating your own blog, find blogs that discuss your product or business, and comment on them.It’s great that social media is a 2-way communication channel. Social media is where your audience will talk about you, but it also gives you the unique opportunity to talk to them, one-on-one.You can also use it to spread public awareness of your business and your position in the industry, and create a dialogue about the issues that are important to your organization.
Another big part of social media is engagement. This isn’t just putting up a billboard advertisement that will sell your product or get people to visit your website. Social media is your opportunity to get creative and engage your audiences. Run a contest, ask people what they think or what they’d like to see, ask to see their photos or hear their stories.This is also where gamification comes in. If you want to get people to participate and engage with your company online, gamification is exactly what it sounds like. Make it a game. There are some really easy strategies for doing that. You need to motivate your audiences. You can do that by running contests and offering prizes, or even just by awarding them with something exclusive, like advance notice of a sale. You also need to provide them with additional value. That’s a huge part of why they will go to the effort to follow you on social media – because they will get something from you there they can’t get anywhere else. Try to solve a need for your audience. For example, you’re a grocery store. You’re wasting you’re time if all you do is Tweet about your low prices. They can see your prices in store, online and maybe in a newspaper ad. That’s not special, and provides no additional value. Instead, you might share recipes made with items you sell. That’s additional valueAnd finally, in order to be engaging, you need to make sure part of your strategy is to be responsive. Your audience will stop reaching out if they know you’ll never respond.
This is a great illustration that shows the vastness of the Social media environment, and helps to answer the question of where your company should be on social media. If you look closely at the categories, you can see that social media can serve almost any purpose – sharing music/pictures/videos, getting news, holding meetings, locating yourself and your friends, etc… The possibilities are so limitless they can definitely feel overwhelming. Today, since this is a “Crash Course in Social Media” I’m going to focus on the two most commonly used platforms where “most of the fish are”, you guessed it, Facebook and Twitter.
According to social baker United States Facebook demographics - The largest age group is currently 25-34 with total of 41 million+ users, followed by the users in the age of 18-24.There are 46% male users and 54% female users in United StatesSource is thesocialskinny.com – Sept 2012 #s955 million active users spend avg 6:35/month on Facebook (desktop) 543 million monthly active users (mobile)58% return daily3.2 billion likes and comments posted every day20% of users purchased something bc/ of ads or comments seen on Facebook
Brand your Facebook Page with a profile image and cover photo that reflect your valuesAdd key moments and milestones to Facebook Timeline to showcase your history Promote your events by creating Facebook events Share news and articles related to your business' products or focus
Make sureyou have the right kind of Page – Facebook has several types. You want a Page, not a Group, which is for informal communications - or a personal page (little p). From there growing your Page is not about # of Likes you have, rather it’s more important to engage your fans. Initially it’s about the Likes, but long term you’re interested in engaging the fans you have and the likes will come on their own, organicallyYou can get these for free from
Subject to your Target Market, and best to use Facebook Insights to determine when it is best to post. Video is HUGE. Burson-Marsteller recently released the results of its third annual Global Social Media Check-Up Study and YouTube came out as the big winner. The yearly report examines social media usage among the Fortune Global 100 companies, including Ford, Sony, Walmart, and HP.82% of these companies are now maintaining YouTube accounts, the biggest jump up across all of the social media platforms. These channels average 2 million views each and have an average of 1,669 subscribers.That’s almost 2,000 people who willingly checked the box to get updates from a branded, commercial channel. That’s like intentionally sitting through the commercials when you watch a TV show on the DVR.The progression follows logically from there: 2. Photos, 3. Links, and 4. regular text status updates as the least engaging.According to Buddy Media‘s “Strategies for Effective Wall Posts: A Timeline Analysis,” the best time to post is on the weekends, especially Sunday. What time should you post? Off-hours are the best time. Brand posts between 8 pm and 7 am got 14% higher interaction than those published between 8 am and 7 pm. Of course this is all dependent on your industry, and really your Facebook analytics will give you the best indicators.
59% women83% some college+54% tweet via mobile device36% tweet at least 1x/day
Weekends are still HUGE –Twitter engagement rates for brands are 17% higher on Saturday and Sunday compared to weekdays. However, most brands aren’t taking advantage of this phenomenon and, on average, only 19% of the brands’ tweets were published on the weekend.Despite the strong showing for Saturday and Sunday tweets, the study also found, paradoxically, that tweets published during “busy hours” performed best. Tweets during such hours, defined as between 8 a.m. and 7 p.m. in the study, got 30% higher engagement rates than those those that occurred after-hours. This is the exact opposite of what we discussed for Facebook.The “Tweet” spot for # of Tweets per day is 4, after that the law of diminishing returns sets in.
12 4-12 allbert bbjccsm presentation
A crash course on… Putting Social Media to Work for Your Business Allison Albert Manager, Marketing & Member Benefits Maryland Nonprofits @mdnonprofits Facebook.com/MarylandNonprofitsmarylandnonprofits.org
Agenda• We’ll cover… – Why use social media – Basic strategies – Where you should be – Best practices for Facebook and Twitter – Recapmarylandnonprofits.org
Basic Strategies: Goals• Align your business goals with your social media goals• Make goals measurable• Collaborate internallymarylandnonprofits.org
Basic Strategies: Outreach• Attract new audiences, customers, and employees• Insert yourself into the conversation• Create a dialogue• Spread public awareness of your business and your position in the industrymarylandnonprofits.org
Basic Strategies: Engagement• Be creative• Create tools – Make it a game • Motivate your audiences • Provide additional value• Be responsivemarylandnonprofits.org
Where should you be? ― Facebook ― Twittermarylandnonprofits.org
Who’s using• 955 million active users spend avg 6:35/month on Facebook (desktop)• 3.2 billion likes and comments posted every day• 20% of users purchased something bc/ of ads or comments seen on FacebookInfographic by SocialBakersmarylandnonprofits.org
Growing Your Facebook Presence• Initally – Grow Likes: – Invite your personal connections to ‘Like’ your Page – Add a Like button or link to your homepage – Announce that you are on Facebook in your communications• Longterm – Engagement: – Provide timely, interesting, and visually appealing content to your Page – Cross promote by tagging other, related pages to reach more peoplemarylandnonprofits.org
Right Content at the Best Time• Top content users share from a Facebook Page? • Best time to post? Source: Buddy Media, “Strategies for Effective Posts: A Timeline Analysis”marylandnonprofits.org
Who’s usingInfographic by Online MBA via @mashabletechmarylandnonprofits.org
What to Tweet The 60-30-10 Rule RTs & Promoting 10% Other Users/Resources Conversation & Responses 30% 60% Announcements & Eventsmarylandnonprofits.org
What NOT to Tweet Obama mentioned his grandmother during the Oct. 3, 2012 debate. “Obamas gma even knew it was going 2 b bad! ‘She died 3 days b4 he became president’. #nbcpolitics” @KitchenAidUSA posted to 24,000 followers before quickly deleting the tweet.And how to recover…marylandnonprofits.org
When to Tweet? Source: Buddy Media, “Strategies for Effective Tweeting: A Statistical Review”marylandnonprofits.org
Recap• Adhere to basic marketing strategies• Two-way conversation builds relationship and consumer confidence• Find social media tool that best fits your business needs - Facebook and Twitter the biggest• Pay attention to analytics and industry research to determine the best content and times to postmarylandnonprofits.org