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•
  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