TCDA Social Media Workshop Nov 14, 2012
- 1. Starting or Enhancing Your Social Media Strategy By Angela Keyser AK Communications angela@angelakeyser.com Phone: 715-212-2910 Twitter: @Angela_Keyser
- 2. Before We Begin… “To succeed, we first must believe we can.” -Michael Korda
- 3. Todays’ Goal From this
- 4. Todays’ Goal To this
- 5. Overview 1. Why social media is important 2. How to get started 3. Overview of top five social media networks 4. Tools and tips for managing social media 5. Measuring what matters 6. Top tips for blogging, videos, contests 7. Resources
- 6. A Little Bit About Me Where it all began…
- 7. A Little About Me B.S. Animal Science & International Agribusiness Spent the last 10 years working in food & agriculture marketing & public relations
- 8. A Little About Me Military Spouse New Mom Difficult to grow career given transient nature of the military Started AK Communications in fall 2011
- 9. Coaching, Consulting + Freelancing Marketing Strategy Advertising Public Relations Events/Tradeshows Websites Branding Social Media Copy + Content Writing Sales Tools We Grow Food and Family Fun
- 11. Why Social Media? What are the top 3 most visited websites? A. Amazon, Yahoo!, Facebook B. Wikipedia, Google, YouTube C. Google, Facebook, YouTube
- 12. Why Social Media? What is the most popular online activity? A. Google-ing B. Social Networking C. News Reading
- 13. Why Social Media? What website drives more referrals than Google+, LinkedIn & YouTube?
- 14. Why Social Media? What is the fastest growing demographic on Facebook?
- 16. Why Social Media? Social networks and blogs reach what percentage of the active U.S. internet users? A. 33% B. 55% C. 80%
- 17. Why Social Media? Last year, the followers on this network claimed it had 24% influence on purchase behavior. This year, the followers of that same network claim it has a 47% influence on purchases.
- 18. Why Social Media? Other Important Statistics The ‘check-in’ trend never existed 22% of Americans check social sites several times/day B2C companies who blog regularly see an 88% increase in median monthly leads (B2B see 67% increase)
- 19. Why Social Media? Other Important Statistics Half of all local searches are performed on a mobile device 49% of smartphone users use their device for social networking Mobile & video are the fastest growing areas in marketing Social media helps your SEO
- 20. Why Social Media? In one minute online there are: 100 new accounts created on LinkedIn 100,000 tweets sent on Twitter 277,000 log ins on Facebook 2.8 million videos viewed on YouTube
- 21. How to Get Started
- 22. How to Get Started “Begin with the end in mind” Habit #2 of The 7 Habits of Highly Effective People
- 23. How to Get Started Going Back to Business Basics Do you have an existing marketing plan? If so, revisit it. If not, develop one. What is your brand image? Fun, sophisticated, adventurous, creative, wholesome, family-focused?
- 24. How to Get Started Market Research Who are your target customers? Ages? Lifestyles? Where do they spend their free time? What needs/wants do they have? Where do they go for information? What challenges do they have that you could help out with?
- 25. How to Get Started Market Research Who are your competitors? What are their strengths? What are their weaknesses? What’syour competitive advantage? What are your strengths? What are your weaknesses? How are you different/better?
- 26. How to Get Started Product What are you selling? What adjectives can you use to describe your product? What are the tangible things you sell? What are the intangible things you sell? What are the benefits of your product? How does your product make your customer’s life better/easier?
- 27. How to Get Started What are your company’s core values & key messages?
- 28. How to Get Started What is your annual marketing activity calendar? Review social media Gantt chart
- 29. The Top 5 Social Networks
- 30. The Top 5 Social Networks Twitter Facebook YouTube Google+ Pinterest
- 31. Top 5 Social Networks Over 1 billion monthly users globally 47% male, 53% female Traffic is highest mid-week btwn 1-3pm Engagement is 18% higher on Thurs & Fri Brand engagement in 2011 increased by 176%
- 32. Top 5 Social Networks 77% of B2C companies acquired customers from FB (43% of B2B) 9:1 ratio of views to shares Auto-posting to FB decreases likes and comments by 70% 95% of all wall posts are not answered by brands
- 33. Top 5 Social Networks Is it right for you? Most likely should be #1 SM priority if you’re a B2C business Are you willing to commit to posting daily Do you have the capability to answer all wall posts? Can you identify at least 1 other person that can help?
- 34. Top 5 Social Networks How to get started Watch & Listen Identify 3-5 pages you admire/are similar to your business and study them Notice what comments get the most engagement and which ones don’t Pay attention to how the brand words things
- 35. Top 5 Social Networks How to get started Start Your Page Fill in as much company information as possible Post several pictures/videos Make several posts before you make your page public
- 36. Top 5 Social Networks How to get started Launching & Engaging After making your FB page public, let everyone know Share in your eNewsletter, advertising, website, brochures, etc. Don’t focus on number of followers, focus on engagement Use your platform for a variety of things: Promoting your services/products (sales, promotions) Product education Market research Product development
- 37. Top 5 Social Networks How to get started Fine-Tuning & Exploring Multiple postings per day Posting at different times of day Focus on call-to-actions Less is more (photos, short videos & short posts) Partner up with other like-minded pages Using apps Develop contests
- 39. Facebook Contest Tips Contest Tips Know the rules What is your goal/why are you doing this? What type of contest are you having? Sweepstakes, essay, photo, video What’s the prize? Needs to be enticing Ideally promotes your brand, product, service
- 40. Facebook Contest Tips Contest Tips Keep it simple Promote it everywhere Use it to gather information/insight Resources ShortStack.com for 3rd party Facebook apps HubSpot.com’s – How to Master Facebook Marketing in 10 days SocialMediaExaminer.com’s – 9 Tips for Running Successful Facebook Contests
- 41. Top 5 Social Networks Measure Track Monthly Likes Pay attention to which posts get most engagement Ask for feedback from followers Reward most engaged followers
- 42. Top 5 Social Networks 500 years of YouTube video are watched on Facebook every day 4 billion YouTube videos are viewed per day 800 million unique visitors a month 700 YouTube videos are shared on Twitter each minute Traffic from mobile devices tripled in 2011
- 43. Top 5 Social Networks YouTube was bought by Google so you can access YouTube through your Google account
- 44. Top 5 Social Networks To create a channel Log into Google Click on YouTube along top of window Sign In on YouTube Go to upper right hand corner where your picture or a blue picture icon is and click on the drop down menu Click on ‘Advanced’ underneath your name and email Under Channel Settings, click on ‘Rename Channel’
- 45. Top 5 Social Networks How to get started Watch and learn What is your purpose, goal, expected customer action? Does the content fit/support/complement your brand image, marketing plan activities & goals? Who will be your spokesperson/actor?
- 46. Top 5 Social Networks How to get started Do you have a suitable set? No background distractions Pleasing to the eye and complementing the actor Ideally showcasing your product, service, brand in an indirect way Would an animated slide show better communicate your information?
- 47. Top 5 Social Networks How to get started Do you have all the tools? Camera SD Card Tripod Lights Microphone Video editing software
- 48. Top 5 Social Networks How to get started Is you ‘actor’ comfortable speaking in front of the camera? What are your talking points? Do you need a script? Do you have the appropriate props to best tell the story?
- 49. Top 5 Social Networks How to get started Keep it short: less than 3 minutes Focus on product education vs self- produced advertisement Keep it entertaining Action shots but not too much action Use simple sets, images, demonstrations Show that you’re human! Give the viewer something to do (Call-to-Action)
- 50. Top 5 Social Networks What’s trending on Twitter today often becomes tomorrow’s news It’s becoming search-engine-like Over 60% are women Great place to network with Media Follow magazines/news/influencers People you would otherwise never meet
- 51. Top 5 Social Networks
- 52. Top 5 Social Networks How to get started Your handle (@Angela_Keyser) should be consistent with your brand name Use key words and your website in your profile description Make sure your profile image reflects your logo or brand image DON’T tweet on someone’s behalf unless you publicly notify your followers
- 53. Top 5 Social Networks How to get started Watch, listen and learn Start following like-minded people & organizations Use key words, phrases used in other marketing communications Using a hashtag (#) directly before a word (#twitter) gives your tweet stronger searchability Focus on direct messaging and mentioning people vs. always blasting out information
- 54. Top 5 Social Networks How to get started One of the best networks for news sharing Make sure you site your sources The information can be overwhelming so learn to use lists or social aggregators Limit your time Make sure you determine your goal every time you hop on the network
- 55. Top 5 Social Networks Third most popular social network in regards to traffic 10.4 million users Spend 97.8 minutes per visit 80% female Primarily crafts, gifts, hobbies, interior design, fashion, recipes
- 56. Top 5 Social Networks Best time to pin in the day: 2-4pm EST Best time to pin in the evening: 8pm-1am EST Remember the focus is on images How to Get Started Go to Pinterest.com and request permission to sign-up Once you are granted permission, start following people or companies to learn the ropes
- 57. Top 5 Social Networks 170 million users Users spend 3.3 minutes each time they visit Primary users are college students and software developers Primarily male Think of Facebook on steroids that hasn’t caught on yet.
- 58. Top 5 Social Networks How to get started You need a Google account Sign up for Google+ on the top left hand corner of the Google account home screen Begin searching for people and adding them to self-determined circles Great for organizing your friends and pages into more manageable groups Can really help your SEO b/c backed by Google
- 59. Don’t Forget… Blogging Companies that blog have 55% more web visitors than those that don’t One of the most valuable social media activities yet the most often under utilized b/c of time investment 60% of blogs are updated twice a week
- 60. Blogging Tips Determine the blog leader and 1-2 people to support Develop a list of blog topics that compliment your marketing plan and expertise Set aside a chunk of time weekly or bi-weekly to write several blog posts Post on a regular basis Focus on call-to-actions and engagement If possible, integrate your blog with your website Promote the content on all social media networks
- 61. Blogging Tips Vary the content: slide shows, videos, guest posts, interviews, reviews, commentary Keep it short Pay attention to what drives engagement and what doesn’t Choose headlines wisely (look to newspaper, magazine and other blog headlines for guidance) Remember to tag your posts Use Blogger (Google) or Wordpress.com for blogging
- 62. Don’t Forget… LinkedIn More than 135 million users B2B companies experience a 61% success rate with customer acquisitions from LinkedIn 75 out of the Fortune 100 companies use LinkedIn to hire Groups are hit and miss but overall networking is extremely effective
- 63. Managing Social Media Social Media Aggregators Help you manage everything in one place Allow you to gather and track more specific data TweetDeck.com HooteSuite.com VerticleResponse.com
- 64. Measuring What Matters Measure based on goals Establish benchmarks Be patient – it’s a social science Focus on quality vs. quantity Engagement vs number of followers Your target audience activity vs random visitor activity As soon as possible, try to track conversion rates Click-through rates Clicks that result in purchases
- 65. Sources & Resources MediaBistro.com SocialMediaExaminer.co m Mashable.com HubSpot.com LinkedIn.com
- 66. Conclusion Social media is completely doable given the right plan, focus and daily dedication Don’t go it alone, find a partner Keep up with the changes – find a social media resource you like and try to read their information regularly. Or, meet with someone that does and get the download on a regular basis. Remember, it’s a marathon, not a sprint. Slow and steady wins the race
- 67. Questions? By Angela Keyser AK Communications angela@angelakeyser.com Phone: 715-212-2910 Twitter: @Angela_Keyser
Editor's Notes
- #12: Top 25 Most Visited USA Websites Google Facebook YouTube Yahoo! Amazon eBay Wikipedia Craigslist.org Twitter Windows Live LinkedIn Blogspot.com Go Bing MSN Pinterest AOL ESPN Tumblr CNN Interactive Netflix The Huffington Post PayPal Ask Bank of America http://www.alexa.com/siteinfo/google.com
- #13: Social networking
- #14: Pinterest
- #15: 45-55
- #17: Pinterest
- #18: Facebook Least influence on purchases: Twitter
- #19: 45-55
- #20: 45-55
- #21: Over 167 million U.S. users
- #23: What are you trying to accomplish with social media?
- #24: 45-55
- #26: These points of differentiation become framework for your key messages
- #28: Why set core values? They give us a deeper sense of responsibility, commitment, motivation. (Many companies found their great success b/c of the core values they developed: -- Sears' commitment to trusting the customer . [From the 19th century onward, any product could be returned to the company with a money back guarantee, which engendered great trust in both directions, enabling booming sales, and, the great success for the firm that followed.] -- Apple Computer's belief in the values of solving problems of society . [The company created the IPod player and ITunes online music store to overcome a conflict between those who sought to download copyrighted music for free and the music industry which sought to protect its artists and its revenues.] -- Marriott's values of systemization and standardization . [The company created a standard model hotel, and then duplicated it hundreds of time around the world, enabling it to grow incredibly fast, and become the leader of its industry.] Once we put strategic plans in place that focus one our core values, we will often find it ’s easier to focus and to find success. Personal Example: BBYP and my core value “Balance” to re-balance my life and help others balance theirs. Core value “make yoga available to all” (financially and physically)
- #32: Over 167 million U.S. users
- #33: Retail is top industry that gained customers from Facebook
- #43: Over 167 million U.S. users
- #55: News accounts received 2x more engagement
- #56: News accounts received 2x more engagement