Chester Co Internet & Social Media Marketing Meetup - April 2012

Two for Tuesday: Social Media
Marketing & Blogging 101
Tuesday, April 24, 2012

www.libertyunion.com

Copyright © 2011 Philly Marketing Labs. All Rights Reserved. 1 1

Agenda
7:10 PM Welcome and Intro

7:20 PM Workshop #1: Social Media Marketing Overview
Facebook Insights & Ads, LinkedIn Ads, Twitter 101

7:40 PM Q&A for workshop

7:45 PM Workshop #2: Blogging Basics
WordPress.com vs WordPress.org

8:20 PM Q&A

8:30 PM Wrap up and good night.

8:30 - 10PM after hours for those that would like to stay and continue discussion

@ChescoMarketing #ChescoIM | Facebook.com/ChescoIM 2 2

Quick ChescoIM Housekeeping

• Welcome new members and first timers
• Typical Meetup starts with a 1 hr networking and
business card swap Happy Hour, followed by 1-2
hours of presentations, Q&A and group
discussions.
• Member Intros – skip these during meeting to
save time, please join the LinkedIn group to intro
yourself/business. Join here http://bit.ly/ChescoLI
• Previous Slide Decks shared on Box.com
http://bit.ly/ChescoIMSlides


On the table
• Coreen Tossona (@ctmarcom) will
discuss some cool info she learned
about Google+.
• Looking to have a Google Field Rep
at our next Meetup to present.
• June/July Mega Meetup??


Social Media Marketing Overview
Facebook Insights & Ads, LinkedIn Ads, Twitter 101

5

Who’s Using What?
• How many of you have a Facebook
Business Page/Timeline?
– Do you know about FB Insights?
– Are you using Ads?
• What about Twitter for business
marketing?
• Finally, LinkedIn Business Pages and
Ads?


Facebook EdgeRank Overview

There are three basic components to the Facebook
EdgeRank algorithm:

• “Affinity” refers to the user’s relationship with the
item’s creator

• “Weight” combines what the item is and how it’s being
interacted with. Status, Video, question, photo.

• “Time Decay” refers to how recent the item is.

• Without a decent EdgeRank Score, your status updates
may not be seen by all of your fans.


Facebook Insights
People Talking About This – number of
people that engage with your Page and includes
users liking your Page, liked, commenting on or
sharing a post from your Page, answered a Question
you’ve asked on your Page, or tagged your Page in
an update or in a photo. This also includes
Facebook users who’ve responded to an event on
your Page.

Friends of Fans – This is the total number of
friends all your fans have.

Reach – The number of people who have seen
content associated with your Page

Virality – The percent of people who saw a story
from your Page and “talked about it”. (calculated by
Reach/People Talking)


Dig into the Data
Click on the Export Data button to find a ton of data
that Facebook collects about user engagement with
you Page.


Facebook Advertising

Facebook Ads
• Text and image ads
• Cost less than other Online Ads (AdWords)
• Can be geo targeted, demographic and allows
targeting according to profile attributions

Sponsored Stories
• Sponsored Stories let you promote stories about people
connecting with your Page, app, event or domain to their
friends.
• People are 2x more likely to engage with your page when they
see a friend already Likes your page
• Ad size: 240 px wide / variable height.
• 6 different ways to use Sponsored Stories (next slide)

@ChescoMarketing #ChescoIM | Facebook.com/ChescoIM10 10

Facebook Sponsored Stories Types


Tips to Optimize your Facebook Ads
• Analyze your Edgerank
– If your page does not have much engagement, you may be paying
for ads to drive people to your Page, spending lots of money to get
them there, and then have them not engaged.
• Avoid Ad Saturation
– FB now measures frequency of ad views by avg person, best to
change ad copy/image often to avoid same people seeing same ad.
• Only change ONE thing at a time
– Since no true A/B testing of FB ads, best to either change ad copy,
image, target audience.
– Leave only for 7 days to allow analysis
• Target friends of connections (only for Page ads)
– Many people forget about this. This is huge! Friends sell!
• Go for little and large
– Try running ads to a specific demographic like 25-35y/o, or broaden
an audience.
– If large budget, run both types of campaigns, targeting niche and
one broad. Determine which is your winner!


Facebook Engagement

From Argyle Social

Facebook: Best Time to Post

From Argyle Social

LinkedIn Ads

• Target audience by Geography, Industry, Job
Function, Job Title, Linkedin Groups, Gender,
Age.
• NEW Lead Generation feature – allow
targeted user to click a link to be contacted by
company
• Competitive bid rates for CPC or CPM
• Ads are placed on:
– Profile Page, Home Page, Inbox, Search
Results Page, Groups, and CPC Ads

Sample Job Titles & Estimated Audience


3 Ways to Advertise on Twitter

Promoted Accounts Promoted Tweets Promoted Trends
• Growing your follower-base will • Target by search keywords, geo- • Good for large budget
stimulate engagement on multiple targeting campaigns.
levels. • Search on Twitter dominated by real- • $120K per day for each
• More followers = Broader distribution time events, interests, and promoted trend. (I think it’s
of campaign communications. conversations. more now)
• Promoted Accounts are targeted by • Average engagement rates range • Only One advertiser per day.
interest, interest-based keywords and 1% - 3%. • Fixed placement on the user’s
geo-targeting • Cost per engagement (CPE) auction timeline homepage
• Cost per follow (CPF) auction (defined as a click, favorite, retweet,
• Minimum bid $0.50 or reply.)
Competitive bid $1-2 • Minimum bid $0.10
Competitive bid $0.50

Twitter Requires a $15K
over 3 month budget!


Twitter 101 - Demo

Open discussion and demo of tools, tips and whatever you want to talk
about.

17

Questions about Social Media Marketing Overview?
Tweet @ChescoMarketing or @JeffTincher include hashtag #ChescoIM

Keep the discussion going on the LinkedIn Group at http://linkd.in/ChescoLI

18

Blogging with WordPress

19

WordPress.com Blogs
WordPress.com Benefits
• It’s free and much easier to set up, no technical experience needed.
• Everything is taken care of: setup, upgrades, spam, backups, security, etc.
• Your blog is on hundreds of servers, so it’s highly unlikely it will go down due to
traffic.
• Your content is backed up automatically
• You get extra traffic from the WordPress.com community — including blogs of the
day and tags
• Your dashboard is secure (SSL) making it even safer to log in on shared networks
WordPress.com Cons
• Can only use provided themes which you can modify and edit the CSS, cannot
upload own or purchased theme
• You can’t modify the PHP code behind your blog
• You can’t upload plugins
• Cannot use your own domain name like ChescoMarketing.com


WordPress.org Blogs

WordPress (self-hosted) Benefits
• Ability to upload themes & plugins
• Great community of users for support
• Complete control to change code if you’re technically minded or have someone
that can make code changes

WordPress (self-hosted) Cons
• You need a good web host, which generally costs $7-12 a month
• Requires more technical knowledge to set up and run
• You’re responsible for stopping spam
• You have to handle backups
• You must upgrade the software when a new version comes out, WP does have
plugins to handle this.


Questions about Blogging and WordPress?
Tweet @ChescoMarketing or @JeffTincher include hashtag #ChescoIM

Keep the discussion going on the LinkedIn Group at http://linkd.in/ChescoLI

22

Stay Informed about ChescoIM
• Facebook Thank you for
– Facebook.com/ChescoIM
• LinkedIn Group attending!
– http://linkd.in/ChescoLI
• Twitter
– @ChescoMarketing #ChescoIM
– @JeffTincher
– @WilsonVA

• Meetup Page
– http://bit.ly/ChescoIM

• Social Media Infographs and Pins
http://bit.ly/TinchPinsSM

Invite your friends and
co-workers to join us next month!


Chester Co Internet & Social Media Marketing Meetup - April 2012

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