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SOCIAL MEDIA STRATEGYUptown Chamber of Commerce, 9/11/2012
ecom Client Relations AssociateHallmark Data Systems
email: koconnell@halldata.comtwitter: @kelly_virginia
Kelly O’Connell
Why is social important?
84% of marketers say social media has helped their business
Build brand awareness Strengthen relationships Drive more traffic to your website Improve search rankings More robust customer service Tracking/monitoring
Benefits of Social Media Marketing
Demographics of Consumers
Social Media Explained
It may seem like the social media sites are all saying the same thing, but they are targeting different audiences and focusing on different key elements.
845 million active users
Ages 26 to 64 make up half the Facebook population
Most popular social media network overall
Allows for “fans” on Facebook pages
Engage with current and potential customers
Promote other content you create (blogs, webinars)
Facebook Pages
Offers the chance to promote deals, have fans share your information, and to interact with your customers
127 million active users
Concise messaging
Promote alternate content
Conversation friendly
Followers can promote your product/services to their followers
Ways to Interact on Twitter
Interactions with Companies
Promote Events with #hashtags
150 million registered users
Join groups to market your product or services
Be seen as a leader in your industry
Connect with people you’ve done business with and receive recommendations
In a change of one month, from December 2011 to January 2012, Pinterest increased its user population
by 155%
Pinterest info
21 million unique visitors
Visual promotion Pinners can share your
product in one click Cross-channel
promotion Links to source For businesses that
rely on traffic on website to generate sales
Scout - Andersonville
Pins from Scout in Andersonville drive traffic to the store that may have previously been overlooked while walking up Clark St.
>80 million users
Mobile Hashtags Share to
other social sites
Others promote your product
Other Social Media
Foursquare Tumblr Youtube Yelp Blogs
Twylah
Rebelmouse
Which ones are for you?
Content/copy based
Conversations with customers
SEO Proactive instead
of reactive
Visually based Easy sharing Quick paced Rely on site traffic
to generate sales Your customers
do your work
Facebook, Linkedin, Twitter
Instagram, Pinterest, Tumblr
The rush to use social media tools should not outweigh the strategy
Creating a Social Media Strategy
Your Strategy
Goals Research Content Converse Strengthen
Relationships Measure Results
First Things First
Goals & Objectives
Increase Sales Drive
Awareness Customer
Service Website Traffic Promotions Thought
leader in industry
Research
Target audience Demographics What is already out
there Hashtags Customer
praise/complaints Competitors
Content
Promotions Events Information Behind-the-
scenes Transparency Frequency Cross-channel
Converse
Information Customer Service Q&A Blogs Tone
Tracking your social media efforts are just as important as creating the content
Track your success
Klout
Free service Tracks facebook,
twitter, linkedin, etc.
Shows increase/decrease of followers
Displays top moments
Easily view your influence
Tweriod
Best times to tweet for exposure
Chart of @replies to track interactions
CrowdBooster
Track tweets for impressions and replies
Schedule tweets based on best tracked time
Tying it all together
Drive business Website traffic Customer service Awareness
Goals Research Content Measure
Social Sites Strategy
Q&A
koconnell@halldata.comtwitter.com/kelly_virginia
Thank you!
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