How To Enhance Your Business with Social Media
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This document provides tips and best practices for using social media to enhance a business. It discusses setting goals and understanding your audience before creating a content strategy. It recommends developing a posting schedule to regularly share content on Facebook, Twitter, Instagram and Pinterest. The document also provides statistics on user demographics and engagement for each platform to help determine which may be best for different businesses.
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How To Enhance Your Business with Social Media
- 1. How To Enhance Your Business with Social Media Mineral Wells Area Chamber of Commerce June 10, 2015
- 3. Get these slides here:: http://sarahtpage.com/MineralWells/
- 4. Facebook
- 5. Facebook Stats • Almost 1.4 billion active users • Average user is connected to 70 pages • Smartphone mobile users check Facebook an average of 14 times a day • Over 1.9 billion users access Facebook from a mobile device Source: IDC; expandedramblings.com
- 6. • Average number of connections between local business pages and users is 2 billion • Average number of weekly local business page views is 645 million • Average number of weekly comments on local business pages is 13 million Facebook Stats Source: IDC; expandedramblings.com
- 9. NEW! Facebook Call to Action Button
- 10. • Available call to action text includes: – Book Now – Contact Us – Use App – Play Game – Shop Now – Sign Up – Watch Video NEW! Facebook Call to Action Button
- 11. NEW! Facebook Call to Action Button
- 17. Facebook Offers • Affordable and great for brand awareness • Spent $3.70 and drove over $200 in business • 102 offers claimed/5 redeemed • Redemption rate on this offer was low • Ask your community to share! Source: Doe’s Eat Place
- 18. Facebook Offers Source: Doe’s Eat Place
- 19. Facebook Boosted Posts Source: Visit Bloomington
- 20. Facebook Boosted Posts Source: Visit Bloomington
- 27. Facebook Cover Photo as Advertising Source: Bass Performance Hall Text can be no more than 20%
- 29. Facebook Cover Photo as Advertising Source: Mari Smith
- 30. Is Facebook Right for You? • 71% of Internet users are on Facebook • 77% of women use Facebook vs 66% of men • Age • Ages 18-29 = 87% • Ages 30-49 = 73% • Ages 50-64 = 63% • Ages 65+ = 56%* • Race/Ethnicity • White = 71% • Black = 67% • Hispanic = 73% • Geography • Urban = 71% • Suburban = 72% • Rural = 69% Source: Pew Research Center
- 31. Twitter
- 32. What Is Twitter? • Free social networking and micro-blogging site that allows users to send and read messages known as “tweets” • Tweets can have no more than 140 characters & are delivered to the author’s subscribers, known as “followers”
- 33. Twitter Stats • 500 million users • 60% of active users use their mobile phone to tweet • Average number of followers per Twitter user is 208 • Twitter engagement rates for brands are 17% higher on Saturdays and Sundays Source: Linchpin SEO; expandedramblings.com
- 34. Twitter Benefits for Biz • Low cost • Speed of feedback • Potential reach of message • Customer engagement/service • Track what people are saying about your business • Create buzz around upcoming events • Promote your business and other content you create
- 35. Profile Photo or Avatar User name or handle Bio and website URL Recent tweets
- 36. Profile Photo or Avatar User name or handle Hashtag Mention Anatomy of a Tweet Shortened URL Retweet
- 37. Follow People • Your customers • Your business partners, suppliers, contractors and vendors • Your competitors or peers • Trade or professional organizations for your industry • Businesses in your neighborhood • Businesses run by people you know (your professional network)Source: http://socialmediaexaminer.com
- 38. Start Talking • Types of Twitter Messages Tweet = message you send out to everyone who follows you @Reply = message you send out as a reply to one you received Mention = message you send out that mentions another Twitter username Direct Message (DM) = message you send privately to another Twitter user Retweet (RT) = message created and sent by someone else that you share with the people who follow you Source: http://socialmediaexaminer.com
- 41. Share Photos
- 42. Organize People You Follow Into Lists Source: http://socialmediaexaminer.com
- 44. Find Local Customers http://twitter.com/search-advanced Source: http://socialmediaexaminer.com Mineral Wells tx
- 45. Use Twitter for Market Research
- 49. Promoted Tweets
- 52. Is Twitter Right for You? Source: Pew Research Center; mediabistro.com • 23% of Internet users are on Twitter • 21% of women use Twitter vs 24% of men • Age • Ages 18-29 = 37% • Ages 30-49 = 25% • Ages 50-64 = 12% • Ages 65+ = 10%* • Race/Ethnicity • White = 21%* • Black = 27% • Hispanic = 25% • Geography • Urban = 25%* • Suburban = 23% • Rural = 17%
- 53. Instagram
- 54. More than 70 million photos are uploaded every day Over 30+ billion photos shared 300 million monthly active users 2.5 billion likes daily 1000 comments per second Engagement is 15x that of Facebook Source: Instagram Press; Social Fresh Photo: WindKoh on Flickr
- 56. From this … … to this!
- 57. Instagram Content - Photos
- 58. Instagram Content - Videos
- 60. Find and Follow Targeted Accounts
- 61. Find Photos and People
- 67. Try Photo Repost
- 69. Is Instagram Right for You? Source: Pew Research Center; mediabistro.com • 26% of Internet users are on Instagram • 29% of women use Instagram vs 22% of men • Age • Ages 18-29 = 53%* • Ages 30-49 = 25%* • Ages 50-64 = 11%* • Ages 65+ = 6%* • Race/Ethnicity • White = 21%* • Black = 38% • Hispanic = 34%* • Geography • Urban = 28% • Suburban = 26%* • Rural = 19%*
- 70. Pinterest
- 71. • 80% of Pinterest users are women • Users spend an average of 14.2 minutes per visit on the site • Average sales order value for visitors referred by Pinterest is $58.95 • 27% of Pinterest users follow a brand Source: http://socialfresh.com Photo: vbecker on Flickr
- 78. Promoted Pins
- 79. Is Pinterest Right for You? Source: Pew Research Center; mediabistro.com • 28% of Internet users are on Pinterest • 42% of women use Pinterest vs 13% of men • Age • Ages 18-29 = 34% • Ages 30-49 = 28% • Ages 50-64 = 27%* • Ages 65+ = 17%* • Race/Ethnicity • White = 32%* • Black = 12% • Hispanic = 21% • Geography • Urban = 25% • Suburban = 29%* • Rural = 30%*
- 80. Best Practices
- 81. 1. Develop a strategy
- 82. First, Some Questions 1. Can you describe your business/organization? 2. What are your goals? a. Generate sales b. Brand enthusiasm c. Loyalty 3. What is your relationship with your audience? a. Awareness b. Interest c. Action d. Advocacy Source: Jay Baer (http://convinceandconvert.com)
- 83. More Questions 4. How does your audience use social media? 5. Who will be your community managers? 6. What social media platforms will you use? (Hint: Where is your audience?) 7. How will you be human (what is your “voice”)? 8. How will you know when/if you’re successful? Source: Jay Baer (http://convinceandconvert.com)
- 84. 2. Stick to a schedule
- 85. • Check Facebook 3 times per day – no more than 5 minutes each time • Check Twitter 3 times per day – 2-3 minutes each time • Pin and post on Pinterest and Instagram 1 time per day – 2-3 minutes each • Source content (Google Alerts, etc.) – 10 minutes per day
- 86. 3. Plan: Build and use a content calendar
- 88. 4. Schedule posts in advance
- 98. Follow Me Linkedin.com/in/sarahpage Facebook.com/SarahTPageConsulting @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC http://sarahtpage.com sarah@sarahtpage.com 512.914.8873 Instagram.com/stpconsulting Pinterest.com/sarahtpage
Notas do Editor
- The restaurant doesn't typically do a brisk lunch business. Note that the paid reach was only 526. The majority of the views came from viral views - aka shares. Over 7k total views. Also note that it was only shared 11 times, so asking for the share is important. There were also 10 new likes on the page during the offer. I attribute this to the offer and shares.
- Handout: Ways to Use Twitter
- Handout: Ways to Use Twitter
- Customers Potential customers Neighborhood or community businesses Trade or professional organizations People who inspire you People you talk with the most A list allows you to see the tweets from the list members as a separate Twitter timeline. This distinguishes them from the crowd so you can pay attention to what these people say. You can also make your lists public or private.
- Search by city name or zip code to find other people, businesses, or organizations in your area.
- Business.pinterest.com
- You need to be able to describe the value proposition of your event in one sentence. Like a mission statement, but not too mission statement-y. What’s the one thing that makes you unique? With Zappos’s it’s not the shoes, it’s their customer service. 2. a. Generate sales – using social media to create first-time customers and drive repeat business 2. b. Brand enthusiasm – turning customers into fans 2. c. Loyalty – building long-lasting relationships Some of your audience has never heard about you. Others are raving fans. Who are you trying to reach? This matters because your messages to these diverse groups will be very different. a. awareness – they may have heard something about you b. interest – heard about you, visited your website, no purchases c. action – they’ve made a single purchase d. advocacy – fans of the brand, told friends, frequent/repeat purchases
- Knowing how your audience behaves within social media is critical. This will help you select the social media channels you use, and the types of promotions you run. Are they creators, joiners, critics, or merely spectators? Who from your organization will be the one “talking” in social media? One person, a team? Figure it out in advance and get buy in from those who will be doing it. Which social media tools/channels (Facebook, Twitter, YouTube, etc.) are the best ones for your organization AND your audience? People love social media. Why? Because they can develop relationships with a brand. Those brands that sound like real people, anyway. You have to put a “face” on your brand. What’s your voice? Fun, urban, folksy? Whatever you choose to measure, make sure it ties back to your goals and objectives. Before you start, establish some baseline metrics so that you have some things to compare. We’ll talk some more about measurement in just a minute. Sit in a room with your team and some flip charts. Go through each of these questions until you have answers for them. This will become your strategy. Once it’s finessed, share it with your organization, your board, etc.