This document discusses social media marketing strategies for businesses. It addresses common concerns about social media and emphasizes the importance of creating engaging content for audiences rather than self-promotion. The document provides tips for social media platforms like Facebook, Yelp, and Instagram. It stresses measuring engagement, website traffic, brand awareness, and conversions. The key takeaways are that social media is about serving customers, not self-promotion; using different platforms requires distinct strategies; and goals and metrics should be tied to business objectives.

1. SOCIAL MEDIA MARKETING IN
TODAY’S BUSINESS ENVIRONMENT:
The Xs and Os of Social
Media
FOR BUSINESS
Governor’s Small Business Forum
San Angelo, TX
October 27, 2015

2. Get these slides here:
http://sarahtpage.com/SanAngeloGovernor/

3. THERE’S
no crying
IN BASEBALL

4. Social Media is a Contact Sport Too
You think it’s “just for kids”.
I don’t control the message.
I don’t have time.
It’s always changing.
I don’t know which social media channel to use.
What if someone says something BAD?

5. Photo: 50% Chance of Rain on Flickr
CREATE
raving
FANS

6. 80% / 20%
For your audience / For your business

7. Encourage Audience Participation

8. Be Responsive

9. Provide Local Content

10. Take Us Behind the Scenes

11. Take Us Behind the Scenes

12. Offer Fan Discounts

13. Photo: cmaybourne on Flickr
SIDELINE
secrets

15. Facebook Offers
• Affordable and great
for brand awareness
• Spent $3.70 and
drove over $200 in
business
• 102 offers claimed/5
redeemed
• Redemption rate on
this offer was low
• Ask your community
to share!
Source: Doe’s Eat Place

16. Facebook Offers
Source: Doe’s Eat Place

17. Facebook Offers
Source: Facebook

18. Facebook Boosted Posts
Source: Visit Bloomington

19. Facebook Call to Action Button

20. • Available call to action text includes:
– Book Now
– Contact Us
– Use App
– Play Game
– Shop Now
– Sign Up
– Watch Video
Facebook Call to Action Button

21. When To Post

22. Organic Post Targeting

23. Organic Post Targeting

24. Organic Post Targeting

25. Organic Post Targeting

28. Drive
sales to
your
website!

31. Why Yelp?
200,000: Number of daily calls to businesses
generated by the Yelp! mobile app
98%: Percentage of Yelp! users that have
made a purchase at a business they found on
Yelp!
200,000: Number of daily directions to
businesses generated by the Yelp! mobile app
65%: Percentage of Yelp! searches coming
from mobile
77.3 million: Number of Yelp! reviews
Source: expandedramblings.com

36. Respond To Reviews
Show Customers You Care

37. YOU CAN’T
WIN
if you

38. Scheduling on Facebook
1
2

39. Scheduling on Facebook
4
3

40. Scheduling on Facebook
5

41. KEEP YOUR
EYE
on the

42. Strategy

43. Strategy Down to Each Social Post
Overall goals for your business
Marketing communications to support goals
Social media that supports your marketing
Instagram
Instagram post to reach particular visitor type
Source: Tourism Currents

44.  Goal #1: Increase Engagement
 Measure: Likes, comments, shares, retweets, mentions,
favorites
 Tools: Facebook Insights, Twitter Analytics, Hootsuite,
Iconosquare, Sprout Social
 Goal #2: Website Traffic
 Measure: URL clicks and traffic from social media
 Tools: Shortened URL (bit.ly, owl.ly, goo.gl), Google Analytics
 Goal #3: Increase Brand Awareness
 Measure: Follower growth rate, % change over time in
followers, sentiment, reach by region, clicks by region
 Tools: Hootsuite, Facebook Insights
 Goal #4: Conversion
 Measure: Email subscribers, downloads, transactions/sales
 Tools: Google Analytics
What To Measure
Sources: BuildFire, Hootsuite, Social Media Examiner

45. Facebook Insights

46. Facebook Insights

47. Photo: oscarandtara on Flickr
READY,
set,
GO!

48. Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetx
Sarah Page, Principal
Sarah T. Page Consulting, LLC
http://sarahtpage.com
sarah@sarahtpage.com
512.914.8873
Instagram.com/stpconsulting
Pinterest.com/sarahtpage

49. Thank You!
Questions?