Social Media Marketing: Is it right for you?

Helping Businesses
Grow & Succeed
Social Media
Marketing
Strategies and Tactics
to get you moving forward
June 17, 2015

Who is Colleen Wright?
2
• Digital Marketing Instructor:
- Search Engine Academy Northwest
• Online Marketer Since 1997
• Graduate of Portland State University
–Marketing
–Advertising Management
• Digital Marketing Consultant that has increased
revenue for many businesses over the years
• Business Advisor for the Small Business
Development Center at PCC

Agenda
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•What is Social Media Marketing?
•Creating a Social Media Marketing Plan.
•Getting the most out of your efforts.
3

6/17/2015 4
What is Social Media Marketing?

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https://en.wikipedia.org/wiki/Social_media_marketing
5
Social media marketing refers to the
process of gaining website
traffic or attention through social
media sites.[1][2]

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Social media marketing
programs usually center on
efforts to create content that
attracts attention and
encourages readers to share it
with their social networks.
6
https://en.wikipedia.org/wiki/Social_media_marketing

Why Do Social Media Marketing?
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1. Elevate your business as an industry
expert
2. Generate
traffic
3. Create
conversations
7

Stats on Social Media Marketing
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Every MINUTEof every day at least:
• 350,000 tweets are sent
• 2.5 million pieces of content are shared on
Facebook
• Instagram users post nearly 220,000 new photos
• 2 million search queries are made on Google
• 72 hours of video are uploaded to YouTube
8
• 50,000 apps are downloaded from the Apps Store
• Amazon generates $80,000 in online sales
https://about.twitter.com/company;
http://aci.info/2014/07/12/the-data-explosion-in-2014-minute-by-minute-infographic/

Social media enables you to:
• Share your expertise and knowledge
Why Engage in Social Media?
6/17/2015 9http://marketing.about.com/od/internetmarketingstrategy/a/b2bsocialmedia.htm
• Tap into the wisdom of your
consumers
• Enables customers to help
customers
• Engages prospects through
customer evangelism
9

 Generate sales
(although sales will probably increase)
 Generate a list of prospects
 Generate phone calls or contact inquiries
 To create a “viral” campaign
(It probably won’t work)
Why You Should NOT Do Social Media
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Types of Social Media Sites
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Social “bookmarking” sites such as:
These sites have their own
communities and governments” and
basically run themselves.
11

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Identity-based sites are based on who
you are and the type of business you’re
in and are based on connecting with
networks of friends, associates and
contacts you know.
12

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• Your own personal Blog is an identity-based social
media site if you open up comments.
• Message boards, forums, and newsgroups (such as
Yahoo! Groups and Google Groups – think about how
long newsgroups have been around)
13

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Micro-Blogging sites, such as:
14

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Pinning Sites, such as:
Video Sites, such as:
15

Creating a
Social
Media
Marketing
Plan
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Creating a Social Media Plan
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If you enter into
social media marketing without a plan,
You Will Fail.
Period.
http://outspokenmedia.com/social-media/social-media-planning/ 17

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Understand your audience:
1. Who is your target market?
2. What does your target market need?
(Describe their needs NOT what you offer)
3. What are your customer’s pain points?
(List all of your customer’s pain points)
4. What emotions are evoked by their big pain?
19

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Understand your audience:
4. What do you do? (How do you solve your
customer’s problems?)
5. Who are your competitors?
6. What differentiates your company from the
competition?
20

Once you have researched your audience
and the competition, the next step is to:
Create your online brand!
then
Secure your online brand!
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Secure your online brand
http://knowem.com/
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Determine how you will measure
your success
Blog comments ?
Conversations ?
Links ?
Twitter talk ?
Better brand recognition ?
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Understand your customers;
hang out where they hang out.
Are they on:
OR?

Social Media Demographics
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Facebook
Among all online adults:
• 71% of all Internet Users
–66% men
–77% women
–65+ age range has increased:
• 35% in 2012
• 45% in 2013
• 56% in 2014
• Use Facebook Insights to get the demographics on your friends
and followers
http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/

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Twitter
–24% men
–21% women
• Popular with those under 50 and the college educated

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Instagram
–22% men
–29% women
• Popular with young adults, women, Hispanics and African-
Americans
• Also popular with people in urban and suburban environments

6/17/2015 28
Pinterest
Among all online adults
–13% men
–42% women
• Popular with whites living in the lowest and highest
income households
• Also popular with people in rural and suburban
environments

6/17/2015 © 2013 29
LinkedIn
–28% men
–27% women
• The only platform where 30 to 64 year olds are
more likely to be users than the 18-29 group
• Particularly popular among college grads and
higher income households

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Google+
• More tech-driven than Facebook and Twitter users
• 13% of small businesses use Google+
• 20 million unique mobile users monthly
• Top Geographically:
–55% United States
–18% India
–6% Brazil
–5% United Kingdom
–4% Canada
http://expandedramblings.com/index.php/google-plus-statistics/
http://sproutsocial.com/insights/new-social-media-demographics/#google+
• Gender:
–73.7% male
–26.3% female

6/17/2015 31
Follow your customers
You want to know what your customers
want and place yourself ahead of the
competition

1. Must be 100% free:
No strings attached
2. Sales is NOT the goal:
Consumers of content are not in “buy”
mode
3. Make it easy to spread the word:
You want others to disseminate your
information free and freely
Rules Regarding
Social Media Marketing
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Some common ways of sharing:
 Authoritative information
 Entertainment
 Humor
 Controversy
(Wikipedia)http://en.wikipedia.org/wiki/Social_media_marketing
33

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Authoritative Information
http://www.youtube.com/watch?v=v5K5H7SM4cw
34

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Entertainment
35

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Humor
36

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Controversy
37https://www.youtube.com/watch?v=NPFyDSD-w1I

4. Deliver what you promise:
Don’t try to fake people out – you’ll be buried
very quickly
5. Don’t expect an ROI:
It’s nearly impossible to tie social media back
to sales or other dollar measurements
Rules Regarding
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Types of Content
 Interesting articles
 Detailed FAQs
 How to “tutorials”
 Solve a problem
 Historical data
 Interview an Expert
 Case studies
 Check lists
 Advice column

Be committed: Research and solicit a
relevant audience.
Design a plan: Schedule start dates, goals
and benchmark the plan’s progress.
Tips for Social Media Marketing
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6/17/2015 4141
Example Social Media Calendar

Plan a “friending” strategy:
• Publish a badge—or an icon—that allows customers
to share your website on their LinkedIn, Facebook
and Twitter pages.
• Place links to your social media
pages in your email signature.
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Have a “crisis” communication plan:
Be prepared for negative comments and
know in advance how you will respond.
Monitor with:
Google Alerts and
socialmention.com
6/17/2015 43
http://www.google.com/alerts
http://socialmention.com/
43

Be proactive:
Monitor daily and
produce daily
updates that give
followers a unique
insight of your
business.
6/17/2015 4444

Be proactive:
Encourage
interactivity and
discussion.
6/17/2015 45
Post that
created a lot
of interaction

Comments
Encourage
interactivity and
discussion.
6/17/2015 46
Comment
and
interactions

Personalize:
Social media pages
should not be
overtly
commercial.
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Personalize:
Consider consumers’
interests and provide
entertainment value to
keep them coming back.
48

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Integrate all marketing efforts:
Publish all messages to every marketing vehicle:
1. Social Media
2. Newsletters
3. Web Sites
4. Public Relations
5. Advertising
49
and be certain they
are consistent.

Integrate all marketing efforts:
Create external links to post on social
media pages that direct the fan to your
published press, advertisements,
commercials, etc.
Source: Howard Schaffer Media Marketing
6/17/2015 5050

Social Media Optimization (SMO)
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Social Media Optimization is defined by
Wikipedia as the way to optimize Web
sites/pages so they’re more easily connected
to social media sites.

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“Rules to guide your thinking” in optimizing your
site/page so it’s more easily connected to social media
(SM) sites:
Increase your linkability
(write and share content to which
people will want to link or share)
Make tagging easy
(include tags as well as links to the SM sites)
see: http://en.wikipedia.org/wiki/Tag_(metadata)
example:
http://mashable.com/2010/05/10/organize-twitter-profile/
53

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Reward inbound links
(link back to people who link to you)
Help your content travel
(include a bio, mention your content to others)

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Widgets and Badges
58

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Widgets and Badges

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Links to Widgets and Badges
FaceBook
http://www.facebook.com/badges/
Twitter
http://twitter.com/goodies/widgets
LinkedIn
http://www.linkedin.com/profile?promoteProfile=&trk=mypro_badges
Pinterest
http://pinterest.com/about/goodies/
60

Social Media Takeaways
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1. Integrate your efforts to reduce
time spent on Social Media
2. Have a plan and follow it

4. Incorporate Widgets for LinkedIn, FaceBook
and Twitter to your Website, blog and even your
email signature.
5. Limit your self promotion
6. Give generously to your community
7. and Have Fun!
Social Media Takeaways
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Colleen Wright
Consulting
info@responseim.com
www.responseim.com
Training
www.seotrainingnw.com
Contact Information
6/17/2015 63

Thank you!
Get a copy of the presentation at:
http://www.slideshare.net/sheenalena/presentations
6/17/2015 64

Social Media Marketing: Is it right for you?

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