Social media = word of mouth

SOCIAL MEDIA IS THE NEW WORD
OF MOUTH
Building relationships through Facebook, Instagram
and Twitter

Social Media Timeline
Analyze Existing Media
 Analyze Competitors Media
 Study Demographics for social media sites.
 Pick social media sites/strategies
 Analyze Resources
 Implement
 Measure


Facebook for businesses
Step 1: Create your Page
Facebook Pages are a simple, free product for businesses to
create a Facebook presence and connect with new and loyal
customers.
Add content
Include important information such as your
location, links, hours, photos, or menus so that people can get
to know your business
Claim your Place
Connect your physical store location to your Page by claiming
your Place so people can find you and check in
Invite your customers
Invite current and new customers to like your Page, and
promote it with in-store signs, flyers, emails, and website links
Promote your Page on your website by adding a Like button
where people can engage with your Page and share it with
friends.

Facebook for Businesses
Step 2: Engage your customers
Join the conversation
Use your Page to post regular updates about your business and
provide exclusive offers to generate comments and drive
engagement
Build deep relationships
Get to know your fans and make people feel at home by responding
to their comments in a predictable, timely way
Gain valuable insights
Learn how your audience is interacting with your Page and make
adjustments to increase engagement
Give people a reason to check your Page often, and provide rich
content for them to interact with and share. These organic actions
that people take with your Page create powerful stories that drive
word of mouth for your business.

COMPANIES DOING IT RIGHT - FACEBOOK


M&Ms




Oreo




Have encouraged users to pick the colors of the new
M&M packets
Creative marketing campaigns with daily cookies linked
to pop culture

The Graubunden Tourism board


Invited people to become fans and posted their photos
on the office bulletin board. They got 16,000 fans

Twitter History
 Microblogging

- Publication and
dissemination online of a line or two of
information
 Started by Evan Williams, Jack
Dorsey, Noah Glass and Bix Stone
 Twitter's origins lie in a "daylong
brainstorming session" held by board
members of the podcasting company Odeo
 Started in March 2006.
 Tweets are text-based posts of up to
140 characters displayed on the author's
profile page and delivered to the author's
subscribers who are known as followers

COMPANIES DOING IT RIGHT - TWITTER


NASA




Arsenel Football Club




NASA they use influencers to create high engagement, ―We
try to engage influencers. We tweeted a happy birthday to
Star Trek’s Leonard Nimoy, engaged with Tom Hanks reliving
the making of the film Apollo 13 and were also engaged and
got retweeted by Justin Bieber (who has over 36 million
followers)
For Arsenal it’s all about connecting fans to the teams and
players. It’s also about monetization, ―I would say that of
course, if you reach and engage fans – that has long term
financial benefit. But I’m primarily trying to connect with the
people who love the Arsenal Football Club

―Most brands have fallen into the trap of using Twitter for
push marketing: broadcasting messages and expecting
to influence customers with little to no listening or
community building,‖ says Nestivity founder and
president Henry Min.

FourSquare
Foursquare is a privately held company, and is headquartered in New
York, New York. The company was launched on March
11th, 2009, and has only thirty-two employees.
The concept is simple. When you go out, check in. It’s as simple as
that. The point of foursquare is to check in when you go to
locations, mainly businesses. So, for example, I go to the local coffee
shop, say it’s a Starbucks Coffee Company. I get there, I check in
telling all of my friends where I am.
With each check in you can add unique content. It is highly
recommended that you add unique content with every check in. The
main reason you want to add content is to add value to your
audience. If you check in at Starbucks that does your friend list no
good. But if you check in, are meeting a buddy from work, and are
ordering a tall Pike Place coffee, tell us.
Foursquare does allow you to link your check in to Twitter and
Facebook
http://www.socialmediaexaminer.com/foursquare-marketing-tips/

FOURSQUARE TIPS
Use and promote local updates like food truck
movements
 Offer Specials/Discounts
 Add tips about your business and others to build
community
 Create a FourSquare page
 Use FourSquare lists
 Add PlugIns to your website
 Create badges for people to use
 Have ―Check In Here‖ signs at your location


Pinterest
Pinterest is a pinboard-style social photo sharing website that
allows users to create and manage theme-based image
collections such as events, interests, hobbies, and more.
Users can browse other pinboards for inspiration, 're-pin'
images to their own collections or 'like' photos.
Development of Pinterest began in December 2009, and the site
launched as a closed beta in March 2010. The site proceeded
to operate in invitation-only until 2012
The site has been popular with American women and, in 2012, it
was reported that 83% of the U.S. users were women
In Britain, however as of March 2012, 56% of the users were
male and their age profile was different too, being about 10
years younger than in the U.S., where the age range was
typically 35-44

Using pinterest
A pin is an image added to Pinterest. A pin can be a dded from a
website using the Pin It button, or you can upload images from
your computer. Each pin added using the Pin It button links
back to the site it came from.
A board is a set of pins. A board can be created on any
topic, such as Cool Posters, Recipes For Dinner, or Wishlist.
You can add as many pins to a board as you want.

Pins can be found in a variety of places
By seeing them on other Pinterest boards, and
―repinning‖ them to your own board
 By finding a webpage with a graphic and either copying
the URL to the ―pin it‖ dialogue box or clicking the ―pin it‖
button on your shortcut toolbar
 By uploading a file from your computer


COMPANIES DOING IT RIGHT - PINTEREST


Whole Foods
Whole Foods keeps 54 boards, with topics ranging from
straight culinary (―Eat Your Veggies‖) to kitchen-related
(―Super HOT Kitchens‖) to more lifestyle-centric (―We’re
Used to Reusing!‖). All the boards fit within the Whole
Foods brand, amplifying it to followers as well as casting
a wider net to those who will find the company’s pins
interesting.
 The Lesson: Take a page from Whole Foods and think
outside the obvious when it comes to pin topics. If
you’re an automotive manufacturer, pin more than
cars, for example. Think also about topics that fit with
your brand’s aesthetic and values:
travel, luxury, affordability, etc. The broader your
topics, the broader the audience you can reach—just
make sure the topics fit with your brand.


COMPANIES DOING IT RIGHT - PINTEREST


Bare Minerals
With the launch of new products, Bare Minerals hosted
what it called the ―Pin It to Win It‖ contest. Users could
enter to win one of 10 $50 gift cards or the grand prize
of one $500 gift card simply by following the
brand, setting up a themed board following the
company’s directions, and tagging its pins with
#BareMinerals and #READYtowin.
 The Lesson: Contests are powerful on Pinterest. Use
them to generate user pins, broaden your reach
online, and create more engaged fans. As Bare Minerals
shows, the prizes needn’t be extravagant—but they do
need to be something followers want.


Instagram
Instagram is a free photo-sharing program and social network that was
launched in October 2010. The service enables users to take a
photo, apply a digital filter to it, and then share it with other Instagram
users they are connected to on the social network as well as on a
variety of social networking services. Instagram currently has 100
million registered users.
A distinctive feature is that it confines photos to a square shape, similar
to Kodak Instamatic and Polaroid images, in contrast to the 4:3
aspect ratio typically used by mobile device cameras.
Instagram was initially supported on iPhone, iPad, and iPod Touch; in
April 2012, the company added support for Android camera phones
running 2.2 (Froyo) or higher
In its largest acquisition deal to date, Facebook made an offer to
purchase Instagram (with its 13 employees) for approximately $1
billion in cash and stock in April 2012
By May 2012
Each second, 58 photos were being uploaded
Each second, a new user was being gained
The total number of photos uploaded (since inception) was more than
one billion

COMPANIES DOING IT RIGHT - INSTAGRAM


Sharpie




Forever21




Posts photos from their photogs all over the world

Oreo




Uses Instagram to post photos of potential outfits

National Geographic




Uses Instagram to post photos of drawings done with a
Sharpie

Had a contest where people could tag photos #CreamThis or
CookieThis

DoubleTree Hotels


Held sweepstakes themes to align with key time frames for
the hotels like summer and holiday travel as well as create
awareness for pet friendly hotels with a pet themed
promotion. Also used toannounce new hotel openings as well
as feature hotel/city destinations.

Mobile Marketing: Stats
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There are now 1.2 billion mobile Web users worldwide, based on
the latest stats for active mobile-broadband subscriptions
worldwide; Asia is top region.
75% of marketers are planning to add mobile to their marketing
mix according to Forrester Research.
M-commerce is predicted to reach US$119 billion in 2015, Japan
remains king. Top m-commerce retailers globally include:
Taobao, Amazon and eBay. The US m-commerce market will be
US$31 billion by 2016.
1 in 8 mobile subscribers will use m-ticketing in 2015 for
airline, rail and bus travel, festivals, cinemas and sports events.

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The growth of the iPhone was 10 times faster than the growth of
America Online. (Source: Nielsen)

It takes 26 hours for the average person to report a lost wallet. It
takes 68 minutes for them to report a lost phone. (Source: Unisys)
There are 6.8 billion people on the planet. 5.1 billion of them own
a cell phone, but only 4.2 billion own a toothbrush. (Source:
Mobile Marketing Association Asia)
In some countries, there are more mobile subscriptions than there
are people. (Source: Mobile Marketing Association) (How can this
be? It’s because some people own more than one mobile phone.)

It takes 90 minutes for the average person to respond to an email. It
takes 90 seconds for the average person to respond to a text
message. (Source: CTIA.org)
●

70% of all mobile searches result in action within 1 hour. (Source:
Mobile Marketer)
●

Mobile coupons get 10 times the redemption rate of traditional
coupons. (Source: Borrell Associates)
●

There are more mobile phones on the planet than there are TVs.
(Source: Jupiter)
●

91% of all U.S. citizens have their mobile device within reach 24/7.
(Source: Morgan Stanley)
●

SOCIAL MEDIA ANALYTICS




1.

2.

3.

The rule that is often referenced in this regard is the 90/10
rule, so if you have $100 to spend on analytics, spend $10 on
reports and data, and $90 on paying someone to filter through
all of that information.
Web analytics is a three-tiered data delivery and analysis
service for small and big businesses.
The first is the data itself, as it measures the traffic, page
views, clicks and more for both your website and for your
direct competition.
The second is what you do with that data, or how you are
able to take the information gathered via these services and
apply it to your customers, whether new or existing, to make
their experience meaningful and better.
And the final tier is how it all circles back together to meet
your overarching business objectives, not just online but
offline as well. Data by itself is a great way to see how you
are performing, but without applying what you’ve learned, it
has little use.

Facebook Insights
Facebook Insights provides Facebook Page owners and Facebook
Platform developers with metrics around their content. By
understanding and analyzing trends within user growth and
demographics, consumption of content, and creation of
content, Page owners and Platform developers are better
equipped to improve their business with Facebook.
To see metrics on your Facebook Page or Platform
application, go to the Insights Dashboard. Only Page
administrators, application owners, and domain administrators
can view Insights data for the properties they own or administer.
To view comprehensive Insights on your specific Page, Platform
application or website, click on the corresponding item on the left
navigation bar.
Insights is a free service for all Facebook Pages and Facebook
Platform application and websites. In addition to the Insights
Dashboard, data is also available through the Graph API. To
learn more about the Facebook Platform and Graph API, visit the
Platform and Developer Support help pages.

Analytics – Measurement Tools
Twitter Analytics
TweetReach https://tweetreach.com/
Who is reading your tweets? How is it being shared? What is the
measured impact of what you’re putting out there? TweetReach is a social
analytics tool that helps you capture this valuable information.
Twitalyzer
Measure your impact, engagement, and influence on Twitter with this tool.
They offer three plans, depending on your needs, Individual, Business and
Agency, all at a very reasonable price. They do offer their three most
popular reports for free, so just connect your Twitter account and start
Twitalyzing.

SocialBro
Manage and analyze your Twitter account with SocialBro. This tool gives
you detailed information about your Twitter community so that you can
interact with followers more efficiently and garner the best results.

Pinterest Measurement
Curalate
Use Curalate's service for enterprise-level Pinterest
analytics. Your brand will learn about its most engaged
followers and be able to join the conversation by
accessing Curalate's consolidated communication tab.
You'll be able to strategize existing Pinterest
campaigns and future content by identifying trends of a
viral nature.
Pinerly
On Pinerly, launch "campaigns" by linking your pins to
analytics tools, which measure clicks and reach. Then
compare selected campaigns against one another.
Plus, interact with a graph that measures engagement
over time. It's a helpful way to judge the impact of
certain types of content.

Multiple Platforms
SocialMention
Track and measure who is talking about you, your company, your product, or
any topic related to your industry. SocialMention pulls data from hundreds of
social media services to give you the most accurate, real-time information.
Hootsuite
Hootsuite is a web-based dashboard that allows you to monitor multiple
social networks in one place. You can collaborate with fellow
employees, schedule messages, and assign tasks to your team. It’s
particularly great for managing multiple accounts on the same platform. This
is one of my personal favorites.
Buffer
Buffer makes it super easy to share any page you're reading. Keep your
Buffer topped up and we automatically share posts for you through the day.

TIPS FOR BUILDING YOUR BRAND
Develop a strategy
 Make someone responsible – Someone you trust
 Personal Communication – Answer their
posts, have a conversation
 Treat your fans like VIPs. Share special info with
them
 Ask questions to invite conversation
 Tell them what you want from them – Share, like?
 Humanize your brand – Show pictures, posts from
real people
 Always be transparent


Social media = word of mouth

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Social media = word of mouth