Social Media Campaigns that Get Noticed

Presented By: Bernie Laur @BernieLaur

Melissa Budensiek @miss_shredbetty

Jeremy SinonDirector of Digital Media

Bernie LaurDigital Sales Manager

Katy FroilandSenior Social

Media Manager

Melissa BudensiekDigital and Social Media

Consultant

Ali HerwersInternet Project

Coordinator

Kayla RonnieSenior Front End Web Developer

Kaylie BryantDigital Designer

Hannah BrugmanSocial Media Manager

Brad DickSocial Media Strategist

Pat LaegerVideographer

Tom BorgosWeb Developer

Alex HaiderSocial Media Strategist

Danielle AttinellaDigital Designer

Hubbard Interactive is part of Hubbard Broadcasting.• We are a locally owned and operated communication company with over 25 Radio and TV stations• Millions of people viewing on TV, hearing on Radio, and reading online every month – just in the Twin Cities

Hubbard Interactive. • We have designed and managed websites that had over 45,000,000 page views• We provide and design all the content, and manage email databases totaling 250,000 opt-in users• We are the social media voice for 30 businesses with Facebook pages totaling over 200,000 likes

Ali ZampinoSocial Media Strategist

Rebecca FryeDigital Account

Manager

A Little Bit About Us…

Alicia NeubauerSocial Media Strategist

#MINBOUND15

Brands That We Have Worked On...

#MINBOUND15

What We Do...

• Gift card promotions• Auctions• Mobile• Email marketing• Listener clubs• Display ads• Streaming commercials• Search engine marketing (SEM)• Search Engine optimization (SEO)• Customized campaigns

• Social media

#MINBOUND15

Why Engage in Social Media?

- Facebook over 1.44 BILLION - more than half use it DAILY and over 819 million mobile

users

- YouTube over 1 billion users (4 billion views per day)

- Google+ over 359 million users (Helps your SEO/SEM)

- Twitter over 500 million users

- LinkedIn over 350 million users

- Instagram over 300 million users (40 million photos posted daily)

- Pinterest over 72.8 million users

- YELP over 135 million monthly unique visitors (30 million reviews)

YOUR CUSTOMERS AND POTENTIAL CUSTOMERS ARE ON IT DAILY.

#MINBOUND15

What Are Your Business Objectives?

• More feedback on your products

• Increase awareness/stickiness of brand message

• Allow users to get more information before purchases

• Attract new employees

• Pull customers from “rented” to “owned” data

#MINBOUND15

Why Engage in Social Media? Facebook

• Be Where Your Customers Are

• Facebook owns 71% of Social Networking Time in the U.S. (Pew Research Center)

• There are approximately 3,100,000 Facebook users in Minnesota alone!

• According to Facebook ad marketplace there is an estimated 2,300,000 people on Facebook that live within 50 miles of Minneapolis.

• 63% of Facebook users, use the site on a daily basis with 22% using it weekly (Pew Research Center)

#MINBOUND15

How Can I Use Facebook Ads to Target my Customers?

Create Custom Audiences• Retarget visitors to your website• Create a list of people who visit your website or view

specific web pages

Customer List• Match emails and/or phone numbers to match

Facebook ID’s to current list

Target Consumer Based On• Purchase Behavior• Demographics relationship status, net income, etc. • Residential Profiles likely to move, recent mortgage

borrower, length of resident in current home

• Facebook will be rewarding brands that tag other brands

• Why It’s Important: Making cross promotional opportunities with other businesses stronger and have a greater brand reach, WHEN THEY MAKE SENSE

Facebook: Brand Tagging

#MINBOUND15

• Facebook has started a rating mechanism to identify the responsiveness of the page. It is shown as an additional icon that appears right below the profile picture in the left hand corner of the page and states the page’s current responding time.

• How does Facebook judge a page’s responding time?– Percentage of messages responded to– Time taken in responding

Facebook: Page Responsiveness

#MINBOUND15

• Pages are an important destination for people on Facebook, and we’re building new ways for people to interact with businesses through them. The seven calls to action:

– Book Now– Contact Us– Use App– Play Game– Shop Now– Sign Up– Watch Video

• Why It’s Important: Designed to bring a business’s most important objective to the forefront of its Facebook’s presence

Facebook: Call to Action Buttons

#MINBOUND15

Facebook: Create Engaging Content

#MINBOUND15

Before we took over Facebook page: January

After we took over Facebook page: February

It’s All About the Content!

#MINBOUND15

Facebook Post Ideas for Businesses

Post Customers Using Your Product/Product Features Feature Your Staff Post Photos of Your Product

#MINBOUND15

Why Engage in Social Media? Twitter

• Twitter has toppled governments!... Think it can help your business?

• Twitter is searchable...GREAT place to get leads instantly!

• There are more searches on Twitter each month (24 Billion) than Yahoo! and Bing COMBINED!

#MINBOUND15

Twitter: Live Streaming

#MINBOUND15

Twitter: Tweet More Links

#MINBOUND15

Twitter: Turn a Pinned Tweet Into a Feature Box

• Simply create a Lead Generation Card that includes an incentive for people to opt in. Offer regular email updates, a special freebie or a subscribers-only discount. Pin the tweet to the top of your Twitter profile and you’re all set.

#MINBOUND15

Is Anyone in the Room from Google?

• GOOGLE+ improves your organic search engine ranking through effectively indexing it by Google

• OPTIMIZE YOUR PROFILE Complete all the fields and fill in any keywords

• LINK YOUR GOOGLE PLUS PAGE TO YOUR WEBSITE By adding your Google+ page directly to your website, search engines will easily be able to link your site with your profile

• POST HIGH QUALITY CONTENT Search engines will favor your content over older/less relevant content

#MINBOUND15

How Much Time Should I Dedicate to Social Media?

Social media is deceptively time-consuming.

“If you run a small business, you do not have time to manage all those social networks yourself. In fact, you probably don’t have time to manage even one. Studies

show it takes a midsize company about 32 hours a month to capably handle a single social media platform.”

- Forbes Magazine (Tim Devaney/Tom Stein)

#MINBOUND15

Every Brand is Unique

#MINBOUND15

Every Brand is Unique

CUSTOMIZE

• Determine what social media channels to pursue

• Keep up to date on direction of and changes in social media: Mashable, All Facebook, Social Media Examiner, E-Marketer

#MINBOUND15

Every Brand is Unique

CUSTOMIZE

• Determine what social media channels to pursue

• Keep up to date on direction of and changes in social media: Mashable, All Facebook, Social Media Examiner, E-Marketer

OPTIMIZE

• Create a consistent, social media brand to carry out in your posts, content and images.

• Grow your databases organically (include social media signs at work stations, send messages via your website, e-mail, and printed material, promote at your events)

• Develop graphics that showcase your brand

• Include video in your social media efforts

• Seek out cross promotional opportunities to stretch your reach and grow your brand

#MINBOUND15

Every Brand is Unique

CUSTOMIZE

• Determine what social media channels to pursue

• Keep up to date on direction of and changes in social media: Mashable, All Facebook, Social Media Examiner, E-Marketer

OPTIMIZE

• Create a consistent, social media brand to carry out in your posts, content and images.

• Grow your databases organically (include social media signs at work stations, send messages via your website, e-mail, and printed material, promote at your events)

• Develop graphics that showcase your brand

• Include video in your social media efforts

• Seek out cross promotional opportunities to stretch your reach and grow your brand

ENGAGE

• Provide quality content management of your social media channels

• Monitor your designated social media accounts seven days per week

• Search keywords on twitter and engage in conversation to encourage business

• Promote your brand through targeted advertising

• Develop and manage Growth Campaigns/contests

#MINBOUND15

Every Brand is Unique

CUSTOMIZE

• Determine what social media channels to pursue

• Keep up to date on direction of and changes in social media: Mashable, All Facebook, Social Media Examiner, E-Marketer

OPTIMIZE

• Create a consistent, social media brand to carry out in your posts, content and images.

• Grow your databases organically (include social media signs at work stations, send messages via your website, e-mail, and printed material, promote at your events)

• Develop graphics that showcase your brand

• Include video in your social media efforts

• Seek out cross promotional opportunities to stretch your reach and grow your brand

ENGAGE

• Provide quality content management of your social media channels

• Monitor your designated social media accounts seven days per week

• Search keywords on twitter and engage in conversation to encourage business

• Promote your brand through targeted advertising

• Develop and manage Growth Campaigns/contests

ANALYZE

• Track analytics and levels of engagement

• Review everything that occurred socially for your business each month

#MINBOUND15

Social Media Audit

Social Media Audit Overview

Business Name: Printz

Social Media Platforms:

Facebook, Twitter

Current Fan Base: Facebook: 370 Twitter: 1,126

Reviews: 3 Google Reviews, 0 Yelp Reviews

#MINBOUND15

Social Media Audit: Facebook• Create a cover photo that brands your business and is

consistent with your website and other social media platforms

• Complete your about section for search optimization

• Posting daily to increase newsfeed algorithm and engagement

• Inform fans of specials going on (monthly specials on your website), new products, articles on printing such as what colors, layouts for business cards, design trends, etc.

• Have posts alternate between links, pictures and videos

• Grow likers and email database through targeted Facebook advertising and Facebook Growth Campaigns

#MINBOUND15

Social Media Audit: Twitter

• Branding cover photo to be consistent with website

• Posting 2 to 3 times per day using hashtags and links to website

• Following relevant brands to your industry and customers

• Monitor your competitors pages and what people are saying about them

• Searching for fans/potential clients talking about your brand and inserting yourself into conversations

#MINBOUND15

Social Media Audit: Twitter Searches

#MINBOUND15

Social Media Audit: Reviews

Respond and set up a review program Claim your Yelp Business page

#MINBOUND15

Get Social With Us!

/HubbardInteractiveTwinCities

/HubbardIntTC

THANK YOU!

Questions?