Sandor Panton - Expo Jamaica Social Media Workshop Presentation
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Transcript of Sandor Panton - Expo Jamaica Social Media Workshop Presentation
Social Media 101… taking your brand’s marketing
to the next level throughSOCIAL MEDIA
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
About Me - Sandor Panton Using the Internet for business/commercial reasons since 1997 1997 – website design, 1998 – Top5Jamaica.Com, 2001 – Internet
Marketing, 2008 – Social Media Marketing Blog – www.SandorPanton.Com Twitter - @Top5Jamaica
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Topics What hashtag will you be using for this workshop? Intro – Facebook, Twitter, Instagram, Pinterest, LinkedIn, Google+ Jamaica’s Internet and social media landscape Why Social Media Marketing? Guidelines for brands/companies on Social Media Generating leads through Social Media Stats / Measurement Personality, tone, handling criticism/complaints Closing
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Introducing – Social Media Networks
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Social Media Intro What is social media?
Sharing/exchanging information/ideas in virtual communities/networks Are you using it? How is it useful to you? How have brands/companies been using it?
Customer service, branding, promotions, marketing, public relations, research, lead generation
The BIG 7 in this hemisphere
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Intro - FacebookLead Gen?2008 survey of New York prostitutes. 83% of them were using Facebook for lead generation. Chart below shows the sources of their clients
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Fun Stuff- 350 million+ Facebook users suffer from ‘Facebook addiction Syndrome’- Average Facebook user has 130 friends- 18% of consumers follow a brand on Facebook to complain about a product or service. 56% follow a brand to learn more about their products/services- 49% of Facebook’s 2012/13 ad revenues came from mobile ads- It’s the 3rd most visited website in Jamaica (after Google & YouTube)
Intro – Twitter & Instagram
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
More Twitter- It Twitter was a country, it would be the 3rd largest in the world- It’s the 9th most-visited website in Jamaica
Teens leaving Facebook For
Instagram!
Intro – Pinterest, LinkedIn, Google+
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Sign up then forget it?
- 67% of Google+ users are male- ‘Student’ is the #1 occupation of Google+ users- 69% of Pinterest users are female- LinkedIn is the largest social media site dedicated solely to professional networking- Jamaicans do not use LinkedIn the way Americans do- Foursquare? Restaurants, stores, bars, villas, etc., pay attention
Jamaica’s Internet & Social Media Landscape
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Jamaica’s Internet & Social Media Landscape
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Most popular media platforms in JamaicaSOURCE:Ebusinesssocial.com infographic
Jamaica’s Internet & Social Media Landscape
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Who’s using the Internet in JamaicaSOURCE:Ebusinesssocial.com infographic
Jamaica’s Internet & Social Media Landscape
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Where are the Internet users in Jamaica located?SOURCE:Ebusinesssocial.com infographic
Jamaica’s Internet & Social Media Landscape
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
What are Jamaica’s Internet users actually doing when they go online?SOURCE:Ebusinesssocial.com infographic
Jamaica’s Internet & Social Media Landscape
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Top 10 sites in Jamaica
Jamaica’s Internet & Social Media Landscape
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
SOURCE:Facebook’s Ad Control Panel
April 2
010
Septem
ber 2
010
June
2011
Janu
ary 20
12
July
2013
Novem
ber 2
013
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
250,000
380,000
622,000
684,000 720,000 740,000
Number of Facebook Users in Jamaica
Number of Facebook Users in Jamaica
32,000 Jamaican Instagram userswho are on Facebook as well
82,000 Jamaican Twitter users are also on Facebook
Jamaica’s Internet & Social Media Landscape
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Top Brands on Facebook in JamaicaAs at November 12, 2013. Source – socialbakers.com
Why Social Media Marketing?
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Why Social Media Marketing? Your target audience is already active in the space
You saw the statistics and charts presented earlier; ignore at your own peril
How else will you target Generations ‘Y’ and ‘Z’?There’s an entire new generation in Jamaica that watches less local television, is listening to less radio, and not reading the newspapers as much as previous generations. This generation is more exposed to the Internet on a daily basis than they are to any other traditional media forms.
Less expensive than traditional marketingWant to get the word out on a low budget? Social media marketing is where it’s at! Small businesses need inexpensive solutions to compete with brands with the bigger budgets. Social media marketing is one of these solutions.
Tracking & TargetingMatch advertising dollars back to an actual action; track actual engagement and interaction with the brand; target specific persons
More direct & personal than other mediaReal-time interaction with clients/customersBuild relationships in real-time
It’s effective!It reaches out and pulls prospects in
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Guidelines for brands on Social Media
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Guidelines for brands on Social Media Determine a strategy and establish a presence
Your actual and potential customers/clients are already there waiting on you
Set goals and be patientHundreds of thousands of persons won’t be clamouring to ‘like’ your page overnightConsumers won’t respond in the same manner to every brand/product
Strive to be ‘top of mind’They’re seeing your updates, they’re seeing the messages, they’ll call when they need you
Understand what makes your target market ‘tick’Need to be able to engage and interact with them such that you actually establish a relationship with them
Be consistentYou’re either going to do it properly, or not at all
Listen & respondYour brand is at stake; respond to queries, complaints, feedback in a timely manner. Be fair and honest with these responses
Be human; you can’t automate everythingConsumers can see/sense/smell ‘fake’ from a mile away; respect the space and their intelligence
Be creative and add value for your audienceYour social media updates should provide enlightenment, entertainment or an uplifting exchange
Be tactful and mindful of your brand as you take advantage of current positive trends/happenings
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Generating leads through Social Media
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Generating Leads through Social Media Facebook ads
Target by age, gender, interests, marital status, type of education and more
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Generating Leads through Social Media Facebook Contests
- Fans enter for a chance to win- Must submit certain required information
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Generating Leads through Social Media Posts with a call-to-action
- Don’t be afraid to include you company’s website link, phone number etc. with a promotional/sales post- Persons who follow/like your brand/company don’t want to be overwhelmed by sales pitches, but they do expect some
Include other digital marketing techniques in your social media mix- e.g. Facebook tab with a form for persons to sign up for your mailing list- Tweeting link and/or QR Code for persons to sign up for your mailing list- Instagram post of your mailing list QR Code
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Generating Leads through Social Media Twitter Search!
Potential clients/customers are on there every day saying exactly what they need. Are you listening? Can you respond?http://search.twitter.com and https://twitter.com/search-advanced ... Or set up a TweetDeck column
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Stats / Measurement
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Facebook Insights facebook.com/pagename?sk=page_insights
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Twitter & More Socialbakers.com followerwonk.com twittercounter.com More commercial tools - radian6, sprout social
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Personality, tone, handling criticism/complaints
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Personality, tone, handling criticism/complaints
Critical that your brand have a consistent personality/toneIt should match the brand’s offline personality
Never delete negative commentsIt will only escalate the matter; respond quickly and fairly and try to take it offline or to private messages
Feel free to delete offensive/derogatory/racist comments/postsOr posts/comments from someone who is obviously looking to make trouble (e.g. a disgruntled former employee)
Keep calmNever get ‘personal’, never get emotional
Try to document with screenshotsJust to have proof/evidence trail just in case the poster deleted the original item
Don’t just listen for direct comments/complaintsUse Google Alerts and Twitter search alert columns in Tweetdeck to ‘listen’ in real-time for mentions of the brand (intercept before it gets out of hand)
Respond to everythingWhether you’re answering, liking, retweeting, deleting, banning etc., respond to every (good/bad) comment/post
Be quick to apologizeSometimes, that’s all they seek
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Closing
Personalities - influencers, brand advocates, troublemakers and more
How to grow your likes, followers etc.
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013
Thank YouI hope you found this useful
Visit my blog athttp://sandorpanton.com(presentation will be available for download there on November 14)
Follow me on Twitter at@top5jamaica
SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013