getting started on social media
DESCRIPTION
Learn the basics of building your business's brand across social media platforms including Facebook, Twitter, LinkedIn, Pinterest, and Google+.TRANSCRIPT
1
Getting Started
Usabg.net | @usabg (614) 791-1070
Social Media
on
with
Brittany FullenkampDigital Marketing SpecialistUSABG | iBoomerang
2
Agenda• Defining Social Media
• Benefits of Social Media Marketing
• Today’s Social Networks
• Developing a Strategy
• Best Practices
• Resources
• Takeaways & Review
3
What is Social Media?
4
“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
5
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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1997
Social Media Timeline
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1997 2001
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Social Media Timeline
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Social Media Timeline
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1997 2001
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Social Media Timeline
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1997 2001
2002 2003
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200520062008
2012
2011
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2009 Now
2007
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
35
Social Media Funnel
36
Social Media Funnel
37
Social Media Funnel
38
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
45
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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
56
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
57
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
58
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
61
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?
65
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
66
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!”
70
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
71
72
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
73
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
84
Best Practices• Set up Business accounts
• Network
• Listen
• Be Visual
• Use Unique Functionality
• Promote
85
Best Practices• Set up Business accounts
• Network
• Listen
• Be Visual
• Use Unique Functionality
• Promote
• Measure Results
86
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.
95
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
96
Questions?