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Social mediaseminarriverside


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Social mediaseminarriverside

  1. 1. Social Media Marketing Seminar Dr. Patricia A. Hernandez Director of Communication Studies Program & Dr. Mary Ann Pearson Director of Public Relations Program
  2. 2. Overview Social media platforms Why social media matters Success stories ROPE Logistics Tips Questions
  3. 3. How did we get here?
  4. 4. Social Media Defined… “A group of Internet-based applications that buildon the ideological and technological foundations of web 2.0 and that allow the creation and exchange of user-generated content” Social media provides a platform. Platforms have evolved… Newspapers…Radio…TV…Internet…Social Media
  5. 5. Many choices… • Blogs/Forum/RSS (Wordpress, Blogger) • Video and Image-sharing (YouTube, Pinterest, • Instagram • etc.) • Social Networking (Facebook, Google+, LinkedIn, • Twitter) • Knowledge sharing (Wikipedia, Prezi, Slideshare...) • Music, entertainment sites (Spotify, Pandora)
  6. 6. Reasons to get involved… • Improve image/brand (reputation) – What about crisis? • Create brand awareness • Input for product development (even co-creation)
  7. 7. More reasons… • Improve customer service • Closer dialogue with customers • Generate leads
  8. 8. Success stories… top-10-social-media-success-stories-of-2012- what-we-can-learn-from-them/
  9. 9.
  10. 10. Top Ten Social Media Strategies-2012 Let’s look at the top two… top-10-social-media-success-stories-of-2012- what-we-can-learn-from-them/
  11. 11. Oreo Top 10 Companies With Successful Social Media Marketing Campaigns on Facebook 1. Oreo Oreo took advantage of the blackout during the 2013 Super Bowl in an interesting, provocative way. They posted a single image donned with the words ―You can still dunk in the dark.‖ The big black and white cookie. Likes: 12.6 million.
  12. 12. Oreo They hit a home run. The post went viral. Turns out, Oreo had a 15 person team on hand to take advantage of a captive super bowl audience. Now, that’s a strong social media marketing campaign.
  13. 13. Nike Like Oreo, Nike used a major sporting event to surround their social media campaign. They skipped the high profile athletes of the 2012 Olympics and instead featured the average Olympic athletes. Nike gained 166,718 Facebook fans during the London Olympics. FB Link: Likes: 12.6
  14. 14. A local success story…
  15. 15. Key Statistics: 93 participating nonprofits $207,450 (with added prizemoney: $12,000 Leaderboard
  16. 16. Results: $192,450 actual online giving (additional $8,300 was raised offline, according to survey respondents) 1,953 unique donors 2,701 donations Donations from 33 states
  17. 17. More Information on Give Big… More information available at- content/uploads/2013/04/GBR-Outgoing- Report.pdf
  18. 18. Our Success Story…
  19. 19. Why begin a social media campaign? Name recognition Brand awareness Inquiries Customers Sales And if you are not present in social media—your competition will be.
  20. 20. Reminder: Social Media Matters 4/5 consumers more inclined to buy a brand more often in the future after being exposed to a brand’s social media presence. 83% of consumers exposed to social media would trial a brand’s product. For every £1 spent in social media, a potential value of £3.34 could be generated. Rotterdam School of Management white paper which suggests that after seeing a friend’s social signal (like, re-tweet, comment), 7% of her acquaintances consider the brand in conversation 42% of Close friends will want to buy!
  21. 21. Need A Plan?
  22. 22. ROPE R – Audience O – Objectives and goals P – Plan E – Evaluate
  23. 23. Social Media Goals Increase brand awareness Lead generation Increase organic SEO results with an AuthorRank strategy Increase credibility and thought leadership Engage directly with your target audience Market your content Create relationships with your target audience Save recruitment costs Brand monitoring (ORM) Improve customer service and experience Support traditional marketing
  24. 24. Logistics 1. Login 2. Create - about, profile pic, cover photo, specify pg. info 3. Like 4. Invite 5. Commit!
  25. 25. Use Space Wisely
  26. 26. Your Cover Should Talk
  27. 27. Post Regularly Regularly! Not random – Think about what you like to see Not too frequently Test frequency & watch numbers to optimize engagement. Create content calendar (have a plan).
  28. 28. Provide Value 80/20 rule Relevant content Facebook users Like pages to: Receive discounts or promotions Stay informed Be entertained Interact and connect - engage Get educated Show support
  29. 29. Respond to All Comments Only around 30% of brands respond to comments Respond to ALL comments Check settings (under Manage Permissions)
  30. 30. Managing Negative Comments Identify type of comment Decide how to react Always stay positive
  31. 31. Four Words Thank You I’m Sorry
  32. 32. What is OK to Delete? Racism Sexism Verbal abuse Inappropriate language Pornographic content
  33. 33. Cross Promote Increase your Page visibility Promote your page on: Your website Business Cards Marketing material Events Newsletters
  34. 34. Facebook’s Features Highlighted Posts Featured Likes Custom Tabs Events Offers Promoted Posts Milestone Questions
  35. 35. Understand the Platform EdgeRank Less than 16% of your fans see your page posts! Affinity: Measures the relationship. The closer the relationship the higher the score. Weight: Different posts carry different weights Higher weight, higher score. Time Decay: As a post ages it continually loses value.
  36. 36. Social Media DashBoard Total views Connections or subscribers, likes Engagement – comments and interactions Social media referrers – visits to site measured through web analytics Social media conversions – conversion to goals or sales measured through web analytics My engagement – how the brand interacts through posts, videos, comments, etc
  37. 37. Social Media Analytics
  38. 38. Measure Website / blog traffic Website registrations — email marketing campaign subscribers, followers, fans, engagement score positive sentiment Search rankings sales leads cost savings number of mentions customer service inquiries
  39. 39. Tools to Measure
  40. 40. Do’s Share valuable, educational, and engaging content Share when traffic at its peak (nights/weekends) differ by audience? Ask questions – to engage Use for customer support and feedback Choose appropriate tools for YOUR target audience Use only sites you can do well Photos trump Take advantage of holidays Announce sales and special promotions Listen To thine own self be true
  41. 41. Dont’s Be negative Expect to fully control the conversation Use social media to only market or sell Mix personal and business accounts
  42. 42. Recap Social Media Matters – Not just Facebook ROPE Logistics Commit
  43. 43. Not One Set Social Media Plan Fits All
  44. 44. Helpful Links should-measure-social-roi-heres-how/ ndle_negative_Facebook_comments_44553.asp x up-a-small-business-facebook-page/