Social Networks for Local Business Marketing
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An overview of Social Networks and which ones matter for businesses, especially local businesses and their associated social marketing efforts. Examples of how to use social networks for marketing are included.
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Social Networks for Local Business Marketing
- 1. a StoneHouseMarketing Solutions, Inc. presentation SOCIAL NETWORKS For Business
- 2. WHY SOCIAL NETWORKS FOR BUSINESS? • “Businesses now realize that if they wish to reach their prospects and customers, their online presence in social media is a foundation of their overall marketing strategy” • 46% of web users look towards social media when making a purchase • 8 out of 10 SMBs use social media for their business to drive growth • 3 in 5 SMBs say they've gained new customers by using social media • 70% of business-to-consumer marketers have acquired customers through Facebook Source: www.marketingtechblog.com https://www.marketingtechblog.com/2014-statistics-trends-businesses-social-media/
- 3. TOP 5 REASONS WHY PEOPLE FOLLOW BRANDS ON SOCIAL MEDIA • Promotions and Discounts • For latest product information • Customer service • Entertaining content • Ability to offer feedback
- 4. HOW MANY SOCIAL NETWORKS ARE THERE? Checkusernames.com
- 6. WIKIPEDIA LISTING OF SOCIAL NETWORKS • Wikipedia lists the major active social networks excluding dating sites • Over two hundred in the list but the actual number is easily over 1000 now • Many specialized social networks exist: • Flixster – for movies • Classmates.com – for school • Flickr – photo sharing • Last.fm – music • DeviantArt – art • Gaia Online – Anime and games • Plenty of Fish - dating
- 7. SO MANY NETWORKS! • But how do you use them for business? • And which networks should you focus on?
- 8. SOME SUGGESTIONS • Stick with the larger networks that are in your demographics • Which also means you have to know your demographics and that of the networks that are potentially relevant to you • Possibly find associated niche networks that relate to your product or service
- 12. MORE SUGGESTIONS • Understand how the network ‘works’ and how it relates to business • e.g. Facebook is social first. It’s not Amazon! • Pay per click (PPC) can be VERY cost effective advertising
- 13. AND THE TOP FIVE ARE… • Google + 1.6 billion • Facebook 1.28 Billion • Twitter 645.7 Million • Qzone 480 Million • Sina Welbo 300 Million
- 14. WIKIPEDIA SOCIAL NETWORKS ORDERED BY USERS
- 15. WIKIPEDIA SOCIAL NETWORKS ORDERED BY USERS
- 17. SOME SURPRISES? • Google + is number one based on number of users • Maybe that means ‘number of users’ isn’t the most important criteria? • How many of you know about: • Habbo • Bebo • Tagged • Netlog
- 18. QUICK RUNDOWN ON THE LESSER KNOWNS IN THE TOP TEN • Habbo: More of a gaming community for teenagers where users create Habbo characters and design hotel rooms • Bebo: Re-inventing itself as a company that makes social apps • Tagged: Allows users to send messages, leave comments, browse photos, watch videos, play games, chat, give tags. • Netlog: A youth community where users can keep in touch with friends and extend their social network beyond their real life friends • Bottom Line: None of these are critical for most businesses
- 19. SO (TAP, TAP)…WHICH ONES MATTER? Checkusernames.com
- 20. A CLUE
- 21. SOCIAL NEWORKS RELEVANT TO BUSINESSES Based on ‘Share’ Links: • Facebook • Twitter • Linked In • Pinterest • Tumblr • Google+
- 22. SURVEY SAYS
- 23. SURVEY SAYS
- 24. SOME NEW ONES IDENTIFIED HERE TOO
- 25. INSTAGRAM • An online mobile photo-sharing, video-sharing and social networking service • Enables users to take pictures and videos, and share them on a variety of social networking platforms, such as Facebook, Twitter, Tumblr and Flickr. • It’s one of the top 10 most popular smartphone apps with growth nearly doubling that of every competitor ahead of it on the list.
- 26. SNAPCHAT • A mobile app, launched in September 2011 • Primarily being used by younger people (teens to twenties) • Allows users to capture videos and pictures that self destruct after a few seconds • When a user sends a message they get to decide whether it will live for between 1 and 10 seconds • After that it’s history…probably
- 27. SNAPCHAT DEMOGRAPHICS • Majority of users are FEMALE • Most users are aged 13 to 25 • New features appearing rapidly e.g. Snapchat stories – short videos • These are being adopted by brands to essentially make commercials • 30 to 60 seconds long and ‘live’ for up to 24 hours • It’s difficult though not impossible to build a large audience on Shapchat • To do so usually requires heavy cross-promotion on other social networks
- 28. YOUTUBE • Most popular video sharing platform • The ‘cat’s meow’ for local search engine optimization (SEO) when done properly • Google loves Google
- 29. LET’S LOOK AT THE TOP FIVE • Facebook • Twitter • Linked In • Pinterest • Google+
- 30. FACEBOOK • Everyone knows Facebook, right? • But do you know the myriad of ways to use Facebook for business?
- 32. UNDER THE TABS
- 33. EXAMPLE OF TAB USE
- 34. OTHER APPS YOU CAN RUN ON FACEBOOK • Contests – good for expanding the number of likes, extending reach (via shares) and collecting email addresses • Free Giveaways – can be used to start a sales funnel (get warm leads and capture email addresses) • Surveys – increase engagement; get market feedback • Real estate listings and other types of listings • Stores • Auctions
- 35. CONTESTS
- 36. FREE GIVEAWAYS • Ex.: https://www.facebook.com/NoGrainerBaker • Under the MORE tab, click on FREE RECIPES
- 37. LISTINGS
- 38. LISTINGS
- 39. STORES
- 40. STORES
- 42. AUCTIONS
- 43. AUCTIONS
- 44. FACEBOOK POSTING • Posting increases your fan engagement • Use Facebook’s INSIGHT tool to see posting performance
- 45. INSIGHTS
- 46. INSIGHTS
- 47. INSIGHTS
- 48. PPC • PPC = Pay Per Click advertising • PPC is very cost effective on Facebook when compared to other forms of advertising: • Radio • Newspaper • Mail out flyers • Highly targeted • Age • Sex • Interests • Profession • Geography
- 49. EXAMPLE OF PPC POST
- 52. SOME FACEBOOK STATS OF INTEREST • 1.39 billion monthly active Facebook users (MAU) – 13 percent increase year over year (Source: Facebook 28 Jan 2015) • 890 million people log into Facebook daily (as of December 2014) – 18 percent year over year increase • Age 24 to 34 = 29.7% of users (the most common demographic) • Five new profiles per second! • 53% female and 47% male • Peak traffic is 1 to 3 p.m. • Thursdays and Fridays have 18% higher engagement • Average amount of time on Facebook: 20 minutes • 50% of 18 – 24 year olds go on Facebook when they first wake-up
- 53. TWITTER – WHAT’S IT ABOUT? • Users send & read short “tweets” – 140 characters • “SMS of the Internet” • You choose to follow other users, and their tweets appear on your page. • Tweets default as public, but user can restrict them to followers • The name “Twitter:” A short burst of inconsequential information / Chirps from birds • Logo: “Larry the Bird” (after the basketball player), or simply “Twitter Bird”
- 54. TWITTER STATISTICS • Somewhere between 500,000 and 750,000 registered users, depending on what you read • Average 302 Million monthly active users • 500 million Tweets are sent per day • 80% of Twitter active users are on mobile • 77% of accounts are outside the U.S. • Twitter supports 33 languages
- 55. MOST TWITTER POPULAR ACCOUNTS • Katy Perry: 68,122,294 • Justin Bieber: 62,528,766 • Barack Obama: 57,753,487 • Taylor Swift: 55,845,709 • YouTube: 50,055,731 By number of followers Source: http://en.wikipedia.org/wiki/Twitter • Lady Gaga: 45,568,739 • Justin Timberlake: 44,094,709 • Rihanna: 43,553,703 • Ellen DeGeneres: 42,012,220 • Britney Spears: 41,441,514
- 56. CONTENT OF TWEETS (PEER ANALYTICS) • Pointless babble – 40% • Conversational – 38% • Pass-along value – 9% • Expert Opinion: • Pointless Babble is better characterized as "social grooming" and/or "peripheral awareness” (Danah Boyd, social media scholar) • People want to know what the others around them are thinking / doing / feeling, even when co-presence isn't viable • Self-promotion – 6% • Spam – 4% • News – 4%
- 57. A HIGHLY VISIBLE TWITTER ACCOUNT https://twitter.com/Cmdr_Hadfield One of today’s Canadian celebrities – he’s a real guy! Funny, informative, and accessible.
- 58. A TWITTER BUSINESS ACCOUNT https://twitter.com/PurdyPaintTools Products, tips, expert guidance, community activities, and general information
- 59. WHY TWITTER FOR BUSINESS? • Is this direct advertising? No…your business is doing social grooming! • Gives your business a voice and personality • Like Facebook, you provide relevant information, make announcements, and generally communicate with your followers • It does tend to be more one-way than Facebook • It’s about being where your demographic is
- 60. WHY TWITTER FOR BUSINESS? • 70% of small businesses are on Twitter (Search Engine People) • 85% of followers feel more connected with a small business after following them (Twitter.com) • 67% of Twitter users are more likely to buy from the brands they follow on Twitter (MediaBistro) • 42% of consumers learn about products and services via Twitter (Convinceand Convert.com) • The more you tweet, the more followers you will have (Beevolve) • 63% of people follow Small Business to show their support for them (Twitter.com) • 42% of Twitter users use Twitter to learn about products and services (Edison.com) From http://small-bizsense.com/10-insightful-twitter-statistics-for-small-business/
- 61. TIPS FOR USING TWITTER • Create a great Twitter profile for your small business. • Find out who the “influential people” are in your industry and start following them. • Retweet helpful tips, articles, resources and other information to your Twitter followers. • Tweet on regular basis -- at least 2 or 3 times a day. • Network with other like-minded individuals in your business niche. From http://small-bizsense.com/10-insightful-twitter-statistics-for-small-business/
- 62. LINKED IN • A social network for professionals – used for job searches in the early days • Users create profiles and connections with each other • Businesses can list products and services on company profile pages • Members can recommend products and services, and write reviews More intense and proactive than the other networks… But also more direct in its professional objectives
- 63. LINKED IN CONNECTIONS • Connections can be used in a number of ways: • Obtaining introductions • Finding & recommending jobs, people, and business opportunities • Listing jobs and searching for candidates • Post photos and view photos of others • Follow companies and an receive notifications • “Like" and "congratulate” updates of contacts • See who has visited your profile page
- 64. LINKED IN STATISTICS • 350 Million users in more than 200 countries / territories • Site is available in 20 languages • 187 million monthly unique visitors • Membership grows by ~2 per second • 40% of users check LinkedIn daily • 11x more likelihood of having profile viewed if photo included From http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/
- 65. BUSINESS ASPECTS OF LINKED IN • Customers – more through online recommendations • Vendors – find them on LinkedIn; provide mutual benefit through referrals • Groups – join or create interest groups aligned with your business • Solve Tough Problems – through groups and the large network • Polling – gather feedback from your clients • Products and Services – Showcases • Advertising through Expertise – demonstrated through blogs and posts • Jobs – post positions and search for employees (users can apply directly from LinkedIn)
- 66. A LINKED IN BUSINESS ACCOUNT https://www.linkedin.com/company/meva-clothing Products, services, link to a group, other company suggestions—and a connection!
- 67. LINKED IN BUSINESS ACCOUNTS LinkedIn Guidance to creating & maintaining an account (paraphrased) from https://smallbusiness.linkedin.com/ 1. Build Your Profile and Brand • Understand and know your audience • Put a face to your name • Create a punchy headline • Tell your professional story / demonstrate your expertise • Showcase your work and company • Create your information hub • Let your network speak for you • Build a sales network • Make yourself and your page easy to find
- 68. LINKED IN BUSINESS ACCOUNTS 2. Network to Grow Your Business • Create your base • Reach out to fellow alumni and business contacts • Find new contacts and promote your brand in LinkedIn Groups • Make connecting part of your routine • Search for contacts on LinkedIn • Engage your employees • Reach out (mutual contacts, etc) – get in front of the right people • Identify leads and prospects • Convert customers into followers • Track your progress
- 69. LINKED IN BUSINESS ACCOUNTS 3. Build Business-driving Relationships • Create your content stream / post frequently • Create a mix of content formats (include photos/videos) • Show that you’re an expert (regular posts, news, videos) • Demonstrate value • Stay in touch with the Connected app • Nurture relationships with reminders • Encourage follows to engage; dive into their comments • Engage with other professionals on LinkedIn Groups • Become a thought leader by publishing posts on LinkedIn • See who’s interested, and adjust accordingly • Always improve
- 70. GOOGLE + • Launched in June 2011 as "a social layer across all of Google's services” • Allows services to share a user's identity and interests • Strong growth in initial years, but usage statistics vary depending on how the service is defined • Is it a social network? • Or does it mainly support other Google services? • Google + does NOT aim to replace Facebook and the others • Rather, it is part of Google’s overall kitbag to change how people communicate • A critical component of local Search Engine Optimization (SEO) www.plus.google.com
- 73. GOOGLE + CAPABILITIES • Post photos and status updates to your stream or interest based communities • Group different types of relationships (rather than simply "friends") into Circles • Organize contacts into groups for sharing • Multi-person instant messaging, text and video chat (Hangouts) • Events • Location tagging • Edit and upload photos to private cloud-based albums • Hangout: free video conferencing • Google + Pages: Businesses can connect with fans, similar to Facebook • Many others…
- 74. GOOGLE + USAGE • Between 500 Million & 1 Billion users depending on how they’re counted …but how engaged are they? • Seems not nearly as much as the other networks • 9% of Google’s 2.2 Billion users actively post, and far fewer directly • Active posting could be a comment on a YouTube video • So users may be VERY engaged…they just don’t know it
- 75. SO WHY GO WITH GOOGLE + ? • Google + profiles are used as the background account for Google’s other services • YouTube, Gmail, Google Maps, Android, and many others • It’s doing more beneficial stuff in the background to support other applications than we may realize • A critical component of Search Engine Optimization • It may end up catching on de facto!
- 76. PINTEREST • Something shared on Pinterest is called a PIN • Group pins are put on a PINBOARD or a BOARD • Repinning means to share someone else’s PIN • Aesthetically pleasing site! Very visual
- 78. PINTEREST STATS • Most pinned categories • Food & drink • DIY & crafts • Home Décor • Holidays & Events related
- 79. PINTEREST STATS • 83% of active users prefer to follow a brand versus celebrities • 81% women, 19% male • Women are the decision makers in the majority of households and Pinterest is very visual -> IDEAL FOR BRANDS AND RETAILERS • Popular with all age groups • Popular with wealthier consumers • Grew 111% year over year from 2013 to 2014
- 80. THANK YOU! StoneHouseMarketing Solutions, Inc • glenn.lidstone@shmsinc.com • mcoffin@shmsinc.com • 613-962-5177
Notas do Editor
- Most businesses realize the importance of social media to their business endeavours. I think these stats give you a good idea why: * 46% of internet users use social media to help make a purchase decision * 8 out of 10 SMBs use social media to drive growth in their business * 3 out of 5 SMBs say social media has given them new customers * 70% of B2C marketeers say they have acquired new customers through Facebook
- Anyone know how many social networks there are?
- Checkuseranames.com is an online tool that you can use to check to see if a given name is available for use on a large number of social networks
- ----- Meeting Notes (15-05-12 12:47) ----- back to the question of how many social networks... Wikipedia lists the major active social networks and there are over 200 in the Wikipedia list. But the actual number of active social networks is well over one thousand There are, of course, lots of specialized social networks...
- ----- Meeting Notes (15-05-11 23:14) ----- You need to understand the social fabric and how that social fabric works. ----- Meeting Notes (15-05-12 12:47) ----- There are so many networks. But how do you use them for business and which networks should you focus on? Obviously you only want to put energy into the networks that will help you grow your business.
- Eg. If your business involves motorcycles, you might look at the social network “BikerOrNot” which calls itself “the Social Network for Bikers”
- But for bikers, that’s not the only choice. Another one is CycleFish
- And another one still is Biker Force which touts itself as the largest biker social network
- So back to this question of what are the largest networks. Any guesses as to who is #1? Google+ then Facebook Next is Twitter I’m willing to guess no one will guess the next largest network Its qzone Or the next which is Sian Welbo
- A number of these large networks just aren’t relevant to us…unless you are doing business with China…and in some cases teens.
- Let’s cross those networks off and see what we are left with
- This probably looks more familiar and relevant. But still a few surprises <then go to next chart>
- Launched in 2005 AOL once bought Bebo for $850 million. The inventor of Bebo recently bought it back for $1 million and is starting over.
- Here’s an interesting clue right on this website…and found on just about any social site or blog or news site I’ve circled the buttons that allow you to share the content of this page on…certain social networks. The social networks that matter are connected in a variety of ways to the fabric of the internet and our social structures. This is one way!
- Source: Social Media Examiner So businesses are using social networks almost equally for B2B and B2C business. Linked In, though is more skewed to B2B
- The networks we might expect to see are all here. Facebook Twitter Linked In Pinterest Google+
- Companies generally default to having a Facebook and Twitter account and then make the choice for a third among Google+, LinkedIn, Pinterest, and Instagram
- Snapcat is not for children under 13. Children under 13 are prohibited but since Snapchat doesn’t ask for age on signup, parents or others need to report if a child under 13 is using it.
- Most businesses should have a Facebook Business page. The large photo is called your COVER PHOTO The smaller one in the left hand corner is your profile picture. Note that there is text to the right of the profile picture that identifies your business name and your market segment.
- This is from Off the Hook. One of the things about Facebook is you have all these tabs. And you can use the tabs for all kind of applications.
- Here’s an example of a Tab called PROMOTIONS (again on Off the Hook)
- We can build storefronts on Facebook that have a look and feel very consistent with a similar storefront that you might have on a website.
- This is an app that we designed based on what Off the Hook was doing.
- The app manages all kinds of things relevant to the auction. Too much to go into here.
- Facebook’s Insight tool is available to anyone that has a Facebook business page.
- Average post has a reach of maybe 30 people. (3rd column). She had one organic post that had a reach of 2000 people and another of 854 but most are in the 20 to 30 range. She did a small PPC campaign and had a reach of 4300
- So to close off on Facebook
- Katy Perry – 68 MILLION FOLLOWERS. Think about that for a second. 68 Million people tuned in to what Katy Perry has to say. Wow.
- Pass along value—posting/reposting information, giving expert advice Self promotion—publicizing oneself or one’s activities
- Here’s Chris Hadfield’s twitter page. He’s tweeting about which country has he most venomous animals. Anyone know the answer? I think I do, mostly because of my Facebook friends! Australia.
- Look famliar? If I didn’t tell you this was a Twitter account…you might at first glance think it was a Facebook business page.
- Launched in 2003, Linked in is a social network for professionals
- ----- Meeting Notes (15-05-12 10:55) ----- mre b2b than b2c
- Google+ is a relatively new social network – less than four years old