chris n. west - florida library webinars · marketing • use ads/sponsored stories to get message...
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Marketing
Online Tools and Resources
Chris N.
West
#
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#HashtagJimmy
• Build cohesiveness.
• Engage your audience.
• Create searchable feeds.
Use in:
• Blog titles
• Google+ posts
• Facebook and Twitter updates
• Image descriptions on Pinterest
and Instagram
• Vine videos
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• Increase your information bandwidth
• Create custom pages w/incentives
• Connect to Twitter to cross-promote
• Create Social Media tabs: pinterest, twitter,
• Talk casually w/other businesses; tag them!
• Set your Vanity URL for traditional
marketing
• Use Ads/Sponsored Stories to get message
out
• Develop a custom application
• “Like” industry-related businesses, vendors,
competition
Business Pages
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SEO for Facebook
• Vanity URL
• About Section and Page
Name
• Keywords Inside Posts
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Storytelling on Facebook
• EdgeRank
• Likes, Comments, Shares
• Think Engagement
• Depends on Current Followers
• Posting Videos
• What‘s your favorite __________
• Relate to Consumers and Products
• Write about a current events
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Organic on Facebook
• Automating everything
• Only promoting your
services
• Buying Likes
• Over posting
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FACEBOOK MANAGEMENT
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FACEBOOK CONTENT
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Organic on Facebook
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Organic on Facebook
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Ask questions that are easy to answer.
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CASE STUDY
• Amazon
• Amazon uploads a new cover image on Facebook regularly.
• Results:
• Consistent engagement with each new cover image update
• Fresh updated feel on page
• Amazon updates their Facebook page with a fresh cover image every couple of months.
• Background:
• Amazon wanted to engage returning users to their Facebook page with content that would surprise and inspire them.
• Activity:
• The cover image is updated on a month to month basis, relating to an event or celebration such as Easter, May 4th and their own campaigns such as Handmade or #PrimePet.
• Outcomes:
• Amazon keeps their Facebook page looking fresh and also relevant for returning fans.
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FACEBOOK GLOSSARY
• The number of people that see your ad over a specific period of time
• Estimated reach is the maximum number of people that may potentially see your ad
Reach
• Cost per Click
• Cost per 1000 Impressions
• CTR is “Click Through Rate”
CPC / CPM
• The single web pages that appear when a user clicks on your advert
Landing Pages
• Reduced impact of your ads over time.
• Remember Facebook likes fresh content!
Ad Fatigue
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34% of marketers have generated leads with Twitter.
56% of customer tweets are ignored.
Made (ad rev)
$540 million
0.05% attracts 50% of the conversation.
8% of Americans use Twitter.
76% post status updates.
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TWITTER ALGORITHM
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VISUAL TWITTER
• A Twitter study into the most effective Twitter language found:
Photos average a 35% boost in retweets
Videos get a 28% boost
Quotes get a 19% boost in retweets
Including a number receives a 17% bump in retweets
Hashtags receive a 16% boost
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SUBWAY
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Short Bursts of
Information
News Distribution Dialogue
TwitterProduct
InformationProblem Solving
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• Corporate Buy in. –Think about achievements
• Who will be posting for you?
• Budget
• Prepare
• What should you measure?
• Tweets, mentions , replies, referring traffic, links
• Followers per day
• Crisis Management
Twitter TipsTipsTwitter Team
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400 Million Users61% Women; 29% Men
Users age 15–35Income under $15,000
• Top Brand: Nike
• Most Shared Brand: MTV
• Most Followed Brand: The Ellen
DeGeneres Show
83% of posts include
#Hashtags.
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• Bio
• Like photos
• Themed accounts
• Engage comments
• Tag Followers
• GEO Tag photos
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• Share a variety of content
• Timing Matters
• Hashtags are key
• Don’t forget Video
• Filters Help
• Engage With Competitors’
Followers
• Consider Curating User-
Generated Content
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INSTAGRAM AD BEST PRACTICE
• Content must be right for
• Unique images that jump out in
the busy newsfeed
• Include hashtags and
understand how your
customers use them
• Video content can play up to 60
seconds now
• Photo carousel posts and
slideshows are now supported
formats
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CASE STUDY: GO PRO
• Go Pro
• Go Pro has a
huge
following and
uploads one
customer
image a day
• Results:
• Nearly 10m
followers
• Over 19m uses
of brand
hashtags
• Go Pro uses a branded hashtag, and cash
incentives to encourage product
endorsements from real life customers.
• Background:
• Go Pro wanted to showcase the versatility of
the camera, through the eyes of the
customer.
• Activity:
• Go Pro encourage submissions of photo and
video content. Users must tag images with
#GoPro
• They share the best one every day on
Instagram and credit their authors.
• Outcomes:
• Over 19 million photos submitted to
Instagram with the #GoPro hashtag, and
over 9 million followers.
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INSTAGRAM MANAGEMENT
Later
• Upload, schedule and manage from mobile and desktop
• Manage multiple accounts, and team members
• Plan visual content calendar
• Search and repost
• From $19/m
Iconosquare
• View photos and engage with content
• Get key metrics about your account such as followers and unfollowers
• Find out best times to post, and best filters to use
• From $5/m
Schedugram
• Upload and schedule content from desktop
• Manage multiple accounts
• Bulk uploads available
• From $50/m
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