FACEBOOK, TWITTER AND YOUTUBE…OH MY!Let’s Get Social

Part 1

What are we covering today? How to maximize your Facebook

marketing Keys to engagement Promoting your brands BEST material Key reporting metrics

Facebook Advertising 101 Best practices for marketing on Twitter How to engage your audience on

YouTube

“Content is KING but Engagement is QUEEN and she rules the house.”

Mari Says…

The Current State of Facebook

Maximizing Exposure of a Facebook Campaign

Make sure all of your posts: Add value to your audience Help build your community

You want o make the sharer look good to their audience Don’t use more than 2-3 hashtags (#) per

post Don’t use hashtags (#) at the beginning of

a post Recommend having a dedicated content

creator who can post and respond to comments

Maximizing Exposure Contd.

To gain maximum organic reach: Don’t be afraid to post outside business hours LISTEN to what people are saying about your

brand EXPERIMENT!!!!

Frequency, Time of Day, Day of Week, Post Type (text, video, specials, events, milestones, new cover image etc.)

120 characters is optimal on all platforms Mention your fans in posts (tag, @, +name) Keep mobile in mind

They don’t see a sidebar in Facebook!

How do users see ads?

Newsfeed (Desktop + Tablet)

Right Hand Side (Desktop + Tablet)

It Pays to Use Facebook Ads! “ Ads are as relevant and timely as the

content your friends share with you” – Zuckerberg

So, What Metrics Really Matter?

“Stop focusing on page likes and people talking about that.” –Mari Smith

Metrics to Follow: Traffic to Website Growth of email list/opt in subscriptions SEO Click Through Rate Revenue Generated (ROI in our case) Increased Ad Performance Increase in Positive Reviews

It’s About Your Audience, not YOU! Where are the places you have an online

audience? Let ALL of them know about your social

presence Limit self promotion (ie. Like Us on

Facebook) Drive traffic to a specific Facebook post

rather than your page in general Say “Join the Discussion” rather than using anotherself promotion

Facebook Advertising 101

Facebook Boosted Posts Allows a particular post to be seen by a

larger audience by paying to promote it Use Power Editor to create them

It gives you more control over audience segments

Frequency depends on your audience BUT…don’t be afraid to experiment

Did you know you can text people to direct them to like your page?

Types of Facebook Ads

Types of Facebook Ads Page Post Engagement

(glorified boosted post) Page Likes Clicks to Website Website Conversions

Budgets will vary by client and campaign goal Businesses spend $100-

$100,000 on FB ads monthly

The Power Editor is your best friend!!! (no joke) Custom Audiences = Better

Targeting = Higher Quality

Your Brand vs. Facebook Ads Target Your Customers

Use Custom Audiences to drive traffic to your site Can target a list of email subscribers Can target “Look Alike” Audiences Facebook will build an ideal audience FOR you

Facebook vs. Google Analytics GA will only tell you direct referral traffic Facebook can tell you who converted with in a date range; their data

is more precise Ad Placement

The sidebar won’t provide as many conversions as the newsfeed…that’s OK

Mobile newsfeed ads are repeated the MOST expensive in terms of cost per click (CPC)

Want to make sure your ad shows up in all the possible areas though: newsfeed (desktop and mobile), right hand sidebar (desktop only)

Let’s Talk About Twitter!

“Unless you can monetize them, the numbers (followers, retweets, favorites, DM’s etc.) aren’t that important” – Kim Garst (Twitter Specialist)

2014 Social Media Stats

Debunking Twitter Myths

Myth #1: Twitter will make you famous overnight Truth: “Opportunity is missed by most people because it is

dressed in overalls and looks like work” – Thomas Edison You have to work at building a relevant following; this

could take days, months, a year…. Myth #2: I don’t think Twitter is right for my business

Truth: This is where your audience is; Twitter has more than 36 million unique visitors each month and 560 million active users currently

Twitter doesn’t hide any posts like Facebook does; everything reaches the newsfeed

Your competition is on it

One More Myth…

Myth #3: You have to keep your personal separate from business Ok, so this might be a little true, BUT: It all blends together on social media You need to portray the human aspect of your

business People will connect with you on a personal level

before they do on a business level Create content that evokes a personal connection

(ie. quotes, images, share an experience/story) Value + human interaction = community

4 Keys to Dominate Twitter

Connect with Influencers Engage with like minded users

Find Real Time Leads Can identify an audience by keyword search Search for your audience and offer them something

Target Your Followers Manage them! (unfollow, follow new people etc.) Follow people with keywords in their bio

Generate “Evergreen” Content Content that will have relevance today, tomorrow, 6

months from now (it lasts) Re-Tweet your old blog content

Closing Twitter Thoughts

What is your overall marketing goal for social media? (Brand awareness, leads, engagement)

How do you define your ideal customer? You know what you want from them but

what do THEY want from YOU? What do they care about outside of your

brand or service? Lastly, people aren’t searching for

solutions, they are searching by their problems

How to Generate YouTube Engagement

YouTube is about creating meaningful relationships with your audience They watch videos they feel

they can relate to YouTube is the most effective

tool for B2C Embedding a YouTube video

on a page can result in up to a 75% higher share rate

Be Genuine, Real and Informative People search YouTube for

“how to” videos They are there to learn

and/or be entertained

What’s the Secret then?

What are we measuring? COMMENTS!!! But…you can turn them off

So how do you combat that? Ask users to join the discussion Ex: Share your thoughts by leaving a comment below OR

Share your conclusion on how/why you think this happens in the comments below

YouTube cares about the # of videos you post and how many subscribers you have, NOT how many views a video has The average watch time is 2:21 You want your audience to learn something from your videos

Part 1: Key Takeaways

Don’t be afraid to experiment with your strategy

Every business is different; there is no cookie cutter strategy that works for EVERYONE

Talk WITH your audience, not AT them 92% of marketers say social media

increased their brand exposure in 2013 YOU NEED TO BE ON IT!!!

It’s not always about fans and followers; it’s about how you can make them turn into business