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What is it? And [more importantly] why
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Uploaded byNatalie Orcutt Brilliant, MBA
Social Media Marketing: An Overview
The document provides an overview of social media and advice for using it effectively. It defines key terms like the internet, world wide web, and social media. It discusses popular social media sites like Facebook, Twitter, Pinterest, and Google+ and notes characteristics of their user bases. The document emphasizes the importance of creating great, engaging content and establishing SMART goals for social media use. It offers tips for what to post, how often, and provides examples of effective social media use by radio stations.
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Social Media Marketing: An Overview
- 1. Social Media What isit? And [more importantly] why should I care?
- 2. 700 billion minutesare spent on Facebook each month
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- 5. Some Basic Definitions • The Internet • The World Wide Web • Website • URL • Domain name • Interweb • Webernet
- 6. The Internet &World Wide Web • 2 Different things • The Internet – The network • The World Wide Web – How you access it
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- 8. Interweb & Webernet • These are things that do not exist. Avoid this terminology. • Yes, seriously.
- 9. Social Media: TheWeb 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?
- 10. 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?
- 11. 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
- 12. What not todo: • 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”
- 13. Great Content: Whatis 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
- 14. Some social mediasites:
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- 16. And a fewmore
- 17. A couple others…but this isn’t all of them…
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- 21. 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
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- 23. 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%
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- 25. Twitter • 465 MillionAccounts • 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
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- 28. 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%)
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- 30. Learn from theseMisteaks
- 31. Ads and Posts:Not the Same Thing
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- 33. Great new salestools
- 34. What do wedo 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
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- 36. Even More Brandsto Follow
- 37. Social Media forRadio
- 38. Great Content: Whatis 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
- 39. 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
- 40. 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?
- 41. Who’s Posting, HowMuch, 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
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