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Presentation re: social media basics given at the Latin American Chamber of Commerce of Charlotte
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Social Media Basics Brian Cockman, MPA President Rooster Communications [email protected] FACEBOOK: facebook.com/RoosterComm TWITTER: @bcockman @RoosterComms
Today’s Roadmap
I. Social media defined
II. Social media statistics
III. Social media: good for business
IV. What platform to use
V. Social media ROI & measurement
VI. Case study
VII. Questions
VIII. Set up your own LinkedIn profile
Social Media Defined
1. Imagine your local newspaper, radio or TV station. This is what we call the media. These type of media are a one-way street
2. Social media is a two-way street or conversation. There’s a dialogue
3. Social media is about mutually beneficial relationships
Social Media Defined
If a picture is worth 1,000 words, then a video is worth 10,000.
Take look at this video on how social media defines us:
SOCIAL MEDIA REVOLUTION
Social Media Defined
¤ “90% of consumers trust peer recommendations; only 14% trust advertisements” ¤ Where do people go for peer recommendations: Social
Media
¤ Either you’re part of the conversation (good or bad) or you’re not
¤ Social media isn’t a passing fad. It’s here to stay
¤ Don’t be greedy, grandstanding or grabby. Do be genuine, generous and grateful
Social Media: The New Reality
¤ Univision released a video promo last year regarding “The New American Reality” that went viral in a matter of hours
¤ The release coincided with the U.S. Census Bureau’s report that the U.S. Hispanic population had topped 50 Million
¤ Univision chose YouTube as its main vehicle to disseminate the message
¤ Two-fold message: Latinos are a VERY important piece of the U.S. social and economic landscapes; social media is a powerful communications tool
SOCIAL MEDIA STATS
General Stats
¤ 62% of adults worldwide now use social media
¤ Social networking is the most popular online activity with 22% of the time spent on channels like Facebook and Twitter
Source: May 2012 Social Skinny
Latino Stats
¤ There are 32 million Hispanics online
¤ Hispanics make up 14.5% of the total U.S. online market
¤ There are 13.5 million U.S. Hispanics on Facebook
¤ There are 8.1 million U.S. Hispanics on Twitter
¤ There are more than 3 million U.S. Hispanics on LinkedIn
Source: TechCrunch
FB Latino Stats ~ Language
Twitter Latino Stats ~ Language
Business Stats
¤ 93% of marketers use social media channels for business rating social tools as “important”
¤ 43% of marketers have noticed an improvement in sales due to social campaigns
¤ 80% of US social network users prefer to connect with brands through Facebook
¤ The most popular social networking tool for marketing is Facebook – being used by 92%, followed by Twitter (84%), LinkedIn (71%) and blogs (68%)
Source: May 2012 Social Skinny
Small Biz Stats
¤ 53% of small businesses are using social media
¤ 88% believe exposure is the biggest benefit
¤ 19% use Facebook, 15% LinkedIn and 4% Twitter
¤ 12% think it’s a must; 24% do it when they have the time; 14% say they don’t know enough about it Source: May 2012 Social Skinny
GOOD FOR BUSINESS
Social Media: Good for Business
¤ Social proof
¤ Humanizes your brand
¤ Builds your sphere of influence
¤ Your competition is using it
¤ Your target audiences are using it
¤ Google counts social sharing when ranking
Social Media: Good for Business
¤ Provides great brand exposure
¤ It’s the next generation of word of mouth marketing
¤ Social networking sites have a high page rank
¤ Provides transparency
¤ Opens up conversation
¤ Aids customer service
What Platform Should I Use?
¤ In social media, one size does NOT fit all. Before jumping in headfirst, you should research social media sites, audiences, and potential ROI
¤ After research, develop a social media strategy that is part and parcel to your marketing plan
¤ To get your feet wet, try out what you’re comfortable with
¤ I usually start with Facebook, Twitter, LinkedIn or Blogs when working with clients
Facebook Stats
¤ With over 500 million users, Facebook is now used by 1 in every 13 people on earth, with over 250 million of them (over 50%) logging in every day
¤ 48% of 18-34 year olds check Facebook when they wake up, with 28% doing so before even getting out of bed
¤ Over 200 million people access Facebook via their mobile phone
Source: Digital Buzz Blog
Facebook Stats
¤ 48% of young people said they now get their news through Facebook
¤ In just 20 minutes on Facebook over 1 million links are shared, 2 million friend requests are accepted and almost 3 million messages are sent
¤ The 35+ demographic now represents more than 30% of Facebook’s entire user base
Source: Digital Buzz Blog
Why Facebook?
¤ Attract more traffic to your site through business page links
¤ Potential revenue generator
¤ Easier search engine optimization
¤ Increased customer loyalty
¤ Get to know your customers
¤ What NOT to do with your Facebook marketing strategy: ¤ A business is NOT a person. Set up a business profile.
¤ A lengthy URL
¤ A horrible photo or image- Entrepreneur Magazine
¤ A fear of comments
¤ Desperate strategies for generating fans
¤ Too much content about YOU
¤ Robotic posts
¤ What NOT to do with your Facebook marketing strategy: ¤ Too many posts
¤ Content that isn’t valuable
¤ The same type of post over and over
¤ Bad spelling or grammar
¤ Contests that break the rules
¤ Too many admins
¤ SPAM
¤ A lack of monitoring
¤ Nothing
If you insist on doing these things, here’s what will happen.
Te borro del Facebook!
What is Twitter?
¤ Twitter is a micro-blogging service that enables users to send and read text-based messages of up to 140 characters known as Tweets
Twitter Stats
¤ There are 75 million Twitter users worldwide
¤ Collectively, they produce 140,000,000 Tweets per day
¤ 87% of people in the U.S. have heard of Twitter, only 7% use it
¤ The average user has 27 followers
¤ U.S. Twitter users are more educated than the general population
Source: KISSMetrics Blog
Twitter Stats
¤ U.S. Twitter users have higher incomes than general population
¤ U.S. Twitter users tend to be early adopters or “trend setters”
Source: Edson Research 2010
Twitter Stats
¤ 67% of U.S. Twitter users are more likely to buy brands they follow
¤ Companies that use Twitter average 2X more leads per month than those that do not
Source: Edson Research 2010
Twitter Stats
Why Twitter?
¤ Gives you access to people you normally would not have access to
¤ Great way to position yourself as a thought leader in your industry
¤ Allows you to see what people are saying about your brand; customer complaints
¤ Client publicity and support
¤ New clients and client referrals
A Twitter handle uses the “@” symbol followed by your name or business name; it’s like your call
sign and is way for people to contact you or tag you on Twitter.
What is LinkedIn?
¤ LinkedIn is the world’s largest professional network with over 175 million members in over 200 countries
¤ It connects you to business contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals
LinkedIn Defined
LinkedIn Stats
¤ 50% of Fortune 100 companies hire through LinkedIn
¤ 1 professional joins LinkedIn every second
¤ LinkedIn members did nearly 4.2 billion professionally-oriented searches on the platform in 2011 and are on pace to surpass 5.3 billion in 2012
LinkedIn Stats
¤ LinkedIn counts executives from all 2011 Fortune 500 companies as members
¤ More than 2 million companies have LinkedIn Company Pages
¤ LinkedIn represents a valuable demographic for marketers with an affluent & influential membership
Why LinkedIn?
¤ Grow your network and do market research
¤ Do market research
¤ Find new hires
¤ Check in on your competitors
¤ Spot industry trends
¤ Build your on online reviews
¤ Control your online image with a 100% complete LinkedIn profile
LinkedIn (A personal story)
¤ In 2008 when the economy tanked, the agency where I was working was making major layoffs
¤ I wanted to move to Miami and work for a large PR agency so I searched LinkedIn – Burson-Marsteller Miami
¤ None of my LinkedIn connections worked for large agencies in Miami, but I did find a New York City BM employee who had graduated from my alma mater UNC Chapel Hill
BLOGS
Blogs
¤ Add personality to your website
¤ Boost industry perception
¤ Educate through your market knowledge
¤ Create an emotional investment in your company
¤ Build brand awareness
¤ Can be integrated with other social media platforms
Free Blog Platforms
Blogs Develop a blog editorial calendar and map out entire year; update
blog at least two to three times a week initially
Blogs
Use pictures and videos to make your blog more appealing.
ROI & MEASUREMENT
Social Media ROI
¤ Social media isn’t an afterthought. It should be tied back to your business and marketing plans
¤ Social business is a journey and not a project
Social Media Measurement
¤ QUALITATIVE ¤ Online conversations (are we a part of the foot print)
¤ Comparisons against competition
¤ Moving from a monologue to a dialogue
¤ Relationship building
¤ Quality vs. Quantity
Social Media Measurement
¤ QUANTITATIVE ¤ Page metrics / Google analytics
¤ Website / blog traffic
¤ Sales activity
¤ SEO ranking
¤ Newsletter subscribers / open rates
Social Media Measurement
¤ Create a before and after baseline of where you want to be (a roadmap)
¤ Chart growth in sales over six months; over a year
¤ Tie growth to social media posts / online promos
¤ Set achievement milestones (number of LIKES or RTs in a month or each quarter)
CASE STUDY
Challenge
¤ Increase LIKES and people talking about Rooster Communications on Facebook
¤ Drive brand awareness of the company as a North Carolina PR firm with a global focus
¤ Create something fun that people would remember to commemorate my two-year business anniversary
Solution
¤ Create a sweepstakes to reward people for LIKING Rooster Communications
¤ Call the sweepstakes Fly the Coop to tie back to company name and use of rooster in logo
¤ Have people submit a photo holding my logo in front of a landmark where they live
¤ Give a $200 airline gift card to person with most number of photo LIKES, which also ties back to the “Fly the Coop” name
Results
¤ Increased LIKES from 486 to nearly 600 in one month
¤ At the height of the campaign, nearly 5,000 people were talking about Rooster Communications (this helps with SEO)
¤ One new client brought on board because he said sweepstakes was creative and he wanted to do something similar with his business
How did I do it?
¤ Solicited the help of friends three months in advance of campaign to have a bank of at least one picture to post for duration of 30 day sweepstakes
¤ Created a Fly the Coop sweepstakes album on Facebook to house the pictures
¤ Created a main image graphic explaining the rules of the sweepstakes and posted as my business page main image
How did I do it?
¤ Announced sweepstakes on my personal blog to get around Facebook rules so I didn’t have to pay a third party vendor
¤ Posted one image per day to Facebook and Twitter; tagged people accordingly so it showed up on their page and in their news feed
¤ Made weekly announcement of who was in the lead
How did I do it?
¤ Fly the Coop entries represented more than 9 countries and 30 different cities across the world including Tahiti, England, Croatia, Ecuador, Korea and Colombia
CONCLUSION
Budget Your Social Media Time
¤ Anything you do without purpose can be a waste of time. Social media is no different
¤ Social media can be a time suck if you don’t have plan
¤ Commit to “X” amount of time each day to develop and cultivate your social media presence
Questions
Brian Cockman [email protected]
FACEBOOK:
facebook.com/RoosterComm
TWITTER: @bcockman
@RoosterComms
LINKEDIN www.linkedin.com/in/briancockman
COPY OF PRESENTATION
http://bit.ly/LACC-SM
