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Judy Parisella e: [email protected]
http://www.linkedin.com/in/judyparisella
Social Media
Marketing
Trends, Best Practices,
Campaign Success
2 1/24/2015
‘Stuff’ We’ll Cover
3 1/24/2015
What is
Social
Media
Marketing
Anyway?
4 1/24/2015
‘Stuff’ We’ll Cover
WHY
Social
Media?
5 1/24/2015
‘Stuff’ We’ll Cover
How to
Choose the
Best Social
Media
Platform for
Your Business.
6 1/24/2015
‘Stuff’ We’ll Cover
‘Learn to
‘Social
Sync’
7 1/24/2015
‘Stuff’ We’ll Cover
Building a
Campaign
8 1/24/2015
‘Stuff’ We’ll Cover
Measuring
Success
9 1/24/2015
‘Stuff’ We’ll Cover
2015
Digital
Trends
You Need
to Know
10 1/24/2015
Digital Marketing makes use of electronic devices
such as personal computers, smartphones, cellphones,
tablets and game consoles to engage with
stakeholders.
Digital marketing applies technologies or platforms
such as websites, e-mail, apps (classic and mobile)
and social networks.
Digital Marketing can be through Non-internet
channels like TV, Radio, SMS, etc. or through Internet
channels like Social Media, E-mails ads, Banner ads,
etc. Social Media Marketing is a component of
digital marketing.
Source: Wikipedia
Digital Marketing
11 1/24/2015
Here’s What Social Media Marketing is NOT!
Source: www.onemcr.co.uk
What is Social Media Marketing Anyway? Here’s What its NOT!
13 1/24/2015
Social Media Marketing
14 1/24/2015
Social Media Marketing
Social media marketing is the process of gaining
website traffic or attention through social media sites.
Social media marketing programs usually center
on efforts to create content that attracts attention and
encourages readers to share it across their social
networks.
The resulting electronic word of mouth (eWoM)
refers to any statement consumers share via the
Internet (e.g., web sites, social networks, instant
messages, news feeds) about an event, product,
service, brand or company Source: Wikipedia
15 1/24/2015
Top Ten Benefits of SMM
1. Increase brand recognition
2. Improve brand loyalty
3.More opportunities to convert
4.Higher conversion rates
5.Higher brand authority
6. Increase inbound traffic
7.Decreased marketing costs
8.Better search engine ranking
9.Richer customer experience
10.Improved customer insights
http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-
media-marketing/
16 1/24/2015
WHY Social Media?
Boston Bunts Freak’n Fabulous Cakes
17 1/24/2015
Boston Bunts
Ingredients:
Whatever is least
expensive;
artificial flavors
and sweeteners;
15 year old
production
facility.
18 1/24/2015
Ingredients:
U.S. sourced
preferably local
only; authentic
flavors; raw
sugars; state-of-
the-art
production
facility.
Freak’n Fabulous Cakes
19 1/24/2015
So Let’s Compare…
Boston Bunts Freak’n Fabulous
Cakes Ingredients: Whatever
is least expensive;
artificial flavors and
sweeteners; 15 year old
production facility.
Ingredients: U.S.
sourced preferably local
only; authentic flavors;
raw sugars; state-of-the-
art production facility.
20 1/24/2015
So Let’s Compare…
Boston Bunts Freak’n Fabulous
Cakes
Marketing Assets: Website
Blog
eCommerce Store
YouTube Channel – Videos
Weekly eMail Blast
Marketing Assets: Website
eCommerce Store
Marketing Assets: Website
Blog
eCommerce Store
YouTube Channel – Videos
Weekly eMail Blast
21 1/24/2015
Here’s How it Works
Boston Bunts Freak’n Fabulous
Cakes
Marketing Assets: Website
eCommerce Store
22 1/24/2015
No Social Media Profiles is Like:
Your Business
Your Brand
23 1/24/2015
Selecting the Social Media Platform Best For Your Brand
• Pick a platform where you
have the best potential for
reaching your ideal
audience …
• Where you can broadcast
the type of media you've
decided is best suited for
your company
source: entrepreneur.com
24 1/24/2015
Facebook is one of the most powerful
social platforms at 1.3 billion users. It's
size alone is ‘a positive’ for any business,
because you can assume most people are
on it.
• User can choose what to look at and what to share
• More opportunities to represent yourself in various ways
• Creates a long-term commitment and relationship building
• There's some immediacy as you can reply directly to
people's comments or questions
source: entrepreneur.com
http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
25 1/24/2015
Example: photos should
illustrate not just you at
your desk but your dog at
a company event, or your
staff all teaming up to
work at Habitat for
Humanity.
Portray your business in a friendly,
"sociable" manner.
source: entrepreneur.com
26 1/24/2015
Facebook Changes
Changes in search functionality
Learn more: http://search.fb.com/
27 1/24/2015
Facebook: Search Functionality
28 1/24/2015
Facebook: Saved Articles
29 1/24/2015
Facebook: Promotion Heavy Content Penalized
Less than 1%
of the 276k+
‘LIKES’ saw
this post
30 1/24/2015
Facebook: Promotion Heavy Content = You Need to Pay to Play
• Posts that solely
push people to
buy a product or
install an app.
• Posts that push
people to enter
promotions and
• Sweepstakes
Posts that reuse
the exact same
content from ads.
31 1/24/2015
Facebook: Promotion Heavy Content = You Need to Pay to Play
You’ll need to allocate
some green backs to
your marketing budget.
32 1/24/2015
Facebook: Call-to-Action Buttons
Buttons: • Book Now
• Contact Us
• Use App
• Play Game
• Shop Now
• Sign Up
• Watch Video
https://www.facebook.com/business/news/call-to-action-button
33 1/24/2015
Facebook: Call-to-Action Buttons
34 1/24/2015
http://www.webpronews.com/facebooks-buy-button-could-be-the-answer-mobile-
commerce-is-looking-for-2014-08
Facebook: Mobile Buy Button
• Keeps the user on
the Facebook
application
• Directly competes
with eBay and
Amazon
• Quicker consumer
conversion
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How to Deal with the Facebook Changes
• Create content that is conversational and
engaging.
• If you want to promote something you need to
pay to play.
• Consider using email marketing for your
promotions.
• Use other social media platforms.
• Run promotions, sweepstakes and other
campaigns on your website
http://jeannineoneil.com/ and Constant Contact
36 1/24/2015
Twitter is an ongoing conversation that, like text
messaging, has become widely popular. Unlike
Facebook and other social media platforms, where
people can choose what to look at on your site, or
respond later, Twitter is more "in the moment.".
• Tool for businesses that want to reach out to people now,
and expect--and are ready for--people to reply now.
• Handles immediate breaking news, updates, questions
for followers, recall announcements, etc.
• It's for the business that has things to say frequently and
prefers to reach people directly.
source: entrepreneur.com
37 1/24/2015
Twitter Changes
Share
public
tweets
through
‘Direct
Messages’
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Twitter Changes
Tweets Of Those You Don’t Follow
Will Appear In Your Twitter Stream
• Challenges brands to be more creative with
their strategy.
• Opportunity to have more reach and connect
with others.
39 1/24/2015
LinkedIn The consummate networking site.
Even before the term "social media" became
fashionable, we had ‘in the flesh’ social networking,
and that clearly defines LinkedIn.
Connect. Find. Be found. • Build your professional identity online and stay in
touch with colleagues and classmates.
• Build and engage with your professional network.
• Discover professional opportunities, business deals,
and new ventures.
• Learn and share.
• Access knowledge, insights, and opportunities.
40 1/24/2015
LinkedIn Changes
Easier
Viewing
Profile strength
Who’s viewed
your profile
41 1/24/2015
LinkedIn: Added Content Creation Tool
42 1/24/2015
LinkedIn: Added Content Creation Tool
Blogging Tool
43 1/24/2015
LinkedIn: Clearer Metrics & Insights
Personal Profile
Company Profile
44 1/24/2015
Social Media Profile Sync
Single Platform like HooteSuite
45 1/24/2015
Sync Your Social Media Profiles
https://hootsuite.com/
https://about.twitter.com/products/tweetdeck
https://bufferapp.com/
http://blog.shareasimage.com/4-tools-to-publish-visual-content-to-your-social-media-
networks/#!prettyPhoto/1/
46 1/24/2015
Sync Profiles Individually
Twitter to Facebook
47 1/24/2015
Sync Profiles Individually
Facebook to Twitter
https://www.facebook.com/twitter/
48 1/24/2015
Sync Profiles Individually
LinkedIn to Twitter
49 1/24/2015
Monitor Conversations
https://hootsuite.com/
https://about.twitter.com/products/tweetdeck
https://bufferapp.com/
50 1/24/2015
Building a Campaign
Is the goal to bolster brand awareness?
Do you want to improve your conversion rates?
Are you looking to boost brand mentions?
Is your goal to boost sales?
Do you want more followers?
Are you looking for more engagement from your
followers?
Do you want to drive traffic and generate
qualified leads?
Set Strategic Goal
Source: Justcreative.com
51 1/24/2015
Building a Campaign
Implement Strategies & Tactics that
Support Your Goal
Setting detailed strategies for your marketing campaign(s)
is as important as having a solid business plan.
GOAL: Increase audience
engagement
STRATEGY: Hold a photo
contest and gather entries
TACTIS: Use Hash tags
#ColtStrongPets; deploy through
social media channels
52 1/24/2015
Building a Campaign
Promoting the Social Media Campaign
• In the weeks leading up to your
campaign, contact your followers
and customers get them involved in
the campaign o Could be early heads up or a pre
registration.
• Send emails to your subscribers to
join your campaign.
• Leverage all appropriate social
channels as well, by sharing
content related to your upcoming
campaign regularly.
• Link it to your website.
53 1/24/2015
Engagement should happen all through the
campaign – before launch, during the
campaign, and after its run course.
Social media works on dialog,
not monologue.
Engagement is crucial for any social media
campaign to succeed.
Building a Campaign
Encourage Engagement
Source: Justcreative.com
54 1/24/2015
Building a Campaign
Pre-Launch & Launch
Engage with your current following to get them excited
& consider entering.
The above tweet from Domino’s Pizza UK is a good
example of how a brand can set the stage for the launch of a
new social media campaign. They offered cheaper pizzas in
return for a Tweet.
55 1/24/2015
Building a Campaign
During Campaign Updates are a great way to keep your campaign’s supporters engaged and
motivated. You can share information about how your campaign is
progressing by tweeting or posting recent updates of the campaign. You
can live feed your Twitter stream on your website for your site visitors.
The above tweet from Starbucks during their ‘Tweet-a-Coffee‘ campaign
shows how they interacted with their followers and supported them
through the campaign.
56 1/24/2015
Building a Campaign
Post Campaign Engaging consumers post the campaign is your best bet for customer
acquisition, brand building and fostering customer loyalty.
Evian, a brand of mineral water engaged with their
#AmazingBabyRescueMe campaign participants, post campaign, by
offering them gift vouchers.
Following up with your already engaged audience will ultimately lead to
higher conversion rates.
57 1/24/2015
Campaign Metrics
Analyze Your Metrics
The best way to understand whether or not your marketing efforts were
successful is by evaluating your campaign. One way you could do this
is by analyzing posts related to the campaign.
Facebook Ads Manager
58 1/24/2015
Top 5 Digital Marketing Trends of 2015
1. Move to Mobile
2. Small Biz Gets a Big Voice with
Content Creation
1. Automation
2. Big Data is Going To Drive Social
Advertising
3. Shift Towards Pay to Play
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1. Move to Mobile
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2. Content Creation
• Write your own
• Use a third parties' content – YOU MUST
CREDIT AN ORIGINAL SOURCE
• Share Others’ stuff
• Use a Content Topic Prompt
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Content Prompt
https://www.google.com/alerts
Alerts
62 1/24/2015
Content Prompt
https://www.google.com/alerts
SmartBriefs
http://www.smartbrief.com/
63 1/24/2015
Content Prompt
http://www.hubspot.com/blog-topic-generator
64 1/24/2015
3. Automation
65 1/24/2015
4. BIG DATA Driving Social Advertising
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4. BIG DATA Driving Social Advertising
67 1/24/2015
4. BIG DATA Driving Social Advertising
68 1/24/2015
4. BIG DATA Driving Social Advertising
69 1/24/2015
5. Shift Towards Pay to Play
Judy Parisella
http://www.linkedin.com/in/judyparisella
978.491.7444
Specializing in ORGANIC SEO | SEM | SMM Search Engine Optimization
Search Engine Marketing
Social Media Marketing
Digital Marketing Strategy
Social Media Site Creation & Management
Clients include:
71 1/24/2015
Reference & Source Material Used in
this Presentation I am grateful to the following individuals; firms and organizations for their insight, research and willingness to share with
those who are willing to search.
Slide Number Source and/or Reference
10 – 14 Wikipedia
11 – 13 www.onemcr.co.uk
15 http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-
marketing/
23, 24, 25 - 36 http://www.entrepreneur.com/
26 http://search.fb.com/
32 - 33 https://www.facebook.com/business/news/call-to-action-button
34, 35, 38, 59, 60 http://jeannineoneil.com/ and Constant Contact
45 - 49 Platforms used to schedule, monitor and sync social media sites: https://hootsuite.com/,
https://about.twitter.com/products/tweetdeck,
https://bufferapp.com/
50 - 56 http://justcreative.com
61 Content Creation Prompter Google Alert: https://www.google.com/alerts
62 Content Creation Prompter: Smart Briefs: http://www.smartbrief.com/
63 Content Creation Prompter: Blog Topic Generator: http://www.hubspot.com/blog-topic-
generator
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