This presentation is one of the 9 part series "digital marketing in a nutshell" covering the essential business owners needs to understand about social media marketing.

1. SOCIAL MEDIA IN
A NUTSHELL
Everything you need to know about social
media at your fingertips
DAVID WALTERS, CEO
Steam Powered Marketing

2. • Digital Marketer Certified Partner
• Passionate about helping businesses
• Corporate Change Mgmt. Consultant
• Over 30 years exp. as a Chartered
Engineer
Hi… I’m David…
DAVID WALTERS
CEO
Steam Powered
Marketing

3. Here’s What We’ll Cover Today
Major Social Platforms
New Players In The Game
4 Critical Mistakes Every Business Makes
The Social Media Success Cycle
Social Media KPI’s

4. Part 1: The Major
Social Platforms

5. The Major Social Platforms: Ranked
• Facebook: 2.4 Billion Monthly Active Users
• Instagram: 1 Billion Monthly Active Users
• Twitter: 386 Million Monthly Active Users
• LinkedIn: 250 Million Monthly Active Users
Source

6. Facebook Deep Dive
• Facebook reaches 60.6% of internet users.
• $17.44 Billion Dollars in Ad Revenue in Q1 of 2020.
• 80 million small business pages around the world.
• 7 out of 10 adults (18 - 65) in the US use Facebook.
• 65% of active users are 35 and under.
• 96% of Facebook users prefer mobile over desktop.
• As of 2019 -- the average user spends 58 minutes a day on the platform.
• As of 2018 -- 78% have discovered a product via Facebook.
Source 1, 2, 3

7. Your business should
be on Facebook

8. Instagram Deep Dive
• 18 - 24 year olds make up the biggest group of active monthly users with
51% female and 49% male users.
• 60% log in AT LEAST once daily, 21% log in once a week, and 16% log in at
least once a month.
• The average time spend on Instagram is 53 minutes -- second only behind
Facebook.
• 83% of users have found new products or services on Instagram
• 80% of users decided to buy a product based on an influencer using the
product or a friend they follow.
• BONUS: Owned by Facebook -- Creating ads for Facebook also creates ads
for Instagram as well in Ad Studio.
Source

9. If your market’s on Instagram,
you should be too!

10. LinkedIn Deep Dive
• More than 70% of active users are from OUTSIDE of the US.
• Amazing for B2B Marketing and Content Distribution
• 80% of B2B Leads come from LinkedIn.
• 90 Million LinkedIn Users are in Senior-Level Influencer Job Positions
• 63 Million LinkedIn Users are in Decision Making Job Positions
• LinkedIn has over 30 million companies -- world wide -- active on the site.
Source 1, 2

11. If you’re a B2B Business,
LinkedIn is a great place
for you!

12. Twitter Deep Dive
• THE Platform for Social Listening.
• 63% of all Twitter users (worldwide) are between 35 and 65.
• 500 million tweets are sent out per day.
• 40% of Twitter users carry out a purchase after seeing it on Twitter.
• Twitter is the #1 platform for discovery with 79% people on Twitter seeking to
discover the newest trends.
• Time spend viewing ads on Twitter is 26% higher than any other social platform.
Source 1, 2, 3

13. If you want to interact
with customers in real-
time, Twitter is for you!

14. Part 2: New Players
In The Game

15. The New Frontier
of Social Media
Marketing
• WhatsApp (SMS Marketing) –
2 Billion Monthly Active Users
• TikTok – 800 Million Monthly
Active Users
• Snapchat – 398 Million Monthly
Active Users
Source

16. Don’t be attracted to the “shiny new thing.” If your target
audience is not on these platforms, don’t spend money on
that platform!
Warning

17. Part 3: 4 Critical
Mistakes Most
Businesses Make

18. MISTAKE #1: TREATING
SOCIAL MEDIA MARKETING
AS A ONE-WAY STREET
You shouldn’t be shouting into a void. Instead, focus on
creating opportunities for dialogue with your customers

19. MISTAKE #2: JUMPING
STRAIGHT INTO THE SALE
It’s all about providing value first and often, then creating
multiple touch points for communication with your customers

20. MISTAKE #3: FAILING TO TIE
SOCIAL MEDIA MARKETING TO
YOUR OVERALL MARKETING
GOALS
Align your social media efforts with your content marketing and
promotions

21. MISTAKE #4: TREATING
SOCIAL MEDIA MARKETING
AS A SINGLE DISCIPLINE
It’s actually composed of 4 equally important parts….

22. Part 4: The Social
Media Success Cycle

23. Using Social Media for Marketing
• Generate AWARENESS of your brand and your marketing
campaigns
• Get them to ENGAGE with your content (blog posts, podcast
episodes) and DRIVE them to your website
• Discover what your audience wants to learn/what topics
interest them
• Testing ground for paid campaigns

24. The Social Media Success Cycle
• Social Monitoring & Listening
• Social Influencing
• Social Networking
• Social Selling

25. Social Monitoring & Listening
What It Is
• Monitoring and responding to customer inquiries; listening for important trends/topics
Platform
• Twitter is the primary social channel for this -- HOWEVER -- all social channels can use this strategy.
Twitter is known for its customer interactions with brands.
Effective Strategy
• Use your social accounts to listen to customers needs, wants, and complaints. A simple check in on
your social gives your customer care team a leg up on the pulse of your clients.
• Follow your direct competitors...see where they are letting down potential clients (pain points) and
cater to those needs.
• Use the feedback (that most likely is unsolicited) to improve your product and offer. Customers will fill
you are TRULY listening to their wants and needs.

26. Social Influencing
What It Is
• Establishing authority in your industry by posting and sharing relevant and valuable content.
Platform
• Facebook, Instagram, Twitter, LinkedIn
Effective Strategy
• “People show commitment two ways...with their time and money.” - Ryan Deiss
• The key is delivering VALUABLE content. When content is valuable, people will spend time with
it. The more time people spend on your content, the more they recognize your authority in the
space.
• Your audience will realize you’re a VALUABLE RESOURCE and will continue to ENGAGE WITH
YOUR CONTENT
• They will SHARE your content and brand with their audience, expanding YOUR REACH

27. Social Networking
What It Is
• Engaging and building relationships with valuable brands and influencers in your industry.
Platform
• Facebook, LinkedIn, Twitter, Instagram
Effective Strategy
• Start by sharing VALUABLE content from other industry influencers and brands.
• Create a list of brands and experts in your industry you’d like to build relationships with.
• Build communication templates and reach out to them where they are most active.
• Create mutually beneficial relationships.
• Focus on WHAT and WHERE your audience will find the most value - Sharing tips via an Instagram
takeover, going Live on Stories or Facebook, etc.

28. Social Selling
What It Is
• Generate leads and sales by connecting a seeking audience with your products and services
Platform
• Facebook, Pinterest, Instagram, YouTube
Effective Strategy
• Focus your social selling efforts on Seeker Channels: These are channels where customers and
prospects are ACTIVELY seeking specific content - think of like Google, YouTube, Pinterest.
• Optimize your eCommerce brand for social selling -- such as connecting your eCommerce catalogue
to your Instagram Business Account.
• Focus on engaging your audience and speaking to the BENEFITS of your products and services

29. Part 5: Social Media
KPI’s

30. Social Media KPI’s
Measuring Awareness
• Number of followers
• Impressions
Measuring Engagement
• Clicks
• Likes
• Shares
• Comments

31. Thank you!
Feel free to connect with me if you have any questions –
david@steampoweredmarketing.com
linkedin.com/in/davidjameswalters