social media marketing: an overview
Post on 29-Oct-2014
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Social MediaWhat is it? And [more importantly]
why should I care?
700 billion minutes are spent on Facebook each month
Some Basic Definitions
• The Internet• The World Wide Web• Website• URL• Domain name• Interweb• Webernet
The Internet & World Wide Web
• 2 Different things• The Internet– The network
• The World Wide Web– How you access it
Website, Domain Name, & URL
Interweb & Webernet
• These are things that do not exist. Avoid this terminology.
• Yes, seriously.
Social Media: The Web 2.0
• The Web 1.0– Google– Email – HTML– Users are
consumers of content
• Web 2.0: The next generation…– User-generated
content– Crowd-sourcing– Social Media– Mobile
What’s next?
How do you “do” social media?
• The reverse of everything you know about marketing
• Push v. Pull• Broadcast v. One-on-One• Conversions & Conversations• Get comfortable with change• It isn’t an exact science… It’s a new frontier• Is it really free?• Where do you start?
What to do:
• Make a plan• Set SMART goals– Specific, measurable, attainable, realistic,
timely
• Be consistent• Stick to your brand image• Share great content• Be engaging• Be a good listener
What not to do:
• Don’t be pushy• Don’t spam• Don’t try to grow your network too
quickly• Don’t try to sell• Don’t use traditional marketing
techniques• Don’t forget to say “Thank you”
Great Content: What is it?
• Created for your ideal customer• Helpful, informative, and entertaining• Sent out on a consistent basis• Can “go viral” quickly and easily• Linked to your website (ideally a
product, service, or blog)• Includes a call to action
Some social media sites:
And some more:
And a few more
A couple others… but this isn’t all of them…
Where to begin?
The Big 4
Google+
Google+
• Male-dominated• 25-34• Middle Class• Techies• Inactive Majority- Only 17% Usage• Peaked at 13.4 Million Unique Visitors
per month (declining)• 61% of Top 100 brands use Google+
Pages
• Female-dominated• 25-34• $100,000+ Income• Parents (Moms)• 1.36 Million Visitors per Day• Unique visitors increased 2,700%
(May 2011-12)• Apparel retailer traffic up 289%
Still paying attention?
• 465 Million Accounts• 175 Million Tweets per Day• 8% of US Internet Users• Hispanic female, 20-Something, Attended
College• Media outlets are by far the most active
users• 77% of Top 100 Companies use Twitter• 24% check updates every day; 21% never
check
Facebook: Personal Pages
Facebook: Business Pages
• 845 Million Monthly Active Users• 100 Billion Connections• 1 of 5 Pageviews• 75% of Millennials (18-29) are on Facebook• Largest publisher of all US display ad impressions• 39% of business owners plan to spend money on
Facebook ads this year• 27% of interaction comes through the newsfeed- the most
important place to reach fans• Advertising shows effects similar to TV• Greatest growth ages 35-49• Of people who use social media 95% or more of ALL AGE
GROUPS are on Facebook (LinkedIn next with 28%)
Good Examples
Learn from these Misteaks
Ads and Posts: Not the Same Thing
Other Networks to Know
Great new sales tools
What do we do again??
• Post “Great” content:– Created for your ideal customer– Helpful, informative, and entertaining– Sent out on a consistent basis– Can “go viral” quickly and easily– Linked to your website (ideally a
product, service, or blog)– Includes a call to action
Brands to Follow
Even More Brands to Follow
Social Media for Radio
Great Content: What is it?
• Created for “P1”• Helpful, informative, and entertaining• Sent out on a consistent basis• Can “go viral” quickly and easily• Ideally linked to station website or
blog• Includes a call to action
Tips
• Be yourself– USC Study on Radio Personalities
• Listen and RESPOND– Always acknowledge comments
• Two-Way Communication– Ask questions, fill in the blank, caption “contest”
• Keep it short– Think “Headline.” 90-150 Characters
• Use pictures and videos• Limit niche/local content• Match posts with breaks
Ideas
• New song? – Post the video and ask what people think
• Breaking news?– Don’t be late to the party! Ask a question-
and anticipate the response (keep it short).
• Caption contests• Fill in the blank• Follow web news sources• What would make you respond?
Who’s Posting, How Much, and When?
• 2 Posts per Shift– Vary times- see what works best– Post in your timeslot only (when live)
• Take turns nights and weekends• Check the page to make sure no one
posted similar content
Good Examples: Radio
Stations to Follow
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