Social media marketing

Social Media Marketingby Annie Lynsen

of Small Act

(Let the hilarity ensue.)Wednesday, November 20, 13

What are we going to cover?

Wednesday, November 20, 13


Overview of social media



Overview of social mediaPlatforms



Overview of social mediaPlatformsStrategy




Brand presence vs. campaigns




Brand presence vs. campaignsEtiquette




Brand presence vs. campaignsEtiquetteMeasurement




Brand presence vs. campaignsEtiquetteMeasurementAnd (nonprofit) case studies


Key takeaways


Key takeawaysNobody can afford to ignore social media.


Key takeawaysNobody can afford to ignore social media.Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective.


Key takeawaysNobody can afford to ignore social media.Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective.Each network has its own strengths and strategies, and they may not all be right for each organization.


Key takeawaysNobody can afford to ignore social media.Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective.Each network has its own strengths and strategies, and they may not all be right for each organization.Listen, be nice, and measure everything.


http://smallact.com/blog/socialnomics-2013-video

Socialnomics video






It’s not a communication change. It’s a cultural revolution.



Total # of Facebook users: 1.15 BILLION

# who check it daily: 699 MILLION



Total # of Facebook users: 1.15 BILLION

# who check it daily: 699 MILLION

Facebook users have uploaded 250

BILLION photos since launch


Traditional media vs.Social media


In what ways are nonprofits using social media?



Brand awareness



Brand awarenessCustomer service channel



Brand awarenessCustomer service channelWord-of-mouth campaigns



Brand awarenessCustomer service channelWord-of-mouth campaignsBuilding relationships with their donors/members


How can social media be used (effectively) in marketing?


How can social media be used (effectively) in marketing?Get around advertising fatigue & ineffectiveness


How can social media be used (effectively) in marketing?Get around advertising fatigue & ineffectiveness“Humanize” the brand/give the brand personality


How can social media be used (effectively) in marketing?Get around advertising fatigue & ineffectiveness“Humanize” the brand/give the brand personalityOffer better, on-the-spot customer service/responses to questions


How can social media be used (effectively) in marketing?Get around advertising fatigue & ineffectiveness“Humanize” the brand/give the brand personalityOffer better, on-the-spot customer service/responses to questionsFind donors/members where they spend the most time


But...does it get results?


But...does it get results?No.


Maybe.But...does it get results?


Yes!



What about nonprofits?HELPING HANDS:

A local affiliate of the Oregon Food Bank sponsored a Thanksgiving fun run, Give N’ Gobble. The race director

hired Bonfire Social Media to create a search optimized blog , Twitter and Facebook pages. The blog

served as a platform for race news, interviews, photos and easy race registration. Donations increased by

almost 50% versus the previous year; runners increased by over 25%; volunteers increased 2X; web

traffic increased 76%; pages indexed by search engines increased by 150%.


http://bonfiresocialmedia.com/non-profit-social-media-case-study-bonfire-ignites-givengobble/

http://bonfiresocialmedia.com/non-profit-social-media-case-study-bonfire-ignites-givengobble/

http://bonfiresocialmedia.com/

http://bonfiresocialmedia.com/

PlatformsWhere can you do stuff?


TwitterWednesday, November 20, 13

What is Twitter?


What is Twitter?Twitter is a website which lets you send and read messages called tweets.


What is Twitter?Twitter is a website which lets you send and read messages called tweets. Tweets are text-based posts of up to 140 characters.


What is Twitter?Twitter is a website which lets you send and read messages called tweets. Tweets are text-based posts of up to 140 characters.Users “follow,” or subscribe, to various people’s tweets so they can read their updates.


http://xkcd.com/1083/




Why bother?


Why bother?Twitter has plenty of time for your organization.


Why bother?Twitter has plenty of time for your organization.Twitter provides unique opportunities to connect with A-listers that other social networks don’t.


Why bother?Twitter has plenty of time for your organization.Twitter provides unique opportunities to connect with A-listers that other social networks don’t.Do you want to create an account when times are good, or when a crisis hits?


General Twitter strategy: Relationship cultivation


General Twitter strategy: Relationship cultivationRelationships ➡ inspiration ➡ expanding your network.


General Twitter strategy: Relationship cultivationRelationships ➡ inspiration ➡ expanding your network.Provide value to the masses, but speak to individuals as individuals when you can.


General Twitter strategy: Relationship cultivationRelationships ➡ inspiration ➡ expanding your network.Provide value to the masses, but speak to individuals as individuals when you can.Bottom line: More supporters, more money.


What is Facebook?


What is Facebook?Facebook is the world's most popular social networking website.


What is Facebook?Facebook is the world's most popular social networking website.Users share “status updates,” pictures, videos, links, etc.


What is Facebook?Facebook is the world's most popular social networking website.Users share “status updates,” pictures, videos, links, etc.The updates of your friends (and brands you follow) appear in your “News Feed.”


http://www.shoeboxblog.com/?p=1776Wednesday, November 20, 13

http://www.shoeboxblog.com/?p=1776

http://www.shoeboxblog.com/?p=1776

Why bother?


Why bother?Huge, highly-engaged audience (1.15 billion, 699 million check daily).


Why bother?Huge, highly-engaged audience (1.15 billion, 699 million check daily).User-friendly, inexpensive advertising you can target very specifically based on people’s demographics AND interests.


Why bother?Huge, highly-engaged audience (1.15 billion, 699 million check daily).User-friendly, inexpensive advertising you can target very specifically based on people’s demographics AND interests.Can drive tons of traffic to your website.


Why bother?Huge, highly-engaged audience (1.15 billion, 699 million check daily).User-friendly, inexpensive advertising you can target very specifically based on people’s demographics AND interests.Can drive tons of traffic to your website.Fun fact: 46% of millionaires are on Facebook, vs. 19% on LinkedIn


General Facebook strategy: Daily, share-able posts



Post a few times a week.



Post a few times a week.Share links your audience will find useful.



Post a few times a week.Share links your audience will find useful.Use photos a LOT.


What is Google+?


What is Google+?

Combines best of Facebook (friending, news feed, multimedia sharing), with Tumblr & Twitter (one-sided sharing) and all the goodness of Google.


Why bother?


Why bother?SEO, SEO, SEO.


Why bother?SEO, SEO, SEO.Integrates with all other Google products.


Why bother?SEO, SEO, SEO.Integrates with all other Google products.Great way to reach tech-elite audience.


Why bother?SEO, SEO, SEO.Integrates with all other Google products.Great way to reach tech-elite audience.Hangouts & Helpouts have interesting opportunities for connecting with stakeholders/clients.


General Google+ strategy: Focus on SEO & experiment



Add a +1 button to your blog/website.



Add a +1 button to your blog/website.Post your latest blog posts on Google+ and participate in communities to drive traffic.



Add a +1 button to your blog/website.Post your latest blog posts on Google+ and participate in communities to drive traffic.Experiment with Hangouts & Helpouts as a way to reach customers/members.


What is LinkedIn?


What is LinkedIn?

LinkedIn is a professionally-driven social network where you can share your resume and hopefully find a job.


What is LinkedIn?

LinkedIn is a professionally-driven social network where you can share your resume and hopefully find a job.LinkedIn also features groups related to various professional interests, for networking purposes.


And this is where I’d put a funny LinkedIn comic

If I could find one!


Why bother?


Why bother?Brand engagement with LinkedIn is generally limited to ads and groups. You can do some status updates as a business but...these features aren’t well-developed.


Why bother?Brand engagement with LinkedIn is generally limited to ads and groups. You can do some status updates as a business but...these features aren’t well-developed.BUT...LinkedIn has a different audience than other social networks, and is great if you want to reach folks who don’t spend a lot of time on Facebook, Twitter, etc.


Also...


Features to pay attention to



Source: http://blog.hubspot.com/blog/tabid/6307/bid/31889/13-Brands-Using-LinkedIn-Company-Page-Features-the-Right-Way.aspx


http://blog.hubspot.com/blog/tabid/6307/bid/31889/13-Brands-Using-LinkedIn-Company-Page-Features-the-Right-Way.aspx





Source: http://mashable.com/2013/11/19/linkedin-showcase-pages/

“Showcase Pages work like less-robust Company Pages, giving major corporations likeMicrosoft the ability to create pages for niche divisions or business units, such as Microsoft Office or Xbox. Showcase Pages will be followable, meaning Microsoft can share Xbox content with LinkedIn users who have shown interest in the product, rather than every user who simply follows Microsoft.”


http://mashable.com/2013/11/19/linkedin-showcase-pages/

http://mashable.com/2013/11/19/linkedin-showcase-pages/

http://mashable.com/category/microsoft/

http://mashable.com/category/microsoft/

http://mashable.com/category/xbox-360/

http://mashable.com/category/xbox-360/

General LinkedIn strategy: Groups, ads


General LinkedIn strategy: Groups, adsStart a group related to your company (if large) and/or interest area. Keep the conversation going.


General LinkedIn strategy: Groups, adsStart a group related to your company (if large) and/or interest area. Keep the conversation going.Try ads targeted at the sorts of folks you want to attract to your business.


General LinkedIn strategy: Groups, adsStart a group related to your company (if large) and/or interest area. Keep the conversation going.Try ads targeted at the sorts of folks you want to attract to your business.Fill out your company page completely and keep it up-to-date regarding your products & services.


What is YouTube?


What is YouTube?

YouTube is Google’s video sharing site.


Why bother?


Why bother?

While creating videos can be tricky and more time-consuming than other social networks, videos give your company a unique opportunity to tell its story in a more tangible way.


General YouTube strategy: Short, compelling , entertaining content


General YouTube strategy: Short, compelling , entertaining contentOptimum video time is 3 minutes or less. Shorter is better.


General YouTube strategy: Short, compelling , entertaining contentOptimum video time is 3 minutes or less. Shorter is better.Create content people want to watch. People do not want to watch commercials (unless they are very entertaining).


General YouTube strategy: Short, compelling , entertaining contentOptimum video time is 3 minutes or less. Shorter is better.Create content people want to watch. People do not want to watch commercials (unless they are very entertaining).Make it entertaining, moving, heart-wrenching - whatever it takes to tell your story and get people to watch.


Photo/short video sharing sites


What are they?


What are they?

Instagram, Hipstamatic, Vine, Flickr, etc.


What are they?

Instagram, Hipstamatic, Vine, Flickr, etc.Allow users to share photos (and sometimes short videos) with friends and/or the world at large. Some offer the ability to add fun effects to your photos as well.


http://www.explosm.net/comics/2829/Wednesday, November 20, 13

http://www.explosm.net/comics/2829/

http://www.explosm.net/comics/2829/

Why bother?


Why bother?Great chance to showcase “visual” brands (like restaurants, pet stores, etc.).


Why bother?Great chance to showcase “visual” brands (like restaurants, pet stores, etc.).Short videos are HUGE. Vine & Instagram let you show videos easily viewable on mobile devices without wifi.


Why bother?Great chance to showcase “visual” brands (like restaurants, pet stores, etc.).Short videos are HUGE. Vine & Instagram let you show videos easily viewable on mobile devices without wifi.Create real-time albums for events and allow others to contribute.


General photo-sharing strategy: Target your audiences



Show your brand’s visual side



Show your brand’s visual sideExperiment with short videos



Show your brand’s visual sideExperiment with short videosConsider contests/real-time group photo sharing



Show your brand’s visual sideExperiment with short videosConsider contests/real-time group photo sharingEngage in subcommunities


What is it?


What is it?Pinterest is a visually-driven site where people share pictures of things they like.


What is it?Pinterest is a visually-driven site where people share pictures of things they like.They create “boards” (categories) of “pins” (items/photos/etc.).


What is it?Pinterest is a visually-driven site where people share pictures of things they like.They create “boards” (categories) of “pins” (items/photos/etc.).People can search for keywords, hashtags, or browse categories like “Food and Drink,” “Men’s Fashion,” “Geek,” “Tattoos,” “Weddings,” etc. to find things to add to their boards, or upload their own pictures.


https://www.pinterest.com/pin/13721973834480302/






Why bother?


Why bother?It’s really popular. By some measures, it’s the third most-popular social network.


Why bother?It’s really popular. By some measures, it’s the third most-popular social network.It’s a way to reach people who may not spend a ton of time on other social networks.


Why bother?It’s really popular. By some measures, it’s the third most-popular social network.It’s a way to reach people who may not spend a ton of time on other social networks.It’s a network driven by the ideas of inspiration and specific interests.


Why bother?It’s really popular. By some measures, it’s the third most-popular social network.It’s a way to reach people who may not spend a ton of time on other social networks.It’s a network driven by the ideas of inspiration and specific interests.It’s a new (ideal) place to tell your story.


General Pinterest strategy: Pretty, share-able content



Think pretty!



Think pretty!Think shareable! 80% of all pins are repins.



Think pretty!Think shareable! 80% of all pins are repins.Be very specific in board creation, i.e. “Breakfast recipes.”



Think pretty!Think shareable! 80% of all pins are repins.Be very specific in board creation, i.e. “Breakfast recipes.”Use hashtags.


Other places to consider sharing



Foursquare



FoursquareReddit



FoursquareRedditVimeo


StrategyGettin’ it done


Questions to ask before you do anything



What do we want to get out of this?



What do we want to get out of this?Who is our audience (and which networks do they use)?



What do we want to get out of this?Who is our audience (and which networks do they use)? What stories resonate for our audience?



What do we want to get out of this?Who is our audience (and which networks do they use)? What stories resonate for our audience?What/who do we need in place to start?


How do you get started building a brand presence?



Listen



ListenEngage



ListenEngageTest



ListenEngageTestWash, rinse, repeat


Brand- building vs. campaigns



Brand-building



Brand-buildingFewer short-term but more long-term gains



Brand-buildingFewer short-term but more long-term gainsEstablishes a “voice”



Brand-buildingFewer short-term but more long-term gainsEstablishes a “voice”Builds trust




Campaigns




CampaignsMostly short-term gains, possible long-term gains




CampaignsMostly short-term gains, possible long-term gainsQuick acquisition of followers & buzz


Think of it like “The Rocky Horror Picture Show”



Audience participation is key.



Antici...pation works.



Show your favorite obsession: Strive to be a thought leader.



“Don’t dream it, be it!” Take risks!


Good brands (examples)


Etiquette


EtiquetteHumanize your profile


EtiquetteHumanize your profileBe personal


EtiquetteHumanize your profileBe personalContribute


EtiquetteHumanize your profileBe personalContributeContent is king!



Rarely ask others for promotion



Rarely ask others for promotionDo promote other’s content (12:1 rule)



Rarely ask others for promotionDo promote other’s content (12:1 rule)Keep it relevant


Measurement


MeasurementStart tracking, right from the start:



URL clicks (bit.ly)



URL clicks (bit.ly)Interactions (retweets, comments, @’s, “likes”)



URL clicks (bit.ly)Interactions (retweets, comments, @’s, “likes”)Followers


Measurement


MeasurementAnalyze:


MeasurementAnalyze:

What content are people responding to?


MeasurementAnalyze:

What content are people responding to?What times/days am I getting the most traction?


MeasurementAnalyze:

What content are people responding to?What times/days am I getting the most traction?What conventions seem to get attention? (length of message, type of message, platforms, etc.)


Measurement


Measurement

Then:


Measurement

Then:Replicate your success


Measurement

Then:Replicate your successAvoid repeating failures


Measurement

Then:Replicate your successAvoid repeating failuresContinue experimenting


Measurement


MeasurementWhich tools to use?



Composing/tracking tools (Hootsuite)



Composing/tracking tools (Hootsuite)Listening tools (Tweetdeck)



Composing/tracking tools (Hootsuite)Listening tools (Tweetdeck)Audience sentiment tools (Radian6)



Composing/tracking tools (Hootsuite)Listening tools (Tweetdeck)Audience sentiment tools (Radian6)Campaign-specific tools (and number of Facebook campaign/contest add-ons)


A bit about personal branding



Balance: Be real, but be professional. Share personal things you wouldn’t mind your future boss seeing.



Balance: Be real, but be professional. Share personal things you wouldn’t mind your future boss seeing.Share career/project accomplishments.



Balance: Be real, but be professional. Share personal things you wouldn’t mind your future boss seeing.Share career/project accomplishments.Ask questions and reach out to people you want to connect with professionally.



Balance: Be real, but be professional. Share personal things you wouldn’t mind your future boss seeing.Share career/project accomplishments.Ask questions and reach out to people you want to connect with professionally.Live-tweet from relevant conferences.



Check out this blog post: http://www.socialnomics.net/2013/11/19/being-authentic-and-geeking-out-on-social-media/


http://www.socialnomics.net/2013/11/19/being-authentic-and-geeking-out-on-social-media/








Wrap up: Key takeaways



You can’t afford to ignore social media in your marketing efforts.



You can’t afford to ignore social media in your marketing efforts.Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective.



You can’t afford to ignore social media in your marketing efforts.Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective.Each network has its own strengths and strategies, and they may not all be right for you.



You can’t afford to ignore social media in your marketing efforts.Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective.Each network has its own strengths and strategies, and they may not all be right for you.Listen, be nice, and measure everything.


Question time & thanks!

Find me online:[email protected]

smallact.com/bloggplus.to/smallact

@smallactgplus.to/alynsen@thinklynsen


mailto:[email protected]

mailto:[email protected]

Social media marketing

Technology

Transcript of Social media marketing