getting started on social media

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Getting Started

Usabg.net | @usabg (614) 791-1070

Social Media

on

with

Brittany FullenkampDigital Marketing SpecialistUSABG | iBoomerang

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Agenda• Defining Social Media

• Benefits of Social Media Marketing

• Today’s Social Networks

• Developing a Strategy

• Best Practices

• Resources

• Takeaways & Review

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What is Social Media?

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“Websites and applications that enable users to create and share content or to participate in social networking.”

Social Media[so-cial me-di-a]- noun

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It’s all about the

conversations and

networking!

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In fact, this concept is in the roots of

social networks.

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(networking and conversations

feed social media)

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Social Media Timeline

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Social Media Timeline

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The Evolution of the Modern Man

Characteristics of Social Networks

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You couldn’t have this

party without us!

User-based

1

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Conversational2

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Interactive3

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Community-driven

4

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Emotional5

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Relationships6

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“This is great information, Brittany…But how do social networks help me?”

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Benefits of Social Media

Marketing

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Benefits of Social Media

Brand Awareness1

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Social Media Funnel

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Social Media Funnel

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Social Media Funnel

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Social Media Funnel

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Social Media Funnel

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Social Media Funnel

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Advocates build your Brand Awareness.

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Benefits of Social Media

Brand Awareness1

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Benefits of Social Media

Brand Awareness1Leads2

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Benefits of Social Media

Brand Awareness1Leads2New Clients3

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Benefits of Social Media

Brand Awareness1Leads2New Clients3Faster Communication

4

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Industry Authority

Benefits of Social Media

Brand Awareness1Leads2New Clients3Faster Communication

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Industry Authority

Benefits of Social Media

Brand Awareness1Leads2New Clients3Faster Communication

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SEO Credit6

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Understanding Each Social

Network

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Unique Capabilities

Demographics

Unique Capabilities

1.28 BILLION

Monthly Active Users AGE

GROUP:

GENDER:

25 - 34

Both

- Reach more customers- Reach more professionals- Users share 1 million links every 20 minutes- Ad targeting- Insights

Content to Post- Anything goes!- Be as diverse as your audience- Photos and articles- Mobile-friendly- Contests

Demographics

Unique Capabilities

255 MILLION

Monthly Active Users AGE

GROUP:

GENDER:

15 – 24

Both

- 140 characters- Hashtags (#hashtag)- No filter- 78% of users on mobile- 500 million Tweets per DAY- Simplicity

Content to Post- Tweets with 1 – 3 hashtags- Witty content- Trendy content- Links to informative articles- High quantity

Demographics

Unique Capabilities

187 MILLION

Monthly Active Users AGE

GROUP:

GENDER:

35 - 54

Men

- For business- Networking- Most active during normal hours- 4x more traffic to your website- Groups- Best industry content

Content to Post- Intelligent articles- Company updates- Industry information- Links to your website- Your expertise

Demographics

Unique Capabilities

40 MILLION

Monthly Active Users AGE

GROUP:

GENDER:

25 - 34

Women

- Image-heavy- Groundbreaking design- Easy to share content- Loyal users- eCommerce- Censorship and social issues

Content to Post- Images & Infographics- Blogs- Location boards- Recipes!- Viral photos

Demographics

Unique Capabilities

540 MILLION

Monthly Active Users AGE

GROUP:

GENDER:

25 - 34

Men

- Rapidly growing- Helps SEO- Integration- Hangouts & Circles- Communities- Tech-savvy users

Content to Post- High quality- Articles related to you- Your own work- Pictures & Videos- Long posts

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Unique Capabilities- Photos & Filters

- 200 MILLION Users

- Favorite among teens

Content to Post

- Pictures of you

- Pictures of your clients

- Pictures of the area you serve

Other Networks

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Unique Capabilities- Photos & Filters

- 200 MILLION Users

- Favorite among teens

Content to Post

- Pictures of you

- Pictures of your clients

- Pictures of the area you serve

Other Networks

Unique Capabilities- Helps people find blogs

- GIFs

- Indexed by search engines

Content to Post

- Your blogs

- Images

- Infographics

- Industry News

- Personality

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Unique Capabilities- Photos & Filters

- 200 MILLION Users

- Favorite among teens

Content to Post

- Pictures of you

- Pictures of your clients

- Pictures of the area you serve

Other Networks

Unique Capabilities- Helps people find blogs

- GIFs

- Indexed by search engines

Content to Post

- Your blogs

- Images

- Infographics

- Industry News

- Personality

Unique Capabilities- Large, dedicated fan base

- Subreddits

Content to Post

- Your blogs

- Industry news

- Your comments and advice

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Unique Capabilities- Photos & Filters

- 200 MILLION Users

- Favorite among teens

Content to Post

- Pictures of you

- Pictures of your clients

- Pictures of the area you serve

Other Networks

Unique Capabilities- Helps people find blogs

- GIFs

- Indexed by search engines

Content to Post

- Your blogs

- Images

- Infographics

- Industry News

- Personality

Unique Capabilities- Large, dedicated fan base

- Subreddits

Content to Post

- Your blogs

- Industry news

- Your comments and advice

Unique Capabilities- Helps people find blog

- Boosts SEO value

Content to Post

- Your blogs

- Other good industry websites and blogs

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Unique Capabilities- Photos & Filters

- 200 MILLION Users

- Favorite among teens

Content to Post

- Pictures of you

- Pictures of your clients

- Pictures of the area you serve

Other Networks

Unique Capabilities- Helps people find blogs

- GIFs

- Indexed by search engines

Content to Post

- Your blogs

- Images

- Infographics

- Industry News

- Personality

Unique Capabilities- Large, dedicated fan base

- Subreddits

Content to Post

- Your blogs

- Industry news

- Your comments and advice

Unique Capabilities- Helps people find blog

- Boosts SEO value

Content to Post

- Your blogs

- Other good industry websites and blogs

Unique Capabilities- Horizontal Scroll

- Few Advertisements

- Discovery

Content to Post

- Music you listen to

- Artists you like

- YouTube videos

- Entertainment-related articles and news

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Unique Capabilities- Photos & Filters

- 200 MILLION Users

- Favorite among teens

Content to Post

- Pictures of you

- Pictures of your clients

- Pictures of the area you serve

Other Networks

Unique Capabilities- Helps people find blogs

- GIFs

- Indexed by search engines

Content to Post

- Your blogs

- Images

- Infographics

- Industry News

- Personality

Unique Capabilities- Large, dedicated fan base

- Subreddits

Content to Post

- Your blogs

- Industry news

- Your comments and advice

Unique Capabilities- Helps people find blog

- Boosts SEO value

Content to Post

- Your blogs

- Other good industry websites and blogs

Unique Capabilities- Horizontal Scroll

- Few Advertisements

- Discovery

Content to Post

- Music you listen to

- Artists you like

- YouTube videos

- Entertainment-related articles and news

Unique Capabilities- 1 BILLION+ users

- 40% on mobile

- Tied to Google

Content to Post

- Instructional Videos

- Informational Videos

- Comments on other videos

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Developing a Social Media Marketing Strategy

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Social Media Strategy

Awareness“I might need something.”

Lead G

enera

tion

Lead N

urtu

ring

Sale

s

Pitch

Interest

Desire

Action

“I think I want this, but I need more

information.”

“I definitely need this, and I’m deciding where to

purchase it.”

“I know what I need. Can you help me?”

Marketing

Sales

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Social Media Strategy

Awareness“I might need something.”

Lead G

enera

tion

Lead N

urtu

ring

Sale

s

Pitch

Interest

Desire

Action

“I think I want this, but I need more

information.”

“I definitely need this, and I’m deciding where to

purchase it.”

“I know what I need. Can you help me?”

Marketing

Sales

Advocacy“This business really helped

me, so you should try them!”

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Set Goals

Develop Channel

s

Create Content

Build Audienc

e

Analyze Results

Marketing Plan

Social Media Strategy

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Social Media Strategy

Set Goals1• Build Brand Awareness

• Organically Grow Followers

• Generate Leads

• Deepen Customer Relationships

• Drive Brand Advocacy

• Provide Industry Information

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Social Media Strategy

Develop Channels2• Which networks are my customers already subscribed to?

• Which networks have an audience that I want to connect with?

• Which networks are the most relevant to my business/industry?

• Which networks do I enjoy using?

• How much time do I have to spend on social networks?

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Social Media Strategy

Create Content3• What type of content works best on each social network?

• What time of day?

• How many times per day?

• Formal or conversational tone?

• Start with 50/30/20 rule

• What works for my competitors?

• What works for others in my industry?

Social Content

Increases social engagement

Attractive

Engaging

Improve Image

Informative

Useful

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Social Media Strategy

Build Audience4• Invite people you already know

• Network

• Cross-promote

• Drop names

• Make a good first impression

• Give something away

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Social Media Strategy

Analyze Results5• Use analytics tools

• Keep track of data

• Repeat what works well

• Determine if you met your goals

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Putting it all together

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Social Media Strategy

Awareness“I might need something.”

Lead G

enera

tion

Lead N

urtu

ring

Sale

s

Pitch

Interest

Desire

Action

“I think I want this, but I need more

information.”

“I definitely need this, and I’m deciding where to

purchase it.”

“I know what I need. Can you help me?”

Marketing

Sales

Advocacy“This business really helped

me, so you should try them!”

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Social Media Strategy

Awareness

Lead G

enera

tion

Lead N

urtu

ring

Sale

s

Pitch

Interest

Desire

Action

Advocacy

Achieved Through: Visibility and Engagement

What To DoRun Targeted Social Ads

Promoted Posts‘Like’ CampaignsEventsOffers

Rich Pins

+Post AdsPromoted TweetsPromoted Profiles

Cross-PromoteDevelop Channel

s

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Social Media Strategy

Awareness

Lead G

enera

tion

Lead N

urtu

ring

Sale

s

Pitch

Interest

Desire

Action

Advocacy

Achieved Through: Community Engagement

What To Do

Create Content

Call-to-Action

Optimized VisualsRelevant & Useful

Build Audienc

e

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Social Media Strategy

Awareness

Lead G

enera

tion

Lead N

urtu

ring

Sale

s

Pitch

Interest

Desire

Action

Advocacy

Achieved Through: Landing Pages

What To Do

Create Content

Call-to-Action

Optimized VisualsRelevant & Useful

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Social Media Strategy

Awareness

Lead G

enera

tion

Lead N

urtu

ring

Sale

s

Pitch

Interest

Desire

Action

Advocacy

Achieved Through: Multiple Strategies

What To DoSELL, SELL, SELL!!!Use multiple venues to create interest

in your products…

…until your LEAD becomes your CUSTOMER!

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Social Media Strategy

Awareness

Lead G

enera

tion

Lead N

urtu

ring

Sale

s

Pitch

Interest

Desire

Action

Advocacy

Achieved Through: Repeat Visibility and Engagement

What To Do

Analyze Results

Facebook Insights

Twitter Analytics

Google Analytics

LinkedIn Analytics

YouTube Analytics

Pinalytics

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Best Practices

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Best Practices• Set up Business accounts

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Best Practices• Set up Business accounts

• Network

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Best Practices• Set up Business accounts

• Network

• Listen

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Best Practices• Set up Business accounts

• Network

• Listen

• Be Visual

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Best Practices• Set up Business accounts

• Network

• Listen

• Be Visual

• Use Unique Functionality

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Best Practices• Set up Business accounts

• Network

• Listen

• Be Visual

• Use Unique Functionality

• Promote

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Best Practices• Set up Business accounts

• Network

• Listen

• Be Visual

• Use Unique Functionality

• Promote

• Measure Results

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Resources

Facebook for Businesses:- https://www.facebook.com/business

Create a Facebook Business Page- https://www.facebook.com/pages/create/

Essential Facebook Marketing Resources- http://www.socialmediaexaminer.com/essential-facebook-marketing-resources/Beginner’s Guide to Facebook Insights- http://blog.kissmetrics.com/guide-to-facebook-insights/

Twitter for Business- https://business.twitter.com/

Twitter Analytics- https://analytics.twitter.com/

How to Use Twitter for Business and Marketing- http://www.socialmediaexaminer.com/how-to-use-twitter-for-business-and-marketing/

Twitter Trends- http://trendsmap.com/

Twitter Advertising- https://ads.twitter.com

LinkedIn Company Pages- http://business.linkedin.com/marketing-solutions/company-pages.htmlLinkedIn Small Business Resource Center- http://smallbusiness.linkedin.com/

Essential LinkedIn Marketing Resources- http://www.socialmediaexaminer.com/linkedin-marketing-resources/

Pinterest for Business- http://business.pinterest.com

Pinterest Help Center- http://help.pinterest.com/en/articles

6 Ways to Use Pinterest to Promote Your Brand- http://www.socialmediaexaminer.com/how-to-promote-with-pinterest/Pinterest Trends- http://www.pinterest.com/popular/

Google+ for Business- http://www.google.com/business/

Google+ News- http://www.socialmediaexaminer.com/tag/google-plus/

Google Alerts- http://www.google.com/alerts

Google AdWords- http://www.google.com/adwords

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Other Resources

Hootsuite - https://hootsuite.com/

Social Mention - http://www.socialmention.com/

Klout - https://klout.com/home

Social Media Examiner – http://www.socialmediaexaminer.com/getting-started/

Mashable - http://mashable.com/

SproutSocial - http://sproutsocial.com/insights/resources/

MOZ - http://moz.com/beginners-guide-to-social-media

HubSpot – http://hubspot.com

Canva - https://www.canva.com/

Pixlr - http://pixlr.com/editor/

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In Summary…

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Takeaways• Content Matters. Fresh and valuable content matters most.

• Know where your audience is and prioritize.

• If you’re not conversing, you’re not using social media properly.

• Sharing is everything. Share 110% of the time.

• It’s not about you; it’s about your networks.

• Listen, not just once but constantly.

• Participate and be yourself.

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Review• An understanding of what social media is and is not

• A basic idea of popular social media channels and tools

• A map for selecting the correct social networks to support your strategy

• How social media plays into your sales funnel

• Best Practices

• Resources

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Questions?