Social media works best when it is a component of an integrated marketing strategy, inclusive of advertising, public relations, etc. It should be a part of your marketing plans, not an island unto itself.
If Facebook is the primary place to find information about your business, the customer is then competing with everything else going on.Why am I here again?1. Hello! Friends I haven’t talked to in a long time.2. Ooh! A notification! I wonder what that is …3. And then there’s branding. You can only brand yourself to the extent that Facebook (or any other social media site) will let you.
Use social media to extend your network. Think of your social media sites as outposts of information, but you should keep the good stuff on your website. Your website and your blog (if you have one) are the only pieces of online real estate that you truly own. Your branding, your content, your calls to action – those are all yours.
The restaurant doesn't typically do a brisk lunch business. Note that the paid reach was only 526. The majority of the views came from viral views - aka shares. Over 7k total views. Also note that it was only shared 11 times, so asking for the share is important. There were also 10 new likes on the page during the offer. I attribute this to the offer and shares.
Handout:Ways to Use Twitter
Yelp was founded in 2004 to help people find great local businesses like dentists, hair stylists and mechanics.Yelp had an average of approximately 86 million monthly unique visitors in Q4 2012.Yelpers have written over 36 million local reviews.Every business owner (or manager) can setup a free account to post photos and message her customers.Yelp makes money by selling ads to local businesses - you'll see these clearly labeled "Yelp Ads" around the site.
Just like you would pin something you want to remember on a bulletin board, Pinterest lets you do the same thing to images you find on the web. Create your own virtual bulletin boards for the things you love – like recipes, places you want to visit, ideas for your home, and more. Once something is pinned, it can be “liked”, “shared” on Facebook, tweeted on Twitter, repinned, and commented on by your followers.
Aesthetic Design Construction from right here in Bastrop is a great example of a small business that is using Pinterest effectively. They appeal to Pinterest’saspirational nature by showing us what we can do with our new homes once we’re living in them. The photography is beautiful. And they’ve taken something that’s typically considered “manly” (construction) and made it be more appealing to Pinterest’s predominantly feminine audience.
This is from a Board that Lost Pines Toyota created called “Welcome to the Family”. It’s genius really. Anytime you can feature your happy customers in a photo that is shareable, that’s a win. People love to see themselves in pictures, and it shows other potential customers what kind of treatment they will receive as customers.
Snap a picture, choose a filter to transform its look and feel, then post to Instagram. Share to Facebook, Twitter, and your blog too – it's so easy. It's photo sharing, reinvented.
Even better if you can do it in new, interesting, or artistic ways.
Tell us who you are. We are more likely to do business with people we like.
It’s kind of like the Amazon.com method. When they show you recommendations for what other people have bought? If ALL these other people like you, then maybe I should like you too.
Why should I buy this product? What can it do for me? How will it make my life easier or better?
Hashtags are searchable. It’s a way to curate information (or photos, in this case) to make it easy to find. I can search Instagram for other photos with the same hashtag. I can also search them on Twitter where the photos are shared with a whole different audience.
People love going behind the scenes. It makes us feel like insiders. In the know. The more we know, the easier it is for us to buy.
Show your personality. Let loose a little. As I said earlier, we’re more likely to buy from people we like. Help us like you!
Social Media Marketing
September 19, 2013
Photo: ePublicist on Flickr
Get these slides here::
Social Media Don’ts
• Don’t be something you’re
• Don’t experiment with the
• Don’t think you have to be
on every social media
• Don’t tell, show
• Don’t feed Facebook to
Twitter (or vice versa)
• Be authentic
• Try new things with
personal accounts first
• Start slow and be selective
• Use images whenever
• Know your audience and
the hub of
• Over 1.1 billion active users
• Average user is connected to 40 pages
• Smartphone mobile users check Facebook an
average of 13.8 times a day
• 751 million users access Facebook from a mobile
• Average number of connections between local
business pages and users is 2 billion
• Average number of weekly local business page
views is 645 million
• Average number of weekly comments on local
business pages is 13 million
Source: IDC; expandedramblings.com
• Affordable and great
for brand awareness
• Spent $3.70 and
drove over $200 in
• 102 offers claimed/5
• Redemption rate on
this offer was low
• Ask your community
Source: Doe’s Eat Place
Content Is King
Visual Content Is Ruler of the World
• Videos shared 12x more
than links and text posts
• Photos are liked 2x more
than text updates
• Instagram is the 2nd most
popular app (globally)
• Pinterest generates more
referral traffic than
Google+, LinkedIn, and
Sources: HubSpot; Marketing Land
• 500 million users
• 60% of active users use their mobile phone to
• Average number of followers per Twitter user is
• Twitter engagement rates for brands are 17%
higher on Saturdays and Sundays
Source: Linchpin SEO; expandedramblings.com
Claiming Your Yelp Place
• Step 1: Search for your business
– If your business is not listed, click Add a Business
• Step 2: Click “Work here? Unlock this business page”
• Step 3: Create a business account using a neutral email
• Step 4: Phone authentication process
• Step 5: Fill out profile information
• Great video tutorial in Yelp Support for Business Owners
Source: Fargo-Moorhead CVB
• 80% of Pinterest users are women
• Users spend an average of 1 hour, 17 minutes on the site
• Pinterest referrals spend 70% more $$ than referrals from
• 43% of Pinterest users prefer to associate with a brand vs
only 24% on Facebook Source: http://socialfresh.com
Photo: droob on Flickr
Can I Help?
Photo: .Spartography on Flickr
Sarah Page, Principal
Sarah T. Page Consulting, LLC