The document discusses the current state of social media marketing in Albion, highlighting that while many businesses have started using social media, their presence and effectiveness are below average. It reviews the advantages of social media marketing, emphasizes its potential to communicate with a larger audience and drive purchases, and provides insights into community-specific usage compared to national trends. Despite 70% of local organizations having a social media page, the quality and results of their marketing efforts remain insufficient.

1. Lunch & Learn
Present State of Social Media Marketing in Albion
David Skean

2. Series Overview
1. Current State of Social Media Marketing In Albion
2. We’re Not Alone – Learning from Other Communities
July 10th, 2018
3. Social Media Strategies for Profit and Nonprofit Organizations
July 24th, 2018
4. Action Steps for Community Partnership Promotion
August 9th, 2018

3. Overview
• Understanding social media marketing.
• Overview of national social media marketing data.
• How are Albion businesses and organizations using social
media marketing?
• How well are Albion businesses and organizations using
social media marketing?
• Discussion/ Q&A

4. What is Social Media Marketing?
Social media
• Websites and applications that enable users to create and share
content or to participate in social networking.
Marketing
• Action or business of promoting and selling products or services,
including market research and advertising
Social media marketing refers to techniques that
target social networks and applications to spread
brand awareness or promote particular products.

5. Why use Social Media Marketing?
Audience
• 3.196 billion social media users worldwide, and growing.
Reach
• Communicate with more people than ever before.
Influence
• 47% of Americans say Facebook is their #1 influencer of purchases.
• 71% of consumers who have had a good social media service experience
with a brand are likely to recommend it to others.

6. 90%
77%
69%
68%
65%
58%
55%
55%
51%
50%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Increased Exposure
Increased Website Traffic
Developed Loyal Fans
Provided Workplace Insight
Generated Leads
Improved Search Rankings
Grown Business Partnerships
Esablished Thought Leadership
Improved Sales
Reduced Marketing Expenses
PercentageValueAdded
Where Social Media Helps According to Marketers
Source: Survey of 5700 Marketers Jan
2018, Social Media Examiner

7. 94%
66%
62%
56%
50%
27%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Facebook
Instagram
Twitter
LinkedIn
Youtube
Pinterest
Percentage
Platform
Social Media Marketers Favorite Platforms
Facebook Instagram Twitter LinkedIn Youtube Pinterest
Source: Survey of 5700 Marketers Jan 2018,
Social Media Examiner

8. 90%
10%
American Businesses Using Social Media
Atleast 1 Social Media Platform No Social Media
71%
29%
Albion Businesses Using Social Media
Atleast 1 Social Media Platform No Social Media

9. 66%
34%
Albion Businesses With Only One Social Network
Only One Social Network More Than One Social Network

10. 75%
15%
27%
24%
16%
66%
4.59%
11.79%
19.17%
2.55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Facebook Instagram Twitter LinkedIn Pinterest
Small Businesses vs. Albion Businesses Social Media Marketing Usage
Small Businesses What Albion Is Doing
MarketingCHarts.com
Data Source: BIA/Kelsey

11. 33.80%
80.80%
89.34%
95.40%
88.20%
97.40%30%
11%
4%
2%
4%
1%
19%
2% 3%
2%
2%
1%
18%
6% 4% 1%
6%
1%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Facebook Linkedin Youtube Instagram Twitter Pinterest
PercentageofUsers
Platform
Quality of Social Media Marketing
None Weak Moderate Strong

12. Conclusion/Summary
• Social media marketing is a unique and powerful tool that allows
businesses and organizations the ability to communicate more effectively
with a wider range of people.
• Marketers have shown how it can help many aspects that go into making a
business or organization successful.
• In Albion, we see that our businesses and organizations have made efforts
to start utilizing social media marketing, but still have a below average
presence on each of the researched platforms.
• While 7 out of 10 businesses and organizations have a social media page,
we see that the quality of these pages, and their overall effectiveness in
social media marketing are underperforming.

13. Q&A/Discussion