Social Primer: Getting Started With Social Media Marketing

July 26, 2012

Agenda

Strategy Platform Review

Content Planning Analytics Question

s

Where Do I Start?

Business Goals

Strategies Tactics/ Platforms

PinterestGoogle+

InstagramFoursquare

FacebookTwitter

LinkedInYouTube

• Is my audience there?

• Why am I using this channel?

• Do I have content to support the use of this channel?

• Do I have the manpower to support the use of this channel?

Currently the largest social network, Facebook boasts over 900 million active users.

Brands participate by having a Facebook Page and delivering timely, valuable content to “Fans” (aka “Likers”) through a user’s newsfeed.

Platform Overview

Facebook • 68% are 35+• 43% Male / 57% Female• “Some College” or above• 47% household income of $50k -

$100k

• Historical look at company (Timeline)

• Traffic driver• Customer engagement

• Visually compelling• Links need to include photos• Needs a large variety to keep

engagement up• Mobile experience

• Varies from daily postings to 2-3 times/week

• Avg. 3-5 hours/week including content planning

A social networking experience delivered in 140 characters. Originally inspired by text messaging, Twitter allows users to interact with each other through brief messages.

Topics are organized through user created conventions called hashtags.

Platform Overview

Twitter • Primarily 25 - 44• 41% Male / 59% Female• “Some College” or above• 75% household income in $25k -

$100k (evenly split)

• Deliver timely company news• Customer service channel• Aggregate industry news relevant

to your business• Provide an inside look at the

company

• Brevity is key • Include a link & any relevant

hashtags• Mobile experience• Twitter Media Viewer

• Varies, but post at least once/day• 1-2 hours/week

A business-focused social networking site with over 150 millions registered users.

Many professionals use LinkedIn for career opportunities and to discuss industry trends within groups.

Platform Overview

LinkedIn • 81% are 35+• 50% Male / 50% Female• 50% Bachelor’s or Graduate Degree• 50% household income of

$50k - $100k

• Connecting the business with individuals

• Thought leadership through group participation

• Recruiting & partnership opportunities

• Business focused• Thought leadership• Question & discussion focused

• Weekly participation• Avg. 3 hours/week including content

planning

Supposedly the second largest search engine, YouTube allows users to upload video content, which is then embeddable and shareable across multiple networks.

Typically items that go “viral” are videos from YouTube.

Platform Overview

YouTube • 48% Male / 52% Female• 25% are 35 - 49• 800 Million Users• 3 Billion Hours Watched/Month• 60 Hours Uploaded Every Minute

• Content repository for use on website

• Video blogging (Vlogging)• Industry commentary

• Video content• Not just marketing content• Audio more important

• Varies based on strategy employed, monthly posting minimum

• Avg. 1-5 hours/week including content planning

The newest social media darling, Pinterest has skyrocketed to over 21 million unique visitors, and over 10.4 million registered users.

Content is curated from across the web and can be organized into boards around topics.

Platform Overview

Pinterest • 35% are 45+• 18% Male / 82% Female• 61% have “Some College”• 46% household income of $50k -

$100k

• Showcase products• Curate industry trends• Provide a human face• Give a sense of corporate

personality

• Visual content required• Share-worthy• Spark commenting

• Varies from daily postings to 2-3 times/week

• Avg. 3-5 hours/week including content planning

• Can be addictive!

Google+ launched in the summer of 2011 as a social networking product. Since its launch, Google has made great strides to integrate Google+ into a host of other products, such as YouTube, Google Docs, Gmail, etc.

Platform Overview

Google+• 50% are 0-24• 71% Male / 29% Female• Student & tech oriented audience

• Content sharing to improve search rankings

• Direct connection with customers via Hangouts

• Focus on high-value content• Content that induces +1’s and

commenting

• Varies from daily postings to 2-3 times/week

• Avg. 3-5 hours/week including content planning

Based in a photo-sharing application for iOS and Android, Instagram allows users to add filter effects to their photos. The app takes photo sharing to a new height by allowing friending, tagging and interaction with user created images. With over 25 million users, no wonder they got acquired by Facebook.

Platform Overview

Instagram• Does not release user

demographics• Smartphone Users

• Capture the lifestyle of the business

• Go beyond content creation to content engagement

• Photo content• Mobile based• Invokes the personality of the

business• Merge pictures & text to convey

messaging

• Ad-hoc content creation or planned content themes

• Integrate into overall marketing plan and other channels

A geo-location application originally launched at SXSW 2009, Foursquare allows individuals to check-in to locations, as well as follow brands, to earn points and badges.

In recent months, they’ve tried to expand beyond gamification to become a recommendation engine.

Platform Overview

Foursquare • 41% are 25 - 34• 60% Male / 40% Female• “Some College” or above• 47% household income of $50k -

$100k

• Customer loyalty rewards• First time visitor incentives• Community or lifestyle expert

• Visitor specials• Loyalty rewards• Expert tips for locations• Photo content & lists

• Minimal set-up• Ongoing maintenance depends on

strategy

Content Planning 101

Content Themes

Messaging

Content Assets

Cadence

Platforms

- How do content themes support business goals?

- How are messages crafted for each platform?

- What content asset are you linking to? Is it owned or unowned?

- How often are your publishing?

- How do you create unique experience on each platform you use?

Analytics 101

• Engaged Users• Comments/

@Mentions/Likes• Click-thrus

• Shares• Post Virality• Advocacy Growth

• Downloads• Community

Growth

• Impressions• Total Reach• Referral Traffic

Awareness Acquisition

EngagementAdvocacy

Contact Information

Lynn MortonSr. Social Marketing ManagerR2integrated

lmorton@r2integrated.com

@MissLynn13

www.linkedin.com/in/lynnmorton

www.r2integrated.com/blog/

Living bibliography at http://delicious.com/r2integrated/SocialPrimer