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SOCIAL MEDIA MARKETING HACKS
Using Social Media to Build Your Business
#SMMhacks @elementthree @elementthree
TIFFANY SAUDER
AARON HARRISON
President@tiffanysauder
Marketing Specialist@howAaronsees_it
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AGENDA
● Social Media Marketing: Myths and Stats
● Workshop: Getting Started
● Dos and Don’ts
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MYTH #1:
I DON’T USE SOCIAL MEDIA, SO MY CUSTOMERS DON’T EITHER.
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of online U.S. adults are active on social media.1
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Over 90% of B2B and B2C organizations use social media marketing, surpassing every other content marketing channel 2
of construction companies employ social media as part of their marketing strategy 3
In 2011, 76% of farmers between the ages of 18 and 35 used social media to share knowledge, connect with consumers and promote their business 4
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STOP THINKING YOU’RE THE EXCEPTION. YOU’RE NOT.
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MYTH #2:
SOCIAL MEDIA IS FOR MILLENNIALS.
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PERCENTAGE OF INTERNET USERS/AGE GROUP ON EACH SOCIAL MEDIA PLATFORM 5
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MYTH #3:
I HAVE TO ACTIVELY USE EVERY SOCIAL CHANNEL IF I’M ON SOCIAL MEDIA.
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OLD SPICE CAMPAIGN
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You have to choose where to begin, but once you do, your followers
will help guide you to where you
need to go.
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• The largest social media channel in the world, with 1.6 Billion Active Users/mo - 87% on mobile 7
• 1.5 Billion Searches per Day (Google has 3.5 Billion) 8
• How businesses use Facebook
• Local search
• Mobile advertising
• Slight preference for B2C and Ecommerce
businesses over B2B
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• Rated consistently as the most effective social media site for B2B content marketing 9
• 380 million users worldwide 10
• How businesses use LinkedIN
• Talent acquisition
• Business development and prospecting
• Driving conversions
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• Micro-blogging social networking platform that allows rapid direct engagement
• 300 million users worldwide (50 million in the US) 11
• How businesses use Twitter
• Building executive personal brands
• Fast, easy, transparent customer interaction
• Repeatable content promotion
• Social influencer sales support
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• Social networking driven by visual discovery• 70 million active users, 80% female 12
• How businesses use Pinterest
• Physical product promotion
• Building brand followers and evangelists
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• Social sharing built around high quality pictures and short videos
• Very consumer and creative driven
• 300 million active users 13
• How businesses use Instagram
• Spreading company culture
• Showcasing products in action
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GOOGLE+
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• Google’s own social networking site• 300 million active users 14
• How businesses use Google+
• Driving search engine optimization
• Driving high quality engagement for the
right organizations
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MYTH #4:
IF I POST PEOPLE WILL SEE MY MESSAGE.
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NOPE, SORRY.MEET PAID SOCIAL MEDIA.
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PAY TO PLAY
Organic Social Reach - the total number of unique people who see your
social posts through unpaid distribution
Organic social reach is dying fast:
● Facebook: ~6% (just 2% for pages with >500,000 likes) 15
● Twitter: <10% 16
● LinkedIn: roughly 30% but dropping 17
Instead, social networks are compelling companies to use paid advertising to
reach customers (you might also hear the word native social advertising to
describe this same thing)
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PAY TO PLAY
Why are social media sites doing this?1. To make money
2. To make certain that people are only being disrupted by ads if they
make the channels money
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PAY TO PLAY
Effectively managing paid social media doesn’t
take a huge media spend. It does take
dedication, a willingness to learn, an
understanding of which business objectives you’
re trying to achieve, and the ability to make
changes consistently.
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Avg. CPC = ~$1.00 DISPLAY
DISPLAY
Avg. CPC = $0.39
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MYTH #5:
SOCIAL MEDIA IS JUST TO HELP ME GET NEW CUSTOMERS.
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CUSTOMER AND EMPLOYEE EVANGELISM
Paid social is important, but that doesn’t mean organic social is dead. It’s purpose has just changed.
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YOUR BIGGEST OPPORTUNITIES COME FROM THE PEOPLE WHO ARE ALREADY BOUGHT IN.
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BUILDING BRAND EQUITY
Your prospects, customers, and employees aren’t your only stakeholders:
• Competitors
• Investors
• Industry Leaders
• New Talent
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WORKSHOP TIME
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HOW TO START
1. Identify realistic business objectives
2. Find your audience
3. Set your plan for executing
4. Adopt the right tools to help
5. Plan your content and make it interesting
6. Setup your editorial calendar
7. Repurpose & repost content
8. Promote your best content through paid channels
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Social Media Management Tools We’ve Used
Hootsuite Tweetdeck HubSpot
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SOCIAL MEDIA DO’S AND DON’TS
1. Map your buyers to your channels
2. Pay to play (effectively)
3. Give the people what they want (seriously)
4. Use visual content
5. Hire the right people to manage your accounts
6. Keep your ear to the ground
7. Make it interesting! We all like to follow people who have an
attitude or unique point of view.
1. Create needs where there are none
2. Get distracted by the number of tools
3. Stop improving
4. Stop posting
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DON’T
DO
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APPENDIX
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1. Pew Internet Social Media Usage: 2005-2015
2. Content Marketing Institute - B2B Content Marketing 2016: Benchmarks, Budgets and Trends and B2C Content
Marketing 2016: Benchmarks, Budgets and Trends
3. Construction Marketing Association - Social Media in Construction 2013
4. Harvest Public Media - Agriculture finds its voice on social media
5. Pew Internet - The Demographics of Social Media Users
6. Leverage New Media - Social Media Comparison Infographic
7. Facebook - Company Info
8. Medium - 10 Things You Need to Know about the New Facebook Search
9. Content Marketing Institute - B2B Content Marketing 2016: Benchmarks, Budgets and Trends
10. Statista - Leading Social Networks Worldwide as of January 2016
11. Statista - Leading Social Networks Worldwide as of January 2016
12. Leverage New Media - Social Media Comparison Infographic
13. Statista - Leading Social Networks Worldwide as of January 2016
14. Statista - Leading Social Networks Worldwide as of January 2016
15. Elegant Themes - Which Social Media Platforms Offer the Greatest Organic Reach?
16. Elegant Themes - Which Social Media Platforms Offer the Greatest Organic Reach?
17. Elegant Themes - Which Social Media Platforms Offer the Greatest Organic Reach?