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Social Media Strategies and Tactics
Session 1February 1, 2017
Bridget Gibbons
Gibbonsdigital.com
@gibbonsdigital
fb.com/gibbonsdigital
Wireless●The PurchaseGuest wireless password is: captaincrunch
How has Social Media Revolutionized Marketing● The internet has now provided a linking platform for
billions of lives from across the world.
● Social media platforms have revolutionized connectivity
and the idea of digital marketing.
Revolution● Websites such as Facebook and Twitter allow digital
businesses to reach out to legions of potential
customers and spread their influence among them.
● These platforms are a powerful base for the
transmission of information, and can enhance any
corporation’s bond with audiences.
Revolution● Social media enables brands to bolster their image,
seek better input from their customers, and drive leads
towards them as well.
Revolution● Apart from this, digital marketing through social media
helps to advertise products/services to the right
audience at the right web space. Social media channels
empower corporations to target audiences of their
interest, thereby boosting their marketing effectiveness.
Revolution● Audiences use websites and social media channels to
engage with brands. Therefore, these web services also
reach out to a target customer base, to interact with
them and understand their needs. Replying to
comments left by followers, and seeking further input, is
sure to give your brand higher marks.
Revolution● Social media has been adopted by brands and
corporations across the world. Therefore, it is pivotal for
marketers to utilize it to keep up with the competition.
Benefits of Social Media Engagement
● Reaching out towards a pool of target audiences
● Driving traffic through the social media channels to business websites
● Engaging with targeted audiences for feedback and input
● Building a brand image
Revolution in the Music IndustryMusicians have more control over their brands than ever. ● Talk to and answer questions from fans in real time
● Frequently post photos and videos of practice sessions or life as usual
● All of these marketing and PR tactics help musicians manage their brand without the need of a record company or publicist.
Revolution in the Music Industry● While larger artists still use PR agencies,
social media allows smaller, up-and-coming artists to manage and promote their brand in a way that is cost-effective and uniquely personal.
Revolution in the Music IndustryPersonal Connections● To a fan, a favorite musician is often held up on a
pedestal – an idol that is both deeply relatable and untouchable at the same time. It was rare to ever achieve a personal connection with a big-name artist – as if they had this massive, mysterious wall around them.
● Social media tore down that wall.
Revolution in the Music Industry● Artists can respond to fans now almost immediately.
● Types of responses range from written comments, to “likes”, to retweets, etc.
● Some platforms encourage timely responses, such as Facebook, which tracks how long it takes a page-owner to respond and then showcases their response time to the public.
● “Liking” a post is a relatively limited form of communication, but it has the potential to turn an every-now-and-then listener into a brand loyalist.
Revolution in the Music IndustryExclusive Offers
● A musician can offer new music exclusively through a specific social media platform. On Soundcloud, for example, artists release tracks for free, but you can only download it if you are following his or her soundcloud page. Exclusive offers reward fans and help build brand loyalty.
Revolution in the Fashion Biz● These days the number of followers on
Instagram, Pinterest, Facebook and Twitter, rather than your experience necessarily, that can secure you a top job.
Revolution in the Fashion Biz● The influence of social media has also rapidly changed
how models are chosen.
● Kendall Jenner, who shot to fame thanks to the Keeping Up with the Kardashians reality TV show, has been dubbed the "ultimate Instagirl" for her huge social media fan base: 48 million followers on Instagram and 15.3 million on Twitter.
Revolution in the Fashion Biz● It was probably this status as the most-followed model
on Instagram, as much as her looks or talent, that scored her the top job as the face of cosmetics giant Estee Lauder, according to news sources.
Best PracticesSocial media posts can be used to drive targeted traffic.
● Well-placed social media posts can drive traffic to a page on your site. We’ve seen a single link on Reddit drive over 20,000 visitors in one weekend and links submitted to StumbleUpon can take a page that was consistently earning a handful of visitors a day and increase that number to hundreds.
Best PracticesIf you’re doing it right, social media will lead to real relationship building.
● Part of what makes things like Twitter and Instagram marketing so cool is the interaction you get to have with your customer base — you can read their tweets and status updates to get insights into their daily lives (and maybe adjust your marketing strategy as a result).
● What products are they buying and why? What are they doing on the weekend? What kind of posts do they love to share, and from what websites?
Best Practices● You can also use social media as a tool for
connecting with complementary, non-competing businesses, thought leaders and tastemakers in your space, as well as journalists who cover your industry. Sometimes, this starts with a simple retweet.
Best PracticesUsers are receptive to your messages.
● People view Twitter and Facebook as social networks, not marketing machines. As a result, they’re less likely to see what you post as an advertisement and will be more likely to hear what you have to say. This can translates to serious web traffic when done right.
Best PracticesSocial media ads allow targeting and retargeting. ● Social media is important because of the highly customizable
nature of social media ads. Facebook ads, for example, allow you to target users by things like location, education level, industry and even purchase history and the pages they’ve liked.
● You also have to the option to install a Facebook pixel on your site and use it to retarget the users who visit you — these people are far more likely to convert into solid leads and sales.
Best PracticesSocial media can help you get noticed at events, and even generate earned media coverage.
● Whether your business is sponsoring a charity fundraiser or attending a major trade show, there’s no better way to leverage your presence than with the help of social media.
Best PracticesYou can respond to problems immediately.
● With the feedback you get in the process of social media marketing, you’ll be the first to know when there are issues with your product or service – and you can take steps to resolve them right away.
● Study after study has shown that consumers appreciate companies that respond to customer complaints (and don’t hesitate to rant online to anyone who will listen when companies don’t take the time to make things right).
Best PracticesA strong social media presence builds brand loyalty.
● A report published by Texas Tech University found that brands with active social media profiles have more loyal customers. It’s easy to imagine why: when you’re engaging and interacting on social media (not just tossing your posts out onto the web hoping someone will stumble upon them) you become less like a corporation and more like what you truly are — a unified group of people who share a vision.
Best PracticesSocial media marketing will get you more sales.
● Did you know that 70% of business-to-consumer marketers have acquired customers through Facebook? Or that 84% of CEOs and VPs say they use social media to help make purchasing decisions?
Best PracticesThe ROI on social media ads is unbeatable.
● The average cost per click on Google Adwords is between $1 and $2 and depending on the keyword targeted, you can end up paying $50 or more for a single click. Through targeted boosted post, we’ve been able to send traffic via Facebook and Pinterest for as little as $0.12 per click. Why pay ten or twenty times as much for each visit when social media ads make earning that traffic quick and easy?
Stats● Facebook: 1.59 billion active users
● Facebook Messenger: 900 million users
● LinkedIn: 467 million members
●Instagram: 400 million users
● Twitter: 320 million users
● Snapchat: 200 million users
● Pinterest: 100 million users
● Blogs: 2 million blog articles posted per day, 346
million people readers each day
www.marketingtechblog.com
www.marketingtechblog.com
www.marketingtechblog.com
www.marketingtechblog.com
It’s Growing ● As of October 2015, 65% of all adults use social
networking sites.
● For adults ages 18-29, 90% of them use social networking
sites.
● For adults ages 30-49, 77% of them do.
● For adults ages 50-64, 51% of them do
● For adults ages 65+, 35% of them use social networking
sites compared with 2% in 2005.
(Pew Research Center)
It’s Real-Time● Reveal the human side of a company, give it personality
● Provide useful information that people won’t get
elsewhere (or at least not as quickly)
● Respond to comments, complaints, requests real-time
● Have a platform for announcing news, promotions,
events
● Generate new business leads
Social Media Strategies● Define the company’s unique positioning
● Define objectives for social media
● Understand the competition
● Define target audiences
● Identify the sources of your content
● Define success
Unique Positioning● What makes your product/service distinctive?
● Why do customers love you?
● How do you fit in the market place?
● Why do customers keep coming back?
● Love your product or service?
● You’re the only one who offers it?
Objectives● Social media needs nurturing and constant attention
● Social media is content creation – are you ready to create
a steady stream of content?
● What about negative comments?
● What is your goal? Entertain? Inform? Increase sales,
brand awareness, engagement, drive traffic to your
website, create a community on your page?
● Are you ready to make the investment to make it work?
Competitors● Where are your competitors on social media?
● Study them and ask – how can you stand out?
Target Market● Define personas of your best customers
● Age, gender, location, income, etc.
● How do they use social media?
● What social media platforms are they likely on?
Content● You’ll need many sources of rich content to be successful
● Content that provides real value and establishes the
organization or individuals as thought leaders
● Blog articles, videos, podcasts, etc.
What is success?● Set expectations and metrics ahead of time
● Goals must be:
● Realistic
● Achievable
● Focused
● Measurable
● Types of metrics – Engagements, traffic to the website, etc.
Social Media Tactics● Create your plan – align with off-line marketing calendar
● Identify the most important keywords for the business.
These should be use consistently in all posts, tweets,
updates.
● Set-up your profiles and pages and start posting
● Ensure you have a consistent design/branding across all
platforms
● Set-up Google Analytics to monitor web traffic
● Measure and adjust – traffic, comments, leads, etc.
Why Use Facebook● Increase visibility – boost posts, Facebook Ads
● Connect with customers
● Increase engagement – likes, comments, shares
● Promote your brand
● Create a community
● Promote and manage events
● Give back to loyal customers through special offers and
discounts
Add Call To Action
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Build up your likesLikes Campaign
Invite Friends
Create Compelling Content● Create posts that highlight the best of your business. Use
photos and information that will bring your business to
life and give people a reason to visit.
● Be inviting and be yourself. Authenticity (for example,
asking questions, expressing why you’re passionate about
your business and your customers) can help people
connect.
● Post regularly, and at the right times. If you’d like to catch
people on their morning commute or just before their
lunch hour, you can. If you’re busy at those times, you
can schedule the posts.
Post Topics● Post engaging relevant content, in short post with great
images.
● Business Updates, Events, Hiring, etc.
● Your thought leadership, original content, blog posts
● Curated content from complimentary businesses/services
● Fun things – reflect popular culture, e.g., Super Bowl,
Marathon, Labor Day, etc.
● Show your personality – appropriate cartoons, you on the
golf course, etc.
● Employee, supporter, customer, donor of the week
● Ask questions, take polls, conduct contests
Posting● Set-up Google Alerts for your keywords
● Best practice is to post on Facebook one time per day,
Minimum 2 times per week
● Use tools like HootSuite, TweetDeck to schedule and
manage posts
Facebook Advertising
Facebook Ads● Ads on Facebook are shown to specific groups of highly
engaged people on desktop and mobile.
● The more you boost your Page posts and create targeted
ads for specific groups of people, the more people will
see them when they visit Facebook.
● When you set up an ad on Facebook, you’ll be asked to
choose your goal, targeting options, etc.
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Establish your goals● Increase in-store sales - Increase foot traffic and make it
easier for people to find and share information about
your business.
● Increase online sales - Find new customers and deepen
relationships with people who’ll click through and buy.
● Launch a new product - Generate excitement and
maintain momentum around a new product or service.
● Build Awareness - Express what makes your business
unique and stay top-of-mind for future product decisions.
● Promote your mobile App - Get your app into the hands
of the right people and keep them engaged.
Start Advertising
Business.facebook.com
‹#›85
Campaign Performance
Boosting Posts● You can boost any post you share from your News Feed,
Timeline or Page, including status updates, photos, videos
and offers. Any post you boost will appear higher in News
Feed to help more people see it.
● Boosted posts appear in News Feed and show up higher,
so there's a better chance the audience for the posts will
see them. Boosted posts are labeled Sponsored. Boosted
posts don’t appear in the right column of Facebook.
Boosting Posts● Go to any post you've recently created.
● Click Boost Post at the bottom of your post.
● Choose your audience and budget based on how many
people you want to reach. You can also click More
Options to select the duration of your boost or change
your payment method.
● Click Boost Post.
Boosting Posts - Cost● The cost to boost a post depends on how many people
you want to reach. To see different budget options, go
your post and click Boost Post. In the dropdown menu
next to Maximum Budget, you'll see the estimated reach
for each budget. To create a custom budget, select
Choose Your Own.
● The budget you choose is a lifetime budget that will be
spent throughout the duration of your boosted post.
You'll be charged for the impressions on your post, which
may sometimes be less than your budget.
Boosting Posts - Budget
Boosting Posts - Targeting
Boosting – Stop or Pause
Boosted Posts - Performance● Shortly after boosting a Page post, you’ll be able to see its
performance in ads manager and in the Posts tab of your
Page Insights.
Boosted Posts - Performance● You can also go to the post on your Page's Timeline to see
how it's performing. In the bottom left of your post, you'll
see the total number of unique people who saw your
post. Hover over or click this number to see the following
breakdown:
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Demographics - Facebook● 86% of Facebook users are age 25 and older
● 81% have some college education or bachelors/graduate
degree
● 58% earn $50,000 or more
Next Week● Case studies, communities and influencers
