Social Media Marketing: An Overview

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Social Media Marketing: An Overview

  1. 1. Social MediaWhat is it? And [more importantly] why should I care?
  2. 2. 700 billion minutes are spent on Facebook each month
  3. 3. Gary Vaynerchuk• http://youtu.be/lcqCAqZtedI
  4. 4. Some Basic Definitions• The Internet• The World Wide Web• Website• URL• Domain name• Interweb• Webernet
  5. 5. The Internet & World Wide Web• 2 Different things• The Internet – The network• The World Wide Web – How you access it
  6. 6. Website, Domain Name, & URL
  7. 7. Interweb & Webernet • These are things that do not exist. Avoid this terminology. • Yes, seriously.
  8. 8. Social Media: The Web 2.0• The Web 1.0 • Web 2.0: The next – Google generation… – Email – User-generated content – HTML – Crowd-sourcing – Users are consumers of – Social Media content – Mobile What’s next?
  9. 9. How do you “do” social media?• The reverse of everything you know about marketing• Push v. Pull• Broadcast v. One-on-One• Conversions & Conversations• Get comfortable with change• It isn’t an exact science… It’s a new frontier• Is it really free?• Where do you start?
  10. 10. What to do:• Make a plan• Set SMART goals – Specific, measurable, attainable, realistic, timely• Be consistent• Stick to your brand image• Share great content• Be engaging• Be a good listener
  11. 11. What not to do:• Don’t be pushy• Don’t spam• Don’t try to grow your network too quickly• Don’t try to sell• Don’t use traditional marketing techniques• Don’t forget to say “Thank you”
  12. 12. Great Content: What is it?• Created for your ideal customer• Helpful, informative, and entertaining• Sent out on a consistent basis• Can “go viral” quickly and easily• Linked to your website (ideally a product, service, or blog)• Includes a call to action
  13. 13. Some social media sites:
  14. 14. And some more:
  15. 15. And a few more
  16. 16. A couple others… but this isn’t all of them…
  17. 17. Where to begin?
  18. 18. The Big 4
  19. 19. Google+
  20. 20. Google+• Male-dominated• 25-34• Middle Class• Techies• Inactive Majority- Only 17% Usage• Peaked at 13.4 Million Unique Visitors per month (declining)• 61% of Top 100 brands use Google+ Pages
  21. 21. Pinterest
  22. 22. Pinterest• Female-dominated• 25-34• $100,000+ Income• Parents (Moms)• 1.36 Million Visitors per Day• Unique visitors increased 2,700% (May 2011- 12)• Apparel retailer traffic up 289%
  23. 23. TwitterStill paying attention?
  24. 24. Twitter• 465 Million Accounts• 175 Million Tweets per Day• 8% of US Internet Users• Hispanic female, 20-Something, Attended College• Media outlets are by far the most active users• 77% of Top 100 Companies use Twitter• 24% check updates every day; 21% never check
  25. 25. Facebook: Personal Pages
  26. 26. Facebook: Business Pages
  27. 27. Facebook• 845 Million Monthly Active Users• 100 Billion Connections• 1 of 5 Pageviews• 75% of Millennials (18-29) are on Facebook• Largest publisher of all US display ad impressions• 39% of business owners plan to spend money on Facebook ads this year• 27% of interaction comes through the newsfeed- the most important place to reach fans• Advertising shows effects similar to TV• Greatest growth ages 35-49• Of people who use social media 95% or more of ALL AGE GROUPS are on Facebook (LinkedIn next with 28%)
  28. 28. Good Examples
  29. 29. Learn from these Misteaks
  30. 30. Ads and Posts: Not the Same Thing
  31. 31. Other Networks to Know
  32. 32. Great new sales tools
  33. 33. What do we do again??• Post “Great” content: – Created for your ideal customer – Helpful, informative, and entertaining – Sent out on a consistent basis – Can “go viral” quickly and easily – Linked to your website (ideally a product, service, or blog) – Includes a call to action
  34. 34. Brands to Follow
  35. 35. Even More Brands to Follow
  36. 36. Social Media for Radio
  37. 37. Great Content: What is it?• Created for “P1”• Helpful, informative, and entertaining• Sent out on a consistent basis• Can “go viral” quickly and easily• Ideally linked to station website or blog• Includes a call to action
  38. 38. Tips• Be yourself – USC Study on Radio Personalities• Listen and RESPOND – Always acknowledge comments• Two-Way Communication – Ask questions, fill in the blank, caption “contest”• Keep it short – Think “Headline.” 90-150 Characters• Use pictures and videos• Limit niche/local content• Match posts with breaks
  39. 39. Ideas• New song? – Post the video and ask what people think• Breaking news? – Don’t be late to the party! Ask a question- and anticipate the response (keep it short).• Caption contests• Fill in the blank• Follow web news sources• What would make you respond?
  40. 40. Who’s Posting, How Much, and When?• 2 Posts per Shift – Vary times- see what works best – Post in your timeslot only (when live)• Take turns nights and weekends• Check the page to make sure no one posted similar content
  41. 41. Good Examples: Radio
  42. 42. Stations to Follow

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