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Introduction to Social Media for Startups

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An introduction to social media, primarily Twitter and Facebook, for startups. Techniques for engaging an audience for the first time, using hashtags, getting basic insights and analytics to measure what's working and what's not.

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Introduction to Social Media for Startups

  1. 1. Introduction to Social Media for Startups Nicole Knoll, Digital Marketing Strategist, Geonetric @nverhey
  2. 2. What Will Be Covered ▪ Set yourself up right at the beginning. ▪ Understanding social media jargon – especially in the Twitterverse. ▪ Techniques for engaging a social audience for the first time. ▪ Evaluating basic insights & analytics to measure what's working & what's not. ▪ Q & A time at the end.
  3. 3. Answer These Questions  How will I measure the effectiveness of social media efforts?  Will different social media channels have different primary goals?  Who is my target audience, secondary audience, tertiary audience…  How much time do I have to manage these account?  What content marketing tools do I have at my disposal?  Which tone of voice do I want these accounts to have?
  4. 4. Twitter or Facebook? • 51% of active Twitter users follow companies, brands or products on social networks. (via Edison) • Twitter users are 3 times more likely to follow brands than Facebook users. (via Convince and Convert) • 37% of Twitter users will purchase from a brand they follow. (via MediaBistro) • 70% of small businesses are on Twitter. (via MediaBistro)
  5. 5. Account Management  Twitter  Hootsuite  TweetDeck  Facebook  Facebook Pages  Find what works for you.
  6. 6. Get the Basics Down
  7. 7. Twitter Jargon  #Hashtags  @  RT/Retweet  Favorite  Mentions  Trends  Lists
  8. 8. Hashtags ▪ Find relevant hashtags by researching which ones are used by your target audience and top influencers. ▪ Tweets with hashtags get 2x more engagement. (via BufferApp) ▪ 1 or 2 hashtags will get you 21% more engagement than if you add 3 or more. (via BufferApp) ▪ Continually research hashtags. New ones appear all the time, some are only used at certain times, and they can morph into something else that may not be relevant to your audience. TIP: Hashtags don’t have to live exclusively at the end of a Tweet.
  9. 9. Twitter Lists – Get Organized  Top Influencers  Customers  (current and former)  Brand Advocates  Employees  Competitors  Media & Community  (target area) TIP: List names cannot exceed 25 characters, nor can they begin with a number.
  10. 10. Twitter Lists – Learn from Others  Follow lists other accounts have added you to.  Build your follower list by seeing who else are on these lists and following those users.  Keep checking back on these lists as they grow.  Engage with new followers to keep momentum going.
  11. 11. Building Your Audience
  12. 12. Know Who the Influencers Are  Influencers tend to have large followings on Twitter.  Look for people your target audience follows and engages with.
  13. 13. Find Your Audience & Get Found Yourself  Hashtags  Search Function  Keywords/Phrases  RTs & Favorites  RTs & Favorites from Top Influencers  Start a Dialog with a Top Influencer  Influencer Follower/ List  Influencer Following List
  14. 14. Engaging Your Audience
  15. 15. What “They” Say  Tweet late at night, after 3 PM or over the weekend (schedule tweets).  Fridays tend to get the highest engagement rates across social channels.  Include links, images and strong calls to action like “join us” or “learn more”. ▪ Keep your tweets under 100 characters. ▪ 3-5 tweets per day is optimal for most businesses. Image: entrepreneur.com/article/236618
  16. 16. Quick Hit Analytics How to know what’s working and what’s not.
  17. 17. Twitter Analytics
  18. 18. Follower Growth  Keep an eye out for follower spikes.  What caused it? Can you duplicate it?  Are they quality followers? Image: Hootsuite Reports Image: Twitter Analytics
  19. 19. Google Analytics
  20. 20.  Can give you some quick insight on things you will eventually be able to see without the Facebook Insights.  Time of day and day of the week people see your posts most often.  Types of posts that have the highest engagement rates. Images: Facebook Insights
  21. 21. QUESTIONS? Nicole Knoll, Digital Marketing Strategist, Geonetric @nverhey

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