Introduction to Social Media class, as part of Pacific New Media, University of Hawaii. Taught by Shelley Simpson and Amanda Tompkins, a good juicy time was had by all as we told you all our secrets (for only $50).

1. Amanda Tompkins
@smilestompkins
www.amandatompkins.me
Shelley Simpson
@ShelleySimpson7
www.smallandmightymarketing.com

2. Today’s Goals:
● Understand which platforms are right for you and why
● Clearly identify your target demographics
● Create a voice guide
● Create a strategy that is very easy to understand and implement
● Understand what an editorial calendar is and how to use it

3. Who Are You?
1. Name
2. Organization/business
3. Level of social media understanding
(none, beginner, intermediate or expert)
4. 1 TIP you’d like to walk away from this class with
5. Favorite place to eat in Honolulu
We want to make this class relevant to you

4. What IS Social Media?
Definition of “Social Media”
Websites and applications that enable users to create and
share content or to participate in social networking
Social Media is a type of Marketing
Definition of Marketing
The promoting and selling of products or services
What IS Social Media

5. Traditional Marketing
“PUSH” MARKETING
These ads PUSH themselves at
you, interrupting your show or
article
Uses sales tactics to attract
you….
Buy Now! Limited Time Offer!
Call in the next 5 mins...
Difference between traditional marketing and content marketing

6. Content Marketing
CONTENT is King
Creating CONTENT that is RELEVANT, VALUABLE and
CONSISTENT that your TARGET MARKET is searching for.
INBOUND Marketing
PULLING,
instead of
PUSHING

7. In-Bound Content
Traditional
marketing and
advertising is
telling the world
you’re a rock
star.
Content
Marketing is
showing the
world that you
are one.

8. Social media is about SHARING

9. 5 Ways Social Media Helps Your
Business
1. Customer Service
2. Humanizes Your Brand
3. Better SEO (Search Engine Optimization)
4. More Opportunities to Convert Customers
5. Allows your fans to talk about you (Word of Mouth)
If you’re not using it, you’re missing out

10. 6 Simple Ways to Grow Your Business
With Social Media
1. Be consistent w/your handles and voice
2. Remember it’s SOCIAL - Give ‘em engaging content
3. Offer Discounts and Giveaways
4. Promote your handles in your store/office
5. Connect with your fans
6. Dedicate someone to be your Community Manager.
Better yet, hire a professional.
Consistent. Engaging. Connection.

11. Unique
Platforms
=
Unique
Users
+
Unique
Messages

12. Social Media Platforms

14. THE largest social media
network in the world.
Monthly Users: 1.65 billion (15% + over 2015)
Largest demographic: 25-34 at 30%
Growing demographic: 65 & over
76% women, 66% male (no, that doesn’t add to 100%)
Every day: 300 million photos uploaded
Highest traffic: Weds, 1-3pm
50% of 18-24 yr olds check FB right when they wake up
Source: https://zephoria.com/top-15-valuable-facebook-statistics

15. FB is controlled by an algorithm. You see what it wants you to see.
You pay, you play.
Free posts reach only 10% of your followers.
In order to be effective, you MUST purchase ads and “boost” posts
FB has pulled the “Drug Dealer Trick”=
First one is free.
Because they are THE largest social
media network in the world, they
can do whatever they want.

16. 140 Characters = Forced to get to the point
quickly, paring the facts down to their core
essence.
Live feed = particularly effective for events,
breaking news, entertainment and anything
happening in real time.
Full of “interesting people” that you can access at
any time - no following or friending necessary
Good for tracking trends - If something is going
viral, it’s getting shared on Twitter (#hashtags)
One of the quickest and easiest ways to contact a
company to get instant customer service.
You can do a lot with 140 characters

17. Stats (as of 4.27.16)
● Total registered users: 1.3 billion
● Active daily users: 100 million
● US Users: 65 million
= Approx 20% of all online users
Most followers?
Katy Perry: 66.85 million
Barack Obama: 56.51 million
Demographics:
● 50/50 Men & Women
● 18-29, College graduates
● Urban areas
Best Time To Post
● Multi times
● Throughout the day - schedule
posts using social media
scheduling software
Sources: http://expandedramblings.com/index.php/march-2013-by-the-numbers-a-few-amazing-twitter-stats/
http://wersm.com/2015-social-media-demographics-for-marketers/

18. Best Times to Post
Best Kinds of Posts
Insights>Posts
live videos, recorded videos,
photos, links to website,
information
SocialBakers.com 2016 April Report

19. Total users: 433 Million
Users in US: 128 Million
“World’s largest professional network.”
Create your professional profile,
connect w/co-workers, list your
skills, find jobs, consume content
from experts.

20. Users are looking for:
● “How To” Videos
● Video “answers” to
questions
● News
● Cat Videos
● YouTube reaches more 18-34 US citizens,
than any cable network
● 20% of users get their news from YouTube
(1 out of 5)
● 7 out of 10 users come from outside the US
YouTube is the 2nd largest Search Engine (behind Google)

21. Pinterest
A digital scrapbook, a social bookmarking site and a visual
search engine.
● Pinners buy: With every image linked back to the original website, it is
a powerful driver of referral traffic
● Industries that do well: photographers, restaurants, financial planners
● Highly sharable
Example: Spiritus Financial Planning
Pinterest: Very pretty, highly addictive

22. Pinterest
People are looking for…
● Inspiration
● “How-To”
100 Million users
1 Billion “Boards” created,
50 Billion “pins”
35+ females with
discretionary income

23. Instagram
Over 300 million users,
“IG” has overtaken Facebook &
Twitter as the network with the
largest population of younger
users.
People are looking for…
● Quality photos
● Short videos
● Mobility
● Food pictures
Teens and 18-34
Best Time To Post
● Lunch time
● Evening

25. Feminist Tinder
Eden in Love
● App/mobile only. You can see IG on a desktop,
but you can’t post.
● Similar to Twitter: People have handles and you
can choose to follow them or not
● Millennials use IG more than FB
● #Hashtags are very important
● IG photos are “geo tagged.” Location is encoded
into every photo when uploaded. Can search for
photos uploaded in your area.
● Only recently been given the ability to “schedule”
posts

26. ● 100 million daily users
● 7 billion views a day
● Greatest reach among
teens and young adults
Users are looking for:
● Compelling images
● Popular hashtags
● ?
Platform Demographics

27. Users are looking for:
● Directions, hours, menus, contact info
● Insight: should I try this place? Is it worth the drive?
● Options
● Legitimacy
● Average of 142 Million unique
visitors/month
● 37% of reviewers are 35-54 yrs old
● 26,380 reviews posted PER MINUTE
● Most reviews are written on Monday
● Top 5 food items searched for on Yelp:
Sushi, pizza, ice cream, pho, taco
Don’t be afraid of Yelp

28. Why use it…
● SEO
● Integration w/Google Maps, puts your business, literally, on the map
● Google Hangouts stay live
Google LOVES Google
540 Million users

29. Why use it…
● Access
● Reach
● ROI
● Promotional
● Mobility
● Personalization/Segmentation
Platform
Demographics
You’ve got mail
EMAIL MARKETING

30. Part 2:
Social Strategy

31. Why Social Media?
Recap
● Builds engagement with your target market
● Humanizes your Brand
● Allows you to tell your story
● Increased brand recognition
● Improved brand loyalty
● Gives immediate access to your business

32. Phase 1: Define
What is the
mission of this
campaign?

33. Phase 2: Research
Which platforms are best for you?
Tools - Analytics and scheduling
Audience Analysis - Target Demographics
Lists

34. Phase 3: Planning
Key Messages (mini goals)
Pick Platform
Voice Guide
Develop Timeline
Create Strategy
Create Content Calendar
Establish KPI

35. Basic Strategy

37. Content Calendar

38. Phase 4: Execution
Create all content assets - Fill in
the blanks
Schedule content
Set up monitoring
Plan time for round robins!!!

39. Phase 5: Measurement and
Optimization
F

40. Simple Measurement
Facebook
June July August
Likes 1,328 1,339 1,357
Reach 122,875 100,164 133,463
Shares 34 7 40
Comments 120 35 45

41. Phase 6: Insight and
Reporting
Go back to the Strategy and review
Track what worked & what didn’t

42. Amanda Tompkins
@smilestompkins
www.amandatompkins.me
Shelley Simpson
@shelleysimpson7
Smallandmightymarketing.com