Social Media Marketing Seminar

Dr. Patricia A. HernandezDirector of Communication

Studies Program

& Dr. Mary Ann Pearson

Director of Public Relations Program

Overview

Social media platforms

Why social media matters

Success stories

ROPE

Logistics

Tips

Questions

How did we get here?

Social Media Defined…

“A group of Internet-based applications that buildon the ideological and technological foundations of web 2.0 and that allow the creation and exchange of user-generated content”

Social media provides a platform. Platforms have evolved…

Newspapers…Radio…TV…Internet…Social Media

Many choices…• Blogs/Forum/RSS (Wordpress, Blogger)

• Video and Image-sharing (YouTube, Pinterest,

• Instagram

• etc.)

• Social Networking (Facebook, Google+, LinkedIn,

• Twitter)

• Knowledge sharing (Wikipedia, Prezi, Slideshare...)

• Music, entertainment sites (Spotify, Pandora)

Reasons to get involved…

• Improve image/brand (reputation) – What about crisis?

• Create brand awareness

• Input for product development (even co-creation)

More reasons…

• Improve customer service

• Closer dialogue with customers

• Generate leads

Success stories…

http://www.thenorthface.com/en_US/index.html

http://socialmediastrategiessummit.com/blog/the-top-10-social-media-success-stories-of-2012-what-we-can-learn-from-them/

http://www.givebigriverside.org/

Northface.com

Top Ten Social Media Strategies-2012Let’s look at the top two…

http://socialmediastrategiessummit.com/blog/the-top-10-social-media-success-stories-of-2012-what-we-can-learn-from-them/

Oreo

Top 10 Companies With Successful Social Media Marketing Campaigns on Facebook

1. Oreo

Oreo took advantage of the blackout during the 2013 Super Bowl in an interesting, provocative way. They posted a single image donned with the words “You can still dunk in the dark.” The big black and white cookie. Likes: 12.6 million.

Oreo

They hit a home run. The post went viral. Turns out, Oreo had a 15 person team on hand to take advantage of a captive super bowl audience. Now, that’s a strong social media marketing campaign.

Nike

Like Oreo, Nike used a major sporting event to surround their social media campaign. They skipped the high profile athletes of the 2012 Olympics and instead featured the average Olympic athletes. Nike gained 166,718

Facebook fans during the London Olympics.

FB Link: www.facebook.com/nike

Likes: 12.6

A local success story…

Key Statistics:

93 participating nonprofits

$207,450 (with added prizemoney:

$12,000 Leaderboard

Results:

$192,450 actual online giving (additional

$8,300 was raised offline, according to survey respondents)

1,953 unique donors

2,701 donations

Donations from 33 states

More Information on Give Big…

More information available at-

http://www.givebigriverside.org/wp-content/uploads/2013/04/GBR-Outgoing-Report.pdf

Our Success Story…

Why begin a social media campaign?

Name recognition

Brand awareness

Inquiries

Customers

Sales

And if you are not present in

social media—your competition

will be.

Reminder: Social Media Matters

4/5 consumers more inclined to buy a brand more often in the future after being exposed to a brand’s social media presence.

83% of consumers exposed to social media would trial a brand’s product.

For every £1 spent in social media, a potential value of £3.34 could be generated.

 Rotterdam School of Management white paper which suggests that after seeing a friend’s social

signal (like, re-tweet, comment), 7% of her acquaintances consider the brand in conversation

42% of Close friends will want to buy!

Need A Plan?

ROPE

R – Audience

O – Objectives and goals

P – Plan

E – Evaluate

Social Media Goals

Increase brand awareness

Lead generation

Increase organic SEO results with an AuthorRank strategy

Increase credibility and thought leadership

Engage directly with your target audience

Market your content

Create relationships with your target audience

Save recruitment costs

Brand monitoring (ORM)

Improve customer service and experience

Support traditional marketing

Logistics

1. Login

2. Create - about, profile pic, cover photo, specify pg. info

3. Like

4. Invite

5. Commit!

Use Space Wisely

Your Cover Should Talk

Post Regularly

Regularly!

Not random – Think about what you like to see

Not too frequently

Test frequency & watch numbers to optimize engagement.

Create content calendar (have a plan).

Provide Value

80/20 rule

Relevant content

Facebook users Like pages to:

Receive discounts or promotions

Stay informed

Be entertained

Interact and connect - engage

Get educated

Show support

Respond to All Comments

Only around 30% of brands respond to comments

Respond to ALL comments

Check settings (under Manage Permissions)

Managing Negative Comments

Identify type of comment

Decide how to react

Always stay positive

Four Words

Thank You

I’m Sorry

What is OK to Delete?

Racism

Sexism

Verbal abuse

Inappropriate language

Pornographic content

Cross Promote

Increase your Page visibility

Promote your page on:

Your website

Business Cards

Marketing material

Events

Newsletters

Facebook’s Features

Highlighted Posts

Featured Likes

Custom Tabs

Events

Offers

Promoted Posts

Milestone

Questions

Understand the Platform EdgeRank

Less than 16% of your fans see your page posts!

Affinity: Measures the relationship. The closer the

relationship the higher the score.

Weight: Different posts carry different weights

Higher weight, higher score.

Time Decay: As a post ages it continually loses value.

Social Media DashBoard

Total views

Connections or subscribers, likes

Engagement – comments and interactions

Social media referrers – visits to site measured through web analytics

Social media conversions – conversion to goals or sales measured through web analytics

My engagement – how the brand interacts through posts, videos, comments, etc

Social Media Analytics

Measure

Website / blog traffic

Website registrations — email marketing campaign

subscribers, followers, fans,

engagement score

positive sentiment

Search rankings

sales

leads

cost savings

number of mentions

customer service inquiries

Tools to Measure

Do’s

Share valuable, educational, and engaging content

Share when traffic at its peak (nights/weekends) differ by audience?

Ask questions – to engage

Use for customer support and feedback

Choose appropriate tools for YOUR target audience

Use only sites you can do well

Photos trump

Take advantage of holidays

Announce sales and special promotions

Listen

To thine own self be true

Dont’s

Be negative

Expect to fully control the conversation

Use social media to only market or sell

Mix personal and business accounts

Recap

Social Media Matters – Not just Facebook

ROPE

Logistics

Commit

Not One Set Social Media Plan Fits All

Helpful Links

http://socialmediatoday.com/node/1454711

http://memeburn.com/2013/07/you-can-and-should-measure-social-roi-heres-how

/

http://www.ragan.com/Main/Articles/5_ways_to_handle_negative_Facebook_comments_44553.

aspx

http://www.outboundengine.com/blog/how-to-set-up-a-small-business-facebook-page/