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Progrexion Marketing's Presentation from Utah Business Magazine's 1-Day Social Media Bootcamp event. Utah Business Magazine, along with sponsors, KSL, Adobe, Nordictrack, The Leonardo, Progrexion Marketing & SoappBox covered an in-depth, hands-on, educational Social Media Bootcamp event. During this intensive 1-day session, attendees learned the social media basics along advanced social media techniques.
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North Salt Lake, UT
Progrexion Marketing
A little about us
Progrexion Marketing is a leading marketing and information services business in the consumer credit information sector.
•Lexington Law•CreditRepair.com•efolks•CreditAttorney.com
A little about us
We currently have 4 locations with nearly 1400 employees:
•North Salt Lake – Headquarters•West Valley, UT•Provo, UT•Rexburg, ID
•1 - 2 expansion locations being discussed
A little about us
We focus on all available methods of marketing, communication, and sales.
A little about us
Facebook 101
1. Setting Up Your Page
2. Let ‘Em Know You’re There
3. Define Audience
4. Content That Works
5. Scheduling Content
@pinonatalie
#ubsocial
@pinonatalie
Setting Up Your Page: Who Are You?
http://www.facebook.com/pages/create.php
Setting Up Your Page: Profile Picture
Logo:
Blending:
• Don’t skimp on quality!
• Width & Height: 180 X 180
pixels
• Company logo is best
• If not logo – then create a
design that blends with cover
photo
VS.
@pinonatalie
@pinonatalie
Setting Up Your Page: Cover Image
• 851 pixels wide X 351 pixels high• Quality is KEY!
Setting Up Your Page: Cover Image
@pinonatalie
Setting Up Your Page: About Section
Small Businesses Corporation
@pinonatalie
Setting Up Your Page: Content
@pinonatalie
Would YOU be more likely to Seek Out a Brand?
ORBecome a if the Brand
Presented Itself to You?Fan
Let ‘Em Know You’re Here
@pinonatalie
Let ‘Em Know You’re Here
Page Post Ad: Sponsored Story: Targeted Ad:
Page Post Like:
@pinonatalie
Let ‘Em Know You’re Here
www.YourWebsite.com/AmazingOffe
r
@pinonatalie
Likes ClicksBoth (but expensive)
Use Full Size
Let ‘Em Know You’re Here
@pinonatalie
Let ‘Em Know You’re Here
Don’t put all ads in the same campaign.
Gauge when your audience is
online & advertise then.
@pinonatalie
De
Define Your Audience
Define Your Audience
@pinonatalie
Define Your Audience
Targeting Posts:
@pinonatalie
@pinonatalie
Define Your Audience
Highlight posts w/
high engagemen
t!
@pinonatalie
@pinonatalie
@pinonatalie
Content That WorksHighlighted Post
@pinonatalie
@pinonatalie
@pinonatalie
Content That Works
@pinonatalie
Content That Works
@pinonatalie
@pinonatalie
You’re busy. We get it.
Don’t let this
happen to you
@pinonatalie
@pinonatalie
Scheduling Content
step1
step2
step3
Done!
@pinonatalie
@pinonatalie
Quick Wins
Social Coordinators
Clean up time!
Check-ins
Pictures vs. Articles
@pinonatalie
Final Takeaway
There is NOT one way right way to do
Facebook Marketing…
Study Your Audience for Best Results.
@pinonatalie@pinonatalie
Why Social Media?
1 - Be where the consumer is choosing / naturally communicating or interacting
2 - Dominate where the consumer is searching
3 – Build awareness
#ubsocial @joshaston
What is integrated marketing?
SimultaneousCoordinated
StrategicIntegration
...of all marketing
communication tools
and sources within a
company@joshaston
The “old” brand landscape
WebsiteBrick-and-Mortar
Marketing Materials
@joshaston
The “new” brand landscape
@joshaston
SocialSocialPaidPaid
Effort Coordination
SEOSEO
BlogsBlogs
BannerAds
BannerAds
Text AdsText Ads
Video CreationVideo
Creation
Client Complaint Escalation
Client Complaint Escalation
Client InquiriesClient
Inquiries
News ArticlesNews
Articles
EventsEvents
Client FeedbackClient
FeedbackPRPR
@joshaston
SocialSocial
PaidPaid
Effort Coordination
SEOSEO
BlogsBlogs
BannerAds
BannerAds
Text AdsText Ads
Video CreationVideo
Creation
Client Complaint Escalation
Client Complaint Escalation
Client InquiriesClient
InquiriesNews
ArticlesNews
Articles
EventsEvents Client FeedbackClient
Feedback
PRPR
@joshaston
What is the potential of Social?
Facebook: 750,000,000 monthly unique users Twitter: 250,000,000LinkedIn: 110,000,000MySpace: 70,500,000Google+: 65,000,000
*Estimates range up to 1 billion on Facebook (as of Oct 4, 2012.
U.S. = 166.1 million members (US population = 313 million people)
http://www.ebizmba.com @joshaston
The Worldwide reach of Social
@joshaston
Is social a viable option to connect with consumers?
According to December ’11 comScore report:
•Social networking sites now reach 82 percent of the world’s Internet population age 15
•Social networking accounted for nearly 1 in every 5 minutes spent online globally in October 2011
http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/it_is_a_social_world_top_10_need-to-knows_about_social_networking
The Worldwide reach of Social
@joshaston
The Influence of Social
Earned Media = Recommendations from family or friends
Nielsen, April '12 Study
• 92% of consumers say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising
• 70% of global consumers say online consumer reviews are the second most trusted form of advertising
• 47% of consumers around the world say they trust paid television, magazine and newspaper ads
@joshaston
Google has shifted the SERP (Search Engine Result Page) to be more holistic.
“Credit Repair” example to the right
Social integration | Google
Social Integration
Paid Results
Natural Results
Local ResultsDepending on the personalized view you see, often times will have videos and images as well
@joshaston
Google has integrated social into resultsNon-brand example - “Credit Repair”
Indicates who in your “Circles” have results
If your friends have posted a related post, it shows in your search results (indicated by blue icon/person)
Social integration | Google
@joshaston
Google has integrated social into resultsBrand example - “Lexington Law”
Indicates those in circle that have liked the item for both Paid and Natural search
Shows in videos below
Social integration | Google
@joshaston
Bing has formed a deal with Facebook and has integrated social into search
MSN is also making moves to take a holistic approach, similar to Google
Bing = Bing/Yahoo
Social integration | Bing
@joshaston
Own the Awareness & Interest portions of funnel
Moving up the funnel to “actively” build
Awareness and Interest will position us for
sustained growth and increased market share
1 - Generate awareness2 - Invite/encourage/assist in the progress of interest3 - Build relationship and direct consumers down “our” path to Desire/Action @joshaston
Own the Awareness & Interest portions of funnel
• Facebook users have 190 average friends
• Social users spend 12 minutes 26 seconds on social networks a day (on average, not including mobile!)
• Facebook users dig deep into their timeline to see what they’ve missed
http://www.facebook.com/note.php?note_id=10150388519243859
@joshaston
Final Takeaway
• Social Media impacts your business
• You can have a strategic influence on whether it impacts you positively or negatively
@joshaston
Public Relations = Human Relations
Both inside and outside of the organization.
@celesteedmunds
Efficient
Relevant
Targeted
Productive
Effective
Social
Traditional
Merging Traditional to Social – Where influencers and customers interact with the content = friends and followers = more exposure to your brand
@celesteedmunds
The history of traditional media
• In 2009, we saw traditional media’s big shift. Newspapers and magazines dropped in droves. Broadcast entities struggled to produce news reports with minimal staff. Digital had begun to dominate. Those news entities slow to adapt were left picking up the pieces.
• As a result, 2010 became the year of adapting, reviving and surviving.
• 2011 brought a lot of change. Google Analytics and Algorithims, Creating Facebook accts for businesses, tracking website visits.
• 2012 has brought large opportunities to companies that are willing to take advantage of the new platforms available.
@celesteedmunds
Is all about human relations. The question is how to reach your target audience. One size does NOT fit all.
Public Relations = “personalized” relations
Social Media Social Media
SEO SEO
Website Content
Website Content You Tube /
Video You Tube /
Video
Blogs Blogs
Community Events
Community Events
Public Relations:
Communicating news, information &
events
@celesteedmunds
Build & foster brand advocates!!!
Goal: Find, Identify, Direct
• Leverage traditional networks by building
relationships with the media
• Corporate events such as food drives & community awareness opportunities
• Build online communities through
social media
• Client / Employee Relationships
@celesteedmunds
11 Presentation filmedPresentation filmed
22 Post to YouTubePost to YouTube
33 Syndicate press releaseSyndicate press release
44 Post release and video on websitePost release and video on website
55 Socialize!!! Post to all of your social platformsSocialize!!! Post to all of your social platforms
Bringing it all together…
Press Release Links
Press ReleasesFast 50 – 166 (September 06, 2012 )
Corporate Giving – 130 (August 14, 2012)=296 Press release pickups
= How many Links? = 26.38% increase in web traffic
Takeaways1. Multimedia is key
2. PR 3 C’s: Content clear, concise, and compelling
3. A news release is still valuable
4. Become a part of the community and the conversation
5. Engage
@celesteedmunds
