social media unleashed: how pet sitters and dog walkers can maximize social media
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Social Media Unleashed.How Pet Sitters and Dog Walkers Can Maximize Social Media
www.strategicpeacock.com / @marisacp51 / #PetConf
About MarisaChief Strategist at The Strategic Peacock.
I provide resources and information for small businesses, independent schools and other professionals seeking to advance their knowledge of digital media technologies and strategies.
Owner of 6 year old Pit Bull named Sampson.
www.strategicpeacock.com / @marisacp51 / #PetConf
What is Social Media?Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks
Examples: Facebook, Twitter, Instagram
www.strategicpeacock.com / @marisacp51 / #PetConf
Why Social Media?Reasons why people follow businesses on social media: • Get updates on product 38%
• Stay informed about company activities 32%
• Receive discounts & promotions 31%
• Fun & entertainment 26%
www.strategicpeacock.com / @marisacp51 / #PetConf
Source: Exact Target
Who Uses Social Media?Facebook Twitter Pinterest Instagram
% of internet users 67% 16% 15% 13%
Average Age, Demographic
18-29Women
18-26urban residents,
African-Americans
under 50women
college-educated
18-29African-Americans,
Latinos, womenurban residents
Source: Pew Internet & American Life Project, The Demographics of Social Media Users — 2012, February 2013
www.strategicpeacock.com / @marisacp51 / #PetConf
Pet Owners & Social Media• 90% of dog owners take more pictures of their pets than partners
• 45% say they always use a picture of their pet as their social media profile
• 10% of dogs have a profile on Facebook, Twitter or YouTube
• 16% of pet owners believe that social media can improve their bond with their cats and dogs.
• 17% of Millennial pet owners use apps designed to help them with pet care.
Source: Direct Line Pet Insurance, 2013; AudienceSCAN
www.strategicpeacock.com / @marisacp51 / #PetConf
www.strategicpeacock.com / @marisacp51 / #PetConf
Why Use Social Media• It’s an extension of your website
• Tool for 2-way communication
• Channel to deliver information directly to followers
• Share & curate content
• Promote philosophy, mission and values
• Drive web traffic
• Create new connections
www.strategicpeacock.com / @marisacp51 / #PetConf
I’m a Dog Walker. I Don’t Have a Desk.
• Let mobile be your best friend. Your smartphone can be your mobile office.
• Use Siri and mobile apps to post photos, status updates and check-in. Set up networks to connect appropriately.
• Streamline your workflows. Explore IFTTT.com for recipes. Set up alerts and notifications.
www.strategicpeacock.com / @marisacp51 / #PetConf
Get Started• Find your audience. Ask your members what social sites they use.
• Repackage subscription content for outside messaging to showcase your leadership within your industry and encourage others to join.
• Promote events on social media.
• Promote social media engagement during events. Assign a #hashtag.
• Start a conversation. Ask questions. Add value.
www.strategicpeacock.com / @marisacp51 / #PetConf
www.strategicpeacock.com / @marisacp51 / #PetConf
www.strategicpeacock.com / @marisacp51 / #PetConf
www.strategicpeacock.com / @marisacp51 / #PetConf
Pinterest Example
Pinterest Best Practices
www.strategicpeacock.com / @marisacp51 / #PetConf
• See what’s being pinned from your site. Go to www.pinterest.com/source/yourwebsite.com to see all the pins.
• Learn more about your Pinners. What are the names they give to boards with you photos, information? Board names like “Things I love” or “Best companies” can give you insight.
• Always upload pins from your website. When users click on pin they’ll be directed to your website. Track traffic from Pinterest within Google Analytics.
www.strategicpeacock.com / @marisacp51 / #PetConf
Instagram Example
www.strategicpeacock.com / @marisacp51 / #PetConf
www.strategicpeacock.com / @marisacp51 / #PetConf
6 Emotional Trends of Instagram Users
• Sharing
• Documentation
• Seeing
Source: Consumer Production in Social Media Networks: A Case Study of the “Instagram” iPhone App by Zachary McCune
• Community
• Creativity
• Therapy
www.strategicpeacock.com / @marisacp51 / #PetConf
Instagram Best Practices• Keep content fresh, interactive, and aligned with the brand
attributes you want your customers to notice
• Post pictures that have meaning to your users and induce shares
• Encourage users to get involved in your content creation.
• Give followers a better understanding of what happens ‘behindthe scenes’
Short Videos
www.strategicpeacock.com / @marisacp51 / #PetConf
www.strategicpeacock.com / @marisacp51 / #PetConf
Why Vines & Instagram Video Work
• A branded Vine is 4X more likely to be seen than a branded video.
• Dogs are a Vine favorite. https://vine.co/v/b5HEYV0IQPJ
• Since the launch of Instagram video, there has been a 37 percent increase in Instagram shares on Twitter.
• Instagram videos are creating 2X more engagement than Instagram photos
www.strategicpeacock.com / @marisacp51 / #PetConf
Short Video Best Practices• Use #hashtags.
• Create how-to videos that inform
• Distribution is key to success. Link Twitter accounts to Vine accounts. Share Instagram videos on Twitter & Facebook.
• Craft content to match call to action.
• Be creative.
Source: The 7th Chamber
Community Management
www.strategicpeacock.com / @marisacp51 / #PetConf
www.strategicpeacock.com / @marisacp51 / #PetConf
What is Community Management?
• A community is a group of people with shared values, behaviors and artifacts.
• A Community Manager fosters customer engagement and offers relevant and useful content to their constituencies.
• Working together, a community and social media manager can ensure that all voices are heard and brands are appropriately monitored to provide exceptional customer support and promote marketing campaigns.
www.strategicpeacock.com / @marisacp51 / #PetConf
Community Management Best Practices
• It’s about the message, not the medium. Your message is not dependent on a specific platform.
• It’s about organic engagement. Don’t force activities on an audience. Let it evolve organically.
• Bigger isn’t always better. It’s not about how big your community is, but how effective it is.
• It takes a village. Share knowledge, responsibility.
• If you don’t care, neither will your community.
Thank you!
www.strategicpeacock.com / @marisacp51 / #PetConf
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