Social media presentation

By Last Rose Studios Inc.

Social MediaPicking the right Social Media channel and what you

should be posting



Important Note!

You don’t have to be on, or active in a

particular social network to make your content

available to share on that network.

Sharing tools such as addthis and sharethis

(amongst others) allow visitors to your site

easily share content on a vast number of social

networks. If you have a blog, and are creating

content, then this is a must.


Overview of the MAIN

Social Networks

Facebook, Youtube, Twitter, Google+,

LinkedIn, Pinterest


Facebook

• Facebook is currently the largest social media network.

• An average of 3.2 billion comments and likes every day

by over 1 billion users.

• Supports Video, Links, Text, Pictures and Albums.

• Facebook is ideal for B2C

• Facebook offers excellent insights into who interacts

with your content.

• Main activities are liking, commenting and status

updates.


Youtube

• YouTube is the largest video network.

• Is considered to be the second largest search engine.

• Only supports video.

• Ideal for B2C but can be used for B2B as well

• Can be used to showcase products (SSI)

• Great built-in insights


Twitter

• Third largest social network

• Posts limited to 140 characters

• Can easily “Tweet” links and photos

• Can monitor for specific keywords and mentions

• Excellent to provide customer service


Google+

•Fourth largest social network and growing

•Supports Video, Links, Text, Pictures and Albums.

•Tied in to Google Places

•Rumoured link to SEO rankings

•Very big in the tech industry and engineering

•Users are a bit more technical than Facebook

•Main activity is +1 and posting content

•Stats are hard to get, as many inactive users (technically

anyone with Gmail account, or an account for any Google

service is automatically signed up for Google+, no direct

analytics, though better tie in with Google analytics.


LinkedIn

•Primarily a business focused audience.

•Good for B2B type business or services

•Links and Text

•Offers a paid model


Pinterest

•Pinterest allows you to create “boards” with images pinned

from different websites.

•Content is photos only

•Demographic is mostly women

•Very popular within Fashion, Wedding, Landscaping,

Home Improvement, Decorating, Food categories (Dream

homes, Wedding planning, etc.)


Honourable Mentions

Reddit

Popular amongst a very young demographic, mostly low

income college students. Allows almost any type of

content.

StumbleUpon

A social bookmarking tool that allows you to share pages

that you find interesting. These pages get presented to

people with similar interests.

Instagram

Easy to use photo taking and sharing app, made popular

on the iPhone. Mostly young female demographic


reach, demographics, goals and content

type

Picking the right social networks

Picking the right

social network


Overview by Media Type

Different social networks are better for certain types of

media. Make sure that you choose a social network that

can handle the media that you need.

Facebook Twitter Google+ LinkedIn YouTube Pinterest

Photo X X X X

Video X X X

Links X X X X

Text X X X X


Overview by Goal


SEO ** ** *** ** *** **

Traffic *** *** ** * ** ***

Brand

Exposure*** *** *** *** *** ***

Engagement *** *** *** ** *** *

Some social networks are better suited for certain goals.

For SEO, Google owned networks work the best. For traffic

- Facebook and Twitter. All are good for brand exposure.


Overview by Target Audience Age


Under 18 7% 8% 9% 1% 3% 9%

18 - 24 9% 14% 23% 4% 8% 10%

25 - 34 19% 23% 35% 16% 26% 18%

35 - 44 19% 23% 15% 32% 26% 20%

45 - 54 34% 23% 11% 30% 27% 32%

55 - 64 9% 6% 5% 13% 6% 8%

65+ 3% 3% 2% 4% 4% 3%


Overview by Gender

Twitter and Pinterest have a large female audience.

Google+ is mostly male as sadly tech and engineering

fields don’t attract many women.

Facebook is mostly male, however in the 18 and under and

over 40 age brackets is mostly female.


Male 56 38 67 50 45 21

Female 44 62 33 50 55 79


Overview by Education

No accurate data available for Google+.

LinkedIn has the best educated user base.

Facebook Twitter LinkedIn YouTube Pinterest

No Highschool 10 10 3 12 5

Highschool 9 8 9 9 7

Some College 60 61 45 59 66

Degree 14 16 31 14 16

Grad Degree 7 5 12 6 6


Overview by Income

LinkedIn has the largest stretch of users across the income

brackets (correlation between education level, and the

professional focus).

Facebook Twitter LinkedIn YouTube Pinterest

<25k 10 14 8 10 8

25-50k 33 42 25 33 41

50-75k 36 25 31 36 31

75-100k 11 10 17 10 11

100-150k 6 5 11 7 6

150k+ 4 3 8 4 3


Don’t Trust the Numbers!

There are sub-demographics that aren’t well

shown

Example - Twitter popular amongst african american males

in urban areas

Example 2 Twitter also popular amongst young females.

Ask your ideal customers what social media

networks they use!


So which Network Should I Pick?

Ideally you should pick a network where your

target audience is active, and one that will help

achieve the goals you want.

While nothing stops you from having profiles on

all the major social networks, it’s recommended

to concentrate your efforts on one or two

Google+ is arguably a must - as it ties in very closely with

Google places, and is rumoured to have an impact with

search engines.


Using Social

MediaWhat should I post?


Keep it Mobile friendly

Most People access social media via their

phones. Keep this in mind when posting

Notable exceptions are

LinkedIn - mostly desktop.

Pinterest - mostly tablet


Build Relationships - Don’t

Advertise

The important thing to remember is that you

want to build a relationship with customers, not

blatantly advertise your services. No one

follows you to listen to you talk about yourself.

While the occasional advertorial post is ok,

most of the content posted should be of interest

to your target demographic, and relevant to

your industry.


Keep it Professional

Keep personal details out. If you post about

every coffee shop you visit, or every time your

cat does something cute, you will lose

followers.

Keep it to content that is relevant to your

business, and to your target audience.


Show Personality

Don’t be afraid to let your personality show.

It helps humanize a company, and makes it

easier to interact with you.


Good Posts to Facebook

• Keep things Positive

• Provide Information

• Include Images

• Engage with Users


Good Tweets

• Have a clear call to action

• Have good grammar

• Use questions, facts and figures to engage

viewers

• Use mentions to prompt influencers to

engage with you

• Retweet relevant content for your audience.


Good Pins

Since it is image only, here are some stats

• No human faces - 23% less shares

• Multiple Colours - 3x more shares

• Portrait performs better than landscape

• Lots of red - Red gets 2x more shares


Good Google+ Posts

Get involved with trending/hot topics relevant to

your industry.

Use images to stand out

Find relevant communities - engage and

contribute in them.

Interact with commenters to help drive

engagement

Increase your reach by using hashtags (does

automatically, but help them out)


Best time to Post

Posting off peak hours increases the chances

that your post will get lost or buried.

Best Worst

Facebook 1PM - 4PM 8PM - 8AM

Twitter 1PM - 3PM 8PM - 9AM

Pinterest 2PM - 4PM

8PM - 1AM

5PM - 7PM

Google+ 9AM - 11AM 6PM - 8AM

LinkedIn 7AM - 9AM

5PM - 6PM

10PM - 6AM


Frequency is also Important

If you post too little, it looks as if you aren’t

committed.

If you post too much, you end up flooding your

followers, and they may stop following you.

Ideally you want to have one or two posts a

day*. *Unless communicating important information such as service information


Don’t have Much Time?

Take a look at buffer

Just load it up once a week, and you can

schedule when you want it to share content on

your social networks.

It picks what content to share and when

depending on what is trending.


After all that, what Should I Post

While creating unique content is always great,

don’t be afraid share content from others in

your industry that you think your target

audience will find interesting.

Think of it as if your target audience where in a

networking event with you. Would you try to

shout out your services or would you educate

them, and discuss with them, and get them

involved.


Using Social

MediaUsing Social Media Proactively - Stalking

your Leads


Looking for Service Mentions

People talk about their problems on social

media

Use tweetdeck and other social media tools to

look for specific keywords for pain points that

you can solve.

If you are a mechanic looking for “Car broke

down” and similar phrases on twitter could lead

you to possible clients.


Stalk Existing Customers

Following your existing customers can

enlighten you to changes in their life.

New jobs, change in marital status, children,

etc. can all indicate a need for a new

product/service that you can offer.


Using Social

MediaSocial Media for Customer Relations


Keeping Customers in the Loop

Many service companies use social media to

keep customers informed about anything that

may impact the quality of service.

It can also be used to announce specials and

promotions.


Responding to Feedback

As was said before, people like to complain on

social media.

By monitoring your brand using social media

tools like tweetdeck, you can find and respond

to these complaints - Remember to keep it

positive.


How to Measure Social Media Impact

Depending on your goal, one of the key metrics

you should be looking at is engagement.

One tool that can be used to analyze that is

http://www.truesocialmetrics.com


and SEO

Social Media


Official Statement from Google

In short, Google has outright said that there is

no link between Facebook or Google+ and your

websites ranking.


In the Wild

A number of studies have shown that there is a

correlation between social media engagement

and search engine ranking.


Correlation != Causation

This is more attributed to creating good content

that engages people. So there is, in fact, an

indirect correlation

●They spend more time on the site

●Will search for it more

●Link to it more

●Comment on it more

All of these are signals that help increase

ranking

Social media presentation

Business

Transcript of Social media presentation