Social Media Marketing: Is it right for you?

Helping Businesses

Grow & Succeed

Social Media Marketing

Strategies and Tactics to get you moving forward

June 17, 2015

Who is Colleen Wright?

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• Digital Marketing Instructor: - Search Engine Academy Northwest

• Online Marketer Since 1997

• Graduate of Portland State University

–Marketing

–Advertising Management

• Digital Marketing Consultant that has increased revenue for many businesses over the years

• Business Advisor for the Small Business Development Center at PCC

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Agenda

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•What is Social Media Marketing?

•Creating a Social Media Marketing Plan.

•Getting the most out of your efforts.

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What is Social Media Marketing?

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5https://en.wikipedia.org/wiki/Social_media_marketing

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Social media marketing refers to the

process of gaining website traffic or

attention through social media sites.

[1][2]

http://en.wikipedia.org/wiki/Web_traffic

http://en.wikipedia.org/wiki/Social_media_marketing

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Social media marketing

programs usually center on

efforts to create content that

attracts attention and

encourages readers to share it

with their social networks.

6https://en.wikipedia.org/wiki/Social_media_marketing

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Why Do Social Media Marketing?

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1. Elevate your business as an industry

expert

2. Generate

traffic

3. Create

conversations

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Stats on Social Media Marketing

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Every MINUTE of every day at least:

• 350,000 tweets are sent

• 2.5 million pieces of content are shared on Facebook

• Instagram users post nearly 220,000 new photos

• 2 million search queries are made on Google

• 72 hours of video are uploaded to YouTube

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• 50,000 apps are downloaded from the Apps Store

• Amazon generates $80,000 in online sales

https://about.twitter.com/company; http://aci.info/2014/07/12/the-data-explosion-in-2014-minute-by-minute-infographic/

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Social media enables you to:• Share your expertise and knowledge

Why Engage in Social Media?

9http://marketing.about.com/od/internetmarketingstrategy/a/b2bsocialmedia.htm

• Tap into the wisdom of your consumers

• Enables customers to help customers

• Engages prospects through customer evangelism

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http://marketing.about.com/od/internetmarketingstrategy/a/b2bsocialmedia.htm

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Generate sales

(although sales will probably increase)

Generate a list of prospects

Generate phone calls or contact inquiries

To create a “viral” campaign

(It probably won’t work)

Why You Should NOT Do Social Media

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Types of Social Media Sites

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Social “bookmarking” sites such as:

These sites have their own communities and governments” and basically run themselves.

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Identity-based sites are based on who you are and the type of business you’re in and are based on connecting with networks of friends, associates and contacts you know.

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• Your own personal Blog is an identity-based social media site if you open up comments.

• Message boards, forums, and newsgroups (such as Yahoo! Groups and Google Groups – think about how long newsgroups have been around)

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Micro-Blogging sites, such as:

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Pinning Sites, such as:

Video Sites, such as:

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Creating a Social Media Marketing Plan

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Creating a Social Media Plan

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If you enter into social media marketing without a plan,

You Will Fail.

Period.

http://outspokenmedia.com/social-media/social-media-planning/ 17

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Understand your audience:

1. Who is your target market?

2. What does your target market need? (Describe their needs NOT what you offer)

3. What are your customer’s pain points? (List all of your customer’s pain points)

4. What emotions are evoked by their big pain?

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Understand your audience:

4. What do you do? (How do you solve your

customer’s problems?)

5. Who are your competitors?

6. What differentiates your company from the

competition?

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Once you have researched your audience and the competition, the next step is to:

Create your online brand!

then

Secure your online brand!


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Secure your online brand

http://knowem.com/


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http://knowem.com/

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Determine how you will measure your success

Blog comments ?

Conversations ?

Links ?

Twitter talk ?

Better brand recognition ?


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Understand your customers;hang out where they hang out.

Are they on:

OR?

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Social Media Demographics

FacebookAmong all online adults:

• 71% of all Internet Users

–66% men

–77% women

–65+ age range has increased:• 35% in 2012• 45% in 2013 • 56% in 2014

• Use Facebook Insights to get the demographics on your friends and followershttp://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/

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TwitterAmong all online adults:


–24% men

–21% women

• Popular with those under 50 and the college educated

http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/

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InstagramAmong all online adults:


–22% men

–29% women

• Popular with young adults, women, Hispanics and African-Americans

• Also popular with people in urban and suburban environments


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PinterestAmong all online adults


–13% men

–42% women

• Popular with whites living in the lowest and highest income households

• Also popular with people in rural and suburban environments


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© 2013

LinkedInAmong all online adults:


–28% men

–27% women

• The only platform where 30 to 64 year olds are more likely to be users than the 18-29 group

• Particularly popular among college grads and higher income households


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Google+• More tech-driven than Facebook and Twitter users

• 13% of small businesses use Google+

• 20 million unique mobile users monthly

• Top Geographically:–55% United States

–18% India

–6% Brazil

–5% United Kingdom

–4% Canada

http://expandedramblings.com/index.php/google-plus-statistics/http://sproutsocial.com/insights/new-social-media-demographics/#google+

•Gender:–73.7% male

–26.3% female

http://expandedramblings.com/index.php/google-plus-statistics/

http://expandedramblings.com/index.php/google-plus-statistics/

http://sproutsocial.com/insights/new-social-media-demographics/#google

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Follow your customers

You want to know what your customers want and place yourself ahead of the competition

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1. Must be 100% free: No strings attached

2. Sales is NOT the goal:Consumers of content are not in “buy” mode

3. Make it easy to spread the word:You want others to disseminate your information free and freely

Rules RegardingSocial Media Marketing

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Some common ways of sharing:

Authoritative information

Entertainment

Humor

Controversy

(Wikipedia)http://en.wikipedia.org/wiki/Social_media_marketing

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http://en.wikipedia.org/wiki/Social_media_marketing

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Authoritative Information

http://www.youtube.com/watch?v=v5K5H7SM4cw 34

http://www.youtube.com/watch?v=v5K5H7SM4cw

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Entertainment

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Humor

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Controversy

37https://www.youtube.com/watch?v=NPFyDSD-w1I

https://www.youtube.com/watch?v=NPFyDSD-w1I

https://www.youtube.com/watch?v=NPFyDSD-w1I

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4. Deliver what you promise:Don’t try to fake people out – you’ll be buried very quickly

5. Don’t expect an ROI:It’s nearly impossible to tie social media back to sales or other dollar measurements

Rules RegardingSocial Media Marketing

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Types of Content

Interesting articles

Detailed FAQs

How to “tutorials”

Solve a problem

Historical data

Interview an Expert

Case studies

Check lists

Advice column

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Be committed: Research and solicit a

relevant audience.

Design a plan: Schedule start dates, goals

and benchmark the plan’s progress.

Tips for Social Media Marketing

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Example Social Media Calendar

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Plan a “friending” strategy:

• Publish a badge—or an icon—that allows customers to share your website on their LinkedIn, Facebook and Twitter pages.

• Place links to your social media pages in your email signature.


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Have a “crisis” communication plan: Be prepared for negative comments and know in advance how you will respond.

Monitor with:

Google Alerts and socialmention.com


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http://www.google.com/alertshttp://socialmention.com/

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http://www.google.com/alerts

http://socialmention.com/

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Be proactive: Monitor daily and

produce daily

updates that give

followers a unique

insight of your

business.


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Be proactive:

Encourage

interactivity and

discussion.


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Post that created a lot of interaction

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Comments

Encourage

interactivity and

discussion.


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Comment and interactions

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Personalize:

Social media pages

should not be

overtly

commercial.


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Personalize:

Consider consumers’

interests and provide

entertainment value to

keep them coming back.

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Integrate all marketing efforts:Publish all messages to every marketing vehicle:

1. Social Media

2. Newsletters

3. Web Sites

4. Public Relations

5. Advertising

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and be certain they are consistent.

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Integrate all marketing efforts:

Create external links to post on social

media pages that direct the fan to your

published press, advertisements,

commercials, etc.

Source: Howard Schaffer Media Marketing


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Social

Media

Optimization

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Social Media Optimization (SMO)

Social Media Optimization is defined by

Wikipedia as the way to optimize Web

sites/pages so they’re more easily connected

to social media sites.

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“Rules to guide your thinking” in optimizing your site/page so it’s more easily connected to social media (SM) sites:

Increase your linkability (write and share content to which people will want to link or share)

Make tagging easy (include tags as well as links to the SM sites)see: http://en.wikipedia.org/wiki/Tag_(metadata)

example:http://mashable.com/2010/05/10/organize-twitter-profile/

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http://en.wikipedia.org/wiki/Tag_(metadata)

http://en.wikipedia.org/wiki/Tag_(metadata)

http://mashable.com/2010/05/10/organize-twitter-profile/

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Reward inbound links (link back to people who link to you)

Help your content travel (include a bio, mention your content to others)

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Widgets and Badges

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Widgets and Badges

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Links to Widgets and Badges

FaceBookhttp://www.facebook.com/badges/

Twitterhttp://twitter.com/goodies/widgets

LinkedInhttp://www.linkedin.com/profile?promoteProfile=&trk=mypro_badges

Pinterest http://pinterest.com/about/goodies/

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http://www.facebook.com/badges/

http://twitter.com/goodies/widgets

http://www.linkedin.com/profile?promoteProfile=&trk=mypro_badges

http://pinterest.com/about/goodies/

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Social Media Takeaways

1. Integrate your efforts to reduce time spent on Social Media

2. Have a plan and follow it

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4. Incorporate Widgets for LinkedIn, FaceBook and Twitter to your Website, blog and even your email signature.

5. Limit your self promotion

6. Give generously to your community

7. and Have Fun!

Social Media Takeaways

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Colleen Wright

[email protected] www.responseim.com

Trainingwww.seotrainingnw.com

Contact Information

mailto:[email protected]

http://www.responseim.com/

http://www.seotrainingnw.com/

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Thank you!

Get a copy of the presentation at:http://www.slideshare.net/sheenalena/presentations