social marketing. new tools, new questions social media tools are powerful internet advertising...
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Social Marketing
New Tools, New Questions
Social media tools are powerful internet advertising venues you can’t afford to ignore, and you can learn to love. Many business owners wonder:★ Which is better for my business, LinkedIn or Facebook?★ Does my customer base really use Twitter?★ What should we write, and where do we post it?★ How often should we tweet, write a blog post, or advertise on Facebook?★ Who should do our posting? Should we outsource this?★ What does it cost? Time is money. How much time do I need to do this?
The MOST Important Question
How does Social Media fit into your marketing “ecosystem”?Do you have a marketing plan?What other marketing do you do?What works for your business?How much time can/do you devote to marketing?What are your goals?How do you measure success?
The Marketing Ecosystem
www.strogoff.it
No plan? You’ve got Company!
http://www.socialmediatoday.com
What’s Hard about “Content Marketing”?
http://www.socialmediatoday.com
What’s your Goal?
Define it before jumping in
http://www.socialmediatoday.com
What tactics will Get You There?
What’s effective for your business?
http://www.socialmediatoday.com
You need a Strategy & a Plan
And…worker bees!(Who’s gonna DO all this stuff?)
http://www.socialmediatoday.com
The More things Change….
The More they Stay the Same- It’s still all about smart marketing
- Know your audience- Communicate clearly and persuasively- Talk in your customer’s language- Don’t do the hard sell- Ask for referrals
Why is Social so Popular?
People Actually Can’t Help but Share
Study by Harvard neuroscientists ★triggers same sensation of pleasure as food
and money!○studies show people will give up money in order to
talk about themselves○up to 80% of social media posts are announcements
about people's own immediate experiences
Why/What do people Share?
★ New York Times study: the number one reason is “to bring valuable and entertaining content to others.”
★ How the viewer perceives others might enjoy the image or idea - it’s about intuition and understanding.
○Be positive○Demonstrate usefulness○Tell a captivating story
Real Life Example
Business news vs. 9-11 post
The Psychology of Social
★ How much do people share? Study by Ipsos showed:○Worldwide average: 24% of people “share
everything”○USA average: 15% of people “share everything”○Keep your expectations in line for how much will be
shared.★ Building connection
“Connection”
★ University of Queensland study showed active participation on social media sites gave users a greater sense of connectedness.○ "Social networking sites such as Facebook, which has more than a
billion users a month, give people immediate reminders of their social relationships and allow them to communicate with others whenever they want."■ users crave feedback and responses - don’t just promote your
own stuff, join relevant conversations where you can add value, opinions or fun.
Use this to your Advantage
★Psychologist Edward Thorndike discovered a psychological phenomenon that causes positive bias.
○gain a reputation for high quality, helpful, thought-provoking content
○audience will gain positive bias about your goods and services, too
What Others are Doing in Social Media
What do Others do?
It can be a Lot to Manage
But Wait...there’s More!
Is it Worth the Work?
Is it Worth the Work?
DEPENDS★On your goals★On your ability to invest
○Money○Time○Outsource
★On the value of a new customer to your biz
Who’s Going to Monitor Things?
1
2
Do you Have the Time?socialmediaexaminer.com:
★ With as little as 6 hours per week, the vast majority of marketers (91%+) indicated their social media efforts increased exposure for their businesses.
★ More than half of those who spend at least 6 hours per week on social media efforts saw a benefit of reduced marketing expenses.
★ 81%+ of participants saw increased traffic
The Time Commitment
Most marketers surveyed spend as much as 10 hours per week on social media marketing
Know your Customer/Audience
★ Why they spend time on social & what they are looking for ○ Hootsuite research found:
■ Google+ users want to learn about a specific topic■ Facebook users check in to connect with friends■ LinkedIn users want to learn about industry insights
★ Different platforms have different cultures★ Those that conduct systematic research on their
audience and competitors grow almost 12 times faster than, and are almost twice as profitable as, those that don’t
Be Trustworthy for more Shares
★It’s ok to admit a mistake or address a complaint on your Facebook page. It builds trust.
★Trusted info is shared info.
Pick the Platforms that Work for You
Depends where your audience is.
Audience Stats52% of online adults use multiple social media sites. Facebook acts as “home base” — it remains the most popular site for those who only use one, and has significant overlap with other platforms.
Audience Stats
Audience Stats
Audience Stats
Social/SEO
★ Your Social Properties increase your visibility across the web ○ opportunity to be found by a prospective customer, or potential
employee★ Google’s Hummingbird algorithm placed high priority on
social shares○ Google +1’s are one of the most important factors in determining SEO○ Focus on increasing social shares through social linking, intriguing
images and content, and including social share buttons or a toolbar on your site’s pages.
Google in Action
Harvest More Likes/Fans
Have you Done The Basics?
Asking for Likes?(on FB and on your site, in emails, in your email signature, etc.)
Take a Fresh Look at your Outreach★ Is your content connective?★ Do you use good imagery?★ Is your content shareable?★ Do you have a Like button on your
website?★ Do you collect email addresses
everywhere you can?★ Have you commented on other
complementary biz Pages as your Page?★ Have you tried a Contest where people
must Like your Page to participate?★ Are your posts strictly self-promoting?★ Are you and your employees linking back
to your Facebook Page as their place of employment?
★ Are all of your social accounts promoting each other?
★ Are your posts too long?★ Have you created an exclusive Fan offer?
(42% of people say they like a brand page for the coupons and discounts)
★ Are you checking analytics and making adjustments?
★ Do you know what Pages your audience Likes?
Take a Fresh Look at your Outreach★ Is your Facebook page optimized for
search engines? (relevant keywords in your title and About section)
★ Could you create a Group using a relevant interest area? (i.e. Fairfield County Horse Owners)
★ Do you participate thoughtfully in Groups in your Industry?
★ Are you connecting with important Group admins?
★ Are you posting consistently?★ If you do live events, do you upload
photos and ask fans to tag themselves? (will reach your Fans’ friends…)
★ Do you create and promote videos?★ Did you create a Call to Action on your
Page yet?
★ Is your URL on your photos?★ Are you responding to posts on your Page
appropriately and in a timely fashion?
Beyond Posting: Advertising on Social Media
Advertising on Social
Boost a Facebook post
Target your Audience
With Boosted Posts and advertisements, you can specify interests of your ad’s audience
Resources★ https://www.facebook.com/help/★ https://
developers.facebook.com/docs/plugins/page-plugin
○ embed and promote any Facebook Page on your website - visitors can like and share the Page without having to leave your site.
★ https://www.facebook.com/page_guidelines.php
★ www.hootsuite.com
How do I schedule a post to be published on my Page at a different date?
You can prepare a post and schedule it to be
published on your Page at a different date. Scheduled
posts need to be published between 10 minutes and
6 months from when you create them.
To schedule a post:
1. Start creating your post at the top of your Page's Timeline
2. Click next to Publish
3. Select Schedule Post
4. Choose the date and time you want the post to be published
5. Click Schedule
ResourcesPromotions
1. If you use Facebook to communicate or administer a promotion (ex: a contest or sweepstakes), you are responsible for the lawful operation of that promotion, including:
a. The official rules;
b. Offer terms and eligibility requirements (ex: age and residency restrictions); and
c. Compliance with applicable rules and regulations governing the promotion and all prizes offered (ex: registration and obtaining necessary regulatory approvals)
2. Promotions on Facebook must include the following:
a. A complete release of Facebook by each entrant or participant.
b. Acknowledgement that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.
3. Promotions may be administered on Pages or within apps on Facebook. Personal Timelines and friend connections must not be used to administer promotions (ex: “share on your Timeline to enter” or “share on your friend's Timeline to get additional entries”, and "tag your friends in this post to enter" are not permitted).
4. We will not assist you in the administration of your promotion, and you agree that if you use our service to administer your promotion, you do so at your own risk.
